November 20, 2025 • 28 mins
Want bookings to jump this week without burning cash on guesswork? Davy teamed up with Mike Karlen and Dustin Jackson to map out fast, practical moves any detailing business can deploy today. We start with the lowest‑friction wins: reaching out to existing customers by text or phone, reactivating relationships that already trust your quality, and making simple asks that lead to quick yeses. Then we layer on a smarter web presence with an above‑the‑fold big button for gift cards or “Book Your Spot,” plus storefront bundles like plush drying towels and gentle soaps that increase ticket size without adding labor.
We go deep on urgency that feels honest and works: limited schedule windows, clear deadlines, and small, exclusive promotions tied to real capacity. Dustin shares the “review, referral, revisit” triad for the first 30 days, including a fair referral credit for both parties and a rebook‑now offer that locks in the next visit before the shine fades. Mike adds how his team humanizes the brand with daily social posts, quick pickup videos, and handwritten thank‑you notes that stick around and spark introductions.
You’ll also hear how to target demand, not just impressions. We break down geo‑targeting around your highest‑value clients’ addresses, using tight three‑mile radius ads on Facebook, Instagram, and Google to reach more drivers who look like your best buyers. Finally, we map proven local partnerships: body shops, tire stores, limo fleets, golf courses, coffee houses, CPA firms, HVAC companies, and manufacturing plants that buy employee gifts. The aim is simple—borrow trust, shorten the sales cycle, and keep customers returning with maintenance framed as “maintaining the look.”
If this playbook helps, tap follow, share it with a detailer who needs fast wins, and leave a review with the tactic you’ll try first. Your next booking could be one clear ask away.
INTRO
Your host is Davy Tyburski, America’s Chief Profit Officer® and Founder BigMoneyDetailer.com.
Go to BigMoneyDetailer.com/referrals to discover how-to double your referrals right now!
Please share this episode with others and be sure to check out BigMoneyDetailer.com for even more resources to grow your detailing business.
OUTRO
Congratulations and thank you for joining us for this episode! Discover even more strategies and tips on how to increase your detailing sales revenue, improve your cash flow and boost your bottom line, go to BigMoneyDetailer.com right now!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker (00:20):
Hey Big Money Detailer, welcome to the
BigMoneyDetailer.com podcast.
Today we are blessed to haveMike Karlen and Dustin Jackson
here to really talk about whatyou could do to increase your
bookings in a very short periodof time.
For those who don't know me,I'm Davy Tyburski.
I'm known as America's ChiefProfit Officer, and I'm also the
founder ofBigMoneyDetailer.com.
And today we're going to putall three of our heads together
(00:42):
based on our wisdom, experience,and what we do to help
detailers just like you.
We're going to put all three ofour brains together and
brainstorm from some fast startways for you to grow your
detailing business in a shortperiod of time.
You ready to go, gentlemen?
Are you ready to thrive andshine?
Was born ready.
All right, let's do it.
Um, so we made a list uh beforethe video started, and I'm
(01:04):
gonna just read one and we'regonna brainstorm, and then we're
gonna move on to the next, thenext, the next.
Uh, existing customers,gentlemen, what should our
detailers be doing in terms oftheir existing customers?
Speaker 2 (01:15):
Um, yeah, communication back.
Uh, those customers are so mucheasier to get in the door
because you've already sold themone time.
They understand where you'relocated, they understand the
quality, they understand thepricing, text message, emails,
phone calls, any way that youcan communicate back to your
existing customer base and getthem back in the door.
You can sell them much cheaper,much easier, much faster.
(01:36):
They know all the things aboutyou.
When I think about if I if Igot the power bill to pay and I
need money today, I'm reachingout to my existing customer base
and I'm getting them back inthe door as soon as possible.
Speaker (01:48):
Good, good.
Mike, additional thoughts onthat one, brother.
Speaker 1 (01:51):
No, man, it just comes down to relationships.
And um, like Dustin said, thatrelationship's already built.
Um, it's sometimes the hardsell is going out there and
telling somebody, hey, I can doX, Y, and Z, but if they really
don't know your talent, um, theymight be a little hesitant.
So that that ultimaterelationship that's already
there is the easiest way.
And then to add on that, maybegiving them a some type of
(02:14):
referral type bonus, like, hey,refer me to your friends,
whatever it may be.
So go call them customers andsay, Hey, can you know, I have
some spots available.
Do you have any friends?
If you do, I'll give you a 20bucks off your next service.
Sure.
Speaker (02:26):
Yeah, I I think one last thing on that one, then we
can move to the next one.
Just look for reasons to reachout to your customer.
I mean, we happen to berecording this video right
before Thanksgiving.
So if you uh you got this thingcalled Google, you can just
Google days.
There is like CPA days, doctordays, nurses' days,
Thanksgiving, Christmas, all ofthat.
I can go on and on.
And it doesn't have to be, hey,use like in Dylan's case, don't
(02:49):
use a fluent autospa.
It's just, hey, Mike, justreaching out.
Hope you have a greatThanksgiving weekend.
That's it.
Uh, and and what all this comesdown to as you watch the video
is top of mind awareness.
Like, we're all pretty good atwhat we do, but let's be honest,
our customers are not waking upthinking about us in the
morning.
So just that simple reach outto existing customers, whether
it's text, auto, voicemail, oreven, hey, if you really want to
(03:11):
over-deliver, you know, makingthat personal phone call, just
want to, hey, Dustin, want towish you and your family a happy
Thanksgiving weekend.
Let me know if I can serve youin any way.
It reminds them that you'rethere to serve them, and I think
that's awesome.
All right.
Any last-minute thoughts on thefirst one, gentlemen?
No, I think it's spot on.
All right, number two.
Um, oh, common sense is notcommon practice.
So some of you watching thevideo are like, oh, that's
(03:32):
common sense.
Here's our challenge is itcommon practice in your
business?
Because it sounds like commonsense, and this one's going to
be common sense as well.
Website and storefront.
What just a couple small tweaksthat our detailers can do in
terms of that?
Speaker 2 (03:45):
Yeah.
So think of storefront.
I mean, you're already sellinga customer to get to extend that
sell out to a maintenanceproduct.
Soap, cleaner, towel, dryingtie.
Drying towels are great sellersat our business coding jobs.
We know we want them to usereally soft plush drying towels.
We want them to take care oftheir stuff.
We want to serve them that addsto the ticket, that helps the
(04:06):
shop rate, that just increasedticket prices.
So um obviously, just you know,you don't have to break the
bank, inventory, you know,storing a lot of the stuff, but
just your normal maintenanceproducts, having that readily
available, it's an instant wayto take the business that you're
currently getting and increaseticket size without um adding a
(04:26):
whole new service or somethingthat takes a little bit longer.
Speaker (04:29):
Perfect, Mike?
Speaker 1 (04:30):
And the thoughts on the website.
Yeah, so I mean, if it's notyour existing customers, you got
the DIY people that come intoo.
Um, and it also creates just agood gift package.
You know, we use it for uh, youknow, Christmases and birthdays
and everything else, whetherit's a gift certificate all the
way up to all the differenttypes of DIY products, put them
in a uh a pail with the dryingtowel, like Dustin says,
(04:52):
advertising it for hey, um, thisis a $99 deal for $75 or
whatever it may be.
Um, and just it just makes areally good gift for um your
your individuals out there.
Speaker (05:03):
So good, good.
All right.
Um, one other thought on that.
So website, storefront,whatever I call them BABs again,
big ass buttons.
So above the fold, whichbasically means if they're on
their desktop, they don't haveto scroll.
What's your BAB up there?
Uh yes, we have gift cards.
That's a perfect thing to putup there in a BAB because then
immediately before they have toscroll down, they click the
button for a gift card, boom.
(05:25):
That's by the way, if you'renot doing gift cards, like
you're missing out on one of thebiggest revenue opportunities
to increase your revenue rightnow because then they're
committed, right?
If you think about you as aregular consumer, you invest in
an Amazon gift card, you'regonna be motivated to use that.
Uh, and the good news is ifthey don't use it immediately,
it's still gonna be on theshelf.
But here's the best news youget that money in your bank
(05:46):
account within a day or two.
So don't forget about giftcards, don't forget about the
BAB on your website or yourstorefront to get them to do the
next thing.
Speaker 2 (05:53):
Now, Davy, can you uh tell us what BAB stands for?
Some of these guys may notknow.
Speaker (05:58):
BAB stands for a big ass button.
So think about this on thisvideo right now.
If we had a BAB, a big assbutton that says click here to
go to IGL codings, that's justbasically an attention getter to
get people to go do that.
And again, the most importantthing about that is above the
fold.
They don't have to scroll.
And again, on your mobiledevice, a BAB shows up really
nice.
That's one of the first thingsthey're gonna see to click on.
(06:18):
Thanks for the clarification,Dustin.
All right.
Oh, yeah.
All right, what about this?
What about again?
We know in marketing 101, basicmarketing, right?
Two things scarcity, right?
And timeline.
So we only have X number ofthese special buckets with the
towels, or hey, this offerexpires at midnight on whatever
date.
What other some ideas that wethat our detailers can implement
(06:39):
to generate some revenuequickly in terms of like fast
promotions, like a fast bookpromotion, book now?
What what are some thoughts youguys have on that?
And what what are differentflavors of ice cream they can
use to do something like that?
Speaker 2 (06:51):
Yeah, I mean, sense emergency always works well.
You just kind of mentioned thatin exclusivity.
You know, we're only offering acertain amount of XYZ.
And you just referenced that,but I mean, that's our go-to at
the shop.
When we want to make people actfast, act now.
So we use things like schedule,schedule, you know, schedule
availability.
We stay scheduled out in ourshop, and our mic does as well.
Um, we'll say we have only acouple spots for selling right
(07:14):
now, regardless if we have a dayopen.
We only always have a couplespots available, and that
creates that sense of urgency toact now.
And so so schedule availabilityis probably our number one
go-to for exclusivity and andand um and then also sense of
urgency.
Speaker 1 (07:30):
Good, good.
Mike, you want to build on thatone?
He nailed it.
He nailed it.
Speaker 2 (07:34):
Wow, did you hear that?
Mike actually said build it.
We keep score, by the way, andthat was a one.
Speaker (07:41):
Yeah, okay.
So so far we'll we'll give thatone to Dustin.
I I would agree with that.
Yeah, so again, it's the simplescarcity and timelines.
We have X number, and here youhave to act by this particular
date.
Great job, guys.
We're kicking butt here.
All right, next one.
Um, we touched on it earlier,but I want to really dive into
referrals, or as we call them,like a big money detailer.
We say, how can you get moreintroductions, right?
(08:04):
Um, and again, just beingdirect with everyone who's
watching the video, peoplearen't waking up thinking about
you.
So it's like, oh, I shouldintroduce in in this case,
Dylan.
I should introduce Dylan at afluid auto spa to my neighbor.
Like they ain't waking upthinking about that.
So let's brainstorm some otherways to increase introductions
over the next seven to ten daysfor our detailers.
What are some ways you guyshave potentially to either
(08:25):
phrase that or to implement thatwithin your shop?
Speaker 1 (08:28):
Mike, you want to grab that one?
So so uh the the one thing thatwe do is we stay on social
media every day.
We're always showing thecustomer what's going on at Fast
Lane Detailing.
Um, you know, and and sometimesit's not just the work, it's
the people getting the faces outin front of uh the audience so
that they realize who we are.
Um, but just using Facebook,social media um every day, a
(08:51):
couple times a day sometimes,showing them what we can do and
the people that run the businessjust so that they know who we
are and we stay in front of themat all times.
Speaker 2 (09:00):
Yeah, yeah.
Uh same here.
And then referrals, speaking ofreferrals.
So we have the triaffecta thatwe're looking at.
When a new customer comes tothe door and pays us and they're
headed out the door, we lookfor within 30 days to get three
things done (09:12):
a review, a referral, and a revisit.
That's that, and when we getthose three things within 30
days of that customer, that isthe perfect triaffecta.
(09:58):
That is our customer for life.
So referrals we push hard on.
We give them 50 bucks and givetheir customer 50 bucks.
So we're saying, hey, if youget a referral, here's $50 off
your next service, and here'stheir 50 bucks.
The thing is, everybody's like,well, it's $50.
Think about the money you payin ads to bring in new
customers.
How much of that gets wasted incustomers that don't convert,
(10:19):
right?
If we take those same dollarsand we put them in the back end
of the funnel and think aboutreferrals, things with referrals
are you already have the trustfactor with the customer because
the person referring them kindof built the case for you.
You don't have to sell them asdeep.
And then they already know,like if my buddy goes using you,
I don't I take quality andpricing out the door now, too,
because my buddy used you.
(10:39):
I trust that he got a gooddeal.
I trust that the quality wasthere.
I trust that, okay, this is agreat place.
So now I don't have to sellthem on that.
So it's an easier sell.
Acquisition cost is lower.
I mean, think about you know,uh, if you're an owner operator
and you're selling yourself.
So referrals are really good tochase down, and and you
essentially turn your pre yourprevious customers into your
(10:59):
outbound sales team.
Speaker (11:01):
Great.
We're doing it.
All right.
I'll I'll cover this one, seeif you guys want to add anything
to it.
We just kicked this off forDylan uh for a little
Thanksgiving promo.
So what we're doing is uhgeo-targeting.
So what we did, and I'm gonnawalk you through, remember, one
thing about me is I could talkstrategy at 30,000 feet, and
then boom, I'm gonna bring outthe landing gear in the next
section.
So I'm gonna bring out thelanding gear here.
(11:22):
What we did is we analyzed, andagain, the action item for you
watching the video is do this,okay?
Common sense.
It has to be common practice.
We analyzed all of ourcustomers for the last three
years, and we basically sortedthem by revenue generated.
Um, shocking that Dylan had acustomer for $9,500 over three
years.
So do the math.
(11:43):
Pretty good customer.
We basically ran that reportand we took the top, let's just
make this easy.
Let's say you had 100customers.
We took the top 10 and we gottheir physical address, 1, 2, 3,
Mockingbird Lane.
And then what our team did iswe put together a Facebook, an
Instagram, and a Google radiusad.
We took that exact zip code, 1,2, 3, Mockingbird Lane, because
(12:05):
let's face it, that's anaffluent customer for us.
We're the affluent customer oraffluent autospa.
So we know that's an affluentcustomer.
And what we did is we simplydid a three-mile radius around
that specific address.
Now we just kicked that off.
So I'm praying and taking myvitamins that that's gonna work
off well.
But to Dustin's point earlier,you already know that that's a
highly qualified customer, A,because they're giving you a lot
(12:28):
of revenue.
But number two, they live in anaffluent area.
You know, once you get one, howcan you get a few others?
So we kicked off theirbasically video ads.
We're gonna see how that does.
But geo-targeting your bestcustomers and how can you get
introductions?
How can you run ads?
How can you run banner ads?
How can you run video adsaround that specific area
because you know there's somegood fish in there, right?
Dustin, you're a fisherman,right?
(12:50):
You know you put your fish.
Well, I'm not a fisherman, Idon't even know what the stuff
is.
But if if you throw that hookout there in that specific pond
where those affluent customersare, there's a good chance
you're gonna pull something outof the water, right?
Yeah, that's right.
Speaker 2 (13:01):
That's right.
Especially if you're at whereMike lives and it's uh you're
ice fishing in a small hole,you're kind of guaranteed a
small fish.
Uh, but if you're in the oceanlike Raw, man, you're catching a
well, man.
And and so if you're targetingthe audience that's spending the
money, people live aroundpeople that have you know, if
it's rare that you you havethese largely different
demographics living in the sameplaces, and so you know,
(13:22):
business owners tend to livearound business owners and and
and and so forth and so on.
So figure out your targetaudience and hammer it in.
Good, good.
Mike, any other thoughts onthat one, brother?
Speaker 1 (13:33):
Yeah, I do the same thing on like the social media
side on Facebook.
You know, if I run an ad, thefirst thing I do before I run my
next ad is see who my audiencereally was.
You know, it happens to be 25to 50 years old, it happens to
be men, it happens to be women,whatever it may be.
So um, then we just kind ofkeep track of that for our next
targeted ad.
Like, who are we gonna try togenerate um this video for?
(13:54):
So beautiful.
Speaker (13:55):
Okay.
Next one.
Let's talk about again, theseare introductions.
So complementary businesses tothe folks watching in terms of
their detailing business.
So let's brainstorm potentiallywhat are they and who are they,
and then what we couldpotentially do to get them to
introduce us to their currentcustomers.
So these would be complimentarybusinesses to detailing.
(14:17):
Uh, who wants to go first?
Speaker 1 (14:19):
Well, in my small town, there's not a lot.
Um, but um obviously we do haveuh a few you know automotive
repair shops, yeah, um, sometire shops.
Um, but you know, we sometimesin a smaller area we have to get
creative.
We'll we'll uh we'll we'llpartner up with the movie
theater.
Like, hey, anybody that buys aticket to the movie theater or
(14:40):
gets a detail will maybe get a afree movie pass um or pizza the
pizza joint.
So um if you're in a smallertown, sometimes you have to kind
of think outside that boxbecause we may not have a lot of
uh businesses that reallycomplement what we do.
Um, but um it's there's alwaysa possibility, you know.
We do a lot of things with likethe movie theater.
So good.
Speaker (15:01):
Dustin, what do you got on?
Speaker 2 (15:02):
Yeah, just just like Mike, uh body shops are big for
us.
Uh tire shops, um, you know,especially on interior,
sometimes they get grease inthere when they're working on
them and stuff.
We help those guys out a lot.
Yeah, just like Mike said, Imean, body shops and tire shops,
we work side by side with thoseguys a lot.
Um, we're you know, uh tireshops get greased on the seats.
We're all the time working onthat.
Body shops, they they don'tlike to polish and and all that
(15:25):
stuff.
I mean, they'll they'll get itclosed and a lot of overspray.
Uh they utilize us for um realestate companies.
I mean, anybody that'sinteracting with other
businesses and other people umsend us more business.
And uh, I mean, we're just uhlimousine companies, you know,
people renting first of all, wekeep the limos clean.
And then people rentinglimousines usually care about
(15:46):
their stuff.
And so we always make sure thatwe have a card or something on
file for the uh limo owners.
And there's some other uhcompany.
I mean, you know, you just kindof get creative and and use
your imagination and think aboutwhere your target audience is
hanging out.
Speaker (15:59):
Beautiful.
Good, good.
All right, uh, so the next onereally is other businesses that
maybe aren't necessarilycomplimentary.
And I think we touched onthese, but let's put the put a
bow on this package.
Like, for instance, I wrotedown a few things prior to the
the video here, like high-endcoffee shops, right?
Obviously, you got the S-word,and we all know what that one
is, the green one.
But I'm talking about thesesmaller family community type $7
(16:23):
foofy coffees that I happen tolove, by the way.
But like you can do a coffeeand ceramics day.
So anybody who comes in, youhappen to be there, you talk to
the the coffee shop owner.
Look, I want to buy coffee forthe first 10 people that come
in.
Just let me kind of hang outhere and have conversations.
When you see a Mercedes pullup, give them a poker chip, give
(16:43):
them a business card, justintroduce yourself, whatever
that might be.
So coffee and ceramics, um,another one I just for fun, uh
CPA and ceramics, right?
Depending on the time of theyear, if you have a CPA and
maybe he or she would be willingto send out an endorsed mailer
for you that basicallyintroduces you to their whole
client list that's using thatCPA.
Uh, so just other thoughts interms of outside of what we
(17:05):
would think traditionaldetailing complementary
businesses, any other thingsthat you guys have done or any
other uh or any other ideas thatyou guys want to consider
moving forward on?
Speaker 2 (17:16):
Uh BI groups have been good for us.
Um, you you business owners payfor, I mean, you know, you just
you're dealing with that, thatclass of people that really want
to pay for higher-enddetailing.
Um, golf courses, uh, golfcourses are always somebody a
good pair that pairs well with.
Um, and and those are some ofthe few that are kind of
outliers.
I mentioned the limousinecompanies.
Um, they're really good for us.
(17:36):
Air conditioned companies.
So down here in the south, it'shot.
You guys may want to deal withheating companies up there, but
air conditioned air companiesdown here, they tend to keep
their stuff clean, um, theirservice trucks, uh, the owner's
vehicles.
So it's not, you know, it's allabout you know just outreaching
to these other businesses andletting them know what you do.
Speaker 1 (17:54):
Beautiful.
Like anything else on that one?
Go ahead.
Yeah, we've even done likemanufacturing facilities.
Um, you know, so if you get aconnection with uh, you know,
(18:24):
some of the higher ups in themanufacturing facilities, and
then what it does is opens thedoor and you can say, Hey, we
offer gift certificates becauseeverybody wants to give
Christmas presents away orbirthday presents away to their
employees.
So it offers that opportunity,like you know, there's some of
these manufacturing facilities,they have two, three hundred
people, uh, and and now all of asudden you have the possibility
of giving two to three hundredgift certificates selling.
(18:46):
So yeah, yeah.
Speaker (18:47):
Good, good.
All right, next one.
Um I wrote down rebook nowoffer.
So, what are your thoughts onokay, customer comes in?
And Dustin, you touched onthis, maybe you can take the
lead on this one, but what whatcan our detailers watch in the
video in terms of kind ofgetting that customer to commit
to the next, so to speak?
Speaker 2 (19:05):
Oh, absolutely.
We're looking to get them tocommit, we're looking to give us
a review, give us a referral,and then revisit within 30 days.
That revisit is huge.
We want to give them a we givethem a promotional discount.
I mean, it's the first timecustomer, so it's not like they
get it each and every time.
Um, and then we all we do offera within 30 days moving forward
promotion to that that thatcuts down our maintenance
(19:26):
detailing almost in half.
Um, so that revisit we hyperfocus on.
We're offering promotionalpricing to get them back.
Keep in mind I didn't saydiscounts.
Anytime you start using theword discount, you're
discounting your services,you're devaluing the service.
So we want to run promotionalpricing.
This is a pricing that you getexclusive because you fit this
criteria, right?
And so that's something that wefocus on.
(19:48):
We are giving them a $50 couponif they go in and re rebook
within 30.
And then by the way, we'rerebooking them, we're making
them commit to a date.
We all know, yeah, I'll comeback, I'll come back.
But just like the old changesticker on your window, they
don't care that much about yourmotor.
They care much that much abouttelling you when to come back.
That's why that's there.
Um, and so by pre-schedulingthem and then having automated
(20:09):
reminders and stuff like that toget them back in the door,
that's huge.
Speaker (20:12):
Good, good.
Speaker 2 (20:13):
Mike, additional thoughts on that one?
Speaker 1 (20:15):
So, yeah, we we do the as before they leave, we
already have their their nextappointment schedule, and and
it's really our selling point isthe fact that we stay so far
booked out, you know.
So if you want your car,whether it's your car detail or
your ceramic coated and uhceramic coating maintenance
maintained, you need to get onour schedule now.
And and I would say eight outof ten people are going on to
(20:37):
the schedule right away becausethat first feeling they see of
how nice that car looks, it'sreally easy to sell the next
appointment um right awaybecause it's like, hey, I don't
I want this to look like thisall the time.
Um, and what it does for ourshop then it just doesn't just
create the the returningbusiness, it also creates a car
that's not never getting as badas what it was the first time
(20:57):
you saw it.
So any additional service thatwe do to it, it's just a little
bit easier for my um mydetailing department or my
ceramic coating department tomaintain um from that point on.
Speaker (21:10):
What about maintenance?
Like obviously ceramic coatingor you know, a six-month polish,
whatever.
What do you what do you guysdo?
What some ideas you have interms of offering, and which by
the way, if you don't alreadyhave a maintenance program, like
that would be the first stepfor you watching the video, like
create the maintenance program.
But let's brainstormmaintenance programs for a
(21:32):
minute, guys.
Speaker 2 (21:32):
Yeah, I mean, I kind of alluded to it earlier where
we offer a f you know a 50%promotional price if you're
coming back in to stay in ourmaintenance program.
If you miss the 30-day mark,you go back up to full pricing.
And so that incentivizes thatmaintenance wash.
Um sorry.
And that incentivizes the umthe maintenance wash.
(21:55):
One thing that we want to focuson is getting them in more
often.
Like Mike alluded to earlier,is like um the more we do it,
the easier it gets, right?
And we want to mention thatwe're gonna maintain this this
look.
So we use the term standard andmaintenance in our detailing
shop.
Our standard detail is wheneverybody calls a full detail.
Our maintenance detail is tomaintain the standard that we've
(22:17):
met already.
So that's why we use the termstandard and maintenance.
So we're maintaining what yougot, what you paid for in the
beginning.
So if you do a coding for$1,500 or $2,000 or whatever,
the maintenance watch is tomaintain that look.
We and we're coaching ourcustomers to understand that so
that way they see why they'recoming back.
We're not in that likemaintenance to coding, we're
(22:38):
maintaining a look.
Speaker (22:39):
I love that.
That's great positioning, bythe way.
And by the way, it's the firstI've heard of it.
So maintaining the look versusmain because people care about
the looks, especially you know,our female customers.
Uh, you can tell by these twoguys, they're less concerned
about their look.
But our female customers arecertainly concerned about their
look.
So maintaining the look of yourvehicle, not maintaining your
(23:01):
vehicle.
I love that additional line inthere, Dustin.
Thanks for sharing that.
Mike, any other thoughts onmaintenance programs, brother?
Speaker 1 (23:07):
Yeah, so one thing that we do for anybody that
comes in for a ceramic coating,um, we will include their
maintenance wash if theyschedule uh in a a detailing
service, so uh full service.
So, and that's that we do thatbecause we find that a lot of
individuals decide, hey, we'renot we got it ceramic coated,
(23:28):
now we don't ever have to comeback.
Yeah, um, so um what it doesfor us then is we guarantee we
almost guarantee that we'regonna see I bet you 90-95% of
our customers because at thatpoint I say, Hey, schedule a
full interior exterior detail,and we're going to throw in the
maintenance part of it, um, justgive you some added value at
(23:48):
that point.
Uh, and they will scheduleevery six months, it keeps your
your calendar full.
And again, it gets my eyes onthat coating at that point to
say, hey, everything's lookinggood, or hey, Mr.
Jones, you've been goingthrough a car wash, I see all
the brush marks and everythingelse.
Um, but other than that, justadding some extra value um and
giving them true uh you knowfeedback of why it's important
(24:12):
to maintain it.
You know, you've already,again, we've said it before,
you've spent the money.
Like it'd be foolish not to putsome type of maintenance
program into this.
So never.
Speaker (24:22):
Good, good.
All right, last one's oldschool, but it still works.
Again, think go back to what Italked about earlier with those
top customers.
Uh, how about taking?
I don't know, let's make thiseasy.
One a day.
One a day.
Take one minute.
I timed it by the way.
It's one minute and 30 secondsto send a handwritten thank you
note.
One a day, just one.
Like take your best customer ofthe day, who gave you the most
(24:43):
money, pick that customer.
You already have their name inthe CRM or the database, write a
handwritten note, takes you oneminute, 30 seconds.
Go to the post office now, buya hundred stamps so you don't
have that excuse of why you'renot doing it, and send one thank
you note per day back to thosecustomers.
The benefit of somethingphysical, I talk about this all
the time in Big Money Detailer,it stays around like a good set
(25:05):
of luggage.
Whether it's a brochure or inDylan's case, a copy of his
book, or a physical poker chip,or a physical business card, or
in this case, a physical thankyou note with your business card
in it, will remind people tointroduce you to others within
their community and within theirfamily.
Any other thoughts on that one,guys?
No, I love that idea.
Speaker 2 (25:23):
We've done the card before.
Oh, sorry.
Um we've done the post card.
Um, you know, it one one uhthing, you know, is getting
customers' addresses.
Um, you know, you let them knowyou're sending them something.
Um, they're they're morereluctant or they're more um apt
to give that to you.
Um and and you know, just wewant to send you a little prize
or send you a little thank youletter.
And uh, and we've done thatbefore.
(25:44):
We love that approach to it.
Um, one thing that I'll mentionwhen you're when you're meeting
your customers and is knowtheir name and know their pain.
You can then speak to that inyour thank you letter.
Understand their pain is whythey're there in the first
place.
And it's not it's generallyspeaking, it's not just to have
a clean car, right?
There's more to it than that.
There's usually a reason behindit, whether a business owner
(26:05):
and they want to look goodbecause they look good to their
clients.
If you find out why they'rethere, then you speak to that in
all of your outbound messaging,whether it be postcard, whether
it be a thank you text, whetherit be a phone call, you speak
to why they were there.
It's relative to them, it makesthem connect to you, it gives
you something to talk about anduh makes you connected to your
customers.
Speaker 1 (26:25):
Yeah.
So so we do a we do a hand uhhandwritten um thank you card
for every customer.
We just put it on their dashwhen they pick it up or their
center council.
Um, so they get one, everycustomer gets that.
Our ceramic coating customers,of course, get our care package,
which we can see here.
Um, and then like our higherend like ceramic coatings and
(26:45):
that, we actually do we'll dovideos of every vehicle that
comes through.
They're cheesy videos that Imake.
Everybody sees my cheesyvideos, but um, they all they
all ask for it, like it's almostbecome a game.
Like, as soon as somebody picksup the car because they follow
us on Facebook so much, they'relike, Hey, did you do did you do
a video of my car?
So then I send them the video.
(27:06):
And if on some of the higherend ones, we may even do the
video and play it in ourshowroom so that when they pick
it up, it's it's that customerexperience when they pick up
that vehicle.
Speaker (27:14):
So all right, Dustin and Mike, thanks so much for
joining the Big Money DetailerPodcast.
Again, this was a lightninground, but the idea of it was is
to really stay focused on whatare some of the top things our
detailers can be doing toincrease their sales, improve
their cash flow, and boost theirbottom line.
So I appreciate you guys beingpart of the Big Money Detailer
Podcast.
And until next time, I'm DavidTybersky, America's Chief Profit
(27:36):
Officer, and also the founderof BigMoneydailer.com signing
off.
See you later.
Bye bye.
Awesome.
See ya.
Hey Big Money Detailer, welcome to the
BigMoneyDetailer.com podcast.
Today we are blessed to haveMike Karlen and Dustin Jackson
here to really talk about whatyou could do to increase your
bookings in a very short periodof time.
For those who don't know me,I'm Davy Tyburski.
I'm known as America's ChiefProfit Officer, and I'm also the
founder ofBigMoneyDetailer.com.
And today we're going to putall three of our heads together
(00:42):
based on our wisdom, experience,and what we do to help
detailers just like you.
We're going to put all three ofour brains together and
brainstorm from some fast startways for you to grow your
detailing business in a shortperiod of time.
You ready to go, gentlemen?
Are you ready to thrive andshine?
Was born ready.
All right, let's do it.
Um, so we made a list uh beforethe video started, and I'm
(01:04):
gonna just read one and we'regonna brainstorm, and then we're
gonna move on to the next, thenext, the next.
Uh, existing customers,gentlemen, what should our
detailers be doing in terms oftheir existing customers?
Speaker 2 (01:15):
Um, yeah, communication back.
Uh, those customers are so mucheasier to get in the door
because you've already sold themone time.
They understand where you'relocated, they understand the
quality, they understand thepricing, text message, emails,
phone calls, any way that youcan communicate back to your
existing customer base and getthem back in the door.
You can sell them much cheaper,much easier, much faster.
(01:36):
They know all the things aboutyou.
When I think about if I if Igot the power bill to pay and I
need money today, I'm reachingout to my existing customer base
and I'm getting them back inthe door as soon as possible.
Speaker (01:48):
Good, good.
Mike, additional thoughts onthat one, brother.
Speaker 1 (01:51):
No, man, it just comes down to relationships.
And um, like Dustin said, thatrelationship's already built.
Um, it's sometimes the hardsell is going out there and
telling somebody, hey, I can doX, Y, and Z, but if they really
don't know your talent, um, theymight be a little hesitant.
So that that ultimaterelationship that's already
there is the easiest way.
And then to add on that, maybegiving them a some type of
(02:14):
referral type bonus, like, hey,refer me to your friends,
whatever it may be.
So go call them customers andsay, Hey, can you know, I have
some spots available.
Do you have any friends?
If you do, I'll give you a 20bucks off your next service.
Sure.
Speaker (02:26):
Yeah, I I think one last thing on that one, then we
can move to the next one.
Just look for reasons to reachout to your customer.
I mean, we happen to berecording this video right
before Thanksgiving.
So if you uh you got this thingcalled Google, you can just
Google days.
There is like CPA days, doctordays, nurses' days,
Thanksgiving, Christmas, all ofthat.
I can go on and on.
And it doesn't have to be, hey,use like in Dylan's case, don't
(02:49):
use a fluent autospa.
It's just, hey, Mike, justreaching out.
Hope you have a greatThanksgiving weekend.
That's it.
Uh, and and what all this comesdown to as you watch the video
is top of mind awareness.
Like, we're all pretty good atwhat we do, but let's be honest,
our customers are not waking upthinking about us in the
morning.
So just that simple reach outto existing customers, whether
it's text, auto, voicemail, oreven, hey, if you really want to
(03:11):
over-deliver, you know, makingthat personal phone call, just
want to, hey, Dustin, want towish you and your family a happy
Thanksgiving weekend.
Let me know if I can serve youin any way.
It reminds them that you'rethere to serve them, and I think
that's awesome.
All right.
Any last-minute thoughts on thefirst one, gentlemen?
No, I think it's spot on.
All right, number two.
Um, oh, common sense is notcommon practice.
So some of you watching thevideo are like, oh, that's
(03:32):
common sense.
Here's our challenge is itcommon practice in your
business?
Because it sounds like commonsense, and this one's going to
be common sense as well.
Website and storefront.
What just a couple small tweaksthat our detailers can do in
terms of that?
Speaker 2 (03:45):
Yeah.
So think of storefront.
I mean, you're already sellinga customer to get to extend that
sell out to a maintenanceproduct.
Soap, cleaner, towel, dryingtie.
Drying towels are great sellersat our business coding jobs.
We know we want them to usereally soft plush drying towels.
We want them to take care oftheir stuff.
We want to serve them that addsto the ticket, that helps the
(04:06):
shop rate, that just increasedticket prices.
So um obviously, just you know,you don't have to break the
bank, inventory, you know,storing a lot of the stuff, but
just your normal maintenanceproducts, having that readily
available, it's an instant wayto take the business that you're
currently getting and increaseticket size without um adding a
(04:26):
whole new service or somethingthat takes a little bit longer.
Speaker (04:29):
Perfect, Mike?
Speaker 1 (04:30):
And the thoughts on the website.
Yeah, so I mean, if it's notyour existing customers, you got
the DIY people that come intoo.
Um, and it also creates just agood gift package.
You know, we use it for uh, youknow, Christmases and birthdays
and everything else, whetherit's a gift certificate all the
way up to all the differenttypes of DIY products, put them
in a uh a pail with the dryingtowel, like Dustin says,
(04:52):
advertising it for hey, um, thisis a $99 deal for $75 or
whatever it may be.
Um, and just it just makes areally good gift for um your
your individuals out there.
Speaker (05:03):
So good, good.
All right.
Um, one other thought on that.
So website, storefront,whatever I call them BABs again,
big ass buttons.
So above the fold, whichbasically means if they're on
their desktop, they don't haveto scroll.
What's your BAB up there?
Uh yes, we have gift cards.
That's a perfect thing to putup there in a BAB because then
immediately before they have toscroll down, they click the
button for a gift card, boom.
(05:25):
That's by the way, if you'renot doing gift cards, like
you're missing out on one of thebiggest revenue opportunities
to increase your revenue rightnow because then they're
committed, right?
If you think about you as aregular consumer, you invest in
an Amazon gift card, you'regonna be motivated to use that.
Uh, and the good news is ifthey don't use it immediately,
it's still gonna be on theshelf.
But here's the best news youget that money in your bank
(05:46):
account within a day or two.
So don't forget about giftcards, don't forget about the
BAB on your website or yourstorefront to get them to do the
next thing.
Speaker 2 (05:53):
Now, Davy, can you uh tell us what BAB stands for?
Some of these guys may notknow.
Speaker (05:58):
BAB stands for a big ass button.
So think about this on thisvideo right now.
If we had a BAB, a big assbutton that says click here to
go to IGL codings, that's justbasically an attention getter to
get people to go do that.
And again, the most importantthing about that is above the
fold.
They don't have to scroll.
And again, on your mobiledevice, a BAB shows up really
nice.
That's one of the first thingsthey're gonna see to click on.
(06:18):
Thanks for the clarification,Dustin.
All right.
Oh, yeah.
All right, what about this?
What about again?
We know in marketing 101, basicmarketing, right?
Two things scarcity, right?
And timeline.
So we only have X number ofthese special buckets with the
towels, or hey, this offerexpires at midnight on whatever
date.
What other some ideas that wethat our detailers can implement
(06:39):
to generate some revenuequickly in terms of like fast
promotions, like a fast bookpromotion, book now?
What what are some thoughts youguys have on that?
And what what are differentflavors of ice cream they can
use to do something like that?
Speaker 2 (06:51):
Yeah, I mean, sense emergency always works well.
You just kind of mentioned thatin exclusivity.
You know, we're only offering acertain amount of XYZ.
And you just referenced that,but I mean, that's our go-to at
the shop.
When we want to make people actfast, act now.
So we use things like schedule,schedule, you know, schedule
availability.
We stay scheduled out in ourshop, and our mic does as well.
Um, we'll say we have only acouple spots for selling right
(07:14):
now, regardless if we have a dayopen.
We only always have a couplespots available, and that
creates that sense of urgency toact now.
And so so schedule availabilityis probably our number one
go-to for exclusivity and andand um and then also sense of
urgency.
Speaker 1 (07:30):
Good, good.
Mike, you want to build on thatone?
He nailed it.
He nailed it.
Speaker 2 (07:34):
Wow, did you hear that?
Mike actually said build it.
We keep score, by the way, andthat was a one.
Speaker (07:41):
Yeah, okay.
So so far we'll we'll give thatone to Dustin.
I I would agree with that.
Yeah, so again, it's the simplescarcity and timelines.
We have X number, and here youhave to act by this particular
date.
Great job, guys.
We're kicking butt here.
All right, next one.
Um, we touched on it earlier,but I want to really dive into
referrals, or as we call them,like a big money detailer.
We say, how can you get moreintroductions, right?
(08:04):
Um, and again, just beingdirect with everyone who's
watching the video, peoplearen't waking up thinking about
you.
So it's like, oh, I shouldintroduce in in this case,
Dylan.
I should introduce Dylan at afluid auto spa to my neighbor.
Like they ain't waking upthinking about that.
So let's brainstorm some otherways to increase introductions
over the next seven to ten daysfor our detailers.
What are some ways you guyshave potentially to either
(08:25):
phrase that or to implement thatwithin your shop?
Speaker 1 (08:28):
Mike, you want to grab that one?
So so uh the the one thing thatwe do is we stay on social
media every day.
We're always showing thecustomer what's going on at Fast
Lane Detailing.
Um, you know, and and sometimesit's not just the work, it's
the people getting the faces outin front of uh the audience so
that they realize who we are.
Um, but just using Facebook,social media um every day, a
(08:51):
couple times a day sometimes,showing them what we can do and
the people that run the businessjust so that they know who we
are and we stay in front of themat all times.
Speaker 2 (09:00):
Yeah, yeah.
Uh same here.
And then referrals, speaking ofreferrals.
So we have the triaffecta thatwe're looking at.
When a new customer comes tothe door and pays us and they're
headed out the door, we lookfor within 30 days to get three
things done (09:12):
a review, a referral, and a revisit.
That's that, and when we getthose three things within 30
days of that customer, that isthe perfect triaffecta.
(09:58):
That is our customer for life.
So referrals we push hard on.
We give them 50 bucks and givetheir customer 50 bucks.
So we're saying, hey, if youget a referral, here's $50 off
your next service, and here'stheir 50 bucks.
The thing is, everybody's like,well, it's $50.
Think about the money you payin ads to bring in new
customers.
How much of that gets wasted incustomers that don't convert,
(10:19):
right?
If we take those same dollarsand we put them in the back end
of the funnel and think aboutreferrals, things with referrals
are you already have the trustfactor with the customer because
the person referring them kindof built the case for you.
You don't have to sell them asdeep.
And then they already know,like if my buddy goes using you,
I don't I take quality andpricing out the door now, too,
because my buddy used you.
(10:39):
I trust that he got a gooddeal.
I trust that the quality wasthere.
I trust that, okay, this is agreat place.
So now I don't have to sellthem on that.
So it's an easier sell.
Acquisition cost is lower.
I mean, think about you know,uh, if you're an owner operator
and you're selling yourself.
So referrals are really good tochase down, and and you
essentially turn your pre yourprevious customers into your
(10:59):
outbound sales team.
Speaker (11:01):
Great.
We're doing it.
All right.
I'll I'll cover this one, seeif you guys want to add anything
to it.
We just kicked this off forDylan uh for a little
Thanksgiving promo.
So what we're doing is uhgeo-targeting.
So what we did, and I'm gonnawalk you through, remember, one
thing about me is I could talkstrategy at 30,000 feet, and
then boom, I'm gonna bring outthe landing gear in the next
section.
So I'm gonna bring out thelanding gear here.
(11:22):
What we did is we analyzed, andagain, the action item for you
watching the video is do this,okay?
Common sense.
It has to be common practice.
We analyzed all of ourcustomers for the last three
years, and we basically sortedthem by revenue generated.
Um, shocking that Dylan had acustomer for $9,500 over three
years.
So do the math.
(11:43):
Pretty good customer.
We basically ran that reportand we took the top, let's just
make this easy.
Let's say you had 100customers.
We took the top 10 and we gottheir physical address, 1, 2, 3,
Mockingbird Lane.
And then what our team did iswe put together a Facebook, an
Instagram, and a Google radiusad.
We took that exact zip code, 1,2, 3, Mockingbird Lane, because
(12:05):
let's face it, that's anaffluent customer for us.
We're the affluent customer oraffluent autospa.
So we know that's an affluentcustomer.
And what we did is we simplydid a three-mile radius around
that specific address.
Now we just kicked that off.
So I'm praying and taking myvitamins that that's gonna work
off well.
But to Dustin's point earlier,you already know that that's a
highly qualified customer, A,because they're giving you a lot
(12:28):
of revenue.
But number two, they live in anaffluent area.
You know, once you get one, howcan you get a few others?
So we kicked off theirbasically video ads.
We're gonna see how that does.
But geo-targeting your bestcustomers and how can you get
introductions?
How can you run ads?
How can you run banner ads?
How can you run video adsaround that specific area
because you know there's somegood fish in there, right?
Dustin, you're a fisherman,right?
(12:50):
You know you put your fish.
Well, I'm not a fisherman, Idon't even know what the stuff
is.
But if if you throw that hookout there in that specific pond
where those affluent customersare, there's a good chance
you're gonna pull something outof the water, right?
Yeah, that's right.
Speaker 2 (13:01):
That's right.
Especially if you're at whereMike lives and it's uh you're
ice fishing in a small hole,you're kind of guaranteed a
small fish.
Uh, but if you're in the oceanlike Raw, man, you're catching a
well, man.
And and so if you're targetingthe audience that's spending the
money, people live aroundpeople that have you know, if
it's rare that you you havethese largely different
demographics living in the sameplaces, and so you know,
(13:22):
business owners tend to livearound business owners and and
and and so forth and so on.
So figure out your targetaudience and hammer it in.
Good, good.
Mike, any other thoughts onthat one, brother?
Speaker 1 (13:33):
Yeah, I do the same thing on like the social media
side on Facebook.
You know, if I run an ad, thefirst thing I do before I run my
next ad is see who my audiencereally was.
You know, it happens to be 25to 50 years old, it happens to
be men, it happens to be women,whatever it may be.
So um, then we just kind ofkeep track of that for our next
targeted ad.
Like, who are we gonna try togenerate um this video for?
(13:54):
So beautiful.
Speaker (13:55):
Okay.
Next one.
Let's talk about again, theseare introductions.
So complementary businesses tothe folks watching in terms of
their detailing business.
So let's brainstorm potentiallywhat are they and who are they,
and then what we couldpotentially do to get them to
introduce us to their currentcustomers.
So these would be complimentarybusinesses to detailing.
(14:17):
Uh, who wants to go first?
Speaker 1 (14:19):
Well, in my small town, there's not a lot.
Um, but um obviously we do haveuh a few you know automotive
repair shops, yeah, um, sometire shops.
Um, but you know, we sometimesin a smaller area we have to get
creative.
We'll we'll uh we'll we'llpartner up with the movie
theater.
Like, hey, anybody that buys aticket to the movie theater or
(14:40):
gets a detail will maybe get a afree movie pass um or pizza the
pizza joint.
So um if you're in a smallertown, sometimes you have to kind
of think outside that boxbecause we may not have a lot of
uh businesses that reallycomplement what we do.
Um, but um it's there's alwaysa possibility, you know.
We do a lot of things with likethe movie theater.
So good.
Speaker (15:01):
Dustin, what do you got on?
Speaker 2 (15:02):
Yeah, just just like Mike, uh body shops are big for
us.
Uh tire shops, um, you know,especially on interior,
sometimes they get grease inthere when they're working on
them and stuff.
We help those guys out a lot.
Yeah, just like Mike said, Imean, body shops and tire shops,
we work side by side with thoseguys a lot.
Um, we're you know, uh tireshops get greased on the seats.
We're all the time working onthat.
Body shops, they they don'tlike to polish and and all that
(15:25):
stuff.
I mean, they'll they'll get itclosed and a lot of overspray.
Uh they utilize us for um realestate companies.
I mean, anybody that'sinteracting with other
businesses and other people umsend us more business.
And uh, I mean, we're just uhlimousine companies, you know,
people renting first of all, wekeep the limos clean.
And then people rentinglimousines usually care about
(15:46):
their stuff.
And so we always make sure thatwe have a card or something on
file for the uh limo owners.
And there's some other uhcompany.
I mean, you know, you just kindof get creative and and use
your imagination and think aboutwhere your target audience is
hanging out.
Speaker (15:59):
Beautiful.
Good, good.
All right, uh, so the next onereally is other businesses that
maybe aren't necessarilycomplimentary.
And I think we touched onthese, but let's put the put a
bow on this package.
Like, for instance, I wrotedown a few things prior to the
the video here, like high-endcoffee shops, right?
Obviously, you got the S-word,and we all know what that one
is, the green one.
But I'm talking about thesesmaller family community type $7
(16:23):
foofy coffees that I happen tolove, by the way.
But like you can do a coffeeand ceramics day.
So anybody who comes in, youhappen to be there, you talk to
the the coffee shop owner.
Look, I want to buy coffee forthe first 10 people that come
in.
Just let me kind of hang outhere and have conversations.
When you see a Mercedes pullup, give them a poker chip, give
(16:43):
them a business card, justintroduce yourself, whatever
that might be.
So coffee and ceramics, um,another one I just for fun, uh
CPA and ceramics, right?
Depending on the time of theyear, if you have a CPA and
maybe he or she would be willingto send out an endorsed mailer
for you that basicallyintroduces you to their whole
client list that's using thatCPA.
Uh, so just other thoughts interms of outside of what we
(17:05):
would think traditionaldetailing complementary
businesses, any other thingsthat you guys have done or any
other uh or any other ideas thatyou guys want to consider
moving forward on?
Speaker 2 (17:16):
Uh BI groups have been good for us.
Um, you you business owners payfor, I mean, you know, you just
you're dealing with that, thatclass of people that really want
to pay for higher-enddetailing.
Um, golf courses, uh, golfcourses are always somebody a
good pair that pairs well with.
Um, and and those are some ofthe few that are kind of
outliers.
I mentioned the limousinecompanies.
Um, they're really good for us.
(17:36):
Air conditioned companies.
So down here in the south, it'shot.
You guys may want to deal withheating companies up there, but
air conditioned air companiesdown here, they tend to keep
their stuff clean, um, theirservice trucks, uh, the owner's
vehicles.
So it's not, you know, it's allabout you know just outreaching
to these other businesses andletting them know what you do.
Speaker 1 (17:54):
Beautiful.
Like anything else on that one?
Go ahead.
Yeah, we've even done likemanufacturing facilities.
Um, you know, so if you get aconnection with uh, you know,
(18:24):
some of the higher ups in themanufacturing facilities, and
then what it does is opens thedoor and you can say, Hey, we
offer gift certificates becauseeverybody wants to give
Christmas presents away orbirthday presents away to their
employees.
So it offers that opportunity,like you know, there's some of
these manufacturing facilities,they have two, three hundred
people, uh, and and now all of asudden you have the possibility
of giving two to three hundredgift certificates selling.
(18:46):
So yeah, yeah.
Speaker (18:47):
Good, good.
All right, next one.
Um I wrote down rebook nowoffer.
So, what are your thoughts onokay, customer comes in?
And Dustin, you touched onthis, maybe you can take the
lead on this one, but what whatcan our detailers watch in the
video in terms of kind ofgetting that customer to commit
to the next, so to speak?
Speaker 2 (19:05):
Oh, absolutely.
We're looking to get them tocommit, we're looking to give us
a review, give us a referral,and then revisit within 30 days.
That revisit is huge.
We want to give them a we givethem a promotional discount.
I mean, it's the first timecustomer, so it's not like they
get it each and every time.
Um, and then we all we do offera within 30 days moving forward
promotion to that that thatcuts down our maintenance
(19:26):
detailing almost in half.
Um, so that revisit we hyperfocus on.
We're offering promotionalpricing to get them back.
Keep in mind I didn't saydiscounts.
Anytime you start using theword discount, you're
discounting your services,you're devaluing the service.
So we want to run promotionalpricing.
This is a pricing that you getexclusive because you fit this
criteria, right?
And so that's something that wefocus on.
(19:48):
We are giving them a $50 couponif they go in and re rebook
within 30.
And then by the way, we'rerebooking them, we're making
them commit to a date.
We all know, yeah, I'll comeback, I'll come back.
But just like the old changesticker on your window, they
don't care that much about yourmotor.
They care much that much abouttelling you when to come back.
That's why that's there.
Um, and so by pre-schedulingthem and then having automated
(20:09):
reminders and stuff like that toget them back in the door,
that's huge.
Speaker (20:12):
Good, good.
Speaker 2 (20:13):
Mike, additional thoughts on that one?
Speaker 1 (20:15):
So, yeah, we we do the as before they leave, we
already have their their nextappointment schedule, and and
it's really our selling point isthe fact that we stay so far
booked out, you know.
So if you want your car,whether it's your car detail or
your ceramic coated and uhceramic coating maintenance
maintained, you need to get onour schedule now.
And and I would say eight outof ten people are going on to
(20:37):
the schedule right away becausethat first feeling they see of
how nice that car looks, it'sreally easy to sell the next
appointment um right awaybecause it's like, hey, I don't
I want this to look like thisall the time.
Um, and what it does for ourshop then it just doesn't just
create the the returningbusiness, it also creates a car
that's not never getting as badas what it was the first time
(20:57):
you saw it.
So any additional service thatwe do to it, it's just a little
bit easier for my um mydetailing department or my
ceramic coating department tomaintain um from that point on.
Speaker (21:10):
What about maintenance?
Like obviously ceramic coatingor you know, a six-month polish,
whatever.
What do you what do you guysdo?
What some ideas you have interms of offering, and which by
the way, if you don't alreadyhave a maintenance program, like
that would be the first stepfor you watching the video, like
create the maintenance program.
But let's brainstormmaintenance programs for a
(21:32):
minute, guys.
Speaker 2 (21:32):
Yeah, I mean, I kind of alluded to it earlier where
we offer a f you know a 50%promotional price if you're
coming back in to stay in ourmaintenance program.
If you miss the 30-day mark,you go back up to full pricing.
And so that incentivizes thatmaintenance wash.
Um sorry.
And that incentivizes the umthe maintenance wash.
(21:55):
One thing that we want to focuson is getting them in more
often.
Like Mike alluded to earlier,is like um the more we do it,
the easier it gets, right?
And we want to mention thatwe're gonna maintain this this
look.
So we use the term standard andmaintenance in our detailing
shop.
Our standard detail is wheneverybody calls a full detail.
Our maintenance detail is tomaintain the standard that we've
(22:17):
met already.
So that's why we use the termstandard and maintenance.
So we're maintaining what yougot, what you paid for in the
beginning.
So if you do a coding for$1,500 or $2,000 or whatever,
the maintenance watch is tomaintain that look.
We and we're coaching ourcustomers to understand that so
that way they see why they'recoming back.
We're not in that likemaintenance to coding, we're
(22:38):
maintaining a look.
Speaker (22:39):
I love that.
That's great positioning, bythe way.
And by the way, it's the firstI've heard of it.
So maintaining the look versusmain because people care about
the looks, especially you know,our female customers.
Uh, you can tell by these twoguys, they're less concerned
about their look.
But our female customers arecertainly concerned about their
look.
So maintaining the look of yourvehicle, not maintaining your
(23:01):
vehicle.
I love that additional line inthere, Dustin.
Thanks for sharing that.
Mike, any other thoughts onmaintenance programs, brother?
Speaker 1 (23:07):
Yeah, so one thing that we do for anybody that
comes in for a ceramic coating,um, we will include their
maintenance wash if theyschedule uh in a a detailing
service, so uh full service.
So, and that's that we do thatbecause we find that a lot of
individuals decide, hey, we'renot we got it ceramic coated,
(23:28):
now we don't ever have to comeback.
Yeah, um, so um what it doesfor us then is we guarantee we
almost guarantee that we'regonna see I bet you 90-95% of
our customers because at thatpoint I say, Hey, schedule a
full interior exterior detail,and we're going to throw in the
maintenance part of it, um, justgive you some added value at
(23:48):
that point.
Uh, and they will scheduleevery six months, it keeps your
your calendar full.
And again, it gets my eyes onthat coating at that point to
say, hey, everything's lookinggood, or hey, Mr.
Jones, you've been goingthrough a car wash, I see all
the brush marks and everythingelse.
Um, but other than that, justadding some extra value um and
giving them true uh you knowfeedback of why it's important
(24:12):
to maintain it.
You know, you've already,again, we've said it before,
you've spent the money.
Like it'd be foolish not to putsome type of maintenance
program into this.
So never.
Speaker (24:22):
Good, good.
All right, last one's oldschool, but it still works.
Again, think go back to what Italked about earlier with those
top customers.
Uh, how about taking?
I don't know, let's make thiseasy.
One a day.
One a day.
Take one minute.
I timed it by the way.
It's one minute and 30 secondsto send a handwritten thank you
note.
One a day, just one.
Like take your best customer ofthe day, who gave you the most
(24:43):
money, pick that customer.
You already have their name inthe CRM or the database, write a
handwritten note, takes you oneminute, 30 seconds.
Go to the post office now, buya hundred stamps so you don't
have that excuse of why you'renot doing it, and send one thank
you note per day back to thosecustomers.
The benefit of somethingphysical, I talk about this all
the time in Big Money Detailer,it stays around like a good set
(25:05):
of luggage.
Whether it's a brochure or inDylan's case, a copy of his
book, or a physical poker chip,or a physical business card, or
in this case, a physical thankyou note with your business card
in it, will remind people tointroduce you to others within
their community and within theirfamily.
Any other thoughts on that one,guys?
No, I love that idea.
Speaker 2 (25:23):
We've done the card before.
Oh, sorry.
Um we've done the post card.
Um, you know, it one one uhthing, you know, is getting
customers' addresses.
Um, you know, you let them knowyou're sending them something.
Um, they're they're morereluctant or they're more um apt
to give that to you.
Um and and you know, just wewant to send you a little prize
or send you a little thank youletter.
And uh, and we've done thatbefore.
(25:44):
We love that approach to it.
Um, one thing that I'll mentionwhen you're when you're meeting
your customers and is knowtheir name and know their pain.
You can then speak to that inyour thank you letter.
Understand their pain is whythey're there in the first
place.
And it's not it's generallyspeaking, it's not just to have
a clean car, right?
There's more to it than that.
There's usually a reason behindit, whether a business owner
(26:05):
and they want to look goodbecause they look good to their
clients.
If you find out why they'rethere, then you speak to that in
all of your outbound messaging,whether it be postcard, whether
it be a thank you text, whetherit be a phone call, you speak
to why they were there.
It's relative to them, it makesthem connect to you, it gives
you something to talk about anduh makes you connected to your
customers.
Speaker 1 (26:25):
Yeah.
So so we do a we do a hand uhhandwritten um thank you card
for every customer.
We just put it on their dashwhen they pick it up or their
center council.
Um, so they get one, everycustomer gets that.
Our ceramic coating customers,of course, get our care package,
which we can see here.
Um, and then like our higherend like ceramic coatings and
(26:45):
that, we actually do we'll dovideos of every vehicle that
comes through.
They're cheesy videos that Imake.
Everybody sees my cheesyvideos, but um, they all they
all ask for it, like it's almostbecome a game.
Like, as soon as somebody picksup the car because they follow
us on Facebook so much, they'relike, Hey, did you do did you do
a video of my car?
So then I send them the video.
(27:06):
And if on some of the higherend ones, we may even do the
video and play it in ourshowroom so that when they pick
it up, it's it's that customerexperience when they pick up
that vehicle.
Speaker (27:14):
So all right, Dustin and Mike, thanks so much for
joining the Big Money DetailerPodcast.
Again, this was a lightninground, but the idea of it was is
to really stay focused on whatare some of the top things our
detailers can be doing toincrease their sales, improve
their cash flow, and boost theirbottom line.
So I appreciate you guys beingpart of the Big Money Detailer
Podcast.
And until next time, I'm DavidTybersky, America's Chief Profit
(27:36):
Officer, and also the founderof BigMoneydailer.com signing
off.
See you later.
Bye bye.
Awesome.
See ya.
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