Expanding The Consumer’s Perception Of Detailing

I am writing from my perspective, but more importantly on behalf of both professionals who take pride in providing detailing services and clients of those who are thankful to have experienced these services.

I am the owner of Mirror Reflections Auto Spa.  I own a detailing business that is referred to as high-end.  Though from my proverbial lens I have always found this label to be odd and ironic in the professional industry.  The detailing that I perform is what I know, how I was encouraged, and the habits that started me as a do-it-yourselfer.  I never conceived of it being high-end.  It was normal for me, which was abnormal to most.  I also intuitively knew that to find a professional who could duplicate the meticulous care, elaborate process, and premium products that I would use detailing my car, would be out of my budget.  It immediately made sense to me that professional detailing should cost a luxury price.  It is part of the reason why many business owners started as do it yourself detailers.

What is Auto Detailing?

On the surface it is accurate to describe it as thorough/detailed cleaning, that likely includes restoring and protecting the vehicle.  I understand that it is likely foreign to most people who can only conceive of more thorough cleaning or thorough car wash.  Although many cannot comprehend the difference between a detail business and car wash or a car wash that does detailing.

Going deeper there is an emphasis on safety short in long term versus cleaning.  It is not just preservation on our minds with respect to products but process or gentleness.  Detailing to me means making cleaning a secondary focus.

So How Much and What Do I Get?

It is not a one size fits all experience.  There are different packages, with different levels and areas of focus.  It is nuanced with a process involving small steps of improvement.  Often what is being worked on that makes the difference is what you do not see!  But most importantly each business is unique in level of service quality, interpretation of a service, and skill to execute.  Many businesses are more different than better or worse.  It is no different than going to a nice restaurant.  There are seafood restaurants, steakhouses, etc.  There are nice chain restaurants, and Michelin 3 Star restaurants.  That is why the answer to the question, how much for a detail or how much for ceramic, may not be as simple as you expect.  To put it plainly it is like being asked ‘how much for food’ from a stranger, and often that person believes what they want is universal and as simple as purchasing a gallon of milk.

You cannot use any one product and magically become a great detailer or a legitimate business.  This is what confuses people who are looking for the right detailer for them, that see 4 different shops for a similarly described service at a moderately or significantly different price.  $100 versus $200 or $400 detail!  I have quoted someone $4,000 for the same exact WORDING of a service that someone would charge $800.  I have people thank me for being found in their search.  I am quite sure someone who wants a more superficial experience would take the $800 as a win.

McDonald’s VS A Steakhouse

It is the difference of one business bragging about doing a one stage correction and coating in less than 4 hours, that if done correctly by one person should take at least a full day. Using that same coating, I will offer the same exact service for a 2-to-3-day turnaround time.  Most people will proudly say that time spent is unnecessary although my clients have seen me at my craft and understand my processes.  We all have different expectations.

Unfortunately, many people have expectations of a high level $4,000 service at a $800 price that is still too high in their minds.  It is not fair to a business that puts in the work and resources to be congruent with a $800 price tag.  So, the unpopular but sincere answer is that detailing is not for everyone, including people who inquire.

It’s Not Just Water Beading

It is not a buff; which I consider a slang term that can easily be interpreted in many ways.

Prep equates to car detailing.  When people ask about a ceramic coating, the discussion often turns towards the importance of the prep.  To provide a blunt answer as to what is the prep.  It is detailing.  There are positives and negatives to detailing becoming more mainstream.  The one negative is that even many detailing business owners do not understand this concept.