By Mail Shark
In today’s hustle and bustle world, consumers want to work with companies that make doing business easy & convenient.
If your auto repair shop offers online appointment scheduling, you most certainly want to include content that conveys that message on your direct mail and other marketing. It can help position you as the local repair shop that makes doing business easy by giving customers another convenient way to schedule their repair or maintenance services.
As a standard, I suggest my clients add the following verbiage or a variation of, positioned above their phone number and website
“Call Today or Conveniently Schedule Online”
In addition, I recommend utilizing a QR code, that when scanned takes your customers directly to your online appointment scheduling web page. Customers that are apt to schedule their appointments online will no doubt appreciate the convenience, making it even easier for them to book their appointment from their smart phones or tablet by simply scanning your QR code as opposed to having to type out a long URL such as:
Attached is an example showing one side of a 5.5x10.5 Direct Mail Postcard:
Now, I know what many of you may be thinking, “Do people still use QR Codes?” I’m not using my psychic abilities; I’ve simply been asked countless times by auto repair shop owners. Many shop owners seem to think QR codes are a thing of the past, however, this couldn’t be further from the truth.
The QR code market is on a steep rise. According to Juniper Research, by 2022, 5.3 billion QR code coupons will be redeemed by smartphones and 1 billion smartphones will access QR codes.
In my opinion there is no reason you should not be using this technology. Utilizing a QR code can’t have any negative affect on your business and there is only upside potential to add more convenience and make your shop easier to schedule an appointment with.
A few final thoughts:
It’s important to note, after creating countless QR codes for auto repair shops, I have noticed that when clicking on the online appointment scheduling link on many shop websites, it does not take you to a different URL when accessing the online appointment page. Instead, it keeps you on the same page you are on with an online appointment scheduling pop up. If this is the case on your shop’s website, you will not be able to link a QR code direct to your specific online appointment scheduling page. You can still utilize it to drive your prospects to your website and then from there they will have to navigate to this page as compared to them scanning the QR code and landing directly on your online scheduling page.
If your shop doesn’t offer online appointment scheduling, you can still utilize QR Codes for many different things. Below is a short list to give you some ideas of what QR codes can easily link your customers to.
· Any Website URL
· Google Maps Location
· YouTube Video
· Contact Details
· Image File
· Etc. etc.
Finally, we have some PRO Tips to help you get the most out of the use of your QR code.
PRO Tip #1: Basic QR codes should be FREE from your direct mail partner and many QR code services give you the ability to create a special QR codes that allow you to track the number of times your QR code is scanned. You can then test the use of your QR code and have transparency as to whether your QR code is being scanned by consumers.
PRO Tip #2: Never Use a QR Code without labeling it with what its purpose is. You will most likely get zero scans or far less using a QR code without a label.
PRO Tip #3: I don’t recommend using more than one QR code on your direct mail marketing piece. Use the link you feel customers will find the most convenience in and stick with a that one.
PRO Tip #4: You can also create custom QR code images to further enhance the appeal of your QR code. This is typically with paid QR code services. Attached is an example of how Mail Shark created a custom QR code to make it seamless for our prospective auto repair shop clients to get a quote and samples.
Executive Vice President of Sales
Email: [email protected]
IRVINE, Calif., Sept. 30, 2019 /PRNewswire/ -- Kelley Blue Book announces its new Auto Repair Guide experience, addressing both consumer and automotive industry needs for a principal source of trustworthy recommendations related to servicing and maintaining a vehicle. The all-new experience on KBB.com guides consumers through three primary service categories: Recalls, Maintenance and Repairs. KBB.com is also including the ability to allow consumers to schedule service online through the Featured Auto Repair Center, a pilot with its sister company, Xtime.
To point consumers in the right direction, the Auto Repair Guide on KBB.com helps car owners answer their top service and repair questions: What do I need to get done? When should I get it done? Where should I get it done? How much should it cost? With this new experience, Kelley Blue Book serves as a trusted advisor that connects consumers and service departments.
Kelley Blue Book's all-new Auto Repair Guide includes:
Information on recalls, maintenance and repair work
A Fair Repair Range estimator—similar to the Kelley Blue Book Price Advisor tool—to guide consumers on service and repair price ranges, based on average dealer service pricing
The ability to schedule service appointments with local dealerships directly on KBB.com through the Featured Auto Repair Center
Kelley Blue Book, backed by more than 90 years of experience and the most trusted third-party automotive brand,1 enables both consumers and dealers to remain on the same page for pricing and now, in the service lanes with its integration with Xtime, the leading integrated software platform for retail automotive service departments.
"Car shoppers have long trusted Kelley Blue Book to provide them with vehicle values, new-car information and more," said Jim Roche, vice president at Cox Automotive. "With this new auto repair feature on KBB.com, now they can rely on Kelley Blue Book throughout the ownership experience for guidance on service and repair costs, all while experiencing the same trust and transparency they've come to expect from the brand."
Consumers have negative perceptions about getting their vehicle serviced at dealerships, citing unreasonable total cost, overcharging, and labor or parts charges among top reasons for not using their dealership service department2. In reality, common maintenance and services provided by dealerships are on par from a pricing standpoint with independent offerings3. Kelley Blue Book's new Auto Repair Guide also makes service appointment scheduling easier for both consumers and dealers. Car owners can see the Fair Repair Range, select a service provider, and book service without leaving the site. Meanwhile, the Featured Auto Repair Center can connect dealers with engaged car owners, increasing consumer trust and confidence by validating their service pricing within the Kelley Blue Book Fair Repair Range.
"The complexities of how to maintain and repair a vehicle, as well as understanding the associated costs, are a major pain point for most consumers," said Tully Williams, fixed operations director of The Niello Company in Sacramento, California. "Not only has our dealership increased service cost transparency and communication with our customers, but they also have an increased sense of trust from knowing they are being fairly charged for every service visit."
To learn more about Kelley Blue Book Auto Repair Guide visit https://www.kbb.com/auto-repair, https://www.kbb.com/car-maintenance-service and https://www.kbb.com/ownership/recalls.
For more information and news from Kelley Blue Book's KBB.com, visit www.kbb.com/media/, follow us on Twitter at www.twitter.com/kelleybluebook (or @kelleybluebook), like our page on Facebook at www.facebook.com/kbb, and follow us on Instagram at https://www.instagram.com/kbb_com/ (or @kbb_com).
About Kelley Blue Book (www.kbb.com)
Founded in 1926, Kelley Blue Book, The Trusted Resource®, is the vehicle valuation and information source trusted and relied upon by both consumers and the automotive industry. Each week the company provides market-reflective values on its top-rated website KBB.com, including its famous Blue Book® Trade-In Values and Kelley Blue Book® Price Advisor tool, which provides a range for what consumers can reasonably expect to pay for a vehicle in their area. Car owners looking to sell immediately can also get a redeemable, transaction-ready offer with Kelley Blue BookSM Instant Cash Offer. The company also provides vehicle pricing and values through various products and services available to car dealers, auto manufacturers, finance and insurance companies, and governmental agencies. Kelley Blue Book is a Cox Automotive brand.
About Cox Automotive
Cox Automotive Inc. makes buying, selling, owning and using cars easier for everyone. The global company's 34,000-plus team members and family of brands, including Autotrader®, Clutch Technologies, Dealer.com®, Dealertrack®, Kelley Blue Book®, Manheim®, NextGear Capital®, VinSolutions®, vAuto® and Xtime®, are passionate about helping millions of car shoppers, 40,000 auto dealer clients across five continents and many others throughout the automotive industry thrive for generations to come. Cox Automotive is a subsidiary of Cox Enterprises Inc., a privately-owned, Atlanta-based company with revenues exceeding $20 billion. coxautoinc.com
2018 Cox Automotive Car Buyer Journey Cox Automotive Service Industry Study 2018 Cox Automotive Service Industry Study 2018 SOURCE Kelley Blue Book
By Mail Shark
It’s critical that you understand the pain points of your targeted prospects in relation to the products and services you offer in order to be able to strategically choose the marketing content that will be most compelling for them. This will enable your client to react and consider you for their next repair or maintenance service.
For example, in a 2017 Survey from AAA, the findings show that one-third of drivers in the US could not afford a repair bill that was unexpected. 33.33% is a pretty significant number of vehicle owners that have tight budgets.
With that in mind, if you offer any type of financing options for repairs, it’s important that your marketing message contains content that informs your prospects that you have options. These options will help them get financing for their repairs or maintenance and get them back on the road fast.
Depending upon how much content and space you have available on your marketing, there are a few different ways to promote your financing.
Below are a few ideas to promote financing options on your direct mail marketing.
1. Create a burst or some other type of call out that promotes your financing option.
2. If you are listing other benefits your shop offers, you can include financing info here.
· Financing Options Available
· Quick & Easy Financing Available
· NO Credit Check Financing
3. Utilize your financing company’s info, logo, etc. to create a larger impact.
Below is an example of a new project that just came by my desk demonstrating one of the many ways to promote your shop's financing. This example shows one side of a Jumbo 8.5x10.5 postcard.
Included is a bullet point calling out “Quick & Easy Financing Options” under the: Why Choose Auto Clinic? section. Since this is a critical message, we placed it first in our bulleted list based on the Primacy/Recency Effect, in order to drive home to the consumer . In other words, people tend to recall information provided at the beginning of a list (Primacy), and end of a list(Recency) better than information presented in the middle of the list.
We then reinforced this with another message addressing their customers' potential problem: “Unexpected Repair”, & our Solution “Fix it Today! $0 Down”. In addition, we incorporated the EASYPAY FINANCE branding.
Finally, knowing that 33% of drivers may be struggling financially is also a compelling reason to have a strategic coupon offering. Giving prospects the ability to save on repairs, in conjunction with providing them financing options, can help position you as the best option for their repairs.
Executive Vice President of Sales
Email: [email protected]
By Nevil Jay
I'm currently looking into a business acquisition. It's a wheel repair shop based in South California. I have questions in terms of profitability and also, the expenses involved within the business.
I have profit and loss statements of the business. They currently operate 24/7 and have 30-35 employees. I am looking for someone who has experience in this sector that may be able to give me some unbiased advice. I also wanted to somehow come up with a valuation of the business. It operates out of a leased building, but consistently profits the owner a large amount of money. Who should I look for to verify these numbers? Will any CPA be able to understand?
Thanks in advance,
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By Joe Marconi
If there is one thing that doctors and dentists do very well, it's that they book the next appointment for their clientele. I have heard every excuse possible why many auto repair shops don’t do this. But the fact remains that everyone in your shop today will need future service and repairs. And the question is, “Are they coming back to you.”
Another reason for booking the next appointment is that there are times when not all the recommended services were done today. Some were postponed due to budget and prioritizing what’s most important. So, before that customer leaves, make sure the customer commits to a future date to have the work done. After all, why did you recommend it in the first place?
Car delivery is the time to review all the work done today, continue to build the relationship and to inform your customers of upcoming work and services. But don’t leave it to chance that the customer will remember. Be proactive, discuss future dates and put those dates in your calendar.
Lastly, call customers a few days before the appointment as a reminder. If the appointment has to be moved, then move it.
By Joe Marconi
In my opinion, competition is actually good for the industry, and good for your repair shop too. It keeps us focused and forces us to maintain pace with other repair shops. It drives us to take a look at our own business to see where and how we can make improvements.
Don't worry about the competition. And never compete on your competition's features. Find what sets you apart; your differentiation factor. Deliver world class service and promote your culture to your employees.
So, how do we handle the competition? Learn from them, but don't copy them. Become the best you can be. Promote a culture of customer caring with your employees. The rest will take care of itself.
By Joe Marconi
We sell service, not products. Yes, we sell water pumps, brake pads and air filters. And yes, those are products. But it’s the service we sell, the customer experience, which lives on well beyond the customer leaves your shop.
Think of it this way; when you buy a watch, or a new cell phone, the experience of what you purchase continues after the sale. When we replace a customer’s water pump or air filter, there is very little about those items that lives on beyond the sale.
But, what does live on is the customer experience. The better the experience, the more likely the customer will return to you. So focus on the customer experience, not the products you install.
By Joe Marconi
Here's a tip I have posted before, but it's worth repeating.
One job that goes unnoticed most of the year is the job of the part's driver. You get part deliveries all day long, every day, all year long. Many times, these part's drivers take all the abuse due to wrong parts, the parts took too long to be delivered, on and on and on. Those drivers may not say anything, but they take it to heart.
So, here's what you are going to do. Buy small gifts, such as small boxes of candy or chocolate. Nothing expensive. During the holidays, give all the drivers one of these small gifts and say "Thank you, I appreciated what you do."
Two things will happen. First, the driver will be stunned and will not know what to say, and they will be very thankful that you thought of them.
The second thing that will happen is this: The very next time those part drivers have three delivers to make at three different shops, what shop do you think they will want to go to first? Yes...Yours!
By Joe Marconi
As shop owners, we sometimes feel that we need to answer every question and handle every situation. While you need to be proficient as a business owner, you also need your employees to think for themselves.
Empower your people to solve problem. Ask them for their opinions and don’t be too quick to jump in on every situation. The more you jump in and solve their problems, the more they will rely on you. This is not to say you don’t have their back; but a team functions best when everyone takes ownership of their position and takes responsibility to take care of problems.
Will employees make mistakes? Yes. But there isn’t a shop owner on this planet that has a perfect record at making decisions. We all make mistakes.
As a shop owner; teach, mentor and coach. Include your employees in on decisions that relate to their job position. When employees feel you trust them, they will begin to solve their own problems. This will set you free to work on the things that will bring you greater success.