Fixed Ops Magazine - 2020 Vol17 03 - 46

will be the only dealership that customer ever needs

tent is king. Create content with and for your custom-

to call in their hour of need.

ers that they not only consume, but share in their so-

Once a customer schedules their service, make sure

cial media world. The average person on Facebook

that they get confirmation via emails and text messages. Emails sometimes go into spam folders and never
get viewed, but everyone reads text messages. Arrange for customers to receive text, phone and email
reminders three days before their appointments, and
then again on the day before their appointments.
Regarding missed appointments, call the customer
within 30 minutes of their missed appointment. Sending an email at 6:00 p.m. in relation to an appointment missed at 10:00 a.m. does you no good.
7. Visibility via content
If you want to attract new business,
you need to show up in search-engine results. Most stores I go into

has 500 friends. If you create a testimonial video that
they share on their social media, and one of their
friends interacts with the post, you have the very real
possibility of up to 500 people seeing that content.
And because it comes from them, not you, it carries
more weight. If ten people interact with the content,
that number balloons to 5,000! As people see more
and more of your content, they recognize you, and at
some point they will want to do business with you because so many of their friends do. The message box
is a true example.

Once a customer
schedules their

spend 95 percent of their budget
in variable ops. When I conduct a
search in their parking lot for "oil
change near me," "brake service
near me" or "tire service near me,"
many of those stores don't show up
in the search results.
I learned a long time ago that con-

46

service, make sure that
they get confirmation
via emails and

Make sure you are continually creating content to be shared to your
Google My Business page, social
media pages, and Yelp. Yes, you are
reading that correctly: Yelp. You
want to dominate the review sites
with positive reviews from your
customers.
Here's the key: Ask your customers
for reviews during moments of interaction with them, and help them

text messages.

through the review process. Stores



Fixed Ops Magazine - 2020 Vol17 03

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2020 Vol17 03

Fixed Ops Magazine - 2020 Vol17 03 - 1
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