Soliciting Dealership Work

IHA Mark

IHA Mark

New member
For those of you out there that have dealership accounts, how did you go about acquiring them? What was your pitch, did you offer them a contract? A free demonstration? What do you recommend when pitching to dealerships?



I don't particularly like dealership work, but am looking to add some "evening" work to my regular detailing schedule just to bring in some additional revenue.



Most local dealer work is done by people that have no experience in paint correction. I regularly see cars that are freshly "detailed" and completely covered in swirls. If I did just a simple 1 step with an AIO it would blow the current work away, so the market is ripe for some above average work.



Just for clarification.. I am not looking to reinvent the wheel here or "show them what great detailing can be". I know and understand the ins and outs of dealership work, as I worked at a dealership for several years. I'm simply wanting to pick up some extra revenue.
 
Since you have dealership experience, you have an idea of how the "food chain" works in one.

My suggestion is to find out on the "quiet" what their new car CSI ratings are.

If they are having lower numbers in "fit and finish", IE, customer complaints regarding their new purchase, go to the New Car Sales Manager and open a conversation.

Be gentle, don't point fingers, simply point out that you may be able to resolve the issues regarding this area as needed.

If you could pick up 4 or 5 a month of "paint correction" on problem vehicles, that is better profits than doing used car recons, as you are aware.

This could also open the door for other work regarding higher dollar used vehicles, customer complaints on their used vehicle purchase, etc.

Simply put, find the weak spot and make it your strong spot.
 
That is great advice Ron, thanks for the input. I had never thought of coming in through the paint correction angle. I could maybe even wiggle in the "this came off the truck looking like this, we need a pro to fix it" aspect.



I meant to put this thread in the Professional Detailer Forum, if a mod wants to move it that is fine with me. :)
 
In the words of one of a great mentor of mine, years ago.

"Under promise-over deliver", just let them share with you (once you get the door open) what their concerns are.

Then, shake your head and say "wheww, that's a tough one, let me take a close look and see if "we" can figure it out.

Let them ask you to do something to resolve the issue.

Like stealing candy from a baby.

You got them involved, you got them to bring out just how important or frustrating the concern may be and they have made a committment to you to allow you to make them happy. (for a price of course)
 
I only have experience with used car dealers with under 100 cars on their lot. I kind of got my first account without even trying. I started out with one that I got when I went for a test drive with a friend and handed the salesperson my card as we were leaving, not really even trying to get work but he said ok show up tomorrow if you can and we have a couple you can do. Then I started doing a few a week for them, they told a couple other deals about me and I started doing some for them as well and got busy enough with the work to justify opening a shop in their area. In short, 18 months later they all dropped me for someone doing cheaper work and I went back to being mobile. I've approached other dealers recently to get some side work when I have downtime from retail work, but none of them want to pay my wholesale price, which is pretty damn cheap but I won't go lower on the price than I already am.
 
If you can sit down with the used car manager or reconditioning manager that is probably going to be the best place to start. What worked for me was to go in selling a single service that solves a particular problem...for me it was DrivePur. I would ask them something like, "what do you do when you get a smoker car in on trade?" Usual response was that they used an ozone machine. "So how do you find that works?" would be my next question. If they were less than thrilled (which they usually were) I would tell them a little bit about DrivePur and offer to do a demo (doesn't even have to be for free). Once you have them sold on one product or service it is much easier to get additional work since you now have a relationship with them.



If you can become a problem solver that they can count on to reliably handle problem cars you become more valuable than the hack detailer down the road offering lower prices but nothing original or unique.
 
IHA Mark said:
I don't particularly like dealership work, but am looking to add some "evening" work to my regular detailing schedule just to bring in some additional revenue.
Click to expand...



Honestly, you'll need to be 100% fully prepared to cater to their every need during normal business hours.



Before even going in to make initial contact do this:

-Walk their lot after hours and scope their current detailer's work.

-Know very well who all the shops are in town that do dealer work and which dealers they work for

-Cold call each detail shop (with a blocked orn different #) and ask them for a price on "detailing". Pick their brain for intel like....oh, XYZ dealer gave me your number. Do you do alot of work for dealers? If so which ones......and dig as deep as you can without blowing your cover. Find out what products they use and so forth

-Drive by your competitors shops and watch their operation from afar

-Call the dealer and speak to the used car department and ask them flat out.."who details your cars?" because you're interested in having them detail your car. Then ask what a ballpark price they might charge.



Bottom line....know as much as you can about your competition. And know where each dealer sends their cars out for detailing. Then, go right into the used car manager's office and introduce yourself and tell them that you'd like a chance to take care of their cars. Tell them the 1st one's on you. Get that car and make it perfect and do it quickly and make sure it's 100% dry when it goes back. Be prepared to have them inspect every nook and cranny of the car and make sure they don't find anything!!!



Also, go into the Body Shop and speak to the manager there too.
 
Off topic but can either of you, mark or postal pm me about the drive pur system. Had a sales guy come through but was skeptical...



Sent from my GT-N7000 using Tapatalk 2
 
David, good post, so what you are saying is to be "pro-active" and "diagnostic" as you discuss the potential. Not confrontational, but open the door and "listen", ----lead them to say what they are having concerns with, that they are seeking to resolve?

These "managers" hear everyday, all the "Me, Me,", "I am the best", etc etc.

That approach does not work well with them.

They are trained to seperate the chafe from the wheat in conversation.

Going to them and starting by "telling them that you are the greatest" will only shorten the opportunity to create an opportunity for a serious and knowledgable detailer to open the door to a shot at the business.

These managers hear that, "I am the best, I can do what no other can, etc" everyday, from the guys wanting to be a sales person, to the customers who thinks they know how to make a "deal", cause they read it on some internet site.
 
Exactly Ron. You can't bullshiit a bullshitter and these guys can see through that with a quickness. Being the best will ultimately be proven in your work product. And that means quality and speed. You gotta go in there shooting straight asking them for a chance at their business.



Once you get one.....more will start rolling in.
 
Yes, David!

But first those people have to "see" the presenter of a service in a "light" that is different than the last three guys who came through the door and spent their time expounding on "how great they are".

If one can not get through the "door", no chance to communicate.

If one comes across as "just another price, and ego "I do the best", in their time in front of him, they are just another piece of meat that they can manipulate to give a lower price than the guy they have now.

These managers will use the old "one against another" in getting the lowest price.

Quality is not their goal, cut the cost on each, their bonus goes up, until there is too much negative feed back from the top, on new cars, factory CSI feed back on new vehicles.

Then, it starts all over again, they go out and seek out the weak link that will do the job for less than the last guy through the door.

It requires the building of a trust and a relationship that is based on both by both parties.

I used to train my people to find out how long that manager had been there in the posistion.

I also trained them to do as both of us have posted, look, learn, with all in the dealership in those areas, so one has an idea of personality's, etc that one may be dealing with, etc.

And, as you are aware, that is just the crust on the top of the "big" pie.
 
David, I wish to add this.

The average detailer has no true understanding of how the internals of a new car dealership works. The financials, the way the pay plans are, the way that the "warranty work" is billed out at one price and the "customer work" is billed out at another.

The average "detailer" has not one clue of how to deal with this organized and profit proven way of running a dealership, the "ego's" and "personality's" envolved in their inner workings.

The "average" detailer goes in with an attitude of " I am the best, I can solve all your problems", and either get shot down or "used and abused" until the next detailer comes in and starts the 'price war" all over again.

What do you think, David, you have time in this arena?
 
Ron Ketcham said:


It requires the building of a trust and a relationship that is based on both by both parties.
Click to expand...



Excellent point! It goes well beyond the technical aspect of the business to really succeed. You need to be a great relationship/account manager. Nothing goes further then having a cemented relationship with not just the Used Car Manager, but the DEALERSHIP OWNER. If you cover all your bases and take care of the right people, you're in for the long haul. Every department Manager in the dealership needs to have their personal car cleaned on a regular basis (couple times per year) for gratis of course. You get all the chiefs in your teepee and when one decides to get scalped their replacement won't have a leg to stand on when they try bringing in their own little pow wow from the back side. :nervous:
 
Yup, they are not "anal" about the vehicle, they just want it over the curb, the check or finance clears and on to the next buyer.

Unless, they get a low CSI rating from the manufacturer and then their shorts get up in their crack until they can bring the numbers back up until the next released results.

 
Wow, there has been some amazing feedback on this thread. I'm going to kind of summarize some of what I've learned. A lot of this I already know, as I worked for a dealership for a few years, but hopefully this can bring things together and maybe help others:



1. Dealership work is not about perfection. It is about consistency and speed. Once you "satisfy" them, you don't need to go over and above that level.



2. Price is more important than ability. As long as you can hit the quality level for the price that makes them happy, you are going to be in good shape in the technical side.



3. Relationship building is the key to getting in the door and staying in the door. Honesty, and a no ego approach is what is going to incline them to give you an opportunity.



4."The first one is on me." who would turn that down? Even if they have NO intention of actually using you, they are going to take the free detail, and if you can amazing them with your work, it will at least open the door for the future.



5. Doing detail work can open the doors for other services, such as DrivePur, or even Opti-Coat applications. I will play ball with price on details, but not on add on services. They are set in stone.



Aside from the summary, do you guys think that a well written e-mail to the GM's might be a good approach? I know that dealers are busy and love to be treated as such. They might be more open to a "on their time" type of approach.
 
IHA Mark said:
Aside from the summary, do you guys think that a well written e-mail to the GM's might be a good approach? I know that dealers are busy and love to be treated as such. They might be more open to a "on their time" type of approach.
Click to expand...



Don't write them anything. They won't reply. I would go straight into the Used Cars Manager's office and introduce yourself, give him your business card and start discussing who you are, what you do and how you'd like a chance to work on his vehicles. Tell him that you're willing to make his dealership your main priority and will do whatever it takes to earn his business. Once you're close to getting a vehicle to work on, ask them what they like and don't like to see with their details? Shiny engine compartments? Natural interiors w/o dressing? Etc?



Once you have the vehicle, it might be cool to take a bunch of 50/50 or before and after pictures and e-mail them to the manager (get his card) to show him the transformation you're doing to his vehicle. It might add a personal touch that could impress him. Or, if you have a I-pad load a couple good pics and show them to him.



Be ready for him and all the salesmen to walk around the vehicle looking for things that don't look right. They won't be looking for swirls, but for sloppy workmanship like dirty wheelwells, completely dressed tires, clean windows, no wax in the cracks, sprakling clean engine compartment and interior. Make sure every compartment is opened up and cleaned so there aren't any surprises. If their are....you'll most likely fail the test.
 
David Fermani said:
 
<blockquote class="ipsBlockquote">Honestly, you'll need to be 100% fully prepared to cater to their every need during normal business hours.</blockquote>



This is something I've been wondering about. I'm currently just a one-man show and I am looking to get 1 or 2 small dealership contracts to basically do all (or some) of their recon work and sale preps; however, I'm having a hard time imagining how to be available exactly when they would need me for a sale prep without being on location 24/7. What is the solution for this?
Click to expand...
 
90% of this thread goes against EVERYTHING


that I have dealt with dealerships.


 


You can't lump them all into one, because there are


varying levels of smart businessmen.


 


Luckily, I have found several of the smart ones.....


 


The first thing is to fill a need in their dealership.


I found the need for lot maintenance.


They are having guys pressure wash and shamois them.


 


If you just go in with a "detail" attitude, they have guys


that do details.


 


 


My washes are 100 times better than a pressure wash/shamois,


which has them interested in everything else that I can do.
 
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