Julie

Marketing Lesson From The Local Guitar Repair Shop

Several years ago my son’s guitar had an electrical problem and we had to take it to be repaired. My husband suggested we pass on going to the local big box guitar shop and instead try a small repair shop close by. What a great suggestion that was.

We called ahead to explain that my son’s guitar was broken and asked if they could fix it on the spot. The owner answered the phone and replied that they could and told us to call him when we were on our way. We called for directions, found the store in the middle of a quiet industrial park and then rang the bell to be let in! Once inside, we had to wait about ten minutes while the customer ahead of us was being helped. While we waited I noticed that this customer was a regular and that the owner seemed to personally know all the guitars being handed over to him along with who owned them.

When our turn came the owner immediately greeted us and asked my son’s name. He then went on to compliment his guitar and asked my son what the problem was. As he was working on the guitar, he constantly chatted to my son, asking him what music he liked, what his favorite band was and if he could play certain songs. By this time Jack was in “guitar shop heaven”. He was beaming from ear to ear and enjoying the attention. Half way through the work, the owner showed me a part and informed me that although it was still working, the plating was coming off. He suggested we upgrade this part for a better quality piece to avoid having to come back again in a few months for the same repairs.

When the job was finished, I was handed a receipt which had my son’s name on it with my name underneath. The owner handed Jack a handful of guitar picks and told him that their phone number was on them and to call them the next time his guitar needed to be repaired.

Awesome experience right? Here’s the great marketing tactics this guitar repair shop used to blow us away. These tactics can be easily implemented into your business immediately…

  • We had to ring an intercom bell and be buzzed in. This gave us the feeling of exclusivity and made us feel like members of a private club. Find a way to make YOUR customers feel exclusive.
  • The owner knew the customer ahead of us by name, he was also very familiar with the guitars being dropped off. Make a point to call your customers by name. Calling someone by name associates them with familiarity and they’ll instantly feel more comfortable with you.
  • He remembered the guitars and who they belonged to. By taking notes while talking on the phone or in person with your clients, you’ll be able to recall the details of the conversation and their requirements every time you speak with them.
  • The store owner spoke directly to his customer – my son – and formed an emotional connection with him! He asked questions and found out my son’s musical preferences. This is a big one! Figure out who the decision maker is and form an emotional connection with them. Ask questions to find out exactly what they are looking for and show them how you can fill these needs.
  • He sold us a new part although the old one was still working. This was a great example of up selling. I was sold something I did not immediately need but purchased it immediately without a second thought. Try to anticipate your customer’s needs. Are they having trouble selecting from your services? Perhaps create a “special” just for them.
  • He gave my son some guitar picks and told him to call next time his guitar needed to be repaired. I know that next time something goes wrong with that guitar – my son will do exactly as he was told and will ask me to call this guitar shop. Give your customers a clear call to action just like this one. Tell them to call you on Friday to confirm which package/product they’ve decided on. Tell them to drop by in the week to sign your contract – how does Tuesday sound?

Can’t you tell – this guitar shop has found a new customer for life who’s dying to tell the work how great they are. Implement some of the strategies above and I’m sure you’ll see some amazing results. You’ll develop a loyal customer base eager to spread the word about your amazing service – and there’s no better marketing than that!

Have you experienced great service and marketing tactics which you can apply to your business? Please share your experiences – I’d love to hear about them.

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Julie

Julie is a web designer and online marketing expert based in Los Angeles. She is an advocate for knowledge and training and focuses on empowering small business owners to take control of their websites and outrank their competition. Her upcoming training program for small business owners will be launched in the near future.

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About the Author

Julie Julie is a web designer and online marketing expert based in Los Angeles. She is an advocate for knowledge and training and focuses on empowering small business owners to take control of their websites and outrank their competition. Her upcoming training program for small business owners will be launched in the near future.