Above all, it must make potential customers FEEL that choosing YOUR shop is the best choice for them. Why? Because people make decisions on how they “feel” about the shop they are going to be taking their car to. If potential customers don’t know you, or haven’t noticed your presence “in their community,” they will most likely choose a shop that not only “looks” professional, but one that they have consistently “seen” in the community through advertising, sponsorships, and even good street appeal. When you’re “visible” in the community, in a good way, people feel like they can trust you more. Of course, it goes without saying that you must always be honest, do great work, and treat people with respect.