Inside the Consumer's Mind

How Are You Pricing Your Shop’s Value?

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People hate paying more than they need to, and your customers are no different. If you have reviews that your shop is too expensive, it’s likely that you will be overlooked by many customers, regardless of your value. If a customer does not have a go-to shop, they’ll often go to the cheapest one.

But customers aren’t only interested in price. In fact, most surveys show that convenience, being repaired correctly the first time and on time, all beat out price. 

In Ratchet+Wrench's Inside The Consumer’s Mind video series, editorial director Anna Zeck talks with Ryn Clo, owner of Dubwerx in Cincinnati, Ohio, about the sale, and what makes customers willing to spend that extra money for vehicle repair. 

A lot of auto repair customers have a perception that they’re going to be sold or pressured into work that they do not need.  However, most customers are willing to pay the price for quality auto repair. You just need to establish trust with the customer. Don’t over charge them, show them exactly what their money is buying them.

“You have to provide enough value to justify your price,” Clo says. 

High-cost vehicle repairs are often unexpected, so it’s no surprise that customers are apprehensive about trusting shops who have reputations of being expensive. You need to gain this trust back with a great customer experience.

Part of this trust comes from educating the customer on the service. Walk them through their report and show them pictures of the repair, then follow up with them after their appointment. Show them a quality experience worth the price.

Apart from selling auto repair, it’s your job to sell your customer on the value of your shop. You can get them to purchase the work if you follow proven processes. If your shop is deemed more expensive, convince the customer that the investment is worth it. 

If there are unexpected maintenance costs for the customer, be careful with how you tell themyour delivery is everything, so don’t lead with bad news. Present yourself as the solution to their problems, and they will be less apprehensive about providing the money. 

“When you look at a car and say it needs a couple maintenance items, you just don’t talk about that and you don’t start with that. You start with all the good things you found,” Dwayne Myers, owner of Dynamic Automotive, says. 

Remember that many customers are looking for convenience, and coming back in for a second appointment is definitely not convenient. If you can fix all their problems right away, without scheduling another appointment, they could be more inclined to pay for the repairs on the spot. Plus, this eliminates the chance that they will pay for these repairs elsewhere. 

It is also important to explain to the customer that high-cost maintenance is often worth it. A lot of the time, the extra money that the customer will need to spend now will save them in the future. Help them understand that it is not always smart to go with the cheapest option. 

“You actually do spend less money at a shop that’s going to be more expensive today,” Clo says.

Selling to customers in the auto repair industry is tricky because vehicle maintenance is one of the last things people want to spend their money on. But, if you let them know that you are on their side to fix the problem and explain why they need the maintenance to continue driving safely, you will have a good chance of persuading them into a sale. 

Catch more in last week’s Inside The Consumer’s Mind video.

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