Attracting quality cars and customers

[statusdetailing]

I live in Springfield, Mo. population 150-200,000 and probably around a million counting the surrounding areas. There are some large businesses like Bass Pro with their headquarters here, and Springfield is a huge medical town. There are nice cars around. I see Porsches driving around almost daily and Ferraris and Lambos almost weekly. The are also plenty of well taken care of Camaros, Mustangs, etc.

The problem is that I'm just not getting them. I have a nice, small shop. I'm doing about 5-10 cars a week, and 99% of the cars I do are severely neglected daily drivers. I know I haven't been charging enough (around $145 for a full detail with 1 step polish), but recently raised my prices on most of my service around $30 (making my full detail $180). I still seem to be booking details, we'll see if my clientel starts to change. Perhaps this will solve part of the problem.

I know these prices are still a little low, but I'm in the midwest...people are really cheap.

How do you guys suggest attracting better customers? What would be your number one suggestion?

Feel free to take a look at my website. Perhaps some of my prices are too low or maybe I'm somehow targeting bad customers.

Welcome to Status Auto Detailing, Springfield Mo. (http://www.statusautodetailing.com)

Any suggestions help! Thanks

[Jmoran]

You have a couple of typos on your website

[Jmoran]

The best way to attract better customers is for your current customers to spread the word about how great of a detail you did, sooner or later you'll get clients with nicer cars and of course the process repeats and before you know it you'll have a great clientele.

[AutowerxDetailing]

How do you guys suggest attracting better customers? What would be your number one suggestion?

Double or triple your prices. Then offer "discounts" using specifically targeted marketing mechanisms (adwords, coupon books, mailers, etc.) Your discounted marketing will maintain daily driver volume and your "premium pricing" will attract high-end customers.

P.S. This is all just theory and I have no idea if this would work in your specific instance. This is just probably what I would do if I had the same goals.

[jpegs13]

Double or triple your prices. Then offer "discounts" using specifically targeted marketing mechanisms (adwords, coupon books, mailers, etc.) Your discounted marketing will maintain daily driver volume and your "premium pricing" will attract high-end customers.

P.S. This is all just theory and I have no idea if this would work in your specific instance. This is just probably what I would do if I had the same goals.

Really? So, people who own high end cars are idiots? They'll pay more than other advertised prices?
Sorry, I don't agree. You have to make sure you're competitive with other detailers.

[RoadRageDetail]

Are you part of the local car community forums?

What has worked best for me is to find your local enthusiast forums and get to know the people on that site. You may have to sponsor the forum via powerseller status or whatever they may expect to "advertise" but really be there as someone who supports their community by helping them keep their cars clean. Offer tips and tricks and advice just like you would here, and back it up with before and after pics as examples. Be professional and courteous and knowledgeable. You WILL get PM's for business. Take tons of pictures while working on member's rides and post threads featuring the process their cars received (before/during/after pics). Support the community and they will support you.

[Vegas Transplant]

No offense intended...just constructive criticism.

I would rethink the cover photo of paint brush (metal banding) which may cause marring.

I personally would not consider your services (if I was in the market) after seeing the metal/leather contact in your coverphoto...somewhat non-professional IMO.

[rustytruck]

You raved on a thread a few days ago how much business Craigslist brings you. Is Craigslist not bringing in the high end cars you were looking for? I say this sarcastically, but there is some truth here. If you market your business on a bulletin board type website you are going to attract a different type of clientele than if you advertise in a country club type publication. I'm not sure raising your prices will help it will probably hurt. People who have nice cars usually do so because they work hard. They are not going to pay more then they need to. If your a professional shop offering $200 details and the guy on the other side of town is also a professional shop offering $175 details where do you think they are going to drop of the new jag?

[A-train]

I would try and gear my marketing toward that sector. In my area there is a magazine that is only sent to homes over a certain price. that is a great marketing tool to target a specific clientele. Also you said there is a large medical field in your area. I would target doctors and surgeons. Once you land a few they are sure to talk, but IMO they need to see what sets you apart. If you raise prices you will weed out some of the nasty DD's.

[Vegas Transplant]

There are nice cars around. I see Porsches driving around almost daily and Ferraris and Lambos almost weekly. The are also plenty of well taken care of Camaros, Mustangs, etc.

The problem is that I'm just not getting them. I have a nice, small shop. I'm doing about 5-10 cars a week, and 99% of the cars I do are severely neglected daily drivers.

Welcome to Status Auto Detailing, Springfield Mo. (http://www.statusautodetailing.com)

Any suggestions help! Thanks

I don't know how long you've been in business, but it seems that perseverance is key.
Most start ups have to build up a clientele, rather than just have them appear.
I turn down most jobs (usually by high quoting) that I forsee as not being dedicated, or will not sign up for maintenance.
Below pics are of dedicated customer (janitor) who signed on for bi-weekly maintenance after viewing boss' (principal '11 BMW Z8) one time high end detail - one step and full interior. Guess which one I prefer as a customer?

http://www.autogeekonline.net/gallery/data/1431/buick_resize_3.png (http://www.autogeekonline.net/gallery/showphoto.php/photo/47823)
http://www.autogeekonline.net/gallery/data/1431/buick_resize_1.png (http://www.autogeekonline.net/gallery/showphoto.php/photo/47821)
http://www.autogeekonline.net/gallery/data/1431/buick_resize_2.png (http://www.autogeekonline.net/gallery/showphoto.php/photo/47822)
http://www.autogeekonline.net/gallery/data/1431/buick_resize_4.png (http://www.autogeekonline.net/gallery/showphoto.php/photo/47824)


If you're getting a lot of one time customers and those with dd's only ( no garage queen or weekend cruisers) you need to rethink your market. But I don't have the luxury or expense of a brink and mortar.

[micvog]

From a customer's perspective, I would offer the following:

1. Your site uses Adobe Flash which means iOS devices (iPod Touch, iPhone and iPad) can't access it. And, unless the user installs Flash, Mac users can't access it as Apple no longer includes Flash in their factory image. Seems to me you are excluding a material portion of your targeted demographic, especially since accessing the internet from mobile devices is becoming more and more mainstream.

2. I lived most of my life in southern California but recently moved to the upper midwest (wife is from the area). I think you are correct that the midwest is more frugal, but, perhaps given the climate and the effect on cars, people also aren't as into the "car culture". I would love to find a local shop to apply OptiCoat but the people I have called have never heard of it. If I saw an ad by a local shop mentioning OptiCoat, it would get my attention and most likely a shot at my regular business. Given #1, I haven't seen your website, but I would mention specific high-end things you do and their benefits. My point is that people may be more frugal, but there is also a lot less competition.

Good luck!

[statusdetailing]

You have a couple of typos on your website


Thanks, I'll check into that. I recently made a lot of changes.

[statusdetailing]

You raved on a thread a few days ago how much business Craigslist brings you. Is Craigslist not bringing in the high end cars you were looking for? I say this sarcastically, but there is some truth here. If you market your business on a bulletin board type website you are going to attract a different type of clientele than if you advertise in a country club type publication. I'm not sure raising your prices will help it will probably hurt. People who have nice cars usually do so because they work hard. They are not going to pay more then they need to. If your a professional shop offering $200 details and the guy on the other side of town is also a professional shop offering $175 details where do you think they are going to drop of the new jag?

You have some very good points. There are actually a couple very nice country clubs in the area. Perhaps I should spend a little to put some ads in their publications.

[statusdetailing]

No offense intended...just constructive criticism.

I would rethink the cover photo of paint brush (metal banding) which may cause marring.

I personally would not consider your services (if I was in the market) after seeing the metal/leather contact in your coverphoto...somewhat non-professional IMO.

I've thought the same thing about the pic. I have some nicer brushes, I just happened to grab that brush for the pic. Not saying that I never use the metal banded ones. Honestly, out of hundreds of cars, I've never damaged a car with that brush. But, I can see the possibility and you have a good point.

I can see how a very picky customer may notice the metal. I'll be buying better brushes soon.

Do you suggest any specific brushes off AG?

[statusdetailing]

I don't know how long you've been in business, but it seems that perseverance is key.
Most start ups have to build up a clientele, rather than just have them appear.
I turn down most jobs (usually by high quoting) that I forsee as not being dedicated, or will not sign up for maintenance.
Below pics are of dedicated customer (janitor) who signed on for bi-weekly maintenance after viewing boss' (principal '11 BMW Z8) one time high end detail - one step and full interior. Guess which one I prefer as a customer?

http://www.autogeekonline.net/gallery/data/1431/buick_resize_3.png (http://www.autogeekonline.net/gallery/showphoto.php/photo/47823)
http://www.autogeekonline.net/gallery/data/1431/buick_resize_1.png (http://www.autogeekonline.net/gallery/showphoto.php/photo/47821)
http://www.autogeekonline.net/gallery/data/1431/buick_resize_2.png (http://www.autogeekonline.net/gallery/showphoto.php/photo/47822)
http://www.autogeekonline.net/gallery/data/1431/buick_resize_4.png (http://www.autogeekonline.net/gallery/showphoto.php/photo/47824)


If you're getting a lot of one time customers and those with dd's only ( no garage queen or weekend cruisers) you need to rethink your market. But I don't have the luxury or expense of a brink and mortar.


You are right about perseverance. I think If I keep working hard I will slowly get better customers, especially from repeat business. I'm definitely not complaining about my current customers. They pay my bills, but their nasty cars are really wearing me out. 10 daily driver cars a week, like the one pictured above is hard work for 1 guy.