I was just surfing the local Yellow Pages and I found out that there are roughly 200 listed car-wash shops in and around the Montreal area. :shocked
Not only that, but probably all of them do offer some kind of compound/polish/wax service. This makes me wonder:
For a well-researched Autopian who can most likely do a job 500% better than any 17-year-old minimum wage helper laboring at those shops, (Not many places can afford to pay profesionnals to do such tedious work as quickly as possible, I assume), how can he or she distinguish themselves?
It's a fact that the average driver looking to clean his/her car will always go to the most convenient wash place. Not many of them will make a decision based on who cleans their car with which products and how much care. All that matters is how fast it can be done and how cheap it is. Nobody wants to spend 4 hours at a shop because the worker is Q-tipping all the defrost vents.
- My personal idea is that in such a competitive environment, one must develop a niche market based on returning customers (target customer: mid to high-end car, knowledgeable on car care, willing to pay more to get more) and dependant mostly on word-of-mouth on getting new clients. We're obviously talking about full detailing services, not quickie washes.
- This means providing first class service, delivering more than promised and maintaining ongoing communication with previous clients. It's all about image, if you can associate your name with premium quality, your returning customer base will slowly but surely increase and will always be first-rate.
- Why wouldn't mass-marketing (flyers, etc) work? Because most people simply look for price advantage and special offers when looking at flyers. They don't really care on how your polishing technique is so much better than somebody elses, while also taking 3 times longer and being 3 times more expensive. Besides, all the local shops guarantee the same things as you, they won't believe that you're really different. Another point, going back to the image idea, mass-marketing detracts from the exclusivity you're trying to achieve.
It was just a thought, but I may be wrong in my assumptions, so anyway, please let me hear your ideas on the subject.
Not only that, but probably all of them do offer some kind of compound/polish/wax service. This makes me wonder:
For a well-researched Autopian who can most likely do a job 500% better than any 17-year-old minimum wage helper laboring at those shops, (Not many places can afford to pay profesionnals to do such tedious work as quickly as possible, I assume), how can he or she distinguish themselves?
It's a fact that the average driver looking to clean his/her car will always go to the most convenient wash place. Not many of them will make a decision based on who cleans their car with which products and how much care. All that matters is how fast it can be done and how cheap it is. Nobody wants to spend 4 hours at a shop because the worker is Q-tipping all the defrost vents.
- My personal idea is that in such a competitive environment, one must develop a niche market based on returning customers (target customer: mid to high-end car, knowledgeable on car care, willing to pay more to get more) and dependant mostly on word-of-mouth on getting new clients. We're obviously talking about full detailing services, not quickie washes.
- This means providing first class service, delivering more than promised and maintaining ongoing communication with previous clients. It's all about image, if you can associate your name with premium quality, your returning customer base will slowly but surely increase and will always be first-rate.
- Why wouldn't mass-marketing (flyers, etc) work? Because most people simply look for price advantage and special offers when looking at flyers. They don't really care on how your polishing technique is so much better than somebody elses, while also taking 3 times longer and being 3 times more expensive. Besides, all the local shops guarantee the same things as you, they won't believe that you're really different. Another point, going back to the image idea, mass-marketing detracts from the exclusivity you're trying to achieve.
It was just a thought, but I may be wrong in my assumptions, so anyway, please let me hear your ideas on the subject.
but neighbhors will come to talk to you. I think I've gotten more business from people walking up to me while I'm working than when I hand out flyers