Like many other dealers, Bill Bustard and Brent Ravelle, principals in Bustard Chrysler Dodge Jeep of Waterloo, Ontario, found themselves struggling to come to grips with their body-shop business, which was going the wrong direction. Insurance companies were increasingly steering their business, and the store’s customers, to the major independents for crash damage repair, Ravelle explains. "So we decided to try something different."
They began by doing a mutually-supportive deal with an independent body-repair shop in their neighbourhood. "He does our body work and we do his mechanical work," Ravelle says. But that left them with an empty body shop and all its related overhead.
Partly to make use of that space, and partly to support their own used-vehicle operation, they considered setting up a detailing operation. "We wanted to raise the quality level of our used-car conditioning," Ravelle says. "Used cars have to look as good as if they were new to sell them these days."
At that point, they contacted Fine Details - a detailing
franchisor based in
"We could have tried to set up our own operation," he says,
"but when we analyzed the situation we could see that we would have a facility
and nothing else." No background, no experience, no support, and no established
infrastructure. Fine Details offered all that and more.
Turn-key operation
"Opening a franchised Fine Details centre puts you in
business for yourself, but most importantly, not by yourself," says company
president, Mark Shannon. As a franchisee, you are fully supported right from
the start. The company works with you to design the facility and manage the
construction phase, producing a turnkey centre, so you can be in business
quickly and economically.
Ravelle confirmed that to be the case. "We opened our doors
just four weeks from the day we signed the deal with Mark," he says. During
that period his key staff went through a comprehensive two-week training
program in
In addition to facility preparation and personnel training,
Fine Details provides all necessary supplies. Through experience, the company
has been researching the best products for over five years. "We work with
specialists and chemists to bring you the very best custom blends, designed
from our own specifications."
The list of specialty services offered includes full
hand-wash and vacuum, fabric protection, leather shampoo and detailing, leather
treatment, paint protection, high speed polishing, engine shampoo, dent removal
and windshield repair. "It’s real detailing," Ravelle comments, "with Q-tips
and toothbrushes, and cotton cloths - no chamois!" And no other fabric
materials that can cause micro-scratches.
Business is good
Three months after opening, Ravelle is more than pleased
with the results, and with Fine Details. Having the franchise behind the
operation provides the same kind of advantages new-car dealers have over
used-car dealers, he explains.
The detailing shop employees five people - six in the summer - and beyond just supporting Bustard’s used-car operations, which has itself increased dramatically, it is drawing business off the street. "About 30 percent of our business is external," Ravelle says, "and that is growing every week." Surprisingly, he says, about 90 percent of that business is from outside the store’s established customer base. Even other used-car businesses are sending their vehicles there.
"We have more than replaced any lost body-shop business," he reports, "in part because the expense load is so much less." In addition, the detailing business has opened a whole new area of opportunity. Beyond detailing just cars and trucks, for businesses and individuals, "we can offer services for boats and RVs as well," he adds.
Currently, Fine Details has 25 franchisees, all in the
southern
In addition to the startup support and ongoing provision of supplies, being a member of the Fine Details network also provides a great advertising advantage. Achieved through a co-op fund, timely and targeted programs are designed to create awareness and drive business in through the door. The corporate staff comprises experienced executives from a variety of disciplines, who are accessible to answer questions and provide assistance.
The face of the auto business is changing. Current trends
indicate vehicle owners are keeping their cars, vans and trucks on the road
longer than ever before. That trend, combined with the fact that luxury car
sales are increasing year by year, means that detailing services represent a
significant growth opportunity. More so, probably than the body-repair
business.
Add this page to your favorite Social Bookmarking websites
| < Prev | Next > |
|---|
Comments