Survey about customer bias

Rod73

Rod73

Member
Hey fellow Detailers! I am curious what you believe your customers or people in general think when they hear the words `Full Detail` or even detail? Essentially what do you see in terms of assumptions about what the work is and how much it should cost? and trends?

This is for a special project btw, feel free to let of steam? it may be therapy for all lol
 
I`d say 90% of people who call me are expecting what the volume shops offer. Inside and out, 2 step hack with a rotary then glaze it up, maybe shampoo maybe not, just make it look better. I am doing my best with my business to redefine detailing in my area
 
Make car shiny as possible with any means, but definitely "clay bar and wax the car", make interior new and shiny can be armor all or whatever greasy slippery stuff, the more slippery the better... most important... under $100.00 maybe $60 dollars is fair according to 3 car enthusiast I spoke with... sad day in life for me..

This is because people go to these "professional car detailing" shops which sends your car into the swirlmaker 9000 and then they grease your car up and wipe it down with one rag and apparently "armor all interior" is an premium.

Yeah that`s the vibe I get from people when I was doing some local market research... my neighborhood has low to no expectation.

For me personally, I see Full Detail should be the following:

One hell of a cleaning job (all cracks and crevices)
decon (iron x or similar + clay if necessary?)
some form of paint correction (AIO at minimum, affects price directly)
paint and trim sealant
wax topper
clean all glass and rainx or similar
clean, vacuum, shampoo, spot clean, etc and "dress" (NOT armor all style gloss works) interior

Price... eh $350-$700... but that`s just what I, and a few of my well informed buddies, think.. although they wouldn`t pay me that much to do the job.. lol.
 
90% of the people around here think a "Full Detail" is washing the car (swirl-o-matic) and putting a coat of wax on it (with the same rag that was used to wipe the water off), windows washed, interior vacuumed, along with some type of greasy spray spread all over the dash and engine compartment. All for the low-low price of $40-60, all done in about 30 minutes. There is generally a line of 30-40 cars every weekend at these places.

As I was speaking to a gentlemen the other day, who happened to have a Range Rover Evoque Autobiography, he stated that as long as the vehicle looks shiny, he is happy. I pointed out the swirl marks on his "shiny" Rover and he made the comment that only OCD people notice those and he had no interest in having them removed. Needless to say, I declined the work.
 
When I get asked "full detail" I always ask what their definition is, and nine times out of ten, they don`t even know and just go "uhh just make it shiny and shampoo interior" and when i give them a price for what I consider "full" they look at me like I`m crazy, then after I purposely get that reaction from them I move on to explain to them what full is and they go "oh man no no I just want a wash and wax and interior shampoo".

They`ll request a full detail and expect to pay less than $100, then complain when they see water spots,large interior stains still there,odors etc. This has not happened to me because I always check expectations and help people understand what they`ll get, but it is what I hear from the folks who take their car in for the $99 Full Detail at the tunnel .

I don`t like using the term "full detail" for anything that I offer, unless the person wants to pay me for several days/weeks of work because to me, "Full" means FULL as in not lacking or omitting ANYTHING (wheels off,top and bottom side of engine,complete under body/frame, you get the idea).
 
I will way in as a consumer and even now as an enthusiast. I did and still do think of a full detail as wash, clay, one step polish or AIO, wax or sealant, interior vacuumed and spot treated for stains, a good interior wipe down and crevice cleaning, interior surfaces dressed, windows cleaned. Pricing I expected was from $175 - $300 and it had no correlation to how good they were.
 
Migue said:
..to me, "Full" means FULL as in not lacking or omitting ANYTHING (wheels off,top and bottom side of engine,complete under body/frame, you get the idea).
Click to expand...


*I* would sure expect those things done! But then I consider a Maintenance Wash to include the undercarriage/engine compartment/etc. every time too.

A Full Detail...what`s left after ya say that? I`d expect it to be Concours-ready.
 
I`d say most people think of what`s included in a typical car wash "premium" or "gold" package:

Wheels cleaned and tires dressed
Wash
Clay
Polish (a polish or glaze applied by machine)
Hand Wax
Engine Bay Cleaned and Dressed
Exterior Trim Dressed
Interior vacuum and stains removed
Interior dressed
Leather Conditioned (optional)
Glass Cleaned
Glass Rain Repellent Applied
Air Freshener or fragrance applied
 
I always seek operational definition (what they consider a `detail`)

Immediate response to their inquiry is clockwork
-how much for a detail?-
"what do you mean when you say detail, what all are you wanting done"
then I tell them my prices start at X and go up from there

usually I get a WOW or that awkward silence when they realize I charge more than like 50 bux or so. haha

then they ask for a recommendation of another shop (strange but happens a lot)

to which I reply. " well I can`t honesty recommend anyone because I started my business because I didn`t feel anyone did proper details around here...
if you want it done right, that`s what my prices start at"
 
I find that people just think "inside and outside" - so as long as it`s shiny outside, interior is vacuumed, and tires are Armor All`d.

I don`t even bother quoting for "detail" jobs anymore. Nope, now I just stick to the occasional "polishing" job.

I didn`t even get a co-worker to commit to this job for 30$...

1) Basic wash / wax [spray wax]
2) clean face of wheels
3) clean outside glass
4) quick vacuum
5) interior wipe down with cleaner
6) seat wipe down and conditioning [this was more of a favor]

Note: Her wheels would have made a killer poster child for wheel cleaners! NASTY
 
A woman brought me one of them monster vans, and I explained what I would do, and that I wanted $50, she said
"hell no" that`s too much, no more than $20, I told her to find someone else.
 
The Clients I dealt with were all very successful businessmen/women, owned very nice vehicles and some had a few extra vehicles that were from Italy, Great Britain, and of course several from Germany..

There was never a question regarding pricing.. They Knew that their vehicle/s were going to be perfect from one end to the other, this was going to take around 20 hours, and when they got it back it was going to be better than new..

I never experienced Bias as has been reported here, and I am sorry that it has to be so hard for many of you..

Again, if you really want to break out of that, it would be worthwhile to find that really great Independent Foreign Car Repair Shop and go sell yourself as the absolutely best Detailer on earth who they need for all these high end clients they service...

Then, if it all works out to everyone`s satisfaction, you will have as I had, enough work to last another lifetime, all year, every year..

And wait until these people tell their neighbors or their neighbors can`t help but notice their Blinding Paintwork as it goes by every day..
Dan F
 
Stokdgs said:
Again, if you really want to break out of that, it would be worthwhile to find that really great Independent Foreign Car Repair Shop and go sell yourself as the absolutely best Detailer on earth who they need for all these high end clients they service...

Then, if it all works out to everyone`s satisfaction, you will have as I had, enough work to last another lifetime, all year, every year..

And wait until these people tell their neighbors or their neighbors can`t help but notice their Blinding Paintwork as it goes by every day..
Dan F
Click to expand...

great point if this is what one really looking for
 
+1 Can confirm the strategy Dan recommended really works. The first detail I did for free to show my work, after that the owner of the dealership had me do his daughters car...then his wifes car....then his cars....then the best car of the day. He quickly gave me too much work that I had to start declining jobs due to time constraints.
 
Vega@Autopia said:
+1 Can confirm the strategy Dan recommended really works. The first detail I did for free to show my work, after that the owner of the dealership had me do his daughters car...then his wifes car....then his cars....then the best car of the day. He quickly gave me too much work that I had to start declining jobs due to time constraints.
Click to expand...

There you go !!! ^^^^^^^^^^^^^^^ Thanks, Ray !!!!!!

If you are interested in getting more work, all the time, there is no better way I can think of than what I and now Ray,have personally used..

If not, then you still have to Present Yourself, Your place of Business, Your own Vehicle, the Orderliness and Cleanliness of your Place of Business, in the most Positive Way - All the time - so that when your future Clients see you and all of this - they may better understand what is going to happen and will be more apt to pay the higher price for Higher Quality work...

And most Importantly - YOU have to be Totally Learned, Experienced, and putting out the most Positive Vibes, so that it will be NO Question, No Doubt, to the future Client, that you absolutely know what you are talking about, and they have to either get on board, or walk away...

Again, this is why you try to find the higher end vehicle people who will absolutely think this through and more than likely decide it IS worth the Investment to them, to take care of their new, used, Mercedes, BMW, Audi, Porsche, Bentley, Aston Martin, Ferrari, McLaren, etc., and pick YOU to start a Long Term Relationship with...

If you cannot find this level of Clientele, then don`t give up here, there are really great people out there with their vehicles that also want this.. Just have to find them or have them find you...

Again, you have to be so Positive, everyone who comes near you can feel it..

To get off track for a minute about this -- here is a great way I learned more about being so Positive --

Awhile back when I was married, I had the great pleasure of raising 2 of the most outstanding purebred from Germany, German Shepherd pups from whelped to adults with the amazing support of the absolute best dog trainer in the Western USA..

He was so absolutely in control of them and then when he had them trained in the use of all commands in German, he turned them back to me, and proceeded to train ME...

The biggest lesson I learned from that experience - I had to be Absolutely Positively, In Control, In Charge, whenever I walked out to those beautiful German-Girls..

If I was not, they Knew it, and would not be the same as when they Knew I Was in Control..

If you study Wolves in the wild, the exact thing exists there too--- 1 Pack Leader is in charge, and all the rest of the pack know this - how - because he makes himself in charge - without having to resort to force, etc...

It either comes out of you or not... Simple as that...

Good Luck !
Dan F
 
Dan dropping that knaawwwwledge. I 100% agree, a lot do not realize that detailing for $, or really owning an operation/business period requires a lot of personal growth and confidence. People can interpret your body language,the tone of your voice and the things you say. It is possible to INFLUENCE in a positive way rather than trying to convince or force things on people... be a leader, not a boss and continuously pursue mastering yourself and others will notice and feel a positive attraction towards you .

Last car I did, the owner had zero issues dropping a little over $100 for a detailed wash/clay/seal job (no interior work) plus purchasing an up-sell I offered him right as I was in the middle of detailing his car. I never beat around the bush with him , answered any questions he had, showed up ahead of time and I never tried to sell him on anything he did not want/need. People like this are out there, you just have to recognize them and make sure you impress them so that they think of you next time they need their car taken care of.
 
Migue said:
Dan dropping that knaawwwwledge. I 100% agree, a lot do not realize that detailing for $, or really owning an operation/business period requires a lot of personal growth and confidence. People can interpret your body language,the tone of your voice and the things you say. It is possible to INFLUENCE in a positive way rather than trying to convince or force things on people... be a leader, not a boss and continuously pursue mastering yourself and others will notice and feel a positive attraction towards you .

Last car I did, the owner had zero issues dropping a little over $100 for a detailed wash/clay/seal job (no interior work) plus purchasing an up-sell I offered him right as I was in the middle of detailing his car. I never beat around the bush with him , answered any questions he had, showed up ahead of time and I never tried to sell him on anything he did not want/need. People like this are out there, you just have to recognize them and make sure you impress them so that they think of you next time they need their car taken care of.
Click to expand...

Migue -
Yes, precisely what I am talking about...

You ARE Confident, Knowledgeable, Precise, a Very Good Listener, Nothing But Eye Contact; you show them the defects there that are going to be gone next time they see their vehicle; you are very Polite, Respectful, Kind...

You Relate to their needs, their issues, etc., concerning the vehicle`s condition, you show them options, you tell them you are using only the best products available; you use Steam for cleaning, disinfecting, etc...

No, I didn`t read this in a book and then just tell you - I do these things every day with everyone...

I did read in a holy book of Scripture, that said " Come, let us sit at the table and reason together as men"...

This has been a great influence on me because it IS so true !!! We can all get much more done if we just do that...
Dan F
 
All good points I just had owner of where I work full time ask what I charge and what not cause she looking to get her jaguar detailed and when I quoted with what I charge she didn`t even bat an eye


Sent from my iPhone using Tapatalk
 
Thank you all! This is in the interest of research for a video intro I am doing to kick start the promotion of my YouTube page. I have been thinking about/working on this for a few months off and on. Learning software from scratch essentially.



It was originally inspired by Paul Dalton`s intro. With that said, I plan on being original making it mine. I want to use it to grow my exposure to my and various other markets. And essentially answer questions like "omg it`s just a car wash right!" "What makes you different." "Why do you charge so much, are you ripping us off?!"
 
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