Conflict in price with customers

Q

quamen

New member
I have been a mobile detailer for 4 years now, and everything has been working out great, except i got myself into a small bind. I have 10 years experience in car detailing, started since i was 16 and still going strong. While going through college, customers were patient for me to get to their car, because they loved the level of service I was able to provide. Detailers in my area, are just awful. They charge 125-180ish and just rush through each job as a hack would. I was charging about the same price, but i felt i offered a much superior service. This detail package would include everything from swirl removal, polishing,sealing, engine, inside etc.



Fast forward to now, where my business is still going strong but i am charging more. With the increased cost of gas to run my equipment, and competition charging almost what i am, but not providing a good service, i feel like i deserve the raise. I am charging roughly 160-180 for a car, 180-200 mini vans, mid size suvs, 200 and up for full size trucks. Some customers are complaining about the price, but i really feel that the price increase is very fair. Yes i do love what i do, but you guys know detailing isn't easy. It is a long process and can be very tiring at times. I give each car 110 percent effort, and i feel if im not making decent money, why even be in business? I rather go work for someone, if i really cant make the money i deserve for the amount of time i put into the detail, as well as into the business.



Today i did a excursion with my worker, and it took us 6 1/2 hours total for the full detail, including engine. I charged the guy 240 dollars,and he was complaining that he had someone do it for 120 bucks all the time. The white newer truck had so much oxidation, and small rust spots that i was able to clay and polish out from not maintaining the vehicle. Interior was nasty, but the final result was showroom new. I told the person who got me the job, it was going to be that price and he said whatever it is it is, im going to take care for it for him. The owner was upset i was charging that much, but we put some much time and effort into it, and it ever torn up a 25 dollar clay bar because of the over spray.



I don't know how to explain the price increase to my customers in a appropriate way, but i cant keep doing the details for the old price, i wasn't making enough money.Since the season is sort of just kicking off here in the north east, i haven't make it to many of my repeats, their scheduled but i dont know if i should warm them about the price increase or what? I could see charging the competition prices, if i was at their level of quality. Everyone who get their car detailed by me, is always super happy and amazed it is a wonderful feeling, but i cant make it off the old prices.
 
I've said it before and I will say it again. Charge what you are worth. If the guy is complaining then he feels he can get a comparable service for less, which either means he can (either for real, or in his opinion), or he thinks he can and is mistaken. If the former, you've lost him as a customer. If the latter, let him make that mistake.



Generally the kind of clients us Autopians want (not all, but most) are people who can appreciate the difference between real detail or a crap hack job and are willing to pay for quality. If they can't then I personally don't want them as clients anyway, because they will be a hassle.
 
You should tell them you've gone up prior to beginning, but charge what you need to regardless. I went up and lost a few, but honestly I don't miss them. They were always nickel and dimeing me and now even thought I'm higher, I get $10 and $20 tips all the time from people who appreciate good service. If you see a drop in biz after the increase just start selling contracts or get some new clients from referrals or better area...I once had a guy tell me he couldn't pay what I charged because I got his car so clean that he got in a fight with his girlfriend because her kid wouldn't keep his feet on the mat....So.....I got it too clean????? People are ridiculous.
 
i raised my prices and some old clients and people I talk to complain that I am too high...thats fine, I dont want your two year olds mess to clean up or your 5 year old neglected car...



I charge for my packages based on my current hourly rate...if they want to spend a certain amount, then they have three options. if they want to spend whatever it takes, then its the hourly rate...



and by the way, you spent a total of 13 hours on the car...and only charged 240? less than 20/hr means you are going to go broke owning your own business...
 
toyotaguy said:
i raised my prices and some old clients and people I talk to complain that I am too high...thats fine, I dont want your two year olds mess to clean up or your 5 year old neglected car...



I charge for my packages based on my current hourly rate...if they want to spend a certain amount, then they have three options. if they want to spend whatever it takes, then its the hourly rate...



and by the way, you spent a total of 13 hours on the car...and only charged 240? less than 20/hr means you are going to go broke owning your own business...
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thanks everyone for the replies, and i exactly thought the same thing about the time. I also emphasize that i have been doing detailing for many years, so im not slow at it or just slow moving in general. This was a big truck, and my helper is awesome as a worker it was just that it was that dirty. He was all upset about the price, personally i think the job was worth around 300 dollars.
 
Charge what you need so you can turn a nice profit but also what the area commands.



If you lose this one customer over a $30+/- incease, then you'll have the time for a customer who won't complain. Move on and fine someone who appreciates what you can do.
 
If you had to clay off overspray, clean a destroyed interior and polished out the paint, you job was worth 600-1000 (at least, I would have probably quoted 2g's)... I know of at least 5 detailers in NY/NJ who charge 4 times as much as you do, and they are booked with work....
 
Whenever I raise prices, new customers get them immediately. I let my current customers know there is a price increase on the way, but I will continue to charge them the old price they are used to for 6 months after the new prices go into effect. No one has ever complained about that.
 
quamen,



Unfortunately the guy with the Excursion is not concerned with quaility just price. I run into these people all the time, and I kindly refer them to their nearest carwash for detailing. I bet you could have used a one step cleaner wax on the exterior and he would have been happy.



Most "detailing" operations near me in the $125 - $175 range do not offer claying or machine polishing, just a hand wash folowed by the application of a long lasting carnubu wax. Hey, if they get $175 for that my hat goes off to them !!!
 
quamen: I think you are far under priced as it is. 6.5 hours x 2 men (13 hrs) for $240 = $18.46/man hour. Most Autopians are getting at least $35 an hour, many up over $60 an hour.



Your work has been posted here before and while pictures do not show intricate details of cracks, crevices, and hidden areas, the general swirl removal, stain removal and treatment of the entire vehicle has looked very good.



Although my operation is set strictly to weekends, when I increased my prices, slowed down my pace a bit and began to pay more attention to every little area, my outcome got better and my customer base followed. There is certainly a price point where your customer will not complain almost ever and you will get compensated handsomely sans any hagglers. It took me some time to get there, but I couldn't be happier that I did so. I'm getting paid what I feel is fair, the customer is always happy, and my business builds from their excitement portrayed to friends, family, and co-workers.
 
I might actually create an educational brochure for my customers titled something like "what makes good detailing". I'll show pics of holograms, burned paint, sticky tire gels, and things like that. Maybe a few side by sides and include what the hacks are charging for their services.



Great idea on giving regular customers a slide on new prices for six months.
 
im having the same trouble. im an 18 year old college student, any my customer base, as well as some friends think my friend and i do the same level of work as say the car wash down the street...



when i talked to one of my friends about proper washing technique she just didnt get it. 2 buckets? microfiber? a wash mitt?



i asked her what she did with the rags if she was drying the car, and it fell on the ground. she was like uh... pick it up and keep drying? its only the ground.



since im starting out i average maybe 15 dollars an hour. which is literally nothing. i make no profit from my business really. its just cash on the side. im hoping my customer base will expand to people who appreciate the level of work i do, and the products and techniques i use.



the hardest part is convincing people why your different than a car wash...
 
NCZ13 said:
im having the same trouble. im an 18 year old college student, any my customer base, as well as some friends think my friend and i do the same level of work as say the car wash down the street...



when i talked to one of my friends about proper washing technique she just didnt get it. 2 buckets? microfiber? a wash mitt?



i asked her what she did with the rags if she was drying the car, and it fell on the ground. she was like uh... pick it up and keep drying? its only the ground.



since im starting out i average maybe 15 dollars an hour. which is literally nothing. i make no profit from my business really. its just cash on the side. im hoping my customer base will expand to people who appreciate the level of work i do, and the products and techniques i use.



the hardest part is convincing people why your different than a car wash...
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You should give them an example of those guys drying their car with an old rag. Drop it on the ground with it picking up dirt grains off the ground and tell them this is what happens when you go to those guys = paint scratches.



But I hear you, its always hard because mostly everyone is a price hunter. Unless you find rich clients
 
My93Civic said:
But I hear you, its always hard because mostly everyone is a price hunter. Unless you find rich clients
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Not necessarily. One of the only people who ever haggled me over price (keep in mind, I charge next to nothing, I'm only in HS) was a lady who lived in a half million dollar patio home, has a house in AZ, with 2 Range Rovers and an old Jag in the garage. She liked the work, I've done business with her before, and I have a job booked with her in a few weeks, but I can't understand why she can't part with a few bucks for a detail when she is clearly very wealthy.



OTOH, I've had clients who clearly do *not* have a lot of money, but will gladly hand over a nice tip.
 
Bigpoppa3346 said:
Not necessarily. One of the only people who ever haggled me over price (keep in mind, I charge next to nothing, I'm only in HS) was a lady who lived in a half million dollar patio home, has a house in AZ, with 2 Range Rovers and an old Jag in the garage. She liked the work, I've done business with her before, and I have a job booked with her in a few weeks, but I can't understand why she can't part with a few bucks for a detail when she is clearly very wealthy.



OTOH, I've had clients who clearly do *not* have a lot of money, but will gladly hand over a nice tip.
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I stand corrected, I know a few of those rich folk but cheap kind of people. Like you, I have no idea why they are that way :confused:
 
I do detailing on the side for current clientèle I have. I priced myself low for a little bit of customer base flow through these tough times and it's about 35-40 an hour.
 
The solution is pretty simple.



Dont increase the price but reduce the amount of time you spend by an hour or so. This effectively increases your hourly rate and the customers are completely unaware.



If your sub $200 detail package is significantly better than the competions sub $200 package then you could easily reduce the time you spend while still maintaining a higher quality end result.



You can then insert a "deluxe package" that is $300 which is just your existing full detail at the increased price.



The only problem remaining, is to convince customers that the deluxe package is worth the extra money.
 
NCZ13 said:
the hardest part is convincing people why your different than a car wash...
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If you don't charge any more than the car wash, no one will think your work is better. Those only interested in a low price are not customers you want, they leave as soon as they find a lower price.
 
quamen said:
I told the person who got me the job, it was going to be that price and he said whatever it is it is, im going to take care for it for him. The owner was upset i was charging that much, but we put some much time and effort into it, and it ever torn up a 25 dollar clay bar because of the over spray.



I don't know how to explain the price increase to my customers in a appropriate way,
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Communication is the key here, next time it has to be very clear to the customer what your intentions are and what it's going to cost him up front. If this is a new customer, he doesn't know your going to spend more time, money and effort compared to those $120.00 :sosad jobs he's use to.



Your middle man has to be on the same page as you too, like your customers he can't read your mind and can he really communicate your business philosophy to the customer like you can? Until you duplicate yourself, you be the one to greet the customer and do a personal job quote.
 
thats true. but the minute i start giving quotes and prices people are turned off right away.



but then i end up underquoting, and doing the work for next to nothing...



the next job i have lined up is 160 dollar exterior only correction w/ paint chip repair... im not touching the interior at all. im thinking itll take at least 10 hours to get that paint cleaned up if not more. it was a fellow mazda owner, and i quoted him over the forums before i saw the car in person....
 
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