April 12, 2019
It’s been said that people don’t buy from businesses — they buy from people. Which is why we think asking for reviews is like asking for referrals.
Let’s look at some simple ways to build trust more quickly.
Clean Up Your Advertising
A lot of advertising repels people. It brags about the business, boasts how great they are, or proudly exclaims how long it’s been around. It conveys arrogance.
Good advertising attracts people by focusing on problems the customer might be having, and then offering solutions. It shows what the customer can expect. Here are two examples:
Improve Your Communication by Listening Better
People distrust those who don’t listen to them. Small improvements in your communication style will yield great gains in customer trust. If you haven’t already studied active listening skills (every business owner should), here are some quick tips. Practicing these things will let people know that you value what they have to say:
Make It Easier for People to Do Business with Your Shop
You and your staff don’t have time to listen to voicemails as soon as they come in. But customers don’t like waiting for an answer. The longer you make them wait, the more unappreciated they feel. That destroys trust.
To lessen that problem, offer other ways for customers to communicate with you:
Make it easier for people to contact you when they need to. Cars need less maintenance and repairs these days, so you’ll need to find ways to engage more potential new customers.
Promote Your Warranties Clearly
You know that if you use the best parts, and don’t skip steps in the repair process, repairs will last a long time. But “warranty” is still an unpleasant word to many shop owners. It shouldn’t be.
When giving estimates, always mention your warranty. Make it a selling point.
Do you offer longer warranties on certain repairs? Great! Is it free or is there an extra charge? People like having choices. It makes them feel that they are in charge.
Start with Your Techs
Customers aren’t the only ones who care about trust. Contrary to popular opinion, automotive technicians don’t list money as their number one reason for staying at a shop, or for leaving it either. Trust and respect are more important to them.
The way you distribute work has a huge influence on whether your techs trust you. Here are two ways to build that trust: