How do I explain to customers that I'll charge them 200 hundred dollars for a complete package, when the car wash charges 60, 80 100, on the side to detail or speed wax it.
I did a job a few weeks ago for a friend. Her husband had begrudgingly taken his car to the hand wash place for a detail. He was NOT happy when he got it back. When I delivered their car (I did a pickup/dropoff service for them), I opened the hood, trunk, and all doors.
I showed them to door shuts and hinges, the trunk lid, the underside of the hood, the rain gutters at the trunk, the spare tire, etc. I ran my finger along all those surfaces so they could see it was clean.
Invite any of your customers who've recently gotten one of those "details" at the local shop to open the door, hood, trunk, etc. and do what I did. The difference is obvious.
Another customer had long ago let a tube of ben-xxx or some other linament melt in their glovebox. It had never been cleaned out properly. They shared this in our consultation prior to the detail. I made sure to correct this. It took some strong APC, some scrapers, and some patience to get it out of there and kill the smell. But that customer was THRILLED to have her glovebox back.
It's those kinds of things that make the details worth it in my view. Shiny paint is shiny paint to most customers. But personal touch is something that is sorely missing in those fast details.
During a consultation on a Porsche last weekend, I noticed the customer had his sunroof open. As I examined the tracks, I saw a lot of dirt and grit. I asked if the service dept. had cleaned the tracks. He said no. I said, don't worry, I'll take care of that for you. That is not part of a standard detail, but it's something I saw that can and will be addressed. That gentleman knows he is going to get his money's worth from me.
Differentiate yourself with quality, attention to detail, and customer service. People ARE willing to pay when they know it's going to be right. That's why I say 4-6 hours for external details with no correction. Or 10-12 with correction. I charge by the job, not the hour so I can take my time and do what needs to be done.
I don't care for volume work. I care about quality work. And I'd rather do 4 cars a month to the best of my ability, than 30 cars a month on quickie jobs even though that may pay better.