Originally Posted by
mirrorfinishman
I think you are, like many detailers, confusing the general population with what you think is your market. Basically, it sounds like you have an upscale detailing business and you are attracting low end customers. The key is to go after those people who are willing and able to pay the prices you need to charge in order to make a reasonable profit and continue to stay in business.
Think of it this way. The owner of an expensive upscale gormet restaurant would want to do everthing possible to attract people who could afford to eat at their place. They know that the gereral population is really not their target clientele. They know that it is up to them to focus in on marketing to people who can pay those higher prices, not the cheap fast food people. Detailing it is really no different than the restaurant business. Hey, everyone has to eat, however some people, like the people you should be going after, are more than willing to pay those much higher prices so they can enjoy eating at those fancy restaurants.
It is clear that the limo company has a need to keep their vehicles looking clean. That is easy to figure out, because they would not be in business very long if they didn`t keep their limos clean. So they definitely have a need to keep a clean limo, the only problem is, like so many other short sighted business owners, they somehow think they can get it done cheap and save money. Actually, when it comes to high end detailing, the majority of people motoring around in their cars are cheap. Hey, most won`t even wash their cars, let alone have them detailed.
What all of this means is that it is up to you to go out there and find those high end clients willing and able to pay your prices. That is the key to successfully marketing your detailing business. It is not about attracting just any old customer. It is about focusing your marketing efforts and beginning to attract only those people who have a definite need for the upscale services you are offering. It is basically up to you to concentrate on serving your market and at the same time turning away those people not willing to pay your price.
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