Are Discounts And Coupons Right For Your Shop? – UnderhoodService

Are Discounts And Coupons Right For Your Shop?

Regardless of their income, the majority of your customers are very sensitive to price, even if they have been dealing with you for years. During these tough economic times they're looking for value, and they determine value not by the lowest price, but by what they receive in return.

By Bob Cooper of Elite

Regardless of their income, the majority of your customers are very sensitive to price, even if they have been dealing with you for years. During these tough economic times they’re looking for value, and they determine value not by the lowest price, but by what they receive in return. I’ve also discovered that today’s customer is highly motivated by coupons, and the discounts don’t have to be large to be effective. Most of the people I’ve interviewed in customer panels, who were average to above average wage earners, felt that $10.00 in savings on a service was enough to motivate them to take action. Now I realize that many shop owners believe that they have a business and clientele that are above coupons or discounts. Unfortunately, that feeling of self-worth has put many shop owners, and dealerships, out of business.

Now please don’t misunderstand me, because I am not suggesting that you give away your services. What I am suggesting is that you establish retail prices for your services in a way that allows for both coupons and some limited discount programs in your auto repair marketing. Just look at Mercedes Benz; clearly they don’t have to provide the promotional prices or discounts they advertise.  Without question, Nordstrom, the leading high-end clothing retailer, doesn’t have to offer semi-annual sales either. But there are two primary reasons why they do: not only do promotional prices drive sales, which are the lifeblood of every business, but equally as important, they send a powerful message to their customers. It’s the message that these companies care enough about their customers to constantly be looking for ways of ensuring that they get a really great value for every dollar they spend.

While I may be the messenger with this article, the message itself comes from the single most important part of your business: your customers. I can only hope … you listen to them.

For additional help increasing your car counts, learn more about how Elite can help with your auto repair marketing.

You May Also Like

Continental Releases 67 New Part Numbers

Twenty-two new import part numbers, as well as 39 new pulley and tensioner part numbers, are immediately available.

Continental announced a continued development of its import line of products with the addition of 22 new part numbers, as well as the expansion of its metals program, including 39 new pulley and tensioner part numbers. The new product line extensions are immediately available, Continental said.

39 Tensioners and Pulleys

Standard Motor Products Introduces 268 New Numbers

The release provides new coverage in 75 product categories and 80 part numbers for 2023 and 2024 model-year vehicles, SMP said.

BCA Bearings Unveils 2024 Endless Summer Promotion

The Endless Summer promotion runs from May 1 through June 30, 2024.

Clarios to Supply High-Performance AGM Battery to Major OEM

It offers up to 80% reduction in CO2 emissions over traditional AGM batteries, in many cases, Clarios said.

Philips Announces GoPure GP5212 Automotive Air Purifier

It uses a 3-layer filter to deliver cleaner, healthier, fresher air on the go, Lumileds said.

Other Posts
Non-Competes: A Non-Starter, Says FTC

The FTC’s rule is set to take effect in about four months, unless it is blocked by legal challenges.

Snap-on Announces Latest Software Release

The latest software includes new coverage and guided component tests and features.

AACF Launches 65th Anniversary Fundraising Initiative

The campaign aims to raise $65,000 through 1,000 donations of $65 each.

BendPak Founder Don Henthorn Passes Away

Grew company from small machine shop to global leader in car lifts and garage equipment.