No experience required: Superfinish Express

By Sarah Stowe | 29 Oct 2015 View comments

For franchisees new to the automotive services sector, the best part about investing in a Superfinish Express franchise is that no experience is required. The franchisor team has trained franchisees from all walks of life, including carpenters, mechanics, electricians, chefs and teachers.

Tracey Liset, marketing manager at Superfinish Express, explains “They’ve got to love working outdoors, working with their hands and be a self starter. They have to build up strong rapport with their customers and have the will to succeed.”

The franchise model is based on dealing with trade customers so franchisees can establish a relationship and enjoy the benefits of repeat business. But the custom doesn’t just come from the car market; some franchisees have built good business servicing the marine market too – in fact anywhere powder coating is required.

“The business is growing and has been fairly recession resistant,” says Liset. “One of the best reasons for success is that franchisees don’t have to waste time doing quotes or advertising for new customers.”

With no technical skills required there is of course extensive training for new franchisees– five weeks in all, three in a classroom environment and a fortnight out in the field.

“Initial hands-on training consists of a minimum of three weeks one-on-one instruction at the national office training facility in Brisbane. Training is conducted by fully qualified and experienced trainers and covers step by step instruction through the repair process, customer service, e-billing, laptop navigation and sales and marketing.

“Immediately following the initial training period, a two week hands on support program is provided in the franchisee territory to assist in establishing a customer base and to oversee the early work.”

Back office back-up

Admin support is a key feature of the Superfinish Express franchise offer: the head office admin team is regarded as an extension of a franchisee’s business.

This means the admin team runs the franchisee accounts, chases up the payments from their customers, makes a regular payment every week on invoices submitted and provides monthly reports which document business progress, including sales data, customer evaluation, comparison graphs and progress assessments.

Superfinish Express

A liveried caddy has been introduced to replace the old-style vehicles, and the new stainless steel interior and set-up allows for dustless sanding, geared to EPA compliance.

Another attraction for franchisees who want to get off to a good start, a guaranteed minimum income of a $1000 per week for the first five weeks following the successful completion of the initial technical training, if the performance targets have been met.

Franchisees also have the opportunity to purchase products at low prices.

Says Liset, “Superfinish Express wants its franchisees to succeed, that’s why it is committed to providing on-going technical and business support to keep franchisees up to date with the latest repair techniques and products; and to enable franchisees to discuss and share experiences.”

Support takes the shape of a technical help line available seven days a week, an intranet site providing 24/7 access, regular field visits and regional workshops, bi-monthly newsletters and a national conference.

  • A sister company, Honey I’ve Scratched the Car, deals in same-day or overnight minor collision repairs for private customers. The model has two sites in the Brisbane area, Capalaba and Redcliffe, and the company is looking to expand.