Capitalizing on the compliments

[Lncanney]

I am a college student and like everyone else here, am OCD about keeping my truck perfect. Living here in dry Colorado, my hippie neighbors don't like how much water I use washing cars every week! Oh well, their nasty cars don't turn heads. I frequently detail all my families cars, trucks, and suv's, and get a lot of compliments. Well, I am a college student and want to capatalize on those, "Hey, I'll bring mine over next! Ha, ha, ha!" comments from neighbors and other passer-bys. I want to start detailing one or two cars on weekends from my garage. I live with my grandparents in a neighborhood where the people are mostly retired and drive awesome cars. My point being that they care about quality and would be willing to pay for a meticulous detailing job. My question is how do I get this detailing business going, capatalizing on their compliments, without coming across as a solicitor? Any ideas would be helpful. Also, is it an acceptable practice to want to do this at my house? Do they just drop their car off? Thanks for your ideas. -Lindsey

[rusty bumper]

When someone living close by compliments me on my work, I try to get my foot in the door by offering to do their car too. Most of the time, I get to do other's cars at my place, since I feel more comfortable at home anyway, and it's more convenient for me too.

It will take a while for you to build your reputation as a good detailer, but word of mouth advertising will bring in customers.

I'm just a part-timer though. Maybe some of the others will help out here.

Edit: It might be a good idea to print up a few business cards and pass them out to people you know. Then they can pass them to on to others that might be in the market for a good detail job.

[Mike Phillips]

Probably the first thing you need to do is to decide on what services you want to offer and the prices you're going to charge. We can help you determine these. Next you'll want to get some business cards and perhaps a one-page flyer printed. As you're doing this you might want to consider putting some kind of signage on your truck since this is your rolling business card.

Since you're going to school, do you still live at home with your parents? If so, you might want to get the green light from them as far as working out of the home garage, if it's your own place then go for it. You should be sensitive to your neighbors as far as noise and parking as well as appearance.

While it's often times easier to work from you location because all of your supplies are on hand and there's a certain comfort level associated with it, some/most of your customers might prefer it if you come to their house, this way you don't have the hassle of driving them home and they don't have the hassle of getting a ride to and from your house. Little things to consider.

I'm sure others will chime in with their ideas also...

Detailing a few cars on the weekend can also be fun!

[Shiny Lil Detlr]

Lindsey,

As someone who does (and has done for around two years "actively" now -- despite having detailed for 5+ years now) basically the exact same thing you're describing wanting to do here, (college student/weekend detailer) I'll just describe my setup.

I have business cards, a price list, and a "persuasive business letter" put together in a packet for my potential customers. If someone compliments/comments to me, I simply say "Well, yours actually CAN be next, here's my card and price list." Usually peoplle really respond well to it.

Also in the drivers' door jamb of every vehicle I detail, I place a sticker which says "Appearance care by:" and lists my contact info. I've found that it helps people to remember to bring their vehicle back periodically to me.

I currently have a couple yard signs (like political ads) on order to put out while I'm in the garage/driveway working with the door open. I am fortunate enough to live on a corner lot right at the entrance to a subdivision; I get a fair ammount of traffic by my house... and nobody seems to mind me working there.

Additionally, I had my mom put through an advertisement at the company she works for, and have recieved clients from their office complex. I link them to my website for further info. (website is http://hahn-on-the.net/autocare/ if you want to check it out)

I've done both "drop-off" to my shop, as well as picking up the customer's vehicle and driving it back to the shop myself, then delivering it when I'm done. I just get a friend to drive me over to the client's house or something.

One thing to keep in mind, you may want to stick to people who are somewhat of a "known commodity" where clientelle is concerned. Since I don't have any liability insurance, I have to be VERY careful of who I do work for, or what sort of jobs I do. I've done some pretty crazy things that run the gamut, and may even have been a bad idea to be doing without insurance, but as of yet I've never had it backfire on me.

Granted this is a very rough idea of what I do, but hopefully it helps some. Please feel free to PM or email me with any questions, help/advice requests, or anything else you want to know. I've managed to grow a pretty successful business out of this, and I know how nice it is to have that extra income around while in college. I'm glad to help where I can. Good luck!!

Regards,

-Charlie H.

[Jbirk]

Speaking professionally,

REMOVE this sentence:

"I am a 19-year-old college student."


That is not what people want to think. Quite simply, there is no reason to mention your age. People will think of you as the neighborhood College Kid who details cars if you are luckey when you mention that. You don't want them to think that either because they are not going to pay as much to the College Kid as they will a Knowlegable Professional.

When people think of 19-Year old College Students, they think of well drinking and parties. That was what I did at 19 in college. Somehow, I got a Degree out of it too.

Anyway, the point is people are more comfortable with someone who is at least mid twenties, so don't mention your age. I would say 25 years or older, and you can be a respected professional. If you don't mention your age, it doesn't matter.

Right now, I am 22 years old and must tell you being young is a double eged sword. I got a job as Network Systems Specialist at age 20, but it was incredibly difficult to get the job! I was known as the 20 year old kid in the tie. They held multiple pannel interviews with many being interviewed and interviewing.

It was only in the interview and they really found out I knew a lot did they even take me serriously. I was really really luckey to get that job especially at age 20.

Now, I understand that you had 5 years of experience, but 19 - 5 is only 14.

The point I am making is that you have to prove your knowlege especially at your age because you will be assumed to know very little.

Do you think customers really think the experience you got at age 14 matters? I will spell it out to you, at age 14 you were in High School and any experience you got was good, but High School Students are not taken too serriously.


Lastly, your prices are too low
You are charging only $10 to hand wax a car? Just the 1 or 2 oz. of Wax and the Applicator ... and towel usage will cost you $3 in product.

If it takes you only 30 minutes to put it on and take it off, you are making only $20 an hour.

If it takes you 1 hour, well then you are working for about $10 an hour and have to pay for the product.

Yikes!

minor dent and/or paint touch-up repairs.

Get Liability Insurrance.

[Shiny Lil Detlr]

Jbirk,

While I can certainly appreciate and understand what you're saying, I have to disagree. Mainly this is on the grounds that you aren't really familiar with what my business really is, or how I run it. All of the things you've mentioned are the way they are for a very specific reason.

The majority of my business is generated from word-of-mouth advertising; my website is there more as a means to let folks look at my price list and also see pictures of vehicles I've detailed. Since the largest ammount of my customers are referrals from other clients, they already have heard their friends and family singing my praises.

As far as what people think of when they see "19 year old college student" -- it may be different than you think. While you're absolutely right that a large number of college students in my age bracket choose to partake of or in illegal things, that just isn't what I'm about. I try to present myself in as much of a "business professional" way that I can, in pretty much all aspects of my life. I've always felt that reputation is the key to success, and I try to protect my good reputation as much as possible. So while I may be a 19 year old college student, I generally tend to make it as obvious as possible that I'm not the "typical" 19 year old college student.

So what if I am only 19? The results I get speak for themselves. I just believe in being totally honest with my customers. If they don't want honesty, they can find another detailer. Trying to be deceptive just to get clients isn't ethical business, in my opinion. I feel like by not telling them straight up who I am, what I am about, and etc., I'm essentially lying by omission. I don't lie to clients.

Over the years, I have succeeded in proving myself a worthy individual in more than one vocation. I've been running low-volume side businesses like this since I was 12 or so; everything from computer consulting, to freelance A/V production and postproduction, to freelance gig musician, to auto detailer. Age, for the most part, was/is the least of any of my clients' worries. They knew, based on my reputation for always getting the job done with the best results I could attain, that I was up to the challenge.

Do I undercharge? Absolutely. I'm the first to admit that my prices are low for the ammount of work that I do. I'm sure that there aren't many, if any, folks who would put an entire 3-day weekend into a client's vehicle and then only charge $200 for it. Again, though, it's like that for a reason. Most of the 'would-be' clientelle in this area are content with the local "express detailer" -- essentially a tunnel wash and guys with some oily spray wax who charge $99 to make it shine for a maximum of two days.

The way I see it, (which has been a successful tactic, BTW) if I can introduce them to the world of what their vehicle can look like if it is worked on by a professional REAL detailer, they won't turn back to the express shops. The only way to do that, is to undercut myself on profits. Once I have an established "repeat" customer base, I will raise the prices slightly. Even at that, though, I am in line with other pros and large "true" detail shops in the area. I'm sure I could get more money with a different type of clients, but I don't have that luxury. I have to please my target market if I even want to get ANY money out of this venture. Higher prices = less (or zero) customers.

Things obviously would be different if I had a different clientelle. Considering that I've had folks balk at the price even with them as low as they are, I think I'm doing fairly well as it is.

As for your comment about insurance, I again remind you that I am a very low volume detailer at this point. Insurance simply isn't cost effective, as I wouldnt even break even. If I were doing this fulltime for profit, I would most definitely be doing things differently -- better/more equipment, larger work environment/shop, full PDR and touch-up training, etc. As it is, using a rattle can or brush bottle in my garage, and a "Ding King" on door dents will do the trick safely enough. I'm always VERY picky as to which clients I will do that sort of work for, and what vehicles I'll do it on. I've never had a problem with doing things this way, and I don't anticipate a problem either.

And besides, there aren't too many 19 year old college students out there who can make this (click for larger view):



look like this (click for larger view):



They say a picture is worth a thousand words -- so need I really say more? Like I said, my work tends to speak for itself. I cover my butt as much as it needs to be covered in my situation.

[rusty bumper]

Nice business you have there Shiny Lil Detlr.

Hope I'm not getting too off topic here, but do you always prefer the hand applied wax method?

I think I work faster applying wax by PC, as well as putting on a more uniform layer.

[Lncanney]

Charlie, thanks for your advice and from the looks of it, you do great work!

[Cole'sCarDetailing]

I just wanted to say I completely agree with Lil Shiny Detailer's comments. I myself am only fifteen and have started (in my opinion) a fairly successful detailing business out of my driveway and to date over 160 vehicles have been detailed. All that I did to get the business off the ground was exactly what Mike suggested above. After I passed out the initial run of 100 flyers the business has steadily poured in.
I would definitely recommend pricing much the same way Lil Shiny Detailer does as I find that with home run businesses such as ours serve a very different niche then the detailers who own their own shop.
One suggestion I have would be to market your company toward the middle class who would not normally get there car's detailed cause of the high prices but now can since you offer an affordable alternative.
Just my two bits,
Cole

[Shiny Lil Detlr]

Originally posted by Rusty Bumper
Nice business you have there Shiny Lil Detlr.

Hope I'm not getting too off topic here, but do you always prefer the hand applied wax method?

I think I work faster applying wax by PC, as well as putting on a more uniform layer.

It depends on what I'm applying. When it comes to carnaubas, I tend to prefer it in a paste form. So for me it is just easier to grab a foam hand applicator and my jar of S100/#16/NXT/Natty's and go at it. For a one-step wax or a polymer sealant, though, I'll use the PC and a polishing pad (for #20/#21, Cleaner Wax, etc.)

I find that with the products I use in particular, the wipe-on/wipe-off process goes quickly regardless of application method. Plus when I first started out, I did all three steps of the Deep Crystal System by hand -- so I got pretty decent at even coats of product and equal pressure.

Besides by the time I reach the LSP application, I usually have been holding a PC or rotary up for a few hours and losing that weight is a welcomed thing from my arms!

[Jbirk]

Ofcourse you are a professional. Your results speak for themselves.

I had no idea your business was almost completely "Word of Mouth." That is great, and it is obvious you are not a typical 19 year old College Student.

BTW, how do you do the touchups? They look excellent. If something like that happened to my car, I would probably have to pay on the order of $400 to $600 to get it fixed.

How do you do that touch up work?

Anyway, in the future you should consider opening a Detailing Business like Superior Shine. You can easily manage to get several cars each day and charge double what you do now. You stand to make a lot of money detailing if that is what you want to do.

For clarification, I never said your work wasn't good. I just said there is a certain bias against people in your demographic.

[Shiny Lil Detlr]

Originally posted by Cole'sCarDetailing
I just wanted to say I completely agree with Lil Shiny Detailer's comments. I myself am only fifteen and have started (in my opinion) a fairly successful detailing business out of my driveway and to date over 160 vehicles have been detailed. All that I did to get the business off the ground was exactly what Mike suggested above. After I passed out the initial run of 100 flyers the business has steadily poured in.
I would definitely recommend pricing much the same way Lil Shiny Detailer does as I find that with home run businesses such as ours serve a very different niche then the detailers who own their own shop.
One suggestion I have would be to market your company toward the middle class who would not normally get there car's detailed cause of the high prices but now can since you offer an affordable alternative.
Just my two bits,
Cole

Thanks Cole! (And Lindsey up there!)

Glad to hear you're off to a great start. It sounds like you've got a very similar mentality to myself as far as niche/target goes.

With the "middle class," you're absolutely right. Large shops, and even a vast number of mobile detailers are right outside of their price range. That is where folks like us who are in it for profit, but don't use it as primary income, fit into the picture.

I think detailing is one of those luxuries that working folks desparately want, but simply can't afford. Most of them are so tied down with work/families/etc. that they simply can't take the time to keep their vehicles up like they want to. If they can afford to be without the vehicle while I work on it, I'm more than happy to do it for them within their budget. Even if it means cutting them a deal to do more or less work on certain things; I still turn a profit, just not as much as I probably could be.

I see what I'm doing as not just a service to them, but also a service for their vehicles. If you look at my gallery (a good representation of my clientelle; though hardly the entirety of my customers) you'll see that I detail mostly GM fullsize sedans and small to midsize SUVs. Being that this is a GM factory town, they are what we consider "run of the mill." Just because they're 'meh' average cars, doesn't mean they don't deserve to be kept clean so that they last longer. (Actually in the case of the Bonnevilles and Auroras, they'll rust out prematurely anyways, but that's another story about a factory defect I've discovered to be 'pattern').

Would I prefer to be working on BMW and Mercedes? You bet! I'm happy with what I'm doing now though. I get the occasional oddball exotic (I've done BMWs, Porsches, and an MGB) to keep things interesting, too.

Personally it helps that I do have a 'normal' job also (I work on campus at my college, as a tutor) so I don't have to sweat it if I go a week without any customers calling. I've still got guaranteed income from elsewhere. I think that's the true definition of a weekend warrior -- or perhaps just a workahollic!!

[Mike Phillips]

Originally posted by Shiny Lil Detlr
And besides, there aren't too many 19 year old college students out there who can make this (click for larger view):



look like this (click for larger view):



They say a picture is worth a thousand words -- so need I really say more? Like I said, my work tends to speak for itself. I cover my butt as much as it needs to be covered in my situation.

Wow! That's an amazing transformation!

The above before and after pictures should instill confidence in anyone considering your services.

[Shiny Lil Detlr]

Originally posted by Jbirk
Ofcourse you are a professional. Your results speak for themselves.

I had no idea your business was almost completely "Word of Mouth." That is great, and it is obvious you are not a typical 19 year old College Student.

BTW, how do you do the touchups? They look excellent. If something like that happened to my car, I would probably have to pay on the order of $400 to $600 to get it fixed.

How do you do that touch up work?

$400-$600... then I won't tell you that I only charged the person $100 -- that car belongs to my boss from my other (aka 'real') job; she had just bought it (factory program car) about three weeks before that happened.

To be honest, the vast majority of that scrape (even the gouges into the headlight plastic!) came off with #83 and a polishing pad on the PC @ 6. I just held it there for several minutes. The remaining spots were small enough that I filled them in with a bottle of duplicolor and its brush. I was able to get it thin enough that further blending was not needed.

So to directly answer your question: How do I do that touch-up?? VERY carefully!!

Since then, I also have done a repair to a rip in the leather on that same car. It isn't 100% perfect, but you wouldn't see it unless you were really looking for it.

Anyway, in the future you should consider opening a Detailing Business like Superior Shine. You can easily manage to get several cars each day and charge double what you do now. You stand to make a lot of money detailing if that is what you want to do.

For clarification, I never said your work wasn't good. I just said there is a certain bias against people in your demographic.

I wasn't taking it as an insult to my work -- I was simply using that as a point to say that age shouldn't matter as long as the quality of workmanship is up to par.

I've considered doing something like Superior Shine has done with his business, and I still do keep it in mind as a backup plan. It all depends on what the IT market looks like in a couple years when I graduate with my Telecom./Info Management bachelor's degree.

[Shiny Lil Detlr]

Originally posted by Mike Phillips
Wow! That's an amazing transformation!

The above before and after pictures should instill confidence in anyone considering your services.

Thanks, Mike!