Marketing for Auto Mechanics

This is probably for offline experts.

What are a few tips that a mechanic with sagging sales can do to get customers, those that know the selling points needed in a mechanic shop?

It sort of bothers me that this guy is an honest mechanic with decent prices, yet does not get constant new customers.

I think the problem is he is too good. When he fixes your car, its fixed for a long time.

I had a wreck, a spare car that hardly needed anything year to year once he given it a major tune-up and just a few other small things.

I think he needs something on a webpage, flyer advertisement or card that separates him from other mechanics, even the big boys like aamco or midas, which I never go, they love the bait and switch, sometimes.

They can guarantee the car with a warranty because they essentially replace the whole system they are working on with 300% or more mark-up on parts.

If in when he makes a mistake or error, he fixes it with no problem and no charge.

Most claim to be ASE certified, but this guy's investigative skills into the problem of a car is extrodinary....if its ONLY a screw or vapor lock, he knows it and can find it without charging an arm and leg.

Only fixes what need to be fixed.

Believe me when I tell I searched and tried for years to keep finding a mechanic that was both good, reasonable and honest, very tough.

This other mechanic I know and tried is pretty lousy, he's just a parts replacer, that's the extent of how most mechanics investigate and solve a problem, though 68% or more of the time , it was unnecessary.

I found out the one of the secrets to why he gets so much business: he gives out loaner cars to people while their car is being fixed.

I know he is a lousy mechanic because I gave him several chances to redeem himself, he failed miserably, he is just a parts replacer, very low diagnostic skills.

The lousy mechanic(s) says "oh yeah, its this," and when he replaces the part, its still not fixed, then he says' "oh , it must be this" and it goes on like this.

In my experience, and I got a lot of experience with different mechanics, barely half a count on one hand had, has or have Diagnostic skills, which is 98% of solving the problem, and for good.

Others guess, because they don't get updated training on the new cars and systems every 6 months or year, this guy really does.

Most strictly go by what the machine says to do, not knowing how to interpret the machine with other factors.

I know, because I would go to one mechanic, he would give me his diagnosis and price, essentially wanting to replace the whole unit or part, then I would take it to the very skilled mechanic, and he would tell me its only a tension spring and would either charge me $5 or say don't worry about paying, too simple.

This good mechanic I know also has guys selling him things that supposed to improve his business, but by what he showed me, these guys are :

good at graphics,

laminating cards,

setting up websites,

setting up email systems,

setting up accounting systems,

putting his ad in a telephone book,

putting his ad in pennysaver,

setting up this type of system and that,

BUT NO MARKETING, but they tell him this is what he needs to get clients, that this is marketing.....sound familiar?

I looked at his laminated card, and besides the lamination, it looks like any other advertisement that someone would stick on your windshield wiper.....

Their marketing points..?..a coupon special and pretty picture of a car, like EVERYBODY ELSE who makes flyers.

Forget about copy, no copy at all....you've seen these local neighborhood flyers.

Unless those prices are ridiculously competitive in price, most would do what they do all advertisement and flyers, if sticks you in your eye in about 3.25 seconds, you toss it on the ground or keep scanning the ad, pages or website.

So what few tips does a mechanic in this economy need to do or look for to get help?

Hell, maybe if you got some good stuff, he may want your email or phone number, because what these clowns charge for the results he's getting is beyond insane, typical Madison Avenue school gloss but clueless.

If you don't want to give away all your secrets here, you could pm me, can't guarantee anything, but I could print them out and he could take a look at what guy sounds like someone he wants to work with.

Dude's desperate.

The 13 th Warrior