Improving the Public Perception of Auto Repair Shops: A Step-by-Step Guide

When I was 12 years old, my uncle asked me what my plans were for the future. When I revealed to him that I wanted to be an auto mechanic, my uncle replied, “What! Become a grease monkey like your father?” Even though I had never heard that term before, somehow I knew it wasn’t good.  Later that evening, I told my father what my uncle had said, and the saddened look on my dad’s face is burned into my memory to this day. 

 

I am sure that everyone reading this knows all too well about the negative perceptions that many people have of our industry. In this article, I will outline for you sound strategies you can use to improve the public’s perception of your auto repair shop. All of us have a responsibility to elevate our level of professionalism and improve the image we convey to the public, with a common goal to attain the respect and recognition we so rightfully deserve.

 

How Does the Customer Experience Improve Public Perception?

To deliver an amazing customer experience requires creating an amazing employee experience. It’s no secret to any auto repair shop owner that happy employees create happy customers. Everyone in your company is an essential part of your overall marketing plan. Every interaction your employees have with your customers is an opportunity to demonstrate your professionalism.

 

What you and your employees do every day matters in creating a world-class customer experience, which will go a long way to improving their perception of our industry. Your goal here is to improve perceived value and create greater trust in your company and in your employees.

 

Think about this: auto repair shops in general spend a considerable amount of money, time, and effort attracting new customers, which is part of their overall marketing plan. However, once that customer does come to you, how that customer is treated and how that customer feels once they leave your shop makes all the difference in the world. Auto repair shops would be better served if they focused more on the customer experience and customer retention.

 

Let’s focus a little more on the employee experience. Shop owners, you need to create a healthy work environment with the right culture, built on respect and recognition for the hard work your employees do every day. Additionally, the right culture incorporates the concept that your company will strive to provide the highest level of quality in everything it does. Everyone, from the shuttle driver to the young part-time helper sweeping the floors, must be part of providing an amazing experience for the customer.

 

Remember this: three months after the repair was done, your customer will not remember the mass air flow sensor you replaced, but they will remember how they felt and how they were treated.

 

Should I Improve My Online Presence?

Consumers today have more access to your business than ever before. When a prospective consumer is considering your repair shop, they will look at your social media pages, your website, and read your online reviews.

 

It is crucial that your online presence conveys the right message and also reflects your culture and your brand. Keep your Google Business Profile, website, and social media up to date. Respond to all reviews, the good ones, and the bad ones. How you respond will make a difference, so maintain the highest level of professionalism.

 

Another strategy is posting photos and videos of your employees on social media and your Google Business Profile. Make it fun, celebrate birthdays, work anniversaries, and other events that show everyone how you and your company care about people.

 

Take time to speak with your customers, build strong relationships, and ask for feedback that can help you improve. Remember, it’s the customer who ultimately determines the quality of your brand.

 

How Does Employee Training Improve Public Perception of My Auto Repair Shop?

Having well-trained employees is essential for so many reasons. Your team needs to keep pace with technology to continually improve their technical skills. But training goes beyond this. Customer service skills, which are basic people skills, must be part of your overall continuing education strategy. You can have highly skilled technicians and service advisors, but if the customer experience is subpar, you will fail in business. You need employees skilled in both technical knowledge and essential customer service skills.

 

Customer service training should not be limited to your service advisor team. It’s crucial for all employees. Elite provides extensive service advisor training with the Elite’s Master Course, and an online course, Sales Master University, which you can have your entire team attend.

 

Does the Visual Look of My Auto Repair Shop Make a Difference with the Public’s Perception of the Automotive Industry?

There is no doubt that auto repair shops are largely judged by what the customer can see visually. An example of this is the exterior condition of your auto repair shop and your parking lot. A poorly maintained facility can create a negative impression even before the customer steps foot in your facility.

 

Do consumers have an easy time parking their cars? Does the look of your location convey a welcoming message? Is it clean, freshly painted, neat-looking, and organized?  You don’t need a fancy, extravagant-looking facility. But it does need to look professional and well-maintained.

 

The interior also has to be top-notch. Basic things like a professional-looking customer service area and bays, with impeccably clean bathrooms, will go a long way in easing the customer’s anxiety and promoting a positive perception of your repair shop.

 

Lastly, on this topic, all employees need to have clean, neat attire. Whether you require uniforms or not, a clean, professional look is essential.  Your customers will react to the way your employees present themselves. Their attire tells a story, make it a positive one.

 

Does Community Involvement Promote a Positive Impression of Auto Repair Shops?

If you want to boost your repair shop’s reputation and improve the public’s perception of your auto repair shop, community-based marketing is one of the best ways to accomplish this. Get involved with your community, sponsor youth sports, and local organizations. Donate your time at fundraisers and other community events. Join local groups, like the local chamber of commerce and BNI (Business Networking Groups). The people in your community will take notice. Be known in your area not just as another auto repair shop, but as a business that cares about people in the community.

 

Another thing you can do is to be involved with the local schools, attending career days, and speaking with students about the opportunities in the auto industry. If there are community colleges with automotive programs and automotive technical schools in your area, find out how you can support these schools.

 

One side benefit of community-based involvement is that it will help bring customers to you, which will help to grow your business. A win/win for you and the community.

 

Conclusion

If you are an auto shop owner looking for innovative ways to improve the image of your automotive business and grow your company, Elite Worldwide can help. At Elite, we have world-class, experienced coaches who understand your business. Our coaches have extensive real-world experience and have built amazing, successful companies. Elite also has sales, management training, and peer groups that can take you and your business right to the top. No matter where you are in your business career, startup, growth mode, or looking to retire, Elite can guide you and help you achieve your goals and build a more profitable and successful business.