Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Fri Dec 14, 2007 6:30 pm Post subject: Time For A Change?
I believe the number one reason clients quit using a shop is a lack of trust. A large reason for the lack of trust is being quoted one price and charged another. A large number of clients that come to us from other shops state this as the reason for changing shops.
This may come as no surprise and every shop is familiar with the reasons prices vary. A client request the “Price of a brake job,” but needs rotors, calipers, etc. They ask for “The price of valve cover gaskets,” but the rear main seal is actually leaking. From a technical standpoint this is understandable. From the client’s perspective it may not be at all.
Clients feel these are perfectly logical questions and they can hardly be blamed for thinking so. Pick up any newspaper and the pages are filled with automotive shop advertisements quoting prices. As Bud says, one shop tends to copy another and on it goes. Any knowledgeable tech knows an accurate price cannot be quoted, there are too many variables.
Shops doing this are promising far more than they can possibly deliver, the effect is predictable. The shop that spouts a price may not see this as a promise at all. They may even throw in several clever disclaimers, (e.g., Most cars, plus extra parts, etc.) Leading people to believe, that which cannot be delivered, is no recipe for long-term success.
What might be used instead? When a client ask a price, what else can a shop say? Why not the truth? Explain the way the component works, the things that can go wrong and how much the charge is for a proper inspection and accurate price quote. A person strictly shopping for price may say thanks and move on. A person interested in a proper repair may just be impressed by the fresh approach and pleased with the results. Is it time for a change?
Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Sat Dec 15, 2007 5:48 pm Post subject: Re: Time For A Change?
Tom Ham wrote:
How about: "Stop by and we'll take a quick look at it no charge."?
No, we never used to do that...but things are different here today. Up here we are now playing hardball...and winning. We created a system for doing this and are generating some very nice tickets and adding good new customers this way. Excellent way to build trust if done properly (no tricks, nothing misleading, techs paid for their time, etc).
Hi Tom,
I think any method based on honesty and the shop delivering what they imply, can work. For instance, I believe even quoting prices could work, as long as the shop was willing to perform the job for the price quoted, no matter what.
The problem, as I see it, is implying one thing, delivering another, and expecting clients to accept it. Short-term, attractive promises have produced quick results. Long term I believe the shop that does not deliver what is implied, is far worse off.
From my viewpoint, nothing is free. It takes time to accurately diagnose a vehicle and time is money. Someone pays for it. I think stating that clearly up front is the best policy, in the long run. I sell information, and that has great value. I feel explaining that helps differentiate my shop immediately.
For instance, "We charge $##.## per hour and bill in 1/10th hour increments." We charge only for the actual time we spend and can give you an exact price once the problem is diagnosed. We guarantee our work will fix the problem, the price will be exactly what is quoted or less and the vehicle will be ready at the time promised. Would January 9th or the 10th be better for you?
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