Volume 15, Issue 2 - March/April 2013
If your company is like most auto glass repair and replacement (AGRR) companies, you have the preconceived notion that offering a protective coating to your customers is a bad idea. You may ask why you would want to sell something that may keep the windshield from breaking when you are in the business of replacing windshields. Just like many other preconceived notions, this is a good excuse to pass a good opportunity by. By thinking it through further, this myth is quickly abandoned.
If you are trying to find ways to increase sales without getting any more calls, looking deeper into the opportunities in field-applied protective coatings will be worth the time. Again, on the surface your concern would make sense but let’s run a few scenarios and see if you can discover something you didn’t expect.
A Look at the Numbers
Next, we ask how many windshields per month the shop is selling and the average profit per windshield. We will use two different scenarios.
Company A currently grosses $18,000 a month without offering a coating . Let’s see what the gross profit rises to with a high quality coating as part of the sale…
• In addition to the $18,000 let’s say 40 percent agree to purchase the protective coating, which generates on average, $100 additional gross income per sale.
• Forty percent of 90 windshields are 36 who buy, generating $3,600 of additional gross profits.
• The deduction for the 3 percent who don’t come back from re-broken windshield works out to 1.2 windshields or $240.00 of profit loss.
• $3,600 less the $240 is equal to $3,340 of found money. That’s almost $40,000 a year for something that that makes your customer safer.
• Using the same 40 percent penetration, which is about average for companies currently offering coatings, Company B would add $200,000 a month in new profits.
• Versus the lost new business of 60 vehicles, or only $9,000 a month, the company would net $191,000 a month.
How’s that for increasing sales more than 25 percent without selling any more windshields? You can see that even if penetration levels are half of normal or even a quarter of normal, it still works out very positively as the relative lost business number drops commensurately.
Tangible Added Features
Getting in Touch
Today’s engines last hundreds of thousands of miles when they are maintained properly; the same is true for a premium protective windshield coating. Unfortunately, the coating industry does have some players who will claim that no maintenance is required. They lure in customers only to require, post-purchase, an online registration where surprised customers find that the daily or weekly maintenance suggestions such as squeegeeing are listed. This implies a requirement for the few who actually take the time to register. Beware of the coating that claim not to need maintenance of any kind, as all true premium windshield coatings require something to be done to maintain their optimal performance.
Premium coatings should be simple to apply and not require any cure times. This is especially important when it comes to concerns about liability. Coatings that are true nanotechnologies are so thin that it is not possible for them to smear, crack, peel, chip, haze or yellow. It is a shame that companies that have experienced those problems in the past were not using the premium nanotechnology thin film coatings recommended in this article and may now have a “bad taste” left in their mouths that will unfortunately prevent them from understanding the opportunities discussed above.
The fact is that AGRR companies’ liabilities may be greater in the future for NOT offering a protection to consumers that they know can save lives and property damage. Using the concern that the coating may smear and cause a liability issue to not offer premium coatings is like saying you won’t sell a car with seat belts because they may hold someone in the car. Independent tests have shown an increase in reaction time of over one full second for drivers using premium coatings on their windshields, not to mention the additional scratch and impact resistance. A full second or more at freeway speeds represents hundreds of feet and extra time to avoid danger, thus those companies who truly want to increase the safe use of their products will find offering premium protective glass coatings a natural fit.
It’s time to reconsider offering premium protective coatings to your customers.
Adam Zax is the founder and president of Diamon-Fusion International, a global manufacturer of coating for the auto glass industry.