Economic scares can affect any industry, even relatively recession proof businesses like auto repair. Every auto repair shop’s main goal is to maintain or increase car count. How can you do that when times are tough? Many customers are in dire money straits. They could tend to put off auto repairs because of other expenses. In this article, I share my top tips to increase car count, even when times are tough.

Want To Increase Car Count? Let’s Examine the Challenges Involved

Before diving into the tips, let’s understand the challenges that auto repair shop owners may face in a down economy. When people feel the pinch, they often cut back on nonessential expenses. This may include both car repairs and scheduled maintenance. Additionally, competition can be fierce in the auto repair industry. Standing out and attracting customers can be difficult.

Tips To Increase Car Count

Here are some of the areas where you can increase car count in a struggling economy:

Price vs. Value

In a tough economy, most people are more price sensitive than ever before. That is why offering a value first approach is key. Your marketing and sales team wants to help customers know your service’s value.

People try to save more money when they are struggling. Does putting off your vehicle repairs really save you money, though? Sell the future value that your maintenance services bring. In reality, you can help people avoid costly future repairs when times might be even worse.

Consider offering specials or promotions to entice new customers. Just make sure that you still make a profit. Dive deep into your copywriting. If you need help, then try AI for inspiration!

Focus on Customer Service To Increase Car Count

Providing great customer service is hands down the best way to attract and retain customers. Make sure that your team is friendly, knowledgeable, and helpful. Train your staff to go above and beyond to address customer concerns. All the while, make sure your shop is clean and inviting.

Leverage Social Media

Social media is one of the most effective tools for reaching new customers. It can also keep your existing customers engaged. Having a Facebook page for your business is a no brainer. It is so important to regularly post updates, promotions, and helpful tips. Encourage  customers to follow you on social media and to leave reviews on your page.

Utilize Google My Business to start a review campaign. Contact previous customers and then ask them to share their experiences with your shop. More positive reviews will help you rank higher on Google.

Offer Financing Options

Many people hesitate to repair their cars because of the cost. When you offer financing options, it can help alleviate this concern. It makes it so much easier for customers to get their repairs. Consider partnering with a financing company in order to offer your customers payment plans or other financing options. It’s all about lowering the barriers to entry, thus helping more people trickle into your shop.

Expand Your Auto Repair Services

Offering a more comprehensive range of services can both attract new customers and increase revenue. Consider expanding your services to include additional repairs, maintenance, or other offerings. These could include car washes or detailing services.

Focus on Efficiency

Efficiency is so critical in the auto repair industry, especially in a down economy. Train your team to work efficiently and well in order to reduce repair times and increase output. You will serve more customers to increase car count and revenue.

Build Your Relationships with Local Businesses

Network and build relationships with other businesses in your community. That also helps to attract new customers. Consider partnering with local dealerships, car rental agencies, or other companies outside your industry. They can refer their customers to your shop.

Increase Car Count By Using Email Marketing

Email marketing is a proven way to stay in touch with customers and engage them. Consider sending regular email newsletters. You can send promotions to your email list to encourage repeat business. Mailchimp and other email CRM apps offer free tiers, so you can test out their services.

Focus on Branding

Branding is important to any industry. It can be especially so in auto repair. Ensure that your shop has a strong brand that stands out. Create a logo, tagline, and other memorable branding elements that will help build brand recognition. What if nobody in your company has these talents? Hire a qualified local graphic designer or marketing agency.

Offer Free Inspections or Diagnostics

Free inspections or diagnostics may help to attract new customers. This may encourage them to bring their cars in to fix. This can also help you identify more repairs that need to be done. This is a simple method to increase your revenue.

Brian Gillis and the You Net Results group discuss the concept of auto repair speed of service – or SOS. What systems can you put in place to quickly identify the “one thing” that needs repair on the customer’s vehicle? How quickly can you fix it so they are safely on their way?

Speed of Service  Concept – What and How

Brian starts the clip by breaking down the SOS concept. We have to have all of our systems in place in order to quickly resolve customers’ needs. We must properly train all staff on their duties in order. Only then can we process cars more efficiently, while not missing opportunities.

Eric clarifies that the heart of the Speed of Service concept is how quickly we can return our customer’s vehicle to them. He likens it to a visit to a doctor’s office. Normally, we come in and fill out our pre-visit paperwork. Then, we wait to be called back to the doctor. What if we came in and were immediately called back without filling out the proper paperwork first? How strange would that be? We would doubtless feel uncomfortable in that situation. In the same way, Eric doesn’t want a customer to even sit down before his staff have identified “one thing” the vehicle needs.

Joe adds that we ease customers’ minds with our ability to quickly identify that one thing. Brian then presents the secret move to starting the Speed of Service chain of events – get the customer’s keys and hand them off to a General Service Technician before you even start data entry. By the time you are done entering data, your GS has performed a thorough visual inspection. The customer is still at the counter, and you can share information on an issue you can help them with.

Finally, Brian adds another helpful hint. We need to take inventory of all of our key to key systems. When we do this, we will find areas that are costing us time. Shaving down a few minutes here and there will make a huge difference in improving Speed of Service.

Does your auto repair shop charge for automotive inspections? If not, why not? Whether a customer needs a pre-trip check, a brake inspection, or a full vehicle inspection, your technician’s time and your service advisor’s time are worth charging for. Some shop owners have experienced customers taking advantage of them by getting a free inspection from your shop and getting the repair done at a rival shop! Others do not feel it is fair to charge for inspections. Still, others offer tiers of inspections, ranging from free to charging different amounts. This is a great discussion about the philosophy behind whether or not we should charge customers for inspections.

Automotive Inspections – Time Is Money

Jerry outlined the model featuring three levels of inspection: A basic inspection, which is free; a more thorough mid-level inspection for a nominal fee; and a thorough, complete inspection, costing more. His experience? Most people are willing to pay for the mid level vehicle inspection, rather than going for the free basic package. Bottom line: it is not fair to ask your technician to work for free, or for you to pay him or her when you are not being paid by the customer.

Pam joined the discussion, pointing this out from a Service Writer’s perspective. Customers understand there is value in our work. They come expecting to pay for it, or at least they should. If your Service Advisor explains the value of the inspection, customers will be happy to pay for it. If they are not receptive, the chances are that your front counter employee is not asking enough questions.

For example, if a customer says their Check Engine Light is on, your Service Writer should be asking if they have noticed any issues with the vehicle’s performance. If you don’t ask, there is a good chance your technicians may not know where to look for the problem. Then, when you fail to fix the issue, the customer will rightfully hold you accountable.

Scott makes the point that many of his older clients do not drive much, but will take a long trip once or twice a year to see family. They enter the shop, asking for a pre-trip inspection, and are happy to pay for it. That peace of mind is so valuable. Opening the hood for the inspection also creates opportunities to sell more work if necessary.

What Are Your Competitors Doing?

Fred added that his Service Writer recently called around to other shops, asking how much they charged for automotive inspections. He was surprised to know how high their fees were to inspect customers’ vehicles. Since the market is bearing it, he found it necessary to raise his own inspection fees.

Jerry gave an example of the basic inspection in action. His shop offers a free 15-minute visual “no wrench” inspection. From just a few minutes of eyeballing the engine and wheels,  his technicians can recommend premium services such as a full brake inspection. Again, customers who come in and let us inspect their vehicles should expect to pay for our services ultimately. Obviously, if a more thorough brake inspection is in order, Jerry’s shop rolls the cost of the inspection into the repair charge.

Bottom line? Don’t give away free full vehicle automotive inspections. Many times, customers will take advantage of your generosity and get the work done elsewhere.

Here is a clip from one of our weekly Working On It Tuesday training webinars. This week, the topic in question is our leadership process. Brian details the six steps to auto shop leadership mastery, also known as The Lotus Code.

The Lotus Code in Action for Auto Repair Shop Leaders

When automotive industry owners want to up their leadership game, it’s great to have an ordered list which they can refer to. Our Auto Repair Leadership Process is based on the Lotus Code, which is an ancient six step method for success. In order, the six steps are:

1. Thinking
2. Words
3. Action
4. Habits
5. Perseverance
6. Attainment

The other owners on the call recalled Gary Gunn teaching this age old concept to them many years ago. Brian then goes over the history of the Lotus Code, which is over 2500 years old. Mastering your goals always involves these six steps, in this order. Whether it’s a simple task such as cleaning your house, or a more complex one like managing your auto repair shop’s daily operations, this is how it comes together.

When the Lotus Code is applied correctly, we think through our task. Then, we verbalize our plan. We take action, and with repetition, those actions grow into habits. Although obstacles can (and will) arise, we take step five, which is Perseverance, to conquer them. Finally, through that perseverance, we reach step six, Attainment. Only then can we call ourselves masters. As any shop owner knows from experience, mastery will only come through hard work and focus.