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Car Mechanics, Dentists, and the Reality of Perception

Car Mechanics, Dentists, and the Reality of Perception

6/12/2021 6:14:53 AM   |   Comments: 0   |   Views: 67
Why would a consumer choose one mechanic in their area over another ... assuming, of course, that the types of automobiles they operate on and the services they offer are essentially the same?

Doesn't the solution lie somewhere in the "marketing laboratory" (the mind and heart of a radically skittish consumer)?

The precise answer to this question matters significantly less than one might think. The only thing that matters is how local people feel about their time and money at this very local moment in time. If a mechanic, for example, appeals to a consumer's nostalgic feelings ... well, then ... that valuable and instantaneous connection may override a lot of "other stuff." Things like prices ... even customer happiness ... these things may very well be 2nd level considerations on the playground of nostalgic memory. They may also feel that a smaller shop might offer them significantly more individualized treatment than a big, more popular store.

Similarly, a buyer who believes they have a right to luxury may go for a technician whose garage was nicely arranged and looked to be entirely stocked with high-end German autos. This consumer may feel that because this mechanic has a long waiting list and a busy schedule, it's a popular facility and hence the ideal option for their car. In this person's mind, the potential delay in service is far less a detriment.

These attitudinal differences can be sensed and readily identified when proper marketing practices are thoroughly deployed. The condition of one's vehicle is vital, but it pales in contrast to one's personal health. Before seeking treatment in dentistry or medical, a consumer must have complete faith in their provider's ability. Proper marketing techniques will assist you in gaining that belief long before your first living interaction. It all comes down to sending the appropriate message to the right people at the right time ... and, yes! ... all of these ingredients are critical to building that all-important "trust factor."

Before you can worry about how you might measure up to your competitors ... in the mind of your very antsy and local consumer ... you must first establish mental residency (your message and their mental recognition is critical). Simply put, if they are unaware of your existence, you've already missed their short-list of considerations. The right tools, the right message, the right people, and the right moment (these are the Michael Jordan ingredients of an NBA-level marketing strategy).

So ... what are the proper tools to use?  Are there methods and techniques that ultimately deliver on brand recognition? Much may be said... and much will be said... so please stay tuned! Suffice it to say ... at least for now ... you need a strategy. More on this in my next installment.

Wishing You All the Best!
Category: Marketing
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