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Any automotive business worth their salt knows that service and aftersales customers will research them online before making a booking. We work with 4,500 servicing businesses so we know precisely how to generate and respond to service enquiries to maximise your close rate. We're lifting the lid - so read on...
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in partnership with Trinity Mirror
How to win 100 extra service/repair jobs a year…
…in 6 easy steps
If you remember just three things…
BE FAST! Quote within an hour and you’re 3.6x more
likely to win the business. We’ll explain why.
BE DESCRIPTIVE! Tell the driver everything they need to
know to make a decision then and there.
BE PRICE COMPETITIVE! Price isn’t everything but it’s a factor -
especially if you have fewer than 5x pieces of feedback – so price realistically
Why does it matter? Meet Patrick…
A former Audi Service Manager, Patrick set up his business in 2012
Over 100 new jobs and customers won in 2013
He took on 4 new staff to cope with the demand!
Patrick is now planning to open a second site
You can follow in Patrick’s footsteps… this guide is designed to help you do just that.
…and there are others like Patrick, nationwide…
Your Mobile Garage, Islington, 154x jobs, 98% positive feedback: http://
www.whocanfixmycar.com/service/www.yourmobilegarage.co.uk
Whitepost Garage, Gloucester 60x jobs, 100% positive feedback: http://
www.whocanfixmycar.com/service/whitepost-garage
A&A Auto Electrics, Bolton, 48x jobs, 97% positive feedback http://
www.whocanfixmycar.com/service/a[and]a-auto-electrics
Drive-In, Aylesbury, 31x jobs, 96% positive feedback: http://
www.whocanfixmycar.com/service/drive_in
Enterprise Garage, Oldbury, 43x jobs, 100% positive feedback: http://
www.whocanfixmycar.com/service/enterprise-garage
1. BE FAST
WHY? You can communicate with the customer,
and even book them in, before the competition have even got in touch
The chart on the right says it all!
HOW? Check your phone for our emails and
texts regularly Keep the site open on your computer Is there someone in the garage who can
monitor and reply for you? Monitor evening and weekend jobs! Can
you share this responsibility around the business?
Under 1 Hour
1h-4h 4h-8h 8h-24h 24h-48h
48h+0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Relative jobs won vs response speed
Quote within the hour and you’re 3.6x more likely to win the business.
2. BE DESCRIPTIVE
WHY? Being the first to reply is great, but only if you tell the driver what they need to know
HOW? You’re the expert! Its your chance to demonstrate your expertise and show that
they’re in safe hands. What experience do you have on this sort of job – what about your feedback? Can you stamp the service book, reset service indicators etc Would you advise any other work?
Tell the driver everything they need to know, in your first message
2. BE DESCRIPTIVE
WHO WOULDN’T WANT TO TAKE THEIR CAR HERE?...
What does a great response look like?
Hi Ian
Based on your description, we are able to complete this work on your Honda for £190, inclusive of parts and labour.
A little more about us: we specialise in Japanese cars and Chris, the technician who will be working on your Civic, was originally trained by Honda GB so he knows these cars inside and out. The job should take a couple of hours, and in that time we will: (describe work as appropriate). You may also wish to consider changing the (part) at the same time if you haven’t done so already – Honda recommend this every XXk miles and doing so will certainly save you labour costs as its easily accessible when we do this job. Don’t forget to bring your logbook so we can stamp it and protect the value of your car.
Finally, as a local garage we thrive on our reputation and take great pride in our feedback from previous customers so make sure to take a look! I look forward to hearing from you.
ThanksAl – Founder, The Japanese Car Garage.
3. BE PRICE-COMPETITIVE
WHY? 77% of our drivers say price isn’t the most
important factor (saving time is), but all will look at price to an extent
HOW? Make sure you don’t rule yourself out with
unrealistic prices A fair price (not necessarily the cheapest), along
with a quick and thorough response, is the final piece in the jigsaw
This is extra-important if you are a new garage with between 0 and 5 pieces of customer feedback
NEVER put a fake price (eg £0.01 or £1) - it won’t help you win the job!
Price isn’t everything but it’s a factor - especially for newcomers
Driver motivations
Save money Save timeFor choice Others
4. DON’T WAIT FOR JOBS TO COME TO YOU
WHY? Simple: our most successful garages win 2x more business here than by waiting
for job alerts Some have even set up a mobile arm of the business to win jobs that are further
afield – thanks to ‘find jobs’ – enough said.
HOW? Keep an eye out for additional jobs in your area and beyond using the ‘Find Jobs’
feature on the website Make sure to do this at the start, middle and end of each day
Use ‘find jobs’ to fill your workshop to capacity!
5. FOLLOW UP WITH A PHONE CALL…
WHY? You’ve done the hard work by writing a
better message, faster than the competition. Here’s the easy bit.
HOW? Follow up with a call to make sure the
customer saw your quote. You can handle their questions on the spot, and sell yourself as well.
Don’t forget to remind the customer to click ‘book me in’ on the website too!
…and strike while its still front-of-mind for the driver
5. FOLLOW UP WITH A PHONE CALL (cont)…
HOW (cont)? The customer’s number isn’t visible before you quote…
…but it is revealed when you do.
…and strike while its still front-of-mind for the driver
6. YOU’VE DONE A GREAT JOB – ASK FOR FEEDBACK…
WHY? Not all of our customers leave
feedback (despite being reminded by our Customer Service team.)
But when they do, the effects are compelling – as shown here! >>>
HOW? Use this to your advantage: when
a customer picks their car up, make sure to remind them to leave you feedback.
Can they do it there and then at your garage?
…and winning work will get easier and easier
