How to be a successful business owner, a seasoned motor dealer, mom and wife at the same time
Hi. Everyone. Hello. Today. Our guest, is Natalia, Tresemme Anka she is the founder, of best people, mowers Natalia. Please, tell us briefly about. Yourself. And your business and how did you get an idea, to start it. Victoria. Thank you so much for inviting me it's my pleasure but. I, have to remind you last time when we did our interview. We went really. Over the board I think we spent like 20 more, minutes than planned so please, just stop me you know how I like to come hi, everyone I'm Natalia from best people movers, I'm. Co-founder, and. Co-owner of the company. We. Import luxury, people movers from, Japan luxury. Yet affordable. Mainly. Seven and eight sitters, fully. Option high-tech I love them it's, been probably 15, years that I'm in business India, I still, love it here, how. I ended. Up being the motor dealer, ha. That's. A good question, me. And my husband we came to Australia in, 2001. So that, I can study photography, so. I did a photo media course in College of Fine Arts in, Sydney, in Oxford Street I absolutely, loved, it it was a three DS and then I did the year. For, like, owners. Well. What can I say. It was so pre-digital, era, so we did a lot of. Black-and-white. Printing. Color printing. We. Used medium. Format cameras, large format, cameras, I loved. It and of course I wanted. To continue with photography, to be honest but, by, the time I graduated. I kind, of realized that this to many photographers out, there and, to. Become a successful, one you. Need a long long time to establish yourself. And. My. Husband, was born with one disability he's, nearly. Completely deaf so he can't work full time yeah, and then, by. The time of my graduation, he was diagnosed, with another medical, condition so, I was kind of the only one to to support the family and. I. Worked. For two years for Alan hand wedding photography, that was really actually good, money and a good experience, and, a. Wonderful, opportunity to see how multicultural seed. In the East so I did, all sorts of weddings Greek, Italian Lebanese. Australians. I even. Did some Muslim, weddings because as a woman I could go you know and photograph, this women I loved. It but in two years time firstly became quite boring because you kind of you. Seen the same same, things every time then. It was always Saturday, and Sunday, and. Usually. It was a 15, hours, work it was really, really hard my gear was three and a half kilograms and, by. The end of the day I was so exhausted I couldn't move the next day and I was always under pressure that, I can ruin someone's wedding, day like if something, happens to my camera, then.
You Know what are they gonna do so, after. Two years I decided it's just not me you. Need to be basically, a tall. Mass league I. Remember. How before we didn't have drones and to get an interesting, short I used to climb on furniture. Go. Down go sideways, you, know go up and I was really envious of tall guys that can do it you know from any point anyway. So it was just natural for us off good, to tell, you that while I was studying, it, was so expensive I was international, student, and my. Fees were on like $15,000. A year blasted. In the rent, blast, everything, he knows plus, we had to buy our own paper and, you know film. To. Sustain ourselves we. Thought everything in Russia everything, we owned like apartment. Cars but, still wasn't enough so to sustain, ourselves we, came up with this idea to sell cars. From Japan as, private. So like once, a month once, every two months yeah, so, and it really helped so when, I finished, studying, we we just thought it would be natural to keep going but, you know get proper license, you know get a shop and. In. 2007. February, we got licensed versus wholesalers. And next, month I found out I'm pregnant. 11. Years. Story. Natalia. Can you tell us how. Its profitable. To sell I, use, Japanese, cars. And maybe you can give us some actual. Oh, without. Going, into too much of it okay. Well, as with, any business Victoria, its up and down up and down all the time yes, plus, our business, is heavily regulated by government in, terms of what we, can bring and in term of them in terms of the numbers, I, think, as far as I'm concerned. Our best, round was 2011. 2012. 2013. The. Yen was really cheap so we can get them the car SEPA, all. Those models were highly, popular, and. We. Used to have I. Have. Never been on the road I was always operating, from factories, I'll explain later why so we. Had a steamer. Shop so like a factory, shop a factory, for his team has then another factory, for grants opposite each other and then, I was also renting a yard. I. Was, doing back then between. Hundred and hundred twenty vehicles a year by. Myself, so my husband would buy mm-hmm. And I would sell, yeah. But now we've downsized. Considerably. Because the models, are getting older, mm-hmm. And the, government, is yet to tell us what. Are they going to allow like what sort of vehicle so we don't want to have 100, of vehicles, that you know are. Going to be prohibited. Or not, popular, so, we're just waiting for all those major decisions, that are coming hopefully later this year, mm-hmm. So. And now how. Are you different from your competitors. That's. A good, question I think, we are different on many many levels but, there's a couple of too obvious, points, that we, can discuss, here. Firstly. I think I'm the only woman not, just in Sydney but in Australia selling. A Japanese, imports, for 15, plus years. I've. Got some gray hair. So. Far so good. My. Customers, especially women they love, that because they can connect, with me on on many levels I. Think. My, research, shows that 7, to 80 percent of decision, is, what. Sort of car to drive is, belong. To to, a woman, yet to women women. Yet. So. And these days more and more women come to to, test-drive vehicles, even without their husbands, just you know they. Make a decision, day test drive and then they call a husband, and you know then, to purchase, they come together with, their mouth sometimes in your not so, because. A lot of women they like myself I'm, quite, seen it by nature so, if I would have to buy a vehicle I wouldn't. Go on a card, I'll just be scared because there's so many pushy. Salespeople, yeah. You have to understand, when you go now when, you go an open car down the road straight. To where you have to pay tens of thousands, of dollars in. Overheads. Rent, celery. Insurance. Whatever. And. Instead. Of caring about customer. Oh you case how to sell, to pay your bills if you have to pay the bills here twenty. Thirty thousand, dollars is your bill so you have to sell cells here, I'm not pressured, it's. Only me and my husband if we don't sell enough we don't pay ourselves salary, and my rent is very minimal, so to. Me the most important, things are high quality of what I sell mm-hmm, and happiness. Of my customers, so because, it's, it's a very. To. Buy a car is not to buy a cup of coffee or a, sandwich yeah. We can we can sulk, a little bit that the coffee wasn't good but it's a couple of dollars. But when you buy in a car that's, thousands. And thousands, of doors it's your daily companion it has really good quality and, yeah. That's. What I care about. That's. Good so, is. It difficult. To be a mom a. Wife and, a businesswoman one in. This at the same time yeah I was waiting for this question I. Think, it. Depends. On the age of the children let's. Not talk about husbands, like you know they, are adults and you, know I'm.
Not So, much concerned for children, yes if if. You have school, children, yeah if they're independent they. Have their own interest. You know that's, fine. Like you got daughters yeah, yeah you can easily do it but, when, you have a baby newborn. It's, it's, becoming, extremely, difficult because, the, baby needs, you, no matter what some magazines, will say oh people that, bottle. Is fine daddy's. Fine nanny's, fine, I believe. That baby. Needs mom yeah yeah and for as long as possible. Two three years first you know, first. Years of their lives because, it's. It's, it's bonding, and I. Can give you example, from my own life. When. I was about 14 or 13 I couldn't understand, why I really, care about one. Set of grandparents. And to. Care about the other really. Bothered, me that I loved so much you know my. My, dad's mom. And dad and don't. Feel anything towards, my moms and. Then I figured out much much later that it's because, apparently. My parents, would drop me off for days and weeks at, my, death. Dads, and parents and. Although. I can't remember that they nursed me, but. You know this, laughs it sort, of you know carries. Through my whole life and. And, another, example, our. Poet. Alexander Pushkin. Yeah, do, you know what his mom's name. No, Manik Knightley, yeah but no I know is if. You say I didn't ever do one um now millions, of people will say. Pushkin's. Name why, because, she was there from his birth to his exile, etc, because so, obviously, this bond is really really, important, so if you want your child to be you, know your friend for, as long as you know you. Can be friends. Then. Yeah, you have, to yeah. I agree. With you and it's really important, question, for me now because. Very. Soon you gonna yeah your. Mom's yeah I can't, wait and, so I I. Don't know I don't know how, I. Can, manage to my yeah you can always do you know the same what I did Ksenia was strapped to me for the first turn it's, my plan yes so I think, I resemble myself, you know there's you, know when they show us people. Working in Vietnam or China rice, fields, and the babies threat to the mother and. That. Was a bit like that but with. Me still. Didn't help much because, although. Ksenia, was with, me all the time I wasn't, with, her mommy dearest was on the phone all the time discussing. Customs. Compliance. Sales. Problems. So, she would just you know constantly, trying. To cover my. So. It, is hard it's challenging, but I think you know you can do it I will, try, I think your business is not as stressful, as mine I think, so. You. Know when you outside, it's hard to judge but. Put it this way I was. Selling about hundred, cars a year that, means x. 5. So there were a lot of people that would call me and wouldn't buy so. 500. 600, customers a year constant. Non-stop, talking. Mention. Our tell us about your big disappointments. And how did you cope with them. Well. Probably, there's a couple again. Government. Doing. Everything to shut us down, I don't, know why Japanese. Input accounts, only for one percent of total you, know castles, and they're, still not happy, and in that, they don't want to do it and, trying. To find a way how to you, know to finish us off but so, far so good. Still here still alive and kicking but, to. Give you a comparison New Zealand so. Much smaller country like four million plus people there, selling. Over. Ten thousand, Japanese, vehicles, a month and, here we are selling five hundred a month so, it's you know not even comparable yeah and. And the second worry is there's a lot of fake mileages, in our market and again the government is not doing anything, to stop it would be really really easy, to. Stop, it they're not interested, so how. I'm coping. I've. Done a video where, I explain how, to verify your mileage. I'm, trying to explain to everyone who comes here how to do it but, unless you, know unless the government does something about it it's really hard you know I, can't.
I Can't. Win. In this situation, yeah by myself it's, it's. So. How, do you look you. When you can. Still. I think the the main the main channel, for me is car sales but. It's quite expensive and I would love to reduce. The amount of money damage Oh, even. If I advertise, a little bit two thousand dollars a month even, if it's not it's not enough yeah and it's usually cheap plus and to. Cover all my vehicles I would look at four thousand, dollar bill which is impossible, yeah. So. Last, Google, AdWords I started, Google AdWords recently, I'm still struggling, it's. Really difficult, but you know getting there getting there getting. Some inquiries, here, and what. Have you done in terms, of, working. This social, recession, well. For. A long long time I could not I always, said the Facebook, accounts, the best people numbers but I wasn't, really using, it until I went, into the course with Victoria, at 105, ideas for marketing so, it helped me to, understand. The idea of content, marketing that I have to give more to. My customers, not just the cars that I sell but some interesting, information so, I'm doing, this and I'm now, developing. Instagram, mm-hmm. Account. And also. I think priority. Number one would be YouTube, videos, yeah. Because, I love to talk and. Those. Three. Priorities. Okay, can may, I give, you some, advice sure. Your. Business. Maybe it. Would be helpful for you so, um, it's. Really good that you, are focused. On content, marketing because. It's really. Important, for you not, focus, on, reaching. More, people and. You. Can consider, you, I need, to concentrate, on, exactly. Your ideal, customers. So. Don't. Try to make. Your. Audience broader, and wider. Instead. Of that you yeah, you need, to create. More value for, your customers. It's. Because, yeah even, they already, old customers. So, they would recommend you, and. What. What. Are you doing I see you doing the best and you're doing perfect, and I really. Love to, read the articles. It's, really interesting, it's, and you, not. Concentrated. Only on, sales. Only. And not only about, because. I'm not fresh it here yeah it's. Good. And because. Some. People don't understand, that, even. If you, if your, clients. Buy. Cars, they, have, different. Interests. Yes. So, these. Two people, just normal people yeah.
And. May. I give some may be, useful. For you and little tips for, Facebook, and. So. As. I know you're always using, boost in post yeah that's good but I recommend, you to use Facebook. Ads manager it's. Much. More. Complicated to, but, it will, save. More. Money, and so it. Gives. To. You more tools and you can use opportunity. And hear. Them a little, difference, because, before, I recommended. Two. Different. Strategy, but now when, Facebook. Algorithm was, completely. Changed and, now we change. We have to change again, so. When. You are, just. Try to reach people through video, that's really. Good video content, it's number, one as we said before so, you. Can use two-step. Process. So, first of all use, setting. The. Company. With. Objective. Video, views but. Before. I recommend. To, use. To. Target, ten. Second. View views as. So. When I dream that when I do adjustments, yeah the judgments, off toast you have really, good video and you want to reach more, potential. Customers, and. You do step, number one, you setting, up the company, with video, views, more. On the video using not engagement. No just, rather yeah, and use. Two second. Views. Is. A target, and so, on. You. Get a, lot. Of. People. It's really broad but the next, step before, I, recommended. To use traffic, as a big object objective. But now I recommend, to, use engagement. So, engagement. And you, can reach people. Who want to engage, with your brand so. And this. Really. Our little. Maybe changes, but it helps, you. To. Save more money and reach. More customers. For, your visa are they gonna like my page. Yes. And, that's good and, oh I want, to add about, if, you. Are doing, gage Montano. Like, you post you. Have to go to. Your. Page, and invite. The, oh. Yeah, exactly. In, this maybe fifteen minutes because. Even. After one hour they, may be for god yes. What, is it yeah. The. Person so you can, use. This. Touching. And maybe. It, will. Be n just. Lets. It because as, I see you, doing everything. Yeah thank you thank you so much Victoria and today, I think we with good girls with well time. And. Thank, you so much you guys thanks for your attention yeah. Thank you for watching and see you next time bye. Bye, bye. Have. A wonderful, day.