Think like a customer and make sure when they think about auto service and repair, they are thinking about you! Keep in touch with your customers via direct mail and social media. During a couple of social events these examples of customer loyalty came to my attention.
One man is very loyal to a certain paint company in town, but his wife was getting the kitchen remodeled and had hired a decorator. The decorator had a paint color in mind, but she used another paint company. The husband took the paint sample to the company he was loyal to and asked them to match it as closely as possible. He told them he refused to let his wife and her decorator come between them after all these years!
Of course, this made us all laugh, but I really appreciated the loyalty he had to his preferred paint company. I’m sure that company felt the same way! The husband was doing all the painting himself and he knew what he liked in a paint brand!
A senior in college was home for a quick weekend trip and was lamenting about how her hair needed trimmed. She didn’t want to go anywhere else but to her usual salon and wasn’t sure they could fit her in on such short notice. She said if they could, great! If not, she would just have to keep her split ends for a while longer, until her next trip home!
I was again amazed at the loyalty! Of course, I am very loyal, too. I recently waited a week for a repair to my Jeep because my favorite technician (who is a fellow Jeep enthusiast) was off due to his baby’s birth.
These connections are strong. Who do you feel extremely loyal to and why? Make sure you are “top of mind awareness” with your customers. They might not need to see you every 3,000 miles as in the past, but make sure they would feel terrible if they went anywhere else for their vehicle service or repair. You don’t have to put them on a guilt trip, of course, just always keep your company in their minds when it comes to quality service and repair.
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