How to get customers & keep them coming back(sorry but long)

D

Detailing NY

New member
I thought i will post a thread on this as I see we have lots of members opening up a detail shop.



I first want to say good luck to all of you. Us pro's know how hard it is to start off. Don't give up, that is what you must always remember.



The best way I can tell you how to get customers and keep them is from my own detailing company. I am sure other people will give some info as well.



1. Flyer's - This is the cheapest and fastest way to get your name out there. They are easy to make and get printed. I think I pay $50 for 1500 flyers. Get together with the paper boy have him give them out when he gives out the papers. Place them on cars in parking lots. Get them out there, they will not do any good if you never hand them out.



2. Business cards - This is important as well. This is your image. Customers will see your business card and decide sometimes just off your card. You should not go cheap on the card in my opinion, the reflect you and your business. The front of the card should be short and sweet with your logo, phone #'s, address, web site & your name. My new cards also have the back printed with all the services I offer. Cost around 125 for glossy cards with multiple colors and back printed



3. Brouchers - This works even better then a business card. It gives you an even higher image. There is no limit to what you have printed on them. I explain on one side what detailing is all about and the other what I do durning the detail. Then you turn the page and it list my pricing. Pictures are all over and it's printed on glossy paper. Cost around $100 for 500 to be made.



4. Get together with other local businesses that deal with cars. remember you are just starting out so you need the business. Ask the mechanic shop if you can leave a framed flyer on the counter offering 15% off a full detail to all his customers. You should not have to give him anything, it just makes him look better and you get the work. I have a local pizza shop and I leave a flyer that says free large pie with any detail. I have flyers with local body shops as well (some may have recently seen). Body shops are great to get in with, you refer them work, they send you work. It all goes hand & hand.



5. Besure to thank the customer and get thier address. At the end of the day send them a thank you letter with a coupon for the next detail. Take before and after pix. So if you have not heard from the customer in a while send them a after pix saying this is what your car looked like when i was done detailing. It has been six months and i am sure it looks like this again(show the before)



6. The customer is always right. If they say it's still dirty and you disagree, clean it again, and again. Do it until the customer is happy. A happy customer will tell other people and bring you business. A unhappy customer will tell the entire world not to use you. If you have a repeat full detail customer and they come for a wash, give it to them for free. It shows you really do care that they pick your company to detail.



7. Dont under charge & dont over charge. You set the pricing that you feel is fair. Dont go by other detailers in your area, but do try to stay in the same ballpark.



8. Get a web site and post your customers cars on it. They will like to see the car before & after and tell their friends about the site. They will look at it and come to you for a detail.



9. Try to go mobile sometimes. Neighboors are very nosy and will want to see what you are doing. Just show them and they will be asking for a detail as well.



This is what i can think of right now, I know there is so much more to cover.

Remember dont ever quit at this. If you quit you are not a true AUTOPIAN!!



If you ever need any help with starting up, just send me a PM.

Hope this helps you guys

NYD



ps i did not check the spelling so sorry for mis-spells
 
I agree with most of what Brian says, except for discounts and freebies. Customers who shop primarily by price are one-timers in most cases and also tend to have unreasonable expectations to go along with cars in terrible condition. If you are just starting out, you may need some form of discounting to help spread your name, but once you are established, set a fair price and then stick with it. I've had some of my customers now for 9 years and other then when I first started out and offered repeat customers $10 off their next detail, I have not offered any discounts or freebies. Sure, I may notice a small stain and take care of it for free, but if it takes more than 5 minutes, I upsell the remedy.



I will add to Brian's list with my own suggestions.



1) Stay on top of the industry. Test as many products as possible. You want to be the detailer in town who is up on all the latest trends and knows which products are best because you have personally tested them.



2) Your absolute best form of advertising is doing outstanding work. You do better work than anyone else in your area, your customers will sell you to their friends. When a referral calls, you don't have to go through what you do, how much you charge, etc, they are ready to set an appointment right then.



3) If you are mobile, make sure you have a sign on your car/truck/van. I give out 15-30 cards a week just by people walking by and seeing me working. If you don't have a sign, most people will assume you are just cleaning a car for a friend.



4) Upsell to your customers. Even if someone is just getting a wash, check the condition of the paint and the interior. Even if they do not go that day for any extra detailing work, you have at least planted the seeds in their mind that additional work is needed at some point.



5) Get to know what your customers are picky about. Everyone is different and you want to remember the specific areas each individual customer is concerned about. Some will really inspect the windows, others like their paint to feel slick, others are picky about the console and armrests. Whatever their specific hot buttons are, make sure you take extra notice of them. Obviously, don't neglect other areas, just make sure you pay extra attention to what they focus on.



6) Make sure when you are detailing and a potential customer comes up to you and starts asking about your business, do not just stand around for 15 minutes bs-ing with them. After a minute or two, let them know you don't mind continuing the conversation, but you will need to work as you talk. That way you let the potential customer know without saying a word that when you are working on their car, you will be just as focused on finishing their car in a timely manner as you are with your current customer. As long as you still pay attention and maintain as much possible eye contact as possible with the potential customer, you will not be thought of as rude or inconsiderate if you work and talk at the same time.



I am sure I will think of more, but my fingers are getting tired.
 
NY detailer said:
9. Try to go mobile sometimes. Neighboors are very nosy and will want to see what you are doing. Just show them and they will be asking for a detail as well.
Click to expand...



I agree with this one. Even when I don't have any signs out I have people coming up asking if I'm a mobile detailer. It is really great at office buildings. They tend to notice someone washing cars in a parking lot :P



Another thing is make sure you make contact back with your old customers. You wouldn't believe how many want to have you come out again but don't get around to calling. I'll be making calls and before I even ask them if they want to schedule another time for me to come out, they'll be asking when my next available date is. It makes me wonder how many people actually get my flyers and wouldn't mind have work done but don't call.
 
yet another great thread... :) :) :)



oh, can I give one tip?



Don't make fun of your potential customer's car(s)... don't snicker and "criticize" your customer for improper washing, etc etc etc... People love thier cars and that's why they brought it to you (the detailer)... Just educate them, don't criticize...



I say this because most shops here do that... they'll analyze your paint and start shaking their heads saying things like "you didn't take care of your car", "how can you let your car get like this?" etc etc etc...



Don't nag.
 
Scottwax said:
I agree with most of what Brian says, except for discounts and freebies. Customers who shop primarily by price are one-timers in most cases and also tend to have unreasonable expectations to go along with cars in terrible condition.
Click to expand...
Imagine the Dude with the Lamborghini saying: "Come on Scott! Can't you just knock $15 bucks off your price for me? I can't spend my bread like that right now. Don't worry, I'll make it up to you next time."
 
Nagchampa said:
Imagine the Dude with the Lamborghini saying: "Come on Scott! Can't you just knock $15 bucks off your price for me? I can't spend my bread like that right now. Don't worry, I'll make it up to you next time."
Click to expand...



When I first started detailing his cars almost 9 years ago (9 years on January 2nd), I tried to offer him a multi-car discount and he refused. He told me a man should get paid what he thinks the work he did was worth. He had a Rolls Royce Silver Spur and a Mercedes 560 SEL back then. He almost seemed offended I would even offer him a discount.



In any event, he almost always tips. Took me only 3 hours to detail his Bentley the other day since he keeps the inside so clean, charged him $100 and he paid me $115. Pretty :cool:
 
Thanks for advice.



I ran into a person I had not seen in a while, who is pro at a body shop or could be @ a dealer now. We got talking about products, and he had not heard about 75% of the products we talk about here. I told him he should stop by autopia, but he has no computer. He is going to try some of the products we use, because my car looked "awesome", and it had been about four months since applying Klasse. He also, said he would teach me how to use a rotory, those things are heavy compared to the PC. Maybe it was just because it Milwaukee.



Eric
 
edschwab1 said:
He also, said he would teach me how to use a rotory, those things are heavy compared to the PC. Maybe it was just because it Milwaukee.



Eric
Click to expand...



Yhea, they are a lot heavier than orbitals. They also take more work to use as you have to control the thing to keep it from leaping off the paint. Hoods and flat surfaces aren't bad, it is whan you are trying to do side panels or a boat. Boats you have to hold the thing pretty much above your head.



Milwaukees are one of the heavier rotarys.
 
Boats and a rotary is what i really hate. Even though you make good money detailing boats, you earn every penny that day.

By the end of the day i can not even feel my shoulders or arms, they are like jello.



as for the coupons or discounts i give out, i do it for customer service reasons. Staten Island, is extremly competitive with car washes & detailing. Some people out here do not car who does the work just what they pay. For me to get the work by offering 10-20% does not hurt me and keeps the customer loyal to me. I end up making more money on it.



As for my higher end cars, they come all the time for a detail. some every other week, spending 150-200 with me. So when they stop by for a 15.00 wash, I give it to them for free. It shows them I care that they are my customer, and a free wash will not make me go broke.



To tell you the truth, i have become good friends with some of my loyal customers and we speak on a daily basis.



NYD
 
NY detailer said:
Boats and a rotary is what i really hate. Even though you make good money detailing boats, you earn every penny that day.

By the end of the day i can not even feel my shoulders or arms, they are like jello.
Click to expand...



My rotary doesn't seem to move as easily on gel coats either. Pad seems to get more resistance on the surface.



I was doing a boat and my rotary caught a screw. Tore the hell out of the pad but it leaped off the surface and smacked me in the nose. I thought I had just broken my nose.
 
"one time... in detailing camp" I hit the screw on antenna with the rotary and it wiped off the car and smacked me right in the ear. I wanted to cry but i held it in. :(



I learned from that day on to remove the antennas :)
 
Those are all great pointers for my mobile detailing unit also i think when we finish detailing people cars we should offer them a maintaince plan like every 2 weeks $25 to wash and vac to keep it looking nice for them and they can avoid car washes
 
Hey NY, I took one of the worst beatings of my life from a antenna and Makita buffer! I didnt think those welps would ever get off my bald head! I take them off too.
 
One more thing to remember about your customers that may help you make sure they get the best service.



Say you have a customer who has 2 cars washed each week for $25 each and he/she gets them waxed 3 times a year for $60 each time, each car, and a yearly detail for $125 each. Now take into consideration that you will lose 6 of those weeks due to weather and 2 more to vacations. That still leaves 42 $50 (25 x 2) wash jobs, 3 $120 wax jobs (60 x 2) and 1 $250 detail (125 x 2). Add all that up, and that customer is going to spend $2710 with you for one year. Now, are you going to treat them like a $50 a week customer or a $2710 per year customer? Think about it. ;)
 
You must log in or register to reply here.
Back
Top