Summer is a busy time in the auto repair industry, and 2020 was no exception.
But as the seasons change to fall and winter, we notice that fewer people are taking their vehicles in for repairs. Of course, this varies from state to state. Auto repair shops in colder climates may still see a steady flow of customers as drivers winterize their vehicles.
In most places, a slow down in business is to be expected.
While there may be fewer walk-ins, there are several ways shop owners and service writers can stimulate business and maintain a healthy sales funnel.
Looking at Your Sales Funnel
Your sales funnel can tell you a lot about the flow of your business.
Before ramping up marketing and lead gen tactics (strategies to get new business into the sales funnel), it’s important to look at what’s already in the funnel.
If you already have work in the shop or customers to follow up with, those jobs are going to be the easiest to target and move through the sales process because they’re already halfway there.
Also, by focusing on the bottom of the funnel first, you can identify any hold-ups and make room for new work to come in the door, leading to a more efficient workflow and overall sales process.
Work in the Shop Waiting to Be Completed
Before going out of your way to bring new business in the door, look at the current jobs already in the shop.
Are there any holdups? If so, be sure to take care of those so that you can get those vehicles repaired and out the door, and then collect payment on that work.
If there's a bottleneck at the bottom of your funnel, you probably want to address that before bringing a bunch of new work through the door.
Tek-Tip: Use Realtime RO Reporting on the Shop Dashboard
By looking at the “job board view” of Tekmetric’s shop dashboard, shop owners and service writers can see a snapshot of what’s going on in the shop at any given moment.
You can look at the number of dollars you’re sitting on in the “work not started” status.
If an RO has been approved but the work hasn’t been started and you’re not sure why this is a good opportunity to talk to your technicians to see what the holdup is.
If it seems like there are many jobs that are delayed, it might be time to consider hiring more help, provide coaching, or create a more efficient process.
Customers with estimates waiting to be approved
After taking care of work that’s already in the shop, the next easiest target for more work is going to be anyone who you’ve already sent an estimate to that hasn’t approved the work.
Chances are, these guests are shopping around for the best estimate. But in some cases, customers get sidetracked and may have simply forgotten to follow up.
Giving these folks a courtesy call to say, "I just wanted to follow up to personally answer any questions that you may have about the work that we're recommending" is a great way to earn their business because it shows that you care about fixing their problem and that you didn’t forget about them.
Even if your shop isn’t the cheapest by a long shot, customers who are shopping around are likely to see the value in going with the shop that is attentive enough to give them a call back to check-in.
Tek-Tip: Use the Tekmetric Job Board to See the Status of Estimates
Tekmetric’s job board uses icons to show service advisors the status of an estimate.
The paper airplane means that an estimate was sent to a guest, but it hasn’t been opened.
Once the customer opens the estimate, the icon will change into an eyeball. Near the icon, it will also tell you how long ago it has been since the estimate was sent or viewed. Service advisors and shop owners can use this information to start a conversation with their customers.
Tekmetric also has two different views of the job board: column view and list view.
In list view, you can prioritize the order of those estimates to put the people who have viewed it at the top, the people who received it next, and then everyone else who you haven't quite finished up with at the bottom.
So now you have a priority of who you can start calling.
Declined Jobs & ROs Saved for Later
Further up the sales funnel are your declined jobs and ROs saved for later. It’s important to remember that many vehicle owners wait until right before a critical event to get their vehicles repaired.
For instance, if someone brings their truck into the shop to fix their suspension and you notice that their brake pads should be replaced soon, the customer may wait a few weeks or months until they feel like their brakes are just about to scrape the metal.
Depending on the condition of the brakes, a service advisor might put it on the estimate (and in this scenario, the truck owner declines the job to focus on their suspension) or, if it seems like the brakes do in fact have a few months of mileage left, they may save it as an RO for later.
Declined jobs and ROs saved for later are great ways to reconnect with a guest.
A simple courtesy call to check in with an existing customer who may need work soon is an excellent way to remind them that their vehicle needs maintenance before a critical event occurs, and it's also an opportunity to bring more work in the door.
Tek-Tip: Use Tekmetric’s Declined Job Report and Customer History
Tekmetric’s declined job report consolidates all of your shop’s declined jobs in one easy to view list.
During slow months, your service advisors can open the declined jobs report and go down the list, using notes to determine why the customer declined the job and whether or not they might be interested in revisiting the work soon.
To take this one step further, the service advisor can also look at the customer’s history to determine if there are any hold-ups to getting certain repair work.
For instance, if the customer history shows that they come into the shop frequently but tend to spend small amounts at a time, you can make them an offer or throw in a free oil change to sweeten the deal.
Generate New Customers with Marketing
Once you’ve worked your way up the sales funnel to complete any jobs in the queue and catch existing customers who either haven’t responded to your estimate or need work soon, you can start focusing on catching the attention of new customers.
When it comes to generating new business, the initial questions to ask yourself are, “Where are my target customers?” and “Where is my existing business coming from?”
By keeping track of your marketing sources—referrals, promotions, mailers, social media channels, etc.—you can get a better sense of the best place to put your efforts.
Every time a new customer comes in, it’s good practice to ask them, “How did you hear about us?” If it’s an existing customer, you can also ask, “What brings you in today?”
They may just tell you that they need work done, but sometimes they’ll answer with a certain promotion or advertisement, which can help you gauge the effectiveness of certain efforts.
If it seems like a certain tactic works better than others, that may be the first marketing effort to invest more money in when times are slow.
Tek-Tip: Use Tekmetric’s Marketing Source Report to Gauge the Effectiveness of Your Marketing
Tekmetric’s RO Marketing Source report gives shop owners a clear view of how successful each marketing effort is in terms of total sales, new sales, repeat sales, GP dollars, GP percent, and close ratio.
These metrics not only show you where your audience spends the most time but also shows you which segment of your audience is bringing in the most profit.
For instance, you may notice that Facebook brings in a lot of ROs, but you have the highest close ratio with people who read Yelp reviews.
If that’s the case, you may want to solicit more positive Yelp reviews from customers.
Accelerating Your Shop’s Business Takes a Comprehensive Approach
It’s important to consider your entire sales funnel when trying to boost the amount of work and dollars coming through your shop.
While marketing is a great way to get your name out there and bring new vehicles and faces into your shop, it’s just as important to nurture the relationships that you already have.
If it seems like there’s an existing customer that you can help with service, it’s a good idea to reach out and check in on them.
As always, keeping track of your job history, customer preferences, declined jobs, work in progress, and how your customers hear about your business is going to make it a lot easier to make calls and pull the right levers.
While this may seem like a lot to keep track of, a well-organized, easy to use shop management software like Tekmetric can make collecting and reviewing this information feel like second nature.
In today's fast-paced digital world, connecting with your customers isn't just about turning wrenches; it's about building relationships. For the automotive industry, email marketing can be a powerful marketing tool.
A well-executed email marketing strategy can transform your auto repair business, driving new customers through your doors and fostering customer loyalty among your existing clients.
What is Email Marketing?
At its core, email marketing is a form of digital communication that enables businesses to send messages directly to a group of people via email. Think of it as a personalized billboard delivered straight to your customer's inbox.
Unlike broad social media blasts or expensive Google ads, email marketing offers a unique opportunity to tailor your message to specific segments of your email list, making your communications more relevant and impactful. It's a key component of any effective automotive repair marketing plan.
Why Auto Repair Shops Should Use Email Marketing
Many auto shop owners might wonder if email marketing is truly worth the effort. The answer is a resounding "yes!" In an industry built on trust and relationships, email marketing serves as an invaluable tool for nurturing customer relationships. Here are some of the top benefits of email marketing:
1. Cost-effective
Email marketing is very cost-effective. Compared to traditional advertising methods, the return on investment (ROI) for email marketing is often significantly higher. You're reaching a targeted audience that has already shown some interest in your services, whether by providing their email address at your shop or through an online signup.
2. Top of mind
Email marketing will keep your auto repair shop top of mind. Your customers have busy lives, and car maintenance often slips their minds until a problem arises. Regular, helpful emails ensure that when they do need service, your shop is the first one they think of. This is crucial for customer retention.
3. Customer Retention
By staying in touch, you remind existing customers about upcoming service needs and show appreciation for their business. This proactive approach significantly boosts customer retention and encourages repeat visits.
4. Measurable Results
Unlike some traditional marketing, email marketing provides detailed analytics. You can track open rates, click-through rates, and ultimately, how many appointments were booked as a result of your email marketing campaigns. This allows shop owners to refine their marketing strategy for maximum effectiveness.
5. Direct communication
Finally, email marketing provides a direct line of communication. You can share important updates, special offers, maintenance tips, and build a sense of community with your customer base. This personal touch is something that a general advertisement simply cannot replicate.
Email Marketing Campaign Ideas
To maximize your marketing efforts, it's essential to diversify the types of emails you send. Here are some of the most effective email marketing campaigns for automotive repair shops:
Welcome Emails
When a new customer provides their email address, send a warm welcome email. This is your chance to introduce your shop, highlight your unique selling propositions, and perhaps offer a small discount on their first service. This initial contact sets the tone for future customer relationships.
Welcome email template
Service Reminders
These are arguably the most crucial emails for an auto repair shop. Based on a customer's service history (which can be managed efficiently through a good CRM system), send automated service reminders for scheduled maintenance like an oil change, tire rotations, or brake inspections. Make it easy for them to book an appointment with a clear call to action.
Service reminder email template
Promotional Emails/Special Offers
Announce discounts, seasonal promotions (e.g., winter tire specials, summer AC checks), or bundled services. Use compelling subject lines to grab attention and always include a strong call to action (or CTAs).
Promotional email template
Maintenance Tips and Educational Content
Share valuable information like "5 Ways to Extend the Life of Your Tires," "Understanding Your Dashboard Warning Lights," or "Why Regular Oil Change is Crucial." This positions your shop as an expert and provides genuine value to your customer base.
Maintenance tip email template
Customer Feedback/Review Requests
After a service, send a follow-up email requesting feedback or a review. Positive testimonials are incredibly powerful for attracting new business. Link directly to your Google My Business page or other review platforms.
Customer feedback email template
Birthday/Anniversary/Holiday Emails
A small, personalized gesture like a birthday greeting, perhaps with a minor discount, can significantly boost customer loyalty.
Birthday email template
Abandoned Appointment Emails
If your shop offers online appointment scheduling and a customer starts but doesn't complete the booking process, an automated email reminding them to finish can recapture lost potential customers.
Abandoned appointment email template
Automotive Email Marketing Strategies
Now that we've covered the what and why, let's dive into the how. Implementing these best practices will ensure your email marketing strategy yields optimal results for your auto repair shop:
Segmentation is Key: Not all customers are the same. Segment your email list based on factors like vehicle make and model, last service date, service history, or demographics. This allows you to send highly targeted and relevant messages, improving open rates and conversion rates.
Craft Compelling Subject Lines: Your subject lines are the gatekeepers to your emails. Make them concise, intriguing, and benefit-oriented. Examples: "Time for Your Oil Change?", "Exclusive Discount Just For You!", "Protect Your Car This Winter."
Personalization Goes a Long Way: Always address customers by their first name. Reference their vehicle type or past service if possible. Automation can make this surprisingly easy, especially with a good CRM or shop management system.
Clear Call to Actions (CTAs): Every email should have a single, clear call to action. Whether it's "Schedule Your Appointment Now," "Claim Your Discount," or "Read Our Latest Blog," make it obvious what you want the recipient to do. Use prominent buttons or hyperlinked text.
Mobile Responsiveness is Non-Negotiable: A vast majority of people check their emails on their smartphones. Ensure your emails are designed to look great and function perfectly on all mobile devices. Test your templates before sending.
Automate Where Possible: Utilize automation tools to send welcome email sequences, service reminders, birthday greetings, and follow-up emails after a service. This saves time and ensures consistent communication without manual effort. Many CRM systems and email marketing platforms offer robust automation features.
Provide Value Beyond Promotions: While special offers are great, don't make every email a sales pitch. Offer genuine value through maintenance tips, car repair advice, and educational content. This builds trust and positions your auto repair shop as a helpful resource.
Optimize Send Times: Experiment with different days and times to see when your email list is most engaged. Tools within email marketing platforms can often provide insights into optimal send times based on your audience's behavior.
Integrate with Other Marketing Efforts: Your email marketing strategy shouldn't exist in a vacuum. Cross-promote your email list on your website, social media channels, and in your physical shop.
Monitor Performance: Regularly review your open rates, click-through rates, and conversion rates. A/B test different subject lines, CTAs, and content to continually improve your email marketing campaigns. This data-driven approach is crucial for success in the automotive industry.
Don’t overdue it: Nobody likes receiving 30 emails in one day, so make sure your email cadence is reasonable and not overwhelming to your audience. Always provide an “unsubscribe” option in your emails in case they no longer want to receive emails from you.
Final thoughts
In conclusion, for any auto repair shop looking to thrive in today's competitive landscape, a well-executed email marketing strategy is no longer optional – it's essential. By consistently delivering valuable content, timely reminders, and exclusive offers, you can build a highly engaged customer base, boost customer loyalty, and ensure your auto repair business remains successful for years to come.
Start building your email list today, embrace automation, and watch your marketing ideas turn into tangible results. Your customers and your bottom line will thank you.
Maximizing Auto Repair Shop Customer Service: A Guide to Selling Maintenance Work
Training service advisors how to properly sell maintenance work can create more loyal customers.
Drivers typically come in with an expectation of what's wrong with their car, which can make it tricky to sell maintenance work. Drivers might think you're trying to squeeze more money out of them, or may simply have a set budget in their mind and don’t plan on spending extra.
In reality, you're simply trying to go above and beyond and provide them the best service possible. So how do you show that, and which tools will help you transform the way you sell maintenance?
Here’s how to build customer trust while staying true to your auto repair shop’s mission of providing optimal maintenance recommendations.
Why Selling Maintenance Work Can Be a Challenge for Auto Repair Shop Customer Service
According to a survey conducted by AAA, 76% of U.S. drivers said that recommending unnecessary services was the top reason they do not trust auto repair shops. The survey also points out that ⅔ of U.S. drivers have managed to find an auto repair shop that they trust. Whether it’s an independent auto repair shop, or a chain repair shop, trust needs to be at the forefront of the customer experience.
Service advisors may be hesitant to sell maintenance work and only focus on the problem at hand because they don’t want to come off as pushy. But not recommending maintenance work can be a disservice to customers who deserve to know about any and all issues with their vehicle, not just the ones they’ve noticed themselves.
Add a Maintenance-Focused Inspection and Sales Process to Your Auto Repair Shop Customer Service Routine
When it comes to selling routine vehicle maintenance work, it’s important to remember that routine check ups will make a big difference on customer’s cars. Similar to the human body, cars are complex systems. Just like the body has a heart, nervous system, and organs, cars have the engine, the vehicle bus, and the control unit. If one problem is ignored, that could lead to more issues, possibly more serious than the last. For example, if a driver puts off replacing their brakes, it could damage the car’s rotors, which in turn, could lead to loss of braking power. This gets us back to one of the most important benefits of selling maintenance work: it helps your customers stay safe and get as many miles out of their car as possible.
Benefits to Selling Maintenance Work
Regular maintenance makes your customers’ lives easier. It prevents your customers from ending up on the side of the road and prolongs their vehicles’ lifespans.
Customers save money. Maintenance work can prevent car issues from getting out-of-hand, which may lead to spending more on larger repairs in the future. And who doesn’t want to address maintenance work before it becomes a much larger expense?
Providing maintenance inspections helps shops sell more work, which usually means higher ROs and a more profitable repair shop. Also, because maintenance work helps your customers’ vehicles last longer, they’re less likely to buy a new car, which they’ll probably get repaired at the dealership during the first few years.
Maintenance inspections help you queue up more work for the future. Even if they decline the maintenance work, you now have a relationship. You can track those declined jobs, and the service advisor and technician can save time figuring out what all might be wrong with the vehicle and resell that work.
Customers trust you more. When you provide reliable insights into your customer’s vehicles, your like their go-to car whisperer—a trustworthy person who reminds them to check stuff out on their vehicle before anything bad happens
Maintenance by Mileage
Shop owners, we recommend training your service advisors to check customer mileage at each visit and tracking it in your shop's auto repair shop customer service notes. By keeping track of customer mileage on each vehicle, you’ll be able to recommend maintenance work based on how many miles it has been since their last visit.
Mileage
Recommended Car Maintenance
Every 3,000 - 7,000 Miles
Replace oil and oil filters, inspect various fluid levels and wipers, check tires and lights
Every 15,000 miles
Replace air filter
Every 20,000 miles
Inspect battery and coolant levels
Every 30,000 miless
Replace power steering fluid, inspect coolant levels, brake pads, and suspension components, check radiator hoses and HVAC system
Every 35,000 miless
Inspect and replace the battery
Every 40,000 miless
Replace spark plugs and wires, inspect ignition system and suspension
Every 60,000 miless
Replace brake pads and fluid, inspect radiator hoses, timing belt, HVAC system, suspension components, and tires, check coolant levels, and power steering fluid levels
Mileage aside, a thorough digital vehicle inspection of all vehicle’s essential components should be performed regularly.
When my husband Dana and I started Haglin Automotive, our loyal customers found us from The Yellow Pages.
Things have drastically changed since then thanks to all the technology advancements. Online reviews and Google play a big part in whether a customer will set foot in your shop or return for future repairs.
At Haglin Auto, we always adjust to meet customers, and whether they’re a return customer or a new customer, we prioritize how they feel.
It’s important to meet your customers where they are. We even offer customers free vehicle pick-up and delivery service, free shuttle services, and free loaner vehicles.
But, more importantly, we make sure they understand their repairs and can see everything that’s going on with their cars.
Build Trust with Digital Vehicle Inspections (DVIs)
Haglin Auto has been around for 41 years in the Boulder area, and twice a year 30,000 people come in and out because of Boulder University of Colorado, so we’ve always had an influx of students.
And in order to cater to our college students, we started implementing DVIs.
The reason we made the change in the first place was because our service writers would call a local college student and say, “You car is doing this, this, and that,” and a lot of the times a student would respond with, “I don’t understand,” “I’m not the one paying,” or “Let me call my mom or dad.”
From there, the student would make a phone call home, they would ask questions, and then the student would call back with questions.
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