Thanks to our Partner, NAPA Autotech Training
Key Discussion Points:
What is Reverse Benchmarking?
- Traditional benchmarking focuses on studying what competitors do well, but reverse benchmarking involves analyzing what they do poorly and capitalizing on those weaknesses.
- Two interpretations:
- Looking at other industries for innovative ideas (e.g., team-building activities from tech companies).
- Example: Some shops now adopt spontaneous team outings (baseball games, go-karting) inspired by Silicon Valley culture.
- Staying within the automotive industry to identify gaps in competitors' customer experience or service offerings.
Applying Reverse Benchmarking in Auto Repair
- Customer Experience:
- Visit competitor shops (dealerships, independents) and note flaws—uncomfortable waiting room chairs, poor TV choices, limited snack/drink options.
- Actionable Fixes: Upgrade seating, offer neutral TV content (e.g., Joy of Painting), provide filtered water instead of plastic bottles.
- Market Gaps:
- If competitors specialize in European cars (like Seth Thorson’s shop), consider specializing in underserved markets (e.g., Asian brands like Hyundai, Kia, Nissan).
- Focus on services competitors avoid (advanced diagnostics, programming, driveline work).
Technician-Level Reverse Benchmarking
- In a shop with a star "R&R tech," instead of competing directly, fill gaps (e.g., diagnostics, electrical troubleshooting) to become indispensable.
- "See a need, fill a need"—position yourself as the go-to for overlooked but critical tasks.
Why It Works
- Creates a unique value proposition—whether for customers (better experience) or employers (specialized skills).
- Helps shops stand out in saturated markets by addressing unmet needs.
Final Thoughts:
- Reverse benchmarking isn’t new, but it’s underutilized in automotive.
- Whether you’re a shop owner, manager, or tech, observing competitors’ weaknesses can reveal opportunities for growth.
Contact Information
The Aftermarket Radio Network: https://aftermarketradionetwork.com/
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
