Car Count Daily | Edition #121
Hey, shop owners. Thank you very much for joining me on this edition of Car Count Daily. My name is Ron Ipach, but you can call me Captain Car Count, because that’s all I’ve done for the past 20+ years, is help thousands, and thousands of auto-repair shop owners, just like you, to get and then keep all the top-quality customers that your shop can handle.
I want to start off today’s episode by asking you a really simple, but important question. Why should anybody choose you, versus choosing your competitors? Let me take that to the next level. Why should anybody choose you, versus your competitors, or just simply changing the oil or doing the repair themselves?
Consumers have choices out there. I know there’s plenty of competition out there, and so do you. Part of that competition is the Internet, where they can just buy a part and try to do the repair themselves. The question that you have got to be able to answer in a very, very quick, concise way, is why they should choose you, versus going to your competitors or doing the job themselves.
In the business world, in the corporate world, they call these things elevator speeches, and they’re typically about 30 seconds long, because that’s how long it takes to go from the top floor to the bottom floor in most business.
The corporate people like to go and practice this, and what it’s all about is – if you’re just introduced to somebody for the very first time, what can you tell them in a very clear, concise way, in only 30 seconds, that’s going to get them interested in either doing business with you, or asking you more questions about doing business with you?
What’s different about you? In other words, what’s unique about you? I’ve taught this as the unique selling proposition … if you’ve been with me for a while. I didn’t make up the term, this is something that’s out there in the marketplace for very long time, but the unique selling proposition … In other words, what’s unique about you that’s going to make me want to choose you?
It’s really important that you understand, that there are things that are unique about you. There are things that are so compelling that I should do business with you, versus somebody else. Do you know what they are? Have you sat down and found out what the most unique things are about you, that in an instant somebody’s going to say, “Oh, I got to do business with you, versus somebody else”?
If you don’t know exactly what that is, the real quick, down-and-dirty, easy way to do that, is sit down and look at everything that you offer … everything from … Let’s say you have pick-up and drop-off of vehicles. Maybe you have free loaner cars. Maybe you have an outstanding guarantee. Maybe you have more experience in than the entire industry. Maybe you have more positive reviews online than anybody else. In other words, what’s different about you? Why should I choose you, versus somebody else?
You got to start working on that, and you hone that detail and figure out what it is, because when you’re on the phone with somebody, they’ve got plenty of other choices. They can go … look up on their phone, and find plenty of other people in their area to do business with. When they’re on the phone with you, what are you saying to them, that’s going to say to them, “We have to do business with these people”?
Figure it out. Start writing it down. Fine tune your message. Come up with that 30 second, elevator speech that’s going to be so compelling that people are going to have to do business with you, and I promise you, you’ll see your car count go up.