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Extreme Vinyl: Matt Richart

How Gaining Your Client’s Trust Can Lead to More Business

Transparency in the beginning could bring you future profits.

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WE’VE ALL HEARD of going the extra mile for your clients, but what does that really mean? Should you give them a big discount, remove added charges, or waive artwork fees? At Digital EFX, going the extra mile isn’t giving away your product or services. It means being transparent with your client to find out what he or she really needs.

The most frequently asked question I get is “Do you only do full wraps?” Most of our clients come in thinking about doing a full wrap for a vehicle that may not actually need it. I let our clients know we can drive down 10 different roads with 10 different pricing options. I try to gain the clients trust from the very first interaction we have. If my client has a budget of $4000, and I see that a partial wrap would be just as effective, I let them know for half of that budget we could create a partial wrap that would gain attention and give them ROI. Right off the bat, it shows our clients that it’s not just about the money. I would rather sell them something they need, not necessarily what they want.

I want to be profitable every day, but sometimes certain jobs do not bring you the highest profit. Most of the time, that same client who had a budget of $4000 ends up purchasing a $2000 partial wrap. But now they’re not only happy with the service we provided, they also trust us because we cut their budget in half by giving them other options. It shows we’re not out to squeeze every drop of profit from every job. The trust was created from the beginning. The same client then will come back to do eight more partial wraps. That $4000 budget is now $16,000 without us even pressuring or trying to convince them to increase it. Going the extra mile by being transparent and honest can really set yourself apart. Plus, it’s an easy sales tactic that shows your clients different options, thus building trust and better business relationships.

Partial wraps may have a lower price point, but being honest about what your client needs can lead to a long-term relationship.

One of our clients wanted to wrap a large storage container that would require pressure washing, touch-up paint, design, print, and offsite installation. This job was in the $5000 range and posed some challenges. After asking the correct questions, we found out this unit was for advertising purposes only and would only be on for a year or less. I suggested doing one large banner wrap that could be attached to the face of the container and would save them more than 80 percent of the total cost. This automatically created trust with our client because we offered an easier and cost-effective alternative.

My father has always told me “There is only one way to eat an elephant. One bite at a time.” Going the extra mile is being transparent, educating your clients, and building trust. I want our customers to know we have their best interests in mind for every project they bring us. If you go the extra mile, so will they!

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Matt Richart is the co-owner of Digital EFX Wraps, a full-service, one-stop shop in Louisville, Kentucky. Matt leads country-wide demos and training sessions on how to sell, market, design, and install for the wrap industry. Follow him on Twitter @digitalefxwraps. 

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