subject: A Spring Sales Strategy For Small Auto Repair Shops [print this page] Let"s face itLet"s face it. Running a small business of any kind can be intimidating. An auto repairperson may know their field like the back of their hand, but the business side may be less intuitive. Over time, it is imperative to develop a sales strategy that enables you to bring in the desired number of customers.
One way to do this: tailor your sales strategy to the season. Spring, in particular, is ripe with opportunities. Here are some ideas to get you started.
Sales strategy #1: spring cleaning
Remind your existing customers that you have a solution to the problem of winter grime. Send out an email inviting them to take advantage of a special deal on auto detailing with a tire change for a limited time only. This kind of sales strategy hinges on client education:
Use the subject line and first paragraph of your email to quickly convey the threat that caked-on winter grime poses to a vehicle. Although grime doesn"t create rust, it contributes to it, by trapping in wetness. An effective sales strategy offers your clients a solution; make sure that they know what a serious problem dirt can be.
You don"t want your sales strategy to backfire by having clients attempt to deep clean their cars themselves. Explain the dangers associated with amateur pressure washing. It is important to know when to apply pressure and when to not. Too much pressure can remove paint or destroy a finish.
The sales strategy should also include a reminder of how good maintenance helps maintain the value of a vehicle. Make it easy for your clients to adopt a new three-pronged spring tradition: one-stop tune up, tire change and detailing.
The sales strategy can also mention that what would be a long, involved task for an untrained person, is achieved in a matter of minutes by a well equipped team of experienced professionals.
Sales strategy #2: Snow tire removal
Time-specific maintenance tasks such as snow tire removal offer an interesting opportunity as a sales strategy. Customers may appreciate a friendly reminder, in the form of a letter, email or phone call, about the need to switch to summer tires.
Thinking of integrating this into your sales strategy? Consider taking the tack, once again, of client education. Many car owners wonder when is the right moment to get their tires changed. No one wants to get caught unawares in the last blizzard of the season. Why not, as part of your campaign, offer advice on the timing of this maintenance task?
Spring is almost here. If you haven"t already, get started on your spring sales strategy. You may find that it is easier than you think.
by: Percy Evans
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