President's Letter - September 2018

In this month’s letter, we’re going to talk about appropriate self-promotion.  For many of us, we are our detailing business.  Although we may have a “dba” or business name that is completely separate from our actual personal name, we are still the “face” of the business.  As such, it is important to share with our customers and potential customers — without being obnoxious — our professional experiences.

The most obvious way to do this is to share and display your professional certifications and awards.  Make sure to tell your clients about your achievements and credentials.  It helps build value and trust.  Hang your certificates where they can be seen or have them in a binder to view during your service quote.  Put your certifications on all of your marketing materials: business cards, letterhead, website, Facebook page, invoices, brochures, signage, work vehicles, and shop windows.

As you go about your weekly and monthly business as a professional detailer, gather and record your work experiences so that you can develop a virtual portfolio of detailing accomplishments and experiences.  The simplest way to do this is to keep an eye out for photo opportunities as you go about your daily routine.  Before-and-after sequences of nasty detail jobs are very effective.  But also get photos of yourself working on special projects, particularly photogenic vehicles, as well as the wide variety of vehicles that you work on.  Take photos of your finished work also.  It is important to take “too many” photos, because, as professional photographers will tell you, only a small percentage of the shots will actually become publish-worthy.

“Recording your experiences” also means documenting the training events, seminars, trade shows, IDA events, and professional development efforts that you pursue during the year.  These experiences add to your professional integrity and help the customer understand your commitment to the detailing profession and industry as a whole.

Some of us are brand-loyal to the death.  There is nothing wrong with this.  In fact, it’s no secret that I have my preferred brands.  Please remember, however, to market heavily on your expertise and the value of your premium services.  In fact, it is more important to market yourself versus the brands you like, as many of your potential clients in the motoring public don’t know a thing about the brands you use.  Bottom line is, you are a “detailing specialist” regardless of what brands you choose to use.

Lastly, and this is hugely important, always be professional.  This should be a no-brainer when operating within your business.  But it also extends to your interaction with the general public, especially when you are out and about in your company wear.  Finally, NEVER bad mouth another brand or competitor — this just makes you look bad.  You should be able to proudly stand on your own two feet upon your own accomplishments.

Sincerely,

Justin Labato, CD-SV, RT
2018 IDA President