AUTO LOCKSMITHS
Don ’ t panic . It is never as bad as it seems .
By Vic Southern Lockdecoders
» ALTHOUGH I HAVE BEEN CLOSELY associated with the locksmith industry for 42 years , it is probable that 95 % of you reading this know more about the craft of locksmithing than I do . What I do know about from long experience is the business of locksmithing . There I have been involved in every possible way – as a provider of finance , advisor on policy , investigator , financial management and marketing .
I read just about every blog run by or for locksmiths throughout the Englishspeaking world and read the same sort of business problems everywhere . And we are aware that present circumstances are creating new problems for us all . The biggest of those new problems is the increased cost of doing anything , of buying everything . Make no mistake , there is less money around and that means , for us , one of two things : just sitting back and being overwhelmed or being proactive in adjusting to circumstances . Here is the puzzle , greater costs of operation and stock while many prospective customers are less able to afford your services . I have been there several times in the past so by now I know what works .
What you must not do is to join the race to the bottom by chasing every low-value job just to keep busy , just to see some cash coming in . What you absolutely must do , is to equip yourself mentally and technically to be able to do those hard jobs ; the profitable ones that your competitors can ’ t do .
Or , if you are shop-based you must find ways to increase the footfall and to increase your average sale per customer – for example add engraving , personalised key fobs or 3D printing or localised gifts . The MLA and the ALA , are absolute mines of information and training possibilities . Equipment suppliers are also often able to point you in a better , more profitable or new way .
If you are in auto work there is more money in making keys for Mercedes , BMW , Audi than for Ford , GM or Daihatsu . But those keys are harder – too hard for many ; but their owners are also less likely to be hard up for cash . If you are in domestic work there are many opportunities to diversify into door security , small safes , and better bumpproof locks for the front door .
Another matter that is complained of everywhere is the actions of what I can only describe as crooks using our trade to prey on unsuspecting customers and indeed on you as well . You know the £ 49 adverts which turn out to be more like £ 490 when the bill is paid . Often atrocious work , often totally unnecessary work , charged at exorbitant rates with a £ 20 lock billed at £ 100 . And , all too often nowadays we find them masquerading as your own business , using your good name in their advertising and pretending to be you .
It is often asked what you can do about it – the impersonation and the criminally high charges . Our law only
makes impersonation a crime if one pretends to be a policeman or a solicitor . Believe me , that ’ s it . Fraud however is another matter – it is crime to obtain money by false pretences . But again it is not you that can make that complaint – it is the customer who was ripped off . So , the next time Mrs Brown phones you to complain about the job you didn ’ t do , you should get involved . Get every piece of evidence you can . How she came to call that “ locksmith ”? When ? What did he do ? What did she pay ? Was she convinced that she was dealing with you ? Spend a few hours on this and get it all very clear in your mind . Now there are two possibilities both needing hard graft to get done . Trading Standards might be brought in as the offender is as guilty as the guy who sells rip-off Disney T-shirts . The Police could be persuaded to answer Mrs . Brown ’ s complaint of fraud . Not on the amount charged by the way , but that she entered into an agreement believing it was with your reputable business .
Don ’ t think either of these will be easy – both TS and the Police have more than enough work . You need to be persistent in helping Mrs . Brown and polite and very specific in dealing with the officials . Remember , the squeaking wheel gets the most grease .
www . lockdecoders . com
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MAY / JUN 2022
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