How to justify paint correction pricing?

Q

qbmurderer13

New member
Hey guys, im slowly trying to get my detailing business started up. Ive been regurlary washing/waxing cars for friends and family members for really low prices just to get word around. Now I do have experience with polishing and have done about 20 practice panels and about 2 whole cars. When I tell people about my business all they ask is how much. I tell them the pricing and when they hear anything over $100 they laugh and ask me if im serious. I know that 99% of people have no idea what swirls are and think theyre paint is perfectly fine and doesnt need to be 'buffed'. Most of these people also have no idea what the difference is between a regular wash/wax from a full paint correction detail. Theyre expecting to pay around 30 bucks and only have the car for about an hour. They dont believe that an actual 'car wash' can take about 8 hours. I know most of you guys are already established and have tons of befores and afters in certain forums but how do you convince the average joe into getting a paint correction vs just a wash/wax. Thanks in advanced. :wavey:
 
It's pretty hard to sell ice to an Eskimo. If you have a clientele that wants cheap, wash 'n waxes, you have to adapt to your market or change your market. It's as simple as that. If the price you charge doesn't seem like enough to cover your time/expenses, then perhaps consider becoming more efficient or reducing the time you spend on a vehicle.
 
Well right now thats all im getting, but im also assuming that alot of the pro's on here also started. I do want to do paint correction but everybody thinks they dont need it. Maybe carry around a binder or some sort with before and after shots to show what polishing can do? Just looking for ways to further my business instead of just admitting defeat and sticking to wash and wax.
 
qbmurderer13 said:
Well right now thats all im getting, but im also assuming that alot of the pro's on here also started. I do want to do paint correction but everybody thinks they dont need it. Maybe carry around a binder or some sort with before and after shots to show what polishing can do? Just looking for ways to further my business instead of just admitting defeat and sticking to wash and wax.
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This is where the sales process begins. You have to convince your clients that you are the best man for the job and that the service you provide is a good and fair choice. It's a huge topic that can't really be covered in one thread, so perhaps you should consider taking some college business courses or picking up a few choice books from the library.



Business knowledge is critical to the success of any business. It's hard (impossible?) to create a business from scratch and expect it to succeed without any prior knowledge of the field or business management.



So, yeah, pick up a few books to start and take it from there. :)
 
It sounds like you're not finding the right people. Many people won't spring for it no matter what because they're not programmed for stuff like that. If you're going to do high-end car washing (which is what detailing in essence is), you need to find high end customers. Customers driving a car that is $50k or more will be much more likely to spend a few hundred to have it detailed and be OK with not having it for a day or two than someone who bought a new $15k Camry or whatever.



There are people in Orlando area who will spring for it, you just have to get them to find you.



Justifying paint correction can be a tough thing. Hell my gf wasn't even thrilled about it and she wasn't gonna have to pay for anything, she just didn't want me to have her car for that long and such.
 
"this is my price, if you would like cheaper services, I cannot do that as I hold myself and my business to a higher standard than most!"
 
toyotaguy said:
"this is my price, if you would like cheaper services, I cannot do that as I hold myself and my business to a higher standard than most!"
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I'm not sure if I like that. It sounds a bit confrontational. :bat



Being confrontational won't help and will actually deter business. Sales...it's about service and making your client feel right at home. You have to convince them and going negative is about the worst thing you can do.
 
I find I get a steady stream of people by working on one car in a car forum. This is without advertising too :)



Enthusiasts are the best type of customer ;)
 
I've taken a few sales classes already, and the most important thing I've taken from the course is to build relationships. The easiest place to start is with people you already know. Give them your normal wash/wax, but then do a full paint correction on their hood to show them how it "could be." If they agree for a full paint correction, don't charge them the full amount as they are already close to you and are essentially guinea pigs. For new customers, tell them your services up front, and yes, a binder would be a good idea of before/after pictures. Even include some 50/50 shots to show them the true difference. People love seeing results...that's how 90% of sales are made. If the buyer can see results during the initial meeting, your chances of getting their business increased tremendously. Also, you can't charge anyone a full price right now as you are just establishing your business. Experience goes a long way, and if you say something like $400 for a full correction (which is totally acceptable by a pro), and you have little experience, it turns the buyer off. Just build a good relationship with them, and if need be, have some references in the back of your mind to offer (not force on) them. Good luck!
 
Your trying to sell your service to the wrong crowd. Stay firm with what you want to charge. If the cars are that bad you will lose interest and after the math you'll be making 6.00 a hour at most for tough manual labor.



There is a difference between people being cheap and expecting you to work for 3.00 (supplies, electric, water, products, pads, gas) a hour busting your butt and the person who wants an honest answer. For the people who want an honest answer, tell them you can make their car look as if it was painted, the wont have to pay a few grand to have the car sprayed, the wont have to give up the car, they wont have to worry about paint matching or overspray.



If certian people dont want to pay more than 100.00 and wont notice if there are swirls or not. Detail their car, wash, go over the car once with a swirl remover quickly then wax it twice and call it a day. Collect your 100.00 and move on. Dont market yourself to people who go into K-Mart and buy a dress shirt for 12.00 and refuse to spend 45.00 on a fitted shirt at Calvin Klein because "it's all the same". Market yourself to the person who see's and appericates the difference. Make yourself come across as the Calvin Klein sales rep, not the K-Mart teenage getting stoned in the bathroom.
 
1. Take before and afters

2. educate yourself as Holden suggest

3. Understand your target market

4. Develop a way of introducing yourself into that market.



there are many that are unaware of the potential their paint has to offer. Many are under the impression that the shine that their paint can yield after a good wash is the maximum potential their paint has. Shed light on the fact that you have the ability to increase their vehicles appearance at a fraction of the cost of a paint job and you will get some attention. For starters investigate local car clubs and do the best job you can on your car. Attend the show and try to market yourself to the club members. For a good WOW factor, leave a panel untouched so that they can see what paint correction can yield. Best of luck to you! Feel free to ask away on any other questions that I may be of assitance with!



Jason
 
joed1228 said:
For the people who want an honest answer, tell them you can make their car look as if it was painted, the wont have to pay a few grand to have the car sprayed, the wont have to give up the car, they wont have to worry about paint matching or overspray.
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This is one line in my pitch and reasoning in my pricing:



"its like getting a fresh paint job for 1/10th of the price, without the downtime of having it sit in the paint shop, all the while you are sitting at home doing something more productive with your time!"
 
Holden_C04 said:
I'm not sure if I like that. It sounds a bit confrontational. :bat



Being confrontational won't help and will actually deter business. Sales...it's about service and making your client feel right at home. You have to convince them and going negative is about the worst thing you can do.
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I hear ya, I was merely joking with that statement, I try not to be negative with any conversation...



a little off topic, but I try to resemble the (I think its japanese culture) culture where negativity is highly frowned upon. Meaning, when someone asks if you have a certain product, you dont say no, rather tell them what you DO have



Do you have coke?

Actually, we have Pepsi to offer you!



instead of:

do you have coke

NO.



There is a huge difference in the way people take what you say and how you say it! I am just starting to realize this and trying to implement it into my conversations. That way you are not rejecting anything, rather offering an alternative solution without offending the other person.



(ok maybe the coke example was not the best, but it gets the main point across)
 
someone asks if you can price match the $50 detail Joe blow is offering



I actually do more than that he is offering, so that is why my pricing is higher



instead of

NO, he is too cheap and I dont work that low.



I cant think of the example my teacher told us (over 4 years ago), but it made MUCH more sense when she explained the reasoning. (business class while I was in college)
 
toyotaguy said:
I hear ya, I was merely joking with that statement, I try not to be negative with any conversation...



a little off topic, but I try to resemble the (I think its japanese culture) culture where negativity is highly frowned upon. Meaning, when someone asks if you have a certain product, you dont say no, rather tell them what you DO have



Do you have coke?

Actually, we have Pepsi to offer you!



instead of:

do you have coke

NO.



There is a huge difference in the way people take what you say and how you say it! I am just starting to realize this and trying to implement it into my conversations. That way you are not rejecting anything, rather offering an alternative solution without offending the other person.



(ok maybe the coke example was not the best, but it gets the main point across)
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That's actually an excellent plan/philosophy. I commend you for that. Being positive will not only make everyone around you more positive toward you, it will put money into your pocket. Who says you have to be an ***hole to be a great business person?
 
joed1228 said:
Your trying to sell your service to the wrong crowd. Stay firm with what you want to charge. If the cars are that bad you will lose interest and after the math you'll be making 6.00 a hour at most for tough manual labor.



There is a difference between people being cheap and expecting you to work for 3.00 (supplies, electric, water, products, pads, gas) a hour busting your butt and the person who wants an honest answer. For the people who want an honest answer, tell them you can make their car look as if it was painted, the wont have to pay a few grand to have the car sprayed, the wont have to give up the car, they wont have to worry about paint matching or overspray.



If certian people dont want to pay more than 100.00 and wont notice if there are swirls or not. Detail their car, wash, go over the car once with a swirl remover quickly then wax it twice and call it a day. Collect your 100.00 and move on. Dont market yourself to people who go into K-Mart and buy a dress shirt for 12.00 and refuse to spend 45.00 on a fitted shirt at Calvin Klein because "it's all the same". Market yourself to the person who see's and appericates the difference. Make yourself come across as the Calvin Klein sales rep, not the K-Mart teenage getting stoned in the bathroom.
Click to expand...



YES! Just as I was thinking about it during the page 2 transfer....baddabing!:xyxthumbs
 
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