adept said:
How did you start out and where do you get your clients?
I started my own mobile detailing business on a part-time basis in 1986. For years I had worked as a quality assurance manager for a local car wash manufacturing firm. During that time I came upon two realizations that helped launch my business.
First, I began to realize that there was a growing need for specialized automobile detailing services. Second, I also began to realize that I could earn extra income doing something that I really enjoyed. Since I had always kept my own vehicles cleaned and polished, it was only natural to start to offer the same service for other people.
When these thoughts started coming, I didn’t jump right into the detailing business. I got some much needed education. I started by attending entrepreneur small business courses at Rutgers University in Camden, N.J., and followed that up with advertising and marketing seminars at Drexel University in Philadelphia.
One of the very first things I did after attending a few of these business courses was to write a business plan. I still write down everything. Every idea, every thought still gets documented. Actually the original mission of my business is still basically the same as I had written it back in 1986. Of course there have been changes to my business plan along the way. The first was getting involved in boat detailing. The next change was to develop and teach auto and boat detailing courses at adult evening schools throughout Southern New Jersey. I now currently offer instructional information about detailing, such as; Start Your Own Detailing Business Study Guides, Automobile & Boat Detailing Guides and Online Detailing Courses. These comprehensive plans all have their own niche. The Start Your Own Detailing Business Study Guides was developed to help interested clients start-up, own and operate their own detailing business. The Automobile & Boat Detailing Guides are do-it-yourself guides designed to offer the beginner detailer an opportunity to learn more about how to clean, polish and wax their own car or boat, just like a professional. Finally, the Online Detailing Courses, also for the beginner, allow students to complete their studies anytime, anywhere.
I really believe that professional detailers need to concentrate on business principles even more than they concentrate on detailing principles. I would say that 80 percent of the educational effort should be focused on learning more about what it takes to own and operate a successful and profitable business. The other 20 percent should be learning more about the actual process of detailing. I think the number one reason why so many detailing businesses fail is because the owners are too busy taking care of the technical side of the business. These guys may be good detailers, however, that does not necessarily make them good business owners.
My own detailing ability comes naturally from my father. My ability to do detailing was the result of my dad taking the time to teach me everything he knew about how to properly clean, polish and wax a vehicle. He always had a clean car and he always did all of the work himself. It was only natural for me to follow in his footsteps.
Professionalism is the key to operating a successful and profitable detailing business. Of course, customers expect to see good results; however, they are equally concerned with all of the things that you do that adds up to creating an overall good experience. For example, since I operate a mobile detailing business it is very important that I arrive on the job at the agreed time of the appointment. I also dress in clean, professional-looking, color-coordinated work clothes. Matching work hat with embroidered company name, etc. All of this makes a statement with the customer.
It's a good idea to constantly try to look at everything from the customer’s prospective. Always treat your customers the same way you like to be treated. Use only the finest professional products because that is what you would use on your own car. Try to understand early on that good detailing customers are not always interested in getting the lowest price. They are much more interested in knowing they are receiving high-quality service and getting their money’s worth. Too often, detailing businesses fail because they are constantly trying to compete with other detailers and constantly lowering their prices. In the detailing business, that is simply a mistake. A low price may matter when you’re doing wholesale restoration work for a dealership; however, most retail customers care more about getting a high-quality job and they are not afraid to pay a much higher price for that kind of personal service.
As with most small businesses, I have experimented with a number of marketing avenues before finding what works for me. In my case, customer referrals are what works the best. My customers just love telling their family and friends about my detailing service. They are constantly sending me new customer referrals. I have also found that just talking with people who own an expensive car often yields good results too. That is why I always carry a couple of business cards with me. You never know when someone is going to ask about your detailing services.
The main thing to becoming successful is to learn how to operate a business. You have to create a strategic plan that will help to identify the customer and why that customer needs the service you are offering. Remember, when it comes to detailing, it’s not about price, it's about offering a high-quality service. Finally, always remain focused on meeting the needs of your customer. If everything else fails just providing professional services and meeting the needs of your customer can make you a success.
In summary, too many detailers spend way too much time worrying about the competition and how everything relates to their own personal needs. Doing that is a sure recipe for failure. For a detailer to become successful they must remain focused on constantly giving the customer much more than they expect. They must remain focused on meeting and exceeding the needs of their customer. To be successful the customer must truly come first.
