DO YOU ASS-UME?
You’ve heard the expression about “assume”? It will make an “ass” out of “u” and “me”. Here’s a simple tip that goes back to marketing 101 – Don’t assume your customers know what they need. And, don’t assume they know what you know. The best way to build profit is also the best way to give great service. Giving the best possible service requires that you ASK the customer about the overall job to determine the best possible repair. Most of the time you’ll have to dig for the information you need to give the proper advice. Don’t be shy to ask how the vehicle is used, their time frame, and bud- get. Armed with this information you can make a sincere recommendation about the job. Here’s your chance to advise the customer about repair options and to offer possible upgrades to parts and labor services. There are lots of other ways to ensure your customers know what you do. Inexpensive methods include: printing a list of your services, indoor and outdoor signage, direct mail and personal visits to your customer’s shop.

Steve Rich
Sterling Bearing, Inc.
N. Kansas City, MO.
September, 2017