Once you "lure" them in on price discounts, how are you going to get out of them? Customers will tell their friends about the "discounts". Superior Fine, who posted earlier, is mobile. Your are providing a service by being mobile- why mobile guys discount under a shop where people have to drive and spend their time, I don't understand- I did the same thing years ago when I detailed and burned myself big time on some good accounts. It shows later when you are buying more and more chemicals and wondering why you don't have as much in the bank.
If you start with a philosophy that you do not discount, but add service, you set a precedent to your clients. The professional customers will understand and most likely hold you in a higher regard than other places that offer discounts to get the business. If someone discounts any service for me, I wonder why? Why would they need to do that? What does that tell me about the quality of the work? I once shopped by price and you don't want "ME" as a customer. I will get the lowest price possible and then ***** about the quality...no matter what!
You would be amazed at what this does to your hourly rate when you discount. Plus, if you are offering a discount on numbers, you lower your net further because you are using more product, labor, etc.
I would try and figure out what you need to make per hour to make what you want. Figure out what you actually spend on products for a wash, wax, detail, etc. Add costs for equipment, salary, etc. I found that mine was around $60 per hour after two employees, my salary, products, etc. I never discounted again, or I was losing money- even if it looked good that day at $40 per hour, it wasn't.
I hope this explains and persuades you a little.
Thanks, Rob Regan