Designing a Detail Shop for Success

While the appearance of a detail shop doesn’t guarantee success, first impressions certainly help with getting a sale. The first impression that is conveyed to the motorist driving by or visiting your detail shop determines whether he will come in and purchase your detail services.

Designing a detail center requires you to pay attention to the basics of business. Exterior/interior architectural design, colors and landscaping are critical in presenting to the customer a positive image of your detail business.

You must realize these things will attract or turn people away from your detail business. Frankly speaking, the time is long gone when you can expect to make it in business if you ignore the aesthetic appearance of your facility. You’ve got to make the experience at your detail center positive and confidence building to get the customer in the first time and keep him coming back and giving you referrals. You do this by the appearance of the detail center.

Today, you must provide more than a clean, detailed vehicle. Without an inviting facility, you wouldn’t even get the chance. Considering that no more than 25 percent of the motoring public knows what detailing is, the look of the shop is important.

You also have to make an impression with auto dealers. They have pre-set ideas of detailers and detail shops. If you want their business, you’ve got to convey to them that you are not just a typical detailer. The way you do this is to get them to visit your facility. If this is not possible, then show them beautiful color photos of your facility. The importance of image and appearance is not lost on today’s dealers.

What has really driven the auto service industry to be concerned about appearances is women drivers. Recent statistics indicate that of consumers who regularly purchase auto services, 59 percent are females between the ages of 25 and 54 with incomes in excess of $35,000. What would the average woman think about the typical detail shop? How would she feel when approaching most detail shops today? Not only would the appearance of the place scare her to death, but often the employees look as bad as the facility.

Shop Layout

Layout is a critical part of success in the detail business because it determines workflow and organization — factors that ensure utilization of labor, reduction of wasted time and greater employee productivity. Click here to see sample layouts.

In the detail business, services are performed on the vehicles at different stages. This makes the planning extremely important, since process is determined by layout. Before determining the actual layout of your detail operation, you must analyze what is needed:

1. Where will customers park when coming to inquire about the detail service? Customers respond to advertising, word-of-mouth and referral. Therefore, a place is needed for them to park before coming into the office. Remember, many potential customers aren’t completely familiar with your service, so they will need information before purchasing.

2. If the detail shop is part of another business, such as a carwash, can customers differentiate between the carwash business and the detail operation? Depending on your facility, you may include the detail department in your existing building or, if space allows, another structure on the property. Either way, the customer must be able to differentiate between businesses. It is a known fact in retailing that consumers will not patronize your business if it is uncomfortable and confusing. Layout plays a big role.

3. Where will detailing estimates be performed? The professional detailing business requires you to look at the vehicle before quoting a price. You will need a convenient, out-of-the-weather place to give estimates. It is proven that 40 percent to 60 percent of the revenues from detailing will be based on how well you sell the customer on the needs of the vehicle.

4. Where will you take possession of the vehicle? When the customer returns for his appointment, things must be convenient. Before taking possession of the vehicle, you must do a complete inspection of it in the presence of the customer to note any dents, dings, scratches or irregularities which may be present. Doing this will eliminate any possible liability. Second, you can use this exercise to sell other services, such as paint touchup, paintless dent repair and windshield chip repair.

5. Where will you clean the engine and wash the vehicle? A complete detail service requires that you wash the vehicle and clean the engine, wheel wells and door jambs. This means you’ll need a dedicated wash bay with a properly functioning grease trap and effluent discharge system. Anything less will have the EPA on your back. This bay can be indoors or outdoors depending on the facility and climate conditions in your area.

6. Plan on having separate detail work bays. These are the bays where you shampoo and clean the trunk and interior, polish and wax the paint, do the final detail and inspect the vehicle. These should be located next to the