“what you focus on expands”
When I first moved into the shop space about 3.5 years ago, I had a call.
It was with Adam Cote from Ceramic Pro Corporate. I had recently onboarded into the Elite Dealer Program and I was still learning the ethos for the Elite Program.
ADAM GAVE ME THE BEST ADVICE I’VE EVER BEEN GIVEN IN OUR ENTIRE SECTOR.
Adam has always been one of my coaches and mentors and has always had really solid advice for me and always had my best interest at heart.
I was talking with him one day and he said “Gabe the rush is here." - I didn’t understand at first and I asked him to elaborate. He told me
“TESLA IS GOING TO BE A MASSIVE “VERTICAL” TO PUT ENERGY INTO”.
and honestly, Adam was right. He pointed me in the right direction as far as where I should be active in their community.
I started making Tesla content.
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I made Tesla blogs, guides, lead magnets, I sponsored the local Tesla Owners Club. (that’s an entirely different level of drama LOL)
I started to see my efforts pay off.
For a solid month all I did was write tesla posts, make guides, blogs, created videos, did out reach.
I did this for a month at a solid 100% effort scale.
I mean it. I became OBSESSED about Tesla.
I even bought a list of Tesla Data that showed me a list of 1000 Tesla buyers demographics, that included their zip codes, house hold income, financed or paid with cash, listed occupation
This is what my shop looked like eventually
I continued this for month 2 and 3. I’m not kidding. I was getting deep into research, link building strategies, networking with other tesla owners.
I joined a few forums as a sponsor and began feeding content there.
I made it my job to become the fat version of Elon Musk.
“I AM NOW ELON.”
We started doing more and more Tesla in our market.
There was a time where we would be compared to other shops and after one phone call, working with other shops wasn’t really an option any more.
People only considered working with us…. even though we were again, $300 more expensive for full front and $1000 more expensive on our Full Body.
Have you figured out why?
Ok I’m going to break this down for you, when the Model Y was $70,000
Part 1: I was everywhere in our market.
I was posting guides on forums
I made paint protection guides
I made video content with SEO written titles and descriptions.
I was in Facebook groups
I made Tesla landing pages
I made Tesla specific price guides
I sent the dealership lunch (bagel blast!)
I created VS articles to support popular search terms
I learned about the demographic
I learned a ton about their manufacturing process
I learned about the delivery process
Part 2: I made our efforts “Tesla-centric”
I installed a level 2 charger in house
I made sure people knew we had the tesla jack pucks
We bought Tesla specific jack stands (Rennstands)
We offered delivery day inspections AT THE DEALERSHIP.
I offered to transport it back from the dealership
We keep in stock the good looking Tesla Mudflaps.
I offered to drop a vehicle off and park it in their garage when complete.
I HAVE DRIVEN CLIENTS TO DROP THEM OFF AT THE AIRPORT FOR VACATION WITH THEIR OWN TESLA.
Part 3: I found ways to offer EXCLUSIVE value no one else was.
I included the headlights - every competitor charged extra.
I would throw in a-pillars, every competitor charged extra.
I would throw in screen protectors - every competitor charged extra.
I will include the luggage strip - competitors charged extra.
I created “Tesla Specific” coating packages
I offered to install the typical cosmetics.
All of these pieces of film could be fit into the SCRAP FILM AREA ON THE PLOT! I WAS SPENDING THE MONEY REGARDLESS!
It was a combination of these efforts that led me to develop what I called our Tesla communication framework.
Know the product
We are confident in our capabilities
We speak their language
We understood their concerns
We made ourselves the expert
There is a singular word for all of this.
Do you know what it is?
As time went on, we became known to be THE Tesla shop in the area.
So much so, that we have had people trailer their cars here from Maryland and NY to have us do their work.
The meticulous efforts, the in-depth research, the bespoke service offerings—all of these components were moving pieces in the bigger picture.
The “picture” was designed to do more than just attract Tesla owners; it was designed to make us an integral part of their delivery experience.
This is the one thing that held all these efforts together and transformed our strategy into a powerhouse of market leadership.
It wasn’t enough to just KNOW the product in and out or providing exclusive value.
It was about creating a space where our brand became synonymous with Tesla itself in our community.
This realization led us to understand that every blog post written, every guide made, and every piece of film fitted was not just a transaction or a touchpoint. It was an opportunity to embed ourselves further into the fabric of the Tesla community, becoming so intertwined that thinking of Tesla in pa meant thinking of us.
We created POSITIONING.
Positioning is putting yourself in a place with supporting facts and features that says more than just saying “We are experts”.
It requires far more effort than that.
So if you want to do specific work, work on certain brands, work on specific MESSAGING.
MESSAGING IS HOW YOU BUILD YOUR POSISTION
Something about “we only advertise on facebook!” blah blah
Was this helpful for you?
Warm regards,
-Gabe
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