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

Diagnosing the Aftermarket A to Z

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

• Email Matt: [email protected]
• Diagnosing the Aftermarket A - Z YouTube Channel
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