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Most of our auto repair shop clients have been in business for well over 10 years. The working assumption is they’re good at their job that they provide quality auto repair service for consumers.

I believe everyone can track the logic: Good work = stay in business.

Why aren’t they as busy as they would like to be?

Maybe a better question would be: Would you change a flat tire with a spatula?

I hope the answer is no. Because changing a tire with a spatula would be insane. It’s the wrong tool for the wrong job. It would be like flipping pancakes with a tire iron or doing spinal surgery with a cantaloupe.

So why, in the name of everything holy, does auto repair advertising constantly resort to coupons? When we interview shops for our program, we always ask what they’re currently doing to bring in new business. Over 90% of the time, they tell us they are using coupons.

But what happens next blows our minds even more… they begin to rant about price shoppers.

Auto Repair Advertising Tip #1: Just Bought A House? Here’s a Free Oil Change.

Do you remember when you were a kid in school? What would you do if somebody offered you a cookie? They’d say, “Here, eat this, it’s good!” What did you do? You looked at the cookie and instantly said, “What’d you do to it? Did you drop it? What’s wrong with it? If I eat this, are those five people behind you going to start laughing at me?”

You just knew there had to be something wrong with that cookie. That’s because free is too good to be true. Welcome to what your customers think of your free oil change/tire rotation coupons. They know you put those out there to hook and drag them in. And they know you’re going to try to up sell them. Even auto repair advertising firms selling these services admit they get the most customer complaints from auto repair shops and their “welcome to the neighborhood” free offers.

Customers expect a bait and switch. To them, handing them a free offer and then trying to sell them other services is just too much like going to a time share meeting to get the free mini TV. The only thought in a person’s head is: “Just get through the presentation, say ‘no’, grab the prize and get the heck out of there!” Beyond the fact that using tactics like this breed mistrust; your shop is now paying for the privilege of losing money with every car that comes through their front door.

Auto Repair Advertising Tip #1: Kill The Coupons.

There are 3 major reasons for the seeming overwhelming prevalence of “Price Shoppers”:

1: True price shoppers account for 25 35% of every market anyway. There is no way to get away from them. If you have a business, you will see price shoppers.

2: The overabundance of options combined with public perception. In most major cities, consumers are able to find at least 23 service shops in line of sight. Combine this with the belief that scams and rip offs lay in wait behind every bay door… They think if they’re going to get ripped off anyway, why not go to the cheapest place?

3: Using coupons and offering discounts as advertising tools. Nothing attracts pure price shoppers than the call of a coupon. Moth. Flame. No other comparison. If you wish to cut down on price shoppers, you need to utilize information marketing rather than sales pitch/discount advertising.

The Perfect Comparison:

Coupon advertising is nothing more than panhandling. Conventional, status quo techniques are the equivalent to standing on a street corner with a cup of pencils and a sign begging those who pass to buy me, buy me, buy me. The problem is not that it does not work some of the time, but rather the sheer volume of exposure and spending needed for a ‘yes’ is freakish.

Ask yourself this: even when this person does come in, is he really a good customer? He isn’t in your shop because somebody said something good about you. He came because you’re cheap.

Auto Repair Advertising – Price Shopper Quick Fix #1: Become An Information Resource

Stop using coupons and sending out free offer mailings. They breed mistrust, further perpetuate the negative industry stereotype, and attract the exact sort of customer you don’t want. Start offering promos and services based around something which makes you stand out over your competition.

Auto Repair Advertising – Free, Powerful Promotion

In most markets, your shop is frequented by a majority of women drivers. In just about 98% of these cases women feel they’re being taken advantage of and/or being completely ripped off.

Why not do something to stop that? Where there’s a problem, there’s a solution. What if you were to offer free sessions where women could come to your shop and you teach them about how to avoid problems before they start? Who do you think would enjoy this? Women. Your customers. Everyone. In order to spread the word, you would have to create a quality press release and make sure every PTA group in your area got a copy.

Offer your time and information 100% free of charge. They don’t even need to bring a car. Teach them how to ask good questions, what to watch for, and answer anything they ask you. Don’t even mention your prices, your services, and/or the fact they’re even in an auto repair facility. Sell nothing. Do this 1x per month and you will find yourself so busy you’ll have to double your staff.

Total Cost: $0. Total Effectiveness: Infinite

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