Aftermarket November 2022

NOVEMBER 2022 AFTERMARKET 27 www.aftermarketonline.net customers are likely to work. This is about making your target audiences real. Doing this will take a good few hours but it’s time well spent because you’re really focussing on the people you want to introduce your business to rather than crossing your fingers that a social media post or an advert will have the same effect. For each group make a list of their needs: Why they would come to you. This is about looking at the landscape through the eyes of potential customers. Now construct your business DNA: List the reasons why you offer such an amazing service to each target audience. Don’t just write down ‘customer service’ and leave it at that. It says nothing about you. Is it your extended opening hours, free added value touches, clear and detailed pricing, your explanations to a customer before you begin work, the comfort of your inclusive and cheery reception area? If a local journalist asked the question: “Why should our readers choose your garage?” what would you say? This is all about capturing the unique DNA of your business so it should include the nitty gritty of your experience, your expertise, your investment in training and your customer care philosophy. Don’t assume that your customers know all of this about you. Commit your outputs from this exercise into a working document that every person in your team has contributed to and understands. Make it a focus of a team meeting. Very few businesses do this, yet it is important stock to use when approaching new customers and reconnecting with those customers you have not seen in some time. It also reminds your regulars of how good you are. You are using the power of words to paint a great picture of your garage so that you become irresistible. I want to conclude with the WOW model which is integral to my shoestring marketing philosophy The Plus 1 WOW model: Delight your customer. Delight = expectation plus 1: + 1 more contact + 1 moment of thoughtfulness + 1 extra minute of your time + 1 check to see all is ok The +1 effect leads to the WOW factor: Wow – That’s great Wow – That’s what I call service Wow – That was thoughtful Wow – I didn’t expect that! The best +1 factors meet the following criteria: They are instantly noticed and valued by customers, they are quick and easy, they cost little or nothing and they are implemented on a consistent basis not just when you are in a good mood. Make sure that when capturing your business DNA, you reference all the small touches that are part of your WOW philosophy. Next time, I’ll look at how you translate these tips into action. For more information visit: www.jlmlubricants.co.uk