Paint protection: overcoming the instant ‘no’
Anyone who’s bought a car knows how it works—you’ve picked your vehicle, you’re at the finish line, and then come the add-ons: paint protection, extended warranties, the works. These days, though, most buyers are a lot more skeptical, and not looking to add more. After spending so much upfront, the last thing they want post-sticker shock is a higher monthly payment. This often makes their first instinct a quick “no” when it comes time to bring up add-ons like paint protection. But as dealers, we know that add-ons like this aren’t just extras—they’re investments that will help protect their car’s value and save them money in the long run.
Upsells can seem like extra luxuries to buyers, but in reality, they can save a lot of headaches for customers down the line. Here, we’ll equip you with the tools you need to sell paint protection add-ons with confidence—and help you turn that automatic “no” into a solid “yes.”
Selling more paint protection
Upsells like paint protection always start with your sales team. A lot of dealers wait until the very end to bring up add-ons, when the finance team is ready to take over. But by then, customers are already thinking about signing papers and driving their new ride home. Work directly with your sales reps to mention paint protection earlier in the conversation. That way, it doesn’t feel like a surprise later on. It also plants a seed—customers have time to think about it, maybe even get curious, which can make them more open when it comes time to decide.
You can also soften your sales pitch by having reps casually highlight features. Mention how great the paint looks and how nice it is to keep that shine long-term. They can mention that there are some great options to help protect that look, and if the customer’s interested, the finance team can walk them through the details. It’s an easy and low-pressure approach.
Tailoring your pitch with a few questions
Asking a few simple questions about your customer’s habits and what they care about in terms of protecting their new car is an easy, natural way to ease into the paint protection conversation. Even the smallest of details can help you tailor your pitch in a way that really speaks to them. Try working in questions like:
- How long do you plan on keeping your car? or How long do you normally keep a car?
- Is this your first car purchase from a dealership?
- Where do you plan on keeping the car parked?
- How long is your usual commute?
Their answers help you see how paint protection fits their needs, so you can focus on really highlighting the benefits that will matter most to them in the long run.
Flipping your pitch
Instead of jumping straight into a paint protection pitch, try flipping your approach. Ask customers if they’d be interested in the benefits it offers and if they think it would be helpful to them. Simple questions like, “Would you like to keep your car’s paint looking great and lasting longer?” can really pique their interest. If they say yes, then you can introduce paint protection as the perfect solution.
Lead with the customer benefits and value first—show them you’re focused on what they need and not just focused on making your sales quota.
Practice makes perfect
Selling paint protection helps the business, of course– but it offers real value to your customers, too. Make it a habit to explain the benefits clearly and focus on what matters most to each person. Then, ask them a few questions to be sure you really understand what they’re looking for so you can tailor your closing pitch to their needs.
Also, even the best of paint protection pitches won’t land if you don’t have confidence and clarity in what you’re saying. Spend some time in sales meetings practicing different scenarios and ways to deliver your pitch. The more you practice, the more natural you’ll be when it counts the most.