June 2019

JUNE 2019 AFTERMARKET 17 www.aftermarketonline.net retaining and delighting the customers. Simply by reminding customers of their vehicles next MOT due date, or service for that matter is the minimum that any independent garage should be undertaking. Reminding them of specific campaigns such as winter checks or health checks if they are planning long journeys will reinforce that you care about them and keep them safe. By expanding this two-way communication with news of any success stories within the business, such as: charitable fund raising by the business or any employee, training and development that’s undertaken, new services/products introduced will reinforce to your customers that you want to build long term relationships with them. This strategy will help you constantly create a small influx of new customers through recommendations as opposed to constantly advertising for a field for new ones. You will also greatly improve the chances of providing and exceeding the high level of service they expect, because you will not be swamped with a mass of new customers rushing to take you up on those ‘come and get me offers’. Therefore, this promotes another selection of new clientele that hopefully continue the cycle and improves the long -term implications for continued growth. Your existing customers will become your advocates; your marketing angels. Assets and more diamonds Quite simply, customers are the organisation’s most important asset (along with staff too). Without them, it cannot exist. To survive, prosper and possibly expand the business, the independent garage owner must continue to acquire new customers but more importantly must never neglect existing customers or take them for granted. Constant database management will build-up and trust and personal knowledge with your customers, which create a far more effective customer retention tool, which in turn will find you more diamonds. Business training days Business skills are paramount to the success of your garage, so that’s why leading aftersales expert The Garage Inspector (Andy Savva – an experienced award winning former garage owner), has launched his eagerly awaited courses which are unique to the independent garage repair sector. Book today to secure your place. Limited spaces • Book early Please email andy@thegarageinspector.com or visit The Garage Inspector website for booking instructions and full terms & conditions: www. thegarageinspector .com 30th May Newcastle 11th June Glasgow 20th June Bradford 3rd Sept Basingstoke 3rd Dec Dublin 24th Sept Chester 2nd July Cardiff 9th July Dublin 16th July Norwich Andy provides unique training days for garage businesses covering finance, marketing and customer excellence. These courses have been specifically designed for independent garage owners, managers, technicians and reception staff. Please visit: www.thegarageinspector.com for further information. Financial Understanding For The Garage Business: Marketing Essentials: