Educate Your Customers

Whose job is it to educate the public about the incredible benefits of windshield repair? Whose job is it to educate the public about the difference between a good repair and a bad repair?

Who is going to tell them that windshield glass is not recycled, and that every time a windshield is replaced, that it is dumped into a landfill? Who is going to tell them about the incredible amount of money that is wasted by insurance companies each year on unnecessary replacements, driving up insurance rates for you and me? Who is going to tell them about the people that die each year due to improperly performed windshield replacements?

Who will tell the public that a windshield repair should be free of air and moisture? Who will tell them that windshield repair is a permanent process that has a lifetime warranty? Who will tell them that a windshield repair should be completely flush with the glass, so it doesn’t interfere with the wiper function?

I believe that each and every one of us in the windshield repair industry needs to take an active role in educating the public about our great product. Why? Because our product is only worth as much as it’s perceived value. Much of the general public doesn’t even know windshield repair exists. Of those that know about windshield repair, most only think of the immediate cost savings to them when compared to a replacement. Sure, the money is a big deal, but so are the other benefits. If a customer is unaware of most of the benefits your product offers, they are unlikely to realize the full value that windshield repair offers them.

We can’t expect the public to embrace our industry without giving them a compelling reason, so the next time you are repairing someone’s windshield, make sure they are aware of just what a great value they are getting. If we don’t do it, no one will.

-Matt Larson