Protect Group Dealer Sales Session: How to Sell Paint Protection with Confidence

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P R OT E C T G R OUP A US T R A L IA A ND NE W ZE A L A ND
PG
Dealer S ales S ession
Who we are, what we make, and how to sell paint protection with confidence
60 minute session | Presented by the Protect Group team
Protect Group | Dealer Sales Session
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WHY THIS S E S S ION E XIS TS
The gap between supported and unsupported
UNDE R
OVE R
40%
75%
Dealers we do not actively support
Dealers running the Protect Group program
Protect Group program conversion data
S ame product. S ame price. S ame customers. The difference is how the conversation is run on the floor, and
that is entirely learnable.
Protect Group | Dealer Sales Session
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SE SSIO N PLAN
What we will cover in 60 minutes
3 to 9 min
Who Protect Group is and how we are structured
38 to 42 min
Dealer, customer and national application support
9 to 15 min
Our product range and the technology behind it
42 to 50 min
Common customer questions and sales objections
15 to 21 min
ThreeBond and the engineering behind our ceramic
protection
50 to 54 min
Our direction and expanding capabilities
21 to 27 min
Product knowledge and points of difference
54 to 60 min
Live questions and recap
27 to 38 min
Communicating the value to customers
Questions in the chat as we go. The last six minutes are yours.
Protect Group | Dealer Sales Session
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W H O W E AR E
Protect Group is not a product supplier
An Australian and New Zealand protection company
We supply the products, the customer education, the
national application capability and the ongoing
support required to run a complete protection
Built to support dealerships, manufacturers, customers and
applicators
program.
National sales and application capability
Centralised supply, warranty support and technical assistance
Exclusive distributor of NAR paint protection film across Australia and
New Zealand
One consistent customer experience across states and locations
Automotive, caravan, motorhome, marine and commercial markets
Protect Group | Dealer Sales Session
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HOW WE AR E S TR UC TUR E D
What sits behind the dealership
Protect Group head office
Dealer and manufacturer partners
National phone sales support
Approved applicator network
The commercial front line where the opportunity
starts.
Direct customer consultations where the
program includes them.
Trained installers working to defined application
standards.
Product and chemical distribution
Warranty and customer support
Technical assistance
Centralised supply of coatings, film, aftercare
and consumables.
Registration, documentation and care after
delivery.
Application advice and escalation when a
concern arises.
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OUR PR ODUC T R ANGE
Four capabilities, one protection ecosystem
Surface protection
T ODA Y 'S F OC U S
Physical film protection
ThreeBond exterior ceramic protection
NAR paint protection film
Glass protection
Gloss, satin, matte and colour PPF
Interior, fabric and suede protection
Windscreen TPU protection
Wheel and specialist surfaces
S unroof and window film capability
Vehicle technology
Protect Vision 4K dash cameras
F ront and rear camera options
Wi-F i, GPS and app connectivity
Protect Group | Dealer Sales Session
R estoration and maintenance
ThreeRuster corrosion and restoration
Caravan and vehicle rejuvenation
Protect Group aftercare products
Dealer presentation chemicals
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THE TE C HNOL OGY B E HIND IT
What you are actually selling
1
ThreeBond ceramic protection, from an established J apanese
manufacturer.
A professionally applied ThreeBond ceramic protection
system, installed by an approved applicator to a defined
standard, supported nationally after delivery.
The coating
2
The preparation
S urface correction and preparation before anything is applied.
3
Not a bottle. A process, with a manufacturer behind it.
The application
Approved applicator, controlled conditions, defined standards.
4
The program
Warranty registration, aftercare guidance and national customer
support.
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TH E EN GI N E E R I N G
Why the offering is built on ThreeBond
1
2
An established manufacturer
Traceability
A Japanese engineering business with broad experience across
industrial, automotive and manufacturing applications.
A recognised manufacturer stands behind the product, rather than a
private label with limited traceability.
3
4
Preparation is part of the product
Controlled application
How the surface is prepared has a major influence on the result. The
coating alone does not determine the outcome.
Correct conditions and trained applicators are part of the performance,
not an optional extra.
A useful question to leave with a customer: who manufactures the product in the other quote, and where?
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PR ODU C T K NOWLE DG E
What ceramic protection can and cannot do
WHAT IT DOE S
WHAT IT DOE S NOT DO
Make a surface indestructible
R emove the need for regular washing
Stop stone chips or significant impact damage
R epair existing damage or defects in the paint
R eplace correct washing and prompt contamination
removal
Creates a durable protective layer over the treated
surfaces
Makes ongoing cleaning and maintenance easier
Helps reduce the impact of environmental contamination
Helps preserve appearance across the ownership period
Comes with ongoing Protect Group support and aftercare
Volunteering the right hand column is what makes the left hand column believable.
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P O I N T S O F D I FFER E N C E
What genuinely separates Protect Group
1
Proven technology
2
National support
3
A complete program
4
Consistency
5
Long-term capability
Protect Group | Dealer Sales Session
Built around specialist products and established manufacturing capability, not a relabelled
commodity.
The dealership is not left to manage every customer, installer and warranty question on its own.
We support the sale, the supply, the application, the customer education and the aftercare.
Defined application standards, approved applicators and central support across every location.
Continued expansion across ceramic, film, chemical, restoration, technology and dealer
programs.
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Customers are not simply purchasing a coating.
They are purchasing the product, professional application, national support
and the confidence that someone remains accountable after delivery.
The core message of this session
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C OMMU NIC A T IN G VA L U E
What the 75% dealerships do differently
WHAT T HE Y DO
WHAT T HE OT HE R S DO
Raise it early
Protection is introduced during the walkaround, while the
customer is still emotionally invested in the car.
Raised at the paperwork, when the customer is tired
and guarding their money.
Recommend, do not offer
A specific recommendation based on how the customer
stores and uses the vehicle.
A menu of options handed over for the customer to
choose from.
Present the whole package
Every included surface is explained. Paint, glass, interior,
fabric, wheels.
Only the paint is mentioned, so the customer values
only the paint.
The conversation ends with a confirming question.
The conversation ends with take a brochure and think
about it.
Ask for the decision
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D O N O T LE A VE AN YT H I N G O N TH E TA B L E
Sell the whole treatment, not just the paint
If you only mention the paint, the customer only values the paint. Walk every surface.
Exterior paint
Glass
Interior surfaces
The headline surface. Easier maintenance
and appearance retention.
Improved visibility in rain and easier removal
of contamination.
Protection for the touch points that wear first.
Fabric and carpet
Wheels
Aftercare
Spills and staining are easier to deal with in
a family car.
The hardest surface on the car to keep
clean, and the first one noticed.
The wash products and guidance that keep
the result looking right.
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THE C ONVER S A T ION
Four stages, in this order, every time
1
2
3
Understand
R elate
E xplain
Ask about storage, use and
Connect the protection to how
Describe the benefit
ownership before you present
this customer will actually use
accurately, across every
anything.
the car.
included surface.
4
Confirm
Ask the question that turns
interest into a decision.
Presenting before understanding is the single most common reason a protection sale is lost.
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STA GE O N E
Understand: ask these before you present
1
Where will the car be parked, at home and at work?
2
How far do you drive, and on what sort of roads?
3
Anyone else in the car regularly? Kids, pets, work gear?
4
How long are you planning to keep it?
5
How much time do you want to spend keeping it clean?
6
Have you had paint or interior problems with a car
before?
Three well chosen questions are enough. Ask them at the car, not across a desk.
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S TA G E S TWO TO FOUR
Wording you can use exactly as written
Relate
2
You have told me it lives on the street and you are planning to keep it for years. That is exactly the situation where protecting the
surfaces early makes the biggest difference.
E xplain
3
The treatment creates a protective layer across the paint, glass, interior, fabric and wheels. It makes the car easier to keep clean,
helps hold its appearance, and you have our team behind it for the life of the treatment.
Confirm
4
Based on how you are going to use it, I would put the full treatment on it before delivery. Shall I get that organised for you?
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TIMING
Three moments, and only one of them works
BEST
WOR K AB L E
TOO L ATE
During the walkaround
At the quote or trade
discussion
At the paperwork
The customer is imagining ownership.
Protection is about keeping the car the
way it looks right now. Ask the discovery
questions here.
S till workable if the discovery has already
happened. F rame it as part of the
recommendation, not as an extra line.
The customer has shifted to defending
their money. E verything raised now reads
as a hidden cost, and this is where most
of the lost forty percent sits.
If protection is first mentioned after the deal is agreed, you are selling uphill for no reason.
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PR E S E NTING THE PR IC E
Never lead with the number
WHAT THE CUS TOME R IS R E C E IVING
Present what is included, in full, before the figure. A
price quoted before value has been established is
just a cost.
ThreeBond ceramic protection from an established manufacturer
Professional surface preparation before application
Application by an approved installer to a defined standard
And when the customer pushes back, do not move the number.
Go back and check what they think they are comparing it to.
Paint, glass, interior, fabric and wheels included
Warranty registration and documentation
Aftercare products and maintenance guidance
A national team the customer can call directly
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DE AL E R , C US TOMER AND AP P L IC ATION S UP P OR T
You are not carrying this on your own
01
02
03
04
05
You raise it
We support the sale
We coordinate
We apply
We stay on it
Discovery questions at the
walkaround and a clear
recommendation.
Customer consultations and
product guidance where the
program includes it.
S cheduling and applicator
allocation across the national
network.
Approved applicator, defined
standards, controlled
conditions.
Warranty administration,
aftercare guidance and
escalation support.
Your part is step one. If a customer question goes past what you know, that is our job, not yours.
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QUE S TIONS AND OB J E C TIONS
The three that cost you the most sales
I can get it cheaper elsewhere.
Happy to help you compare properly. Have a look at which surfaces are included, who is applying it, what preparation is done first, and who you
call in two years if you need help. That is usually where the difference sits.
I will just wash it mys elf.
You still will, and you should. This is not instead of washing. It makes washing easier and helps the finish hold up between washes, particularly
where the car is parked outside.
Let me think about it.
Of course. Can I ask what you are weighing up? If it is the value, I would rather walk you through what is included again now than have you
decide without it.
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Q U ES T I O N S AN D O BJ E C T I O N S
Three more you will hear this week
Isn't this just another ceramic coating?
There are a lot of products called ceramic coatings. The product is only part of the result. The manufacturer, the preparation, the installer and the
support behind it are the rest, and that is what we bring together.
Can I get it done later, or somewhere else?
You can, and the surfaces will have picked up contamination and wear by then. Before delivery is the point where the paint is in its best condition,
so it is the best value you will get from it.
Does the new car warranty not cover the paint?
A manufacturer warranty covers defects in the paint. It does not cover environmental contamination, staining or general wear from use, which is
what this is about. Different things.
Never guess. Never overclaim. Escalate early rather than after a complaint.
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BEYO N D TH E C O ATIN G
When the answer is a different product
Not today's focus, but know it exists. If a customer raises any of these, bring us in.
NAR paint protection film
Where impact protection is the priority, film
is the appropriate solution rather than a
coating. If a customer asks about stone
chips, that is a film conversation, and we
are the exclusive distributor across
Windscreen and sunroof
protection
Protect Vision dash cameras
TPU protection for glass, where the
customer is concerned about highway or
regional driving.
4K front and rear options with app
connectivity, for customers who ask about
evidence and security.
Australia and New Zealand.
A stone chip question is not an objection. It is a different product conversation, and a bigger one.
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D I R EC T I O N
Where Protect Group is heading
Continued expansion of the national applicator network
Growth of dealer and manufacturer programs
Expansion of NAR PPF and window film capability
Broader automotive, caravan, motorhome, marine and
commercial solutions
Greater customer education and phone sales support
Improved warranty and digital support systems
New restoration, aftercare and specialist protection products
Our direction is to become the most complete and dependable protection partner across Australia and New Zealand. Not through
product supply alone, but through sales support, application capability, customer service and long-term program management.
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THE ASK
Four habits, starting with your next customer
1
2
3
4
As k the discovery questions at every walkaround
Not just the ones you think will buy. You are wrong about who will buy
more often than you expect.
Name every surface, every time
Paint, glass, interior, fabric, wheels. F ive things instead of one, at the
same price.
Say what it does not do
Volunteering the limits is what makes everything else you say
believable.
As k for the decision
S hall I get that organised for you? Then stop talking.
None of these cost money, need approval, or take extra time. They are the whole difference.
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R E C AP AND LIVE QUE S TIONS
Where this ends up
UNDER
OVER
40%
→
75%
1
We provide a complete protection program, not simply a coating.
2
R aise it at the car, name every surface, and present the value before the number.
3
Ask for the decision, and bring us in the moment a question goes past you.
Over to you. What would you like to ask?
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