What does it mean? Simply stated, it means that if a customer calls on a Friday afternoon at 4:00 and asks for an oil change, you say, “certainly, let’s get it here and we’ll take care of it”. Or a customer calls mid-week around 3:00 asking for a brake job and an oil change, “bring it down and let’s get started”. Yes, there needs to be additional conversation after that building a relationship if it is a new customer, but these are just a few types of responses that could be considered “YES” responses. What they leave the caller with is a positive feeling and a happy subconscious thought about us because it was a positive response. The polar opposite to these customer questions would be something like, “this late on a Friday afternoon…….well……no……I just can’t get to it this late”, or “NO, we won’t be able to finish brakes and an oil change by the end of the day ... read more

Marketing for the New Millennium “If it worked yesterday it should work tomorrow, right?” If there is one thing that we do know, it’s that just because it worked yesterday doesn’t mean it will work tomorrow. So with so many mediums to choose from; Internet, Direct Mail, TV, Radio, Reputational, Phone, Text….well the list goes on and on, how do you choose? The choice sometimes boils down to simple basics, the area demographics, but most often it is not that simple. Too help you in your choice of marketing we sometimes suggest to our clients that they ask their customers what they look for when they get mail, watch TV, are on-line and such. What gets their attention? Remember, you are NOT your customer, so writing or designing something that you would look at may or may not be something that would or could get the attention of your actual customers! Then write or design your marketing program for the masses which means maybe asking a large segment of you ... read more