Bit late in my answer to this thread as I haven't been on the forum much.
With Detailing it is extremely subjective because there is a fine line between an actual detail on a car vs that of a good valet. For this reason I dabble in both these services.
I did a lot of detailing work part time, and in the last two weeks I relaunched my Detailing & Valet company in Cape Town to take on the challenge full time.
Often, we confuse a valet with a detail.
Detailing is striving for perfection, we spend time focusing on small things you would never look at. For example, washing the insides of the cars mags and then protecting them with wax. Or taking headlights/rear lights out to clean the body surface and protect. Another part of the detail is paint correction.
Paint Correction is what you are paying for when you have your car detailed. Removing swirls, light scratches and restoring clarity to the paint requires huge amounts of attention and skill. This is easy way to tell the difference between a detailer who details a car and a valet.
I often find that after a 2 day detail (8am to 6pm if not longer daily) I need a few days to recover because this is a labour intensive job. I have found on some cars where I have been physically ill afterwards because of the dirt, grime and effort that gets put in.
Because of this I charge more for a detail. If you go to a highly skilled and knowledgeable doctor that specialises then you pay more. In my case I provide a specialized vehicle maintenance service so my charge needs to be on par with that.
For my full package, the Definitive Detailing I charge R1250.00
I feel this is neither excessive nor is it too inexpensive. On good cars I can do this detail in one day, on some cars which I know will be a dog I will charge more. People seem to be happy with this, especially once they start discussing their car in detail and you explain exactly the transformation that is about to occur.
Strangely enough I find that more customers are willing to rather go for the Showroom Enhancement package I offer as it comes in at R750 and is a 5-6 hour valet if you are a dealer or a 1 day detail if you are an individual using my service.
With the Enhancement I am able to do more cars, earning more money and it is not as labour intensive as the Definitive Detail Package. With this more attention is placed on restoring the Showroom Shine to a car rather than focusing on the smallest detail. Naturally being a person that strives for detail the different between a R600 Auto Armour Valet and a Definitive Valet are extremely different.
Although more expensive than others even dealers are willing to use this service because of the value it adds to the car, the customer and to their showroom.
This is why I draw a very thick line between my R750 package and my full detail package at R1250.
Lambchop:
You need to price yourself in a position where you are making money, not overcharging and where your clients get what they pay for. When doing a Showroom Enhancement I constantly have to stop myself from doing full correction or quickly wet vaccing a seat just because I want to. They are not paying for that specialty, the client is paying for an enhancement.
I am not saying you must be rigid in your service, if I do an enhancement and see there is a stain on a seat then I will remove it as a courtesy but not if the entire interior is stained.
Your detailing is exceptional, therefore people will be happy to pay more. There is a huge difference between having your car washed at Engen and handing your car over to Lambchop, Don, Carn or myself even just for a quick wash.
I think you need to evaluate how much your time is worth, relook your products (I saved R350 this morning when ordering new products just by shopping around) and offer more variety in your detailing like a valet package or even a custom service which I do for clients who want specific services when having their cars pampered.
At the end of the day you provide a unique service, something which very few people have the knack or skill to do.
On the same note, if you do charge large amounts you need to be able to deliver. Customers want to see value, and if a customer doesnt see the value in the effort and time you spend on a full detail then offer something that falls in line with their budget.
Have you asked those who haven't gone ahead after quoting why they were no longer keen?
*My fingers hurt now*
Mike