Beyond the platinum opportunityThe “rule-of-three” can be a catalyst for imagining new ways to bring prospective customers in that first time and two more times as well. Safety concerns can open an excellent new avenue for revenue for body shops. This may sound contrary to a shop’s business purpose, but the public may be attracted by a promotion that advertises your shop as a “Collision Prevention Center.”

For example, glare can be a source of accidents. Window tinting may not be the most profitable activity, but it can bring in new potential customers for that first of three times, and familiarize them with your location and the services you offer. You may even find some takers for a windshield exchange program.

Many accidents can occur because of faulty brakes, tires and perhaps steering or wheel alignment problems. Fear is a great motivation to take action. Many people are driving around with dented fenders, bumpers and more. A little education may be appropriate on how even a minor impact might make a vehicle unsafe to drive long distances. “Is your car really safe enough to carry your children to school?” might be an appropriate ad for a back-to-school promotional push.

Most people only think of a body shop as a place to fix dents and repair a vehicle after an accident. Few people realize how many shops have alignment equipment and are fully capable of handling a wide variety of mechanical problems.

Ultimately, however, the best approach may appeal to the ego of those who have purchased unbelievably expensive high-end vehicles. Cosmetic appearance may be supreme for these car owners. Even minor rock and sand damage to the hood, windshield and bumper may annoy owners like these. Specializing in clear bra sales and installations for these prospective customers will bring them in for that first visit if advertised effectively.

Seize the day!
Opportunities drift by most of us from time to time. Those who succeed best are the ones who recognize and act on an opportunity when they see it. It may not seem that a thief crawling under vehicles to dismantle platinum-laced catalytic converters represents a significant opportunity, but there is only one way to find out.

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