Marketing Help...

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bozack23

New member
o.k. here is my problem. I gave my wife a couple of flyers to post at her work and i'm getting a lot of calls. the problem is everybody wants the wash & wax for $45.00 instead of the mini or executive detail. should i raise the price on the wash & wax to make the details a better deal or drop the wash & wax to make
them pick a detail. The prices seem low compared to what alot of you guys get but i called some detailers in my area and these prices are in line with theirs.
hope the attachment of my flyer comes up. the first time a tried it would not let me post it. said i tried to attach an illegal file. i have it saved in word. so i had to take a picture inable to attach it. can you say computer idiot!!!!!
 
I used to experience similar problems last year, I used it as a positive thing and learned more about what people want and what theyll pay. Remember, its not what you have to offer, but what people want that you should be advertising.
 
Thanks for the reply. i understand you have to give people want they want. i'm not trying to sell somebody something they do not need. for example: just today i did a wash & wax on a 99 chev pickup. it had etching from acid rain and some swirls also. for the life of me i could not convince the guy waxing will not remove any of that. while i was waxing the truck i wanted to pull my hair out.
 
I've learned that most people only want their car to look "acceptable". It is a small percentage that want the full deal done. That is mainly because most people drive a Toyota or a Chevy. They aren't driving BMWs and Mercedes. And even if they are, those guys are the tightest people I've ever met. People who have the Escorts and Civics are the ones who I have a better shot selling a higher end detail to. For every Mercedes or Viper I do I will end up doing a couple dozen of your $45 dollar jobs on normal cars. You have to consider the average demographic of where you are advertising. I don't do offices anymore because people all wanted the bare minimum. It got to the point where I was spending more money to make less money and I didn't like that. I would rather do lease returns and cars trying to be sold than someone's daily driver they just want cleaned up before their date this weekend.
 
I thought i might be one of the only guys with this problem. the area i live in is mainly elderly people who drive their cars until they turn into a pile of rust and blow away. i plan to do some door to door marketing soon. since i am part time(meaning i have a full time job) the calls from my wifes work have me busy for the next two weeks. busy washing and waxing that is.....
 
You should be able to crank out the 45 dollar jobs (maybe even get a hired hand to do that) to pay the bills ..then you can work on getting the higher priced jobs coming in :) good luck!
 
i was told in the beginning to take what you can get and put quality first. the rest will take care of itself
 
Just learn to upsell, Do waht they ask, but point out the things that the detail will take care of! Let them know that the wax will last whatever time frame, but you really suggest that the car gets clayed (put a plastic bag in your pocket, whip that out and let them touch the paint) show them every scratch and swirl that you can make look better. UPSELL
 
bozack23 said:
should i raise the price on the wash & wax to make the details a better deal or drop the wash & wax to make them pick a detail.
Click to expand...

By offering a low priced wash & wax and a mini or executive detail you are simply confusing your customers. It's like going into a resturant and having to choose between fast food and a gormet meal. Just not a good marketing approach.

Try to identify the market that you want to serve and then go after that market. As you can see there is plenty of need out there for wash & wax customers and the same is true for full details.

It is really up to you as to which market you want to serve. It only becomes difficult when you try to combine marketing. In most cases, as you've already seen, most people will opt for the lower price.

Just some additional thoughts...
 
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