Bringing memories of the ‘Got Milk’ advertisement.  But seriously, I am living proof that providing information sells.  That is with emphasis on focusing on people who care.  What do I mean by that?  People that scream at you, “I just want a price!”, do you really want them as your clients?  When they find out quality costs money, something many may never accept, they will not want you as a detailing provider.

Can you draw this (diagram below) on a piece of plain white paper with a pencil or pen?  Do YOU know what this means or are you just grabbing a polisher and ‘doing stuff’.

I have a question for you.  Let’s just say you know nothing about another detailing business operation who washes, polishes, applies a ceramic coating, does paint protection film, etc. in detailing.  Let us call this company ‘Business X’.  Business X offers $20 basic car washes.  Business X has a post stating they do a full 3 stage (or whatever) buff and ceramic coating for $400 in 5 hours.  Business X does Full Paint Protection Film on the same make, model, and year car you charged for $8,000, for $4,500.  Would you ever go to them?  We know it is outrageous and problematic to take them seriously.  We all know why!  We could imagine all the things that would go wrong in a best-case scenario or how things could go from bad to worse.  So why can’t you make (professional) content about that!

That would be a lot more beneficial than complaining with other detailers in private groups about the race to the bottom that has existed since before any of us started a business.

Business Y has a solid reputation in your town.  They do good work.  It is not quite on your level.  But they serve a need for people who are on a budget and or not as fanatical about their car, like most people.  They employ more people.  They need to pattern their services, as well as their time allotment for cars and customers to a tight budget.  The product selection, including coatings and PPF, cost is a major consideration.  Business Y does pay its employees competitively for a production (volume) shop, but not well enough to avoid moderate employee turnover.  Do you have or can you learn to create an advantage for car enthusiasts looking for someone to trust with their $120,000 car?  You should make some content about it.

When customers call, message, or meet you in person, what happens afterwards?  There is no response from them.  Do you follow up with anyone?  Do you have something to send them?  I get it, many of these people will just not be right for you.  Something that can educate or help should be available.  Do you have information that reveals your trustworthiness?  Do you have information that can elicit a pain point?

If you answered no, let us look at solutions.  Do you have a blog?  Obviously, I have content from a blog to send clients.  Perhaps consider making flyers or brochures.  YouTube, Facebook, and Instagram, could those be unexplored platforms?

Panels – Putting my money and time where my proverbial mouth is.

Do you have something to make you look likeable and approachable.  There are Cars and Coffee and other local car meets.