Auto repair isn’t a want. It’s a need. You don’t need sleazy sales tactics to survive in the auto industry. In fact, they could do more harm than good. Here are five reasons why people don’t buy what you sell.
1. They don’t trust you.
Running an auto repair shop is hard.
Drivers have never been so afraid of being ripped off.
Here are some easy-to-implement policies and procedures that will help you earn customer trust.
Put a price sheet in your lobby. Include the cost of your most common jobs. For bonus points, list those prices on your website too. If you use an auto inspection process (you should!), explain its purpose to every new customer. Don’t worry about “how to sell.” Instead, focus on delivering quality service. Do that and sales will follow (promise).
2. There isn’t a relationship.
Relationships are like plants. They can’t grow without care and attention. Make a spreadsheet that contains contact information for every customer. Also find out one fun fact for every driver who enters your shop. If they return, open up that spreadsheet and refresh your memory. They will be amazed that you remembered after all that time!
3. You’re speaking a different language.
Consider the perspective of the customer before you speak. Most people don’t have a clue about cars. That’s why they hired you! Make sure your customer knows what an alternator does before you spend much time talking about it. If their eyes start to glaze over, that means you need to knock it off with the technical mumbo jumbo.
4. You don’t offer a budget friendly payment plan.
No one feels like they have “enough” money. Even so, some people do genuinely struggle. It’s never fun to get stuck with an expensive auto repair bill… and it’s even worse right after a job loss or medical expense.
Here’s a good solution. Choose a specific dollar amount based on the average income of your city’s residents. If a repair costs more than that amount – let’s say $1,000 for the sake of example – offer to let people pay it down in two or three installments using a credit card program.
5. They don’t believe your service solves a problem.
It can be hard to get people to see the value of a repair. If a person is price resistant, point out that the consequences of not investing are more expensive than the purchase itself. Here’s an example for a tire that needs to be replaced:
“I know tires aren’t cheap, but yours is in danger of blowing out or going flat. If that happens, you could have an accident that will damage your car’s suspension and front end. I’m not trying to scare you. I just want you to understand that neglecting this repair might cost you more money in the long-term.”
Earn trust. Build a relationship. Speak your customer’s language. Be considerate of their budget. Demonstrate how the repair solves a problem. Do those five things and your service will sell itself. If you know any auto mechanics or business owners who wonder why people don’t buy, please share (they will appreciate the thought). Thanks! 🙂
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