subject: Differentiate Yourself From The Competition [print this page] Running a highly successful auto repair shop means being exceptional and being different. This is true for any business. You have to make it a point to differentiate yourself from your competition by going above and beyond.
Gerry Frank of Automotive Profit Pro explains, There are several areas of your shop that you can look to make exceptional. Each area requires that you first find out where you are so that you can then work on being different being better. Here are two areas you can start improving today.
Area One: What they see
Keith McCrone, co-owner of Automotive Profit Pro with Frank, says, The customer needs to instantly see that youre different the second they set foot in your repair shop. Many customers can be converted into regular clients through this one, small detail. If your waiting area offers something different, something exceptional cleanliness, style, welcoming food and snacks youll see an instant transition in your customer. Make your shop a place where theyll want to return.
This means you have to know how the other places look. If style isnt your strongest quality, hire someone who knows how to impress. But make sure you dont forgo comfort for style. Comfort and style can live together in your shop and your customers will love you for it.
Area Two: The value they get with your services
Frank and McCrone, who help auto repair shops become and stay profitable and successful, agree that customers return to businesses that give them value in every transaction. Two ways your shop can provide exceptional service is to offer an exceptional warranty and free preliminary inspections.
An exceptional warranty can boost sales, even when the price is a little higher than whats typical. If you offer lifetime warranties that repair both parts and labor, your customers wont even consider going to cheaper places. Theyll willingly pay more knowing that youll take care of them if anything goes wrong.
A free preliminary inspection can be something as simple as ten minutes with a technician, free of charge. Provide a timer for all of your technicians and then let them work on diagnosing the problem for ten minutes. The technician may find the problem quickly and be able to discuss a solution, or it may turn into something more complex. At the very least, after ten minutes is up, the technician will be able to explain potential solutions and move forward with the sale.
You have to work hard to stand out, but by changing how your customers feel when they step into your shop and by following that experience with outstanding services, youll see how your hard work puts you ahead of the competition.
