Don't you cease being an exterior/express exterior if you are offering details services and instead wade into the murky waters of flex-serve, express plus, exit-end full service, off line full service or whatever you want to call it?????
Not certain what your post has to do with my questions about how you promote and sell express detail services?
In any case, an exterior carwash that offers express detailing services:
+ express wax
+ express carpet shampoo
+ express seat shampoo
is an exterior car wash that offers express detailing services.
You mention the Express Plus concept, that is exactly what an Express Plus Car Wash is: an exterior car wash that has an express detailing operation.
No different than an exterior carwash that has a quick lube, it is a separate business that can be marketed to car wash customers.
The reason I specifically mentioned, "exterior or express" washes was because the customer stays in the car and does not get out of the car before or after the way.
This negatively effects the sale of the services because that customer is in a hurry and not as willing to take 15 to 30 minutes for an express detail service.
Whereas with a traditional full service; flex serve or exit end full service the customer ultimately is out of the car and thusly will be more willing to stay another 15 to 30 minutes for an express detail service.
I also think how the service is presented and done is extremely important. I have seen way too many express service programs look like an afterthought with makeshift signs, buckets and towels laying around and employees that look like street people. To do it right takes planning and focus to make it look and operate in a professional manner.
Thanks for the comments. What is the right way for an exterior carwash to promote the service when the customer does not get out of the car and is in a hurry?
It depends on how it is set up. Obviously a traditional exterior would have a greeter that could sell the services. Some auto entry systems are able to put custom sales pitches. Even where this option is not available you could have handouts easily available at the entry system. In any case I think it is important to have strategically placed signage, informational handouts and I have seen some use the system that allows someone to access the wash on their radio.
As I mentioned, it is important to have an attractive setting and a professional look where the services are performed. It also helps if it is easily visible when entering or exiting the wash. Needless to say the best advertisement is to do good work with well trained employees in a clean environment. A quality express services program should look like an a part of the wash program, not something just thrown together.
Thanks again Ron. But these are hypotheticals. What I want to know is what exterior carwashes with successful express detail sales are specifically doing to make the sales and as much information as they are willing to share about their programs. ANYONE?
Thanks again Ron. But these are hypotheticals. What I want to know is what exterior carwashes with successful express detail sales are specifically doing to make the sales and as much information as they are willing to share about their programs. ANYONE?
These are not really hypothetical activities since I have seen all work at various washes I have gone to around the country. I have to admit that those doing a good job are far and few in between. Although it can work in most situations if done right it seems like those that planned for express services from the beginning do a better job.
Ron, did not mean to demean what you said but I am looking for comments from operators not what are good practices from a suppliers point of view.
I know a lot of full service operators who have very successful programs and know what they are doing, but I am wondering what exterior operators are doing.
Your ticket writer(s) or attendant(greeter) will be your best promoter.Most customers are concerned with time more so than money.Try having your greeter do a sample(demonstration) patch on the vehicle.Be flexible on your price to match the customers need and vehicle condition.You should be doing 10 -15% in detail services.It will take you 3-6 months to do that on a steady basis.
The best hand wax promotion I was ever involved in the operator did radio and print advertising for a month before the event and had a radio station do a remote on the Saturday of the promotion.A hand wax with wash was normally $29.95 but they did it that day for $19.95.They had a greeter meet the cars before they got in line that “qualified” cars for the special.Vehicles that were in too bad condition for a hand wax or did not want one were offered the best wash package for $9.95 instead of the normal $14.95 and a discount on detail. Customers not satisfied with their hand wax could book a detail with a $19.95 discount.
We did 535 cars on that day with 375 hand waxes and extra service sales of 97%.We booked 25 details that day.The operator said he would have had to wash about 900 vehicles to meet the revenue figure for that day.The operator told me later that after that day his percentages of hand waxes increased by 20% following the promotion.This was an early hand wax promotion but with a good express program today I would think the numbers could really be good with a similar promotion
25% of my revenue is coming from my detail bay (some are full jobs ranging from 180 - 250$)
the time a notice a spike in my express business in when the car count is high.
I do not find many express folks looking for just a carpet shampoo or express wax. Our most popular detail combines the two services with a few extras thrown in.
It has been a gradual process to get the detail business to where it is today. We have changed our menu to accomodate the changing economic times. One reason my express business has done well is a simple wash, vac, towel dry, quick dash wipe down for $20. 20plus20plus20plus20plus2o starts to add up. We have also seen an increase in our mid ranged detail (about 1 1/2 hours on the car) vs our high end detail. We actually make more money because we get paid half the money but takes us less than 1/2 the time.
We also offer mobile 1 lube changes. it is easy to bundle and express service with an oil change. I guess that is were our promotion come in. Express operators have to realize that there is a convience factor in getting a wash and detail (in my case oil change) in one spot. Celts are coming back - must get back to the green.
According to the literature, less than 10% of exterior-only conveyors have a detail shop and very few express exterior conveyors (3-minute, low price, free vacuums) offer express detail services.
My experience working with express operators shows that most sites could capture at least 3% of their carwash volume as express detail by just “posting a sign and taking orders.”With upfront planning and marketing, I usually see 5% in the beginning, ramping up to 10% or more by the end of the first year, for the most part.
If you operate a high volume express, say, 100,000 cars a year, 10% would be an average of about 32 cars a day.Since conveyor volumes fluctuate considerably, you would want to be prepared to handle a peak hour of maybe 12 cars (four parking spaces).
As the program matures or is pushed beyond 10%, you would want to first consider how this level of activity may have an effect on the “carwash” business in terms of navigation on the site, sales volume (loss of free use vacuum spaces), stacking, customer waiting area, customer service, customer and employee parking, etc.
I see express detail prices across a wide range because most operators are rational and price services competitively according to their local market.On the other hand, I find that multiple facilities carwashes tend to have more pricing power than an express exterior because the business offers customers a stronger value proposition.
Robert, thank you for the observations on the volumes that exterior car washes can do with regard to express detailing.
Can you tell me specifically what they do to enjoy the 5% to 10% volumes? What specific marketing, promotion and sales presentations that they employe to gain these percentages?
What services? What prices? With or without car wash?
Do they offer a hand dry and vacuum as an express service? At what price?
Does this drive the express program?
Thanking you in advance for your additional comments.
I use my detail bay as a utilization tool. My monthly revenue from the detail bay is between 12 - 15k per month. This revenue takes care of a good portion of my payroll. This allows me to take advantage of the gross margins of my wash. All of my employees are cross trained. 3 of my employees can handle a high end detail as well as an oil change.
The most stress at the wash is caused by the detail bay. This is particularly true on a busy day. No need to promote my detail bay due to the fact that I feel as if we are near capacity in terms of how it interacts with my other business units.
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