Editor’s Notebook: Well-Defining Your Value Statement Helps You Win The “Customers For Life” Battle
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Editor’s Notebook: Well-Defining Your Value Statement Helps You Win The “Customers For Life” Battle

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Last month was a busy one for automotive press conferences, and while the companies whose events I attended manufacture vastly different product lines, the theme of their presentations was very similar — providing value and the highest-quality products to customers. They accomplish this by relying on their OE heritage, technological innovation, vast research and development capabilities, stringent product testing methods, engineering excellence and top-notch training, among other things. And the result is industry-leading, quality products that provide solutions for aftermarket service providers. And that spells good news for you, in terms of repair efficiency, customer service and shop profitability.

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Have you ever defined your shop’s value statement? Have you thought about the tangible and intangible services you provide to customers? Are you actively promoting and leveraging those benefits?

Sometimes customers don’t recognize that the dedication you have to your business mirrors the conviction you have to fix their vehicles in a precise, accurate, efficient manner. So, how do you win your customers’ loyalty and keep them coming back?

Focus on Professionalism — Tell customers how your shop is a cut above the rest. Institute unique customer service programs or improve upon existing ones, and create ways to increase your shop’s image. Get involved in industry activities, highlight your technicians’ certifications and promote your shop’s specialty.

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Exceed Expectations — Over-deliver on your customers’ expectations that you will repair their vehicles. Accurately diagnose the problem and fix it right the first time.

Ensure Quality — Deliver quality service by using quality parts that ensure lasting repairs. Cultivate job efficiency, productivity and pride among your technicians.

Gain Trust — Educate your customers on the repairs you’re performing and why they’re necessary to restore the integrity of key vehicle systems. Provide complete vehicle inspections to be on the lookout for failed components in other critical systems.

The extra steps you take to provide value to your customers is added assurance that you will earn their long-time loyalty and respect. Customer trust and confidence in your technicians’ ability to deliver expert vehicle repairs will soar.

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Consider that each repair you make is an opportunity to win or lose the “customers for life” battle. Let your value statement speak volumes of your shop’s reputation and expertise.

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