October 2019

OCTOBER 2019 AFTERMARKET 17 www.aftermarketonline.net looked into at length in the June issue of Aftermarket. There is no point trying to attract vast numbers of new customers and provide them with a sub-standard service based on a cheap price which can cause severe damage to the reputation of the business. Another factor is that established customers tend to buy more and are less price sensitive and may be less likely to defect due to price alone. Simply by reminding customers of their vehicles next MOT due date, or service for that matter is the minimum that any 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. You can expand this two-way communication with news of any success stories within the business. Examples might include charitable fundraising by the business or any employee, training and development that’s undertaken or new services and products being introduced. This will reinforce to your customers that you want to build long term relationships with them. Profitable The customer’s wants, needs and expectations, as well as your need a for a long and profitable relationship with that customer should be at the core of every action and decision. Everything else comes second. Marketing affects everyone; we are all consumers. Most businesses depend on marketing to provide an understanding of the marketplace, to ensure their products and services satisfy the needs of customers and that they are competing effectively. The basic rationale of marketing is that to succeed, a business requires satisfied and happy customers who return to the business to provide additional custom, in exchange for something of value, typically payment. The customers receive a product or service that satisfies their needs. Such a service or product has an acceptable level of quality, reliability, customer service and support, is available at places convenient for the customer at the ‘right’ price and is promoted effectively by means of a clear message that is readily comprehended by the customers in question. Great businesses must constantly assess their customers’ requirements and be prepared to modify their marketing activity accordingly. An assessment of marketing opportunities is an ever-evolving process requiring regular revision and updating. 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 24th Sept Chester 8th Oct Crawley For those readers who may not know me, I offer several business improvement services for garage businesses including, one day business training days in, finance, marketing and customer excellence. These courses have been specifically written and are delivered for independent garage owners, managers, technicians and reception staff by me. Please visit www.thegarageinspector.com for much more information 3rd & 4th Dec Dublin NEW! TWO- DAY COURSE: Financial Understanding & Service Reception Management: Marketing Essentials: