Fighting an uphill battle

Discuss all aspects of headlight restoration, including marketing, technical, and business advice.
DeLand Headlights
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Re: Fighting an uphill battle

Post by DeLand Headlights »

Old Blue 66 wrote:All of the above statements are true. While what we are facing is basically an epidemic, the big companies really ruin the business with the DIY products. They mislead the public and tell them HLR is easy and you should do it yourself. EVERY single retail job I get is from a customer has tried them and failed.

Back to topic and a positive outlook on this. I would assume FL is harder to find work that where I am. But you have to just work harder and a bit smarter. There is no such thing as a $25.00 HLR. Stop doing that

Here are some ideas to make yourself seem more valuable.
1. Offer a warranty. I offer a warranty as long as they own the car. The warranty is 100% for two years and $30 for the rest of the time they own the car. For more info on this, PM me.
2. Develop your website. I dont know if your presenting yourself as a company or a a one man shop, but your presence on the web is super important.
3. STOP all the advertising. Its a waste of money. Ive tried everything and it doesn't work.
4. DO spend the money on printed material that looks really good.

Heres some e ways to find business.
1. Set up camp at a festival with other vendors. We clean up at these. HLR to the public is a direct sell. You have to sell yourself and the quality of your work and overcome the objections of the DIY crap. You have to make them believe and collect their cash. Its really not hard.
2. Did I mention stop spending money on the advertising?
3. Do you have a brochure (high quality) or a rack card? Theses are super important.
4. Start selling to fleets. Companies who are in the business of manufacturing and have no choice but to be in the trucking business for distribution are the best costumers. They have a vested interest in their employees and what they're hauling. Trucking companies are a hard sell. They don't want to spend a dime if they don't have to. Freightliners, Macks and Internationals are your best prospects. We get $100 - $150 per truck and offer a five year warranty. I try and stay away from the Volvo's as much as possible.

Retail cars are profitable but they don't pay the bills. I don't go after this business other than a web blog which really helps customers find us. We were at $89/car and I lowered it to a "special price" of $79 and Im getting quite a few calls now that the weather is warm here. Our bread and butter is the dealers and we have just about 50 that we work with. Were averaging about 150 units per month.

These are just ideas that work for us but of coarse its how you put the idea into motion that gets you where you want to be.

EDIT: There is a shortage of truck drivers right now and truck driving schools are popping up all over the place. These are a slam dunk every time. Easy money.
I have a few questions for you regarding how to approach some of the ideas you mentioned above if you don't mind. Can I ask on this thread, or PM you, email, call?
Mariagilbert
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Re: Fighting an uphill battle

Post by Mariagilbert »

glassdoctor wrote:I agree about the damage done by all the misinformation and rip-off products. I've lost count over the years how many times I've had some genius tell me the SECRET how to do HLR like, toothpaste, steel wool, etc. The difference now is that it's not just the occasional guy from a detail or body shop.... it's average Joe everybody. A lot of people think they know some secret about HLR.... doesn't even work, turns right back yellow, can be done with toothpaste and a rag, or just some wipe-on wonder stuff. It sure was different back in the day.... the common response was "isn't that on the inside? how do you do that? I didn't know anything could be done for that..."

Perhaps a written warranty/money back guarantee would help get retail business. Dealer work is tough now, with all the competition driving prices into the ground, plus the ability of dealers to do it themselves. I think it's worse than WSR, because HLR is seen more as a DIY type thing... and anyone can pick up a kit for $20 and give it a shot, and the in-house body and detail shops already have the basic materials and skills to do it.
So True!! :)
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