3 Ways To Sell Ceramic Coatings and How To Sell More of Them. Episode #964
About this episode
Ceramic coating sales are a “conundrum” for detailers: customers are price-sensitive, shops are confused about workflows, and long-duration packages can be harder to justify. The hosts argue that modern results come from efficient paint correction, clear expectations, and organized “small, medium, large” tiers—plus ethical, honest communication. They also connect sales to broader market pressures, including PPF/tint momentum and customers being “underwater” on loans, and stress that basic detailing wins and protection add-ons are where the money is made.
Marshall and Nick break down the challenges detailers are facing in a tighter economy — from selling ceramic coatings without unnecessary correction work to improving efficiency, communicating clearly with customers, and finding real profit in the basics.
They cover why simple, well-defined packages matter more than ever, how side hustlers can stay professional and profitable, and why foundational detailing services remain essential for long-term business growth.
Chapters
00:00 — What “the conundrum” means for detailers
01:46 — Ceramic coatings, changing technology, and the economy
18:54 — One-step vs. two-step correction: efficiency matters
34:05 — Customer clarity and selling the right service
49:11 — Side hustles, professionalism, and avoiding “just enough”
61:28 — Where the money is: getting back to the basics
71:39 — Closing thoughts
ceramic coating
"The no paint polishing and applying a ceramic coating. Okay, it's still there. We're in 2026 and you're saying it's number one still the biggest conundrum for detailers. Yeah, there's no question. As we've seen the economy shift, you know, kind of what I was talking about here is when coatings first hit the market..."
A ceramic coating is a protective layer you apply to your car’s paint. It helps the paint stay cleaner and can make washing easier than wax alone.
A ceramic coating is a liquid polymer (often silica-based) that bonds to a car’s paint to form a protective layer. It’s marketed for easier cleaning and better resistance to light contaminants and minor wear compared with wax or sealants.
paint polishing
"The no paint polishing and applying a ceramic coating. Okay, it's still there. We're in 2026 and you're saying it's number one still the biggest conundrum for detailers. Yeah, there's no question. As we've seen the economy shift, you know, kind of what I was talking about here is when coatings first hit the market..."
Paint polishing is when you use a cleaner/polish and a machine (or hand) to smooth the paint. Detailers do it first so the coating has a better surface to stick to and look its best.
Paint polishing is the process of using abrasives (polish compounds and pads) to remove oxidation, light scratches, and surface defects. It’s commonly done before applying a ceramic coating so the coating bonds to a smoother, more uniform paint surface.
economy shift
"Yeah, there's no question. As we've seen the economy shift, you know, kind of what I was talking about here is when coatings first hit the market..."
They’re talking about how the economy affects what people can afford. When money gets tighter, it can be harder to sell expensive detailing packages like ceramic coatings.
“Economy shift” here refers to changes in consumer spending power and business conditions that affect how easily customers will pay for premium detailing services. In this episode, it’s tied to ceramic coating sales and pricing.
high spots
"So that was like a probably a five to six year period, you know, where it was like early adopters got some benefits to people that could, you know, do the work and actually get the coatings on the car without high spots and sanding and whatever they got the benefit, right?"
High spots are areas where the coating ends up uneven—like it built up too thick in one place. That can make the finish look off and may need rework to correct.
High spots are uneven areas left during coating application—often where excess product is not leveled or cured uniformly. They can lead to patchy appearance and reduced gloss, and may require additional correction to fix.
five year coating
"I can't sell that two step correction and five year coating on the level that I used to be able to, and this and that and all these different things."
A “five year coating” is a long-duration ceramic coating package marketed to provide protection for about five years. The segment frames it as something detailers used to sell more easily, but now customers are more price-sensitive.
technology leap
"And it's led to another conundrum of just not staying up with technology. And that's kind of been our argument this whole time is that ceramic coating technology has taken such a leap forward."
They mean the ceramic coating products got much better over time. Because of that, detailers need to update how they sell and apply them.
“Technology leap” describes how ceramic coating products and application methods improved significantly over time. The hosts argue that modern coatings offer more options (including different durability tiers) than early coatings did.
stack product
"which is where the note paint polishing products like stack and uno fit perfectly to a lot of daily drivers, you know, somebody that's driving a Mazda, or, or, you know, a family hauler of some kind of Toyota, a Honda, a Chevy, a Ford..."
“Stack” is the name of a ceramic coating product line being discussed. They’re saying it comes in options that last different lengths of time.
“Stack” here refers to a specific ceramic-coating product line the hosts mention as part of their recommended approach. The key detail is that it’s positioned as supporting multiple coating durations (shorter-term through multi-year).
one plus year
"You can do shorter term ceramic coatings. If you look at our stack product, you can do a one plus year 12 to 18 month coding, you can do a 224 to 30 month, you can do a three year, you can do a five year..."
“One plus year” refers to a coating durability category—meaning the product is marketed to last roughly a year or more under normal use. In coating sales, these duration tiers help customers choose what fits their budget and how long they want the protection.
12 to 18 month coding
"If you look at our stack product, you can do a one plus year 12 to 18 month coding, you can do a 224 to 30 month, you can do a three year, you can do a five year..."
They’re describing a coating option that’s meant to last about 12 to 18 months. It’s shorter than the multi-year coatings, so it can be easier to sell to customers who don’t want a long commitment.
“12 to 18 month” is a marketed durability window for a ceramic coating tier. The “coding” wording appears to be a transcription/wording issue, but the intent is clear: a shorter-duration coating option compared with multi-year packages.
Uno
"which is where the note paint polishing products like stack and uno fit perfectly to a lot of daily drivers, you know, somebody that's driving a Mazda, or, or, you know, a family hauler of some kind of Toyota, a Honda, a Chevy, a Ford..."
“Uno” is another ceramic coating product name they mention. It’s part of the same general idea: offering coatings that fit different needs and timelines.
“Uno” is mentioned as another coating product line alongside “stack.” In this segment, it’s used to illustrate that the hosts’ system includes different coating options for everyday drivers.
PPF
"That's part of a major manufacturer in the PPF space or some other space and they go, Here's what we're seeing."
PPF means paint protection film. It’s a clear protective layer that you put on your car’s paint to help prevent rock chips and scratches.
PPF stands for paint protection film. It’s a clear, protective film applied to a vehicle’s paint to help resist chips, scratches, and light abrasion.
underwater
"you're seeing a lot of dealership sell because a lot of people are either underwater or they're headed to underwater."
“Underwater” here means you owe more money on the car loan than the car is worth right now. That can make it harder to sell, but it also motivates people to get out of the deal.
In car sales, “underwater” usually means the amount you owe on the loan is greater than the car’s current market value. That situation can push people to sell or trade sooner than they otherwise would.
dealership group privately held
"But a big dealership group privately held has gone in and bought some dealerships from a very big brand that they they are aligned with."
A “privately held” dealership group means it’s not publicly traded. The owners can make decisions without public-company reporting pressures.
A “privately held” dealership group is owned by private investors rather than public shareholders. That can affect how quickly they make strategic moves like buying or selling stores.
abrasive
"We're talking about not putting on any abrasive on paint before you lay down ceramic coating."
An abrasive is something that physically scrubs or grinds the paint to remove imperfections. The host is saying you shouldn’t use that kind of step immediately before applying ceramic coating, because the coating needs the paint prepped the right way.
In detailing, an abrasive is a material used to mechanically remove defects from paint, such as oxidation, scratches, or swirls. The key point here is that the host is advising against using abrasives right before applying ceramic coating, because the coating’s performance depends on the correct prep steps.
paint correction
"Yeah, we've always had a base of there were services that include correction. ...There were cars that just had protection thrown on them..."
Paint correction is polishing the car’s paint to remove visible defects like swirl marks and light scratches. It’s different from just adding a protective product on top.
Paint correction is the process of removing paint defects—like swirl marks, light scratches, and oxidation—using polishing and controlled abrasion. The segment contrasts “correction” services with simply applying protection, noting that correction has historically been part of detailing workflows.
three or five year coding
"I've always told people when you start talking about putting a three or five year coding on a car, because of the robustness of the coding..."
They’re talking about how long the coating is supposed to last—like three or five years. The point is that longer-lasting coatings still require the right prep, not just a quick application.
“Three or five year” refers to the expected durability/coverage period a ceramic coating product claims under normal conditions. The host ties this to coating robustness and argues that, at minimum, the prep workflow should still include a “one-step” approach.
one step world
"...because of the robustness of the coding and the way that it is, I'd still be in the one step world at the very minimum."
“One-step” means you do paint correction with one polishing step instead of multiple stages. The host is saying you shouldn’t skip prep even if you’re using a long-lasting ceramic coating.
A “one-step” detailing workflow typically means using a single polishing step (often a cleaner/polish combination) rather than separate stages for cutting and finishing. The host suggests that even with newer ceramic products, you should still be doing at least a one-step approach for paint prep.
six to 12 months
"[621.7s] But when you start talking about six to 12 months, 12 to 18 months, you're talking about dealing with a customer that goes, hey, I just want my car protected."
They’re talking about how long the protection is expected to last. That matters because customers decide what to buy based on which option lasts longer.
This refers to the expected durability window of the protection product being sold. In detailing, the “how long it lasts” timeframe is a key part of the pitch because it changes how customers compare options like wax, sealants, and ceramic coatings.
12 to 18 months
"[621.7s] But when you start talking about six to 12 months, 12 to 18 months, you're talking about dealing with a customer that goes, hey, I just want my car protected."
This is the longer-lasting time window they’re using to explain value. It’s part of how shops sell ceramic coatings as a longer-term protection plan rather than a short-term wax job.
This is another durability timeframe used to frame the value of longer-lasting paint protection. The longer the stated lifespan, the more the conversation shifts from “quick shine” to “long-term protection,” which affects how shops sell ceramic coatings.
sealants
"[632.6s] And they do know the words like wax or maybe they're a little bit more advanced and they remember sealants."
Sealants are products that protect your car’s paint by forming a protective layer. They usually last longer than wax, so they’re often sold as a longer-term option.
Sealants are synthetic paint-protection products that create a protective film on the paint surface. They’re generally more durable than wax and are often positioned as a step up in longevity for customers.
wax
"[632.6s] And they do know the words like wax or maybe they're a little bit more advanced and they remember sealants."
Wax is a common product people put on car paint to make it look shiny and help water bead up. It usually doesn’t last as long as newer protection products.
Wax is a traditional paint-protection product that adds gloss and some water repellency, but it typically wears off faster than longer-lasting coatings. In detailing sales, wax is often the baseline customers already understand.
tint
"[814.7s] PPF, Tint, all that kind of stuff aftermarket shops of any kind."
“Tint” here means window tint film. It’s a film added to the windows to reduce heat and glare and give more privacy. Shops often sell it alongside other protection products.
In detailing, “tint” refers to window tint film applied to a car’s glass. It’s sold for heat reduction, glare control, and privacy, and it’s often bundled with other appearance-protection products like PPF.
aftermarket shop
"[814.7s] PPF, Tint, all that kind of stuff aftermarket shops of any kind. [818.8s] That was the biggest boom we'd ever seen."
An “aftermarket shop” is a business that adds or installs upgrades after the car leaves the factory. Here, they’re talking about shops that install products like paint protection film and window tint.
“Aftermarket shops” are businesses that install or service products that aren’t part of the car’s original factory build. In this context, the host is talking about shops selling and installing things like PPF and window tint after the vehicle is already on the road.
polisher
"But we do say that, hey, you should put at least a minimum of a polisher on the paint for certain packages that you do. So really, where is the purpose of this part?"
A “polisher” is the power tool that spreads and works the polish on the car’s paint. Using the right type helps you correct paint faster and more evenly.
A “polisher” is the machine used to apply polish to paint in a controlled way, typically with interchangeable pads. In detailing, the polisher’s speed and motion (like rotary vs dual-action) strongly influence correction efficiency and the risk of defects.
one step corrections
"If we're going to go one step and two step corrections, but it is really about the efficiency. Efficiency is the key word there, right?"
“One step correction” means fixing the paint in a single polishing pass. It’s typically quicker, but it might not make the paint look as perfect as a multi-step process.
“One step correction” is a paint correction process where you use a single polishing step (one machine/polish system) to remove defects like swirls and light scratches. It’s usually faster than multi-step correction, but may leave a slightly less refined finish depending on the polish and pad choice.
pads
"we talked to, again, manufacturers in the space of polishers or pads or abrasives, and you want to talk about a wide spectrum of everybody talking about this."
“Pads” are the replaceable polishing surfaces you attach to the machine. Softer pads usually finish more gently, while firmer pads cut faster.
In detailing, “pads” are the foam or microfiber polishing accessories mounted to a polisher. Different pad types and firmness levels affect how aggressively the polish cuts and how much finishing refinement you get.
rotary
"We see the millions of lights and who's using a rotary and who isn't and who's using sandpaper and who isn't and who's using this tool and this pad and who's using this abrasive or that abrasive."
A “rotary” is a polishing tool that spins like a drill. It can remove paint defects quickly, but it takes skill to avoid overheating or holograms.
A “rotary” is a type of paint polisher that spins in a single direction with no random orbit. Because it can generate more heat and cutting power, it’s often used by experienced detailers for faster defect removal—especially in multi-step correction workflows.
bead
"How great it was to throw a bead across the entire car. And then as you went, you picked up your bead and never stopped."
A “bead” is a thin line of product you apply to the paint. The goal is to keep it steady so the coating goes on evenly.
In detailing, a “bead” usually means a small, continuous line or ribbon of product (often coating or sealant) that you lay down as you work. The idea is to keep the bead consistent so coverage is even and you don’t miss spots.
efficiency
"Listen, efficiency is way gone, way gone from just picking up a bead and keeping going. Yeah, that's a good point. Like it's just gone and from the conversation."
In this context, “efficiency” means getting the job done faster and with less wasted motion. The point is doing it quickly without ruining the final finish.
Here, “efficiency” refers to how quickly and smoothly a detailer can complete a coating job while still maintaining quality. The host contrasts older, more manual application habits (like laying a bead and never stopping) with modern workflow expectations.
paint restoration
"And I think what has gone from the conversation is there's high level paint restoration, which has always existed. Restoration shops and body shops that did, you know, high end restoration work."
Paint restoration means fixing the paint so it looks better again. That usually involves removing scratches and dullness before adding a protective coating.
Paint restoration is the process of correcting and renewing a car’s paintwork—typically by removing defects like oxidation, scratches, swirl marks, and other surface damage. It’s often done with polishing and sometimes more advanced steps before applying protection like ceramic coatings.
Kilmer
"A guy we like Kilmer. Yeah, Kilmer. Yeah, Kilmer is a perfect example."
Kilmer is mentioned as an example of a top-level expert in paint restoration. The host is saying that the best detailers have years of experience and specialized techniques.
Kilmer is referenced as an example of someone at the very top of high-end paint restoration/detailing. The host uses him to illustrate that elite practitioners develop highly specialized skills over decades.
shine doctor
"You got guys like shine doctor and other people that are they're the cream of the crop. And they've they have California has got the tattoos on Keith."
“Shine Doctor” is brought up as another well-known name in the detailing world. The host is grouping it with top-tier people who have their own specialized skills.
“Shine Doctor” is mentioned as a peer in the detailing/restoration world—positioned alongside other top practitioners. In this context it functions like a recognizable name/identity associated with high-end detailing expertise.
Keith
"And they've they have California has got the tattoos on Keith. Yeah, Keith, Keith's another guy, right?"
Keith is mentioned as another experienced expert in the detailing/restoration scene. The host’s point is that these people focus on a particular niche and get very good at it.
Keith is referenced as another example of a top practitioner with a specific niche. The host uses him to reinforce that elite detailers often develop signature techniques tied to their career path.
paint to 80, 85
"Because we have the technology to get paint to 80, 85. Sometimes if it's, you know, soft enough or easy enough to work with 90 percent of where you'd want to be."
The speaker is talking about getting the paint “mostly corrected” to a high target level. They’re saying the last bit of improvement takes a lot more work than the earlier gains.
“Paint to 80, 85” refers to reaching a target level of paint correction/finish quality (often expressed as a percentage) rather than a specific chemistry. The speaker’s point is that modern one-step approaches can get most of the way there, with diminishing returns as you chase the final few percent.
last 10 percent
"That last 10 percent is a lot of work. And that's a lot of inefficiency and it's a lot of can you charge for it?"
This phrase means the final small improvement is usually the hardest and takes the most time. The speaker is saying it’s important to decide if customers will pay for that extra work.
“Last 10 percent” is a detailing concept describing diminishing returns: the final portion of paint correction typically requires disproportionately more time, passes, and skill. The host links this to inefficiency and whether customers will pay for that extra effort.
two step
"There's certain ways to be efficient with a two step. Don't get me wrong."
A “two step” means polishing the car in two different stages. It’s more time-consuming, and the host suggests it’s only worth it for customers who want the very best, last-level results.
A “two step” is a detailing workflow that uses two separate polishing stages—usually a more aggressive correction step followed by a finishing/refinement step. The host claims it can be inefficient unless you’re specifically targeting the last portion of paint correction and finish quality.
stigma
"So there is this stigma there inside and I think it's just grown and let's just call it what it is."
The speaker means there’s a negative attitude in the detailing world about certain methods. They think it’s pushed people to do more expensive work even when it may not be necessary for most cars.
In this context, “stigma” refers to an internal industry attitude that certain detailing approaches (like one-step vs two-step workflows) are “lesser” or not acceptable. The host argues this mindset has spread and affects how detailers push customers toward more expensive, labor-heavy options.
swirls
"I mean, and all of us know that most people can't see swirls. [1756.1s] They just don't see them the way you see them."
“Swirls” are tiny scratches in the car’s clear coat. They often look like faint circles and are most visible under bright light, like when you’re inspecting the paint in a garage.
“Swirls” are fine, circular scratches in clear coat that show up under certain lighting (like direct sun or strong shop lights). They’re usually caused by improper washing, drying, or wiping, and they can make paint look dull even if the damage is hard to see in normal conditions.
glaze
"I mean, but again, I don't really think there's anything wrong with an enhancement. [1827.3s] That was a lot of what went on when we had glazes, you know, and glazes were popular, much less effective than what we have today."
Glazes are products that make paint look shinier and can hide small flaws for a short time. They’re more of a cosmetic fix than a long-lasting correction or protection.
Glazes are detailing products used to temporarily improve paint appearance—often by filling or masking minor imperfections and adding gloss. The speaker contrasts them with modern coatings, saying glazes were “much less effective” than what’s available today.
enhancement
"You did an enhancement. An enhancement is very, very light. It's just getting the gloss back into paint."
An “enhancement” is a gentle polish step. It’s mainly meant to make the paint look shiny again, not to fix heavy scratches or deep damage.
In this detailing context, an “enhancement” is a very light paint correction/polish step meant to restore gloss rather than remove deep defects. The host defines it as “just getting the gloss back into paint,” which is important for selling the right package and setting expectations.
gloss
"It's just getting the gloss back into paint. That's basically what an enhancement is."
Gloss refers to how reflective and shiny the paint surface looks after polishing or coating. The host ties “enhancement” directly to restoring gloss, which is a key selling point because customers often want a visible shine improvement.
staying in the stable
"We just had a customer get a Ferrari delivered. The first question I asked him because I know him how long is this staying in the stable because this doesn't seem like something that's probably going to stay around."
“Staying in the stable” just means the car will be kept for a while. If someone plans to keep it, it makes more sense to pay for longer-lasting protection.
“Staying in the stable” is an enthusiast phrase meaning the car will remain in the owner’s collection for a while rather than being sold or replaced soon. In detailing sales, it helps predict whether a long-durability coating is worth the investment.
multi year coding
"Sparta's out probably for him unless he's just one of those customers that goes I want the best on my car and there's plenty of those. Multi step correction and multi year coding that five years probably out."
“Multi year” here sounds like they’re talking about a coating meant to last for years, not just a quick shine. It’s basically a longer-lasting protection plan for your car’s paint.
“Multi year coding” appears to refer to a coating package intended to last multiple years, likely meaning a ceramic coating or similar protective system with an expected durability window. The key idea is that the installer is selling a longer-term protection plan rather than a short-term wax/sealant effect.
Sparta
"[2748.0s] I love being able to serve the richest customers with Sparta. [2751.3s] I love being able to serve a daily driver with Uno. [2754.3s] I love putting Trey in a one step on somebody's truck that they really love and they're going to keep for years."
“Sparta” sounds like the name of a coating package the shop sells. The host is saying it’s the premium option for customers who want the best results and are willing to pay for it.
“Sparta” appears to be a named ceramic-coating package or product tier used by the detailing business. The host positions it as the option for “richest customers,” suggesting a higher-end, longer-lasting, or more comprehensive coating offering than the lower tiers.
ego perspective
"When you look at it like you said I want to crack someone over the head because I want to talk about how great I am at doing correction and how great my result is and how great that is all done from an ego perspective and by the way I've been there. [2794.1s] So of you, we've talked about this."
The host is criticizing a mindset where the goal is to show off how good you are instead of helping the customer. They’re saying good detailing should be about the customer’s needs and expectations.
“Ego perspective” here is the idea that some detailing/correction decisions are driven by personal pride—wanting to “crack someone over the head” with how great the results are—rather than focusing on what the customer actually needs. The host contrasts this with a more customer-first approach.
color changing
"Now I got PPF. I got color changing. I got to do this. And I got to do these wraps."
“Color changing” usually means a wrap or film that looks different depending on how the light hits it. It’s a visual effect you can apply without repainting the car.
“Color changing” in this context likely refers to color-shift vinyl wraps or films that change appearance under different lighting angles. Enthusiasts use them to create a dramatic, showroom-style visual effect without repainting the car.
wraps
"I got color changing. I got to do this. And I got to do these wraps. And I got it."
Vinyl wraps are aftermarket coverings applied over a car’s body panels to change color, add graphics, or create special finishes. They’re also used as a protective layer, though they’re different from paint protection film (PPF) in thickness and purpose.
basic core detailing
"We have to all come together and realize basic core detailing, cleaning somebody's car and then putting protection on the car is where you make your money."
“Basic core detailing” means the essential cleaning work—washing and cleaning the car thoroughly. Doing that prep first helps the protective products stick better and last longer.
“Basic core detailing” refers to the foundational service work: cleaning and preparing a vehicle’s interior and exterior surfaces before any protection is applied. In detailing businesses, this step is crucial because proper prep improves how well coatings and films bond and perform.
coding application like stack
"And when we say doing an interior and an exterior and a coding application like stack, that"
“Stack” usually means applying more than one protective product in layers. The goal is to make the protection last longer and work better than just using one product.
“Stack” here appears to mean stacking multiple protective products (often coatings) in layers to build up durability and performance. The idea is that combining products can improve gloss, hydrophobic behavior, and longevity compared with using a single layer.
car washing
"And no matter if somebody's been whatever part they've been, for me, I can only talk about me, mobile, then car washing, dealerships, chemicals."
Car washing is the regular cleaning you do to get dirt off the car. The hosts are basically saying it’s the entry point, but the upsell is the more detailed work.
Car washing is the basic cleaning process—typically soap, water, and agitation—to remove dirt and grime from the vehicle. In this episode, it’s contrasted with higher-margin detailing steps and products that drive sales.
chemical
"only talk about me, mobile, then car washing, dealerships, chemicals. Every part of our industry and every aspect that I've been over the 20 something plus years, we've always, always loved to work on our basics."
In detailing, “chemicals” are the cleaning products you use on the car—like cleaners for wheels, tires, and interior surfaces. The host is saying the simplest products often sell the most because people want those results.
In detailing, “chemicals” refers to the cleaners, degreasers, and surface-safe products used to break down and remove contaminants. The host’s point is that the products that sell best are often the basic, high-need ones used during common wash/interior steps.
interior spruced up
"you know, and they sell for a reason because people are going to eat their tires cleaned and their wheels cleaned and they're going to want a little pop at the end of a wash and they're going to want their interior spruced up."
This means making the inside of the car look better—usually by cleaning and treating surfaces so they look fresh. The hosts are saying customers like that “final look” after washing.
“Interior spruced up” is detailing-specific shorthand for improving the cabin’s appearance using interior cleaners and protectants. It’s mentioned as a key reason customers buy detailing add-ons after the initial wash.
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