If you don’t like cameras, put yourself in the public marketplace in some way, via radio, television, print, or the Internet.
Here are some other words of advice:
- Be courteous and respectful to your customers, employees, and co-workers.
- Remember that referrals are the best way to build business, so focus on giving your customer your highest quality service.
- Dress so your customer will want to let you into his business or home again.
- Make sure you and your employees clean up after the work performed. Your customers will certainly appreciate this level of professionalism.
The best rule is: Do the opposite of scammers. Focus on getting repeat business by putting yourself in your customer’s shoes and see things from his perspective. Plug the holes that your competitors missed with new offerings, unique solutions, or readapt existing products or services to customers’ needs. Show him that you possess the knowledge and insights to be the logical choice for his security requirements.
Ask your customer to write you a good review on the Internet. Be like Jim Mowry of Aaron’s Lock and Key, whom, after decades in business, keeps learning more about products and solutions. He decided during the economic downturn to become an expert on automotive security, an area he shunned for many years. Today, he works to control his costs while striving to get good referrals from his customers. He dramatically lowered his traditional advertising budget and became knowledgeable about getting his shop’s phone number and web address listed high on the Internet search pages. He concentrates on new methods of advertising, such as Angie’s List (www.angieslist.com), the market leader in rating and promoting service-based companies. Aaron’s is A rated on Angie’s List, having the most A referrals in the Metro Detroit area.
The company rated the worst is the same one that answers an 888 number and quotes 15 minutes and $15. Its Angie’s List average rating is F and every review is stunningly bad…the daughter charged $289 for a metal Hyundai key, who had to climb through her trunk to open her car door…the fiancé who paid $315 for two rekeyed locks, the tech who came with a dead electrical drill, or the one who left the back door lock “spinning like a top.”
Here is a typical member’s comments: “Just awful. If you’re looking to get scammed, this is the company to hire. Technician was rude, botched the job, lied about coming back at a certain hour, and then had the audacity to imply that he was doing me a favor to fix his garbage work. Should have looked on Angie’s List before. Stay away!!!”
Phony locksmiths are giving the locksmith industry a bad reputation. So today, it is even more critical for the lock and security professional to completely change any negative perception by giving the ultimate in courteous, knowledgeable service.
2013 might not be the “Year of the Locksmith” but it’s a pretty good year for Vogel’s Lock and Safe in Ann Arbor, Michigan. 2013 happens to be the 100th year anniversary of this fourth generation business, a mainstay in downtown Ann Arbor near the University of Michigan, which is only a few decades older. Vogel’s, like Aaron’s, Fred’s Key Shop in Detroit, and McElheney Locksmiths in Toledo, Ohio, are trusted advisors in their local communities. All of these lock companies have been in business for many decades because they continue to provide good service and maintain strong reputations.
So you don’t have to be hip or on Facebook or the lowest priced or even the most skilled locksmith in town. What you need to do is focus on excelling for your customer. Always give your best service, treat your employees and co-workers well, and let them help you grow your business. Build a reputation that you can be proud of. Be trusted to do good work around your community, and ask your customers for good recommendations and referrals.
The terms, “asleep at the switch” and “asleep at the wheel” arose from 19th-century American railroading, when it was the trainman’s duty to switch cars from one track to another by...
Search engines have become the new way to source information.
When business is quiet, take some time to create a flier, search the Internet for organizations looking for a guest speaker, or visit potential customers and drop off your brochure.