How to Make Your Business Stand Out from the Competition

What makes your auto repair shop different from all the others in your area? If you’ve been trying to find out how to make your business stand out from the competition, you’re in the right place. Even more than letting you know how to differentiate yourself from the competition, this article is going to focus on how to capitalize on your core values and strengths so, in the final analysis, you WILL stand out from the competition. Let’s get started.

There’s definitely a lot of competition in the auto repair industry. Some shops have great reputations. Others have reputations that are so-so. You can focus on what your competition is doing and then try to make your auto repair shop different, but then you’ll just be different than your competition. You want your shop to reflect your values… your brand. In an earlier article I talked about branding. It’s a good place to start if you want to build a strong reputation. I’ve included a link to the branding article at the bottom of this post.

Before I continue, let me make one thing clear by asking this question – Should you completely ignore what the competition is doing? Absolutely not. There are ways you can differentiate yourself from the competition that are unique to your auto repair shop. For example, if no other shop in your area can handle hybrid repairs, but you have technicians on staff who have been specially trained in hybrids, you better be marketing and advertising that fact!

I strongly believe if you focus on your values, you’ll create a customer experience that will decidedly answer your question on how to make your business stand out from the competition. Just start with your mission, vision and core value statements and go from there. I’ve created a free worksheet for our email subscribers to help them develop these statements. You won’t want to miss getting this valuable business-building tool, so click here to sign up to receive our monthly emails.

Once you’ve completed the task of creating your Mission, Vision and Core Value Statements, you can go on to figure out how to make your business stand out from the competition. It’s best to start by looking at the five areas listed below. The questions for each category are not inclusive, so take the time to really evaluate your business.  As you are considering each of these areas, you may also want to think of how you can use the five senses (see, feel, smell, hear and taste) to solidify that “WOW Experience” for your customers.

Marketing & Advertising –

• Is the message you’re telling in your marketing in line with your shop’s Mission, Vision and Core Values?
• When someone reads your marketing materials and advertisements, can they quickly identify with the values for which your auto repair shop stands?
• Are you making a personal connection through your marketing and advertising activities?
• Can your customers plainly see that you and your employees value their business?

Promotions –

• Do your promotions adhere to your shop’s Mission, Vision and Core Values?
• Are your promotions based on honest and fair content?
• Does your Service Advisor(s) and front counter staff know how to effectively present your promotions to customers?

Sales –

• Are your technicians and Service Advisor(s) equipped with the proper marketing tools and training to accurately demonstrate the core values of your company?
• Are they consistently providing the highest level of service to all customers?
• Have you equipped them with the tools they need to get their jobs done?
• Do your employees look clean and professional? This is an area where you can use uniforms to not only make certain your employees dress properly, but also to reinforce your brand image.  Click here to download a flyer, from our promotional products partner, with some of the latest ideas in apparel for auto repair shops.

Fulfillment –

• When a customer comes into your shop, how is he or she treated?
• Is the customer service experience one that is simple and pleasant?
• Do you talk with customers like they are your partners?
• Are your employees excited about their jobs and is their excitement communicated to customers in a genuine manner?
• Do you show your employees how much you value their contribution to your success?
• Have trained and empowered your employees to deliver generous and exceptional customer service?

Warranties/After-Sales Care –

• After the sale, how do you continue to build upon the relationships with your customers?
• What is your shop’s policy in handling customer complaints?

By focusing on being the best auto repair shop YOU can be, you’ll find the answers you need on how to make your business stand out from the competition. Here’s the link to the article on branding I promised to provide at the end of this post >> What is branding and how does it apply to auto repair shops?

Would you like some assistance in creating a brand experience that allows your business to stand out from the competition? Click here to schedule your FREE 30-Minute Marketing Review with one of our marketing professionals.