 Potential client: “So you’re saying it’ll be $1,200 to coat my new car? That’s 500 bucks more than the guy I spoke to earlier. Let me think about it and talk to my wife. I’ll let you know”
My palms are starting to sweat and my voice is trembling... Knowing that if he doesn’t book it in I might need to get a loan from my parents to cover my rent Imagining their disappointment in me and my business that I promised them I’m gonna do well makes me feel sick in my stomach Me: “Yeah.. erm that’s right. Just let me know if you have any questions” Potential client: “Sure” *beep* The moment the call ended, I knew he’s not going to get back to me Especially whenever I hear these phrases: “I’ll let you know”, “let me talk to my wife” or classic “let me think about it” Even though I knew it at the back of my head.. Every minute I’m looking at my phone hoping someone will call and book their cars in At this point, I have absolutely no idea what to do next. Barely any work is coming in for this week and the following weeks Rent is due, my girlfriend at that time was sick and tired that I couldn’t go out on dates and do what normal couple does because I’m broke as fuck All we do is stay at home and I’ll sit in front of the computer stressing out while she sits there trying to reassure me that it’ll be okay Having $23.09 on your account balance is not fun This frigging sucks Everyone glorifies being an entrepreneur these days Getting a 9-5 full-time job seems to be sexier than being stressed out all the time Why some detailers crushing it making 6-7 figures and why am I struggling with clients going to someone cheaper? This question drove me nuts I went on a mission to figure this out like a terminator is determined to terminate their subject I decided to step out of myself and look at my business from a 3rd person’s view and look at what I’m doing VS what the top players are doing And I notice there are 3 things that separate a detailer who does high-end correction and coatings all day and a detailer who does soccer mum SUVs and everyday cars So I started applying these 3 concepts in my detailing business and everything shifted so quickly I could not believe it I went from 1 coating job/month to 1 coating job/week to 1 coating job/day Meaningful, higher end cars and clients with no little to no price resistance And those soccer mum SUVs in for a grimey interior detail on dried out fries from Mcdonald's seems to be extremely rare and more a thing of a past How did I exactly do it? Just this week I made a free training video for detailers on these 3 concepts that changed my detailing business more than I can ever think of http://www.yikhaiwong.com/free-training I was actually very hesitant to make a free training video on this as I know some of my clients have paid me thousands for the results I bring them Then I figured this will lift my detail brothers and the industry up, so well I figured well let’s do it. Link for the free training: http://www.yikhaiwong.com/free-training
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Detailers, you're worth more than you think Don't undercut yourself. The bare minimum for a basic coating job should be at least $1,000
If you can't charge that much there's work to be done to your business. Better branding, better marketing, better sales, ultimately better customer experience  It is important to know where you are and where you are going in your journey of running your detailing business
Imagine there's a mountain and there's a huge forest surrounding the mountain Top of the mountain is where you ultimately want to be whether it's having your own shop one day or make $100k/month+ Without a map, you'll get lost in the forest and stuck there, or worst you don't even know there's a mountain Detailing 1.0: Level 1 Market Aware This is where you get in the trenches, in the grind taking any jobs you can possibly take with general and filthy interior details charging $100 - $350 for a full detail There everyday camrys and civics whom customers don't really care about their cars Occasionally once or twice per month, you'll get a ceramic coating job and you wish you get more of those but really you're getting more of the filthy interior jobs Rebranding + Market Positioning: Level 2 Market Aware Now you nail down the unique market you want to serve, you have figure out the ideal clients you want to work with and branded yourself as the "go-to detailer" in your unique market You raised your prices, you offer more of a boutique service instead of the typical detailer down the road and slowly transitioning away from the filthy interior and general jobs You start to get a reputation for quality work and your customers love what you're doing But there's a problem in this stage: consistency. One month you're booked out with jobs and next month you're slow as dead waters Organic Mastery: Level 3 Market Aware This stage you systemise your client acquisition process, you know where to find your ideal clients and book them in for correction and coating jobs on-demand, and you know the numbers you need to make it work to make $8-$10k/month You start building a list of your dream clients and at this point you've almost fully transition out of the general and interior jobs with the odd slow season where you have to take them This stage some detailers might move into a shop or some might not Organic + Paid: Level 4 Market Aware You have some cash reserves to spend it on ads to automate the client acquisition process day in and out like a clockwork. Now this part starts to get fun $10-$20k+/month now becomes a hygiene standard, you will not accept anything below that Most detailers spend roughly $2-300/month on ads (which is barely enough to book correction and coating jobs on a consistent basis), you spend $2k - $4k/month on ads dominating your entire market Together with your build-up organic marketing efforts now you're one of the top players in your area. Full Operation + Detailing 2.0: Level 5 Market Aware Now you're a beast. You start branching out to PPF, Wraps, Tint, Wheels etc - becoming a one-stop shop for automotive customization Because you know your market so damn well, you have the cash reserves to play with and you have a team of A-players in your shop operating like a machine making $20-$100k+/month consistently working less I've seen shops who are doing more $200k/month, the sky is truly the limit of how far you can bring your detailing business to 🙌🏻 If you want to scale your detailing business to the sky and dominate your market to become your market's go-to detailer, I've made a free training on how to do so here: http://www.yikhaiwong.com/free-training  Especially with all the youtube tutorials and facebook groups
How do you feel when you know you can be replaced easily? Pretty shitty huh? How do you stand out from tens of thousands of detailers, be the go-to detailer in your market and be part of the ecosystem that can't be replaced? These are the 2 things to be in place to become irreplaceable: Branding + Defining Your Unique Market Detailing is a commodity Without a brand, it's pretty much like unbranded sneakers that you can bulk import from china at $10/pair With a brand like Nike or Adidas, the same quality of sneakers worth 2-10x more (in reference to a Gary vee video I shared a while back) Try create something to replace nike or adidas lol. Not saying it can't be done, but chances are high they can't be replaced. What about unbranded sneakers? They can be replaced overnight with a cheaper and higher quality manufacturer Branding makes you stand out - but without the second equation, you'll still be competing with other detailers and we still face the trouble of price battling Here's where define your unique market comes in How do you beat the competition? Simple, you don't. Be in a different market Why fish in an ocean packed with fishermen competing with each other when you can just go to another ocean with plenty of fishes and no other fishermen around? Defining a unique market for your business sets you apart from the competition Generalism is a big problem. From a bird's eye view, every detailer pretty much looks the same Similar branding, similar websites, pricing and packages etc, with the rise of coatings in the past 5-7 years with the exact same marketing, message, and similar media and promo videos (I'm sure you've seen them a thousand times 😂) So what happens if you define your unique market? You're in a market on your own and not competing with everyone else You barely get any competition, and you command your prices and charge whatever you're worth No more "but the other guy charges $300 less than what you charge" And you are now a specialist, not a general detailer Instead of grinding on everyday cars and hoping one day you'll work on cars you love, you get to work on your favourite type of vehicles whether it's supercars or trucks day in and out And not some soccer mum SUV or your average joe's toyota camry with thrashed out interior that just needs a "clean" If you're a generalist and target everyone you get the worst jobs and you get no one But if you niche down and define a unique market of your own, you become a specialist. Your marketing and sales become 10x easier and stronger than the rest of the competition "I detail cars" VS "I specialise in correcting and restoring British vehicles" or "I specialise in ceramic coating European vehicles" or "I specialise in restoring and preserving 90s JDM vehicles" That two shifts will change your business entirely. You become irreplaceable, you become your market's go-to detailer, they will not price shop and will even travel across states just to get their vehicles done by you (You will travel across states to buy cars or to get your car tuned by a well known reputable tuner, detailing can be the same for your potential clients) Ready to smash 2020 without competition, book tons more correction and coating clients and making at least $10k/month consistently? I've made a free training video on how to make it happen: http://www.yikhaiwong.com/free-training  Make $10k/month your hygiene standard
Serve better clients, fill up your calendar and book yourself out with higher ticket clients How to make it happen? Simple 1) Pricing Forget the full details. Focus all your energy selling corrections and coatings. Make that your main focus Don't feel guilty about not wanting to do the full details. It's good for you, your clients and the industry. Sorry but the full details they don't pay much, dirtier cars and it doesn't really make much of a difference With correction and ceramic coatings that's when a car has a true transformation With general full details you put 80% effort you only get 20% results (in terms of revenue), but with corrections and coatings it's 20% effort 80% results One $2,000 coating job covers 10 full details without breaking your back What to charge? (hot topic) At least $600-$1,xxx for a basic standalone correction At least $1,000 for a basic coating $1,500 for cars that couple of years old and $2,000 - $5,000+ for neglected older enthusiast cars If you can't charge that much, there's work to be done to your business and it's not about the market or area There are guys out in 5,000 population small towns doing mid to high 6-figures and there are guys in big cities that can't even get a ceramic coating client. Drop all excuses and get it done 2) Know your numbers To consistently make $10,000/month, all you gotta do is reverse engineer it and know your numbers $10,000/month = how many correction and coating jobs you have to do to make $10k? Say you charge $1k for a per basic coating, ok? Not including the upsells or higher-end packages You need 10 of them, maybe 11 to 12 to level out all the other cost like chemicals, coatings or what not. So which means you need at least 2 - 3 coating jobs a week. Cool? Very much doable The only 2 metrics that matter in this equation, leads and close. Simple? First work out your closing rate - average out of 10 enquiries, how many of them do you close? Say you're really bad at selling corrections and coatings and you only get 2 bookings out of the 10 Then to book 3 jobs, you need 15 leads a week, right? Then say you only work mon-fri, taking the weekends off to work on your project car or spend time with the fam Which means you need only 3 leads per day. 3 leads a day = $10k/month, sounds good? 3 leads per day it's simple: - Can you run some ads to generate 3 qualified leads? - Can you find and talk to 3 of your ideal prospects? (assuming you know exactly who your ideal clients are and you know where they hang out) - Can you talk to 3 of your past clients and ask for some referrals? There are million ways to generate 3 leads per day Make 2020 your year, go out and start making it happen 💵 If you need help, shoot me a message and let's see how I can help your detailing business go hard for 2020 and hit $10k-$30k/month+ |
Yikhai WongHelping Detailers Scale To $50k+/month 
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