When a vehicle owner decides to search for an auto repair service provider they will generally go through a series of information sources to find alternatives. The first source considered is the current provider along with other repair shops they know or have heard of. Marketing comes into play here as a consumer will include
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One of the most important components of marketing mix is Place – or from the perspective of the customer Convenience. All other factors being equal this can be the determining factor in whether or not business is won. In evaluating and selecting any type of service – location and convenience are at the top of
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One of the components of marketing mix is Price or Customer Cost. Setting prices for services involves taking many factors into consideration. First and foremost prices must be set based on what the target market is willing to pay for them. They also must be set to achieve the desired level of profitability. So the
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The quote capture rate is the portion of quotes that turn into orders during a given time period. For example if 100 quotes are given to prospective customers during a month and 20 quotes become repair orders then the capture rate is 20 percent. Offering quotes is a common practice in auto repair – more
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In Auto Repair the negative impact of warranty work or comebacks is well understood. At its worst it can result in lost business and at the very least it will result in lost productivity. When a vehicle returns for warranty work – all the overhead of checking the vehicle in and delivering it are incurred
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A good portion of the work performed in automotive repair shops is generated by recommended repairs. In any given shop a percentage of repairs are accepted by customers and the remainder are declined. Increasing the percentage of repairs that are accepted can result in a positive increase in sales volume. As in any sales situation
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Solution selling is a methodology that was developed in the business to business environment primarily focused on technology sales. The sales process involves engaging the customer, identifying one or more problems (often referred as points of pain), then designing and presenting a solution. The solution methodology is a natural fit for auto repair as the
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The standard solution selling process was developed based on technology sales but closely resembles the sales process often used in auto repair. In auto repair service delivery is often referred to as the 3 Cs – meaning Concern, Cause and Corrective Action. The solution selling methodology breaks the process down to a slightly lower level
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Solution selling is a methodology that was developed in the business to business environment primarily focused on technology sales. It’s a natural fit for the auto repair business as much of what takes place is solution oriented. For example any time a diagnosis or vehicle inspection is performed corrective actions are identified and related to
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The best marketing efforts in the world can be derailed by poorly defined or inconsistent sales processes. Sales tactics must be aligned with marketing strategies and employed across the organization. To define successful sales tactics a clear definition of the target market is needed as well as a unique value proposition that’s in line with
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