Imagine a customer's first interaction with your business.
Most of them don’t really understand what they are looking for but they know they want to protect it and they heard about that “ceramic wax” or “ceramic film” LOL.
They're not just looking for a service. They are looking for someone to really guide them and be there for them.
It’s our initial messaging that helps to set the tone.
I often ask clients, are we communicating trust and quality effectively from the get-go?
Clients find you on Google or Facebook or are referred from a friend.
They inquire with you & it comes out immediately - how much is it?
Your immediate response is to roll your eyes, right? WRONG.
Stand fast and give this person the energy they deserve!
90% of the time, I would say that cost almost always the reason, but its usually veiled under “I’ll think about it.” or “I need to talk to my spouse”.
Many business owners struggle to answer this problem when it comes to price objections.
I had a client who is turning the corner in his business. After seeing his market bombarded with a truckload of prospects who are use to cheap window tint. (the largest competitor, which is a Sun Stoppers in the area burnt to the ground, funny enough - they had been selling tint for next to nothing… interesting)
This is the typical response when they reach out and compare his pricing.
Never ever go direct response on price comparisons - deliver value FIRST.
Normally people will send me screen shots like this as their response:
“I understand - Our Ceramic Film is backed by a lifetime warranty and we honestly do better work. The price is the price.” - No.
My client actually didn’t respond like that, this is how this hero of a man responded:
Educate, Stand Firm, Be Polite
He delivered and articulated real value that is understandable to the prospect.
Lets break it down.
He helps her to understand that the numbers shes looking, is the wrong metric.
He highlights that they are a high quality operation.
He focuses that her vehicle will be the only one being worked on at that time.
What does this client do? Responds with gratitude and asks more questions!
This right here is the moment when a lead becomes QUALIFIED. Not one second before.
My client continues with:
My client continues to educate, helping her to understand further
Its at this point he pretty well has the prospect locked in but he carries it home by ensuring that he’s not pressuring the client one way or the other.
Building value in having the job done right the first time and displaying exceptional care for clients is one way you can separate yourself.
Repeat customers are the lifeblood of your business, and they come from a foundation of trust and consistent quality.
I constantly remind myself and my team that every interaction is an opportunity to reinforce this trust, to show that we don’t just view this as a transaction but as a relationship that we value deeply.
This journey isn’t just about the cars; it’s about the people behind them, their expectations, and their experiences.
And in understanding this, we find the key to not just running a successful business, but creating a brand that resonates with our clientele on a deeper level.
Be sure to follow us on Socials. It would mean a lot to me personally.
Best regards,
-Gabe Fletcher
PS - Please share this newsletter with someone else that might find it useful that is in the Detailing, Ceramic Coating, PPF & Window Tint industry.
PPS - If you think your shop life is chaos and it feels like its just constantly insane and never calm - setup a discovery call with Chelsea.