At the end of last year, readers of ImportCar were asked, “What are the top concerns of your business for the coming year?” Several respondents’ comments centered on profitability, increasing car counts and staying competitive (see sidebar for specific comments). Not an easy job in today’s tough business climate.
You already know that to win in this economic battleground, you must continue training and gaining skills, seek out competitive advantages, and work smarter, faster and more efficiently. You also must demonstrate your commitment to serving this marketplace by ensuring you deliver value to your customers with every repair. You do this by exceeding customer expectations in delivering highest-quality repairs, focusing on professionalism and taking steps to gain their trust.
Above all, now is not the time to cut back on the level of service that your customers have come to expect from your shop. Continue to take excellent care of your customers. And, accelerate your marketing efforts.
Just ask Mitch Schneider, who is spending more money on advertising and marketing than ever before, to keep his shop “top of mind” with customers and prospects. And, it’s paying off in record revenue months, he says. In these uncertain economic times, “pulling back on advertising is the worst thing you can do,” he says.
Not only is Schneider allocating more dollars to reach customers, he’s using a “targeted” marketing strategy. Having been in the business 40-plus years, much of his clientele represents an “aging” demographic. So to grow his customer base, he’s targeting younger, 40-something customers, with this message: “If you’re going to spend money on vehicle repair, spend it wisely.” Do business with a shop that has a history of delivering expert vehicle repairs and exemplary customer service, Schneider explains.
As import specialists serving this market, you have a great story to tell — starting with the expertise, knowledge and ability you have to diagnose, troubleshoot and repair a proliferating import vehicle population. Ask yourself, are you touting all the factors that differentiate your shop from the competition? Does your promotional material effectively highlight your shop’s features and specialties? Does it deliver a strong, targeted message? Does it include a call to action?
Because with every expertly fixed vehicle, you have another customer who will speak volumes about your shop, and their satisfaction with a job well done. But you’ve got to get them there first.
