Shaking the 'car wash' image

[apg39]

Where I operate my workshop, detailing is not a big 'thing'. Where I am originally raised & schooled it is much the same. I get referred to as a 'car wash' pretty much daily even though the customer knows I don't just splash & dash, they know I do detailing but refer to it as taking it to the car wash. Not really how the public perceive what you do, just what they call it...similar to how a Mercedes owner would feel if someone referred to their car as a Toyota.

While it might seem a little trivial, it is somewhat annoying. Not being mean to car washes but what detailers do is an art & not just a minor chore like mowing the lawns. I've worked extremely hard these last 12 months to bring the business back to a more professional/respectable position than it was with the previous owner. He seemed happy for others to downplay what he did & was suprised when people wanted quotes then shocked by his price because it's "only a car wash".

Plus I'm a pretty proud guy, I'm not dumb & think I'm pretty well respected by all of my friends/family...but when I hear my parents say I own a car wash I can tell straight away the other person is unimpressed or even disappointed that I've settled for the simple life.

I know the obvious answer is to educate the public, but it's a pretty big task & I don't really have the bank balance to be putting editorial in the newspaper or doing a brochure drop. I will be doing this in the future but just want to see if it's only me or if anyone else has had success in changing the public's perception.

The other idea which I used in a previous occupation as a property manager was to change the wording of my occupation. No one loves a 'property manager', hardly any respect at all...but an 'investment portfolio manager' impresses people. Bit like Subway's sandwich artists. I have thrown around ideas of changing it to 'automotive restoration' or 'automotive enhancement' since essentially thats what we do.

So do any other workshop owners felt the same? Do you cringe when the public or even friends/family refer to you as a car wash? Does it make you feel like you're doing all this hard work just to be referred to as a quick/dodgey/cheap/basic service?

[tag4car]

I came up with Paint Restoration Specialist & Automotive Surface Technician as super-titled names.

[Bunky]

People in service industries often work very hard work and in challenging working conditions (outside) but often do not get much credit in social standing.

The problem is that many service industry jobs are easy to enter (got a bucket and some soap, ok you call yourself a detailer) so the quality of work is widely variable and therefore the trade (as well as others) are not viewed highly.

Good luck and keep the positive attitude. It is a no win battle to convince everyone.

[BobbyG]

The name of your business and the reputation you've earned and established clearly separates you from the "local car wash" stigma.

A Professional Detailer is not a car wash...

[hoyt66]

Maybe you could hang an inexpensive banner outside your shop like...

"APG39 DETAILING. WE'RE NOT JUST A CARWASH. STOP IN AND LET ME SHOW YOU"

or something along those lines.

[Flash Gordon]

As long as their dropping the cash off, I don't care what they call me

[skipper1]

Maybe you could hang an inexpensive banner outside your shop like...

"APG39 DETAILING. WE'RE NOT JUST A CARWASH. STOP IN AND LET ME SHOW YOU"

or something along those lines.

Or..."This ain't your daddy's carwash...it's much more"

[touring]

As long as their dropping the cash off, I don't care what they call me

+1

Or..."This ain't your daddy's carwash...it's much more"

I would pass on that. just out of curiosity how old are you?

[Kristopher1129]

I think all of us have our battles with ill informed customers who think we are just a car wash. Some people just don't know what detailing is, and that's something we have to live with.

For me...I have this on my "Common Questions" page to my website....

"Are you a car wash? - Definitely not! Car washes are machine operated (for the most part) facilities that simply wash vehicles in large volume. Our shop only handles a handful of customers per day by appointment. We are professionals, with an eye for meticulous detail. The services offered here are practically opposite of a car wash facility. But we are very much related to each other. We detail your car and bring it as close to "new" condition as we can, and you can maintain that new look by using the car wash. But both businesses are VERY different! "


Granted, that last line about maintaining your vehicle at a car wash really depends on how you use the car wash. On my site, there's a link to a car wash business that trades MUCH business with me following that line. So, I had to add that little tid bit, ha.

[A-train]

As long as their dropping the cash off, I don't care what they call me

haha