How customers choose their garage

Europeans and their garage owners, a history that could be described as... thwarted ! And of very paradoxical too. A survey commissioned from IFOP by the Speedy brand in 2017 revealed that 43% of those polled had no confidence in repair professionals and that they were not sparing in the use of pet names to describe them. But the trend is completely reversed when it comes to talking about their garage, which they think is the best. Surprising ? No, at least in terms of the almost emotional bond that can unite a mechanic and his customer, especially if he is a car enthusiast. But such a customer relationship is built and based on a number of criteria. You may not be aware of it, but there are certain elements that make all the difference and ensure that a motorist will choose you over another. Here's a quick look at how customers choose their garage.

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Criterion No. 1: proximity to home or work

Your customers are pragmatic. They will therefore want to simplify their lives and choose their garage as close as possible to their home or their workplace. And how will they proceed ? Like most people today, by searching on the internet and primarily from their mobile phone.

You know how a search on the internet works, especially via Google, the undisputed number one search engine. Typically, users type in a query such as « garage + [city name] ». Google asks the user for permission to geolocate and if the user accepts, he or she will then be offered establishments close to his or her location, by placing them on a map. This is a great opportunity to make yourself known to a motorist.

We've already discussed this in an article dedicated to the digital presence of garage owners, it is imperative that you are visible online. As the vast majority of online queries are entered on Google, you need a Google my business listing. Your car repair business is then listed in this huge 2.0 directory. You reach a large customer base, almost without doing anything and above all for free.

Criterion No. 2: Online presence and e-reputation

Fame and online presence follow naturally from the above. Internet users are constantly invited to say what they think of the places they frequent. Many are not shy about doing so, for better or for worse. Whether you are for or against this process, it doesn't matter ! It exists and it's up to you to deal with it. According to the website Vroomly, 56% of internet users choose their garage online. Most of them refer to the notes, stars and ratings left by others.

A negative review is not a disaster in itself, especially if it is drowned out by a flood of glowing reviews. Bad faith is a widespread characteristic in this day and age, so savvy internet users will know the difference. If, on the other hand, certain remarks become recurrent, it is more than time to ask questions and look internally at how to improve what is wrong.

Among the highly valued services, obtaining a quote and booking an appointment online come out on top. Like many independent garage owners, aren't you equipped for this ? Perhaps it's time to create your website. We have written an article detailing all the advantages of working on your online presence.

Criterion No. 3: Customers choose their garage based on the possibility of a loaner vehicle

There are details that make a difference and this is one of them. The possibility of benefiting from a loan vehicle represents a highly appreciated and sought-after service. In urban areas, a motorist may be able to compensate for the absence of a car with public transport. In rural or suburban areas, this is much less the case. If you make life easier for your customers, they will certainly be grateful.

Providing this service allows you to play on the same field as dealers. Although their prices are often higher, they provide real added value to their service.

Criterion No. 4: the garage is a brand specialist

In the first few years of a new car's life, nearly 40% of French motorists go to the dealer for maintenance. This figure then decreases, as the warranty expires and the prices charged by the brands are sometimes prohibitive. In addition, dealers focus mainly on the latest models of their brand.

The use of an independent garage therefore seems quite natural. However, many are still looking for a link to the original brand. An approved garage is meant to be reassuring. This professional is obliged to apply the procedures recommended by the brand, a guarantee of seriousness and reliability for many.

Criterion No. 5: the state of the car fleet

The state of the vehicle fleet says a lot about your repair shop and how you manage it. One look is enough for an outsider to draw conclusions. Maybe they are wrong, but too late, the damage is already done.

Lots of cars on the waiting lot can mean you are successful. That's a good point, but there is a flip side to every coin. Your potential customer will think that either you are badly organised or that there is a lot of waiting. And that they are not going to see their vehicle again.

A messy shop, lack of parking and difficult traffic flow within your facility are also working against you. Not to mention that you are not providing the best working conditions for your employees.

Inversely, a fleet full of different vehicles, some of which are exceptional vehicles, undeniably plays to your advantage. Your visitor immediately sees you as a serious professional, experienced and an expert in his field, without even having to talk to you. If this is the case in your garage, don't hesitate to put this particularity forward.

Criterion No. 6: Reception

You are not only a garage owner, you are also a consumer. You probably have a bad experience in a shop in mind. Examples include the indifferent, almost condescending salesperson who pretends not to notice that you need information, or the rude shopkeeper who doesn't seem to be pleased when you cross the threshold of his or her shop. There are many others, but these are among the classics of the genre.

Your customers care about the same things you do. So they expect certain things, even if, no, the customer is not king. A motorist who stops at your place is bound to be a little anxious and perhaps even suspicious. He has a car problem, but doesn't know what it is yet. He is already imagining an astronomical bill and is not in the best of spirits. The least you can do is to welcome him properly and make him feel at ease. Never neglect this first impression, as it determines the rest of the customer relationship in most cases. Afterwards, don't be stingy with details about the nature of the repair you have to carry out. This does not mean that you have to frighten your customer, but that you have to be educational. If your customer doesn't understand you, he won't recommend you and you can be sure he won't come back.

Image sources:
Marie CHASLES / Author: NVB Stocker / License ID: #39873072 - stock.adobe.com