Not so talked about ways to make your auto service business appear transparent.

For automotive service businesses to distinguish themselves from competitors, I think this one factor can play a major role -

Across the world, automotive service businesses - usually repair and oil change centres have made a notorious name for being less transparent and deceptive.

The first step, I feel is that we must acknowledge this. We must accept this perception first.

The second step would be to find ways to counter this perception.

Here’s generally how customers tend to think about automotive service businesses -

? Am I being charged appropriately? Feels like I’m being overcharged.

? Are the services being suggested really necessary for my vehicle?

? I hope they don’t replace my OEM parts with worn-out/ old parts.

? I hope experienced technicians are handling my vehicles.

? Is my vehicle serviced? Why are they delaying delivery?

? How do I know if the suggested part replacements have really been replaced with new ones?

The only way to break this perception is to introduce this factor - Which is called “Transparency”.

How to do it?

The key to breaking this perception is to somehow give a premium and trustworthy impression to customers. This will automatically bring a sense of “Transparency” to your customers.

Here are some smart ways to do it -

? Your service advisor can make or break your business. Train them to be customer-centric.

Pro tip - Try introducing Self Service Kiosk. Helps a lot additionally.

? Ensure customer reception is flawless. Maybe try giving sweets when the customer exits.

Pro tip -

• Ensure service advisor reception is well practised and natural.
• Ensure waiting rooms/lounges give a premium vibe.
• Try introducing TV with live updates to keep them engaged.

? Use technology that will vastly add to customers’ premium experience.

Pro tip - Use a premium booking portal, and give live service status updates. Take special care to ask for service feedback, etc. Technology vastly helps. Be open-minded and explore options.

? Give your customers a feeling that they are in control of the situation.

Pro tip -

• There are various ways to achieve this. One example is using GaragePlug’s approval system where all the suggested services and upsells will need customer approval for job cards to be created. This makes customers subconsciously feel that they are in control of the interaction with your business.
• Train your service advisors to smooth-talk customers into feeling more secure and confident with your business. Service advisors need to act/ behave modestly while confident in their knowledge.

? Make your business appear as subject experts.

Pro tip -

• This also requires you to train your service advisor to sound very knowledgeable and practical. -
• Give intermediate and expert sales training classes to your service advisors. While service advising is their job, the art of selling and looking presentable vastly adds to the customer’s experience.

? Ensure that your service technicians are dressed well.

Understand that customers are always judging if their vehicles are being serviced by experienced technicians. Customers are often worried and paranoid about their vehicles. Customers tend to peek into your service bay and they try to glance at your technicians.

Pro tip -

• Make every employee of your business look presentable.
• Clean clothes subconsciously make your customers feel that your technicians are well-educated and experienced.
• Try taking weekly or biweekly classes for all your employees on ways to look presentable.
• Try allocating extra budget to improve employee costumes and keep them maintained.
• Give incentives schemes where the most presentable technicians get incentives. This helps build a culture of presentability within your business. Difficult, I understand, but somehow try it.

? Work on your invoice - make your invoice somehow appear informative and trustworthy.

Pro tip -

• Get yourself a good invoicing solution that lets you customise your invoice. Take extra effort to design a good billing layout.
• Add some section below each part mentioning why it was needed and how it helps your vehicles.
• Design your invoice to appear very premium. Your invoice should speak for your business.

? Build discounts and coupon schemes to subconsciously please your customer.

Pro tip -

• Play around with discounts, coupons and redemption schemes.
• Make sure to clearly highlight and show the discounts that are being applied to the customer’s invoice.
• This is very important, but make sure the discounts you’re offering are believable. Customers today are educated and understand how businesses run. So be smart.

? Take special efforts to make sure your Google My Business reviews are good. Make sure your online presence effortlessly convinces anyone that your service business is trustworthy

Pro tip -

• Make use of any review management system.
• Take an effort to reply to each of your Google reviews.
• Handle negative reviews with the class. Google ways to tackle negative reviews if any.
• Try getting testimonials from your happy customers. Ask for reviews. Be proactive in this.

Overall, you might have noticed one thing from all this -

Consumer behaviour is changing because of technology. Everything is becoming transparent because of technology. Customers are now accustomed to seeking transparent businesses.

This not only applies to automotive service businesses but everywhere.

That’s why I highly recommend you use technology to fight technology.

If you can resonate with this post or you're facing any similar issues I may be able to help you.

We can get on a quick discussion on this.

I can show & help you with understanding how to technology to make life easier for your auto service business.

Book a 15 min chat with me -?https://lnkd.in/g9MMwr5w