If that's the case with you to some degree, you may be doing everything right except marketing your shop aggressively. Sure,
the best type of advertising is word-of-mouth, and many shops rely on it exclusively. However, let's be frank. The competition
is especially stiff in a down economy, and if you don't already have word-of-mouth advertising running at an optimum, now
is not the time to rely on it solely.
I was reminded of this when I received an e-mail from the Car Care Council, which was pushing regular service maintenance.
To do this, the CCC suggested hitting customers with some facts, two of which I think are extremely important to communicate
to motorists for a shop's long-term viability. First, vehicle repairs cost an average 34 percent more at new car dealerships
than at independent repair shops, according to the Automotive Aftermarket Industry Association (AAIA). Second, customers are
protected by the Magnuson-Moss Act that prohibits a manufacturer from voiding the vehicle warranty because service was performed
by a non-dealer.
You don't want to leave it to chance that motorists get this information. You have to be proactive. As good as you are or
as good as you think you are, you have to go after customers. There seem to be a couple schools of thought on this. Some people
recommend a shotgun approach, while others believe in target marketing. I believe in using both simultaneously, as well as
encouraging word-of-mouth advertising.
You also have to realize that you need to use different mediums to reach different people. Newspaper advertising still works
for all types of people young and old, especially at the community level. Likewise, there are plenty of affordable opportunities
on cable TV and on the radio. But if you want to be on the cutting edge so that you can appeal to businesspeople and the younger generation, you better
have a killer Web site that not only reflects your professionalism, but also offers your viewers some real-world solutions
to common problems and helpful maintenance tips. In other words, the focus should be on helping your customers. Of course,
no matter how good your Web site is, it is still a passive form. People have to find it, which means you have to invest in
search engine optimization so that you will stand out.
Just as important is for you to push out maintenance messages and special offers to your customers. Make sure you collect
e-mail addresses from as many customers as possible. Explain to them that there are big savings available in doing so, unlike
most of the nonsense they receive from a host of retailers. In fact, you should give them a percentage break on every repair
bill just for allowing you to stay in touch with them. It's just part of doing business in the 21st century.
