J Young said:
Quenga, thanks bro!! You're right, however my visions and my business acumen of salesmanship and attention to detail is what I want to market.
The only vision you need is the vision of profit. As a detail business and business owner, you are automatically a salesman and they are already paying you for attention to detail. Those you don't have to market at all. It's like a grocery store that sets out to market that they sell food. Yes, we know that, that's why we go to a grocery store.
The only thing I market to customers is my integrity. It helps that I'm a former Marine, so I play off that. You need to market why you are different, not why you are a detailer. Selling the idea that you are honest and pay attention actually has a negative effect. People in general are cynical. I stopped trying to fluff my customer.
When I worked at a shop that was all about the money and had me lying to the customer saying I wheeled a trailer when instead I just de-greased it, that begets no money and an unsatisfied customer. When someone doesn't know about clay and you do it anyways because its to your interest to wax a clean car instead of waxing through dirt its a win/win.
It's definitely not a win/win if you don't charge them for it. You should study the meaning of value and demand. Value is what people believe will benefit them. Although I can afford a new car, I don't see the benefit of paying for one. On the other hand, I know people who make less money and only buy new cars because they feel it's worth it. You are selling new cars at used prices. What you have to realize is that there are those that will pay the price of a new car and those that will only pay the price of a used one. By selling a new car at a used car price you are only hurting yourself.
Demand isn't what people want, it's what they can afford and what they can afford is what they "value". I would like a new car, but I'm not a part of new car demand because I'm not willing to pay for it. I know I'm not getting a new car when I buy a used one, so when it turns out to be just a used car, I'm still 100% happy. That's a tough concept to realize for new business owners. You want to give people their monies worth, but instead you are underestimating what they already believe their money is worth. Some people shop at Nordstroms simply because they believe they are getting more for their money. Actually giving people more than what they are asking for is detrimental to business success.
Unless they ask a question, I don't give them answers. I don't get paid to talk or explain my services. I only ask 3 questions now: 1. What are you looking to spend? 2. How long is the car available? 3. What are you looking for? Not necessarily in that order either. I then tell them what I can do within their budget and time frame, and then suggest services they don't know they want. But, I only briefly explain what it is. If someone really wants to know something, they'll ask.
When I do an overnight service I like to have my secondary laptop in my garage when the customer comes to pick it up and before money is brought out I show the before and afters to them and build value. The instant gratification is accomplished and not only do I accomplish having a customer wanting to pay and be off on the road they also tip anywhere from $10-$40 based on how big their heart is and how well I presented. I know people wanna go on vacation and not here about the journey but I tell it to them anyway because I'm a story teller and salesman. My audience listens, agrees, and feels value from my services which by default makes them tell their friends and family. Feelings that feel good create positive outcomes regardless. Give a positive feeling and stay in that frequency to magnetize more business, that's what I'm doing.
I bet that if you showed them the pictures afterwards, you'd still get the same amount of money and tip. It's also not the best way to market. I ask for their e-mail address so I can send them photos I took throughout the process. I now have their e-mail for future marketing and they now have an e-mail from me to show to their friends, family and co-workers. Also, it reminds them of me when they are home or at work, which increases the chances they'll show someone. When you show them the photos up front, by the time they get home they forgot about it. If you then e-mail them the photos, they're not as interested as they've already seen it.
I've received $20-$40 tips from people that didn't even see their car after I was done. My last customer came out, paid me, closed the garage door and left. She didn't even look at the car and she still tipped me $30. People are going to tip what they want to tip regardless. And a tip isn't worth as much as a referral....
Just keep it in mind and I suggest you study business. I would also look into reading about the 80/20 principle and really try to apply it to your model. 80% of your business comes from 20% of your available services. Although I am capable of high end paint correction, most just want a wash and wax. Right now you're offering 80% of your services to people that will only pay you 20% of what it's worth.
Lastly. Storytellers and song writers don't make money. Directors and actors do. You are the director and the car is your actor. Showcase the car and they will pay to see your show. Britney Spears can't sing, but she gets paid millions to do so and people don't care.
Your #1 goal in business should always be to make money. Your salesmanship and attention to detail is your foundation. No one cares how a house is built, they just want stainless steel appliances.
