Getting More Business

Getting More Business

Chances are good that most of your customers would rather buy from you than the OE dealer. Are you giving them the right reasons?

A fax crossed my desk as I was preparing to leave for Automotive Aftermarket Industry Week in late October. I immediately recognized the name at the top of the fax — Salem Boys Auto, an Arizona repair shop.

Salem Boys Auto and its owner, Mark Salem, might not mean much to you, but it means lot to me. I met Mark several years ago when he was a speaker at an industry function in Las Vegas. It was Mark who initially started some of the worry around the industry; he was the shop owner who said he sourced half his parts from local dealerships. I’ve written about Mark and his comments a couple of times in this space. The last time was in June — and that’s what this particular fax was referencing.

Prompted by my June column, Mark’s wife Renae wrote to let me know that the shop had made some changes that impacted where and how they source parts. Here’s what Renae wrote:
“I thought you’d find it interesting that we have been able to reduce our new-dealer parts purchases from 50 percent to 30 percent.”

Interesting? You bet. That Salem Boys was able to increase its aftermarket parts purchases by 20 percent is very encouraging. Generally speaking, well-run shops like Salem Boys would prefer to keep all — or most — of their business with a limited number of sources. It’s just smart business. He wanted to find a way to source more business from his primary aftermarket sources, so he sought input from his warehouse, manufacturers and program group. She also faxed me a report, showing exactly how much business each source gets. Salem Boys now spreads 31 percent of its parts purchases among 18 OE dealers, with the remaining balance going to 14 aftermarket distributors (one WD in particular gets the majority of the business).

Now, there’s no magic button you can push that will encourage your own wholesale customers to buy more product from you; it’s going to take some effort on your part. In this case, Renae indicated that the shop had gotten some assistance from some key suppliers along with their program group service dealer program. Line by line they went through their purchases and in doing so they learned some interesting things. Mark was convinced that he couldn’t get certain parts in the aftermarket. This exercise showed that his perception was wrong.

Whose responsibility is it to let customers know what SKUs are available? It’s everyone’s responsibility, from catalog providers to manufacturers. But the real responsibility to let customers know what you have is squarely on your shoulders. Your customers don’t know everything you stock. Like Mark, they may think they know, but it takes some education and salesmanship on your part to help them understand the full depth of your inventory. This is especially true with regard to import and late-model applications.

Getting more business from your existing customers won’t happen by itself. It takes knowing your customers and their needs. It takes some salesmanship. It takes an intimate knowledge of the lines you carry. And, of course, it takes a rock-solid relationship with your customers, along with a truck-load of trust.

You May Also Like

Customer Service: How It’s Done

Customer service should be your number one priority, and it all starts with the greeting.

This is always an important topic to discuss, because I consider excellent customer service one of the most important tools you can have to earn trust, respect and repeat business from the customers that come through your door. Whether that customer is do-it-yourselfer from across town or the professional repair shop across the street, your business depends on a solid relationship.It’s a subject that I am passionate about, and it’s one that many people are losing touch with. Whether you are communicating to someone in person, on the phone or using some type of social media, good customer service and bad can both exist. You can’t afford the latter, so this is the first in a series of topics which can and should be shared from the front of the shop to the back. No matter which role you hold, you represent the shop and yourself. Customer service should be your number one priority.First on the list is the greeting. From the second a customer walks in the door, they need to know you appreciate them coming in and how important they are to your business. First impressions are everything and here’s the correct way to do it each and every time: look them directly in the eye, smile and say hello!Of course, you can say “Good morning” or “Welcome to Joe’s Autocare,” but it should be a formal greeting and the most important thing is that you have smiled, looked them in the eye and recognized that they have walked through the door.You should always retain a formal greeting until you are on a first-name basis with a customer. Only once you have established that level of relationship is it OK to use the less formal greeting of “Hi,” followed by the person’s name.This greeting does more than just indicate respect and appreciation for someone walking through the door. Most likely there are customers both new and old who are in earshot of your conversation. For newer customers, this continues to build rapport and reinforce their positive view of your shop; they see that you demonstrate respect and treat everyone in the same manner. For repeat customers, even ones that have been coming for years, the greeting is important because the way you treat them is the reason they continue to come.And when a long-time customer comes in and you greet them with “Hi [First Name],” this indicates your appreciation for them and that you’re glad to see them as a person, more than just a customer. New customers that witness this will see that your repeat customers are comfortable enough to be on a first-name basis, another indication of the trust they have in you.

MEMA Launches At-Home REPAIR Campaign

The next step in the campaign to get the REPAIR Act passed is to get aftermarket suppliers involved.

Shaw Assumes Leadership of MEMA Original Equipment Suppliers

Collin Shaw succeeds Julie Fream who served 10 years in the position.

AACF Launches 65th Anniversary Fundraising Initiative

The campaign aims to raise $65,000 through 1,000 donations of $65 each.

Schaeffler Publishes 2023 Sustainability Report 

Schaeffler was awarded an “A” score in the climate change category for 2023 by the global non-profit environmental organization CDP for corporate transparency and performance.

Schaeffler Sustainability Report

Other Posts

Introducing ‘Sustainability by Schaeffler’ on Counterman.com

In the weeks and months ahead, stay tuned for more sustainability content from Schaeffler and Counterman.

Schaeffler Sustainability
Jacki Lutz Named Content Director at Auto Care Association

Lutz will be tasked with leading a cross-functional and multimedia content strategy, development and execution across all platforms.

Jacki Lutz Auto Care
Auto Care Association Certified as a Great Place to Work

“This prestigious award is a testament to the association’s commitment to creating an inclusive, supportive and dynamic work environment for its employees,” Auto Care said.

HD Repair Shops Report Increases in Counter Sales, Labor Rates

The data comes from a Fullbay report published in partnership with ATA’s Technology and Maintenance Council.

Heavy Duty Repair