Editor’s comment

30 June 2014  

The subject of discounting is one that often crops up in conversation, especially at our recent Round Table. Is quality of service more important or does competing on price really work to bring customers through the doors and what will keep them loyal to your business for future repairs?

Competing on price is already happening, the MOT being a great example with discounting rife, often in the hope of attracting a customer in and then carrying out any repairs on site and making money from the service. However, is it best to be the cheapest and what does that really say about your business?

In my mind a garage should compete on quality of work if it really wants to attract repeat custom. If a customer is concerned with just how much a service or repair will cost, they will always shop around for the best price. Getting them in and then hoping they stay when you eventually have to raise prices is wishful thinking, as this type of customer is not really likely to be loyal in the first place if a garage down the road offers cheaper rates. Yet defining quality of work is not just about the loving care as you install a new alternator, it is about the customer service element that makes them think of you first when they have another fault or service requirement.

Offering to remind them when their MOT is due, being forward facing and explaining just what work needs doing, even breaking down the costs so they understand where their money is going, all little things that can make a big impression, without taking up too much time. Even the technician taking the keys and letting them know their name adds a personal touch that means the customer knows who is looking after their car. Remember, this is something they have already spent a lot of money on to buy, insure and tax so they want to know it’s being taken care of.

Offering a discount may get some work in but if you want to keep them coming back, show them just how much you care about their custom.