4 Strategies to Ensure Your Local Trust Follows You to a New Shop Location
Expanding to a new location can feel like a tightrope walk for many auto repair shops. The challenge lies in growing your business while preserving the local trust and customer loyalty that were the bedrock of your initial success. A stellar reputation in one part of town doesn’t naturally migrate to another. So, how can savvy shop owners carry that cherished community credibility into new territories?
We consulted two seasoned multi-location shop owners: Travis Duchatschek from West Side Tire & Auto in Oshkosh, Wisconsin, and a former owner in a bustling metro area who wishes to remain anonymous due to a non-disclosure agreement. Both owners manage three-store operations and possess insights on building and maintaining trust in new territories.
Here are four actionable strategies to ensure your local trust travels with you.
1. Make Community the Heart of Your Expansion Strategy
Before opening your new doors, it’s crucial to embed yourself in the local community. Duchatschek, whose journey began in 1984, underlines the value of local involvement: “Join the chamber of commerce, sponsor youth teams, and support community services. That’s how you transform into ‘their’ local shop.”
The anonymous shop owner echoes this sentiment, advocating for a strategic launch: advertising in nearby church bulletins, supporting school fundraisers, and participating in local business networking groups like Rotary and BNI. “Visibility and community engagement foster trust,” he states, reinforcing the idea that personal relationships can establish a solid brand identity long before anyone searches for you online.
Moreover, being present in daily life—from dining at local restaurants to attending neighborhood events—can deepen your involvement. “Make new friends,” urges Duchatschek. “Foster community.”
2. Consistency is Key: Standardize Across Locations
As you open new locations, maintaining the quality of service that your flagship is known for becomes paramount. Duchatschek commits a half-day each week to every location and stays actively engaged with marketing efforts. “You must stay connected to your management teams and ensure Standard Operating Procedures (SOPs) are adhered to,” he emphasizes.
Training service advisors to communicate clearly and transparently is foundational. “We need them to articulate every service recommendation in layman’s terms,” he insists.
The anonymous owner also underscores the importance of a unified reputation. His team launched a loaner car program, aligned customer service philosophy, and standardized the aesthetic and ambiance across locations. “It’s vital for customers to experience the same quality at every touchpoint,” he insists.
3. Leverage Smart Marketing That Reflects the Community
Direct mail marketing is far from dead—it’s evolving. The anonymous owner advocates for targeted mailers during expansion. “Reaching the same household multiple times builds familiarity,” he advises. “Make full use of available tools to align with your desired clientele.”
For his third location, he deployed direct mail campaigns to former clients, introduced innovative programs like loaner vehicles, and tailored messaging to resonate with the community. He utilized visible message boards and ensured ads reached local churches and schools, signaling his investment in the area.
4. Keep the Human Element Alive
The final piece of the puzzle for retaining local trust? Authenticity and genuine connections. Duchatschek personally responds to every Google review, whether positive or negative. “When someone has a complaint, I often know them personally. I can say, ‘Hey, I remember you. Let’s discuss what happened,’” he shares. This personal touch reinforces customer loyalty.
If assuming ownership of an existing shop, Duchatschek recommends keeping the same name and introducing yourself as the new owner. “Greeting customers with ‘Welcome back. We’re honored to earn your trust again’ can make all the difference,” he adds.
“Your name and reputation are perpetually at stake,” the anonymous owner warns. “Step into your customers’ shoes. Understand their cycles—whether it be back-to-school, holidays, or seasonal maintenance—and be ready to meet them where they stand.”
Conclusion: Expanding Without Losing Your Roots
Expanding doesn’t necessitate a departure from your foundational values. As exemplified by these two owners, you can broaden your reach while still retaining the personal touch that initially drove your success. By committing to community involvement, ensuring consistency, utilizing intelligent marketing, and maintaining human connections, you allow your reputation to journey with you—and even lead the way forward.
For further insights on effective local marketing strategies, visit resources like HubSpot or Hootsuite.
By focusing on these core strategies, your shop can not just grow but thrive, ensuring that your valued local trust is a constant companion on your journey.
