Pricing and Packages...

D

dsms

New member
Sometime in February I would like to send out a mailer advertising my detail service. I need some advice on pricing and different packages though. My initial thought was to offer strictly a complete interior/exterior detail as my one and only option, charging a flat rate for cars and a slightly higher flat rate for SUV's(any extensive paint correction or carpet cleaning etc. would be subject to an additional fee). I figured with the one "full complete" detail option I could keep things simple and maximize profit by charging a more costly price for the extensive and time consuming detail compared to a lower price for a mini detail or quick wash. In starting a small buisness on the side I want to charge a fair price but still be able to make the detailing worth my time and turn a profit. Im looking for some feedback on pricing for a complete int/ext detail for both cars and SUVs(no sub categories between the two) The spec. sheet below...$$$ ?



EXTERIOR

Paint using the Flex

Z7 foam gun wash

Clay

Re-Wash

SIP

106ff

Z-AIO

Z2pro

Z-CS

Z8 final wipedown



Wheels

Rinse

P21s gel wheel cleaner

2 coats stoners tire shine

Z-CS

Wheel well wash/dress



Glass/Trim

Stoners invisible glass

Z-AIO exhaust tips etc.



INTERIOR

Carpet

303 spot remove

Shampoo

Vaccum

Leather

Z9 clean

Z10 conditioner

dash wipedown

Misc.

Clean vents

cupholders/ misc platics

Wood polish and Z8 wipedown



I think I covered everything, my estimate for a charge price for this full detail for a car would be somewhere in the $170-$190 range and an additional $20 for SUV's. I dont know if the only one "complete detail" package is the most effective thing to do, looking for feedback on packages and pricing opinions. Thanks-
 
A couple things... You are going to have to rewash the car after 106ff or use a prep-sol wipedown, even before Z-AIO.



Location and skill level are going to play a big role in how much you charge, but I would say that for that service you should charge a minium of 325.00 (and, IMO, thats very low).
 
Let me even expand on this further... If you are just starting off, take my advice (and the advice I recieved from those more experienced then me when I was starting off) and charge like you have been doing this your whole life. If you charge low, you are going to set off alarms. Worse than that, you are going to back yourself into a corner when you become more experienced and want to charge your repeat customers your value.



Pricing is very much a marketing technique, price yourself to the clients you wish to draw.
 
....hes right about the pricing theory. I do think however that some different markets allow for a higher markets. Like in Florida i think you can charge more due to the cost of living being more there. Like in Roanoke the Cost of living is low so i think i can only charge so much. We will probably have a few good conversations in person about this todd. Or at least i hope we do.



O i have an idea, how about you think up two different names. And with the worse of the two you name yourself that and then when you get to be a pro at detailing you swicth to the other name and charge a higher price. Good idea?



,Daniel



BTW, todd are you getting my PM's?
 
I think that, that idea would be great for anyone in my position. I am planning on buying a property and building a building up front (for detailing) and then a car storage garage in the back. I charge a very small amount right now (or did this past year). I think that when i get my building up, i will change my name so i can charge a more reasonable amount for my work.



,Daniel
 
yes i agree with THOOO1 if i were to do thats same process is would be $300+ depending on condition.
 
So, you are going to only offer a client 1 option, being a full complete detail? From a marketing perspective, I don't think that would be wise. People like options. If you went to 7-eleven for a Big Gulp and all they had available was 128oz size, would you be so inclined to buy it? One reason the Big Gulp became famous, you have a variety of sizes to suit your thirst. As far as the mailer is concerned, two things come to mind. If you plan on getting any response from your mailer, plan on sending out atleast 1,000 copies. If and this is a big if, the mailer is marketing savy, rate of return on 1,000 would be 4-6 jobs. Also where you send these mailers is critical. You need to target the wealthiest neigborhoods you can find. If you send them to the local trailer park, the phone will not ring. Nothing wrong with charging $325 or whatever, HOWEVER, you had better be in the top tier of what you do. Your work best be A+, because people will refer you to friends and family IF your work is top notch, if not you will lose the easiest way to get new clientel, which is from referalls.
 
dsms said:
Sometime in February I would like to send out a mailer advertising my detail service. I need some advice on pricing and different packages though. My initial thought was to offer strictly a complete interior/exterior detail as my one and only option, charging a flat rate for cars and a slightly higher flat rate for SUV's(any extensive paint correction or carpet cleaning etc. would be subject to an additional fee). I figured with the one "full complete" detail option I could keep things simple and maximize profit by charging a more costly price for the extensive and time consuming detail compared to a lower price for a mini detail or quick wash. In starting a small buisness on the side I want to charge a fair price but still be able to make the detailing worth my time and turn a profit. Im looking for some feedback on pricing for a complete int/ext detail for both cars and SUVs(no sub categories between the two) The spec. sheet below...$$$ ?



EXTERIOR

Paint using the Flex

Z7 foam gun wash

Clay

Re-Wash

SIP

106ff

Z-AIO

Z2pro

Z-CS

Z8 final wipedown



Wheels

Rinse

P21s gel wheel cleaner

2 coats stoners tire shine

Z-CS

Wheel well wash/dress



Glass/Trim

Stoners invisible glass

Z-AIO exhaust tips etc.



INTERIOR

Carpet

303 spot remove

Shampoo

Vaccum

Leather

Z9 clean

Z10 conditioner

dash wipedown

Misc.

Clean vents

cupholders/ misc platics

Wood polish and Z8 wipedown



I think I covered everything, my estimate for a charge price for this full detail for a car would be somewhere in the $170-$190 range and an additional $20 for SUV's. I dont know if the only one "complete detail" package is the most effective thing to do, looking for feedback on packages and pricing opinions. Thanks-
Click to expand...





your not going to like this.



Go find an owner op that has been in business for 15-20 years. walk in and tell the owner you want to learn the business for 6 years and buy it from him on the 7th.
 
Cleaning Fool said:
So, you are going to only offer a client 1 option, being a full complete detail? From a marketing perspective, I don't think that would be wise. People like options.
Click to expand...



People who say it cannot be done are usually interupted by someone else already doing it. In this case for 22 years.



From a marketing perspective, professional detailing is something that should never be compared to examples of mass marketing.
 
I don't want to hijack dsms's thread, but I didn't want to start another thread with the same question. I, too, was wondering if I am charging the right amount for detail services. The wife and I are trying to get a mobile detailing thing going on evenings and the weekends. Right now with it being winter, I'm not too motivated yet, but I want to get my stuff together for spring. I've been detailing since I was 16, but I've mostly done it as a hobby since I can't stand a dirty vehicle. So I don't consider myself as a "professional detailer", especially since I have mostly beginner's tools for the time being, until I can get the money to buy the "professional grade" stuff. But for now, I make it work and show results:bigups The following is what I do for a full detail. Forgive me, but I am going to spare the specifics were I can. I do offer smaller detailing options when appropriate.



I thoroughly wash (and hand dry) the vehicle, including wheels with the proper chemicals. I make sure the door jambs are degreased and wiped down. I apply tire shine to the tires and remove any tar that is on the vehicle. I clay, then apply either Zymol Titanium or the client's wax/glaze of choice. I try not to polish if its not necessary, mostly because of time contraints, but I will do it if they request it, or I suggest it. Interior is fully vacuumed (including trunk) and "shampooed" with a Bissel Heat Treat machine that I have. I wipe the dash and door panels down with 303 and clean and condition the leather as well. Window's are cleaned with Stoner's, and I use a boar hair brush to get all the tight places I couldn't get before. The engine is pressure washed and degreased and 303 applied.



I charge $130 for this service, for cars and trucks/SUVs alike, which usually takes me 4-7 hours to do. I was talking with the wife and primarily the SUVs have been the business so far. I don't mind spending time, but I feel as if I'm not charging enough to compensate for my time and cost associated with chemicals, etc. At the same time, I worry about charging too much and hindering any future business. I live in a high-income area, but no-one seems to want to spend money to keep their rides clean:confused: Thanks in advance for any replies!



-Matt'
 
TH0001 said:
A couple things... You are going to have to rewash the car after 106ff or use a prep-sol wipedown, even before Z-AIO.



Location and skill level are going to play a big role in how much you charge, but I would say that for that service you should charge a minium of 325.00 (and, IMO, thats very low).
Click to expand...



I offer a package similar to this and it begins at $275 for small cars and goes up from there depending on condition and size of vehicle. I definitely agree with others though who have said that it depends on the area where you are living however I do believe that those who would fully appreciate a package such as this would be willing to pay the price no matter the cost of living in the area.
 
My area has a well off client base. Lots of people with expensive cars so a high end detail service would have potential to do well. I keep thinking about the amount of work a full detail will need and the time that goes into it. I bought a lot of high end products and mapped out a pretty lengthy process, especially for the paint, so for the time I put in I want to make it worth my while. I want to send out a professionally printed mailer in my area advertising it. I see now that the process I will be using is worth more than $170-$190 and that something like $300 is more apropriate, I do apreciate the professional opinions and advice btw. In starting off I think I should advertise a price in the area of $350 and on the first mailer say "Recieve 20% off with this mailer" or something like that so clients get the idea that this type of detail should run in the mid $300 range but for the first time they get 20% off, so bascially they will pay $280. What do you think about this?
 
As a fairly new detailer, this has been an area I've debated with myself about. Do I set my prices high and try to get only high end cliental? I would love to do that, but I considered doing some details I would love to turn away, and many that are substantially lower priced than what I see here, as just part of getting my name out. Is this a wrong state of mind to have? As TH0001 said, pricing as if I'd been doing this for years sounds like a good idea, but realistically, although I'm sure I would do a fine job on anything I'm presented with, I know that I still have much to learn. I love to see post here of details on Ferrari's and Lambo's etc.., but I'm quite sure those of you that have reached this client base did so through LOTS of hard work and years of experience. Is this a normal transistion that takes place over time or did some of you just start by pricing high and turning down lower end jobs?
 
DSchlauch said:
As a fairly new detailer, this has been an area I've debated with myself about. Do I set my prices high and try to get only high end cliental? I would love to do that, but I considered doing some details I would love to turn away, and many that are substantially lower priced than what I see here, as just part of getting my name out. Is this a wrong state of mind to have? As TH0001 said, pricing as if I'd been doing this for years sounds like a good idea, but realistically, although I'm sure I would do a fine job on anything I'm presented with, I know that I still have much to learn. I love to see post here of details on Ferrari's and Lambo's etc.., but I'm quite sure those of you that have reached this client base did so through LOTS of hard work and years of experience. Is this a normal transistion that takes place over time or did some of you just start by pricing high and turning down lower end jobs?
Click to expand...



We all have much to learn, I learn with every detail I do, and I do not plan to quit learning anytime soon. I don't know anybody who made a smooth transition to exotic, high end detailing. Its more like bam, you are in. Obviously you cannot over charge, but make sure you are getting a fair amount, and that is based on the end result you produce, not the experience you have (I am not saying that there is a replacement for experience, but rather suggesting that there are a lot of guys out there with 10 years experience which is more like 3 months experience x 40, and a lot of guys out there with 6 months experience that are more like 2 years experience).
 
dsms said:
My area has a well off client base. Lots of people with expensive cars so a high end detail service would have potential to do well. I keep thinking about the amount of work a full detail will need and the time that goes into it. I bought a lot of high end products and mapped out a pretty lengthy process, especially for the paint, so for the time I put in I want to make it worth my while. I want to send out a professionally printed mailer in my area advertising it. I see now that the process I will be using is worth more than $170-$190 and that something like $300 is more apropriate, I do apreciate the professional opinions and advice btw. In starting off I think I should advertise a price in the area of $350 and on the first mailer say "Recieve 20% off with this mailer" or something like that so clients get the idea that this type of detail should run in the mid $300 range but for the first time they get 20% off, so bascially they will pay $280. What do you think about this?
Click to expand...

I really don't think offering 20% off is going to do much to make the phone ring. When you send out flyers, postcards or whatever to peoples homes, you must grab there attention immediately or its going in the trash. People see 20% off all day long in there mailbox. I would focus more on the wording of your marketing piece rather than "price". When I ran my carpet cleaning biz, I would put together marketing pieces, and in the early years I would hand them out door to door. Most often my marketing piece would start with a question. For example, The headline would read "Is Dirty Carpet Driving You Crazy?"See, when someone, life the wife, picks it up and reads the headline in question format, they will answer the question and prompt them to continue to read further. "Is Your Dull, Neglected Car Driving You Crazy?" Secondly, another thing you must do when you are new in business is get past whats called risk/reversal For example, your car needs brakes, your toilet is leaking, you need a new roof, fill in the blank. People are skeptical when they havn't done business with you in the past. Will I get a good job? Will I get taken for a ride? So you have to make it easy for them. How do you do that? Well, when I sent out marketing flyers in the early years of my business, I would use several tactics to combat the "risk" factor. For example. I would put on the bottom of a flyer, "Call within the next 2 weeks for a FREE on site demonstration. Pick the dirtiest, filthiest room in your home and we will gladly clean it FREE." Who woudn't take me up on that offer? Of course, we could back up our claim, and most people want the rest of the house done once they see what we could do. I took the risk of them being taken out of the equation, I took the risk out of a bad job. In my opinion, you need to give a little when you first start out to get your name out there, I built some of my best clientel this way and a lot of referalls from them. When you market this way, it makes the phone ring, rather than doing nothing at all. Notice in my slogan, I gave them 2 weeks to respond, that makes people motivated to call before the deadline. Basic marketing really, how many coupons have you seen with no expiration date?. I could go on and on but I would focus less on price and more on how to get the phone ringing.
 
A few rambling thoughts...



Calculate the hours involved in that complete detail. Then calculate your hourly rate.

Figure all your expenses (I assume you're mobile) including insurance, vehicle depreciation, travel time, supplies, and a reasonable hourly wage for yourself. $40-$50 per hour is often suggested on the these boards.



So, if you can do a complete on an 05 Lexus ES300 in 6 hours, times $45(?), then you have a $270 fee. A GMC Denali might be $325. Only you know if those prices will fly in your market area.



You should be looking for folks who have the discretionary income to afford your service. And they insist on quality and professionalism. Don't offer discounts. Be proud of the value that you offer.



A mailing to existing customers sometimes stimulates repeat business, but general mailings just don't work. Save your money.



Invest in a professional website and learn as much as you can about keywords, metatags, search engines, unique visits, referrers, etc.



The client you seek get there new information from the internet. If you're not there, they won't find you.
 
The most important thing is to work out what steps give the best results for the least amount of time.



This helps on the cheaper packages so the customers are impressed for the amount of money they spend.



Instead of applying a carnauba wax that adds only 10% extra gloss it would be better to use an all in one product that gives 20% paint correction but only 5% extra gloss. Overall the car looks better.



Multiple layers of sealants and wax's should be avoided at all costs unless everything else on the car has already been done.
 
I guess another thing to think of is... are there enouph high end cars in your area (just like the net income of your clients). For intance i dont think there are 100 exotic cars in Roanoke VA, and people arent going to pay 1/10th of the cars value (if your detailing a '90 civic or something) for a detail (despite the quality). So it REALLY is how many nicer cars are in your area... IMO
 
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