Mobile Detailers And Their Image....

ajbarnes · 06-28-04, 07:44

I'm putting this thread up to not just get some help with this matter, but to also educate any new mobile detailer's about some of the "reality check situations" you can run into with this business.

There's been something that hasn't been talked about...at least as far as I know here on autopia dealing with starting and running a mobile auto detailing business....your image.

Firstly, most people do not know what mobile auto detailing is and never heard of it, therefore most mobile auto detailers end up in a situation where not only do they have to sell actual car care services, they now have to sell the mobile auto detailing industry. It get's a little tougher though if you are not convincning as being a mobile auto detailer...for example if you don't carry water tanks, pressure washers, generators, a van or truck, etc.

This is where I myself and I am pretty sure other detailer's have found them selves at....having a confusing image. I do mobile detailing work out of a 2003 Chevy Tracker with my business name, number, etc. on the back window. I'm pretty sure people would question...."How the heck does he wash and detail cars with that little jeep??"

The funny thing is, I've actually been asked that on several occastions. I have a pretty familiar set up with QEW, water hose (if the customer has a faucet), extension card, 4hp vac, portable vac, two 6 gallon water containers, and detailing supplies & towels. With that in mind, I now not only have to sell the mobile auto detailing industry and my actual services, I also end up selling washing your car without water tanks and pressure washers. Then I end up asking the client if I can use THEIR electricity to vacuum their car.

I have learned to not confuse my image given all of the above. My image based on what I have to service customer's, the amount of captial I have, etc. is that of a "Private Personal Detailer".....not a commercial company with uniforms, 800#'s, vans, etc. That is where I messed up in the past and I am reaping what I have sown. My flyer's, business cards, anwser machine, etc. was extremely common to a full fledge professionally large company....but then when I would I arrive at the customer's location....their expression is like "what the heck kind of operation is this, and what is he about to do to my car!".

I know there are established mobile detailers out there who run their businesses similar to mine and they have been in business for a long time.....and I know it is due to repeat business and referrals. The problem with me is I have to get business in order to get repeat business and referrals. I've been in business for about 1 1/2 years and I do get repeats and referrals, but not enough to where I don't have to advertise to get new customer's....that is why I am worried about fixing this situation.

My questions is, due to the fact I do not have a ton of capital to invest into large equipment, van, truck, etc. how do I make the perception of my business a positive one in the eyes of the customer that could give me the confidence to run my business freely and worry about the "Business", and stop worrying about my image?

WCD · 06-28-04, 08:09

Join the local Chamber of Commerce. Mine is very active and supportive on one another. Do work that gives back to the community in some way..schools, little league. You don't have to give back more than 10%, but just that may drive new customers who stick with you because they feel that they are helping with something.
Do you have packages.."Wash Clubs"?

R Regan

ajbarnes · 06-28-04, 08:24

Very good advice! I've actually thought about joing the Chamber Of Commerce, but at $500 for membership I had to pass for the time being.

Getting involved with the community, I can see that as definitely helping.

That's a great idea.

detailbarn · 06-28-04, 09:55

"Private Personal Detailer".....not a commercial company with uniforms, 800#'s, vans, etc."

AJ this is a very interesting term you used here and you know what I like it. It sounds personal and professional all in one.

I have had similar experiences with the whole image thing , I use to work out of my 1988 M5 BMW and people thought I was crazy when I pulled up in that car but I had all of my equipment in there. I later had a very small trailer built that allowed me to look alittle more professional per say. Did I do a better job with the trailer no at best I was just better organized. However the customers perseived that I was more capable of doing the job when I seperated my equpment from my car. Currently I work from my house and I have found similar issues with this situation but I have found ways around it , right in my brochure I let everyone know that I am a one man operation and that I work from my home and I give detailed reasons why. This way no one is suprised and most respect my reasons.

I say stick with what works for you and market yourself as that Private Personal Detailer , let people know you're more interested in quality rather than quantity.

Also If you're interested PM me I have some info on a small enclosed trailer that would be a low investment and be a perfect addtion to a detailer with your needs.

AMDin93103 · 06-28-04, 07:44

Quote:

Originally posted by ajbarnes
My questions is, due to the fact I do not have a ton of capital to invest into large equipment, van, truck, etc. how do I make the perception of my business a positive one in the eyes of the customer that could give me the confidence to run my business freely and worry about the "Business", and stop worrying about my image?

While having all the equipment that would make you a self-sustainable mobile detailer might make you look professional and allow you to complete a job more efficiently, the fact is you are often times completing better, more thourough work that just takes more time. Your prices don't reflect the amount of cash you need to bring in to pay for the generator or extractor thats sitting on your AmEx. Your prices mirror the class of work you perform; and slightly less importantly, what the current standard in your community is.

Quote:

Originally posted by detailbarn
I say stick with what works for you and market yourself as that Private Personal Detailer , let people know you're more interested in quality rather than quantity.

To appeal to a broader market (more clients, more details, more money) I am convinced that you need to spend the money to make your service look professional. When you pull up to a clients home or business and you have "all the tools of the trade" so to speak. They do not question if you know how to use them. When you show up in a black 4Runner with a hose, extension cord and your supplies, they question how youre going to get your job done. Now they have doubt about your practices and you need to re-sell your services. Next time they might call the guy with the equipment becasue the job will get done more quickly, some won't notice the difference.

When I meet someone in a social situation and I tell them my profession (side-job

)their eyes usually light up and the first thing out off their mouth is, "so you have the full set-up, you know generator and pressure washer and stuff?" When I say, "no, but. . . ", they're not so excited anymore. In their eyes, instead of going to the day spa, they are going to the nail salon.

-Stu.

GoodnClean · 06-28-04, 08:09

I detail out of the trunk of my Lexus

Interestingly enough I have never had anyone mention anything to me or even give it a second look until the other day when I did a Cabrio and the woman thought it was funny. She said "Interesting work vehicle, I was expecting a van or something" I replied "When you do good work..." she laughed and went inside. That was it.

I think it really depends. Around here you have a lot of self made people that understand the entrepenurial spirit and they even seek out the smaller lower volume people, like us and the trunks of our personal cars, because they understand that you tend to get a better job out of a professional who owns their own business than some guy who gets paid hourly driving one of 50 trucks. One customer told me that he loves the "Underground Economy" and hardly ever does business with big companies.

ncal · 06-28-04, 08:37

I think it is very hard to say what customers prefer; professional and 'sterile' or as aj noted "Private Personal Detailer". Personally, I prefer the latter and I try to utilize services that are small. I think what is important is that you market your services around what you are. That way you advertise to those people who are looking for the smaller and more personal service will note it. I personally would prefer someone who is nonchalant about the lack of a van or generator or whatever. I want to judged on the merits of my work not the number of shiney toys I flaunt.

foris2 · 06-28-04, 08:41

Quote:

Originally posted by detailbarn
"Private Personal Detailer".....not a commercial company with uniforms, 800#'s, vans, etc."

AJ this is a very interesting term you used here and you know what I like it. It sounds personal and professional all in one.

I have had similar experiences with the whole image thing , I use to work out of my 1988 M5 BMW and people thought I was crazy when I pulled up in that car but I had all of my equipment in there. I later had a very small trailer built that allowed me to look alittle more professional per say. Did I do a better job with the trailer no at best I was just better organized. However the customers perseived that I was more capable of doing the job when I seperated my equpment from my car. Currently I work from my house and I have found similar issues with this situation but I have found ways around it , right in my brochure I let everyone know that I am a one man operation and that I work from my home and I give detailed reasons why. This way no one is suprised and most respect my reasons.

I say stick with what works for you and market yourself as that Private Personal Detailer , let people know you're more interested in quality rather than quantity.

Also If you're interested PM me I have some info on a small enclosed trailer that would be a low investment and be a perfect addtion to a detailer with your needs.

I attempted to PM you but your box was full. You offered ajbarnes information on a small enclosed trailer that would be a low investment. I currently work from my 89 S10 long bed p/u truck which is self contained with everything. However, I would love to have a trailer. Any info you could share would be greatly appreciated. If you prefer, you can PM me. Thank you in advance for your cooperation in this matter.

Foris

freedre · 06-28-04, 08:50

HI 'aj

Take it from an old timer.

If you look smart and professional, keep yourself and whatever youare driving in nice condition, I don't think anyone is going to pay too much attention to your ride.

Worry about what people think of your work, not how you get to the job.

AMDin93103 · 06-28-04, 09:08

Quote:

Originally posted by ncal
I personally would prefer someone who is nonchalant about the lack of a van or generator or whatever. I want to judged on the merits of my work not the number of shiney toys I flaunt.

Why not draw from the clientelle that is pulled in by the shiney toys and keep the referrals flowing by the people who are exstatic by the merits of your work?

-Stu.

ajbarnes · 06-28-04, 09:32

Thank you all. You all have made some very valid and interesting points.

Scottwax · 06-28-04, 10:21

I've been working out of my trunk for going on 12 years now. A few people have mentioned they thought I would have a van or trailer but seemed intrigued that I could carry everything I need in the trunk and could wash their car with a gallon of water using QEW. The lack of a generator to power my vacuum (and now buffer) hasn't been an issue either since most people would prefer you to use their plug rather than fire up a generator if you are at their house. Obviously, at a business complex, the noise is much less of an issue.

I also lucked out early in my detailing career when a very high end customer saw the sign on the back of my car and called me. He lived in a very nice neighborhood with a decent amount of traffic so people would see me out there weekly cleaning his Rolls and Mercedes and I guess they figured if I can handle his cars, I can certainly handle their's.

At this point, my business is about 94% referral or repeat so when I get a referral, they already have been sold on my abilities and are ready to set an appointment. It took me a few years to get to that point....I think when I had done about 1000 total vehicles, my need to put out flyers dropped of dramatically. Very seldom now does what I carry all my detailing stuff even make it into conversation.