What And How You Market Yourself, Is What You Get
Auto Detailers face many concerns with the increasingly growing number of detailing companies worldwide in today’s market. The tools and products that have become available over the last few years have made it easy for people to consider a career in detailing. It’s way more profitable than it was 5-10 years ago and the marketing value within social media advertisement is there. So what do you mean? What you market is what you get?
Follow The Leader
It’s been an ongoing trend of following the leader over the last few years. New detailing companies are wanting to build instant value to their services that older industry leaders took the time to earn over years of committed hard work. A lot could be to blame from the rise of social media, making it much easier for newer companies to follow the business models of the more experienced. It’s unavoidable in today’s marketplace and is also great because newer self employed companies can learn at an accelerated rate. The problem here still lies with “experience” when it comes to an auto detailing company, the skill set is based off of practice. Practice would be the first component to a newer company followed by the understanding of the customers needs. This isn’t something that could be followed or mimicked in a short period of time. You cannot base your business model or services based off of what someone else has accomplished because you see it as being a profitable way of going about it. Over the years I’ve spoke with other auto detailers looking to provide the caliber of detailing services that others do… I’ve noticed the same principle of thought. They want to stand out, they want to charge more and somewhere in that mindset they want to believe that by adding a Ferrari to the portfolio will better their business. The problem with that is, it causes self inflicted growth problems to the newer companies. You can’t skip over the basics and go straight to pro status because that’s what the best do. Little is it known how much effort goes into committing yourself to the craft & customers in being a good detailer. Social media marketing status is not shared, It’s earned.
By marketing yourself “over” your skill set will cause long-term self inflicted problems. In the beginning it might not be recognized that way and the course of action appeals to be correct based on industry leaders success and willingness to share. However, it comes back to practice again. Practice with techniques & know-how, practice with customer relationships & how to handle individual needs, practice with marketing & website information, the list could go on. As you get started with an auto detailing company each and every customer is an opportunity to learn. If you come across as being over educated and under practiced it will show in the work. There’s plenty of work out there so be honest with your place in the market and know there’s nothing wrong with telling someone you’ll be taking the job on as a learning curve and need the practice. We all started from somewhere. Do not over sell yourself because a pro gave you a few tips or you read a few articles. Pricing on detailing packages have inflated over the last few years based on the newer technologies and the growing number of training facilities. (Exciting, the growth by the way) However, far more education is going into these processes than just social media, articles and that of which word of mouth presents. By going down the path of what others are doing will lead you to a brick wall at some point. You must get all the basics (basics take years to develop) covered before diving into the higher standards of detailing. This means understanding all measures of paints, fabrics/textiles & other materials, age, consumers, consumer expectations, business/cost associated per job, marketing, solvents & other chemicals, causes and effects… again, the list is so long. I’ll give you an example of when I first got started with a detailing career: I’ve always been into cars and always took very good care of my own. One of the very first cars I every detailed, I realized this car has issues I was not familiar with. Telling the customer you know what you’re doing when you really don’t. Luckily for me that was back before social media and I didn’t understand the value that detailing could’ve had anyways. (meaning something as simple as a wash & wax was challenging. As it should be) On other occasions over the years I’ve spoke to those who truly understand this and use them more as guidelines to be achieved. These ones will make it through the rough times without causing any self inflicted problems to their company.
In conclusion to the self inflicted problem that could potentially occur. Don’t set yourself up for failure by following the marketing hype.
You Get What You Market
Alright! Now on to the good stuff! Everything that was discussed will come into effect, and more. Everything from how you treat customers, how you dress, how you talk, how good or bad your services are, to the post made on Facebook & Instagram will be your center of gravity. It will define you and bring you exactly what you’re able to put out. Most all start up detailing companies do not start out with a bad intention. They actually start off with very good intentions but have been seduced by the social media competitors and hype which cause a need to compete. The industry is so large and none of it should be frowned upon as we have work everywhere around us. Do not compete with nobody but yourself. You will eat yourself up in worrying about what everybody else is doing. Focus on where you’re at and the customers that are in front of you as they will be the best guidance to what you need to market. Do not step outside of your marketing realm until you fully understand the one that you are in. Embrace it!
The course of an auto detailer is purely automobile driven! You have to really love cars to be great… and the determination to succeed to be an even greater business. The two are not the same. So just because online marketing value is there… that may not mean you’re ready for it.
Thanks For Reading!