In this economy, auto body shop businesses cannot underestimate the power of a good deal. People always want to feel like they are getting more for their money. Therefore, promotions, coupons, and sales are a highly effective technique for auto body shop marketing. It has been shown that, even if someone was not going to purchase a product or service originally, knowing that they are being offered a substantial money savings could spur them into spending. Although offering rock-bottom prices might seem counterproductive to your bottom line, it could actually increase it.
If your offer is attractive enough, you will see a large increase in clients. Even if they are just in it for the one-time deal, in a down economy, this can bring in a large sum of money in a short amount of time. Even at a reduced price, if a large enough amount of people take advantage of it, you are able to multiple the amount you take in by quite a bit. However, the key to this kind of auto body shop marketing is pricing it right. Of course, you want to make it worth your while, but you need to price your services way below the competitor's. This will ensure that you have a substantial increase in your number of clients. If lowering your prices worries you, keep in mind that it is only for a limited time and they will go back in a short period of time.
Although, with this type of auto body shop marketing, you will inevitably attract some one-time-only customers, this is not typically the case. Much like offering samples, people are much more likely to continue buying the product once they have been exposed to it. Similarly, once a customer has gotten a taste for your quality of service, they have a much higher probability of becoming a repeat customer. However, this also means that you will want to make sure that you provide quality work and do so with a smile. Treat it like an interview and you are sure to increase your clientele.
Another benefit to auto body shop marketing through low-priced promotions is that it provides motivation for the customer to take action. Most ads simply drum up interest. However, without a reason to act, many people will not convert into paying clients. Therefore, highlighting that your deals are for a limited time only will create the sense of urgency that is needed to draw in loads of customers, making this a phenomenal method for auto body shop marketing.
Here are examples of what some shops are doing. One shop we know is offering $100 off to customers for every $1000 of work they need. Alot of shops offer free transportation for the customer while the shop is working on the vehicle. Many of the shops using Web-Est take advantage of our internet estimating technology and take their business on the road, offering their customers on-the-spot estimates at their customers' home or place of work. Some shops even go so far as to pay for their customer's deductible (depending on the size of the vehicle). Ultimately, the idea is the same: How is our shop providing powerful reasons for our customers to choose us over the competition? Ask yourself the question, "What deals can we offer customers to bring in business that won't kill our profits?"
About Web-Est
Web-Est provides a logic-based collision repair estimating program for $99 per month. They offer a full database of labor times, OEM and Aftermarket parts, and is provided by Mitchell International through a special data agreement with Web-Est, allowing users to easily estimate collision repair damages. In addition to their estimating capabilities, they include frame dimensions and marketing products to their auto body shop customers.
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