The Profitable Detail Shop

[vtec92civic]

Originally Posted by bufferbarry

Just remember 90% of people could actually care about paint correction.

hey barry . . . . are you saying that:

90% of customers actually do care or don't care about paint correction?

[DavidB]

Originally Posted by Jakerooni

But to run a high volume shop you need to think like a businessman and not so much like a detailer.

Creating any successful business is about solving problems. People don't buy a detail service, they buy a "clean, shiny car".

What caught my eye with the description of the book was that the author discusses out-sourcing upsell business. This could be anything from window tinting to bumper repair or leather repair.

I don't agree with the idea that you have to be high volume to be a success. I think you have to be smarter than the other guy.

If you sell a "detail service" instead of a result, I think you're leaving money on the table. Every customer wants to know what's in it for them. I suggest you guy learn the difference between a feature and a benefit... sell the benefits.

Just my 2 cents worth... probably worth even less!!!

[JuneBug]

I know I read this somewhere recently but it's the same idea, the reason MOST small business fail is because of a failure to be a business man instead of a detailer, or mechanic, plumber etc.

I've worked in service sales for the past 13 years and I can tell you, it's the guys with the best marketing, and then service that succeed. I think anybody trying to make a living detailing needs to have 80% geared toward low end wash-wax, clean interiors and 20% or less the FULL monty paint correction. You have to appeal to the masses and maybe a couple will hang around long enough to catch the meaning of what a real detail actually is and decide they want to go that route. I lost a customer, long time friend actually when she decided that she would rather spend 25 bucks at the local swirl o'thon than have me detail her new Honda, makes sense to me - save a few dollars and get your softass paint swirled - it's supposed to look that right? That's what I compete with.

[vtec92civic]

Originally Posted by DavidB

Creating any successful business is about solving problems. People don't buy a detail service, they buy a "clean, shiny car".

What caught my eye with the description of the book was that the author discusses out-sourcing upsell business. This could be anything from window tinting to bumper repair or leather repair.

I don't agree with the idea that you have to be high volume to be a success. I think you have to be smarter than the other guy.

If you sell a "detail service" instead of a result, I think you're leaving money on the table. Every customer wants to know what's in it for them. I suggest you guy learn the difference between a feature and a benefit... sell the benefits.

Just my 2 cents worth... probably worth even less!!!

I couldn't agree more. That is what i was always told and taught. Customers always want to know what's in it for them. Everyone needs to feel that they are getting something worth while in return. You have to sell the benefit because if people don't feel that your service is beneficial to them they will not buy it.

Originally Posted by JuneBug

I know I read this somewhere recently but it's the same idea, the reason MOST small business fail is because of a failure to be a business man instead of a detailer, or mechanic, plumber etc.

I've worked in service sales for the past 13 years and I can tell you, it's the guys with the best marketing, and then service that succeed. I think anybody trying to make a living detailing needs to have 80% geared toward low end wash-wax, clean interiors and 20% or less the FULL monty paint correction. You have to appeal to the masses and maybe a couple will hang around long enough to catch the meaning of what a real detail actually is and decide they want to go that route. I lost a customer, long time friend actually when she decided that she would rather spend 25 bucks at the local swirl o'thon than have me detail her new Honda, makes sense to me - save a few dollars and get your softass paint swirled - it's supposed to look that right? That's what I compete with.

I also agree with you because that is what i am facing here locally. The market here is small. Period. You always get what you pay for. Yeah ok she might save $50 between the price of your wash and wax and the local swirlathon people but in the long run what happens? Her cheaping out has landed her in a pile of deep dodo as she now has a car that is pretty worthless and will most likely need a lot more extensive work being done.

People just are not educated to know that a true detail is not just about washing a car it's the fine details that go into it, the thorough cleaning, the prep work, the protection of there hard earned money.

The benefit would be protecting their investment and having them roll around in what looks and feels like a brand new vehicle again but people just want to good old swirl wash for $7 from the gas station and then complain when you charge $150 or what ever your prices might be. I simply just don't get it.

I see $60,000+ cars going into the cheap car washes and it just boggles my brain!

[HiMyNameIsSean]

Originally Posted by vtec92civic

People just are not educated to know that a true detail is not just about washing a car it's the fine details that go into it, the thorough cleaning, the prep work, the protection of there hard earned money.

The benefit would be protecting their investment and having them roll around in what looks and feels like a brand new vehicle again but people just want to good old swirl wash for $7 from the gas station and then complain when you charge $150 or what ever your prices might be. I simply just don't get it.

I see $60,000+ cars going into the cheap car washes and it just boggles my brain!

This is the biggest problem, but it doesn't boggle my brain. Take my dad for example, doesn't give two hoots about cars. "It gets me from point A, to point B" he always says. I'd guess about 90% or more of the people you see driving through the tunnel wash think the same way, or could care even less than my dad about their cars. It's your job to educate people on why they should get their cars corrected and protected, but the benefit may not be worth it in their eyes. They'll just trade it in for a new one in 3 years.

My .02
Sean

[MichaelSpoots]

I don't think anyone ever got into detailing (or currently details) because they truly believe it is profitable. Come one now...

[Jakerooni]

David your comment reminds me a lot of a commercial that used to air about a year ago or so. About a guy starting up his own brewery and his friend coming up saying "You sure can make it" to his reply of "Yea but can you sell it??"

I guess to reiterate my point is I'm not saying you can't be an awesome businessman and not a good detailer and make a good detailing business on your own. But just because your the best detailer in the world dosen't mean you'll ever make a success at running your own shop. Your skills need to be the core but you have think like a businessman to succeed I think. I bet right now there some detailer working in some off the wall place out there that has probably forgotten more about detailing than I'll ever know but because he's only a detailer we'll never know.

I think one of the best examples we have on this board is Dave Fermani. Up in Michigan he ran his very succesful high volume detail shop. Sold it for a pretty penny and moved down to Florida. Now he details on the side and works in the shirt and tie world for an insurence company. The money he makes now detailing I'm sure dosen't even come close the cash he was bringing in back up in Michigan. He thought like a businessman first and did very well. Now he's thinking like a detailer and producing much much better quality details but it's chump change on the side and more for enjoyment than retirement.

[David Fermani]

Originally Posted by Jakerooni

I think one of the best examples we have on this board is Dave Fermani. Up in Michigan he ran his very succesful high volume detail shop. Sold it for a pretty penny and moved down to Florida. Now he details on the side and works in the shirt and tie world for an insurence company. The money he makes now detailing I'm sure dosen't even come close the cash he was bringing in back up in Michigan. He thought like a businessman first and did very well. Now he's thinking like a detailer and producing much much better quality details but it's chump change on the side and more for enjoyment than retirement.

Ahhh, I see someone read my book.

[StadiumDetail]

Tought I would post here to add the opposite side of the argument. I opened a volume shop a little over a year ago and have seen steadily growing business and have had only a few unhappy customers. From a business standpoint I completely disagree with 90% of what is reccomended on this site and every once in a while I just think, "wow, these guys are insane ". People on this site generally look down on high volume detailers for practices that most people just don't care about. For example:
- After I do my wash prep, I run all my vehicles through a tunnel wash. A $4.25 wash with spot free and 5min spent is far more economical than adding my own wash bay, with employee, and state fines/fees/taxes.
- I don't clay yet run an orbital to apply wax. So yes dirt is caught in the pad and smeared around
- I have silicone dressings. Outside trim and engine bay are treated with these. They simply work better, last longer, and can cover up defects (oxidation and the like) that I'm not about to polish out for $160.
- I don't seperate my rags. All are used for everything then washed in one big washing load. I do toss them if they get too bad.

The list goes on and on. The fact is I put out a quailty detail and a good price and make some money at it. I've had 3 (out of over 700) customers request different washing techniques on vehilces and I'm more than happy to accomidate, the customer is what matters. It's just a different type of detailing, and we aren't all like the guy in the "say NO to 3 digit details" thread. That made me laugh a little. I take care of my customers and give them everything they want, they just don't care about the level of details discussed on this forum.

edit: Re-read my post, and It seems a bit aggressive. It wasn't my intention at all and just wanted to make sure everyone knew that. Just trying to add a new perspective from a current high volume owner. This site is great and has taught me a lot about technique, I just usually have to modify it to make it work business wise.

[Accumulator]

Originally Posted by vtec92civic

...[a customer]..might save $50 between the price of your wash and wax and the local swirlathon people but in the long run what happens? Her cheaping out has landed her in a pile of deep dodo as she now has a car that is pretty worthless and will most likely need a lot more extensive work being done...

I see $60,000+ cars going into the cheap car washes and it just boggles my brain!

But her Honda *won't* really be worthless. As long as the "neglect" doesn't lead to rust-out, as a trade-in it won't be worth any less to a wholesaler, or most retail buyers, than one in "Autopian" condition.

I know plenty of those people who're running expensive cars through tunnel washes. They don't care and neither does the dealer when they get their next one.

Nobody cares, except for the kind of folks who congregate here.

[mikenap]

Originally Posted by Accumulator

Nobody cares, except for the kind of folks who congregate here.

Amen. Most people don't know what a swirl is unless it's pointed out to them. Holograms? Forget it. I tried to show a friend some obvious holograms on his hood and finally I think he said he saw them just to shut me up. 95% of the general public does not and will never care about their cars they way we do. Is that a bad thing? Not to them, and since it's not my car, not to me either.

[spooks]

I cant help but think there is no template for a successful business in any industry. What works for one wont always work for another.
What is the definition of success anyway? I'm sure everyone will have a different idea on that too.
I do agree with the statements about not leaving anything on the table, in our business we took the decision to equip ourselves to offer a complete service, so now we offer paint, leather, wheel repair and pdr to go with detailing, our customers love that we provide a one stop solution and rather than outsourcing we keep the profit in house