"When your marketing is repeatedly about discounting, whether it’s a flyer/mailer or in person, the marketing/discount can mislead customers into believing that your shop has false retail pricing," says Dave Schedin.
Posts published in “Columnists”
Imagine getting a bucket of ice-cold water thrown at you unexpectedly. That’s what this pandemic feels like.
The most ethical thing you can do for your customers is to be profitable so you can afford to give them industry-leading warrantees, hire the best of the best and still be here amidst any economic crises.
I’m 77 years old, have been an auto mechanic for 60-plus years and ran my garage for 44 years in downtown San Francisco. During that time, seven things occurred that caused business to slow to a crawl, though none as severe as this one.
“Customers want to believe that an estimator cares about their problems and needs. They want to know that someone is explaining and educating, not selling.”
Most shops “sell” parts and labor with dollars attached to it as their value. However, what customers really want to buy is peace of mind.
As you continue business, your focus will be the health and safety of your employees and the concerns of your customers.
