Master Detailer for Beverly Hills McLaren,
Lamborghini and The President's Jet spills the beans...
Why ceramic coating is set to die in 2024...
Applying a ceramic coating was extremely hard; only professionals could do it, and even they had a hard time.
But, here's the twist: technology did a 180.
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, detailers are in a pickle – selling 3-10-year ceramic for $1500-$2500 is now tougher than convincing a cat to take a bath.
Why? Because when customers think they can play 'DIY Detailer', convincing them to pay a lot of money becomes a major problem.
Truth is you've been fooled.
Most of these coatings claim to last 3-5-7 or 10 years. But for a daily driver? That's just not happening. So, customers who go for these long-term options often end up paying thousand of $$$ for something that doesn't last.
Many people get into fender benders.
Over 2 million car accidents happen in the U.S. every year. Now, think about this: Your customer, satisfied with their long-term ceramic coating, suddenly finds themselves in a minor fender bender.
It's not the end of the world, but the coating needs to be reapplied. The catch? Insurance says 'no' to covering that. Therefore many of these customers wind up feeling like they've just wasted their money.
Treat it like it's bulletproof.
Most people assume their ceramic coating is bulletproof and the reality is they're not. But a lot of car owners don't know that.
Therefore, most of them don't maintain their cars the right way and end up cutting the life of their ceramic coating short.
Let's put all of this aside for a moment.
Most detailers get this wrong. It's not about having the best product or the fanciest buffers.
It's about grabbing your client's attention in 3 seconds, keeping them engaged, and knowing how to sell.
And if you don't know how to do that, then your customers are heading straight to your competition.
Applying a ceramic coating was extremely hard; only professionals could do it, and even they had a hard time.
But, here's the twist: technology did a 180.
Now, any Joe or Jane can walk into Autozone, grab a $15 ceramic sealant that's stupid-easy to apply and lasts longer than some Hollywood marriages.
Therefore, detailers are in a pickle – selling 3-10-year ceramic for $1500-$2500 is now tougher than convincing a cat to take a bath.
Why? Because when customers think they can play 'DIY Detailer', convincing them to pay a lot of money becomes a major problem.
Truth is you've been fooled.
Most of these coatings claim to last 3-5-7 or 10 years. But for a daily driver? That's just not happening. So, customers who go for these long-term options often end up paying thousand of $$$ for something that doesn't last.
Many people get into fender benders.
Over 2 million car accidents happen in the U.S. every year. Now, think about this: Your customer, satisfied with their long-term ceramic coating, suddenly finds themselves in a minor fender bender.
It's not the end of the world, but the coating needs to be reapplied. The catch? Insurance says 'no' to covering that. Therefore many of these customers wind up feeling like they've just wasted their money.
Treat it like it's bulletproof.
Most people assume their ceramic coating is bulletproof and the reality is they're not. But a lot of car owners don't know that.
Therefore, most of them don't maintain their cars the right way and end up cutting the life of their ceramic coating short.
Let's put all of this aside for a moment.
Most detailers get this wrong. It's not about having the best product or the fanciest buffers.
It's about grabbing your client's attention in 3 seconds, keeping them engaged, and knowing how to sell.
And if you don't know how to do that, then your customers are heading straight to your competition.