Here’s an uncomfortable truth about how most businesses treat their customers:
They spend all their marketing budget chasing new customers while ignoring the ones who already trust them.
Sound familiar? You’ve probably experienced it yourself. Cable companies offering amazing introductory rates while charging loyal customers full price. Insurance companies with better deals for strangers than for the people who’ve been paying premiums for years.
It’s backwards. And it’s costing you money.
The Coupon Chaser Problem
Some marketing companies measure success by how many cars they put in your bays. More cars = working marketing, right?
Wrong.
Those “customers” are coupon chasers. They came for the deal, they’ll complain about the price, and they’ll disappear the moment someone else offers $5 off. They don’t trust you. They don’t value quality. They just want cheap.
Is that really the business you want to build?
Loyalty Creates Profit
The math is simple: acquiring a new customer costs 5-7x more than keeping an existing one. Every time a good customer walks out your door and doesn’t come back, you’re losing far more than one transaction—you’re losing years of repeat business and referrals.
Your best customers:
- Come back consistently
- Trust your recommendations
- Pay fair prices without haggling
- Tell their friends about you
Those are the people your marketing should be focused on keeping.
The Right Way to Grow
Real marketing success isn’t about being busy—it’s about being profitable. That means:
Retaining quality customers — Stay in touch. Remind them you exist. Make them feel valued before they forget about you.
Attracting the right new customers — Not everyone with a car is your customer. Target people who value quality service and are willing to pay for it.
Building trust over time — Consistent messaging, genuine care, and delivering on your promises. No gimmicks.
The shops that thrive don’t compete on price. They compete on trust, quality, and relationships.
What’s Your Marketing Actually Doing?
Ask yourself: Is your marketing making you busy or making you successful?
If you’re not sure, it might be time for a conversation about what’s really working—and what’s just burning money.
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