July/August 2020

W ith the country gradually emerging from lockdown, now is the time to forge ahead with your marketing. What should the message be though, and how should you deliver it? 1: Let customers know you are open for business Your commercial customers and motorists alike should be aware of your opening hours, the PPE you are using and the new measures you are adopting in line with government social distancing guidelines. Have you enhanced your customer service to offer safe contactless pick up and drop off? If you have, explain how it works. This will instil confidence in those customers in self isolation, and commercial customers looking for a smooth, safe, and streamlined service – to contact you. What steps have you taken to ensure your unit is a safe, clean, disinfected, and welcoming space? Manage the expectations of all customers with regards to how long it will take to complete a repair, service, MOT etc. Is it likely to be longer than usual because of the new guidelines or you have (as is more likely) been swamped with work? Have you had to change any aspects of your service? For example, all customers must now contact you by telephone or email rather than calling in which is currently on hold. Inform customers, answer their most common questions and make it clear you are looking forward to welcoming them back and making their experience with you as good, reliable, and friendly as ever. 2: Say what new services are you now offering Vehicles have been stuck on driveways for weeks only taken out for short runs. DPFs are likely to need cleaning and attention. Services are overdue. MOTs delayed. The list goes on. Make a list of your new services/additional vehicle checks with any corresponding offers. You will naturally distinguish between commercial customers for whom vehicle downtime means lost business and motorists keen to keep their vehicle in good working condition for longer than anticipated as they return to work. What are the specific vehicle problems each group may be facing? When you have your list of services and special offers plan the dates for releasing them, so you have a steady stream of enticing campaigns running over a 12- week period. Be sure to pull out all the stops for commercial customers. Can you offer them guaranteed early booking dates? Stuck for what to say to commercial customers by way of an introduction? Try this: “As one of our VIP commercial customers we are welcoming you back with an exclusive VIP offer this month… plus an important update on the new services we have launched to keep your fleet safe and, on the road.” 20 AFTERMARKET JULY/AUGUST 2020 BUSINESS www.aftermarketonline.net BRAKES OFF! IT’S TIME TO ACCELERATE… Six top marketing tips for garages from Kalimex’ retained marketeer and the international #1 bestselling marketing-on-a-shoestring business author, Dee Blick BY Dee Blick