Guides

Winter Marketing & Sales Tips For Detailers & Automotive Businesses

November 18, 2024
By CallumDMA

Perfect Your Sales Process

Speed wins sales! Call every lead in under 60 seconds and follow up like your business depends on it – because it does.

Getting more leads seems like the obvious place to start this blog post, but if your sales process is below average, i.e. you’re not calling leads or following up with them then you’re leaving money on the table for your competitors.

The average customer will get 2-3 quotes, those particularly price savvy will get more, the easiest way to put your business ahead of the competition is to be the first in line – commit to converting your leads by calling every lead within 1 minute.

It doesn’t stop there – you have to follow up!

We recommend following up instantly after your first call with a message via Whatsapp Business, and then following up the next day with a call or whatsapp message.

Not every customer will be happy to close on your deal straight away, so the key to success is following up as many times and as frequently as you feel right for your brand and customer. There’s not a one-size-fits-all approach here and if a customer says no / stop, respect their freedom.

Get Found In Google Search with Ads

Sign up for Google Ads today, and unlock up to £2400 in ad credit, and drive your business into the fast lane 🚀

There’s never been a better time to sign up to Google Ads – with their latest new customer sign up offer which could see you earn up to £2400 in ad credit. Visit Google Ads for more details.

Google Ads is one of the most consistent sources of new leads for car detailers & other automotive businesses in the UK.

There are 3 offers available:

Spend £400 with Google Ads in first 60 days and unlock £400 ad credit
Spend £1200 with Google Ads in the first 60 days and get £1200 ad credit
Spend £2400 with Google Ads in the first 60 days and get £2400 ad credit

These offers were accurate at the time of publishing this blog, and likely to change.

Create Demand with Meta Ads – Focus On Short Form Video Content

Stop boosting, start booming! 🚀 Short-form videos on Meta Ads Manager are the secret weapon your business needs to turn views into customers.

Advertising across Facebook, Messenger and Instagram is one of the most effective ways to create demand from new customers and there’s no better way, than using short form video content to show off your services.

We started a video-first approach to Meta Ads earlier this year, and we’ve seen efficiency across multiple client accounts sky rocket since making video the primary ad type

When we talk about Meta Ads we’re talking about the professional ad manager platform – not boosting. Meta Ads Manager gives you access to a wider range of features for targeting and optimising your ads across Facebook, Messenger and Instagram and in our experience boosting posts has been a really inefficient use of our ad budget.

Create Winter Packages – To Protect & Maintain

Winter brings specific challenges for vehicle owners, such as road salt, grime, and icy weather conditions that can wreak havoc on paintwork and interiors. By creating winter-specific packages, you can address these concerns while generating new revenue.

Some ideas for winter packages include:

Winter Protection Package: A combination of services like ceramic coating, wax application, and undercarriage cleaning to protect against salt and debris.
Interior Winter Refresh: Focus on deep cleaning floor mats, removing salt stains, and applying protective treatments to leather or fabric interiors.
Headlight Restoration + Visibility Check: Winter months have shorter days, making visibility critical. Add headlight restoration to ensure safety and clarity.
Winter Wash Memberships: Offer a subscription-based plan where customers get regular washes or maintenance details throughout the colder months.

Highlight how these packages save customers time, money, and stress in maintaining their vehicles during harsh weather.

Winter Messaging

Tailoring your messaging for the winter season is crucial to resonate with your audience. Winter presents unique challenges for vehicle owners, and your messaging should show that your services provide solutions.

Emphasize Protection: Focus on how your services shield vehicles from the elements, such as preventing rust and protecting paint.
Highlight Safety: Services like headlight restoration or windshield treatments enhance visibility, ensuring safer driving conditions during darker months.
Stress Long-Term Savings: Explain how neglecting winter maintenance can lead to expensive repairs later, and how investing in your services now can prevent future costs.
Leverage Emotions: Use winter-related imagery and messaging to connect emotionally. For instance, “Keep your car looking its best, even in the worst winter weather.”

Keep your messaging consistent across your website, ads, and social media to maintain brand alignment.

Promotional Offers – Black Friday, Christmas & New Years

Seasonal promotions are a great way to capture attention and drive immediate sales.

Here are some ideas for each key occasion:

Black Friday: Offer exclusive discounts on gift cards or packaged services. For example, “Buy a £100 gift card and get an additional £25 for free!” or “Save 25% on Car Detailing & Ceramic Coating packages”.
Christmas: Position detailing services as the perfect gift for “the car enthusiast in your life”. Create ready-made gift packages like a “New Year Shine Package” or personalised gift certificates.
New Year’s: Focus on the “new year, new car” theme by offering discounts on deep cleaning, restoration and protection services to start the year fresh.

Remember to create urgency by using limited-time offers and promoting these deals across all of your channels i.e. website, email, socials, ad channels, etc.

Warm Outreach – Follow Up With Declined Quotes & Proposals

The end of the year is an ideal time to revisit quotes and proposals that didn’t convert earlier in the year. Many customers may have been too busy or financially stretched at the time, but the new season could change their priorities.

Steps for Effective Warm Outreach:

Personalize Your Message: Reference their previous inquiry or specific service they were interested in.
- Example: “Hi [Name], I noticed you were considering our ceramic coating service earlier this year. With winter here, it’s the perfect time to protect your car from salt and grime.”
Incentivize the Follow-Up: Offer a limited-time discount or added value if they book now.
- Example: “Book before [date] and receive a free interior detailing with your ceramic coating.”
Provide Education: Share why it’s especially important to act now (e.g., winter conditions, seasonal promotions, limited availability).

A friendly, non-pushy approach can rekindle interest and drive conversions.

Follow Up With Past Customers – Build Trust & Relationships

Past customers aren’t just clients—they’re your biggest opportunity. Build trust, offer value, and stay on their radar with thoughtful follow-ups, loyalty perks, and referral rewards. Relationships drive repeat business!

Tips to Engage Past Customers:

Send a Winter Check-In Email: Share helpful winter car care tips or special offers tailored to their past purchases.
- Example: “Hi [Name], as winter sets in, we recommend protecting your car with a top up ceramic coating. Book now and get 15% off!”
Offer Loyalty Discounts: Reward returning customers with exclusive savings or priority booking.
Encourage Referrals: Provide incentives like a discount or free service for referrals.
- Example: “Love our services? Share the love! Refer a friend and get £20 off your next appointment.”
Request Feedback: Asking for reviews or testimonials builds trust and gives customers a chance to engage positively.

Building these relationships can lead to repeat business and valuable word-of-mouth referrals.

Email marketing – with Mailchimp and Hubspot

Email marketing remains one of the most cost-effective ways to stay connected with your audience and drive repeat business. Platforms like HubSpot and Mailchimp make it easy to create targeted campaigns that engage both new and existing customers.

How to Use Email Marketing Effectively:

Segment Your Audience: Group your customers based on behavior, such as past services booked, time since last appointment, or interest shown in specific offers.
- Example: Send winter-specific offers to customers who booked protective coatings in the past.
Create Seasonal Campaigns: Use the holiday season to craft engaging emails, such as:
- “Winter Car Care Checklist”
- “Exclusive Black Friday Detailing Discounts”
- “Start 2024 with a Sparkling Clean Car – Book Now!”
Automate Follow-Ups: Use automation tools to send reminders for upcoming appointments, follow up after services, or re-engage inactive customers.
Track Results: Monitor open rates, click-through rates, and conversions to understand what works. Use A/B testing to refine subject lines, offers, and email designs.

By keeping your email content valuable and timely, you’ll stay top-of-mind for customers even during slower months.

Turn Down time into prime time & Invest In Your Systems and Website

Urable is the #1 CRM system for detailers but it’s so much more than a CRM system too.

Slower seasons are the ideal time to evaluate and implement systems that will streamline operations and drive growth. Platforms like Urable—designed specifically for car detailing businesses—can revolutionise how you manage your business.

Urable is an all-in-one work management software for detailing, paint protection film, vinyl wrapping, tinting, and ceramic coating businesses.

This powerful application streamlines operations, making it easy to manage appointments, track customer information, and monitor inventory.

How can Urable help your car detailing business: