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Share of Mind BEFORE Share of Market.

If you don't train the customer the insurance company will.

HOW DECISIONS ARE MADE (HINT: It’s a short list)

FACT: Windshield Replacement = Low Consumer Involvement
This has been made so by insurers and networks flexing their market power to control and contain costs. It promotes steering.

This must change in order for your business to survive...and only you can do it...
Here’s How:

Most people make decisions based on:
1.	Objective evidence
2.	What they think other people think

*Most people make nearly all their decisions “on the fly”.*
As complex as our brains are, and, with all the information that’s available to us, when we need to make a decision, whether it’s what to have for lunch or buying a new car, the majority of us still only take enough time to assemble a short list of choices to get us there.
So, with that in mind, how do you get on that short list of choices when consumers need a windshield replacement?
ADVERTISE -	Because advertising influences the order in which we evoke or notice the alternatives we consider.
	And how can you consistently remind consumers that they have the right to choose who replaces their broken windshield?
ADVERTISE -	Because advertising creates awareness...and awareness creates preference... and preference is what leads to a significant increase in sales.
Advertising is the most powerful weapon you can use against steering!
CONFORMITY -	Conformity by definition is “to follow the rules whether they are real or implied.” It is a powerful motivator that can tip the balance when making purchase decisions.

Here are a few documented examples of how persuasive conformity can be. (Note: The late Allen Funt and his popular television show, Candid Camera provided some of the best studies of human behavior ever filmed. In fact, some college psychology classes now include in their courses portions of his 40 years of research.)
1.	A gentleman gets on an elevator, turns around and faces the door. Everyone else who gets on the elevator face the wall. After awhile, the gentleman notices what they’re doing, and eventually he turns and faces the wall too.
2.	Two workers pretend to be carrying a large piece of window glass, and are blocking the sidewalk. A woman approaches, looks at the action taking place, she sees, but isn’t sure of what to make of it, so just to be safe, she decides it’s best just to walk around and go on her way. Other people who approach after her see what she did and choose to do the same.

Remember, people make decisions based on:
1.	Objective evidence
2.	What they think other people think.
Conformist behavior needs leaders. Conformist behavior needs to feel safe. You need to become a safe choice, and therefore a preferred choice to consumers. And preference is gained only when you consistently make consumers aware of:
1.	Who you are
2.	What you stand for
3.	And why you do what you do
When you are on the “preferred” list of consumers, but not the insurers... then it becomes the insurers who aren’t conforming. If the consumer is so willing to follow...then you must become a leader!