Dr_Pain
New member
- Nov 28, 2012
- 2,196
- 0
This will be a short Show 'N Shine. I was debating about putting all the processes and tools, but I think I will use this S&S as a PSA to all my fellow detailers. I've been guilty many times of being "Elitist" in my marketing of the more extensive paint correction and coatings, however we have an incredible untapped market in our high school seniors and College bound students. I've seen several thread on the forums discussing marketing and how to grow a business. How many of you make a point to market to parents who just bought a brand new car (or well used one) for their high school juniors/seniors, or College bound kids!?!
This unassuming car came to my shop following a quaint conversation I had with the dad who was asking about "How to protect his investment". This 8 year old Honda Civic is not the most expensive car on the road, but to this student (now College bound), it is HIS car! It is obvious that he has no plans to keep this car forever, but for the time being he does want to take good care of it knowing that one day he will sell it....."an ounce of prevention worth a pound of cure".
So how do we tap that market??? The marketing angle is a simple one..... We all know that average College students keep their cars "exposed" to the elements 24/7, and do very little in terms of maintenance. You should not shoot to get a quick buck with a wash/wax. You should treat them and their investment as you would a $250,000 Lambo. Both are investments!!! As such you should discuss the logistics of the exposure v. the benefits of coatings. You should also describe the maintenance requirements (of a traditionally prepped car). Lastly and more importantly you have to discuss the re-sale value. We all know that people shop with their eyes first and a properly maintained vehicle will bring in much more on trade ins and private sales ( I read somewhere something like up to 21% more)
It will be a lot harder to see a major return on your initial investment, on a car worth $10k, but any return is worth the investment in my book. We all know the benefits of coatings but are soooo reluctant to discuss a $1000 paint correction/coating detail with a client driving a $10k car.... WHY? The main reason is because we don't see them in the "Disposable Income" category. How many disposal income clients do you have???? It goes without saying that our client based is filled with your "average Joe", and this will be the guy that will be more likely to spend IF you can provide him "just cause", so do your marketing bit without prejudice!!. It is also a lot easier to convince a guy with a car "exposed" 24/7, than the "Lambo guy" who drives his "investment" 52 Saturdays out of a year (unless the guy is crazy loaded and it doesn't bother him to drop major $$
The prep process was very typical: Wash, IronX, Clay, Wash, Compound (Rupes 21, orange LC flat pad + PF2500), Erasor x2, Coated with CQuartz Finest. Simple enough!!
Ok... I'm done, so on to the pictures!
Some damage were beyond cosmetic improvements and will require a repaint.
Fast at work!!
Although very reluctant, the owner was THRILLED to say the least. His exact word was "that is the best looking 2006 Honda on the road!!"
I hope you enjoyed!!!!
This unassuming car came to my shop following a quaint conversation I had with the dad who was asking about "How to protect his investment". This 8 year old Honda Civic is not the most expensive car on the road, but to this student (now College bound), it is HIS car! It is obvious that he has no plans to keep this car forever, but for the time being he does want to take good care of it knowing that one day he will sell it....."an ounce of prevention worth a pound of cure".
So how do we tap that market??? The marketing angle is a simple one..... We all know that average College students keep their cars "exposed" to the elements 24/7, and do very little in terms of maintenance. You should not shoot to get a quick buck with a wash/wax. You should treat them and their investment as you would a $250,000 Lambo. Both are investments!!! As such you should discuss the logistics of the exposure v. the benefits of coatings. You should also describe the maintenance requirements (of a traditionally prepped car). Lastly and more importantly you have to discuss the re-sale value. We all know that people shop with their eyes first and a properly maintained vehicle will bring in much more on trade ins and private sales ( I read somewhere something like up to 21% more)
It will be a lot harder to see a major return on your initial investment, on a car worth $10k, but any return is worth the investment in my book. We all know the benefits of coatings but are soooo reluctant to discuss a $1000 paint correction/coating detail with a client driving a $10k car.... WHY? The main reason is because we don't see them in the "Disposable Income" category. How many disposal income clients do you have???? It goes without saying that our client based is filled with your "average Joe", and this will be the guy that will be more likely to spend IF you can provide him "just cause", so do your marketing bit without prejudice!!. It is also a lot easier to convince a guy with a car "exposed" 24/7, than the "Lambo guy" who drives his "investment" 52 Saturdays out of a year (unless the guy is crazy loaded and it doesn't bother him to drop major $$
The prep process was very typical: Wash, IronX, Clay, Wash, Compound (Rupes 21, orange LC flat pad + PF2500), Erasor x2, Coated with CQuartz Finest. Simple enough!!
Ok... I'm done, so on to the pictures!
Some damage were beyond cosmetic improvements and will require a repaint.
Fast at work!!
Although very reluctant, the owner was THRILLED to say the least. His exact word was "that is the best looking 2006 Honda on the road!!"
I hope you enjoyed!!!!
