A Tip from the Pits: Create a Buzz
August 2004

With clients and other industry friends all over the country, we hear of (and experience) good and bad customer service all the time. Since we’re positive people by nature, we’ll share one example of great service that piqued our interest because of the company’s success in creating a positive buzz.

The Lure of the “Pit Stop”
A client of ours described an auto-care business in their city that has dominated the local market with their unique approach to customer service. The theme of their business is that of an auto race “pit stop”, and every point of customer contact is based on that theme. When a customer pulls up to have their car serviced, a “pit crew” rushes out to the parking lot to greet the customer. Tire replacement, oil changes and other mechanical procedures are performed with the precision and lightning-fast pace of a real pit crew, ensuring that the customer is back on the road in minutes (and with a smile on their face).

This attitude toward service has had a positive effect on their business. With their “pit stop” approach, they have created an enviable word-of-mouth buzz that has lead to an impressive amount of repeat business. It doesn’t hurt that the Indianapolis 500 atmosphere is also a delight for children — who knew an oil change could be a family outing

What Can We Learn?
In the drive-up auto-care industry, speed, quality and attentive service are no longer competitive advantages, they’re a given (does that sound familiar?) Instead of focusing on these factors, this auto care business chose to differentiate itself by creating a customer service model that generated success by generating a buzz. Here are a few of the lessons we can take from the “pit crew” to use in our industry:

Get Your Crew In Order – In order to ensure sufficient quality at such high speed, our favorite auto-care business hires only serious mechanics that are able to keep pace. In the graphic arts industry, there’s no point in talking a big game if you can’t back it up with on-time deliveries, friendly communication and consistent quality. Before you set out to create a positive buzz and win new business, make sure you’re able to keep the commitments you make to the clients you currently have.

Don’t be Afraid to be a Geek! – While it’s not feasible to roll your press or perfect binder into the parking lot to offer “pit stop” service, fanatical enthusiasm for your business is infectious. There’s no shame in being known as the “geeky” printer with an obsession for all things ink on paper, or the post press company with an almost unhealthy interest in their work. The result is top-of-mind positioning that will continue to spread as satisfied customers mingle with curious prospects.

What Grow Sales, Inc. Can Do For You
Grow Sales, Inc., has been helping graphic arts industry clients create a buzz with consistent, accurate communications since 1996. Our highly focused public relations, marketing, Web design and sales support leadership will help you differentiate your business and win top-of-mind position among customers and prospects.

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