I've seen a few threads deriding discount "detailers" for their insanely low pricing, so I want to know if my pricing is out of line at all. Baring in mind, that I'm in a relatively small market. Wash and vac: Starting at $35 Base: Starting at $125 • Exterior Wash • Synthetic Sealer • Vacuum carpets • Windows cleaned • Dash & console wiped clean • Floor mats shampooed Mid-Range: Starting at $160 • Exterior Wash • Synthetic Sealant • Vacuum carpets • Total Interior Shampoo • Total Interior Detailing • Fabric Protector / Leather Treatment Executive: Starting at $210 • Exterior Wash • Synthetic Sealant • Vacuum Carpets • Total Interior Shampoo • Total Interior Detailing • Fabric Protector/Leather Treatment • Odour Eliminator • Engine Shampoo
Looks good. But I would change the description from "Synthetic Sealer" to something like "Long-lasting wax" or "Long-lasting synthetic wax" as the average person doesn't know what sealant is (heck...most barely know what wax is). The Wash and vac might be a bit too low....I assume you travel to your client's home. Thus that could be 30 minutes of driving plus the wash (which for me is an hour doing it the right way), and the vacuuming is like 15-30 minutes. So your hourly rate for a wash and vac is approximately $20; which is about as low as I've seen weekend warriors charge. Tough market, yes, but don't sell yourself short based on what the guy down at the car wash charges. People will pay you a premium because you are taking your time and perfecting the job while respecting their property and having trust in you. I would estimate the Base to take me 4 hours...which equates to about $30/hr....so that hourly rate sounds more reasonable for you to charge.
I agree with Chaseme's suggestions. More than anything, I highly suggest thinking in terms of what you're charging per hour. As your skills improve and your time becomes more valuable, you will begin to charge higher. Also, very important to know who your target client is. There's somebody for everybody. Just make sure that your skills and service match what you're asking for. I also suggest doing things like having a checklist of items completed so your client knows what you've done. When you educate the customer they have a better idea of what you're doing and how you're spending your time. This way they can also use it as reference if they decide to go somewhere else... they can ask the competitor "hey, are you doing the following things...?". Basically, you are raising the bar for the overpriced carwashers who call themselves detailers and at the same time setting yourself apart. Maybe topping off the washer fluid tank since a lot of people either forget or don't know how to do it and not charging for it. It's only about a $1 (for Kristall Klar) but it goes a long way in terms of making the customer happy. If you can add great customer service and value added service to excellent work, you will do well.
Thanks guys for the great info. I never thought about the checklist, or topping off washer fluid which are both great ideas. btw. There are a couple ads on Kijiji at that are between $30 and $50 for a full detail, which is just insane. I'm in Stratford... Please, no Bieber jokes. lol But seriously, I'm hoping to move my business to KW next year. Mainly because it's a better market.
This has been discussed a number of times here at db. The "full detail" guys are a joke. Generally, it consists of a high-speed "buff" which often results in a paint condition worse than before. But the work is covered up by glaze and if you are lucky a wax. If you really have clients that are turned off by your pricing, then tell them to go elsewhere as they will never fully appreciate the work you put in. But don't be surprised when they come back begging for your services. It is sad that most people think of "detailing" as an entry-level job performed by hacks. Detailing is an art form just as much as it is a trade.
I understand that 100%, I've had a few "flakes" who were all for getting their vehicle done, but changed their minds when they realized just how expensive it would've been... For example a black Escalade ESV (Avalanche), which would've needed extensive correction. Btw. It's also funny that you mention detailing as an art form, because I've used that saying in my ads.
Great discussion, HouseofShine ! I totally agree and also feel that a great Detailer, will not only use the best work skills and products, he will also look at each vehicle with an artistic view, determine what the Manufacturer was wanting to show, in terms of for instance, sight lines, on the sides of the vehicle, where the eye naturally rests when looking at that particular vehicle, and then insure that these areas are really done well, so that the improved gloss is the same across the entire vehicle. And this is just one small part of the huge amount of work necessary to Detail a vehicle correctly. It certainly is a great learning curve for most people especially those who never have had a professional Detail done, but, with patience, and good information available to them from you, they can get educated on this and decide what they want to do next. As you put yourself out there, keep looking for contacts - try finding and talking with the best Dent Guy around; he also sees a lot of nice vehicles, and can possibly refer you to his Clients. Get to know the best Independent Repair Shops around - the ones that repair high end vehicles, and see if they will also work with you and send you referrals for Detailing. As you get more experience and higher end Vehicles, your pricing will be higher, and these people will expect it to be. Hope your business plan/s and your hard work pays off for you soon ! Good Luck ! Dan F
Great discussion, HouseofShine ! I totally agree and also feel that a great Detailer, will not only use the best work skills and products, he will also look at each vehicle with an artistic view, determine what the Manufacturer was wanting to show, in terms of for instance, sight lines, on the sides of the vehicle, where the eye naturally rests when looking at that particular vehicle, and then insure that these areas are really done well, so that the improved gloss is the same across the entire vehicle. And this is just one small part of the huge amount of work necessary to Detail a vehicle correctly. It certainly is a great learning curve for most people especially those who never have had a professional Detail done, but, with patience, and good information available to them from you, they can get educated on this and decide what they want to do next. As you put yourself out there, keep looking for contacts - try finding and talking with the best Dent Guy around; he also sees a lot of nice vehicles, and can possibly refer you to his Clients. Get to know the best Independent Repair Shops around - the ones that repair high end vehicles, and see if they will also work with you and send you referrals for Detailing. As you get more experience and higher end Vehicles, your pricing will be higher, and these people will expect it to be. Hope your business plan/s and your hard work pays off for you soon ! Good Luck ! Dan F
I would say you need something cheaper. For instance a wash and wax vacuum wipe down interior WITHOUT shampooing the floor mats. Also do you not offer any polishing?
