WAS said:
Thanks man. I was trying to think of 'free' or cheap things. Most people want to deal with reputable, honest, friendly, knowledgeable businesses. Being an optimist here, I think that describes most small business owners. So it is key to differentiate your business from the rest.
If I may expand on a few things...
Marketing all the time. Every moment you drive the company branded vehicle, wear the company 'uniform', every moment in public you and your employees are marketing. Be sure they do it right (no partying in company logo wear!). Look the part. Detailers by name are supposed to be detail oriented! Scruffing looking employees, vehicles and shops don't give the image of a pro. Always have business cards on hand. Any mention by someone when out and about better land a card in their hand. Encourage employees to get into the game by offering rewards for a new customer that comes mentioning their name. One time reward, teach them to work with the public correctly not like a bunch of canvasing predators!
Community involvement can not be overempasized. Be it the sports teams, local charities, chamber of commerce. Even in a large market, there is a radius in which most of your customers will be drawn from. A buddy of mine spends well over $10,000 a year in sports sponsorships. He gets multiples of that back in business. $10,000 is probably overkill for the typical detailer but you get the idea!
Staying in contact. In this web enabled world this is so easy. Remember those thank you cards your Mom made you right for friends and relatives thanking them for gifts at your birthday party as a kid? Well they work in business as well. Have one 'out the door' within 48 hours.
Monthly newsletters are another way to stay in contact. Product and service features, specials (these can be used to team up with other business as well and capitalize on their marketing just be sure it is a win-win for both businesses and value to the customer), customer referral programs, how-to's. Email them off to your database of customers monthly. Make them interesting and of value to the customer. Be sure to give them an easy way to opt-out.
Feedback. Part of the staying in contact and thank you's. SO important. Good OR bad. Use the good feedback on your website of course :clap2: I will give you an example. For years I helped run what became a five day automotive event that was attended internationally. This thread references that event: http://www.autopia.org/forum/hot-tub/134934-win-cobra.html When I took over, I started a feedback program from the Vendors, participants and host city (London Ohio). I compiled all that feedback and made changes accordingly. One of the big changes I made was Radio Advertising. The city and the vendors wanted more public. They are the ones that really allow the event to occur and 'pay the bills'. I did my research (there I go again!!!) and struck a deal. Live broadcasts, on air interviews, contests the works. Cost us about $6,000 for each event as I recall but the cost was passed onto the vendors (they want it, they can pay for it!). They sell BIG ticket items so a car or two and the trip pays for itself. It worked. Vendors where thrilled, city saw huge gains in public attendance, participant attendance grew (they like rubbing elbows with the vendors in a personal way and building those relationships with the owners), the charity beneficiaries where elated. Event swelled over 300% in no time flat. BUT, the event organizers where exhausted to nearly the point of burnout. Victim of our own success if you will. In a market of nearly 2,000,000 it isn't that hard to overwhelm an all volunteer group! They worked long and hard. I retired :rockon1:
The point is that gathering feedback and applying it works for any business. Be sure there is a quick and easy form on your website and encourage customers to use it. And most of all, listen to their needs!