Joined: 19 May 2007 Posts: 206 Location: Camp Verde, AZ
Posted: Wed Apr 02, 2008 10:10 pm Post subject: What do people really want to know when they ask about price
I was doing some repair work on a Motorhome at one of the local storage lots today. Made a couple trips in and out, each time stopping at the office so they could open the entrance gate. On the second trip in the office lady asked “what do you do”. I explained that we were an truck and auto repair shop. She then asked if we did oil changes. I said no, we do services and explained the difference. She then wanted to know if we were expensive. So I talked about price vs cost, fixed correctly the first time, etc. I gave her a business card while asking her to call if we could assist her in any way.
On my way out for the day, she mentioned that what she really wanted was a shop she could trust. She likes to take her Jeep out four wheeling and wants to feel comfortable that it will bring her home safely.
The longer I am in this business the more I think that people ask about pricing because they do not know what else to ask. By listening and asking some probing questions we often are able to find what really concerns people, so we can then address those issues.
_________________ David Wittmayer
Owner / Manager
Hansen Enterprises Fleet Repair, LLC
Camp Verde, AZ
www.hefrshop.com
Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Tue Apr 08, 2008 10:54 am Post subject: Re: What do people really want to know when they ask about p
Dave wrote:
I was doing some repair work on a Motorhome at one of the local storage lots today. Made a couple trips in and out, each time stopping at the office so they could open the entrance gate. On the second trip in the office lady asked “what do you do”. I explained that we were an truck and auto repair shop. She then asked if we did oil changes. I said no, we do services and explained the difference. She then wanted to know if we were expensive. So I talked about price vs cost, fixed correctly the first time, etc. I gave her a business card while asking her to call if we could assist her in any way.
On my way out for the day, she mentioned that what she really wanted was a shop she could trust. She likes to take her Jeep out four wheeling and wants to feel comfortable that it will bring her home safely.
The longer I am in this business the more I think that people ask about pricing because they do not know what else to ask. By listening and asking some probing questions we often are able to find what really concerns people, so we can then address those issues.
Hi Dave,
Good point! I think price is always a concern, just not always the main concern. Price marketing by shops has largely conditioned people to think this way, in my opinion.
Joined: 19 May 2007 Posts: 206 Location: Camp Verde, AZ
Posted: Fri Apr 11, 2008 11:05 pm Post subject:
As an industry we have turned service items into commodities. We have caused people think that the service we are providing is the same every place. A can of Pepsi is the same no matter where it is purchased or at what price. But an engine replacement at two different shops will most likely be two different things. One shop may install a new engine, new belts, hoses, motor mounts, water pump, etc. Where as the other may install a used junk yard engine and reuse most of the original parts. There will be two different prices for two completely different things.
We have devalued what we do, take oil changes for example. Most shops loose money on oil changes, some use them as loss leaders. In the consumers eyes oil changes are now not worth much, so why should they pay a reasonable amount to get it done.
In the consumers eyes we use Bait and Switch. A shop advertises Free diagnostics done here!!!! But when Joe Consumer comes in, he finds out that it is only pulling the codes that is free. He then has to pay in order to find out what is really wrong.
Most people want someone to give them a straight answer. Unfortunately they do not know what questions to ask to get the correct answer. It is up to us to interpret what they are saying.
_________________ David Wittmayer
Owner / Manager
Hansen Enterprises Fleet Repair, LLC
Camp Verde, AZ
www.hefrshop.com
Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Sat Apr 12, 2008 8:02 am Post subject:
Dave wrote:
As an industry we have turned service items into commodities. We have caused people think that the service we are providing is the same every place.
I think “commodity marketing” was largely perpetrated by those that could not distinguish themselves otherwise. This is unfortunate, as those with the least to offer are those people hear from the most.
Rather than see the fallacy and try to distance themselves from this chicanery, many shops follow suit, never realizing there is a better way. The result is what we see today. A shrinking market of folks that would rather drive broken vehicles than face the process of having them repaired. Even most shops have bought into the concept that auto repair is drudgery; something people must have but don’t really want. B.S.!!!! It need not be this way at all.
You cannot post new topics in this forum You cannot reply to topics in this forum You cannot edit your posts in this forum You cannot delete your posts in this forum You cannot vote in polls in this forum
FAQ
Search
Memberlist
Usergroups
Profile
Log in to check your private messages
Log in
