Five months ago, I got a call asking for a small part for a Porsche Cayenne. The person on the line was is in a jam. Luckily for him, I had the part in stock. We talked more. He was working on a car and needed to get the vehicle back to the customer. I find out he’s calling from a quick lube place. I kept asking myself, "Is it worth my time?"
He comes by to pick up the part. I give him some advice on installing it (or solving his problem). He’s happy he received the part, but again, was it worth my time?
Recently a first-time customer came by my shop to meet my staff and I and receive a quote on brake pads and rotors on both the front and rear on her Porsche Macan. I asked her how she heard about us. She paused, smiled, and then told me she doesn’t know the name.
At that moment, I think, “Darn, I’d like to thank him.” She said he runs the quick lube place where she gets her oil changed, and he said we were good, helpful guys.
“How would a quick lube place know about us?” I'm thinking.
One of my quiet brain cells starts to rattle, and I remembered I helped him a while back. He returned the favor by referring us, the “good, helpful guys.”
Was it worth my time? I’d do it again.
To my surprise, I had done this same thing in reverse just a few weeks earlier at our German car repair shop. We were helping out a great customer’s mom with her Bentley Bentayga. It needed a front air bag strut at $3,300 just for the part versus the usual $1,000 on German cars. I couldn’t find a rebuilt one. I found and called a local shop that specializes in Ferrari, Maserati, Bentley and the like.
The owner answered the phone. His name is on the building: Mark Douglas Motorworks. He was so helpful and generous.
He had tried rebuilt struts, but they failed. He said we should not even try. He gave away his hard-earned knowledge.
A month later, a customer asked if we would work on her neighbor’s Bentley. The boss declined due to potential liability. I confidently referred her to Mark D's Motorworks because he is such a good guy. Sound familiar?
Yes, I believe in being helpful, and many times it pays off. If you’re helpful, it will show up in other areas.
People notice you. Once they get comfortable with you, they begin to trust you. Eventually, they will refer you.
About the Author
Victor Broski
Victor Broski has spent 38 years in the auto repair business, working up from apprentice to technician to service writer to service manager. He specializes in German cars. Broski worked in five different shops with five different perspectives, where he learned what to do and what not to do. He has a degree in speech communication and gives presentations on networking and negotiation. Currently under development is his “Profitable Service Writing Process” online program with corresponding workshops. Connect with Broski on LinkedIn.