Several of my recent posts have been about glass quality, primarily because it has been a frequent topic of discussion in our industry. Today, I want to discuss what increasing the quality of auto glass will mean to your business.
Will increasing the quality of auto glass mean that the price of glass goes up? It probably will. If you want higher quality, you will have to pay for higher quality, and you will have to sell the benefits of that higher quality to your customers.
Selling customers on higher pricing has been a problem for many of the owners and operators I‘ve talked to in past years. They say they can’t compete with X’s glass shop down the street if they don’t meet or beat its price. I disagree.
Selling the benefits of your auto glass replacement service is similar to selling anything else. Every service and every product offered to the public occupies its own niche in the marketplace. You can be the “low cost,” the “fast service” or the “high quality parts” supplier. The key to success is not figuring out how you can provide a similar product at a lower price, it is figuring out how your business is different from the competitors’ and then selling that distinction. “Difference” sells.
Remember that if price is the only decision point of a consumer, there would never be luxury or “quality” items offered. If price is the only decision point, we would only drive Nissan Versas (the lowest priced vehicle for 2017) and talk to our friends on flip phones.
We as consumers choose products that appeal to our particular needs. If our need is for safety, we’ll look for items deemed safe. If our needs are cosmetic, we’ll buy what looks good. If our needs are to have our vehicle perform the way it always did, we’ll buy what is necessary to achieve that prior performance. Price is important, but it’s on a sliding scale that is directly proportionate to the perceived value.
It’s true that glass isn’t always an easy sell. A windshield is not a new boat, a new piece of furniture or new technology TV—it’s a transparent panel people look through and never notice. However, we all know good glass from cheap glass. If we explain to customers why our glass is better, they will know it, too.
Don’t simply put in what you get and complain among yourselves about the quality. Glass professionals need to explain the importance and performance features of the product they sell. You need to illustrate to your customer the benefits of his or her new windshield and explain how it contributes to comfort and safety. You need to sell its value; if you don’t, you are doomed to forever selling and installing junk glass for junk prices.
You want good glass? Learn about what good glass is. Then find it, pay for it, refuse poor quality and sell it for what it is worth. Cream rises to the top and so will the profits if you put forth the effort.
