There’s no question that upselling your wraps jobs will create extra profit for your sign company. But more importantly, it will also create more value for the customer. The size of the graphics, material options and professional design can all create benefits for both you and your customer.
The first step in working with the customer—before trying to upsell them on anything—is to understand their needs. What are they trying to accomplish with the advertising? How can the vehicle wrap best explain their service or product?
The customer needs to trust that you have their best interests at heart and that you are not just trying to make an extra buck for yourself. Rather, you are concerned that the upgrades will be worth the extra cost for them.
This photo shows the fantastic impact that printed reflective graphics can have on a vehicle wrap, providing night time advertising as well. Photos courtesy of 3M Graphics.
Typically larger graphics are more visible than smaller graphics. A customer’s budget will of course dictate how large the graphics can be.
Our pricing is based on a sliding scale—the larger the graphics, the lower the price per square foot. This is a helpful sales tool that can be used as an incentive for the customer to go larger to get their graphics to meet the lower per square foot price range. The more they buy, the more they save.
Often a larger graphic in a tighter space, is more effective than smaller graphics spread out across the vehicle. The total square footage may end up being the same and one larger graphic can be faster to apply than a bunch of smaller graphics, saving on labor.
Offering comparison prices to the customer is a good way to give them options and leave you room to upsell the wrap. The customer may be interested in a partial wrap, but may consider a full wrap when given a side-by-side price comparison.
This customer had discussed small window graphics for her business. By upgrading her to a partial wrap we were able to create a larger graphic with more impact and visibility.
There is a large selection of wrap media that can be used on its own or mixed together. These options provide a great opportunity to upsell your wrap and provide extra impact and value for the customer’s advertising.
We had success with Arlon DPF 4560 GTX, which is a calendared vinyl with X-scape Air Release technology. This material is a good choice for a customer wanting to wrap a flatter surface while cutting costs. Be sure to pair it with a corresponding calendared overlaminate, such as Arlon’s Series 3420 laminates, to keep costs down.
Full wraps and larger partial wraps that cover concave or compound areas or other obstacles require a thinner and more conformable material. Since cast media is typically more expensive than calendared films, this extra cost is figured into a higher per square foot price.
Assessing the amount of time the customer expects to keep the wrap on, as well as determining size and placement of the graphics should be discussed with the customer. This discussion will help the customer understand the extra cost and benefits.
Previously this customer did one color cut vinyl window decals. By upgrading him to perforated view thru graphics he was able to include the small details of his font and design elements.
There are many different types and manufacturers of wrap media.
For Sprinters, Hummers and other vehicles with deep concave areas or other large obstacles, there are highly conformable vinyls on the market. These materials are more expensive than regular wrap film and should be offered to the customer as an upgrade because they will be happier with the end results even though they will be paying a slightly higher cost.
Perforated window film is another optional upsell on a vehicle wrap. Because perforated films are typically more expensive than regular wrap vinyl, we price it separately.
Not every customer chooses to use a perforated film on their windows. Some do not want to pay the extra cost and some are wanting to create security by blocking the view of expensive equipment that may be stored in the vehicle.
As always, there are many choices on the market for perforated films, too. We use Clear Focus’ ClassicVue 50/50 perforated film with its CurvaLam overlaminate.
Calendared vinyls, cast vinyls and perforated films are a few of the many media options on the market.
Upselling perforated films means explaining its benefits. For customers that may otherwise choose to not cover their windows, perforated films provide full color advertising, without blocking their view. This ability to see out the windows increases safety while driving.
REFLECTIVE IS MORE EFFECTIVE
One of my favorite printable products on the market is reflective graphic films such as Arlon’s Series 2400, Oracal’s ORALITE 5600 series, MACtac’s MAClite 5700 or 3M’s Scotchlite Removable Reflective Graphic Film IJ680CR-10 with Comply adhesive.
I spoke with Doug Blackwell, business development manager for 3M Commercial Graphics about the use of reflective vinyls. Blackwell points out, “Using reflective films for your vehicle graphics creates a 24/7 advertising vehicle. Retro-reflective films are designed to work even when wet, which means when it is raining and headlights are on, the graphic is still working hard for your clients. Anytime headlights are on—cloudy, fog, rain, dusk, etc., the film will reflect the headlights and create that pop your customers are looking for in their vehicle graphics.”
This day and night advertising is definitely an upsell for both you and your client. The extra cost can increase profits, while also increasing the effectiveness of your customer’s advertising.
By incorporating a printed reflective stripe, we were able to provide extra safety and impact for this security company, while keeping costs down.
Reflective materials are always more expensive than regular vinyl and their benefits will have to be explained to the customer as part of the upsell process. Reflective films increase awareness and safety for the operators of emergency vehicles, tow trucks and security vehicles.
Spot graphics are a great way to keep costs lower, while still adding the benefits of reflective vinyl. Cut important contact information like phone numbers and websites in reflective vinyl and apply these over the top of a vehicle wrap.
Combining both full-color printed reflective film with cast printed graphics can create an eye-catching and effective wrap. By not wrapping the entire vehicle with reflective, the costs are kept down, and you can work with your customer to determine how much reflective they can afford to add to their wrap.
Blackwell sums up the use of reflective films on vehicle wraps, “I truly believe that reflective films as part of a vehicle graphic are critical. In this day and age of clutter and distractions, it is imperative that your message be seen as often and as brilliantly as possible.”
We break down the pricing for our vehicle wraps into graphics, installation and design. Of the three elements, extra profit can often be overlooked the most during the design process.
We have a base price for wrap design setup. This covers gathering and implementing existing logos, photos and typesetting, as well as fitting the graphics to the vehicle to avoid obstacles.
When quoting vehicle wraps we tend to focus on coverage, square footage pricing and installation obstacles. The design of the wrap is absolutely crucial though to the overall effectiveness of the wrap. Your base design fee may cover most wraps, but be sure to charge for logo creation, custom background artwork and excessive changes.
Upsell your design services from the beginning. As always, this requires educating customers on the benefits to justify the extra cost. How does tweaking their logo improve the overall design? Does the extra time you plan to spend mean their vehicle wrap will be more effective? If you can explain to the customer the importance of these changes and mean it, then this extra work should be charged for.