Making Great First Impressions [E137]

Jan 29, 2025

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Thank you to our friends at RepairPal for providing you this episode. RepairPal’s Certified

Network of shops are trusted by millions of customers each month. Learn more at

RepairPal.com/shops

Are you ready to convert clients to members? App fueled specializes in creating custom apps tailored specifically for auto repair businesses. Build client loyalty. Get started today with your own customer loyalty app. Visit Appfueled.com

Are your customers getting the right first impression of your shop? In this episode, Brian and Kim Walker explore how to make every touchpoint count, from your website and Google Business Profile to your waiting area and phone calls.

With personal stories and practical tips, they’ll guide you through the customer journey, sharing ways to improve everything from cleanliness to communication. You’ll even hear about Kim’s checklist for first impressions and why small details—like a fresh-smelling lobby or updated photos—make a big impact.

Get ready to see your shop through fresh eyes and take steps to leave a lasting impression. Tune in now!

Thank you to our friends at RepairPal for providing you this episode. RepairPal will help you

grow your auto business and you can learn more at RepairPal.com/shops.

Lagniappe (Books, Links, Other Podcasts, etc)

https://www.autoops.com/ - Online Scheduling for Auto Shops

https://shopmarketingpros.com/ep-131-branding-your-shop-as-a-concierge-auto-repair-shop/ - Branding Your Shop As A Concierge Auto Repair Shop

https://shopmarketingpros.com/ep-108-part-4-a-service-advisors-take-on-customer-retention-with-michael-doherty/ - Part 4 – A Service Advisor’s Take on Customer Retention with Michael Doherty

https://remarkable.com/ - Remarkable notebook

Show Notes with Time Stamps

Introduction to the Podcast (00:00:01) The podcast episode begins with an introduction to the Auto Repair Marketing Podcast.
Welcome and Topic Introduction (00:00:10) Brian Walker welcomes listeners and introduces the topic of making great first impressions in auto repair. Secret Shopper Concept (00:01:03) Kim discusses the idea of offering secret shopper services to evaluate first impressions in auto repair shops.
Frog in Boiling Water Analogy (00:01:20) Brian uses an analogy about a frog in boiling water to illustrate how business owners can overlook issues.
Personal Experience with Shop Cleanliness (00:02:26) Kim shares a personal story about noticing cleanliness issues in her shop after sitting on the floor.
Origin of the Episode's Topic (00:03:13) Kim explains that the episode's topic originated from a class she taught about hosting events in auto repair shops.
Creating a First Impression Checklist (00:04:08) Kim mentions her intention to create a first impression checklist based on customer journey insights.
Importance of Online Presence (00:04:51) Discussion shifts to how potential customers first experience a business online, including websites and Google profiles.
The Grunt Test (00:06:39) Brian explains the "grunt test," where a stranger should easily understand what a website is about.
Evaluating Website Impressions (00:08:04) Kim emphasizes the importance of assessing what feelings a website evokes in potential clients.
Social Media's Role in First Impressions (00:10:12) The conversation covers how social media contributes to first impressions and customer perceptions.
Content Strategy and Audience Alignment (00:12:08) Brian shares a client's unconventional marketing strategy and the importance of aligning content with audience expectations.
Google Business Profile Importance (00:12:59) Kim highlights the significance of maintaining an accurate and complete Google Business Profile for attracting customers.
Customer Experience in a Hurry (00:14:01) Kim discusses how potential customers often search for auto repair services quickly, emphasizing the need for accurate information.
Improving Waiting Area Appearance (00:15:02) Discusses the importance of updating photos of the waiting area to enhance customer impressions.
The Importance of Phone Etiquette (00:15:38) Emphasizes listening to phone calls to ensure service advisors are friendly and professional.
First Impressions Over the Phone (00:16:38) Highlights how the tone and manner of answering calls can significantly impact first impressions.
Customer Experience During Calls (00:17:18) Explores the importance of a welcoming greeting and attentive service during phone interactions.
Listening to Recorded Calls (00:19:22) Encourages shop owners to review recorded calls to improve customer service quality.
Customer Experience in Shops (00:21:36) Discusses a personal anecdote about poor customer service and its impact on first impressions.
Evaluating Online Scheduling Experience (00:24:26) Stresses the importance of user-friendly online scheduling systems for customer satisfaction.
Drive-By Assessment of Shop Appearance (00:26:23) Encourages shop owners to evaluate their business from a customer's perspective for first impressions.
Parking Lot and Vehicle Presentation (00:27:27) Discusses the significance of a tidy parking lot and appropriate vehicles for attracting customers.
Signage and Branding Consistency (00:29:03) Highlights the importance of maintaining updated and clear signage to reflect the brand accurately.
The Story of the Old Shop (00:29:52) Brian shares a humorous anecdote about visiting an old shop and its rundown appearance.
The Importance of Cleanliness (00:30:46) Discussion about how exterior cleanliness impacts first impressions in auto repair shops.
Creating a Welcoming Atmosphere (00:31:27) Kim emphasizes the significance of the waiting area’s atmosphere and sensory experiences for customers.
Sensory Experiences Matter (00:31:47) Exploration of how smell and touch affect customers' perceptions in an auto repair shop.
Comparing Experiences (00:34:29) Kim discusses how customers compare their experiences to other businesses like Chick-fil-A.
Details Matter (00:35:28) Highlighting the importance of small details in creating a positive customer experience.
Creating a Family-Friendly Environment (00:36:55) Discussion on accommodating families and making kids feel welcome in the shop.
Comfort in the Waiting Area (00:38:39) Brian stresses the need for comfortable seating and a welcoming environment for customers.
Responsibility for Cleanliness (00:39:23) Discussion on who is responsible for maintaining cleanliness in the shop.
Bathroom Cleanliness (00:40:20) A personal story about the poor state of a customer-facing bathroom and its impact.
Thoughtful Amenities (00:41:24) Kim talks about providing thoughtful amenities for female customers in the bathroom.
Impression of Cleanliness (00:43:19) Discussion on the importance of maintaining high standards of cleanliness in customer-facing areas.
Shop Area Cleanliness (00:44:11) Importance of maintaining a bright, clean, and organized shop environment for clients and staff.
Efficient Shop Layout (00:45:02) Discusses the necessity of an efficient layout to enhance workflow and client experience.
Client Interaction (00:46:05) Emphasizes tailoring conversations with clients based on their vehicle ownership goals.
Permission for Inspections (00:47:58) Importance of asking for permission to perform inspections to enhance client trust and experience.
Client Follow-Up (00:48:59) Discusses the significance of following up with clients post-service to ensure satisfaction.
Team Appearance (00:49:48) Highlights how professional attire of staff can impact first impressions on clients.
Importance of First Impressions (00:50:45) Stresses that consistent positive impressions lead to long-term client relationships and referrals.
Final Thoughts and Checklist (00:50:46) Introduction of a PDF checklist for staff to enhance awareness of shop cleanliness and organization.

How To Get In Touch

Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com

Facebook - facebook.com/shopmarketingpros

Get the Book - shopmarketingpros.com/book

Instagram - @shopmarketingpros

Questions/Ideas - podcast@shopmarketingpros.com