Pick a side
As I went across the country, it was clear that the shop owners who really know their customer base and deliver a product that makes sense to that customer were doing fine. For example, I saw a Just Brakes store that was busy while the Firestone store next door was dead. I visited a mechanical shop that worked only on American and Asian cars that was working overtime located next to another shop that only had one car inside. Why? My experience with the techs I trained was just plain positive attitude.
When I arrived at The Hot Rod and Restoration Show, I found the same was true among the suppliers there. I co-host a pair of radio shows for the Denver market and on the Internet, so I had the opportunity to interview a large number of the exhibitors for our hot rod show — GearHeads High Performance Radio. During these interviews, it became evident that successful companies emphasize customer focus.The companies catering to the "high-end" customers were there in force. On the other hand, there was a strong contingent of suppliers who had innovative ways to sell lower-cost parts. Apparently the high-end customer and the low-end customer are now king. The message was different for each customer and in some cases were almost in opposition from the same company. If I were writing the cover letter for the catalogs, it might go like this:
Dear high-end customer: We know your car would not be complete without spending five times the average cost for a stunningly beautiful, custom-made, solid billet block wheel. OR: Dear guy building a car in your garage at home: We know that you really enjoy your car, and your life will still be complete with wheels that are obviously off the rack because your car wouldn't look right without them.
I am being facetious, but both messages hit their mark. The middle of the road is not currently the bread and butter it has traditionally been.
This leads me back to customer focus. Want to keep your presses humming? Many of your customers may be uncertain about their approach. If the high-end market is what's working now, don't ignore that. At the same time, there are many focused on price across our industry. They should be focused on value and also understand that value does not mean cheap.
Donny Seyfer is a second-generation repair shop owner and ASE Master Technician. An active industry educator, Seyfer hosts two automotive radio shows, serves as chairman of the Automotive Service Association of Colorado, works nationally to help repair shops with IT and service information utilization and writes for Motor Age, a sister publication of Aftermarket Business.
