how do you attempt to compete with big shops who charge next to nothing

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wompasaurus

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Im currently trying to get more clients in for paint correction and interior services and it's been a very slow process. so i start doing more research searching business's further outside my normal work area and i find huge shops that are charging next to nothing for details that do heavy scratch and swirl removal along with cleaning the inside with steam and a extractor for under 250 bucks. I don't think this is why im not getting the business id like to see but i can't help but think this is playing some sort of part. not naming any names here but alot of the shops that are out of my working area that i was looking at today were giving mad hate to mobile detailer's saying that mobile cant perform the job correctly and things of that nature. so for all you geeks that have been out there longer how do you attempt to compete with these business's? or at least stay afloat in the same market as them?
 
Set yourself apart somehow by offering better and unique services. Play them off as big production detailers who need to get the client's car in and out.
Most of them use very standard products from automagic, etc. It's not hard to offer higher quality waxes and sealants.

Most of those big places will hologram the hell out of a black car. I drive by the local production shop just for a chuckle sometimes. I've seen 60k + cars pulling out with gigantic holograms all over the place.

If you are unfortunate enough to have a big detailer in your city that is actually doing very high quality work (very unlikely), do your absolute best, as I already mentioned, to differentiate yourself.

Have a different "look." Very different logos, uniform. Make sure your website is ver informative and different from the competition. Offer things like rinsless washing, Iron X, etc.

Just a few ideas...hope that helps a little.
 
statusdetailing said:
Set yourself apart somehow by offering better and unique services. Play them off as big production detailers who need to get the client's car in and out.
Most of them use very standard products from automagic, etc. It's not hard to offer higher quality waxes and sealants.

Most of those big places will hologram the hell out of a black car. I drive by the local production shop just for a chuckle sometimes. I've seen 60k + cars pulling out with gigantic holograms all over the place.

If you are unfortunate enough to have a big detailer in your city that is actually doing very high quality work (very unlikely), do your absolute best, as I already mentioned, to differentiate yourself.

Have a different "look." Very different logos, uniform. Make sure your website is ver informative and different from the competition. Offer things like rinsless washing, Iron X, etc.

Just a few ideas...hope that helps a little.
Click to expand...

Thanks that got my creative juices flowing.
 
I'm not in the same market as them, period. People ask me what I think of my competition and the answer is always "I have no competition, and this is why..." then I go on to tell them what sets me apart of the general detailing industry. That will be different for all of us, better said, we all come up with our own pitch and we all have our specific assets that set us apart from other outfits. This is why a lot of folks say that word of mouth is the best form of advertising.

Having said that, I do have a service that is much more affordable and could be in line with a lot of detail shops in my area. My price is higher than theirs though. I tell prospective clients that I'm not the cheapest in town, rather the most expensive in town and the quality of my work reflects that price difference. And yes it was a long slow process getting to where I am today.
 
I've never tried to compete against any of the area detailers. I think you're fighting a losing battle here, and frankly, most people hire someone they trust. The average consumer doesn't do tons of research anyway, if they meet you and like you and come to find out you detail... they'll usually hire you. Ha, I don't mean to over simplify things, but I've had it happen to me time and time and time and time again.

Basically, be articulate, professional, and if it ever does come down to pricing, just explain being an owner-operated business, you're able to really focus on the finer details that a shop paying a 17 year old $8 an hour will never ever do.

Also... it's a good idea to somehow bring up the point "You think hiring a professional detailer is expensive... wait until you hire an amateur!"
 
If they charge that then what do they pay the workers ? Thats what I tell them when they ask me to beat there price.Use the best stuff you can get and that will set you apart from the rest.Also I do more then they pay for to show them what they can be getting for a little more and go with what will last a lot longger.The cheap guys in s fl use spray wax only and last a week or two.
 
wompasaurus said:
Im currently trying to get more clients in for paint correction and interior services and it's been a very slow process. so i start doing more research searching business's further outside my normal work area and i find huge shops that are charging next to nothing for details that do heavy scratch and swirl removal along with cleaning the inside with steam and a extractor for under 250 bucks. I don't think this is why im not getting the business id like to see but i can't help but think this is playing some sort of part. not naming any names here but alot of the shops that are out of my working area that i was looking at today were giving mad hate to mobile detailer's saying that mobile cant perform the job correctly and things of that nature. so for all you geeks that have been out there longer how do you attempt to compete with these business's? or at least stay afloat in the same market as them?
Click to expand...


I would suggest a more grassroots way to grow and get the reputation for good work. Offer a referral program for previous clients, always get testimonials from clients and post them along with before and after pics of your work on your website and facebook page. When you do this, link their FB profile to their pics and their friends will see it AND you. Use Facebook Groups within your area and get business. Once you have established the reputation and have done a couple of 1/2 price or free details for current customers, they will send tons of people your way.

I just checked our your website and would suggest changing it up. You can get free templates from Weebly and other services. You need pics, not text. Also make sure you check out Search Engine Optimization (SEO) for your website to get more traffic. I traded a detail with a geek for his designing my website and helping with this stuff. It really does make a difference.
 
I have to production shops by me as other people said set your self apart. Both shops by me do not have before and after pictures on there website only after shots which anyone can post after shots of cars. I explain that I only do one car at a time to focus all my attention on their car.
 
Things are a little different around my part of the world. In S.A we have carwash's that offer so called details as well and here its more of a valet than anything else.

The extra service they offer is machine buffing as they call it and its usually some guy with a rotary that has no idea what he is doing or the damage he is inflicting!. Sadly customers seem to be blown away with this service but as status detailing mentioned, the vehicles have holograms etc all over the place.

I generally show my potential customers, pics of my previous details and some insight into the process and products used and how it differs from what these big shops do.
 
Usually larger shops that can bang out a dozen plus cars a day are using cheap labor and cutting corners and probably using cheap products. I have them all over the place by me. Whether it's attached to a car wash or a stand alone.
I'm a one car at a time operation. You are selling yourself. I always find my customers need to be educated about fine detailing. Most of them never heard of decontamination.
My advice never sell yourself cheap. If you have a customer who haggles over price because it's $50 cheaper down the road it's probably not worth your time. I have let customers go before. The one's you educate about proper care care then haggle over pricing are probably not interested in having their car well taken car of and detailed properly. They are interested in a quick cheap spit shine.
 
thanks for the input guys. Im soft starting this year and trying to learn the tricks of running a business with no business experience. this forum is great due to its members taking the time to write true responses. keep up the good work geeks
 
Lets point out another difference here...

A lot of people are happy as a clam with production shops work. They want the dash shiny, the tires greasy, and the paint "glowing". They wouldn't know a swirl if it bit them on the ankle.

By offering a quick, budget minded detail, you can grab some of this business simply by being visible on web searches, yellow pages, so on.

But these are not your core clients, or should not be. They are unreliable, and only want the most basic and cheap services from you. Money is money, so if you can tailor a package to grab some of this business go for it.

The type of clients you are looking for are the ones who would like to get their car detailed, but do not trust these production shops. These are the people you find from word of mouth referrals, web searches, social media, and branding your business.

These are the type of people that don't go to the production shops BECAUSE of the cheap prices, because they correctly assume anything too good to be true usually is. And they appreciate their cars, and don't want them to be cleaned by a 17 year old working for beer money.

I recommend you set yourself to where you can grab a piece of the mass market, because it is just that. The majority of where the money is going into the auto detailing industry is towards "wash and wax" type services, whereas a much smaller percent is people looking for high end work, but are willing to pay well.

Once you have established yourself sufficiently with the higher end business, either raise the prices for your "production level" services, or remove them all together.

By doing this you won't starve while you are building your high end clientele list.
 
My deluxe detail is priced between 160-200 for a car. I specifically designed it to steal a little business from the big guys. It works and it's all that many people need and want. It's still better than what the other guys are doing and I can knock a car out in 4 to 5 hours if it's not trashed. It's pretty easy money really.
 
wompasaurus said:
how do you attempt to compete with these business's? or at least stay afloat in the same market as them?
Click to expand...



i would say focus on your own business , simple and easy. use your energy and time in that direction.
in case you are not happy where you are with your business, than rethink your business plan, see what`s missing :)
your competition will never make you successful , but you can.
find the market who appreciate your skills and work and things will line up.
 
that is a interesting reading, all post are helpful
 
Three things Service, Service and Service (OK so maybe just one thing) My biggest problem is not the production shops because they go after a different demographic, mostly dealer work. My problem is with the other mobile detailers running those stupid groupon deals.
 
i do production detailing a lot. Some loyal customers who want my level of service as well. I give a client a estimate based on what they would want. Then educate them about paint defects point them out in their paint. I discuss interior issues. Point out all the issues and the long term damage to their cars when not detailed the right way. I explain about decontamination and what it does, my process, tools and products.
When I tell them if you had you car compound, polished and waxed in the past without decontamination the polisher is just grinding all that stuff right back into the paint making it worse.
I never let any of my well maintained meticulous pads, mf towels, buffing bonnets, wax applicators touch a car that has not been at least clayed.
I can always tack on another $ $20-40 to a wash just by showing them the baggy test.
I cannot tell you how many customers I have had that are unaware of paint defects on their own cars. It's amazing how much upselling you can do just by educating your client base.
If I can take a "wash, glass and vac" and turn it into a clay and AIO just by being honest with a client that is easy money. More time spent on a car but I'm not killing 5+ gallons of water and electric for just a $30+ wash, glass and vac.
 
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