With Thanksgiving behind us, there’s no denying we’re heading into what is traditionally the slowest season in the automotive repair business. However, a decrease in customers shouldn’t automatically lead to a decrease in productivity. Instead of simply waiting for business to pick back up, you should utilize your time and staff wisely to drive customers through the door. Here are some strategies to embrace during the “down” time.

Implement a call-back program: During busy periods, you have little time for customer follow-up. But the slow months provide a good opportunity to reach out and connect with customers again.  A call-back campaign will help formalize that process and will give your managers and front counter personnel something to do when they’re not serving customers.  You can use the calls to remind customers about overdue oil changes and repairs or upcoming emissions tests, if you’re a certified emissions test center. We offer three-year, 36,000-mile warranties on all our repairs, so we call owners before the warranty is set to expire to check on any problems that might require a visit to the shop. Feel free to call customers who haven’t been in for a year or more simply to check in. Some may have moved, (which will give you a chance to update your customer database), but others might be staying away because of a past bad experience.  Either way, you’re obtaining valuable information that will help you build your business for the future. And don’t forget to set goals about the number of appointments you expect your staff to book through these follow-up calls.

Make marketing a priority: Too many shop owners cut back on marketing when business slows, thinking of it as a good way to save money. That approach reduces your exposure to potential customers a time when you need it most. Instead, consider expanding your advertising budget and getting creative with your promotions. For example, during our slower periods, we offer free oil changes to customers who have never been in our shop before. We’ll examine our market area, develop a target list and send 250 of those offers every week during the slow season. We know that if we do a good job, that new customer we attract will return the next time he or she needs another oil change or a repair. We’ve also mailed postcards touting special discounts and incentives to attract customers who haven’t been to the shop in the last two years, in hopes of luring them back.

Promote your unique benefits: This is the time of year when it pays to remind customers about what separates you from the competition, so the next time their car breaks down, your shop and special services are top of mind. Our shops are focused on convenience. We provide a free customer shuttle and we can even pick up a customer’s car at work if that is a better option. We’re also proud of the warranty we offer for all our repairs, which is fully-transferable and covers all parts and work included in a repair – what we believe is in industry first. If you have benefits you’re proud of, make sure they’re posted prominently on your website and other marketing materials. It also doesn’t hurt to create an email campaign to raise awareness about your benefits among existing customers. If you don’t have any unique offerings, now might be the time to consider what you can to distinguish yourself from other shops in your area.

Remember, none of these strategies can work in isolation. Maintaining and growing business in the tougher months requires a strong commitment and a variety of efforts.