-
Whats your winning argument for selling car wraps?
Hi,
I was just wondering what your winning argument is when trying to sell a car wrap to a customer that has always bought a "normal" vehicle lettering from you before.
What I’m looking for is what is it that you tell them that has proven to be the most successful deal closer. -
16 Replies
-
I don’t sell/produce wraps.
But I would use the same lingo I do when selling vehicle lettering in general:Compare the costs of this one-time vehicle wrap which will advertise for you 24/7 against the cost of a tiny Yellow Pages ad which you have to renew yearly.
With just one big sale, your wrap will pay for itself.
Or the old standard "You will make more money from this wrap than I will!"
😀
Love….Jill -
sounds just about right! 🙂
thanks! -
HI SIMON,
tell them to think of it this way! if you purchased 2 new vans and then wrapped one of them!!! did 50k miles in them both!!!! then removed the wrap off the wrapped one put them both for sale!!! the one which had the wrap will sell first as the paint underneath would be brand new!!! can reach up to 20% more resale value!!!! hope this helps! cheers ,jim -
Its ok to tell them that, but in reality a second hand van is a second hand van,
mileage is probably the most persuading factor to prospective buyers, not the condition(within reasonable wear and tear) of the paintwork.
and hardly likely that the same buyer will have a choice of a wrapped or unwrapped van with the same mileage, Hypothetical is fine though it sells stuff.Peter
-
I don’t think so Peter. Most vans get badly treated during their life. Hardly ever get washed, and wouldn’t ever see any polish. Compared to a car, the average 3 year old van will have flat and badly contaminated paintwork. Compare that to an equivalent van of similar mileage and price, but with brand new paintwork, I know which van I would buy 😀
-
quote Phill Fenton:I don’t think so Peter. Most vans get badly treated during their life. Hardly ever get washed, and wouldn’t ever see any polish. Compared to a car, the average 3 year old van will have flat and badly contaminated paintwork. Compare that to an equivalent van of similar mileage and price, but with brand new paintwork, I know which van I would buy 😀
Phill,
van dealers will tart a van up to make it look like new, a quick buff and polish and you would not know the difference. Ive been in the trade for many years, van sales are all about perceptual value, most vans sold second hand are from fleet markets, BT, Sky, gas companies etc, and on the forecourt will look brand new.
Selling a wrap on the residual value is fine, but like I said, in reality it does not really enhance the value.
I disagree that a three year old van will have flat and contaminated paintwork.
Why would anyone not keep their investment in good condition? fleet or private owner?Peter
edited because I said there instead of their
-
I have re-signed vans on a number of occasions Peter – and recognised them as vans I have done before. Often it is clear to me that the only times they have been washed was on the two occasions I washed them prior to fitting my signs :lol1: :lol1:
-
Ok, If I accept the argument that a van that has been wrapped will attract a higher residual value, how much would you charge to remove the wrap?
(And I accept that the customer has had the advertising value,)
So add the price of wrap removal. and cleaning, do we still have have a bigger profit on the sale?Just looking at the whole picture.
BTW Phill
most car paintwork does not need polish nowadays, and neither do vansPeter
-
History lesson:-
The whole concept of wrapping arose because German Taxis were painted pale yellow.
The original wrapping materials that were developed were produced specifically for this market. WVS was an early wrapping material that was developed to allow cars of any colour to be quickly and easily transformed into yellow vehicles. Then, a few years later, once the car had finished its life as a taxi, the wrap was removed to reveal original pristine paintwork underneath which enhanced the vehicles value.
Much later, the concept of wrapping evolved into digital print and advertising.
-
Phill
I know all that,
but not relevant. mercedes sold taxis in the biege colour as
a standard for taxis, they were base models, but the drivers wanted higher specs,
so if they bought a higher spec model, had them wrapped, to conform with regulations, they were still taxis. and this was shown on the log book when resold, they still had high mileage, so did not benefit from being wrapped, in the residual value, the were still high mileage cars.
history lesson 2Peter
-
So, presumably the whole industry that evolved as a result of recognising there was a demand for biege coloured Taxis that could be based on mainstream coloured cars – then re-sold later at a higher profit then they could otherwise have achieved was based on a false assumption?
Obviously, they should have consulted you first Peter 😕
-
Phill
I agree that selling a wrap on residual enhanced value is fine
in reality I doubt it, you can’t show me evidence either way, nor can I.
so just opinions, again we must agree to differ, off to bed😀
Peter -
quote Phill Fenton:I have re-signed vans on a number of occasions Peter – and recognised them as vans I have done before. Often it is clear to me that the only times they have been washed was on the two occasions I washed them prior to fitting my signs :lol1: :lol1:Phill…. i’m worried now, i’m sure I am wrong but reading your post it suggests that we’re supposed to clean them prior to fitting signage? surely that can’t be!
-
many regions of the UK have the traffic police cars wrapped white. then the conspicuous reflective vinyls applied on top.
There were various reason for this.Traffic police cars are normally high end spec cars.
unlike at the moment, WHITE was not a popular colour.
The white cars weathered allot.
stone chips, scratches and so on came about…
where the conspicuous graphics were removed, they left "ghosting" of the graphics.
having the car wrapped, meant the car beneath could be a bright red, black or whatever is a popular colour to aid in selling the car on.
once the wrap vinyl was removed, there is perfect protected bodywork below it.
so THERE is one proven reason that wrapping adds value to your vehicle when being sold on.
removing wrap vinyl should not be difficult if a good brand is used and it is a wrap and not a regular high end aggressive adhesive cast, which many suppliers sold as a wrap for flood coating prior to solid colours becoming more popular.
my take on the german taxi situation was the colour was an odd beige / mustard colour. so cars were wrapped in this colour, then removed revealing a more attractive original colour, which again was preserved and added value to the sale. after all, it has to be easier selling an immaculate
metalic blue mercedes benz with 100,000 miles on the clock. than a scratched, weathered mustard mercedez with 100,000 miles on the clock!i don’t know what the argument is about peter… 🙄 a bit of a no brainer if you ask me… but lets leave it at that before another thread is ruined. we are all capable of making our own minds based on points raised by all.
Simon, you might think this daft, but Here is something to try, may not work for everyone. but worth a go.
find a very nice fully wrapped van that you have done.
print it off A4 sze.
find, lets say… 9 other cut vinyl vans that you have lettered. and print them off too.
in the pile of ten A4 sheets of gloss paper. make the second from the top
the nice fully wrapped van.
ask your customer to look through them all, and leave them in the room with him.
come back in after giving him time to browse them.
take them off him and ask "was there any that caught your eye?"
I bet he mentioned the wrapped van… but struggles to distinguish and single out the cut vinyl ones he likes, because they are all pretty much the same."this" is your argument… there are so many cut vinyl vehicles running around. singling his business out, "is your goal!"
having the capability to design well, print in house, fit in-house and remove when required… is all at his disposal.
The more people remember HIS BRAND, the more business it will attract.
it will be a constant advert on the streets for his firm. a moving bill board, so to speak.ask does he advertise in magazines or newspapers and approx size, and how often?
way-up the cost of a single weekly advert and the possible views that advert may get.
baring in mind a magazine/newspaper goes in the bin after its read.
his vehicles do not, they are on the streets local and outwith.Over here, "we all know the SKY TV" vehicles… distinctive wraps to attract your eye, with the company brand Incorporated.
also…
selling the idea is not the only obsticle you have.
your customer may love the idea of a wrap, but not your price.
do the same, show him pictures of failed wraps. rusty scalpel marks on vehicles. laquer stripped from vehicle paint work. faded prints. pealing laminate and more…
explain the cowboys use cheaper inferior materials. cheap inks that fade. no laminate etc poorly fitted… the list goes on.in short, open their eyes to the pitfalls. put the bloody fear of death into them, if you have to… but educating them is a "must". leave the ball in their court to decide.
me personally, "ill pay extra" to have a corgi approved gas man fix my central heating before ill let "bob the builder" do the job. 😀 -
I use various techniques to sell a wrap.
a) Pictures of previous wraps. Usually the know the cars you show them, since our’s is not a big town. That means they LOOKED at the car, which point I make very clear to them.
b) Price. I do wraps at very low cost to get the concept to catch on here. Usually a full wrap will cost the same as a full page advert in a small, local newspaper that appears twice a week with less than 8000 sold…..
c) Sometimes I offer the opportunity to pay off the wrap in 2 or 3 installments. This means the client can kick off with a first payment similar to that of just getting lettering……..Namibians LOVE to go into debt 😀
Also, wrap your own vehicle. This is a bit of a problem for me, since we change cars a lot. But I’m doing my vehicles now……..My one delivery vehicle spent the last 6 months with just a tailgate wrap. In that period I sold about 30 or so tailgate wraps, ironically mostly on Corsa pick-ups (our’s is a Corsa) Since January when we opened, we’ve done a few wraps. The first one was from a client who saw a wrap in South Africa during the holiday. The second wrap sold when the client saw the 1st vehicle being wrapped. The 3rd one sold when the client saw No2 awaiting collection in our driveway…….
But then, ours is an "undeveloped" market. Once wraps become more common, marketing strategies will have to change….
PS: Peter, I wrapped my white Suzuki Vitara in white vinyl.(White "laminated" with white, so it is a double layer) I do a lot of offroad / bush driving, and it does protect the car against scratches from bushes and the like. I’m too stingy for "proper" paint protection!!
-
Thanks for all the input!
Log in to reply.