| Express Detailing is a term, which has
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| | $100.00+ complete detailing service. Even
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| been marketed and inevitably defined by
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| | when the higher price comes from a
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| fixed site car washes in their attempt to
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| | professional and reputable detailing
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| increase average per ticket transactions.
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| | establishment and not a 30 minute
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| By using express detailing as an "add-on"
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| | 'express service' from a car wash.
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| service for between $35.00-$60.00 they
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| | Unfortunately unless otherwise educated,
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| are able to up sell a $4.99 exterior wash
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| | perception becomes reality.The problems
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| direct mail coupon that a customer brings
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| | are compounded when you throw the mobile
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| in to a $40.00- 70.00 charge. Their
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| | detailer into the loop. Usually charging
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| theory is sound and tends to work well
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| | $60.00-$80.00 and then calling his
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| for them. A car wash in and out wash
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| | detailing services a 'full detail'. This
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| which takes 10-15 minutes for vacuum,
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| | market player is fiercely competitive for
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| tunnel wash and dry and then another
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| | price as he attempts to establish his new
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| 15-20 minutes for a solvent polymer wax,
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| | business and has the advantage of on-site
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| with dash and tire dressing is consistent
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| | service. Many of these new small
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| with their industry $/hour goals. Now car
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| | companies will be in business for a
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| wash owners have gone one step further
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| | summer or two, or at most a couple of
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| with The Blue Coral Wax Treatment.This is
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| | years. Many opt later to establish fixed
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| a wax put on while the car is still wet,
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| | sites and raise their prices due to
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| thus eliminating the drying step. The wax
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| | increased capital expenditures such as a
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| is rubbed on the wet car, dries to a haze
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| | phone system, fixtures, electrical work,
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| and is wiped off which dramatically
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| | reclaim devises and work benches and
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| increases efficiency and adds even
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| | increased overhead or rent, electricity,
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| greater revenue. Thus by speeding up the
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| | office supplies, water, and reclaim waste
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| process they cater even more to the new
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| | water removal. Established mobile
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| consumers attitude. "I want it now", the
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| | detailers who last over two years
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| quicker the better, give me my detail, I
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| | generally develop a larger clientele and
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| have things to do, I'm outta here.
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| | raise their prices simply because of
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| Similar customer attitudes are found in
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| | supply and demand economics. Their prices
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| the demands of e-commerce where you buy a
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| | will usually be $100.00+ for a complete
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| product today and it shows up at your
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| | detail.Many also offer a monthly program
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| doorstep next morning guaranteed by Fed
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| | including washes, detailing services and
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| EX or Two day service by RPS, Airbourne,
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| | monthly billing. Most mobile operations
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| UPS, Emery Express, or Fed EX.In a world
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| | have not adopted the term Express
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| of co-branding, point of destination
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| | Detailing because they believe they do a
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| strategies and co-op marketing, all
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| | better job than the car washes with
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| industries are evolving and diversifying
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| | regard to quality. Many mobile operations
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| to capture greater profits within a
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| | will continue the low price of their
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| single brick and mortar location or as is
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| | original full detail of $60.00-$80.00,
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| appearing more commonly on Internet web
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| | but now use the term 'mini-detail'. This
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| sites. In general much of the new
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| | allows them to charge a full detail price
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| thinking has been customer driven due to
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| | to new customers but still offer previous
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| lifestyle changes, low unemployment, time
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| | customers and those original customers'
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| factors and quality of life issues of the
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| | word of mouth referrals a low price
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| consumer. If you look at which now sells
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| | without giving away services. It also
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| tapes, records and toys when previously
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| | allows them to tap into the customers
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| it was strictly a books sales site. It
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| | that may not be able to afford a real
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| can quickly add new revenue streams by
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| | detail but still wish to have detailing
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| offering it's customer base more reasons
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| | services for ego reasons, being able to
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| to buy more things. You to see the
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| | tell friends, "I had my car detailed."
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| revolutionizing effect of this trend? We
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| | Why own a BMW if you can't have it
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| have on-line search engines being paid
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| | detailed. This appeals to the young
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| million dollars from car companies and
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| | executive on his way up the ladder.A few
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| furniture companies for their industries
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| | mobile detailers have used the term
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| exclusive rights to e-commerce directly
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| | 'express detailing', which adds even more
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| on those sites. As Starbucks begins to
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| | confusion to the issue. "What is an
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| sell housewares on their web site, and
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| | Express Detail anyway?" Most of the new
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| Home Depots add McDonalds inside their
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| | mobile detailers eventually go out of
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| stores and Bank of Wal-Mart opening it's
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| | business or raise prices due to
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| own brand of bank within its 5
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| | environmental reclaim issues,
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| superstores; you have to think that
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| | competition, seasonal weather, lack
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| 'express detailing' at car washes is
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| | proper image, inferior learn as you go
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| simply a natural progression. Many
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| | training or lack of industry knowledge.
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| professional detailers would disagree
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| | Many of the new professional detailers in
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| saying these types of services are
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| | our industry come from the mobile sector
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| different animals. Some complain that
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| | and they tend to price and deliver
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| fixed site car washes have ruined the
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| | whatever they can sell to the customer,
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| true definition of the term detailing.
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| | using the word detail whenever they think
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| Yet if you look closely this is nothing
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| | it will command a higher price. They will
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| more than true capitalism in a free
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| | use the word detailing loosely to sell
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| market system generating additional
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| | the job.I think it would be fair to say
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| revenues with existing resources.Think
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| | that the word 'detail' has been over used
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| about it for a minute. Professional
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| | for marketing purposes at fixed site car
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| Detailing Centers often do glass repair,
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| | washes and has caused problems with the
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| window tinting, pin-striping and
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| | definition and mystique of professional
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| graphics, gold plating, ozone treatment,
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| | automobile detailing. It has caused havoc
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| dent repair, color sanding, upholstery
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| | for those true professionals who have
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| repair, wood grain paneling, and even
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| | worked hard and sacrificed to keep the
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| after market auto accessories. These are
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| | word sacred for many years and have
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| all industries in their own right and
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| | prided themselves in the most excellent
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| these industry leaders with their own
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| | service.Many Old Time Detailing
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| definitions and trade publications and
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| | Professionals have been forced to address
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| accepted operational procedures complain
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| | this express detailing issue by adding
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| about us offering similar services as
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| | express services to their menu of
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| professional detailers. They say we are
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| | services. This appeases the customer's
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| stealing their customers and not
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| | desire for quick and affordable service
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| providing the same quality workmanship as
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| | between quarterly of semi-annual full
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| the craftsmen do in those industries,
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| | detailing appointments. Sometimes this
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| which may or may not be true. For example
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| | cannibalizes full detailing services but
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| a person specializing in upholstery
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| | if done correctly it can attract new
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| repair for twenty years can obviously do
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| | customers to your business ho will
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| a better quality job than a detailer on
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| | eventually try the real thing. Once they
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| fabrics of almost any type. You are
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| | do they will be hooked forever. By
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| affecting his bottom line with an
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| | letting your customer's experience a full
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| inferior service since you don't have 20
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| | detailing service you will build your
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| years experience in upholstery repair
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| | complete detailing customer base.See the
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| understanding the dynamics of thirty
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| | chart provided to us by Nicholas J.
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| different types of fabric, dyes, and
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| | Vacco, a seasoned detailing veteran.
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| manufacturers suggestions for
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| | These are the things most full and
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| preservation.Should he be mad at you for
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| | complete detailing services include:FULL
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| offering a greater array of service to
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| | DETAILING-INSPECTION
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| you customers? No, the upholstery
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| | CHECK-LISTEXTERIOR:_____ Make sure all
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| craftsman will need to have his own set
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| | wax is removed_____ Check for wax
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| of value added services and products he
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| | dust_____ Check emblems and crevices_____
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| can offer to his customers such as
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| | Check to see if \chrome has been
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| removing and replacing seats and
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| | polished_____ Check grill and all front
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| headliners and using the highest grade
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| | areas for bug removal_____ Look at rocker
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| fabrics and stainless steel screws. You
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| | panels for tar_____ Check wheels for
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| must have a specialty or an area of
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| | brake dust_____ Check white walls_____
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| expertise, but you must also understand
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| | Make sure tires are dressed evenly_____
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| and then cater to the needs and more
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| | Check wheel wells_____ Make sure wheel
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| importantly the wants of your customer.
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| | well lips are clean_____ Check all bezels
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| If you don't know their wants and needs,
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| | for wax removal and cleanliness_____
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| ask your customers directly in an
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| | Check windows for smears/paint
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| informal survey or indirectly during
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| | overspray_____ Look at mirrors for
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| conversations.Saying that fixed site car
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| | cleanliness_____ Check headlights/tail
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| washes have destroyed the meaning of the
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| | lights for cleanliness_____ Check
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| word detailing may be true to some
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| | moldings, weather striping, front air
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| extent. Yet one must ask, "Did McDonalds
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| | dams, bumper strips for dressing_____
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| destroy the definition of a hearty
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| | Make sure vinyl top is clean and
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| breakfast when it introduced the 'Egg
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| | conditioned_____ Check wipers for
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| McMuffin' in Santa Barbara, CA?"
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| | oversprayINTERIOR:_____ Make sure carpet
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| Comparing 'express detailing' with a
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| | is vacuumed_____ Check under seats_____
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| complete detailing service is merely
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| | Check ash trays_____ Check rear
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| another apples and oranges issue. We as
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| | shelf_____ Check carpet for stains and
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| professional detailers realize that there
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| | cleanliness_____ Check seats for stains
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| is no comparison. Why does this make so
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| | and cleanliness_____ Look at door panes
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| many of us angry? It is all those years
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| | for cleanliness_____ Check dash board; ac
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| of perfection being thrown out the
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| | vents, gauges, radio knobs, steering
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| window? But do not look at it that way,
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| | column, levers, crevices_____ Check all
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| look at it as an incredible opportunity.
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| | chrome including seat belt ends, door
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| Channel the frustration and anger into
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| | handles, step plates_____ Make sure all
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| energy and perseverance. The fixed site
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| | vinyl and leather has been evenly
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| car washes with their quick wax, 'express
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| | dressed_____ Check headliner, visors,
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| detail' have popularized the phrase
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| | sail panels_____ Check dome light
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| 'detailing' to an entirely new group of
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| | area_____ Check seat belts_____ Make sure
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| consumers who normally might not be
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| | all pedals are cleaned_____ Check lower
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| interested in your services prior to this
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| | dash for dressing_____ Check all door
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| introduction. It is up to us to expand
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| | jambs for cleanliness and tar
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| upon this and take advantage of the fact
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| | removal_____ Check consoles and glove
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| that now the general workforce is buying
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| | compartment for cleanliness_____ Check
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| detailing services. Sure it's inferior,
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| | windows; below inspection stickers,
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| but a need, a want and desire to spend
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| | inside rear brake lights, window
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| money for detailing has been formally
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| | tips_____ Check rear view mirror_____
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| introduced. This has opportunity written
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| | Check vanity mirrors_____ Make sure mats
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| all over it as Bud Abraham said in a
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| | are in trunk_____ Check to see that
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| speech he delivered at the ICA
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| | personal items are placed in clear
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| (International Carwash Association)
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| | plastic bag_____ Check for plastic
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| annual conference in Las Vegas.Many feel
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| | drivers seat cover_____ Check for paper
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| that this new spin on the old terminology
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| | mats_____ Be sure a hand-out flyer has
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| of detailing has adversely affected the
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| | been placed in car--------If a
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| professional detailers retail business.
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| | professional detailer will simply look
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| Fixed detailers must adapt to this market
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| | past customer perception that "a detail
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| challenge or loose a large percentage of
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| | is a detail" and educate them on the
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| their retail detail volume and thus have
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| | differences, then that professional will
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| their profitability affected. By
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| | get the best of all worlds. By letting
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| differentiating their service and
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| | car washes introduce the idea and market
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| educating customers to the definition of
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| | to the consumers of the world, you will
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| a 'Full Detail' or 'Complete Detailing
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| | get free advertising. By car washes using
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| Service' the professional detailer is
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| | the term detailing, even if it is out of
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| able to cater to the ideal retail
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| | context and even if they lower the once
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| customer in the middle to upper income
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| | high standards in the minds of consumers,
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| classes. Generally members of this market
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| | they still have opened the market ten
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| segment understand the difference and are
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| | fold. Now that this market is wide open
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| aware of the value of a real detail
| |
| | and almost everyone has become in their
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| versus an express service. This high-end
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| | own minds a detailing customer; it is up
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| crowd can be as much as 15-35% of the
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| | to the professional detailers to show
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| professional detailers retail clientele.
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| | them 'a real detail'. It is up to us to
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| Let's say that a Professional Detailer
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| | expand our retail market mix, to expand
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| has 70% of its business in new and used
| |
| | that percentage of our business' total
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| Car Dealerships and other fleet customers
| |
| | sales.Once the customer experiences the
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| who occasionally need detailing. Vehicles
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| | difference, they will see our point and
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| such as rent-a-cars, work vans, or sales
| |
| | know that an 'express detail' is merely a
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| cars for corporations and 30% in
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| | glorified wash with a hand wax, some
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| individual retail, the higher per car
| |
| | extra dressings, and perhaps some carpet
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| profit of all services offered. It is not
| |
| | cleaning thrown in for good measure. It
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| good business sense for a Professional
| |
| | is hardly what professional detailers
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| Detailer to simply ignore that much of
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| | call a 'complete and full detail'. Once
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| their customer base, and therefore they
| |
| | your customer has become accustomed to a
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| must develop a strategy to help customers
| |
| | real detail and received a service which
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| and clients understand the difference
| |
| | has exceeded their wildest expectations,
|
| between the express service and full
| |
| | that person will be a walking, talking
|
| detail.Some of the communication problems
| |
| | one-person sales army for you and every
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| come into play when a customer is
| |
| | other professional detailer in our
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| convinced that the $50.00-$60.00
| |
| | industry. So press on! Let's make
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| (sometimes as low as $35.00) he or she
| |
| | believer out of our retail clientele one
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| paid for an express detail is the same
| |
| | customer at a time.Lance Winslow - Online
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| service they will get when they pay a
| |
| | Think Tank forum board.
|
