I'm sure you've heard of Zappos, their CEO Tony Hsieh and his book Delivering Happiness,
The great thing about the whole idea of Zappos is the experience of interaction. And what I mean by that is;
Zappos is in the business of delivering Happiness. That's their mission. They've chosen the shoe business to accommodate that. And if you've ever bought anything from them, you know what I'm talking about.
Now, look at all the other businesses you've encountered; notice how almost nobody focuses on building a personal relationship with their clients. You don't see plumbers, auto mechanics, dentists, etc.
Deliberately trying to have a personal relationship with you.
I've never met a tyre guy who kept in touch with me through email, saying and doing everything he could to keep me as a lifetime customer.
But that's a shame. Your After Unit is where all the biggest opportunities are, and it's your low-hanging fruit.
You see, your After Unit - in its essence - is about programming people to be
your eyes and ears. So that the moment they see their friends having a problem
that you solve, say, having a flat tire.
They get excited telling their friends about you!
You want your customers to feel that having a flat tire is a blessing because now they can experience you.
And when I'm talking about becoming the mayor of your industry, that's exactly what I mean.
You are the superhero, protecting your community from everything wrong. And you're turning what could be a bad news experience into good news.
So don't do business like everyone else. Be more like Zappos. Invest in building those personal relationships and make it your mission to deliver Happiness to your customers.
And when 'bad news' happens, they need your solution.
You're the only one on their list. And they look forward to 'experience' you.