Quantcast
Jump to content


Auto Repair Shops - It's Critical To Market Your Finance Options


Recommended Posts

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. 
 

Example.png

 

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.

 

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

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
  • Similar Topics

    • By carmcapriotto
      Your weekly broadcast production with wisdom shared by our guest host and a virtual shop tour. There is a trivia challenge. 
      Guest host, G Jerry Truglia from TST. G Jerry's previous episodes HERE Virtual Shop Tour at Dorman Products. Dorman previous episodes HERE Trivia Challenge: Which Car Was Labeled "The Worst Car in History"?  

      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
      Matt Fanslow is the diagnostic tech/shop manager at Riverside Automotive in Red Wing, MN. His primary responsibilities are to diagnose driveability and electrical/electronic issues, and perform most all programming, coding, initializing, adoptions, etc. Basically, if it needs to be figured out or has wires, it goes to Matt. He’s been a tech since 1996. Matt is also a subject matter expert for ASE and has instructed at Vision Hi-Tech Training and Expo. Matt has participated on 18 ASE technical committees for the ASE Practice Test, A6, A7, A8, and L1 tests. He’s also done case studies for Standard Motor Products. Fanslow’s goal is to do everything in his power to improve the overall level of professionalism within the automotive and light truck repair trade and also raise the level of its public image. Matt Fanslow’s Previous Episodes HERE.
      Key Talking Points
      Competent technician shortage Biggest issues within shops- communication and remembering everything as things change Commute back and forth to work- have time to think about your day. Be honest and critical. When you’re entry-level there may be more negatives than positives, don’t beat yourself up about it. Unpack it step by step. Were you on your phone too much? Did you have unnecessary motions?   Keeping journal/diary/google docs- while at work jot down some bullet points and when you’re at home expand each one. Helps with great with memory and learning. If using an electronic journal you can search it as time goes on. As you accumulate entries over time, go back and read what you wrote and see firsthand the progress you’ve made. Brings value to yourself and employer. Confidence through competency. Steer the direction of feelings of anxiety and being overwhelmed with new information. Use anxiety to push yourself forward.   Future journal/diary you write in every month or every few months. Where do you want to be? How will you get there? Be a specialty tech or diagnostic tech etc. Build a path and map out weak areas to focus on.  Everyone learns differently- write down your take on processes that helps you learn and remember  The way your brain works is malleable- rewire it with how you learn best What is memory? To learn from mistakes and not doing them again. Our memory has changed as technology has advanced. We no longer memorize information like we used to with the ease of the internet search engines. Remembering phone numbers is a skill of the past.  Scientific proof and studies- Journal of Applied Psychology and National Academy of Sciences.  Jorge Menchu- Episodes 180 and 241  
       
      Thanks to Matt Fanslow for his contribution to the aftermarket’s premier podcast. Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP’s HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show:
      Facebook   Twitter   Linked In   Email
      Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.
      Buy me a coffee
      This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve.  The Virtual AAPEX Experience 2020 is in the record books. Virtual AAPEX lived up to presenting leading-technical and business management training from some of the industry’s best and brightest. Now set your sights on the homecoming in Las Vegas in 2021. Mark your calendar now … November 2-4, 2021, AAPEX // Now more than ever.

      This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm

      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Justin Barrett is the owner and operator of Barrett Automotive, Cornelia, GA. He is excited about the future of this industry with autonomous vehicles and the role the independent repair shop will play in that arena, and with the changing landscape how we are going to have to be nimble and adapt to stay relevant.
      Leadership is something that is extremely challenging to him but rewarding when done right. He had some leadership failures and wins which are adding to his growth in that area. His biggest challenge right now is the same thing that he is working on and that is building a great team. In the last 18 months, he had gone from leading himself and one other to leading 6 and still adding to keep up with growth.  Find out more about Justin’s episodes HERE.
       
       
      Barrett Automotive Website HERE.
      Key Talking Points
      Justin’s toolbox has been at the business for 11 years, since the beginning- wants to be able to bring it home and work on the business instead of in the business 2 weeks of working in bays to catch everyone up turned into 6 weeks Saw production gaps between some of the technicians- was able to work side by side and teach younger technicians how he plans his work and gets it done. See if you can combine work orders. Realized the need for more SOP’s for the shop to follow for both in the bays and in the office  Downside- losing focus on business Had technician from dealership lined up to come work in business to replace his spot- technician ultimately decided to stay at the dealership. When the technician told Justin he was staying, Justin left things on very good terms to keep an open door for possible future. A customer came in for his BMW evacuate the refrigerant so he could replace the compressor- was back in the shop within an hour and a half time. Justin and the service advisor were impressed and asked about his experience. He loves working on cars but never worked in a professional setting. Gave him an application and is currently working in the shop on a trial basis. Considering implementing an apprentice program for him.  
      Thanks to Justin Barrett for his contribution to the aftermarket’s premier podcast. Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP’s HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show:
      Facebook   Twitter   Linked In   Email
      Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.
      Buy me a coffee
      This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve.  The Virtual AAPEX Experience 2020 is in the record books. Virtual AAPEX lived up to presenting leading-technical and business management training from some of the industry’s best and brightest. Now set your sights on the homecoming in Las Vegas in 2021. Mark your calendar now … November 2-4, 2021, AAPEX // Now more than ever.

      This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm

      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Craig Caudill, Manager at Fine Tuned Automotive Erie, CO
      Key Talking Points
      Lean- eliminating waste in processes. Waste is anything that doesn't add value to the customer’s experience 7 wastes in lean- motion, inventory, waiting, defects, overproduction, transportation, over-processing Motion- excessive motion techs/advisors being away from the work station. Using instant messaging on the shop management system for instant streamline communication Inventory- excessive inventory isn't bringing value to customers. Has to turn over so it's not wasted money Waiting- technicians input in system precisely parts needed and update lead time in the management system Defects- categorize comebacks Overproduction- doing more than what customer requested Transportation- the movement of vehicles in the shop. Accurate diagnosis first time and identify every issue Over-processing- don't develop processes that are overly complex. Simplify everything to key elements. Don’t overthink or over the process. 5 S event- sort (take out everything you have and see if it's necessary to keep) set and order (essential items are identified and set in order. Tape off areas where items go and have a picture of how that area is supposed to look) shine (after everything is in its place then you clean) standardized (building processes and SOP’s) sustain People don't want to be questioning what they should do- build a structured culture Parts are labeled specific to parts suppliers Improving profitability- waste is time and money. Customers are willing to pay for the value you offer them How to start? Don’t be intimidated. Do research on 5 S and start seeing benefits. Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP’s HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show:
      Facebook   Twitter   Linked In   Email
      Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.
      Buy me a coffee

      Are you seeing auto shops in your area get hundreds of 5-star Google reviews and are you feeling left behind because your shop only has a few?
      Hey look, Broadly is your answer to getting more online reviews. With more reviews, your business will rank higher in search results — and that means more customers coming into your shop every day.
      Broadly helps you automatically request reviews so that your customers can promote your business with just one click.
      When you immediately ask for a review after service, when the experience is still fresh in their mind, // you’re more likely to get a 5-star positive review.
      Plus, asking for feedback makes your customer feel valued and more connected to your business. Isn’t that what you want a connected customer? See how Broadly can help grow your auto shop.  Visit www.getbroadly.com/carm to learn more.
      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Stephane Grabina, BMW Excluservice, Rockville, MD, and Scott Pelava, Lonsdale Auto Works, Lonsdale, MN share the reasons they keep their floors clean. They use a commercial floor scrubber. Learn how and why these two successful shop owners have invested in keeping their shop floors clean.
       
       
       
      Comment from Kevin Eckler:
      Great episode and I loved the promoting of a clean shop. We picked up two 5-year-old floor scrubbers and a floor burnisher made by minute man that retails for almost $10000 apiece through an auction where a local school was updating their equipment. We paid less than $300 per machine and the only expense that we had was to install new batteries. They all work absolutely fantastic and it was a great deal. The toughest thing was finding a place to store them but they get used very frequently and the floors are significantly cleaner than the shop feels brighter and the guys have a better attitude because of it.
      Things to consider when purchasing a floor scrubber Is to find out the proper kind of soap to use to clean your floors and what to do with the wastewater when you are done so that you are not polluting when you dispatch the dirty water. Certain soaps break down the oil too fine to be caught in an oil-water separator and oftentimes there is a large amount of sediment that collects into the machine when you are done. Emptying the machine into a smaller holding tank to separate off the settlement and the oil and then dispensing the water from there helps to not unknowingly polluted the local water sources and get yourself in legal trouble. Just something to consider. ~Kevin
      Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP’s HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show:
      Facebook   Twitter   Linked In   Email
      Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.
      Buy me a coffee
      Are you seeing auto shops in your area get hundreds of 5-star Google reviews and are you feeling left behind because your shop only has a few?
      Hey look, Broadly is your answer to getting more online reviews. With more reviews, your business will rank higher in search results — and that means more customers coming into your shop every day.
      Broadly helps you automatically request reviews so that your customers can promote your business with just one click.
      When you immediately ask for a review after service, when the experience is still fresh in their mind, // you’re more likely to get a 5-star positive review.
      Plus, asking for feedback makes your customer feel valued and more connected to your business. Isn’t that what you want a connected customer? See how Broadly can help grow your auto shop.  Visit www.getbroadly.com/carm to learn more.
      Click to go to the Podcast on Remarkable Results Radio


  • Our Sponsors



×
×
  • Create New...