Eastern Automotive Warehousing/Auto Machinery - Autosphere

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Garage Business The Caregiver If you’re not taking advantage of recalls to drum up more business, you’re missing out. The following is an excerpt from an article I wrote for Sun Media’s 24 Hours newspaper. It was seen by Sun readers across Canada, and I’d like to direct your attention to the point I made about the benefi ts of recalls: 38 | CarCare Business | December 2009 | www.autosphere.ca | “It always surprises me when a manufacturer has a recall campaign and it’s perceived as a negative. When it comes to recalls, negativity is all wrong. Recalls are basically product updates. Throughout the life cycle of any product, failure or operating conditions may require changes in specifi cations. “You must remember that these products (everything from cars to baby buggies) are used worldwide in a variety of conditions. As “in the field” information comes in, responsible manufacturers step up and rectify the situation. If you have received a recall notice from your manufacturer, react to it positively. Take the time necessary and respond. The latest recall information (cars and trucks) is available at Transport Canada’s website: www.tc.gc.ca.” Welcome recalls Dave Redinger is a mechanic with over 45 years experience. He owns and operates his own shop in the Toronto area. Dave hosts “Dave’s Corner Garage” seen on national television—Sun TV on Sunday mornings. Dave’s Corner Garage deals with automotive issues. So why am I so bullish on recalls? In our shop we make it a habit to verify recalls on the vehicles we service. We used to ignore recalls in fear of losing work, but as it turns out 99% of the recalls available to owners have either expired or don’t apply. Now, by using the information supplied by NAPAfi x or Identifi x it’s easy to check not only for recalls, but for service schedules too, as well as maintenance requirements and reliability issues. We use this information as a conversation starter with the client. The counter staff take the time to print out the information and more importantly go through it with the customer at the counter. But why bother? Calling Dr. Fixit Dave Redinger davidredinger@rogers.com These documents are a great sales tool. As the repairer, you and I are perceived as the experts, backed by documentation. Ever notice that the doctor or dentist never hands you a bill? Instead, the invoicing is done by the nurse or the receptionist. Your relationship with the doctor or dentist is best described as that of a “caregiver” and his or her patient. The same scenario is playing itself out at the service counter, except in this case the care is given to the vehicle with you playing the role of the concerned physician. The conversation between you and the customer is about how best to care for the ailing vehicle. This is an easy way to sell the work that is required—not only work required immediately, but future jobs as well. This is an easy way to sell the work that is required—not only work required immediately, but future jobs as well. Example: swapping out a timing belt before the cold weather hits. So, if you have the Identifi x service in your shop, use it for more than sourcing repair info. It’s a great sales tool when used properly, and a great way to build the relationships “caregivers” like us need in order to grow our businesses.
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