Express versus Full Service Detailing

by Prentice St. Clair

There are both opportunities and challenges in adding detailing services to a car wash. Automotive detailing, offered at a car wash, affords a potential additional profit center. Proper training and equipping of detail technicians will allow them to perform confidently and effectively. My goal is to stimulate thought regarding existing detailing operations or, as the case may be, adding detailing to an existing car wash.

Operational Definitions of Detailing

The first and perhaps most important issue is to understand the difference between “express” detailing and “full-service” detailing. The ICA’s Express Detail Certification program defines express detailing as “a quick-serve appearance-care process that can be satisfactorily and conveniently delivered within 15 minutes or less after vehicle washing.”

This definition brings up three important points about express detailing. 1. The service provides something more than is provided in the wash but something less than full-service detailing. 2. It is performed quickly. 3. It is performed while the customer waits.

Express detailing, by definition, is to be performed on newer vehicles or those that are in relatively good condition. Express is designed to keep cars looking great and is, thus, more of a “maintenance” service. Older vehicles with paint issues or interiors that are, shall we say, “well used,” do not qualify for express services.

Full-service detailing, on the other hand, has the goal of making the car look as new as possible, regardless of it’s condition (with certain exceptions, of course). There is much more time, equipment and labor involved. Full-service detailing is appropriate for those vehicles that have been neglected or for those customers who simply want a more thorough cleaning and protection than that provided with express services.

The importance of establishing these definitions cannot be overstated. Misunderstanding of the difference between express and full-service detailing is the source of much confusion and consternation for all involved: the service writers, detailing technicians and customers. Clearly defining the purpose and process for each detailing menu item will assist in the proper selling and provision of the service. It will also assist in making sure that potential customers have the appropriate expectation for each service offered. This will then lead to the outcome the customer expected, greatly increasing the chances that the customer will be happy with the service.

Detailing Menu Options

Express menu options typically include an exterior wax application as well as a short list of interior options. Express exterior usually involves a hand or machine applied wax that is easily wiped off by one or two technicians. The benefit to the customer is enhanced paint gloss as well as a coat of protection that lasts a few weeks longer than anything that might be applied in the car wash tunnel.

The interior express options can be made up of the components of a “complete interior detail.” The following are common interior express options. 1. Mat cleaning. 2. Fabric seat cleaning. 3. Leather seat cleaning and conditioning. 4. Interior wipe-down of dash, center console and door panels.

Each of the these express items is to be marketed as a “while-you-wait” service that, for example, takes “15 minutes or less.” So if a customer chooses multiple items, he or she must be informed that extra time will be needed. Additionally, it may be necessary to assign more than one technician to the vehicle to ensure that the job does not take too long.

The full-service detailing menu usually includes; exterior options, an interior option, and a complete option. The natural tendency among menu planners seems to be to offer two or more “levels” of detailing. My experience has been that it is advisable to have a very simple standard menu offering of “interior,” “exterior,” and “both.” This reduces confusion for the customer, the detail technicians, and those charged with selling the service.

The exterior full-service detail should include removal of surface contamination (using detailer’s clay), minor polishing (either through a separate polishing step or use of a one-step polish-wax), application of a wax product that offers long-term protection, dressing of all exterior trim and tires, and minor detailing of wheels and chrome.

The interior option is a thorough service that includes all of the express interior components mentioned above, performed in a systematic and complete fashion. The “complete” full-service option is obviously a combination of the full-service exterior and interior services.

Additional full-service menu options might include engine detailing, paint perfection services and specialized interior services such as deodorization and stain removal.

The detailing menu can help to make or break the profitability of the detailing operation. Again, I advise operators to seek objective outside consult for menu development and pricing.

Selling Detailing

The car wash operator possesses a distinct marketing advantage in that a constant stream of potential detailing customers comes in on a daily basis for car wash services. These are people who obviously care about the appearance of their vehicles enough to pay for washing services. Converting them to detail customers is a relatively simple matter of informing them of the services available and your ability to provide such service, and then selling them on both the benefit and the need.

This can be accomplished through active sales efforts on the part of the service advisor. It can also be accomplished through passive advertising efforts such as signage, brochures and mailings to the wash customer database.

Since the service writer is the main point of contact with the car wash, it is important that he or she possesses the following: 1. a keen understanding of the difference between express and full-service; 2. an understanding of the capabilities of the detailing crew, 3. an understanding of the purpose and limitations of each detailing menu item, 4.  the ability to determine the expectations of the customer, and 5. the ability to evaluate the condition of the vehicle.

Developing a service writer with these capabilities takes time, effort and training. It is possible that the detail center manager can be brought in to consult with the customer, but if the service writers are properly trained and doing their jobs well, the detail manager is going to be too busy keeping up with the workload!

Specifically regarding express detailing, in my opinion, the exclusive responsibility for selling express rests with the service writer. Express is an impulse purchase and, as such, the service writer is in a position to convince the drive-up wash customer of the benefits of the service. One of the best ways to market express is to place the express operation within full view of the customer waiting area. As the customers wait for their washed vehicles, they will have a “show” that demonstrates the express capabilities.

Express is a relatively easy sell, but therein lies a potential problem. The service writer must be fully capable of quickly evaluating the condition of the vehicle so as to be sure that it is an appropriate candidate for the express area. Be careful here: If express is sold for a vehicle whose condition is beyond the capabilities of the express area, the detailing technicians will be frustrated and the customer is likely to be dissatisfied either with the time taken or the outcome.

Full-service detailing sales, on the other hand, starts with marketing efforts that make the customer aware of your full-service options. Educate the customer on the importance of maintaining the appearance of the vehicle so as to maintain its value. Emphasize also the enjoyment that the customer will have with a vehicle that looks virtually new. Signage and handouts are a great way to begin this educational process.

The service writer can offer the full-service option to customers whose vehicles do not qualify for the express area. If need be, the detail manager can be brought in to give the customer a complete evaluation, estimate, and expected results for that particular vehicle.

Detailing Equipment, Chemicals & Supplies

Proper equipment and chemicals allows you to clean cars better and faster. This concept is even more important on the detailing side of the operation. Car wash owners spend tens of thousands of dollars on car wash equipment and hundreds of dollars a month on chemicals. I encourage you to spend a few hundred dollars on a good piece of detailing equipment that can pay for itself in a matter of a few appointments. Likewise, invest in a set of high-quality detailing chemicals that allow the technicians to perform top-notch work in less time.

There is a definite list of equipment, chemicals and supplies that are necessary for a detailing operation to perform excellent work. A full-service detailing bay will require an investment of around $4,000, while an express detail area will require an investment of about $2,000. These are rough numbers, of course, and there are many variables that can impact the final investment necessary. Notice, however, that I purposely use the word “investment” instead of “expense.” That’s because, with the proper training, equipment and marketing effort, the return on investment will be quick and many fold.

Staffing the Detail Area

Express detailing, by nature, must be performed rather quickly. Depending on the number of jobs sold, it may be necessary to have two to three technicians per express detailing “bay.” Express detailing techniques are not highly complicated, so these staff can be harvested from the finish line and other wash workers. But as the express detail operation becomes more popular, it is likely that a dedicated staff will be necessary.

Full-service detailing requires more training than express, and, as such, most operators who choose to offer full-service detailing do so with a dedicated staff of fully-trained detailing technicians. Certainly, one person can detail a car, but it might take several hours to deliver a complete detail. That’s fine, as long as the customer is apprised of the time necessary and is able to make arrangements to be without the car.

If the full-service operation requires a larger capacity, however, I recommend two technicians per vehicle, which translates to two technicians per detailing bay. With multiple bays, it becomes necessary to have an operational supervisor whose responsibility it is to make sure the line workers are doing their job correctly. Even larger operations are advised to have a “detail center manager” whose job it is to (you guessed it) manage the entire detailing operation, including staffing, training, quality control, sales and supply.

Training

Detailing involves combining equipment, chemicals, and techniques into systematic processes to make the car look good. It’s not rocket science, but there are definitely good and poor ways to detail cars. An investment in quality training will allow your detailing technicians to provide top-level service in an efficient manner.

There are many choices for detail training, including detail training “schools,” video training packages, and onsite customized training at your location. I cannot overemphasize the importance of providing your staff with proper training.

It requires a relatively moderate investment that will quickly pay for itself by providing you with technicians that are capable of superior performance and results.

Work Space

Express detailing requires minimal space. For example, a spot in your finish area, covered with a canopy, can be used for express. A fancier set-up might involve an entire lane for greater capacity. Although express can be performed in a separate building, it is far from necessary.

Full-service detailing, on the other hand, is best performed in an enclosed work bay that has storage for all of the equipment and chemicals needed. Good lighting is a must. Two technicians per bay is the maximum that I recommend. With such a configuration, and assuming proper equipment and training, two technicians can be capable of performing two to four complete details per day.

Profit Potential

So here’s the good stuff. A fully-functional detail center with proper equipment and well-trained staff can generate anywhere from $50 to $100 per hour per technician. Of course, there are many variables that go into producing this figure, but I believe the most important factors are equipment, training and marketing.

Summary

Providing detailing at a car wash can be a profitable venture. Potential detailing service customers drive in everyday for washing services. Converting these customers into paying detail customers depends on the marketing and sales efforts, both active (service writers) and passive (signage, etc.). Ensuring that the detail customers are happy depends on the performance of the detailing technicians, which in turn is determined by the training and equipment with which they are provided.

Everyone involved must clearly understand the purpose and limitations of each detailing menu item, especially when both express and full-service items are offered. The decision to offer express, full-service, or both, will be impacted by the space, staff, and capital available for purchasing equipment and supplies; but most importantly by the desires of the typical car wash customer as well as the typical vehicle condition.

Prentice St. Clair is the president of San Diego-based Detail in Progress Inc. which offers consulting and training in the automotive detailing and reconditioning industries. He can be reached directly at 619.701.1100 or by e-mail at prentice@detailinprogress.com.