A GREAT CHRISTMAS GIFT: Within a month of starting his MARS business, Michael Cooper was successful and celebrating a prosperous Christmas with his family (l-r) Andres (20), Gloria, Michael (23), and daughter Michelle (21).

Michael Cooper and Family

Michael Cooper (Florida), our Operator of the Month for September, says that when he is asked about the MARS opportunity, he always says the same thing:   "What are you waiting for? Take the Step! Do it!"
Michael started in November, 2003, and he had a quick success with his business. This success continued through his first year, with high production figures.
  Michael's Highest Production Week in his first year was $ 2780. His Highest Month was $ 10,055.
HOW HE DOES IT
When asked how he achieves such success, Michael replied. "How do I do it? I choose a customer I have thoroughly researched. I walk their lot, identifying needed work. I go in and tell them what I can do for them.
  " I offer free demos on vehicles, free of charge. Often, I'll spot a car that has already been 'reconditioned'. I'll point out the remaining blemishes on the vehicle, and I'll offer a free demonstration of how I could correct the mistakes that remain.
   "As I price all my work, I follow this guideline: Don't be cheap in your pricing. Don't be expensive. Just be right." In fact, Michael says, "When I see a really bad car, And the dealer has too much money on the car I won't charge for the repair. I'll offer to do it free, so the dealer can sell the car and doesn't loose money, that way I have a happy customer.
FAST START
As noted earlier, Michael was quickly successful, building his business to a high level of production quickly. We asked Cooper to talk about that.
  "I started less than a year ago," recalls Michael, and from the very beginning, I made good money.
  "During my first weeks of business, I acquired three dealerships. I now have four dealerships. Four dealerships give me all the work I need. These are not small dealerships--they are very large.
  "At first, I always went to the Used Car Managers at my dealerships. Presently, I've branched out into the New Car departments.

FINDING HIS NICHE
How did Michael find his niche?
  He says, "I do what they showed me in training. I do whatever it takes to prove myself to the customer.
  "I have a positive attitude. I don't say 'No' unless I am sure I can't do the job."I try to get as many jobs as possible. I'll list the things needed on a particular vehicle and try to sell as many MARS services as I can on each vehicle. I use as many of the Systems that I can every day."
  Michael points out that he does a lot of Scratch Removal and a lot of Interior work, including leather clean and dying, carpets, cigarette burns and bumper repair.
  Every market varies, and Cooper has found that in his area, there is a lot of competition. "They use fewer Systems, though,' he reflects. "A real benefit for me is that nobody here does Stain Removal the way that I do it. I get so much work because of that. MARS Stain Removal has been good for me."
TRIES TO IMPROVE
  "I try to improve every day. I keep trying. I'm always trying to make each car perfect. I do what I can with a job, and I learn.
  Michael has also learned the value of flexibility. "I adapt to the needs I find," he reports. I find a way to fix problems."
  This adaptability started with his first dealership. This was a Kia dealership, and Michael had problems with the bumpers; the plastics were a different product that those he was used to, and then he painted, the paint would pop up and peel. As Michael says philosophically,   "I just had to adapt and find my own way to fix the problem.
  "The whole purpose is to make the customer happy. I cover whatever it takes to make my customers happy."
MARKETING
As part of his marketing approach, Michael availed himself of the Marketing materials made available by Corporate MARS. He also sends bulk emails though his own Webpage, promoting his business.
  Michael says that these advertising tools are needed, particularly in the beginning. However, he has found that in the vehicle reconditioning business, the best advertising quickly becomes "word of mouth."

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