A Critical Look at Competition

A Critical Look at Competition | President’s Message | February 2020

For the most part, we’re all friends in this industry, correct? So why do we intentionally throw each other under the bus?

I have experienced this type of competitive undercutting in these three scenarios: 1) Price cutting a job to make the other shop look too expensive and steal the customer; 2) a sugar-coated second opinion inspection to make the first shop look bad; 3) future employees putting down past employers.

I question if other professions do the same. You never hear of medical doctors, engineers or other professionals talking down a fellow traveler (at least I have not).

I feel we need to address this as professionals and to market ourselves to our customers or future employees on our positive and strong points. This includes years in business, awards achieved, ASE certifications, AMi achievements, the warranty you offer, much less the fact that your shop may be incredibly involved in the community and provides local sponsorships. All of these factors set you and your shop apart.

Why can’t we carry the professional image that others do, rather than letting our customers steer the ship, so to speak? After all, it is the customer who leads the conversation with the bait for us to take. Putting the fellow automotive service facility down and leading the potential replacement facility into offering a cheaper price (or whatever the angle) so that you are not viewed to be just as evil as the previous shop isn’t just ethically dubious—it’s counterproductive to the industry at large.

We need to back each other up. You may certainly accept the work proposed by the customer, just play nice about how you word your response. There’s no need to steal work at the verbal expense of someone just like you down the street.

So, at the start of 2020 and another year in auto repair, I challenge you to sell yourself and your shop the next time you are presented with the, “I just left your competitor and ...” situation. Remember what your mother always said: “If you cannot say anything nice …”

You know the rest.