0
in partnership with Trinity Mirror
How to win 100 extra
service/repair jobs a year…
…in 6 easy steps
If you remember just three things…
BE FAST!
 Quote within an hour and you’re 3.6x more
likely to win the business. We’ll...
Why does it matter? Meet Patrick…
 A former Audi Service Manager, Patrick set up his
business in 2012
 Over 100 new jobs...
…and there are others like Patrick, nationwide…
 Your Mobile Garage, Islington, 154x jobs, 98% positive feedback:
http://...
1. BE FAST
WHY?
 You can communicate with the customer,
and even book them in, before the
competition have even got in t...
2. BE DESCRIPTIVE
WHY?
 Being the first to reply is great, but only if you tell the driver what they need to know
HOW?
...
2. BE DESCRIPTIVE
WHO WOULDN’T WANT TO TAKE THEIR CAR HERE?...
What does a great response look like?
Hi Ian
Based on your...
3. BE PRICE-COMPETITIVE
WHY?
 77% of our drivers say price isn’t the most
important factor (saving time is), but all wil...
4. DON’T WAIT FOR JOBS TO COME TO YOU
WHY?
 Simple: our most successful garages win 2x more business here than by waitin...
5. FOLLOW UP WITH A PHONE CALL…
WHY?
 You’ve done the hard work by writing a
better message, faster than the
competition...
5. FOLLOW UP WITH A PHONE CALL (cont)…
HOW (cont)?
 The customer’s number isn’t visible before you quote…
 …but it is r...
6. YOU’VE DONE A GREAT JOB – ASK FOR FEEDBACK…
WHY?
 Not all of our customers leave
feedback (despite being reminded
by ...
in partnership with Trinity Mirror
For more great advice…
team@whocanfixmycar.com
0191 269 6875
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Win automotive aftersales business online in 2014

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Any automotive business worth their salt knows that service and aftersales customers will research them online before making a booking.

We work with 4,500 servicing businesses so we know precisely how to generate and respond to service enquiries to maximise your close rate. We're lifting the lid - so read on...

Published in: Automotive, Business, Technology
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Transcript of "Win automotive aftersales business online in 2014"

  1. 1. in partnership with Trinity Mirror How to win 100 extra service/repair jobs a year… …in 6 easy steps
  2. 2. If you remember just three things… BE FAST!  Quote within an hour and you’re 3.6x more likely to win the business. We’ll explain why. BE DESCRIPTIVE!  Tell the driver everything they need to know to make a decision then and there. BE PRICE COMPETITIVE!  Price isn’t everything but it’s a factor - especially if you have fewer than 5x pieces of feedback – so price realistically
  3. 3. Why does it matter? Meet Patrick…  A former Audi Service Manager, Patrick set up his business in 2012  Over 100 new jobs and customers won in 2013  He took on 4 new staff to cope with the demand!  Patrick is now planning to open a second site  You can follow in Patrick’s footsteps… this guide is designed to help you do just that.
  4. 4. …and there are others like Patrick, nationwide…  Your Mobile Garage, Islington, 154x jobs, 98% positive feedback: http://www.whocanfixmycar.com/service/www.yourmobilegarage.co.uk  Whitepost Garage, Gloucester 60x jobs, 100% positive feedback: http://www.whocanfixmycar.com/service/whitepost-garage  A&A Auto Electrics, Bolton, 48x jobs, 97% positive feedback http://www.whocanfixmycar.com/service/a[and]a-auto-electrics  Drive-In, Aylesbury, 31x jobs, 96% positive feedback: http://www.whocanfixmycar.com/service/drive_in  Enterprise Garage, Oldbury, 43x jobs, 100% positive feedback: http://www.whocanfixmycar.com/service/enterprise-garage
  5. 5. 1. BE FAST WHY?  You can communicate with the customer, and even book them in, before the competition have even got in touch  The chart on the right says it all! HOW?  Check your phone for our emails and texts regularly  Keep the site open on your computer  Is there someone in the garage who can monitor and reply for you?  Monitor evening and weekend jobs! Can you share this responsibility around the business? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Relative jobs won vs response speed Quote within the hour and you’re 3.6x more likely to win the business.
  6. 6. 2. BE DESCRIPTIVE WHY?  Being the first to reply is great, but only if you tell the driver what they need to know HOW?  You’re the expert! Its your chance to demonstrate your expertise and show that they’re in safe hands.  What experience do you have on this sort of job – what about your feedback?  Can you stamp the service book, reset service indicators etc  Would you advise any other work? Tell the driver everything they need to know, in your first message
  7. 7. 2. BE DESCRIPTIVE WHO WOULDN’T WANT TO TAKE THEIR CAR HERE?... What does a great response look like? Hi Ian Based on your description, we are able to complete this work on your Honda for £190, inclusive of parts and labour. A little more about us: we specialise in Japanese cars and Chris, the technician who will be working on your Civic, was originally trained by Honda GB so he knows these cars inside and out. The job should take a couple of hours, and in that time we will: (describe work as appropriate). You may also wish to consider changing the (part) at the same time if you haven’t done so already – Honda recommend this every XXk miles and doing so will certainly save you labour costs as its easily accessible when we do this job. Don’t forget to bring your logbook so we can stamp it and protect the value of your car. Finally, as a local garage we thrive on our reputation and take great pride in our feedback from previous customers so make sure to take a look! I look forward to hearing from you. Thanks Al – Founder, The Japanese Car Garage.
  8. 8. 3. BE PRICE-COMPETITIVE WHY?  77% of our drivers say price isn’t the most important factor (saving time is), but all will look at price to an extent HOW?  Make sure you don’t rule yourself out with unrealistic prices  A fair price (not necessarily the cheapest), along with a quick and thorough response, is the final piece in the jigsaw  This is extra-important if you are a new garage with between 0 and 5 pieces of customer feedback  NEVER put a fake price (eg £0.01 or £1) - it won’t help you win the job! Price isn’t everything but it’s a factor - especially for newcomers Driver motivations Save money Save time For choice Others
  9. 9. 4. DON’T WAIT FOR JOBS TO COME TO YOU WHY?  Simple: our most successful garages win 2x more business here than by waiting for job alerts  Some have even set up a mobile arm of the business to win jobs that are further afield – thanks to ‘find jobs’ – enough said. HOW?  Keep an eye out for additional jobs in your area and beyond using the ‘Find Jobs’ feature on the website  Make sure to do this at the start, middle and end of each day Use ‘find jobs’ to fill your workshop to capacity!
  10. 10. 5. FOLLOW UP WITH A PHONE CALL… WHY?  You’ve done the hard work by writing a better message, faster than the competition. Here’s the easy bit. HOW?  Follow up with a call to make sure the customer saw your quote. You can handle their questions on the spot, and sell yourself as well.  Don’t forget to remind the customer to click ‘book me in’ on the website too! …and strike while its still front-of-mind for the driver
  11. 11. 5. FOLLOW UP WITH A PHONE CALL (cont)… HOW (cont)?  The customer’s number isn’t visible before you quote…  …but it is revealed when you do. …and strike while its still front-of-mind for the driver
  12. 12. 6. YOU’VE DONE A GREAT JOB – ASK FOR FEEDBACK… WHY?  Not all of our customers leave feedback (despite being reminded by our Customer Service team.)  But when they do, the effects are compelling – as shown here! >>> HOW?  Use this to your advantage: when a customer picks their car up, make sure to remind them to leave you feedback.  Can they do it there and then at your garage? …and winning work will get easier and easier
  13. 13. in partnership with Trinity Mirror For more great advice… team@whocanfixmycar.com 0191 269 6875
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