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An interview with Kevin Russell from LockFit
About Kevin Russell
Founder & Managing Director - my role is to continually drive growth within the business and to develop and grow relationships with customers & Suppliers, which will in turn help of franchisee network to succeed
I work for LockFit
What steps do you take to stand out from your competition?
Its our brand that makes us stand out from the competition. We also offer our customers fixed pricing and we do not charge any call out fees, we are a transparent company and will always let our customers know the price upfront.
What's the most unique way you market your business?
We promote our business through all online channels, social media and word of mouth.
Do you find social media effective in marketing your business, or do you think it's overhyped?
Social media advertising for lockfit plays a very important part role, we continually post on all social media platforms and plays a big role in building our brand and showcasing our work.
How long have you been marketing your business online? What changes have you seen in this time?We have been marketing online since day one, the biggest challenge for us is keeping up with google, and ensuring that we are found on page one for all our locations throughout the country.
How much do you rely upon word-of-mouth marketing?
Word-of-mouth marketing is a very important part of our business - we train all our franchisees to gain this, and by offering a first class service every time, we now naturally receive word of mouth.
When did you launch your website? What changes have you seen on the internet since launching your website? We initially lunched our website around 2 years ago, the changes we notice is that their is now a lot more competition and we have to work overtime to ensure we remain in the top spot in such a competitive industry.
What do qualities do you look for in an employee?
We look for people who are going to be passionate about our brand, and share the same core values - Trust & Integrity
What made you get into the business you're in?
I founded because I believe that the locksmith industry needs more transparency, I believe in always being 100% transparent. We are clear, upfront and honest about our company charges.
What's the thing you hate the most about the industry you're in?
The things I hate most are rouge traders, their are tons of people who set up locksmith businesses without the required skill set and then set out to overcharge customers and end up causing more damaged than good.
You can change three things about the industry you're in - tell us what you'd change.
I would like to see regulation within the industry - therefore keeping the rouge traders out!
I would also like to see more transparent pricing throughout the industry and more professionalism.
What's one thing your target market don't fully understand, but would greatly benefit them if they did?
Most people don't trust locksmiths - however their are honest locksmiths and we advise anybody requiring a locksmith to firstly look at their reviews and secondly always ask for a fixed price up front where possible.
What's the most annoying type of spam email that clogs up your inbox?
Mainly cold sales leads, we must receive hundreds a day.
Do you think the internet is heading in a positive or negative direction?
The internet is becoming much more competitive but I would say in a positive way.
Is your business a lifestyle business, or are you always looking for continious growth?
Lockfit is continually growing on a daily basis as a company - however being a locksmith franchisee is very much a lifestyle business.
Describe your office! For example, do you work from home, or do you have an office full of employees?The majority of our franchisees all work from home - giving them the freedom to manage their business in their own way.
How did you get your idea or concept for the business?
The idea came about when I noticed that their could be massive improvements made to the locksmith industry - by introducing trust, transparency & professionalism.
What is unique about your business?
We offer a genuine 24/7 emergency service 7 days a week, 365 days a week.
If you had one piece of advice to someone just starting out, what would it be?
Take the risk and just do it! You need to take the jump and be honest with anything venture that you do.
Are there any ethical concerns that your type of business must deal with?
All our franchisees will subscribe to the highest level of professional honesty and integrity.
What's the biggest problem you are currently facing with running your business?Ensuring we deliver our 1 hour response time for all calls due to the demand we receive can be a challenge but we always deliver.
What works best when talking with your clients/customers - an informal or formal style of communication?Depends on customer type - we have a mix of domestic customers and commercial.
Is the customer always right?
In our eyes Yes! even if their wrong.
What extra lengths do you go to when looking after your customers that your competition don't bother with? Attention to detail in all areas, and ensuring we email the customer up front with a clear breakdown of all prices and job descriptions.
How much do you focus on after-sales support? We aim the be the best in the industry for aftercare.