GjBuckley

Welcome. This is a three part series on the importance of how to build your online presence by starting offline with the simplest of tools. I took this same road to build my own shop’s presence by listening to old school experts and studying my own results with the tactics. Hopefully, this can be a guide for your shop so that if you’re just starting out, you won’t end up spending a bundle on pre-mature strategies that some out there are saying you should do now.

Here’s a good one for you. A shop owner says that he wants to know how to get to page one on Google because he heard that page one on Google is Internet Heaven. He thinks that a PPC campaign for AdWords will bring 1,000,000,000 eyeballs to his ad and that will equate to 10,000 cars in his bay (per day mind you) and that will be big money in his pocket. He’s got mouths to feed, “big boy toys” to buy and wrenches that have to keep turning. He’s sure this ad is going to knock em’ dead. This owner is so determined to be number one, that he quickly gets out the credit card, sets up his Adwords account and creates an ad that will tell the whole wide world that his auto shop is the best, or the cleanest, or the most professional or whatever. Next, he places the ad and is now waiting for the phones to ring, the emails to pop up and the cars to start rolling in. Right?

As the days go by the owner wonders why the phones aren’t ringing off the hook, there’s nothing in the inbox and so far only a flat tire has rolled up for repair. To ad insult to injury (and ego) the credit card statement shows that Google has charged the account over $1500.00 for his Paid Per Click (PPC) campaign.

The owner is now so disappointed in the situation that he shuts down the whole campaign only after two weeks. Why? Well, he’s just spent oodles on Google, there are no phones ringing and the flat tire just isn’t going to cut it. This lack of response from his ad has scarred himself so bad, that he now swears that the Internet is garbage, Google is only good for looking up everything and everybody else but his own shop, and he is never, ever going to put another dime into an online strategy again. It stinks!

Sound familiar? I bet it does. That’s the reason for wanting to write this series of tips to help shop owners understand what an online presence can mean for your business if you do it in a methodical way that doesn’t burn your cash before you get your first client. Nothing tastes worse than rotting dollars.

Over the course of the last 10 years or so, I’ve experimented with online strategies enough to know that the way to effectively begin your online presence is to have an already in place and effective, offline strategy. Yep, I said OFFLINE! You’re probably very familiar with the offline stuff already; direct mailings, reminder cards, in-shop promotions, etc. The collateral that you are already distributing is the key that will open the skies for your online promoting. I can’t tell you enough that what you do on Earth effects how well you do in the Great Above.

Part 1. Building Blocks

First off, we are going to start small. I mean really small. Why? Because you need to. There is no reason to fear the Internet like you may have been told. It can be a very useful tool for your shop and an integral part of your overall marketing strategy. So, DON’T FEAR IT! Just learn how to use it. Auto Shops CAN LIVE ONLINE! Think of it this way. Most of you have figured out how to read wiring schematics that make most people faint. You know how to get around a piece of machinery that others look at in bewilderment. What makes you think that you can’t learn the Internet? Another thing. Nothing is going to blow up if you mess up. No, the car you’re driving won’t stop in the middle of the road, and the electric won’t go out in the house if you make a mistake. I’ve made many of them and my kids are still safe and my wife still loves me. At least she tells me so. I think of learning online as one big eraser board. If I make a mistake, I can erase it. At least for the stuff I do. And the web is getting easier to use, not harder. So stop fearing the Internet Reaper. You’ll live.

Now, you probably have all of the material we spoke of above; mailers, postcards, in-shop handouts, etc. At least I hope you do. If so, great. These are going to be your building blocks. You’re probably very good at everything that travels through the mail boxes and reaches your customers. But what about the information that’s on the material you’re sending. I know you have the usual suspects in place; shop name, address and phone number. But what about your website address? No website? O.K., use your email address, but make sure it reflects the shop name (eg. info@XYZshop.com or XYZshop@yahoo.com) and make darn sure it’s the one that you or a designated staff member will look at ALWAYS! Remember, these two little pieces of information will be the crucial stairway that you will need to climb in order to have your online presence succeed.

Here’s why you are doing it. So that your customers have a place to land online. A destination of sorts so that if they have an interest in you or your business, they can contact you for more information when they want to. And that’s what it’s all about. Giving information to your customers on their terms. That’s Web 2.0. Whether it’s 2PM or 2AM, everyone views information on their terms and their time.

So go back and review the material you already have in place. Check the content on each piece and make sure you have the necessary parts to begin the online process. Take notes and see if there are improvements to make. Make the changes if you have to. Next time we’ll review our steps and discuss email collection.

To The Whole Of Your Business,

Greg Buckley

copyright GjBuckley, 2009. Permission to use material is allowed as long as references are made to the author.

Hefty trash bag

Definition of A Value Proposition - A business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. - Wikipedia

Who would have thought that on a recent vacation to Hershey that I would have to consider doing a business venture in a matter of hours. Aren’t your precious days off supposed to be filled with absolutely nothing? And in nothing, I mean anything you want to fill the time like, getting to know your family again, taking a walk, sight-seeing, eating lots of unhealthy junk food, having an adult beverage before noon, or sleeping all day. You know, things like that.

I was hoping to do some, if not all of those things listed above and to tell you the truth, succeeded in most. (the adult beverage thing didn’t make the cut - this time) There was not even a hint of business in my head, because I had promised myself, my wife and my one child (the other couldn’t make it do to work schedules) that I didn’t want to think about business, mine or anyone else’s while away. Believe me, that’s a harder task than what it seems. Just ask any junkie.

So needless to say that when attending a concert with my daughter and her two friends on our first night there, I was put in to the situation of having to decide wether or not a product that I was being solicited was actually going to benefit me. Ok, that may not be the real truth here, because honestly, I was the one stalking this guy who was selling what I knew could benefit me. A single, solitary, oversize trash bag. A trash bag? Yes, a trash bag. And if I wanted to save what I had, I was willing to listen to his proposition.

It wasn’t because that I suddenly felt the urge to play Mr. Clean and take it upon myself to clean up after 16,000 rowdy (mostly teenage) fans. That would have been too easy of a task, because after just three minutes, I would’ve had the bag filled, my social conscience cleansed and my environmental duty completed. No, I needed that bag for something that was going to take a lot longer than three minutes. Try three hours.

I did mention to you that I was attending a concert didn’t I? I hinted that there was mostly 16,000 teenage fans present right? I didn’t tell you that it was an outdoor concert and that huge rain clouds were hovering overhead though, did I? Now, is the picture becoming a little clearer?

While the show was in between the first and second band sets, those rain clouds that were hovering around now were beginning to release their contents on the crowds. Not much, mind you, but the clouds were attracting bigger friends that were all to ready to donate their goods as well. One glance upwards and you could just see that the party was just about to begin. “Let’s get ready to rumble!”

I was actually in the crowd enjoying the show as it went from dry to sprinkles. By the end of the set, it got beyond the sprinkle stage and was starting to come down at a regular pace and volume. I decided I’ll wait it out under the stadium seats instead of on the field.

Underneath, watching the deluge begin, I said to myself what a smart move that was. I’m dry, comfortable and can at least hear the music. I’ll let the others get wet for me. This minor inconvenience will pass over soon and I’ll get to see the headliner play with no rain drops accompanying them. O.K. then, all is good.

As it would be, Mother Nature wasn’t having any of it. Either she wasn’t a fan of the group or she wanted to see a good joke play out, the rain only got worse. I, on the other hand, was starting to get nervous about missing the band I paid good money to see play live. With time not being on my side, I had two plans to consider; stay underneath the stadium and put myself in “listen only mode” or tough it out, get wet and see the band play like I paid for. Which one would be most appealing? None, actually. I was going to be dissapointed either way. Until someone floated by me waving what to me was my saving grace.

That someone was non-other than a regular guy doing his job for the stadium’s sanitation brigade. Although this time, what he was doing wasn’t helping the cleanup crew, but he was cleaning up. As he was walking past me, all I could see him do is wave his arms and shout, “Trash bags for sale, trash bags for sale.” I thought about it for a second and completely understood the what’s, why’s and how comes, this guy was hawking trash bags. I tracked him down and asked, “How much?” Dumb question considering the rain was now at a 45 degree slant. The worker was polite and simply said, “$3, sir, for one bag.” I gulped as he continued, “I was just told by management to start selling these bags. I know it’s strange, but I’m doing what I’m told.” Hmmm. Management, huh.

I let the guy go without taking him up on his offer, kind of insulted at the fact that there was a $3 charge for ONE SINGLE TRASH BAG, but watched his every step as he walked through the crowd and up the concourse waving the arms and shouting, “trash bags.” I couldn’t help but notice the rain wasn’t letting up, so Mom Nature was in full control and had to be laughing very loud at this point. That being the case, I kept a tracking beam on this guy like you wouldn’t believe.

Finally, I couldn’t wait any longer. It was do or die, show time was near and I could hear the crowd getting louder and louder, so that meant the headliner was due on any minute. It was decision time. Should I stay or should I go? Dry or wet? Listen or watch? Knowing that this one guy with my saving grace of a trash bag in his hands, held my night hostage. I knew that his sack of polyethylene would protect me from Mother Nature’s wrath and allow me to fulfill my evening. Now the only question to answer was, “How much is the $3 dollar trash bag worth….TO ME?”

After stalking this guy for the last 20 minutes or so, I cornered him right by the tunnel that lead to my seating area. As I stood there patiently waiting my turn to talk to this man about a possible deal, I couldn’t help myself to think that I am being the dumbest man on earth to be paying this man, $3 dollars for a trash bag! I kept thinking, negotiate, negotiate. Could I get it for $1.00?, $1.50? Heck even $2.25 would be a victory to me. But nope, he stood like a champ at $3.00. He even convinced me about the value of his $3.00 trash bag. Looking at me semi-soaked already, he confidently stated his value proposition; “It’s $3 for the bag, and I guarantee that you won’t get wetter than you are right now. Besides, you want to keep that phone dry, right?” I kept thinking of the wet clothes, the shoes, the phone and everything else that I risk if I fight Mom Nature without his piece of his protection. I was so glad he didn’t say anything else, because I was mentally convincing myself that the piece of plastic was way undervalued at $3 and easily would have given $5 or more. The deal was done. On to the show and an enjoyable evening. Even in the rain.

All of this story focuses on what a value proposition is to a prospective client. For me, the proposition was the fact that for only $3, I would stay dry, protect a $200 phone and see the band that I paid to see and have a great time with my daughter and friends. That makes the $3 a bargain in any book. Cheap, matter of fact.

So what’s your value proposition to your clients? What makes them pay you for your services, skills or products? Do you offer them far more in value than they pay for? Do they appreciate you for keeping them “safe and warm” in the face of an inclement situation? Remember, all that goes into creating that “raving fan” is centered on your company’s own, “value proposition.”

To The Whole of Your Business,

Greg

It’s the yearly attempt to remove myself from day-to-day operations of the shop. Nervous? Sure, but without preparing I sure as heck would feel a lot worse. Do you ever feel that there is never a good time to leave your operation in the hands of your staff? Even though we all know that to never “sharpen the saw” is far more damaging than what occurrences may happen in our absence. How do you prepare for your “temporary exit strategy”?

Previously, I would burden myself with the notion that I could never take a few well deserved days off because when I left, there went the ship. I was convinced that the business would be rudderless; just a hull meandering around in the seas with no compass and therefore, no direction. The feeling was so polarizing that to me, it wasn’t worth going through the experience. And if I did fight through it, there was no real enjoyment which is worse than not going at all. Man, would I become one miserable SOB. Totally unfair to my family, let alone myself.

Now, as I mature a little and shed some of the weight of owning and operating a small business to my staff, things are a lot easier. Having procedures in place and training the staff on those practices along with giving them the responsibility of making my paycheck, has made the difference.

Are you grooming good stewards for your get-a-ways? Do you ask your staff to “make your paycheck”? having a plan in place should always be part of your vacation plans.

To the whole of your business,

Greg

Greg Buckley

It was just a simple thing. An oil change service, road test, inspection and a general check-over before the trip. I don’t think it could’ve been more than an hour that we had the vehicle in the bay because I saw the “Waiter” tag on the Repair Order which usually confirms a light service for someone who can’t leave us the vehicle or someone who’s vehicle is pretty much up to date and is just in for a fluid change and visual inspection.

This happened to be the latter. Unfortunately, my schedule and workload didn’t permit me to actually converse with the client, which meant that I couldn’t catch up with their life and all they have been doing. It’s important to be the “good ear” every once in awhile. Just like a good bartender, a barber or hairstylist, listening is most important because they need someone to talk to and confide in. She was one of those longtime clients that enjoyed the give and take of a good conversation.

As the day ended and I was reviewing work orders for the day, I was wishing that I could have had the opportunity to say hello or ask about her concerns. It just wasn’t to be. But, I did have a certain tool that comes in handy when these types of situations occur. (and we all know they do) My account at Send Out Cards, gave me the opportunity to re-connect with one of the more valuable clients that I have. The few minutes that it took to pick out the card, write a small note to her and send it out fully stamped was just the ticket to clear my guilt and make that very important, after the sale touch.  

Amazingly, within a few days, she calls me back to say what an incredible gesture to send such a personal card for “just an oil change.” She went on to say that it’s the little things like that that keeps her coming back even though she lives sixteen miles north of the shop. She said that we give her the “warm and fuzzies” and that she can’t imagine going anywhere else. In addition, she was scheduling her mother’s vehicle for it’s routine service the next week.

If your taking the time to read this post, I would like for you to click my Send Out Card page and find out for yourself just how powerful this program can be for your small business. Or you can take this link to a page that will let you send a card for FREE. Go to - Send a FREE CARD NOW

This is really Marketing With Life In Mind!

To The Whole Of Your Business,

Greg

Service Counter

That amazing line spoken at the perfect moment by Renee Zellweger in the movie Jerry McGuire to Tom Cruise sealed the deal on the relationship between the two characters who had been somewhat non-committal with each other due to each others experiences with previous relationships. Renee’s character had a youngster from her previous engagement while Tom’s “Jerry”, was once a much heralded sports agent that wanted more out of his job than just “selling meat”, which is what Jerry’s clients were to him. I could go on, but this isn’t a Ebert and Roeper movie review.

I’m using this story to emphasize the word “Hello”. Just as Rene’s character used it to let Jerry know that she’s was captured when he uttered it, I was caught with the same word in a completely different setting. How did I get caught? I was hungry!

The other day, I had some paperwork to complete but I could only get it finished by traveling to another town and working with the person directly. Faxes, phone calls and emails just wouldn’t help. I accomplished my task in a short period of time, but I realized that I hadn’t eaten lunch and my stomach was starting to talk to me. Driving back on the same route as I had come in on, I started watching for places to eat. Left, right it didn’t matter, I’m hungry. There was numerous places to stop in, but it depended on what I wanted to eat. Burgers, sandwich, chicken, tacos or soups. I happened to catch a Quiznos sign and my mental rolodex starting flipping through the memory to remind me that my last and only experience with Quiznos wasn’t that bad. It also flashed me the latest TV commercials that showed an enticing menu. “Ok, I’m sold”, I told my self and parked the car.

As I got out I noticed that there was some good taste bud competition to the left and right of Quiznos. Chinese take out, fresh subs and Mexican food. I like them all and either of them was going to be my second choice if I didn’t find Quiznos selections worthy. I never made it out of Quiznos.

I walked in the clean and inviting store, (although empty…it was past the normal lunch hour) looked for the menu board and double checked the exit door just incase I wanted to bail. All of this recognition and environmental analysis took seconds to complete and register. But, I got stopped right where you reach the point when you know you have to make the critical decision of “should I stay or should I go.”

What stopped me? Out of the right side of the counter, a place that I couldn’t see, came a manager/waitperson with that famous word, “Hello”. She followed quickly by, “Welcome to Quizno’s!” She had me. I couldn’t run or hide into a crowd. The door was a foot or two behind me, but I couldn’t leave. She had me at “Hello.” I ended up enjoying a great sandwich that satisfied the taste buds, enjoyed a great conversation with a very motivated manager, and came away realizing how powerful a simple “hello” can be to win a client over. I mean, I had choices, but stayed and purchased just because I got the initial greeting by a smiling person.

How is your staff greeting your clients? Is it a friendly, warm “Hello”? Or do they just make eye contact and hope your client speaks first? Are they pro-active at the counter or re-active in the greetings. Little things mean a lot in the customer service business and your front counter is your front line to profits. Make sure you get your client at “Hello.”

To The Whole Of Your Business,

Greg Buckley

Greg Buckley

After one of the worst weeks in Wall Street history, it’s difficult to have a thought on anything else but what may lie ahead for next week. More of the same? Who knows. You are certainly not going to change it (unless you happen to be Hank Paulson or Ben Bernanke, and if you are, then I am honored that you’re here reading this) so you still have to open the doors and get the business going. So, let me talk about something entirely different.

Recently, I had the pleasure of volunteering for a couple of charitable organizations that I am familiar with. One of them, Shoes 2 Share, a not-for-profit that focuses on giving new and not so new shoes to those in need, both here and abroad.  It is operated by an old acquaintance from high school, Tim Wampler and his wife, Rhonda. The other organization is Meals On Wheels, which of course is national in scope and provides meals to those who are home-bound.

You noticed I said ”pleasure.” It was certainly that and much, much more. As I was packing and un-packing shoes to be shipped to Haiti children, it occurred to me that although I was in a room full of others, conversing, laughing and getting the job done, not once did I have to sell my self, my services or my company. I didn’t even mention my company until Tim walked up and asked, “How’s the shop?’ Tim has a professional dry cleaning business, so it was just small talk. I had one of the rare opportunities to NOT think about the shop and the day to day that goes with it.

The very next week my wife and I had our initial run for our Church’s Meals On Wheel program where we came in contact with those unable to leave their home or apartment or may not even have the money to afford a decent meal. The humbling part of the day was visiting those that were once my own clients for years and had abandoned driving altogether. My wife and I made it through the day and still had a smile on our face given to us by those that showed such gratitude when we stepped up to the door with their meals.

Now your thinking, what does this have to do with marketing. Really, I can’t say what is has to do with it at all. I would hate to tinge my pure and sincere desire to help these organizations by spinning it into a marketing strategy. However, what came about from me giving of myself and helping others solve their problems, were new relationships, new friends, new areas to grow personally. And, there was no pressure at all to be anyone else but me.

Volunteering has the ability to cleanse you. It has the ability to put you in places that allow you to be who you are and that makes others more willing to be with you instead of away from you.  Think about it.

To The Whole Of Your Business,

Greg

Greg Buckley

Well this is it. I’m starting down a new path with this first post. After months of being anxious about what I would say, discuss or advise with regard to marketing on my blog, I’m just going to put it out there and let you be the judges. But let me be clear. I don’t want to just talk about marketing or advertising your business in nothing but ad speak. Gosh, that would get old fast and besides, why speak another language when plain English works best. I want to discuss real world results from not only my small business world, but those of others within our own trades. However, I will include examples from where ever I see unique marketing and advertising being used which can be adapted and used at your shop or small business.  They will be real life experiences from real life people. Hence the title, Marketing With Life In Mind. 

Before I forget, I would like to thank everyone for the encouragement to start this engine. There are many people who I owe way too much to for this opportunity. Especially my wife and kids who sacrifice more than they ever should in order for me to go out and play.

So with all of that being said, there’s so much great material out there to enhance all of our businesses, I want to make it my purpose to expose it. Sign up and stay tuned….

Until Next Time,

Greg