Posted by: News Works Marketing | December 1, 2015

Share Meaningful Insights To Empower Customers and Build Trust!

Rhonda HiltbrandEducation is learning what you didn’t know you didn’t know. ~George Boas

I was watching the weather report on television yesterday because we had out-of-town company coming and we want to go to The Festival of Lights at the Cincinnati Zoo.  As of this writing we had been enjoying sunny days and weather in the 50/60’s during the day.  As I was sitting there waiting for the forecast I was thinking how dry my hands and lips felt and I usually don’t feel that dry until January/February.  I was hoping this wasn’t the result of getting older! Ha ha!

The meteorologist captioned her forecast by saying it is Chapstick weather because even though the temperature is mild it is very dry right now.  She went on to say that this is when we experience static cling and dry lips and skin.  I was impressed by that forecast!  How informative.  Now I know it is the dry weather that causes chapped lips and dry hands, not just the gloomy, colder days of January and February. She gave me meaningful insights into the weather!

I then thought of all of us consumers who feel empowered by our automotive service experts when they tell us “good to know” information.  A customer shared with me the other day that a competitor just moved in and was selling flushes with every oil change.  He was rightly concerned that this person was “ripping off” the consumers.  This is when a shop owner or service advisor needs to educate their customers on flushing/fluid exchanges.  They simply might not be aware that this should not be done with every oil change! Many of my automotive repair shop customers call this practice “wallet flushing.”

When you share your knowledge with your customers they will truly be grateful because today’s consumers want to be informed so they feel a part of the decision making process when it comes to their car’s health.  This knowledge also builds trust!

You can share this information at the counter and social media in small doses or in larger doses on your website and direct mail.  They will appreciate it!

I hope you all have a wonderful Holiday season!

Merry Christmas and Happy Hanukkah!

Rhonda Hiltbrand
CEO
News Works Marketing

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