The MECP Factor Building Your Identity as a Specialty Retailer
Twelve-volt specialty retailers face a unique set of challenges. Recent surveys indicate that over 65 percent of consumers do not know what we sell or what services we perform. Perhaps even more disturbing is that the majority of consumers do not trust 12-volt specialists to work on their vehicles. The economy certainly has not been our friend of late, and the upgraded offerings from the automakers have many convinced that they no longer need the aftermarket. All of this means just one thing: Every customer is critical to the 12-volt specialist’s success. One of the core strategies of specialty retailing has always been establishing a unique identity. In the past, that would include catch phrases like “exclusive products,” “best service,” and “best installations” to name a few. In today’s world, every 12-volt shop makes the same claims. So what sets your shop apart?
TWO DECADES OF EVOLUTION The Mobile Electronics Certified Professional (MECP) program has been around for more than 20
years. It sets important minimum skill levels for each of the three installation technician levels. Each is continually enhanced, refined and updated. MECP, by establishing minimum skill levels, has made it easier for business owners to know what to expect from new hires. By following the guidelines for the Basic, Advanced and Master technician levels, MECP has established a roadmap to advance technicians’ development over time. Survey after survey has shown that certified techs take great pride in their accomplishments. That can only benefit the business owner and translate into a better customer experience.
MECP should be a central focus in establishing a professional identity in the marketplace. The program offers various point-of-purchase materials to retailers to help to advertise the program: • Post the technicians‘ certificates in a prominent location. • Have your Certified Techs wear the MECP patch on their uniforms. This is also a great incentive to get your techs to aspire to achieve the next level of certification. • Explain MECP and your dedication to providing the highest level of professional service. Do that with every single customer who walks in your door. • Show samples of installation work and be sure those samples include basic, everyday installations. Most of your customers are not looking for custom work. They want to know what that replacement head unit will look like in their dash. How will that smartphone cradle and interface look? • Does your competitor have MECP-certified techs? Then get to the next level of certification and stay ahead of the competition. There are approximately 200 Master-certified technicians in the country. Having a Certified Master Tech is a definite marketing point for any shop and sets you ahead of the rest. Any shop that treats professional installation as an “add-in” to products sold is giving away mon-
ey. Establish the value of professional service and certified knowledgeable techs, and selling the product will take a back seat to providing the service. That is the key to profitability for specialists today, and it is the key to remaining viable in the future. Here are some tips to make MECP certified techs a marketing asset to your business: • Drop the term “installer” from your vocabulary forever. You employ “installation technicians.” The perceived difference may seem small. It isn’t. • Be sure to use the MECP logo on your Web site, social media, advertising, business cards, and in your store, and have MECP patches on your techs’ uniforms. • Take the time to explain just what that “labor charge” entails. Your consumer has no idea of just how much work is involved. The description should highlight the benefits and value that your techs will bring to the installation.
56 Mobile Electronics April | May 2011
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