Episode Transcript
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Speaker 1 (00:05):
Hi, I'm Davey
Tyburski and I'm known as
America's Chief Profit Officer.
And first off, I want to saycongratulations to you,
congratulations for jumping intothe detailing industry.
You are off to a wonderfuladventure and, of course, myself
and the others who share thisvideo series are here to serve
you and help you get better.
So let's jump right in.
I'm going to share with you 10fast start tips to jumpstart
(00:25):
your new detailing business.
Now I want you to take yourhand.
I know you're watching thevideo, but let's make this
interactive.
Right, take your hand and golike this there's five key areas
of your business.
There's marketing.
It's the thumb right, it's thebiggest thumb.
It feeds everything else you do.
So marketing, sales, customerservice operations.
And even though the pinky isthe smallest finger, it's really
(00:46):
, really important that you getpaid for the awesome work you do
in your detailing.
So again, marketing, sales,customer service operations and
getting paid.
Let's jump right in.
Number one start, start.
You probably wash your hairevery day, right?
It's just as simple as thatLather rinse, repeat.
So let's cover that againLather rinse, repeat.
(01:10):
And here's where you start yourdetailing business.
You've got to go to your family, your friends and associates.
Tell them the exciting workthat you're about to start doing
and let them know that you wantto start with them because you
already have a relationship withthem.
Next, every step of the way,from the first vehicle you do to
the thousands of vehiclesyou'll do in the future, you
always have to be building yourmarketing material.
You always have to be buildingyour marketing collateral.
So a couple ideas on that foryou.
(01:30):
Number one photos before andafter Videos of not just the
vehicle you're working on, butalso a video from the satisfied
client after you finish theproject.
So not only do you want tocapture the video from what
you're doing in the art ofdetailing, you also want to
capture video from what theresult was.
So you want that clientreaction So-and-so.
(01:51):
Just did my car and man.
It was fantastic.
A, b, c, d.
So always grabbing thosetestimonials.
The next one your marketing.
You've got to have a greatonline and a great offline
campaign.
It's not all about one.
As a matter of fact, in myson's business, which is
affluentautospotcom, we market100 different ways.
Yes, I said that right 100different ways.
(02:11):
There's not one way to marketIn our case.
There's 100 different ways tomarket.
So make sure you're alwaysdoing new things in your
marketing, because that's whatfeeds your entire engine in your
detailing business.
Here's what you want people tosay you got to call, and right
after this I want you to sayyour own name you got to call.
Fill in the blank.
So in our case, in San Antonio,texas, we want people saying
(02:32):
you got to call Dylan for yourdetailing needs, and we want
that to happen for you as well.
Next one invest in yourknowledge, skills and abilities.
There's no better investmentthan what you can make in
yourself, and that's what WarrenBuffett says all the time.
So the best investment you canstart making right now as a new
business owner, especially inthe detailing business, you've
got to find the right people,the right mentors, the right
(02:54):
coaches, and you want to makesure you're investing in
yourself, because there's onething that folks can never take
away from you, and that's whatyou learn your knowledge, skills
and abilities will take you tothe next level.
Number three you have to focuson suggestion.
You should focus on marketingto charities, and the reason I
say that is this Charitiesattract people that want to help
(03:17):
others.
They want to serve others inthe charity.
So one thing we do in AffluentAuto Spa is we market to folks
that are in the charity business, so to speak.
So here's an example.
You can see it on the screenbehind me here, or maybe it's
over there.
I haven't looked at the screenyet.
But basically, what you do is,when we get a text message from
someone that we know we love, togive gift cards to that charity
If they do a silent auction.
(03:38):
You have the ability to gain aclient from the silent auction,
but also you get to attend thatspecific charity event.
That's where you can hand outyour business cards, your poker
chips or, in some cases, handingout your book, and I'll get to
that in just a minute.
Next, marketing just like this.
Oh, by the way.
So you're probably thinkingwhat the heck is Davey talking
(03:59):
about?
Oh, by the way, I want you tomake a list right now of at
least five, five other peoplethat are currently getting
access to your ideal client.
An example might be do you knowanybody in the maid business?
Do you know anybody in the dogsitting business?
Do you know anybody in the homesecurity business?
And the reason I'm asking youto do that is you can market to
(04:19):
one person.
Tell them all the awesome workyou do in detailing and then, as
they talk to others and becausethey're already in that
person's home, they can say oh,by the way, I noticed you have a
Mercedes.
Oh, by the way, I noticed youhave a Lexus.
Have you ever considereddetailing for that vehicle?
Here's my friend, in my caseDylan.
Why don't you give Dylan a calland see if he can help you out?
(04:40):
Very simple marketing, low cost, but very, very effective.
Tip number five by now you mightbe feeling overwhelmed, not
only from all the things youhave to do in your detailing
business, but you might beoverwhelmed in just the first
few minutes of this video.
So I'm going to give you a toolright now, and we'll make sure
we include this template for you.
It's called forced ranking.
One thing that I've noticed inworking with clients many
(05:02):
clients across the globe issometimes they get overwhelmed
with the amount of things theyhave to do.
So what we do is we createdsomething called forced ranking.
I'm going to walk you throughthat really quick.
Number one you make a list ofall the action items that are on
your mind.
That goes in the first column,and again you can see the sample
here behind me.
The second column is what wasthe potential dollar value of
(05:24):
that action?
So, hypothetically, if youthought you need to create a
marketing brochure, I want youto do the math in your head how
much money per year could thatmarketing brochure generate for
you?
After you fill that number in,I want you to move to the next
column and I want you to askyourself what's the business
impact?
One, eh, not so much.
Ten, huge impact.
(05:46):
And then I want you to move tothe next column.
How easy is that to implement?
One, oh my goodness, difficult.
Ten, very easy.
And then, finally, in the lastcolumn, I just want you to total
those two columns together andthose highest scores should
really be the things you startworking on right now.
I also want to just share just alittle bit more information
(06:06):
about me, because here's what Iknow.
You will not hear me until youknow me, so let me just share a
little more information.
You can see my visual resumebehind me.
I've worked with $500,000startup entrepreneurs all the
way up to multi-billion dollarcompanies, and here's what I
learned Success leaves clues, oryou may have heard it success
leaves traces.
(06:27):
The reason that most clientscome to me to do private
coaching is not only do I workwith detailers like you, but I
also work with many othercompanies and what I'm really
good at is, for instance, what'sworking in dentistry, what's
working in healthcare, what'sworking in carpentry, what's
working in plumbing, and I'mable to model that success and
teach you that, as a detailer,the benefit to you is you don't
(06:48):
just get detailer ideas, butyou'll get ideas and strategies
and techniques to improveyourselves and your profit from
other industries as well.
Number six you have to trackyour lead flow.
You have to track your sales.
So what you have to do is everyclient you come in contact with
, you've got to ask them a fewquestions, and one of the
important ones is this how didyou hear about me?
(07:08):
And in this case you can see onthe graphic behind us that it
flew in Autospot, which is Dylan, of course, my son's business.
This gives you an idea.
Almost half of our businesscomes from two sources.
Number one referrals.
Just like when I told you atthe beginning of the video, you
start working with your familyand your friends and then you
get them to refer you to others.
That's not how you add newclients.
(07:30):
That's how you multiply thenumber of clients you can
actually get.
So once you get that ballrolling, you want to make sure
that you're looking at whereyour marketing dollars are
invested in and, moreimportantly, what results you're
getting.
So just to review again, almosthalf of the referrals we get,
or half of the clients we workwith, are either from referrals
or from the Mercedes Sprintervan that Dylan has in his
(07:51):
business.
That's completely wrapped.
Think about that.
Five out of every 10 customersthat we get come from just those
two sources, and that'ssomething you need to really
consider, especially if you'rejust starting out, because every
dollar counts to you and yourfamily.
Number seven, I like to call itthis you need to learn how to
have a sales versation.
Notice, I didn't say you needto learn how to do a sales call.
(08:13):
I said you need to learn how todo a sales versation.
A couple quick tips for you onhow to have a sales versation.
I'll use two extreme examples.
If your price is hypothetically$250 to do a specific project
on a vehicle, and that's yourprice, but the customer's budget
was, let's say, $400, how muchmoney did you just leave on the
table?
(08:33):
Yeah, it's about 200 bucks.
250 bucks could be whatever.
So here's a question I love toask what's your budget?
So when someone inquires aboutyour service, say, hey, you know
we do everything from basicdetailing all the way up to
advanced ceramic coating, by theway, what's your budget?
And if they say their budget's$200, then you know you want to
guide that sales versation tomaybe something on the lower end
(08:54):
of the scale.
If they say their budget, again, depending on the car they're
driving an exotic car or luxury,that's the only thing we work
on at Affluent Auto Spa.
If they say their budget's$1,500, you know their mindset
is leaning towards a higher-endcoating and that's where you
should drive the sales versationto.
Last question it's very helpfulwhat concerns do you have about
your vehicle?
Let them tell you the problemsor challenges they think they
(09:16):
have with their vehicle.
You don't have to be the onethat points it out, let the
customer point them out.
The reason for that is the moretimes you get the customer
involved in the sales position,the more committed they will be
to work with you.
Number eight customer service,very simple one.
This has generated millions ofdollars for my private clients.
Three simple words.
Write these down.
You want to track yourcompliments, your concerns and
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your suggestions.
Compliment team member A did agreat job.
Well, that gives you a chanceto go love up on your new team
member as you expand yourdetailing business Concerns.
Well, it helps you improve yourquality, right?
If someone has a concern, youwant to know about that from the
client.
So then you build that into thenext process to make it even
better.
And the last one these arewhere the million dollar ideas
come from Suggestions Wheneveryou hear a client say, I wish
(10:01):
you would have you everconsidered, man, it would be
great if you would fill in theblank.
Those are great suggestions thatyou need to take back to your
own business and think how wouldyou want to implement some of
those?
And if you can't do it yourself, go find someone that does it
very well so you don't have toworry about that.
Great example is man, I wishyou guys did window tinting.
If you don't want to do windowtinting, you should have a
(10:23):
relationship with someone inyour local area that does window
tinting and say something likethis we don't do window tinting,
but my friend so-and-so does.
And let me set you up with them.
And guess what?
When someone's doing a windowtint and they say do you do
detailing?
They're going to say no, butyou should call my friend Dylan,
in this case at Affluent AutoSpa.
Do you see how that's a two-waystreet for awesome, awesome
(10:44):
referrals?
That's the way you want to doit.
We've got two left.
Number nine operations You'vegot to have the right processes,
the right people and the righttechnology.
There's a lot of systems on themarket.
One that I recommend because weuse ourselves as you're able.
It's a great system that reallyhelps you jumpstart your
business, because most of theadmin stuff you have to do the
(11:04):
emails, the follow-up, the textmessages, the tracking, the
invoices, and I can make a listof another hundred things you
have to worry about You're abletakes a lot of that off your
plate and automates it, and Iunderstand they have workflow
now, which is really awesome.
Last number 10 operations youhave to align yourself with the
right vendors from the beginning.
In other words, think aboutthis as a relationship, right?
(11:25):
You don't want to marry thewrong person, you want to make
sure they're the right person.
It's the same thing with yourvendors.
So what I encourage you to dois talk to others in the
industry, talk to other leadingexperts like myself and really
find out who are those keyvendors you should align
yourself with, becauseultimately, when you get
wholesale pricing, that's moneythat goes straight to your
bottom line.
So let me give you anotherexample why that's important.
(11:45):
Let's say a retail lotion orpotion goes for $200 retail but
you can get it at a wholesaleprice of $100.
Well, that spread that $100difference goes right to your
bottom line, which means moremoney for you and your family.
So it'll save you money andultimately, it'll create more
profit.
Well, it's been great spendingsome time with you.
Obviously, I only had a shortamount of time with you today,
(12:06):
but I would love to serve youmoving forward.
There's five things that wefocus on in our business.
I gave you the five businessones earlier, but I also want to
tell you a little more aboutBig Money Detailer what we focus
on.
We focus on family, faith,financial fitness and fun.
So if those words ring a bellin your mind, look us up.
(12:27):
We'd love to serve you more andI look forward to seeing you on
the next video.
But there's one more thing Iwant to leave you with, and it's
really a quote that I've usedfor many years with my private
clients, and it actually worksin your business.
But it also works in yourpersonal life, and here's the
quote the amount of stress youfeel in your life and your
business is in directcorrelation to the lack of
(12:48):
systems you have in place.
So put those systems in placenow around your people, your
processes and technology, so youcan have less stress in your
life.
Until next time, I'm DaveyTyburski, america's Chief Profit
Officer, signing out Bye-bye.