Mike Grillo of Road Rage Designs is very adamant when he says, “Do not cut your prices. Do not offer wrap ‘specials.’ If you offer low prices from the start or offer specials, you will never be able to raise them. Perception is reality, if you offered a low price last month, the customer invariably will ask ‘Why can’t I get that price today?’

“Here’s an example: There is a local shop that was offering vehicle wraps at 50% off and boat wraps for any size for $1,000 — which is a third of the going rate. He uses the least expensive material available, calls vendors for samples to use for jobs, hires kids off the street (that he employs for no more than a week or two before terminating them) to do his wraps and still doesn’t have enough money to live anywhere but in his own shop.

“If you think you want to be in the wrap business because it’s ‘cool,’ please go find something else to do because all you are doing is destroying businesses other than yours. Business owners come to us to help them make more money by giving them a professional look. First impressions are what their customers see. So, a bad wrap is a bad wrap and is a poor reflection of that business owner. A wrap is a very-well-thought-out process from the initial meeting, through design, to printing a quality wrap and then professionally installing it, and then following up with the client.”