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]
Labor rate from $115 to $150 car count down 1/3 revenue up 6%.
Going on the third month that we raised our rates. Our best customers have stayed, trouble nickle and dime customers seem to have disappeared. ARO from 380 to 628.
We now have a nice tool available to all premium and platinum members under the tools menu, where you can view labor rates entered by our members on an easy to use map, similar to our member map. This is designed to give you an idea of where you are vs the market in your area. As you zoom in, the circle averages open up to more specific areas.
If you aren't currently a subscribed premium or platinum member, you can upgrade here.
I have recently (about two years ago) gone into business for myself (no longer a dealer tech) and have actually not had to file any labor claims until this past month and it was quite a bit of a hassle.
I was wondering what your experience has been with what auto parts store has been the most user friendly and reasonable reimbursement process?
The places I have access to are:
Action Auto Parts
I don't want to say which of those I am frustrated with after this go round, because I am more interested in hearing your experiences rather than any defenses of a preferred brand. I am told that Advance and Napa supposedly offer full labor rate reimbursement, but I am not sure I believe this, there must be a catch. I don't expect a full labor rate reimbursement, I understand they are paying us for the costs of replacing the part and not to profit a second time, but I also believe it needs to be a fair valuation.
Thanks for any feedback!
By Joe Marconi
With Mother's day approaching soon, plan on a Mother's Day promotions. It could be an individual flower, like a rose, to all the Mom's a few days before Mother's day, or little boxes of candy. It does not have to be a big deal, just something that tells your customers you are thinking of them. So, think about a small promotion and trust me, it will be a hit.
Another marketing tip: Father's day is coming; so don't forget the dads!
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By Ron Ipach
Do you want the The HARDCORE TRUTH to Finding, Attracting, Hiring, And Keeping Top Techs?
Sign up (for free) here for access to my brand new mini series: http://bit.ly/find-techs.
Video One Coming Monday, 11/5...
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By Joe Marconi
Every shop needs a balance of technicians at every level. But one thing is for sure, every shop needs at least one superstar A level master technician. And if you don’t think you can afford someone at that level, please think again. An A level tech comes with benefits that other level techs can’t offer you.
Now, let’s be sure we are on the same page. My definition of a superstar Tech: An “experienced” tech with a complete set of tools including test equipment (some even have their own scanners), they are an ASE certified Master Tech, they can consistently produce more hours than they are actually at work, have a great attitude, are mentors to the younger techs and will tackle just about anything you throw at them.
Now, don’t get me wrong, we all need techs at all levels. And a solid B tech is also very valuable. But, when you are up against a problem, there is nothing better than a superstar tech to come to the rescue.
The only issue with a superstar tech? It’s not easy to find them. Another option: home grow your own.