Business mentor: Well-presented key message lures the clients

Q: I run a small mobile car maintenance business in Auckland. I have not been going long and find that advertising is not as easy as it looks. I use flyers, which get little response, and the local paper, which is slow. I don't have a big budget, so how can I find out what will work for me before I spend the money?

* Small-business sector specialist Sarah Trotman spoke to marketing consultant Duncan Shand from InsideOut for some advice:

A: Let's start with the advertising. First I would look at how you are presenting your business. What you want is a simple message about why your business is different from your competition.

Don't talk about why a potential customer should have their car serviced, talk about why people should choose you to do it; ; is your service faster or more professional, do you take more care or know cars the best?

Once you have decided your key message, make sure your flyers, ads and cards reinforce this and have a quality professional presentation.

Next, I would set time aside to build your business. You can't just wait for your customers to call, you have to work at it.

First, make sure you do a great job and try to do something unexpected or extra so your customers can see you have done a great job.

Then make a system where you record details of every new customer and when they have had their vehicle serviced. Then you can send them a postcard or give them a call to remind them when it is time for their next service.

Next, try to get your customers working for you. You could give them four or five cards or flyers to give to their friends and family. Perhaps offering them a 10 per cent discount on their next service, or an upgrade, would provide them with an incentive. Word of mouth is the best and cheapest way to get new customers.

While you are working on someone's vehicle, have a good-looking sandwich board that you put out on the street saying "MVM Vehicle Maintenance in the area, call 021 FOR MVM".

And, before you go, put flyers in every letterbox in the street.

These are a few of the many things you can try. The important thing is to keep a list of new ideas and commit to trying them.

Most importantly, you need to know what is working.

You need to start asking every new customer how they heard about you - and record the replies. That will give you a handle on what is working and what is not.

When you find something that is working well, keep doing it.

So remember, your business needs regular maintenance.

Make sure it is well tuned, change the oil and keep the water topped up.

If you look after it and put in the effort, you should be rewarded with regular, satisfied customers.

* If you have some queries on how to market your business more effectively feel free to email Duncan Shand (link below).