Customers who only want a "quick" wax?

Scottwax said:
have a lot of customers who are willing to drop the money on a full detail but they also want me to maintain it instead of taking their car to a tunnel car wash. Time and time again, I've had customers tell me they never thought they'd pay $30+ to have their car washed but when I do the washing, it is well worth paying 2-3 times what a tunnel car wash charges.



My success depends on me satisfying my customer's car care needs and I don't take that responsibility lightly.
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That's exactly how I see it Scott. I want customers to come to me for their entire car care regime, rather than just a full detail every three months if I'm lucky. I want them to pay me to wash their car rather than have them taking it to an automated car wash, or even worse, just not wash it and let all the crap bake on.



Also, as was mentioned earlier in the thread, a wash/wax (albeit it a premium one) is a foot in the door. Not many people (especially here in the UK) will pay £200 straight off for a detail. But if they can see what you can do for £75, they might think, "hey, this guy's pretty good, I wonder what he can do if he does it properly".



That's what I'm trying to achieve. If I only offer full details, then here in the UK I'm not going to get very much regular business because the car cleaning phenomenon hasn't come to our shores yet - I'm hoping to change that!



Ben
 
Doing just high end details doesn't make any sense, I don't see how you could possibly make a lasting business on that.



First of all, lets have a little Marketing 101.



The most effective marketing is based on repitition. People love good service, and they like talking about people that give them good service, but only to a point. People are busy, people will forget about you in time even if you gave them the most wonderful service they've ever experienced. How do we combat this? We make them remember you by staying in touch. A customer that you do a full detail for (or even just a wash and wax) and then has you wash/wax whatever his car for you weekly, by weekly, monthly, every 6 months, whatever is better than someone who pays you $250 for a detail and then you never see him again because the first person is SURROUNDED by you. You are in his life and on his mind, that makes him refer you to his friends.



When you detail someone's car they'll be thrilled for three days and then forget about you. If you take care of their car for them over the long term by doing less expensive services as routine maintenance then you're creating a bond between "car" and "you". Every time they think "car" they think "you". Someone says "detailer" they think "you".



This:

"You want your car detailed, I have a wonderful guy Steve that made my car look like new and now he maintains it for me weekly, my car never looked so good and he's a wonderfully personable and beautiful person, here's his name, call him!"



Is better than this:

"Yeah I had some guy detail my car once, he did a great job. Let me see if I can find his card and I'll give it to you"



Which do you think is more likely to result in a referral of a quality customer?



And the best thing is, most people in business PAY to remind their customers that they exist (I do) detailers GET PAID to do it! Why would you not do that?



Plus if you've set your pricing properly then you're not making any less even doing a wash because all your pricing is judged around your self determined hourly rate.
 
Another thing I wanted to add to what I posted is:



Yes, making sure that you're earning what you're worth is important and choosing what business to take and what business to pass on is important too, but the basis of what you're doing has to be:



1. A genuine enjoyment of detailing

2. A desire to be a helpful member of your community and a desire to do quality work.

3. A passion for what you're doing



When you operate that way, the money will come. I would be more concerned with "Can I do a quality job on this car that my customer will be happy with within the cost constraints that he's laid down?". If the answer is yes, then you should do it and do it to the best of your ability, if the answer is no then you should be honest with the customer and say "I could do a wash and wax on this car, but honestly its not going to make it look any better than just washing it at this point. I offer X, Y, and Z what do you think"?
 
Excellent points, Steve! Just today, I had a regular customer tell me his nearly 2-year-old Marauder looks better than the day he picked it up at the dealer brand new.



Why does it look like that? Because I take care of it weekly and stay on top of any problems. Scuffs and light scratches are removed immediately, the car is washed properly without harsh cleaners and it was polished and waxed regularly. I deep polished it the last time I waxed it, so this time it just needed another coat of wax (I used Glanz Wax this time).



BTW, he has been a regular weekly customer nearly 9 years now. I feel I can safely say he is a satisfied customer. :)
 
This is the kind of thing I am striving for when I get my operation off the ground. I want repeat business. But, most importantly, I want my reputation to speak for itself (like Scott's or Anthony Orosco's) and the most effective way that can happen is word of mouth.



As for wah/wax combos, I DEFINITELY want that as part of the services I offer. However, I want to look into a wax as you dry LSP in order to give the customer opitions.
 
PrinzII said:


As for wah/wax combos, I DEFINITELY want that as part of the services I offer. However, I want to look into a wax as you dry LSP in order to give the customer opitions.
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Optimum Car Wax would be a good option. You can wax a car as fast as you can QD one with it. I don't use it as a stand alone LSP like Anthony does, but it makes a great booster wax in between regular wax jobs.
 
Could anyone suggest a good quick one step product which provides protection/removes slight imperfections and is easy on/off?



I have just recieved 1Z products and this seems to be very easy to use.



I was thinking that nxt with a polishing pad, but it doesn't last long at all. Anyone got any other ideas?
 
JJ_ said:
Could anyone suggest a good quick one step product which provides protection/removes slight imperfections and is easy on/off?



I have just recieved 1Z products and this seems to be very easy to use.



I was thinking that nxt with a polishing pad, but it doesn't last long at all. Anyone got any other ideas?
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What comes immediately to mind is to just use the 1Z stuff that way. I dunno how long it'll last, but 1Z's PP and (consumer) MP have a fair bit of wax in them, as does the WaxPolishSoft.



Try *not* topping the 1Z polish sometime and see how long it lasts. None of the "one step" approaches are gonna have the durability of the typical multi-step regimen anyhow.
 
JJ_ said:
Could anyone suggest a good quick one step product which provides protection/removes slight imperfections and is easy on/off?



I have just recieved 1Z products and this seems to be very easy to use.



I was thinking that nxt with a polishing pad, but it doesn't last long at all. Anyone got any other ideas?
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Race Glaze's Polish/Sealant is a very nice one step, however, you can get essentially the same product at Pep Boys under the Long Haul brand name, called Polish/Wax.



As you can see, it has a pretty nice shine. I applied it with a polishing pad at straight up noon on a 75 degree sunny day with no problems. Not bad for a 24oz bottle of wax I picked up for $8.



1052001_BMW_325_longhaul2.jpg
 
Nice picture scott, I would buy those products you mention although we don't have these over here. I have found a website over here though, who services the detailing trade.



I prefer the whole detail to be honest as it really looks a million times better but I am loosing out if I dont do it.



http://www.chemiclean.co.uk/car1.htm



The polish/wax seems a good idea. Gently removes marks etc and leaves some protection.



I might get 1Z polish/wax as well if the car isn't in too bad a condition.



Thankfully most of my customers have custom details i.e, paint restoration but no interior. So I normally just get to do the exterior.
 
Not to argue, but here's my worthless .02. I tried to be the do it all detailer and it was confusing. Then I tried to be the hi end detailer and business slowed down. I have since learned we have to have a business that is serving the customers needs based on what the customer wants. If I only detail high end cars that's my choice but its also a business based on my needs and not my client's needs. I want client's that call on me every week for anything from fulls to washes. I like to walk down a vehicle with a regular client and show them new scratches on their paint. To me it shows attention to detail and I care about their ride. GoodnClean- right on the money. That's all on that.



As for the topic, I agree #66 is a great one stepper. I even like to top #66 with NXT for a little more protection. Heck with the PC its only a extra 20-25 minutes (for regulars of course). As posted earlier if the client is a regular then go mild on the one step (NXT, EX...). No need erasing all your hard work from last month. If this is a wash and wax every 3 months then go a bit more aggressive.
 
I have since learned we have to have a business that is serving the customers needs based on what the customer wants.
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Right on. Besides, things like hand washes and quick interior cleanups are great feeders for the higher priced details.



I don't agree with turning down customers with cash in hand. If you say no, they will find someone who will say yes. That may be the end to having that person as a customer. If they only want a hand wash then knock their socks off. Do a better job then they could ever do on their own and do it in a timely manner. If you can impress them with the little jobs it makes it much easier to sell them the higher priced services.
 
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.
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Hey, if you don't want to do it, that's fine me and puh-lenty of others will snag that biz. Ever heard of a company called McDonalds? I'll take that fast food money all day long and let suckers like you stare into your mirror every morning telling yourself about how much better you are than us "poor guys that do wash n wax packages. Oh, and another thing: People who drive Bentleys and Ferraris? Yeah, sometimes they don't want a detail, but they will be happy to pay a "fast food" guy like me $100 for a wash n wax. Your funny! Thanks for educatin us po wash n wax guys. :bow I learn so much from guys like you who have all the answers:xyxthumbs You my idol:bow :bounce
 
Scottwax said:
I will ask you again, Frank. Let's say you detailed a customer's car 6 weeks ago. They call you up and say "Frank, I have a big date/big client in town this weekend and I'd really like my car freshened up. Can you come by and wash, vacuum and wax it?" Are you really going to refuse to do the work because "detailing has never been about offering a quick service and anyone who thinks they can have it both ways is certainly mistaken"?



You would tell this customer no?



Not me, you do a favor for a customer and they don't forget you did that. I'd go over there, wash the car, vacuum it, wipe down the dash, console and seats, apply some wax and dress the tires and fenderwells and collect my money from a happy customer.



I have a lot of customers who are willing to drop the money on a full detail but they also want me to maintain it instead of taking their car to a tunnel car wash. Time and time again, I've had customers tell me they never thought they'd pay $30+ to have their car washed but when I do the washing, it is well worth paying 2-3 times what a tunnel car wash charges.



My success depends on me satisfying my customer's car care needs and I don't take that responsibility lightly.
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RIGHT ON!! Ben, I would also look at using Optima Car Wax. You can wash/dry/wax a car in about an hour. I sell it for $50-60 and bill it as my BEST SELLER! Let's see, $60/hr. x10 hours = Well, you do the math. Sometimes a car just doesn't need a detail.
 
scrub said:
...have to have a business that is serving the customers needs based on what the customer wants. If I only detail high end cars that's my choice but its also a business based on my needs and not my client's needs.

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That is the attitude of a successful business man! Kudos to you, scrub :xyxthumbs
 
Mr. Clean said:
That is the attitude of a successful business man! Kudos to you, scrub :xyxthumbs
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Thank you I'm studying and learning all the time. So far its starting to pay off too.



On topic again. I changed my wash and wax service to wash only and add spray wax (add $10 to wash only) or polymer wax (add $20 to wash only). This gives me the flexibilty to offer wash onlys and make an easy upsell to at least a quick spray wax. People like the options plus I have a more complete "menu" so to speak. I have services set up depending on the clients particular needs at the time. This gives me more face time with the client.



Good luck.
 
scrub-I just started offering OCW as a booster wax for in between wax jobs/details for $15 more for cars and $20-30 more for larger vehicles. Takes maybe an additional 10-20 minutes depending on the vehicle size. Upsell just 5 per week (since I do a lot of SUVs, it would probably average out to $20 more over my wash service each time), that is an extra $100 per week or $5200 per year.



Besides the money, the customer's car has that freshly waxed look longer and it is also easier to clean since the paint stays slicker between conventional wax jobs.
 
Sorry to go off topic...



Scottwax, the OCW you mention is that the Optimum wax. I've heard about it on another site. I might have to give that a try.



Thanks.
 
I like the OCW. It gets the paint nice and slick with a nice shine. From what I read about it I bought the gallon and am not disappointed. It's truly on and off easy and goes a long way.
 
scrub-yes, OCW = Optimum Car Wax.



I put some on a black 745 a few weeks ago since it hadn't been waxed since November and his lease is up in May, which is when he wants me to go nuts on the paint. Should work out well to tide him over until then.
 
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