Auto Detailing Training – Why you need it!

Just about anyone can start their own auto detailing business. Some have started just with a bucket and a sponge and call themselves a professional auto detailer. Those types have not helped the reputation of this industry and actually have hurt it in certain instances, especially when they have driven the prices down and have done shoddy work. Typically these folks have no formal detailing training, did not attend an auto detailing school and are just trying to make a few bucks in between job employment. They generally do not have plans to invest in their future because it is a short term cash generator for them. This may of worked for them in the long run but they did not invest in any formal training hence did not realize the opportunity that could have been.

Learning how too properly and professional detail a car is only part of what you need to know if you really plan on starting a mobile car detailing business. Even if your detailing business is a part-time venture due to both family and financial obligations you should still get some education so you do it right! Many individuals start out part-time and invest in obtaining some good training so they can build a nice income stream. This new revenue stream can be a steady supplemental income or if you set your goals to eventually leave your job once your detailing business ramps up you could have an opportunity of a lifetime. Always keep this in mind – Every vehicle on the road is a potential detail job for you, you just need to develop a plan to reach-out to their “drivers” and offer a “best value” service for the various types of prospects. These prospects will vary from the senior citizen on a fixed income who really cares about preserving the vehicle they own to the corporate CEO that wants his or her car “spruced up” every week. See the potential? It’s enormous!

When choosing to enroll in an auto detailing class or attend an auto detailing training seminar be sure it offers both hands-on detailing training and training for the “business side” of operating an auto detailing business. Typically in this industry there are many really great “craftsman” but very few good “businessmen.” Most know how to detail a car and make it look like new but miserably fail when it comes down to operating the business and growing it to its full potential. A top-notch detailing class will teach you what you need to know with regards to; developing a business plan, choosing your business structure (S Corp, LLC, LP), permits and licenses needed, obtaining business insurance, developing a marketing plan, utilizing social media, having a web site and using good SEO practices, branding your auto detailing business, developing a data base and managing it, booking appointments over the phone, determining your overhead and profit margins, estimating and up-selling, how to obtain reoccurring revenues and referral customers, getting and staying organized, hiring and compensating employees, tools to manage inquiries, appointments and phone calls. Plus a whole lot more.

The hands-on curriculum of the detailing class should inform and educate you with the proper methods and procedures to professionally and proficiently detail a vehicle. The methods and procedures are very critical. If you do not learn these your details will either take unreasonably too long to perform or you will not be performing them well and your end product (the finished detail) will not be up to par. Your details not being up to par will lead to earning a bad reputation and a lack of revenues. Choose an auto detailing course that emphasizes proper methods and procedures and can educate you how to provide profitable; exterior detailing services, interior detailing services, engine compartment cleaning, and auto reconditioning services like headlight restoration, paint chip repair, plastic trim restoration, carpet dying, auto interior repair and odor removal. If you cannot afford the training that offers the auto recon services at least get trained how to detail a vehicle inside and out so you can start making some money right away.

 

Exterior detailing training should be comprised of the vehicle wash up and prep, paint correction, paint preservation, dressing and conditioning, finite detailing, window cleaning, final inspection and customer presentation of the finished product. There are many steps that encompass what is mentioned in the sentence above. Having a good reference check list and auto detailers inspection check list will help you remember what to look for and to execute the steps needed. Start out practicing the exterior detailing services on family and friends vehicles after you finish your training. Just after a few practice cars you should have enough confidence built up to actually start making money by acquiring customers.

Interior detailing training should be comprised of complete cleaning and detailing of the vehicles interior cabin including: cleaning of the headliner, sun visors, dash board, console, door panels, pockets, pedals, cracks, crevices, seating surfaces, steering wheel and column, carpets, mats, vinyl trim, leather trim, chrome trim, gauges, mirrors, and windows. Training should not only teach how to clean but how to condition the vinyl, leather and weather stripping. Special attention should be given to sued and microfiber interiors and the differences in the types of leather and seating upholstery. Proper use of a heated carpet extractor, automotive ozone generator and vapor steamer would also be part of the training components.

Learning the proper methods and procedures from the very beginning will save the detailer labor time and supply costs. Please keep in mind labor is the most expensive “cost” of the detail. Not knowing the proper way to professionally detail a vehicle will consume too much time and produce inferior results. Invest in a good training program, it will pay for itself just after a few detail jobs completed. Be sure to check out the student testimonials from graduates of Detail King’s auto detailing training school in Pittsburgh, PA.

Using Social Media to Market Your Auto Detailing Business – Tip #5 of 10

Social Media is the future of communication, a countless collection of internet based tools and platforms that increase and enhance the sharing of information. This new form of media makes the transfer of text, photos, audio, video, and information in general increasingly popular among internet users. Social Media has relevance not only for regular internet users, but business as well. Any new or growing auto detailing business should have a social media marketing plan in place.

Social Media Channels like Facebook, LinkedIn and Twitter have created online communities where people can share as much or as little personal information as they desire with other members. The result is an enormous amount of information that can be easily shared, searched, promoted, disputed, and created. Your auto detailing business really needs to be represented someway with the more relevant social media platforms. Facebook and LinkedIn can work very well if managed properly.

Using Facebook: A good Facebook presence can help you engage your fans and grow your auto detailing business. But with so many ways to promote your detailing business on Facebook, it’s hard to know where to start. Your Facebook Page is your business’ home base on the social networking site. A Page is a lot like a regular Facebook profile, but for brands and businesses. You will interact with Facebook users through your business’ page, so make sure it truly reflects your brand. Use your car detailing business logo as the primary photo for your Page, and pick a cover photo that is attractive and showcases what your business does. Type up a few snappy sentences to describe your brand, and choose a memorable Web address. Facebook Page URLs appear in the form of www.facebook.com/(yourbrand).

It’s not enough simply to have a Facebook Page far your car detailing business. To rack up followers you’ll need to create worthwhile, interesting content for your fans. Users who like your page will see your posts show up in their main Facebook news feed, so get cracking. Let all your customers know about your page, have them like it and they can be your advocates and help promote your band. You can share updates, photos, videos, promotions and a lot more. The most successful Facebook posts – the ones that drive the most people to comment, share and like – are short and visual. Look for ways to add a visual element to your posts, whether it’s a short video clip, a photo from inside your store, or just stock art. Traditional marketing techniques can help you grow your audience beyond your existing following. That means advertising your Facebook Page’s Web address on signs in your store, on your business card, in emails you send, and on any other marketing materials you produce for your business.

Facebook offers is a tool that allows you to create coupons that can be redeemed at your detail shop or online. For a fee you can also have Facebook push your offer onto the news feeds of users who don’t already follow your detailing business. By establishing a budget you determine how many users will see your offer. Promoted Posts allow you to boost the visibility of any Page update. For a fee, your post will appear near the top of news feeds belonging to potential customers. New customers are more likely to try your detailing business if their friends already have used you. Facebook lets you leverage word-of-mouth to promote your products or car detailing services. Keep in mind that when a fan interacts with your Page, their friends will see the activity in their news feed. Facebook also offers traditional advertising options that let you position your custom ads in users’ news feeds. The ads appear as promotional posts and direct anyone who clicks straight to your car detailing business website. Because Facebook collects heaps of user data, it can target your advertisement to users who are most likely to be interested in your car accessory products or auto reconditioning services.

Using Google: Taking advantage of pay per click advertising and using Google for a social media presence will help your auto detailing business grow in ways you never thought possible. Pay per click ads also known as “sponsored listings” are ads on Google that are positioned at the top of search pages and also on the side. You are only charged for your ad if someone clicks on it and you can decide what you want to pay per click for each key word. For recently launched web sites or web site with poor page ranking these ads can really help drive relevant traffic to your web site. After polling several auto detailing businesses that are using Google pay per click advertising the general consensus is that the phone rings a lot more! Let’s say you are paying $1.00 per click for the key word phrase “mobile auto detailing” and you are getting 5 clicks per day. If your web site is informative and your prices are competitive you phone should ring at least 2 times from those five clicks or at least they would request information on your web site if you have a “call for action” to request more information. Be sure to look into Google AdWords and Google Local and see if this type of advertising can fit into your budget. Be sure to track your results and take advantage of the free tools Google has to offer to better optimize your advertising campaign.

If you do not have a Google+ page for your auto detailing business now is the time is NOW to make one. Google+ has already passed Twitter and is gaining on Facebook. We strongly feel that having a Google+ page for your detailing business will help your business get noticed more online. Google is now publishing conversational content from Google+ pages in their search results. This will bring more visibility to your business and help the search rankings of your web site.  We also realize that maintaining all these social media sites can be timely. There are reasonably priced online apps that can help you easily update and maintain your social media channels. HubSpot is one that we really like here at Detail King. Take advantage of what Google has to offer, it can help your business grow online and offline.

Using LinkedIn: LinkedIn provides a great opportunity to connect with customers and identify new leads. It may be a good idea to have LinkedIn accounts for both your company and yourself as a business owner. LinkedIn has special “Company Pages,” which allow LinkedIn users to “follow” your auto detailing company, and you can create a profile that clearly details your company’s expertise. On your personal page, you can still share company news about your detailing business , but you should also use it as a springboard for leveraging personal relationships with LinkedIn members who know you personally. Recommendations are awesome for instilling confidence. Auto detailing business owners shouldn’t be shy about asking loyal customers for recommendations about their services or products. However, you want to make sure your requests don’t backfire by leading you to lose customers.

If you have recognized that there may be an opportunity with a company in your area but are having a hard time reaching the decision maker, do a search on LinkedIn and once you determine who the “players” are send them a message about who are you are what your detailing business does. Sometimes making contact through “the back door” is the only way to get to the decision maker. The basic LinkedIn account is free. If you opt for an account with more robust features the upgrades start around $20 per month. If you use LinkedIn proficiently to obtain leads and establish important contact $20 is a mere bag of shells!

Using Twitter: Think of Twitter as a relationship-building tool for your auto detailing business. Twitter enables you to interact with people by sending short messages. It can also be thought of as a “micro blogging” service, which means you can post short, 140-character updates about your detailing business. By interacting with customers via Twitter, you’re keeping your business foremost in their minds — especially when it’s time for a hand car wash or auto detail for their vehicles. The most obvious business use of Twitter is to meet potential customers and leads the same way you would at a networking event, tradeshow or car show. Ask your customers if they are on Twitter and if so, ask them to follow your Twitter business account.

You can also use Twitter to develop and promote your brand, interact with your customer base, track what people are saying about your auto reconditioning business, create buzz around upcoming events and special offers and generate sales leads for your detailing business. You can also use Twitter to promote new car reconditioning services, a new product,  or a new hire, even new equipment that you added to your arsenal and so much more! Twitter helps you develop relationships with bloggers and journalists for potential public relations placement. Auto detailing businesses today need a well-rounded mix of social medium marketing, and Twitter is much more than just a way to sound off. Use Twitter just as you would with your Facebook fan page. Develop a following and engage with them! The whole game plan is to keep your company high on their list as a choice merchant. Always ask your customers if they have a twitter account and mention that they should “follow you” for special offers and secret sales.

Using Instagram: Facebook paid 1Billon dollars for Instagram, there must be something to this! With Instagram on your phone, you’re able to share your work immediately, without having to load it into your computer and possibly spend time in Photoshop to get it exactly the way you want it. What a better way to show off your work of vehicles you have detailed. Here are some tips professional auto detailiers are using to promote their business with Instagram:

Connect your Instagram account to your Facebook account – Facebook and Instagram users are very connected, they share photos they post on Instagram and Facebook. Connect both accounts and cross pollinate those accounts to build your audience.

Use popular hashtags – People follow hashtages like they do popular products. You can use witty hashtags like #TheDirtiestCar and entertain a bunch of people or use something like #BeforeAndAfter to show off your work!

Use your established audiences – This is classic social media strategy. Use your Instagram photos of cars you have detailed  where you already have audiences established. Be sure to use the photos on Facebook and twitter and even in your emails. There is nothing better than displaying a before/after picture of a car you recently detailed that was so horrible and you made it look like new again!

Host events – Companies are using efforts of their clients and subscribers to host events on Instagram. For example your auto detailing business can host an even on Instagram asking people to share photos of their favorite vehicles.  Classic cars and muscle cars are always favorites especially if you have established a niche in that area. Use hashtags like; #LoveCorvettes or #LoveTransAms. Any niche that you have established can be promoted even more to grow that niche through Instagram. There are tons of other ways to use Instagram to promote your brand. Be creative and think out of the box to take advantage of this tremendous opportunity to show off your work!

Using Pinterest:  If you are you interested in getting more traffic to your site? Then consider using Pinterest.  The experts are saying that Pinterest drives more referral traffic than LinkedIn, Google+ and YouTube combined. In order to take advantage of this, Pinterest users first have to be attracted to your pins and repin them to their boards. The most successful pins on Pinterest have some traits in common. They combine great images with content to solve a problem, inspire, offer something desirable or appeal to interest in a hobby or activity. This doesn’t have to be difficult or expensive. For example, let’s say you have established certain niches that your auto detailing business does well with. Possibly you have detailed many Corvettes and you are the “go to” guy or gal to detail a person’s Corvette. Establish a business page on Pinterest and begin posting Corvette pictures of the Vetts you have detailed. Other Corvette enthusiasts will easily be able to find you once the cars that you have detailed are repined. Before you know it you will have many Corvette owners contacting you to detail their Corvette. Women make up over 85% of Pinterest subscribers. Women love clean car interiors, you may want to show some great before/after pictures of some real nasty car interiors that you have cleaned. Offer a “lady’s day” special for car interior cleaning and detailing services through Pinterest!   Be sure you always publish relevant content with your pictures that you post. There are some really cool tools that will let you measure the reach of your content on Pinterest. The Pinterest Pin Count tool will show you the number of times a page or blog post from your site has been pinned and repinned within Pinterest.

To create and manage a successful social media marketing program for your auto detailing business will take some time. Don’t get discouraged if you are not seeing results right away. Just like anything else, this will take some time too. Be patient and set aside an hour or so every day to keep your social media channels updated and looking as good as the cars you detail. Tip #6 will be out in a few days, be sure you check back to the Detail King Blog again soon!

Developing Repeat Customers (Reoccurring Revenues) Tip #4 of 10

Remember who is really responsible for paying the bills! – The answer is Your Customers… Doing the job right the first time is critical; it will bring you repeat business and referrals. Remember the old “2 to 8” Rule? For every good job that you do your customer will tell at least 2 people, for every bad job that you do you customer will tell at least 8! Well now with the Internet and web sites like Yelp.com your customers send praise and criticism to the masses with only a few “clicks.” If you do not understand how imperative it is to do high quality work you should not be involved with any service-oriented business. If you do understand the importance of doing great work then you should thrive! Be sure to use all the tools that the Internet and relevant social media channels have to offer.

Know your business: Mistakes can cost you money and your best customers. Experience develops trust and makes a lasting impression. As your customer base increases you will acquire repeat business and referral business. Keep your customers happy and spend a few extra minutes. Those extra minutes can go a long, long way. For example if you are only providing a hand- wash and vacuum but observe that your customers vehicle may need a stain removed from the carpet, or minor tar splatter removed from a quarter panel, do it for free! These quick fix services can go a long way and keep you customers coming back. Provide them the very best “value.”

Follow up the next day: Be sure to send a follow up email containing a short survey to your customer asking them for their feedback about the detailing service you provided. If you do not have a survey system and if a customer was unhappy, studies show they simply just will not purchase again from you, and you will never know why. If you think you have “earned” the right to ask for a referral or two now is the time to do so. If the referrals they provide you convert into appointments for you then be sure to thank your customer and offer them a complimentary hand car wash. This will go a long way with most people.

Attitude makes all the difference: All employees should be considerate, patient, honest in their opinions, and above all listen to the customer’s needs. Look professional, a polo shirt, lab coat, or apron can advertise your business name. In colder months have sweatshirts printed with your company name on the front and back with your logo. To be professional you must also look professional. Don’t wear shirts advertising your favorite rock band or wear ball caps showing off your favorite beer! Be clean, well groomed, clean shaven. Brush your teeth, be sure your breath is pleasant, and smile. Always look your customers directly in the eye. Having a company dress code for your business will surely separate you from most of your competition.

Make your customer’s visit is a pleasant experience: If you have a retail location, keep your shop, waiting area, and rest rooms clean and immaculate. Be sure to have comfortable seating, pleasant aromas in the waiting area, reading material like popular magazines and possibly even a television to watch. Offering WIFI and comfortable seating will keep your customer happy and the ability to catch up with their emails. If you operate a mobile detailing or car wash business, your vehicle and trailer should always be visibly clean, and tires should always be dressed. Remember you and your vehicle are the “walking and rolling billboard.” Make every impression a favorable lasting one. Your mobile rig should stand out and be noticed.

Educate your customers: Explain and demonstrate the difference between high-quality service and the average “Ho-Hum” detail. Review step by step what you will do for the service they are inquiring about. Always show your customers the features and benefits of your services. Features are nothing without the benefit of the service. Tell your customers why they should consider you – what makes your company different. Never, ever, talk poorly about a competitor. If you do your selling presentation correctly your competitors name will never even be mentioned. If you attend the Detail King training seminar program upon graduation you will be awarded a diploma. Be sure you make your diploma visible in your shop and publish it on your facebook page and or web site. Advise your customer s that you have been educated with how to perform the services that you are providing them.

Go the extra mile: Give your customers more than they expect. Offer an occasional service to a good customer at no cost. Offer a complimentary service at no cost with a full detail. This will help ensure that your customer will tell everyone about how great your service is.

Encourage money saving maintenance programs: Not only will this develop repeat customers, but it retains a high resale value on their vehicles. VIP plans are very popular with up-scale customers. After the detail offer them hand washes and hand washes with express paint protection and glamour services by using our Final Touch Ultra express spray wax or Aqua Seal which is a wet surface polymer sealant. You can convert a basic car wash into making extra $$$ while keeping your customers vehicle’s standing tall year round! You can also offer VIP plans and offer cosmetic detailing services every month, bi monthly, and quarterly. If your customers are informed about the maintenance services you offer and you do a good job the first time you will surely build a substantial customer base.

Keep in touch: A Thank You Card or a telephone follow-up call will impress just about anyone. Ask them how they liked their detail. Make the call 1 day after you performed the detail. Always ask for a few referrals. If your customer has a concern about the detail you just did, fix the problem right away! Having a customer database and keeping it updated is crucial. When obtaining your customer’s contact information be sure to get their email address and ask them if it is OK to email them your company’s latest news and specials from time to time. Keeping your name in front of them will help secure repeat business and referrals for you. You can also email your customer a reminder 30 days before their next detail is due, and then again in 1-2 weeks. Tip #5 will discuss how to use social media to help brand your auto detailing business.

Branding & Promoting Your Auto Detailing Business – Tip #3 of 10

Select a Descriptive, Easy-to-Remember Name for Your Business:  A great name is the first step to success. Don’t leave the public guessing. Include a brief description of what you do or what you specialize in. You should check with your county or state to see if the name you want to use is available. Before you reserve your business name be sure to visit Godaddy.com and see if the domain name has already been reserved or being used by someone else. If the “.com” web site domain name has been taken you may want to consider choosing another business name that still is available. Your web site, if properly constructed, promoted and maintained can be a gold mine for generating customers on a regular basis.

Develop a Professional Logo: Your logo is your brand. It identifies your company as unique, different and compelling – all reasons the consumer should choose you over the other guys. The logo of a company establishes its credibility and provides an image the public can become familiar with. Branding your business with an interesting and easily identifiable logo will create loyalty from your customers and keep them coming back. Your logo can communicate values and ideas, even the personality of your business. You want your customers to have complete confidence in you. Confidence will lead to establishing credibility for your business.

A logo is the first step in your endeavor to build credibility with new prospects and your customers. A company without a logo will raise doubts and negative feelings, which is the opposite of what you want to accomplish. A clear and consistent logo sends a message of stability to your consumers, earning their trust. A quality logo announces that your business is legitimate and professional. Organizations without a logo run the risk of appearing unstable. You should place your logo on all of your advertising materials including service menus, flyers, business cards, letterhead, envelopes, invoices, web site, Facebook page and any promotional items.

Create a Service Menu: Imagine how long it would take to get your meal at a restaurant if your server had to tell you everything that was available back in the kitchen. In addition to describing the meal options, your waiter would have to give you prices and brief explanations of the food offerings. A menu speeds up the process and resolves most of the initial questions about what’s available and how it will taste. Same holds true for your auto detailing business. It’s most important that your auto detailing service menu be a tangible document that includes a complete list of your services, along with the price for each service. Visible somewhere on the cover of your service menu should be your company name and logo, along with your phone number.

Inside the service menu is where you should find a list of your services. And along with all of the packages you list, be sure to add a brief description of each service. You can describe the “features” of your services by using bullets, but be sure to have a short summary paragraph below the bullets to discuss the benefits of the “features.” Your service menu should be divided into sections displaying Exterior Detailing Services, Interior Detailing Services, Express Detailing Services, Value Detailing Packages, Sell Your Car Package, New Car Protection Package and an ala carte menu. Be sure to only print price ranges and the actual price is based on size and condition. We offer several CD’s with professionally designed templates for service menus and promotional flyers that can be easily customized and branded for your business.

Hand out Business Cards: Being in business is a tough game. It’s a competitive industry with many opponents. One of the most used tools of the business world is the business card. They are exchanged at any occasion. With so many business cards in the arena, it’s critical to have one that will stand out among all the rest. A business card can convey numerous things. It can simply be used as a way to quickly and easily hand out contact information. It can, however also be a very effective marketing tool for your detailing business. Prior to designing a business card, it is necessary to identify the goal you would like to achieve with your business card. It can be an identity marker, a marketing tool, or a way to make you stand out from your competition. Having an objective for your business card will help keep you from making it too “busy” and therefore less memorable. The most important information includes: your business name, company logo, tag line, your name, phone number, e-mail address, web site and your most important social media page address.

If you have a shop rather than being a mobile operator then your address should be included. When designing a business card, you want to be sure take advantage of all available space to the fullest potential; this includes the back. On the back of the business card you may have a QR code that connects to your web site, space for date and time of appointment and even list your popular services. Your business card may possibly be the first impression people will have of your business. You don’t want to have a business card that appears to be less than professional. Some will say that you want the feel of your card to stand out. Use a heavier grade of paper card stock bond and don’t print business cards from your home computer. They may send the wrong message especially to your higher-end prospects. Anytime I hand out a business card I ask for one back and then enter that person’s information into a database of either hot prospects or past customers and follow up by a phone call or send an email. Detail King offers a professional logo and business card development package

Send Out Periodical E Mails: It is imperative to ask for your prospects and customers email addresses. Proper email follow up is crucial to your success. Sending out an occasional email blast will keep your name in front of your prospects and customers. Inform your subscribers of any special promotions or new services that you will be offering. You should send out email blasts to your prospects and customers one to two times per month. Using services like constantcontact.com will enable you to “segment” your lists into prospects and into customers. You will want to segment your base so you can make the offers a little different to both lists (prospects and customers). Constant Contact will furnish you with statistics for each e mail that you send out so you can see how many subscribers actually opened it up and also clicked on any links you may have had within the content of the email. Services like Constant Contact offer several templates and the ability for you to include your logo and promote your brand very professionally. You can also put a code on your home page to allow potential customers to request more information about your detailing business.

You must always portray a professional image and the information published above in this newsletter is very basic components for branding and promoting your business. But even though basic, must be practiced and made standard procedure so you can acquire new business and get repeat customers. In a few days we will publish Tip #4 which will discuss how to obtain Repeat Business. Repeat business = Reoccurring revenues!

How to Make More Money with Your Car Detailing Business

Make more sales: Everyone needs more sales, not everyone can see the need for more sales. It is easy to get distracted by other issues, such as creating new products or managing day to day tasks. Get out there and sell.

1) Change what you do:

If what you are doing is not working, why not? Are you selling the wrong product or service?  Are you charging too much or too little? Is your marketing effective? Sit down and analyze what’s not working and figure out ways to improve.

2) Target different customers:

If your product is right, but you earn too little from your current customer base, perhaps it’s time to look around. Is there a more profitable market segment you could reach? Are there other customers who will / could pay more?

3) Sell more to each customer:

Once you have customers, can you provide them with related products or services? Example instead of selling them an upscale car wash, offer a complete detail or offer added value services such as carpet dying and headlight repair.

4) Get Help!!

It’s hard to grow alone. If you’re are spending your time on routine tasks when you could be out there making sales or providing your service, you are losing money. Maximize your earning potential by using your own time in the most productive way.

5) Use Technology:

Technology can give you more time and create deeper connections with your customers.

– Do you use a contact management system to track customers?

– An email program to stay in touch?

– A customer’s order on your website?

– Find technical solutions to speed administrative tasks, finances and production, so you have time to make more money.

6) Stick with it!

You may not get rich overnight, but if you work smart and hard, the money will follow.