How do you compete with gimmicky "detailing"

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Detailed Josh

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Wonder how you all deal with gimmicky so called "detailing".

Headlight Restorations:
I've heard many people point to/ask why so expensive for a full multiple step sanding, compounding, polishing, and Opti-Lens when they point to cheap commercial products that can restore a headlight in one wipe (I can't recall the name, saw an infomercial the other day)? I was thinking $80 pair, $45/headlight (if they just want one done in case they had the other replaced due to accident/etc), but now rethinking that maybe too high?

Another scenario is how do you compete to just downright insanely LOW detailing prices from competitors? I can't image these places, yes not just a one man job, but actual detailing "shops" doing a good job non the less actually even making money based on the cost of products. I've seen full blown exterior wash, wheels, dressing exterior, and WAX/POLISH, plus interior vacuum, dressing, and windows all for crazy prices ranging from $40 to less than a hundred for all of what I mentioned.
 
I personally let my work speak for it's self. I am full time "detailer" at toyota (yes hahaha i know it's a dealership) And i do what i can with the time and products given there. for a silver cleaning which includes:

-Full exterior wash
-Clay
-Meg's AIO Cleaner wax Applied with DA & White CCS
-Dress tires
-Wipe down interior
-Vaccum with stain removal, Includes carpet mats (not full carpet shampoo)
-Clean Windows

I don't think i'm forgetting anything, thats $99 for a car & i think about $130 for a truck/large SUV. We are usually given about 2-3 hours to complete. when it's just me doing it i find it's a lack of time to do all that especially with the dirty vehicles.

I recently on the side did a decently clean Black Tundra crew cab for a lady. Charged $200 for:

-Full exterior wash & Clay
-Dress Tires
-Protect Exterior Trim & Wheel wells
-Interior vaccum and wipe down
-$75.00
-Menzerna powerlock paint sealant applied with DA-$125.00

She was at first skeptical about my price due to others doing it cheaper. I told her to give me a chance, if she was not happy with the results then i would refund her half of her money. she agreed and left the truck with me.

In the end, she was extremly pleased with my work and once shes ready, i will be detailing her 05 GTO & 65 Judge.

Basically long story short, Explain the difference to the customer while being kind to other buisness's and not bashing them. I let my work speak for it's self. If the customer doesn't want to pay for it, well then tough luck i guess.
 
Unless customers know any better, you can't compete. These shops' prices are ridiculously low. There's a couple I know and they leave flyers in our office. They start at $20 for an exterior wash, and increments gradually for each additional service item. One of my co-workers go there once a month; she thinks it's great they're doing a "hand wash"!!

Just got to "educate" people. Or use cheaper products you buy at steep discount. :)
 
80 dollars is fair for a headlight restoration. That's what I charge. Some people just aren't willing to pay the price for high end detailing. I don't try to cater to every type of customer. I make money because the customers that I do have keep coming back for more services because they're happy with my work. Also, word of mouth has got me more business than advertising ever will.
 
^Agreed

You can set yourself apart as a more expensive, more skilled, higher quality detailer. There will always be people wanting to pay for the best services
 
The "As Seen On TV" product can be called a gimmick.

On the other hand:
The detailing shop appears to currently have a Business Plan
in place, that works in acquiring their targeted Customer base.


Bob
 
Honestly man dont compete. If some one thinks having their car completely detailed is worth no more then $40 do you really want that person as a customer? Do you really want to compete for their business?

The product for headlights you are talking about is called wipe new. I think most of us who do this for a living can safely say that wipe new has caused nothing but problems since its debut. For one its nothing more then a bottle of wd-40 or some other type of oil. It doesnt fix the issue it temporarily makes them look a little cleaner. Ive had the same problem as you say where some one asks what it costs to get their headlights restored. When i tell them 70 for the pair they flip out because they think all i have to do is wipe something on and wipe it off... This sets the mood in a negitive way because then when i say they have to be sanded they think that im going to destroy their lights or something. I then have to explain the whole process and show pics so believe me when i say i despise wipe new. I had a customer call with a saab that wanted their headlights done and he said "do yall use that wipe new stuff?" I was honestly offended and answered before i could think. I ended up telling him word for word "wipe new?! no sir i dont use snake oil..." then i explained why wipe new is not a fix and is just nothing more then a fly by night gimmick.

Here is what i charge. I charge 35 per light depending on how large the light is. A 98 accord is smaller then a ford focus light so a focus id charge about 45 per. But i only charge that if its a stand alone headlight restoration. If they are adding it into a detail i charge the price of one light.
 
Never try to compete with businesses completely different from your own. Production and boutique detailing are completely different business with different standards.

If you aren't a production detailer, don't try to match the production detailers prices. You will be shocked how many people are looking for someone to do higher end work out there.
 
Your price is fine for that service. If you're ever wondering about price, go back and break a service down to how much you want to make for the time that it takes to perform the job. Also break down the cost for the products used during that service. As far as competing against others, you have to stay focused on what is going to be profitable for you. If you're not getting any demand for the level of work you're offering, it might not be that you're charging too much, it may be that the demographic of your area is not looking for what us detailers call "perfection", they might be looking for less quality for less price.

For me, the quality of my work is directly correlated to the time I put into the job. You have to balance quality and volume to stay profitable. Sometimes that means offering a headlight service that is a quick rotary compounding polish and sealing for half of what I would charge if I pulled the sandpaper out. Because for many customers, although it's not the perfection level quality work, it's gets the results they want for the price they can afford, gets me more volume and more profit. Some of those gimmick guys are really inefficient, and either the body or the business won't last. Some of them are efficient because they have their timing down with the quality their customer base is looking for.
 
VP Mark said:
Never try to compete with businesses completely different from your own. Production and boutique detailing are completely different business with different standards.

If you aren't a production detailer, don't try to match the production detailers prices. You will be shocked how many people are looking for someone to do higher end work out there.
Click to expand...

This ^^^^
 
You could offer the exact same services at the same price, then tell them what they could be getting, next time, if they agree to have it done. But that would all depend on how well you think you could improve the car vs the way it already looks after being washed. Perform one of those gimmicky services, then point out what she missed out on untill next time.
 
VP Mark said:
Never try to compete with businesses completely different from your own. Production and boutique detailing are completely different business with different standards.

If you aren't a production detailer, don't try to match the production detailers prices. You will be shocked how many people are looking for someone to do higher end work out there.
Click to expand...

Cant agree more.
 
VP Mark said:
Never try to compete with businesses completely different from your own. Production and boutique detailing are completely different business with different standards.

If you aren't a production detailer, don't try to match the production detailers prices. You will be shocked how many people are looking for someone to do higher end work out there.
Click to expand...

Wise words :xyxthumbs:
 
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