In the highly competitive automotive service industry, marketing is critical. Unfortunately, a good marketing strategy can be difficult to come by. Some shop owners may even think that they can skate by without the help of marketing--but they are wrong, and their shops’ sales often falter as a result. To help you determine how to approach your marketing plan and its implementation, here are ways in which a solid marketing approach will help your business (plus, the one service technique that your employees must avoid at all costs).
2 Ways Automotive Service Marketing Helps Your Shop (And 1 Way it Can Go Very Wrong)
1: Fosters loyalty and encourages referrals
Designing a marketing strategy that positively impacts your customer relationships, encourages them to return to you for future purchases, and adds value to their experience in your auto shop can be a daunting task. It requires a lot of work to create a program that achieves all of these goals and is also profitable for your bottom line. Your marketing strategy should include a loyalty program and encourage both word of mouth and referrals from existing customers.
When designing a loyalty program, consider the following:
- Base Your Rewards on Business Volume
- Have Tiered Reward Levels
- Consistently Remind Your Customers About Their Rewards
2: Improves customer relationships
Making a large purchase decision can be stressful. Help remove any negative feelings that a customer may be having by making every effort to treat them as an individual first.
How can you build a better relationship with your customer? It’s easy. If you know their name, use it. If you can offer special recommendations, do that. You should treat every person who walks through your door as a special customer, and attend to their needs with care.
Beware: Don’t be too aggressive
Keep in mind that this is a customer service balancing act. It's crucial that your team makes every effort to provide your clientele with the information and products that they need, but they must avoid becoming too aggressive or pushy. Doing so can have the opposite effect and keep your customers from coming back. Keep in mind that there is a lot of anxiety around purchases made in the automotive industry. Customers may not be inclined to trust you when they first walk into your store. If your staff does not maintain a friendly, helpful atmosphere, your other marketing efforts may be useless.
Instead, encourage your team to be professional, helpful, and honest at all times. Your customers and your bottom line will thank you.
BAYiQ’s excellent software can help you manage customer relationships, implement and run your customer loyalty program, and so much more. Our platform facilitates the creation of loyal customers for life with a powerful, scalable marketing suite that combines all critical marketing functions in one automated platform. With BAYiQ, your auto repair shop marketing will catapult to the next level.
Want more insider info like this to help take your tire shop to the next level? Our platform can help. Schedule a demo today.