Refinishing and Coating Products

While much of the refinish business caters to the professional collision repair industry, this does not mean that the consumer no longer has the desire to perform some tasks himself.

However, due to regulations and technology changes, the options open to all but the most experienced DIYer have shrunk. Paradoxically, this has opened the door to a greater variety of products packaged for sale to the consumer.

The old-world close-match “spray bomb” has given way to literally scores of colour options, two-part specialty finishes, and even custom options.

Tip #1: Review Current Options

This is a considerably dynamic marketplace. There are more options in colours, but also more options in the types of products available to the consumer. Don’t rely solely on old catalogues, information, or ordering habits to determine your current inventory.

Consider some of these relatively new additions to the product selection: caliper paint; wheel paint; truck bed coatings; tire sidewall paint; reflective coatings; vinyl and fabric coatings.

Tip #2: Recognize the Fickle Nature of the Consumer

You never know what the consumer is going to be interested in. One customer may be looking to spot-repair the door on his beige Pacer, and be thrilled when you have that colour in stock. Another may be looking to add an accent colour to his ATV. To be an effective retailer in this market, you need to accept that variety is the spice of life.

Tip #3: Show Examples

If you’re looking to showcase specialty finishes, like those colour shifting paints, use POS material that shows the actual paint on a surface. Better yet, enlist the services of one of your staff and have them paint up something in a creative way. If they’re a skater, maybe even buy the board and get them to paint it. The catch? They have to leave it on display for a set amount of time. If they’re really talented, maybe you can even make a deal to have them paint something for display and promote their business of doing other people’s items.

Tip #4: Know the Products

This may sound trite, but the explosion in the types of products can lead to confusion on the part of the counterperson, never mind the consumer. Know what the difference is between fleck paints and colour-shifting ones; know how much coating is needed to complete a long-bed pickup, and a shortbed; know which products a person with little experience can use effectively, and which ones require a very steady hand and some knowledge of using refinish products.

Not all products are suitable for all applications. For example, on crash helmets, Bell Racing advises using acrylic enamels and avoiding lacquer paints. Consumers should also never allow solvent or paint to come in contact with the inner liner as they contain chemicals that can cause serious damage, according to the company.

Other surfaces may have similar caveats so ensure you know what the main ones are up front, or at least know how to find out quickly if asked.

Tip #5: Make the Complete Sale

Just because the paint might be in an aerosol can doesn’t mean that proper preparation isn’t required. Make sure customers also have cleaning products, the right grades of abrasive they will need, and any brushes, rollers, and masking products that might be required. Make sure they understand how important proper prep is, and you will end up with a happier customer.

Bonus Tip: Don’t Just Think Body Panels

Virtually every solid surface has the potential to gain some flash: everything from the stickshift of a classic car to its dash, to the helmet of the guy who wants to take it down the strip, and the skateboard his kid rides when he’s waiting for dad to finish his pass.

There is a whole variety of painting resources from the Web as well as books and videos to help customers put it all together.

These are often quite good and can help the consumer make the right decisions about products and techniques.

They also provide the potential for additional sales for you if you decide to stock them near the refinish products.

Here are a few that we came across:

Complete Video Guide to Painting Motorcycle Tanks, with Vince Goodeve

Complete Video Guide to Painting Motorcycle Helmets, with Vince Goodeve

How to Paint Your Car, by David H. Jacobs

Auto Paint Handbook, by John Pfanstiehl

How to Paint Your Car on a Budget: Paint Your Own Car, at Home, in Your Garage! by Pat Ganahl

Also on the web:

Artofskateboarding.com is a great site with tips that anyone interested in adding art to his board will appreciate.