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The importance of being convenie…
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Image credit: Depositphotos.com

An auto repair and service shop needs to be seen as convenient in customers’ minds because it sets the stage for future business, a shop owner and coach explained.

Turning away a customer is something all aftermarket shops should be avoiding, noted Jay Huh, a business coach at Shop Fix Academy and owner of CarMedix. Some shops don’t like to do just an oil change on a vehicle and would rather package it with other services or repairs. So a customer calling about just an oil change may be told to try the place next door. However, with the right auto repair shop software, businesses can efficiently manage even small jobs, streamlining operations and improving customer retention by accommodating a wider range of services.

But being convenient doesn’t mean taking in anyone and everyone. If you specialize in Hondas you don’t need to take in the BMW that rolls into your parking lot. What it means, he told attendees of the Midwest Auto Care Alliance’s Vision Hi-Tech Training & Expo, is that you can say yes and offer convenience to the customer who may need a last-minute oil change in between their kids’ soccer game and their mother’s medical appointment.

Bottom line, you want to make it convenient for a customer to visit your shop.

“It’s all about convenience. You never underestimate the power of convenience,” he said during the session How to Run your Shop Stress Free.

He painted the picture of a driver having something go wrong with their car on a Tuesday. They call their shop but they say to come by on Friday. If you’re the customer, are you actually going to wait those extra days before going to the shop, Huh asked. No, and what happens next is the customer will pull out their phone and search “auto repair shops near me.” They will call around until someone says they can come over now.

It doesn’t even have to be something major to show convenience to the customer, Huh pointed out, going back to the example of oil changes. Look at how many quick lube shops there are. That’s because they make it convenient to drop in and get an oil change performed, he said.

These places have led customers to believe an oil change is a 15-minute job. So when a customer calls a service shop and they’re denied an oil change that day, they’re put off. And it sets the stage for months down the road when the customer’s check engine light comes on or they’re in need of a major repair.

“Do you think they’re going to call your shop?” Huh asked. “In their mind, you can’t even squeeze them in for a 15-minute oil change. You think they’re going to trust you to get their car in for major repair?”

Look back to the last year when your shop was busy and you had to turn away customers. “Do you think you being slow right now might be the result of that?” he posited to attendees.

Here’s what he suggested: When a customer calls in need of an oil change or help with a failure, ask if they’d like to come “now or …” and suggest an alternate time, like later that afternoon or tomorrow morning.

“The answer is always now — ‘Can you come in now?’” Huh said. “It’s the ability to say yes.”

It’s these decisions that help shops have a strong customer base so owners aren’t stressed during slow times.

“You guys are stressed out because you guys don’t have enough cars,” Huh pointed out. “So these are the basic principles you need to have in place. Saying ‘yes’ this is one of them.”

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Comments

  1. Robert Nurse Avatar
    Robert Nurse

    Seriously, where are these guys coming from. This concept may work if the shop is lacking business or is slow. But during the busy time you do not want your customers to get comfortable and expect your going to drop everything for them every time. Are we going to actually take a tech off a $2000 job when the bays are full to do an oil change on the lot in the rain with a jack and axle stands. I dont think so. Remember we need to educate our customers! They need to be taught that cars are complicated and waiting for a service to be completed is not practical. You do this by making them wait and not in a waiting room that is better than their own living quarters. Eventually they catch on. Try asking your tv repair man if its ok if you just wait for him to fix your tv.

  2. Bruce Eccles Avatar
    Bruce Eccles

    Once again we continue to underestimate the consumers ability to learn and adapt
    The most unprofessional thing a shop can do is bump one vehicle to service another without an appointment
    Firstly we need to eliminate the term oil change it is a thing of the past
    Secondly we need to eliminate 15 minutes from all automotive services
    Because of extended service intervals a vehicle needs more than an oil change. It may require tire rotation, filter checks, brake inspection etc
    We need to educate the consumer and the bean counters who invest in quick lubes it takes more than 15 minutes if you are actually servicing vehicle properly.
    A vehicle owner’s lack of planning does not constitute an emergency for a shop
    Good shops use a scheduling system for maximum shop efficiency which also is in the best interest of the vehicle owner.
    The logic behind that article speaks volumes as to why our industry struggles to get ahead
    Try telling your dentist you only have 15 minutes!

  3. Robert Nurse Avatar
    Robert Nurse

    “A vehicle owner’s lack of planning does not constitute an emergency for a shop” Brilliant sentence Bruce. We should all put this on our business cards. (Just kidding, I cause enough grief in this industry.)

  4. Bruce Eccles Avatar
    Bruce Eccles

    To further my last comments
    To make it convenient for our clients we have secure after hours key drop, convenient on line booking, free convenient shuttle service, convenient courtesy vehicles for emergency or long term repairs and courtesy reminder calls for booked service appointments. We also have a convenient location on main bus route!

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