Being In The Know

Unless your customers are all car enthusiasts (and some of my shop owners only have that type of customer) they really would love a car that never needs service or repair. That is their true WANT. Since that is not currently possible (and I’m glad as we would both be out of business) we know that the majority want a car that gets them from point A to point B and back again safely.

You know, as a shop owner and/or service advisor what drivers need to have done to their vehicles to make that happen. You go to great lengths to remind them when they need to see you and what they need to have done next time they come in. You offer inspections so they stay safe on the road…some of you do that as a courtesy.

So far, it is easy. Now comes the hard part…getting your customer to WANT what they NEED. You are not alone as that is every business owners’ (and service advisors’) dilemma! What is the best way to accomplish this? Here are a few suggestions that are working for my customers:

• Direct mail is working very well these days…even better than in years gone by. Why? Because it is a relief to consumers to look at it on their time and not be bombarded with emails. Us business owners may be at our computers all day looking at emails and social media, etc, but many consumers don’t get to view their personal inbox or Facebook page until after hours…when they are tired. It is too easy to hit “delete” or “scroll down.” I am guilty of this myself even when it is good stuff that I’m interested in…I simply don’t have enough hours in the day to look at it all!
• Use attention grabbing humor! If you can make your customers chuckle, you can get them to keep on reading your message! I have one customer that uses a funny postcard each July 4. We have made him everything from Uncle Sam to George Washington and are racking our brains for a different look this year. He has a customer who takes that postcard and puts it on his truck and drives it around town for all to see. Now that is engaging your customer!
• When a customer can read on their time what services they need to have done on a quarterly basis in small bites, with a dash of humor and imagination, they learn about automotive service and repair in a fun way.

Try it! If you have questions don’t hesitate to contact me!


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