February '17

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FEBRUARY 2017 THE SHOP 61 'You catch more flies with honey than you do with vinegar,' is an expression that holds true for working in the automotive after- market. Be kind to your employees, your neighbors and even your competitors. We all have something to learn and something to share. Sharing information allows us to meet new people, open up discussions, create new opportunities and maybe even personally succeed." STEP 2 TRUSTWORTHINESS If you want people to trust you, you must trust them. AutoMeter's Joseph Mills relates, "Years ago, I heard Nordstrom's employee manual was one page long. It read: 'Rule #1: Use best judgment in all situations. There will be no additional rules.' This wasn't entirely true, but that business philosophy is critical to one of the ways we attempt to enchant." As AutoMeter's director of marketing and customer experience, Mills is responsible for his company's inside sales, tech support and service teams—not the most common pairing of departments. "For us, a great customer experience is our best marketing," he explains. "Nothing is more paramount than providing an amazing customer experience. That's how brand advocacy is most effectively culti- vated. There isn't a person that answers the phone/email/live chat within my team that isn't empowered to make the call and help the customer out if there's an issue." They too are encouraged to use their best judgment in all situations. So, it's impor- tant to hire and train the right people. "Put simply, if the customer needs a part, send them a part—even if we're pretty sure it wasn't a product failure," Mills explains. "Apologize, be polite and make them feel like they're the most important thing in the world, because for our business, they absolutely are." Such an approach allows aftermarket companies to compete on more than price. "We are definitely not the low-cost leader," he explains. "Our customer knows when they spend the extra money to buy our products over that of a competitor, they're getting a top-quality, American- made part that performs better and lasts longer. Because of that, all we've done is met their expectations. They spent a little LIFT KITS RBP Lift Kits are manufactured and engineered in the USA utilizing the highest quality manufacturing and most rigorous quality control processes. Precision 3D-modeling design process ensures perfect fit based on OE specs. This means you get the reliability, quality and performance you expect from RBP. WWW.ROLLINGBIGPOWER.COM (800) 237-7560 Available for: Chevy, Dodge, Ford, Jeep, Toyota Made in the USA THE SHOP AD_FEB.indd 1 12/22/2016 2:11:32 PM

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