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.
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 strategy into your auto repair marketing efforts.
The ISA has published a white paper that shows a direct correlation between dynamic digital signage and the ability to affect consumer behavior. Doing so is possible with three simple steps:
With a dynamic digital sign, you can market directly to the consumer in need of auto repair services in real time. While other signage products help you to cast your net wide, this medium allows you a more narrow and targeted appeal.
Is your lobby full of busy moms? Tailor your video content so that it resonates with them! Have you been receiving a lot of questions about pricing, service practices, or maintenance tips? Display videos that touch on these subjects to both entertain and inform your customers.
High auto repair costs, questionable industry practices and ethics, and similar problems make finding a reliable auto repair shop difficult. Position your brand as the antithesis, and show how you save the customer money with preferred pricing, loyalty programs, and top-notch service.
Folks are afraid of being taken advantage of when they need auto repair work done. Put your customers’ minds at ease by showing off your industry certifications, such as the one you receive from RepairPal. Include clips of your team members talking about what they do or interviews with happy customers to further establish your credibility.
Not RepairPal certified yet? Contact us to learn more about the advantages of a RepairPal certification!
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.
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 other relevant criteria, your auto repair shop can craft lists of email recipients that are highly personalized. Target customers who have families with tips for keeping their family car safe and running at its best. If you have a lot of customers who love the thrill of going off-roading, send them information about how to care for and maintain their 4-wheel drive vehicles.
Certain repairs have a seasonal nature to them. Family road trips during summer months may require a tune-up. Spring means the onset of rainy weather, making new wiper blades a must. When cold weather sets in, a radiator flush and fill with antifreeze will be something every car owner needs. Aggressive seasonal promotions can keep business booming year-round with new and existing customers being reached on a regular basis.
Aggressive seasonal promotions can keep business booming year-round with new and existing customers being reached on a regular basis.
Every automobile needs routine scheduled maintenance to maintain its value and perform well. However, life happens. Many car owners forget or lose track of what needs to be done and when. Why not make it easy for them?
Offer a subscription service that gives them a heads-up when it’s time to rotate the tires or change the oil. Including the opportunity for savings as a preferred subscription customer will help you retain and gain more business from your auto repair customers.
At RepairPal, we’re committed to connecting certified auto repair shops with the customers who need them. For more expert advice on how to grow your auto repair business, please contact us.
When we talk with auto repair shop owners who ask us, “How do I increase business at my auto repair shop,” we always ask them to evaluate the customer service experience at their shops. These days it’s not enough to simply provide quality professional car repair services. The truth is that customer experience plays a huge role in how well your business can attract and retain auto repair customers. How would you rate your customers’ experiences with your staff, facility, and services? Take a look at some of these tips, and see how you stack up.
Just like the cars you repair, every customer should be treated as an individual. For example, when dealing with a hobbyist who knows a thing or two about cars, it pays to take a different approach that accounts for the customer’s expertise. For the busy mother with toddlers in tow, the opportunity to talk shop is most likely limited; she requires a personalized approach that gets her in and out of your shop in record time.
For the customer who would not be able to tell the difference between a distributor and an alternator, the shop jargon some auto repair professionals use is confusing and even intimidating. Confusion leads to frustration, and this type of irritation rarely results in positive Yelp! reviews. Posts made by happy customers, as we have previously discussed, are vital to growing the business.
A study by Deloitte Digital and Adobe measured customer happiness of car buyers at dealerships. Some of their findings, however, translate well to the automotive repair shop environment. If you or your staff’s approach lacks personalization and relies heavily on insider terms and niche jargon, you miss the opportunity to become the friendly neighborhood mechanic who provides excellent service and easy-to-understand explanations.
To increase business at any auto repair shop, it is crucial that customers trust the business. Doing so can be a snap when you show your membership in industry-governing organizations. Show off window decals to highlight professional associations. Case in point is your designation as a RepairPal Certified shop. If this is one certification you are still missing, contact us today to get started.
If you’ve been in the auto repair business for any length of time, you know that many consumers are scared to do business with mechanics. They feel that they’ll get overcharged or that they’ll have to pay for poor workmanship. Gaining customer trust is challenging in the auto repair industry.
Many repair businesses rely only on word of mouth to bring in new clients because that is often how car owners choose where to bring their car. However, if they can’t find a good recommendation, most clients choose as best they can. After all, they have to choose someone.
The more you, as a mechanic, understand the psychology behind these three things, the more clients you’ll retain:
One excellent thing about being a part of an industry that induces so much uncertainty and fear is that, if you do good work and charge fair rates, your clients will likely stay with you for the long-haul, because those qualities are often hard to find in a repair shop. Once a client has found a go-to shop, they won’t want to risk going anywhere else.
Did you know that most consumers would rather shop with local businesses than with national chains, especially if you charge competitive rates? In addition, most auto repair shops are, “local businesses,” but very few of them capitalize on this consumer shopping trend.
Consumers like shopping at local businesses because they like to support the local economy. Many consumers will choose a local business with competitive pricing and a good reputation over national chains that offer things like extensive product selection, convenience, extended hours, rock-bottom prices, and knowledgeable staff.
To tap into this, it is important to spread the word about your shop by using online resources.
53% of potential customers would rather shop with a retailer or business they can connect with easily.
Once you’ve got those new customers into your repair shop, give them plenty of reasons to stick with you. Provide professional repairs and fair prices. Give your customers honest advice, and strive to offer the best possible customer service. Ultimately, your reputation is determined by your customers. The more positive experiences your customers have, the more trust you will build and the more auto repair customers you will attract to your business.
Contact us at RepairPal and start bringing in new clients today. Our resources, expertise, and industry-recognized certification program combine to help auto repair businesses grow and thrive.
It is not enough to hire excellent mechanics, polish the windows, and hope for the best. In fact, the auto repair business is a highly proactive industry that allows shops with smart business strategies to thrive. On the flip side, there are three costly mistakes that are driving away auto repair customers and sending them straight to the competition. Do you know what they are?
The average driver does not understand body shop lingo or estimator terms. Telling the customer that you are “using great HVLP with excellent flash to prevent the pinholes” probably doesn’t hold much meaning to your typical car owner.
Excellent customer service is a sum of its parts. Do you remember the last time you enjoyed such an experience at a business? The clerk greeted you, addressed you by name, handled your frustration smoothly, and did exactly what s/he promised to do.
Handwritten signage, faded manufacturer posters, a grimy waiting area, and cuss words coming from the staff are just some examples of a setting that drives customers quickly out the door.
If you want to avoid making the mistakes that are driving away auto repair customers, contact us to learn more about how to make your shop stand out from the competition.