This blog post is not about the new technology in automotive repair industry, nor about its challenges or best practices. This post is about a crisis we definitely have in our industry. This is the human resource crisis. No matter how precise the color matching is, or how fast clearcoats dry, if we don’t have skilled, motivated and proud painters, the industry’s future is not bright. In fact, this post blog comes as a continuation of one of my recent articles “The biggest challenge in the collision repair is to keep it young.”
Just last week we had a round of presentations of new Devilbiss spray gun DV1 on the field. Usually I enjoy this part of my job. What can be better than a direct, unfiltered contact with the end users of your products? While the presentations were “business as usual” , one encounter left me very concerned and in doubt.
My sales manager and I visited a very typical for Greece bodyshop. Average size, family owned workshop of three people. The painter was actually the owner’s son, and the next generation of the business. After initial formalities and casual chat, I asked the young guy about his spaying equipment arsenal. It turned out that he is using two spray guns for basecoat and clearcoat applications. One was a Devilbiss GTI – the very first model of the iconic blue spray gun by the British manufacturer. The other piece was a SATA 2000 model. Both spray guns were purchased many years ago by the painter’s father, and they have obviously seen better days. Looks like a good potential customer, you may think. I thought the same exact thing. However, the youngster looked very indifferent and reluctantly asked for the price. The average retail price for a premium spray gun, regardless of the brand is slightly above 700 Euro in our part of the world. If you take in account that with a quality piece of equipment like Devilbiss DV1 or SATA Jet 5500 (I don’t mention other brands, but the list is not all-comprehensive) one could save massively on materials consumption, improve color matching on difficult metallic colors and decrease re-works, purchasing such gun is a no-brainer. Well, for me at least. However, my prospect customer had a different opinion.
“That is too expensive”, he replied indifferently and took a brand new iPhone XS Max out of his pocket. He started clicking through some Viber messages and turned his back to us. Our pitch came to an end.
En route back to my office I was thinking a great deal about this young man. I wasn’t thinking about the rejection. No. If you are in sales, you know that rejection is just a part of everyday life. What stroke me most is that the “professional” painter didn’t show any interest for something new in his industry. It wasn’t the question of money, of course. Someone who can afford buying an expensive gadget worth about 1300 Euro, can afford investing in his job. Unlike pricy phone, the last technology spray gun (or any other piece of equipment) will earn him money. The problem is that investment in his work is not something he wishes to do, and it is important to distinguish between investment and pure expenses. Purchasing a piece of equipment is definitely an investment. Buying a new phone, unless you are mobile app developer, is an expanse.
To conclude, I would like to say that there are people in our industry who struggle to make both ends meet. Probably not everyone, especially in crisis-hit Greece, can buy a DV1 or similar spray gun. However, a serious sprayer would rather save money for a gun, rather than for a phone. This is my humble opinion.Chances are that this bodyshop will not survive until the next generation, unless the owner changes his attitude.