John decided to spend some money on advertising and marketing for his shop. He ran ads in local publications and he hired a lady to put out flyers and to take donuts, flowers, pens and pads around to agents, dealership principals, and other collision repair prospects. After three months he dropped the ads. He was annoyed. "They aren't working," he said, "we haven't had a single call." Six months later he fired the marketing lady. He hadn't seen a single job from his marketing investments.

Was John justified in cutting these marketing costs?

After three months it was reasonable to expect at least a few calls from his ads -- IF the ads were any good. It was entirely possible he chose the wrong publications to advertise in, or that the ads were poorly designed. Or because many people now get all of their news on the internet, maybe nobody is reading those publications anymore.

But what about his attempt at direct marketing? Should he have seen some results after six months of paying for live calls to prospects? It is possible he chose the wrong person to make the calls for him. It's more likely that his expectations were too high for this kind of gradual marketing. Probably he was just impatient.

BREAKING DOWN INITIAL BARRIERS

Most business people are annoyed when interrupted by uninvited solicitors. Agents, dealership managers and fleet managers are generally busy people. Unless there is a clear advantage to taking time to talk with a stranger who stops by to solicit business, most will show that stranger the door very quickly. A smart marketing person will stop by, leave some literature and perhaps the donuts, flowers, or pens, and move on before anyone gets annoyed.

After several weeks or months of these inoffensive visits, she should begin to get a more pleasant reception when she stops by. And she may even have an opportunity to say a few words on behalf of the shop. If everyone on the calls list is visited only once a month, six months may not be long enough to break down those initial barriers. I've found with many prospects, it can take a year or more.

ADDING FOLLOW-THROUGH TO INITIAL CALLS

In the world of sports, it's well known that follow-through is vital to great performance. A top baseball coach tells his pitchers "A good follow-through is critical for speed, control, and proper fielding position." Tennis coach Jeff Cooper says follow-through is one of the seven keys to a power serve in tennis. In the world of sales and marketing, follow-through is equally vital!

From time to time, a client calls me to say business is way down. He needs to do some powerful marketing and sales right away! This is already a silly request because in general marketing efforts take time to develop and to realize a result. The best time to market is when you don't really need the business. By the time you're desperate for more business, it's generally too late.

John had the right idea when he sent someone out to make those initial calls, but he was only scratching the surface. Follow-up was needed to dig deeper to hit pay dirt.

BEING QUALIFIED TO FOLLOW-UP

While the first contacts can be initiated by someone with limited knowledge of the collision repair industry, any real marketing efforts must be made by someone knowledgeable enough to answer detailed questions. Only an experienced estimator will be able to answer specific repair questions. If the contact will involve negotiating specific prices, discounts, and concessions, only an owner or manager will be qualified to discuss these serious issues.

John should have asked his lady to be more of a "bird dog" to find out who he or one of his estimators could talk with personally. Then follow-up calls could include an invitation to the shop or to lunch for some serious discussion -- but with someone knowledgeable enough to discuss real terms.

WHY PATIENCE IS SO IMPORTANT

Most marketing activities take place in slow motion. Perhaps you're seeking a direct repair relationship with an insurance company, a dealership or national fleet management company. After initial inquiry calls, you finally find out who is the key contact person. You make contact and perhaps they send you an application form. You fill in the form and send it back with a carefully prepared presentation portfolio. Weeks go by and you don't hear from anyone. You call and often find out there are currently no openings for additional shops in your area. What do you do now?

I've often said that referred business relationships are like marriages. Nine out of ten eventually end in divorce. Your best hope is to be the next suitor in line when the break-up with the current darling shop ends. Hopefully you'll be selected to be the next favored facility. But this will only be possible if you've continued to knock on the door and announce your availability over and over. This requires patience and the right kind of follow-through. Don't expect too much from a first visit by your representative or you. This contact person may have been surprised by a call from a body shop person at all. Patient follow-up is the key to getting the business. If you're close by, you can offer a tour, a lunch, a small free service, or even a small gift like free theatre tickets for bringing a vehicle in to test the quality of your work and service.

FOLLOW-THROUGH MEANS PATIENT PERSISTENCE

Ray Kroc, the man who put McDonald's on the map, said: "Press on. Nothing can take the place of persistence." Securing long-term referral relationships is very much like a courtship. Very often the patient, persistent suitor may not be the brightest, the strongest, the richest or the best looking. But if he is always there, with the same patient, persistent, positive message, there's a good chance he'll be the one to win the fair maiden. Or in this case, a profitable long-term business relationship.

Tom Franklin has been a sales and marketing representative and consultant for forty years and is the author of the books, "Business Battlefield Marketing for Body Shops," "Tom Franklin's Top 40 Marketing Tactics for Body Shops," and "Strategies for Greater Body Shop Growth." His marketing company now provides marketing solutions and services for body shops and other businesses. He can be reached for questions or comments at (323) 871-6862, by fax at (323) 465-2228, or by E-Mail: tbfranklin@aol.com.