by Geoff Mutton
There’s no shortage of studies to prove the rule of So in order to keep your customers, here are six tips
thumb, that it is six times cheaper to entice an existing that could surprise you with the results they bring:
customer back to your business than to spend money 1. Make sure you deliver on the customer’s
looking for new customers. expectations, and whenever possible, exceed
It makes sense. You don’t have to spend time and those expectations.
resources going out to find a new customer – you just car will be fixed on time, at a reasonable price.
have to keep the one you have happy. Exceeding that expectation could be as simple as
More importantly, increasing customer retention rates being enthusiastic and helpful on the phone and
by just 5% can boost your profits by at least 25% and when greeting them at the workshop. Be organised
much higher. when they drop their car off, bring the final price
Many workshop managers will believe that giving good under the quote and walk them to their car. It’s not
service is sufficient to retain the loyalty of customers. rocket science, but these simple things need to be
This may be right for some of your long-term customers mandatory for everyone of the staff.
Customers
expect
their
who will always remain loyal, but loyalty is fickle these 2. Prioritise long lists. Occasionally, you will service
days, with other businesses constantly bombarding a vehicle and come up with a huge list of items that
people, trying to entice them away from your workshop need attention. Don’t scare the customer off. Sit
to theirs. down with them and go through the list and help
It is a source of constant amazement that so many them prioritise the issues that are really urgent,
workshop owners will happily spend thousands of leaving the not-so-urgent ones for a future visit.
dollars to win new customers, yet are not so willing to Work with them to prioritise their budget as well.
spend money getting their own existing customers to You are empowering the customer and building
stay. trust. The customer’s perception must be that you
are not just trying to make as much
money as possible on each visit.
3. Spell
out
the
options.
Sometimes, you could be asking
your customer to spend big money
on repairs they do not understand.
Don’t
just
rail-road
them
into
accepting your word and spending
the money. Take the time to explain
the repair to your customer, and if
they are struggling to understand
the importance of such work, use
an application like Capricorn Vehicle
Videos to demonstrate the fault
and how it impacts their car. Once
they understand, you will be able
to present some options. Perhaps a
24 CAPRICORN IGNITION APRIL 2018