Raise or Lower Your Prices while Building Packages. Plus, Handling Customers. Episode #946
About this episode
The hosts dive into the challenges of pricing auto detailing packages, emphasizing the importance of understanding costs, efficiency, and customer communication. They share a story about a suspension installation gone wrong to highlight honesty in business relationships. The episode also covers the realities of running a detailing business, from managing customer expectations to the necessity of volume for low-price models. They discuss product packaging choices, the art of paint correction on classic cars, and best practices for cleaning convertible tops. The conversation blends practical advice with personal anecdotes, underscoring the value of transparency and experience.
Join us in this engaging episode where we blend automotive banter with real-world business insights. Marshall and Nick discuss everything from car modifications, pricing strategies, to building sustainable relationships with clients — all through the lens of their automotive experiences.In this episode:
- The importance of honesty and transparency in customer relationships
- Common mistakes in pricing and packaging services
- The significance of efficiency and volume in low-cost detailing operations
- How to assess and maintain vehicle paint and headlight restoration standards
- The value of experience and knowledge in packaging, tools, and materials
- Lessons learned from business stories involving suspension installs, car detailing packages, and handling customer expectations
- Practical tips on headlight restoration, headlight materials, and proper cleaning techniques for convertibles
- The role of humility and laughter in overcoming mistakes and building resilient businesses
Timestamps:00:00 - The humorous dynamics of car decisions and friendly banter
02:02 - The origins of the "Car Squat" and innovative vehicle modifications
03:24 - The consequences of improper suspension install and visual mistakes
05:01 - Building trust through honest communication and long-term relationships
07:18 - The importance of transparency when mistakes happen in service
08:10 - Handling customer expectations and the value of owning up to errors
10:22 - Understanding and avoiding the "Oklahoma Rake" with suspension modifications
12:46 - The significance of thorough walkarounds and customer communication in avoiding confusion
14:24 - Navigating high-ticket jobs, risks, and the importance of realistic timeframes
16:47 - Managing customer expectations around stains and scratches in detailing packages
18:28 - How effective communication prevents misunderstandings in service delivery
20:42 - The reality of detailing packages and setting proper customer expectations
22:18 - The importance of volume, efficiency, and understanding costs for profitability
25:26 - Building pricing structures based on real data and costs
28:48 - Customer psychology around package choices and perceived value
30:55 - The business of wholesale auto detailing and volume operations
33:48 - The essentials of efficiency and time management in a busy shop environment
36:34 - How large-scale operations profit through volume and organization
39:07 - The importance of experience, expertise, and knowing your capabilities
44:41 - Packaging, materials, and the consideration of glass vs. plastic bottles for coatings
48:10 - Addressing material durability, cost, and practicality in product packaging
53:28 - Real-world stories of mistakes, mishaps, and the value of humor in business
58:05 - The art and science of paint correction and what low right (cutting versus polishing) entails
61:51 - Techniques for headlight restoration and avoiding common pitfalls
63:35 - Proper cleaning methods for convertibles and sensitive components
65:07 - The debate between glass and plastic for visual plastics and headlight materials
67:32 - Final thoughts and resources for further learning, including product recommendations and professional connections
rake
"Texas has a lean. Right. That's what they go for. Now, I've created the newest one. Because some people like like this performance rake, we're calling it the Oklahoma rake. This is front end up proper installation."
Rake means the front and back of the car are at different heights, usually with the front lower. This changes how the car looks and drives.
Rake is the angle difference between the front and rear ride heights of a vehicle, typically with the front lower than the rear. It influences aerodynamics, aesthetics, and handling.
ceramic coating
""...somebody's going to pay me for a ceramic coating. I'm going to get paid for a ceramic coating. Do I say that's five years, seven years life? What do I feel that in right because I want to start a relationship...""
Ceramic coating is like a special clear shield you put on your car's paint to keep it shiny and safe from dirt and scratches. It lasts a long time and helps keep your car looking nice.
Ceramic coating is a liquid polymer applied to a vehicle's exterior that chemically bonds to the paint, providing a durable protective layer against contaminants, UV rays, and minor scratches. It enhances the car's gloss and makes cleaning easier, often lasting several years depending on the product and maintenance.
control arms
""Turns out that you know it was the wrong control arms. Not his fault. Unless he would have done what you did.""
Control arms are parts that help keep the wheels attached to the car while letting them move up and down smoothly. They help the car drive safely and comfortably.
Control arms are suspension components that connect the wheel hub and steering knuckles to the vehicle frame, allowing for controlled movement and stability. They play a crucial role in the vehicle's handling and ride quality.
PPF
"You know PPF and things like that. Boy the amount of disappointment you're going to have to explain to people when you have to keep the car an extra day or an extra two days or somebody something got messed up but you better get used to it."
PPF is like a clear sticker that goes on your car's paint to keep it safe from scratches and chips. It helps keep the car looking new for longer.
PPF stands for Paint Protection Film, a clear protective layer applied to a car's painted surfaces to prevent scratches, chips, and other damage. It is commonly used on high-value or new vehicles to maintain the paint's condition.
headlight
"I dropped a forty five hundred dollar headlight and busted it. I just called him and said hey I dropped it. We got another one on order. It is what it is."
Headlights are the lights at the front of a car that help you see when it's dark. Some headlights can be very costly to fix if they get broken.
A headlight is a front-facing light on a vehicle that illuminates the road ahead during low visibility conditions. High-end or modern headlights can be very expensive to replace, sometimes costing thousands of dollars.
stain removal
"Oh, yes, stain removal. Oh, I need that. Oh, scratch removal."
Stain removal means cleaning off spots or marks on a car so it looks clean again, like getting rid of coffee stains or dirt.
Stain removal refers to the process of eliminating spots or discolorations from a vehicle's interior or exterior surfaces, often requiring specialized cleaning techniques and products.
scratch removal
"Oh, I need that. Oh, scratch removal. Oh, oh, hand wax."
Scratch removal means fixing or making scratches on a car's paint less visible so the car looks nicer.
Scratch removal involves techniques to reduce or eliminate scratches on a vehicle's paint or clear coat, often through polishing, compounding, or touch-up methods.
hand wax
"Oh, scratch removal. Oh, oh, hand wax. Wow. And that a great deal of 120 bucks."
Hand wax means putting a special shiny and protective layer on a car's paint by rubbing it on with your hands.
Hand wax is the process of applying wax to a vehicle's paint by hand, which helps protect the paint, enhance shine, and provide a layer of defense against environmental damage.
steam carpet shampoo
"That sees that deep clean, the steam carpet shampoo and that hand wax and all that for 120 bucks."
Steam carpet shampoo means cleaning the car's carpets really well using hot steam and soap. It gets out dirt and smells better than just wiping the carpet.
Steam carpet shampoo is a deep cleaning process using steam and specialized cleaning agents to remove dirt, stains, and odors from vehicle carpets. It is more effective than surface cleaning and helps restore the interior's cleanliness.
tire shine
""They got tire shine. Well, extreme detail didn't get tire shine at 120 bucks.""
Tire shine is a special liquid that makes car tires look shiny and new. It also helps keep the tires from getting old and cracked from the sun.
Tire shine is a product applied to car tires to give them a glossy, black appearance, enhancing the overall look of the vehicle. It often also helps protect the rubber from cracking and fading due to UV exposure.
pricing as a can of worms
""No, it's this is a pricing as a cannon worms. People don't think about the can that you're going to choose to open up.""
When someone says 'pricing is a can of worms,' they mean that figuring out how much to charge can be tricky and cause problems because there are many things to think about.
The phrase 'pricing as a can of worms' refers to the complexity and potential problems that arise when setting prices for services, especially in detailing where packages and customer expectations vary widely.
extreme efficiency and volume
""You know what makes it worth it? Extreme efficiency and volume. And I mean real volume, 40, 50, 60 cars a day volume.""
Doing many car details fast and well helps make money even if each job doesn't cost a lot. This is called extreme efficiency and volume.
Extreme efficiency and volume in auto detailing refers to performing a large number of detailing jobs quickly and effectively to maintain profitability, especially when offering low-cost services.
oxidation
"So if it's like, you know, you go back to the day, you had all this heavy oxidation"
Oxidation is when the car’s paint gets old and looks dull or faded because of sun and air exposure.
Oxidation on cars refers to the chemical reaction where the paint surface deteriorates due to exposure to oxygen and environmental elements, causing dullness and fading.
auction
""He wasn't going to run a heavy oxidized car back through the auction. He was going to jewel that baby up... prepping a car to go through the auction.""
An auction is a place where cars are sold to the highest bidder, usually dealers who then fix them up and sell them to people.
An auction in the automotive context is a marketplace where vehicles are sold, often in bulk, to dealers or resellers. Cars may be sold as-is, sometimes requiring detailing or repairs before resale.
buffer
""You know, you may have to wet sand and run the buffer and do full extraction and they'd get a price for that.""
A buffer is a tool that helps make a car's paint shiny and smooth by rubbing it gently with special pads and polish.
A buffer is a machine used in auto detailing to polish and restore the paint surface by removing minor scratches and swirl marks. It spins a polishing pad at high speed to evenly apply polish or compound.
wet sanding
""You know, you may have to wet sand and run the buffer and do full extraction and they'd get a price for that.""
Wet sanding is a way to fix scratches and rough spots on a car's paint by gently sanding it with wet sandpaper. This makes the paint smooth and shiny again.
Wet sanding is a paint correction technique where fine-grit sandpaper is used with water to smooth out imperfections on a car's paint surface before polishing. It helps remove oxidation, scratches, and other surface defects to restore the paint's clarity.
dealer
""Same at the dealer world, right? Dealer that's moving tons of cars. It's a real valuable dealer... We had detailers that would work at dealerships making $65,000, $70,000 a year.""
A dealer is a car business that sells cars to people. They often clean and fix cars before selling them.
A dealer is a business authorized to sell new or used cars to customers. Dealers often handle large volumes of vehicles and may employ detailers to prepare cars for sale.
compound
"How do I quickly get compound? I mean, they were the first people to show me that specific couple what were the first people to show me. And this is with Rotary. They made you lay your compound all around the car."
Compound is a special paste used to clean and fix tiny scratches on a car's paint so it looks smooth and shiny again.
In auto detailing, a compound is an abrasive substance used to remove surface imperfections like scratches, oxidation, and swirl marks from a car's paint. It helps restore the paint's smoothness and shine by leveling the surface.
Rotary
"And this is with Rotary. They made you lay your compound all around the car. You weren't going to stop."
A rotary is a machine that spins in circles to help clean and fix a car's paint, making it look better and shiny.
A rotary polisher is a type of power tool used in auto detailing to apply compounds and polishes to a car's paint. It spins in a circular motion and is effective at removing heavy paint defects but requires skill to avoid damaging the paint.
Porsche 911 (964)
"So the thing I like about Richard's post is here's a 964 Porsche. It's a special car."
The Porsche 911 (964) is a type of Porsche sports car made between 1989 and 1994. It looks like older 911s but has newer features that make it better to drive.
The Porsche 911 (964) is the internal designation for the generation of the Porsche 911 produced from 1989 to 1994. It is known for combining classic 911 styling with modernized technology and improved performance.
original paint
"I'm not going to take a hatchet to it because this thing needs to last another 50 years on original paint, which by the way is possible."
Original paint is the paint that came on the car when it was new. Keeping it in good shape helps keep the car valuable.
Original paint refers to the factory-applied paint on a car that has not been repainted or significantly altered. Maintaining original paint is important for preserving a car's value and authenticity.
microfiber cutting pad
""You know, I could get a microfiber cutting pad and really cut, you know, a little deeper. I could use, you know, an intermediate pad and not take much material at all and still get a good finish.""
A microfiber cutting pad is a tool used with polish to help remove scratches and marks from a car's paint. It works better than some other pads because of its special material.
A microfiber cutting pad is a type of polishing pad used with compounds to aggressively remove paint defects. Its microfiber material increases cutting power compared to foam pads, allowing deeper correction.
finishing pad
""There's other, you know, real soft like Honda paints where you probably just go right with the finishing pad and get enough out that you go, I really like how this came out.""
A finishing pad is a soft tool used to make the car's paint shine after the scratches are removed. It helps make the paint look smooth and glossy.
A finishing pad is a soft polishing pad used in the final stages of paint correction to refine the surface and enhance gloss without removing much material.
abrasives
""Do I load up the abrasives? Do I keep the abrasives low? All that stuff is fun to play around with for sure.""
Abrasives are tiny bits in polish that help scrape off scratches and marks on a car's paint to make it smooth again.
Abrasives are tiny particles in compounds or polishes that physically remove paint imperfections by cutting or sanding the surface during polishing.
grit (sandpaper)
"If you got really bad headlights and you're not down around like 5600 grit, you're not actually getting it all off... then work yourself into the 2500 plus grit."
Grit is how rough or smooth sandpaper is. Rough sandpaper takes off more stuff but can scratch, while smooth sandpaper is used to make things nice and even.
Grit refers to the coarseness of sandpaper used in sanding processes. Lower grit numbers are rougher and remove material faster, while higher grit numbers are finer and used for smoothing surfaces.
pressure washer
""That's where the pressure washer would come in. But let me tell you something, you're gonna be pressure washing for a while.""
A pressure washer is a tool that sprays water very hard to clean cars and other things. It helps get rid of dirt that is stuck on the surface.
A pressure washer is a high-pressure mechanical sprayer used to remove dirt, grime, and other contaminants from surfaces such as vehicles. It uses a powerful stream of water to clean areas that are difficult to reach or heavily soiled.
medium bristle brush
""just taking sort of a medium bristle brush, not a really stiff, not something like, you know, one of the things for interior and just scrubbing that top and pressure washing it.""
A medium bristle brush is a cleaning brush that is not too hard or too soft. It helps clean cars without scratching them.
A medium bristle brush is a cleaning tool with bristles that are firm enough to remove dirt but gentle enough to avoid damaging surfaces. It is commonly used in automotive detailing for scrubbing interior and exterior parts without causing scratches.
rinseless wash
""Rinseless, waterless, you know, towels, making sure that I'm not going to the extremes because I just don't like introducing tons of moisture to a top.""
A rinseless wash cleans a car without needing to spray it with water afterward, saving water and keeping the car safe from scratches.
A rinseless wash is a car cleaning method that uses specially formulated solutions allowing you to clean the vehicle without rinsing with water. It reduces water usage and is gentle on paint surfaces.
waterless wash
""Rinseless, waterless, you know, towels, making sure that I'm not going to the extremes because I just don't like introducing tons of moisture to a top.""
Waterless wash means cleaning a car without using water, just special sprays and cloths to wipe off dirt.
A waterless wash is a detailing technique where cleaning products are applied and wiped off without the use of water, ideal for light dirt and dust and for conserving water.
black glass
""So let's talk about that black glass. Let's finish there. Is it glass? Some are glass. Some are really, really poor plastic.""
"Black glass" means the shiny black parts on a car that look like glass but sometimes are plastic. They need special care when cleaning.
"Black glass" refers to glossy black trim pieces on vehicles that can be either actual glass or plastic. These surfaces require specific cleaning and polishing techniques to avoid damage.
plastic polish
""You can find some plastic polishes out there. Do we, do we ever know? How do we know?""
Plastic polish is a cleaner made to make plastic parts on cars look nice and clear again without scratches.
Plastic polish is a specialized product designed to clean, restore, and protect plastic surfaces on vehicles, especially those that look like glass but are plastic, preventing scratches and cloudiness.
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