Table of Contents
Acknowledgments xi
Introduction: Something for YOU to Think About xiii
01 Starting a Detailing Business 1
Ask Yourself: What Is Your Why? Why Start a Small Business? 2
Who Makes a Good Detailer? 4
A Look at What Detailing Is 12
Is the Timing Right to Start a Detailing Business? 21
Detailing Is an Easy to Start Business, Right? 23
Procrastination Is a Thief in the Night 25
02 Envisioning Your Detailing Business 26
Going Mobile or with a Fixed Location 27
Retail versus Wholesale Detailing 29
Small and Specialized versus Large and Volume-Based 29
Can You Make This Detailing Business Happen Within Your Market? 33
Will Detailing Support Your Income Needs? 34
Be Prepared: Success Means Sacrifice 41
Be Patient: Like Rome, a Detailing Business Isn't Built in a Day 43
03 Writing a Business Plan 44
Strong Points of this Venture 44
Weak Points of this Venture 45
Business Plan Outline 45
Special Notes on Your Business Plan 55
04 Building the Financial Foundation 56
Spend Capital Where it Counts 57
Building a Budget for Your Detailing Business Start-Up or Expansion 58
Shop Your Local Market and Evaluate Your Competition 62
Clearly Hear Your Market: It's Talking to You 64
Run Realistic Sales and Profit Projections 66
Setting Up Your Business with the Right Business Structure and Equipment 169
Home-Based Office Space and Equipment 76
05 Equipping Your Detailing Business 79
Fixed Location 80
Your Mobile System 82
Equipment 82
New Biotechnologies 88
Detailing Clay 89
Various Cleaners and Dressings 89
Eco-Based Detailing Is Real and Growing 92
06 Training and Knowledge Building 94
You Need to Perform at a Very High Level 95
Specialized Training 96
Birds of a Feather 98
Finding Mentors 98
Detailing Diary 102
07 Building and Selling: Your Detailing Menu 108
Establishing a Loyal Customer Base 108
Selling to Your Market 109
Designing Your Menu 111
Express Detail 111
Deluxe Detail 115
Signature Detail 117
Show-Car Finish Detail 119
Building Your Customized Detailing Menu 122
08 Additional Services to Offer 123
The Value of the Upsell 123
Detailing Quicksand 123
Add-On Services 125
Specialty Services to Increase Profits and Customer Base 129
Why Not Offer All of The Above Services, While NOT Actually Performing The Work? 133
09 Web-Based Marketing 135
Website Building and Management 136
Choosing a Domain Name 136
Keywords and Title Tags 138
Google Places 140
Links 140
Blogging 141
Social Media Marketing 143
Groupon and LivingSocial 148
Your Newsletter Efforts 151
The Power of the Press Release 152
10 Traditional Marketing Strategies 155
Reputation 155
Perceived Value 156
Trust 156
Connection 157
Local Car Events 158
Your Local Mall 159
Localized Networking 161
Client Compounding 169
Micro-Marketing: Your Daily Efforts to Fast and Start Screaming! 172
11 Opening Your Doors 174
Start With Some Practice Details 174
Setting the Bar at the Right Level 174
Working Your Referral System 175
Track Every Client You Do Work For 175
image Is Everything 176
Branding 176
Fire the Boss, But Don't Rush It 177
12 Establishing a Solid Sales System 178
Hone In On Your Phone Skills 179
Master Your Diagnostic Sales Techniques 180
Using a Little Psychology to Help Sales 183
Work That Menu 184
Scheduling Detailing Jobs 184
Hiring Employees 184
A Great Sales Training Resource 186
13 Myths versus Truths 188
Addiction to Perfection and How It Can Make or Break You 188
Detailing Is Really All About Paint Perfection 189
Build ft and They Will Come 190
My Car Looks Good. I Can Detail Anything, Really 190
When to Fire Your Boss 190
Make a Million In Detailing? 190
Using Detailing as a Springboard for New Opportunities 192
The Most Important Words of Detailing Wisdom I Can Share With You 192
Appendix A Don't Put It Off, Get Going Now! 196
Appendix B Important Forms for a Detailing Business 198
Appendix C Resources 204
Glossary 206
Index 213
About the Author 218
