mirrorfinishman said:
Hey Ben,
The process that I use is to choose not to do work for that type of customer. I am not a wash and wax business and my customers know that right up front.
Actually, your question has a lot to do with how you want to position your business in the market. If you consider yourself a top end detailer who is focused on getting top quality results then offering a wash/wax will be like trying to sell gormet food in a fast food restaurant.
Frank,
Donâ€â„¢t get me wrong, I certainly donâ€â„¢t want to be a âہ“wash â€Ëœn waxâ€Â� outfit. My business (if I choose to start one as opposed just doing it on the side for friends etc) will be aimed squarely at the top end of the market, and my pricing will dictate that.
My question stemmed really from talking to a few potential customers (and also friends who fit into my target market) about services that theyâ€â„¢d require/be willing to pay for. Itâ€â„¢s a fact that even if your potential client is loaded, they might still baulk at the idea of spending £200+ to have their car âہ“cleanedâ€Â�. (Detailing at this level hasnâ€â„¢t really âہ“taken offâ€Â� in the UK yet so a lot of people need to be educated about the benefits). However that doesnâ€â„¢t mean I canâ€â„¢t offer a premium wash/wax service. A friend of mine who drives an X5 4.8is and is doing very well for himself said quite categorically yesterday that he couldnâ€â„¢t justify spending £200-300 on having his car detailed. On paper it sounds a lot because people donâ€â„¢t know the difference between a wash and a detail. However, with some education, Iâ€â„¢m sure heâ€â„¢s the type of person whoâ€â„¢d come round to the idea.
On the other hand though, I donâ€â„¢t want to be a business that sells customers products/services that they donâ€â„¢t need or donâ€â„¢t want. Obviously at the time Iâ€â„¢d try and talk them up to a full detail by showing them the benefits (my car), and actually explaining what a full detail gets them over a wash/wax and why itâ€â„¢s a good option for them (better depth of shine/reflection/longevity etc), but if after that theyâ€â„¢re still not interested, then Iâ€â„¢m happy to give them what they want.
Iâ€â„¢ll also have customers (as Scott says) that have had a full details in the past and just want the existing protection topped up with another layer of wax (in these cases Iâ€â„¢d obviously use what I did last time, not a cleaner wax), or want their car detailed quickly before going somewhere important.
Scottwax said:
I've asked you this before, Frank. If a customer refers someone to you who only wants a quick wash and one step wax (for example, they are selling the car), do you refuse to do the work and potentially embarrass your customer who refered that person?
What if one of your regulars asks you for a quick one step (has a hot date and wants his car to look good). Do you tell him "no"?
I don't think Ben is going for the 'quickie detail' market, but trying to satisfy the needs of current customers requests. I think if he does the work but also takes the time to educate the customers on the benefits of claying and a 2-3 step exterior detailing process, he will come out ahead in the long run.
Ben-Meguiars #6 or #66 would work well.
Youâ€â„¢re right Scott Iâ€â„¢m not going for the quickie detail market, but as you and I said above, some people just want a quick clean/wax to get their car looking good for a particular event or to bridge the gap between their (hopefully regular!) full details.
Out of interest, is there much difference between #6 and #66, or are they pretty much the same product?
GoodnClean said:
I think its a mistake not to offer wash and wax packages. What about customers you've done full details for that want re-waxed in a month or so? You turn them away? I just don't think thats a good idea. Landscaping companies mow lawns too.
I think a wash and wax is a good foot in the door product, I always do it, then go around and point out the things I can fix and refer them back to my car which is properly prepped. I find that for 8 out of 10 they'll schedule a full detail at some point.
If anything I prefer wash and wax jobs because they're quicker.
I charge $35 for a wash and $70 for a wash and wax. The wax step takes maybe 30min longer. Now, I will refuse to do wash and waxes on cars I feel won't benefit from them. I honestly tell the customer "I could do that but the finish is at a point where thats not going to improve the look of the paint, we need to do X Y and Z then we can maintain it with washes and waxes in the future. Bam, there's a big detail to start, I've let the customer know I am a quality business that does quality work and that I will care for their car over the long term vs just right now, and that I want my work to be the best that it can be. If they balk, I wash the car, collect my $35 and go home.
I think thats a much better approach than "Nyah! I only do $500 super duper 24 step details on Maseratis and Maybachs, your car and your needs are beneath me! Nyah!"
Thatâ€â„¢s exactly how I see myself placing my business GoodnClean. Educate them about the benefits of a full detail, but if they only want a wash/wax then do it. Then one day they might be tempted to go for the full detail. Iâ€â„¢d much rather give a premium wash/wax service to a client every month for two years at £70 a time and then have them try a full detail, rather than only do full details from the outset and loose that £1680 in wash/waxes.
Thanks for all your responses guys, it's a great help in trying to place my services and what products to use in each instance. :xyxthumbs
Ben
