At VISION 2024, Kim taught a class on customer loyalty. It was incredibly well received and we’ve decided to bring a conversation here in podcast form where she touches on a critical piece of business: creating loyal customers. Listen in for tips, strategies, and just real-talk!
Thank you to our friends at RepairPal for providing you this episode. RepairPal will help you grow your auto business and you can learn more at RepairPal.com/shops.
Show Notes with Timestamps
Loyalty: strong feeling of support or allegiance
What that means to me. Companies I am loyal to: Bear Mountain Bakery, Holtz Leather, The Basketry, Smallwoods
Simon Sinek’s Ted Talk “Start with Why”: Your purpose, Your cause, Your beliefs
We are lonelier & more apart than ever before
Maslow’s Hierarchy of Needs
Our Core Values
We have an intense desire to feel a sense of belonging - even more with digital communication.
Unreasonable Hospitality by Will Guidara - Episode 89: https://autorepairmarketing.captivate.fm/episode/089
Create Loyalty by: Being thoughtful and intentional with all you do. Understanding the difference between service + hospitality. Service is black and white. Hospitality is full color.
Having authentic connection: Southwest Airlines - the heart, Ciro - my Italian driver, 1st Phorm, Eleven Madison Park Restaurant’s hot dog story, Bear Mountain Bakery, The Basketry, Holtz Leather, Smallwoods. Knowing your clients, understanding them, being present, listening, and being considerate and generous (read the book: Gift*ology). Being a trusted resource.
VISION’s speaker: Scott Stratten, said, “If you want to worry about the bottom line, you’ve got to focus on the front line.” (To obsess about how your customers feel, you must obsess about how your employees feel.
Customer loyalty comes after employee loyalty
How are you taking care of your team? Daily Stand-Up (gratitude and top priority) + a checkin/awareness for me.Team Outings. Letters/notes/recognitions. Mentoring. Schedule emails/slack messages/texts
Too many companies leave the human behind. We live in a world where we have an opportunity - responsibility - to make magic in a world that is desperate for it. When you make magic you add to the layers of loyalty being created.
Make this part of how you do business. A process. A time, place, a procedure/reminder.
How To Get In Touch
Group - Auto Repair Marketing Mastermind
Website - shopmarketingpros.com
Facebook - facebook.com/shopmarketingpros
Get the Book - shopmarketingpros.com/book
Instagram - @shopmarketingpros
Questions/Ideas -
[email protected]
Lagniappe (Books, Links, Other Podcasts, etc)
Canva - Mood Boards
Click to go to the Podcast on Remarkable Results Radio
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mccannable
Thanks for the advise. I should have sold the job and expectations better.
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mccannable
And yes new plugs and wires
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ncautoshop
The customer has been understanding but some won't be. As said before some may look for free work, some just look to place the blame anyway possible. The reality is, in this line of work its going to happen. Things won't get fixed the first time, won't get fixed fast enough, cost more than expected and the list goes on and on.
Honestly if you ever find the answer you will have shop owners beating the door down to hear it. I'm not sure there is one right answer but I have found what works for us. 1: Be honest, open and positive. 2:Never accept liability until your positive you or your staff are truly responsible. 3: Explain from the very beginning known charges and that during said type of job it's possible for more items to be required. 4: Don't get caught up in trying to fully please the customer, in these situations sometimes it just won't happen. In other cases you might stress yourself out to the point your more worried about pleasing than they are about being pleased!
5: Charge fairly, don't work for free under any circumstances (unless your the cause of the problem). If you feel obligated to offer a deal in a situation like this have a discount policy that locks it at 10-20%. This will prevent you from unnecessarily discounting your profits away. I find if I already have struggled with a job and then take a loss I end up being upset with myself, the car and the customer lol. I might even cringe next time they call, and believe it or not they can hear it in your voice lol.
I'm not sure if this will work for you, it's just what I remind myself when similar situations occur.
For instance today a customer came in from out of town. We had worked on his vehicle (lots of aftermarket go fast parts) a couple weeks back and found he had a cracked injector nozzle causing a misfire, low power and smoke. We pulled them and had them sent to the company that built them (2 years ago), they found a cracked nozzle as suspected. They priced repairing 1 for $500, which included setting the other 5. Or $900.00 for all new nozzles, a complete rebuild job. Now I don't necessarily agree with the companies warranty policy but that was the deal from the get go. A 1 year warranty. They knocked off $100.00 on the repair service. He chose to fix the damaged injector not all 6. If you guessed he came back with the same problem you'd be right. Don't know if it was the repaired injector or another one but I explained if it was one of the others he'd of course be responsible for charges similar to the last bill. He wasn't happy, but I can't work for free! We have a sign in the shop that states no warranty on performance parts or labor when using performance parts. Is it fair? Probably not but life's not fair lol. If I've done something wrong and it's our fault I'll foot the bill for the labor out of kindness, but otherwise the owner is paying.
I may not handle things the best way, and of course I'm open to any advice possible. If nothing else I hope my story will let you know your not alone!
Sent from my SCH-I605 using Tapatalk 2
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mccannable
Wise words above. I will be sharing with my partner. Just new to this world and this site makes my decision making easier.
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Gonzo
You've got the best answer to this type of problem that I follow as well. The first thing I've learned in my long career of working on cars is to expect the unexpected and at the same time inform the customer of those unforseen expectations. Without a doubt the number one thing that screws things up is the customer who decides on the repair with their wallet and NOT what the technician/shop recommends. Too many people feel they've been ripped off at another shop that their trust of you is somewhat jaded.
I'd rather lose a job than do it halfass. It always, always, always comes back to haunt you. They might be mad, tell you their never coming back, call you the worst mechanic that they have ever been to and sometimes worse. But, you can't please everyone. I've given up trying... I'll inform, note on their ticket...etc... but, I ain't doing it for nothing (unless it IS my fault)
Money drives every repair, sometimes it drives it right out of the shop. Life ain't fair. Well expained mc.
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xrac
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