Jammin’ in Joe’s Garage
by Andrew Shedden
One of the most common fallacies about marketing is that you need truckloads of money to effectively promote your business. This is simply not true, what you do need is imagination, empathy, and a willingness to think outside the box.
In this issue you’re going to read about some simple low cost methods that transformed Joe’s Garage from an also ran to an industry leader. These methods will be contrasted with the beliefs, practices, and attitudes that will surely put Bob’s Garage out of business. Both of these garages are fictitious and meant to be illustrative.
But what we sell is boring
Many business owners tell me that their businesses are too plain or commonplace to differentiate in the marketplace. The fact is that there are always opportunities for differentiation and growth in every business.
The Drive Clean programme in Ontario is the biggest opportunity in the garage business for quite some time. I’m absolutely stunned that more garages haven’t been rubbing their hands with glee at this potential marketing and sales bonanza. I know that it meant expense for garage owners, but how many business expenses are coupled with a guaranteed, mandated, sales aspect?
For most garage owners the Drive Clean Programme has meant more new customers coming through the door. The real question is once you have them in your garage for the first time how do you get them to come back?
A day in the life of Bob’s Garage
As told by Bob Jr. Bob’s third son.
“At Bob’s Garage we all think that the Drive Clean Programme is just another cash grab from the Ontario government. It’s cost us a bundle to put the testing equipment in and morale isn’t the best. For the most part our concern is getting cars in and out quickly, receiving our paycheques on time, and drinkin’ beer on the weekend.
At Bob’s Garage we aim to provide you with the most typical experience out there. While you’re waiting for your Drive Clean inspection you sit in a filthy smoke filled waiting room, read 10-year-old magazines, and buy “coffee” that was made sometime over the last couple of days. Once your inspection is done you can be sure that we’ll be presenting you with some bad news. Since you’re already there, and if we’re not too busy, we’ll estimate the job and offer to fix it right there and then.
Once you’ve endured the preceding you’ll be presented with a bill that would choke a horse. Bob, if he’s there, will say something along these lines, “I know you were only expecting your bill to be $500 but it actually came to $795. Sorry about that but the giggler pin was shot.” Being a good Canadian you won’t complain but will grudgingly pay your bill and drive off.
Business seems to be dropping off and Bob is telling us that there are going to have to be more layoffs. It’s the economy, you know.”
Here’s the way we do things at Joe’s Garage
As told by Joe Jr. Joe’s first daughter
“At Joe’s we all think the Drive Clean Programme represents the biggest opportunity in the garage business in the last 15 years. We know we’ve had to invest in new equipment but that’s the cost of taking advantage of this unique opportunity. Our primary concern is to put ourselves in our customer’s shoes before we put ourselves in their cars.
At Joe’s Garage we invert conventional customer expectations. That’s how we differentiate our business in the marketplace. We don’t have all kinds of extra money to spend on marketing, who does? Our thinking is that there are lots of simple low cost things you can do to make the customer experience a little bit better. It’s really easy, all we do is think about what it would be like to be one of our customers.
While our waiting room isn’t a four-star hotel lobby it is comfortable and clean. When you come in you are offered a free coffee. I should tell you that we don’t provide our customers with frappe latté double skinny hold the extra foam types of coffee. A cup of Joe’s “Joe” is hot, fresh, and bottomless. We keep our coffee supplies stocked and the whole area is kept spotless.
Before Joe arrives at work he makes a point of picking up a few copies of all of today’s newspapers. He spends another couple of hundred dollars every year on general interest magazines and recycles back issues that are more than a few months old.
Before Joe authorizes any work to be done he makes a point of thoroughly checking things out and letting the customer know the exact charge ahead of time. We know this takes us a little longer but our customers seem to appreciate it. If your repair looks like it may be more costly than originally estimated Joe always has checked out the availability of cheaper used parts before he calls you. He’ll also let you know how serious your problem really is and will tell you if you can let the repair slide for a bit. Joe’s motto is “No surprises.”
Joe realizes that business is a long-term venture and he thinks about the lifetime value of the customer. He is willing to take slim to no profit on his first couple of jobs to get you used to coming in. It’s not like he makes no profit on the first couple of jobs and then gouges you once you’re a regular customer. Once you are coming in regularly he always treats you respectfully and honestly. Joe knows that relationships to build business are built on trust and that trust takes time.
We know that many of you coming in for your Drive Clean inspection haven’t been to Joe’s before. We want you to come back to Joe’s for all of your subsequent services. We offer a couple of other services that you don’t find at most garages. We know that these cost us a bit of money but view them as investments.
Once you’ve had your Drive Clean inspection done we wash you car. We have to pay someone $10 per hour to do it and they can wash three cars per hour. You ought to see our customers’ faces when their clean cars are driven out from the garage. That works out to about $5 per car with water & soap and such. Joe thinks it’s the best money he spends.
Before our customers leave they are given a couple of business cards printed on two sides. The backs of these business cards have coupons for a $19.95 oil change. If they don’t need two they can give one out to a friend. Joe also hands these cards out to almost everyone he meets. Joe thinks it’s a great low cost way to build business. Joe also cross promotes with a local restaurant and hands every customer a coupon for free appetizers for two. When people drive away they have smiles on their faces. A few days after their visit they get a thank you card in the mail personally signed by Joe.
"You know its funny, but business has never been better.”
Would you rather be Bob or Joe? The choice is yours.
