PPFPosts November/December 2019

August 6th, 2021 by Nathan Hobbs

Get Uncomfortable and Get Digital

By Jamie Werner

I often see installers either hit or miss the mark in the digital age for their businesses. Everything from trying to keep track of sales, marketing what you offer, and even staying in touch with your customers can mostly be done with your cellphone. Getting digitalized is very tempting in the world in which we operate, especially for an automotive aftermarket industry business owner. Yet some are still resistant to the idea of learning how to post pictures, take and edit videos to post on social media, and even having a legitimate website that gets information out about their business.

Wake up people! You’re only going to be left behind if you don’t start utilizing some basic tools to get your business in front of your potential customers.

Confronting Fear

The web can be a scary place, but for the most part, you can draw good things out of it. Social media’s cost for marketing is so cheap that it’s worth spending time learning how to do some of the basics. Facebook, Instagram and YouTube are free, and you can’t get much cheaper than that. These platforms lend an ear or an eye to those looking for your services and you can control the narrative. With plenty of editing tools that are also free apps on your phone, you can put together compelling content. If you don’t know how to use any of the programs, you’re in luck. You can
search for tutorials to show you how to do all of it.

Setting up a digital landing zone is also inexpensive, with websites like Wix and Square Space, that help make designing a website easy. These are more of a billboard rather than something your customer will spend a ton of time on, so don’t get too caught up in what the content is, since it’s not going to be as instant or live as your social media pages. The good news is you can link them all together, so if you want them to check out your current work, they can click a hyperlink to your social media pages. With a website cost being free from certain sites, you can get through this process with minimal cost.

Adding Software

Accounting software is highly beneficial. I’m a numbers person and feel numbers tell the whole story of what’s going on. The more data you can keep track of, the more precise your business can be. This type of recording allows you to track how successful parts of your business are, who your customer is and will be, plus you can keep track of ordering future inventory by knowing the numbers from previous years and months. Waiting until the last minute usually costs you more money which affects your bottom line.

There are so many missed opportunities due to businesses not getting digital that it makes me question, why is there such a resistance? I talk about them with others and have utilized one analogy. You can lead a horse to water, but you can’t make it drink. I bring these ideas up so the industry can grow, but I can’t make everyone use them. It’s up to you, as the business owner, to use tools to your advantage. If not, you only have yourself to blame when things might not be working out.

Be willing to get comfortable with being uncomfortable with technology and allow it to expand your horizons. And remember to exceed expectations every day.

Jamie Werner is the national sales manager and head trainer for PremiumShield.

To view the laid-in version of this article in our digital edition, CLICK HERE.

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