Give me advice without making me feel stupid (even if I am stupid). Advice is one of your advantages over internet shops. (Yes, I know you are the Workshop manager).
Be friendly.
(The rest is the really obvious stuff like range, prices, backup, quality ...)
One morning I was dropping off my bike for new tyres. As I walked in the door I met one of the staff coming out. I tried to ask if my bike was parked in an OK place, and he just grumpily pointed to the counter and made some sarcastic "go there for help" kind of comment. I don't care if he really really needed his first coffee - that shop is now bottom of my list of choices.
Measure once, cut twice. Practice makes perfect.
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