Price is Critical

Your advertising and marketing needs to be dynamic in order that you can best get the public’s attention and move them to act.

A sure-fire way to do this is to promote a popular service and offer it at an attractive price. This can be accomplished through regular advertising avenues and can also be done at your shop itself.

Go for vinyl letter signage nearest to your street. Draw up attractive and unique posters or banners and place them on the outside of your building. These must be clearly visible from the road in order to be most effective. Don’t forget to advertise those popular basics like a wash and wax. Don’t assume your customer will know what you do just by reading your shop sign.

Once you have brought your customer into your shop, you now have a golden opportunity to use your clever sales skills and techniques. Your job is to up-sell them on other services that their vehicle needs.

Leave Them With a Reason To Buy Again Soon

Promotion comes in many shapes and forms and you can be creative when wanting to send a message to your customers. The next time you do a detail job; send your customer home with a thank-you card. This lets your customer know that they are special and that you care about them. It also says, “Come back again soon to get special treatment!” Every customer wants to hear this. We all want to think that we are special.

Little thoughtful touches in the detailing business will leave a most favorable impression in your customer’s minds. This can also lead to new referrals coming your way. Word of mouth is one of the most dynamic ways of promoting.

Within your thank-you card, tuck away a discount coupon. Include an appropriate expiration date of no less than 30 days and no more than 45 days.  You want your customers back quickly.

You can expect to see many repeat customers using this method and you can also enjoy repeat purchases this way! You customer gets good, quality service, a discount and your cash register sings! This is a win-win situation to be sure.

Try offering a second car discount with the thank-you note! When your customer leaves entirely happy they will willingly pass on a discount opportunity to someone they know like a family member.

Promote Your Add-ons

Make no mistake about it, in the detail business; it’s the up-sells that promote best. This is where the regular sale becomes the bigger, better sale! Here is where your revenue grows.

Sell-ups attract a lot of buzz and can include: a hand wash and wax, carpet shampooing, paint sealants, fabric protectants, deodorizing of the air conditioner and interior, all work very well!

Consider drawing up a comprehensive list of add-ons you and your employees feel would work best in your shop. As loyal customers come and go ask them how they feel about your add-ons and would they appreciate them. Customers can provide valuable feedback about your services this way and you also learn what it is that people are looking for that you are not yet providing.

Over time, it can be those attractive up-sells that will make your register sing the best. Once you have an established base in services, begin to offer the up-sells to go right along with them. This will make your business more profitable.

Services such as paintless dent removal (pdr) and paint touch-up provide your customers with added convenience. They can receive multiple services in one stop. This is a real perk for both shop owner and customer.