Critique my package and price plan please

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WRX02227

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Please help as I would LOVE some responses and input about my package and price plan. I am very open to suggestions and input.

Everyday I learn something from this forum. It is a great place and everyone is super nice. :dblthumb2:

Thanks for everything I have learned so far!

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Below is a list of the packages I offer. Pricing varies based on vehicle size and condition.

Wash+ $30 - $50
Hand washing of entire vehicle, including wheels. Vehicle is then dried and bugs and tar are removed. Interior is vacuumed and glass is cleaned inside and out. Finally tire dressing is applied.

Wash+ and Wax $70 - $120
Wash+ package is performed and followed by a clay bar treatment. Premium wax is applied to protect the finish and give it a nice shine.

Note: Clay barring removes all surface bonded contaminants which makes the finish feel rough to the touch. It also helps the wax bond to the paint which enhances the shine and provides longer protection.

Total Exterior Detail $100 - $150
Hand washing of entire vehicle including wheels and wheel wells. Bugs and tar are removed followed by a clay bar treatment. The next steps depend on the condition of the finish:

If the paint is in good condition an “all in one” product will be used which will remove very minor defects and swirls and also provide a protective wax coat.

If the vehicle has moderate imperfections a swirl remover will be applied followed by wax.

Neglected finishes will need to be compounded, polished, and then waxed.

Finally tire dressing is applied and all exterior glass is cleaned including mirrors.

Total Interior Detail $50 - $90
Entire interior of vehicle is vacuumed including removal of floor mats and the trunk. All trim is wiped down and protected including dashboard, door panels, compartments, ash trays, instruments, knobs, and air vents. All interior glass is cleaned.

Complete Detail $175- $300
Our premium detail includes both the Total Exterior and Total Interior detail packages. Additional services include cleaning inside door jambs, cleaning and conditioning leather (if applicable), spot cleaning floor mats and carpet, and polishing all chrome and exhaust tips.

Optional Services

Headlight Restoration $20 - $40
The sun and elements play havoc with today’s plastic headlight lenses. They get dull and opaque which doesn’t allow all the light to shine through which lowers visibility during night driving. Surface of lights are stripped and polished to restore lenses to like new conditions and then plastic protection is applied.
 
Are you going to compound polishing ad wax for 150?

Your never going to make any money with that. You need to break up your total exterior package. Using anything like total or full in the detailing world is a bad idea. When you use those work people expect everything under the sun.

You should be doing a one step polish and sealant for the 150.

If your doing multiple steps with the compounding polishing sealant waxing then you need to be charging for that.

Your headlight restoring, what to you mean stripped? Sanding just compounding? If your sanding you need to be applying a UV coating to the lens so they do not fade yellow or oxidize again. Make sure you do it right don't charge for a headlight restoration if they are going to fade. You need something like opti-lens. You need to up you price if that what your doing.

You should be including window cleaning with all your packages. You should also be including chrome polished and trim dressed in everything as well. Those three things are quick and easy and will make for a more complete job.

That's all I can think of at the moment
 
I love learning new things, even things not detailing related. I think most detailers have that quality about them.

When deciding on pricing, consider how much time a service will take to complete then think about what you think a fair price to charge for an hour of service would be. It depends on your local market (what people are willing to pay.) Many times you will see a rate of around $35 to $40/hr.

Your Total Exterior Detail, you mention the process that is different depending on paint condition. I doubt you would do a three-step paint correction, taking hours to complete, and only charge $150. You would be giving your services away at that rate. Mike Phillips has some awesome information regarding starting a detail business here at AG. Look for "A few tips on starting a part-time detail business." Mike states it perfectly: "match your services to your client or market."

Be careful using terms like "Total Exterior Detail". Reading your price sheet, it sounds like you're going to give me a show car finish for no more than $150. If that truly is the case, I will be your FIRST customer! LOL!

How long do you think you could complete your "Complete Detail", including a three-step paint correction on a large SUV? At $300, you need to have that job done in 8.5 hrs to make your $35/hr. ($300/$34).

I hope that gives you something to ponder. Renny Doyle has a good book on starting a detail business. The book is available here at AG. He has a lot of info and will make you think about many things you might not have even thought of.
 
Also, I ALWAYS clean the door jams as part of a regular wash. It's the first thing you see when you open the door. A local drive through car wash in my town says on their website,"Our Attention to Detail Will Keep You Coming Back." Really?? They don't open the doors or anything. The driver never leaves the driver's seat unless they want to use the sadly underpowered free vacuum the car wash provides.

On a funny side note, the car wash site also has an image of an employee scrubbing the back of a car with a green, long handled brush and above the picture, it says, "Tender Needed Touch Wash". I about fell out of my chair, laughing. Reality is: They ARE one of my competitors. My point is, set yourself apart from the "Other Guys" but do not give your services away.
 
Pretty much all I was gonna say was said...

One thing I would suggest would be to think about making your packages smaller. When I created mine, I did what everyone was doing: include a lot of things in a single package.

Now I am re-designing them to be more specific. So instead of doing tons of stuff in 1 package, I have decided to split my packages in 3 categories: cleaning/restoring/protection.

So for example: Instead of having a wash package that includes hand wash, window sealing and wax for 60$, I will have a wash package that will be just wash and tires for 20$, and the protection step will be in different package where people can choose between a wax, sealant or coating ranging from 20$ to 200$. Of course if they decide on a coating I will explain to the the paint needs to be perfect so claying and maybe polishing will need to be done.

I am doing the same thing for the interior, basic cleaning, carpet shampoo, seat shampoo will be in different packages, same for dressing. This way people can pick what they need and what they feel they can afford.

The way I see it, this offers several advantages:

1. People won't get scared seeing you charge 50$ for a wash. Most people are used to the price of automatic carwashes and commercial hand washing for prices like 8-12$. So your basic package can scare them away before they even read what is included.

2. This way makes it easy to upsell when you get to the car to do the work. Maybe they did not choose to have Windows polished, if you see that Windows are filthy, you can have them do the baggie test and upsell them on a window polish for example. Or if the paint is in very good shape you can upsell them on a coating... stuff like that.

One thing that was already said but I think is really important: avoid words like total, complete, and the like. They will get you in trouble.

Oh and finally, I would not put a claying in a basic wash and wax package. Once the wax is on people won't feel the contaminants. I would only suggest claying with a correction package... but that's just me.
 
Very good suggestions from all of you. I never really thought about using words like "Total" but I can certainly see what you mean by that.
 
Yep, before i read the other comments i was gonna say avoid words like complete and full. It honestly takes me a full 8 hours to compound and polish a 2 door car. 9-10 for a 4 a 4 door. Thats with paying special attention to front and rear bumbers, rocker panels etc. You can cut corners a little, and focus on beauty panels and 1 step lower panls, leave license plate on etc. But there is still no way to get it down to 150. Thats if the customer is on a budget and aware of the cut corners obviously.

With time and experience you will start to get a solid idea of just how long things take. I too still struggle with this. I think a lot of guys do.

To be honest, i cant really afford to open up the doors on my shop for $150. When you start crunching numbers you find that its hard to make less than 2-300 a day and make a decent living. Another thing to shoot for is 1k weeks. You need them. 1500 weeks are better. You'll have some 500-800 weeks dont worry haha but always be striving for that 1000 mark as a goal. I think that should be a standard for a full time detailer.
 
Now for something completely different....

A newbie to detailing am I, but I know a thing or two about marketing.

Notwithstanding the advice offered above, the price you get versus the materials / time you expend represents a "stop sign". The price is either worth it to YOU or not.

The customer wants an IMPROVED vehicle. And vehicles vary in size and condition. So right there there are three variables that you must consider in pricing as much as possible above your "stop sign".

From the customer's perspective, he doesn't know what he wants and he doesn't know what it will take to get there. But he has a great fear of being ripped off: paying more than the value HE perceives.

Your challenge, before any discussion of price, is to maximize the value of your services in the mind of the customer. Maximize his perceived value and you maximize your price.

Furthermore, your value to the customer should not be based on materials used and the time you spend on his car. He will definitely want to go there because he can easily relate to these variables, but you must establish your value to the customer on the basis of your SKILL, a variable he can't shop.

So when a customer asks " how much" (and of course he will!) you ask whether he wants a result that equals new but for wear and tear beyond the scope of your services (which you have CAREFULLY defined in advance). Get HIM to set expectations.

Then, of course, you need to determine what you are starting with. Size and condition are obviously important, so given choices of definitions of conditions, let the customer determine these too.

Then you sell. You need a portfolio of before / afters based on the customer's input. Don't dwell on technique or process. The customer will only get annoyed because he probably doesn't care. Focus on selling the benefit that the customer will receive. Make him pay for the shiny, as new as possible car. If he expects something less, have him focus on that.

Then, with the customer defined starting and ending points, you can then quote a DEFINITE price that exceeds your "stop sign" price as much as possible. When you arrive at the job and discover that the customer's idea of size and condition are different than yours, you will have a negotiation for alignment of expectations. If you can't come to terms walk away, but if you focus on value with your "stop sign" in mind, you can walk away without "seller's remorse".

There are low barriers to entry in the detailing biz, so you will ultimately lose any competition based solely on price. Instead, focus on the value of your services to have the best chance of making the business worth while.

Anyway, just think about it.
 
Re: Now for something completely different....

Cyclesafe said:
A newbie to detailing am I, but I know a thing or two about marketing.

Notwithstanding the advice offered above, the price you get versus the materials / time you expend represents a "stop sign". The price is either worth it to YOU or not.

The customer wants an IMPROVED vehicle. And vehicles vary in size and condition. So right there there are three variables that you must consider in pricing as much as possible above your "stop sign".

From the customer's perspective, he doesn't know what he wants and he doesn't know what it will take to get there. But he has a great fear of being ripped off: paying more than the value HE perceives.

Your challenge, before any discussion of price, is to maximize the value of your services in the mind of the customer. Maximize his perceived value and you maximize your price.

Furthermore, your value to the customer should not be based on materials used and the time you spend on his car. He will definitely want to go there because he can easily relate to these variables, but you must establish your value to the customer on the basis of your SKILL, a variable he can't shop.

So when a customer asks " how much" (and of course he will!) you ask whether he wants a result that equals new but for wear and tear beyond the scope of your services (which you have CAREFULLY defined in advance). Get HIM to set expectations.

Then, of course, you need to determine what you are starting with. Size and condition are obviously important, so given choices of definitions of conditions, let the customer determine these too.

Then you sell. You need a portfolio of before / afters based on the customer's input. Don't dwell on technique or process. The customer will only get annoyed because he probably doesn't care. Focus on selling the benefit that the customer will receive. Make him pay for the shiny, as new as possible car. If he expects something less, have him focus on that.

Then, with the customer defined starting and ending points, you can then quote a DEFINITE price that exceeds your "stop sign" price as much as possible. When you arrive at the job and discover that the customer's idea of size and condition are different than yours, you will have a negotiation for alignment of expectations. If you can't come to terms walk away, but if you focus on value with your "stop sign" in mind, you can walk away without "seller's remorse".

There are low barriers to entry in the detailing biz, so you will ultimately lose any competition based solely on price. Instead, focus on the value of your services to have the best chance of making the business worth while.

Anyway, just think about it.
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Good words dude! You are absolutely right. Us small, guys absolutely can not compete against low price. You will lose them every time. I almost never get customers that are "just shopping around." If you are a very good salesman you can sometimes real them in. Even if you do, they are more likely to no show you and not answer your phone call, because they decided to go to the big production shop in the meantime. That used to really bother me, but not so much anymore.

I look for clients who are truly excited about the level of detailing that I offer.

That doesn't always mean they have a $100k car, but it almost always means they appreciate their car and care about keeping it clean and protected.
 
I would also remove the word "ALL" when speaking about clay removing contaminants. Someone comes to you with overspray, you're going to be hating life. That and clay really doesn't get it ALL anyways
 
Feed back please

I looked through the suggestions you guys provided and updated my sheet. Let me know if this one looks better and if the prices seem better. Thanks a TON for taking the time to assist me.

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Below is a list of the packages we offer. Pricing varies based on vehicle size and condition.

Wash + $30 - $50
Hand washing of vehicle, including wheels. Vehicle is then dried and bugs and tar are removed. Interior is vacuumed and glass is cleaned inside and out. Finally tire dressing is applied.

Wash + and Wax $70 - $120
Wash+ package is performed and is followed by the application of premium wax to protect the finish and give it a nice shine.

Exterior Detail
A)$100 - $150 B)$150 - $250 C)$250 - $450
Hand washing of entire vehicle including wheels and wheel wells. Bugs and tar are removed followed by a clay bar treatment. The next step depends on the condition of the finish:

A) If the paint is in good condition an “all in one” product will be used which will remove very minor defects and minor swirls and also provide a protective wax coat.

B) If the vehicle has moderate imperfections a swirl remover will be applied followed by wax.

C) Neglected finishes will need to be compounded, polished, and then waxed.

Finally tire dressing is applied and exterior glass is cleaned including mirrors.

Note: Clay barring removes surface bonded contaminants which makes the finish rough to the touch. It also helps the wax bond to the paint which enhances the shine and provides longer protection.

Interior Detail $75 - $100
Interior of vehicle is vacuumed including removal of floor mats and the trunk. Trim is wiped down and protected including dashboard, door panels, compartments, ash trays, instruments, knobs, and air vents. All interior glass is cleaned.

Premium Detail
A)$200 - $250 B)$250 - $350 C)$350 - $550

Our premium detail includes both the Exterior and Interior detail packages. Additional services include cleaning inside door jambs, cleaning and conditioning leather (if applicable), spot cleaning floor mats and carpet, and polishing chrome and exhaust tips.

Optional Services

Headlight Restoration $30 - $50
The sun and elements play havoc with today’s plastic headlight lenses. They get dull and opaque which doesn’t allow all the light to shine through which lowers visibility during night driving. Surface of lights are polished for light damage or sanded and polished for severe damage. This process will restore lenses to “like new” conditions and then plastic UV protection is applied.
 
I'd add a short sentence to a, b, and c describing the resulting benefit from the customer's perspective. i'd also likewise flesh out what a, b, and c are for premium detail and their resulting benefits. Be realistic and a customer who cares about his car will gravitate to higher priced choices and is less entitled to be disappointed if he settles for something less. Also you can get the jump on his future business if you can show that after the high intensity maintenance, future detailing will not be so costly - as long as it's done correctly!
 
Oh, and set prices above those generally accepted in your area, then offer a discount, especially for the business you want. And/or maybe a % rebate on their third (or whatever) detailing.

You want the customer who shows his appreciation for the skill you offer by being willing to pay for it, hopefully often.
 
I think you are low on your headlamp restoration. I wouldn't do that for less that 60 but up to 80 if they are really bad.
 
WRX02227 said:
Feed back please

Below is a list of the packages we offer. Pricing varies based on vehicle size and condition.

Wash + $30 - $50
Hand washing of vehicle, including wheels. Vehicle is then dried and bugs and tar are removed. Interior is vacuumed and glass is cleaned inside and out. Finally tire dressing is applied.

Wash + and Wax $70 - $120
Wash+ package is performed and is followed by the application of premium wax to protect the finish and give it a nice shine.

You should combine these 2 services. the time difference between a wash and wash/wax should only be about an hour to hour and a half.

Exterior Detail
A)$100 - $150 B)$150 - $250 C)$250 - $450
Hand washing of entire vehicle including wheels and wheel wells. Bugs and tar are removed followed by a clay bar treatment. The next step depends on the condition of the finish:

A) If the paint is in good condition an “all in one” product will be used which will remove very minor defects and minor swirls and also provide a protective wax coat.

B) If the vehicle has moderate imperfections a swirl remover will be applied followed by wax.

C) Neglected finishes will need to be compounded, polished, and then waxed.

Finally tire dressing is applied and exterior glass is cleaned including mirrors.

Note: Clay barring removes surface bonded contaminants which makes the finish rough to the touch. It also helps the wax bond to the paint which enhances the shine and provides longer protection.
you could break this down to a simple 1 step and 2 step correction service. the AIO would fall under the 1 step. imo, this makes it very confusing for the customer.

Interior Detail $75 - $100
Interior of vehicle is vacuumed including removal of floor mats and the trunk. Trim is wiped down and protected including dashboard, door panels, compartments, ash trays, instruments, knobs, and air vents. All interior glass is cleaned.
So would this be a simple light dust wipe down or if its heavily soiled youll thoroughly clean it up? and how long do you plan on taking? if this was a clean car, something like this would only take me an hour at max. even if it took you 2 hours which it shouldnt would be $37 an hour. which is not outrageous, but no one will pay you that when first starting off.

Premium Detail
A)$200 - $250 B)$250 - $350 C)$350 - $550

Our premium detail includes both the Exterior and Interior detail packages. Additional services include cleaning inside door jambs, cleaning and conditioning leather (if applicable), spot cleaning floor mats and carpet, and polishing chrome and exhaust tips.

Optional Services

Headlight Restoration $30 - $50
The sun and elements play havoc with today’s plastic headlight lenses. They get dull and opaque which doesn’t allow all the light to shine through which lowers visibility during night driving. Surface of lights are polished for light damage or sanded and polished for severe damage. This process will restore lenses to “like new” conditions and then plastic UV protection is applied.
if headlights are in severe condition: 800, 1000, 1500, 2500, compound, polish, seal.. you would lose money at that price
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Do you have an hourly rate? how long do you plan on taking on each service?
 
Cyclesafe said:
Oh, and set prices above those generally accepted in your area, then offer a discount, especially for the business you want. And/or maybe a % rebate on their third (or whatever) detailing.

You want the customer who shows his appreciation for the skill you offer by being willing to pay for it, hopefully often.
Click to expand...

You really have a lot of great advice Cyclesafe. But I was puzzled by setting the prices high and then offering a discount. Wouldn't he then have to always offer a discount to customers to be competitive in the future?

Thanks for sharing your marketing saavy :)
 
tswitz said:
You really have a lot of great advice Cyclesafe. But I was puzzled by setting the prices high and then offering a discount. Wouldn't he then have to always offer a discount to customers to be competitive in the future?

Thanks for sharing your marketing saavy :)
Click to expand...

Sure, that's one way to look at it. But one's objective must be to push one's unique capabilities in order to position oneself as high as possible above the fray. High price will be perceived by the customer as one indirect indicator of high value. After all, if others are willing to pay more for something better (the detailer's skill), then the higher price must be worth it. The discount is to set the hook. If the customer sees the superior result, the detailer SHOULD refuse to discount in the future.

Look, all I'm saying is that the customer's perceived value must be considered. If one can't differentiate ones skills from the competition and the competition sells solely on price, it is a race to the bottom - everybody starves.
 
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