The Art of Detailing: Not a Madison Avenue Proposition - Part II Story by Moe Mystry <strong>In</strong> our previous article, we discussed what happens when the consumer price hunts for a specialized service resulting in a detailer falling into that trap. We also talked about what the majority of the price of a detail is comprised of, detailer knowledge and workmanship. <strong>In</strong> <strong>this</strong> article, we’ll discuss what you end up paying for at different price points and how they impact five key areas of distinguish: product quality, detailer experience, level of attention, liability insurance and detailer’s future existence. Different price points are a result of the detailer’s market, experience and level of service. My assumption is an average Porsche in Southern California; 997 Carrera S, black, detailed 6-8 months ago and has been washed by a local wash guy that comes to the office. There are microswirls and light scratches around the car. The interior has never been treated. We’ll be gauging the detail in areas such as: • Product Quality: The quality of the products used will dictate the level of protection, the overall “look” of the detail and durability. Usually, the higher the quality of ingredients, the longer your car will look great; <strong>this</strong> means more value. • Detailer Experience: Since our industry isn’t regulated, you don’t really know how experienced the detailer REALLY is until he’s working on your car. The more skill and expertise a detailer has, the greater the cost of the detail. This translates to more value for you. If your detailer has experience with your type of car, the quicker he can remedy the situation that needs attention. <strong>In</strong> other words, the job is done right the first time. • Level of Attention (Time): The longer a detailer can spend time on your car, the greater the attention. When the detailer isn’t rushed from job to job, he can truly focus on the car at hand. The average proper detail should not be less than four hours without paint correction, it’s usually around five to six hours, depending on the level of service and number of detailers working. If paint correction is involved, expect 12-30 man-hours. • Liability: This is insurance to cover both the vehicle and others. If there are any accidents or unforeseen incidents and if the work is being done on your premises, you are liable. An insured detailer has a liability policy reducing or eliminating the client’s liability. A good policy will be from a reputable company and should cover damages to the vehicle and persons in the area. A good <strong>In</strong>surance policy for detailers is very expensive. We are categorized in the same class as repair shops and mechanics. There is no classification for auto detailing because it’s an industry with little or no regulation. Most detailers don’t even have a business checking account or business license. • Detailer’s Future Existence: Depending on the geographic region, a large portion of the price you pay for a detail needs to be invested back into the company. A smart detailer understands <strong>this</strong> and values the future of the company. <strong>In</strong>vestments in technology, labor and marketing are a few areas where the dollars go to. This way, the detailer you used a year ago will be around <strong>this</strong> year and many years to come. Below are some examples of what the price point gets you: $125 price point: • Product Quality: Products are usually a notch above the consumer lines found in auto parts store. Mainly, cheaper chemicals that are less effective. <strong>In</strong> the long run, you can expect <strong>this</strong> level of product to last a few weeks. • Detailer Experience: Usually just starting out and needing to have a low price to get business. If already established, in desperate need of business. • Level of Attention: Little to none. Time is of the essence here. For someone to be profitable at <strong>this</strong> price point, volume is the key. If mobile, by the time one factors in gas, product cost, taxes, advertising, etc., there is only a modest profit to survive. If a brick-and-mortar, barely enough to cover fixed costs and overhead. • Liability: Usually none. <strong>In</strong>surance is very expensive for detailers. • Future Existence: When all the costs and wages are factored in, little to no money can be allocated to the business. Hence, why there are so many fly-by-night detailers. $300 price point: • Product Quality: Products are somewhat improved. We now get into the ProSumer line of products. These products perform leaps and (Continued on Page 30)
Save the Date 4th Annual GardenTour Saturday May 5th Join us as we embark upon another garden adventure touring Mary Lou Heards’ “Real Gardens by Real People” We will depart at 9:30, immediately following Breakfast Club from Origina Mikes lot. Map and tour directions will be supplied at the start. Carpooling is available and highly recomended RSVP mamsy1@yahoo.com <strong>APRIL</strong> <strong>2012</strong>
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