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Help Clients Fall in Love With Their Ride All Over Again

Automotive & HD Business Management Articles.
Bob Greenwood. October 31, 2013. ( over 4 years ago ) 549 views

It’s time to focus and help your client feel positive about something allowing for all the negative news around us today.

Consider that October and November are two month’s where your exposure to your client base is very high because you’re servicing their vehicle in preparation for fall and winter.

Consider that you know your client’s vehicle can serve them very well over the next number of years with proper on-going service on needed maintenance, however, it seems that too many clients are very naive as to the true capabilities today’s automobiles offer.

Now consider what reaction you’d receive from your client if you slowed your process down just a little this fall, and completed an added value, no additional charge, positive feeling service, on their vehicle? The added service comprises of a vehicle cleanup—a soapy wash down and rinse, inside vacuum (front and back), complete dash board/leather, tire and protector-added restoration. When you client arrives, walk him/her around the car and show them what a great vehicle they have.

Before you say “no way, impossible, we’re too busy”, seriously consider: What sets your shop apart from the real competition? Consider that if you’re charging the right labour rate there’s room for added value features. Consider: what steps are you taking to bring some positive back into your client’s world?

Finally, consider doing a little math for your client. Too many clients will give up on a perfectly good vehicle capable of lasting another 3-4 years because it may require $1,000 to $3,000 worth of work to bring it back to the level recommended by the manufacturer. Then they turn around and put the same amount of money down to lease a new vehicle with payments from $250 to $600 per month, or go into debt and purchase a new vehicle with monthly payments in the same dollar range!

Consider pointing out that if they took the same down payment, and invested it into their current vehicle and brought it up to manufacturer’s standard, you could manage their vehicle for them with an on-going ‘service on need’ package that would run in the range of only $125 to $150 per month. That’s only $1,500 to $1,800 per year rather than $3,000 to $7,200 a year. Give your client a budget. This provides your client with an excellent return on their investment… is seen as a positive, and allows them to carry on with their lives in these uncertain times.

Bob Greenwood


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