How to Get More Customer Referrals for Your Auto Repair Business to Increase Car Count

You've probably heard it before. The easiest customer to sell is one that you've already sold. That's because they already know, trust and like you and know exactly what to expect from your auto repair.

Then ask yourself, "What's the second easiest customer to sell?" The second easier customer to sell your auto services to is a referred customer. Why? Because your existing customer has really done all the marketing for you.

That's right. The customer that's referring their friend, colleague or associate has already done the 'heavy lifting'. They have already had a chance to explain your services and let them know why they are so happy with your auto repairs.

What's best about referred customers is that they don't cost a lot to attain. Think about it. What does it cost you to run an ad, flyer or do a val-pak? In most cases, it's hundreds of dollars if not thousands. What does it cost you to get a referral? Typically, it costs very little if anything. But now, if you make a few slight changes, you can get even more referrals and really drive your car count up.

First of all, you should understand why customers don't refer their friends now. The biggest reasons they don't refer family and friends are:

You take it for Granted:

You, as an auto repair shop owner, assume that because you're doing a great job and you provide honest service at a good value that customers will refer their friends. That doesn't work because your customs don't know they SHOULD be sending you referrals (and they usually won't without a gentle 'nidge').

Out of Sight, Out of Mind:

How often do you ask your customers for referrals? Above that, remember that they are not your 'trained' sales people. Do you give them the 'tools' to make it easy for them to refer? I am guessing that you don't tell your customers that you expect referrals. Above that, you don't remind them often enough. And to make matters worse, you don't supply them the tools they need. Simple referral cards (that are dirt cheap to print) should be given to each and every customer that leaves your shop. At least they have the tools to use. Then you just have to remind them.

Customers Fear a Bad Experience:

Sure your customers can send you their friends and family members, but what happens if that new customer has a bad experience? Your customer fears that it's going to reflect on them and they don't want to take that risk.

It's part of your job to let your existing customers know that you can handle the business and that you assure them that their referrals will get 'first class treatment'. Make them feel comfortable with referring family and friends.

Now, before you start asking every one of your customers for referrals, ask yourself this question. "Does your service exceed their expectations?" Do you really provide the best service available? Do you follow up with customers? Do you send out "Thank You" cards? Do you make 'follow-up' phone calls to be sure that everything was completed properly?

All of these so called 'small details' go along way to really make a great auto service experience for your customer. When they experience that, they won't have a problem sending all of their friends, colleagues and associates to you. That way, you can drive up your car count and start making more money!