express details

jason rawls

jason rawls

Weekend Warrior
My question is for mobile guys that offer express details or for those that have any experience with it.

I am wondering if there is good profit potential from offering these quick low cost services. I am thinking somewhere between $60 - $80 for a wash, wax, dress tires, vacuum and dress interior. No buffing, claying, carpet shampooing, leather cleaning, etc.

I believe that the benfits of offering this type of service is that it allows you to tap the sector of the market that does not need restoration type services - i.e. new and well maintained vehicles.

My concerns, however, is that people will tend to opt for the cheaper option and think that they will still get the same results.
I think that very few people realize how much better their paint will look after a compound and polish to remove swirl marks and oxidation.

I also fear that since I won't be able to spend as much time on these "express details", the end result won't be satisfactory (at least in my eyes) and my reputation might be tarnished.

However, I am trying to start a mobile business and as of right now I don't have any customers (still getting everything prepared), and I need a way to get my foot in the door by appealing to a larger group of people - those who dont have $150-$200 to spend on a detail as well as those who do.

If anybody offers this type of services I would appreciate any thoughts or suggestions on this topic.

How much should I charge?

What services should I offer for an express detail?

How do I explain to customers who need restorations that an express detail won't produce the same results?

How do I prevent from acquiring the reputaion of being a quick and cheap detailer?

Thanks!
 
I offer express details as well, i dont really like to call them express details thou because it reminds me too much of car wash hack detailing jobs... Pretty much the main thing you have to do is UP SELL, not only are you a detailer you have to be a sales man as well.

So if the customer just wants a basic wash/vacuum start talking to the customer and recomend other services that you offer. Tell the customer that she has alot of road debri and a nice claying will do the job and then recommend a nice one step polish/wax.

Even thou she still may have swirls in teh finish and really needs a good leveling always tell her your services and what they do and wont do.
 
I have an express package that "basic" customers like!

Includes:
-Interior Dusted/Vacuumed/Dressed
-Tires/Wheels Cleaned
-Wash
-Door Jams Cleaned
-Clay
-#66
-Tires Dressed
-Windows Cleaned
small/medium $95 large $115

During the estimate, I encourage potential customers with the benefits of a full blown package and most roll over and go with the major detail.
 
Educate your customers and let them choose . Point out the problems with their vehicles and the suggest what needs to be done to correct the problems .I think you'll find most times they follow your suggestions. Be professional at all times . Your express detail prices are good for what your offereing . The customer gets plenty of bang for their buck and in the end the car looks good. Let them know about all your service packages , what each one does and doesn't do. What they can expect out of each one , be honest with them and you'll find they wont think of you as a hack quickie cheap deatiler. Education is your best friend, and informed customer is a your best customer.
 
I just celebrated one year since starting my own mobile biz, and express details are extremely popular here in NC. I offer the same exact express service you described; wash, clay(I'd suggest doing this before any waxing, one step or otherwise since it only takes about 15 or 20 minutes) wax, vacuum, dress tires and clean and dress interior. My prices range from 70 to 90 depending upon size. I then have two packages up from that, the first still using one step, but a more thorough cleaning of the interior including using the extractor. The last package involving polishing, buffing, essentially paint reconditioning. Many people don't want to pay 200 for thier car to be clean, and if they aren't looking for the perfect finish, a one step is ok. I explain the differences in my packages to all my clients, make a suggestion, and then let them decide. I think the key to coming up with your services is to create about 4 or 5, so that people have options but are not so overwhelmed that they don't know what to pick. I think you have the right idea with your express service, and pricing I guess is about right depending upon the amount of time it takes you. I aim for about $40 per hour on my packages, and for an express on a mid size SUV it takes me 2 hrs which is how I come up with an $80 price. Hope some of this babbling helps you out.

ABCDetail
 
When I managed a car wash (not all car washes are low quality) express waxes were the bread and butter of the detail center. The key was to have them done in (yes one guy can do them this fast) 30 minutes from the time it exits the tunnel (average total time 45 minutes) or their next wash would be free. These babies were the up-sale kings!! add on exterior dressing, ad on some floormat shampooing, maybe some interior dressing and bingo the profit margin explodes. If the car had overspray or needed clay baring (as most cars do) -- point it out with half the hood done and it's a scheduled appt. for later on in the week -- with the customer standing there, talk them into doing a test spot with a buffer and can you say cha-ching!!

For me, I preferred to use Coat's Sunny Wax or the regional equivalent. It goes on fast, leaves a nice white "visual" coat (customers like to see wax on a car) and came off even faster. It also would remove bugs, tar, road grime, minor overspray, and would not cake in plastic trim -- and I kid you not, would even make water bead on primer.

Today, I offer up mini detail's which are basically a wash and wax (not the express style wax) with a light spiff-up on the interior (shampoo the floor mats, dress the dash, etc.). As a mobile detailer, I do not think that I could offer up the express details for the labor resources that are abundant at a car wash, just aren't there. Besides I chose not to do high volume work :)
 
As far as upselling, what would you charge for cleaning & conditioning the leather? Should claying be an upsell or is it easier to include in the price & if it is an upsell item, what would you charge for a small/medium vehicle & a large vehicle. Any other important upsell items to include?
 
Big P said:
As far as upselling, what would you charge for cleaning & conditioning the leather? Should claying be an upsell or is it easier to include in the price & if it is an upsell item, what would you charge for a small/medium vehicle & a large vehicle. Any other important upsell items to include?
Click to expand...
For me, I have set package prices, and add on extras as needed. For the extra's -- pricing varies upon my mood, the customers attitude, how busy my day is, and what I feel like charging. Charge whatever the market will bare!! And don't be afraid to throw in a freebie now and then...

i.e. speaking to a customer with a well maintained higher end sedan "Normally the lexol leather treatment on the seats is $10; but for today only, I'll throw that in with the shampooing (floormats)" -- shampooing $15-25 ;)
 
Thanks dr_detail much appreciated...just to get an idea, what would you charge for claying if you had to upsell it?
 
I'd try to sell them on a complete detail (i.e. "I'll include it," or "throw it in at no extra charge on a Complete Detail") ;)

If it feels like they will not step-up though, on a mini detail +$25-45. I have been known though to just throw it in -- insuring they will tell someone about the great job I did :)
 
All good suggestions - thanks to everybody.

Dr. Detail, I like the idea of showing the customers hands on what a service such as buffing can accomplish. Even if your not a good salesman the results will speak for themselves.

I think that the hood would be the best place to demonstrate what a buffer will do since it generally shows the most marring and swirl marks. Do a quarter of the hood and leave the rest of it begging to be done also -lol.
 
FiveOhMustang said:
Dr detail i would liek to no more about the coats products that you had mentioned above?
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Here is a link to Coat's Car Care Products:

http://www.coatsproducts.com/

I think many of the products they sell are actually only distributed by them -- for I have seen the same product labels (with a different distributor's name) sold in a variety of locations across the country. It may be the other way around though, I never actually asked Rick about it.
 
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