The Dealer Alternative: More than Just a Tag Line
issues that concern them fall into the category of trust. The consumer trusts that the dealer will provide exceptional service, quality repairs, and offer a warranty that’s backed by the manu- facturer. Sure, you probably offer the same
level of exceptional service as the deal- er does; maybe better. And you back your repairs with a nationwide war- ranty… all for a lower price than the dealer.
The problem is, those consumers
will never know it. Developing trust isn’t something you can do with a pret- ty web site or a fancy Yellow Pages ad. Not that those things aren’t impor-
tant; they are. They’re critical com- ponents in marketing today’s trans- mission repair shop. But they’re only going to attract people who are looking for a shop. For consumers who aren’t looking, conventional advertising isn’t going to have much of an effect. To attract consumers who actively
choose the dealer over the independent shop, you need to take a more proactive stance. You need to build a relationship with them. You have to meet those consumers, and let them get you know you. You have to become their friend in the business.
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Building Relationships Another thing we’ve talked a lot
about over the years is the impor- tance of building relationships with your potential customers. But if you’ve spent your entire career in a transmis- sion shop, you might not realize just how deep those relationships go. In the transmission business, your
relationships often only last as long as the consumer has a problem with his transmission. Sure, you can be friendly with him and show him you’re there to help, but once his car is back on the road and working right, there’s a good chance you’ll never see him again… until he has another transmission prob- lem.
I spent the first 17 years or so of
my professional career in general auto- motive repair shops. The relationships I built with my customers were more like personal friendships. Customers would stop in just to
say hi. I knew them by name, knew their kids, and heard all about what was going on in their lives. They’d come to have their cars checked before going on vacation, and then stop by to show us the pictures they took while they were away. Often these people became my close friends.
Around the holidays, those regular
customers would come by for no other reason than to shake our hands and wish us happy holidays. They might even drop off a present — a bottle or a freshly baked batch of cookies. In fact, my first wife and I started dating after she came by one Christmas to drop off a cake she’d made for me. Sound a little extreme? I wasn’t
unique. This is exactly the type of relationship most general repair shops build with their customers. They’re a necessary part of building the trust that’s so critical to the auto repair busi- ness.
And you can be sure you won’t
begin to build those relationships with an ad or web page. You need to make contact with those consum- ers. That’s the real key to taking that first step toward becoming the Dealer Alternative. But how? If ads and web sites
won’t do it, how do you make those first contacts with consumers who tra- ditionally choose the dealer for repairs?
Get Out There and Meet Them The only way you’re going to turn
those consumers into your customers is to put yourself out there and meet them.
GEARS January/February 2012
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