August '21

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6 THE SHOP AUGUST 2021 O ver the years, we've spoken to many automotive aftermarket shops in the restoration and performance space, and often they tell us they'd rather have fewer, more-focused concurrent ongoing projects in their shops that are more profit- able than a larger number of projects that are less profitable. For example, one restoration and custom car builder told us it had 18 projects in the shop, with project estimates ranging any- where from $80,000 to $200,000, but would have rather had fewer projects valued at $200,000 to $450,000. I'm sure you're thinking, "Well, wouldn't we all!" And you can. Be it a $250,000 res- toration project or a $50,000 high-perfor- mance engine and transmission upgrade, there are many ways you can increase the average value of the work that comes into your shop. What we've found is that, although the shops we spoke to were great at what they do, they never seemed to find the time or put in the effort to keep their websites and online presence up to date, possibly losing out on higher-value projects as a result. In this article, we'll go through some key steps that can help get your shop noticed by new prospects that have money to burn and want to spend it with you, in turn leading to fewer ongoing projects, but ones that are invoiced at a higher price and that generate greater profitability. 1 DEVELOP A PROFESSIONAL- LOOKING, EASY-TO-NAVIGATE WEBSITE Do you want to be seen as a highly professional shop? Then the quality of your website matters. If your website and online presence are unprofessional, hard to navigate or just out of date, then you're probably not going to attract as many high-value clients. Now, I know you're thinking, "Wait a minute! I get clients from word of mouth and referrals all the time!" Well, word of mouth and referrals are great, but there's also a ton of money being left on the table, because some people are only searching for your products and ser- vices online. To become that go-to shop for high-value projects, you need to walk the walk, talk the talk, and have a website that makes you look like the badass shop you areā€”one that shows you can handle those big performance builds or restora- tion projects. Here are two ways you can make your website look professional and start attracting more high-value clients to your shop today: ATTRACTING HIGHER-VALUE CLIENTS From your website to social media, here's how to get noticed by prospects with money to spend. By Barry Alt

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