Talk to any auto repair shop owner and they’ll tell you completely
different tips they utilize to sell their business. Many have their own
tactics that have been devised by a team of marketing experts and have
worked for them. Unfortunately, not all business owners have the time or the
money to invest in such a team so for that reason we tell you, talk less and
Not everyone will agree that walking with customers all the way back to
their cars to discuss services is a good idea but here are four reasons as
to why you need to go the extra mile by showing rather than telling.
Seeing is Always Believing
In an age where technology is so advanced that we can take regular people
and photoshop them to the point where you know longer believe it’s the same
person, people are skeptical with images. Which is why you shouldn’t
blatantly call out the services your customers’ vehicles need. Why not be
friendly and show them what the problem is? Customers often have the
impression that many mechanics are just trying to get their money and push
products and services that are not needed. For that reason, if a picture is
worth a thousand words then reality should be worth a million.
If they came for brake noise, you could probably just point out and tell
them the pads have gone metal-to-metal and chances are they’d do what you
say but what if they have another problem? What if the rotors are toast as
well? They were probably prepared to spend just on fixing the brake problem
but when you show them the difference between a good rotor and their rotor,
most likely they’ll know this needs to be done.
This concept applies for most inspection-related services as well. If you
have a customer coming in for an oil change or simple tire rotation, if you
bring them out with you to inspect the vehicle, this not only makes you look
better with the customer but it also gives you the opportunity to have them
see first-hand that there are other issues that need to be addressed.
Their Car is on the Rack
Customers that come in for inspection services are usually in a hurry and
want things done fast which is completely understandable. However, they
should also know that rushing will only create more problems that will
probably lead them to coming back sooner than they wanted to.
Take advantage that their vehicle is still on the rack and invite them to go
out back and watch the process take place. Many customers will be hesitant
but considering that their vehicle is already on the rack anyway, they will
surely reconsider taking a look out back.
Let Customers know more about your Technicians
Many shops just say the name of the technician that will be handling
customers’ vehicles but a name is pretty much meaningless when there’s no
face behind it. Bring your customers out to the vehicle to meet the
technician. This not only creates a bond and trust but it also allows for a
more personalized service. When the faceless mastermind behind the work on
their car is just referred to as “our technician” it doesn’t create much
of a bond.
Introducing the technician you formalize a relationship and let customers
get access to more parts of your business than just the front counter. Break
that barrier and let them see exactly who the technician is. Your shop will
look better and your customers will appreciate knowing that there is a face
behind the work done on their expensive machines.
Show off your Shop
Your shop has many expensive pieces of equipment that most customers
probably have never seen so another advantage to letting customers see more
of it is having them learn about all of the state of the art equipment you
have. When customers go out back to see their vehicles, some will ask about
machines that they’ve never seen before and it is here where you can use
that wow factor to help them feel more confident about your recommendations.
There’s a fine line between being a good salesmen and being pushy but once
you learn to find the balance, you will see that going the extra mile to
sell your auto repair shop to customers will be beneficial to get more
sales. There are many advantages to bringing customers out to see their
vehicles while being worked on but these are just 4 simple tips in order to
make your customers feel more at ease with choosing you and also helping you
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