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The obvious answer to this ‘how do I get them to stop’
question is: Tell Them To Stop –Give Them a REASON! The ‘tool’
with which you ‘tell them’? Your signage.
I know… you already know about signage, you read that article
in the Lube News... I must disagree… You don’t know
squat about signage! Oops.. Did I say that out loud? Don’t
be surprised if I don’t apologize, you don’t know! So
why not whip out the yellow pages and call a sign company and get
them out here to fix the problem. Well, ironically (and sadly),
they don’t know much either. They certainly know a little
more about it than you do, but it’s still not the ‘right’
information.
The sign industry is very different from the Fast Lube industry.
It has been my experience that Fast Lube owner/operators are a business
savvy, ambitious, entrepreneurial crowd. Sign companies on the other
hand are normally ran by welders, craftsmen, tradesmen, painters
and the like. Very rarely will you find someone at a sign company
that actually knows about the true purpose of signage. Even more
rarely will you find a ‘sign man’ who has ANY IDEA of
how that knowledge can be intelligently translated into big money
for a Fast Lube facility on a busy street. Again, do not misinterpret
me. I am not picking on the sign companies! Sign companies are a
vital part of our operation, just like the nurses are in any hospital.
The problem is that sign companies sell signs. They have never been
trained in effective marketing and advertising.
They have no idea of how to design and utilize signage to ‘solve
problems’ and ‘create business’.
Back to out ‘nurse’ analogy: The real trick is having the
knowledge that leads to the right diagnosis or treatment of an ailment
so that the nurses can then do their job based on the diagnosis
made by the doctor. So, how do we diagnose ‘sign-sickness’
or identify the problem areas in your facilities ability to attract
new business from the ‘money-stream-of-traffic’? That
truly is a great question! Like any diagnosis, we can start with
a few questions that will give ‘the doctor’ a feel for
the way your business is currently feeling…
Diagnosis Questions:
- Of the 40,000 (give or take) cars that pass your location everyday,
how many of them use motor oil?
- Of the 40,000 motor oil consuming vehicles passing your location
everyday, how many of them do you want to notice your
Fast Lube?
- Of the many products, services and special promotions your Fast
Lube offers, how many of them do you want the passing traffic to
be aware of?
**According
to the U.S. Small Business Administration 85% of your customers
live and work within a 5-10 mile radius of your Fast Lube. They
pass by your location as many as 30 to 40 times per month on average.**
- Of the 30 to 40 times your customers pass by you every month, how
many times do you want them to notice you and be informed of additional
or new services available at your Fast Lube?
- Now for a much bigger question… Are you currently
achieving 100% of all of these things?
- And an even bigger question… What would happen
if you were (can you imagine)? Now, before you read further, do
me (and yourself) a favor: Really think about your answer for just
a second. No, really! What would happen if: You
got each and every person to look each and every time they passed-
as you pounded their minds with all of the reasons why they NEED
to pull in NOW and ring your cash register?
And last but not least… the BIGGEST QUESTION OF ALL…
- DO YOU WANT TO KNOW HOW???
If you would like to know how, stay with me and I will tell you. If
you are one of those people who think you already have it figured
out, please, stop reading, crinkle the report up and toss it into
the round filing cabinet. If you are having fun with me at this
point and you like what you are hearing… please proceed!
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