The Importance of Talking to Your Customers About Potholes

Main Navigation

Advertisement
Social Connect
Resources
Our Brand Family
Counterman Magazine
Counterman has been serving auto parts jobbers, retailers and distributors since 1983.
Sponsored Content

The Importance of Talking to Your Customers About Potholes

We can all agree that potholes are bad. We can also agree that potholes are boring. They're not a hot discussion topic for anyone outside the paving industry. But here's the thing: If you are a parts professional, you need to talk about potholes with both your DIFM and DIY customers.

Avatar
By GMB North America Inc.

Sponsored by GMB North America, Inc.

We can all agree that potholes are bad. We can also agree that potholes are boring. They’re not a hot discussion topic for anyone outside the paving industry.

But here’s the thing: If you are a parts professional, you need to talk about potholes with both your DIFM and DIY customers.

Pothole Damage Is Incredibly Common

AAA has studied vehicle pothole damage, and the results are incredible:

  • Potholes cause an estimated $3 billion per year in vehicle damage
  • The average pothole damage repair bill is over $300
  • The average car has pothole damage that requires repair about once a year

And these figures do not include consumers who don’t know their vehicle has pothole damage – it’s self-reported data. The true figures are undoubtedly higher.

Talking About Potholes With Every Customer

Potholes can damage tires, wheels, wheel bearings and hubs, wheel alignment and balance, and more. This damage isn’t always obvious, and a lot of drivers aren’t aware of pothole damage risks. To make sure your customers understand pothole damage risks, try the following:

  • Ask DIY customers if they hit any potholes recently.
  • Ask the DIY customer if they’ve noticed potholes in a popular nearby road.
  • Before they leave, warn the customer about potholes near the store.

When you engage the customer on one of these points, be sure to follow-up with information about the damage that potholes can do. Your customers need to know to avoid potholes, and that hitting a pothole should prompt them to get their vehicle checked.

Potholes And Regular Repairs

Last but not least, it’s a good idea to relate regular repairs back to pothole damage. If, for example, the customer’s vehicle needs a new wheel hub and bearing, you can explain that every pothole impact causes wear and tear. If the customer’s vehicle is a few years old, it’s undoubtedly hit a few potholes.

What’s more, if your store is regularly talking about pothole damage, your loyal customers will better understand the need to invest in quality replacement parts. Saving a few dollars on a replacement part doesn’t make much sense if the quality is so bad that one good pothole can break it.

After all, investing in quality replacement parts is a good way to limit pothole damage.

This article was sponsored by GMB North America, Inc. For more information, please visit our website at www.gmb.net

You May Also Like

Sponsored Content

A Closer Look: Standard® Gasoline Direct Injection (GDI)

Gasoline direct injection (GDI) is used on most new vehicles and requires a different approach to diagnosis and service. GDI technology has been an integral part of helping to improve fuel economy while reducing emissions, and can be found on more than half of the U.S. fleet. In fact, the use of GDI engines has

Standard Motor Products
By Standard Motor Products

Gasoline direct injection (GDI) is used on most new vehicles and requires a different approach to diagnosis and service. GDI technology has been an integral part of helping to improve fuel economy while reducing emissions, and can be found on more than half of the U.S. fleet. In fact, the use of GDI engines has grown by over 600% since 2010. While GDI systems have been largely useful, these systems encounter specific failures and require an understanding of how they work and how to test them when they set a code.

Read Full Article

More Sponsored Content Posts
Overcoming Supply Chain Issues in Today’s World

Many legislative and environmental mandates have affected the collision repair industry over the last decade. To comply with such mandates, vehicle manufacturers continue to design vehicles with increasingly advanced electronics, ranging from Advanced Driver Assistance Systems that increase safety, helping people with everything from parking to driving, to the recent push for electric vehicles. They’ve

By U-POL
Two Lubegards Are Better Than One

Lubegard Synthetic ATF Protectant and Instant Shudder Fixx work better, faster and longer together to stop torque-converter clutch shudder (TCC shudder). Both products are effective on their own, but when used together they not only provide a long-term solution for TCC shudder but also offer complete protection for transmissions. Since the 1980s, lockup torque convertors

By Lubegard
High Oil Consumption?

A common question an OEM oil supplier like ENEOS sees is how to tell when oil consumption becomes excessive? Since a few factors could be involved, here are some of the potential implications. How much is too much?First, because of wear, vehicles are more likely to consume engine oil as they age. Common culprits that

By ENEOS
The Value of Replacing the Water Pump and Timing Belt Simultaneously

Water pumps have long been considered the heart of a vehicle’s cooling system. Although its sole function – pumping coolant from the radiator through the engine – seems simple, it’s a crucial process to keep engines running at optimal temperatures. Unfortunately, some drivers can overlook this – along with proper care for the part. On

By Carter

Other Posts

Fill Your Customers in About Total Vehicle Filtration

If you’ve ever wondered what one of the biggest threats to a vehicle’s engine is, the answer is microscopic particles. If these tiny specs of dirt and dust aren’t filtered properly, they will quickly accumulate inside the engine, which can cause significant damage to many parts. Worse yet, this can lead to complete engine failure.

By FRAM
A Closer Look: Advanced Driver Assist Systems (ADAS)

Advanced Driver Assist Systems (ADAS) Overview: Advanced Driver Assist Systems have been quite the industry buzz over the last several years. We have seen new business opportunities arise, and even a new segment of mobile technicians focusing on ADAS calibrations. While ADAS may seem relatively new, automotive service professionals have been servicing Driver Assist Systems

By Standard®
FRAM® Provides Next-Level Engine Protection for the Summer

For many people, road trips are an enjoyable summertime tradition. Whether you’re taking the family outon vacation, traveling for sporting events, or just hitting the road for some mind-clearing relaxation,summer usually means miles. Since 1934, Pros and DIYers everywhere have relied on FRAM® to get the most complete engineprotection. When it comes to making sure

By FRAM
Going the Extra Mile(s) with Iridium Spark Plugs

Advanced spark plugs designed to improve fuel efficiency in today’s engines. Helping customers choose the right spark plugs is more important than ever. When it comes to late model vehicles in particular, shop owners and technicians understand that improvements in spark plug design, metallurgy and technology can help maximize the performance and fuel efficiency of

By Autolite