Inspiring Anthony, would love to see what you guys do in terms of running the business/customer service/marketing/differentiation besides doing top notch work!
I remember the good old Autopia days and when coatings were new.
Hey thank you!
Customer service is a tricky area. I say that because you want to put out great work and become known for that but also become known for top notch customer service. The 2 can clash and become a headache.
Let me explain by a comparison of how we USED to do it and how we NOW do it. A car comes in and you give them a price for the work. They agree to it, set up an appointment. They come in and drop car off and we get started. We finish and call them. They like the results but then discover a paint blemish or scrap, dent or scratch in interior that they swear was not there prior to us doing the car. We then have to eat that repair because we want to have a great satisfaction report. We hope the customer leaves feeling good and we are left feeling deflated.
Now we have a thorough check in process and we have eliminated all "package" deals. So now customer comes in, we take detailed pics of entire car plus mileage. Customers now only come in for full paint corrections, clear bra, tint, vinyl work or painted calipers. We do not do hand washes, wash and wax, soccer mom minivans, puke cars etc. Those are not money makers for us. Too much labor vs return.
Customer now says, "Hey, that scratch wasn't there!" So we look on computer and there it is. Doing that alone has saved us tons of headaches! So we still strive to do the best work possible knowing full well that doing that type of work attracts some really anal and difficult people that we do our best to please BUT we also now know that sometimes some customers are NOT worth the money. So we FIRE them!
When someone pulls up in a Ferrari and wants a detail plus PPF THEN asks for a discount, and if they get a discount they will bring us their Bentley......ya, they can go pound sand. I'm so sick and tired of buttheads and dealing with their prima donna attitudes. I have become over the years really angry and at times hateful of people, especially the guys who spend time on detailing forums and tell me how I should be detailing their cars. I don't need that crap, no one does. So be weary on the "balance" of doing great work and customer service. You should never bend to ALL customers and their whims. Learn to say "NO". You can't please everyone and trying to do so will drive you mad.
As for marketing, we never advertise. We have tried it all, radio, print, flyers, sponsor car shows and more. Nothing beats a well designed website and nothing comes close to word-of-mouth recommendations. We poll everyone who comes in and ask them, "How did you hear about us?" About 80% say Google, Yelp or internet search. The rest are a reference from someone who has been here. Facebook is great also and Ron is just a guru now with that type of media. Our next venture may be a Vlog......but I am kinda ugly so not sure how that will work!
Run your business, don't let your business run you. Easy to say, tough to do.
Wow, that was winded!
Anthony
