How did you get your initial base clientele?

IHA Mark

IHA Mark

New member
For you experienced pro's out there, how did you get your base clientele that brings in your steady income?



Your regulars that purchase details 1-4 times a year.



Better yet, share with us how you got your business of the ground advertising wise, what worked, and what did not work.



So far, my business has had only had a trickle of business (1-3 vehicles a week), but we have had very limited marketing:



1) Large light up sign on main road of my town. This brings 70% of current calls

2) Referrals and return business

3) Social media

4) Yellow book top listing (this just got going a week ago...)



Things we are about to roll out:



1) Post cards

2) Door hangers

3) News paper ad, pitching us as a convenient pick up and delivery service

4) Dealer visits





What other advice would you give an up and coming business marketing wise?



Thanks for your input/advice! :wavey
 
I'd plan on doing some dealer runs. They can keep a steady flow of business coming in your door. Yeah, you reduce your regular prices, but you make it back in volume and some. How much competition is in you area?
 
Craigslist or dealer runs (mostly the lower-end used car dealers will be what you work up from). It depends on how much volume you want, and of course you'll be most likely needing to reduce your prices to compete for business with dealerships. If you can, make it to car shows and hand out business cards or see if repair shops or places like auto zone will put your business cards up by the registers. Consumers nowadays love sales, so run a spring special on some flyers and hand them out or post them places other "car guys/gals" would tend to frequent. Word of mouth is huge for this sort of business as well, so offer discounts for referrals and/or something like a punch card sort of program. You may have to get a little cheesier than you'd hope to run a professional business, but you let your work speak for itself and nobody will question you otherwise.
 
There is very little "real" competition in my area. There are only 4 shops within about a 8 town radius that even have a store front setup. Most of them do volume consumer work.



I get a lot of business from their ex-customers because there are so few people in the area to pick from.



My current issue is that I am resident based, and that has a certain stigma to it. People are absolutely thrilled with our work and refer their friends and family, but it is just difficult getting people in the door initially without a brick-and-mortar setup.



I have tried to offset this by marketing us as primarily pick up and delivery. This way people mostly just deal with my website, marketing materials, and myself. Those are things where I focus very hard on professionalism and acting bigger than I am.



Thanks for the help so far folks, keep it coming.



P.S. What do you guys charge as a % for dealers compared to your residential clients? I know everyone is different but at least it would give me an idea. I am thinking 15-20% discount depending on the volume they are sending me.
 
Residential based.....You ain't gonna be doing dealers then. Especially if you aren't insured (assuming).



You've used the term "we" and "our". Are you doing this with a partner or crew? What is your business name? Where are you based?
 
I actually just got qouted on full insurance. Garage keepers + non owned auto. Havn't pulled the trigger yet because I was waiting on a competitors bid. I am doing all of this because I want to be a legitimate, full time service.



The name of our business is IHA Services with stands for Integrity, Honesty, and Affordability. (LOTS of hack jobs in our area)



Why such a generalized name? We also have a full time lawn care service, but it is associated with the detailing only by name. Strange, I know, but we keep all marketing, book keeping, advertising, etc. seperate. (with the exception of our website, and this is only because of the cost issues of running separate hosts.



The we is my business partner, he operates and manages the lawn care service, but helps me with the detailing when he gets time (the reverse is also true).



The goal is to have two, separate business running successfully under the same operating name. Most of our marketing materials reads Professional Auto Detailing by IHA Services. Or just professional auto detailing with our logo somewhere on the print.



We are based in Southern Illinois.
 
IHA Mark said:
I actually just got qouted on full insurance. Garage keepers + non owned auto. Havn't pulled the trigger yet because I was waiting on a competitors bid. I am doing all of this because I want to be a legitimate, full time service.



The name of our business is IHA Services with stands for Integrity, Honesty, and Affordability. (LOTS of hack jobs in our area)



Why such a generalized name? We also have a full time lawn care service, but it is associated with the detailing only by name. Strange, I know, but we keep all marketing, book keeping, advertising, etc. seperate. (with the exception of our website, and this is only because of the cost issues of running separate hosts.



The we is my business partner, he operates and manages the lawn care service, but helps me with the detailing when he gets time (the reverse is also true).



The goal is to have two, separate business running successfully under the same operating name. Most of our marketing materials reads Professional Auto Detailing by IHA Services. Or just professional auto detailing with our logo somewhere on the print.



We are based in Southern Illinois.
Click to expand...



Are you operating as an LLC?



If so, you might consider having separate DBAs operated by the LLC as wholly owned subsidiaries, which would allow you to brand the services separately with names more targeted to the separate markets.



Just from an appearance standpoint it would probably look better and more official than a single "jack of all trades" company doing completely separate and unrelated business functions.
 
I'd say you have alot on your plate with these 2 businesses. I'd maybe look into a way to cross-market each of them. Especially in commercial complexes. Lots of potential clients there. I still say there's a greater chance doing dealerships. Heck, I could see you detailing their cars, washing their lot cars and doing their landscape.



Get as many insurance quotes as possible.
 
I think a new name for the detailing biz would help tons with getting new clients. You need something that says to people "detailing" as soon as they hear the name.



For the dealer discount, 30 - 40% or even more is normal in my area thanks to all the hack shops driving the prices down.
 
First of all, I am very grateful for these well though out replies with good advice.



The "jack of all trades" aspect has been a big of a challenge to overcome. That is why we do not mention the auto detailing business to our lawn care clients, and so on. I can see the commercial aspects however, but it would have to be marketed on a very thin line.



The LLC idea has been bounced around several times, especially for the detailing we need a name that screams out more towards the automotive industry.



How about this for a more short term response:



1) Get a separate website for the detailing. It would cost a bit of money but at least the marketing separation would be complete, at least as far as consumers are concerned.

2) File a new DBA name for the detailing. I could still use current marketing materials until they run out, because it will always be owned by IHA Services. Worst thing I would need to do is order some new business cards.

3) Get out and pound sand, we still have a lot of work to do in order to get this going full time.



I appreciate all the attention and advice you have, but would still love to hear what worked for your folks at first to build your clientele!
 
My first regular customer ended up being my local butcher. I always bought our steaks, chops, etc for family get togethers from him and saw the wall of business cards. So I just asked him if he would be willing to put mine up there. I told him I had started detailing cars on the side and was making a go of it as a side business. We haggled a bit on the price and in the end I gave him a one step polish detail for 50% cash and 50% meat LOL. My card has been in his shop ever since and I still do his wife's and his Mercedes once a month, only now its pure barter..2 car washes a month for $100 worth of meat.



I guess the reason I tell you this is, striking up a conversation with anyone can lead you to a future regular customer. I landed quite a few more when I detailed a guys Mitsubishi EVO before he took it to a local car show. I handed out my business cards there and got about 3 jobs out of 25-30 cards handed out.



Just talk to people really, I saw a guy in a parking lot with a yellow Karman Ghia about 3 weeks ago and struck up a converstation and he called me back to do a free evaluation and were gonna do a 1 step detail next week before he lists it on classic auto trader.
 
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