Greetings,
I’m very excited for our two Feature articles this month because I think they say great things about our shop’s priorities and how we work with our clients to achieve them. The first biggie is the start of voting for our 2025 Referral Reward Yearly Winner, and the second is a deep look into the Tom Dwyer Newsletter for the past year. Sure, we as a business benefit from both, but they also have value beyond our selfish gains and both depend on the interests and priorities of our clients.
Our Referral Reward Program is how we say thanks for your generous referrals of your family and friends to our shop. Every shop tries to show their gratitude for referrals but most use in-shop discounts, while others pick a single charity and make donations to them. There’s nothing wrong with either approach! But we donate to the groups YOU choose, supporting the groups YOU care about, not the ones we pick. And, especially in our Yearly Award, we try to support as many small, independent organizations as we can. Once you pick our Yearly Winner, we’ll have worked together to send over $44,000 to the people who need it most. That’s an amazing achievement, and thanks again to all of you for making it possible.
Our newsletter is our major way to stay connected with our clients. It’s a marketing tool for the benefit of our business, and again, we’re just like every other company newsletter in that respect. But if we want to stay out of your spam box what should we write about? We should obviously offer trustworthy, unique advice on auto matters, but if we stop there you’ll stop reading. We try to offer a wide variety of interesting and challenging subjects that appeal to our wide range of clients and you seem to like our choices… you open the Tom Dwyer Newsletter at about twice the rate of similar industry newsletters. Again, your choices drive our content and your support lets it continue. Thank you so much for your attention in a deluge of email sludge!
But we aren’t a charity or magazine, we’re a full-service auto shop and our product is top-level auto care. How do our referral program and newsletter reflect on that core product? Because it’s an ongoing example of how we try to integrate quality and integrity into everything we do. We could ‘get by’ by doing what everyone else does, but we look for ways to bring more value wherever we can with the priorities of our clients first. If you see that attitude in our bells and whistles then you’ll understand why we hire ASE-Master-Certified Technicians instead of ‘getting by’ with staff of semi-trained lube jockeys and a qualified overseer. You’ll know that when we choose to pay our Technicians an hourly wage instead of the industry-standard Flat Rate, it’s because they’ll spend more attention on your vehicle and give you better service. When our articles give you a no-BS explanation of how your car works, you’ll know to expect that same level of clarity from your Service Advisors on your complex repairs.
When your priorities are reflected in our extras, you’ll have confidence that we’re putting you center stage on the things that matter most. We think our clients should DRIVE everything we do, so you should SEE it in everything we do.
And finally, here at the close of yet another momentous year, I’d like to share my best wishes and the wishes of our entire Team for you and your family this holiday season. We hope you have a sparkling and prosperous 2026, and we hope to see you again soon!
Digging Deeper…
