What Business Are YOU In?

A friend of mine from school just took over ownership of a local vehicle service shop. I congratulated him. What an amazing opportunity.

I asked him – what business are you in?
He replied, with a funny look – we fix cars and trucks.
Why would I take my car to you to get fixed?
Because we work on all types of vehicles and we usually fix it right the first time.
So what – most everyone does that. What BUSINESS are you in?
We fix cars and trucks.
No! You’re in the business of Customer Service. You just so happen to fix cars.

He pondered. Over the next 20 minutes of conversation around now operating his own business, he had that AH-HA moment.

“I’m in the business of making people feel better about getting their vehicle fixed.”

You got it!

About the Author

Jeff Kershner

I’m the founder of DealerRefresh. I got my start in the dealer business when I was 18. From there I've worked throughout several departments within fixed to variable ops. Whether it’s managing the desk, perfecting sales process or studying online marketing and media trends, I absolutely love this business and the challenges it brings. On top of keeping up with DealerRefresh, I consult with dealerships and key industry businesses. My passion has been and continues to be helping dealers leverage new media to sell and improve customer service.