FROM THE CEO
“I’ll Take a
Large Order of
by Dennis Madden
www.atra.com
Success, Please.”
A
s technicians, we’re accus- about pushing a certain
tomed to fixing problems with product or service, or
a new part or update. You have convincing customers
a soft 1-2 shift? There’s a new spring to buy whatever it is
that’ll take care of it. Got a chatter from you have to sell. It’s
the converter clutch? There’s an update about getting the atten-
available to fix that. tion of people so you
So, when you’re trying to build your have the opportunity to
business, it’s no wonder so many shop build a personal, one-
owners consider a similar approach. on-one relationship
They look into buying a bigger Yellow with them.
Pages ad, a fancy web site, or maybe This is why com-
even a commercial on TV or radio. munity involvement is
These aren’t bad things. A presence such an effective form
in the Yellow Pages is still a worthwhile of marketing. Every
investment, and a web site is a terrific time you sponsor a
way to let consumers know who you high school activity
are. These are valuable, even necessary or church event, serve
parts of any transmission repair shop’s tables at the town
marketing strategy. pancake breakfast, or
The problem is, everyone knows assign spaces for the community flea A great example of this is detailed
that. And every shop in your neigh- market, you’re building your reputa- in the Making it Work article on page
borhood is doing exactly the same tion, because you’re working with the 44. There, you’ll see how Mario
thing. Even the shysters up the block people in your community to do it. Jauregui of Express Transmissions built
who sell “complete rebuilds” for $495. What’s more, this type of com- his reputation and improved his busi-
Especially the shysters! In fact, they munity commitment isn’t something ness in one of the most depressed cities
probably do it better… because that’s you can fake. Either you’re commit- in the country; Stockton, California.
the only tool they have for bringing cars ted or you aren’t. Going through the It’s really a miraculous story, but one
into their shop. motions won’t do it. You can’t “work that can be duplicated by anyone with
So how do you set yourself apart on your reputation.” Your reputation a sincere interest in the needs of their
from everyone else? By building a takes shape based on the work you do customers; the people of their com-
reputation based on trust. and the connections you make. munity.
The difficult part about developing That may be the hardest part of Success. It isn’t something you
trust is that there is no component you the equation to follow. Your reputation can order off a menu or a part you can
can buy… no extra you can order at the isn’t something you can force; it’s the replace and it certainly isn’t something
drivethru. Trust is developed through one form of advertising you can’t even you can purchase. But if you go into
commitment over time… a lot of time. track. It grows when you consider the every day with the right attitude, and
It’s an ongoing effort that you have to needs of others. And if you aren’t sin- do what’s right, success won’t be far
be willing to commit to totally. cere in your commitment, you’ll never behind.
This effort affects your market- build the trust that’s so important to
ing and advertising plans too. It’s not your success.
2 GEARS March 2010
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