One of the best ways to increase the car count in an auto repair shop is through customer referrals. There’s just one problem. Most shop owners either assume customer referrals are given automatically when they do a great job or are often reluctant to ask their customers for referrals. Both mindsets need to be discarded and a formal referral strategy needs to be developed.
Customer Retention
The price is too high! It took too long! Dealing with common auto repair complaints.
You’ve heard the complaints before. In fact, they’re not uncommon to most businesses, but seem to be even more so when it comes to providing highly technical services, like automotive repair. It’s frustrating, especially when you’re working hard to gain the trust and loyalty of your customers. So, let’s discuss Dealing with Common Auto Repair Complaints.
What is branding and how does it apply to auto repair shops?
When you hear or see the word “branding” what’s the first thing that comes to mind? Do you think of well-known brands like UPS or Coca-Cola? Do you wonder if you are able to brand your shop? What makes a brand memorable? Is it the consistent use of your logo, colors and marketing message?
What’s Your Time Worth?
As a shop owner, have you ever asked yourself the question, “What’s my time worth?” In general, most business owners don’t consider the cost of their time when calculating expenses or investments in areas like marketing. Many times shop owners will handle tasks, like marketing or bookkeeping, on their own. The most commonly cited reason — to save money. However, if they were to evaluate the time and effort they put into handling these activities, they would find their shop would be better served if they retained the services of an outsourced professional. How do you know if it’s more advantageous for you to hire an outside professional or do it yourself? Here are some ways to evaluate the worth of your time.
When Planning, Customer Retention Should Outweigh New Customer Acquisition
If you were to evaluate your marketing budget, how much is devoted to customer retention vs. new customer acuisition? In attempts to drive up car count, many shop owners invest a good deal of their efforts and marketing dollars into prospecting and securing new customers. In the process, they forget about their best source of repeat and new business – their existing customers.