When I wrote the post about a professional workshop, I forgot to mention one small idea that has been haunting me for a long time.
The thing is, I think people trust today’s service centers very little.
They probably hear too often: it can’t be fixed, it’s easier to buy a new one (laptop, phone, watch). I’ve run into this twice myself: official service centers refused to repair equipment that a “techie” I know later brought back to life.
In one case, the laptop repair came to 600 hryvnias instead of the 4,000 (about $500) the service center had quoted.
So in the hard fight against distrust of your workshop, the right naming will help.
The logic is simple: we trust those we know. Who is easier to know, a person or an organization? A person, of course.
“A friend of mine works there, you can trust them”, right?
Let’s name the workshop after yourself! Well, not necessarily yourself: you can invent a hero, a historical figure who founded the business 500 years ago (brewers, chocolate makers and restaurateurs have used this trick for ages).
I think “Andrei Borovsky’s Workshop” sounds very solid and inspires trust. Especially if you see this very Andrei inside and know that he personally answers for the work. Besides, a name like this calls up the romance of the days before the 1917 revolution: it resembles the old way of naming all kinds of businesses, which again makes the workshop look durable and reliable in the customer’s eyes.