MirrorFinish Blog

rewards for new customer referrals

2009-11-19T10:55:00.000-08:00

The highest compliment my customers can give me is the referral of their friends, family and business associates. That's why I mail out a $20 Gift Card to every customer who sends me a new customer. Over the years this type of reward has worked out very well. Some people actually send me two or more new customers and end up saving $20, $40 or even $60 off of their next car detailing. While a few others appreciate the gesture and do not even use the gift card. What this type of incentive does, at the very least, is let my customers know that I appreciate when they tell their friends, family and business associates about my mobile car detailing services. After all, that is the primary goal.

high pressure sales tactics

2009-11-10T16:23:00.000-08:00

A good sales pitch will usually do very little when it comes to getting someone interested in having their car detailed. High pressure sales tactics, in most cases, don't work. What does work is going out there and finding the target market who already has need for the car detailing services I offer and then filling that need. Being in the car detailing business is not about becoming a good sales person. It has more to do with becoming a good business person.

working with synthetic car wax

2009-11-02T10:35:00.000-08:00

Most synthetic car waxes, such as polymer sealants can be left on the surface of a vehicle much longer than carnauba waxes. Something else to consider when working with either type of car wax is the amount of relative humidity on a given day. For example, during a damp day, most waxes will usually take a bit longer to dry compared to a dry day with low relative humidity. When working with carnauba wax, which can become very hard very quickly, try not to get too far ahead of yourself. Do a few small sections of the car first, just to see how quickly the carnauba wax dries and how easily it can be removed. Then proceed accordingly. Synthetic wax is a lot easier to work with and humidity levels will usually not be a problem, compared to carnauba wax.

polishing and waxing only by hand

2009-10-29T03:07:00.000-07:00

When I was in the beginning stages of starting my mobile detailing business, I had to think about the things that I could do to make my auto detailing service just a little bit different than most of the other detailing businesses in South Jersey. One way to be different was to do all of the polishing and waxing only by hand. That is something I figured out in way back in 1986 when I started my business and it is what I continue to do today. Actually, my customers would never think of having a machine used on their vehicle. They prefer the high quality results that I have been able to provide by doing everything by hand.

it's usually either feast or famine

2009-10-28T07:15:00.000-07:00

When you're in your own detailing business, it is usually either feast or famine. Here in the northeast part of the country, you can basically figure that most detailing businesses are not very busy during the months of January and February. Hey, who wants to get their car detailed with sub-freezing temperatures and a foot of snow on the ground? Once the weather starts to get a little milder by the beginning of March and the chance of snow, ice and road salt are gone, that is the time when detailing really begins to pick up again. The demand for detailing in New Jersey usually remains high until late August, right before schools begin to open again. That bit of a slowdown usually only lasts a few weeks until everything gets back to normal from summer vacations and school opening. By the middle of September, the phone starts ringing again and doesn't stop until the holidays in December. Autumn is the time of year when just about everyone wants to protect their car from the upcoming extremes of winter weather. Usually, December is relatively busy, however when the extreme cold weather comes a bit early, that can really have an effect on demand at that time of the year. As you can see, depending on where you're located, seasonal conditions do affect most detailing businesses.

car detailing when there's a chance of rain

2009-10-27T09:36:00.000-07:00

Since I operate a mobile car detailing business where all of the work is done at the customer’s location, I usually wait until the very last minute before canceling a scheduled detailing appointment due to a chance of rain. I get up an extra hour earlier the morning of the appointment and check the weather radar on my computer. That way I can access the situation first hand and get a good idea of the probable weather conditions during the hours I would be out there working. Only then, with the absolute latest weather information do I take responsibility to cancel a detailing appointment. Of course, when the customer calls ahead of time, then I will do whatever they want me to do.

it's clear, what goes around comes around

2009-10-26T03:21:00.000-07:00

Maybe it has something to do with the cost effective advancements in clear coat technology. Here is what I have seen over the past twenty-five years regarding auto paint finishes. Whatever paint processes that were being used on the more expensive cars usually ended up being used on the lower priced cars a few years later. This is what happened when clear coat finishes first started into the marketplace during the 1980's. So what we are seeing now is a situation where the average low priced everyday cars are catching up with the enhanced painting processes used on more expensive cars of just a few years ago.

determining the condition of a boat's fiberglass gel coat

2009-10-23T06:06:00.000-07:00

When it comes to detailing boats, it is important to keep in mind the age and general condition of the fiberglass gel coat. Newer boats, less than five years old, that have been polished and waxed at least twice a season can usually be polished and waxed by hand. That is because the gel coat on a boat that has had regular appearance maintenance will usually be in good condition. That is not the case with older boats where the gel coat has been neglected. The age of boat can be identified by the date code stamped into serial number, which is usually located on the stern. In most cases, the last two numbers of the serial number will identify the year the boat was manufactured.

retail boat detailing

2009-10-22T02:44:00.000-07:00

For me, it has been the retail boat detailing customers that I have focused on over the years, rather than doing wholesale work for the boat dealers and marinas. I like being my own boss and not having to answer to anyone other than my own individual retail customers. Of course, having only retail customers is not easy for someone just getting involved in their own detailing business. Especially, when it comes to boat detailing. It takes a number of years to build up enough retail customers to remain relatively busy throughout the boat detailing season. There is nothing better than doing a dockside detailing during a midsummer day. Even washing a boat on a rainy day is better than a good day at the office.

maintaining a high level of quality

2009-10-21T03:15:00.000-07:00

It is quite clear that my detailing customers are basically more interested in a high level of quality, rather than just getting a low price. They truly understand the value of my service. It is up to me to maintain that high level of quality. By doing so, I can continue to charge a reasonable price for my auto and boat detailing services. Lowering my prices is not an option. That would only result in a lowering of my quality standards and that will never happen. My mission is to provide my customers with a high standard of quality that they just cannot get from any other professional detailing business.

pricing based on real costs

2009-10-20T03:08:00.000-07:00

When it comes to pricing my services, I would say that the majority of my consideration is focused on the true cost of what it takes to operate my auto detailing business. It is really not about what other people think I should charge for my services or what the competition charges. There is a real cost of doing business and those costs must be built into the price.

writing a business plan

2009-10-19T10:55:00.000-07:00

Writing a business plan is a lot easier than most people think. Basically all you need to do is write an outline about what you think is involved in starting and operating your own business. It is not something you do all at one time. Once you have the outline set up, then just add more and more information as you begin to form your plan. Writing your own business plan is basically all about getting your thoughts and business ideas down on paper. It’s a lot easier than trying to carry all of that stuff around in your head.

polishing and waxing chrome wheels

2009-10-17T05:03:00.000-07:00

It is a good idea to make sure that your chrome wheels get polished and waxed, just like the painted surfaces of your car. The polish will help to remove any remaining brake dust residue and the wax will help to protect the surface. When you use this process there is really no need for using harsh chemicals to clean your wheels. Those chemicals will only help to strip away the protective wax. The key to keeping chrome wheels looking good is to polish and wax often.

polishing and waxing by hand

2009-10-16T07:08:00.000-07:00

Although I have been in the auto and boat detailing business since 1986, I have never considered using any type of mechanical polisher. I have always preferred to do all of the polishing and waxing by hand. The way I see it, in order to be successful in business you have got to somehow figure out a way to separate yourself from the competition. In my case, that difference is simply that I do everything by hand. Think about it this way. How many detailers still do all of the polishing and waxing only by hand? Basically, it all comes down to how I want my mobile detailing business to fit into the marketplace. It is all about the way consumers perceive my service. After all, perception is reality. I simply focus on taking care of well maintained vehicles and I stay away from doing any low priced wholesale car dealership work. And since I continue to do everything by hand, that alone makes the service that I am providing unique and different.

one complete auto detailing package

2009-10-15T03:34:00.000-07:00

During the start up phase of my mobile auto detailing business I needed to go out there and get as many new customers as possible. However, it was important for me to get good customers. Customers who understood what professional car detailing was all about and had a need for the high quality service that I was offering. I knew in advance that I did not want to start out with low prices just to attract new customers. This was due to the fact that I might begin to get price shoppers, who really did not know the different between a high priced car wash and a low priced detailing. And I realized that any attempt to up selling my detailing customers on additional services probably went out of favor long before I got into the business. It turned out a lot better for me to stick with offering one complete detailing package at a reasonable price that the customer could easily understand.

Today's automobile industry is a good example of the advantages of offering one complete package at a price the customer can easily understand. You may not remember, but a few decades ago when new cars were purchased they didn't always come with power windows, air conditioning and all of the other goodies that are now considered standard equipment. Hey, if you go back far enough, cars didn't come with radios and heaters. Somewhere along the line, the car manufacturers realized that if they included many of the options as standard items and charged higher prices, then customers might just begin to feel like they were getting more value for their money. And let's not forget about those items that are now included as standard that some customers may not have ordered in the first place. The way the auto makers figured it out, they are basically getting you to buy the vehicle at a complete package price, even if there's something in the package that you may not have really wanted. So the car makers are basically up selling but no one really looks at it that way. Of course, it's all built into the higher price, however, most customers never really think too much about that, especially when you think about all of the goodies that are loaded into cars now a days. So, when it comes to detailing, for me, it has always been one complete package at a price my customers consider a true value.

auto detailing quality checklist

2009-10-14T11:16:00.000-07:00

I always use a quality checklist. Customers just seem to notice some things more than others. That's why clean windows are at the top of my list. Windows that are not completely clean are the one thing that customers will always notice first. I could spend hours polishing and waxing and achieve a flawless finish, however, if the windows are not completely clean, the quality of my work could be judged as sub-standard.

Basically, I am not completely finished detailing a vehicle until I give it a final wipe-down. I have found that to be the best time to spend a few extra minutes inspecting every item on my checklist. Actually, this is one of the most important steps in my entire detailing process. It's when the appearance of both the exterior and interior gets a final quality inspection. The goal is to aim for a vehicle that so clean, it actually exceeds my own quality standards.

Quality Checklist:

1- Inspect overall appearance
2- Inspect windows and mirrors
3- Inspect carpets and upholstery
4- Inspect interior dash and vents
5- Inspect exterior painted surfaces
6- Inspect door-jams, trunk and trim
7- Inspect bumpers, front grill and chrome
8- Inspect exterior headlamp lenses
9- Inspect tires, wheels and rims
10- Final wipe-down

boat appearance care

2009-10-13T02:58:00.000-07:00

In order to keep a boat looking good it needs to be thoroughly cleaned, polished and waxed at least twice a year. Once you begin to see oxidation on the fiberglass gel coat, then it is usually too late to do anything to keep the oxidation from reappearing. Keep in mind that on a boat that contains heavy oxidation, it is possible to get it to look good again, however it is usually very likely to see the oxidation reappear within a short period of time. That's because the oxidation is coming from within the gel coat itself. Of course, there are a number of good products on the market that can be used to make the surface look clean, smooth and shiney, however that good looking finish on a boat that contains an extreme amount of oxidation usually does not stay looking good for very long. You can think of oxidation coming from within the gel coat of the fiberglass, similar to the way rust comes from within the surface of metal. If you were to take a piece of metal and grind away the rust and then coat it with car wax you would probably see the rust begin to bleed thru just like the oxidation comes back on an oxidized boat.

From a detailing business standpoint, my basic rule is when a boat is over five years old and it has not been polished and waxed on a regular basis from when it was new, then I will usually not take on the job. Generally speaking, if you see oxidation then it's a sure sign that the boat has not been maintained correctly. The key is polishing and waxing on a regular basis from when the boat is new. That's the only way to keep a boat looking good.

find a need and fill it

2009-10-12T03:48:00.000-07:00

I believe that in order to succeed in business you must first 'find a need and fill it'. In other words, you could use the best products, do the best work, have the lowest price, but if there is no need for your service, then you are nowhere. I have always concentrated my energy in the appropriate market segments where my detailing business is unique. This strategy has helped me to increase my market share in those segments. I fully understand how my mobile auto detailing business fits into the marketplace and whether or not there will continue to be a demand for my services.

understanding what auto detailing is all about

2009-10-10T03:25:00.000-07:00

When I started my mobile detailing business back in 1986, most people really did not understand what auto detailing was all about. And thanks to many of the low priced car washes out there, some people still do not have a clue about detailing. Businesses who offer both full details and quick wash and wax express details only further confuses the potential detailing customer. I have found that the key to operating a successful detailing business is to first understand that it is very important to take the customer's vehicle up to another level of quality. A level of that they just cannot get with a simple low priced wash and wax. It is all about the process of taking care of the details and the truth is, it's a process that takes time. Detailing has never been about being in a hurry by offering a quick service and anyone who thinks they can have it both ways is certainly mistaken.

caring for leather seats in your car

2009-10-09T04:18:00.000-07:00

One thing to keep in mind with leather seats in your car is avoiding any other leather that may come in contact with your seats. Leather jackets, leather belts and even leather handbags can and will transfer their color onto your leather seats. This is especially true when your car has light colored leather. Once the color has transferred, there is basically nothing that can be done to remove the discoloration. As a professional detailer, I have seen the transfer of color with leather happen time and time again. Maybe it is the type of leather, the age or the way the leather belt or jacket has been treated and dyed during the manufacturing process. It may also have something to do with the level of quality. Higher priced, leather belts and jackets do not appear to transfer color like the inexpensive types. Either way, it's a real problem that can be avoided.

getting started in mobile car detailing

2009-10-08T02:42:00.000-07:00

I started my own mobile detailing business on a part-time basis in 1986. For years I had worked as a quality assurance manager for a company that was a manufacturer of car wash equipment. During that time I came upon two realizations that helped me launch my new business. First, I began to realize that there was a growing need for specialized auto detailing services. Second, I also began to realize that I could earn extra income doing something that I really enjoyed. Since I had always kept my own vehicles cleaned and polished, it was only natural for me to start providing the same service for other people.

growing a business

2009-10-07T03:23:00.000-07:00

Along the way I have made a few changes to my original business plan. The first was getting involved in boat detailing. At first you would think that would be a natural progression. After all, it is a basic extension of car detailing. With boats, the materials you are working with are a bit different. I had a lot of learning to do about how to properly clean, polish and protect fiberglass gelcoat. Teakwood cleaning was another major hurdle.

While I was out there beginning to add a few boat detailing jobs to the schedule, I was also beginning to develop and teach automobile and boat detailing courses. These detailing courses were held at local high schools throughout southern New Jersey as part of their adult evening classes.

Over the years, these two additions to my business plan have had a positive impact to the overall success of my detailing business.

starting a detailing business

2009-10-06T03:17:00.000-07:00

About ten years ago I wrote an instructional manual about how to start your own detailing business. The way I figured it, since it took a lot of hard work and planning on my part, why not document all of that work and make it a lot easier for someone else who wants to start their own detailing business. The Study Guides that I wrote for starting your own detailing business do just that. They give an entrepreneur the basic, yet comprehensive plans needed to get started in their own detailing business. Clients from all over the United States and Canada have purchased the Study Guides and continued on to start their own detailing business.

Auto and Boat Detailing Guides

2009-10-05T15:15:00.000-07:00

Once I completed the Study Guides for people who want to start their own detailing business, I began to put together a more basic detailing guide for beginners. The Auto and Boat Detailing Guides that I wrote are very basic, easy to understand, do-it-yourself guides designed to offer people an opportunity to learn more about how to safely clean, polish and wax their own car or boat, just like a professional. For the past few years I have also been offering Online Auto and Boat Detailing Courses that allow students to complete their studies anytime and in the comfort of their own home.

the 80/20 rule

2009-10-03T08:18:00.000-07:00

I really believe that professional detailing business owners need to concentrate on business principles even more than they concentrate on detailing principles. I would say that 80% of the educational effort should be focused on learning more about what it takes to own and operate a successful, profitable business. The other 20% should be learning more about the actual process of detailing. I think the number one reason why so many detailing businesses fail is because the owners are too busy taking care of the technical side of the business. Just because someone may be a good at detailing that does not necessarily make them a good business owner.

becoming a professional

2009-10-02T02:41:00.000-07:00

The key to operating a successful auto detailing business is knowing what it takes to become a professional. Of course, customers expect to see good results. However, at the same time they are equally concerned with all of the things that I do to create an overall good experience. For example, since I operate a mobile detailing business, it is very important that I arrive on the job at the agreed time of the appointment. I also dress in clean, professional-looking, color-coordinated work clothes. Matching work hat with embroidered company name, etc. All of this creates a favorable image and helps to make a statement with my customers.

old fashion customer service

2009-10-01T03:31:00.000-07:00

I constantly look at everything from the point of view of my detailing customers. After all, they are truly the only reason why I am in business. I treat my customers the same way I like to be treated and I only use the finest professional products, because that is what I use on my own cars. I realized early on that good detailing customers are not always interested in getting the lowest price. Instead, they are much more focused on knowing they are receiving high quality, dependable customer service.

finding new car detailing clients

2009-09-30T05:34:00.000-07:00

As with most small businesses, I have experimented with a number of marketing techniques before finding what works for me. In my case, customer referrals have worked the best. My customers just love telling their family and friends about my car detailing services. They are constantly sending me new customer referrals. I have also found that just talking with people who own expensive cars also yields very good results. That's why I always carry a couple of business cards with me at all times. I am always ready when someone asks about my detailing services.

focusing on value

2009-09-29T08:02:00.000-07:00

I have always tried to remain focused on constantly giving my detailing customers much more than they expect by exceeding their needs. The way I see it, my customers must truly come first. When customers measure value, they are looking at the entire experience. Of course they want a good quality job, but they are also interested in other things such as; ease of making an appointment, whether or not the job is started 'on-time' and finished 'on-time', friendly yet professional explanation of services, etc. These are all factors that play a part in how customers measure the value of my service.

pricing mobile detailing services

2009-09-24T08:37:00.000-07:00

Before deciding what price to charge for my mobile detailing services, I had to gain a better understanding of how my customers were going to measure the value of my service. The way I figured it, by providing my services at their location, I would be giving my customers a true value by saving them time. It would be a waste of their time if they had to take their car to a detail shop, leave it there and get a ride back to work or home and then going through the same routine when the detailing was completed later in the day. By being a mobile business and offering to do all of the work at their location, I allow them the freedom to go about their daily routine without interruption. Basically, I am providing a convenient, valuable, time saving service. And over the years I have found that there are plenty of good people out there who are looking for just that kind of customer service.

car care article @ MobileLife Today

2009-01-26T12:15:00.000-08:00

I have been contributing monthly articles about car care at MobileLife Today. You can read my January 09 article; Routine Maintenance You Can Do Yourself at MobileLife Today @
http://mobilelifetoday.com/health/category/your-car/

Look for more tips about routine car maintenance you can do yourself in the February issue. And remember to sign up for your Free Subscription to MobileLife Today.

Frank Canna
Mirror Finish Detailing
Williamstown, NJ