Thursday, 03 January 2019 22:49

ASA Hosts RepairPal’s Jill Trotta for Webinar on Transparency and Trust

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After reviewing what she’d covered, Trotta reiterated the importance of mentioning price, noted that 46 percent of consumers will pay more for a two-year warranty as opposed to a one-year warranty and emphasized the importance of your value shining, because 30 percent of consumers will call more than one shop.


Trotta explained that transforming price into value starts with presenting the diagnosis as a product.


“Prices must be clearly attached to meaningful services and outcomes. Provide a clear and concise broken-down final RO with no ‘unexplainable’ charges. You may not be the cheapest shop, but you can offer the highest value,” she said.


Trotta explained how RepairPal’s Fair Price Estimator works and how it benefits shops by building trust with consumers.


“Removing questions from the customers’ mind is what’s going to retain customers,” she said. “We offer friendly customer explanations, and we provide a third-party voice that mirrors your own. Calling other shops is a way to get a second opinion. When you direct consumers to RepairPal, we become the second opinion. Hopefully, the consumer goes to our site and experiments with our estimator instead of calling another shop.


“Shops in our network are the top 20--25 percent of shops in the industry, and our estimator is built to reflect that. When compared to other estimators [in the] market, we generally have higher prices and we give more information. We are for fair pricing, not cheap pricing. We give the whole picture and promote the right repair.”


To inspire customer loyalty, shops should communicate, be transparent, do a great job and ensure a smooth exit from the repair experience. They should also help the consumer evaluate their reputation and price, coordinate the consumer’s online and off-line experience and help them solve their problem as quickly as possible without sacrificing price, trust or convenience. It’s also beneficial to help the consumer understand pricing and repair decisions and make sense of any pricing differences they may encounter when doing research.


Trotta noted, “Explain what you need and why! People like to do business with other people.”

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