Posted by: Curtis A. Wright
Bill Cornelison – Owner of www.extremeprelude.com
1. Could you tell me little bit about yourself?
My name is Bill Cornelison and I was born and raised in the Charlotte Mecklenburg area. I attended the University of North Carolina Charlotte and received a bachelor’s degree in Business. I am the owner of www.extremeprelude.com where I specialize in selling OEM, and aftermarket JDM parts for 1997 to 2001 Honda Prelude parts. I have always had a passion for cars. My favorite hobbies include spending time with my family and friends and I also enjoy working out and camping.
2. Can you tell me how you got involved with selling aftermarket and used automotive parts?
The whole reason that I got involved with this industry is due to my father and his real estate business. I know the two industries don’t coincide but here’s the story. My father has several rental houses and someone left an old junk Toyota Avalon abandoned. My father gave me the option to remove it and do something with it before he took it to the crushers. When he told me about it I went back home and did some research and realized that I could make some decent money off of the parts. I made $1000.00 dollars off of the parts I removed and then scrapped the rest for more money. That’s when I realized that there could be a market for this type of business. So I decided to try again, but this time I wanted go through the same procedure with the car that I actually wanted to own one day. That car was a 1997 to 2001 Honda Prelude. I was 15 at the time with only $1200 dollars in my pocket but I decided to go for it! I found a prelude in Florence, S.C. for $600.00 plus $100.00 for towing. Once I got the car home I tore it apart and found out that the motor had hole in the block, but that didn’t detour me. I stripped the car of all of its parts and I made a killing off of the motor accessories and other parts. This was the car that started it all, I had a niche for the trade and I just continued repeating that process and making money.
3. Could you give me some examples to illustrate the challenges you have faced starting your own business?
The main challenge that I faced was getting everyone to trust that I was a legitimate business online during the early stages since I had no reputation. Also it was hard to teach myself the IT side of things when creating the website; it was a trial and error situation. Another challenge that I faced was creating a shipping account, and learning how to package and ship parts correctly.
4. When problems arise within you company how do you resolve them?
Peacefully, I never try to make a problem worse. I will generally allow them to return the product; once I receive it then I give them a full reimbursement. Very rarely do I have any complaints, I would rather give them a refund and keep them satisfied so they come back and buy stuff. One of the worst things you can do is make a customer upset and aggravated.
5. How have the experiences that you have had during your entire career influenced the way you now run your business?
Just dealing with customers daily has taught me how to treat customers better. I have also realized that it is important to relate to the customers, if they contact me with slang I respond back with a laid back attitude. Car guys are really particular who they buy from. Since my business has progressed I have also found cheaper methods of shipping and better places to market.
6. How did you first begin to market your business?
I started out with free advertising via Craigslist and enthusiast websites that are also free. Then I signed up for my own domain created a personal website, which included points for Google Adwords and Facebook Ads. I still use all off the free methods of advertising today.
7. How do you determine what or who to market?
I am a car guy so I know what the other car guys want. Plus I daily drive the same car that I sell parts for which makes it even easier. Prelude enthusiasts want the same upgrades and performance parts that I want on my car. I also attend car shows and other events and pay close attention to what’s new and wanted in the market.
8. Do you use social media tactics as a way of marketing and if so how has it effective has it been?
I have created a special Facebook Page, Instagram, Twitter and blogs for my company. Instagram has proved to be the most successful; car enthusiasts are the moving more towards this trend.
9. How much time on an average week do you dedicate to your business?
It varies so much depending on business that it is honestly hard to say. I have slow weeks and busy weeks, I never know what to expect.
10. Can you give a percentage of how you dedicate your time to the different aspects of your business?
50% – I spend talking to customers via phone, texting, emails etc..
10% – Advertising
10% – Meeting Customers
20% – Shipping and Packaging
10% – Part’s Removal on the Car’s
11. How are things going in your company in general, right now: are you hiring, downsizing, or “staying as you are” in terms of your company’s workforce; are sales up, down, or flat?
Right now things are staying as they are but moving more and more towards the hiring stages, and my sales are booming!
12. Do you have any future plans of expanding?
Yes, I just recently expanded. I am also in the process of expanding into selling used and aftermarket parts for Infiniti cars. This transition will include another website and new group of prospective clients. I will have to expand in the future again because I always need more storage.
13. How do you keep up with best practices in your industry?
Honestly, the best thing to do is go check out what the competition is doing on their websites. You should always keep an eye on the competition. Often times you have to make price cut’s to compete.
14. Could you describe a typical day?
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- First, I wake up and deal with emails and customers.
- Second, I Ship anything that has sold overnight
- Third, I meet with customers
- Last, I pull more parts and work on Advertising
15. Did you attend school that related to your business?
Yes, I attended UNCC and got my bachelor’s degree in Business and Marketing. My major goes hand in hand with what I do every day. Accounting also helped me to keep better business records.
16. How do you think you compare to some of the larger business in your industry?
Larger companies have more capitol and generally a high end website. Not to mention a warehouse full of inventory, but the experience you receive from a larger business is not a personal. Most cars focus on a wide variety of cars and I only want to keep my focus on one or two specialty cars.
17. Are there any particular changes you would like to make to help advance your business?
I would like to advertise more on Facebook, and more on local online car enthusiast websites.
18. What advice would you give to someone who was considering a career in your particular industry?
You need to make sure that you know the exactly what the market is for the parts that the customers are looking for. Make sure when you’re starting that you take the initiative to get your name out there, it makes all the difference.
