the keys to a successful shop

Article And Photos By: Pete Nowaskey

my name is Peter Nowaskey and I have been in and around a work shop for over 32 years. I am a Certified Motorcycle Technician, former Certified Diesel Technician and former Certified Automotive Technician. In 2004 I opened Nowaskey Extreme Performance in Menomonie WI. My staff and I specialize in Harley Davidson motorcycle performance. Over the years we have been striving to perfect our showroom presentation. After all, at Nowaskey Extreme Performance, we focus on the details. We believe that our facility plays a key role in our success. Check us out at Nowaskey. com

You never get a second chance to make a first impression. If you get the presentation right, 50% of

your work is done before you even start working. Seriously, first impressions happen fast and stick forever.

Surveys show that 95% of people believe that first impressions are important. It makes sense because it’s hard-wired into our DNA. Almost 70% of people stand by their first impression. Once it happens, it’s over, forever. You get one chance to do it right. Let’s talk about The Showroom W h e n people enter your business, a first impression is made. They enter a showroom, office area, or a designated section of the workshop. You are sending a message right away, but what is it? Is the area clean, organized and professional? Do you look professional?

You know what you are, but what is the customer going to think you are? By the time you engage them, they have already made up their mind about a lot of things. It’s not intentional, but once an impression is made, it’s almost impossible to change. What does your reception area say about your business? Does it inspire confidence? Imagine yourself standing there for the first time. Imagine what you would see looking through the other person’s eyes. I actually know what they see at Nowaskey Performance. At least once a week I stand with my back against the front door of my business. I look in at everything from the customer’s perspective. Floor, lights, pictures, bikes, stools, displays, parts, etc. Then I take a couple steps forward and do it again. I repeat this throughout my facility. It allows me to pick out every detail and improve on it. My theory is that people will always see the one thing you don’t want them to see. That means that I need to get every detail right. Changes don’t happen all at once. I pick away at things one by one. Over time I gain some traction and things come together. All this is important to me because I want my customers to be excited about their experience. I want to give that person something to talk about. I put a high priority on my presentation. My showroom speaks volumes without a word.

Your presentation has to be appropriate to your business. Project what you do. Your reception area is an opportunity to impress. Show that you care. Be clean and organized. If you are a service shop, present the best service items you have available. If you are a performance shop, present performance parts. Choose 3 items that best represent what you do and showcase them. If you are a paint shop, show a spray out of your best color combination. Remember, you only have a few seconds to send a message.

After the 08 recession, I predicted that service work would save my business. I borrowed money to purchase large quantities of oil, filters, tires, plugs, gaskets, etc. I made an organized display showcasing the large volume of

product on hand. It was called the “mountain of oil”. I discounted the parts and survived on the labor. I sent a clear message, right inside the door. During one of the hardest financial times of my life, my business grew. Presentation was key!

Today my showroom has a different feel to it. I display custom bikes, performance parts, accolades, and industry memorabilia. My presentation is “Quality”, my first impression is “Professional”. In a nanosecond you know, without even knowing that you know. Awesome, right? You can supercharge your business by setting up the right presentation!

Make sure your showroom or reception area is on point. Make time to improve, clean and maintain it. You are doing work that pays over and over and over again. Remember, 50% of your work is done before you even start working. Get the presentation right! It’s the most important thing!