The other day I sat down at home to relax and watch some TV. Flipping through channels, I saw that one of my all-time favorite movies was on: the original “Star Wars.” As I watched, I was reminded why it’s so special to me. It wasn’t the epic space battles, brilliant musical score or quippy dialogue. It’s how it made me feel. Every time I watch it, I feel my troubles melt away, carefree as an 8-year-old boy.
Due to my fascination with the film and franchise, I learned an interesting fact: it wasn’t the sole idea of writer/director George Lucas. The basis for these movies is rooted in the teachings of the late Joseph Campbell, renowned lecturer, writer and mythologist, known for his immense wisdom on life.
You could say he was the Yoda of modern myth. He discovered that every story and every person’s personal journey follows the same basic structure, referred to as “The Hero’s Journey.” From this idea, Campbell came up with his most famous quote, “Follow your bliss.”
With that in mind, it’s likely that you got into the 12-volt business for a reason. It could be that you were grandfathered into owning a store from family or from a job that began in high school doing basic installs, and you worked your way up the ladder. Whichever the case, you work in this business because you have a passion and drive that gives you what you couldn’t find anywhere else. You followed your bliss.
As a retailer, you already know that part of your job is to keep track of the latest trends on the market so you can be one step ahead of your competitors. In today’s market, that includes keeping an eye on the OEMs and what part of your business they could be impacting next. So comes the question: how do you stay relevant with your customers in the face of competition from an outside competitor? The answer is staring at you when you look in the mirror. Use personal identity to reimagine your business.
The first place to look is within. Passion is infectious. The more passionate you are, the more it will inspire your staff and customers. According to a study conducted by Philadelphia-based consultant PeopleMetrics, employees who are passionate about their companies are the best performers, regardless of industry, tenure or gender.
Another factor is the type of business you’re in. As a consumer, I know that I have certain preferences when I shop. If one store is selling a product I want for two bucks cheaper than the shop down the street, I’m not generally going to care who I buy from, unless I have a personal connection to one shop over the other. That’s where building customer relationships comes into play.
By using your company culture as a bridge to attract customers with similar interests, you allow people to connect with your shop on a personal level, making them more apt to come back. According to brand marketing expert William Arruda, small businesses should use their unique personal brand, or unique promise of value, to connect and maintain position with your core audience.
No matter what a competitor does to take business away, you can always counter by focusing on the side of the business that is often overlooked, such as aftermarket add-ons and accessories. These can include radio replacement interfaces and rear parking sensors. Just make sure they comply with the culture you’ve established. Logically, it’s much easier to sell a product or set of products that fit in with your store’s identity rather than to sell the same car audio equipment as Han Solo-Salesman down the street.
Using social media marketing (Facebook, Twitter, etc.) and participating in local community outreach (like Little League Baseball) can be rewarding, traffic-generating promotions. However, when attending these events make sure your company culture and logo are well represented so potential customers can get a taste of your shop’s unique style. An example of this can be found in the Industry News section of ME’s December 2013 issue.
During the course of any workday there are challenges. No matter if it’s difficult customers, exhausted installers or even dealing with personal issues, never underestimate the importance of enhancing your shop culture with passion. As Joseph Campbell would say, “Follow your bliss and the universe will open doors where there were only walls.”
