Marketing Tips for Building Auto Body and Service Business


Cus­tomer reviews, staff man­age­ment, space expan­sion, and pro­mo­tion­al cam­paigns are four man­age­ment top­ics to dig into for a dealer’s auto body shop and ser­vice oper­a­tions…

Stay on top of the reviews: Online reviews are play­ing a big­ger role for con­sumer deci­sions all the time. What are cus­tomers say­ing about their over­all deal­er­ship expe­ri­ence and their spe­cif­ic auto body shop and ser­vice expe­ri­ence at your deal­er­ship? Pay spe­cial atten­tion to the low­est rat­ing and what the review­er is say­ing.

Have a well-struc­tured staff: Deal­er man­age­ment does well by check­ing in reg­u­lar­ly with super­vi­sors in their body shops. How are their mechan­ics and ser­vice tech­ni­cians doing? How is the cus­tomer ser­vice expe­ri­ence? Are there any oper­a­tional gaps that are stalling pro­duc­tiv­i­ty?

Fig­ure out whether or not to expand: Your body shop might be doing well and face restric­tions on the lim­it­ed space avail­able onsite. Is it time to lease more land next door to your deal­er­ship for the right-sized ser­vice and repair depart­ment? There is invest­ment to be made, but there’s also the risk of los­ing cus­tomers unwill­ing to wait very long for a repair appoint­ment if your body shop is too small to keep busi­ness flow­ing.

Build val­ue through pro­mo­tions: Word-of-mouth mar­ket­ing for your ser­vice and auto body shop get eas­i­er when cus­tomers clear­ly rec­og­nize the con­nec­tion between the deal­er­ship and the body shop. Tar­get­ing spe­cif­ic pro­mo­tions to car buy­ers who’ve pur­chased from your deal­er­ship can bring great results.



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