In a recently published shop profile, Don Kasprzyk of Kasper’s Inside Rides in Waterford, Wisconsin, perfectly summed up the importance of quality work, customer service and word-of-mouth marketing. It’s business advice that every auto trimmer should heed — especially now that car show season is upon us.
“Basically, what car guys do on weekends is get together at a car show and form a big circle, and then they start talking. If your shop has done one of them wrong, there’ll be 30 people talking about how you messed up an interior. So, I want to have them talking about the opposite and saying how good a job my shop did on an interior.” [more]
In service based industries, like auto upholstery, reputation is everything – and word of mouth marketing can make or break your business. While not all satisfied customers will spread word of your quality services, unsatisfied customers will certainly warn friends and family not to give your shop their business. In fact, analysts estimate that nearly 50 percent of consumers will avoid a store because of someone else’s negative experience. Neglecting the quality of your services is a sure fire way to develop a bad reputation and experience a drastic drop in sales.
For tips and advice on how to improve your shop’s quality and avoid the negative effects of a bad reputation, check out our article “TQM & Word-of-Mouth-Marketing.” To read the full shop profile on Kasper’s Inside Rides, see “What’s on the Inside Matters” by The Shop magazine.