I live in Los Angeles, California, often called LA-LA-LAND, the city of fantasies and dreams. Each year hundreds of beautiful young ladies and handsome men descend on this city, hoping to become stars. Many of them wind up waiting tables while they're waiting to be "discovered." After all, Fabian was "discovered" sitting on a door stoop. Elvis Presley was "discovered" by the Colonel. Many such stars are "discovered" by some enterprising promoter who sees a potential money-making machine for himself if they succeed. But even to be "discovered," the hopeful "stars" have to put themselves in some situation where they'll be seen, even if it's only waiting tables in some classy restaurant.
Much earlier in my life, I played the guitar. When I was in the U.S. Army, one evening I was sitting in the service club playing for my own enjoyment when I was "discovered" by three members of an army recruiting show group. They had just lost their guitar player and invited me to become part of the group. Thanks to being "discovered," I served out the rest of my hitch traveling around the country and performing music to help enlist new recruits for the Army. If I hadn't accidently been performing where I would be seen, I would never have been "discovered."
Put yourself where you can be "discovered"
Last month the Independent Agents Alliance had their annual meeting at a resort in Palm Springs, California. Booths were available to display services or products, and yet only one body shop had a booth there. I helped that shop, one of my clients, put together an effective presentation folder with photos of their new 30,000 square foot shop along with photos of a new spray booth, frame machine, and greatly expanded office and waiting space. By putting themselves where they could be noticed, they had an excellent chance of being "discovered" by insurance agents as an ideal place to refer business.
Depending on what kind of business you're going after, you should be able to find many such expositions and trade shows where you can exhibit or attend and circulate. Fleet management firms come together annually. Automobile dealerships have their annual conventions. Local fleets owned by bakeries, plumbing companies, contractors, electricians, mortuaries, etc., etc., all belong to trade groups that hold annual conventions. If you check the schedule of events at any of your local convention centers, you are likely to find numerous businesses and organizations to whom you could offer your services.
One shop in my vicinity repairs many cars for members of the Church of Latter Day Saints (Mormons). The owner isn't a member of the church, but says he fixed some members' cars and they liked his work and so referred his shop to many other members who bring him a lot of business. Nearly every group you can think of has members with cars you could be repairing. You just have to put yourself some place where they can "discover" you.
Put on your own show to be "discovered"
For the price of some barbeque, some clean-up and a little preparation, you can put on your own show. At most trade shows and expositions you will collect a lot of cards. Following up with phone calls or mailing your newsletter or brochure can be an effective way to reinforce their earlier contact with you at the show, but an even better way is to invite them to come to your shop.
In my comprehensive book, "Top 40 Marketing Tactics for Body Shops," I provide a complete checklist for putting on your own event. After you've built a mailing list of local agents, DRP coordinators, dealership principals, large fleet managers and company owners who have small fleets, you should be ready to invite them to see your shop. Not everyone will come, but for those who do, you can provide a shop tour and perhaps show a video tape of your people in action.
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