GIVE the CUSTOMER a REASON to BUY...

Do you ever think about why the customer should buy from you and not some other detail business in your area? If you don't you should be. That is the biggest mistake that most small businesses and many large ones make in their marketing efforts.

You got to get across to the customer why they should buy from you and not the other guy.

Unfortunately very few of us have no competition, right? Your customer has several choices of who to buy detail services from in most areas: other detail operations (some fixed some mobile); car washes; body shops; auto dealers.

It is hard then for the customer to know one detail service from the other, especially if the prices are comparable, or maybe yours are higher than most.

The way to solve this problem is to know very well why you are better than the others and then to clearly communicate your "unique selling/value proposition to your customers.

What is a unique selling/value proposition?

a. What makes you different than the competition
b. The quality of detail service? How?
c. Value is what the customer gets for their money. You service may be more, but if you clearly show how they get more, no problem
d. Proposition is your offer

The objective of your effort here is to combine all of the above into motivating statements that:

a. Tell how you are different from the competition clearly
b. Describe how your service provides more value to them

In as few words as possible you have to tell the customer why they should patronize your detail business over the competition.

Remember, value is in the eyes of the beholder. That is it is value from the customer's point of view, not yours.

You got to communicate value to the customer in ways that are relevant to them.

Avoid claims that anyone can make such as "lowest prices," friendliest service."

Avoid subjective statements such as "fastest service," quickest response." How do you know you are these compared to the competition?

Don't make claims you can't substantiate such as "best service," most knowledgeable personnel."

Do talk about how long you been in business or that you are family owned and operated.

You know that your customer has expectations for anyone with whom they do business.

Most of the detailer with whom I talk with when asked why a customer should do business with them they say: Great service or some variable of that statement.

Sure you have to give good service, but what makes that unique. Anyone can say it, anyone can give it, simply it is not unique. We are talking unique about your business.

It helps after a person is a customer but not when you are trying to snag them.

You got to communicate differences that help you stand out. For example, what makes you different than a detail operation in a carwash or at an auto dealership. Those should be easy, but what about another detail business in the area?

So what you need are STRONG "unique value propositions" which tell the customer:

+ Differences between you and the others
+ Are objective and can be verified
+ Communicate real value to the customer
+ Are things your competitors can't claim. (for example if you have IDA Certification or even membership)
+ Are what you are, not want you want to be or have them think you are.
+ Are simple to understand

If you want to know how to develop a UVP then ask yourself, objectively of course, why a customer should buy from you instead of another detail business; a carwash or an auto dealer?

Listen to your existing customers and try to find out what some bought and more importantly what they did not buy from you. You got to come up with customer value that no one else can provide.

Check out other successful businesses in other industries and copy what they do. Who do you, as a customer, like to do business with and why? Emulate what they do to give you value.

You can't do any of what I am suggesting if you are spending all your time with your face in the side of a car. Either you got to take time to do some marketing homework or hire someone to do it for you. BUT it has to be done or you will end in the dumpster of failure like so many want to be detail entrepeneurs before you and after you.

If I can help contact me. buda@detailplus.com

Bud Abraham

+ C

These are all great ideas we should all implement. I would say about 80% percent of consumers could care less about the certifications you have or how good you are... they are interested in A CHEAP PRICE. Most consumers are not interested in listening to what you will do.. they are all in a hurry going nowhere.. and what they want is A PRICE? and it usually How much to do IT? What is the lowest and the highest?

If you try to ask what is the year, make and model..they respond.why you want to know so you can charge me more?... there not enough hours or time in the day to deal with this kind of incessant craziness.. Most of the time the caller will ...ramble on about what they want... you the provider cannot get a word in edgewise so you let them talk... then they answer their own questions..

It has become so ridiculous they expect to wait an hour at most to clean a 10year garbage can (even that is too long for most of them)n...or pay 100.00 to clean an F350.00 how do you market to people who have no common sense...

If I sound a bit jaded... I am



Edited 2 time(s). Last edit at 10/04/2011 01:23AM by concoursgarage.

Gina

Surprised to have you say that your customers are only concerned about price. That does not sound like the person I have come to know in this business.

And to say that you do not think that a Cerificate from a detailing association does not help is to invalidated that all auto service industries and marketing specialists tell you about showing your qualifications vs another detailer.

If you are getting those kinds of customers calling you or stopping by then I would take a serious look at your marketing effort.

Every sales book or article you would read by experts in sales far better than you and I tell you that if you have marketed to and attracted the right customer, then: "PRICE IS NOT A FACTOR UNLESS YOU MAKE IT A FACTOR."

If you got customers calling/stopping in that are only interested in price, and there are some customers who are only interested in price, then you are attracting the wrong customers.

In the three detailing centres that I have owned an operated in the past 30 years I must say that I have never had a customer say to me: "Your price is too high, I am going elsewhere."

That may have been their reason for not buying our services, but by the time I was finished giving them a Unique Value Proposition it appeared they were too embarassed to say my prices were too high.

Keep in mind that that even price conscious customer wants SERVICE, so if you have to give service, then give it to the customers who are willing to pay for it.

Now mind you we did not service in any of my centers the Ferarri, Lambroghini, Bugatti; Bentley crowd. At best the BMW, MD, a few Porches. Once we got in a Rolls-Royce convertible, and of course the Batmobile, but we did that for FREE.

If you would like me to send you some articles I have written on pricing would be happy to pass them on to you.

Maybe on marketing too, to help you attract the "non-price conscious" customer.

Always glad to help.

Regards
Bud ABraham

Again I will say certifications makes little difference to most people... I should know I have more than 10 very nicely framed ones for every training program I have taken and for every facet of detailing on the wall including numerous framed article from Newspapers, Best Detailing Awards for the area and people pay very little attention to them...in a nicely appointed reception area with cable tv, wifi, coffee, magazines.. They might read them as they sit there waiting..

I attract a lot of people and all kinds of people because I am on a busy road with huge sinage that screams Auto Detailing...price has become a factor for most people and it is reinforced by all the Groupon promotions for detailing, comparisons to car wash pricing, and the news media frequently tell people they should bargain in this economy. In addition a lot of people really do not want "detailing" but a cheap car wash and of course detailing is what they think that is. The vast majority who come are in serious trouble the vehicle is a disaster and it is still a struggle to let them understand the value they are receiving.

I can sell snow to Eskimos..are we busy yes?....but the fact is you have to go through a lot of people to make the sale and it has become tiring.. Our web site goes into great detail about what we do, how we do it and why we need to see your vehicle... they read...look at the pictures...we tell them prices are determined by an onsite evaluation and still they CALL TO ASK HOW MUCH TO DO IT? ... You know what is funny.. people will drive 5 miles to get tomatoes cheap or on sale at a particular grocery...but they find it difficult to drive down the road to get an estimate to clean up their second most expensive investment ,,their automobile.

Today consumers have a short attention span... they want instant gratification...they are in a hurry going nowhere...they never have time to do anything... they cannot give up their cars even though it is parked in the garage all day...their vehicles are filthier than ever before..they think we have a magic wand that can solve the problem in the blink of an eye..and to top it off cleaning is perceived as a low end job and the people who work in it should receive low wages...

I am tired of hearing about the guy who comes to my office and does it for $20.00 but they cannot find him..I know we could argue this all day...but the fact is the marketplace is changing..there are a lot more mobile detailers, wash guys, groupon detailers and unrealistic consumers who expect something for nothing....lets hope the economy will turn around.. but for now it is what it is..

"and to top it off cleaning is perceived as a low end job and the people who work in it should receive low wages... "

You hit the nail on the head there. Even people who work within the industry have that perception and that is why it becomes a vicious cycle between consumer and business owner.

Christ, its the hardest, most heart-breaking job I have ever done. Probably because I am a perfectionist and hate shoddy workmanship.

Before I speak, I want to admit that I can only speculate about solutions to this problem, so take my ideas with a big "FWIW".

This sounds to me like a salesmanship issue. Maybe you folks should interact with the customer the way a good pressure car salesman would :
1) Avoid being too nice because nice people get pushed around.

2) Politely tell phone callers that you are very busy in the shop and wish you could stay on the phone to answer all of their questions but must get back to work ( This gives the impression that you are busy and therefore popular ). Tell them to drop in any time for a free estimate and advice on what the car needs ( Implies that they don't know everything and puts you in control, further conveys that you don't need them desperately and won't pressure them when they visit your busy shop ).

3) On the phone, ask closing questions if you wish :
A) Have you seen our modern facility in person yet ?
The best thing I can do for you right now is to set up an appointment for your evaluation and estimate. Would 1 PM be best or I have a 3: 40 PM slot available. Which would you prefer ?

4) Focus on taking control of the phone call , possibly by putting the caller on hold briefly and by speaking in a confident, certain, loud voice. Remember that you are there to convert all phone calls into visits, not to give out information over the phone.

5) In person, dress in a professional, intimidating outfit. Be the "doctor" ; Shut up and wordlessly go over the car, writing notes on its needs. Express your number one concern : Restoring the appearance , smell, cleanliness and protective coatings without doing any damage in the process / customer satisfaction. Remark that, " Of course we can't do the best job for you and still beat everybody else's price--but we try to be as efficient as possible to keep costs down. "

Ask logic check questions such as, " Can you see how that would work ? ", " Does that make sense to you ? " . " Isn't it ? / Doesn't it ? / Shouldn't it ? / Couldn't it ? "

6 ) Power closes work ! : " Mr. Jones, let's take action today ! " . " Mr. Jones, what can I do that will make you comfortable enough to get your car detailed right now. " ( Don't let him walk off the lot ).

" Mr. Jones, I can see that the price is the big obstacle here. As you know, our prices are reasonable to begin with but I don't want anyone to miss out on top-notch services just because of money---Hey, I'll tell you what !!!! If you take action now and buy the whole package we discussed, I'll reduce it by $50, so you are, in effect getting the ___________free. Shall we get started or not ?

Doug

Doug, I will take that advice with a big FWIW.... because some of that is worth a mint! Very good.... pity there is no "thumbs up" Icon here!!

Akin to what Bud mentioned .... you can't sell your service with your face in the side of a car all the time, so I need to brush up on actual sales processes.

So my next question is..... Can anybody recommend a good "Sales & Selling techniques" book? I really need to brush up on selling skills... both in person and by email.

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Glad you found that post useful. I'm not sure I can endorse a particular sales book but others have praised Jerry Bresser, Joe Girard, Og Mandino and others.

One sales trainer gave me this gem : " Nervous salesmen have skinny kids ".

It means that people won't buy from nervous salesmen, so they cannot even afford to feed their children.

Doug

Profile, just google "Selling Techniques" and I bet a great many FREE sites come up with lots of good stuff. Also google "Sales Dog" it is a newsletter with lots of good sales advise. It is free, at least I think so as I get it and would not have subscribed.

Bud

(CONTINUED)

Profile:

Forgot to mention I have written several articles on Sales Techniques specifically for detailers. They are a part of our detailing manual, "How to Develop and Operate a Profitable Detailing Business" which is in DVD form and sells for $129.95 that has everything a person would need to know about setting up a business, operating it and how to detail from all angles.

If you do not want to buy the entire DVD I will sell you the Sales information for $5.00 an article on a DVD.

Send me your email buda@detailplus.com and I will send you the index of the entire manual so you can see what is covered in the manual and can look specifically at the articles on Sales.

Bud Abraham



Edited 1 time(s). Last edit at 10/22/2011 03:57AM by buda.

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The classic sales process consists of 5 " doors" or "steps" :
1. Get acquainted and build trust.
2. Ask questions to probe for needs.
3. Explore options
4. Overcome objections
5. Close the sale.

You are not supposed to open a " door "(or go on to the next " step " ) until you " close the door " before it. That means you don't try to explore options while the customer is still not convinced you have his best interests at heart etc. You should picture the 5 doors in your mind as you take the customer through the sales process .

Another tip is to examine how much of your presentation is positive and how much is negative in tone :
Example ( positive ) " We'll fix you right up. "
( negative ) " Some days nothing goes the way we hoped. "