How to explain a detail

RobertJ34

RobertJ34

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Hey everyone, so I detail mainly as a hobby/for fun and do the occasional car for friends and such for a couple extra bucks. A friend of mine has a co-worker who wants a "full detail" but I am sure the average individual compared to the AG detailer has a very different definition of a full detail.

So with that being said, how do you explain exactly what it is that you do or how do you pitch it to someone looking to get a detail without getting too fancy with throwing around words like iron-x, claybar, 1 step, 2 step, etc etc that the normal individual may not understand or care to know?

Thanks in advance
 
RobertJ34 said:
Hey everyone, so I detail mainly as a hobby/for fun and do the occasional car for friends and such for a couple extra bucks. A friend of mine has a co-worker who wants a "full detail" but I am sure the average individual compared to the AG detailer has a very different definition of a full detail.

So with that being said, how do you explain exactly what it is that you do or how do you pitch it to someone looking to get a detail without getting too fancy with throwing around words like iron-x, claybar, 1 step, 2 step, etc etc that the normal individual may not understand or care to know?

Thanks in advance
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This has been a big issue getting it across to people, I personally would use the words they use to get it across. They dont care really that you sprayed iron x to decon a pannel or did an ipa wipe down. Tell them that you will do what they want and explain how without using a term that is off to them. Think of it like a contractor. An average joe or sue would not know how to frame a house, do insulation, etc. Be honest and upfront and do a bit more explaining when needed. Be upfront but strict, Ie here is 99 percent of the time what a full detail is with and without paint correction.
 
Bill1234 said:
This has been a big issue getting it across to people, I personally would use the words they use to get it across. They dont care really that you sprayed iron x to decon a pannel or did an ipa wipe down. Tell them that you will do what they want and explain how without using a term that is off to them. Think of it like a contractor. An average joe or sue would not know how to frame a house, do insulation, etc. Be honest and upfront and do a bit more explaining when needed. Be upfront but strict, Ie here is 99 percent of the time what a full detail is with and without paint correction.
Click to expand...

I agree. It is really about what the customer wants. Most people think of a full detail as a through cleaning and wax - easy enough. Its what goes beyond that that gets hard to explain and make a good sale. I have a "basic" detail which is just that. Through cleaning and an application of D156 Express wax. My DA and extractor do not leave the trailer. My "premium" detail adds full interior extraction and a DA session with Megs D151. Most typical customer are thrilled with the outcome of just those two levels. I have a third "Elite" level of service for those who start talking to me about what they want in detail speak. It includes a full paint correction, wheel removal and full protection package with Gtechniq products. Only sold a few of these, but they were $600-$800 and take a couple of days to do.

Point is - gear your services to who the customer is (soccer mom and minivan or the real estate agent in a Benz ) and what the customer is looking for. :xyxthumbs:
 
Instead of some cursory explanation...

Have the Client accompany you on the
initial walk-around...With a VIF in hand.

Having a "swirl finder light" to point out paint blemishes,
and a portfolio containing photos of some of your 50/50s
and before/afters, will go a long way towards easing the Client's anxieties surrounding the nuances of the various vehicle-detailing processes.

Just a few suggestions to avoid
a protracted detailing-tutorial.


Bob
 
Here is how i explain certain things

iron x, clay, nanoskin = Remove embedded contaminates from the paint

1,2,3 step paint correction = Polish the paint to a mirror finish

Dressing tires and trim = Shine up the plastic body panels and tires

What a normal person means when they say "full detail" is a wash and wax trim dressed and interior cleaned. So no matter what you quote if you are planning on doing a full on 3 step paint correction and the whole shabang they will still think they are getting a wash and wax with interior. Keep that in mind.
 
I guess everyone is pretty much saying the same thing...point out what needs to be done and tell him you can fix it. I would mention the amount of time it takes and product expense to justify the price.
 
Unfortunately this industry has its drawbacks too, An average person can come up to you and say O I would like a full detail, you give him or her a price and they could believe its too expensive. They then will go to the car wash thinking they got a good deal on their "full detail". My friends and neighbors love what I do, not because im convenient or do them a favor, but because the work speaks for itself.I take my time and do what they ask for and slightly bit more. I personally would say that the 1950s fad of car care and cars has died a bit. Most people are fine with a dirty car and not caring for it or using dawn and a sponge to take care of a vehicle. You must be informative and helpful and give them why this is a better idea to go to me, not for the money, but for the fact that your work is done for a reason. Okay, the end result is what they are happy about, it looks clean, shiny, etc. However, make small talk before and after for a bit and go the extra mile in explanation so to speak.
 
Thank you for the feedback everyone. I appreciate it. I believe having a VIF will be beneficial as well (thanks Bob)
 
Bill1234 said:
. I personally would say that the 1950s fad of car care and cars has died a bit. Most people are fine with a dirty car and not caring for it or using dawn and a sponge to take care of a vehicle.
Click to expand...

Actually, the reverse is true.

More money is spent on "appearance" products now than in any time in history and awareness of car care is at an all time high
 
I would say we all tend to jump ahead by a couple of steps


I would suggest that the 1st thing you should ask a potential Customer:

- "Have you ever had a Full Detail done on this car?"

- What did that Full Detail include?"

Now you have established what a Full Detail is in this Customers mind/experience and you can proceed from there

A good 3rd question is: "What is most important about the appearance of your car? Is it the paint, the wheels, the interior?"

Now you know where to focus your sales presentation

I think this strategy positions you well for your 4th question: "Do you have a budget in mind?"

At that point, if the Customer gives you a budget that won't cover all of the items they listed in a "Full Detail", you have an opportunity to have a discussion. "For that amount, I can address the 4 most important things that you described to me (Shiny, interior, wheels, glass), but correcting the scratches we discusses is time.consuming and would go beyond your budget"

At this point, the Customer will usually ask how much more. You tell them and they say yes or no. But, at least the NO is only to the thing that is not that important to them and not in the budget. You secure the detail and they get results in the areas that are most important to them

Hope that made sense
 
FUNX725 said:
Instead of some cursory explanation...

Have the Client accompany you on the
initial walk-around...With a VIF in hand.

Having a "swirl finder light" to point out paint blemishes,
and a portfolio containing photos of some of your 50/50s
and before/afters, will go a long way towards easing the Client's anxieties surrounding the nuances of the various vehicle-detailing processes.

Just a few suggestions to avoid
a protracted detailing-tutorial.


Bob
Click to expand...


This is what I do the vip and a walk around with them. Most of the time they don't know how bad their car is until you show them, this is where I up sell them fix their cars finish. Thought I use a table to show before and after shots . I made so much more money using the vip forum
 
allenk4 said:
I would say we all tend to jump ahead by a couple of steps


I would suggest that the 1st thing you should ask a potential Customer:

- "Have you ever had a Full Detail done on this car?"

- What did that Full Detail include?"

Now you have established what a Full Detail is in this Customers mind/experience and you can proceed from there

A good 3rd question is: "What is most important about the appearance of your car? Is it the paint, the wheels, the interior?"

Now you know where to focus your sales presentation

I think this strategy positions you well for your 4th question: "Do you have a budget in mind?"

At that point, if the Customer gives you a budget that won't cover all of the items they listed in a "Full Detail", you have an opportunity to have a discussion. "For that amount, I can address the 4 most important things that you described to me (Shiny, interior, wheels, glass), but correcting the scratches we discusses is time.consuming and would go beyond your budget"

At this point, the Customer will usually ask how much more. You tell them and they say yes or no. But, at least the NO is only to the thing that is not that important to them and not in the budget. You secure the detail and they get results in the areas that are most important to them

Hope that made sense
Click to expand...


Makes a good amount of sense. I should have no issues doing this. I have been in sales for a few years now so this is simply open ended questions getting them to open up and get a perspective of what they got before and showing how I can meet and exceed those needs pending their budget.

Thank you, that was very insightful. :props:
 
The real problem is, as you've mentioned.... exactly WHAT is a "full detail"? Or what that means to the average guy/girl on the street? Heck, what it means to a CAR DEALERSHIP for that matter!:rolleyes:

Drive up to your local GMC/Buick/Chevrolet/Ford/Dodge/you name it - dealership and you'll likely see a sign outside the service drive that reads "Full Detail - Special Price $69.95". Now I don't know about you.... but I won't even WASH a car for $69.95!

I can't find it now, but Mike Phillips has an article about knowing your customer. This is where you need to start with this guy. You need to ask him WHAT he wants to spend, what is HIS budget. Then see if you have/can build a package that can/and will accommodate his needs/expectations. Building a relationship based on expectations is better than talking over his head and telling him he needs a $895 paint correction when he doesn't even know there is anything WRONG with his paint. :rolleyes:

There is simply no reason to go to him with VIF in hand, swirl finder a blazin' and start to tell him how you can remove embedded microscopic iron particles, work towards 'leveling' his paint to perfection, while bringing out the absolute best finish, shine, and gloss and 'restore' all his rubber, plastic & vinyl trim to pristine new condition when that would mean 20~30~40 hours work AND SHOULD COST $800~$2000 without batting an eye..... when he's thinking he wants a $150 clean up job. :)

Now IF he wants the best, and wants you to truly educate him on how to take care of his vehicle(s) AND that's what you're ready to do for him.... then THAT is the time to really show him what can be done. (And get into all the various processes involved.):dblthumb2:
 
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