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