Repair Shop Marketing Needs a Proactive Approach
By Joe Marconi
Back in the 1970’s, the success of the repair shop could be traced directly to three things: General Motors, Ford and Chrysler. Those cars needed a ton of repair work and broke down all the time
I remember when a customer would come in asking for an oil change. We would almost laugh at the guy, “Park it out back, I’ll get to it later if I get the chance”, was the standard reply.
Today, it’s a different world. When Mrs. Jones asks for an oil change, I urge you to say, “YES, we can do that!” Cars today are built better, don’t require as much maintenance and oil change intervals are ever-increasing.
You need to take a proactive approach with every car in your shop. Don’t get tunnel vision and focus only on what the customer brought the car in for. Manage the vehicle’s car care needs. Explain the need for preventive maintenance, scheduled services, and other services such as wheel alignments, tire rotations, filters, etc.
And lastly, make sure you inform the customer of their next appointment and book that appointment. Ok, I know what some of you are saying, “My customers don’t know what they are doing in 4 months and that strategy does not work for me.” I hear this all the time. Well, think about this; your dentist books the next appointment, and so does the eye doctor, medical doctor, hair dressers, chimney cleaners, boiler service companies, on and on.
The bottom line is this. You can wait for the cars to come to you, and some will. Or you can take a proactive approach and increase those car counts and maximize your sales.
This article was contributed by Joe Marconi. Joe is the one of the top shop owners in the country, and a business coach that helps other shop owners reach their goals through the Elite Coaching Program.
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