Quantcast
Jump to content


    • You can post now and register later. Already registered? sign in now to post with your account.
    • ×   Pasted as rich text.   Paste as plain text instead

        Only 75 emoji are allowed.

      ×   Your link has been automatically embedded.   Display as a link instead

      ×   Your previous content has been restored.   Clear editor

      ×   You cannot paste images directly. Upload or insert images from URL.


      Once you submit your question, a new topic will be created for you in our forums. Our moderators may move your topic to a more suitable forum category if one exists. Members will see your topic and be able to respond to your question.

    • This will not be shown to other users.
Joe Marconi

See What Your Friendly Dealer May Be doing!

Recommended Posts

Viewpoint: Dealership Stickers Steering Drivers to Dealers

By Andrew Markel

Editor, Brake & Front End Magazine

July 22, 2011

 

 

New car dealers have been using “only call us” stickers under the hoods of new cars for more than a decade now. These stickers tell drivers that they must take their vehicle to a factory-authorized facility because it is equipped with “highly technical” onboard computers.

 

The fact of the matter is that most independent shops can service vehicles for repairs outside the warranty repairs. Shops have access to information, tools and parts to complete just about any repair that a dealer can perform.

 

Dealers and their trade associations are putting more emphasis on the service side of the business. It has evolved from quick lube bays to brake jobs. Now they want to see a vehicle long after the warranty has expired.

 

I encourage you to discuss the sticker with your customers and ask them if you could remove the sticker and clean away any residue. You can even create your own sticker that refers them to your shop.

Share this post


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 Joe Marconi
      In my 40 years as a shop owner, I have battled the age old dilemma: Is it my car count, my customer count or some other reason why some weeks I find it hard to hit my sales goal.  
      It always comes down to production.  Now that's really simplifying it, I know.   But, when you look at the numbers, with the right jobs and a balanced schedule, the ARO goes way up and car counts become not as important as we thought. 
      Another thing to consider, this is not 1995. Cars do not come in 5 to 6 times a year for an Oil Change Service.   You are lucky to see some customers every 10,000 miles as they wait for that Oil Change Percentage light on their dashboard to tell them...NOW IT"S OK TO GO TO YOUR REPAIR SHOP. Isn't it funny how so many people will listen to the dash board light, and not you!
      Anyway, what are your thoughts.  How do you reach your weekly sales goals and what KPI's are important to you? 
    • By Joe Marconi
      As we celebrate July 4th with family, friends and barbecues, let us remember and reflect on the meaning of this day; Independence Day. The day that represents the Declaration of Independence and the birth of the United States of America as an independent nation.
       
    • By HarrytheCarGeek
      Any of you have seen this deal from Mavis?
      Talk about doing the desperate thing to bring people in through the door.

      https://www.mavistire.com/?kmas=1&kmca=91770970572
    • By Joe Marconi
      Years back we never considered the car dealer a threat. But today it's different.  After the great recession, the dealers that survived understand that in order to thrive they need one thing….the independent aftermarket consumer.  In other words, your customers. 
      New car dealers today are more competitive, their customer service has improved, they make a big deal at the time of the sale to get that customer back to the dealer for service, and they are very proactive with giving away oil changes and selling maintenance packages.
      Your customer may be loyal, but under the spell of very convincing salesperson, a new car buyer just might cross over to the dark side.
      What are you doing to retain your customers?
    • By Mail Shark
      Tracking the return on your auto repair shop’s direct mail marketing can be a challenge. One tool that can give you a tremendous amount of transparency into your direct mail ROI and that I recommend almost 100% of the time is call tracking. 
      For those of you who aren’t familiar with what call tracking is and how it works, it involves putting a unique phone number on your direct mail that isn’t used anywhere else. When someone calls the number, it forwards immediately and seamlessly to your main phone line. This gives you the ability to track and record all phone calls from this special number, in turn giving you some transparency into how your direct mail marketing is performing.
      There are of course many other nuances, capabilities, and uses for call tracking that you can learn about from companies like CallRail or Conversa, just to name a few.
      That said, it’s critical you understand call tracking is NOT the be-all end-all when it comes to determining how well your direct mail marketing is working. If this were the case, you’d have to assume that 100% of every new repair order you get calls directly from your mailer. However, we all know this will never be the case. Here are a few reasons why.
      Your Online Presence
      Before they consider using you repair shop, many prospects will go online to check out your website. If a customer lands on your website – assuming you aren’t using a PURL (Personalized URL), which is almost never the case with most auto repair shops – they do their research and then call your shop from the phone number on your website. In this situation, you immediately lose insight on how they heard about you.
      Customers are also reading your online reviews, whether on social media or review sites. Sites like Demandforce, SureCritic, Carfax, Repair Pal, Facebook, Yelp, Yellow Pages, etc. all have your shop’s contact details, including your phone number. Any call from customers who used these sites removes transparency on how they heard about you.
      Walk-Ins
      Our auto repair shop clients consistently tell us customers will just stop by their shop with their direct mail piece in hand. I’m not just talking about quick lube shops that are based on walk-in traffic. I’m talking about general and specialty auto repair shops. It’s great when customers have your mailer with them, because you can attribute these customers to your direct mail marketing. However, this won’t be reflected in your call tracking, which is another reason call tracking isn’t the be-all end-all when determining ROI.
      Online Appointment Scheduling
      More and more auto repair shops are offering online appointment scheduling. We like to position these shops as being easy to work with, and part of that is promoting their online appointment scheduling. We include verbiage on our direct mail pieces to inform customers they can conveniently schedule online, and most times we accompany this with a QR code that brings them directly to the appointment scheduling page.
      This is similar to my first point regarding your online presence and website. However, I also want to point out this specific example because in these cases, we’re actively pushing people to go online to schedule their repair or maintenance service, thus losing transparency from call tracking.
      All that said, call tracking is an effective tool that gives you a lot of transparency into your direct mail marketing ROI. However, you should also be running matchback reports that compare new repair orders during (and in the trailing months following your campaign) to your direct mail list. This helps you identify customers who were missed on call tracking or by your service advisor. You can then use your call tracking data in conjunction with your matchback reporting to get a clearer picture of your direct mail ROI.
      If you’re using EDDM® Retail or EDDM® BMEU, you won’t be able to execute matchback reporting because there’s no mailing list to compare your repair orders with.
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/Auto-Direct-Mail


  • AutoShopOwner Sponsors

×
×
  • Create New...