‘More important than ever to get online’ says garage owner

Independent garage owners are being urged to get online and show customers why they should be the first port of call for vehicle repairs and services.

Mark Carter (pictured), owner at Abacus Vehicle Services in Taunton, turned to Garage Services Online (GSO), the aftermarket’s leading provider of independent garage websites, to boost his business after meeting MD Jim Lang at an OESAA event.

As a garage that provides an array of specialist services such as ADAS calibration, advanced vehicle diagnostics, module programming, and EV servicing and repair, Abacus is well placed to compete with its local main dealer.

However, Carter said the dealer is now reducing its prices to draw customers in.

“We’ve had cases of customers getting an initial cheaper quote with the main dealer. However, that doesn’t always mean the final bill will be more competitive.

‘Expertise’

“As independent garage owners we need to really display our expertise and demonstrate to customers that we can match, and often exceed, what’s on offer with a main dealer. Price is important to a customer, but they should be able to make an informed decision.

“That starts online. It’s where the customer gets its first impression of a garage and what to expect of it. Image is so important.”

On entrusting Abacus’ online image to GSO, Carter said Lang was incredibly knowledgeable about the garage sector and gave loads of advice about websites.

“I remember thinking he was one of the nicest and most intelligent guys I’d ever met, and that Abacus really needed him and his team onboard!”

The decision has paid dividends for the garage. Around 70% of Abacus’ enquiries originate from a Google search. More importantly, they are for jobs the garage has identified as its ideal day’s work.

‘Return on investment’

The ramps are now filling up with vehicles under 10 years old and the garage is also doing a lot of trade work, something Carter asked GSO to focus on.

“I now want to fine tune the website to draw in even more general fast turnaround work like servicing, and fleet work too. When it does that, I’ll use the return on investment to take on more staff and expand.

“What’s great is I can leave GSO to get on with everything, I don’t even need to think about it. That’s crucial for me because I’m busy running the business on the ground.

“From the outset, the team proved themselves to be knowledgeable, slick and asked all the right questions. Just what us independent garages need!”