Here's our marketing goal: Use leverage and smart thinking to get lots of windshield repair business by offering to employees of major corporations as a benefit from the company!
REMEMBER - The greatest challenges you will have will also bring you the greatest rewards!
This article is dedicated to finding a way INTO the corporation - Find a way to offer and perform windshield repair services to ALL employees of major corporations, AT THEIR PLACE OF EMPLOYMENT! Here's how":
When I say "into the corporation", I am referring to helping the corporate employees with their windshield repair service needs. One definite advantage to working with corporations is the fact that there are a lot of people in one place. (and usually a large percentage of them have full coverage insurance)
There are a lot of people with insurance (highest paying repairs) that work inside of larger businesses. The fact that they are all in one place is a big advantage.
The challenge comes when you try to talk to anyone but the receptionist, especially when it is a manufacturing business. Access to the employees is almost impossible. But, there is a way!
One of the best ways to start any negotiation process is to think of what the other person really wants out of the deal. And, when you think of corporations, you must follow this rule.
FIND OUT WHAT THEY WANT AND GIVE THEM WHAT THEY WANT! - ON-SITE WINDSHIELD REPAIR IS A GREAT BENEFIT COMPANIES CAN OFFER THEIR EMPLOYEES AT NO COST TO THEM!
Talk to any corporate human resource director (formally the personnel department) and you will find that one of their main jobs is to make sure that the employees are receiving their benefits.
When they have benefits that they can give their employees, and not have to pay for them, how do you think they will respond?
Corporate America is looking for ways to enhance their benefit program for their employees. They are looking for ways to keep their employees happy. Most companies simply cannot afford to give them all of the benefits that they would like to give.
Certainly, employees are always wanting more and somewhere in between they meet. But, in the process, there is always room for more benefits and services for the employees.
Most day workers have shifts that allow them little time to do anything but work. The weekends are filled with getting the things done that they didn't have time to do during the week. That is where you come in.
CONVENIENCE AND SERVICE
Having someone come to the office and repair windshields, handle all of the billing and paperwork, is a great service and convenience that many human resource managers and directors would love to offer as a "free service" to their employees. What else can they say? There is no way for them to lose at this deal. In fact, they may be your first customers!
I started a program like this with a local firm (they employ over 3000 employees). The approach we used was through the Human Resource department and their personnel. It went something like this:
THE APPROACH
I called the secretary and asked to speak with the manager. I introduced myself and ask him/her for a time when I could show her a program that would benefit the employees. I also mentioned the fact that this service would be free to the employees and to the company. In the introduction I mentioned that I will take the posture that the service I am rendering is sponsored by the company (an example of the company giving more to their employees).
Now without going into greater detail with the receptionist, I secure a 15 minute appointment. Our primary objective in the first phone call is to get the appointment without giving away the exactness of the plan (it is for that reason we must have our "meeting" and go over the "details").
THE MEETING
At the meeting, make sure you take a sample of how the insurance companies waive the deductible and pay for the repair. Some insurance companies have great third party endorsement brochures, that shows how they encourage the process. You can get these brochures, free of charge from most local car insurance agent or claim offices. Look the claim office up in the phone book or call a local agent, they will tell you where the claims office is.
Explain just what it is you hope to accomplish. Start with the benefits that the corporation or business will realize. It is really a three step process.
THREE STEPS OF SUCCESS
1. Identify the need - Let the manager know that you are aware of the busy schedule that the company has and the fact that it is difficult for employees to get away during the day. (if not impossible-and employers do not like it when their employees take "personal days").
2. Show that the need can be fulfilled - Now this is where your service business comes into play. You can have your technicians (or just yourself) come to the company property and perform the repairs while the employees are working!
3. Tell them how you will accomplish this - There are several approaches to the actual logistics involved when you need to get the paper work done and do the repair, you can do all of this work on the spot or you can do it in advance. Explain the options to the manager and help him/her make the decision that would best suit their needs and the needs of the company.
Finding what the customer's needs are is the most important process in obtaining the account.
Now, a word on "obtaining the account", you are "creating" a new account. You are beginning something that chances are, has never been done before, it will be new to them and they will love it!
A NO-COST BENEFIT TO THE EMPLOYEES!
When you present this program to them, in the manner outlined, they will appreciate the fact that this is a no-cost benefit that they can offer to their employees. A convenience to the employees, a great service. Everyone has had the hassle of having to take a half of a day off and try to schedule work done on their car. Make sure to emphasize the "no cost benefit for the employees, a benefit offered by the employer".
You don't care who gets the credit right? Just concern yourself with the earnings, let the personnel manager take all of the credit.
THE ACTUAL WORK
You will find that having some little forms that the employees can fill out in advance, will be the choice of some managers. (with the basic info on it, that you will need to determine whether or not their insurance company will pay for the repair, ie..insurance company name, policy number, and comprehensive deductible.) You can designate a certain day when you will return and do all of the repairs.
You may want to start this process during their lunch hour (or at least suggest it) and see how it goes. Some companies will also want to see how it goes. Having a no hassle trial period will be good for them and for you. Remember to always bend over backwards to accommodate the customer's needs. You want to show them that you are there to serve.
If they can use the pre-information forms you provide, it will save you some time and make the process easier for all.
When you suggest this to the person who you are trying to convince, there may or may not be a look of dismay or complication on their face. Watch for any bewildering look on their face and reassure them of how easy this is. If you still have the feeling that this is too complicated for them or that they are overwhelmed or too busy, then offer to do the paperwork when you get there to do the repairs.
ON THE SPOT APPROVAL
When you have determined that you will have a "Chippin Day" for the employees, and you have decided to do the work of finding out who the insurance company is and all of that information, assure the person that in most cases (99.9%) you can approve the customer's repair on the spot. Make sure to mention the fact that if for some reason, they are later not covered or if the coverage does not go through, that you will not go back and charge the customer for the repair.
If you lose a couple of repairs, that is okay, because you will do so many others, it shouldn't matter to you. This is one way to keep everyone happy and will save you the appearance of being a "nit-picker". This extra mile service attitude will go along way toward developing a good, long enduring relationship.
This will also help you, in several other ways:
1. You can plan "Chippin Days" on regular intervals throughout the year, at the same company.
2. It will be a positive thing that the manager will remember. It will be a good idea to ask the satisfied managers if they would mind giving you a favorable recommendation, should someone call. Now you can see how you can piggy back this service to many companies, through positive referrals.
SHIFTS
Depending on the company, you may want to offer to have two or three different times or two or three different days when you will perform the repairs. Having a day planned two or three weeks in advance will give everyone a chance to get their ducks in a row (including you). Make sure to follow up every week and even a few days prior to the event to help them keep it on the top of their agenda. If you do not follow up they may get busy and forget! Trust me on this. I know from experience.
You may suggest that they put a little notice in the employee's mail box or pay check, announcing the fact that the service will be offered, and give the employees a chance to call personnel and "sign up"!
THE SUBTLE APPROACH TO CORPORATIONS AND BUSINESSES
Another way to have the employees take advantage of your service is to have posters made and posted in the lunch room or employee room. Although this is not nearly as effective as having an employee day, it is exposure. I had posters made that emphasized the fact that the service is an employee benefit, sponsored by their employer.
Remember having the posture of benefits offered by the company? You will notice that throughout a lot of the approaches mentioned in this book, I feel it so important to offer this service in the least threatening, most effective way.
Also make sure that you mention to the employees that they are entitled (everyone wants what they are entitled to, right?) to special treatment like a discount or other special treatment, since they are employees of the company in question. Make them realize, some how, that going through their company, they will get more benefits.
CASH DISCOUNTS
When the employee does not have the insurance coverage that will pay for the repair, then offer to have a cash discount available at the time of repair (of course, the additional discount is only offered to employees of the company you are servicing). Some employees will choose to pay cash, even though they have insurance coverage. For whatever reason the customer chooses, make sure you offer a special cash price.
You can learn more great windshield repair marketing tips in Martin Collins' National Best Selling Book, IN THE CHIPS - The Complete Guide to Marketing Windshield Repair. Available now on his website listed below.
IN THE CHIPS BOOK now AVAILABLE in AUDIO!
About the Author: Martin Collins is the leading international authority on windshield repair marketing. He has taught windshield repair marketing in all 50 states and 6 foreign countries and has successfully built his own highly profitable windshield repair business.
He invented the Superglass Windshield Repair System (which he later sold) and introduced windshield repair to Jiffy Lube International and the Car Wash industry nationwide. He is the author of many articles on marketing windshield repair services.
He has been a featured speaker at national conventions. He has also been featured on the cover of national industry magazines and wrote the national best seller, IN THE CHIPS, now in it's 2nd printing. It is full of proven ways to successfully market windshield repair services with over 20 chapters of the best ways to succeed in the auto glass business.
You can reach him at:
http://www.windshield-repair-business.com or [mailto:
info@windshield-repair-business.com]
info@windshield-repair-business.com
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