Selling High-Ticket Ceramic Coatings

Price vs. Value

If a customer asks "How much for a detail?" and you just say "$1,500," they will hang up. You haven't established value yet.

The Shift: From Cleaning to Asset Protection

Don't sell a "wash." Sell "investment protection." High-end car owners view their vehicle as an asset. Frame your service as a way to preserve that asset's value.

The Educational Sale

Walk the customer through the *why*. Explain that clear coat is finite. Explain how UV damage works. When you educate, you become the authority. The authority commands higher prices.

The "Good, Better, Best" Close

Never offer just one price. Always present three options. Most people will choose the middle option. By having a high-anchor price (e.g., $3,000 for a 5-year coating + wheels + glass), the $1,500 option feels like a great deal.

Post-Sale Experience

The sale doesn't end at the swipe. Provide a care guide, a free follow-up wash, and annual inspection reminders. This builds loyalty and referrals.