Dealer Accounts: How to Land and Keep Them
High volume, steady work, but different rules than retail.
Dealer accounts offer volume and stability but require lower margins and different expectations. They're best as a foundation (30-40% of business) with retail filling the rest. Don't become dependent on a single dealer.
Dealer Work: Pros and Cons
Advantages
- Consistent volume: Multiple cars per week/day
- Predictable scheduling: Regular workflow
- Less marketing: One client, many cars
- Referrals: Staff and customers become retail clients
Disadvantages
- Lower margins: Volume discounts expected
- Their schedule: Cars need to be ready when they need them
- Payment terms: Often net-30, not same-day
- Dependency risk: Lose the account, lose the income
Types of Dealer Work
New Car Prep
Prepping new inventory for the lot. Basic exterior/interior, sticker removal, sometimes light polish.
Pricing: $50-100 per car
Used Car Reconditioning
Making trade-ins sellable. More thorough cleaning, odor removal, sometimes correction.
Pricing: $150-300+ depending on condition
Sold Car Detail
Final detail before customer delivery.
Pricing: $100-200
Service Department Work
Details for service customers. Often upsold by service advisors.
Pricing: Your retail rates or slight discount
Landing a Dealer Account
Who to Contact
- Used Car Manager (best starting point)
- General Manager
- Service Director
The Approach
"Hi, I'm [Name] from [Business]. I specialize in detailing for dealerships — new car prep, used car reconditioning, sold car details. I'd love to show you what I can do. Would you be open to a trial? I'll do two cars at no charge so you can see the quality. If you like it, we can talk about ongoing work."
The Trial
Offer 1-2 free cars to demonstrate quality. Pick their worst cars to show dramatic transformation. Take before/after photos.
The Proposal
After the trial, present a simple proposal:
Service | Per Car --------------------|-------- New Car Prep | $75 Used Car Recon | $175-275* Sold Car Detail | $125 Service Upsell | $175 *Based on condition Terms: Net-15, invoiced weekly Availability: [Your days]
Pricing for Dealers
- Expect 20-40% below retail rates
- Volume makes up for lower per-job margin
- Don't go so low you resent the work
- Factor in convenience (one location, multiple cars)
Keeping the Account
- Consistency: Same quality every time
- Reliability: Show up when promised
- Flexibility: Accommodate rush jobs when possible
- Relationship: Get to know the staff
- Problem-solving: Fix issues immediately without drama
The Dependency Trap
Warning: Don't let one dealer become more than 40% of your business. If they switch vendors, slow down, or go out of business, you're devastated. Maintain retail and multiple dealer relationships.
Dealer Account Economics
Common Mistakes
→ If margins don't work, you'll resent it and quality will suffer. Better to lose the account than work for nothing.
→ Diversify. Multiple smaller accounts > one big account.
→ Dealer managers talk. Bad work spreads. Treat every car like a retail job.
→ Track every car. Invoice weekly or bi-weekly. Net-30 can become net-60 if you're not on top of it.
→ Retail is higher margin and diversifies your income. Don't abandon it for volume.
Identify 3 local dealers you could approach. Research who the Used Car Manager is. Draft your pitch and prepare to offer a trial.
Track dealer work separately in Detaild to see margins and volume. Know if the account is actually profitable.
Build relationships with salespeople. They sell cars to your future retail clients and can recommend you directly.
Frequently Asked Questions
Should I work on-site at the dealer or bring cars to my shop?
On-site is usually expected. Bring your equipment, use their space. Some high-end work might come to your shop.
How do I handle payment terms?
Net-15 or Net-30 is standard. Invoice weekly, follow up promptly. Build payment terms into your cash flow planning.
What if they ask for even lower prices?
You can offer small discounts for guaranteed volume (e.g., 'If you commit to 15+/week, I can do $140'). Know your floor and don't go below it.
Is insurance different for dealer work?
Potentially. Inform your insurance provider. Some require garage keepers coverage or additional liability for dealer premises.
Track All Your Accounts
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