Car Count Daily | Edition #12
We’ve all dealt with it before, auto repair price shoppers can be some of the most difficult people to do business with. Imagine this, the phone rings and you’re at the shop. You’re busy, you have whole bunch of operations and repairs going on, and guess what? You answer the phone, and it’s a potential customer asking for a price.
Don’t you just hate that? Of course you do, but a couple of things I can tell you, that caller may not always be calling because he’s just looking for the cheapest price in town. In reality, some of these callers simply don’t know what else to ask. I can tell you another thing too, when that customer’s calling asking for a price, it’s typically a money car. It’s a broken car.
“How much is a water pump?”
“How much are brakes on my car?”
Wouldn’t you like to get those cars in your shop? They’re big dollar cars. Well, you can. One thing I can tell you absolutely not to do: Avoid giving the price.
It can prove damaging to give that potential customer a price, as they may be shopping your repair shop’s price with other shops. However, with the proper training, a little doubt can be created. Doubt that what they think they need, they don’t really need at all. Or hope, hope we can save them money, and what auto repair customer doesn’t want to save a little bit of money?
Focus in on those couple of things when dealing with auto repair price shoppers, we’re going to capture more of those new customers, record their information into your base to further market to them, and you’ll be on the road to more car count, maximizing profit, and capitalizing on those broken cars.