The Car Care Council is making a push to consumers to promote independent repair shops around the country in the wake of dealership closings in the last few months.
By taking information from the Council and incorporating it in your marketing and advertising plans, some of those drivers could make their way into your bays.
“With all of the news about new car dealerships closing, consumers are confused and concerned about where to take their vehicle for service and repair,” says Rich White, Car Care Council executive director. “Much of the anxiety comes from a myth that newer vehicles must go back to the dealership to protect the warranty. This is just not true.”
One of the first ways to draw in new customers is to make sure they understand the Magnuson-Moss Warranty Act.
Today, more than 70 percent of all non-warranty vehicle service and repair is performed at local neighborhood independent repair shops, according to the Automotive Aftermarket Industry Association (AAIA). An estimated 130,000 independent repair shops are located in communities nationwide.
The Council offers a number of tips, many of which you have heard many times, but can really be used to make sure your shop is appealing and ready for these new customers.
• Make sure your facility is neat and well organized. Greet the customer and treat them in a a friendly and respectful manner when they call or visit. Many auto repair businesses excel in the area of customer service and satisfaction. The Council recommends that consumer make a simple phone call to the shop to inquire about their services, which can give you a chance to showcase your offerings.
• Keet the shop and customer waiting area neat, clean and well-organized.
• Highlight signs of professionalism in the customer service area: civic and community service awards, membership in the Better Business Bureau, AAA-Approved Auto Repair status and customer service awards.
• Display certifications, especially ASE certifications, which the Council suggests customers look for in a shop. Trade school diplomas, certificates of advanced course work posted in the waiting area also demonstrate a commitment to education and training of personnel, according to the Council.
• All policies (labor rates, guarantees, methods of payment, etc.) should be posted and/or explained.
• Be honest with the customer about the types of vehicles you service, especially if you specialize in any certain make or model. Complete a written estimate and request the customer’s signature prior to starting any repairs on your car and offer a warranty on parts and labor.
• Share a list of satisfied customers or references. Satisfied customers and recommendations from family, friends and neighbors are helpful to bring in new customers, and these files also should be posted on your shop’s Web site.
For more information on what consumers are looking for, visit www.carcare.org.
