In this episode, Coach J and The GMan discuss customer buying psychology. Marketing your service as “the cheapest” never turns out the way you want it to. You may believe that with a lower price, you’ll get more customers and make up for the discounted rate, but in reality, to achieve that lower rate, you will need to cut corners somewhere. A lot of dealerships that heavily discount their rates are not profitable or even close to profitability. They can’t hold gross, and they can’t maintain a high effective labor rate. Customer service suffers in the end, and that is the one thing you can’t risk losing in our business. For us, the loyalty and trust that our customers have in us is what keeps us profitable. You cannot put a price on amazing customer service and reliability.
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