July 4, 2025 • 39 mins
Ever wonder how a detailer goes from working for $14 an hour to owning a thriving six-figure (plus, plus, plus) family business? Meet Matt McCurry, who transformed his car restoration hobby into Second Chance Automotive with just $2,500 and a 2002 Dodge Grand Caravan.
Matt pulls back the curtain on the counterintuitive approach that fueled his success - spending 75% of his time on marketing and sales rather than hands-on detailing. "You don't have to be the best detailer to have the best business," he reveals, challenging the common industry mindset that technical skill alone drives profitability.
His sales strategy mirrors what successful physicians do: assess the problem, diagnose the issues, then prescribe the right solution from simple A, B, C options. This consultative approach has landed him jobs ranging from $2,000 to $6,500, proving customers value clarity over endless choices.
Perhaps most surprising is Matt's marketing philosophy: "When you're busy, that's when you up your marketing, not when you're slow." This creates a powerful momentum effect where wait times signal quality, attracting even more customers who want what everyone else is getting.
Beyond business tactics, Matt shares how he navigates the delicate balance of working with family members, creates systems that give his business transferable value, and maintains strict boundaries to preserve family time. "My shop closes at six. I'm out of here at six every day," he says, contrasting with his previous life working 115-hour weeks.
Whether you're just starting out or looking to scale your existing detailing business, Matt's practical wisdom offers a roadmap for building something that serves your life rather than consuming it. Ready to transform your approach?
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 1 (00:01):
Hey, big Money Detailers, welcome to the Big
Money Detailer podcast today.
And we are excited today tohave Matt McCurry from Salem,
oregon Again, that's Oregon,making sure I say that correctly
and we're excited to have Mattbecause he's got a lot of great
information to share with youtoday and let's just dive right
in.
So, matt, are you ready tothrive and shine, brother?
(00:21):
I am All right, good deal, allright, let's dive right in.
What?
Speaker 2 (00:32):
let's go way back, way back.
Like how did you decide to getinto detailing, man?
So you know, kind of a funnything 2016 is is when I started
my business and I was workingfor another company.
I was the operations manager.
I was doing cleaning and carpetcleaning and, uh, you know, one
day my boss came up to me andgoes congratulations, buddy, we
(00:53):
made our first million.
At the time I was making 14bucks an hour.
So, uh, I hadn't even takenhome a hundred thousand of that.
I made him a million bucks.
I was like you know what?
I got to do something different.
So I took my hobby, which wasrestoring cars I was a ASE
certified mechanic, just for fun, and detailing and painting and
(01:16):
all that I took.
All that started a businesscalled Second Chance Automotive.
Well, as time went on, I foundout that what I actually loved
doing was detailing the rest ofit.
I mean, I still like it, but Idon't like doing it as a job, I
like it as a hobby.
Detailing I love doing everyday.
(01:38):
So that's how the businessstarted and how I got into it
and, uh, we've been justconsistently growing since 2016.
Uh, I started the business with2500 bucks and a 2002 dodge
grand caravan and it was just meand some supplies from walmart
and I had no idea what I wasactually doing.
(02:01):
But uh, you know, uh, over timegoing going to trainings and
whatnot we're now we're doingpretty good.
Speaker 1 (02:10):
So that's good, that's very good.
Yeah, you know, that's just forthe new listeners.
Again, what I try to do on mypodcast is look, you learn a lot
from Big Money Detailer, youlearn a lot from my coaching
program, et cetera.
But, man, having folks likeMatt here that bring up
important things that I don'twant you to miss.
And the big part of what hesaid was this when he started
out, he didn't have much right.
(02:31):
It doesn't matter where youstarted out, it's where you're
going and what direction are youmoving into.
And obviously Matt's built a,let's just say, well over
six-figure business.
Let's leave it at that, andhe's doing very well with that.
And again, it's all about whatare you doing to improve
yourself, what are you doing toimprove your business?
And Matt's a great example ofthat.
(02:52):
Second question All right, I'lllet you go either way on this
one, matt.
So, good or bad, what's a pastexperience, good or bad, that
really taught you a lesson thatyou still use today in your
business?
Speaker 2 (03:01):
that you still use today in your business.
Oh boy, um.
So I I a past experience.
Um, I was out doing and thiswas way back in the early days
Uh, I was out doing, uh,interior uh on a on a Jeep, and
the guy pulls up in his brandnew truck and he says, hey, can
(03:25):
you wash this for me whileyou're here?
And he's same customer.
So I threw it on there, right.
Well, at the time the way Iwashed cars was not the way you
wash cars, uh.
And so, uh, in this brand newblack truck, we put a bunch of
swirl marks in it.
I charged him, uh, $50 for thehand wash and I ended up having
(03:49):
to spend seven and a half hourscorrecting out the swirl marks
that I put in it.
Speaker 1 (03:54):
Oh, wow.
Speaker 2 (03:56):
Yeah, so managing customer expectations and paying
attention to the way you dothings and and what the proper
system and process for care forthe vehicle, those are the.
The two things that I learnedfrom that is.
I mean, if I would have toldhim, yes, I can do that, but I'm
(04:16):
not equipped to, uh, toproperly wash your brand new
truck.
It's still got the sticker goopfrom the film on it and you
know, if I would have, if Iwould have, you know, been able
to, to look at that properly andproperly assess and and not get
in such a hurry, um, I wouldhave saved myself a lot of time
(04:38):
and effort.
Speaker 1 (04:39):
Yeah.
So again, you know you learnfrom the past.
Right, and one of the one ofthe things I always say is you
know, the rearview mirror issmall.
We look at it, it's small, butwe learn from the past.
What we want to focus on is thewindshield.
It's so much bigger.
And the key takeaway I justwrote down here on my notes was
you know, having the righttraining matters, and I know for
some of the folks, especiallysome of the newbies who might
(05:00):
just be getting into detailing,you're like it's just the truck
wash.
Well, if you do it the wrongway you hear from Matt's
challenge that he had that ifyou don't have the right
training on how to do it, theright chemicals, lotions,
potions, chemicals, tools,everything that comes with it,
then you can actually cause alot more damage and obviously
that hurts your reputation aswell, especially if you're
well-established and these days,compared to many, many years
(05:23):
ago, you're going to get thegood, the bad and ugly on social
media.
So doing it the right way,having the right training to do
it the right way, is definitelyimportant.
All right.
Next, one man.
You had to pick one Again.
This is hard because I keepthese to 30 minutes or less.
If you had to pick yoursuperpower, matt, my superpower
is fill in the blank.
You're so good at it, dude,that you, like you, could wear a
(05:43):
cape that says I am a boom,whatever that boom is.
So if you had to pick onesuperpower, bro, what?
What would that be?
Sales.
There you go, let's talk aboutthat.
So tell me, tell me and thelisteners like maybe your top
two or three secrets that thatreally have helped you grow your
business from a salesperspective.
And before you do that, as afriendly reminder to some of the
(06:05):
new folks, the veterans who'vebeen following me for a while
know this, but there's five keyareas of your business.
We got marketing, sales,customer service, operations and
the pinky.
Even though it's small, it'simportant getting paid.
So we got marketing.
But let's talk about the salescomponent here.
Give me a few ideas, matt, onthe sales perspective and how
that works.
Speaker 2 (06:24):
Yeah.
So for me, when it comes to asales approach, either over the
phone or in person, the biggestthing for me is I'm not trying
to get the maximum amount out ofevery customer right off the
top.
That'll come.
What I'm trying to do is I'mtrying to find their problem,
(06:45):
solve their problem and behonest.
So everything that I do when itcomes to sales is you have the
choice between A, b and C.
This is what I would recommend.
This is what you can do ifyou're on a budget, or this is
what you can do if you want togive it its best, and I I can.
(07:08):
I have a very good ability tobreak that down with a customer
while I'm standing in front ofthem and give them the the best
way to be happy Cause that'sthat's what we're in this
business for.
Right Is to make our customers.
That's what we're in thisbusiness for.
Right is to make our customersand when they have the option to
to choose from an a, b and ctype of package, that that
(07:31):
really feels like we took thetime and we tailored their
estimate to them and we gavethem the tools they needed to to
make their car look its best.
That's really where that salesprocess works best and what I'm
so good at.
(07:52):
In some cases, that'll land mea $2,000 job.
In some cases, like the Impalathat they're working on in the
shop right now, it's a $6,500job.
Speaker 1 (08:02):
Yeah, yeah, that's good.
So let me break that down acouple of things.
So one of the reasons why folksseek me out for private
coaching in their detailingbusiness is and I don't think,
matt, I don't think you evenknow this, but I've worked in 15
different industries, so what Ido is I look at what's working
well for my other clients thatare in another industry, and
this reminds me exactly of thephysicians that I work with.
(08:24):
If you think about this andwhat Matt just talked about,
this is important for everyone.
I'll use the physician example.
If you have a headache, youdon't just walk into the doctor
office and he or she says takethis medication.
No, what do they do first?
And what Matt just described isawesome because it models what
we do here at Big Money Detaileris it's the consultative
(08:47):
approach.
So we go into the doctor'soffice.
What's the first thing they do?
Assess right, they assess.
They take your blood pressure,they do all kind of this.
If you're really sick, they doblood work.
They're assessing the situation, similar to what Matt just
described.
He's assessing the impala as anexample, right?
The next thing, based on hisknowledge, his skill and ability
.
Then he's moving into thesecond step of that consultative
(09:08):
approach, which is thediagnosis Based on the
assessment.
Here's the diagnosis.
Now I'm seeing this, I'm seeingthat.
And then the last step that heuses, which is fantastic, is
then he's prescribing thetreatment.
And catch this so many detailersthat come to us, they confuse
the treatment.
And catch this so manydetailers that come to us, they
(09:34):
confuse the customer.
They have a buffet of 16different things and fundamental
rule of sales if a person isconfused, they don't buy.
So, matt, congratulations,brother, for having three simple
options.
It's small, medium, large, thispackage, this package or this
package, and then, based on yourassessment and then your
diagnosis, then you'represcribing one of these three
plans.
So that is, man.
That is a great approach, andall of you that are listening,
my big money detailers thatfollow us that is a very
(09:55):
important thing and that's oneof your takeaways from today's
podcast is go back and revisityour sales process.
One is it confusing or is itsimple, straightforward, like
Matt, and you'll get more.
You know, 6,000 plus jobs, likehe has on the Impala, so great.
Anything else on that one, matt, that you want to jump into
before we move on.
Speaker 2 (10:15):
Not really.
I guess a tip for some peopleis don't be too salesy, you
don't want to be shoving thingsdown their throat.
They're here to buy from you.
They're here to buy from you.
They're there to buy from you.
They called because they'reready to buy, just nurture that
that's good, that's very good.
Speaker 1 (10:31):
Good tip there.
Let's go way back, man.
What's one thing that you didin the first month of your
business and I won't give youthe qualifier, okay, let's see
where this goes first but whenyou first started out, way back
when, what was that thing?
You did, maybe the first weekor first month to really crank
(10:51):
things up?
Speaker 2 (10:54):
To really crank things up that first week.
So I had gotten two jobs undermy belt that first week.
I think I ended up doing fourby the end of the week, but I
had gotten two of them.
What I decided to do was takethe next day and spend a whole
(11:20):
12 hour day sitting at mycomputer doing SEO on my website
.
So it was a little easier backthen.
It's not quite as easy today,but I was able to go through and
put all my meta tags and allthe all the things to to get
that website scene.
And then, um, launching aFacebook ad so get the website
(11:45):
going.
Launch Facebook ad that linksthem to the website.
And that was.
That was huge.
Speaker 1 (11:51):
Um, I that's.
I'm sure that continues to paydividends today.
That hard work that you did forthat 12 hours.
It's like planting a seed rightit just keeps growing if you
mature it correctly.
So congratulations.
Speaker 2 (12:04):
It's not a set it and forget it type of thing.
I was just back in there lastweek going through and making
sure it's all still relevant,but I haven't had to spend
another 12-hour day on it,that's for sure.
Speaker 1 (12:15):
Yeah, right, that's perfect and that's a good.
And you and I, before westarted the podcast today, we
talked a lot about theimportance of systems, right, so
that is a system that and againfor the folks listening, if you
don't have a system in place inone of those five areas of the
business again marketing, sales,customer service, operations,
getting paid do what Matt did.
Matt said timeout.
I'm going to take, in this case, 12 hours.
(12:37):
Maybe you take, you know, anhour, whatever it might be,
carve that out each week and sayI'm going to build a system for
fill in the blank, whateverthat looks like.
And yeah, it's going to be alot of work up front, like in
Matt's case, 12 hours of time,but then it wasn't 12 hours
every month or every week, itwas getting it off the ground
and then making adjustments ashe goes.
And I think that's a veryimportant thing for all the
(12:59):
folks.
Listening is start with, yeah,you've got to do the hard work
first, but then you justmaintain it and make certain
tweaks based on your detailersgiving you feedback, based on
the customer giving you feedback.
Then you're constantlymodifying that system to make it
(13:28):
better, right?
Yep, all right, good, let's go,let's flip this way, because
some of the new folks may notknow, but Yep, and she's
actually getting her hands inthe business a little bit now,
so it is becoming more of afamily business and, matt, I
know you've been very successfulwith, as a matter of fact, you
mentioned your son was workingin the shop today and let's talk
about that.
So what are some of the thingsif maybe three, like what are
(13:54):
three big keys that you want toshare with?
You know many of the folks thatlisten here on the Big Money
Detailer podcast.
What are three things you'd saythat are important when you're
working with your family?
Speaker 2 (14:04):
And you mentioned one earlier that if you don't, I'll
bring it up for you, so noworries, yeah, so one of the big
things that I like to keep inmind with family is you have to
be able to separate work fromfamily.
If you're the owner operator orthe owner or whatever, you have
to remember that they're stillthere to do a job and you have
(14:27):
to let them know that Right, ifyou don't give them that heads
up right up front excuse me, itcould be it could lead to
potential issues later on.
Uh, it could be it could leadto potential issues later on.
Um, the one of the other thingsis, uh, making sure that they
are are happy doing what they'redoing.
At the end of the day, they'reyour family, uh, you're, you're
(14:50):
there to take care of them.
Uh, they're there to take careof you.
Like you guys are workingtogether.
It's not an employee that ifthey quit, well, whatever it's,
it's your family you still gotto live with them afterwards.
Um so, um, then otherwise, justnot not trusting them with too
(15:10):
much because their family um,just because they're your family
and just because you love themdoesn't mean they're going to be
the best at everything.
Because they're your family andjust because you love them
doesn't mean they're going to bethe best at everything.
Um, uh, there's not a singleperson in my family that I trust
with sales.
Um, that's, that's where Ithrive, right?
So, um, uh, they're good atother things.
(15:33):
They're good at things that I'mnot, but they they can good at
everything.
Speaker 1 (15:38):
Exactly.
I think the other thing thatwould be important just to build
on that is, if you're bringingin a family member, regardless
of who they are, I think settingthe expectation that let's and
this is true for not just afamily business, but this is
true for any new thing you'redoing in your business is, I
call it, a pilot test.
So, for instance, if you weregoing to hire your son or
(16:00):
daughter or your wife or whoever, your mother, doesn't matter
who but if you were going tobring them into the business, I
would encourage you to set it upas sort of a pilot test.
Hey, hey, mom, we're going topilot test this and for the next
month, here's the three thingsI want you to do, and then we'll
kind of reevaluate and see howit's going, see if you like
doing that stuff.
We'll see how it's worked.
This way, you always have, likeI always call it an escape
(16:20):
clause.
You always have an escapeclause to say, mom, you know
what it doesn't look like,you're enjoying this, but it was
a little test, you know, noworries.
We set the expectation up frontthat if this wasn't good for
you or it wasn't good for us,that expectation going in and I
think, matt, like you said, notpiling so much on them where
they feel overwhelmed and, moreimportantly, not giving them the
(16:43):
things that you know that youshould be doing as the business
owner.
In your case, it's sales right,anything else on the family
discussion, buddy.
Speaker 2 (16:52):
No, just going more on that same thing.
Just because you feel like youcan do it all doesn't mean that
your family can as well.
Uh, it doesn't matter that youwere grown from the same cloth.
I, you're different people.
Speaker 1 (17:05):
Good, good, let's, let's flip this one, let's uh, I
mean there's a bunch.
I mean we talked a little bitbefore we started the podcast,
but I mean I'll let you go backas far, as long, as far back as
you want.
But if you had to pick one bigwin and again you're a very
humble guy, I could pick up onthat already.
But if you had to pick one bigwin, what would that one big win
be?
And then, if you'd like, maybeexpand, what's the teaching
(17:27):
point of that big win for ourlisteners?
Speaker 2 (17:31):
Yeah.
So I mean, a big win for me wasactually was actually last year
, uh, we launched a series of ofvideo ads, um, and it was, it
was pretty incremental to ourgrowth.
Um, the, uh, the big thing withthe with the video ads, was we
(17:55):
put all of our crew in it.
We're all in very nice uniforms, um, and we, uh, we just
approached it like, uh, I guess,a business right.
So most of the ads you see fromfrom a detailer or from
detailers, are just kind of aguy with a foam cannon and he's
(18:17):
doing his thing.
Uh, the videos that that welaunched felt very much like if
the McDonald's were to launch avideo, right, everyone was at
uniform, they were all doing thesame thing.
It was, it was very, um, a verynice type of video, um, and I
(18:38):
can't tell you how much money wemade off of each one of those
videos.
It took a day to shoot thevideos, um, and each one
probably brought us 300customers or more, um, over the
course of two months.
Wow.
So it was, it was huge, yeah.
Speaker 1 (18:59):
Certainly, detailing is a business that you've got to
show.
Right, you got to show and Wow,so it was.
It was huge being an advisor.
I see I'm really cleaning uphere.
I see the good, bad and ugly.
Okay, and remember that ifsomeone hasn't seen you or met
(19:26):
you before, they're judging youon that.
In this case, 30 secondcommercial video, whatever that
might be, or if it's a threeminute video.
So taking the extra time andmaking it look like your brand
and making it look like peopleshould pay you for what you're
worth is very important for sure.
Speaker 2 (19:43):
And a gimbal.
That was the coolest tool thatI bought for that?
Speaker 1 (19:47):
Yeah, if you don't know what that is, just Google
gimbal.
But yeah, it's one of thoseinventions where you go.
Why didn't I think of that,right?
Yeah, all right, good.
Well, let's transition to sortof like you know there's before,
during, after right, yeah, allright, good.
Well, let's transition to sortof like you know there's before,
during, after right in ourbusiness, what are we doing
before to get customers?
What are we doing during tomake them happy?
What are we doing after to keepthem happy to send us more
(20:09):
introductions to our business?
But what's your currentstrategy for being booked out,
like if you had to share one ortwo ideas for staying booked.
I know you mentioned the Impalatoday.
That's in there for sixthousand plus, but what is one
or two of your secrets of howyou stay booked out?
Because I don't.
I didn't Google, I should haveand I didn't do my research.
So that's my bad, but I don'tknow the total population in
(20:30):
your city, but you're very busyand you're very successful, so
let's talk a little bit aboutthat strategy for staying booked
out.
Speaker 2 (20:38):
So so Salem's not a big city, my total market.
Like if I go to my, my Googleads and and have it search my
area of of where I market to,I'm only marketing to a total of
1 million people.
So some of you like I imagineSan Antonio, you've got a much
bigger market than that overthere.
(20:59):
But the big thing that I do tostay busy is when you're busy.
That's when you up yourmarketing, not when you're slow.
When you're busy, it's easierto maintain momentum than it is
to start from the ground andpick back up.
(21:20):
The biggest thing about that isyou got to remember that people
want to do the same thing theirneighbors are doing or their
friends are doing or whatever,right?
So if someone calls you and yousay I'm a week out, they're
like, okay, they're obviouslydoing good work, they're
(21:41):
obviously staying busy.
They're obviously, um, you know, in in business still right.
If, if someone calls you andyou're like, yeah, I can get you
in later today, well, why?
Yeah, um, so so the biggestthing is, when you're busy, get
busier, um, and you'll.
(22:03):
You'll end up creating asnowball effect and it becomes
easier and easier and easier tostay busy.
Speaker 1 (22:11):
Okay.
So this is.
This is a very good point and Ithink it's true, for if you're
just starting out or if you'vebeen at it for years, like you,
if you had to, like I describedto my coaching clients like we
all have a time suitcase.
We've been blessed by God withthe same amount of hours in a
day, 24 hours in a day.
So that's our time suitcase.
So if you had to look at maybea week of time and I'd say, matt
(22:32):
, you know what percent, if youhad to draw a pie chart, what
percent of your time is spent onthe marketing and sales of your
business versus the hands-ondetailing within the shop?
So what percent of the time onaverage right, it doesn't have
to be exact either by week or bymonth what percent do you spend
on sales and marketing activity?
Speaker 2 (22:52):
So sales and marketing, it's about 75% of my
time.
Sales and marketing, it's about75% of my time.
Let's say that again loud it'sabout 75% of my time that I
spend on sales and marketing.
Speaker 1 (23:03):
So here's a checkpoint for you.
And again, matt does very well.
He does six figures way plus,just for the record.
But I want you to learn fromMatt in this.
Like I talked about this,marketing, sales, customer
service these three fingers overhere don't matter if we don't
have good marketing and a goodsales process in place.
It doesn't matter what ourcustomer service is, because we
(23:25):
ain't got no damn customers.
It doesn't matter what ourbusiness operations look like
and how many people we haveworking for us, because we don't
have any work for them.
And finally, the pinky doesn'tmatter in that conversation,
because we're not bringing anymoney to have to worry about
paying bills and paying people.
So think about that.
Seven out of 10 hours of Matt'stime is spent on one of these
two fingers marketing or sales.
(23:46):
And if you're not doing thattoday, look, I say this all the
time.
I don't care about the rearviewmirror.
You're on the podcast today andI don't want you to beat
yourself up.
I just want you to think thatwhatever you've been doing up to
today, that's rearview mirror.
What did you learn from it?
And Matt's been kind enough toshare that wisdom with you that
seven out of 10 of his hours isspent on sales and marketing,
and if you're not doing thattoday, that would be a good
(24:08):
checkpoint for you to say, hey,if I'm only spending two hours a
week now, how can I increasethat to three or four or five,
just to get better each andevery day?
And then you end up having abusiness like Matt has, that
he's able to have his familyinvolved and his sons involved
and all kinds of cool stuff.
Anything else on that one, matt, you want to share?
Speaker 2 (24:27):
Not particularly.
I think most people should knowor can figure out where they
should be marketing, where theyshould be spending that time
marketing, or what works foreach different market.
Because I mean here in SalemOregon we don't have a lot of
millionaires hanging around, soit's going to be different than
the guys over in Palm Springs.
Speaker 1 (24:47):
So yeah, and adapting your marketing to your audience
or who's in your local areamakes a lot of sense, so that's
good.
What was this?
There might be more than oneanswer to this, but what was the
turning point in your worldwhere you realized you're moving
from being a good detailer to aand I know you're humble when
(25:07):
you use the word going from agood detailer to a great
business owner?
Tell me about some of thattransition where you were like
huh, I think I figured out thesecret sauce.
Speaker 2 (25:17):
So you know I have a.
I have an odd, odd background.
Like I said, I was operationsmanager for the last company I
worked for, so I already had afoot in the door of how to
operate a business, how to, howto be a good business owner more
(25:41):
the goal than being the bestdetailer Now.
over time I've taken a lot oftrainings.
I'm very good at what I do.
But the bigger thing is justfocusing on the business owner
aspect.
You can hire people to do thedetailing.
You can train people to do thedetailing.
(26:01):
You can train people to do thedetailing.
You can hire people and sendthem to trainings to do the
detailing.
You don't have to be the bestto be the best business.
Speaker 1 (26:11):
That's good.
Yeah, I think that.
I mean, if you look at otherindustries that I mentioned
earlier, I work with 15different other industries but
if you look at, sometimes thenumber one isn't really the best
, but number one is probably thebest marketer.
Speaker 2 (26:29):
I mean, look at McDonald's.
Mcdonald's is a great.
I use them all the time whenI'm thinking about well, what
should I do next?
How can I take over this market?
And you just look at what dothey have.
They have the best systems andprocesses in place.
They have the best marketing inplace.
They've got everything is inline to keep them the best.
(26:54):
Even though they're on top,they're still busy, busy, busy
marketing.
Sure.
Speaker 1 (26:58):
So absolutely that's.
That's a very good one there.
I want to go back.
Let's kind of, before we closetoday, I want to go back to the
family discussion.
You know, one of the thingsthat we focus on here and this
is the marketing lesson for someof the new folks who are just
joining us for being part of thecommunity is, even though we
(27:19):
call this big money detailer andsometimes Matt give me just
like a minute or two to describethis, because sometimes I see
stuff people post Tyburski isall about the money.
No, tyburski is all about themarketing.
And let me tell you how thisworks and I'll go back to the
family piece in a second.
So we know that most detailerswant to make whatever can you
(27:41):
consider big money?
Right, because here's why weall have a different why, why we
want to make big money.
Could be more money to charity,could be more money to our
church, could be more money forour family, could be more money
to take care of our elderlyparents.
Whatever that is for you Idon't care.
But here's what I do know thatmost detailers want to make more
money for the reasons I justdescribed.
(28:02):
So we call it big moneydetailer.
But here's the behind thescenes stuff that once you move
forward and you're part of ourcommunity, that people will get
to realize yeah, we are aboutthe five F's, we're about faith,
family, financial, for sure,and then we're also about
fitness and we're also about fun.
So what's the key marketinglesson here?
We're also about fitness andwe're also about fun.
(28:23):
So what's the key marketinglesson here?
You have to give people, ormarket to people, what they want
.
Okay, they want money, okay,but we all know, matt, that they
actually need a lot more thanjust money, because we both, I'm
sure, have friends or familymembers that just focus on the
money aspect of it.
But the rest of, let's say,those Fs the faith, the family,
the financial, the fitness andthe fun maybe those are a little
(28:45):
jacked up.
So there's the key lesson Iwant to make sure we understand
you sell to or you market topeople of what they want.
For instance, I want a car wash.
Okay, that's what they want,but what they really need, after
you do your assessment likeMatt described earlier, your
assessment, you do yourdiagnosis, then you prescribe
what they probably need is asix-month fill in the blank.
Maybe it's a wax, maybe it's a10-year ceramic, whatever it
(29:07):
might be, it doesn't matter, butthey thought they wanted this.
So you definitely tell them yes, I'll give you that and have
you consider this, which isreally what they actually need.
So there's my key lesson.
Let's go back to the family fora minute.
So let's just talk a littlemore about the dynamics of the
family business, and I'm goingto leave it wide open.
I mean, you can tell me keylessons.
(29:27):
You've learned things you'redoing today, things that your
family are talking about doing,but I think the family piece is
very important to close this out.
Speaker 2 (29:35):
Yeah, I mean, the reason we all work is to take
care of our family, right?
The reason we all work is totake care of our family, right?
So I mean, the one thing that Iactually see a lot of detailers
get caught up in is working somuch that they don't have time
for their family In discountingtheir prices.
(29:55):
So they have to work so much sothat they don't have time.
My shop closes at six.
I'm out of here at six everyday and I go home and I hang out
with family and I take my workhat off and I don't think about
the shop.
I'm there for my family, toenjoy my time with them, and I
(30:17):
think that's something that getslost in not just the detailing
industry, but in every industry.
As a business owner, you runinto that all the time.
When I was carpet cleaning, Iwas working.
I think it was 115 hours a week, wow, and no time with the
family.
No, I mean, I was just chasingthe dollar.
(30:38):
It was all about getting themoney in my pocket so that I can
have time later.
Well, that's true to an extent,but you have to break it up.
You have to have time now,otherwise there won't be
anything for you to have timefor later.
Speaker 1 (30:53):
Yeah, yeah, it goes back to.
If you focus on one of the Fs,in this case the financial piece
, then fast forward.
What's going to be there ifyou're not paying attention to
the other apps, right,especially the family piece,
which is terrific.
So, before you share yourcontact information, matt, again
man, it's been a blessinghaving you on.
Thanks for sharing your wisdom.
Anything we didn't cover todayand I always like to sometimes
(31:15):
throw this out to my guests isjust like you know.
You kind of know the audience,you know who you're talking to,
but is there anything else youwant to cover that?
Speaker 2 (31:27):
would be helpful, um, or a lesson you've learned that
maybe we didn't cover today,yeah, so, so, something that
that I really actually struggledwith in this business and and
something that, uh, is importantto oh, I moved out of the light
here um, something that, uh,that is important to to think,
even if you're in the beginningstages or if you've been at it
for years, take a minute andwrite down everything that you
(31:50):
do and the way you do it, andcreate yourself systems and
processes that are trainable,scalable and usable.
The big thing that I struggledwith was figuring out well, how
do I train someone who's nevereven held a pressure washer?
How do I train them to wash acar?
(32:11):
Well, you have to break allthat down and it's a pretty
difficult process to start fromscratch.
So if you can figure out how toharness that, especially as
you're learning yourself, that'sa big thing that's going to
help you later on in the future.
Speaker 1 (32:31):
That's good.
That is great.
I'm glad I asked that questionof you.
I'm going to grab somethingreal quick.
Okay, I'm back now.
Make sure I got my two propshere.
So what Matt just described isvery important.
And again, many, many years ago, sometimes we had to start with
a blank sheet of paper, and youknow, even the old days, we had
to get a piece of notebookpaper and we had to write it out
(32:51):
, right?
Or you can pull up a Word docor Google Doc today, or whatever
it might be.
Matt, you just triggeredsomething in my head that I
share with all of my clients.
The benefit of technology todayis this and I know you're
already doing this, matt.
I'm just throwing it out forsome of the newbies that may not
be thinking this way but two ofthe best tools you could ever
have is this wireless Bluetoothmic and, just for the record, it
(33:12):
is called a S-E-V-E-N-O-A-K.
Basically, it's a Bluetooth micand, of course, your phone,
whatever phone you happen tohave the benefit of this is I
can clip this on right here andwhat Matt just described is, for
instance, we'll use thepressure washer, right?
So, matt, here's how you'redoing it today, unlike many,
(33:34):
many years ago you had to writeit all out.
Step one put gas.
Step two turn it on.
Step today turn on the mic,sync it with your phone, start
the video.
Hey, it's Matt.
Hey, one thing we're going tocover today is the pressure
washer.
First thing you do is insomeone's video, you do that.
Now, the benefit of doing itthat way as well is one you have
the actual video, you have theaudio coming clear through the
(33:54):
mic and then these days, withthe millions of tools that are
out there, you can actuallytranscribe that audio and then
from the transcription you canactually create a checklist from
that and with AI, you couldjust have AI do all that work
for you.
So, hey, here's the script.
I want you to create achecklist based on this script
and man.
Creating SOPs, standardoperating procedures, systems
(34:17):
and processes today like this isthe crazy part.
I tell Dylan all the time ofcourse he runs the InfluenAlls,
but I'm like you guys are sodamn spoiled because back in the
day we didn't have the toolsyou have today.
So I want, again, just buildingoff your idea of how you can
actually get.
You could probably get most ofyour systems documented with
that simple process.
Matt, thanks for sharing it.
And then again, wirelessBluetooth mic phone video it and
(34:41):
then transcribe it and thencreate the checklist and now you
can have a whole system of SOPscreated for yourself, based on
how you do it.
And to me, and again, if youdon't know, I had a team of 500
team members and 93% employeesatisfaction rate.
I don't say that to say I'mgreat.
I say it because one of thereasons was we had great systems
in place, like Matt does, andthat is a very simple way to
(35:08):
create systems, as we justdescribed.
So if you don't have them today, even if you're a solopreneur
and you're, like I'm, a one manor one woman detailer, it
doesn't matter.
You could still use the processI just described, because
eventually you may want to bringsomeone into your business and
you already will have all thattraining created.
Any other thoughts on that,matt, before we close?
Speaker 2 (35:22):
The other thing is exit plan.
If you don't have systems andprocesses documented, written
out, ready to go, your businessdoesn't have value.
So you know, say you're, youknow, 23 years old and you're
going hard and everything'sgreat and you're not going to
sell your business.
(35:43):
But then you break your leg andturns out it has to be
amputated or something.
You can't detail cars anymore.
I mean, what do you?
What do you have?
Now?
You either have nothing or youhave a business that you can
sell to somebody else.
If you have those systems andprocesses, you open yourself up
to create value within yourbusiness.
That isn't sweat value.
Speaker 1 (36:07):
That's not work.
Value Absolutely Good, goodstuff.
Okay, matt, we're going toclose it out.
Brother, again, thanks forbeing part of the Big Money
Detailer community and sharingyour wisdom with everyone.
Man, it was awesome.
If folks want to reach out toyou, what's the best way for
them to uh to to look you up,man.
Speaker 2 (36:23):
Yeah, Two different ways.
We've got uh, uh Instagram atSCA detailing and, uh, our
website is, uh,wwwscadetailingcom.
Uh, or, I've got that phonenumber right there if you'd like
.
So, uh, go ahead and and reach,and reach out.
I'm happy to help.
Speaker 1 (36:44):
Good, good Well.
Matt.
Again thanks for being part ofthe podcast today and hopefully
one day, if I get the organ, Ican come by and you can tour
your awesome shop and show meall the great stuff that you and
your family are doing in yourbusiness.
So Big Money Detailers, it wasgreat chatting with you today.
Until next time, go out thereand thrive and shine so you can
earn more and you can serve more.
We'll see.
Hey, big Money Detailers, welcome to the Big
Money Detailer podcast today.
And we are excited today tohave Matt McCurry from Salem,
oregon Again, that's Oregon,making sure I say that correctly
and we're excited to have Mattbecause he's got a lot of great
information to share with youtoday and let's just dive right
in.
So, matt, are you ready tothrive and shine, brother?
(00:21):
I am All right, good deal, allright, let's dive right in.
What?
Speaker 2 (00:32):
let's go way back, way back.
Like how did you decide to getinto detailing, man?
So you know, kind of a funnything 2016 is is when I started
my business and I was workingfor another company.
I was the operations manager.
I was doing cleaning and carpetcleaning and, uh, you know, one
day my boss came up to me andgoes congratulations, buddy, we
(00:53):
made our first million.
At the time I was making 14bucks an hour.
So, uh, I hadn't even takenhome a hundred thousand of that.
I made him a million bucks.
I was like you know what?
I got to do something different.
So I took my hobby, which wasrestoring cars I was a ASE
certified mechanic, just for fun, and detailing and painting and
(01:16):
all that I took.
All that started a businesscalled Second Chance Automotive.
Well, as time went on, I foundout that what I actually loved
doing was detailing the rest ofit.
I mean, I still like it, but Idon't like doing it as a job, I
like it as a hobby.
Detailing I love doing everyday.
(01:38):
So that's how the businessstarted and how I got into it
and, uh, we've been justconsistently growing since 2016.
Uh, I started the business with2500 bucks and a 2002 dodge
grand caravan and it was just meand some supplies from walmart
and I had no idea what I wasactually doing.
(02:01):
But uh, you know, uh, over timegoing going to trainings and
whatnot we're now we're doingpretty good.
Speaker 1 (02:10):
So that's good, that's very good.
Yeah, you know, that's just forthe new listeners.
Again, what I try to do on mypodcast is look, you learn a lot
from Big Money Detailer, youlearn a lot from my coaching
program, et cetera.
But, man, having folks likeMatt here that bring up
important things that I don'twant you to miss.
And the big part of what hesaid was this when he started
out, he didn't have much right.
(02:31):
It doesn't matter where youstarted out, it's where you're
going and what direction are youmoving into.
And obviously Matt's built a,let's just say, well over
six-figure business.
Let's leave it at that, andhe's doing very well with that.
And again, it's all about whatare you doing to improve
yourself, what are you doing toimprove your business?
And Matt's a great example ofthat.
(02:52):
Second question All right, I'lllet you go either way on this
one, matt.
So, good or bad, what's a pastexperience, good or bad, that
really taught you a lesson thatyou still use today in your
business?
Speaker 2 (03:01):
that you still use today in your business.
Oh boy, um.
So I I a past experience.
Um, I was out doing and thiswas way back in the early days
Uh, I was out doing, uh,interior uh on a on a Jeep, and
the guy pulls up in his brandnew truck and he says, hey, can
(03:25):
you wash this for me whileyou're here?
And he's same customer.
So I threw it on there, right.
Well, at the time the way Iwashed cars was not the way you
wash cars, uh.
And so, uh, in this brand newblack truck, we put a bunch of
swirl marks in it.
I charged him, uh, $50 for thehand wash and I ended up having
(03:49):
to spend seven and a half hourscorrecting out the swirl marks
that I put in it.
Speaker 1 (03:54):
Oh, wow.
Speaker 2 (03:56):
Yeah, so managing customer expectations and paying
attention to the way you dothings and and what the proper
system and process for care forthe vehicle, those are the.
The two things that I learnedfrom that is.
I mean, if I would have toldhim, yes, I can do that, but I'm
(04:16):
not equipped to, uh, toproperly wash your brand new
truck.
It's still got the sticker goopfrom the film on it and you
know, if I would have, if Iwould have, you know, been able
to, to look at that properly andproperly assess and and not get
in such a hurry, um, I wouldhave saved myself a lot of time
(04:38):
and effort.
Speaker 1 (04:39):
Yeah.
So again, you know you learnfrom the past.
Right, and one of the one ofthe things I always say is you
know, the rearview mirror issmall.
We look at it, it's small, butwe learn from the past.
What we want to focus on is thewindshield.
It's so much bigger.
And the key takeaway I justwrote down here on my notes was
you know, having the righttraining matters, and I know for
some of the folks, especiallysome of the newbies who might
(05:00):
just be getting into detailing,you're like it's just the truck
wash.
Well, if you do it the wrongway you hear from Matt's
challenge that he had that ifyou don't have the right
training on how to do it, theright chemicals, lotions,
potions, chemicals, tools,everything that comes with it,
then you can actually cause alot more damage and obviously
that hurts your reputation aswell, especially if you're
well-established and these days,compared to many, many years
(05:23):
ago, you're going to get thegood, the bad and ugly on social
media.
So doing it the right way,having the right training to do
it the right way, is definitelyimportant.
All right.
Next, one man.
You had to pick one Again.
This is hard because I keepthese to 30 minutes or less.
If you had to pick yoursuperpower, matt, my superpower
is fill in the blank.
You're so good at it, dude,that you, like you, could wear a
(05:43):
cape that says I am a boom,whatever that boom is.
So if you had to pick onesuperpower, bro, what?
What would that be?
Sales.
There you go, let's talk aboutthat.
So tell me, tell me and thelisteners like maybe your top
two or three secrets that thatreally have helped you grow your
business from a salesperspective.
And before you do that, as afriendly reminder to some of the
(06:05):
new folks, the veterans who'vebeen following me for a while
know this, but there's five keyareas of your business.
We got marketing, sales,customer service, operations and
the pinky.
Even though it's small, it'simportant getting paid.
So we got marketing.
But let's talk about the salescomponent here.
Give me a few ideas, matt, onthe sales perspective and how
that works.
Speaker 2 (06:24):
Yeah.
So for me, when it comes to asales approach, either over the
phone or in person, the biggestthing for me is I'm not trying
to get the maximum amount out ofevery customer right off the
top.
That'll come.
What I'm trying to do is I'mtrying to find their problem,
(06:45):
solve their problem and behonest.
So everything that I do when itcomes to sales is you have the
choice between A, b and C.
This is what I would recommend.
This is what you can do ifyou're on a budget, or this is
what you can do if you want togive it its best, and I I can.
(07:08):
I have a very good ability tobreak that down with a customer
while I'm standing in front ofthem and give them the the best
way to be happy Cause that'sthat's what we're in this
business for.
Right Is to make our customers.
That's what we're in thisbusiness for.
Right is to make our customersand when they have the option to
to choose from an a, b and ctype of package, that that
(07:31):
really feels like we took thetime and we tailored their
estimate to them and we gavethem the tools they needed to to
make their car look its best.
That's really where that salesprocess works best and what I'm
so good at.
(07:52):
In some cases, that'll land mea $2,000 job.
In some cases, like the Impalathat they're working on in the
shop right now, it's a $6,500job.
Speaker 1 (08:02):
Yeah, yeah, that's good.
So let me break that down acouple of things.
So one of the reasons why folksseek me out for private
coaching in their detailingbusiness is and I don't think,
matt, I don't think you evenknow this, but I've worked in 15
different industries, so what Ido is I look at what's working
well for my other clients thatare in another industry, and
this reminds me exactly of thephysicians that I work with.
(08:24):
If you think about this andwhat Matt just talked about,
this is important for everyone.
I'll use the physician example.
If you have a headache, youdon't just walk into the doctor
office and he or she says takethis medication.
No, what do they do first?
And what Matt just described isawesome because it models what
we do here at Big Money Detaileris it's the consultative
(08:47):
approach.
So we go into the doctor'soffice.
What's the first thing they do?
Assess right, they assess.
They take your blood pressure,they do all kind of this.
If you're really sick, they doblood work.
They're assessing the situation, similar to what Matt just
described.
He's assessing the impala as anexample, right?
The next thing, based on hisknowledge, his skill and ability
.
Then he's moving into thesecond step of that consultative
(09:08):
approach, which is thediagnosis Based on the
assessment.
Here's the diagnosis.
Now I'm seeing this, I'm seeingthat.
And then the last step that heuses, which is fantastic, is
then he's prescribing thetreatment.
And catch this so many detailersthat come to us, they confuse
the treatment.
And catch this so manydetailers that come to us, they
(09:34):
confuse the customer.
They have a buffet of 16different things and fundamental
rule of sales if a person isconfused, they don't buy.
So, matt, congratulations,brother, for having three simple
options.
It's small, medium, large, thispackage, this package or this
package, and then, based on yourassessment and then your
diagnosis, then you'represcribing one of these three
plans.
So that is, man.
That is a great approach, andall of you that are listening,
my big money detailers thatfollow us that is a very
(09:55):
important thing and that's oneof your takeaways from today's
podcast is go back and revisityour sales process.
One is it confusing or is itsimple, straightforward, like
Matt, and you'll get more.
You know, 6,000 plus jobs, likehe has on the Impala, so great.
Anything else on that one, matt, that you want to jump into
before we move on.
Speaker 2 (10:15):
Not really.
I guess a tip for some peopleis don't be too salesy, you
don't want to be shoving thingsdown their throat.
They're here to buy from you.
They're here to buy from you.
They're there to buy from you.
They called because they'reready to buy, just nurture that
that's good, that's very good.
Speaker 1 (10:31):
Good tip there.
Let's go way back, man.
What's one thing that you didin the first month of your
business and I won't give youthe qualifier, okay, let's see
where this goes first but whenyou first started out, way back
when, what was that thing?
You did, maybe the first weekor first month to really crank
(10:51):
things up?
Speaker 2 (10:54):
To really crank things up that first week.
So I had gotten two jobs undermy belt that first week.
I think I ended up doing fourby the end of the week, but I
had gotten two of them.
What I decided to do was takethe next day and spend a whole
(11:20):
12 hour day sitting at mycomputer doing SEO on my website
.
So it was a little easier backthen.
It's not quite as easy today,but I was able to go through and
put all my meta tags and allthe all the things to to get
that website scene.
And then, um, launching aFacebook ad so get the website
(11:45):
going.
Launch Facebook ad that linksthem to the website.
And that was.
That was huge.
Speaker 1 (11:51):
Um, I that's.
I'm sure that continues to paydividends today.
That hard work that you did forthat 12 hours.
It's like planting a seed rightit just keeps growing if you
mature it correctly.
So congratulations.
Speaker 2 (12:04):
It's not a set it and forget it type of thing.
I was just back in there lastweek going through and making
sure it's all still relevant,but I haven't had to spend
another 12-hour day on it,that's for sure.
Speaker 1 (12:15):
Yeah, right, that's perfect and that's a good.
And you and I, before westarted the podcast today, we
talked a lot about theimportance of systems, right, so
that is a system that and againfor the folks listening, if you
don't have a system in place inone of those five areas of the
business again marketing, sales,customer service, operations,
getting paid do what Matt did.
Matt said timeout.
I'm going to take, in this case, 12 hours.
(12:37):
Maybe you take, you know, anhour, whatever it might be,
carve that out each week and sayI'm going to build a system for
fill in the blank, whateverthat looks like.
And yeah, it's going to be alot of work up front, like in
Matt's case, 12 hours of time,but then it wasn't 12 hours
every month or every week, itwas getting it off the ground
and then making adjustments ashe goes.
And I think that's a veryimportant thing for all the
(12:59):
folks.
Listening is start with, yeah,you've got to do the hard work
first, but then you justmaintain it and make certain
tweaks based on your detailersgiving you feedback, based on
the customer giving you feedback.
Then you're constantlymodifying that system to make it
(13:28):
better, right?
Yep, all right, good, let's go,let's flip this way, because
some of the new folks may notknow, but Yep, and she's
actually getting her hands inthe business a little bit now,
so it is becoming more of afamily business and, matt, I
know you've been very successfulwith, as a matter of fact, you
mentioned your son was workingin the shop today and let's talk
about that.
So what are some of the thingsif maybe three, like what are
(13:54):
three big keys that you want toshare with?
You know many of the folks thatlisten here on the Big Money
Detailer podcast.
What are three things you'd saythat are important when you're
working with your family?
Speaker 2 (14:04):
And you mentioned one earlier that if you don't, I'll
bring it up for you, so noworries, yeah, so one of the big
things that I like to keep inmind with family is you have to
be able to separate work fromfamily.
If you're the owner operator orthe owner or whatever, you have
to remember that they're stillthere to do a job and you have
(14:27):
to let them know that Right, ifyou don't give them that heads
up right up front excuse me, itcould be it could lead to
potential issues later on.
Uh, it could be it could leadto potential issues later on.
Um, the one of the other thingsis, uh, making sure that they
are are happy doing what they'redoing.
At the end of the day, they'reyour family, uh, you're, you're
(14:50):
there to take care of them.
Uh, they're there to take careof you.
Like you guys are workingtogether.
It's not an employee that ifthey quit, well, whatever it's,
it's your family you still gotto live with them afterwards.
Um so, um, then otherwise, justnot not trusting them with too
(15:10):
much because their family um,just because they're your family
and just because you love themdoesn't mean they're going to be
the best at everything.
Because they're your family andjust because you love them
doesn't mean they're going to bethe best at everything.
Um, uh, there's not a singleperson in my family that I trust
with sales.
Um, that's, that's where Ithrive, right?
So, um, uh, they're good atother things.
(15:33):
They're good at things that I'mnot, but they they can good at
everything.
Speaker 1 (15:38):
Exactly.
I think the other thing thatwould be important just to build
on that is, if you're bringingin a family member, regardless
of who they are, I think settingthe expectation that let's and
this is true for not just afamily business, but this is
true for any new thing you'redoing in your business is, I
call it, a pilot test.
So, for instance, if you weregoing to hire your son or
(16:00):
daughter or your wife or whoever, your mother, doesn't matter
who but if you were going tobring them into the business, I
would encourage you to set it upas sort of a pilot test.
Hey, hey, mom, we're going topilot test this and for the next
month, here's the three thingsI want you to do, and then we'll
kind of reevaluate and see howit's going, see if you like
doing that stuff.
We'll see how it's worked.
This way, you always have, likeI always call it an escape
(16:20):
clause.
You always have an escapeclause to say, mom, you know
what it doesn't look like,you're enjoying this, but it was
a little test, you know, noworries.
We set the expectation up frontthat if this wasn't good for
you or it wasn't good for us,that expectation going in and I
think, matt, like you said, notpiling so much on them where
they feel overwhelmed and, moreimportantly, not giving them the
(16:43):
things that you know that youshould be doing as the business
owner.
In your case, it's sales right,anything else on the family
discussion, buddy.
Speaker 2 (16:52):
No, just going more on that same thing.
Just because you feel like youcan do it all doesn't mean that
your family can as well.
Uh, it doesn't matter that youwere grown from the same cloth.
I, you're different people.
Speaker 1 (17:05):
Good, good, let's, let's flip this one, let's uh, I
mean there's a bunch.
I mean we talked a little bitbefore we started the podcast,
but I mean I'll let you go backas far, as long, as far back as
you want.
But if you had to pick one bigwin and again you're a very
humble guy, I could pick up onthat already.
But if you had to pick one bigwin, what would that one big win
be?
And then, if you'd like, maybeexpand, what's the teaching
(17:27):
point of that big win for ourlisteners?
Speaker 2 (17:31):
Yeah.
So I mean, a big win for me wasactually was actually last year
, uh, we launched a series of ofvideo ads, um, and it was, it
was pretty incremental to ourgrowth.
Um, the, uh, the big thing withthe with the video ads, was we
(17:55):
put all of our crew in it.
We're all in very nice uniforms, um, and we, uh, we just
approached it like, uh, I guess,a business right.
So most of the ads you see fromfrom a detailer or from
detailers, are just kind of aguy with a foam cannon and he's
(18:17):
doing his thing.
Uh, the videos that that welaunched felt very much like if
the McDonald's were to launch avideo, right, everyone was at
uniform, they were all doing thesame thing.
It was, it was very, um, a verynice type of video, um, and I
(18:38):
can't tell you how much money wemade off of each one of those
videos.
It took a day to shoot thevideos, um, and each one
probably brought us 300customers or more, um, over the
course of two months.
Wow.
So it was, it was huge, yeah.
Speaker 1 (18:59):
Certainly, detailing is a business that you've got to
show.
Right, you got to show and Wow,so it was.
It was huge being an advisor.
I see I'm really cleaning uphere.
I see the good, bad and ugly.
Okay, and remember that ifsomeone hasn't seen you or met
(19:26):
you before, they're judging youon that.
In this case, 30 secondcommercial video, whatever that
might be, or if it's a threeminute video.
So taking the extra time andmaking it look like your brand
and making it look like peopleshould pay you for what you're
worth is very important for sure.
Speaker 2 (19:43):
And a gimbal.
That was the coolest tool thatI bought for that?
Speaker 1 (19:47):
Yeah, if you don't know what that is, just Google
gimbal.
But yeah, it's one of thoseinventions where you go.
Why didn't I think of that,right?
Yeah, all right, good.
Well, let's transition to sortof like you know there's before,
during, after right, yeah, allright, good.
Well, let's transition to sortof like you know there's before,
during, after right in ourbusiness, what are we doing
before to get customers?
What are we doing during tomake them happy?
What are we doing after to keepthem happy to send us more
(20:09):
introductions to our business?
But what's your currentstrategy for being booked out,
like if you had to share one ortwo ideas for staying booked.
I know you mentioned the Impalatoday.
That's in there for sixthousand plus, but what is one
or two of your secrets of howyou stay booked out?
Because I don't.
I didn't Google, I should haveand I didn't do my research.
So that's my bad, but I don'tknow the total population in
(20:30):
your city, but you're very busyand you're very successful, so
let's talk a little bit aboutthat strategy for staying booked
out.
Speaker 2 (20:38):
So so Salem's not a big city, my total market.
Like if I go to my, my Googleads and and have it search my
area of of where I market to,I'm only marketing to a total of
1 million people.
So some of you like I imagineSan Antonio, you've got a much
bigger market than that overthere.
(20:59):
But the big thing that I do tostay busy is when you're busy.
That's when you up yourmarketing, not when you're slow.
When you're busy, it's easierto maintain momentum than it is
to start from the ground andpick back up.
(21:20):
The biggest thing about that isyou got to remember that people
want to do the same thing theirneighbors are doing or their
friends are doing or whatever,right?
So if someone calls you and yousay I'm a week out, they're
like, okay, they're obviouslydoing good work, they're
(21:41):
obviously staying busy.
They're obviously, um, you know, in in business still right.
If, if someone calls you andyou're like, yeah, I can get you
in later today, well, why?
Yeah, um, so so the biggestthing is, when you're busy, get
busier, um, and you'll.
(22:03):
You'll end up creating asnowball effect and it becomes
easier and easier and easier tostay busy.
Speaker 1 (22:11):
Okay.
So this is.
This is a very good point and Ithink it's true, for if you're
just starting out or if you'vebeen at it for years, like you,
if you had to, like I describedto my coaching clients like we
all have a time suitcase.
We've been blessed by God withthe same amount of hours in a
day, 24 hours in a day.
So that's our time suitcase.
So if you had to look at maybea week of time and I'd say, matt
(22:32):
, you know what percent, if youhad to draw a pie chart, what
percent of your time is spent onthe marketing and sales of your
business versus the hands-ondetailing within the shop?
So what percent of the time onaverage right, it doesn't have
to be exact either by week or bymonth what percent do you spend
on sales and marketing activity?
Speaker 2 (22:52):
So sales and marketing, it's about 75% of my
time.
Sales and marketing, it's about75% of my time.
Let's say that again loud it'sabout 75% of my time that I
spend on sales and marketing.
Speaker 1 (23:03):
So here's a checkpoint for you.
And again, matt does very well.
He does six figures way plus,just for the record.
But I want you to learn fromMatt in this.
Like I talked about this,marketing, sales, customer
service these three fingers overhere don't matter if we don't
have good marketing and a goodsales process in place.
It doesn't matter what ourcustomer service is, because we
(23:25):
ain't got no damn customers.
It doesn't matter what ourbusiness operations look like
and how many people we haveworking for us, because we don't
have any work for them.
And finally, the pinky doesn'tmatter in that conversation,
because we're not bringing anymoney to have to worry about
paying bills and paying people.
So think about that.
Seven out of 10 hours of Matt'stime is spent on one of these
two fingers marketing or sales.
(23:46):
And if you're not doing thattoday, look, I say this all the
time.
I don't care about the rearviewmirror.
You're on the podcast today andI don't want you to beat
yourself up.
I just want you to think thatwhatever you've been doing up to
today, that's rearview mirror.
What did you learn from it?
And Matt's been kind enough toshare that wisdom with you that
seven out of 10 of his hours isspent on sales and marketing,
and if you're not doing thattoday, that would be a good
(24:08):
checkpoint for you to say, hey,if I'm only spending two hours a
week now, how can I increasethat to three or four or five,
just to get better each andevery day?
And then you end up having abusiness like Matt has, that
he's able to have his familyinvolved and his sons involved
and all kinds of cool stuff.
Anything else on that one, matt, you want to share?
Speaker 2 (24:27):
Not particularly.
I think most people should knowor can figure out where they
should be marketing, where theyshould be spending that time
marketing, or what works foreach different market.
Because I mean here in SalemOregon we don't have a lot of
millionaires hanging around, soit's going to be different than
the guys over in Palm Springs.
Speaker 1 (24:47):
So yeah, and adapting your marketing to your audience
or who's in your local areamakes a lot of sense, so that's
good.
What was this?
There might be more than oneanswer to this, but what was the
turning point in your worldwhere you realized you're moving
from being a good detailer to aand I know you're humble when
(25:07):
you use the word going from agood detailer to a great
business owner?
Tell me about some of thattransition where you were like
huh, I think I figured out thesecret sauce.
Speaker 2 (25:17):
So you know I have a.
I have an odd, odd background.
Like I said, I was operationsmanager for the last company I
worked for, so I already had afoot in the door of how to
operate a business, how to, howto be a good business owner more
(25:41):
the goal than being the bestdetailer Now.
over time I've taken a lot oftrainings.
I'm very good at what I do.
But the bigger thing is justfocusing on the business owner
aspect.
You can hire people to do thedetailing.
You can train people to do thedetailing.
(26:01):
You can train people to do thedetailing.
You can hire people and sendthem to trainings to do the
detailing.
You don't have to be the bestto be the best business.
Speaker 1 (26:11):
That's good.
Yeah, I think that.
I mean, if you look at otherindustries that I mentioned
earlier, I work with 15different other industries but
if you look at, sometimes thenumber one isn't really the best
, but number one is probably thebest marketer.
Speaker 2 (26:29):
I mean, look at McDonald's.
Mcdonald's is a great.
I use them all the time whenI'm thinking about well, what
should I do next?
How can I take over this market?
And you just look at what dothey have.
They have the best systems andprocesses in place.
They have the best marketing inplace.
They've got everything is inline to keep them the best.
(26:54):
Even though they're on top,they're still busy, busy, busy
marketing.
Sure.
Speaker 1 (26:58):
So absolutely that's.
That's a very good one there.
I want to go back.
Let's kind of, before we closetoday, I want to go back to the
family discussion.
You know, one of the thingsthat we focus on here and this
is the marketing lesson for someof the new folks who are just
joining us for being part of thecommunity is, even though we
(27:19):
call this big money detailer andsometimes Matt give me just
like a minute or two to describethis, because sometimes I see
stuff people post Tyburski isall about the money.
No, tyburski is all about themarketing.
And let me tell you how thisworks and I'll go back to the
family piece in a second.
So we know that most detailerswant to make whatever can you
(27:41):
consider big money?
Right, because here's why weall have a different why, why we
want to make big money.
Could be more money to charity,could be more money to our
church, could be more money forour family, could be more money
to take care of our elderlyparents.
Whatever that is for you Idon't care.
But here's what I do know thatmost detailers want to make more
money for the reasons I justdescribed.
(28:02):
So we call it big moneydetailer.
But here's the behind thescenes stuff that once you move
forward and you're part of ourcommunity, that people will get
to realize yeah, we are aboutthe five F's, we're about faith,
family, financial, for sure,and then we're also about
fitness and we're also about fun.
So what's the key marketinglesson here?
We're also about fitness andwe're also about fun.
(28:23):
So what's the key marketinglesson here?
You have to give people, ormarket to people, what they want
.
Okay, they want money, okay,but we all know, matt, that they
actually need a lot more thanjust money, because we both, I'm
sure, have friends or familymembers that just focus on the
money aspect of it.
But the rest of, let's say,those Fs the faith, the family,
the financial, the fitness andthe fun maybe those are a little
(28:45):
jacked up.
So there's the key lesson Iwant to make sure we understand
you sell to or you market topeople of what they want.
For instance, I want a car wash.
Okay, that's what they want,but what they really need, after
you do your assessment likeMatt described earlier, your
assessment, you do yourdiagnosis, then you prescribe
what they probably need is asix-month fill in the blank.
Maybe it's a wax, maybe it's a10-year ceramic, whatever it
(29:07):
might be, it doesn't matter, butthey thought they wanted this.
So you definitely tell them yes, I'll give you that and have
you consider this, which isreally what they actually need.
So there's my key lesson.
Let's go back to the family fora minute.
So let's just talk a littlemore about the dynamics of the
family business, and I'm goingto leave it wide open.
I mean, you can tell me keylessons.
(29:27):
You've learned things you'redoing today, things that your
family are talking about doing,but I think the family piece is
very important to close this out.
Speaker 2 (29:35):
Yeah, I mean, the reason we all work is to take
care of our family, right?
The reason we all work is totake care of our family, right?
So I mean, the one thing that Iactually see a lot of detailers
get caught up in is working somuch that they don't have time
for their family In discountingtheir prices.
(29:55):
So they have to work so much sothat they don't have time.
My shop closes at six.
I'm out of here at six everyday and I go home and I hang out
with family and I take my workhat off and I don't think about
the shop.
I'm there for my family, toenjoy my time with them, and I
(30:17):
think that's something that getslost in not just the detailing
industry, but in every industry.
As a business owner, you runinto that all the time.
When I was carpet cleaning, Iwas working.
I think it was 115 hours a week, wow, and no time with the
family.
No, I mean, I was just chasingthe dollar.
(30:38):
It was all about getting themoney in my pocket so that I can
have time later.
Well, that's true to an extent,but you have to break it up.
You have to have time now,otherwise there won't be
anything for you to have timefor later.
Speaker 1 (30:53):
Yeah, yeah, it goes back to.
If you focus on one of the Fs,in this case the financial piece
, then fast forward.
What's going to be there ifyou're not paying attention to
the other apps, right,especially the family piece,
which is terrific.
So, before you share yourcontact information, matt, again
man, it's been a blessinghaving you on.
Thanks for sharing your wisdom.
Anything we didn't cover todayand I always like to sometimes
(31:15):
throw this out to my guests isjust like you know.
You kind of know the audience,you know who you're talking to,
but is there anything else youwant to cover that?
Speaker 2 (31:27):
would be helpful, um, or a lesson you've learned that
maybe we didn't cover today,yeah, so, so, something that
that I really actually struggledwith in this business and and
something that, uh, is importantto oh, I moved out of the light
here um, something that, uh,that is important to to think,
even if you're in the beginningstages or if you've been at it
for years, take a minute andwrite down everything that you
(31:50):
do and the way you do it, andcreate yourself systems and
processes that are trainable,scalable and usable.
The big thing that I struggledwith was figuring out well, how
do I train someone who's nevereven held a pressure washer?
How do I train them to wash acar?
(32:11):
Well, you have to break allthat down and it's a pretty
difficult process to start fromscratch.
So if you can figure out how toharness that, especially as
you're learning yourself, that'sa big thing that's going to
help you later on in the future.
Speaker 1 (32:31):
That's good.
That is great.
I'm glad I asked that questionof you.
I'm going to grab somethingreal quick.
Okay, I'm back now.
Make sure I got my two propshere.
So what Matt just described isvery important.
And again, many, many years ago, sometimes we had to start with
a blank sheet of paper, and youknow, even the old days, we had
to get a piece of notebookpaper and we had to write it out
(32:51):
, right?
Or you can pull up a Word docor Google Doc today, or whatever
it might be.
Matt, you just triggeredsomething in my head that I
share with all of my clients.
The benefit of technology todayis this and I know you're
already doing this, matt.
I'm just throwing it out forsome of the newbies that may not
be thinking this way but two ofthe best tools you could ever
have is this wireless Bluetoothmic and, just for the record, it
(33:12):
is called a S-E-V-E-N-O-A-K.
Basically, it's a Bluetooth micand, of course, your phone,
whatever phone you happen tohave the benefit of this is I
can clip this on right here andwhat Matt just described is, for
instance, we'll use thepressure washer, right?
So, matt, here's how you'redoing it today, unlike many,
(33:34):
many years ago you had to writeit all out.
Step one put gas.
Step two turn it on.
Step today turn on the mic,sync it with your phone, start
the video.
Hey, it's Matt.
Hey, one thing we're going tocover today is the pressure
washer.
First thing you do is insomeone's video, you do that.
Now, the benefit of doing itthat way as well is one you have
the actual video, you have theaudio coming clear through the
(33:54):
mic and then these days, withthe millions of tools that are
out there, you can actuallytranscribe that audio and then
from the transcription you canactually create a checklist from
that and with AI, you couldjust have AI do all that work
for you.
So, hey, here's the script.
I want you to create achecklist based on this script
and man.
Creating SOPs, standardoperating procedures, systems
(34:17):
and processes today like this isthe crazy part.
I tell Dylan all the time ofcourse he runs the InfluenAlls,
but I'm like you guys are sodamn spoiled because back in the
day we didn't have the toolsyou have today.
So I want, again, just buildingoff your idea of how you can
actually get.
You could probably get most ofyour systems documented with
that simple process.
Matt, thanks for sharing it.
And then again, wirelessBluetooth mic phone video it and
(34:41):
then transcribe it and thencreate the checklist and now you
can have a whole system of SOPscreated for yourself, based on
how you do it.
And to me, and again, if youdon't know, I had a team of 500
team members and 93% employeesatisfaction rate.
I don't say that to say I'mgreat.
I say it because one of thereasons was we had great systems
in place, like Matt does, andthat is a very simple way to
(35:08):
create systems, as we justdescribed.
So if you don't have them today, even if you're a solopreneur
and you're, like I'm, a one manor one woman detailer, it
doesn't matter.
You could still use the processI just described, because
eventually you may want to bringsomeone into your business and
you already will have all thattraining created.
Any other thoughts on that,matt, before we close?
Speaker 2 (35:22):
The other thing is exit plan.
If you don't have systems andprocesses documented, written
out, ready to go, your businessdoesn't have value.
So you know, say you're, youknow, 23 years old and you're
going hard and everything'sgreat and you're not going to
sell your business.
(35:43):
But then you break your leg andturns out it has to be
amputated or something.
You can't detail cars anymore.
I mean, what do you?
What do you have?
Now?
You either have nothing or youhave a business that you can
sell to somebody else.
If you have those systems andprocesses, you open yourself up
to create value within yourbusiness.
That isn't sweat value.
Speaker 1 (36:07):
That's not work.
Value Absolutely Good, goodstuff.
Okay, matt, we're going toclose it out.
Brother, again, thanks forbeing part of the Big Money
Detailer community and sharingyour wisdom with everyone.
Man, it was awesome.
If folks want to reach out toyou, what's the best way for
them to uh to to look you up,man.
Speaker 2 (36:23):
Yeah, Two different ways.
We've got uh, uh Instagram atSCA detailing and, uh, our
website is, uh,wwwscadetailingcom.
Uh, or, I've got that phonenumber right there if you'd like
.
So, uh, go ahead and and reach,and reach out.
I'm happy to help.
Speaker 1 (36:44):
Good, good Well.
Matt.
Again thanks for being part ofthe podcast today and hopefully
one day, if I get the organ, Ican come by and you can tour
your awesome shop and show meall the great stuff that you and
your family are doing in yourbusiness.
So Big Money Detailers, it wasgreat chatting with you today.
Until next time, go out thereand thrive and shine so you can
earn more and you can serve more.
We'll see.
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