Dear Alan:

I am writing to tell you how impressed I am with the reception and service that you and your staff have given me.

This quote recently appeared in an article on small business success:

“For potential customers, there is a certain amount of risk associated with buying your product or service. And until you reduce this perceived risk, they will often ‘vote with their wallets’ and spend their money with your competitors. The number one rule with reducing perceived risk is this: “Everything counts.” In other words, everything you do or say when interacting with a prospective customer has an impact –positive or negative – on how risky they think it is to buy your product or service. Everything you say or do make your customer think it’s either more risky or less risky to do business with you.”

German Car Repair is the epitome of the “low risk” business.

When Matt Cronley referred me to you after my wife bought me the Boxter, he promised me that you were the best in town. From the moment I called to book my first service I knew that he was right. When your wife answered the phone she treated me as a family member not a customer.  And so it went from there … giving me your cell number, having a loaner car when I needed it, the technician replacing a burned out bulb gratis and unasked, taking care of the emissions test, avoiding a $1,800 part cost with a simple weld, using your contacts at Porsche to solve a rare and puzzling computer problem. Throughout the process I always felt that I was getting the “straight goods” from a man who not only possesses exceptional technical expertise but who conducts himself and his business with the utmost professionalism and integrity.

Your business succeeds on many levels because you earn that success in many ways and you can count on me as a customer for life and enthusiastically referring others.

Ken Ferguson
Roswell, GA