It won't come if you don't have a plan to bring them in. The biggest mistake that business owners make is forgetting what made them successful. Think about it! What did you do when you first started your detail business? You talked to almost everyone and anyone who would listen. You asked for referrals; you handed your business cards. And, you made sales calls on businesses and you spent as much on advertising as you could afford, or not afford. You treated every detail job with the greatest care because you had so few and wanted to develop a good reputation. In short, you spent more time promoting your detail business as you did detailing.

The key question to ask now is, "how much time am I promoting my business today?" Business is somewhat easier to get because you have built a good reputation and are getting repeat customers who provide a base for your detail business. However, if you are not satisfied with your volume of business, and don't know what to do about it, read on. If not, turn on the TV. First, you have probably stopped doing the things that made you successful in the first place. So what you have to do is evaluate what you are doing now, what you did when you began your business and simply develop a marketing plan. It is all about putting that "old energy" back in your detail business' daily operations.

The problem most detail businesses owners have is they do things for the short-tem not the long-term. You need to layout an entire year's marketing plan. That doesn't mean you can't change or adjust as the year unfolds, but you cannot leave things to chance. Do you realize that every month is "special" in some way? Try to put yourself in your customer's vehicle. What would it take to convince the motorist to come to you for a detail in any given month? You can see every month in some special way. For example, December is a time for gift giving, so how about "the perfect Christmas Gift" for even the richest person in the city? Some Ideas That Will Work Say your target market is upper middle class and rich. These people have money to spend, but they demand service and quality work from their service providers. What would attract these types of customers for your business?

• Direct Mailing to Your Customer List. If you have these kinds of customers on your mailing list then you should be mailing to them on a regular basis. At least every 3 months to remind them it's time for a wax or light carpet shampoo. Or, to let them know of any new services you offer like PDR; Paint Touchup or Carpet Recoloring or Dyeing.
• Strategic Alliances. You need to develop strategic alliances with other auto service businesses that can refer you business: body shops; luxury car repair shops; trim & restyle shops; automotive electronic shops, even the Service Managers of dealerships. They are always being asked about detail services and usually refuse the work, or if they know a detailer they refer business to them. It could be you.
• Direct Mail. This is the best way to target the customers you want. You can buy lists by neighborhood; profession; income; the car driven, etc. Personally, I like a personal and short letter, in a #10 envelope with a small menu card of what you do. The letter introduces you and your business and services and ends with a promise at quality service. Don't be discouraged if you don't get an immediate response, you are taking the first step, getting the target customer aware of your business. When they are ready you have a huge chance of getting business.
• Direct Sales. You need to spend a dedicated amount of time each week calling on businesses in your area. The owners of these businesses are the type of customers you want to attract along with their employees.

So you've identified the target customer and some of the methods you'll use to reach them, what is next? Setup a marketing calendar and a way to track the results to see if your methods are working.

• The Calendar. Develop a calendar that lists what you will do at what time of the year. Make it detailed and include any special or services you want to promote (like Paint Touchup after the winter); the mailing dates, even include the material. Also, list the days that you will be making your direct sales calls.
• Customer Source Log. Key to effective marketing and advertising is to track the source of every customer that comes in, sold or not. In one column list the four marketing methods discussed, plus any other methods you are using, such as yellow pages. Make another column for the weeks of the month and still another titled "total". Also make a column titled "closing".

The following is a suggested guideline of what you can do, utilizing the information provided. Adjust the timing for your area of the country. For example, in the winter Arizona and Florida are much different than Minnesota, Michigan or New England.

Typically, in the dead of winter most people are not thinking of auto detailing because there is a lot of winter soil to tracked into the vehicle interior. But, you can educate about the need to get the dirt out now to avoid damage to the fibers. Or, the fact they need to protect the paint all winter with a wax coating. Offer a special. January is also a great time to "book business". Make appointments for Spring. A great time to make personal sales calls to commercial businesses. If they are not ready, get permission to call them in March. Car care is a great way to educate customers as to the need for detailing and to pre-book their Spring detail. Mention that Spring is a very busy time, so pre-booking is a good idea. Or, if they would like to beat the Spring rush they can save "X" percent (you choose the discount) by having the vehicle detailed in January or February.

The same methods used in January should work as well in February too. Mail a post card to existing customers stating the January offers.

This is the month to promote Spring cleaning of the vehicle. This is a great time to contact all of your referral sources, all the other automotive service businesses. You can bet their customers will be asking them where they can get a detail. Offer these companies a "spiff" for referring their customers. It should get you quick business and guarantee that they will refer their customers to you. Now is the time for a direct mail piece to your target markets and your previous customers. As stated the best mailing, is a personalized letter with an accompanying brochure. Don't be too wordy or too technical.

By now you should be very busy. However, don't stop, keep marketing harder than ever. The most important thing when you are busy is to make sure that your employees are well-trained and have an incentive to produce more work. Try to get in every possible dollar from every detail. That is, if you offer other services, or broker them. Sell them to every customer if the vehicle has a need. This is also a good month to mail a postcard to existing customers with an incentive and a referral offer. "Dear Customer, Do you know that you will receive a FREE hand wash if you refer our detail service to friends and neighbors?"

You should be in full swing now, detailing cars all day. This is the time to focus on your referral sources. Mail a postcard reminding your existing customers to detail now before they get too busy with summer activities. "Let us help you clean your vehicle in and out before you get busy with golf, boating arid all those other summer activities." May is the time to send out reminders that a detailing gift certificate is the perfect "Mother's Day" gift to give.

Of course, the same mailing about a gift certificate for "Father's Day." Give your husband the gift of a clean car for Father's Day. This is a good month for a newsletter or letter to a target month. Summer is a great time to detail a vehicle and you can promote the protection of leisure time as well as their investment.

Try a special this month. With every exterior or interior detail booked this month you give a complimentary "Pain Sealant" (guaranteed for 6 months) and "Fabric Protectant" on carpets and fabric seats. Many people go on vacation in July, but 'a well-thought-out special can keep business in the shop.

Most people are either on vacation or just coming back, or planning for school for their children. Mail a postcard: "Too busy with end-of-summer activities? Let us take care of cleaning your vehicle for Fall."

Fall can be a great time big for detailing. Send a newsletter this month. Educate them on the need for detailing preparing the vehicle for Winter and throughout the Winter. Also contact your referral sources this month with the same message about "winterizing" the vehicle. Offer back-to-school specials and maybe a "beat the holiday rush" offer. .Hit your referral sources very hard this month. They will get a lot of requests for detailing between now and Christmas.

Another Postcard mailing or newsletter reminder about the pondering Winter and what it can do to the vehicle is good this month.

You should be quite busy now, but don't stop. Send out another postcard mailing stating: "We are very appreciate of your business and want to show our gratitude by offering you a FREE hand wash. Please call for an appointment." That will bring them in and full of gratitude that you can use to sell other services the vehicle needs.

This might be the final push of the year before things slow down in January & February. Get a postcard mailing out early promoting Christmas Gift Certificates. These can bring you needed business during the next two months. Once the people get into the Christmas rush they don't think about detailing vehicles. Also the perfect time to visit your referral sources with gifts to build the relationships for next year.

1. That which is measured improves. Just the act of measuring an activity makes you pay attention to it. As you make your marketing plan for 2005, determine to measure everything
2. Talk to everyone possible about your business. You should print your business cards in large quantities and hand them out freely. To whom do you give a business card? Give it to sales clerks, customers, gas station attendants, business associates such as your insurance agent, and most importantly, to your customers. It is easier to get business from your existing clients than to find new ones. So many businesses spend a fortune searching for new customers while ignoring those that already know and trust them. Your marketing must include an organized plan to contact your previous customers.
3. Ask every customer for referrals. If you have provided your customer with a great cleaning experience they will normally be happy to provide you with referrals to their friends and family.
4. Market to the type of customer you would like to serve. Not identifying your target market is one of the most common and serious marketing mistakes a company can make. Determine what type of customer you are trying to attract and what marketing methods will reach them.