I'm going to get into detailing to bring in some suplimental income. I'm just curious since a lot of you guys also do this, what kind of packages do you offer, how much do you charge, and what kind of materials do you use, etc.?

I'm not planning on using Zaino. Keeping that for me.

Thanks,

Jeff

 

Jeff, when you start detailing cars, you may want to use Zaino on the ones that come back often, it will make less work for you down the road.

 

I'm with Carl on this one. Regular customers get the Zaino treatment. However, the drawback to using Zaino is it lasts so long, you might not be able to build up a customer base.

 

I've been doing this on the side for about 3 years now. I offer my clients package deals from high to low. Starting at the bottom, just an exterior hand wash and wax is normally $50, depending on the size of the car. On the other hand, my "premium" package includes surface prep (claybar), Zaino, full interior steam clean, leather conditioner if needed, rims, tires and glass. Prices for that range between $150 and $200, depending on the size of the car. As for materials used, I have a lot. My inventory goes like this:

Almost every Zaino product you can think of.
Bissell little mean green machine steam cleaner.
Shop Vac, Armor all interior stuffs, Rain-X (exterior and anti-fog), Mothers metal and wheel polish, Meguairs endurance tire gel, Castrol Super Clean and Simple Green Automotive, Small jar of peanut butter for wax residue removal, Buckets, wash mitts, wheel brushes, clay bars, toothpicks, q-tips, The Absorber, Cali water blade, Scotchgard (for seats and carpet), etc. . . The list goes on and on.


Here are a few pointers:

#1: Dont sell yourself short. I had one customer that kept coming back, but every time he brought me a car, he wanted more and more of a discount. I had no problem cutting 15% off for all the cars he brought me, but when he showd up with a filthy Excursion (really, really bad. 2 day cleaning job) and only wanted to pay me $100 for it, I said sorry, cant do it.

#2: Offer lots of options. From just plain wash and wax, to engine cleaning (be careful there, I almost killed a Volvo doing this) to full out detailing.

#3: Word of mouth advertising is the best advertising. I had some business cards made up for like $20. I give each person who's car I detail 5 or 6 of them and ask if they liked the results to give one to a friend. I've gone from just doing a few family cars to having a client base that is reaching 50 or so.

#4: Someone mentioned about the durability of Zaino being so great that you wont get much repeat business. This has been exactly opposite of what I've seen. During the summer, I keep my car immaculate. Clients see my car and ask why mine shines so much more than theirs does. And I tell them multiple coats of Zaino amplify the shine. I get a lot of quick coat Zaino jobs back. After the initial surface prep, you know that secondary coats of Zaino take no time at all. I can do a secondary coat of Z5/2 in about 45 minutes on a slow day (not including cure time. I havent gotten my ZFX yet, so I'm sure that time will go down). I charge $50 for each secondary coat. $50 for 30-45 minutes of actual work isnt too shabby.

#5: Set up a webpage with a "menu" of cleaning options. Like I said before, its all about options. I get a lot of people that go cheap and get just a wash and wax the first time, but then come back for the Zaino to see how much better it is.

#6: On the webpage, get some good before and after pics of a car you detailed. I exaggerated this a little bit. I took my mom's Red Jeep Grand Cherokee out muddin one day for the before pics, and then detailed the hell out of it the next day for the after pics. Most people cant believe its the same car.

#7: For your Zaino customers, have them feel their paint before you start and then again after you finish. If you are working on a white car, make sure to point out the pin-sized rust stains most white cars get around the wheel wells and on the back. People will be amazed by the results.

My detailing season usually goes from the end of March to the end of October, depending on the weather. Most of my regulars see me first thing in the spring to clean out all the funk from winter, and then again in October to Winterize their cars. Most of the new customers or quick-coat returns I hit all summer. If you have any other questions, let me know. I'd be more than happy to help.

 

I think SinisterS. above gave some great tips, and I agree with all of them. Customers like options, and options mean more money for you as well. I've seen "pro" detailing shops charge around $100-$150 just for a basic hand wash and wax. To get yourself into market, under cut the pro shops and show people you can provide just as good (or better) results for a lower price. Maybe charge $75-$100 for a basic wash/wax job, then give a list of options you can also provide and let the customer decide. Maybe add an additional $20-30 for an engine detail, another $30-50 for interior, etc.... depending on the size of the vehicle of course. Maybe make a price and option list for "small, medium, and large" sized vehicles to keep your prices standardized.

You'll need LOTS of products and tools for the varying jobs you'll see. Many brushes, mitts, towels, chemicals, etc.... As far as using Zaino or not.....I think you can easily work Zaino into the equation even though it is a little more expensive and not meant for the "mass detail jobs". Pass that expense to the customer and tell them that it's a superior product for the best results. Not only tell them, but show them. One of the best ways to advertise is to keep your personal vehicle in pristine condition. Show them what a "premium" product will do for them, and explain the benefits. Business cards are good, as is a website, and maybe some logos or contact info "stickers" for your car so you advertise youtself while you're out and about. You may want to offer several packages or qualities of wax jobs. For instance, you might want to use a standard cleaner wax as a "basic" detail wax job, and maybe higher end carnaubas for "medium" grade jobs, and finally use your premium products for customers who want the best. Some will only want the basics and wouldn't know the difference between Zaino and Meguiar's cleaner wax anyway. Others will demand perfection. For additional options (and $$) I agree with Sinister. Maybe offer paint prep, like claying, polishing, swirl removal, etc, as another $75-$100, as this is usually the hardest work anyhow. Yes, customers will want to pay next to nothing to have the work done, but you have the right to say no. Give the customer good options, great work, and a fair price, and you'll have a lot of good business. I'd say that the small enthusiast level detailers will provide better results than many of the pro level shops. The reaons being that the enthusiast uses better products instead of bulk product that's intended for a fast quick shine that as pro shop wil use. Not only better products, but better tools, like quality towels, and techniques. And most importantly IMO, is customer service and remaining professional at all times. You want to be treateded kindly and fairly when you're out shopping, and so will your customers. A great customer experience may mean the difference between repeat and growing business and slow business. I know from experience that I could care less how great a product is, but if the person selling it is a complete A$$ and disrespectful, I won't buy, simple as that. You probably won't have this problem, but I thought it's good to throw out there anyhow. Getting yourself a buffer wouldn't be a bad idea either.....

Good Luck!

HTH!

Mike

 

Wow! Now those are some fantastic responses.

And Chris, I like your website exaggeration.

So it seems that the 'lots of options' is a definite advantage, and using Zaino is better than common wax.

Excellent information, guys.

Another question, since we all agree that swirl marks are pretty much permanent on a vehicle, what do you tell customers that see their car in the sunlight and say, "Hey, what are these lines?"

Has that issue ever come up?

Jeff

 

Well, I suppose swirls depend on the situation and customer. For instance, if a swirled-to-hell car comes in and the owner says nothing about removing them, but just wants a basic wax, then don't do anything about it. Or, the customer may "want" you to try to get rid of some swirls. This is yet another way to make more cash on the sale. Explain that it will take more prep work, more products, etc....and that it may not be possible to remove every last little swirl, especially if it's a black car. But, with a good buffer or extensive hand rubbing, you should be able to make it at least 90%-95% swirl free or better. Perfection is good, but when time is working against you, it's no always possible. Sure, you could work on the car 2 or 3 days or longer and get it near 100% perfect, and that's fine if they wanna pay $300 or more for a perfect finish. But, if the customer doesn't require you to remove the swirls, then they really can't complain if it's returned with swirls, just shinier swirls. After all, you're not trying to prep a show car with a mass detailing biz...unless of course they are willing to pay.

Or the simpliest solution would be to only cater to clients with swirl free cars already. Wanna do my car? Then if they complain about swirls, something went wrong lol.....

Mike



[edit]
P.S. On a technical note, I might add that if and when you do see some of these swirled cars come in, there are a few tricks, allbeit short term, to hide many of them until the customer is ready for their next detail. For instance, if the average swirled car came in and the owner said nothing about removing them or paying extra for removing them, and you want to make it look like you went the extra step to correct the problem, you need to use glazes and carnaubas. Any product that is full of oils and fillers will temporarily hide the swirls. Many pro shops use this trick so the customer has to return a month or so later when the swirls reappear. For all the customer knows it's something they did to make them come back or just think it's bound to happen anyway. So, the use of oily, filling type products, i.e. carnauba waxes and glazes, will help hide some swirls, without creating much of any extra work. Products like 3M IHG, Meguiar's #7, Meguiar's Hand Polish or Swirl Free Polish, fit the "glaze" or polish bill. If you just want a wax that is good at hiding swirls, choose one that is loaded with oils. S100 wax is a great "oily" wax and goes along way, Meguiar's waxes use oils, etc.... Another tip....Zaino tends to highlight any flaws in the paint because it's so bright and has no oils. So, if a less than perfect car comes in with plenty of paint flaws, I might think twice about going with Zaino and choose a carnauba. The Zaino will only highlight swirls if they aren't taken care of first. Of course, if they want to pay for the "premium" treatment then I'd be happy to oblige (sp?). You might want to offer two "premium" packages. Some customers will be interested in the durability, protection and shine from a polymer like Zaino, while others prefer a good caranuba wax. So, I'd choose a good polymer for one premium product and choose a high quality carnauba like P21s, Pinnacle, or Blitz as a "premium wax." Options are good.