Notice Board
Lockkeys : The Key to Success is Being Self-Sufficient
We had the pleasure of interviewing the owner of Lockkeys Locksmith Services in St Helens , Derek Mercer , who decided to open his own business 14 years ago , with his wife Pamela , after being left an inheritance by his late-father . Derek explains that locksmithing is the best job he ’ s ever done , however it ’ s not just the work he enjoys but everything about running his own business .
» WITH NO PRIOR EXPERIENCE OF locksmithing , Derek ’ s previous careers were serving in the Royal Navy and Civil Police , and working as a mental health nurse for 17 years . Derek ’ s wife Pamela was also a mental health nurse for over 40 years and now provides business administration for Lockkeys .
So , why Locksmithing ?
Derek commented : “ I had no previous experience in locksmithing whatsoever , however I worked in communication devices on submarines and mine sweepers , which was quite technical . My father worked in the glass industry and was a mould engineer for 44 years . He always said to me that there were only three ways to make a decent living : being born into it ; you win it ; or you work for yourself . My father sadly passed away in 2009 and kindly left us money which was enough to start a business . I chose locksmithing because it is a trade that everyone needs , and it is a business working with my hands , just like my father and grandfather did . It was also an opportunity to use all the experiences I had learned from my other jobs to build a business and become accountable for its success .”
What is the hardest part of being a Locksmith ?
You would think it was the technical aspects of locksmithing that would be the most challenging , but Derek explained : “ Training and becoming a locksmith is the easy part , getting the phone to ring is difficult . I feel that my prior experience as a mental health nurse manager in the private sector meant that I had knowledge of how to market a service , along with good communication skills ; this combination of skills enabled me to market myself as a locksmith . You have to let people know that you exist .
“ Keeping up-to-date in locksmithing is made easier by being members of a great Whatsapp group of like-minded people who share information and offer advice . We also network with our friends at Apecs , Brisant , Aldridge Security and Introlocks , who have always supported us with marketing materials , advice and new locks .”
How do you successfully market your locksmith business ?
“ There ’ s no point just having a website and waiting for the phone to ring , you
have to do more than that . The Pareto rule ‘ 80 / 20 ’ that 20 % of your business comes from 80 % of the efforts is true . I run both proactive and reactive marketing ; reactive is my website and proactive is my social media . I don ’ t pay to advertise online ; I use LinkedIn and Instagram for free to connect with customers . Take advantage of any free PR you can get for your business in trade magazines . Most locksmiths fail because they don ’ t become accountable to themselves , in doing what they need to do to market their businesses .
“ Marketing is a continuous effort to keep a flow of work coming in . During bad times , when money is tight , business can suffer when you can no longer afford to outsource your marketing . You have to become selfsufficient and generate a flow of leads by having a marketing process . Get a website , collect reviews , get business social media accounts , stay in touch with your customers and connections . Get listed on your local Trading
10
FEBRUARY 2024
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