Ten years ago, it was extremely hard to apply a ceramic coating, even us professionals had a hard time.

But, now, any Joe or Jane can walk into Autozone, grab a $15 ceramic sealant that's stupid-easy to apply and lasts longer than some Hollywood marriages.

Therefore demanding $1500-$2500 for a 3-5-7-10 year coating is now tougher than convincing a cat to take a bath.



But hey, there's more drama...

People are calling bullshit on those 'forever-lasting' coating claims.

But they're also concerned over whether you'll even be around next year.

Therefore no way in hell are they paying out big dough for what might just be a fleeting fancy.

Even worse many of them get into fender benders...

For ages, we applied those 3-5-7 year coatings like they were going out of style.

But here’s the sh*tshow – fender benders happened. Customers came crawling back for a reaplication, but insurance said, "Hell no" to cover the bill.

Therefore we said "fuck it" to those long-ass warranties. No more 3-5-7-10 year traps. We’re all about protecting our customers' wallets.

Customers think the coating is bulletproof.

People are under the impression that a 3-5-7-10-year coating is bulletproof.

But here's the problem – they treat their cars like crap, parking them under sap-dripping trees for weeks. Then, they have the nerve to say it's our fault when the coating goes to hell.

Therefore it's a clusterf*ck. They're pissed because their car isn't invincible.

Fucking $197,000 Down the Shitter

Our eyes were on the quick cash, pushing those 3-5-7-10-year coatings for fast profits.

But holy shit, were we off track. The actual money isn't in these quick 3-5-7-10-year deals; it's in playing the long game.

Therefore this mistake cost us $197,000.

Can't turn back time to bail out my own shitshow, but hey, you get to cash in on my mistakes.

Here's what you can do to avoid these mistakes and make more dinero, let's begin:

First up, you need to understand what the lifetime value of a customer really means. Think of it like your piggybank.

Every time a customer buys something, they're adding money to it.

So, if you sell a one-time 3-5-7 year coating, a customer drops $1500 into your piggybank. That's a nice chunk of change, but it's just once.

Now, imagine you offer an annual application of a 1-year ceramic sealant instead. Each year, they put $350 into your piggybank. Over 10 years, that adds up to $3500.

Now the second thing is that you want to be known as 'the' detailer.

But here's the sh*t no one tells you – if you offer car washes, you're just another guy with a sponge.

Therefore, to position yourself as the detailer, focus only on specialty exterior restoration and protection.