Services and pricing question

[CARSGroup]

Reputation is EVERYTHING!!!!

Hi Everybody,
After reading all the posts in this thread one more important point comes to mind: it was mentioned a few times but I think it deserves to be made loud and clear - REPUTATION/WORD OF MOUTH. - Never ever underestimate the power of this.

In offering your services - if you don't feel comfortable offering a "low level" detail, then don't. You have to realize that whatever you do for your customer represents YOU and YOUR WORK. For example : If Joe Customer says he wants a full detail, but has a bunch of tar spots and bonded contaminents - but says "naaaa, I don't want to pay to have that removed, just wash and wax." and you do that - then he takes his car to a buddy's house and says "Hey, I just had my car detailed" and his buddy sees all the tar and stuff still stuck to the car - and asks where he had the detail done - what does that say about you?
his friend is not gonna fess up that he was to cheap to pay a little extra - it's gonna look like you didn't do a proper job. There are pleanty of "hacks" out there who will detail your car for cheap - and it will look cheap. Don't be one of them. When a client asks for half a detail or to leave out a service that you KNOW needs to be done for the detail to be complete - politely explain that your work is your signature, that you understand you are not the cheapest, but you are proud of your work, and that you can not do them the dis-service of offering any less than your best, then explain exactly what/why that particular service is a necessary part of your detail. NEVER call them cheap or give them that impression - if they still only want half a detail - send them to the nearest reputable car wash and offer that you understand they are pressed for time or whatever and when they are ready for the full treatment that you would be happy to take care of thier vehicle.... or words to that effect...... anyway my point to this whole thing is do it right - or not at all. In the long run you will be better off.

~Lenny
ProTouch Group Inc.

[mirrorfinishman]

Re: Reputation is EVERYTHING!!!!

Originally posted by ProTouchNJ
Hi Everybody,
After reading all the posts in this thread one more important point comes to mind: it was mentioned a few times but I think it deserves to be made loud and clear - REPUTATION/WORD OF MOUTH. - Never ever underestimate the power of this.

In offering your services - if you don't feel comfortable offering a "low level" detail, then don't. You have to realize that whatever you do for your customer represents YOU and YOUR WORK.

anyway my point to this whole thing is do it right - or not at all. In the long run you will be better off.

~Lenny
ProTouch Group Inc.

Lenny,

You are absolutely right. You only get one chance at creating an image of what your business represents in the marketplace. And at the same time you also only get one reputation too.

[scrub]

The image I'm trying to make for my business is having a few select clients rather than a store front with walkins. I guess I'm trying to find folks that want more than an occasional detail. Therefore to fit my clientèle I made my services conducive to all the combinations possible for my clients. From the quick wash a few weeks after a full to a yearly premium with carpet cleaning, stain repellant... That way when my clients have a messed up ride they know they can call me.

I feel this is a good approach since this is a weekend business for me. I do have a business license and insurance.

I see the point you are trying to make and I agree. I guess I'm at a crossroad. I really like the full detail aspects but also enjoy having clients call for wash services too. I want to be the leader in my market not of the full detail for everyone, but of the exclusive clientèle list. My vision is to have a waiting list or appointments booked a month in advance. Right now I'm booked a week in advance only three more weeks to go.

That's the model I'm going for. I don't advertise nor have a store front. My wash clients are after fulls. Sometimes if I'm not busy or after a full detail I'll track down someone for a wash just to get some extra cash. I guess I'm an addict.

Is this an OK model for a part time detailer full time 9-5er? Like I said I see where you're coming from I'm just not going for that market just yet. If my company downsizes I will go full time detailing and accept walkins (what I call ups. its a car sales thing). Most of the folks I work for now are friends, co workers, or referrals from the above.

Thanks for the advice and help. This thread has grown larger than I thought it would. This is a great topic to have on our forum for guests and new members to search and learn/adopt. Thanks alot.

[scrub]

I see what you mean now. How can I change?

Originally posted by Superior Shine
I don't do the "packages" thing; I don't give my clients a choice to pick from.

I am the pro; I know what is best for their vehicle. I estimate the amount of work it will take to service their vehicle and charge appropriately for it.

Imagine the day a super thrashed car comes in and the owner of that vehicle chooses your $85 package.

Also, when applying a sealant on a vehicles finish, I apply two coats because McDonald’s best selling hamburger is the double cheese burger.

This reply has been on my mind for weeks. I was trying to avoid what you said. Justifying by saying to myself "I want to run a business based on the client's needs not my own". Do you feel this is the case or that your business is based on your needs? (not to offend just a question)

The general trend I'm getting from you pro types (the pro types that do this full time and make a good living at it rather than some weekend jobber like me ) is lite details don't showcase your best work therefore should be avoided. I'm hearing you now.

I also took a look at my business through my client's eyes ( I thought I had done that with creating service packages) and saw how confusing it could be. I'm sure they are thinking "look at all this nice info, but I just want a clean car can you do it or not?" I can see it on their face. They're reading my flyer out of kindness not interest.

So I'll cut to the chase... Evaluate the vehicle's needs, write up the services and quote the price. What happens when they haggle? Start dropping services? I know there will be a point where I just have to walk away.

How does one advertise this concept in a flyer? I will lose tons of content if I take away packages. I will need more ideas for filler material. Any ideas or help. I'm at a crossroad now.

mirrorfinishman, ProTouchNJ, c368/2ss, Superior Shine, m2mazda6, WHITE HONDA, SingingSabre, travisdecpn, snappylips

Thanks for the insight. Thanks for opening my eyes. This little change to my business brings up more questions. Please continue with your great advice. Thanks again!

[WHITE HONDA]

You are WORTH what you work and your welcome.

[Scottwax]

Unlike most of the others, I do offer straight wash jobs and interior or exterior only detailing. I have a lot of regulars who want their cars maintained after I detail them. I can't give them a lot of leeway on the day though, I try to schedule so when taking care of weekly wash customers they are all in the same area. On Tuesdays they are all in the same industrial park and Wednesdays they are on the same street about 1/2 mile apart. If I couldn't set it up that way, I couldn't make any money on washes. Most of them also tip weekly which is also nice.

Sure, I could just do detailing but why turn away a regular client base? Definitely kept me going after 9/11 when the phone stopped ringing for nearly 6 weeks. Besides, when I maintain the cars the details are easier and those types of customers are more agreeable to upsells like frequent waxing.

I agree with the others about steamlining your detail packages. What you can do is tell prospective clients what you do to their car when you detail them and let them know you need to see the car to give them a firm price but let them know it can 'cost up to $_____'. Joe is right, it is much easier to end up being able to do the work for a bit less than telling them you have to charge them more than you said over the phone.

I also agree with Lenny, don't do the work if the customer wants you to take shortcuts that you know will result in less than the level of work you are capable of. You aren't going to feel good about how the vehicle turned out and you definitely don't want that person telling everyone you did the detail.

[scrub]

Scott,

Thanks for the advice.

Good to see you back. I PMd you over on another site for some help with pricing and packages a while back.

Is there any way you could help me streamline my services or give me some ideas about what would be fair for my clients.

Thanks for the help.

[Scottwax]

Originally posted by scrub
Scott,

Thanks for the advice.

Good to see you back. I PMd you over on another site for some help with pricing and packages a while back.

Is there any way you could help me streamline my services or give me some ideas about what would be fair for my clients.

Thanks for the help.

I think what you need to do is have one level of each service you want to provide that will work for 90% of the cars you see and a notice that pricing is condition dependent.

I'd go with a wash service, interior detail (upcharge for exterior wash), exterior detail (upcharge for any interior cleaning beyond vacuuming and wiping down dash/console) and a full detail service. You can also have a menu for add on options like a 2nd coat of wax, etc.

[scrub]

I'll put something together and have everyone take a peek. Thanks.

[scrub]

All right I think I got it. What I've had good luck with this season is when I send out the thank you note I also set a followup date. This gives me a next appointment and repeat business. So I was thinking why not model my business after that type of market? What I mean is not having a store front or trying to cater to new prospects, but just schedule out each of my regular clients monthly service plan (depending on their amount willing to invest and time allowed) and give them a copy.

This worked real well for a very busy business owner. I just set the followup date and the date is added to her appointment book and her staff reminds her.

Since my time is limited to weekends only, I can schedule my clients to fit my schedule. I already have a "total vehicle protection" plan set up with my current services (weekly, monthly, 3-6 month, and yearly services). So I will sell a wash service to only my client rather than a walk-in or new client who hasn't had a full detail yet. This will save my rep too.

I've talked to a few regulars and they seem to like this approach rather than them trying to call me and set up a time around soccer, baseball, vacation, my schedule... I take all the decisions out of it. The benefit to them is a routinely clean car and very little effort to try to coordinate with me. I will work around their schedule.

I guess this would be a pampering service. That's fine with me. Those types of clients a) like their cars kept clean, b) will pay to keep them clean and c) already know my prices.

My next step would be to develop schedules for those regulars interested and trying to grow my network to provide just enough work to not be too busy and stretched out. But enough clients to keep some coin in my pocket too.

Thoughts???

[Carl]

What an excellent thread! I've enjoyed reading about services and prices from all angles.

I guess I'd just like to add that it's important to have properly educated clients. This can sometimes be hard to do, since "hack" detailers seem to bounce around the words "wash, wax, and buff" very loosely, and many customers have already preconceived notions about detailing because of it. I believe that once they can appreciate your work and process, they will really want your services and not mind paying for them. This has all been said before, but I think it's important to keep it in mind when designing and setting prices, services, and "packages."

Good Luck

[Scottwax]

Good point, Carl!

I agree that educating your customers will help them appreciate the difference in what we do and what hacks do. They also understand why we charge more and that is really is worth the extra cost.

[scrub]

Carl, Thanks for the props.

Here's my latest hair brain idea.

I've had good luck with just setting appointment dates for my regulars rather than waiting for them to call. My idea is to eliminate the wash and wax for new clients. I will start new clients on a full or premium detail depending on the condition of their vehicle. I then will schedule follow up washes (weekly) and monthly maintenance. Every third month should be about time for a new full detail so I'll replace the monthly wash and wax with a full detail. If not then we can stretch to 4 or 5 months.

I will price this package as each service is performed rather than try to set up a weekly or monthly fee. I don't want to make too big of a time commitment. Plus if I try a weekly fee based on average and the client skips services I lose the money from the more expensive service performed first.

The nice features to this model are:
a. I can pre schedule most of my month in advance depending on my client's needs and how many regular clients I have. Some clients might only want monthly and some weekly.

b. I'll have more flexibility in scheduling new clients and keeping the regulars satisfied.

c. I'll keep in better contact with my regulars for more referral business.

d. Eliminates competition from myself for car washes versus details.

e. Streamlines my services and prices. My flyer will list 2 details and the total protection plan.


How would any of you price this and set this model up?

I was planning on creating a calender for all my clients and giving them the month in advance already set up with their time and what service would be performed. I would have all the clients on my main calender.

Thanks again for all the support so far. I think I'm pretty close on this. So far the pre scheduling has worked well.

[Carl]

That setup is very similar to my own. I do details on the side (get to do what I love, nice extra money. I have to supplement it with school, though ) and see about 1-2 cars a weekend. In summer I'll have more time, so hopefully more clients.

I offer a full detail at the beginning and then follow-ups every 1 of 2 weeks, customer preference. That's it. I don't deal with various "levels," just two services do I advertise. I adapt the full detail to the vehicle's condition and price accordingly to the condition. I don't advertise prices. When it's time to have a full detail again, I just add the services on to their follow-up, usually all that is required is a paint cleaner and sealant/wax for the exterior since they've had me take care of it for them and there are hardly any swirls or scratches. I guess doing it this way allow me to do the best job because I'm not confined to whatever is in the "package" that the customer chooses. I can do whatever is necessary to correct any defects and really go over the vehicle well. If I did offer a wash and wax, it wouldn't feel right because here I would be putting a coat of wax/sealant over unpolished paint, with defects still in it and the works....just not a good idea.

I've never scheduled the services for my clients, but I might try it. I guess I feel that I want to give the client the most options and not feel obligated to a certain time, but on second thought, when I ask my regular clients what day they'd like, most just say "same as this week" anyway!

Carl

[scrub]

Carl,

Thanks for the reply. I'll talk about the services later.

I did have a thought on the scheduling though. The client that this works best on for me runs her own small business and is very busy as her business has taken off. I see this as an opportunity to offer more than a clean car but as a solution to her busy schedule and desire to keep a clean car. I show up and work. This seems to work well and have talked to other clients about my new approach. I've only had positive feedback. Sort of like let me worry about your car for you is what I try to sell.

Now to the packages I also customize the service to the condition of the car. I really feel strongly about up front pricing and the image it gives. I don't like to shoot prices from the hip. I always low ball my prices when I read the client's facial expression. I can ask for better prices when I show them a price list with the services and prices written down. It sort of adds credibility and gives me the confidence to ask my price.

Let me read some more of what you wrote later and comment further thanks for the reply and ideas.