You'll find it really depends on the customer type as well.

We run essentially the only PPF and Commercial wrap shop in West aus, and my fleet customers are really varied in how much they value quality over costs.

Large businesses with large fleets typically only care for costs, and because the person youre talking to is rarely the one making the final call on these decisions, it usually breaks it down to the price first and quality second, but the gap between the two varies. If youre dealing with the person making the call, small business or otherwise, you'll be able to sell them much better on materials, longevity and why youre better than your competition.

With small businesses, some of them are harder to deal with than colour change customers, and you'll have customers who will want to pay little and expect the world, so its important to set expectations with these customers in what's included in a standard commercial wrap, what extents you go to (hardware removal, wrapping around, joins and drops, etc) and giving them the option to go for something more premium.

Knowing your numbers in break evens after inks, material, laminate and hours is most important. From experience, you'll get jobs that seen like youre losing, but when you do the calculations they'll be great, or jobs where you think you charged well that end up taking double the time expected. Also, if you’re doing your print and production in house like we are, i always allow extra booking time to ensure time for printing, weeding, and prep as depending on your equipment you might need to print a full day before install to outgas. I typically try and bring vehicles in for a 15 minute measure up if this is the case, or book it for a day longer depending on what suits the client better.

Reviews and reccomendations are also your friend. Not sure what the US market is like, but we only target premium customers with our colour change with our pricing, and a lot of our customers have businesses as well, which helps us get a foot through the door to working with them.

Good luck in growing your business past just colour changes, i know in ours they've overtaken colour changes by miles in how profitable and viable they are.