I`m going to write a novel out out because I struggled with the same thing for a very long time and I can tell you some things that really shifted my perspective and changed my approach to this whole thing. I`m sorry if this doesn`t apply to you, and I definitely am not writing because you do these things, these are just situations I faced when I came to a similar conclusion as you.
- Going through inventory and selling off excess supplies was an important step because I realized how much stuff I was buying. It was easy for me to write off purchases because I would tell myself "that`s just one job" or I`d immediately spend something I got on a quick wash & wax. It was almost like I was just detailing part-time to be able to buy detailing supplies which is absurd. It`s so nice to have everything quickly labeled, within reach, and available out of gallons. My profit margins are much better just from being organized and knowing what works for me. I resupply when I`m low, not just when I see a sale or something. I haven`t really purchased anything in months and I am in no danger of running out of supplies. That indicates that there was a huge problem with me overbuying.
- You can`t be everything for everybody. I have tweaked and changed my packages and pricing a few times now and I`ve finally found what works for me and the clients I want to serve. I am not a four/five figure concours detailer and those are not the clients I am after because I think a fully dedicated shop with full-time staff can serve them better. I like to do quality affordable work for people who otherwise might not be able to find what they`re looking for. I always underpromise and overdeliver but not at my own expense. It`s a very fine line to walk, and I know that so many detailers struggle with chasing what they perceive to be huge issues that customers otherwise might not even care about. You have to know your audience. One of the first questions I`ll ask prospective clients is "So is there something that`s been bothering you about the car lately?" because I`ve found that a large number of people decide that rather than having one specific problem addressed with a car(a scratch, bug guts, tar, swirls, smells, stains, etc.) they decide to just "get it detailed" and they often have a sore spot that motivates them to take action and schedule a detail. This obviously doesn`t apply to new car preps, people who want to baby a show car, etc. but it works. Also helps you truly execute a good job since you can devote a little more time to whatever area they are having the issue with.
- I stopped reading every post on online forums. The detailing industry is kind of a rat race. Everyone is trying to one up the other person and there is a gross amount of showing off that gets done on social media. You end up thinking you need Product X or you have to do things the way this guy did them because that car he did looks amazing(even though the picture is likely edited) I now focus more on helping new people or explaining things to others. This helps me in a variety of ways, but the best part is that you have to understand the logic behind a process and be able to explain it to someone that doesn`t know all the acronyms and lingo that we do. This helps my customer service so much - people do not care why we do what we do most of the time. They just want the end result. We are the ones who love it, not them. It also makes me reevaluate my own steps because I am constantly thinking about what I do and sometimes I realize I`m being redundant or something.
You do top notch work. Really. Any time I see someone on other sites asking for detailers in Texas I immediately think of you and a couple other guys and find out if they are within your area. My only honest criticism as an outsider(and I don`t know you at all, so please don`t take offense to this) and without knowing your pricing or packages... you are probably overcomplicating things for yourself. I have seen posts where you say you were working at all hours of the night to finish something that was bugging you or you are doing 3 layers of one product and 2 of another and then you still have to resist topping a car with something from PA that`s probably north of $60-70 a bottle.
The bottom line is that that last 5% that you may or may not get from layering or using so many products(I cannot personally observe a change in appearance from layering) is simply not worth your time and money because non-autopians would be literally just as happy with a highly skilled paint correction and 1 or 2 coats of an LSP. You just have to decide if you`re doing that for your own benefit/satisfaction or if it`s actually an added value for your clients. Identify your true target market, do some true self-evaluation of your strengths and weaknesses vs. your competitors and document it so you can constantly be thinking about it. Treat yourself like an employee and hold yourself accountable when things don`t work the way you want them to.
Your logo and your company branding are not a problem, IMO. You will be just fine. Sorry about the length of this post, but I hope it helps some.
