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What better place to get an opinion on my terminology? (Here and on AutoGeek)
As my business has evolved I find myself in constant search for a better way to differentiate between the local car wash and detailing. There's even a need to break down the different levels of talent each detailer may have. In my area the latter isn't as much of a problem because we have a shortage of true detailers, plenty car washes though.
A second search of mine is a clear way to communicate pricing to the customer. Here are some common questions:
* "What's the difference between a $100 detail and a $500 detail?"
* "What's the difference between a wax job and swirl removal?"
Lately I've found myself using a new (at least to me) term, Paint Surface Correction. At first I used the common phrase, Paint Correction, but I found half of the customers thought I was a paint shop or did some sort of painting to repair the problem. Paint Surface Correction seemed to help clarify that I worked with the given surface of their car and improvements were done from there. As for pricing, more clarity is gained when I describe the correction in terms of percentages. An example might be:
* $100 detail = No Paint Surface Correction / just a wax
* $200 detail = 50% PSC (Paint Surface Correction) / maybe a one step cleaner wax
* $300 detail = 75% PSC / one pass with a compound - one pass with a swirl remover - final wax
* $400 detail = 95% PSC (I hesitate to use 100%) / compound until virtually all swirls/scratches are removed - follow with 2nd step polish - final wax
So what am I accomplishing here? First off, no car wash that I know of will advertise Paint Surface Correction if all they are doing is applying wax. At least not without being guilty of fraudulent advertisement. This will help me separate my business from the corner car wash. Secondly, I feel like there is justification in charging more for cars that may require several passes with a compound in order to get the best result. If the customer only wants to pay the lesser amount their expectations are buffered so they won't be looking for a show car finish, as in the case of a daily driver.
A side benefit is for all of the true detailers out there who may want to show their work but feel like they don't measure up. After all, not everyone gets to do a show quality Lambo at work, me included. Recently I detailed a white Toyota Tundra that hadn't seen much love since it's inception in 2001. It was a boat hauler to boot. Did the customer want to pay for full correction? NO. They opted for PSC of 50%. I chose Meguiar's D151 One Step Cleaner Wax and they were thrilled with the outcome! Sure it still had scratches in it but the improvement over the chalky white finish when they first brought it in was HUGE. So maybe I could post it in the PSC/50% section?
Anyone else see a benefit in using this term? There didn't seem to be anything close to this topic when I did a search. Plenty of conversation about paint correction but unless you're a detailer I think that term is a little misleading. And not much conversation about the degrees of correction, most of my customers so far are not looking to pay for 100% (or 95%) correction.
As my business has evolved I find myself in constant search for a better way to differentiate between the local car wash and detailing. There's even a need to break down the different levels of talent each detailer may have. In my area the latter isn't as much of a problem because we have a shortage of true detailers, plenty car washes though.
A second search of mine is a clear way to communicate pricing to the customer. Here are some common questions:
* "What's the difference between a $100 detail and a $500 detail?"
* "What's the difference between a wax job and swirl removal?"
Lately I've found myself using a new (at least to me) term, Paint Surface Correction. At first I used the common phrase, Paint Correction, but I found half of the customers thought I was a paint shop or did some sort of painting to repair the problem. Paint Surface Correction seemed to help clarify that I worked with the given surface of their car and improvements were done from there. As for pricing, more clarity is gained when I describe the correction in terms of percentages. An example might be:
* $100 detail = No Paint Surface Correction / just a wax
* $200 detail = 50% PSC (Paint Surface Correction) / maybe a one step cleaner wax
* $300 detail = 75% PSC / one pass with a compound - one pass with a swirl remover - final wax
* $400 detail = 95% PSC (I hesitate to use 100%) / compound until virtually all swirls/scratches are removed - follow with 2nd step polish - final wax
So what am I accomplishing here? First off, no car wash that I know of will advertise Paint Surface Correction if all they are doing is applying wax. At least not without being guilty of fraudulent advertisement. This will help me separate my business from the corner car wash. Secondly, I feel like there is justification in charging more for cars that may require several passes with a compound in order to get the best result. If the customer only wants to pay the lesser amount their expectations are buffered so they won't be looking for a show car finish, as in the case of a daily driver.
A side benefit is for all of the true detailers out there who may want to show their work but feel like they don't measure up. After all, not everyone gets to do a show quality Lambo at work, me included. Recently I detailed a white Toyota Tundra that hadn't seen much love since it's inception in 2001. It was a boat hauler to boot. Did the customer want to pay for full correction? NO. They opted for PSC of 50%. I chose Meguiar's D151 One Step Cleaner Wax and they were thrilled with the outcome! Sure it still had scratches in it but the improvement over the chalky white finish when they first brought it in was HUGE. So maybe I could post it in the PSC/50% section?
Anyone else see a benefit in using this term? There didn't seem to be anything close to this topic when I did a search. Plenty of conversation about paint correction but unless you're a detailer I think that term is a little misleading. And not much conversation about the degrees of correction, most of my customers so far are not looking to pay for 100% (or 95%) correction.
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