Telling potential customers what we do to paint

[Mary S]

Re: Telling potential customers what we do to paint

Maybe paint "resurfacing?" Would that bring the right image to mind? Like a Zamboni resurfacing the ice?

The body shop "refinishes" a panel when they have to totally redo the paint on it.

I am trying to correlate this with what they do with hardwood floors. Refinishing hardwood floors is dusty and annoying and expensive and takes a long time. Most people know about that option.

There are also more moderate ways of resurfacing and renewing the floor if the scratches are not too deep. I know they exist but don't know much about them. If a door-to-door person came offering to give estimates and explain the process to me, I think I would go for it.

[Cole Ziegler]

Re: Telling potential customers what we do to paint

A customer who doesn't know what swirls are won't automatically reach for a product called SwirlX.

I disagree, when I first dug into detailing I searched google and other sites for the "cobwebs" in my paint, soon learned they were swirls, and went to walmart. I then saw Meguiar's "SwirlX" and dug in from there.

Honestly, we've seen car owners at shows who wouldn't know a swirl (cobweb, spider mark, towel mark, hologram) if it jumped up and bit 'em on the nose.

I can confirm this. One of my buddies who I consider fairly knowledgeable with cars and car care told me the other day he never knew that swirls in the finish were the norm. He just assumed since every car has them, they're just supposed to be there.

Maybe paint "resurfacing?" Would that bring the right image to mind? Like a Zamboni resurfacing the ice?

To me, this sounds like you're going to sand my paint down, or repaint it. I'd stick with correction or rejuvenation. But to be fair, even with using those terms, I have been asked if we "repaint" cars because of the term rejuvenation.

It's all about the clientele, their basic understanding of car care, their region they live in, etc.

[Mary S]

Re: Telling potential customers what we do to paint

I disagree, when I first dug into detailing I searched google and other sites for the "cobwebs" in my paint, soon learned they were swirls, and went to walmart. I then saw Meguiar's "SwirlX" and dug in from there.

Cole, when I am talking about potential customers for Meguiar's products, I mean to include not only the people who have dug into detailing and know that they have a problem with their paint and are looking for ways to fix it, but also the people who have the "problem" but don't know it is a problem. To them, the way their car looks is just a result of it not coming right off the showroom floor but having been driven for 5 to 10 years, and they are not anticipating that there is anything other than a cosmetic cover-up treatment or wax product to change that appearance.

I can confirm this. One of my buddies who I consider fairly knowledgeable with cars and car care told me the other day he never knew that swirls in the finish were the norm. He just assumed since every car has them, they're just supposed to be there.

That is kind of what I was referring to above, people who maybe never even looked at their paint in direct sunlight or a Brinkman lamp and don't even know about the tiny little fine scratches in their paint. But if you asked them if the car finish still looked like it did when they bought it new, they would probably say no. And if they said yes, they would be still be impressed to see a test spot done on their hood for what they might be able to accomplish by using SwirlX or Ultimate Compound over their entire car -- or hire a detailer who does paint correction to do it for them.

To me, this sounds like you're going to sand my paint down, or repaint it. I'd stick with correction or rejuvenation. But to be fair, even with using those terms, I have been asked if we "repaint" cars because of the term rejuvenation.

I guess in some cases a detailer will quite literally sand the paint down. But I see your point. And I think most people think that repainting a car is the only way to make the paint look like new.

It's all about the clientele, their basic understanding of car care, their region they live in, etc.

I don't have any clientele yet, but when I do I am going to be marketing to the PLMs. That is "people like me." I don't think people who are seriously interested in cars are the only people who like the look of a brand new car. My potential clientele aren't entering their cars into car shows or even attending them, don't have a detailer work on their car periodically and may not even have an inkling what the word "detailing" means, don't watch Car Crazy, and have never heard of Meguiar's. And they think that if they wanted the paint on their car to literally look like new they would have to trade it in on a new car or have it repainted.

So that is my challenge. I think I can overcome it for my own benefit. But I think if Meguiar's marketed to the PLMs too they would sell a lot more "stuff." And I wouldn't mind that, because it would mean more Meguiar's stuff on the retail shelves in my region. I can't get most of their products without mail ordering them.

[Dan Fisher]

Re: Telling potential customers what we do to paint

This is going to be one big or even HUGE up hill battle for you, to try to get the PUBLIC to understand what all of the imperfections in their Cars paint really are!! Don't get me wrong a JUST BATTLE but huge all the same! As is discussed here all of the time, a new cars paint usually comes with the Dealer installed swirles FREE! So to say NEW CAR finish could be (my buddies car looks just like this, and his or hers is brand new)! I know over 10 years ago before I even knew what a car detailing was, I had a brand new 2000 Tahoe black it was beautifull. I loved that damn vehicle but it always had COBWEBS in the paint, believe me from a distance it was gorgous! A stuning vehicle it was the limited edition! It was also the reason I started my quest to find out how to get rid of the cobwebs? As it turns out A friend of my oldest son asked if he could come over on a saturday and detail his car? (he lived in the city) I said sure no problem I thought nothing of it . I appreciated a young man taking care of his vehicle. I know I enjoyed washing and waxing my vehicles every week or so , but all be it with the wrong procedures and the incorrect products.After he was at the house for a while I walked out and watched what he was doing and it began , He was using the 3 step Meguiars cleaner polish and wax!!! I asked that young man more questions about what this was and why that step and what is a cleaner , and then a Polish, I understood a wax to make it shine, boy was I ever mislead by society for years .
This young man explained every thing he knew to me, he was very patient and understanding also took pride in what he was doing. The same day after he left I went out to get this 3 step system. Came home with the 3 Step System and did the TAHOE the very next day. It was Brighter cleaner but it still had those damn cob webs not as many but it still had them all the same. And still it took me until this last year to finally have a computer and go on line to this very forum and get all of the proper info needed to be able to get rid of any swirles in paint and detail a car properly!!!! And I am still a novice, but I enjoy the challenge and I am hooked forever on learning more about this enjoyable pass-time DETAILING!!!!

[DaniloSilni]

Re: Telling potential customers what we do to paint

Best way is by word of mouth. Too much explaining to the customer could possibly even scare them to be honest. If you do a friends car or someone who knows a lot of people, then they will vouch for you and tell their friends and acquaintances that you made their paint look unbelievable. Seeing is believing, a simple test spot will make them feel as if they just saw a unicorn.

[Mary S]

Re: Telling potential customers what we do to paint

This is going to be one big or even HUGE up hill battle for you, to try to get the PUBLIC to understand what all of the imperfections in their Cars paint really are!! Don't get me wrong a JUST BATTLE but huge all the same! As is discussed here all of the time, a new cars paint usually comes with the Dealer installed swirles FREE! So to say NEW CAR finish could be (my buddies car looks just like this, and his or hers is brand new)! I know over 10 years ago before I even knew what a car detailing was, I had a brand new 2000 Tahoe black it was beautifull. I loved that damn vehicle but it always had COBWEBS in the paint, believe me from a distance it was gorgous! A stuning vehicle it was the limited edition! It was also the reason I started my quest to find out how to get rid of the cobwebs? As it turns out A friend of my oldest son asked if he could come over on a saturday and detail his car? (he lived in the city) I said sure no problem I thought nothing of it . I appreciated a young man taking care of his vehicle. I know I enjoyed washing and waxing my vehicles every week or so , but all be it with the wrong procedures and the incorrect products.After he was at the house for a while I walked out and watched what he was doing and it began , He was using the 3 step Meguiars cleaner polish and wax!!! I asked that young man more questions about what this was and why that step and what is a cleaner , and then a Polish, I understood a wax to make it shine, boy was I ever mislead by society for years .
This young man explained every thing he knew to me, he was very patient and understanding also took pride in what he was doing. The same day after he left I went out to get this 3 step system. Came home with the 3 Step System and did the TAHOE the very next day. It was Brighter cleaner but it still had those damn cob webs not as many but it still had them all the same. And still it took me until this last year to finally have a computer and go on line to this very forum and get all of the proper info needed to be able to get rid of any swirles in paint and detail a car properly!!!! And I am still a novice, but I enjoy the challenge and I am hooked forever on learning more about this enjoyable pass-time DETAILING!!!!

Dan, I bet a lot of people on this forum have a story of a serendipitous sequence of events that brought us to this forum, detailing, and/or Meguiar's products.

Mine was having body work done to the front end of my car when my daughter skidded on ice and hit someone. I thought while I was there I would ask them for an estimate on my right rear quarter panel and fender flare where I had had a run-in with a post in a parking lot.

The estimator warned me it would be more than I would want to pay for them to "fix it right" but maybe they could touch it up.

The quarter panel had some fairly deep scratches in it. I ended up getting touch up paint myself from paintscratch.com. I googled scratch repair and found instructions for repairing your own car scratches using this method:
1. Sand the clear coat until the scratch is gone but don't go into the base coat.
2. Get "a" rubbing compound and "a" polishing compound. Use the rubbing compound on the area, followed by the polishing compound to bring back the car's shine.

So I went to Walmart and bought some 3M sandpaper in up to 2000 grit, "a" Turtle wax rubbing compound, and "a" Turtle wax polishing compound.

I think it was doing more searching on scratch removal that took me to a Barry Meguiar's Youtube video on ScratchX. What came next is a bit of a fog, but I know I ended up watching quite a number of Meguiar's detailing videos on Youtube, and I ended up lurking here.

I ordered a Meguiar's car care kit and Ultimate Compound from Amazon.com. I was about to put the other compounds I had bought in the trash until I realized they had a lot of uses around the house.

I finally delurked probably a month later in February of this year. I bought a "cough, cough" bargain rotary on February 15, bought a badly scratched up BMW hood and started learning the rotary with helpful coaching from this forum, especially Michael Stoops. And my shelf of Meguiar's and detailing products has grown. Well, we won't talk about how much, when you consider it was all to fix a scratch. I haven't gotten around to really fixing that scratch but I did touch it up.

[Wills.WindowsAndWheels]

Re: Telling potential customers what we do to paint

So Mary did you ever get yourself some customers...how did it go 'breaking everything down' to them?

[Mary S]

Re: Telling potential customers what we do to paint

So Mary did you ever get yourself some customers...how did it go 'breaking everything down' to them?

Nope, still just detailing my car and my husband's as a hobby and experimenting with my test hood in the basement, both of us still working full-time jobs.

If I had a customer, I think I could communicate the paint correction process to them like this great article and visual aids from properautocare.com

http://truthindetailing.com/Forum/showthread.php?t=1590&highlight=methods+paint+defect+removal

I doubt there will be any universal awareness raised in the minds of the average consumer to where they will seek a detailer out because they want paint correction on their vehicle until one of two things happen:

1. A detailing franchise gets big enough to run television commercials.
2. A professional detailing association gets big enough to run public awareness commercials.

And then the public will associate the process with whatever name the commercials use, which may be a trademark.

And it doesn't help that there are already television commercials by NuFinish showing bad oxidation and swirls being wiped away in one motion to show a bright show room finish, and anyone who tries it realizes it won't do that. Someone on the Amazon.com reviews warned people not to put it on oxidized paint because it will just seal it in. So people may be used to seeing smoke and mirrors on TV.

And it is really too bad, because I think the potential market is huge, if people realized what paint correction could do to the appearance of a vehicle, people who otherwise would not be seeking out a detailing service or maybe even know what a detailer is or does.

[Wills.WindowsAndWheels]

Re: Telling potential customers what we do to paint

Nope, still just detailing my car and my husband's as a hobby and experimenting with my test hood in the basement, both of us still working full-time jobs.

If I had a customer, I think I could communicate the paint correction process to them like this great article and visual aids from properautocare.com

http://truthindetailing.com/Forum/showthread.php?t=1590&highlight=methods+paint+defect+removal

I doubt there will be any universal awareness raised in the minds of the average consumer to where they will seek a detailer out because they want paint correction on their vehicle until one of two things happen:

1. A detailing franchise gets big enough to run television commercials.
2. A professional detailing association gets big enough to run public awareness commercials.

And then the public will associate the process with whatever name the commercials use, which may be a trademark.

And it doesn't help that there are already television commercials by NuFinish showing bad oxidation and swirls being wiped away in one motion to show a bright show room finish, and anyone who tries it realizes it won't do that. Someone on the Amazon.com reviews warned people not to put it on oxidized paint because it will just seal it in. So people may be used to seeing smoke and mirrors on TV.

And it is really too bad, because I think the potential market is huge, if people realized what paint correction could do to the appearance of a vehicle, people who otherwise would not be seeking out a detailing service or maybe even know what a detailer is or does.

Yeah, maybe...but in all reality...car detailing isnt going to make or break the world and really woudl be seen as more of a 'luxury' than a neccessity for most people.

You figure a lot of people dont even keep up with standard maintainence for their ENGINE, you really think they care about their paint? I dont.

I dont think its a big deal, i understand its not SIMPLE but its also not rocket science. I agree that article was very good but i think if you just lay things out to someone in as common of a term as possible ...they'll get the idea.

Like someone on an earlier post said about an Ferrari I think it was...when he showed the guy the other car that was much better than his, and said even THAT wasnt acceptable work to him...the owner said 'just do it'.

I think thats how a lot of people are, just give em a decent run down...talk to them like human beings and if possible SHOW them what you can do...after that its just a simple matter or 'yes' or 'no'

[Mary S]

Re: Telling potential customers what we do to paint

Yeah, maybe...but in all reality...car detailing isnt going to make or break the world and really woudl be seen as more of a 'luxury' than a neccessity for most people.

You figure a lot of people dont even keep up with standard maintainence for their ENGINE, you really think they care about their paint? I dont.

I dont think its a big deal, i understand its not SIMPLE but its also not rocket science. I agree that article was very good but i think if you just lay things out to someone in as common of a term as possible ...they'll get the idea.

Like someone on an earlier post said about an Ferrari I think it was...when he showed the guy the other car that was much better than his, and said even THAT wasnt acceptable work to him...the owner said 'just do it'.

I think thats how a lot of people are, just give em a decent run down...talk to them like human beings and if possible SHOW them what you can do...after that its just a simple matter or 'yes' or 'no'

I guess to be honest, I no longer think that everybody whose car could benefit from paint correction should necessarily have it done. If nothing changes in the way a person treats the car, it will get back to exactly the way it was, but minus a part of the clear coat that protects the paint. So unless someone wants to make the commitment to keeping the car's finish in good shape with regular hand washing, quick detailing, appropriate waxing, or would be willing to pay for a detailer to do it, it may be best that they not correct their paint until they reach the point where they are ready to make that commitment.

If I had my hardwood floors refinished they would get scratched up again unless I always kept my dog's nails short enough that they couldn't scratch it.

But the difference is I know the option is there to refinish a hardwood floor if I wanted to, either myself or hire a professional. The option to resurface their car's paint, probably most people don't know that option even exists. That's the only thing it would be nice to change, but you're right, it wouldn't change the world.

[tuscarora dave]

Re: Telling potential customers what we do to paint

This was a very interesting thread to read. It reminds me of what a wise man once told me. He said "Dave, I found out that no matter how much I wanted to, I couldn't change the wind so I had to learn how to adjust my sails." I could relate to that. I kind of relate paint correction to exfoliating a layer of dead skin to reveal a fresh new layer and most folks understand where I am coming from.

I Saw Mike Phillips on the speed channel showing the the world how to correct paint with a Cyclo and a Porter Cable polisher in 2 different Show Car Garage segments. That is a first I believe because I can't say I have ever seen any real instruction anywhere else on the television. Hopefully that is a good start.

[Wills.WindowsAndWheels]

Re: Telling potential customers what we do to paint

This was a very interesting thread to read. It reminds me of what a wise man once told me. He said "Dave, I found out that no matter how much I wanted to, I couldn't change the wind so I had to learn how to adjust my sails." I could relate to that. I kind of relate paint correction to exfoliating a layer of dead skin to reveal a fresh new layer and most folks understand where I am coming from.

I Saw Mike Phillips on the speed channel showing the the world how to correct paint with a Cyclo and a Porter Cable polisher in 2 different Show Car Garage segments. That is a first I believe because I can't say I have ever seen any real instruction anywhere else on the television. Hopefully that is a good start.

I didnt see the actual episode but i did see the link to that on here and I agree thats the first ive ever seen anyone who real paint correction. Everything else was with some Eagle 1 stuff or 'Nu-Finish' or some kinda 'miracle' paint scratch remover where you rub it on for 10 second with a terry cloth and wipe away and where you had a serious key scratch just a minute ago is now brand new.....NOT!

Would be cool if there was more shown on real detailing, but if not its ok....we have a pretty good setup here and on places like autopia and autogeek etc....I'm just happy with what i do and if the world doesnt know about it i'll still be happy with what i do

[Michael Stoops]

Re: Telling potential customers what we do to paint

I guess to be honest, I no longer think that everybody whose car could benefit from paint correction should necessarily have it done. If nothing changes in the way a person treats the car, it will get back to exactly the way it was

It all comes down to awareness and, ultimately, caring. We can't tell you how many people we've talked to who don't blink an eye at spending $100,000 on a car, then adding $5000 in sound system, $3000 for an exhaust, $4500 on tires and wheels, but think we're nuts when we suggest spending $300 for a buffer, some pads, paint cleaner and wax. They'd rather just run it through the local tunnel wash and be done with it. They wouldn't know a swirl mark if it jumped up and bit them on the nose.

[Mary S]

Re: Telling potential customers what we do to paint

I didnt see the actual episode but i did see the link to that on here and I agree thats the first ive ever seen anyone who real paint correction. Everything else was with some Eagle 1 stuff or 'Nu-Finish' or some kinda 'miracle' paint scratch remover where you rub it on for 10 second with a terry cloth and wipe away and where you had a serious key scratch just a minute ago is now brand new.....NOT!

Would be cool if there was more shown on real detailing, but if not its ok....we have a pretty good setup here and on places like autopia and autogeek etc....I'm just happy with what i do and if the world doesnt know about it i'll still be happy with what i do

I was going through one of those "Value Pak" envelopes the other day, where local service providers of all sorts put their advertisements and coupons, and of course there were no detailers, the closest one was a tunnel car wash.

And as usual, there were at least 2 of each of window/siding installers, painters, vent cleaners, lawn and landscape services, Botox/skin care services, carpet steam cleaners, and so forth. And I know there was a time when many of these services were unknown to the average customer and the provider had to sell you on the idea of having the service done at all, versus choosing them to do the service.

And I know, if I became a professional detailer at whatever level that may be, full time or part time, I could probably stay as busy as I wanted to even winning over 1 customer at a time and getting referrals from impressed friends, and I wouldn't have to be putting ads in Value Paks, like the steam cleaner offering to do 5 areas for $25, trying to undercut the next guy.

I guess advocating awareness of detailing was more in my mind a service to potential customers than a benefit to me personally.

I imagine in Southern California where there is a greater awareness of detailing, at least 2 detailers are already in each of the Value Pak envelopes. And yet there are people doing detailing for a living and doing well at it. Despite the fact there are more detailers, there are also more customers and more potential customers, and the good detailers can win people over on merit, not just by being the only person who provides the service.

I do agree, though, the idea of seeing more examples of paint correction on TV, and not always on just a show that only "car guys" probably watch, would be pretty cool.