These beliefs commonly stated actually hold people back more than the real problem they are trying to avoid. I mention half-truths, due to the fact there is some obvious evidence to support these claims. It is the equivalent of saying food is necessary to survive while justifying having a refrigerator, freezer, and cabinet filled primarily with junk food. Many detailers tell themselves and often other detailers comforting lies based off a trace of truth.
Misconception One
I hear people say, “don’t teach or tell your clients too much because you will lose a client who will now do it himself?”
As I write this I am on the verge of booking a $2,100+ detail without this person batting an eye at my price. This person found me through Detailed Image as an avid reader of my articles. Think about that for a second. Seriously, think about this. For those unfamiliar with me and do not realize this site (that is a detail supply store), I write educational articles not only on how to detail cars but to encourage business owners to compensate themselves more without apology. But there is more. He has after his first detail from me, detailed his own vehicle. He used some of the products I recommended. He even ceramic coated his vehicle based upon (his words) what I originally used shown on my website years ago. In the short run he did not use my services as he detailed himself afterwards. There came a point he was not in a position to do it himself. Who do you think he trusted more than himself in my market. That was a rhetorical question.
Drop the scarcity mentality.
But let us dig a little deeper. What is a common perception the public has about detailers? Two attitudes come to mind. Detailing professionally is seen as unskilled labor and not a REAL business. The other, especially higher end operations, being that detailers are unscrupulous people. The elephant in the room, when people price shop and accuse detailers of ripping them off, what place does that come from? I am detached from getting a sale, willing to walk away from a bad fit. I also often deal with people who from literal experience appreciate the labor and expense of premium products that go into detailing. I am okay with helping someone who often can not legitimately afford or budget for my services on a regular basis. YouTube tutorials and so called experts can be found with a simple search. I rather be the expert in people’s minds versus them finding any and all resource through social media in spite of me.
Misconception Two
There is the false belief that you need a specific coating manufacturer’s marketing.
My coating sales went up when I ended a relationship with a company, and for the time being used consumer coatings.
There are some good companies to partner with and there is some merit ofcourse to aligning with the right company for visibility and credibility with a caveat. The opinion of many professionals is that the value exchange is tilted heavily towards coating companies. The reality is they need you just as much. Unfortunately due to manufacturers convincing many business owners otherwise, they have turned detailers into profit rendering disposable assets, while you actually market their bottle above your business. As ridiculous as it may seem to brag about how good a coating looks after your hours of polishing, that is exactly the billboard many of us put out. Many of us learned the hard way that exclusivity and support potentially can be empty words when someone else could be making a company money. Choose your coating supplier wisely, not just based on coating bottle attributes.
This goes through the heads of many people, but your logo should be prioritized over that certificate! When you let someone else lead your business, you lose influence and honestly deservedly so. Showcasing accreditation has merit. But it is not a diploma, it is a partnership that either one of you can end in a moment.
Misconception Three
‘But my market’ excuse for being afraid to charge what you need to make this worthwhile?
It (again) is not that this isn’t true. But this is usually a very EXAGGERATED excuse to avoid being profitable.
I operate in a somewhat small (college town). My demographic that I target are 35 years and up. I am also in a reasonably competitive area. Imagine me hearing people charge significantly less than I did several years ago tell me the ‘market excuse’ for what they wish, when I have multiple friends and mentors operate in even smaller markets than me. Imagine hearing this victim story while entertaining a couple who said others told them they could do it for 3 times less but the cheap price scared them. People who appreciate you enough to pay for quality tend to have more REASONABLE expectations than those people that detailing business owners also complain about for being picky on top of cheap. You often attract what you radiate in your business.