What is your sales pitch when people aren't willing to spend money?

[joshtpa]

I just want to add a few notes to this. I agree that it is important to sell yourself and know how to sell, but it is important to know who you are trying to sell to. It typically starts with a goal in mind. If one is trying to run a high end, high dollar business, they need to keep that goal in mind. Obviously, you will want to charge a higher price for your work. It is hard to hold a high end image and charge 85 bucks for a full detail. We also must figure out how we will promote the business. Flyer's on windshields isn't a form of high end. It tends to be tacky. Lastly, we must figure where we will look for our customers. For a high end business, try to score business in upper end neighborhoods with higher end cars. These folks typically have more disposable income, and will not argue about pricing. That isn't to say some won't. :nervous:



I hope that helps a little bit.



Greg

I agree with all of this except one thing...If you pull market research, most people with more money do not consider it disposable. Where as middle and lower class households consider spending money an easier thing to do...Examples such as Sneaker Sales will give you a little bit of an outlook. I live in an area of Tampa, that is considered a "wealthy neighborhood" (westchase). But most in here would not pay for a high end detail of hundreds of dollars. But almost all will pay $100 for a wash, wax, wheels, tires, and interior. To me, that is worth it. But just because you see nice homes, does not mean they will spend money.

 

[bobbyp]

A lot of good info is in this thread. "Know your market" strikes me as the take away.



I live in a similar neighborhood to Joshtpa and the way people treat their cars here...like a disposable napkin. Yet, they wouldn't think twice about paying someone $50 to mow 1/4 acre once a week. I don't think they'll be coming around my place for a detail - unless it's free.

 

[imported_Totoland Mach]

So this is a great example of one of your sales tactics/pitches and it works for you. What if you didn't explain this info, you most likely wouldn't get the sale right?

David: I've had a few walk away to a cheaper job, then come back and tell me about the awful work. 100% of my business is referral and I maintain a very high standard of cleanliness in work. I try to educate those I've detailed cars for with regards to washing and paint maintenance and that's worked well.



My best customers recognize the hard work I've done and reward me for the time. If a prospective customer is only interested in a cheap price....he/she can definitely go down the road to the less expensive shops.



Richard

 

[Scottwax]

One of my first steady customers told me "don't be afraid to charge what you think your work is worth".



For my business, someone who wants an $85 detail isn't my intended target. I am not going to spend much time on the phone trying to convince someone who is soley focused on price the merits of paying more for quality work because it goes in one ear and out the other.



I've found that doing such high quality work that you become indespensible to your clientel is the way to go. Those are the people that will not only call you back regularly but refer you to their friends. The best thing about the referrals is they are already aware of your pricing structure and call to set an appointment without asking you to justify what you charge.

 

[3Dog]

I think a point must be taken about attitudes. You can get a referral from people that you didnt even do a job for. You can also loose a LOT of business from that same person because of your attitude. In studies done one person will tell 5 people and that will multiply down the line.....good or bad.

So remember before you take a bad attitude with someone who seems cheap remember all the people he is going to talk to.

 

[joshtpa]

^^^^

Very good point...I think this refers back to David and My thoughts on sales. Attitude is all about sales.

 

[2StepsAhead]

3Dog, I agree. It honestly isn't even up to me, like I said I usually shoot them the process I would normally do and where I would like to start off at and usually that is where it ends. To those who are talking about the target market, that is where my problem is...the younger people I hang out with just aren't willing to lay down that kind of money because they are under the assumption a quick wash and wax will suffice. I don't want to push and break out the brinkmann lol, so I just leave it at that because as others have said...sometimes you don't want that kind of customer anyway.

 

[joshtpa]

Hey,

If all they want is a quick wash and wax, you can always do that too, just charge by the hour.

 

[HenrikP]

One of my first steady customers told me "don't be afraid to charge what you think your work is worth".



For my business, someone who wants an $85 detail isn't my intended target. I am not going to spend much time on the phone trying to convince someone who is soley focused on price the merits of paying more for quality work because it goes in one ear and out the other.



I've found that doing such high quality work that you become indespensible to your clientel is the way to go. Those are the people that will not only call you back regularly but refer you to their friends. The best thing about the referrals is they are already aware of your pricing structure and call to set an appointment without asking you to justify what you charge.

Well said.

 

[HenrikP]

In my opinion high-end detailing is intended to have a less aggressive marketing and sales approach just like in other high-end markets. If you walk into a Maserati dealership to buy a Maserati your not going to find the best deal, your going there to find prestige, performance, and quality. If the customer is misinformed about your product you should clarify. Otherwise you should refer them to the used auto lot next door.

 

[Paulie Walnuts]

Its all about value, show them the value and price goes away. If you want to read a good back read Customer Centric Selling, its a different approach to selling. Not only will it help in your sales it gives value to the way that you deal with other things in life.



Amazon.com: CustomerCentric Selling: Books: Michael Bosworth,John Holland

 

[Scottwax]

I think a point must be taken about attitudes. You can get a referral from people that you didnt even do a job for. You can also loose a LOT of business from that same person because of your attitude. In studies done one person will tell 5 people and that will multiply down the line.....good or bad.

So remember before you take a bad attitude with someone who seems cheap remember all the people he is going to talk to.

I agree to a certain extent but most people associate with like-minded people.

 

[joshtpa]

I agree to a certain extent but most people associate with like-minded people.

While that is true in social settings, it has been proven that most referrals come from the work place, where people are "forced" to be with people that they might not always spend time with outside of work.

 

[3Dog]

While that is true in social settings, it has been proven that most referrals come from the work place, where people are "forced" to be with people that they might not always spend time with outside of work.

Kinda my point too. IIRC Scott has some business with companies that give employees detailings based on performance. My point is that referral may have come from employee who had a positive experience. If the boss says something about giving details away for employees..."does anyone know a company to call to detail"....you dont want someone saying.."well dont call this guy, I talked to him and he was a jerk to me".

 

[rkf76]

If my portfolio can't sell it, nothing I say can. I understand that not everyone is willing to spend upwards of $150 for their car to be nice and shiny so I tend to spend more time talking to those who are. And that would be my suggestion to you.



Maybe you should take a day, if possible, and spend it marketing yourself and your business. You gotta put in the legwork to get the returns. Good luck bro.

 

[imported_mirrorfinishman]

Like I said before, a good sales pitch will not do very much when it comes to trying to get someone interested in having their car detailed. High pressure sales tactics usually do not work. What does work is going out there and finding clients who already have a need for the services you are offering and then filling that need. Keep it simple. To me, being in the detailing business is not about becoming a good sales person. It has always been about the process of becoming a smart business person.

 

[joshtpa]

Most good sales people, do not use High Pressure Sales tactics when selling. What you are describing is sales 101. Find people with a need and fill that need. That sounds like selling to me.

 

[jimmybuffit]

Chain Oil Change Shops are pros at upselling. They tell you (true or not) that your other fluids need changing, your wiper blades are dangerously worn, and that you should be using their super premium oil... it just doesn't stop.



So, I structured my pricing to be just the opposite. Our price includes everything the car needs, short of touchup paint. We don't upcharge for anything.



Seems to work, and customers are never intimidated or pressured. Never.



(I think Scottwax and I went to different schools together :bigups )



JB

 

[David Fermani]

Like I said before, a good sales pitch will not do very much when it comes to trying to get someone interested in having their car detailed.

It's worked for me continously? For example, I've meet people while washing my car at the local coin op car wash and discussed detailing that's created a sale for me. They weren't in the market for it, I just showed them the importance of doing it. Being around people in any setting allows for this to happen. Talking about detailing to someone is a sales pitch, don't you get it? Do you just hand your card and a price list to your potential client and walk away hoping that they'll be impressed by your looks?

High pressure sales tactics usually do not work.

Who said anything about high pressure? That's a turn off for most people. Educated, professional sales methods work wonders. You should try it some time. Maybe you do, but you aren't admitting it?

What does work is going out there and finding clients who already have a need for the services you are offering and then filling that need.

That's called prospecting and that's a form of sales?

Keep it simple. To me, being in the detailing business is not about becoming a good sales person. It has always been about the process of becoming a smart business person.

Simple is handing out flyers and business cards. Being a smart business person is one that sells themself and their business. You can't rely on word of mouth solely?



My suggestion is for everyone to take a basic business marketing class to learn more about creating the business you're after. It's important for people to look outside of the box with owning successfull detail business today. There's alot of competition, and learning a structured way to capture them is essential for survival.

 

[Scottwax]

Kinda my point too. IIRC Scott has some business with companies that give employees detailings based on performance. My point is that referral may have come from employee who had a positive experience. If the boss says something about giving details away for employees..."does anyone know a company to call to detail"....you dont want someone saying.."well dont call this guy, I talked to him and he was a jerk to me".

I'm not a jerk to anyone but I'm not spending an hour on the phone with someone only interested in a low price.