The Profitable Detail Shop

[Bunky]

Originally Posted by JuneBug

... You'll never convince someone that doesn't give a sh!t about their car except that it's shiney that your detailing is worth it, they just can't see it, kinda like trying to point something out to a puppy and all he can do is look at your finger.

This is the art of selling. You have to convince people that they have a need and then get them to spend money on it Most sales pitches usually start with some basic emotion (saving money, protecting an investment, safety, environmental conscious, some fear, etc). Obviously not everyone will bite but it is all about percentages. When I see all the mercedes, huge SUV's, bmw's, etc. lined up at the local car wash on a Saturday going through the mechanica washer and then dried by a crew I see so much opportunity if you could just get 2% of these folks to go for a regular detailing.

From what I can tell, interior cleanings should be the easiest sell since mom's should be concerned about soiled carpets/seats, etc and child health...an easy target if you can reach them.

After my wife took my truck to a local detailer place (one of the spas) and the guy used a rotary and quickly destroyed my paint, I l had to get it repainted and then learned a lot about detailing.

I think many detailers are stuck on correction and that is not what most people want which is why some are not as successful. Some are content to say my way or no way.

[toyotaguy]

I have a question...what is success? how do you measure whether a business is successful?

[Jakerooni]

If it's still around after 5 years you can consider it a success in my books. That would be the simplest form of determining success.

[brwill2005]

Originally Posted by toyotaguy

I have a question...what is success? how do you measure whether a business is successful?

Success is a subjective word. I would say though, in addition to being around after five years, the business is growing from year to year and is profitable.

[Jean-Claude]

Screw other's definitions of success. Find your own version.

[Jean-Claude]

Btw, the supposedly easier route can quickly become the most crowded road, with all like-businesses striving for the same customer.

In Atlanta alone there are literally COUNTLESS wash n swirls. Every single one of them are going after the exact same ignorant(as in just doesn't know anything about detailing, not to be confused with stupid) customer who refuses to pay more than $12 for a car wash and basic interior. Sure, there are TONS of those types of customers. But when a customer is easily swayed by price alone, because they don't really care about getting quality, when the next cheaper shop opens guess where your customer is going? In other words, the single thing keeping them coming back is the price most of the time.

How do I know this? Because a lot of those same customers work at a property I have a contract at. White collared workers making good money, driving nice Audi's, Bimmers, Mercedes and Lexus. They all work at this property. What do they say to me? "Hrmmm.....$30 for a wash and basic interior(which is seriously an awesome deal for the job my guys do for them)...well, 5 minutes away I can get the same thing for $20. No thanks." lol- these people would rather drive 10 more minutes, sit and wait for 20 minutes and have a job that is far inferior to the job my company does. All to save $10. The ones who have us take care of their rides love us and appreciate the work. Despite the higher prices they leave nice tips as well.

On the other hand, when doing retail work where we visit peoples homes we have a much smaller competitor list. When it comes to being insured and licensed? Almost NOBODY. Quality-wise? I know of 2 other guys locally that I would trust my car with. Bryan Burnsworth and Michael with Sweating the Details. I am sure I am missing someone because I don't know them. But when you use quality as the standard and not price, you become your own king. I have 2 competitors, neither I have problems with. One I've sent referrals to and had a few conversations over the phone. The other's reputation fits him where we are. There is enough work to go around in this group of quality-minded companies.

There you have it. Choose your path.

[fergnation]

Originally Posted by vtec92civic

how did you personally feel at the end when things were all said and finished? I always feel like i messed up, or should provide the service anyways (though i won't for free be correcting a vehicle) it's just the way that i feel.

Everyone here who details and corrects knows what can be done and the results if it isn't done is usually sub par.

I battle with this all the time. It drives my wife crazy. To me, it is never good enough because I care maybe too much. IF the car is with me I will continue to work on it. Maybe it is because I enjoy it or maybe it is because I enjoy pleasing the customer. Most of the time the customer tips me more and almost everytime the customer refers his friends to me. But honestly, I stress out way too much over pleasing the customer.

Originally Posted by 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.

I didn't find it aggressinve at all. You just have a business plan that you stick too. Hopefully you make money at it because I hope the best for everyone. But I will tell you that honestly the way you detail cars gives me something to sell against. All the things you mentioned are selling points for me. So while you are smearing around the dirt with your orbital causing scratches and swirls, I am taking that customer away from you by pointing out the ridiculousness of what you are doing. Also while you are running your cars through the tunnel wash I am telling that same customer that some 10 dollar an hour employee doesn't give a crap about your car so they are not going to seperate towels and use dressing that stain and run on the paint while using waxes with fillers that will melt away the next day in the sun.

But here is the kicker. Everyone has a car so the customer base is limitless. I could never take too many customers away from to ever hurt you. I don't need too, I just need enough who care.

See, we can peacefully co-exist without any animousity. That is what this site is about. Something for everyone.

I