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Attract Consumers With Expertise, Not Prices

Autosphere » Mechanical » Attract Consumers With Expertise, Not Prices
Denis Pageau. Credit: Denis Pageau

I wonder why some shops still try to attract customers by offering loss-leader oil changes at discounted prices.

Consumers are wary of these offers, which leave them with the impression that something’s fishy. “If this garage is luring me in with a loss-leader offer, they’ll make up for it somewhere else, for sure.”

These practices are obsolete in 2025. In fact, the traditional oil change, often combined with seasonal tire changes, is a complex operation whose importance few consumers fully grasp. Complex because with the evolution of engine technology, it seems that today each engine requires its own specific formulation. Consumers need to understand that replacing this lubricant isn’t about finding the best deal, but rather part of a preventive maintenance process that’s essential to protecting their investment.

Don’t assume all customers have read their vehicle’s maintenance manual before contacting you. It’s your specialty to be aware of the needs of each vehicle that pulls into your service bays. Having access to this information and knowing how to share it clearly and simply with consumers is key to your commitment to their vehicle.

If customers don’t follow your recommendations, they’ll be partially responsible for the premature wear of their vehicle’s components. With an aging vehicle fleet across the continent, this negligence can result in much more costly repairs. You’re well-positioned to know this.

Attracting customers with discounted oil changes is no longer the right strategy. Credit: Envato

Supporting the customer

Thus, learning to sell maintenance services and integrating them with oil changes seems more appropriate today, provided the customer receives clear explanations and a thoroughly completed inspection sheet.

Old habits die hard, certainly, but they need to be reviewed. I’m not telling you anything new when I say that other types of maintenance will be required for hybrid and electric vehicles. When I think about our successful shops in our market, I notice a constant: their customers don’t come for the price; they come and return for their technicians’ expertise.

I can also understand that some shops view the arrival of these new technology vehicles with apprehension. Investments and skills upgrading are necessary right now. So what? These value-added vehicles require expertise that you can develop, just as you’ve historically kept pace with all other innovations in the automotive sector.

The consumer, regardless of which technology they’re driving, must be greeted with the same demonstration of competence. Adjust your prices according to your investment, demonstrate to the customer the value of your expertise in their vehicle’s durability, and no one will complain that you’re not offering an oil change for $29.99.

Categories : Editorial, Mechanical
Tags : customers

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