Automotive Service Marketing Is All About Beating Your Competition
If automotive service marketing is all about beating your competition, you must first ask this question – What Are We Competing For?
Great Automotive Service Marketing attracts fine car high income car owners who are willing and able to pay well for your services.
If the purpose of your automotive service marketing direct mail is to increase your profits, (and that is the only purpose for automotive service marketing) then the answer to this question is quite simple. You are competing for The Fine Car High Income Customer. Why?
Because they are the only customers who have the money - to say yes – when you are making your “Services Needed” presentation. AKA the up-sale.
However 80% to 90% of all automotive service marketing falls into the category of “Cheap, Fast and Easy” automotive service marketing direct mail.
What is Cheap, Fast and Easy automotive service marketing direct mail?
1) You call the automotive service marketing company.
2) They throw a photo of your shop, a car, several more stock photos on a postcard.
3) They add a snappy headline like “Car Problems?” “Need Auto Service?” or “Car Troubles?”. Compelling!?
4) Then they slather it with 4 to 8 cheap coupon offers (that you will be paying for).
5) They print it quick and saturate some carrier routes with it. (Which is a mediocre method of income targeting).
6) All you have to do now is wait for the low income (oil change only) customers to bring in the coupons. And hope you get a few high income customers in the mix.
Do you sometimes feel that your auto service marketing is bringing in nothing but low income customers. Find out how to sell auto service to high income customers.
Most auto service shop owners and most auto service marketing providers think that selling auto service starts at the front counter. It does not. It starts with who walks through your door. How to sell auto service for higher profit? You start with auto service marketing that attracts the high income fine car money customer.
I don’t care how many customers you have standing at your front counter. If most of them are low income customers you’ve lost the battle even before you get started.
You can have the most beautiful auto service shop in the neighborhood. You can be diligent and work hard all day. You can hone your sales techniques and strive for the up-sale. You can be the most friendly and persuasive auto service writer in the world. But all you will hear is the word “NO”. Because you are trying to sell people with no money, work that costs a lot of money. You can’t make the sale if the person you are talking to has no money.
Auto Service Marketing Can Form The Attitude Of Your Shop
You Can’t Sell A $800 Brake Job To A $50 Pocket!
Yes – your auto service marketing is just that important. You, your employees and your families can be excited about your business or upset. The difference? High income or low income customer response to your auto service marketing direct mail decides how much you make.
YES – your auto service marketing can form the attitude of your shop. Here’s how it works.
Have you ever seen that TV show about the guys on the crab boats? How dangerous and exhausting the work is. After watching it for a while I started to notice a trend.
Some boats had great crews, working hard together, joking around, helping each other out. A wonderful team.
Other crews however were always angry. The men were constantly complaining, arguing and sometimes even fighting.
What was the difference?
High income customers are attracted to high image, comfort zone auto service marketing, not coupon slathered saturation mailings.
Better Auto Service Marketing Brings In Better Customers
So, says the auto shop owner, better auto service marketing brings in better customers, does it? I have been doing auto service direct mail marketing for years. They all seem to be giving me the exact same results. Every auto service marketing company in the business tells me the same thing. That their auto service marketing direct mail work better than any of them, but they all seem to be the same.
Let’s Answer This Question. What Does It Mean When You Say – Our Auto Service Marketing Direct Mail Programs WORK – or - WORKS?
Does WORKS mean – it brings in lots of cars?
Does WORKS mean – it brings in high income fine car money customers?
Auto Repair Direct Mail Marketing The Five Biggest Problems
Call Motor Service Marketing when you want your auto repair direct mail marketing to bring in the high income customer. That’s our specialty.
See if you don’t agree with these auto repair direct mail marketing the five biggest problems. After 29 years of designing ultra upscale auto repair direct mail marketing postcards, I have seen it all.
I have been to auto repair shops all over this country, done marketing training meetings at 20 groups and local ASA events with countless shop owners. I have seen the devastation that cheap auto repair direct mail marketing can cause by bringing in low income customers who keep you busy, but return no profits.