Quantcast
Jump to content


Sign in to follow this  
alfredauto

the importance of marketing to new customers

Recommended Posts

This week I lost 7 good customers. Not due to anything under my control, one guy had a stroke and can't drive, six professors/university faculty members moved out of state to greener pastures. The loss of these seven families probably means $15,000 a year I'm going to miss just in maintenance, maybe twice that amount. Another ten customers bought brand new cars in the last couple months with at least 3/36 warranties.

 

What I'm getting at is no matter how good your shop is doing you need to keep recruiting new customers or life's going to be tough for you.

Share this post


Link to post
Share on other sites


Create an account or sign in to comment

You need to be a member in order to leave a comment

Create an account

Sign up for a new account in our community. It's easy!

Register a new account

Sign in

Already have an account? Sign in here.

Sign In Now
Sign in to follow this  

  • Similar Forum Topics

    • Recording requirements & special fees in your state. A little survey

      I'm just about to settle on a software package to run my shop. I've found looking at a number of them that there are a few that don't seem to tick the basic boxes in information gathering that we as registered repair shops are required by law to do. I'm wondering if this is a New York specific issue or if this issue happens everywhere. Would you guys comment on your state requirements.  I'd like to pass some more information to the software company I'm working with in hopes that they motivate to make some improvements to satisfy these requirements. Example, in NYS we are required to capture a signature or document approval with the customer complaint to begin work on the vehicle before we touch it. We must record mileage when the vehicle enters the shop and when it is finished. We must state the warranty for each item and the terms and time limit for any guarantee on repair work. We have to collect a non taxable $2.50 waste tire management fee for every new tire sold. We have a state safety and emissions inspection that is varies in fee and is non taxable.

      By Junior, in Auto Repair Shop Management Help? Post Here!

      • 0 replies
      • 154 views
    • [BAD NEWS] Think Your Customers actually TRUST You?

      Yes, I was shocked - and you will be too! The most current report from AAA reveals critical information that YOU need to know. 
      Hope this helps!
      Matthew Lee
      "The Car Count Fixer"
      Grow your Car Count, Income and Profits!

      By JustTheBest, in Marketing, Advertising, & Promoting

        
      • 0 replies
      • 184 views
    • Article: Building a Marketing Plan Around Your Customers

      Roughly a month ago, I went to lunch with a good friend of mine. He works for the YMCA, so we discussed what the YMCA does to attract new members. A few years ago, my friend and his team realized that while they were good at attracting new members each year, they had little to no retention. It was a constant battle to bring in new members to fill the void of lost members. The YMCA realized that it’s easier and less expensive to keep existing members, than to go out and find new ones. They created a new marketing strategy with a focus on keeping existing members. The plan was simple: create an amazing experience for their members and offer new programs to these existing members. The plan worked. Member retention improved. What worked for the YMCA will also work for your business. Before you spend a dime on advertising, you need to understand one crucial component of your business; the customer experience. Without a great customer experience that gives your existing customers a compelling reason to return, you’re simply wasting your money on advertising. Advertising is often aimed at new-customer acquisition. There is nothing wrong with this. Every business loses clientele each year for a number of reasons, and we need to get our name out to our community about who we are and what we do in order to attract new consumers. But, to rely on new customer acquisition alone without a plan to keep existing customers is not a strategy for long-term, sustained growth. Every marketing plan starts with looking at your entire operation and how it relates to the customer experience. Are you doing all you can to create an amazing experience that builds solid relationships? If not, you will be in the same position the YMCA was: using advertising to fill the void of lost customers. While there are many aspects of the customer experience, let’s focus today on the four essential areas: The customer write-up, the sales process, the car delivery and the follow-up. Each of these touch points must be executed with one thing in mind: create an experience so amazing that the customer will have a compelling reason to return your shop again. Customer write-up starts the process. It’s where you begin the relationship or continue to preserve it. It must be performed as if you are welcoming a guest into your home. The sales process must communicate value and benefits to the customer. This gives the customer peace of mind, reduces anxiety and buyer’s remorse. The car delivery is your chance to leave a lasting positive impression of you and your company. It should not be a transaction, but instead the opportunity to resell the job, you and your company. The car delivery should not be rushed. Take the time to review the invoice, ask the customer if they have any questions. Let every customer know how important they are and how much you value his or her confidence and trust in you and your company. The follow-up continues the customer experience. This is where you reach out to the customer with a phone call, email, or thank-you card. It helps with customer retention by making another positive impression in the mind of the customer. Getting back to car delivery: Make sure you review all future service recommendations and let the customer know that they will receive a service reminder. But don’t rely on a postcard or email alone to bring back customers. Think about this: If you had a bad experience at a restaurant, no offer or ad is going to get you back there—only an amazing experience will. The same holds true for your business. By the way, an amazing customer experience is created by the people in your company. Sure, you need to have a clean, well kept facility with nice amenities. But it’s the people in your company that make the difference. Billion dollar stadiums don’t win championships—it’s the quality of the players on the field that win championships. Everyone in your company is part of your marketing plan. A simple smile and hello from a technician when a customer walks past the bays can do more for your business than any ad can. Let me leave you with this thought: Customers will not remember the mass airflow sensor you installed or the exhaust leak you repaired. But they will remember their experience. A positive experience is lasting in the mind of the consumer. It’s the most powerful marketing tool you have—and it’s virtually free.   This story was originally published by Joe Marconi in Ratchet+Wrench on September 1st, 2018
      View full article

      By Joe Marconi, in AutoShopOwner Articles

        
      • 0 replies
      • 91 views
    • Hi Y'all...from the Volunteer State!

      Hi, I just wanted to take a moment and introduce myself.  I am Natalie Spears from Savannah, Tennessee.  My husband, Tommy, and I have a goal to open an auto body shop in the future.  We are spending a lot of time researching EVERYTHING before we take that leap.  I hope to gain a lot of additional knowledge on the business end of things by joining a few forums and getting involved.  Currently, he is working out of our home garage which is not optimal, but is certainly better than nothing.  Like many of you, he was taking things apart and putting them back together before age 10.  He is unbelievably talented and has amazing skills with anything mechanical in nature.  I, on the other hand, will handle the business end of the company.  My background and current profession is bookkeeping so we hope this combination will lead to a successful business partnership.  I look forward to learning great things on here!

      By Natalie Spears, in New Member's Area

      • 7 replies
      • 557 views
    • This Weird Hack helps you get Customers to Say "YES" to your quotes!

      What if I could show you a weird hack that will help you get more customers to say "YES" to your quote. Interested? The best part is you can start to use this hack TODAY! Watch this short video: Don't forget to tell me what you liked most about this weird hack! I read every comment!

      Hope this helps!

      Matthew Lee
      "The Car Count Fixer"  

      By JustTheBest, in Marketing, Advertising, & Promoting

        
      • 0 replies
      • 305 views
  • AutoShopOwner Sponsors



×