Author Archive Eric Lawton

Price Questions Over the Phone

Your phone rings and you get the usual question, “How much will this repair cost?” Many customers start with this question because they simply don’t know what else to ask when talking to mechanic. Yes, there will be times you will come into contact with customers who are just price shopping, but often you may be speaking with someone who just doesn’t know what they should be asking you. According to a Google study on the auto repair industry, 81% of consumers say that they’re willing to pay more for quality service from a repair shop they trust. And in our research, we’ve found that 72% of car owners say that not knowing what repairs will cost makes them anxious. So, often what customers are asking when they ask about price is actually, “Can I trust you to take good care of my car and charge me fairly?” When a prospect calls and asks how…

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3 Ways Dynamic Digital Signage Can Impress Auto Repair Customers

There are plenty of ways to market your auto repair business to attract new customers, but what are you doing to “wow” your customers once they’re there? You may have a great waiting room and an attentive staff, but if you’re not communicating with the customers while they’re in your shop, you’re missing out on a huge opportunity. By utilizing dynamic digital signage, you can demonstrate what makes your business truly special and leave a lasting impression with your customers. What is Dynamic Digital Signage? Have you noticed that, more and more, chain gas stations are outfitting their pumps with small TV screens that play advertisements or informative videos as soon as you start pumping gas? You are a somewhat captive audience, and the owners of these businesses understand that now is an excellent time to appeal to your thirst, hunger, or need to clean up your vehicle. Now consider how you can translate this…

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3 Ways To Get More Business From Your Auto Repair Customers

As an auto repair shop, much of your success depends on bringing in a steady stream of new customers. After all, the person who comes in today for a repair may not return to your shop for several months, when their car is in need of additional maintenance. But this doesn’t have to be the case. You know better than most that routine upkeep is an important part of keeping your car in good, working order. Why not share this wisdom with your customers and give them some compelling reasons to bring their cars in more often? By implementing a few simple marketing tactics, you can encourage your auto repair customers to take better care of their cars and, in turn, bring you more business. 1. Personalized Email Marketing Today's email marketing has the ability to be more innovative than ever. By segmenting your audience based on their age, family status, type of vehicle, or…

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The Benefits of Direct Mail in Your Auto Repair Marketing Strategy

Flyer distribution, by hand or direct mail, can often yield more benefits for your auto repair marketing strategy than an expensive online, TV, or radio campaign—especially when it comes to geographical targeting and ROI. Though TV, radio, and web marketing are all important and effective forms of advertising, they’re not the only ones you should consider. When you hire someone to distribute flyers by hand or send them out via direct mail, your advertising is targeted to the geographical area of your choosing. You know better than anyone where your best customers live, and this is an easy way to reach them. You can also schedule marketing campaigns around events of local significance. Additionally, you know who your local competitors are. If they’re not using direct mail or flyers, you will have an edge over them, no matter what other forms of advertising they use. Direct mail is one of the most effective forms of advertising…

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Using Customer Analytics to Grow Your Auto Repair Business

In recent years, we’ve seen online businesses thrive as a result of their access to analytics reports that told them who visited their sites, what they looked at, and what they bought. Online business owners could opt for more detailed reports that told them how long people spent on certain pages and even how long they spent looking at certain parts of specific pages. It’s clear to most anyone how this information could be used to improve customer experiences and help businesses close more sales. However, brick and mortar businesses like auto repair shops have had very little access to the same types of data until now. Now, using tools like Google Analytics, any business with a functioning website can obtain all sorts of useful information about the current and potential customers who are visiting them online. As an auto repair you can track the following metrics: How many people are coming to your website…

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