The vehicle wrap industry has become very customized over the past few years, making pricing difficult in certain situations and applications. Setting your pricing correctly allows you to be profitable, sustainable, and sets your company apart from your competition. Training vehicle wrap classes nationwide over the past seven years has allowed us to listen to other students’ questions, concerns, and difficulties in pricing their product and services adequately. We always discuss how much to charge for your material, ink, lamination, window perf, design services, and installation, to name a few. All of these factors are important, so know what each job requires before giving your client an adequate quote.
There is nothing better than selling a new customer a vehicle wrap and nothing worse than losing a client to your competition. I used to always wonder why we did or did not get a new client that was quoted a specific job until I realized to ask questions. It’s good to find out if your pricing is too high, too low, or what other aspects allowed you to gain or lose the business. Most of our clients have been very open on why they choose to use our services and give us great feedback to use on potential clients. The one constant that we hear back from our customers is they like how we provide a plethora of information, education, and job expectations before we even quote a job or product.
When pricing most jobs, the devil is in the details. After quoting numerous vans, trucks, and standard sedans over time it can become second nature quoting vehicles based off of known square footage. Quoting partial wraps definitely requires a design or layout to calculate how much film will be used for that particular job since you are not covering the entire vehicle. The next question should be how long will this take you to install the wrap.
Time is always a factor in everything that we do. I was excited to write this article because our sales staff had miscalculated some recent jobs in regard to time. We had a custom wrap for a Porsche recently and quoted the job, client approved the design and price and off we went. The price that was quoted was our standard rate for a high-end sports car. The only problem was our sales force failed to notice it had aftermarket spoiler, rear hatch vents, side vents that were not quoted, and a front bumper ground kit that required more time than usual. We actually spent more time wrapping the spoiler, rear vent trunk hatch, side vents, and front bumper ground kit than we did the rest of the vehicle.
This brings us back to setting up the customers’ expectations and explaining to them what can be wrapped seamless, what will have to be seamed, and how much time is involved in each section that needs to be wrapped. Obviously a front bumper will take longer to wrap and trim than a door and fender of a Porsche. By going over each section of the vehicle with your client allows you to point out problematic areas or concerns so that they are aware of the time, price, and attention to detail that is required to achieve a high-end wrap.
At the end of the day, your name and company is represented by the product you produce.
Looking your customer in the eye and letting them know that some of the extra pieces or segments that are on the vehicle will take more time and labor will allow you to stand behind your price and quality. I have had some customers that decided to paint the door handles and mirrors to match the wrap since it required numerous sections, labor, and cost. Every customer and job requires its own attention to detail throughout the sales, design, printing, and installation process. If you and your customer are on the same page from day one it allows the project to run smoother. We also find that by paying close attention to their vehicle shows them that you take pride in what your company produces and sets your company apart from others. The next time you have a difficult vehicle pull up in your parking lot, take your time to educate your customer, set their expectations, and pay close attention to the details. It will make your life a lot easier when it’s 2 a.m. and you’re completing an aftermarket part that you charged adequately for.
* From the 2014 issue of WRAPS magazine.