How To Price Your Services For Dummies: Auto Detailing Edition

Whether you have been in business for 10 days or 10 years, you will always get complaints about price. It's annoying and makes you question your conviction on what you should charge. The sooner you can learn to price what you are worth and deal with objections, the better.

In this article, we are going to find out how to handle customers who seem more interested in nickel-and-diming details than actually buying your product or service.

Now, before we dive in, some might say "you have a sales problem, not a pricing problem". And they actually have a point. There's an element of truth to that.

But here's the thing: value perception is a two-way street.

It's our job, as business owners, to CLEARLY communicate the value we offer, and it's up to the customer to recognize and appreciate that value compared to the price tag.

So, how do we bridge that gap? Let's break down some tactics to turn those price-conscious inquiries into happy and paying customers.

💬 Embrace the Power of Conversation:

Texting can be great for initial contact, but building rapport and trust happens best through conversation.

Let's say a potential customer texts or dm's you and asks about your pricing, use that as an opportunity to chat a little. A little friendly conversation to get to know your customers shows them they are not just a dollar sign to you.

❓Ask Questions, Don't Just Quote Prices:

First, ask questions to understand their needs and what they're hoping to achieve.

For example, if someone asks about your services, find out what kind of car they have, their detailing history, and what their biggest concerns are (stubborn stains, pet hair, that lingering cigarette smoke smell?). This immediately shows your professionalism and will help when you deliver the price. (But not always)

👨‍🎨 Paint a Picture of the Transformation:

Once you understand their needs, don't just list services and prices.

Instead, be like Picasso. Paint a picture of the transformation they can expect. People will feed off of your energy, so use enthusiastic language to describe how their car will look and feel after your service. Explain the gap between what their car is like now and what it will look, smell, and feel like when it's done.

🔤 Offer Options & Highlight Value:

Here's where the "package deal" strategy comes in. Give them a few options at different price points. Always include a "deluxe" package that bundles multiple services at a slight discount. This creates an anchor price point and makes the other options seem more attractive.

💪 Be Transparent & Confident:

Don't be afraid to explain the value behind your pricing. Talk about the high-quality products you use, the time and effort involved in a thorough job, and the expertise you bring to the table.

You can throw some personality in there and tell them why you do what you do and what makes you different from other detailers.

🏷️ The "Discount Dance":

If they say you are too expensive and want a discount, don't react negatively. You just circle round to the beginning and reinforce your value. If you do this well enough, they will feel like they are getting more from you, than you are getting from them.

Here's the thing: discounts can trash your profit margin and undervalue your service. So be sparing with giving them out.

Try "with my process and style, I don't need to give discounts". This shows confidence in your work and makes them feel like you don't need them and they actually need you (Just don't be overconfident and cocky).

Here are some alternatives to discounting:

• Highlight the benefits of your premium service: Explain how your service goes above and beyond what a cheaper option might offer.

• Offer a loyalty program: Reward repeat customers with discounts or bonus services.

• Package deals: As I mentioned earlier, package deals can create that perceived value and make the overall price seem more attractive.

Remember, your time and expertise are valuable. Don't be afraid to walk away from a customer who consistently undervalues your service. It sucks, especially if you need it. But it's what you have to do to grow the business you want.

📈 The Art of Upselling (Ethically):

Upselling isn't about pressuring customers. It's about offering additional services that genuinely complement their needs.

So first off, make sure you know what they actually want/need. Then offer them additional things that ONLY fill that want/need. (Don't offer them something that's completely irrelevant, just because it might make you more money.)

For example, after explaining your detailing package, mention that leather conditioning would add an extra layer of protection and shine to their car's interior.

😩 The Power of FOMO (Fear Of Missing Out):

It's all psychological, a little healthy FOMO can move people towards making a decision. If your schedule fills up quickly, mention your limited availability.

This can create a sense of urgency and encourage them to book before someone else takes their spot. This then decreases the urge to argue on price.

Here's an Example to Put it All Together:

Imagine you receive a text or dm asking about the cost of interior detailing for a 2017 Honda Accord.

Instead of simply replying with a price, you can say something like this:

Once you better understand their needs, you can reply with something that highlights the value you offer:

This response uses several key things mentioned earlier:

✅ Engages in conversation: Asks questions to understand the customer's needs.

✅ Paints a picture of transformation: Describes the detailed cleaning process and its benefits.

✅ Offers options & highlights value: Mentions the "Total Transformation" package and explains its value proposition.

✅ Upselling (ethically): Suggests the leather treatment as an add-on service that complements the package.

✅ FOMO (Fear Of Missing Out): Mentions that your services are wanted and increase the urgency to book.

Remember, the key is to be confident in your pricing and the value you deliver. Focus on building trust and rapport with the customer, and let your enthusiasm for what you do show through your conversation.

Beyond the Initial Contact:

The sales process doesn't end with the initial inquiry. Here are some additional ways to convert those price-conscious lookers into loyal customers:

• Follow-Up: If a customer doesn't respond to your initial message, send a friendly follow-up within a few days.

• Social Proof: Showcase your work on social media with stunning before-and-after photos and positive testimonials from satisfied customers.

• Marketing: Build your contact list and send out periodic emails or texts with special offers.

By implementing these, you can change price-conscious leads into long-term customers who value your quality and expertise. And they are always your best marketing anyway.

Focusing on building relationships, clearly communicating the value you offer, and presenting your pricing with confidence are very key to closing sales.

Finally, learn to experiment, try different things, and find your flavor. You will soon see what works and what doesn't work.

But just remember, he who provides the most value, wins.