A topic everyone can talk about...please read...

T

Twista616

New member
Hey all,



It might have been brought up awhile back, but times change and so does the detailing industry. The purpose of this thread is to find out how you are convincing a customer YOU are better than the other guy...



There are many articles on this over the internet, but they dont do justice...since Autopia is filled with amazing people, i figure this topic could be good for everyone, beginners, seasoned vets, and pros. We all were beginners once and this is probably the most important question from a beginner(besides how to use a buffer)...



So as the questions stands: In what ways are YOU convincing a customer that you are better than the next guy, or the car wash down the street??



Feel free to share any helpful tips, things you think worked well for you, options for other people to try and no answer is dumb...if it worked for you...share it...this could be a sticky thread...



:hifive: <---This is why Autopia is great! Working together...
 
One is, if you project a professional image, potential customers will see that and trust that you do quality work. A professional image can include your appearance, such as the way you are dressed (uniform etc.). It can also include being properly licensed and insured. The quality and type of your marketing materials can also project a professional image. Another factor is the knowledge you posses. If I speak to a customer directly, they can usually tell fairly easily that I know what I am talking about, and that I have a passion for detailing. I usually clearly explain the differences between the other 'detailers' and me.
 
Holden_C04 said:
Results...hehehe



:lol
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Well, yes results are what you get when you are finished, but what I meant was, how do convince them to choose you? Most of the time, a customer has NO IDEA what your results are...heck, you wont even know your exact results, you have an idea...but convincing them is the key here...



brwill2005 said:
One is, if you project a professional image, potential customers will see that and trust that you do quality work. A professional image can include your appearance, such as the way you are dressed (uniform etc.). It can also include being properly licensed and insured. The quality and type of your marketing materials can also project a professional image. Another factor is the knowledge you posses. If I speak to a customer directly, they can usually tell fairly easily that I know what I am talking about, and that I have a passion for detailing. I usually clearly explain the differences between the other 'detailers' and me.
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Very well put, I agree with that 100%...now its 200 times easier to talk to client in person, and thats the objective to all sales, is be face to face, but alot of people call on the phone...is there really any way of convincing them over the phone?? The professional image works in person, over the phone, you only have verbal communcation to "wow" them...
 
JSATEK is not a production shop. Each vehicle and owner is different and therefore require different attention. The approach is both customer and vehicle centric. A program will be prescribed upon initial visit to suit your needs. You will not see a line of used cars in front of our shop waiting to be quick shined for a sale. This isn’t our business. What you will find are serious automotive enthusiasts who only want the best with no compromise.
 
jsatek said:
JSATEK is not a production shop. Each vehicle and owner is different and therefore require different attention. The approach is both customer and vehicle centric. A program will be prescribed upon initial visit to suit your needs. You will not see a line of used cars in front of our shop waiting to be quick shined for a sale. This isn’t our business. What you will find are serious automotive enthusiasts who only want the best with no compromise.
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Would you use that as an "over the phone" conversation?? But very nice touch...and very true at that!
 
If you're mobile, have a presentable work truck/van/etc. If you're stationary, have a display piece indicating befores and afters.



I'm a customer, not a pro. Treat the customer nicely and be prepared to answer questions. Don't be "my way or the highway" about anything. And don't gouge your customers, be fair (market) about your capabilities.
 
Nope - I do nothing over the phone but try to see the customer or the car live. So I can talk about my favorite 20 topics:



1. Paint examination is conducted under incandescent, halogen, and natural lighting to insure proper appearance under any circumstance. Light reflects brighter through a completely flat surface. Swirls and scratches deflect and diffuse the light and cause a less vibrant finish. By utilizing 3 different types of light to scan the paint surface for different characteristics, all lighting situations are addressed. First would be clarity and reflection which is done under halogen lighting. This discloses swirling, and micro-marring. Removal of these is the first step in the resurfacing process. Second is incandescent lighting. This lighting discloses blotchiness or smearing of the final product. Have you ever waxed a car and saw darker and lighter areas after waxing? Incandescent lighting exposes all of this and aids in producing a perfectly even finish. Third is natural lighting which exposes all and provides the final inspection view. All and any imperfections are exposed under this condition.
 
Well when I speak with a client or potential client over the phone and they ask why should I spend higher prices with me than 6 bucks at the place down the street. I simply tell them that they are more quantity than quality. I don't tell them the places are bad I just say that "I'm not going to trash talk the place down the street but if you want to take your car there please do some research into the products they use. I have a friend that took his car to a hand car wash by his house, it was a brand new white jeep commander there and they put some type of tire dressing on that slung off onto his fenders and left spots. He brought me the car and there was nothing I could do, he then took it to a friend of ours that is a very well known painter and he said what ever the product was had burned into the paint and the only way to fix it would be to sand it all down and then repaint it." Then I tell them that I got into this business because of my love of cars and I have done years of research and I keep up with the technology to keep there cars looking great while not damaging anything.

Well pretty much that, it can change depending on different questions but something like that.
 
Jsatek....this is the exact information I'm after for this thread...well explained and someone else can use it and adapt it to their situation...



aabablusaan...thank you, we need input from customers too...
 
No problem Twista! Also, don't let the customer "always be right." Contrary to the adage, the customer is definitely not always right. But as you correct/inform the customer, remain courteous and professional.



I'm a management consultant, so I interface with different customers every day. During our "lessons learned" exercises, the customer tells us what they really focus on: appearance, demonstrated and proven techniques and methodology, presentation of the final deliverable, willingness to assist, and, as always, competitive pricing.



These points can be transitioned into any service business, including detailing.



There's some awesome work displayed in the Click & Brag section, so if I was a pro, I'd show those photos to the customer to illustrate past competence, and also show what can happen if they DON'T use your service. Also, don't make promises that can't be kept - from appointments, price, accessibility, etc. - customers HATE change without prior knowledge!



Finally, ask yourself this question, "If you were in the market, would you buy from you?"



Hope this helps...
 
aabablusaan said:
No problem Twista! Also, don't let the customer "always be right." Contrary to the adage, the customer is definitely not always right. But as you correct/inform the customer, remain courteous and professional.



I'm a management consultant, so I interface with different customers every day. During our "lessons learned" exercises, the customer tells us what they really focus on: appearance, demonstrated and proven techniques and methodology, presentation of the final deliverable, willingness to assist, and, as always, competitive pricing.



These points can be transitioned into any service business, including detailing.



There's some awesome work displayed in the Click & Brag section, so if I was a pro, I'd show those photos to the customer to illustrate past competence, and also show what can happen if they DON'T use your service. Also, don't make promises that can't be kept - from appointments, price, accessibility, etc. - customers HATE change without prior knowledge!



Finally, ask yourself this question, "If you were in the market, would you buy from you?"



Hope this helps...
Click to expand...



It helps alot...I see exactly where your coming from!:xyxthumbs
 
A lot of it comes down to education. A lot of folks just want a shiny car, and are oblivious to swirls. However, once you point swirls out to the owner, explain how they get there, and how they can be removed, many people start to "switch over" to the side of beginning to care, and value your service.



Another part of educating the customer is informing them that there is a difference between concealing swirls and defects, and removing them. For $50 bucks, you can have a car that has concealed defects that will look good for a month and a half, versus a $XXX job that will actually be corrected, and will look good for as long as it is properly maintained.



There is also the emotional aspect of the deal, where you tell the customer about how the car will be treated as your own for 6-10 hours, versus being herded like cattle through the cheaper shop, explain the attributes of your high end products and techniques versus the other guy's bulk materials, and "assembly line" techniques, and sell them on the experience.
 
Short answer " I don't try to be the cheapest, I just try to be the best" works well for price shoppers.
 
Customer: I want my car detailed.



You: "Ok Mr. customer, I am very interested in working with you. I like to view every vehicle personally before I commit to any serivces. I'd hate to make a bad recommendation over the phone. Would now be a good time to meet you to see the car?"



Customer: How much do you charge?



YOU: My services start at $45.00. Its best if I see the car and make a proper suggestion to your vehicle and budget. When is convenient for me to see the car, I am out now and can ne anywhere in 30 minutes?



Customer: Ill call you back (Because- I am dead lwood)

Customer: How is 3pm?



YOU: Perfect, what is the address?





OR:



Customer: I want my car detailed.



You: Great, I'd be happy to work with you. Where is your car?



Customer: ahh, what do you charge?



You: Services start at $45. I'd need to see the car to tell you exactly how much and whats recommended. Im available now to take a look if you are?



Customer: ahh, thanks (DEAD WOOD)

Customer: how is 4pm on Sunday?



You: Can we do 1pm on Saturday?



Customer: Ill be a little league with my son.



You: No problem, Ill come to the field and take a look for you. Can I have your cell so we can find eachother on Saturday?
 
Really??? "Short answer " I don't try to be the cheapest, just the best" works well for price shoppers."





Follow my favorite, its form the Bernie Mac show:



There are three things all customers want in a contractor:



Quick

Good

Cheap



You can only choose two, which would you like?

You can have cheap and good, but it aint gonna be quick.

You can pick good and quick, but it aint gonna be cheap.

You can pick quick and cheap, but it aint gonna be good.
 
jsatek said:
Really??? "Short answer " I don't try to be the cheapest, just the best" works well for price shoppers."





Follow my favorite, its form the Bernie Mac show:



There are three things all customers want in a contractor:



Quick

Good

Cheap



You can only choose two, which would you like?

You can have cheap and good, but it aint gonna be quick.

You can pick good and quick, but it aint gonna be cheap.

You can pick quick and cheap, but it aint gonna be good.
Click to expand...



Ive actually heard that once...curious on when you can pull somthing like that off in a conversation. Maybe if the customer has a good sense of humor...
 
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