The Profitable Detail Shop

Tought I would post here to add the opposite side of the argument. I opened a volume shop a little over a year ago and have seen steadily growing business and have had only a few unhappy customers. From a business standpoint I completely disagree with 90% of what is reccomended on this site and every once in a while I just think, "wow, these guys are insane ;) :) ". People on this site generally look down on high volume detailers for practices that most people just don't care about. For example:

- After I do my wash prep, I run all my vehicles through a tunnel wash. A $4.25 wash with spot free and 5min spent is far more economical than adding my own wash bay, with employee, and state fines/fees/taxes.

- I don't clay yet run an orbital to apply wax. So yes dirt is caught in the pad and smeared around

- I have silicone dressings. Outside trim and engine bay are treated with these. They simply work better, last longer, and can cover up defects (oxidation and the like) that I'm not about to polish out for $160.

- I don't seperate my rags. All are used for everything then washed in one big washing load. I do toss them if they get too bad.



The list goes on and on. The fact is I put out a quailty detail and a good price and make some money at it. I've had 3 (out of over 700) customers request different washing techniques on vehilces and I'm more than happy to accomidate, the customer is what matters. It's just a different type of detailing, and we aren't all like the guy in the "say NO to 3 digit details" thread. That made me laugh a little. I take care of my customers and give them everything they want, they just don't care about the level of details discussed on this forum.



edit: Re-read my post, and It seems a bit aggressive. It wasn't my intention at all and just wanted to make sure everyone knew that. Just trying to add a new perspective from a current high volume owner. This site is great and has taught me a lot about technique, I just usually have to modify it to make it work business wise.
 
vtec92civic said:
...[a customer]..might save $50 between the price of your wash and wax and the local swirlathon people but in the long run what happens? Her cheaping out has landed her in a pile of deep dodo as she now has a car that is pretty worthless and will most likely need a lot more extensive work being done...



I see $60,000+ cars going into the cheap car washes and it just boggles my brain!
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But her Honda *won't* really be worthless. As long as the "neglect" doesn't lead to rust-out, as a trade-in it won't be worth any less to a wholesaler, or most retail buyers, than one in "Autopian" condition.



I know plenty of those people who're running expensive cars through tunnel washes. They don't care and neither does the dealer when they get their next one.



Nobody cares, except for the kind of folks who congregate here.
 
Accumulator said:
Nobody cares, except for the kind of folks who congregate here.
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Amen. Most people don't know what a swirl is unless it's pointed out to them. Holograms? Forget it. I tried to show a friend some obvious holograms on his hood and finally I think he said he saw them just to shut me up. 95% of the general public does not and will never care about their cars they way we do. Is that a bad thing? Not to them, and since it's not my car, not to me either.
 
I cant help but think there is no template for a successful business in any industry. What works for one wont always work for another.

What is the definition of success anyway? I'm sure everyone will have a different idea on that too.

I do agree with the statements about not leaving anything on the table, in our business we took the decision to equip ourselves to offer a complete service, so now we offer paint, leather, wheel repair and pdr to go with detailing, our customers love that we provide a one stop solution and rather than outsourcing we keep the profit in house
 
I have that book...

It has a good suggested methods here and there, but not worth the read or the purchase. You're right, it is geared toward bulk detailing and quick turnaround. As far as running a detailing business, this book has some better tips.

Amazon.com: Start Your Own Automobile Detailing Business (Start Your Own...) (9781599181769): Entrepreneur Press: Books



Just thought they would make a nice read on the subject. I (like most on this forum) only shoot for highest quality, not speed and cost efficiency (which isn't always business smart). Stadium Detail - your post probably gave some folks a heart attack.



Sorry for the on topic post. :D



DLB
 
wow there are some good arguments here LoL. Sad to see that people don't care about their vehicles the way we do.



How to address that issue though? I mean how can you apply wax to paint that is covered in swirls, holograms and slight oxidation?



I never understood the concept of waxing a car in which has a very dry/rough feeling finish to it.



Are we trying to protect the vehicle in its current state?
 
StadiumDetail said:
- After I do my wash prep, I run all my vehicles through a tunnel wash. A $4.25 wash with spot free and 5min spent is far more economical than adding my own wash bay, with employee, and state fines/fees/taxes.
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I've never seen or imagined a detail shop that does things this way? You say you use a tunnel wash to avoid fines, but how are you doing your prep wash w/o getting water all over? Plus, $4.25 is an outragous cost just for washing a car. You spent $3000 just for this menial service this year. I'd say you need to keep you money, especially if you're growing like you said. Invest the money on a legit drain system if you're in it for the long haul.
 
DaveB said it best.



Your not selling a detail, Your selling a nice clean pretty car.



As far as swirls/holograms/What you can see under UV's Its gonna matter on who your preaching to.



A soccer mom probably is most concerned about having a clean, kinda shiny car. It gets her to work, Takes the kids to school fetches the grocerys. But dosen't want the crumbs in the passenger compartment, highway slop on the exterior. Telling her how the paint on her Dodge Caravan will be so much fuller and have more depth. She just wants it clean. Probably swirl free. I'm sorry I find swirls annoying.



Where as the invidual who's in love with their car, wants every minute detail to look like it just rolled off the factory floor. Would be interested in how you can correct that surface scratch, thats not visible unless your looking for it.
 
MichaelSpoots said:
I don't think anyone ever got into detailing (or currently details) because they truly believe it is profitable. Come one now...:o
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So, I run a detailing business just because I like detailing so much? If done right, both mobile detailing and a shop can be profitable. I think everyone needs to get over the fact that most people are not looking for a perfection type detail. When you run a business to make a living, you have to offer a quality product that the market is willing to buy. If that means a simple wash and wax so be it.
 
David Fermani said:
I've never seen or imagined a detail shop that does things this way? ...Plus, $4.25 is an outragous cost just for washing a car. ...
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My shop is attached to a tunnel wash and at times, for say an interior detail that we will just wash for presentation, if we are pressed for time we will do nearly the same thing. We'll take care of the wheels, bugs, jambs, and rough spots then send it through the automatic tunnel to take care of the wash & dry.



$4.25 isn't really a bad number to wash and dry a car, especially if it is dirty or an SUV. If you're paying a guy $10/hr can he wash, blow dry, wipe down jambs and towel dry a Honda Pilot in half an hour and do a quality job? If he hustles yes but probably not all day long. Can your $12/hr guy do that in 20 minutes? That's pushing it.



Now if you have a clean car and are rinseless washing it then that's another story.
 
I'll address in order:

David - Very good points, especially about fines, and believe me when everything you have said has run through my mind many times. $3000 total does sound high, but I need to look at speed as well. I could buy a spot free system and one of those water catcher systems for that price sure, but how long does it take to wash a car? dry it? I'm looking at 30-45 minutes minimum vs. 5min for the same job. Doing 4 cars per day via my method vs 3 cars washing myself @$160 I actually lose money with your method. For the long haul, when I can hire more employees and expand I will be adding my own wsh bay, but that is years down the road.



As far as city fines for prep, I'm kinda flying under the radar (as are 90% of the people on this site). But as we all know doing prep work or adding a full blown wash bay are two totally different things in the city's eyes.



Unleashedfury - To most people who drive a car, it IS a detail that I am selling. You may call it a glorified wash job, but then again you are a member of this site and feel a detail involves 8 hours of paint correction. It is simply a matter of opinion and reference, but the truth is (using your example) there are far more "soccer moms" than "people who are in love with their car."



I can polish like most people on this forum, just did one this morning in fact, but the truth of this profession is polishing isn't what will make me money in my city because nobody cares. I have a morgage, wife, son and a little girl on the way I have to support all by myself and if I have to pump out $160 glorified wash jobs I will.



I guess I should also mention that I make it known to all my customers that is how their vehicle is washed, so it isn't like I'm doing this behind their back. Most of them use that same car wash weekly.
 
I don't think it's a matter of high-volume vs 15 hour marathon details, it's about business. The local autospa has a decent tunnel wash and a detailer on the side for the customer with more needs - and it does a great business. Then you have mobile guys that get the higher dollar cars and they can make a success too - it's having a plan and being in the top of your particular market. You'll never convince someone that doesn't give a sh!t about their car except that it's shiney that your detailing is worth it, they just can't see it, kinda like trying to point something out to a puppy and all he can do is look at your finger.
 
I am going to be running the detailing side of a body shop very shortly so I hope what I have to share has some legitimacy. If not I may need a new job soon :P



This thought has already been mentioned but to expand on thinking like a business man, you have to sell first and keep your margin as high as possible. Think about the amount of time you're spending on a car vs. the amount the customer paid. As that clock ramps up more time, the less money you're making on the car. You have to ignore the enthusiast in you and make your time count. Ideally you would remain profitable while producing a product that is consumer friendly.



I'll probably never do a compound/polish/swirl remover/glaze/wax around an entire car. The 10 hour details are great if it's a personal vehicle or if it's a high end vehicle and they're going to make it worth your while. Otherwise - sell, sell, sell as many services that can be done quickly and profitably. Leave the mentality of "well, this panel is actually already shiny, but if I use three different chemicals on it, it will be even shinier!" at the door and remember you have bills to pay.





..Can't wait to test that theory out =P
 
Stadium Detail.



I may have worded my analogy wrong, Thusforth I do apologize.



Yes there are many more soccer moms than Those of us who are in love with our car.



Detailing is PROPERLY washing and restoring a cars finish interior and exterior to its natural depth,color,and shine.



Paint Correction has no part of detailing IMHO that is a repair technique.



When you refer to detailing around here people see the whole Dollar signs and big paint correction jobs. When you say car wash they think of a place where you pop quarters in and get in park enjoy slurpie drive away. Swril marks around here are the commonplace, And selling someone on how they can be removed with proper washing/polishing/waxing techniques, Its well thats ok I just want it to look clean. If the car wash can take the gook off of it. Use their vacumns to suck all the stuff out the inside. Their happy. Most of them hear the word "detail" and think of sports cars and high end luxury cars. When you say car wash by hand, interior clean and protection on interior/exterior. They feel as if their car needs that. When you do the proper technique and get all the slight imperfections out. It just makes them happier.
 
I think people need to get past the idea that every detail needs to be perfection. When you do this for a living, as I do, you offer what people want. If that means a mini-detail with an AIO, so be it. I concentrate on offering superior service, convenience, and a great value. As I have stated many times before, there are very few people in my market who are looking or willing to pay for 12 hours of paint correction services; not enough to keep me busy anyways. As for a shop, there is no reason why one can not do volume and offer a quality service. If the employees are trained properly, the set-up is very efficient, and proper quality control is in place it can be done.
 
brwill2005 said:
I think people need to get past the idea that every detail needs to be perfection. When you do this for a living, as I do, you offer what people want. If that means a mini-detail with an AIO, so be it. I concentrate on offering superior service, convenience, and a great value. As I have stated many times before, there are very few people in my market who are looking or willing to pay for 12 hours of paint correction services; not enough to keep me busy anyways. As for a shop, there is no reason why one can not do volume and offer a quality service. If the employees are trained properly, the set-up is very efficient, and proper quality control is in place it can be done.
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Well said.
 
JuneBug said:
... You'll never convince someone that doesn't give a sh!t about their car except that it's shiney that your detailing is worth it, they just can't see it, kinda like trying to point something out to a puppy and all he can do is look at your finger.
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This is the art of selling. You have to convince people that they have a need and then get them to spend money on it Most sales pitches usually start with some basic emotion (saving money, protecting an investment, safety, environmental conscious, some fear, etc). Obviously not everyone will bite but it is all about percentages. When I see all the mercedes, huge SUV's, bmw's, etc. lined up at the local car wash on a Saturday going through the mechanica washer and then dried by a crew I see so much opportunity if you could just get 2% of these folks to go for a regular detailing.



From what I can tell, interior cleanings should be the easiest sell since mom's should be concerned about soiled carpets/seats, etc and child health...an easy target if you can reach them.



After my wife took my truck to a local detailer place (one of the spas) and the guy used a rotary and quickly destroyed my paint, I l had to get it repainted and then learned a lot about detailing.



I think many detailers are stuck on correction and that is not what most people want which is why some are not as successful. Some are content to say my way or no way.
 
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