We detailers are actually in a good position for this economy

S

Scottwax

New member
Harder to get car financing or people putting off buying a new car until the economy improves (although here in the Dallas areas, I see very few signs of any economic slowdown), we can market ourselves in such a way stresses how we can make their older car look like new. If they can't get a new car, they can drive one that at least looks new. You may end up doing less full corrections but you can make a good living on doing mostly basic (1 or 2 polishing step) details.



Anyone want to toss out ideas how best to word this on our websites or any marketing we do?
 
You have a good point and for most of us we are able to bring cars to a better than new appearance.



i hear it all he time "my car didnt look this good when i bought it" and it was the same for me my truck looked horrible when i bought it
 
We've been up pretty much every month this year (knock on wood) and were significantly up in September, October and this month. Hope I can keep it up for the rest of the winter :nervous2:
 
Dkblue05 said:
You have a good point and for most of us we are able to bring cars to a better than new appearance.



i hear it all he time "my car didnt look this good when i bought it" and it was the same for me my truck looked horrible when i bought it
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Funny you say that. Just had a customer say those exact words today. I laughed because I used meg's PCR... This spring he plans to have me do full correction, but we thought that PCR would do the trick bc he wanted alittle correction, alittle wax, and didn't want to spend the bucks for multiple steps until the spring. Now he told me that he can't wait bc I told him that the car will look 100x better than it does now.
 
I appreciate your optimism, and I'm sure you're right in many cases.



However, the obvious flip side is that many/most consider getting their car detailed a luxury item, and nonessentials are the first to go when the economy goes south.



By way of example, I was at Home Depot last week, and it wasn't too long ago that the place was so packed that I couldn't get anyone to help me. Well, last week I was there on a Saturday, and had at least 5 different employees asking me if I needed assistance. People just aren't making nonessential upgrades to their homes right now, just as they're cutting back on dry cleaning, eating out, etc.



If I were a pro detailer, I would sell my services as a maintenance item. E.g. "Your dealer recommends a detail once annually. They charge $250 for blah results, and I can make your car new again for that..." I saw proof of this the other day on my friend's Lexus. He had the dealer "detail" his 2 year old ES350, and thought it looked great when he got it back. It was absolutely covered with buffer trails for the hundreds of $$ he paid to have a "bumper to bumper" detail.
 
As bad as the economy is, this seems to be my biggest year in full paint resto corrections. Most of my clients this year are wanting top perfection polishing jobs requiring a minimum 15 hours. I have had a lot of 40-60 hour correction jobs this year which was a surprise.
 
From an economic standpoint, it is a pretty fuzzy crystal ball right now, and I am not a pro detailer, but I do believe that quality detailers will survive, and flourish.



Clients with nice vehicles who are wavering on a new purchase may well indeed choose to have their current vehicle detailed, and keep on.



But, even in a bad economic climate, luxury still sells. There will be plenty of people acting as if the Dow Jones is the least of their worries.



The new-car, top-end, new customer details will still be out there. And you guys will be ready to scoop them up.
 
Scottwax said:
Harder to get car financing or people putting off buying a new car until the economy improves (although here in the Dallas areas, I see very few signs of any economic slowdown), we can market ourselves in such a way stresses how we can make their older car look like new. If they can't get a new car, they can drive one that at least looks new. You may end up doing less full corrections but you can make a good living on doing mostly basic (1 or 2 polishing step) details.



Anyone want to toss out ideas how best to word this on our websites or any marketing we do?
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Heres how I would market in this economy. I would generate a flyer on Microsoft Publisher, (not very hard) or on you web. The headling in big black bold lettering would read "Starving Car Detailer Looking For Work!" I would add some other stuff to it, give them a great offer to respond to and go pass them out in 500,000 homes and up. Alot of people read the flyer and laugh so hard they pick up the phone to book a job. Some people might laugh but it makes the phone ring, I'm tellin ya.
 
This October was my second largest successful month and like Ryan people seem interested in full out corrections. To be rather truthful, I am enjoying this economy because things like plasma tv's and stuff I am too cheap to buy have come down in price and I am making enough now where I could buy one after just one day of work. Kinda cool
 
I have been watching things and I can't say I have seen any slowdown whatsoever. My business is up, big time. There are more clients all the time who want bigger and more expensive services. The year 2008 has been a great one for me.
 
Well 2008 is my first year, and boy is it tough getting your name out there. Got Leather knows what I am talking about. ;)
 
Cleaning Fool said:
Heres how I would market in this economy. I would generate a flyer on Microsoft Publisher, (not very hard) or on you web. The headling in big black bold lettering would read "Starving Car Detailer Looking For Work!" I would add some other stuff to it, give them a great offer to respond to and go pass them out in 500,000 homes and up. Alot of people read the flyer and laugh so hard they pick up the phone to book a job. Some people might laugh but it makes the phone ring, I'm tellin ya.
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Personally, I am not hurting at all, but I know a couple detailers here have closed their businesses down permanently due to the economy in their area. What I do feel is that emphasizing what we can do to make cars look better for those who won't be buying new ones in the near future will keep business going good should things get worse.



Gas prices dropping have helped out tremendously considering I drive 25,000 miles a year. :nervous2: More money to the bottom line.
 
It is sad to see so many businesses going out of business. The only good thing that I can see from this, is with the unemployment rate being so high that I can be more selective of the employees that I hire. In the past I would put a help wanted ad in the paper and get maybe 3 - 5 people respond, none of would be quality employee's but I would have no choice but to hire one of them because I would need to fill that spot. Right now I don't need to put ads out because I have 3-5 people coming into my car wash looking for work. A lot of these people are quality workers and I can be more selective of who I hire. I now have a staff of 23 quality employees verses 26 not so great employees. I am also able to be more strict with my rules that I have for my employees. If someone doesn't want to fallow the rules then I can fire because I know that there is going to be another quality person waiting to take their spot.
 
Putting off replacing your older car a bit due the the uncertain economy?



Trust us to make your older vehicle last longer and look like new again. Our car care could add years to the life of your car and add to it's residual value. Stop by and see how we can help you stretch your investment.
 
I can only speak for myself and my business. Yes things are tight for everyone. But the industry says that people will be keeping their cars longer. Those people that like to keep their vehicles clean will increase. I also realize that adding on 1 or 2 more services for the client will also increase revenue. I have decided to add a couple services. I'm considering Head Light Restoration, Carpet repair (cigarette burns), possibly leather and vinyl repair. The kits are not cheap,but they can bring in added income. This has been a Great year,and I expect 09 to be better by far!
 
I am a pro in the marketing/website business so I can answer this one for you.



It depends on your target market. If your clients are on the high end driving BMW, MB, Ferrari's, etc. that tactic won't be effective because that is not their motivating factor in using your service. If you are working on the 'average' vehicles that approach would work much better for you.



If you are targeting the high end clients and have a solid book of customers you won't feel the effects of the slow economy either. The people that had the money before still have the money. It's the same people that are still buying $25 sushi lunches. Just another advantage of targeting the affluent market.



Average business will drop off for the middle income clients because the service is viewed by them as an occasional luxury/treat and is one of the first to go when they feel the pinch. The rich people still view it as their normal vehicle maintenance.
 
Matt_L said:
I am a pro in the marketing/website business so I can answer this one for you.



It depends on your target market. If your clients are on the high end driving BMW, MB, Ferrari's, etc. that tactic won't be effective because that is not their motivating factor in using your service. If you are working on the 'average' vehicles that approach would work much better for you.



If you are targeting the high end clients and have a solid book of customers you won't feel the effects of the slow economy either. The people that had the money before still have the money. It's the same people that are still buying $25 sushi lunches. Just another advantage of targeting the affluent market.



Average business will drop off for the middle income clients because the service is viewed by them as an occasional luxury/treat and is one of the first to go when they feel the pinch. The rich people still view it as their normal vehicle maintenance.
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I agree 100%. My best customer's, the ones who have nice cars and have them maintained by me on a regular basis, have not cut back. I have noticed that I am getting less of a response from my direct mail coupons.
 
TH0001 said:
This October was my second largest successful month and like Ryan people seem interested in full out corrections. To be rather truthful, I am enjoying this economy because things like plasma tv's and stuff I am too cheap to buy have come down in price and I am making enough now where I could buy one after just one day of work. Kinda cool
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Was just going to say something similar.

Proof us guys are confident in success, but still smart and hungry for a bargain.



I think it's reflected not only in our particular profession, but in each of us! It comes with the territory, it seems.



Glad to hear everyone is going well, I'm getting the same out here in Oregon, and I love it. Quite reassuring.
 
jfelbab said:
Putting off replacing your older car a bit due the the uncertain economy?



Trust us to make your older vehicle last longer and look like new again. Our car care could add years to the life of your car and add to it's residual value. Stop by and see how we can help you stretch your investment.
Click to expand...



In my area, Ziebart has launched a massive radio campaign advertising a rustproofing and detailing package. Their ad is almost identical to your post. Their last sentence is "Don't buy a new vehicle if you don't have to".
 
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