Shop owners need to speak the customer's language

摘要

Having been in the automotive industry for 40-plus years, a shop owner for 25,1 also have observations. What we, as mechanics, think is important is often not important to a car owner. Why? Because we can't phrase the safety, or benefits, in terms the consumer understands. Just because WE think it is a safety item or because WE think it is a benefit, if we can't communicate that concern to the consumer it won't fly… Cars have become much more reliable in the last 20 years.