Are You Selling Customer Experience or Price? [THA 284]

[carmcapriotto]

How often are you checking on the overall health of your business with your team members involved? Are you identifying and working on the strengths, weaknesses, opportunities, and threats, known as SWOT? How do you start a SWOT analysis? What are the benefits? How do you find your blindspots? Does knowing your SWOT give you a competitive advantage? My panel takes a deep dive into the value of SWOT and shares their own experiences. 

 

Rob Choisser, Choisser Automotive Services, Davidsonville, MD. Listen to Rob's previous episodes HERE

Jim Hayes, General Manager of Pacific Motor Service, CA, Listen to Jim’s previous episodes HERE

Bill Nalu, Interstate Auto Care, Madison Heights, MI. Listen to Bill’s previous episodes HERE.

Key Talking Points

• “Who is running this ship?” Is it the customer or is it you? Your answer to this question may just be the most important lesson you’ll ever learn as a shop owner. 
• We are the experts” Customers will be taken care of at a high level
• Experience- providing the feel of the hospitality industry. “…exceed the expectations of every guest, every time.” –Pebble Beach Mission 
• The consumer is a price checker, the customer understands the value of repair, and clients leave credit cards and keys
• Never compromise trust and integrity by diverting your processes and procedures
• Are you mentoring your customers that build trust?
• Why can doing /not doing these promote loss vs gain? People often avoid the potential of losing more than they pursue the hope of gaining.
• What are the desired outcomes of owning a vehicle? Sell these – They are PRICELESS. When a customer loses one of their desired outcomes they come to you. Freedom, Efficiency, Excitement, Recognition, Safety, Utility, Exploration

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