In Mobile Auto Detailing They Say Image Is Everything – But It’s Not The Only Thing

July 10, 2012 by  Filed under: Branding 

Okay so, let’s say you’re in the mobile detailing business, and you have a spectacular looking rig, uniforms, and excellent brochures. You are selling image to your customers, and making their Porsches, Mercedes, BMWs, and other high-end cars look pristine. In this case, and in the mobile auto detailing industry, most operators would agree that image is everything. Okay so, let’s talk about this for second shall we?

You see, before I retired I was in the franchising business, and we had an auto detailing module that we offered. On the first page of our operations manual we had a notation which said; “Image Is Everything,” and for our company, because we had a branded company as a franchising firm that was totally true. The customers were using our service because of our brand and, and because of our excellent image. Nevertheless, having the best image, while it is important, especially in this type of business, it is certainly not the only thing.

After all, you have to make money; that is to say you need to make a profit if you wish to stay in business. Right now, things are tough on the small business community throughout the United States, and it’s not easy to make money, it’s a tough row to hoe. Indeed in the mobile service sector you also have to deal with high labor costs, and high fuel costs. Now then, it’s nice to drive around in a nice rig, and look great, and have a team which is gung ho, but just like any team, what matters is what’s on the scoreboard.

If you’re in the mobile auto service sector, the scoreboard would be your bank account or how much money you have left over at the end of the month. Exactly what do you have to show for your operations, and all that hard work? So, what I’m trying to say is that whereas, Image Is Everything, I’d also like to say that “cash flow is king,” and that’s where you need to also concentrate some of your efforts.

Finally, it’s not an either/or thing. You can’t just go for profits and have a ho-hum image because in this industry, you won’t get any referrals that way, you won’t get any new business, and eventually you’ll be out of business. Of course, if you never make a profit, you’ll eventually run out of money, and you’ll be out of business anyway. Now then, I suppose that it would behoove you if you are an owner operator of a mobile auto business to be thinking here. So please think on it.

Lance Winslow has launched a new provocative series of eBooks on Image and Branding. Lance Winslow is a retired Founder of a Nationwide Franchise Chain, and now runs the Online Think Tank;

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