Automotive detailing seems like it could be an easy gig to get into, and to make money doing. For the fastidious car guy or gal, it seems like a no-brainer. Get paid to clean awesome vehicles day in and day out? Sign me up!
That being said, if you want to get into the detailing business as your career, and build one from the ground up, it can be a daunting task. It’s one thing to clean your friends’ cars for a few bucks – it’s another to run a business that needs regular supplies, marketing efforts outside your circle of friends and family, and potentially a shop and employees. If a detailing shop is going to be successful, it must meet these goals:
- Develop a simple process proven to achieve consistent, high quality results.
- Focus on making customers happy by exceeding their expectations.
- Make profit for the business.
So how do you choose which detailing products and procedures are best for your shop? How do you know if and when you should scale up? How do you think you’ll scale up and engage new customers? Let’s take a look at how you can turn your love of cleaning cars into a profitable business.
The Detailing Process
It starts by developing a car cleaning process that works for you. There are a ton of recommendations out there – it seems like almost every detailing business has an Instagram or YouTube channel full of ideas. It might be a lot to process, but we would certainly recommend spending a few hours checking out some of the top channels. Let’s take a look at some of our personal recommendations for setting up your detailing process.
Washing
A properly washed vehicle is an essential first step in the detail process. We recommend using 2 separate buckets with dedicated wash mitts, sponges, and brushes for each process. Color code your buckets: red bucket for the “dirty work” using grease and tar cleaner, and blue bucket for “clean work” using car wash soap only. After you complete the “dirty work,” mitt the vehicle with pH neutral car wash. Follow with a cool rinse of water.
Paint Care
We have put together a paint care system that will help keep profits up and customers happy. First, here are some things to keep in mind:
- Although a wool pad on a high-speed buffer will remove more scratches faster than foam, they generate more of a swirl mark problem.
- A high speed buffer will need an experienced operator. If your current process includes buffing cars with wool pads, you will not be able to train and trust all employees to perform this function.
- A DA (Dual Action) polisher or orbital machine removes most of the scratches without risk of burning edges or swirling paint.
Here are our 3 steps for paint care:
Step #1: Mist a very light amount of spray lubricant onto the wet paint surface and proceed to rub the entire paint surface with a clay bar. This will remove all the bonded contaminants that have prevented the paint from being as smooth and glossy as possible. These contaminants may include residue from paint over spray, rail dust, auto and industrial exhaust fallout, bird and bug residue, etc.
Step #2: Using a hand or machine process, apply a clear coat compound to remove light to moderate surface blemishes. This helps remove fine scratching, water spot marks, oxidation, bird droppings, and tree sap stains. You can simply wipe away any residual residue. The Clearcoat Compound should not contain wax or silicone. Note that apart from a new paint job, there is no miracle cure for super deep scratches. Generally, if you can feel the scratch with your fingernail, it will not be removed. The DA or orbital machine will offer a deeper, more thorough cleaning job than hand, but will still fall short of the results that can be achieved by a high-speed buffing wheel.
Step #3: Using a hand or orbital polisher process, apply a thin coat of clear coat polish with sealant. It seals your clear coat with a durable coating of gloss protection, unmatched by any conventional wax product. Apply the product using a clean, soft sponge or foam applicator pad. Allow 2-5 minutes to cure, then buff away residue with a clean microfiber towel. Although the product should remove easily, it is advised to buff away residue vigorously. This formula is VOC compliant and will not swirl paint.
Waxing and Dressing
A high quality Carnauba Wax product can contribute an added “wet look appearance.” Simply apply and remove a thin coat of the Carnauba paste wax. This step will deepen the gloss even further while adding more protection. It will not interfere with the bond that has already been created.
Interior Detailing
With the outside finished, you can move to the interior. Using the right chemicals and tools is the key here – you can truly do a great job using only three-four chemicals and a couple of tools! It’s primarily
- Chemicals: The Kleen-Shine line of chemicals features chemicals with specific uses. Kleen-n-Quick is a great all-purpose cleaner for many interior surfaces, however, delicate surfaces like vinyl and leather can react poorly with all purpose cleaners – in these cases, Kleen-Shine Interior Dressing Vinyl & Leather Conditioner is the better choice, with a composition that won’t stain or streak these surfaces.
- Vacuum or Extractor Unit: You’ll need to vacuum the interior of every vehicle at the least, and then tackle shampooing and cleaning upholstery – you can accomplish the latter using Kleen-Shine Fabric Kleen Upholstery Cleaner. A better, faster option would be to get a Mytee extractor unit that combines vacuum and shampooing capabilities in a single, portable unit! Partner this with Kleen-Shine Extractor Kleen Carpet & Upholstery Cleaner to get the optimal outcome and a clean interior.
- Good Towels: A good towel will clean up and dry off surfaces, while leaving great results behind. This means high thread counts that won’t leave lint or straggling fibers behind, and won’t streak or leave residue. Dr. Joe’s Detailing Towels are the go-to for the detailing industry, and are an affordable, effective option for great results!
- Other Tools: Vent brushes, scrub brushes, floor protection, razor blades and so much more! There are a bevy of tools that can go into your detailing set-up – finding the right ones that work for you and the process you are following is important.
The Detailing Business
Getting the process down is the first step. Once you have a good process, you can work on growing your business. Many of us start out just servicing family and friends in driveways and parking lots using whatever we toss in our trunk… but that’s no long-term business plan.
Growth Through Marketing
Why does every detailer have a social media presence? Because that’s the easiest way to show off your results! The whole point of the business is making the car look good, and a picture is worth a thousand words.
Instagram is a hotbed of detailing businesses, for good reason. The ability to post your before/after pictures, tag your pictures, and promote your business makes it the perfect platform for growing a detailing business. Similarly, YouTube and TikTok are excellent for promoting through longer videos – you can show off your process, offer tips for clients to keep their vehicles in good shape between detailing services, and get views across your potential client area. While Facebook and Twitter can also be helpful, Instagram and YouTube are where your focus should be.
While social media is convenient – and free – to utilize, you’ll also need to consider paid and local marketing. Check out our article on this in Kleen-Rite’s Spring 2022 Kleen-Scene!
Managing Expansion
Expanding your business and increasing your staff can bring some headaches, but you can be prepared for them.
When it comes to staffing, a big part of this revolves around how you’ve set up your system. Make it so easy that everyone can learn it. If everyone knows the system then you can assign anyone to any car. This makes it easier to hire and train staff. When hiring, make sure your candidates have pride of workmanship. Have a staff that understands expectations and limitations. For example, staff should understand which scratches will come out and which will not. Staff members can help each other and nurture a stronger teamwork environment. The more they feel part of the team, the stronger the pride of workmanship. This will translate into satisfied customers and increased profits.
Expanding your detailing business requires planning, and figuring out the risk you’re willing to take on. Do you want to expand by adding another mobile unit? Perhaps expanding by buying a shop, or increasing the shop you already have? You need to consider your growth patterns, business you’ve secured for the future, and potential growth beyond what you’ve accomplished. There’s no blanket list of recommendations here – it’s all dependent on the individual and the situation!
Detailing can be an interesting and lucrative business to be involved in. Make sure you’re doing it right, and you can set yourself up for a great career in your own business! Work with us at Kleen-Rite to get your detailing business kitted out with the best equipment, chemicals, and marketing materials.
