AAPEX Exhibitor Webinar To Focus On Real-World Branding For Profit

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AAPEX Exhibitor Webinar To Focus On Real-World Branding For Profit

The webinar will focus on how good branding helps businesses communicate with customers in ways that matter to them and to their businesses.

Counterman Staff
By Counterman Staff
Published:

MOKENA, Ill. — The AAPEXedu Webinar Series will present, “Real-World Branding for Profit,” a free exhibitor webinar on Tuesday, June 10, at 4 p.m., EST. The webinar will show how branding is a strategic and tactical tool that can help businesses cut through the clutter in today’s world of “sameness” and commoditization of features and benefits. The 2014 Automotive Aftermarket Products Expo (AAPEX) is slated for Tuesday, Nov. 4 through Thursday, Nov. 6, at the Sands Expo Center in Las Vegas, Nev., with AAPEXedu sessions starting on Monday, Nov. 3.
 
The webinar will focus on how good branding helps businesses communicate with customers in ways that matter to them and to their business. While most businesses fail to connect branding to actual results, participants in this webinar will learn how it can be done successfully.
 
The new, monthly AAPEXedu Webinar Series is designed to help ensure exhibitors grow their businesses and get the most out of their participation in the 2014 AAPEX. Additional exhibitor webinars will cover “Direct Response Marketing” (July), “Referral Marketing” (August), “Copywriting” (September) and “Boothmanship for AAPEX” (October).
 
Steve Miller, strategic marketing expert, is leading the new exhibitor webinars for AAPEX.
 
To register for “Real-World Branding for Profit” or to watch a previous webinar in the AAPEXedu Video Learning Library, visit: www.aapexshow.com/exhibitor/webinar.
 
The 2014 AAPEX is expected to feature more than 2,400 exhibitors, 5,000 booths, nearly 40 AAPEXedu sessions and 39,000 targeted buyers. More than 130,000 automotive aftermarket professionals from nearly 125 countries are projected to be in Las Vegas during AAPEX.
 
AAPEX represents the $477 billion global aftermarket auto parts industry, and is jointly sponsored by the Auto Care Association and the Automotive Aftermarket Suppliers Association (AASA). For more information, visit www.aapexshow.com or e-mail: [email protected].

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Customer Service: How It’s Done

Customer service should be your number one priority, and it all starts with the greeting.

Eric Garbe
By Eric Garbe
Eric Garbe is a graduate of Columbus State Community College with a degree in Automotive Maintenance Technology. He has extensive independent and dealership field experience as a technician and shop owner and is an ASE Certified Master Technician and former Adjunct Automotive Professor. He has been professionally writing automotive technical articles and documents for many years and in his free time enjoys restoring old cars and creating custom interiors and upholstery.
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This is always an important topic to discuss, because I consider excellent customer service one of the most important tools you can have to earn trust, respect and repeat business from the customers that come through your door. Whether that customer is do-it-yourselfer from across town or the professional repair shop across the street, your business depends on a solid relationship.It’s a subject that I am passionate about, and it’s one that many people are losing touch with. Whether you are communicating to someone in person, on the phone or using some type of social media, good customer service and bad can both exist. You can’t afford the latter, so this is the first in a series of topics which can and should be shared from the front of the shop to the back. No matter which role you hold, you represent the shop and yourself. Customer service should be your number one priority.First on the list is the greeting. From the second a customer walks in the door, they need to know you appreciate them coming in and how important they are to your business. First impressions are everything and here’s the correct way to do it each and every time: look them directly in the eye, smile and say hello!Of course, you can say “Good morning” or “Welcome to Joe’s Autocare,” but it should be a formal greeting and the most important thing is that you have smiled, looked them in the eye and recognized that they have walked through the door.You should always retain a formal greeting until you are on a first-name basis with a customer. Only once you have established that level of relationship is it OK to use the less formal greeting of “Hi,” followed by the person’s name.This greeting does more than just indicate respect and appreciation for someone walking through the door. Most likely there are customers both new and old who are in earshot of your conversation. For newer customers, this continues to build rapport and reinforce their positive view of your shop; they see that you demonstrate respect and treat everyone in the same manner. For repeat customers, even ones that have been coming for years, the greeting is important because the way you treat them is the reason they continue to come.And when a long-time customer comes in and you greet them with “Hi [First Name],” this indicates your appreciation for them and that you’re glad to see them as a person, more than just a customer. New customers that witness this will see that your repeat customers are comfortable enough to be on a first-name basis, another indication of the trust they have in you.

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