The latest social media sensation is just a click away, while your next grocery haul is just a curbside pickup away.
The latest blockbuster movie just landed on a subscription service, while your favorite artist has released their third album in as many years—available instantly for streaming. And if you’re missing a pair of earbuds for that album, Amazon’s got you covered with same-day shipping and delivery.
Modern society wants its services—and it wants them now. But should the paint protection film (PPF) industry give into society’s need for speed?
Jason Berke and Debbie Carranza, Co-Owners of Collectors Car Spa in Orlando, Fla., refuse to put quickness ahead of quality, even if it means losing business.
“A Recipe For Disaster.”
“Speed is overrated, and I think it’s extremely dangerous,” share Berke and Carranza, an engaged couple who take on both life and business together. “You can mix quality and quantity together, but I would say that speed is overrated. Customers want to hear that they’ll get their car back before the end of the day.”
Improperly-prepared surfaces, fingers, moisture bubbles, and trapped debris? Berke and Carranza caution that speedy installations could lead to long-term issues.
“We’re a bit pricier than other shops,” they share. “We take longer than other shops. We’re tucking edges and heating edges. But when we break down installation timelines and what goes into these projects, customers ultimately understand. Giving someone a service that’s near-perfection only entices them to want to come back and work with you again.”
Correcting Rushed Installations
The big question: Are PPF installations being rushed in 2024 against the backdrop of society’s accelerating pace?
“We see a lot of things that get rushed in this industry,” Berke and Carranza add. “We’ve seen clients lose thousands of dollars at shops, where a front clip is completed in a day. Customers drop a car off at 9 a.m., and pick it up at 5 p.m. That’s a recipe for disaster.”
Serving a Unique Client Base
Throughout its history, Autobahn Dealer Collectors Car Spa has aided automotive enthusiasts in their pursuit to safeguard their car collections with PPF. 50% of the company’s client base are car collectors, but no matter the car, Berke and Carranza treat each customer the same.
“We’ll do everything from a Bugatti to a Toyota—it doesn’t matter,” says Berke and Carranza, who received training and mentorship from Tony Kiger, Territory Manager and Trainer at Autobahn. “Someone’s Toyota might be their Bugatti. We wash and detail work trucks for glass and construction companies.”
Establishing Expectations
Qualifying questions are an integral component of the PPF sales process, demonstrated during a recent project at Collectors Car Spa.
“We recently worked on a customer’s 2023 Porsche 911 Turbo S,” Berke and Carranza share. “We knew what he was about, and what he wanted to do. We were able to set proper expectations because we learned about his passion for cars and his goals. We said, ‘If you’re going to take bumpers off, do your modifications first and then bring the car back to us.’”
Berke and Carranza share an ongoing dialogue about pricing and the ins and outs of installations with their customers.
“When it comes to the labor aspect, we have a big challenge,” adds the couple, who work in a 1,300 square-foot installation area. “No one walks into a restaurant and asks for half off of a cheeseburger. But customers ask for half off in our world.”
The Long Game
The digital era of the 21st century has led to dozens of new resources. Among these, YouTube stands out with its many tutorials that can assist aspiring PPF installers. However, Berke emphasizes that hands-on experience and structured training surpasses all other forms of learning in this field.
Mastering PPF takes time—no matter what a YouTube video says.
“I’ve been building hot rods and painting cars since I was 16 years old,” Berke shares. “It’s that hands-on experience for the last 30 years that has allowed me to work on a $10 million dollar Ferrari and not care, in regards to being nervous. The hands-on experience is huge in all of these segments.”