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Positioning is the key to great marketing. Every successful business, including detailing businesses, whether the owner realizes it or not has done some successful marketing. And this applies to you just as it does to any other business.
You position your detail business every day you open for business, whether you want to or not.
This is true, even if you don't spend a penny on advertising and couldn’t care less about marketing.
Let me give you an example:
What is the name of your favorite restaurant? Your second choice? And your third? Each of these restaurants occupy a position in your mind. When you are deciding where to eat, you automatically consider these restaurants according to their ranking. The same holds true for just about everything you buy and every business you deal with: You have ranked it compared to other products, services or businesses in the same category.
Well, this should be the same process that happens to your detail business, and your customers.
In the minds of the motorist, your detail business is ranked compared to the competition.
It happens before, during and after you have completed the detail service for the customer.
It happens to the prospects that don’t come to your shop and have their vehicle detailed by the competition.
Even your detail chemical suppler compares and ranks you against their other detail business customers.
You need to understand that what we are calling POSITIONING is not just about image. It is more, positioning is part of the marketing process, a process that only you can manage to your advantage.
That is, if you use if correctly.