If you’re running an auto repair shop, you’re probably used to being the “hero” of your own story.
After all, you’re the expert at fixing cars, right?
You’re the one who pulled yourself up by your own bootstraps and started your repair shop. You’re the one who figured everything out at every step of the way.
But a simple shift in your mindset and your marketing will give you a HUGE advantage over your competition.
And it helps you get and keep better customers.
Let me explain.
Heroes, guides, and the StoryBrand framework
Imagine you have a customer named Susan. Who does Susan spend more time thinking about?
- You
- Susan
Susan spends more time thinking about Susan—obviously.
Susan might think about you when her car is acting up or when she needs an oil change. But most of the time, you’re probably not on her mind at all.
Now, if we were to make a movie about Susan’s life, she’d be the hero, or main character, of the story. Because it’s her story.
The StoryBrand framework is a powerful tool that helps you clarify your message and connect with customers. It’s based on the idea that customers are the heroes of their own stories, and they’re looking for a guide to help them overcome challenges and achieve their goals.
As an auto repair shop owner, you want to position yourself as the guide who helps your customers get back on the road and keep their vehicles running smoothly.
In this example, Susan is the hero of her own story. When she has car trouble, she’ll look for a guide—your shop—to help her solve the problem so she can win the day. “Winning” for Susan might mean she saves money on her oil change or getting new tires so she can feel confident her car is safe for her family.
Be the guide, not the hero
So, what does it mean for you to be the guide?
It means shifting the focus away from yourself and your expertise and instead thinking about and speaking to your customers and their needs.
And this is where you’ll gain that big advantage over your competitors.
Most businesses—including auto repair shops—position themselves as the hero. When you position your shop as the guide and communicate with that customer-centered approach, customers will notice.
Guides show empathy
In the StoryBrand framework, guides must have empathy and authority.
With empathy, you tell your customer, “I get it—I understand your problem.”
Nobody likes to have car trouble. When Susan feels you’re in her corner, though, she’s more likely to choose you.
So instead of talking about how great your mechanics are or how many years of experience you have, talk about how you can help your customers solve their problems. Highlight your convenient location, your quick turnaround times, or your affordable prices.
You also want to use fewer “we” words and more “you” words throughout your marketing messaging: on your website, social media, email, postcards—everywhere.
Those are moves that help your customer feel understood and put her in the role of hero.
Guides show authority
And guides need to show authority or credibility. Customers want to know you’re on their side. They also need to know you can reliably fix their vehicles.
Great photos of your shop, an About page that details your shop’s history of serving your community, testimonials and Google reviews—these establish your credibility.
When you show both empathy and authority, you position yourself as the guide to your customers—and make it easier for them to say “yes” to you.
How to position your shop as the guide
Being the guide is more than just a marketing tactic. It’s a mindset that should inform every aspect of your business, from the way you greet customers to the way you handle repairs.
Here are a few tips to help you position yourself as the guide:
- Listen to your customers: When a customer comes to your shop, take the time to listen to their concerns and ask questions. Don’t assume you know what’s wrong with their car before they’ve even finished explaining the problem. By listening carefully, you gain their trust and show you’re there to help them.
- Communicate clearly: One of the biggest frustrations for customers is feeling like they don’t understand what’s going on with their car or how much repairs will cost. Communicate clearly and simply, using everyday terms instead of technical jargon. Use visuals like diagrams or photos to help explain the problem.
- Provide excellent customer service: Being the guide means putting your customers first. Make sure your shop is clean and comfortable, and that your staff is friendly and helpful. Offer amenities like free Wi-Fi or coffee to make the experience more pleasant. Follow up with customers after their repairs to make sure they’re satisfied with the work.
- Empower your customers: As the guide, your job is to help your customers make informed decisions about their cars. Provide them with all the information they need to understand their options and make the best choice for their needs and budget. Educate your customers and you’ll win their trust.
Remember, being the guide isn’t about downplaying your expertise or hiding your skills. It’s about using your expertise to help your customers feel like winners.
When you position yourself as the guide, you build trust with your customers. They’ll come to see you as a loyal partner in their car’s maintenance, rather than just a routine or emergency service provider.
Let Turnkey Marketing help you become the guide
Want to become the guide for your customers?
At Turnkey Marketing, we help shop owners like you get more customers and get their time back.
We play the guide so you can be the hero in your own story—just like you’ll be the guide to your customers so they can be the hero in their stories.
Schedule a call today and we’ll help you position your shop as the guide so you can win more customers.
