Winter Detailing Season - Are You Prepared?

I think that any detailing business owner must ramp up their advertising and promotions for the winter season. Many detail business owners, especially the new ones, get scared of this season. Some mobile operators even migrate into warmer climates until Spring arrives. Every month of the colder season dictates a different challenge. With every challenge there is an opportunity waiting to be acted upon.

The auto detailing entrepreneur should start planting the seed in mid September or early October to promote Winter protection and maintenance packages and services. This starts with educating the customer why he or she should consider keeping their vehicle cosmetically maintained during the Winter months. Promoting exterior services that will protect and enhance the surfaces against nature’s elements during the winter months is essential.

Today's clear coats are better than ever but they still need to be protected against the environmental elements. I would offer a 6 month protection paint sealant/car wash package especially in the fall. The sealant will protect and enhance the painted surface for the duration of the fall and winter months. I would include a good monthly hand wash with that package. Encourage the customer to pay for the complete package up-front and receive a significant discount. Now they are committed to visiting your shop every month over the next 6 months. This gives the shop owner a chance to keep their customer's vehicle cosmetically maintained and offer other services during that period. Other offerings may include; under carriage power washing, carpet and mat soil extraction, plastic carpet protectors installed, glass anti fog treatment, ozone treatment, headlight restoration, and convertible top protection just to name a few. This will be a great opportunity for reoccurring revenue to occur on a monthly basis for your business. 

Once December is here you have a new challenge now competing with Saint Nicholas. If you properly promoted your Winter Protection Package I spoke about earlier to all your customers in late summer/early fall you will start seeing their faces for their monthly washes. Besides offering the extra services their vehicle may need, you should aggressively promote Gift Certificates  and even a "Gift Basket of Car Detail Products" they can purchase and give as presents to their family and friends. Auto detailing gift certificates make great gifts plus you just added a new customer to your data base! Your Gift Basket or "Gift Bucket" may include a 5 gallon bucket, a quart of car wash soap, tire dressing, microfiber drying towel, car wash mitt, and even a quart of express wax. Be sure you include product directions, your company collateral and a coupon towards a discount or free service for a future car detail.

Once January is here introducing new promotions and services is critical. We all set new goals for the new year; eating better, getting back in shape, etc. The true auto detailing entrepreneur should also think about promoting services that will "Get Your Car Back In Shape" for the new year. Some services that are not too costly for the consumer but are profitable may include express services like express waxing, interior spruce ups, carpet soil extraction with fabric protection, interior ozone freshen up treatment, etc. These are all good money makers that will make your customers happy with the value and the service you provided.

February is now as the slowest consumer spending month of the year. People are looking for excellent values in February. They want their dollar to be stretched and to go a long way. You will want to consider promoting some free services when purchasing a profitable detail service or package. These services and packages may consist of a free hand wash for every complete interior service sold, possibly a free undercarriage power washing with every polishing service sold, and maybe even a complimentary engine shampooing with every complete detail booked. These are just some ideas to create a better value and a good reason to shop with you the month of February.

If you’re like me you are eagerly waiting for March to arrive. Winter is still here but the weather is starting to see some improvement and car owners will start to think about getting their cars cleaned up from the havoc that old man winter put on them. You should begin promoting winter clean up services and packages. These services may be custom hand washes, buff and wax services, rock paint chip repair, interior soil extraction, carpet dying, under carriage power washing, wheel polishing, etc. Keep promoting winter clean up services from March through end of May.

Our sales of auto detailing supplies are up! People must keep their cars longer. Cosmetic maintenance is getting to be just as important as mechanical maintenance. You must promote that the car care services you offer will help keep your customer’s cars cleaner and protected longer, as well as increase resale and trade-in value. If you do this you should prosper and make it through even the toughest months and the slowest economic times. Cut costs, but don't cut corners! Keep promoting and advertising your business. Don't burry your head in the snow and wait for the phone to ring. Get out there and make something happen! Have a Great Winter Season!

Nick Vacco

www.DetailKing.com

08:43 - 2008-Nov-25