A few days ago, I needed some work done on my car. Nothing major, just a few minor adjustments.
At first, I went to a name brand company and, while the service was adequate, I got the feeling I was just a small cog in a much bigger wheel. I was cash flow.
My last project was an oil change and, after doing some deeper research, I decided on a local business. The result was refreshing. The owner had been in business for over twenty years and told me, honestly, that he wasn’t making any money on the oil change. What he wanted was my long-term loyalty as a customer.
I got the oil change at a reasonable price, a twenty-point inspection, an itemized estimate of some further repairs that would be needed, and an invitation to stop in at my convenience. I even got a tour of the bays, which were spotless.
Everything he said and did showed me that he was proud of his business and the reputation he had built. He also showed me that he was sincerely interested in my long-term business.
Will I go back? Yes, definitely! The owner solved my problems, gave me a sense that I was more than just cash flow, and made me feel appreciated as a customer, everything an effective marketer does to build and maintain a business.
One side note. A woman stopped in to get some work done on her car. She lives in a city twenty miles away with a lot of businesses just like this one. Why commute so far? Read the previous paragraph.
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