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The Momentum Framework: What I’ve Learned About Engineering Customer Behavior
After working with a few hundred shops, I’ve noticed something interesting about customer behavior. The difference between one-time customers and lifelong advocates isn’t random – it happens at specific moments that most of us miss.
I want to share what I’ve learned about these moments and how they’ve transformed my business and the businesses of clients of ours.
The First Seven Minutes
I think a lot of people still think that the relationship starts with a finished service. I think you’ve heard me talk about this and how the idea is dead. They start in the first seven minutes of contact, and I mean exactly seven minutes. Whether it’s a phone call, email response, or walk-in, these minutes determine everything that follows.
Here’s what I learned: When someone reaches out about paint correction or PPF, they don’t want to hear about my prices or packages first. (even if that’s what they demand) They want to know if I understand their car. So instead of quoting numbers, I ask about their vehicle’s history. What products they’ve used. Where they’ve noticed issues. It completely changes the conversation.
I remember when this clicked. Had a client with an Audi RS5 that he was going to be driving like a bat out of hell. I loved getting to work with his cars because he would tell me to go get nasty with the car, which for any of you that know me, I immediately did, haha.
Instead of jumping into PPF packages, I asked about where this would be driven specifically. He said it probably wouldn’t see the track. I remembered at one point he mentioned having family a few states south and driving down to see them and I asked him “what about The Tail?” (The Tail of the Dragon) – his eyes lit up when I referenced that.
Turns out he was worried about rock chips on the rear quarters from cutting the road. (there are a few long’s on the dragon where twisties are visible that you can cut safely but they touch a low gravely shoulder) That seven-minute conversation turned into a full body PPF job because I addressed his specific concerns, not my service list.
Please don’t think this is a license to just hammer prospects mindlessly with 50 questions. You need to remember that this is more about asking the right questions in the right sequence.
I start with their current concerns, then move to their maintenance habits, then their goals for the car. This sequence builds trust because it shows I care about their specific situation, not just making a sale.
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The Investment Moment
There’s this specific point during every consultation when customers stop seeing our services as an expense and start seeing them as an investment. I call it the “Investment Shift,” and it has to happen during the vehicle inspection – not after.
I’ve started doing something different during inspections. Instead of just pointing out swirl marks or rock chips, I show clients the pattern of damage on their vehicle. “See how these chips cluster on the front bumper? That’s from highway driving. Notice these swirls? That’s from automatic car washes and improper drying”
When they understand the why behind the damage, they start thinking about prevention, not just correction.
This moment is where everything changes for that prospect, its like a nuclear explosion happens in their brains.
When a client sees me identify damage patterns they’ve never noticed, it builds credibility.
When I explain how each type of damage occurs, it builds trust.
And when I show them how our services prevent these specific issues, it builds value.
I had a client last month bring in his Tesla Model S. He was hesitant about the cost of full front PPF. During the inspection, I showed him how the factory paint was already showing signs of damage from road debris. Then I pointed out how the damage pattern matched his daily commute route.
He lives in a town about 5 miles from here where he has to turn on to a road that has TONS of construction on it and asphalt trucks are on it CONSTANTLY. He stated he pulled out behind a few multiple times.
Suddenly, the cost of PPF wasn’t just a number – it was a solution to a problem he could see and understand.
The Proof Window
Every service has its “holy shit” moment. You know what I mean – that instant when clients truly get it. The one you wish you could bottle up and just inject in to you.
For ceramic coatings, it’s not the final reveal. It’s actually the first time they see water bead off their hood. For PPF, it’s usually when they hear that first rock hit their protected bumper on the drive home.
I’ve restructured my entire delivery process around amplifying these moments.
Instead of just doing a final walk-around, I now set up specific demonstrations. For coating clients, I keep a spray bottle handy and show them the hydrophobic effect on their freshly coated panel versus an uncoated section. The contrast sells itself.
But here’s what most shops miss – you need to create multiple proof moments, not just one. I schedule them throughout the service process.
For PPF clients, I take videos of the installation process, showing how we handle complex curves and edges. For coating clients, I document the paint correction process with before/after shots of horizontal panels. These micro-moments of proof build confidence in the investment and to leverage it at scale you need to obviously have a way to have someone edit them OR keep them super chill and just do it on your phone.
The Ownership Phase
Something interesting happens about 2-3 weeks after service completion. Clients either embrace their new paint protection as a lifestyle or treat it like any other car service. The difference comes down to one thing: their first independent maintenance experience.
I learned this the hard way. Used to just hand out care instructions and hope for the best.
Now, I schedule a follow-up maintenance lesson two weeks after service. Show them exactly how to wash their car, what products to use, what to avoid. When you see Justin from Ceramic Pro in your shop, ask him how many demo washes I did that completely clogged up production just to make sure clients understood.
It’s not about the washing – it’s about making them feel confident in maintaining their investment.
This phase is where most shops drop the ball.
Here’s what all of this comes down to: Customer behavior isn’t random.
It’s engineered through understanding and leveraging these moments.
Every shop has these opportunities – most just don’t see them.
When you get these moments right, everything changes:
- That seven-minute window turns price shoppers into value buyers
- The “investment shift” changes an expense into a solution
- Proof moments bridge the gap to buying confidence
- The ownership phase builds lifelong clients
If you’re not executing on these and you’re just another shop hoping for good reviews and referrals.
I’ve learned that success in this industry isn’t about being the best technician or having the fanciest equipment.
It’s about understanding these psychological triggers and building your entire operation around them.
Your customers will give you exactly one chance to get each moment right.
Make it count.
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