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"We'll leave the light on for you"

says Tom Bodett, spokesperson for Motel 6.

For thirteen years, Bodett has been offering a clean, comfortable room at a low affordable price. Can you imagine Bodett offering to leave a light on at the luxurious Fairmont Hotel? Hard to imagine, is it not? That's because the Fairmont does not sell price; they sell a memorable experience! Is your store selling price or a luxurious experience?

I challenge you to find a $39.00 nightly room rate at a Fairmont. (Call me if you find one!) The rate isn't out there! The Fairmont invests a great amount of resources to provide impeccable service in its experience and would not reduce that unforgettable experience by selling it at a lower price.

So, why do dealers offer $9.99 oil changes? Doesn't this tell your customers your "experience" is no better then the store whose price you're matching or beating? Sure, it's okay to be competitive, but not at the expense of your customer's perception of the "experience" you offer.

A recent National Automobile Dealers Association report stated that approximately 30% of dealers are undergoing renovations or investing in new state of the art facilities. Customers will be offered amenities such as internet cafes, restaurants, day spas, retail outlets, etc. All this, so that customers can experience a sumptuous environment! Is this the experience the Fairmont sells?

My father always told me, "You can put a new saddle on an old horse, but it won't make him a new horse." Luxurious facilities are wonderful tools (saddle), but they are only one of the elements that creates a "Wow" customer experience! The most important element to the Fairmont experience is the staff and their process training!

The Fairmont staff is trained to make you feel like royalty! Imagine your customer telling friends and family that he or she felt like royalty at your store! And unlike a $39.00 Fairmont room rate, excellent process training is a realistic possibility!

Don't invest millions on a new saddle (building) until you get a new horse (process training)! Partner with Auto University to assist you in developing a "Wow" experience for your customers!