Susan Brown

[Susan Brown]

Hi Chance!

Yes, while you are working on the appliance itself, focus is very important. But before you begin that work, or after you are done, you don’t want to miss the opportunity to bring more value to the customer by noticing and recommending other appliance-related work or add-on sales that you could offer to the customer.

We mention this in the sections “At the appliance – Diagnosis:” and “Explaining the problem, proposing the repair:”

Does that clear it up for you?
~Mrs. Samurai

[Susan Brown]

Hi Billy,

We’re happy to help you with this, but first, which Unit/Quiz are you referring to?

~Mrs. Samurai

[Susan Brown]

Good question, Christopher!

Advertising has changed a lot since we first started this business. Back in the 90’s it was all about a big yellow pages ad. Now it’s mostly about an online presence.

Every area/region is going to be a little different, so it’s good to network with other business owners in your area to find out what works for them- especially when it comes to choosing a print medium to advertise in.

Our area is semi-rural with a higher-than-usual population of retirees. Even so, nearly half of the people who call us found us thru a web search. The other half saw us in the Kearsarge Shopper that Scott mentioned. Maybe 5 people a year report that they saw us in the print yellow pages.

So, an online presence is critical – nice, simple website, social media, etc. That’s the place to start. We talked about this some in the “Other Business Items” unit in the second module. If you have more questions about setting up a website or social media, start a separate topic on that!

One potential online mistake to avoid – there are businesses out there who claim to help you get more clicks by using their services, and these can be a big waste of money. Most people can figure out how to use Google Adwords themselves, so we recommend doing that before paying someone else for “clicks”.

Of course, a critical part of any advertising campaign is to know what your message is. What distinguishes you from the competition? This is often referred to as your “unique selling proposition”. Things like speed, expertise, honesty, reliability. You may find that you’ll zero in on this more clearly after you get more experience dealing with customers in your area, but work hard to know what unique thing you want to offer, and then work hard to communicate that to potential customers.

The one adjective we encourage people not to use is “budget”. We hope you can understand why! A high-quality, responsive appliance repair service is not usually going to be the cheapest option in town.

There are low-cost methods of advertising that are worth doing as well. For example, I have magnets with our logo on my car, since I am out in town every day. It’s basically free advertising! I get asked for business cards on a regular basis.

Probably the most important low-cost method is to try to make your customers into cheerleaders so you’ll get referrals. Besides treating them well during the service call, make the effort to thank them afterwards. We’ve found sending an actual thank-you postcard in the mail, that offers them a discount on their next repair, is better received than a thank-you email. One way or the other, make that extra contact to try to build a stronger relationship with your customers so they will recommend you.

[Author]

Posts