Article on Improving Client Base

VP Mark

VP Mark

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Seeing all these threads about pricing/packages I thought I would share this article I wrote and Robert Keppel posted on his website.

Guys, improving your client base is the way to improve your pricing and revenue. Don't always stoop to the lowest common denominator and think you have to "match" competitors. Anyway, here is the article:

How to Attract the Customers to Your Detail Business
 
Great info Mark! Thanks for sharing that, I'll take a look at the rest of that website later when I have time! (I've got a car in the garage right now that I need to clay :xyxthumbs:)

What is your opinion on pricing for someone like me, who is in high school? A little lower than the 10% mark? Or right at it?

I'm also glad to notice I've been good with just about everything mentioned in your article, so I'm doing something right! :props:
 
Superb article! Thank you, Mark, for both taking the time to put that together and sharing it with us. That was a good refresher on the professional approach with solid advice. All of those points in the article can be applied to the one person, small volume operation up to the multi vehicle a day, multi employee operation.
 
Chase.Detailing said:
Great info Mark! Thanks for sharing that, I'll take a look at the rest of that website later when I have time! (I've got a car in the garage right now that I need to clay :xyxthumbs:)

What is your opinion on pricing for someone like me, who is in high school? A little lower than the 10% mark? Or right at it?

I'm also glad to notice I've been good with just about everything mentioned in your article, so I'm doing something right! :props:
Click to expand...

I would stick to being a little higher than the average detail. Just the time you should be spending on the vehicles from reading these forums should be setting you apart.

Being at or below the base line just sets you in the muddy middle. Go for the gusto!
 
Yes, spot on. We should never assume an elitist attitude but feel secure in the quest for knowledge provided here. We are here becuase we not only love this stuff but yearn to improve our skill set.

I have always enjoyed an open mind and even like a convincing argument for something new. Sure, i have settled in to what works for me but have been influenced over the years i've been here into trying something new or maybe out of the traditional box a bit.

In addition to acting and thinking like a pro, maintain an open mind and stay progressive. There is something new all the time.

Thanks again, Mark, for a wonderful article on the business side. It remains my weakest link!
 
Very true on the pricing aspect. I started out 2 years ago during my last semester of high school. My business strategy was to be the cheapest guy around to get my name out there. I had a fair amount of calls, but no one I wanted to do business with. Why? Because the people who were attracted to me because of my price would literally nitpick you to death over things they DIDN'T PAY FOR. Had a guy pay me for a wash and wax, I explained to him that washing wouldn't remove the tree sap on his paint. He decided to turn down the clay bar package I offered him. After it was done, he berated me because I "missed spots." And you guessed it, he was talking about the tree sap. The people who shop on price want to get everything but pay for nothing.

This year, my time has gotten tighter so I upped my pricing. I'm about 20% more expensive than other detailers in the area. But now that I've raised my prices, I'm getting MORE customers than before. And all of those customers have been fantastic to deal with. I've had people time and time again tell me they're glad they spent the extra because the -quality- of my work was head and shoulders above what they've gotten from these other places.

It reminds me of the old adage "Dress for the job you want, not the job you have." Maybe we as detailers should try "Charge for the clientele you want, not the clientele you have"! Assuming you can produce the results, of course!
 
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