If you have started your auto repair business, you’re good to go; however, if you haven’t started, see How to Start An Auto Repair Business.
Tips and Insights For Marketing An Automotive Repair Business
This article will help you gain ideas for marketing your auto repair shop. In addition, it can help you gain a competitive edge in the marketplace while going over conventional advertising methods to help you bring awareness to your garage.
Before we get to the tips, lets’ look at two important points:
Point Number One: Setting Up Your Business For Marketing
Marketing isn’t just about running a marketing campaign or placing an ad in your local paper. Setting up your business with a few methods will help add value to your service, which creates a competitive edge. You invest time, money, and effort, and once your systems are set up, they should continue to work for you.
For example, what’s special about your automotive repair shop giving you a competitive edge? If you don’t have an answer, you need to give customers a reason to repair their vehicle at your shop.
Point Number Two: Marketing Campaigns
Once your business is set up and you have something to market, you can increase awareness and sales by running marketing campaigns. This is where most businesses start rather than the point above. It’s important to make sure your business is ready before starting any marketing campaign. The last thing you want is to market an unstable business.
Let’s get started.
Let’s start with a few marketing ideas to build a competitive edge.
1. Building Trust
When it comes to auto repair, one of the most common reasons new customers will not try your services is they don’t trust you. It’s nothing personal, but if your business isn’t recommended to them by someone they know, they will be worried your repairs could be inferior, you could charge too much, or you could be performing unnecessary repairs.
It’s your job to address their concerns. Of course, they won’t tell you I don’t trust you, but you must do what you can to make them comfortable.
For example, you could set up a system where all the old parts are kept so the customer can see them and inspect them. Then, you could show them the old part and explain the problem.
Next, you could show them the new parts installed on their vehicle when possible. Finally, you could even guarantee you will never perform repairs without authorization.
Another thing you can do is communicate with your customers in a way they can understand. For example, many customers may not understand that the throttle body needs replacing.
Instead, you could say that a part of the engine that controls the air and fuel, called the throttle body, is at fault, causing your vehicle to use extra fuel and lose power. It will need replacing. If you like, I can quote the job for a new one, or I could price out a rebuilt unit.
So here you are, giving an explanation and being patient in answering questions. Use your people skills to put customers at ease.
2. Offering a Robust Guarantee
Offering an excellent warrantee will keep customers returning because you give them peace of mind.
When you structure your guarantee, make it as clear as possible, offer the best warranty you’re comfortable with, and avoid offering something you can’t honor.
It’s also a good idea to do the math. For example, how many people do you anticipate will use your warranty, and how much will that cost you. Creating an excellent warranty you can honor will be easier after looking at the numbers.
An example of a warranty you might offer is that labor costs are free for any part we install, and it needs replacing again for as long as you own the car. So let’s take a closer look at the example below.
Warranty Example:
If you put a new alternator on a vehicle and the alternator failed after five years, the customer would pay for the part, and the installation would be free.
Let’s look at this closer. No one wants to stand behind a service for lifetime ownership. But how many people need to replace their alternator? Many don’t even replace it once while owning their vehicle. And how many people keep their car forever? The average is around 6 years.
So not many people will take you up on your warranty because they won’t own their car long enough for it to need a new part the second time. And if they do, it will be rare, and you can honor the labor costs as promised.
Naturally, you don’t apply this guarantee to parts with normal wear and tear, like, tires, brakes, batteries, etc. It’s on repairs for the part that breaks down.
A robust automotive repair warranty offers your customers peace of mind while creating a competitive edge.
3. Offer a Maintenance Plan
Maintenance plans can be an excellent way to keep the customer returning while allowing you to find problems with vehicles you service. In addition, you are saving your customers money.
When you find problems and address them early, it’s usually cheaper than putting off the repair because it could damage other parts.
For example, you can change brake pads around 3/4 worn. If you wait too long, you must change pads and rotors and charge more labor.
Maintenance plans are a win-win because you save your customers money, maintain your customer’s vehicles, and have a constant stream of revenue flowing through your shop.
4. On-Time Emergency Repair
Sometimes customers have an emergency and need their vehicle repaired quickly. You can charge more when you offer emergency service, and customers usually don’t mind. You could also take care of your top customers by offering this service at no extra charge.
5. Create Accurate Quotes and Never Overcharge on a Quote.
Giving a quote to a customer for $1,500 and charging them $1,650 is not okay. You have to give accurate quotes so the customer knows what they are in for. If something can’t be quoted until the part is taken apart and inspected, then include that note in your quote. Anything that may cost extra due to unforeseen circumstances, then include that in the quote and make sure you speak with the customer about any extra costs before proceeding.
You could also give two quotes, one with the best-case scenario and one with the worst case. So now the customer knows what to expect in either circumstance.
6. Become an Expert
Becoming an expert is one of the best ways to market your auto repair business. When you are known for your expertise, people will come to you, and you will probably have a steady stream of customers.
So how do you become an expert? It’s all about specializing in an area and becoming the best you can be.
For example, if you specialize in electronic fuel injection, that doesn’t mean you can’t perform other repairs; you could have a full-fledged repair shop, but you specialize in fuel injection.
Conventional Marketing Techniques
Next, let’s look at some conventional marketing techniques you can use to increase your customer base and boost sales. Conventional marketing is something you’ll want to do as a business owner. Find out what works, set up a marketing budget, and continuously run the most successful campaigns.
Let’s go over a few conventional marketing ideas.
7. Create Your Corporate ID
A corporate ID is an important part of your marketing. It consists of business cards, brochures, websites, logos, etc.
You should always have business cards on hand. Business cards are inexpensive. Furthermore, you can always order more when necessary. Therefore, giving people a few extra to give to their friends doesn’t hurt. For more see, Corporate Identity Packages
8. Newspaper Advertising
Your local newspaper is an excellent way to bring awareness to your shop. You can advertise specials, and long-term advertising campaigns can help you brand your business. You can also create coupons.
Newspaper advertising is based on space and word count. The more space an ad uses, the more it costs. The more words in a classified ad, the higher the cost.
For this reason, creating an ad that delivers results makes sense. Don’t say more than you need to get customers into your shop.
For more, see Newspaper Advertising Tips
9. Radio Advertising
Radio advertising is another medium you can use to promote sales and bring awareness to your business. For example, advertising in a newspaper can bring in customers from one ad.
With radio advertising, you’ll need to create a campaign and broadcast it multiple times because radio listeners can be tuning in at different times, so the more you spread out your campaign, the better your chances of success.
Another way to market on the radio is to provide valuable tips through interviews. For example, let’s say there is a winter storm that’s going to hit the area. You could contact the radio station to see if there is an opportunity to be a guest on the show.
During the short interview, you would give listeners tips to prepare their vehicle before the storm arrives. For example, checking antifreeze levels, windshield wipers, washer fluid, the battery, tire pressure, etc. You may also provide a complimentary washer fluid refill. This might attract hundreds of new customers and increase brand recognition.
Assuming the radio host has you on the show, your primary expense will be the washer fluid; if you spend $100 on the fluid, 100 people will interact with your business, and many will become clients.
Because they have had a pleasant experience with your company, many clients may require a new battery or tires or request appointments for additional maintenance. Ensure your staff is ready for the flood of individuals seeking free checkups.
10. TV Advertising
You can use your local TV station to run a commercial about your auto repair business. Giving locals information on how they can have their vehicle repaired with peace of mind.
You can also run a campaign, for example, a free brake inspection and tire rotation. During your inspection, you will find many customers need their brakes replaced, and suddenly you have more work than you can handle.
11. Billboard Advertising
Running a local billboard campaign is something worth looking into. You will want a professional design and highlight the most important benefits your customers will receive when repairing their vehicle at your shop.
If Billboard advertising works, you can expand on this by looking for an area where you might be able to put a billboard up on someone else’s property. For example, farmland on a nearby highway or on the side of a building. You could lease the area for an agreed-upon time. Naturally, you would have to check for bi-laws in the area regarding advertising of this type.
12. Joint Ventures
In a joint venture, you and another business can work together to share resources and benefit customers.
As an example, you could contact local body shops and offer them your services so they can offer them to their customers. You would do the same for your customers whose vehicles need bodywork.
It is also possible to take on mechanical repairs beyond the expertise of the body shop. In exchange, you would send them any vehicles coming into your shop that need body-shop repairs.
As another strategy, you can ask auto parts stores if they will recommend your shop to their customers. In exchange, you would refer customers to them in addition to purchasing components from them.
You will probably have to deal with more than one parts store, but they will be part of your network. Similarly, your shop will be a part of the parts dealer’s network.
For more details on joint ventures, see, How To Create A Joint Venture.
13. Join Your Local Chamber of Commerce
One way to bring awareness to your business is by joining the local Chamber of Commerce. A Chamber of Commerce allows you to network with other local business owners, leading to joint ventures.
You can also find resources from your local chamber to help you manage and promote your business.
For more, see, Joining the Chamber of Commerce.
14. Apply for BBB Accreditation
Being a member of the Better Business Bureau will help new customers trust your business.
Due to a lack of confidence, new clients may avoid your repair shop because they have never worked with you. They have no idea who you are and could be concerned they will lose money or your repairs are substandard.
Membership in the Better Business Bureau can increase customer confidence.
15. Advertise on Your Company Vehicle
Advertising on your company vehicle is a great way to promote your business. For example, if you drive around the city or park in a busy parking lot, your vehicle is advertising your company for you.
In addition, if you provide a loaner vehicle for your customers, you could also advertise.
For example, if a customer brings in their vehicle, they take the loaner to work. Now their colleagues may ask why they’re driving the loaner. The end result is you have more people talking about your business. Which could result in new customers trying out your services. Advertising on vehicles results in bringing awareness to your automotive repair shop.
Online Advertising Methods
Now let’s take a look at some online ways you can market your auto repair shop.
16. Developing Your Website
Your website is an important part of your online marketing strategy. However, I notice some businesses will use a Facebook business page for their main online presence.
It’s good to have a Facebook page as an addition to your online properties, but your main property should be a website with a domain name you own. When you have your own site and domain, keep up with registration fees, and don’t violate any terms of services, no one can take it away from you. You own it. While other platforms may not necessarily ban you, they can change how the system operates and disrupt your setup.
Your websites should be where all your main information is contained. You could even set up an online booking system on your site to allow customers to book appointments. You can also write blog posts to offer value and brand yourself as an expert. For more see, How to Build a Website
17. Create a Google Ads Campaign
Google ads are an excellent way to get the word out about your business. It’s a controlled environment that allows you to manage your budget, optimize ads, split test, and understand which ads perform the best.
It takes time to learn and understand how the system works, but once you are good at it, it can become one of your most important online advertising platforms.
Naturally, you would want to advertise to your local area, and it’s possible to only target local customers while setting a daily budget you can afford. Once your campaign is set up and optimized, it will run on auto pilot!
For more on creating a Google Ads Campaign, see How To Advertise on Google Using These Tips and Insights.
18. Facebook Advertising
Facebook advertising is similar to Google advertising. You can set your budget, target certain demographics, and target local customers. One thing to remember about Facebook advertising is that it may be cheaper to advertise your Facebook business page than to target your website. This is because Facebook wants more traffic flowing within their site than to have traffic flowing to other sites.
For more, see, How to Advertise on Facebook.
19. Videos
Creating valuable videos and sharing them on social media and YouTube is a technique you can use to draw attention to your auto repair business.
For example, if you offer a tutorial for replacing front brakes, you could give tips and let the audience know that if they don’t want to do it themselves, they can drop by the shop anytime and replace the brakes.
One key is don’t put post videos that are low quality, whether it comes to the production value or the information. Videos are easy to share, and if people share your low-quality videos, you harm your business more than good. So you’re better off not creating videos unless they are high quality.
20. Set up a Google Business Profile
a Google Business Profile is an essential resource to bring awareness to your business for local people looking to repair their vehicles.
This is a free service; you must invest time to set up your listing. Once complete, if someone searches for your business in your area, your listing will show up (currently at the side) with an image of your shop, a link to your website, hours of operation, etc. See, How To Creating A Google Business Profile, for more.
21. Marketing Resources
In addition to the tips above, you may be interested in resources that can improve your understanding of marketing your auto repair shop.
Many of the results lead to search results, which are by design so that you always have the latest and most popular information anytime you use this page.
Marketing Agencies
After reviewing the tips above, you could be thinking, “I want the results, but I don’t have the time to do it myself.” Or “I don’t want to get into marketing my business.” And that’s okay. Many people want to focus on running their business and leave the marketing to a specialist.
If you take that route, you will want to approve ads and marketing campaigns because it’s still your business, and you don’t want an agency to launch a campaign you’re not happy with.
You can find agencies specializing in marketing for auto repair services or those dealing with all types of businesses from the link below. But, of course, it doesn’t hurt to see what is available and even request a consultation.
If you find an agency that appeals to you, before contacting them, do a little research for feedback from customers they have worked for. Also, research the business owners.
Have a look at the latest search results for Auto Repair Business Marketing Agencies.
Books
Books are another way to get information that can help market your auto repair business. You can purchase a few books that provide tips and insights to market your business.
One tip worth mentioning with non-fiction books is that you don’t need to read the book from cover to cover. Instead, flip through the table of contents to go to the chapter you’ll use most.
View the most recent books related to Auto Repair Business marketing on Amazon.
News
The news is yet another source of information to discover what’s new about marketing your automotive repair shop. When using a site like Google news, you’ll have access to the latest news stories as well as archived ones.
See Google’s news search results related to Auto Repair Business marketing.
YouTube Videos
YouTube offers a variety of videos that can expand your knowledge of marketing your garage. The link below offers videos specific to marketing an auto repair shop, but you can search for marketing tips for brick-and-mortar or service businesses.
If you have some time, spend some time exploring the available videos.
If you want, take a few minutes to see videos related to Auto Repair Business marketing on YouTube.