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What you will learn:
• Many drivers are timid about revealing their lack of automotive knowledge
• Shop management systems can help relieve that anxiety by bridging the gap between technicians/shop owners and customers
• 73 percent of customers will pay more for products and services from companies that are transparent and ethical
Did you know one in three drivers delay fixing their cars because they worry about discussing the repairs with a mechanic? The 2021 survey by AAA shows drivers don’t want to expose how little they know about cars and what it costs to fix them. Now, that’s better than the association's 2016 survey that showed two in three drivers felt that way. However, we have a long way to go. And your car repair programs may be just one tool to bridge that gap.
When drivers put off repairs, they end up facing higher bills, which leads to more complaints about dealing with auto repair shops. Ultimately, that makes them reluctant to come back for repairs again.
So, how do we break that cycle?
Bridging the gap between you and your customers
Of course, some people didn’t grow up fixing their car in the driveway or studying auto shop in high school. Moreover, they don’t want you to know how nervous or ill-informed they are. Despite this knowledge gap, using the right tools in your shop management system can win back their trust.
First of all, you want to tap into what’s really going on before you use your car repair programs. For example, a customer’s car is making a weird sound and they need you to fix it. They probably worry about getting to work or picking up their child from daycare on time. Plus, they want to know if they can afford the repair and see why it really matters.
According to Angie Barnett, CEO of the Better Business Bureau of Greater Maryland:
- 94 percent of shoppers are loyal to companies that run with transparency. They want to know where you get your products or how you treat staff.
- 73 percent of customers will pay more for products and services from companies who are transparent and ethical.
- 66 percent of consumers will switch brands for ethical companies, including 91 percent of Millennial and Gen Z consumers.
Best of all, positive customer service experiences will win back 89 percent of consumers.
“Every customer interaction builds (or diminishes) trust. Just one positive customer service experience is all you need to inspire long-term customer relationships,” Barnett said.
Three ways for car repair programs to help
Above all, the AAA survey highlighted that drivers’ top concerns as:
- Paying too much
- Paying for work they don’t need
- Paying for poor service
On the upside, the same respondents said that they found an auto repair shop with technicians they do trust.
Is the estimate too high? Show them how you built it.
According to this blog on trust from RepairPal, “Anxiety around visiting the technician generally stems from car owners’ awareness of the relative lack of knowledge.” People feel ashamed to admit they don’t know how to fix a car. When they come to you for a repair, that lack of technical skill puts them in a vulnerable position. They worry that they will overpay when a tech finds out they are in the dark.
In fact, some people will even pay too much, rather than admit they don’t have a clue. That’s why it’s vital to use car repair programs to clear things up.
Thankfully, auto shop software shows customers how you came up with the actual cost. Even better, you can attach the quotes for each part, then add the number of hours the job will take. Once you send it by text or email, they can show it to a friend to check that it’s fair. As a result, they understand what it takes to get their car back on the road. This level of openness earns their trust.
Likewise, when a customer hears they need a new tie rod or flange bolt, they may panic. After all, they may have never heard these terms in their lives. When shop management software shows images of the parts from a trusted source, it reassures them.
Do they need this work? Share pictures from underneath the car
Anyone who has ordered a hamburger and gets offered “fries with that” knows the power of the upsell. Similarly, we point out to drivers that their cars are due for oil changes or other services when they come in, but customers may see this as a sales tactic, rather than a necessity.
However, if they see the worn brake pads or the rusted exhaust clamp, they are more likely to believe you. Shooting clear photos or videos from within your shop management system and sending it to them really opens their eyes.
You could explain it to them over the phone, but it takes seconds for an image to tell the story. As a result, customers will accept that they need to make this repair for their own safety. That takes the onus off the upsell and makes it a personal priority, thanks to your automotive shop software.
At the same time, a smart shop management system feeds customers a list of upcoming service needs. This creates a menu of options that they can choose to have completed now or later. When this is part of the message generated by auto repair software, customers may surprise you. If they see a chance to disrupt their days less often by completing two services at once, they often jump on it.
Why not be upfront and offer the customer a chance to fix their car before it falls into worse shape? We’ve found that Shop-Ware shops who do this get a ‘yes’ response 89 percent of the time. That leads to an average repair order increase of 20 percent.
Help customers understand your value with good service
We’ve heard the stories of another shop offering a cheaper quote, then the customer coming back to you. Sadly, it happens more often than it should. Shops that undercut pricing for a short-term win hurt us all in the long run.
However, customers who find someone reliable to fix their cars will stay with them for the long haul. So, you cannot be shy about putting that type of data right in front of them. That way, they can see our expertise and how it pays off.
You can use an employment management system to track every interaction between staff and each customer. With DVX’s Messenger, for example, every text, chat and email feeds into the repair order so you know what each person said. Likewise, your shop management system can point out when a customer agreed to a repair if they deny it later.
As always, people are more likely to complain about a bad service than rave about a great one. As a result, people hear more about that shop that misled them than one that saved the day. When you get a good review, make sure you share it! Encourage clients to post reviews of our work, then share the five-star ratings so others can see them. Drivers trust other drivers when it comes to trying out a new shop after another one has let them down. Word of mouth is great, but a shoutout on Yelp reaches far and wide.
Once you combine all these tips, people will seek out your shop as a trusted place to repair their car. Don’t let all those five-star reviews go to your head!
