• digital editions

    • December 2024

      December 2024

    • November 2024

      November 2024

    • Winter 2024

      Winter 2024

  • News
  • Products
  • podcasts
  • Subscribe
  • Advertise
  • Careers presented by
Home
News
From the Magazine: The power of clear…

From the Magazine: The power of clear communication

At a recent Automotive Aftermarket Retailers of Ontario (AARO) event, I addressed a group of shop owners and service advisors on a crucial topic: The importance of thorough digital vehicle inspections (DVI) and how clear communication of these inspections can significantly impact a shop’s success.

One key takeaway was the need for shops to dedicate time — not just to the inspection itself but to crafting clear, customer-friendly descriptions of the results.

Technicians and advisors may feel pressured to rush through inspections. However, taking the time to be thorough isn’t just about providing good service; it’s a highly effective way to increase revenue, build customer trust, and improve shop efficiency.

Why time matters in inspections

Vehicle inspections are the foundation of every repair order. Technicians should spend 35 to 45 minutes carefully inspecting each vehicle. Rushed inspections miss critical details, potentially putting both the customer and the shop at risk of future issues.

When a technician has the time to inspect all components, catch wear and tear and identify problems early, it ensures the vehicle is in optimal condition. This protects both the customer and the shop from unexpected breakdowns.

Attention to detail also builds trust. Customers value knowing that their vehicle is being inspected thoroughly, demonstrating care and professionalism, which translates into higher customer satisfaction and long-term loyalty.

Service advisors: The key to customer understanding

While technicians are essential in identifying issues, the service advisor’s role is to bridge the gap between the shop and the customer. Many shops falter in this critical area. A rushed or unclear inspection report can leave customers confused about what repairs are necessary. A brief note like “Replace pads/rotors” might make sense to a technician, but it doesn’t resonate with the average customer.

Service advisors should take as much time reviewing and presenting the inspection as technicians spend performing it. This includes ensuring that photos are clear, properly annotated and framed to highlight the issue. While pictures are useful, their impact is only effective if customers understand what they’re looking at.

Telling the story clearly

Equally important is the written description accompanying the inspection. Instead of vague notes like “Replace pads/rotors,” the description should tell a story. Customers need to understand why a repair is necessary, how it impacts the vehicle’s performance and the potential consequences of leaving it unaddressed.

For example, instead of “Replace pads/rotors,” a better description might be: “Your front brake pads and rotors are worn down, which can make stopping less effective and unsafe. The pads create the friction that stops the car, while the rotors help control the braking process. Replacing them ensures safer, smoother stops.”

When service advisors take the time to explain repairs clearly and empathetically, customers are more likely to understand and approve the recommended services.

During the AARO event, shop owner Carlo Sabucco from Sil’s Complete Auto Care Center shared that he uses ChatGPT to write service descriptions with his grandmother in mind. By aiming for simplicity, Carlo ensures that every customer — regardless of their mechanical knowledge — understands the condition of their vehicle and the necessary repairs.

The financial benefits

Taking time for both inspection and communication doesn’t just build trust — it increases profitability. Andrew Ackers from Upper James AutoPro in Hamilton saw his average repair order jump from the mid-$600 range to over $850 per repair order simply by improving the way they present inspection results. When customers understand the value of recommended repairs, they are more likely to approve them.

This increase in average repair order has a positive effect throughout the shop. Higher-value jobs allow technicians to focus on quality work rather than chasing small repairs. This improves technician efficiency, helping them “beat the clock” and boosting overall shop productivity.  Andrew has also taken the time to build a document of all of these great descriptions that can be used in the future to describe similar repairs.

Moreover, when customers approve comprehensive repairs in a single visit, it reduces the likelihood of future breakdowns, saving them time and inconvenience. This convenience, combined with the trust built through clear communication, enhances customer loyalty. A loyal customer is more likely to return for future services and recommend the shop to others.

Building trust through thorough inspections

Trust is the foundation of customer retention in the automotive repair industry. Clear, well-communicated inspections are one of the most effective ways to build that trust. When customers feel informed and confident that their vehicle is well cared for, they are far more likely to return and recommend your shop to friends and family.

Going back to he example above of Ackers who improved his average repair order by $250 by focusing on detailed and well-communicated inspections wasn’t an overnight transformation. But it’s a prime example of how investing time in communication pays off in both customer satisfaction and financial performance.

Conclusion

Clear communication is not just a nice-to-have — it’s essential. Shops that invest in thorough inspections and take the time to explain the results in a way customers can understand will build stronger relationships, see higher repair order values, and improve overall shop efficiency.

So the next time you’re reviewing a digital inspection, remember: You’re not just listing repairs, you’re telling a story. Make it a story that your customers can understand, appreciate, and trust.


Alan Beech has been a shop owner, entrepreneur and coach in the automotive industry for the past 40 years. Today his main focus is Beech Consulting in which he works closely with shop owners and advisors to maximize their potential.

This article originally appeared in the December 2024 issue of CARS magazine.

Related Posts

Comments

Leave a Reply

Your email address will not be published. Required fields are marked *