Jump to content

Flash Sale + Social Proof

Flash Sale + Social Proof

Flash Sale + Social Proof

Keep Your Auto Repair Customers Coming Back

Recommended Posts

Good times, bad times, auto repair business ups and downs. Profit gains and money loss in a merry-sales-go-round. Oh yeah! Finding new customers is not always easy, and you can suffer for it during those times when it's not.


You can keep putting out the deals in expensive advertising, but when that fails does that mean you go broke? Absolutely not!




Not if you have already built up a customer base, and have provided those customers with good auto repair service and good products. What you have built up by doing this is your company's number one asset.


Do you know how much that asset is worth? Do you know the lifetime value of your customers? That is how much a customer spends a year on average with you, times the number of years they stay a customer, times the number of customers you have.


It can add up to a lot, if you are doing things in the right way.


Do you have marketing geared toward your current customers?

Do you take the trouble to find out things they specifically and generally like and dislike? Do you ask what you might do to serve them better? Do you publicize a solid guarantee and honor it?


With the right customer service you can keep your customers for LIFE!


Find out information about your customers. Keep a list of their names and addresses so you can keep in constant communication with them by sending a heads-up on deals, new stock, and anything that would make them feel special. Postcards are perfect for doing that. Even get their month and day of birth so you can send them birthday cards giving them their own special discount on anything they want.


Give away things to your customers. Make promotional items freely available like pens, pencils, pocket planners, calendars, calculators, key-chains, mugs, you name it. All those things will have your business name, address, and phone number on them. Sending something like that to them in the mail would even give it more value in your customer's eyes. The more useful the item, the more you will be in the customers sight and mind. That is a good thing!


If you have a clothing store, get to know your customer's sizes. As soon as they walk in the door, greet them by name and say you have saved something for them that you know will look great on them. Then pick the newest most expensive piece of clothing to show them. Say that they simply must try it on, and while they will be in the changing room anyway, fix them up with everything to go with it for trying on as well. You will collect sales for more items once they see how good they look in them. Throw them over the edge by giving them a break in price if they get the entire outfit with accessories.


If you do not have a clothing store, find a way to get samples of what you do have to your customers that they can try. Get them to use something on a trial basis. Once you do that, their ownership of it is practically assured! Once someone is in possession of something, giving it up creates the painful emotion of loss.


A happy customer is a loyal customer. Loyalty comes by your customers knowing you care about them, are actively educating them in the things they are interested in, and knowing you will continuously be able to meet their needs in the best way for them.


The customer is always right in that they know what they want. You are always on top of it by presenting what you have as not only something they want, but something they've got to have. And not just something they themselves got to have. Maybe they have a husband, wife, or children. Compel your customer to treat the family too.


Here is something to jump on. Perhaps your customer is a business owner. Get that person to send the customers for their business over to your business. Beyond word of mouth referral, they can do that by giving coupons good for things in your store, or maybe you can get permission to put a raffle box in their store that gives prizes given by your store. You can either pay them to do it or return the favor. There can be many ways to help each other in cooperation, even paying each other commissions, and also bundling your two company's products and services together at favorable prices for customers. You will find that such arrangements, called Joint Venture Partnering, can be very lucrative as it quickly builds your customer base.


It pays to know your customer, and to know how to supplement and expand your products and services with things like go-along additions, deluxe automatic maintenance service, special package deals, premium upgrades, complimentary products, etc. Think of anything you can.


Give your customer something to put in their purse or wallet, something that equals money to them. A discount card that gives discounts on purchases, or a buyers card that gives rewards after a determined amount of purchases accumulated from multiple visits are two examples. The surest way to get your customer to spend more with you is getting them a charge card. Your own store credit card in your customer's possession is guaranteed to spike sales.


You will have a solid relationship with the customers you have already gotten, and through that relationship, your business will evolve!


This gives lifetime value of a customer a whole other meaning. You are finding ways to improve yourself and your business. Take periodic customer surveys. That way the customer is giving intellectual input as well as money into your business, and if you are innovative enough to make use of them, the customer will more than likely also be giving you new customers by recommending you to their friends.


Other things you can do: offer your customers incentives for making referrals & collect testimonial stories from them to use in your ads because the best advertising comes from satisfied customers. Not only that, a customer that gives a testimonial for you will become even more loyal by doing it. Imagine that! It just goes to show how things get solidified when written down. Do you write down the goals you have for your business? How about the goals of your business?


Write a Service Pledge to your customers. Post it up where you do business so your customers know what great service they can expect. Find the greatest benefit that solves the most major concern to your customers, perhaps something unique that no other business in the area offers. Make a catchy slogan out of it. Use it wherever the name of your business is displayed so that your business will be known by the slogan. When employees eagerly answer the phone, have them not only say the name of the business, but the slogan as well, followed by giving their name and asking "how may I help you?"


If you spruce up your business enough to make it an interesting topic of conversation, your customers will even talk you up to strangers they meet. Your reputation will travel by work of mouth.


Instead of you looking to find new customers, they will be finding you. And on top of that, their lifetime value will be much greater by your building the greater value into your business. This happens just by catering to your current customers rather than doing the usual routine of chasing after new ones.


That is why you will never lack if you keep your auto repair customers coming back.




View the full article

Link to comment
Share on other sites

As a New BannerBuzz.com Customer You Get 20% Off Your First Order! Use Code: FIRSTORDER for 20% Off Custom Banners, Decals, Marketing Materials, and Any Custom Print Needs! Offer Does Not End

As a New BannerBuzz.com Customer You Get 20% Off Your First Order! Use Code: FIRSTORDER for 20% Off Custom Banners, Decals, Marketing Materials, and Any Custom Print Needs! Offer Does Not End

As a New BannerBuzz.com Customer You Get 20% Off Your First Order! Use Code: FIRSTORDER for 20% Off Custom Banners, Decals, Marketing Materials, and Any Custom Print Needs! Offer Does Not End

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 Joe Marconi
      From what I am hearing from my fellow shop owner friends, the shops in my area, Northeast (New York), auto repair shops are busy and steady. However, there is a feeling from many shop owners to be cautious about the future. 
      Things that give shop owners concern: Inflation, the cost of living affecting the consumer's ability to afford auto repairs, dissatisfaction with the current administration,  and possible recession. 
      Your thoughts? 
    • By Joe Marconi
      As a former auto shop owner, one of the things that kept me up at night was not knowing enough about all the labor laws and human resource regulations.  
      How do you keep up with all the changes to the labor laws and human resource regulations in your state? 
    • By carmcapriotto
      As one of the top 10 industries in America, we need to advocate consumer choice in a competitive market, and if we don’t do what is pro-consumer and pro-aftermarket, the dealers will get all the business. I’m with Bill Hanvey, CEO of the AutoCare Association, Paul McCarthy, CEO of the Automotive Aftermarket Suppliers Association (AASA), and Ryan and Andrea Goff, shop owners that went to Washington to speak to their representative and to show support for the Right To Repair initiative.  Have you signed the petition? Go to RepairAct.com so easy to tell your congressperson you support the Right to Repair.  Stay tuned for an important episode that affects ALL OF US.
      Bill Hanvey, President and CEO of the Auto Care Association. Find Bill’s other episodes HERE. Paul McCarthy, AASA President. Find Paul’s other episodes HERE. Ryan and Andrea Goff, Rogers Tire Pros and Auto Care Key Talking Points
      Massachusetts helped set the tone two years ago, but it is embroiled in a fight between the OEs and the voters and a judge who has yet to make a ruling. There are recent discussions that 75% to 25% of voters approved overwhelmingly “The right to repair is alluring in its simplicity. In theory, it seems obvious that if you do buy something, you own it, and you should have the freedom to do what you want with it,” said U.S. Rep. Claudia Tenney (R-N.Y.), ranking member of the subcommittee. “The right to repair, if properly designed, can create a world of consumer choice, competitive pricing, and potential cost savings. “However, when this issue is examined in full depth, it becomes substantially less black and white,” she said. “Today, many machines are essentially sophisticated supercomputers… they perform seemingly miraculous feats thanks to delicate and complex electronic components integrated with highly specialized, proprietary software. Even with all the possible tools and resources at one’s disposal, attempting to sell, fix, or modify products with electronic components could lead to disastrous results, such as product failure or, even worse, serious injury to the consumer. In addition, these alterations can put the privacy and security of the user at risk.” To industry: Do not abandon your interest in this initiative. Access to data is critical for the survival of our industry. This is anti-consumer because there isn’t enough bays or technicians in the dealer network to service the repair and maintenance of our car park. It is also pro-consumer as it creates competition. What can we do? Right to repair needs to be on 20 and networking group agendas. We must speak to our legislators If you own a shop, you must make an appointment with your local congressperson's office and see your congressperson in person. Don’t be nervous to share with your customers- we are at the tip of the iceberg By 2020- 4% had advanced connectivity that allowed for remote diagnostics. By 2025 almost every new vehicle will have that advanced connectivity Right to Repair Info Graphic download https://bit.ly/3BOotBI Right to Repair Media Kit for Graphics and postcards. https://bit.ly/3eZOi8Z  
      Connect with the Podcast
      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 partners: Shop-Ware: More Time. More Profit. Shop-Ware Shop Management getshopware.com       Delphi Technologies: Keeping current on the latest vehicle systems and how to repair them is a must for today’s technicians. DelphiAftermarket.com
      Click to go to the Podcast on Remarkable Results Radio
    • By Eric Roberts
      Firstly let me say that I an just a regular guy from the UK who is the owner of a seven bay service centre/garage. I am not a financial expert. The dreaded inflation is upon us again. For the guys as old as me then this is nothing new. Back in the 70,s we had 15% inflation, but we all got by and lived for better trading days. Here in the UK we have always looked up to the USA because of your business prowess. So what do you guys look out as your worst enemy!
      When prices are going up then I find that the gap opens between rich and the poor's disposable income. So this question will effect garage owners in different areas. My garage is in a poor area with many immigrant families who drive cars. So this means we have to be more flexible with pricing. Finding out if your customer can afford that service ! For this reason we devised a three tier service pricing structure. This has also the effect of not loosing your profit margins. 
      The lowest price should include an oil and filter change and a general vehicle check over. This way we find the customer will perhaps be able to afford a service and your profit margins wont drop. This is just one small idea that we carry out! What do you guys do in these times of high inflation ? 
    • Advertise your services or products to passers-by attracting them towards your business
    • By Joe Marconi
      There seems to be a lot of mixed reactions since COVID on customers waiting for service.  For many shops across the country, most customers drop off their cars for service these days.  
      What's your strategy? Does it depend on your business model?  

  • Our Sponsors

As a New BannerBuzz.com Customer You Get 20% Off Your First Order! Use Code: FIRSTORDER for 20% Off Custom Banners, Decals, Marketing Materials, and Any Custom Print Needs! Offer Does Not End

As a New BannerBuzz.com Customer You Get 20% Off Your First Order! Use Code: FIRSTORDER for 20% Off Custom Banners, Decals, Marketing Materials, and Any Custom Print Needs! Offer Does Not End

As a New BannerBuzz.com Customer You Get 20% Off Your First Order! Use Code: FIRSTORDER for 20% Off Custom Banners, Decals, Marketing Materials, and Any Custom Print Needs! Offer Does Not End

  • Create New...