When a collision repair facility contacts me about consulting, I typically do some homework first. I'll read their Google reviews, look at their online presence, and pay close attention to what customers are saying about their experience.

Lately, I've noticed a troubling pattern. The complaints usually aren't about repair quality or communication during the repair process. Instead, they're about what happened during the very first phone call.

Several reviews I've come across describe customers reaching out to a shop after an accident only to be immediately asked: "Have you filed an insurance claim yet?" or "Are you going through insurance?"

From the customer's perspective, that conversation often sends an unintended message: "If you're not going through insurance, we don't really want to talk to you."

I don't believe that's what most shops mean to communicate. But unfortunately, perception becomes reality. Recently, I decided to test this for myself. I mystery-called a number of collision repair facilities, including some of my own clients. I simply posed as a customer who had been involved in an accident and was looking for help. In almost every case, the first question I was asked was some variation of: "Have you filed an insurance claim yet?"

That concerns me. We know that a growing number of consumers are interested in exploring alternatives before filing a claim. Yet many shops are guiding customers toward the insurance route before they've even taken the time to understand the customer's situation.

What if that customer isn't sure whether filing a claim makes sense (check out my April column on “Help Them Decide”)? What if the damage is close to their deductible? What if they're worried about premiums increasing? What if they simply want information before making a decision?

The reality is that many customers today want guidance, not directions.

Instead of immediately asking whether they've filed a claim, perhaps a better conversation would sound something like this:

"Are you thinking about filing an insurance claim, or are you considering paying out of pocket? Would you like me to help you decide which option may make the most sense?"

Now we've changed the entire tone of the conversation. Instead of pushing the customer toward a particular path, we're positioning ourselves as a trusted advisor. We're helping them make an informed decision. That builds trust from the very first interaction.

I would encourage every shop owner reading this to mystery-call your own business. Ask a friend, family member, or even a professional service to call posing as a customer after an accident. Listen carefully to the questions your staff ask first. Are they helping the customer? Or are they unintentionally creating barriers?

The Value of Live Interaction

The second issue I see involves what happens after normal business hours. Many accidents occur in the evenings, on weekends, and during times when the shop isn't open. Unfortunately, that's also when many customers encounter voicemail systems, recordings, or increasingly, AI-powered call handlers.

Personally, I'm still a strong believer in having a live person answer the phone whenever possible. After an accident, people are anxious. They're frustrated. Sometimes they're scared. They don't want to have a conversation with a machine. They want reassurance from another human being.

I've worked with shops that forward after-hours calls to a manager, owner, or designated team member. Some rotate on-call responsibilities among staff members and provide additional compensation for covering those calls. The results can be remarkable. I've seen shops capture multiple repair opportunities every week simply because someone answered the phone.

In many cases, the objective isn't to write an estimate at 9:00 p.m. on a Friday night. It's simply to connect with the customer, answer basic questions, and help arrange towing or vehicle storage if necessary. Because if the customer can't reach you, they'll call the next shop on the list. And if that shop answers, chances are that's where the vehicle is going.

The takeaway is simple: don't underestimate the importance of first impressions.

Your marketing, your facility, and your repair quality all matter. But none of them matter if the customer never makes it through the first phone call.

Read your online reviews. Mystery-call your shop. Listen to how your team handles inquiries. Make sure you're helping customers navigate their options instead of pushing them down a path they may not be ready to take.

The person answering your phone may be either your greatest sales asset or your biggest source of lost opportunities. The choice is yours.