How do you market an auto detailing shop? Well a couple of years back I was giving a speech at a College to some business students who appeared to be considering going on to get an MBA and so I posed this exact question to them you see? I told them to write down their answers and the winner would receive a free car detail from our local franchisee. I got a lot of great responses and many were your typical type answers, such Cable TV, Yellow Page Ads and Money Mailers. The first two are okay, but costly and we are really looking for maximum penetration and low cost. The money mailer is good if you specifically target high-end clientele wealthy area zip codes, but indeed on gentleman Mike Saunders won the free detail as he answered from referrals stating; You should work off referrals and let the business build on your excellent quality and service. And Mike good for you and by now I am sure you are busy climbing the corporate ladder as well as making friends and influencing people, good for you. I say to you wherever you are; Exactly! It is not that the other folks were wrong those are ways to get clientele too, it is just that the very best customers in our auto detailing company always came from referrals and we noticed that those referring new customers always referred up; in other words they always sent us better customer than they? Interesting isnt it? Well then consider this in 2006. |
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