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 Identifying
your Customer
by Bob Cooper, Elite
Business Services
Far too many shop owners throw their money away
on advertising. What they seem to do is forget a very, simple marketing
rule that says …
"Its not how 'many' people see your offer
that is important. Instead, it's 'who' sees it!"
If you want to grow your company, then ask yourself
this question: In your perfect world, if you could choose the perfect
customer, what would the profile of that person be? Obviously they'd
be driving cars that are three to nine years old, they would drive
a lot and they would recognize the value of doing business with
good people like you. But have you ever given any thought as to
whether that perfect customer would be … a male or female?
If you haven't, then consider this.
 Happy
female customers will sing your song to far more people than happy
male customers. Treat a lady right and they'll tell the world. Treat
a man right and it's a different story. Not only does the male ego
make it tough for a guy to tell other people that his car broke,
but it's even tougher for him to say he had to have someone else
fix it for him! I'd like you to also consider this. Females seem
to have a trust among themselves that males never have had. When
one female tells another about a good auto service center, it's
believed, no questions asked. Last but not least, on an average
females speak 7,000 words a day. Males speak 2,000. Now I'm sure
this comes from maternal drives, as well as having to communicate
with the teachers and doctors of their children. But what all this
means to you as a business owner is this: Females, in a general
sense, make much better customers than males. Treat the ladies right,
answer all their questions, and deliver a great service. If you
do, they'll use their communication skills to tell the world about
you, and that's what marketing is all about.
About the
Author
Bob Cooper
has functioned as a business developer, an owner and an operator
of some of the most successful auto repair shops in the North America.
Bob's
company, Elite Business Services provides management consulting
to the industry and offers shop management information and "Success
Tools™" on his website at www.elitebusinessservices.com.
Bob's Shop Management Knowledgebase of over 100 articles, "Ask
the Experts" service, and exclusive product discounts are all
available in the Mitchell 1 Premier Club.
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