Auto repair advertising has come into an age where consumers are bombarded with so many advertisements words like Quality, Reliability and Trust have become completely meaningless. Use those words to describe your facility and they will frequently stir up negative feelings and disgust in the general public. For the auto repair industry, who long ago hung their hats on such concepts, never before has there been a time to focus on communication and providing information to your customers based directly on their needs.
Auto Repair Advertising Fact #1 – The BIG Number To Remember:
150,000. It’s round, it’s big, but more than anything else it’s the average number of ads people are hit with on a weekly basis. Worse yet, in almost every case the commercial screaming for attention communicates nothing of value or even of interest. Your customers hate this. Your customers want information before a sales pitch. They want relevant, high-quality information at a time when they are ready to listen.
For example:
Most of us look for only two things when we check our mail: First, something from someone we know, and second, something from companies we are already working with. Everything else is junk. This is also true for TV, Email, Radio, and just about every form of media business have available to them. The public is overwhelmed.
If you think these folks are rejecting your spray and pray advertising tactics now, just think about how angry they get when they call up for auto repair and get the “bring it in and we’ll take a look” speech. They are calling for information. And now with the availability of email and the internet, those calls will become fewer and fewer.
Did you check your email this morning?
Auto Repair Advertising Fact #2 – Get Rid of the Cookie Cutter Responses
Does your marketing and correspondence, including phone and online communications, sound like a form letter? Are you delivering information and value, or are you just blanketing everyone with the same message?
If everything you do is not geared towards becoming an information provider, before selling your services as an auto repair technician, you will be dead in the water.
Auto Repair Advertising Fact #3 – Understand the Personal Response
What is a personal response? First off, directly answer any and all questions the person is asking. And don’t just provide them with what’s on topic; provide them with anything relevant to the situation. People don’t just want an answer; they want a solution to their problem. They want that solution to be delivered from a person who can make them say “Oh, I didn’t know about that. That sounds like a fantastic way to fix this…” And if you can be the shop who provides that little bit of extra information… you now have a customer for life!
Here’s a real example taken from our database only a few weeks ago: 1999 Jeep Grand Cherokee looks like it needs a new evaporator core. The car owner has called a number of shops out of the phone book and had been told 2 distinct things: 1 – “bring it in and we can take a look” and 2 – we can fix that problem with about 6 – 8 hours of labor and about $1500.
The canned responses from most shops contained only the bare minimum in terms of information. Shops this person called either did not know, or did not care to share better solutions. This person was frustrated and fed up. There was no trust, and there was no true communication.
Following a 2 day info hunt, this person chose a technician who quoted $85 more than every other facility. This technician was chosen simply because they were willing to provide information before sales. This simple “giving before receiving” solidified them as an expert in their field. This technician flexed their quality muscle before they flexed their sales muscle. Here’s exactly what the shop said:
“We’ll start by doing a recharge using a dye system so we can find out where your leaks are. That’ll run you $X for the diagnostic along with the recharge and Freon. If your evaporator core is truly shot, we’ll need about 8 hours of labor and that should be around $X. Parts will be around $X + Tax. But something to keep in mind – The general rule of thumb with us is that if the leak is small enough to patch we can just do the recharge. That means your diagnosis could be the same as the fix! It’ll be a seasonal fix, but it’ll save quite a bit of money and still keep you cool. Just for your info: At one time Chrysler had a recall on the evap leaks like this, could be worth a call to a dealer. If you fall under the recall guidelines they might fix you for free. Could be worth a look. Call us and we can have you taken care of ASAP.”
Auto Repair Advertising Fact #4 – Use Communication 101:
Using the above example you should easily see how to communicate effectively even amid less than perfect information. First, they directly addressed the concern of the person by providing reasons why certain actions must be taken. Second, they gave insight as to possible alternatives which showed they were both knowledgeable and cared more about the customer than the high-dollar business. Lastly, they offered ballpark prices to get expectations in line with reality.
Because so many auto repair facilities allow their busy schedules to interfere with basic communication, the industry in general is now ranked just slightly above a root canal by the car driving public. Drivers expect to be cheated and lied to. They therefore walk through your front door with fear, skepticism and their guard very much up.
Don’t just settle for tired, traditional advertising. It no longer works. You have to build trust and establish yourself as an expert in your field. When you learn to focus your marketing into specific, personal responses which directly address the concerns of your consumers, you will find yourself miles beyond your competition.