How to detail in a slow economy?
Tuesday, August 19th, 2008The Detroit area economy is the worst that it has been in a long time. I’ve been getting a lot of local detailers asking if I had any ideas on how they might drum up more business. My answer is “Express Detailing”. Just because it is called “express” doesn’t mean a sloppy job. A lot of SKILLED detailers hate the words “Express Detail”. The reason? An Express Detail makes the car look good without any paint correction where as a skilled detailer wants to correct the paint and remove all of the scratches and make the paint perfect. Does that person needing a detail to sell their vehicle or trade it in really want to pay for a correction? Does that guy downt he street who washes his cars with a dirty rag off his garage floor really need perfect paint so he has a fresh canvas to ruin next week? No. Sure, if you market yourself for high end details and live in a market where you can make a living doing only high end details than more power to you. But if you live in an area where you can not find anyone wanting to pay for skills you might have no choice but to offer Express Details.
Now, Express Details don’t have to be garbage, and I prefer that no detailer looks at them that way. Instead, look at it as giving the customer what they want at the best value. Think about what your customers really want. Are they looking for perfection or just a clean car that shines? Is that guy in the Ford Taurus really looking to have a flawless car or does he just want a clean car with some protection on the paint? I’ve been doing tons of Express Details this year and it sames both the customer and myself time and money. Below I have summarized my Express Routine:
- Wash the vehicle, including wheels and tires. This includes a bug and tar remover.
- Dry vehicle
- Apply Danase Wet Glaze using a random orbital buffer on a medium speed and light polishing/finishing pad.
- Remove Danase Wet Glaze
- Clean Glass using a glass cleaner
- Apply Danase Tire Dressing to the tires.
- Clean interior glass
- Vacuum interior
- Wipe down interior vinyl, rubber, and plastic with Danase Nu Look
- Wipe down any leather with Danase Leather Rx
You’ll be surprised at how many customers will be more than satisfied with this routine.
However!!!! Educate your customers! Let them know what they are paying for and what you are doing. Educate them on the difference between an Express Detail and your $300 3 step polish detail.