When estimators and front desk personnel don't consider themselves part of a marketing team, they may not think to pass this information on to the marketing person. Once again, adding that status to their job, and working out a way to reward them when their effort produces more business, will make them more aware of the importance of passing vital contact information on to the shop new business marketer.

Daily chances to solicit more business

Every person who drives in or walks into a shop has an entire world of personal and business contacts. All of those contacts can be potential repair referrals at one time or another. A brief conversation may result in a customer mentioning a friend, family member or personal vendor in need of vehicle repair. An alert estimator or customer service representative will follow-up on that lead and maybe bring in that business.

Because collision repair may occur only once every several years, customers may forget about the shop in the interim. During slow times, shop personnel could easily send postcards prompting referrals and offering a simple reward like a car-washing, detailing, or other desirable service.

As part of a marketing team, these extra tasks that would otherwise be considered an unwanted nuisance, could now be recognized as a way to help the shop thrive and perhaps add some additional revenue to their own paycheck.

Tom Franklin has been a sales and marketing representative and consultant for forty years and is the author of the books, "Business Battlefield Marketing for Body Shops," "Tom Franklin's Top 40 Marketing Tactics for Body Shops," and "Strategies for Greater Body Shop Growth." His marketing company now provides marketing solutions and services for body shops and other businesses. He can be reached for questions or comments at (323) 871-6862, by fax at (323) 465-2228, or by E-Mail: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it .