Five of us work in our shop's front office, and we've all often talked about the opportunities that exist every time a customer or potential customer walks through our front door. Some of those opportunities are obvious, such as the opportunity to gain another repair job. But there are other opportunities, perhaps more subtle, to gather or impart information that can help us and the vehicle owner now or in the future.

Here's a partial list of what we try to do and think about when that door opens and someone comes in to get an estimate or drop off their vehicle for repairs.

1. This is a time to gather customer information. Adding them to our database gives us a chance to keep our name in front of them for the future, even if they don't choose us to do the work this time. If we can, we always try to add or update their information (name, address, phone number and email address) to our database.

2. Find out what brought them in. You can get some sense of how your various marketing efforts are paying off if you ask everyone how they heard about you – and have a system in place to track that information. Get specifics: If they were referred, who referred them? If they found you on the Internet, which search engine or click-ad or affiliated site led them here? Some people won't know or remember, but others will be happy to provide details that can help you better reach others.

3. Figure out who is paying the bill. They may not initially know whether it will be their insurance, someone else's insurance, themselves or a third party. But this is your chance to walk them through the options and processes, and assure them that while the paperwork process may vary, the repair they get will not.

4. Explain and reassure. Remember that this could be their first time (or their first time in a very long time) dealing with an accident. Help them understand when they have to file an accident report (and have the form for them). Walk them through the rental car details. Address any concerns related to a child-safety seat in the vehicle. Take a quick check and let them know about any recalls that may be pending on their vehicle. All these things will demonstrate that you care more than the shop up the street.

5. Get their insurance agent's name. While many customers are buying insurance directly, we still like to get an agent's name from those who have one. We let that agent know (whether or not they referred the customer) how we took care of their client (based on the customer survey we do after the repair).

6. Spend more time at their car than your competitor. While the customer is inside your shop is your best chance to show them your attention to detail. Cross-measure the hood, and ask which seat belts were in use (inspect them and check for the automaker recommendations about replacement). Check for tire and wheel damage. Ask lots of questions abut the accident. (How far did it move in the impact? Did it go over a curb? Was it pushed sideways?) Explain that the more you know the better job you can do for them. For example, if the vehicle was pushed over a curb, an alignment will likely be necessary. Document any information that will be helpful to know during repair planning, or "blueprinting."

7. Offer one-stop shopping. During your walk-around with the customer, look for opportunities to help them with unrelated damage, detail services or replacement of wiper blades, missing trim or damaged windshields. They will be impressed with your thoroughness and you may have the opportunity for additional revenue.

8. Don't rush the vehicle check-in. This is another chance to discuss any damage that isn't included in the job so you can either upsell the work or set the customer's expectations. We use a check-in sheet to record any issues with dash warning lights and the function of doors, windows and locks. It's a chance to remind them that navigation and radio settings may need to be reset after repairs. We make sure we get additional keys we might need, such as for wheel locks, canopies or tool boxes on trucks.

Just as your technicians like to see another vehicle coming in the shop door, you and your office staff should view every time the office door opens as a new opportunity.

If there's a topic you'd like me to address, I'd love to hear from you.