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Ed Attanasio

Ed Attanasio is an automotive journalist based in San Francisco. Ed enjoys sports of all kinds and is a part time stand-up comedian.

 

He can be reached at era39@aol.com.

Tuesday, 04 May 2021 16:49

How to Get Your Customers to Trust You in a Skeptical World

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John Stuef, industry consultant, life coach and author, said if you can establish five truisms with a new customer, they will trust you completely. John Stuef, industry consultant, life coach and author, said if you can establish five truisms with a new customer, they will trust you completely.

Index

...vulnerable for when their car breaks down.

 

Here are the top reasons why American drivers mistrust automotive repair shops, both mechanical and collision:

 

  • Recommends unnecessary services (76%)
  • Overcharges (73%)
  • A negative experience (53%)
  • Sub-quality work (49%)

 

Other main offenders include charging for OE parts that are either aftermarket parts, phantom repairs, lapses in communication and bait-and-switch tactics.

 

Interestingly, older vehicle owners from the Baby Boomer generation are most likely to trust car repair facilities, compared to Millennials and Gen-Xers. Twenty percent of Boomers surveyed for the AAA study say they “totally trust” the auto repair industry.

 

In addition, Boomers are also more likely to have a car repair shop they trust (76%), compared with 55% of Millennials and 56% of Gen-Xers.

 

Philip Reed, a reporter for Edmunds, interviewed a handful of body shop owners for a blog, “Confessions from the Auto Body Shop, Get Your Car Fixed Right Without Getting Ripped Off." He interviewed shop owners off the record, so he got truly candid reactions.

 

Reed heard things like, "I don't care what state you live in, for every 10 body shops, three of them are unethical and five of them do mediocre work at best;" “The last thing we want is a bad reputation or reports of poor customer service;” "Most body shop owners are very concerned about getting good feedback and building a list of customers who'll come back next time work is needed.”

 

So, if indeed 30% of all the shops out there are shady, how do you convince the public you are a member of that 70% category? How do you build trust with customers who are not in a positive space after an accident has added a bunch of drama to their lives?

 

Collision repair is one of those industries where the average customer is already disgruntled, so the goal is to both...


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