Maybe you are one of the lucky detail shop owners
who is feeling smug about how well their detail business is doing.
You have a good looking well organized shop; good
employees and a great customer base.
But there are many others who aren't doing so well.
They just do not understand why so many of the "drop-in" customer
prospects do not purchase detailing services when it is clear they
are needed.
According to sales training experts it may be that
you are failing to meet certain marketing conditions:
1. You do not know your customers'
acceptable price points.
It is not enough to be cheaper, or to be able to demonstrate
cost-justification and relative value. The customer's comfort with
the price has more to do with internal budget demands than with
what your markup and profit might be. This means that if your customer
is trying to decide between keeping or selling the car and your
price is too high they may just opt to buy the car, rather than
spend anymore on it.
2. They don't need the service
you are trying to sell.
You sell detailing services, and the motorist periodically
need their car detailed. So they need the service and you are ready,
willing and able to provide them. Simple, right? Well not so fast.
Even if your customer's vehicle needs detailing that does not mean
they feel you are the one to provide the services. You must be able
to convince the customer you truly understand the needs of the vehicle
as well as their perceived need. Are they convinced you will deliver
quality and that you will have the service done on time.
3. They don't trust you or
your sales person.
You do not have to be Devil for your potential customers
to distrust you. It is human nature for people to be defensive when
they are making a purchase, especially for services they might not
have purchased before or purchased from you. Sure, you might be
a real charmer and have a way with words, but you cannot reply on
charm and your gift of gab alone. Instead arm yourself and sales
people with references. That is, third party proof that you are
competent. In other words, if you think customers may be skeptical
of your shop's abilites give them references. Better yet, be proactive,
put photos and names of your more well-known customers on the wall
of your waiting room.
4. You have not worked hard
enough to get them to like you.
You must create an emotional bond between you and
the customer. If you think that you don't care if they like you
or not, you just want to sell them detail services, you are wrong,
dead wrong. I am not saying you have to invite them to dinner; become
the godfather to their child, but people prefer to do business with
people that they like. It is all about "relationships," that is
what a good customer wants, a relationship with those they chose
to do business with.
5. You fail to understand
who the customer is.
All of your customers have different reasons for wanting
their vehicle detailed. You need to understand at the time they
come to your shop why they are there. Some detailing is an ego thing,
to always have a slick looking car, you know an extension of their
ego; others may do it to maintain the value of their vehicle; some
will be selling their car; others turning it in at the end of a
lease; and still others have just purchased the vehicle used, and
want to clean out all semblance of the old owner. It is critical
for you to ask relevant questions to find out why your customer
is there.
While much of what I have stated is not a revelation,
it is amazing how many detailers fail to consider these 5 simple
marketing principles. |
