Running a Shop Sales+Marketing

From the Heart

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There’s a lot of talk these days about the effect Amazon is having on businesses. Even Google has taken a hit. More and more people simply go straight to Amazon, instead of using Google’s search engine when looking for an item or product. Once-dominant brick and mortar stores are now ramping up to compete with Amazon’s online ordering service. Just look what Amazon did to the book industry. There is no doubt that Amazon has changed the way the typical consumer buys and searches for just about anything. 

But, can Amazon ever really become a major competitor with us; the independent repair shop? My conclusion is no. Let me tell you why.

It was the Saturday before Christmas, roughly 12 years ago. A man walked in my shop, visibly upset and holding an old Lionel train transformer. I asked him if I could help him, and he replied, “I was wondering if you could check out this transformer. This transformer has been in my family for over 50 years. Each year the family gets together to decorate the Christmas tree and set up the Lionel Trains. It’s a tradition we started a long time ago.” 

I stood before him a little confused, not really knowing what to say. Finally I replied, “Sir, I repair cars, not toy train transformers.” Getting more upset, he said, “Toy train transformer? This is a rare, vintage Lionel Duel Transformer, Type ZW!” I replied back, “OK; no promises. Let me take a look”

I set the transformer on the back bench and plugged the cord it into an outlet. The man frantically said, “See, there’s no light; it’s not working!” I turned the transformer over, and took the screws out to disassemble it. The man watched me as if I were a surgeon operating on his child. I poked around a bit and inspected the cord leading inside. I could clearly see a break in the wire. I cut the wire, stripped it back, attached the wire back to the terminals and reassembled the transformer. I plugged it in and the power light came on. “It working! It’s working!” the man said. He thanked me over and over and asked me what he owed me, and I told him, “It’s Christmas; just become my customer.” And he did. 

Another time, a young woman in her early twenties and her father came to me with an unusual problem. I could see that the daughter was crying and the father was trying to console her. The daughter told me that she was recently engaged. As she was driving this morning, her friend reached over and tried to take off the ring. As she pulled her hand back, the ring came off and flew across the top of the dashboard and disappeared. The father said, “Joe, could it have gone down the defroster vents?” I said, “It’s possible, but if you didn’t see where it went, it’s going to be a big job to find it.” The girl began to cry again and said, “Please, can you get the ring back?” I looked at her and said, “Sure, it will take time. It’s almost the end of the day. Let me clear up a few things and I’ll get to it.”

About an hour later, I brought the car in and begin taking apart the dash. The father and daughter stood there watching me as I carefully took apart the dash, piece by piece. After 40 minutes I had just about every piece of the dashboard apart, and no ring. I climbed out from under the dash to take a break and asked the daughter, “Are you sure the ring landed on top of the dash and disappeared?” She replied, “Yes, I’m sure. It has to be there. It must!” 

I went back to work, removing more parts of the dash. I finally got down to the lower center of the dash where the ducts split off and go to the floor vents. As I removed the left side floor vent, I heard a rattling sound. I carefully picked it up, turned it over and out came the ring! The daughter burst into tears and laughter and gave me a big hug. The father told me, “Joe, I will never forget this—never.”

These two stories are true. And I’ll bet a year’s pay that you have similar stories. Each day, we put our hearts and souls into helping people. We create a customer experience that sets us apart from most other businesses. We go above and beyond what’s expected of us, and we succeed. 

Let me ask you; could the “Amazon effect” ever compete with you? The only effect you should focus on is the effect you have on your customers and your community. This will always be your competitive advantage. Use it wisely. 

 

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