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By
Brian Jump
http://www.nodents.com
Spring
2007, and PDR Hail Gypsies
are gassin’ up the diesels.
Why? Cause
hail has hit, and its out
there in good plentitude.
Dallas, throughout
other Texan suburbs, the southeast,
Midwest, and a few honey holes
in Europe (don’t email
cause I wont tell you…the
Europe hail is averaging $3100
a car for 5 hours work)..
Enough chatter and down to
business: Im going to spill
(to the general public even..not
even our private Superior
client section) about how
to obtain and sell/secure
Hail clients.
Dent Wizard is the king in
this market segment, with
a very nice hail operation
based out of Denver. They
have Tom Nations, as well
as a slew of other management
that are focused on tying
up insurance powerhouses such
as State Farm, Farmers, etc
etc, as well as retaining
ongoing relations with factory
clients such as Nissan, GM
et al.
Rental clients are also targets
such as Budget, National etc,
and provide a good deal of
work for DW.
Selling against DW
The Wiz has some weaknesses,
and if you are going to slay
the beast, you must know them.
- Subs.
Short for subcontractors.
DW markets as if they have
paid, full time hail techs
on their team. Years ago,
prior to the beginning of
the end of salaried and
High % techs, there were
a good number of dedicated
DW techs, and many of them
were very good.
Today, its different. DW,
and other PDR Hail brokers
use the Paintless Dent Repair
Tech gun-for-hires, and
whomever has the clients,
and pays the best, gets
the gunslingers. But the
clients of DW don’t
know that most of the DW
Techs are NOT their own.
IF they did, they would
have a different opinion
about DW and service warranty
and reliability etc.
So that being said, publicize
this info.
- Pricing.
Dent Wizard is HUGE, and
they pay Tom and the other
bunch a pretty penny. That’s
managers, regionals, districts,
writers et al. That means
one thing- they cannot whore
prices. They sell against
other Hail Techs as being
“gypsies” and
hacks and how they drill
and cause problems and wont
be around when the car rusts
etc. They run commercials
about this in hail damaged
cities and can create quite
a negative stir around other
techs. The funny thing is,
that some of that is true.
However, there are A LOT
of reputable PDR hail techs
outside of DW, since the
very same techs are often
pushing for other companies
when not pushing for DW.
Ironic, since they are challenging
their own system in a sense.
So, subcontracting labor,
and pricing are two ways
at securing work away from
DW.
- Locals.
If you are one of the
fortunate ones who are local
to the storm damage location,
your reputation will or
should precede DW or any
other company since you
will be there when the chasers
roll up tents and head out
of dodge. So sell that accountability
and relationship in your
city , when you can. When
you cant, go sidle up with
another PDR local and use
THEIR reputation to market
through. Sure you might
not get all the marbles,
but some of the marbles
are better than NONE of
the marbles.
Now that should be enough
details to help slay the
behemoth. Later I will discuss
more details on how to solicit
clients with hail damage…
Until then, Happy Pushing!
Brian Jump
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