Quantcast
Jump to content


MARKETING YOUR SHOPS FEATURES & BENEFITS WITH DIRECT MAIL


Recommended Posts

There’s an old adage in marketing: “features tell and benefits sell.” This is critical to keep in mind when you’re promoting your auto repair shop. If your prospective customers don’t understand the features your shop offers, how they’ll benefit from these features, and why they should consider your shop for their next repair or maintenance service, you may lose them to your competition.

The main constraint you’ll encounter when emphasizing benefits on your direct mail is usually space. There are a lot of important elements an effective direct mail advertisement should contain, all of which are fighting for valuable space. Furthermore, putting too much information on an ad can make it cluttered and hard to read, which could diminish your return. A great solution to this problem is to provide a clear, concise, and organized list of your shop’s features that can easily be scanned by your prospects.

Depending on the available space, there are two ways you can do this. If you have limited space, you can simply list your benefits out in a bulleted list. If you have extra space, you can list them out in conjunction with an icon to help illustrate the benefit and call additional attention to them.

Here’s a starting point to help you develop and build a list of your shop’s features and benefits.

Quality

-Are your technicians ASE certified?
-Do you offer a warranty on your work?
-Do you offer a 100% customer satisfaction guarantee?

Affordability

-Do you offer any financing options?

Comfort

-Do you offer any amenities in your waiting room?

Convenience

-Do you offer any type of shuttle service or loaner car service?
-Do you offer same day service on most repairs?
-Do you offer early drop-off and/or after-hours pick-up?
-Do you offer roadside assistance?
-Do you offer online appointment scheduling?

Trust

-Are all repairs approved by your customer before any work is done?

 

Pro Tip: Make sure you give your list of benefits a header. Something like: “Why Choose XYZ Auto” or “Our Benefits For You.” or “10 Reasons to Choose XYZ”

 

 

Josh Davis
Mail Shark
Executive Vice President of Sales
Direct: 484-948-1611
Email: [email protected]
www.themailshark.com/Auto-Direct-Mail

Link to comment
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
  • Similar Topics

    • By spencersauto
      What's your houlr labor rate and where are you located? We're currently at $95 in Texas
    • By ASOG Podcast
      Brian Walker of Shop Market Pros explaining what makes them different at the TOOLS Conference 2021.
    • By carmcapriotto
      Show Notes:
      Maryann Croce's "Life Happens" Download HERE Connect with the show:
      Aftermarket Radio Network
      Subscribe on YouTube
      Visit us on the Web
      Follow on Facebook
      Become an Insider
      Buy me a coffee
      Important Books
      Check out today's partner:

      Dorman gives people greater freedom to fix vehicles by constantly developing new repair solutions that put owners and technicians first. By always innovating, Dorman has led the way in growing the aftermarket. Here you will see a few examples of a Dorman OE Fix. An OE FIX is a Dorman repair solution you can’t get from the original equipment manufacturer. It means they found a situation where they believe the OEM wasn’t giving repair professionals what they wanted, so we fixed it. Everything Dorman does is centered around providing customer value, both in the quality of products, and the creativity of solutions. Our engineers and designers go out of their way to save repair technicians time and save vehicle owners money. Want to really go under the hood? Take the Dorman Virtual Tour at www.DormanProducts.com/Tour

      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Bob Cooper, Founder/President of Elite Worldwide Inc. A native Ohioan, Bob started his career as a technician in a struggling, Cleveland Ohio shop that he later purchased and build into one of the most successful shops in America. As a successful shop owner and experienced drag racer, in Cleveland, he started a second business and began doing performance driveline work for many of the nation’s top fuel racers. It wasn’t long after he and his family sold their Cleveland home and businesses, loaded up their race car, and moved to southern California where he developed shops that gained national recognition.
      Having a passion to help other shop owners, in 1990 he founded Elite; the industry leader in helping shop owners build more profitable, successful businesses, that allow them to reach their personal goals, and elevate the industry at the same time. Bob was one of the first to predict the dealership's plan to target the service business, he predicted the trend toward maintenance, the explosive growth in remanufactured components, and the trend in leasing. He is also the creator of the most commonly used sales procedures used by the top service advisors in America.
      He has been nominated for entry into “Who’s Who in American Business”, he is a member of the prestigious National Speakers Association, he is recognized as one of the nation’s leading authorities on both personal and career success, and he is committed to the principle of never putting money ahead of people. In addition to speaking at many of the major industry events, he has spoken worldwide to many Fortune 500 companies, private banking groups, universities and the United States Army.
      Listen to Bob's other episodes HERE
      Key Talking Points
      Why we all need to have clearly defined goals- establish your goals for the next year. Only 3% have defined goals. People that have goals are happier, healthier, and live longer lives. They earn on average twice the income vs the people who don’t have goals. Most people don't know what they don't know- 97% of people talk about their day-to-day lives and don’t talk about goals. People also don’t know how to set goals, fear of failure and fear of rejection.  We are born with 2 genetic fears- falling and fear of loud noises, all other fears are developed fears. Many are faced with a fear of public speaking, which is a developed fear as well.   Was the day successful or not successful with reaching goals Short-term goals are not used for economic gain- the purpose is to change the behavior of people. Make yourself wonder what you could do differently to reach the goal next time. Short-term goals should be daily goals. In order for short-term goals to effectively influence behavior, they only need to be reached 51% of the time. Monthly goals- the problem is you’re only rewarded for hitting that goal once every 30 days. You also risk slowing down if reaching the goal early or giving up if not close to hitting goal.  Increasing sales 15% - set daily sale goals and daily car count goals, always make sure they are tracked in descending not ascending way. If your goal is $5,000 for the day and you sell $1,500, draw a line through $5,000 and rewrite $3,500. It is a new adjusted goal. Goals should always be in front of you instead of what you’ve accomplished.  Write your core beliefs, what are the things that are most important to you? 8-10 core beliefs. Look at it 2-3 days later and constantly work on it for the next month. You cant set effective goals if you don’t first know who you are as a person. Share your goals with a spouse/someone who fully supports you, find the common goals together. “Give up goals” can be shared with everyone.   Hiring employees is like getting married. Getting married is easy, staying married is hard. Don’t let your employee “fall out of love” with what they are doing. Don’t be afraid to set breathtaking goals, realistic goals for short-term and mid-term goals. Long-term goals should be life-changing/inspiring. “Given the difference in creativity and intelligence, I will always opt for creativity. Because anything mankind can imagine, mankind can create.” Albert Einstein Goal Setting Checklist found HERE  
      Connect with the show:
      Aftermarket Radio Network
      Subscribe on YouTube
      Visit us on the Web
      Follow on Facebook
      Become an Insider
      Buy me a coffee
      Important Books
      Check out today's partner:
      The NAPA Smart Sign, previously known as Digital Menu Board, gives your shop a professional, state-of-the-art look and feel. It’s a great way to educate and inform your customers about needed repairs and service, plus increase awareness of your current promotions. NAPA AutoCare Center that have installed a Digital Menu Board found one out of five consumers ask for a repair or service they’ve seen on the board. Targeted promotions resulted in double-digit increases. You choose the content from a library of auto care service and repair topics. The latest NAPA national promotions are downloaded to you automatically. And with the Digital Menu Board it’s easy to change your services, prices, and video content anytime you’d like. Talk to your servicing NAPA store to find out more.

      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Show Notes:
      Requires 40 hours of training a year from his techs, service advisors, and owners Bill provides private training that brings his classes to 6 students to one trainer The power of networking The team is picking their classes and they are getting ready to split the group to provide advanced classes. Their techs average tenure is 8 years. Bill believes they stay because of the training they can’t get anywhere else. Their training program is a long-term commitment. Works with other shops in the area to spread the cost Pays a bonus each December based on the actual number of hours trained. A make your own Christmas bonus. Keeps a resume on all training completed Displays a picture goal board for every team member Paperless operation A welcome board in the lobby with all customers who are coming in that day  Key tags provide status to technicians 17 bays - 5 Technicians Green - Yellow - Red Light signifies the progress of workflow in the shop Eight loaner cars Connect with the show:
      Aftermarket Radio Network
      Subscribe on YouTube
      Visit us on the Web
      Follow on Facebook
      Become an Insider
      Buy me a coffee
      Important Books
      Check out today's partner:

      Dorman gives people greater freedom to fix vehicles by constantly developing new repair solutions that put owners and technicians first. By always innovating, Dorman has led the way in growing the aftermarket. Here you will see a few examples of a Dorman OE Fix. An OE FIX is a Dorman repair solution you can’t get from the original equipment manufacturer. It means they found a situation where they believe the OEM wasn’t giving repair professionals what they wanted, so we fixed it. Everything Dorman does is centered around providing customer value, both in the quality of products, and the creativity of solutions. Our engineers and designers go out of their way to save repair technicians time and save vehicle owners money. Want to really go under the hood? Take the Dorman Virtual Tour at www.DormanProducts.com/Tour

      Click to go to the Podcast on Remarkable Results Radio


  • Similar Tagged Content

    • By Joe Marconi
      This topic has been addressed before, but it's timeless in its importance.
      Doctors, dentists, nail spas, hair dressers, pet groomers, boiler service companies,  and chimney cleaning service companies all have one thing in common. They all book the next visit or service. 
      Want to increase future sales and smooth out the highs and lows in your schedule?  Then remind each customer at care delivery of their next Oil Service and any other services that are coming due soon.  Put the customer's visit in your calendar and have a process that reaches out to them when their visit is due. 
      REMEMBER: Every vehicle in your shop TODAY will need future services. The question is: Are they returning to you?  
       
    • By Joe Marconi
      Do customers really have clear expectations when they arrive at your shop?  Think about it.  Who is responsible for setting clear expectations?  Consumers may have a preconceived idea about what to expect, but when it comes down to what or who sets the expectation, it's the shop's responsibility. 
      Great customer service is created by the shop and its people. The consumer will judge that experience, but they don't create it, you do. 
      We may think that the consumer will tell us what they expect from us.  I think it's the opposite. 
      Henry Ford once said: “If I had asked people what they wanted, they would have said faster horses.”
       
       
    • By Joe Marconi
      Here's a tip I preach at the Elite Fly with the Eagles Marketing course:
      Study your competition in your local area, know everything about, learn what they do in your community, learn about their advertising strategy and marketing strategy, find what their strengths are, and find out what they do special for their customers. 
      Ok...once that is done, here is what you do: Ready?  Don't do anything that your competition does! 
      That's right, in order to stand out, be different. Don't mimic what your completion does. Tell YOUR story and build a marketing and advertising strategy based on what YOU do that the competition does NOT do. 
      For example, If you are active in youth sports, then make that your community story. Promote that everywhere.  
      Remember, to stand out you need tell the world what makes you different. 
       
       
    • By Joe Marconi
      The common buzz in business is to market to new, potential customers. This is a smart strategy given that every business losses customers each year, and we need to replace those lost customers.
      However, we also need a marketing plan that takes care of our existing customers.  It is cheaper and easier to retain your customers, than to market for new ones.
      What strategies do you employ to retain your existing customers?
    • By CAR_AutoReports
      The best advertising comes in the form of referrals, which are usually free but don’t happen overnight.
      Advertising is perhaps the most confusing part of owning any business, not just an auto repair business. Advertising is, to take your marketing materials and broadcast them in mediums where you anticipate your target audience. The internet has drastically changed advertising as most understand it. We used to think of advertising as the “yellow pages” and newspapers. However today, the yellow pages comes in many different forms these days. All of which promise you the world and few of which will deliver.
      We recommend taking a broad approach to advertising to test what will draw in the most amount of new business to you. When thinking about how to advertise for your business, below are some suggestions to consider. First, establish a yearly/monthly budget, then to execute a plan. The most important part of your plan is to follow through on asking your new customers how they found you, that way you know what advertising is working.
      Our advertising model assumes you have a few things in place, as we also discussed in Part 2: website with contact module, Google Business Page, and a Facebook Business Page.
      We are firm believers that Google’s vast grasp on search is what makes it the king of advertising for now. Most people start their searches on Google, and if you’re not on Google maps and your website hasn’t been crawled by Google… you may not exist. We can argue this until the cows come home, but the truth is they hold a grasp on nearly 80% of all search in the US. Picture 10 people searching for “auto repair in my town”, nearly 8 of them are using Google. It’s much easier and fruitful to advertise to 8 out of 10 than 2 out of 10.
      We are going to assume you have a $250 budget, the starter plan would be something like this:
      Google Business Page – Free Facebook Business Page - Free Adwords Campaign through your Google Business Administration Page – Budget Dependent - $100 per month recommended Local Paper Advertising – Prices Vary – Assuming $100 per month This leaves you with $50 left over. Personally, we recommend a service called Yext, however we are unsure of their price these days as they have gone into a "Demo mode". This means  they likely introduce you to the price after you’ve demo’d their product. For a one location auto repair business, we believe their estimated price may be over $600 a year, which kind of busts the budget a bit. But once you see how much time their platform can save you… you may reconsider.
      Yext does a few great things that stand out:
      They broadcast your correct business information to well over 100 directory systems, including Google and Facebook. They also allow you to make business updates from their platform and broadcast it to all the directories in the network. They manage your inbound reviews from your customers on all those platforms and immediately inform you when you receive them. They allow you to broadcast messages of specials you may want to promote. They link your business website from 100 different directories, instantly giving your business credibility online. The most underrated thing they do… is save you time from trying to log into 100 different directories and fix errors, omissions, and broadcast them all at the push of a button. Can you imagine the time it takes to create 100 different accounts and to regularly check and manage them? We did, so we tested Yext at our founder’s facility and have been a subscriber for well over 5 years now. This article originally published in CAR's News Section

      View full article
  • Our Sponsors



×
×
  • Create New...