|
The biggest problem in detailing we face at Ming Auto Beauty Center in
Omaha, NE, is that the public doesn't know or understand what detailing is. In
general, the public is very naive when it comes to taking care of their cars.
We try to educate the public on every facet of detailing because we want them
to feel familiar with what we do and what type of services we offer.
We've changed our philosophy toward our business. We explain what we are going
to do to eliminate a problem instead of just fixing it, taking their money, and
pushing them out the door. We have fliers and hand outs that try to explain
what we do to their cars for everyone who comes into our shop, but it's the
hands-on educating that's most effective. We've had the most success when we
take customers through the process step by step, explaining why we do one thing
and why we don't do something else.
Our philosophy of educating has spread into our advertising efforts, too. I've
had quite a bit of success with running ads designed to educate people. I've
tried many types of advertising, including charity promotions, direct mail and
radio, but my most effective ads run in the obituary section of our local
newspapers.
We do complete auto reconditioning and disaster cleaning for about 25
automobile dealerships in Omaha. When they sell a car that has been
"Professionally Cleaned by Ming," they include a brochure that outlines our
services. This familiarizes the new car-owner with the services we provide and
encourages them to call or stop in so that we can further educate them in how
to take care of their vehicles.
Greg Allen is owner of Ming Auto Beauty Center of Omaha, Inc. a national
detailing franchise based in Omaha, NE. He has owned the business for 10
years. |
