In this edition of “Ask the Board,” we feature Melissa Riedesel and Grant Humston, Owners of Milex Complete Auto Care, an auto repair franchise in Iowa. The duo shares how entrepreneurs and small business owners can fast-track their revenue.
Grant Humston and Melissa Riedesel, Owners of Milex Complete Auto Care in Cedar Rapids, Iowa, give back to their community through their business by donating a percentage of each sale to the nonprofit of the customer's choosing. — Milex Complete Auto Care
If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask the founders of an auto repair franchise how to increase revenue, quickly.
In this edition of “Ask the Board,” we feature Melissa Riedesel and Grant Humston, Owners of Milex Complete Auto Care, an auto repair franchise in Cedar Rapids, IA. As one of the fastest franchise locations to hit $1 million in sales, they’re revealing the surprisingly simple strategies that helped them get there. Here are their tips to help your fast-track your ROI:
Don’t upsell without reason
Build trust with customers by only recommending services they truly need. Upselling and add-ons will put you on a fast track for a one-time-only customer, whereas transparency builds loyalty and repeat business.
Own up to your mistakes
Everyone makes mistakes but how you handle them can boost or reduce your ROI. When something goes wrong, acknowledge it and make it right. Accountability will strengthen your reputation and keep customers coming back.
Over-explain
Take the time to walk customers through the “why” behind each service or recommendation. At Melissa and Grant’s shop, they send progress pictures with explanations and results, keeping the customer in the loop and educated. Your customers will appreciate your willingness to go over why you’re doing what you’re doing.
Many customers, especially those who aren’t familiar with your products or services may feel anxious when they don’t truly understand what you’re offering them. Take the time to educate them in simple, uncomplicated language.
Get involved in the community
Community engagement is one of the most effective ways to drive long-term growth. Sponsoring local sports teams, participating in parades and cleanups, offering internships, and supporting awareness events help build strong local connections.
Melissa and Grant have also found success through consistent local radio appearances and a giveback program that donates 5% of sales to a nonprofit chosen by the customer, turning every transaction into a chance to do good.
Foster a family-like atmosphere
Treat every customer like family from the moment they walk in the door. A warm, respectful environment makes people feel safe and taken care of. When customers feel genuinely cared for, they’re more likely to return and refer to friends and family. This creates a ripple effect that drives growth through word of mouth.
Empower through education
Many customers, especially those who aren’t familiar with your products or services may feel anxious when they don’t truly understand what you’re offering them. Take the time to educate them in simple, uncomplicated language.
When customers leave your shop feeling smarter and more in control, they’re more confident in their purchase decisions and more likely to return for future needs. Educating customers and ensuring they have a full understanding of the service you’re providing is a key way to differentiate your business from competitors. Remember, knowledge is power.
Story originally published by USchamber