Training can transform nearly every part of your business — from damage analysis, to technical operations and management, and ultimately improve your bottom line. It can also work wonders turning potential customers into loyal clients when you take the time to educate them on its value.
In an independent study conducted by research agency Hall & Partners for I-CAR, consumers were asked what factors influenced their choice in selecting a body shop. After reading a paragraph explaining I-CAR Gold Class, 78 percent said they felt Gold Class was extremely or very valuable; 48 percent wanted to know what qualified a shop to be Gold Class; and 31 percent, or 1 out of 3 consumers, immediately wanted to locate a Gold Class shop. That’s powerful information that could be building your business from the moment a customer steps through your doors.
Put Gold Class to work
Here’s how. Refer to the following suggestions to differentiate your business and educate the public that not all repair shops are created equal:
• Hang the current Gold Class plaque in your lobby or the current Gold Class logo on your front door.
• Display all your vehicle maker and industry certifications.
• Share your experiences working with the customer’s specific make and model of vehicle.
• Discuss any modern equipment, such as a three-dimensional measuring system, a paint-mixing system or a spray booth.
• Detail how your shop follows GM recommended repair procedures and I-CAR repair guidelines.
• Ensure your staff is friendly, courteous and willing to answer any questions.
• Keep your facility clean and well organized.
• Monitor and manage your shop’s online reviews.
From there, put the training to work by adhering to best practices and performing OEM recommended repairs. Stay current by visiting www.i-car.com for the latest training opportunities, including schedules for GM repair courses.
Always remember, customers are looking for reasons to give you their business. Use Gold Class to help you succeed.