Reverse Benchmarking: Learning From What Others Do Poorly [E186]

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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. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix – Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O’Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/

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