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