Car Count Daily | Edition #16

 

Hey shop owners, Ron Ipach here, sometimes known as Captain Car Count, and welcome to yet another episode of Car Count Daily. Now on today’s episode, I’m going to be covering the most frequently asked question that I get as an expert marketer for auto repair shops. And that question is, “Who should I market to?”

The answer I always give seems to disappoint shop owners, because it’s a lot simpler than what you might think. Everybody thinks there’s some secret society, or this secret group of people that you have to really attract to your shop to be successful and get more customers to your shop. And it’s not anything special. Really, it is your own customers, the people that you’ve already done business with, the people that know, love and trust you. The people you’ve already done good service for. Those are the best people that you should be marketing to.

Why? Well, let’s face it. They’re not coming back to you as often as they really should. Most shop owners tell me that the average car should be in the shop at least three times a year. But I’ll bet, if you look at your database and count how many times each car’s been in your shop, it’s not three times. So what I’m telling you is you need to encourage them. You’ve got to give them a reason to come back to you more often.

And let’s face it. There are more cars sitting in the driveway than that one car you might be seeing. They may have two or three other cars sitting in the driveway that you’re not seeing. They’re being taken somewhere else, and maintained or repaired. They’re not happening, it’s not happening at your shop. So by marketing to the people that you already know, you know what they’re buying habits are, you know if they’re good customers or if they’re bad customers. You just need to get your message to them.

I mean, think about it. You can go and spend a lot of money to attract somebody new to your shop, and you have no idea if this person is interested in fixing and maintaining their car. You have no idea if they’re willing to spend the money it takes to keep their car running properly. You do know that about your current customers. So why not take any money that you’re spending to attract a new customer and start paying attention to your own customer.

You know, I’ve heard the only reason why you’re going to lose a current customer is because you’re not paying attention to them. You’re allowing other people who are advertising to spend more time and energy and effort and market to them than you are. You’re just kind of letting them go. Don’t let that happen any more. The best customer to get in your shop is the person you already have a relationship with.

So take all those marketing dollars that you’re using to attract new customers and start marketing to your own customers and I absolutely guarantee you’re going to get a lot more car count. That’s going to do it for today’s episode. I hope it helped. If you like what you’re seeing, if you like what you’re hearing, leave me a comment down below this video.

If you don’t like what you’re seeing or hearing, leave me a comment down below this video. If you’ve got any questions, leave me a comment down below this video. And by the way, did you realize you can leave me a comment down below this video?

 

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