Audra Fordin, a fourth-generation owner of an auto-repair shop, helps women overcome what she calls “auto anxiety,” or the fear of the unknown relating to the maintenance of their vehicle. Through a series of workshops, she helps women develop a baseline understanding of how their cars work and when they need to be serviced, helping them confidently navigate negotiations about pricing and need for repair.
The benefits of these workshops are not just one-way. Fordin found that by providing her customers with free educational courses, she has also been forging better relationships with them, and bringing in new business.
Like Fordin, many small and midsize business owners seek unique ways to give back. Consider providing free workshops that teach customers a valuable skill or help them to better understand a subject related to your business. It’s a great way to establish yourself as an expert in your field and consumers are 131% more likely to buy from a brand after consuming educational content.