Every shop is unique and has its own story. However, their marketing may all look the same. Kim and Brian Walker, owners of Shop Marketing Pros, held a session at AAPEX on Nov. 3 entitled “Do they know, like, and trust you? How to differentiate yourself.” to help attendees understand the importance of creating a marketing strategy that includes storytelling, building trust, and allowing customers to get to know you.
The training session started out by first defining what is meant by know, like, and trust. After all, they noted “People do business with people they know, like, and trust.”
Know – Let people get to know you and your team (what you stand for and things you like – both in and out of work). Even if you have never met, they should be able to feel like they have a connection with you because of your content.
Like – Be likeable. They may like you because they feel like they have something in common with you or have the same understanding as you.
Trust - Gain their trust. Show them you are an expert in your field by teaching them something or showing them how you do something differently from your competitors.
Essentially, there are three things that people look for subconsciously that allow them to trust you, Brian noted. These include authenticity, empathy, and logic.
People want to know that they’re speaking to the real you and that you’re not one person on social media for your business and then a different person for your personal life. Be authentic.
Next is empathy. By showing empathy, you’re able to show that you understand from their point of view. This is especially important in the world of automotive repair, Brian noted. People don’t want to be taken advantage of and as a business owner you have to understand their fears as well as why they have those fears.
Lastly, be logical. People want to know that you’re credible and that you can do what you say you can do. And, that what you say you can do is actually logical. “They want to know you are good at what you do,” Brian said.
Tell their story firstWhen it comes to marketing, most businesses think they need to tell their story (how long they have been in business, how many employees they have, what services they offer, etc.).
In reality, what you want to do is shift your story to focus on telling your customer’s story, Kim said.
When people visit your website or social media pages or see a mail piece, they should see themselves in your story/messaging and say, ‘That’s me! That’s my problem!’
Kim recommends to lead with the problem and then find the right time to introduce your shop as the solution.
“It doesn’t mean you can’t talk about yourself,” Kim said. “It’s just a matter of when you do so.”
Introducing yourself
In order for others to get to know you and your shop, your messaging must be thoughtful and considerable. Think about what you’re going to say, how you're going say it, and when you'll say it. Don’t rush it.
When using images, the duo recommends not to use stock photos and instead to take some of your own photos. It doesn’t take long, and you can always reuse them, they noted.
Also, don’t forget about video. Video is the most powerful medium for marketing. Choosing not to do video is choosing to lose money.
What it takes to be likable
It’s not hard to be likable, but it does require some work.
To be likeable, Kim and Brian said one must build relationships with their community and its members. Examples they shared included hosting events (i.e., grill out hot dogs for customers for National Customer Service Week), being involved within the community and with local organizations, and showing support via sponsorships.
Another way is to be personable. Share what you like to do outside the shop as well as any experiences or places you visited.
Additionally, shop culture/engagement is another way to be likeable. Share shop photos/videos, take a poll, ask questions, etc., all offer great engagement with the public and your shop.
Putting it all together
Getting people to know, like, and trust you will take some time and some work. However, by creating a plan with the tips mentioned above, your shop will see a difference for the better.
Its best practice to be prepared, look ahead, and stay consistent. Then after you put your plan in motion, make sure to watch your stats. Track what is and is not working and adjust where needed.
