Be careful that uniqueness and service specialization doesn't put you out of business. If you become so specialized or unique there may not be enough customers to support your business. This may seem obvious but many operators seem to be unaware of the basics of marketing and business management.
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Repair Shop Marketing
Articles and writing about auto repair shop marketing.
Give them what they want
Are you worried by all the competition in the auto repair and service market? Are you losing customers to big chain and specialty shops? What is it that people are attracted to? The answer is uniqueness. Consumers are willing to pay more for what they can't get elsewhere. Are you providing what your customers want?
Are you a low price leader?
Leaders and losers
To thrive in a price driven market you need to to be a low price LEADER. Some auto repair shops know they're leaders. Some think they're leaders. Many don't know they're losers. Consumers know the difference and quickly find the leader. What are you?
A different way of thinking about advertising
Traditional auto repair shop advertising has got it all backwards. Typically you spend huge amounts of largely wasted money attempting spreading your message to everyone. If your lucky you attract a few prospects who are reluctantly interested in what you are offering. The problem is that almost everyone has become numb to the daily bombardment of hit-or-miss advertising. We just plain ignore it. Maybe what you need to do is forget trying to communicate to EVERYONE and make it easier for the TRULY INTERESTED prospects to find YOU.
Flash or cash?
A pretty website sure looks good but research tells us that a fancy website doesn't attract users or cash flow. If fact it can drive users away and leave you with an unproductive, expensive monument. Content and how your website is constructed is what your customers want and your bank account needs!
Advertise or Die
Often when business slows down the first expense to be cut is advertising. Bad idea. There is an old saying in the auto service business that you must advertise or you die! But advertising doesn't mean you have to spend bags of money. There are many methods of auto repair advertising and not all cost big bucks. What you need to do is find something you can afford. And keep doing it!