WEEK 5: ATTRACTING THE RIGHT CUSTOMERS
Your business is only as profitable as the customers you attract.
In week 3 we talked about pricing and how to be a $120 mechanic, not an $80 mechanic. Regardless of what you’re charging it’s important to know that how you run your business will dictate the quality of customers you attract. The more professional you are, the more you can charge, and the better the customers you will attract.
Think about it. Someone who doesn’t want to pay much to maintain their car is going to be attracted to the cheapest mechanic. Someone who is time-poor and wants to keep their car well maintained is happy to pay more for a good reliable, professional mechanic.
The clincher is those good customers know other good customers. A poor customer who thinks they’ve just got a bargain from you will tell all of his mates that you’re the cheap guy to go to.
A class customers attract other A class customers. C class customers attract other C class customers!
In previous weeks we’ve taken you through how to lift your professionalism so you can charge more. This week we’re going to take you through how you can pick and choose your jobs saying no to the poor jobs and converting and scheduling the good jobs.