Retail Observer

RETAILOBSERVER.COM JULY 2018 64 D escribe your company. What makes it unique? How can you best describe these unique characteristics to your customers? Do you effectively promote your company by highlighting your strengths every chance you get by using all resources available? These are not tough questions for most businesses to answer, but do we all take the time to share these strengths with our customers each and every day? I'd like to share with you some of the rather simple but effective things some of our Certified Service Centers have done to help differentiate their company each day. Certain facts are important to customers and they are fairly easy to communicate if you pay attention to the promotional tools that you have available. First is your use of the company website with a specific section that very clearly highlights the unique technical strengths you have and continue to maintain, because these are important to all your customers. Don't assume anyone knows your accomplishments unless you take the time and effort to tell them. Some of these important strengths that can be highlighted on your web pages are noted as follows: • Independently nationally certified repair technicians with the certifier's logo • Independently nationally certified service management with the certifier's logo • Recognition as a Certified Service Center (CSC) • Place the Certified Service Center logo on your website homepage with the Link • List the categories on your website that were independently reviewed for your certification under the CSC program as obvious strengths, so your customers know what has been independently reviewed for compliance. One CSC lists the following specific areas of compliance: — Facility (show a photo) — Fleet of service vehicles (again, show a photo) — Indicate that you are properly Insured — Nationally certified technicians — Trained and certified service managers — A review of your written customer-focused customer service program — Details of your specific written warranty policy — A review of your industry required and calibrated test equipment — A mention of your professional appearance standards • List any manufacturer or industry named recognitions • Show them a list of the manufacturers that you currently sell and service • Tell them about your other sales and service locations • Give them a link to current customer testimonials • Tell them how long you have been in business • List memberships in any of the recognized service organizations like Angie's List Secondly, take advantage of your vehicles, office, receipts, and even uniforms to help differentiate your company using decals, patches, plaques, and literature to help highlight what makes your company special. In many cases these are some of your best advertising tools. Use business cards and office displays showing the accomplishment of your company and your people. Anyone who visits your office, sees your vehicle, or meets a technician and can see your strengths advertised each and every day. Many of you run ads and have done so for years, but let's not forget the effectiveness of what is shown on your website and what is promoted in your office, on your service vehicles, and on the apparel worn by your service, and installation technicians. Some of our Certified Service Centers have actually used their home page to direct customers to other stand-alone sections of their website where they post pictures of their specific accomplishments, because of the great story they tell. Displaying the CSC Logo poster in your office is an effective way of letting customers see the many businesses who are also certified. We will begin sending out some of the promotion tools and ideas currently being used by our Certified Service Centers. Hopefully these will give all of you some ideas for telling your own company's remarkable story. PROMOTING YOUR COMPANY S E R V I C E D E P A R T M E N T Don Pierson, Certified Service Center (CSC) www.certifiedservicecenter.org RO

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