Crazy thought, huh? Why settle for an average customer when you can turn them into a great customer? Especially with these benefits: loyalty and repeat business, referrals and word-of-mouth, positive reviews, less stress for staff, respect for your services, and higher ticket averages.
I’ll elaborate on those below, but let me add a few more. The approvals will be easier because they trust you. If something goes wrong, they will probably work with you on it. They will probably stay great customers since they’re more fun to deal with so you’ll subconsciously take great care of them, making them even better customers. Let’s dive into how we can upgrade your average customer.
I realized that our great customers are our “friends.” Friends who know we have to make a profit. We chat with them and ask about their families and they ask about us. They ask if we’re busy, if we’re still golfing or playing volleyball. After our conversation they say: “Here’s my credit card.” It’s as if their car maintenance has become incidental, a given, after we get caught up with each other. Because they know we take care of them and their car first, not our profit. We know our profit will take care of itself with their easy approvals. Not to mention the new, soon-to-be great customers we gain from their great reviews and referrals.
Regarding new customers, help them feel good about themselves and their repair choices. Help them feel good about your shop after they leave, such as: leave them an inexpensive gift, tell a funny customer story, share a funny story in the news, tell a dad joke. Do some small favors. Like making a call for them to a locksmith, dealer, tire store, radio shop, etc. Polish their slightly cloudy plastic headlight covers for free. They will enjoy the extra care. It’s called the rule of reciprocity. Since you are taking great care of them, they will feel obligated to take care of you, to be a great customer. Remind them that your tools, technology and trained technicians make for better repairs at a fair price. They will realize that if they cheap out they may lose their status as a great customer and probably have to find another quality shop, which is no fun.
To the average customer or below average customer, a shop might seem to be just a commodity. As if all shops are pretty much the same. If you’re seen that way, it’s so easy for them to go to the next shop. They probably don’t see repair shops as able to be special. Use the above to change that.
Think about it: average customers are a lot of work compared to great customers.
For the auto repair shop, having great customers translates into loyalty and repeat business, as they consistently return for maintenance and repairs, thereby creating a stable revenue stream. These customers are also a source of referrals and word-of-mouth recommendations, bringing in new, high-quality customers to the shop. Great customers also show respect for the shop's process, trusting their expertise, following recommendations, and understanding that quality work takes time.
They contribute to the shop's reputation by leaving positive reviews online. Transactions with great customers are often smooth, as they communicate clearly, approve repairs promptly, and pay on time, which reduces conflicts and delays. This also leads to less stress for staff, who find these customers patient, understanding, and appreciative, making their jobs more enjoyable. Furthermore, great customers tend to result in higher ticket averages, as they are willing to invest in quality repairs and maintenance, understanding that it saves them money in the long run. The approval process becomes easier because they trust the shop.
From the customer's perspective, being a great client often means receiving better service and priority treatment, as shops frequently go the extra mile for loyal and respectful patrons. They develop a strong sense of trust and transparency with their advisor, leading to honest recommendations. This relationship provides peace of mind, knowing their car is in good hands and that they won't be pressured into unnecessary repairs. Over time, customers can experience cost savings, as proper maintenance helps lessen costly breakdowns.
A great customer-shop relationship is a win-win situation that fosters a positive experience, ensures quality work, and establishes a long-term partnership built on trust and mutual respect.
About the Author
Victor Broski
Victor Broski has more than four decades of experience in the automotive repair industry. He worked at five different German car repair shops, learning something from each. As a service advisor with a degree in speech communication, he figured out how to easily get customers to say yes to the additional (DVI) work and be happy about it. Victor learned that great customer service brings great customer reviews, which brings inquiring phone calls that convert to new customers.