Strategic Endorsements (a.k.a. JVs)
If the auto care business currently has to take their customer’s car to the alignment shop of choice, then the strategic endorsement alignment
shop can offer to pick up and deliver the car back to them as an additional value added service. This may be all they require.
Package Synergistic Products/Services
For example, a Quick oil change business could offer their basic lube-oil-filter change for $23.99. This would appeal to both individuals that
were cost conscious and those that were in a hurry. They could also offer a Deluxe Service that included the oil change, with premium grade
oil, a car wash, and a wheel polish for $29.95. This would appeal to both the quality conscious buyer and the buyer willing to pay for extra
services.
Other Ideas
1. Create a 30-point or 40-point check system and give the client a written report of your findings. Since at least 50% of people are primarily
visual learners, it will be much more impacting if they see what is wrong with their car, rather than just being told what is wrong.
2. Offer packages so that you automatically sell a balancing with a tire repair.
3. Take the risk out of the client's purchase. Offer free repairs on all tires they buy from you for at least 60 days. Remember that the further
out you guarantee the purchase, the more you will sell. (Unfortunately for the consumers, many will forget about their warranty.)
4. Become experts in your field. Send your staff to the latest seminars or workshops. Hold weekly instructional staff meetings. Remember that
in an overcrowded marketplace, people will always gravitate towards buying from the "perceived" expert.
5. Be honest. If you don't, you will gain a reputation that you can't quite be trusted and your business will be ruined. (Then your only option is
to go into politics ...)
6. Sell related products or services, but only what the client really needs. Take your prospects through a written menu of items you offer for
sale.
7. Train all your staff in the 7 steps to every sale.
8. Give each new client or prospect a tour of your shop. Explain the major tools to him. Tell the history of your company. Basically, take time to
"sell the shop" to the client. Set a high buying criteria in a way that you dis-empower your competition. (You do this by saying things like "One
way you will recognize an honest auto repair shop is by x, y, and z. Most auto repair shops will only give you a, b, and c. We are unlike them.")
9. Outsource what you can't offer. Make sure these services are on your menu. Examples could be autobody repair, towing, AAA
memberships, insurance, or any other service you don't specialize in.
10. Institute a formalized referral system.
11. Understand the concept of the lifetime value of a customer. That is, how much money will they spend with you over the course of their
buying relationship. If the average customer spends $500 with you every year and you have them for 3 years, then you know you will receive
$1,500 from them. If you have a great referral system, you can track how many friends each client brings you. Perhaps it is three. Your
revenue from those three new customers might be just $4,500 over three years, so if you can find a way to heap on the bonuses or incentives
when they sign up, then you have a winning strategy. You can even lose money on the first sale and make a handsome profit over time if you
are strategic. Treat them well the very first time, give them an incentive to keep coming back, and know that you might have them for life.
12. Look to acquire client databases from your colleagues in different, non-competing businesses in the same industry. It might be that you
can expand your mailing list by 5,000 or 10,000 people, simply by going after simple joint ventures.
13. Treat people like clients under your care, rather than just customers you try and sell something to.
Auto Parts and Repair