Why Auto Repair Shops Can’t Afford to Wait: Proactive Sales Actions to Keep Your Bays Full

In the auto repair world, many shop owners and service advisors make the mistake of passively waiting for customers to walk through the door. While marketing efforts like direct mail, Google Ads, and SEO are crucial for driving visibility, they aren't enough to ensure a steady flow of work.

Most shops rely heavily on automated follow-ups or reminders from their CRM, hoping customers will return for overdue services. However, shop owners and their teams need to take proactive sales actions to maintain a consistent workload and avoid slow periods.

By directly engaging with customers, nurturing leads, and actively seeking out new opportunities, auto repair shops can drive long-term growth and steady business, even during slower times.

Consistent Sales Actions to Maintain Steady Business:

1. Customer Retention Programs:

   • Develop a VIP membership or loyalty program for repeat customers, offering benefits like free diagnostics, priority service, or discounts on future repairs. This keeps customers coming back consistently.
   • Offer bundled services, such as seasonal maintenance packages (e.g., winter/summer checks), where customers pay in advance for multiple services.

2. Regular, Personalized Follow-ups:

   • Service Reminders: Follow up with customers regularly about upcoming service needs—oil changes, tire rotations, etc.—especially for high-mileage or fleet customers who require frequent maintenance.
   • Missed Opportunities: For any repairs that customers declined in previous visits, have service advisors personally reach out by phone, text, or email, educating them on why addressing these issues now will prevent bigger problems down the line.

3. Referrals and Word-of-Mouth:

   • Referral Program: Create a referral system where customers can earn a discount, free service, or even cash when they refer a new customer to your shop. Track these referrals and reward customers to encourage ongoing participation.
   • Request Reviews in Person: Train your service advisors to politely ask for Google reviews after every positive interaction. Customers are more likely to leave reviews if they’re asked directly by someone they know. Then, automatically follow up with a text and email to enable customers to easily leave a review.

4. Fleet Sales Outreach:

   • Identify local businesses that operate fleets (e.g., delivery services, landscaping companies) and actively reach out to pitch maintenance contracts. Offer discounts or specialized fleet packages to encourage bulk work.
   • Make regular calls or send personalized letters to existing fleet customers, offering package deals or limited-time promotions to ensure their vehicles are well-maintained and emphasizing preventative maintenance.

5. Personal Branding for Service Advisors:

   • Train service advisors to actively build their own personal brand on social media. They can post about their work, share customer success stories, and offer tips to car owners. This allows them to connect with customers on a personal level and build trust.

6. Create Urgency with Special Promotions:

   • Have a monthly or quarterly promotion on common maintenance tasks like brake service, tire changes, or A/C repair. Use text or email marketing to notify customers, emphasizing the time sensitivity of the offer.
   • Use “last-minute” or exclusive flash sales for slow days. Notify customers via SMS that if they schedule within the next 48 hours, they’ll receive a discount.
     
     

Sales Actions for When Business is Slow:

1. Immediate Follow-ups on Open Estimates:

   • Have service advisors call customers with open or pending estimates to check if they’ve reconsidered the recommended work. This personal touch can convert hesitant customers who may have forgotten or been putting off the repair.

2. Create Urgency with Same-Day Discounts:

   • If business is slow, send out a same-day discount via text or email, offering a discount if customers book an appointment that day or the next.
   • Example: “We have openings today! Get 10% off if you book now and bring your vehicle in today!”

3. Leverage Social Media for Immediate Engagement:

   • Have employees post a real-time “Today Only” deal on Facebook or Instagram, promoting an available service spot. Posts like “We have space for a last-minute appointment—come in today for a free brake inspection!” can generate immediate interest.

4. Work with Local Businesses for Referrals:

   • Partner with nearby businesses, offering to cross-promote each other. For instance, a coffee shop could hand out coupons for your shop, and you could offer theirs to customers waiting for service.

5. Host a Customer Appreciation Event:

   • Plan a Customer Appreciation Day where you offer free vehicle inspections, small freebies (like windshield washer fluid top-ups), or a mini car clinic. Promote it via email, social media, and local ads. This can bring customers to your shop, and you can use the opportunity to upsell necessary services identified during the free inspection.

6. “We Miss You” Campaign:

   • Target customers who haven’t been in for service in 6 months to a year. Use personalized postcards, emails, or phone calls offering a special discount to welcome them back.

7. Community Engagement:

   • Get involved in local events, sponsoring or participating in charity drives, car shows, or fundraisers. This kind of visibility often brings customers directly into the shop after the event.

8. Reconnect with Previous Customers:

   • Mining your CRM, contact previous customers who haven’t visited in a while. Send them a tailored message offering a discount on a particular service or an invite to come in for a free vehicle health check.

9. Seasonal Maintenance Push:

   • During transitions between seasons, run targeted campaigns reminding customers of seasonal needs like winter tire installation, summer A/C check-ups, or pre-holiday road trip inspections.
   • When promoting, emphasize how taking care of these tasks now can prevent breakdowns and save them money later.

10. Call Previous Leads (New Customers):

    • Much like car salespeople, go back through your CRM and reach out to any past leads—customers who inquired about your services but didn’t schedule or visit. A friendly call asking if they still need service may prompt them to book an appointment.
      
      

Encouraging Service Advisors to Become Salespeople:

• Sales Training: Invest in sales training for your service advisors so they learn how to convert interactions into sales opportunities. This could involve soft-sell techniques like educating customers on preventative maintenance and the benefits of fixing issues early.
• Weekly Sales Goals: Set individual sales goals for service advisors, with incentives for reaching targets. This might include things like upselling necessary services or getting repeat customers to book additional services.
  
  

By implementing these proactive sales actions, auto repair shops can ensure a more consistent workload. The key is not waiting for customers to come to you but rather finding ways to create opportunities that bring customers through the door, especially during slow periods. These actions will not only increase revenue but also build deeper relationships with your customer base, leading to long-term business growth.