Many detailers mistakenly believe they must lower their prices to get business. They start by "guesstimating" the winning price. When this occurs, the entire buying and service processes degrade to a point where only price matters, and quality, aesthetics, serviceability and performance become of secondary importance.
Detailers who are price-sensitive often use low-end products in an effort to get jobs and preserve a profit margin. Instead of saving money, the motorist gets cheated by a sub-par detailing job. Most motorists would have paid more, if they were properly educated. Therefore, the key to winning business at a fair price is to educate consumers about the difference between your goods and services, and those offered by low-ball shops.
Detailers cause the price problem themselves. Surveys reveal that 45 percent of consumers buy middle- or high-priced services, and 55 percent select the lowest-cost options. It is easy to analyze these statistics and assume you have to be price sensitive, or you will exclude 55 percent of consumers.
When professional detailers lose jobs to price, the most likely reason is that the detailers failed, or did not attempt, to differentiate their services from those offered by low-ball shops.
A "silent salesperson" can be an effective remedy for professional detailers fighting price wars. The silent salesperson is a process that guides your sales pitch to customers who walk into your shop or call on the phone.
A silent-salesperson price estimate should include explanations in terms that will be easily understood by the motorist. It should include the benefits of your services. It should not point out just what chemical product will be used, but what that product will do for the motorist's vehicle. It is your job to convince motorists that your services are worth the price.
Search Mobileworks
The views expressed in Mobileworks.com Articles are the sole responsibility of the person, company or organization submitting the article.
The views expressed in the columns are not necessarily the views of Mobileworks.com.
Mobileworks.com assumes no liability for information contained in the columns and does not endorse any of the column editors, contributors or companies.
Information contained on Mobileworks.com may not be re-printed or re-produced without the expressed written consent of Mobileworks.com or it's contributing partners.
