Mobile Detailers And Their Image....

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imported_ajbarnes

New member
I'm putting this thread up to not just get some help with this matter, but to also educate any new mobile detailer's about some of the "reality check situations" you can run into with this business.



There's been something that hasn't been talked about...at least as far as I know here on autopia dealing with starting and running a mobile auto detailing business....your image.



Firstly, most people do not know what mobile auto detailing is and never heard of it, therefore most mobile auto detailers end up in a situation where not only do they have to sell actual car care services, they now have to sell the mobile auto detailing industry. It get's a little tougher though if you are not convincning as being a mobile auto detailer...for example if you don't carry water tanks, pressure washers, generators, a van or truck, etc.



This is where I myself and I am pretty sure other detailer's have found them selves at....having a confusing image. I do mobile detailing work out of a 2003 Chevy Tracker with my business name, number, etc. on the back window. I'm pretty sure people would question...."How the heck does he wash and detail cars with that little jeep??":nixweiss The funny thing is, I've actually been asked that on several occastions. I have a pretty familiar set up with QEW, water hose (if the customer has a faucet), extension card, 4hp vac, portable vac, two 6 gallon water containers, and detailing supplies & towels. With that in mind, I now not only have to sell the mobile auto detailing industry and my actual services, I also end up selling washing your car without water tanks and pressure washers. Then I end up asking the client if I can use THEIR electricity to vacuum their car.



I have learned to not confuse my image given all of the above. My image based on what I have to service customer's, the amount of captial I have, etc. is that of a "Private Personal Detailer".....not a commercial company with uniforms, 800#'s, vans, etc. That is where I messed up in the past and I am reaping what I have sown. My flyer's, business cards, anwser machine, etc. was extremely common to a full fledge professionally large company....but then when I would I arrive at the customer's location....their expression is like "what the heck kind of operation is this, and what is he about to do to my car!".



I know there are established mobile detailers out there who run their businesses similar to mine and they have been in business for a long time.....and I know it is due to repeat business and referrals. The problem with me is I have to get business in order to get repeat business and referrals. I've been in business for about 1 1/2 years and I do get repeats and referrals, but not enough to where I don't have to advertise to get new customer's....that is why I am worried about fixing this situation.



My questions is, due to the fact I do not have a ton of capital to invest into large equipment, van, truck, etc. how do I make the perception of my business a positive one in the eyes of the customer that could give me the confidence to run my business freely and worry about the "Business", and stop worrying about my image?
 
Join the local Chamber of Commerce. Mine is very active and supportive on one another. Do work that gives back to the community in some way..schools, little league. You don't have to give back more than 10%, but just that may drive new customers who stick with you because they feel that they are helping with something.

Do you have packages.."Wash Clubs"?



R Regan
 
Very good advice! I've actually thought about joing the Chamber Of Commerce, but at $500 for membership I had to pass for the time being.:eek: Getting involved with the community, I can see that as definitely helping.:up That's a great idea.
 
"Private Personal Detailer".....not a commercial company with uniforms, 800#'s, vans, etc."



AJ this is a very interesting term you used here and you know what I like it. It sounds personal and professional all in one.



I have had similar experiences with the whole image thing , I use to work out of my 1988 M5 BMW and people thought I was crazy when I pulled up in that car but I had all of my equipment in there. I later had a very small trailer built that allowed me to look alittle more professional per say. Did I do a better job with the trailer no at best I was just better organized. However the customers perseived that I was more capable of doing the job when I seperated my equpment from my car. Currently I work from my house and I have found similar issues with this situation but I have found ways around it , right in my brochure I let everyone know that I am a one man operation and that I work from my home and I give detailed reasons why. This way no one is suprised and most respect my reasons.



I say stick with what works for you and market yourself as that Private Personal Detailer , let people know you're more interested in quality rather than quantity.



Also If you're interested PM me I have some info on a small enclosed trailer that would be a low investment and be a perfect addtion to a detailer with your needs.
 
ajbarnes said:
My questions is, due to the fact I do not have a ton of capital to invest into large equipment, van, truck, etc. how do I make the perception of my business a positive one in the eyes of the customer that could give me the confidence to run my business freely and worry about the "Business", and stop worrying about my image?
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While having all the equipment that would make you a self-sustainable mobile detailer might make you look professional and allow you to complete a job more efficiently, the fact is you are often times completing better, more thourough work that just takes more time. Your prices don't reflect the amount of cash you need to bring in to pay for the generator or extractor thats sitting on your AmEx. Your prices mirror the class of work you perform; and slightly less importantly, what the current standard in your community is.



detailbarn said:
I say stick with what works for you and market yourself as that Private Personal Detailer , let people know you're more interested in quality rather than quantity.
Click to expand...



To appeal to a broader market (more clients, more details, more money) I am convinced that you need to spend the money to make your service look professional. When you pull up to a clients home or business and you have "all the tools of the trade" so to speak. They do not question if you know how to use them. When you show up in a black 4Runner with a hose, extension cord and your supplies, they question how youre going to get your job done. Now they have doubt about your practices and you need to re-sell your services. Next time they might call the guy with the equipment becasue the job will get done more quickly, some won't notice the difference.



When I meet someone in a social situation and I tell them my profession (side-job ;) )their eyes usually light up and the first thing out off their mouth is, "so you have the full set-up, you know generator and pressure washer and stuff?" When I say, "no, but. . . ", they're not so excited anymore. In their eyes, instead of going to the day spa, they are going to the nail salon.



-Stu.
 
I detail out of the trunk of my Lexus ;)



Interestingly enough I have never had anyone mention anything to me or even give it a second look until the other day when I did a Cabrio and the woman thought it was funny. She said "Interesting work vehicle, I was expecting a van or something" I replied "When you do good work..." she laughed and went inside. That was it.



I think it really depends. Around here you have a lot of self made people that understand the entrepenurial spirit and they even seek out the smaller lower volume people, like us and the trunks of our personal cars, because they understand that you tend to get a better job out of a professional who owns their own business than some guy who gets paid hourly driving one of 50 trucks. One customer told me that he loves the "Underground Economy" and hardly ever does business with big companies.
 
I think it is very hard to say what customers prefer; professional and 'sterile' or as aj noted "Private Personal Detailer". Personally, I prefer the latter and I try to utilize services that are small. I think what is important is that you market your services around what you are. That way you advertise to those people who are looking for the smaller and more personal service will note it. I personally would prefer someone who is nonchalant about the lack of a van or generator or whatever. I want to judged on the merits of my work not the number of shiney toys I flaunt.
 
detailbarn said:
"Private Personal Detailer".....not a commercial company with uniforms, 800#'s, vans, etc."



AJ this is a very interesting term you used here and you know what I like it. It sounds personal and professional all in one.



I have had similar experiences with the whole image thing , I use to work out of my 1988 M5 BMW and people thought I was crazy when I pulled up in that car but I had all of my equipment in there. I later had a very small trailer built that allowed me to look alittle more professional per say. Did I do a better job with the trailer no at best I was just better organized. However the customers perseived that I was more capable of doing the job when I seperated my equpment from my car. Currently I work from my house and I have found similar issues with this situation but I have found ways around it , right in my brochure I let everyone know that I am a one man operation and that I work from my home and I give detailed reasons why. This way no one is suprised and most respect my reasons.



I say stick with what works for you and market yourself as that Private Personal Detailer , let people know you're more interested in quality rather than quantity.



Also If you're interested PM me I have some info on a small enclosed trailer that would be a low investment and be a perfect addtion to a detailer with your needs.
Click to expand...



I attempted to PM you but your box was full. You offered ajbarnes information on a small enclosed trailer that would be a low investment. I currently work from my 89 S10 long bed p/u truck which is self contained with everything. However, I would love to have a trailer. Any info you could share would be greatly appreciated. If you prefer, you can PM me. Thank you in advance for your cooperation in this matter.



Foris
 
HI 'aj



Take it from an old timer.



If you look smart and professional, keep yourself and whatever youare driving in nice condition, I don't think anyone is going to pay too much attention to your ride.



Worry about what people think of your work, not how you get to the job.
 
ncal said:
I personally would prefer someone who is nonchalant about the lack of a van or generator or whatever. I want to judged on the merits of my work not the number of shiney toys I flaunt.
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Why not draw from the clientelle that is pulled in by the shiney toys and keep the referrals flowing by the people who are exstatic by the merits of your work?



-Stu.
 
I've been working out of my trunk for going on 12 years now. A few people have mentioned they thought I would have a van or trailer but seemed intrigued that I could carry everything I need in the trunk and could wash their car with a gallon of water using QEW. The lack of a generator to power my vacuum (and now buffer) hasn't been an issue either since most people would prefer you to use their plug rather than fire up a generator if you are at their house. Obviously, at a business complex, the noise is much less of an issue.



I also lucked out early in my detailing career when a very high end customer saw the sign on the back of my car and called me. He lived in a very nice neighborhood with a decent amount of traffic so people would see me out there weekly cleaning his Rolls and Mercedes and I guess they figured if I can handle his cars, I can certainly handle their's.



At this point, my business is about 94% referral or repeat so when I get a referral, they already have been sold on my abilities and are ready to set an appointment. It took me a few years to get to that point....I think when I had done about 1000 total vehicles, my need to put out flyers dropped of dramatically. Very seldom now does what I carry all my detailing stuff even make it into conversation.
 
ajbarnes said:
The problem with me is I have to get business in order to get repeat business and referrals. I've been in business for about 1 1/2 years and I do get repeats and referrals, but not enough to where I don't have to advertise to get new customer's....that is why I am worried about fixing this situation.



My questions is, due to the fact I do not have a ton of capital to invest into large equipment, van, truck, etc. how do I make the perception of my business a positive one in the eyes of the customer that could give me the confidence to run my business freely and worry about the "Business", and stop worrying about my image?
Click to expand...



I think you can pick up a off lease van and clean it up to fron the "professional, serious business" look fairly cheap. Even if you can't throw many bones at it, check out the SBA or your local Economic Development council to see if they can help with a loan



I agree that showing up in a Tracker probably puts non-car people (which make up 95% of the population) off. Image is everything. People are shallow.



And like Scottwax said, if you can keep running the same trodden route in the neighborhood, people will see you, and know that you aren't going away and established.



I wish I had the nerve to detail cars every day!
 
i have 6 grand total tied up in a brand new 14ft enclosed trailer and all the equipment is new too... its worth the expense.. IMO

oh, and i got the truck for 3 grand.. 01' 2500HD with 6.0 and allison tranny. 4wd. pulls trailer like a champ!

9 grand all together..

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Flawless Image said:
i have 6 grand total tied up in a brand new 14ft enclosed trailer and all the equipment is new too... its worth the expense.. IMO

oh, and i got the truck for 3 grand.. 01' 2500HD with 6.0 and allison tranny. 4wd. pulls trailer like a champ!

9 grand all together..

017-3.jpg


016-2.jpg


018-1.jpg
Click to expand...



Ok, gotta ask..how the hell did you get the truck that cheap!! haha! I have actually been going over the thought of an enclosed trailer as well..first to hold all my supplies and be more organized, security, to hold spotless water as I find 1 in a million people have a softener attached to the house hose. Not to mention, you can get a vinyl wrap on the trailer and REALLY grab some attention! I currently just throw everything in about 4 buckets and strap them against the back wall of my truck bed..
 
If you go with a Water $mart Eco Detailing Platform, you will have plenty of space and money left over.



You don't need a trailer, or a big van anymore.



You can buy a unit to dispense the waterless, a bunch of micro fiber towels, 2000w silent generator, vacuum and whatever chemical line and other detailing equipment you choose.



Easily convert most vehicles, and have enough money to do some marketing, get the right insurance, buy nice uniforms, etc.



The future is here .... now



For those that have all this big and expensive stuff ... put it on Craigslist today so you can get the best price before everyone starts doing it. Those that wait will only be able to donate the rigs to the Smithsonian



-jim
 
The trailer is a pretty good option to a dedicated van or truck. If you can, capitalizing a dedicated vehicle is always the best option, IMO. Certainly, appropriate markings are necessary. Proper equipment also opens you up to other means of revenue - window washing, pressure washing gigs, etc. Whichever you choose, the vehicle is your shop, mobile office, billboard advertising and, in some cases your lunch time venue. We install laptop docking station to print receipts/invoices and inexpensive sound system (radio) in the rigs so the guys have a little something to listen to when prepping their equipment - no ba bom-boom loud music blasting the neighbors, however. We are not big on the guys using ipods while working. Always afraid that removing one of their senses opens them up to missing something from a related loss of acquity!



Drew
 
I don't think it matters what you drive. When talking to the people, if you explain your process, talk about the products and how they work, and sound professional I don't think it matters if you roled up on a skate board. I had a van with all my equipment inside and now I have an XB that I just bought and thats my work vehicle now. I lost the water and the generator. I still keep getting new clients that aren't refferals because I speak with them, and let them know the difference between real detailing and the guys at the car wash down the street. I tell them the products I use and how I use them and I get their business. They never ask what I drive. With out a trailer I can make it up parking garages(if need be) I can go anywhere with this thing and if I need to wash a car in a business park I go around back to vaccum and I fill my buckets up with water before I leave the house and mix the ONR in when I get there. I use a sprayer if I need to. It doesn't matter what you drive. You just have to sell your self and let them know that you know what you are doing and know the answers to all their questions to where they feel comfortable and trust you with their vehicles.
 
I've read some good things here! Some I agree with some I don't know. I have not had every situation mentioned. I truely believe that people do pay attention to your detail vehicle,your attitude,professionalism, etc. Alot of my customers are repeat and referals. If you continuely strive to do good work the word will get out. People will call and tell you who gave them you contact info. I try my best to explain to customers what it is that we Detailers do, and educate them about processes, like claying, buffing,polishing, wax, sealant etc. I carry alot of equipment in my truck. So I have a variety of options upon arrivimg at the vehicle. I do Good work at a fair price, the customer is Happy. I stay busy!
 
i think a established buisness has money to play with there fore have nice stuff. having a nice van/ truck/ trailer shows success but thats just my two cents
 
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