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

Price, price, price…our lives seem tied to it. And when it comes to customers, sometimes the price is the only question they feel they can ask. Instead of chalking them up as ‘price shoppers,’ are you using it as an opportunity to build a relationship and educate them on the value of your services? Many struggle with this. My panel discusses ways to make price irrelevant. Stay tuned and shift your perspective on price.

Watch the Episode on YouTube

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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Check out today’s partners:

More Time. More Profit. Shop-Ware Shop Management

About the author, Carm Capriotto, AAP

Carm is the founder and host of the Remarkable Results Radio Podcast and the pioneer of automotive aftermarket podcasts. Carm calls on his years of experience in the aftermarket to bring engaging stories from his guests.

Listen to raw, unfiltered, honest, and sincere stories that include insights, trends, best practices, and expertise. Each interview brings an opportunity to learn one new thing through the stories of personal achievement. Many podcast guests tell their story of transformation from working in their business to working on it.

As host of over 1,000 episodes, Carm uses his enthusiasm and passion for the aftermarket especially the service sector to take his listeners on a journey showcasing successful service professionals’ paths to Remarkable Results. He also enjoys interviews with aftermarket industry thought leaders who bring their industry perspectives to his listener.

Follow the podcast on your favorite podcast listening app and always listen to learn just one thing!