Nowadays, the allied repair industry is undergoing rapid expansion.
The post-pandemic era is not much different in terms of device usage behavior. People all over the globe have pretty much gotten used to conducting their lives on their gadgetry. And, so, it doesn’t come as much of a surprise that broken device frequency has literally gone through the roof!
Also, the mean national inflation levels across the world have slowed many economies to a standstill. Some are even undergoing the pangs of negative growth – fully embroiled in debt. So, when it comes to computers and cellphones, most people simply can’t afford to possess the latest outings.
When taken from this vantage, gone are the days when owning the latest brand offering was a manageable obsession. The focus today is on device retention: making use of expensive tangibles for as long as possible.
More Business Means More Competition
Now, all this means more business opportunities for repair shops. No one can dispute the correlation between long-term device usage and breakage. It’s an eventuality just waiting to happen, even in the most careful of cases.
But another reality of our modern repair field is that it’s saturated with businesses. Repair techs of all stripes – both amateurs and vets – engaged in serving their clients left, right, and center. Their business models largely enabled by powerful repair shop software and other 21st century conveniences.
This dynamic, of course, begets competition. The kind of turf warfare where every repair outfit needs to put their best foot forward. A situation necessitating, as it were, their cadres to publicize their unique competitive edge over their peers.
Having worked in the field for the last 15 years, I’m more familiar with this demanding terrain’s ravages. And, so, I’ve compiled a list of ‘best business practices’ to ensure their applicants’ victory over their domain belligerents.
I’ve listed three of the top ones for your perusal.
You can trust their immediate implementation’s efficacy since they come experientially tested.
Still, I cannot promise an exact ROI percentage figure as a responsible professional. But trust me when I say, it will be ‘grand’ – fairly in excess of your expectation 😊.
My 3 Repair-Competitor-Besting Prescriptions
And so without any further ado…my winners (not listed in any order of preference):
1. Strong Branding/Customer-Centered Marketing
2. Always-Ready Customer Service
3. Demonstrable All-Out-Quality Commitment
Now, you might think these pointers to be obvious, and you wouldn’t be wrong to do so. But you’d be surprised to learn just how many repair businesses overlook these basics.
Periodic sales spurts, devoid of any disciplined planning, are to blame here. Because they make the repair tech/owner complacent – competitively redundant. Sometimes, and especially in the case of field newbies, digital facilitators like shop POS software interfaces also encourage the ‘laurel resting’.
After a while, the so-afflicted fail to keep on top of things, and the carelessness starts to show. Business bottom lines, representative of shop profits, start taking a hit. Before you know it, the enterprise appears to be en route toward an impending bankruptcy!
I’ve found that the only real resolution to this very human failing is a continual looking back to the basics. This helps to keep the repair shop owner and techs grounded; always cognizant of their founding business goals and vision.
Good, Committed Branding
Branding, in a nutshell, can be likened to a contractual arrangement. As per our context, it concerns a repair business committing itself to narrowly identifying customer needs. These are the pain points that call for a resolution. Clients, for their part, are willing to dispense with their hard-earned currency for getting these needs fulfilled.
All the business has to do, then, is to market its wares (repair services) effectively. Its audience should be left with no doubt about what it offers. Further, the messaging should hint toward all potential service opportunities the business can provide in addition to the main thrust. The brand proceeds in good shape when this level of client broadcasting is achieved.
By the same token, it’s important for the business to steer clear of vague outreaches. Because these can prove to be counterproductive to its sales goals – instead of promoting.
Currently, the SaaS B2B repair shop invoicing software space comes packed with a deluge of branding-fostering applications. Some of the contenders, such as RepairDesk’s industry-acclaimed computer repair invoice software framework, take the marketing up a notch by offering dedicated analytics dashboards for snap strategizing.
Customer Service Alacrity/Responsiveness
In my book, nothing compares with the business-enhancing prowess promised by good customer service. Conversely, the vice versa case also holds true; often responsible for pulling even established companies to the ground.
A decent customer response, simply put, is/should be both alert and sensitive. It is susceptible to getting turned on by even the most remote (faint) of customer-intent hints. Its goal is to anticipate, proactively, the trajectory in which customer queries will eventually flow.
Good customer service, further, can also serve as a potent means of mediation/resolving disputes. It can act as the balm that both ensures brand-customer retention and overall satisfaction.
So, as a repair business, don’t even think about ignoring it. Practice will (and does) show that even the most seemingly trivial customer engagements can prove consequential.
Repair Quality Assurance Guarantee
Probably the single most important guarantor of customer loyalty. A gut hypothesis that also holds up to practice.
Business profits follow service quality on every day of the week.
I don’t think we need more elaboration to qualify this point. It’s something that every repair business affiliate knows intrinsically. Few, however, and sadly so, follow through with its calling – only to their repair outfit’s performative peril.
In parting, I can’t help but sign off with a blunt truism of the trade:
If you want to become a definitive player in the repair niche, you need to work on sharpening your competitive edge – and keep polishing it.
Nothing less will do.
Your competition is onto you.