Garage capitalises on customers looking for car services during TV ad breaks
Published: 17 May, 2022
An independent garage says it has successfully responded to the way in which customers now seem to look for vehicle services.
P&W Auto Services in Manchester, noticed a trend in the growing number of online enquiries it receives out of hours from late night surfers and, during what it assumes are TV ad breaks.
Trisha Pallister, co-owner of the family-run business, first noticed the change when she started tracking where and when the garage’s enquiries were coming from.
She said: “Years ago, if you wanted to book your car into the garage, you were restricted to getting in touch during opening hours. Now, I think people expect to be able to action things as soon as they come to mind – no matter what time it is.
“Thankfully, we were ahead of the curve. We commissioned a website and it’s literally like having another me that’s on call 24/7. My first job every morning is to respond to the email enquiries sent overnight via the website; we get at least four a day. These are almost always converted into bookings and those people then recommend us to other people.
“We get even more enquiries over the phone. It’s hardly surprising when you consider how high our website ranks in Google searches. We appeared in over 21,000 searches in March and from those, the enquiries that filter through are exactly the type of work we want.It’s because the site is built to attract what our potential customers are typing into the search. It’s something that can only be truly achieved with a bespoke site.”
Trisha also credits the decision to get a website as a game changer for P&W Auto Services’ growth. She continued: “Overall, it has helped the business grow massively. People liken us to a small dealership – obviously without the price tag. We’re definitely intercepting work that would have gone to a main dealer and we’re seeing a lot of in-warranty vehicles and prestigious marques.”
Trisha added: “If our website disappeared tomorrow, trade would drop off by at least 25%. I’m absolutely thrilled to bits with it. The team at Garage Services Online offer a customer service that’s rare these days. The whole thing was effortless, quick and not expensive. They asked me what I wanted. I got it. And boy is it delivering.”
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For any garage, finding new revenue streams is a key priority. Being able to increase your profit per vehicle makes business sense. But with so many products out there, how does a workshop owner know which way to turn? Which product is a genuine business opportunity that works for both your garage and your customers and which could turn out to be a waste of money, or worse?
According to Fortune Business Insights, the global fuel additives market is set to reach $12,117.8 million by 2028. Fuel additives can help vehicles perform better, reduce carbon emissions and increase fuel efficiency. Oil additives can help to reduce friction and wear within the vehicle, as well well as keep engines clean by flushing through deposits such as sludge. Both types of additives and cleaners can also create a valuable additional revenue stream for garages. What motorist wouldn’t want to give their vehicle a deep clean from the inside out, leaving it in tip-top condition and delivering improved fuel economy?
But according to Andrew Goddard, Chairman of the independent trade body for lubricants, the Verification of Lubricant Specifications (VLS), it’s not quite that simple. Andrew urges caution when it comes to oil additives: “The latest generation of highly sophisticated lubricants is formulated with advanced chemistry, using the latest synthetic technology. They strike a delicate balance of meeting manufacturer specifications within exacting tolerances. The tiniest change in a formulation can have a real impact on the performance of the finished product. “Aftermarket additives could mean that the performance of the lubricant to cool, clean or protect moving parts is not as effective as it was, as well as causing an unnecessary expense to consumers.”
That’s certainly an outcome no garage owner would want. Andrew continues: “Lubricants are working harder than ever before, catering to the strive for reduced emissions, demand for greater performance and better fuel economy. Smaller engines are running at higher temperatures to maximise efficiency, power output and fuel economy. Longer oil drain intervals, taken together with smaller sumps, have created the need for less viscous, synthetic oils to provide the lubrication required in these challenging conditions while meeting customer’s demands for performance and economy. Added to that, lubricants must be able to cope with temperature changes, increased bio-content in fuels, hybrid vehicle technology, challenges like start-stop functionality and overcoming problems arising from LSPI.”
So it sounds like it pays to do your homework when it comes to additives. Garage owners should make sure they really research any stand-alone additive packages they are recommending or using, and understand how they might impact the consumables already in customers’ vehicles. That way, you can be confident that you are making the right choices for your business and your customers in both the short and long term, balancing short term profit with long term business sense.
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