We all know the story. You start your Auto Detailing Business. Charge $100 to clean a car inside and out. You start getting better equipment and products. Then you feel stuck wanting to charge $250 for the same service. How do you explain to your customers the sudden change? Or even more important, how do I attract new customers with these new prices?
Well Here Are Some Auto Detailing Axioms:
- When you have cheap rates you are not known for your company name. You are known as the detailer that charges $30 for a wash and wax.
- Detailing is a trade just like any other trade. Plumber prices are usually pretty steep, but we value their work.
- If you detail 5 cars in one day and make $600 you are making less than the guy who charges $600 for one car. (When you add the material and labor).
- Sometimes people are looking for a car wash and don't realize that detailing is much more than that.
So How Do You Break Out Of This?
Auto Detailing is a luxury service and your clients know this. When trying to justify new prices, you can always point out the better quality chemicals that you use and the more expensive machines that you run. You can mention that when you go in to get an MRI, you're not paying $500 for the 10 minutes it took. You're paying for a 1 million dollar machine. Machines are not as expensive in detailing, but you are also doing a substantial amount of specialized labor.
When it comes to attracting new "results" driven clients, don't be afraid to reject new prospects. It's better to work 3 days a week and make $700 than to work everyday that week, driving all over the place to make the same amount. This being said, always try to get on a call with a client and explain your packages and why some cost more than others. Explain the difference between your sealants. One that works for me is using the word "rejuvenation". When you get a trashed exterior or interior, you are rejuvenating. This word carries a lot more weight that could justify your higher rates.
To wrap this up, just stay true to yourself and what you are worth. Don't come across as an aggressive salesman and try to genuinely help others with their needs without betraying your code of honor. Results driven clients should be able to see that you are a principled business man worth his salt and will most likely choose you.
Please Share Your Thoughts and Strategies!