Here's a picture of one of my favorite signs I use at my Shop (taken at night)
Check Engine Light On? We'll Scan It Free
Did you ever see those parts stores like
AutoZone offer 'Free Check Engine Light Scan' and wonder is it really worth the
trouble?
Well, they sell a TON of parts that way, and it doesn't fix the problem too often.
So, if you're thinking about the type of person this might attract, the first thing that comes to mind is cheap, do-it-yourselfer, not my kind of customer right?
Well, not exactly...
A good deal of these drivers just want to know how serious the problem is so they can decide the where and when of repairs. They're looking for the peace of mind they need to keep driving or stop what they're doing right now before they do further damage.
Well, they sell a TON of parts that way, and it doesn't fix the problem too often.
So, if you're thinking about the type of person this might attract, the first thing that comes to mind is cheap, do-it-yourselfer, not my kind of customer right?
Well, not exactly...
A good deal of these drivers just want to know how serious the problem is so they can decide the where and when of repairs. They're looking for the peace of mind they need to keep driving or stop what they're doing right now before they do further damage.
We've been offering free scans for years now in
the parking lot for our regular clients and even strangers. And the reason we do this is to
determine how serious the problem is, so we can schedule the where and when
(sound familiar).
You see, our Shop is just too busy to risk scheduling a simple fix like a loose gas cap - if we find an evap leak detected code, we'll check the cap to see if it's tight, take the cap in and test it on the tester, clear the code if all checks out and send them on their way - NO CHARGE! With the instruction to the client of "If the light comes back on, call us and we'll schedule you in for an appointment".
The customer is happy (for now), and we've just eliminated a possible 'can't charge too much for a loose gas cap' appointment where no parts are sold and too much time is wasted at the counter.
So, how do you actually make money by scanning for free?
You see, our Shop is just too busy to risk scheduling a simple fix like a loose gas cap - if we find an evap leak detected code, we'll check the cap to see if it's tight, take the cap in and test it on the tester, clear the code if all checks out and send them on their way - NO CHARGE! With the instruction to the client of "If the light comes back on, call us and we'll schedule you in for an appointment".
The customer is happy (for now), and we've just eliminated a possible 'can't charge too much for a loose gas cap' appointment where no parts are sold and too much time is wasted at the counter.
So, how do you actually make money by scanning for free?
Consider this one of your NEW
'New Customer Acquisition' programs... One of the lowest cost Marketing plans you
can use
Here's how we do it:
First, make sure you have an OBDII Generic scanner available for the front counter. We only offer this 'Free' service on 1996 and later vehicles that don't recquire any strange connections.
Next, if you have a sign board use this - "Check Engine Light On? We'll Scan It Free"
Here's how we do it:
First, make sure you have an OBDII Generic scanner available for the front counter. We only offer this 'Free' service on 1996 and later vehicles that don't recquire any strange connections.
Next, if you have a sign board use this - "Check Engine Light On? We'll Scan It Free"
And make sure you use the FREE word if you want to attract more people in.
Now when people come in for their 'Free' scan, make sure you are talking to
them like a welcome guest, not an interuption in your day. Ask them all the
basic questions like:
- How long has it been on?
- Does it flash?
- Any changes in the way it drives when it's on?
- Have you done anything to fix it yet?
Let them know that this code only gives you an idea of what circuit the problem is in, and to properly give them an estimate you will need to perform some pin point diagnosis which may cost between $100 and $150 in investigative time. We may be able to fix the problem in that time if it's just a wiring issue, or atleast be able to give them a solid estimate on repairs, knowing exactly what parts will need to be replaced instead of guessing like some parts stores do - that can get expensive.
Ask them if they'd like to schedule an appointment now and let them speak.
This format will allow you to weed out the looky-loos and do-it-yourselfers in the parking lot with only a few minutes invested. AND also give you some very good prospects that are afraid to go back to the Dealer, willing to pay your rate. Use this opportunity to start the all-important relationship build a positive image in your neighborhood. They may not use you this time, but treat them right and they'll be back, already knowing what it will cost to come in your door.
Plant the seeds and watch them grow...
If you have any questions or comments, please post a comment below. We'd love to hear what you think.
Or send us an email to: dave@shopdoctor.com
