How to stand out from the crowd

Make it easier for motorists to choose your garage by telling them why you are different

Published:  28 March, 2014

By Andy Vickery

This makes it very difficult for customers to make informed decisions on which one to use. They may have driven past your premises, seen your signage, again reiterating that you do what everyone else does. This could be a reason why some customers don't stay loyal and change garages from year to year, with no perceived differences, what would be the point in committing to just one workshop?

So how can you make yourself more appealing? You need to differentiate yourself from the crowd. You need to help customers with their decision making so they gravitate to you, making them want to use your business because you have come across as different from the others around.

As I said, in an industry where this is rarely done (outside of the dealerships), there are opportunities for those prepared to put in the effort. This is what marketing is all about - it's not necessarily about hard-sell offers and saying how great you are, it's about helping customers, informing them and going the extra mile. It does take time and effort but it can pay off. If we take a look at other industries you can see what I mean by 'differentiation'. Take the airlines; you've got Easyjet, Virgin and British Airways - all fly planes and take passengers from A to B but all are distinctly different and spend a lot of money communicating this difference and evolving services to back it up. Customers know, pretty much, what to expect.

Why do some restaurants go out of their way to explain their menus, where they source produce, how the food is prepared, who the chef is and their background? It differentiates them from others in the area and helps customers make a choice by giving them a reason to want to try that particular restaurant.

So how can you differentiate your garage? First of all, as I've already said, in most towns there are great opportunities for those who are just bothered to communicate, to actually do something like sending out regular mailings. This is because most don't do anything. After all it's no good being good at something or offering something different if you don't tell anyone.

? Become the local expert

? Offer guarantees

? Provide a unique approach to serving customers

? Specialise in particular brands

? Specialise in types of vehicle

? Provide more customer endorsements

? Provide additional products and services that others don't

? Get involved in charitable work

? A long track record or unique story

FREE REPORT for Aftermarket Readers Issues in this article are covered in a free report available to Aftermarket readers 'How to make people want to choose you, when they're ready to buy'. Drop me a line at and I'll send it to you.

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