Up to 84% of Auto Repair Customers are Able to Negotiate a Discount
According to a recent survey conducted by the Consumer Reports National Research Center, fewer than 20% of independent shop customers tried to negotiate the price of repairs. Of those that did, Consumer Reports states that “71-84 percent of the negotiators received a discount.”
The lesson for us? Ensure you are targeting the right customers with your advertising campaigns, make sure your advisors are well trained in dealing with negotiators, and never forget that when you do give a discount, with rare exception two things will occur: Your customers will conclude that they came dangerously close to paying more than they should have, and secondly, if they decide to return to your shop, they will expect another discount.