new auto lockout business is not a success

[lucid_vein]

I've trained myself as a "lockout specialist" in autos only. I called around (in distant cities) asking locksmiths how many calls they got for auto lockouts per day; the general answer was "about 10." I asked what they were charging, they said "about $45." I thought, ", that means I could make $450 a day!" And so I bought tools, practiced on a few dozen cars and found it was easy as hell.

I put an ad in the phone book, waiting for it to be distributed. Then sat around wondering when the flood of calls would start... At this point, some months after the ad has appeared in this one phonebook, I get between 0 and 6 calls per week.

The city plus suburbs is about 2 million people. There's 30 or so locksmiths + lockout people in the Metro phonebook.

So I'm trying to market myself in other ways than just this one phonebook (and a city this size has several).

1. Another ad in the phonebook for the county that I'm working out of may get me more calls.
2. I'm sending postcards to a number of businesses city-wide, suggesting they keep my number handy for their customers who lock their keys in their cars (hasn't helped).
3. I've phoned colleges and hospitals, they all have locksmiths "on staff." (IOW, no success).
4. I've phoned police stations. They don't care if it's not an emergency thing. A few had rotation lists, but have stopped them. (IOW, no success).
5. I tried security at a large mall; the woman in charge has purchased a couple of cheap tools for her personnel to use. I tried to talk her into letting a more skilled person do it, she said she'd call me if they run into cars they can't unlock. (IOW, no success).
6. I'm trying to "network" with locksmiths. I offer to send them calls for keymaking (I get a couple of those per week), I ask they send me some calls for lockouts. That's gotten me a couple more calls per week than what I used to get.

The networking for referrals makes things looks somewhat hopeful. Some locksmiths have no interest, their attitude seems to be "I'm just fine with things as they are, why would I need another lockout person around?" But some don't mind having some locksmithing business sent their way, and don't mind passing along some of their lockout calls to me.

One thing I've encountered when I call locksmiths with my proposal to trade calls, is that they're losing interest in autos, largely due to an increase in transponders. They act disinterested if I refer people to them who want a new key made for their car. I suppose I could offer a commission or a flat-fee of $10 for every call they send me if that would motivate them; if they don't want all the lockout calls they get, then I want those calls!

So, numbers 1 and 6 of my marketing strategy seem hopeful in increasing calls. But I really wanted 5 - 15 calls per day rather than just 5 or so a week (with a bad week now and again). I charge $40, because that's the lower end of the spectrum of charges here in this city. I've discovered that you can't just name a price when people call, because they'll want to call around looking for cheaper; so I get them talking, take their info, then name the price and if they think it's too much then I say, in effect, "Call around but you're not likely to find a better price."

Any ideas on how I can further market myself and get this business rolling?

Thanks!

[Lucky1406]

You could put your business name and number on your car or truck to get your name out more. I was given a pen that had the name of a local locksmith one day, and I still have that pen today.
Nick

[lockdr]

Hi Lucid; from one nooby to another, WELCOME
You will probably be better to start at the bottom so to speak. Try walking down business area streets giving out a half-dozen or so cards to each businessman on the street, with a note on the back something like: "This card worth a discount on any lockout" or something similar. Don't expect a lot of results right away, but when someone locks themselves out after they have just bought new shoes/whatever in the store, the Manager and/or salesman is going to be very happy to have someone he can refer them to. No business likes to see some poor **** out in front, trying to get someone to help them get into their car. If it happens to be a mother and children, even worse. In your sales pitch, you can stress that you are also a local business and so you can offer this special deal for their customers. (Particularly strong pitch if there is a WallyMart nearby.) You can expand this out to other businesses such as car lots,etc.
Worked for my boss when I drove a tow truck in CA.
I think if you get out there and make face to face contact, you will be very successful.
Good luck on your new biz, keep us posted on how it goes.

[mrdan]

You might try putting your ad somewhere that you are likely to go if you have locked your keys in the car, (near payphones or Parking signs or that buttietn board at the supermarket.) Mostly just keep at it and you will eventually get more recognition and word of mouth and maybe repeat ID10T er-uh. . . customers.

My 2¢

[kodierer]

Newspaper advertising might be helpful. You might also want to try radio advertising. It might be pricy, but a lot of people listen to the radio, and read the paper.

[Romstar]

Flyers are a wonderful thing. The wife and I are currently working on my new ones. Yes, we have several that cover different aspects of my busines.

Also, take the time to go into malls, and shops and other businesses. Make sure to leave business cards, and ask that they keep one near to the phone if they ever need your services. Even if they have someone they "normally" call, having your card right there will often get you the call.

Everytime you open a vehicle, make sure that you give the cutomer a card or three and tell them to refer anyone if they see someone locked out.

If you have taken the time and money to purchase good manuals, such as the HighTech manual, or Pro-Lok's book you will have realized that many new vehicles have a lot going on in the door. If you have the tool selection to deal with all of these cars, go back to that nice lady in the mall and explain to her the liability issue of setting off an air bag in a door (not very likely, but she doesn't know that) or of cutting wires to the electric locks or speakers. If she has the janitorial staff opening cars she has a liability issue right there.

Get yourself over to the schools and colleges and take the time to distribute cards and put up flyers. Their on-staff locksmiths aren't really interested in opening cars, they have enough to do.

As you have realized, a lot of locksmiths are not interested in automotive anymore because of transponders and other issues. If you start getting busy, take the time to set money aside to invest in this aspect of the business. If you are well equipted a key for a new Audi, VW or BMW can be quite the money maker. In many cases, you will be the only person who can make these keys right away, and you have the added ability to go to the customer. This will be something down the road obviously.

I don't know how you are set money wise, but take the time to speak with a good insurance agent concerning liability insurance, and errors and omissions insurance. You should have this just in case.

Be sure to word your invoices in such a way that the customer understands that while you are very skilled in opening vehicles that somethings are beyond your control and they will hold you blameless for anything that isn't obvious idiocy. Have them sign the invoice/form BEFORE you stick a tool into a car.

Look into buying other types of opening tools, such as the determinators and laser track picks. The Little Joe II is a good start. In many cases, they are faster, and easier to open in this fashion, and a great selling point when you are dealing with high end vehicles. Check the Lockmasters catalogue for these tools. They pay for themselves quickly, and you avoid the common problems with wedging doors.

Oh, and practice, practice, practice. Go to the scrap yard and just pop old doors. Stick your head into your books until you get the basics memorized. There is never any shame in looking up the car at the scene, as you explain to the customer that every car is different and you want to be SURE you are doing theirs exactly right. However, you don't want to be caught flat footed if you don't have your books for some reason, or you have to improvise.

Be sure to ALWAYS have cards on you, at least 50 of them at all times. Anytime you are anywhere, look at where you could put cards. Even if you have been there before, ask if they need any new cards. This is your business, and you aren't very likely to annoying anyone unless you are there everyday.

It will pick up, and new opportunities will always present themselves. Be sure you are ready to take advantage of them.

Romstar

[Raccoon]

Pick up your house telephone, and also your cell phone. Assuming you are in the USA, dial 411 on each and ask for "a locksmith". See if they respond with your listing. Ask them for the specific listing of "Your Business Name", and see if they can find you.

There is a large market of people who call directory assistance looking for a locksmith. It's an emergency, so they don't feel bad about paying 0.75~1.50 for the call to directory assistance. They just want a locksmith NOW and that's the fastest way to find one near by.

If you're not listed. GET listed.

[Raccoon]

Hey Rom. Mind sharing your invoices and fliers and such on the Ads & Stationary thread?

[Romstar]

Hey Rom. Mind sharing your invoices and fliers and such on the Ads & Stationary thread?

I thought I put my invoice there, but I will see if I can put a link to that.

The flyers will be available soon after we get them all straightened out. Its a new design phase for me as I am rebuilding this after my illness.

Romstar

[lucid_vein]

Pick up your house telephone, and also your cell phone. Assuming you are in the USA, dial 411 on each and ask for "a locksmith". See if they respond with your listing. Ask them for the specific listing of "Your Business Name", and see if they can find you... If you're not listed. GET listed.

BINGO!

While there is great advice all through this thread -- and when I have more time than just now, I can go over the other input -- I did pick up the phone today and dialed 411. The first operator said "only one locksmith in your area" and it wasn't me. I told him my business name and asked if it was in his directory -- he said No.

I phoned back a little later, got a different operator. This one named the same locksmith for my area. I asked "Any others besides him?" She said "Yes" and named 3 more, and then stopped as if those were all. I asked about locksmiths nearer my street corner in the suburbs, she named 2 (neither really very close) and neither were me. I get the feeling some operators say "there's only one" so they don't have to name them all... but it's clear I'm not in the 411 directory.

Since the cell phones and all the variety of phone companies make the whole thing complex, I really don't know how this 411 thing works. Is 411 it's own independent company? If I'm a T-Mobile customer, do I get different info than a Verizon cell customer or a SBC landline customer would get when calling 411?

What I have figured out is: cell phone companies don't put you in the 411 listings, and it's to prevent you getting telemarketers calling your cell phone. I'm using only a cell phone to save the expense of a landline. Looks like I'll have to get a business landline, and I assume that will get me into the 411 directory as a business. Is that correct, that with a business landline I will DEFINITELY get listed with 411? I don't want to get a landline and then find that it did nothing to get me mentioned at least sometimes by 411 operators.

I think my number of phone calls will increase, maybe a little, maybe a lot, if I get into the 411 directory. So thank you Raccoon for mentioning this!

Thanks to everyone for all the advice so far, I'll post again as I try more marketing strategies, probably especially passing more cards around. Please keep the advice coming if anyone thinks of anything else.

[lockdr]

I talked to a local Locksmith and he told me that $200 to $400 a week is about average just starting out. One of the little secrets is that you need to get a network of people feeding you work. Get friendly with desk clerks at hotels/motels. Give them a few cards with something like: "This card good for 10% discount on lockout" Also restaurants, etc. When people find they have locked themselves out of their car, they usually will go to the desk clerk or restaurant manager for help. Many times a clerk/Maitre'D will call you for them. Something to see if it works in your area.

[CVScam]

I don't know if you could generate bussiness but have you tried any used car dealerships. I get about 2-3 calls a week at the dealership I work at from customers who are locked out asking if someone can come open up the car. I just give them a phone number of the towing company we use.

[Raccoon]

... Is 411 it's own independent company? If I'm a T-Mobile customer, do I get different info than a Verizon cell customer or a SBC landline customer would get when calling 411?

... I'm using only a cell phone to save the expense of a landline. Looks like I'll have to get a business landline, and I assume that will get me into the 411 directory as a business. Is that correct, that with a business landline I will DEFINITELY get listed with 411? I don't want to get a landline and then find that it did nothing to get me mentioned at least sometimes by 411 operators.

Yes, every telco provider has its own Directory Assistance provider, as they are big money makers. All Directory Assistance providers share their databases with eachother, through several large databases. The trick is to find someone who can add you to this database, and that is usually exclusively through the telco who provides your telephone number.

You want a land line, period. Whether it is a "business line" which will probably cost $60 a month, or a "low usage residental line" which can cost $3.50 a month with a 2.9c per-minute charge, that is going to depend on your provider. My provider is Quest, and after about 5 hours logged in phone calls through their various departments, I finally managed to find an almost secret department who could add my residential number to the business directory assistance. I used a sob story that "I have no choice over the package service of my telephone as it is dictated by my landlord" (which it is not). They much prefer you to spend $60/mo on their "business line" package, but you may not need to.

With whatever phone package you get, you will want to add the feature of "Call Following". This is similar to "Call Forwarding" in that all incoming calls are re-routed to a number you specify by dialing *78 (or a similar number), such as your cell phone. Call Following has the added feature of being able to configure this re-directionn from any telephone, including your cell phone. I simply dial an 800-number and tell it to forward all calls to my cell phone, wherever I'm at. If I don't feel like being bothered, or if I'm on vacation, I can forward all calls to an associate or another locksmith's number.

Don't forget to buy yourself a FAX machine. Very important; you will need it. Not even worth enumerating why, because you will need it.

[Raccoon]

And when getting your land line, ask for a number ending in -5625, aka LOCK. Go through every prefix they offer for your area for this number.

Remember too, that a main reason for getting a land line is that it shows you are local to your customer. A customer will pass up long distance numbers, or prefixes that are unfamiliar if they can find one that they know is close to home. Most cell phone prefixes cover a much larger area, and often incur long distance charges for your customers.

You may need long distance service for your land line for this reason; to forward your calls to your cell phone. Don’t grab at the first long distance package they offer you, as they want to sell money-making packages. Ask if they offer a per-minute rate package at an annual subscription fee. I pay $30 a YEAR for my long distance through Qwest, and 2.9 through 5.9 cents per minute. This comes to $2.50 a month, and under $5/mo in usage. Much cheaper than their $15/mo package for a scant 250 minutes (that's 6c a minute; granted no annnual fee, but still wasteful if you don't use every last minute without going over).

[mrdan]

I have never looked into it before, is there a way one could pay, say, Nextel or vorizon. . . for a * number like *help send or something. If you could I would guess it would be a LOTTO $$$$