Business Tips B: Educational Channels

For every understandable complaint about customers choosing price and detailers selling price, I ask you how much effort has gone into communicating your value proposition.  During your sales, advertising, and marketing, how much energy is invested in education.  How much time is spent on explaining your detailing process, in addition to a couple of before and after pictures.  Consumers seeing the effort needed can awaken some of them to understand detailing is more than just a quick $50 buff.

What I see is relatively more energy invested in blindly attacking business owners on local groups and also making price shoppers out to victims at your expense.  What I rarely ever see is any explanation about why you cost more.  There is no mention that you take longer, use more expensive products, or invest in necessary skills for premium results.  I would pick you and I know why it costs more.  But you are not trying to impress me.

I often see no mention of or easy access to your reviews.  These can be easy tasks.  One of my reviews included a client writing multiple paragraphs speaking about the time, passion, product selection, and my skill level.  I had future clients mention what was said in that review as the reason for choosing me, while acknowledging others were 2 to 3 times less expensive.

An Open Letter To PPF Shop Owners. The importance of educating clients with an understanding that premium services are not for everyone, has become more understood over the years by business owners who specialize in higher level paint correction services and professional coating services.  But the businesses that I see struggle with this concept the most are often businesses that generate most of their income from Paint Protection Film services.  I find this incredibly ironic for two reasons.  For one, I find the learning curve along with the expectations of some clients to be higher than that of someone learning paint correction and ceramic coating.  But also, the perception of installers and pressure from the race to the bottom is comparable to the 2016 to 2019 period with paint correction and ceramic coating installers.  The focus on quality, education, and letting many consumers learn a harsh lesson back then should be a lesson to incorporate today.