| Express Detailing is a term, which has been | | | | and reputable detailing establishment and not a 30 |
| marketed and inevitably defined by fixed site car | | | | minute 'express service' from a car wash. |
| washes in their attempt to increase average per | | | | Unfortunately unless otherwise educated, |
| ticket transactions. By using express detailing as | | | | perception becomes reality.The problems are |
| an "add-on" service for between $35.00-$60.00 | | | | compounded when you throw the mobile detailer |
| they are able to up sell a $4.99 exterior wash | | | | into the loop. Usually charging $60.00-$80.00 and |
| direct mail coupon that a customer brings in to a | | | | then calling his detailing services a 'full detail'. This |
| $40.00- 70.00 charge. Their theory is sound and | | | | market player is fiercely competitive for price as |
| tends to work well for them. A car wash in and | | | | he attempts to establish his new business and has |
| out wash which takes 10-15 minutes for vacuum, | | | | the advantage of on-site service. Many of these |
| tunnel wash and dry and then another 15-20 | | | | new small companies will be in business for a |
| minutes for a solvent polymer wax, with dash | | | | summer or two, or at most a couple of years. |
| and tire dressing is consistent with their industry $ | | | | Many opt later to establish fixed sites and raise |
| hour goals. Now car wash owners have gone one | | | | their prices due to increased capital expenditures |
| step further with The Blue Coral Wax | | | | such as a phone system, fixtures, electrical work, |
| Treatment.This is a wax put on while the car is | | | | reclaim devises and work benches and increased |
| still wet, thus eliminating the drying step. The wax | | | | overhead or rent, electricity, office supplies, |
| is rubbed on the wet car, dries to a haze and is | | | | water, and reclaim waste water removal. |
| wiped off which dramatically increases efficiency | | | | Established mobile detailers who last over two |
| and adds even greater revenue. Thus by speeding | | | | years generally develop a larger clientele and raise |
| up the process they cater even more to the new | | | | their prices simply because of supply and demand |
| consumers attitude. "I want it now", the quicker | | | | economics. Their prices will usually be $100.00+ |
| the better, give me my detail, I have things to | | | | for a complete detail.Many also offer a monthly |
| do, I'm outta here. Similar customer attitudes are | | | | program including washes, detailing services and |
| found in the demands of e-commerce where you | | | | monthly billing. Most mobile operations have not |
| buy a product today and it shows up at your | | | | adopted the term Express Detailing because they |
| doorstep next morning guaranteed by Fed EX or | | | | believe they do a better job than the car washes |
| Two day service by RPS, Airbourne, UPS, Emery | | | | with regard to quality. Many mobile operations will |
| Express, or Fed EX.In a world of co-branding, | | | | continue the low price of their original full detail of |
| point of destination strategies and co-op | | | | $60.00-$80.00, but now use the term 'mini-detail'. |
| marketing, all industries are evolving and | | | | This allows them to charge a full detail price to |
| diversifying to capture greater profits within a | | | | new customers but still offer previous customers |
| single brick and mortar location or as is appearing | | | | and those original customers' word of mouth |
| more commonly on Internet web sites. In general | | | | referrals a low price without giving away services. |
| much of the new thinking has been customer | | | | It also allows them to tap into the customers that |
| driven due to lifestyle changes, low | | | | may not be able to afford a real detail but still |
| unemployment, time factors and quality of life | | | | wish to have detailing services for ego reasons, |
| issues of the consumer. If you look at which now | | | | being able to tell friends, "I had my car detailed." |
| sells tapes, records and toys when previously it | | | | Why own a BMW if you can't have it detailed. |
| was strictly a books sales site. It can quickly add | | | | This appeals to the young executive on his way |
| new revenue streams by offering it's customer | | | | up the ladder.A few mobile detailers have used |
| base more reasons to buy more things. You to | | | | the term 'express detailing', which adds even |
| see the revolutionizing effect of this trend? We | | | | more confusion to the issue. "What is an Express |
| have on-line search engines being paid million | | | | Detail anyway?" Most of the new mobile detailers |
| dollars from car companies and furniture | | | | eventually go out of business or raise prices due |
| companies for their industries exclusive rights to | | | | to environmental reclaim issues, competition, |
| e-commerce directly on those sites. As Starbucks | | | | seasonal weather, lack proper image, inferior learn |
| begins to sell housewares on their web site, and | | | | as you go training or lack of industry knowledge. |
| Home Depots add McDonalds inside their stores | | | | Many of the new professional detailers in our |
| and Bank of Wal-Mart opening it's own brand of | | | | industry come from the mobile sector and they |
| bank within its 5 superstores; you have to think | | | | tend to price and deliver whatever they can sell |
| that 'express detailing' at car washes is simply a | | | | to the customer, using the word detail whenever |
| natural progression. Many professional detailers | | | | they think it will command a higher price. They will |
| would disagree saying these types of services are | | | | use the word detailing loosely to sell the job.I think |
| different animals. Some complain that fixed site | | | | it would be fair to say that the word 'detail' has |
| car washes have ruined the true definition of the | | | | been over used for marketing purposes at fixed |
| term detailing. Yet if you look closely this is | | | | site car washes and has caused problems with |
| nothing more than true capitalism in a free | | | | the definition and mystique of professional |
| market system generating additional revenues | | | | automobile detailing. It has caused havoc for those |
| with existing resources.Think about it for a minute. | | | | true professionals who have worked hard and |
| Professional Detailing Centers often do glass | | | | sacrificed to keep the word sacred for many |
| repair, window tinting, pin-striping and graphics, | | | | years and have prided themselves in the most |
| gold plating, ozone treatment, dent repair, color | | | | excellent service.Many Old Time Detailing |
| sanding, upholstery repair, wood grain paneling, and | | | | Professionals have been forced to address this |
| even after market auto accessories. These are all | | | | express detailing issue by adding express services |
| industries in their own right and these industry | | | | to their menu of services. This appeases the |
| leaders with their own definitions and trade | | | | customer's desire for quick and affordable service |
| publications and accepted operational procedures | | | | between quarterly of semi-annual full detailing |
| complain about us offering similar services as | | | | appointments. Sometimes this cannibalizes full |
| professional detailers. They say we are stealing | | | | detailing services but if done correctly it can |
| their customers and not providing the same | | | | attract new customers to your business ho will |
| quality workmanship as the craftsmen do in those | | | | eventually try the real thing. Once they do they |
| industries, which may or may not be true. For | | | | will be hooked forever. By letting your customer's |
| example a person specializing in upholstery repair | | | | experience a full detailing service you will build |
| for twenty years can obviously do a better | | | | your complete detailing customer base.See the |
| quality job than a detailer on fabrics of almost any | | | | chart provided to us by Nicholas J. Vacco, a |
| type. You are affecting his bottom line with an | | | | seasoned detailing veteran. These are the things |
| inferior service since you don't have 20 years | | | | most full and complete detailing services |
| experience in upholstery repair understanding the | | | | include:FULL DETAILING-INSPECTION |
| dynamics of thirty different types of fabric, dyes, | | | | CHECK-LISTEXTERIOR:_____ Make sure all wax |
| and manufacturers suggestions for | | | | is removed_____ Check for wax dust_____ |
| preservation.Should he be mad at you for offering | | | | Check emblems and crevices_____ Check to |
| a greater array of service to you customers? No, | | | | see if \chrome has been polished_____ Check |
| the upholstery craftsman will need to have his | | | | grill and all front areas for bug removal_____ |
| own set of value added services and products he | | | | Look at rocker panels for tar_____ Check |
| can offer to his customers such as removing and | | | | wheels for brake dust_____ Check white |
| replacing seats and headliners and using the | | | | walls_____ Make sure tires are dressed |
| highest grade fabrics and stainless steel screws. | | | | evenly_____ Check wheel wells_____ Make |
| You must have a specialty or an area of | | | | sure wheel well lips are clean_____ Check all |
| expertise, but you must also understand and then | | | | bezels for wax removal and cleanliness_____ |
| cater to the needs and more importantly the | | | | Check windows for smears/paint |
| wants of your customer. If you don't know their | | | | overspray_____ Look at mirrors for |
| wants and needs, ask your customers directly in | | | | cleanliness_____ Check headlights/tail lights for |
| an informal survey or indirectly during | | | | cleanliness_____ Check moldings, weather |
| conversations.Saying that fixed site car washes | | | | striping, front air dams, bumper strips for |
| have destroyed the meaning of the word detailing | | | | dressing_____ Make sure vinyl top is clean and |
| may be true to some extent. Yet one must ask, | | | | conditioned_____ Check wipers for |
| "Did McDonalds destroy the definition of a hearty | | | | oversprayINTERIOR:_____ Make sure carpet is |
| breakfast when it introduced the 'Egg McMuffin' in | | | | vacuumed_____ Check under seats_____ |
| Santa Barbara, CA?" Comparing 'express detailing' | | | | Check ash trays_____ Check rear shelf_____ |
| with a complete detailing service is merely | | | | Check carpet for stains and cleanliness_____ |
| another apples and oranges issue. We as | | | | Check seats for stains and cleanliness_____ |
| professional detailers realize that there is no | | | | Look at door panes for cleanliness_____ Check |
| comparison. Why does this make so many of us | | | | dash board; ac vents, gauges, radio knobs, |
| angry? It is all those years of perfection being | | | | steering column, levers, crevices_____ Check all |
| thrown out the window? But do not look at it | | | | chrome including seat belt ends, door handles, |
| that way, look at it as an incredible opportunity. | | | | step plates_____ Make sure all vinyl and leather |
| Channel the frustration and anger into energy and | | | | has been evenly dressed_____ Check headliner, |
| perseverance. The fixed site car washes with | | | | visors, sail panels_____ Check dome light |
| their quick wax, 'express detail' have popularized | | | | area_____ Check seat belts_____ Make sure |
| the phrase 'detailing' to an entirely new group of | | | | all pedals are cleaned_____ Check lower dash |
| consumers who normally might not be interested | | | | for dressing_____ Check all door jambs for |
| in your services prior to this introduction. It is up | | | | cleanliness and tar removal_____ Check |
| to us to expand upon this and take advantage of | | | | consoles and glove compartment for |
| the fact that now the general workforce is buying | | | | cleanliness_____ Check windows; below |
| detailing services. Sure it's inferior, but a need, a | | | | inspection stickers, inside rear brake lights, window |
| want and desire to spend money for detailing has | | | | tips_____ Check rear view mirror_____ Check |
| been formally introduced. This has opportunity | | | | vanity mirrors_____ Make sure mats are in |
| written all over it as Bud Abraham said in a | | | | trunk_____ Check to see that personal items |
| speech he delivered at the ICA (International | | | | are placed in clear plastic bag_____ Check for |
| Carwash Association) annual conference in Las | | | | plastic drivers seat cover_____ Check for paper |
| Vegas.Many feel that this new spin on the old | | | | mats_____ Be sure a hand-out flyer has been |
| terminology of detailing has adversely affected | | | | placed in car--------If a professional detailer will |
| the professional detailers retail business. Fixed | | | | simply look past customer perception that "a |
| detailers must adapt to this market challenge or | | | | detail is a detail" and educate them on the |
| loose a large percentage of their retail detail | | | | differences, then that professional will get the |
| volume and thus have their profitability affected. | | | | best of all worlds. By letting car washes introduce |
| By differentiating their service and educating | | | | the idea and market to the consumers of the |
| customers to the definition of a 'Full Detail' or | | | | world, you will get free advertising. By car washes |
| 'Complete Detailing Service' the professional | | | | using the term detailing, even if it is out of |
| detailer is able to cater to the ideal retail customer | | | | context and even if they lower the once high |
| in the middle to upper income classes. Generally | | | | standards in the minds of consumers, they still |
| members of this market segment understand the | | | | have opened the market ten fold. Now that this |
| difference and are aware of the value of a real | | | | market is wide open and almost everyone has |
| detail versus an express service. This high-end | | | | become in their own minds a detailing customer; it |
| crowd can be as much as 15-35% of the | | | | is up to the professional detailers to show them 'a |
| professional detailers retail clientele. Let's say that | | | | real detail'. It is up to us to expand our retail |
| a Professional Detailer has 70% of its business in | | | | market mix, to expand that percentage of our |
| new and used Car Dealerships and other fleet | | | | business' total sales.Once the customer |
| customers who occasionally need detailing. | | | | experiences the difference, they will see our point |
| Vehicles such as rent-a-cars, work vans, or sales | | | | and know that an 'express detail' is merely a |
| cars for corporations and 30% in individual retail, | | | | glorified wash with a hand wax, some extra |
| the higher per car profit of all services offered. It | | | | dressings, and perhaps some carpet cleaning |
| is not good business sense for a Professional | | | | thrown in for good measure. It is hardly what |
| Detailer to simply ignore that much of their | | | | professional detailers call a 'complete and full detail'. |
| customer base, and therefore they must develop | | | | Once your customer has become accustomed to |
| a strategy to help customers and clients | | | | a real detail and received a service which has |
| understand the difference between the express | | | | exceeded their wildest expectations, that person |
| service and full detail.Some of the communication | | | | will be a walking, talking one-person sales army |
| problems come into play when a customer is | | | | for you and every other professional detailer in |
| convinced that the $50.00-$60.00 (sometimes as | | | | our industry. So press on! Let's make believer out |
| low as $35.00) he or she paid for an express | | | | of our retail clientele one customer at a |
| detail is the same service they will get when they | | | | time.Lance Winslow - Online Think Tank forum |
| pay a $100.00+ complete detailing service. Even | | | | board. |
| when the higher price comes from a professional | | | | |