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38 • WRAPS • 2 0 2 1 G R A P H I C S - P R O. C O M C O L O R C H A N G E and see your work rsthand so they can see quality, says Narayan. Charlie adds that selling is also about knowing when to hold fast and main- tain your prot margin and reputation. 7. Pricing. Everyone I spoke with said they have a general base price for a wrap, then the price goes up depending on the vehicle type and color, the wrapping material, and most important, the labor costs required to achieve what the client is looking for. So, if the client wants their white car wrapped in a dark color, you should explain why it's going to cost more to wrap deeper into the door jambs and under the hood and trunk lid to prevent the white paint from showing. Shareef notes that many times his clients will opt to move forward with the higher cost option, but only because he presented it in such a straightfor- ward way that the customer didn't feel like they were being sold. 8. Expectations. Don't oversell. Set proper expectations. Get educated so you understand where wraps are going to fail or disappoint. If you say it will take ve days and you nish in three days you are a hero, Charlie says. If you say three days and do it in ve, that's not going to go over well with the client. Most wraps are not going to be perfect, he notes. If the client wants their white car wrapped in red but doesn't want to pay for the added cost, make sure they understand that the white paint is probably going to show through somewhere. Suggest that a white pearl or white metallic might be a better choice. 9. Materials. One bit of advice offered by all three shops was the need to know your materials. You may be loyal to one brand, but that one brand may not have the color your client wants so it is likely you are going to need to be able to install many different brands of media. Be sure to read installation instructions on all the major brands because they aren't all the same. And familiarize yourself with the specialized lms in a manufacturer's line — the me- tallics, ColorFlow, matte, and tex- tured surfaces. And if possible, get to know the manufacturers' sales and/or technical reps in your area. This will be helpful when you have questions about a material or pro- cess and need support. 10. Think Twice. This last tip is more cautionary. Color change wraps may appear to be the glamorous side of the business, but if you are a com- mercial shop, color change may not be the best t, Charlie says. You need to have installers specically trained to do this work, and it takes time to learn how to wrap well. If you're just going to do a couple wraps each week on the side, your quality is probably not going to be consistent or top- notch. You'll also have to learn how to sell wraps. Color change custom- ers aren't the same as commercial graphics buyers. It's more about the aesthetics. They're pickier. It might be more protable to just keep mak- ing banners. Narayan Andrews recommends not trying to complete complicated install areas at once. It's okay to take your time and use inlays in strategic areas, which will help you greatly reduce your install time — and also ensure a better, longer-lasting install. Here, Justin Pate, The Wrap Institute, demonstrates the skill to achieve a well-executed edge. Courtesy of Avery Dennison.

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