dealer pricing

[jdmser]

I've only been open two month now and landed an account with the biggest local dealer in the area. It's been nice because they are basically paying all of my overhead so far. The only thing I am concerned with is when I pick up and start doing more cars for individuals should I raise the dealer rate to make up for the full priced cars I could be doing. How do you guys work out dealer pricing? I had a lot of dealers call and act like my prices are way to high and I know they're not. Right now I'm doing a complete interior, wash and wax, and engine bay for $100. I'm just not willing to get out the orbital for anything less than $150.

[Dave]

I have never done any dealer work but I have a friend who has lost a few dealer contracts because someone cheaper came along. He does everything you are plus a one step AIO polish for $100, no real wax or sealant, average time per car somewhere around 3 hours.

Basically just minor cleaning and one step polish, no leather conditioners or real scratch removal. If they want anything more on certain cars he charges by the add on.

IMO I wouldn't raise the dealer rate because you know there's someone that wants your spot but maybe think about keeping enough dealer work to support an employee while you focus on the higher end stuff. Of course, employees bring a new set of challenges.

[jdmser]

I have never done any dealer work but I have a friend who has lost a few dealer contracts because someone cheaper came along. He does everything you are plus a one step AIO polish for $100, no real wax or sealant, average time per car somewhere around 3 hours.

Basically just minor cleaning and one step polish, no leather conditioners or real scratch removal. If they want anything more on certain cars he charges by the add on.

IMO I wouldn't raise the dealer rate because you know there's someone that wants your spot but maybe think about keeping enough dealer work to support an employee while you focus on the higher end stuff. Of course, employees bring a new set of challenges.

Sounds very similar to what I'm doing except I do carpet/upholstery and leather. I'm spending roughly four hours per car but, sometimes as much as five if I don't have anything waiting. I think the idea of hiring an employee for this kind of work would be the way to go. It will be old hat for me as well seeing as how I had an even 100 at my last job. They were all between the ages of 16 and 35. Talk about a circus.

[AutoDetailDoctor]

I've had no luck with dealers as, with me, they don't want to pay anything and they want it to look "brand new."

[jdmser]

I now have 8 dealer accounts along with Purina Farms/Land-O-Lakes since I asked this question. I'm still charging $100 for each dealer car. My dealers have come to be my most loyal customers and while some have shopped around they all come back. I'm actually going to increase my retail rate soon but, will be leaving the dealer rate the same. I found that by being very honest with the dealers and putting out quality product most of them are respectful of the work and often offer me more if the job is bad.