HELLO from a Car Crazy Pro Detailer in New Jersey

[mirrorfinishman]

My name is Frank Canna and I started my own mobile detailing business in 1986. Prior to starting my own business I had worked as Quality Assurance Manager for a car wash manufacturing firm for more than ten years. My experience, quality methods and marketing knowledge have led to the growth and success of my business.

My mission statement is to specialize in protecting and enhancing the appearance of cars, trucks, vans, sport utility vehicles, antique cars, classic cars and boats. Mirror Finish Detailing is proud to be one of the original "at your location...only by hand" detailing services in New Jersey.

Automobile Detailing clients utilize my detailing service at least two times a year. Once in the spring to protect against the UV rays of the summer sun and again in the fall to protect against winter snow, ice and road salt. Many of my clients have their vehicles detailed as many as three to four times a year. Usually with the change of each season.

Much of the competition, which includes car washes and detail shops, rely mostly on wholesale work from car dealers. Wholesale work can sometimes result in the focus being placed on quantity. That's due to the lower price charged and less time spent per vehicle. This can lead to sub-standard quality where retail clients are concerned. In order to up-hold my high quality standards, I only service retail automobile detailing clients. I do not service car dealer wholesale accounts.

Antique & Classic Car clients utilize my detailing service mostly during the car show season. However, since almost all antique and classic cars are stored indoors, many owners also have their cars detailed during the winter months. Since all work is done by hand, antique and classic car owners know they can trust Mirror Finish Detailing when it comes to taking good care of their collector cars.

Boat Detailing clients utilize my detailing service every year from early spring through the summer boating season. Boat owners know that it's important to have their boat cleaned, polished and waxed on a regular basis. That's because detailing not only enhances the appearance of their boat, it also helps to protect all surfaces from the hazards of the environment.

Most of the competition, which includes boat dealers and marinas, are at a disadvantage when compared to my business because they usually do not offer boat cleaning and detailing at the client's location. I only service retail boat detailing clients. I do not service boat dealer and marina wholesale accounts.

The advantage that separates my detailing business from the rest of the competition is that "all of the detailing is done at the clients location and all of the cleaning, polishing and waxing is done only by hand".

I look forward to offering my assistance here and learning from other members.

[4.6GT]

Hi Frank and welcome aboard -- sounds like you know your business. Get ready to help with some advice.

[detailthis]

Hey Frank,
Have you ever considered using a Dual Action Polisher? I have started my own Detailing business as well. However, i am only 18 and still getting a feel for things, and trying to develop some clientle.
What do you charge for some of your services, got any advice?

Thanks!

[mirrorfinishman]

Originally posted by detailthis
Hey Frank,
Have you ever considered using a Dual Action Polisher?

What do you charge for some of your services, got any advice?

detailthis,

Although I have been in business since 1986, I have never really considered using any type of mechanical polisher. I have always perferred to do all of the polishing and waxing only by hand.

It has always been my feeling that 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? When you operate your own detailing business it is all about the way a consumer perceives your service. It is important to understand where your detailing business fits into the marketplace. What I do is simply focus mostly on high priced, well cared for vehicles. I do not do any low priced wholesale dealership work. And since I do everything by hand, that alone makes the service that I am providing unique and different. This fact alone has helped to successfully position my business in the marketplace.

I believe that in order to suceed 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.

It is always a good idea to concentrate your energy in the appropriate market segments where your business is unique. This will help you to gain high market share in those segments. High target market share leads to lower overall costs.

Advice about pricing. First of all, the price you charge should not have to be based on what the competition charges. It is good to know what they charge, but it is not a good idea to base your price on that fact alone. In order to cover expenses and stay in business you should consider pricing your detailing services somewhere between what you 'want to make' and what you actually 'need to make'. Remember, in many cases, your detailing business may be much different when compared to those other businesses that appear to be your competition. In other words, the customers that you attract may be willing, and able, to pay you much much more than the customers of your competitors. It is always better to create your own pricing strategy.

In summary, it is very important to begin to better understand how your detailing business fits into the marketplace and whether or not there will continue to be a demand for your services.