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I used to think the higher the price tag, the harder it is to sell And that's not entirely true, sometimes it's actually easier than selling a $200-300 service While I partially agree to that, selling a high ticket service (above $1,000+) usually has a lot less headache that comes with it What I realised with my own eyes and experience: Low ticket = low quality customers wanting less with more High ticket = high quality customers respecting the value A $200 full detail customer is going to nit pick little tiny details and complain more than the customer that paid $1,000+ In business, different prices serves a completely different demographic and segment of the same market $20 running shoes from Target vs $300 branded Nike $90 generic android phones vs $1,399 Samsung S20 Ultra $20,000 Toyota vs $200,000 Bentley $100 budget flight tickets vs $2,000 first class tickets If we boil it down to it's core - it's the exact same thing BUT each price points is serving a completely different segment of the same market Then I had an epiphany. My price points for my detail services are pretty much the $20 running shoes from target I'm in a heavily commoditized market and pricing I had to change things up - I NEED to move away from being commoditized if not I'm going to drown in a heavily saturated market No more "full detail", no more "buff and wax" or "cut and polish" (god I HATE those terms) Redid and revamped my entire business and start branding and pricing things differently When I started doing that and priced my detailing services to the 4 figure calibre, I thought I'll get less busy and probably fail.. But the opposite happened and got way busier: - High-end, newer cars (not some 10-year-old SUV soccer mum needing interior work done. Leave that to the 1.0 detail *cough* sweatshop) - Charging what I actually worth instead of trying to cut my prices pulling their teeth to get them book in something I know I'm not charging what I'm worth - No more thrashed out neglected cars - Being much respected as a specialist than a car cleaning dude - Being invited to exclusive car meets, cruises, events etc (One of my clients actually personally pick me up and brought me to Porsche dealership with him to buy his new 991.2 911 GTS and pre-booked in a $1,900 full protection package on the same day - what a good day that was)  It's 2020 and it's shocking how much 99% of detailers don't realize how much the game has changed in the last +/3 years - especially with the current world events
A surefire way to win and be laps ahead of the game is to move away from being commoditized (part of the 4 pillars of the new-age 2.0 detailers) Read the full article: The 4 Pillars of Detailing 2.0 Hope this helps! - Yikhai Wong
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