Just moved into a new shop.

[saundersdiesel]

I finally bit the bullet and started renting a new shop in a high traffic area, and so far business has been pretty pathetic. To be honest with you it is so bad that yesterday I did 20$ all day and i was open from 8am to 7pm. I learned this morning that the people that were here before me had made the community extremely upset as a whole.

Is there anything I can do to help people see that I am not them and that it is a totally new business? Ive got a sign and things but I believe that the reputation is so bad for this building that people are not even looking at it.

 

[cowboy73]

My only advice is to advertise. Use all the media you can, local paper, fliers, radio ads, internet. You can overcome this, but you need to get the word out that you are not associated with the former inhabitants of the building. If you can repaint the exterior of the building I would. Bad reputations take alot to overcome. You just have to show people that you aren't the same as the people that were there before.

 

[NUTTSGT]

Try visiting local businesses and get word of mouth. Barbershops, coffee shops and places people tend to congregate and gossip. Nothing better than word of mouth.

 

[mercman1951]

I would hang up one of those 'under new ownership' banners outside if you can...

 

[haugy]

I would hang up one of those 'under new ownership' banners outside if you can...

This, and by hang it up, I mean use hooters girls to hold it up.

Definitely get word of mouth out there about you and your new shop. That's what killed the old shop, that's what it will take to renew it.

 

[Zeke]

It's tough to overcome a bad rep. Most business people will tell you don't open up where someone else has failed. You should do anything and everything to make the business look different.

Community service work is always a good advertiser. Maybe change the oil on a church van or something. Get yourself in the local paper. Spending money on print advertising is going to be very expensive, but if you do, offer coupons good for no more than 30 days.

I can think of other things, but that'll do for a start.

 

[saundersdiesel]

Thank you all for the recommendations I like the idea of the church vehicles as there are quite a few around here. I really like where the building is and the people that come in a genuinely good people. Ive had a couple of customers in this morning and they have all left smiling so that is always a good thing. I have a rollback and try to use that a form of advertisement, I just really hope it picks up soon. I kinda put a lien on my datsun 240z to get this place and I need to pay it up to get it back

 

[countryroad82]

All suggestions that have already been stated are great ways. I found when I had my shop open full time that print ads were pretty well a good waste of money in my area, I made some radio ads (this was by far my best investment), made sure to keep a pile of business cards in other local businesses, threw in a couple freebies to churches/ charities (tax write off btw). Generally I let people know that I was out to help and make a profit, not get their money and tell them not to let the door hit them in the a$$ on the way out. I made front page news once because I painted an old school bus for a couple (the husband was paralyzed) that they used to get him around. I charged them a fair price to do the job (nobody else wanted to touch it) and they suprised me when they came rolling up to the shop one evening with the bus and a reporter in tow. That did help out a whole lot, but what really helps is make sure the community gets to know you. It may take you a little longer due to the fact of the previous business, but make sure to let them know that you are in no way connected to the old owners. Good Luck!!

 

[Thruxton]

You've gotten very good suggestions from the other posters here. I would only add one small thing (based on a career in sales and marketing). Don't bother telling them (your prospective customers) who you aren't, tell them who you are. It's not only a waste of time, it just reminds them of negatives. When you advertise, no matter how you do it, let them know you are good at what you do, and why: experience, training, whatever. And don't neglect things that don't seem important to you. You can't use it all at once all the time, but it should be the substance of how you identify yourself. Good luck, I've gone the small shop route once and I know it can be tough at times!

 

[ponjohn]

Issue some sort of press release to local media---it's free.

 

[Vern X-100]

Word of mouth, free Craigslist ads and let people know what specialized services you offer. You have to stand out in the crowd.

A friend of mine started his own business restoring muscle cars, custom fabrication and bondo-free body repair. Now he's doing late model work just from happy customers, reasonable hourly rates and fast turn around.

Customers are lined up just to ger their car in the door!

 

[kbkna]

When I had my towing business, my first stop was to the local police and fire departments and made a donation for equipment. You provide a different service, but see if you can pick up some local service contracts. I even had the servicing contract for a large rent to own company. Word of mouth was my best advertisement after I got some of the police and fire department customers. Good luck and stay positive!

 

[Toolfool]

If you have parking space, a monthly meet night for local car clubs and enthusiasts, with burgers and dogs at the first few, would get word out quickly. The church connection works well too. Around here, some of the men from the church volunteer four times a year to do oil changes and small service on the cars of elderly and poor parishioners. Only the labor is free. You could offer your shop and lift and let them do the work, make a bunch of new friends.

 

[blacksporty]

And I hope you did a mailing and or email campain letting all you old customers that you moved.

 

[saundersdiesel]

Oh ya I defiantly did that lol. Today has been better but still slow I am getting some new shirts made and have to call a couple of churches today as-well. I think the first person I called was my snap-on guy and I think he is as excited about the move as i am lol. I did paint the outside of the building yesterday and it looks a lot tackier than what I had in my mind. Ill have some pics up later on today.

 

[mercman1951]

Also, check out 'direct mail'...those 8 X 10" cards you send out in the mail to your local customers. You can have a coupon on it for an oil change discount or something...and you have plenty of space to work with to proclaim you are the new owners. They are cheap...something like 15 cents each when bought in bulk...depending on who you go with. I have direct experience with this product, and it seems to work well.

 

[38Chevy454]

It may take a while, but good quality work at fair prices will get word of mouth going and soon you will be maxed out with work. The key is quality work and fair prices. Fair means you are making money, but the customer still perceives as getting a good deal - you both win!

Post some pictures of the new shop, maybe get some good advertising ideas. The charity donated work (labor free, but they pay only parts and materials) sounds like a good idea to build some good will and reputation. Maybe get some free press out of it if you can? Sponsor a little league, football, soccer team?

Do you have much of a parking lot? Try having a car show or cruise at your location.

 

[IONH]

Many good points above. I specifically like the "Under New Management" banner suggestion for outside.

 

[Zeke]

Issue some sort of press release to local media---it's free.

The trick is to get them the read it. Self aggrandizing PR's don't make it any further than the trash can next to the fax. That's why I suggested the church thing and community involvement.

It won't be long before baseball tryouts are in full swing. I'd sponsor a team or co sponsor a team for as much as I could safely afford. And when you pick up a team, that is reason enough for a press release. But, in one week, that's old news.

A banner at the ball field will stay up all summer. That's involvement.

 

[ishiboo]

All great ideas. Also contact your local chamber and other organizations to see how they can help.

 

[Dickey]

Assuming the nature of the business is automotive repair, I'd park something interesting out by the road with a sign that reads "Free Hotdogs" or something to that effect. Meet and greet with prospective customers, thank them for stopping by, knock out some repair work as you can but make sure you're visible while you're doing it so people understand that nature of the business is considerably different. The repaint is a very good idea. If possible, I'd look to incorporate a design of some kind as well. Diagonal lines and other easily discerned visual changes from the prior facade, that sort of thing.

 

[mercman1951]

It won't be long before baseball tryouts are in full swing. I'd sponsor a team or co sponsor a team for as much as I could safely afford. And when you pick up a team, that is reason enough for a press release. But, in one week, that's old news.

A banner at the ball field will stay up all summer. That's involvement.

This is an excellent ^^^^ idea. Barter with a local ad agency or ball field for banner space.

 

[Falcon67]

A banner is a good idea - just don't get sticker shock. Usually if you spend $250-500 for sponsor banner space on a fence, you're looking at $200~300 for the sign too, more if it's not just a vinyl print. Sponsorship doesn't buy your sign. Sign companies don't "barter" in my experience - you pay up front for the order or no sign.

 

[Reg1952]

Are there any mobile sign companys in your area that you can rent a sign from and place it at the road side.I used to own a sign rental company and my clents had great response from them.You can even buy your own,(Check local bylaws)

 

[MustangRick]

Check with the schools and scouts to see if there is anything that you can help out with. Also, check out the local Optimist, Eagles, and Jaycees chapters to see if there are any oppurtunites there. You may be surprised how a little out put with one of these groups could return substantially. Just make sure you don't partner with a group that has a bad reputation, it does happen.

 

[saundersdiesel]

I only have the first 3 bays right now.

But I think i would very much enjoy having the whole building at one point in my life lol.

750k can buy it, too bad i am in no position to get it all at one time.

 

[countryroad82]

Looks like you have a pretty good setup, road front and all. How much parking do you have available? Why don't you look into a sign in the future to plant in that planter? When my shop was open full time I had a sign at the end of my road and on the building, both were homemade but looked professional (I am a painter though, not to brag but they are some killer looking signs). Hopefully business will pick up in the next little while. Sometimes it can be feast or famine, so be prepared. How long have you had the place open by chance?

 

[MoToys]

If I was looking to drive business my way, I would put an A-frame sign out front advertising 'free flat repair'. It will bring in people 1/2 of which will never come back but the other 1/2 will and while the vehicle is in the bay it gives you an opportunity to recommend services you may see the vehicle needs.

 

[Jnoone43]

Make a Facebook page for your business.....my buddy did it for his shop and he got a lot of positive exposure. If you have a bad *** car or bike I'd park that out front and letter it up. That always seems to grab people's attention as they cruise by. Good luck.

 

[saundersdiesel]

Im starting to learn more and more everyday that I am a really really good Cummins mechanic but only know a fraction about regular cars lol. Nothing to stop me from getting the job done lol, its kind of nice realizing I still have so much to learn though.

I have a big worry that I found out today. The floor is only 2in thick and I have 3 lifts right next to each other. I do alot of work on dodge diesel trucks so this is a big worry for me as I am under them a big part of my day. What are my options on something like this, my land lord seems to think that this is not a big issue, and seems reluctant to do anything about it, so it may come down to me fixing it.

 

[saundersdiesel]

Been Open a full year now. Just now getting around to doing some of the things I was going to do last year. I have learned a ton of stuff, and have had to chance to make some really good friends.

I still need to paint and do the floors, hopefully this weekend I can get the paint on the walls and get the floor prepped for some epoxy coat.

 

[IONH]

I remember this thread. Glad to hear you're doing well and finally getting to some of those things you wanted to do earlier.

 

[rsa]

All great ideas. Also contact your local chamber and other organizations to see how they can help.

Chamber of Commerce was my first thought. Local newspapers do articles on new businesses where I live.

 

[kingston250]

No doubt advertisement is the best way to promote any type of business so you can advertise your business which tell the peoples its new so hope you can increase your profit.