The Importance of Perceived Value

By: Renny Doyle, Detailer of Air Force One

I love the saying that “image is everything”. If you are going to be a successful detailing business owner, you need to live, eat, and breathe your image. I don’t care how basic your business is when starting out, your image, the way you dress, and your equipment need to look clean and professional.

People will pay crappy-looking professionals, but their staying power will be minimal. You can do a lot with a little, but you need a cutting-edge detailing system with a good, clean, and professional image to survive long-term.

You need to convey that you are educated within detailing, and that you are an expert within your market. You need to look, sound, act, and be the go-to guy or gal in your market. Being the top-of-mind detailer in your local market is not an easy process and it takes time and effort to achieve, but it’s a worthwhile endeavor. You need to be dedicated to this process over the long run. I’m not talking weeks or months, but years. Your knowledge and professionalism will spread across your market one car guy and gal at a time. And as your perceived value grows, you become more valuable to prospective customers.