March 2020

T he UK automotive sector is thriving. The increasing car parc and rising average vehicle age has prompted a greater demand for technicians, with the industry’s value set to rise to £28 billion by 2022. Yet with more demand comes more competition, meaning businesses must look for new ways to stand out from the crowd. Budget-busting marketing and advertising campaigns may be out of the question for the majority of small business owners, but the uncomplicated art of dealing with phone calls can drastically enhance the image of a business. Answering the phone in an off-handed, impolite manner can create the wrong impression of a brand before they even step through the door. And when first impressions last, it spells danger for a company’s bottom line. Research corroborates this, with 73% of Brits stating they wouldn’t do repeat business with a company if their first call wasn’t handled to satisfaction. What’s more, making a good first impression is fundamental in the digital world in which workshops now operate. Glowing online reviews - creating referrals, repeat custom and enriched reputation - are essential to business growth. Companies need to ensure their call handling is up to scratch to prevent tarnishing their reputation. The telephone is often a garage’s first interaction with potential customers and should be treated as instrumental in ensuring they send their car to you - not your competitors. There are inevitably times when calls cannot be answered straight away, such as when all employees are working on a vehicle or with a client. The problem, however, is that many consumers have negative preconceptions about hold time – often born out of their previous experiences. Businesses will often use generic sounds in the hope they will keep callers engaged and entertained while on hold – quick to forget about their own encounters with poor on-hold audio. No one wants to listen to monotonous beeps or insipid panpipes playing Greensleeves, nor do they want to feel as if what they are hearing is a simple placeholder designed to placate and pacify. On average, garages put customers on hold for 31.11 seconds – enough time for callers to get bored and hang up if forced to sit in an automated queue with only uninspiring sounds for company. Positive experience Garage owners should look to take advantage of this window of time to engage callers, keeping them on the line for longer, while transforming the experience into a positive one. This is where audio branding, via on-hold marketing, can be particularly effective. Rather than the stereotype of simple 'please hold' messages, effective on-hold marketing aims to keep customers on the line through the use of brand congruent voice artistry and exclusive music, allied with varied and informative snippets of information. Put simply, it provides a golden opportunity for highly- targeted advertising whenever callers are put on hold or call outside of office hours. They could promote the wide range of services from MOTs to engine cleaning, their German car specialism or their pick-up and delivery service. The messages can also build consumer trust. Cars are often one of the most expensive items people will own so they want to know they are in safe hands. Highlighting how a business is a member of the ‘Good Garage Scheme’ or how they have a 99% positive feedback rating on a review site can help customers feel like they are dealing with a reputable outfit. High standards Carefully constructed on-hold messages can work to combat the typical connotations of hold time. Even when customers are asked to wait on the line for a short period of time, on- hold marketing provides the necessary reassurance that they are dealing with an organisation that maintains high standards and values their business, helping them get ahead of their competitors. 12 AFTERMARKET MARCH 2020 BUSINESS www.aftermarketonline.net YOU KEEP ME HANGING ON Find out how on-hold marketing offers an opportunity to upsell to a captive audience is already engaged with your business BY Mark Williamson, Sales and Marketing Director at PHMG