It's been a while since I've hung out around here - I'm looking for some feedback on a letter I wrote to a local business owner. I used to be a huge follower of AP's before he self ignited and blew up. In fact I do have his WSO and a number of others. I used his strategies back in the day to help a brand new realtor in a field of 200+ agents quickly slide into the Top 10 for our city. I have a strong passion for marketing (I don't know why, really) and 2020 is the year I go full-time!
This business owner I wrote to below and I have known each other for years. He owns a truck repair shop, and I used to be a truck mechanic, so I need to show him that I have another skill set (marketing) separate from wrenching.
Anyways, I am trying to get my foot in the door and wrote him a message a month ago with a muddy response - now I'm trying to lay it all out for him. I'm looking for all feedback on this - I actually wrote it utilizing strategies from Russel Brunson's book "Expert Secrets".
Here's my letter with the company name removed for obvious reasons:
Good morning __________,
I know you're busy, so I'll get right to the point.
Everyone is talking about the shitty economy, right? All the shops in ____________ are quiet right now, because the oil patch is slow. Your shop isn't busy because the oil patch is slow. Is THAT what your thinking?
The patch is slow, yes - but unfortunately that's not the only reason your shop is slower that it should be.
Here's something to think about - there are dozens more shops in the city today that there was 5 years ago. Every single one of those shops is stealing YOUR business. It doesn't have to be that way, but it is. You need a fence around your customers (to protect your herd) and I want to show you how. But we'll come back to that.
You've put your life into building this business.
Your whole financial future lies in the success of this new shop. My goal is to help you grow to be the largest/busiest/most profitable non-dealership shop in ______________.
When I was walking around your shop today, I could not believe all the marketing opportunities I saw. Parts, service, warranties, dyno, etc.
Peter Drucker, the great business consultant is quoted: "Marketing and innovation make money, everything else is a cost."
What's this all about? Why do I keep hounding you?
Sam, if I can have 60-90 minutes of your time to get some specific info about your business, I'd really like to assemble a marketing blueprint for you, SPECIFIC to _______________.
I wouldn't waste your time. I know you're busy.
WHY do I want to do this?
Well, to be frank - I want to be your marketing manager. Like I laid out at Christmas, when it comes to business, marketing is my forte. (I do have my downfalls in business, but marketing isn't one of them) But I don't have a degree, so the only way I can prove my value to you, is to prepare a marketing blueprint for your shop. Once you see what I can do for you, I know you'll want me on your team - and not on your competitors.
It wasn't until you and I were chatting on messenger that I realized how much marketing knowledge I have - and SPECIFICALLY to a heavy duty repair shop.
I'm approaching you first, because you have the most state of the art shop in ___________________, and I think you have the most to gain from my services.
Marketing is one of those things: everyone knows is necessary in business; unfortunately for most repair shop owners, marketing is a misunderstood asset. It's not their fault though - there is no marketing manual for truck repair shops - well not till now.
I'll give it to you __________, you've done everything right, and you've got almost all the pieces in place. Excellent techs, a great partsman, a state of the art shop, and a dyno. There is really nothing left other than a herd of truckers who need trucks maintained or repaired.
They're out there. Your customers.
I want to help you bring in new business by fishing for those new customers with irresistible bait that'll keep new customers calling every week.
I also want to help you protect your "herd" from the dozens of other shops in ________________ trying to steal those trucks.
Maybe you're not interested. I can respect that. There are plenty of competitor shops I can work with, to build their client base, but ___________________ is ultimately who I want to work with and help grow. Let me know you thoughts.
I'd like to meet as soon as possible.
Please let me know your thoughts on this guys!