Express Detailing - What Goes Around, Comes Around
By Prentice St. Clair
The popularity of express detailing appears to be in somewhat of a resurgence due to the increasing homogenization of low-labor car washing. As wash customers notice less and less difference between service experiences from car wash to car wash, the choice becomes increasingly a matter of price. Wash operators will want to find new ways to attract customers and to increase per-vehicle revenue.
Express detailing can be an effective way of increasing per-vehicle revenue. First, there must be clear operational definitions of express detailing, so that all parties have a clear understanding of what each detail package is designed to accomplish. This is especially important for the service writers so that they can help the customer choose the correct package for the needs of the vehicle and the expectations of the customer. It is also important to educate the customer, through signage, handouts, and one-on-one communication with the service writers. Additionally, the detail manager and technicians must have a clear understanding of what is to be done for each type of detail package. Moreover, the technicians should be properly trained and equipped to provide the appropriate service.
EXPRESS OR FULL SERVICE OR BOTH?
I suppose the first decision that must be made is which type of detailing to offer. Some operators choose to not offer express services at all. Each has his or her own reasons, but some that I have heard include “most of the vehicles that come into our car wash just don’t fit the express profile” or “we just feel that ‘express detailing’ is an oxymoron — you either do it all the way or not at all.” Then there are the operators who choose to only offer express detailing, citing the fact that express requires less equipment, chemicals, and training than does full-service detailing. In some cases, the reason for refusing to offer full-service detailing is simply a matter of the lack of interest among the clientele: either there are plenty of detail shops in the area or the vehicles that come in are well-maintained by the customers. Next, let’s explore what menu items can be offered specifically on the express side.
EXPRESS DETAILING PACKAGE OPTIONS Most operators agree that express detailing is something that is added on to the car wash package the customer chooses. Once the car comes out of the wash tunnel, it is whisked away to the express detail area. The most common express package options are:
• Express exterior wax application • Express mat cleaning • Express fabric seat cleaning • Express leather seat cleaning and conditioning • Express interior or “superclean” A single trainee can perform most of these services in 15 minutes or less, assuming proper training, equipment, and techniques. The express interior package, because it includes multiple items, is probably best performed by two or more technicians to ensure the service is completed in the promised time.
The most common express service is the application of some kind of wax product to the painted panels of the vehicle. This can be performed by one or two technicians, using a spray-on-wipe-off product, hand applied paste or cream wax, or applying the wax with an orbital buffer. Typically the service will include dressing tires and trim and a final wipe of windows. Some also include a quick interior vacuum and interior windows as well. It really depends on what you are charging, what the customers expect, and your capability (e.g., staffing) to return the vehicle in a reasonable time. The benefit to the customer is a coat of protection on the paint that lasts one to two months, depending on the quality of the chemical used. Compare this to most tunnel-applied chemicals, which only give one or two weeks of protection, if that. The express wax also enhances gloss because it fills in micro-scratches that tend to dull the paint surface.
Express Mat Cleaning
This service is designed to clean and freshen lightly soiled mats. Mats with heavy stains or extensive ground-in dirt are typically not good candidates for express mat cleaning and should be referred to the full-service area for thorough cleaning and hot-water extraction. The service can be performed using a hot-water extractor, a standalone mat-shaking machine, or a dry-vapor steamer. A common problem with express mat cleaning is that the mats are returned to the customer damp. If they are placed back into position, then they will quickly become soiled as the dampness attracts dirt from the bottom of the passenger’s shoes. Some operators attempt to skirt this problem by placing damp mats in the trunk or rear compartment to dry. There are several problems with this approach. First, if the mats are not laid out with the carpet side completely exposed, they will not dry for hours. Most trunks are not large enough to lay out four mats. Second, most people have personal belongings in their trunk and really don’t want mats placed on top of those belongings. Third, the customer must replace his or her own mats later in the day, which, to me, does not sound like a very convenient part of the service. Much worse than simply damp mats are those that are cleaned with lots of soap, leaving them damp and soapy. The soap actually attracts dirt faster than if the mats had never been cleaned. Soapy mats also tend to smell. In fact, damp mats in general can often lead to a musty odor in the car. To combat this problem, some operators are turning to a technology that is relatively new to the detailing industry — dry-vapor steam. With this type of unit, the mats are cleaned with super-heated steam that effectively loosens most dirt and many stains without soaking the mats. Additionally, the steam kills germs and odors, leaving the mats smelling fresh. Best of all, the mats can be returned immediately to the foot wells virtually dry. Some operators include vacuuming under the mats to remove dirt and debris. Others include cleaning of the exposed carpeting not covered by the mats. I believe that it is not necessary to clean under the mats because this is not going to be seen once the mats are back in place. If a customer wants all carpeting in the vehicle cleaned, then it’s not really an express service anymore and should be referred to the full-service area.
Express Fabric Seat Cleaning
This item has the same issues as express mat cleaning. The seats cannot be heavily soiled or stained. Express fabric seat cleaning should not be about specialized stain removal. It is about a light cleaning and refreshing of the seats. The choice of machines is a hot-water extractor or steamer. If the extractor is used, the seats will be soaking wet. Some operators place plastic covers on the seats so the customer can drive the vehicle without their clothes becoming damp. Again, we leave the customer in charge of completing our job — he or she must remove and discard the plastic upon returning home for the evening, then make sure to leave the windows cracked so that the seats can dry overnight. If it’s cold or damp weather, the seats may not be completely dry the next morning. The dry-vapor steamer solves this problem in the same fashion as it does for mats and carpeting.
Express Leather Seat Cleaning and Conditioning
Automotive leather needs regular conditioning in order to stay soft and supple. Most customers recognize this important fact. Leather is a natural material (animal hide), with an inherent level of moisture, and dries out over time. Most automotive leather is coated with a colored protective dye that can become soiled with body oils, lotions, and general grime. This can be cleaned with a microfiber dampened with automotive leather cleaner. The cleaner can also be sprayed and scrubbed with a soft-bristled brush or magic foam eraser, then the cleaner and residue wiped away with a dry towel. Leather can also be effectively cleaned with a dry-vapor steamer, thus eliminating the need for any cleaning chemical. The steamer will also sanitize the leather at the same time. This is a great marketing tool in selling the express leather-cleaning package. Once the leather is cleaned, it must be conditioned with a premium automotive leather conditioner. Do not use any kind of general dressing, especially those designed for plastic and vinyl surfaces — these will leave the seats dangerously slippery and feeling greasy.
There are many clever names that have been adopted for this service, like “interior super-clean.” It entails, at a minimum, wiping down and dressing all of the plastic and vinyl surfaces, like the dash, center console, and door panels. Some operators include some or all of the other interior-express items mentioned above. If this is done, care must be taken to staff the job correctly or inform the customer that it may take longer than 15 minutes. Other operators keep the express interior separate from the other services, but allow the customer to choose as many interior items as he or she wants, with a discount on the total price. In this case, the customer can be informed that, by selecting several individual menu items that each take 15 minutes to provide, the wait time might be extended. Of course, there is some overlap, and with a couple of technicians working a well-choreographed procedure, it is still reasonable to expect that the service can be done within 30 minutes.
Express detailing is certainly an option in seeking increased per-vehicle revenue for the “exterior express” operator. Express detailing must be defined correctly and menu items carefully chosen. Finally, create processes that yield the highest value-added service for the customer.
Prentice St. Clair is an International Detailing Association Recognized Trainer and Certified Detailer. As the president of Detail in Progress Inc., he has been providing training and consulting to car washes and detail shops since 1999. He is available at (619) 701-1100 or firstname.lastname@example.org.