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It is of course in your best interest to have suppliers and to display their logos. When you advertise for them in this way they usually give you co-op dollars for your business or assist you in some other way that helps to relieve the financial burden of owning a business. This is a win-win situation and makes perfect business sense.

As a consumer, though, I can tell you I really don't care what brand of product Andy uses in my Jeep. Andy is the shop owner that I entrust the care of my Jeep to. I know Andy will do what is right for my Jeep and I completely leave that decision to him. He is the expert when it comes to caring for my vehicle, not me.

For example, right now I know what brand of oil Andy uses in my vehicle because the logo is on the sticker that Andy or one of his technicians placed on my windshield. To tell you the truth, though, I had to walk out to my vehicle and look as I was writing this to be sure. That is how little I pay attention to this detail.

I think I am a normal type of consumer and yes, I polled a few other consumers before I sat down to write this just to see if they felt the same way I do. The majority of consumers go to a service and repair center because of the owner or the staff…not because of the brand of parts or fluids that owner has chosen to use. You can have a string of logos across your mail piece, your invoice and your building and the only one that means anything to me is your personal logo because to me, that logo stands for you and the service you provide.

If a service and repair shop does a poor job of taking care of customers, the customer isn't going to be upset at the oil company whose logo is on the invoice…they won't be calling the oil company and complaining…they'll be calling the shop owner. That shop belongs to the shop owner, not the oil company.

By all means, display your chosen parts suppliers' logo proudly. You chose them because they service you well. You feel they are the very best. They not only service you well, most of them even provide you with amazing benefits and cost savings. Just keep in mind though, the average consumer probably won't even notice. They know you will choose wisely when selecting the companies that supply you the parts and fluids that you will be placing in their vehicle. That is all a part of who you are and after all, they come to your shop because of you and only you.