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Be The Hero When Your Customer Is At Their Most Vulnerable – John Dijulius [RR 807]


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Live from the 2022 Transformer's Summit, keynote speaker John Dijulius categorizes the automotive industry as a 'grudge buy' for customers when they are at their most vulnerable. How is this an opportunity for your business to be the 'hero?' How do you make price irrelevant? John Dijulius, John Robert’s Spa, The DiJulius Group. John's had the privilege of working with world class companies like the Ritz-Carlton, Lexus, Starbucks, Nordstrom, Nestle, Marriott Hotel, Pricewaterhouse Coopers, Cheesecake Factory, Bausch & Lomb, Progressive Insurance, Harley Davidson, State Farm, Chick-fil-A, Entrepreneurs Organization, YPO, Aveda, and many more. Listen to John's previous episodes HERE Show Notes

  • Drove for UPS- his wife was a hairdresser, and they opened a salon. John started getting involved in the business.
  • “We aren’t going to be the best salon, we will be the best experience of your day.”
  • Chambers of commerce businesses started asking John for business consulting. 
  • 20 years ago John’s first book came out and took him to the next level
  • Business and Artistry Pengeleum  
  • Making price irrelevant- based on the experience your brand consistently delivers, your customers shouldn't have an idea what your competitors charge because they aren’t window shoppers.
  • Who is more expensive? Why are they? 
  • “We do $10 haircuts” vs “We fix $10 haircuts.”
  • Give the experience before you charge for it and justify it -“What does a $1,000 haircut look like? What is that greeting like? How is the massage during shampoo? What does a $1,000,000 keynote speech look and sound like?” 
  • Grudge buy and losing time- automotive repairs. When you can come to the rescue when a customer is at their most vulnerable, there is an emotional connection and memory made.
  • Customers asking about price- opportunity
  • The biggest cause of anxiety is uncertainty- no update update for customers  
  • Level 1 through 10 hairdressers based on expertise 
  • “Discounting is the tax you pay for being average.”
  • Things that make a brand something customers can’t live without- the quality of work, consistency, employee evangelism (educate vs sell), how do you make me feel,
  • Capitalize the ‘C’ in Customer to show the emphasis in your policies and procedures 
  • Building relationships with FORD- family, occupation, recreation, dreams
  • Disney- know your role and be ‘on’ when you’re on, leave your problems at the door
  • The Customer Service Revolution: Overthrow Conventional Business, Inspire Employees, and Change the World- John Djulius
  • The Relationship Economy: Building Stronger Customer Connections in the Digital Age - John Dijulius


Connect with the Podcast: Aftermarket Radio Network Subscribe on YouTube Visit us on the Web Follow on Facebook Become an Insider Buy me a coffee Important Books Check out today's partner: Learn more about NAPA AutoCare and the benefits of being part of the NAPA family by visiting www.NAPAAutoCare.com

 
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  • Have you checked out Joe's Latest Blog?

         5 comments
      I recently spoke with a friend of mine who owns a large general repair shop in the Midwest. His father founded the business in 1975. He was telling me that although he’s busy, he’s also very frustrated. When I probed him more about his frustrations, he said that it’s hard to find qualified technicians. My friend employs four technicians and is looking to hire two more. I then asked him, “How long does a technician last working for you.” He looked puzzled and replied, “I never really thought about that, but I can tell that except for one tech, most technicians don’t last working for me longer than a few years.”
      Judging from personal experience as a shop owner and from what I know about the auto repair industry, I can tell you that other than a few exceptions, the turnover rate for technicians in our industry is too high. This makes me think, do we have a technician shortage or a retention problem? Have we done the best we can over the decades to provide great pay plans, benefits packages, great work environments, and the right culture to ensure that the techs we have stay with us?
      Finding and hiring qualified automotive technicians is not a new phenomenon. This problem has been around for as long as I can remember. While we do need to attract people to our industry and provide the necessary training and mentorship, we also need to focus on retention. Having a revolving door and needing to hire techs every few years or so costs your company money. Big money! And that revolving door may be a sign of an even bigger issue: poor leadership, and poor employee management skills.
      Here’s one more thing to consider, for the most part, technicians don’t leave one job to start a new career, they leave one shop as a technician to become a technician at another shop. The reasons why they leave can be debated, but there is one fact that we cannot deny, people don’t quit the company they work for, they usually leave because of the boss or manager they work for.
      Put yourselves in the shoes of your employees. Do you have a workplace that communicates, “We appreciate you and want you to stay!”
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      Thanks to our partners, NAPA TRACS and Promotive
       
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      It all starts when a local representative meets with you to learn about your business and how you run it.  After all, it's your shop, so it's your choice.
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      Click to go to the Podcast on Remarkable Results Radio


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