Be The Hero When Your Customer Is At Their Most Vulnerable – John DiJulius [RR 807]

Live from the 2022 Transformer’s Summit, keynote speaker John DiJulius categorizes the automotive industry as a ‘grudge buy’ for customers when they are at their most vulnerable. How is this an opportunity for your business to be the ‘hero?’ How do you make price irrelevant?

John DIJulius, John Robert’s Spa, The DiJulius Group. John’s had the privilege of working with world class companies like the Ritz-Carlton, Lexus, Starbucks, Nordstrom, Nestle, Marriott Hotel, Pricewaterhouse Coopers, Cheesecake Factory, Bausch & Lomb, Progressive Insurance, Harley Davidson, State Farm, Chick-fil-A, Entrepreneurs Organization, YPO, Aveda, and many more. Listen to John’s previous episodes HERE

Watch Full Video Episode Here

Show Notes

  • Drove for UPS- his wife was a hairdresser, and they opened a salon. John started getting involved in the business.
  • “We aren’t going to be the best salon, we will be the best experience of your day.”
  • Chambers of commerce businesses started asking John for business consulting. 
  • 20 years ago John’s first book came out and took him to the next level
  • Business and Artistry Pengeleum  
  • Making price irrelevant- based on the experience your brand consistently delivers, your customers shouldn’t have an idea what your competitors charge because they aren’t window shoppers.
  • Who is more expensive? Why are they? 
  • “We do $10 haircuts” vs “We fix $10 haircuts.”
  • Give the experience before you charge for it and justify it -“What does a $1,000 haircut look like? What is that greeting like? How is the massage during shampoo? What does a $1,000,000 keynote speech look and sound like?” 
  • Grudge buy and losing time- automotive repairs. When you can come to the rescue when a customer is at their most vulnerable, there is an emotional connection and memory made.
  • Customers asking about price- opportunity
  • The biggest cause of anxiety is uncertainty- no update update for customers  
  • Level 1 through 10 hairdressers based on expertise 
  • “Discounting is the tax you pay for being average.”
  • Things that make a brand something customers can’t live without- the quality of work, consistency, employee evangelism (educate vs sell), how do you make me feel,
  • Capitalize the ‘C’ in Customer to show the emphasis in your policies and procedures 
  • Building relationships with FORD- family, occupation, recreation, dreams
  • Disney- know your role and be ‘on’ when you’re on, leave your problems at the door
  • The Customer Service Revolution: Overthrow Conventional Business, Inspire Employees, and Change the World- John DiJulius
  • The Relationship Economy: Building Stronger Customer Connections in the Digital Age – John DiJulius

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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!