How to ease the shock from buffing costs to customer?

heckhole said:
Have a contract with the largest dealer in the zip code.minimum 20 cars a week, with a few being buffed for MY going rate. 2 other dealers send several cars a week for interiors, with a lot of walk ins for interiors.

It basically started by doing a free car for a dealer inside and a show worthy buff. They saw the added value on their lot & at auction. Rent is low, considering we are on the same road about 500 yards away from the auto mall of the county. 4 dealers within a mile, side by side of eachother. The dealers don't offer cleaning services and sub everything out, the only do PDI'S and wipe downs on new cars.

It has been a home run. We have 2 cars in the shop with the doors open and one being cleaned outside for visibilityas people drive by.
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How many cars does your shop store?
 
This maybe a long shot,but you already have your foot in the door maybe you can ask the new car manager if his finance guy can sell a coating.sell it for 650 and split it there is your solution if you can make it happen.
 
GSKR said:
This maybe a long shot,but you already have your foot in the door maybe you can ask the new car manager if his finance guy can sell a coating.sell it for 650 and split it there is your solution if you can make it happen.
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They do simoniz, they won't sell any other coatings. I've asked.
 
GSKR said:
Ok so your good there,what about the carwash how much how long does it take 1 or 2 guys how many a week in total?
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Car wash is included with interior. 2 guys will crank a wash and wash out in 15-20 mins, with wheels and dressings. Between 30-50 cars a week between dealers & walk ins.
 
OP.
Choose your moments to take less than you are worth very carefully.
There is a time and place to negotiate.
You decide your value, not the customer.

- Rainy Days.
- Slow season.
- Bad economy
- Etc.....
These are the times to take less.

If you form a habit of taking less than your worth, the word will get out.
People will know that you charge one price, but will take much less.
At that point, you will never make what you are worth and it will essentially be a race to the bottom and you will slowly but surely be on your way out of business.

Auto Detail is not exactly a high volume business.
At least, not for a true auto detail.
This is mostly due to the majority of people not understanding what a true auto detail is, and that their car needs this.
Every Auto Detailer has to offer some form of Basic Detail / Express Detail / In&Out Service to stay in business.
It is simple cash flow and offers a price point more suited for the the mentality of everyday car owners.

Communicate to the customer:
- Price Points for every level of service offered.
- Itemized list of what these services are.
- Communicate the hazards and pitfalls of that customer contracting someone else to do a high dollar job for much less.
Explain to them the damage that will most likely be caused in the effort by the competitor.

At the end of the day, it is ok to let a percentage of people walk away.
Don't get off track as a result of that percentage as it stands now.
That can get worked out as time goes on.
You can't win them all.
If you are making money, growing your business, and doing the job the right way, you are doing it right.
 
just keep on doing what you are doing,it will eventually work out for you best of luck to you.
 
I honestly have never talked anyone into paying for paint correction. In most cases I actually talk people OUT of investing in multi-stage polishing because they have no interest in maintaining the finish correctly.

Instead of trying to "sell" a service, I ask a lot of questions. How do you wash the car, and how often? What kind of wash mitt do you use? How do you dry it? Does it ever run through a car wash? By asking questions like these you can determine if the customer will actually benefit from a corrective detail process or if they just need a gloss enhancement all-in-one or cleaner wax type service.

If, during the interview, it seems like they are a candidate for paint correction I'll explain the process and describe what the finish will look like. No test spots. No high pressure sales... just information. If I have a car in the garage I might show them the paint's condition. Sometimes I'll just open our Facebook page and scroll through some pics. They will sell themselves if they are interested. Price is not even a topic of discussion until the end of the conversation. Price should never be a selling point anyway because if you are truly offering "paint correction" with no glaze or filling then you are offering a service that no dealership or budget detailing shop is even capable of delivering.
 
Nick and vanev, thanks. Bit of a confidence boost from you guys.

Things are going well and I refuse to under sell my capabilities right now. When business is good with my other company, the price is the price & service is exceptional. When business is slow, I will work on prices and offer the same service.

For detailing, I think we landed an amazing spot for a shop and a nice contract, that price is solid. Sometimes we get slammed with a disgusting dealer car with no room to renegotiate but 95% of the time we are working fast, working well and pleasing the dealer.

As for walk in interiors, we are doing great and haven't had any complaints. After we do one vehicle, we often get that customers close family or friends cars within days.

As for buffing, right now, I won't buff to someone's budget if they can't afford my rates. I just can't do that. My guys aren't trained to buff yet, I work at my primary business 8-430 and take on as much buffing as my body and brain can handle monday-sunday. It absolutely has to be lucrative for me. I'd personally handle AIO'S for $130 all day long if I could leave my other business I run and work at my detail shop full time, but I can't. There wouldn't be extra utilities being used and no extra employees, etc, the cost would be low with a solid return in profit.

My Facebook photo album has sold a lot of the walk ins for light polishes.

I'm taking on two free classic car buffs this week for my FB page. I'd like to target sports car buffs as they will be going into storage in the next 30 days and I know many owners would like to pull them out of storage in May looking top notch.
 
As a hobbyist and small customer base, I feel people want things to be explained in their terms to have the car actually worked on. I look at it like contracting. You know what needs to be done, just you need to get the owner to commit to reasonable work for what they want

When I do friends cars, they usually say to me to focus on something specific. I explain to them in the most simple terms how I will fix.

When doing customers cars, I will work on everything needed and then maybe be more caring to certain areas that are bad.


In the swirls realm. I have to be thorough with explaining things. I have yet to do a full correction but Imo I feel like people need to see how detailing works to get the shiny paint. Your are basically educating them on their "mistakes"
 
Too long, didnt read most replies.

Sales is all about the benefits outweighing the cost. If you cannot put across that your services outweigh the cost, you will lose. There is a technique in this, you hold off on speaking price until AFTER you've thoroughly described what you are doing. For Example:

Customer: HOW MACH DUZ IT COST BRO?
You: I will wash & wax your vehicle, clean your rims and tires, wipe your door jambs clean, wipe your gas tank door, and your trunk jamb. 100% done by hand using premium microfiber cloths that are so soft that you can smack a baby to sleep with them. All for $XX, Just pull in over here.

Once theyre on the hook for at least something, I will tactfully point out something that we could correct for them.. something important such as:

"Btw Mr Customer, In addition to your wash I want to make you aware that we can remove those hard water spots from your windshield. It must be tough driving in the rain, especially at night, with your glass in that condition. We could either do it as an A La Cart add on for $XX or you can take one of our detailing packages if you havn't had a good detail in a while"

or

"Btw Mr Customer, I noticed your headlights are severely yellowed, it must be tough for you to see driving at night. We could restore your lenses to like new condition allowing more light to pass through. This will increase your visibility, and also allow others to see you better as well."

Another thing you should be aware of, is that most customers are bringing you their daily drivers, and are not expecting a concourse detail, or a multi-step paint correction. IF you're trying to sell multi-step corrections to the average person you're going to lose out. I'm not a fan of AIO "details", I havn't found an AIO that'll protect as well as a dedicated wax or sealant like 845 or Klasse HGSG, and I'm all about keeping that car protected and harvesting repeat business.

Try making a detail package thats a one step polish, then a wax or sealant. When customers compare you to "Those guys", explain why your process is superior to an AIO and will outlast that form of protection. build value in that your first step will be dedicated to removing as many imperfections as you safely can while bringing out the best gloss, and how your wax or sealant will lock that look in, instead of just wearing off within a few short weeks leaving their vehicle open for more surface contamination.

I hope this helps.
 
jrs1418 said:
Too long, didnt read most replies.

Sales is all about the benefits outweighing the cost. If you cannot put across that your services outweigh the cost, you will lose. There is a technique in this, you hold off on speaking price until AFTER you've thoroughly described what you are doing. For Example:

Customer: HOW MACH DUZ IT COST BRO?
You: I will wash & wax your vehicle, clean your rims and tires, wipe your door jambs clean, wipe your gas tank door, and your trunk jamb. 100% done by hand using premium microfiber cloths that are so soft that you can smack a baby to sleep with them. All for , Just pull in over here.

Once theyre on the hook for at least something, I will tactfully point out something that we could correct for them.. something important such as:

"Btw Mr Customer, In addition to your wash I want to make you aware that we can remove those hard water spots from your windshield. It must be tough driving in the rain, especially at night, with your glass in that condition. We could either do it as an A La Cart add on for or you can take one of our detailing packages if you havn't had a good detail in a while"

or

"Btw Mr Customer, I noticed your headlights are severely yellowed, it must be tough for you to see driving at night. We could restore your lenses to like new condition allowing more light to pass through. This will increase your visibility, and also allow others to see you better as well."

Another thing you should be aware of, is that most customers are bringing you their daily drivers, and are not expecting a concourse detail, or a multi-step paint correction. IF you're trying to sell multi-step corrections to the average person you're going to lose out. I'm not a fan of AIO "details", I havn't found an AIO that'll protect as well as a dedicated wax or sealant like 845 or Klasse HGSG, and I'm all about keeping that car protected and harvesting repeat business.

Try making a detail package thats a one step polish, then a wax or sealant. When customers compare you to "Those guys", explain why your process is superior to an AIO and will outlast that form of protection. build value in that your first step will be dedicated to removing as many imperfections as you safely can while bringing out the best gloss, and how your wax or sealant will lock that look in, instead of just wearing off within a few short weeks leaving their vehicle open for more surface contamination.

I hope this helps.
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This is very enlightening and helpful
 
heckhole said:
They do simoniz, they won't sell any other coatings. I've asked.
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https://en.wikipedia.org/####/Simoniz


Simonize - definition of simonize by The Free Dictionary

once had a discussion with a customer whom stated he want a simoniz job, i replied simoniz is just another name for A DETAIL (thorough cleaning).
I injected that what is considered a SIMONIZ job is just using their company named products to detail the vehicle which would be like DETAILING a vehicle using MEQUIARS and calling it MEQUIARIZIN, using products strictly from the brand to DETAIL vehicle, everything from glass cleaner to tire dressing to sealant or wax and etc.
 
215Detailing said:
This is very enlightening and helpful
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Thanks!

I have lots of them. Pick my brain

Here's another: When a customer wants a "Detail" but didnt expect that it would cost so much.

Me: I understand that it's hard to justify the cost when you dont see the value. I just want you to realize that your car is generally the 2nd most valuable purchase you will make besides buying a home. And as such, you want to make sure that it maintains it's value and stays clean. Just like when you go to the beach, its important to use sunscreen to avoid getting burned. Car wax is like sunscreen, but for your cars paint. Without waxing regularly, you car is subject to damage from salts, UV rays, and other contaminates on a daily basis which can degrade your paint and cause it to fail and peel off prematurely. I know its more than you wanted to spend, but i'm sure you can agree that it's a much needed expense at this point.

When a customer is on the fence between a basic detail with a wax, and one that is with a polish and wax:

Me: I understand that it's hard to justify the cost when you dont see the value. As your car sits, it would make better sense to remove the (water spots or Oxidation) before waxing or sealing your surface. Just like when you go to the beach and get sunburnt, putting sunscreen on after the fact does nothing to help your burn. This oxidation and lack of gloss (or water spots) is equivalent to your skin being burnt. The paint needs to be re-conditioned by removing the damaged paint revealing your clean and shiny paint underneath, and then to lock it in with one of our high quality sealants. This will give you the best bang for your buck, and I will be able to provide you with a higher quality service that you genuinely need. If you dont see an immediate difference in how your car looks I will not charge you a dime.


When I'm closing a sale, i'm relating what i'm doing to things that are commonly known to the client to make a relation so they can understand better. Sometimes just telling someone something is better is not enough, you need to relate it to an experience, paint a picture in their minds so they can visualize what your saying easily. And explain the benefits and how your the person to do it correctly. The more honest, trustworthy, and knowledgable you sound, the faster and easier it will be for them to trust you and open their wallets for you. Eye contact, body language, and a command of the facts are all important.
 
jrs1418 said:
Thanks!

I have lots of them. Pick my brain

Here's another: When a customer wants a "Detail" but didnt expect that it would cost so much.

Me: I understand that it's hard to justify the cost when you dont see the value. I just want you to realize that your car is generally the 2nd most valuable purchase you will make besides buying a home. And as such, you want to make sure that it maintains it's value and stays clean. Just like when you go to the beach, its important to use sunscreen to avoid getting burned. Car wax is like sunscreen, but for your cars paint. Without waxing regularly, you car is subject to damage from salts, UV rays, and other contaminates on a daily basis which can degrade your paint and cause it to fail and peel off prematurely. I know its more than you wanted to spend, but i'm sure you can agree that it's a much needed expense at this point.

When a customer is on the fence between a basic detail with a wax, and one that is with a polish and wax:

Me: I understand that it's hard to justify the cost when you dont see the value. As your car sits, it would make better sense to remove the (water spots or Oxidation) before waxing or sealing your surface. Just like when you go to the beach and get sunburnt, putting sunscreen on after the fact does nothing to help your burn. This oxidation and lack of gloss (or water spots) is equivalent to your skin being burnt. The paint needs to be re-conditioned by removing the damaged paint revealing your clean and shiny paint underneath, and then to lock it in with one of our high quality sealants. This will give you the best bang for your buck, and I will be able to provide you with a higher quality service that you genuinely need. If you dont see an immediate difference in how your car looks I will not charge you a dime.


When I'm closing a sale, i'm relating what i'm doing to things that are commonly known to the client to make a relation so they can understand better. Sometimes just telling someone something is better is not enough, you need to relate it to an experience, paint a picture in their minds so they can visualize what your saying easily. And explain the benefits and how your the person to do it correctly. The more honest, trustworthy, and knowledgable you sound, the faster and easier it will be for them to trust you and open their wallets for you. Eye contact, body language, and a command of the facts are all important.
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OUTSTANDING YOU ARE ONE HECK OF A SALESMAN:goodpost::laughing:
 
Thanks, here's some more info:

Asking effective questions. This is one of the most important aspects in setting up my closing statements. You want to ask questions you already know the answer to or as close as possible, the point of these questions is to get the customer to admit they need help and to get them talking about what they expect so you can tailor your presentation to fit their needs. Effective question will allow you to target specific areas of needs versus general areas which the customer may or may not care about. Its called being a "Sniper salesman" versus a "shotgun salesman.

A sniper salesman will be able to specifically target an area that is of major concern to the customer, and the most valuable expectation. A sniper aims to kill with one shot.

A shotgun salesman will throw many different aspects of a sale at a customer and hope one sticks. Kind of like a shotgun that shoots buckshot. Lots of little pellets.. some will miss, some will hit. But they may or may not be any kill shots.

I'm a sniper. I go for the single shot.

Effective questions:
When was the last time you had your car professionally detailed? < Most customers will either say I dont remember, or never. I will then use that later when i'm telling them how it needs to be done ASAP because they said it hasn't been done. You can always tell by the look of the car if they maintain it.

When was the last time you had a coat of wax applied?

What brings you in to see us today?

Who normally details your car for you?

Is this your daily driver?

Is your vehicle parked mainly outdoors?

Etc etc etc.

A good salesman has 2 ears and one mouth, which means you listen twice as much as you talk. The customer will give you everything you need to close the sale, if you only listen and identify what their needs are, and then tailor your presentation to specifically touch each one of those buttons. If you miss the target, you will miss the sale. Aim and shoot! Dont just point, shoot, and hope for the best.

And thanks for the PM's guys.
 
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