Quote:
Originally Posted by David Fermani  Quality Leather: What are you finding wrong with the S. Florida market?
What I think is amazing is that there are virtually NO fixed shops down here. Everything is mobile. I'd love it if someone put together a nice shop *in the right spot*. It would be a goldmind. If I wasn't married w/kids (wife's a stay at home mom), I'd seriously consider opening one up. It would kill.....
There's so many high end cars and clients that are forced to maintain their vehicles by the mobile hack n washers that have no clue on quality work. I see guys doing wash n waxes with interior clean ups for $30!! They're the ones killing this market.
What are people's ideas on fixed shops down here? |
I think that if the place looks nice, performs excellent work, and has knowledgeable/friendly staff, the place could do well.
Location wise, it would either need to be close to something where the clients can go screw around while they wait for the car. Or have a nice waiting lounge that is comfortable (so no crappy plastic chairs) and perhaps allows clients to see their car being worked on. Have information posters/brochures/whatever in the waiting room to educate the client. Perhaps something explaining swirl marks, paint correction, etc.
Another factor would be marketing. It should focus on educating the consumer about the shop's quality products, quality services, and quality care (emphasis on quality). This would also be aimed towards pointing out why a $30 full detail service is like sending a child to a drug dealer to learn math.
Is it the law to have a water treatment system at a shop? If so, it is worth mentioning in the campaign that the water gets treated before going back out in order to protect the environment and the Everglades. If it is not, then installing one is a must. It would show social responsibility, especially when it is marketed as a voluntary action.
The shop should cater to the individual car. So a basic wash/vacuum to determine the condition of the paint/interior, and then the staff can make suggestions as to what is needed/not needed. So have basic packages but where each item has its own price (away from customer eyes). I’m sure if a client pays $100, and the shop says: “We don’t think you need paint correction. We can perform it if you want, or we can leave it out and discount you $X.” the client will be more likely to return due to added trust. Extra services can also be suggested.
Client information should be stored, and invoices should have a “we recommended X, client denied” and “we recommended not doing X, client told us to do it” type of thing. It may help settle a dispute if one were to arise. “My cousin’s room mate told me…” One can pull up a copy of the invoice and say: “We told you the same thing, you told us to do it anyway. There is your signature.”
Photos may be something interesting. I almost want to say that emailing clients a before/after photo set (before/after photo merged) may help. Front/rear quarter angles, side, interior from driver’s side, and anything really gross.
People love showing off to their friends, so they would probably show the before/after photos in amazement. This could have other people be sparked to check out the business.
People in SFL for some reason come across as total posers. I am assuming if the word got out that the shop is "top of the line", people would go just to say they had their car detailed there and therefore are better than everyone else.
I don't know much about the detailing business or its inner workings though.
I love detailing though, and study BA and Marketing…
Ewww this was pretty long, and my first post...
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