Greg Williams writes:
One of the tools that I've been
promoting to refinishers for many years is the step panel.
I've heard most if not all of the arguments for an against using them as
sales aids, and conclude that they are useful for the following reasons:
1. They provide a visual reference to show the customer what steps,
products, and processes are involved in the production of the finish
2. They illustrate the difference between different "grades" of finish
depending on the steps used, helping to "up-sell" the customer. *
3. They help the customer to visualize the finished product, increasing the
perceived value of the job.
4. They help the customer and finisher to "see" and agree upon the intended
results.**
5. Along with the accompanying finish schedule, they provide, for the finisher
and the client,
a historical record of the process and products used. This can also lend
credibility
to the finisher, and add perceived value to the service.
Steve, color stylists, finishing supervisors, coatings formulators and the
like all use these panels. The refinisher can use them along with the
informational pamphlets you mentioned to answer the question you posed., "
Why should I pay that much, when I can do it myself?"
*For example, the difference between a filled finish and unfilled, glazed or
unglazed, rubbed out or off the gun.
**I'm aware of the argument that the customer can unreasonably expect that his
piece
will be exactly the same as the step panel. This expectation can be managed.
Here are a couple of examples of
the most popular finish in a recent
show. This is an oak door, physically distressed, whitewashed, with a van
dyke brown glaze, and spot crackle, rubbed to a satin.
Greg Williams
High Point, NC
