Auto repair advertising is coming of age in one, and where consumer confidence are bombarded with so many advertisements words such as quality, reliability has become completely meaningless. Use these words to describe your device and they will often stir up negative emotions and disgust among the general public. For the auto repair industry, the concepts already hung their hats on as yet never been there at a time to focus on communication and information provisionTheir customers directly to their needs.
Auto Repair Advertising Fact # 1 - The large number to Remember:
150,000. It is round, it is great, but more than anything is the average number of people hit with ads on a weekly basis. communicates worse, cry in almost every case, the commercial attention to anything of value or interest. Your customers hate them. Your customers want information prior to making a sales pitch. They want relevant,quality information at a time when they are ready to listen.
For example:
Most of us look at two things when we will get our e-mail: First, something about someone we know, and secondly, some of companies we work with already. Everything else is junk. This shall have available to them also true for TV, e-mail, radio, and almost all forms of media industry. The audience is overwhelmed.
If you think these people are rejecting your spray and prayAdvertising just think about it now, how angry they get when they call you up for auto repair and get the "You bring it and we look to" speech. They serve as information required. And now with the availability of e-mail and the Internet, these calls are less and less.
Have your e-mail this morning?
Auto Repair Advertising Fact # 2 - Cutter answers get rid of the cookie
Does your marketing and correspondence, includingTelephone and online communications, sounds like a form letter? If you are providing information and value, or are you just superimposing all with the same message?
If all you do is not designed to engineer a provider of information before selling your services as a car repair, you will be dead in the water.
Auto Repair Advertising Fact # 3 - Understand the personal response
What is a personal response? First of all, directlyanswer all questions and all the person to ask. And not only them what to subject them to something relevant to the situation. People do not just want an answer, they want a solution to their problem. You want this solution from a person saying they can be supplied ". Oh, I did not know about it, like a fantastic way to resolve this problem sounds ..." And if the shop that provides some additional information ... You now have a customer forLive!
Here is a real example taken from our database of only a few weeks ago: 1999 Jeep Grand Cherokee looks like it needs a new evaporator core. The car owner has called a number of shops in the phone book and said that two different things: 1 - "You bring it and we can take a look" and 2 - we can overcome this problem fixed with about 6 - 8 hours of work and about $ 1,500.
The canned responses from most stores contain only the bare minimum in terms of information. Business of such personeither did not know called, or not to share better solutions. This person was frustrated and annoyed. There was no trust, and there was no real communication.
After a 2-day hunt info, chose that person is a technician who put $ 85 more than any other institution. This engineer was simply because they are willing to provide information before the sale were elected. This simple "giving before receiving" solidified her as an expert in their field. This technician bowed their qualityMuscle, before they bowed their sales muscle. Here is exactly what the store said:
"We will, by starting to recharge with the help of a dye system to find out that we can, where your leaks are. They are the $ X to run together for the diagnostic to the charge and Freon. If your evaporator core is shot really we must'll be about 8 hours of work and that should be about about $ X. Part X + VAT But something to keep in mind. - The general rule of thumb is that to us, if the leak is small enough to patchwe simply can not charge. This means that your diagnosis may be the same as the update! There will be a seasonal fix, but it will save a lot of money and still stay cool. Just FYI: There was a time when Chrysler had a recall on the evaporator leaks like this might be worth a call to a trader. If you fall under the recall guidelines, they could fix for free. Could be worth a look. Call us and we have provided you ASAP. "
Auto Repair Advertising Fact # 4 - UseCommunication 101:
With the example above, you should easily see how to communicate effectively, even under less than perfect information. First, they directly addressed the concerns of those affected by a statement of reasons why certain measures must be taken. Second, it gave an insight on possible alternatives that they were both knowledgeable and was cared more about the customer than the high-dollar business. Finally, they offered ballpark prices, the expectations are in line withReality.
Because so many auto-repair-service communications allow their schedule of basic research to disrupt the industry in general, the public now ranks just above a root canal car ride. Drivers expect, cheated and lied to. Therefore, through your front door with fear, skepticism and watchmen to toe.
Not only tired of paying traditional advertising. It no longer works. You have to build trust and establish yourself asExpert in your field. If your marketing in specific, personal responses, to get to focus directly on the concerns of your customers, you'll be miles beyond your competition.
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