The Garage 333

SALESANDMARKETING
Garages
urged to
get online
– and fast
By Jim Lang, MD, Garage Services Online
Jim Lang runs a specialist website company that helps
independent garages get found online – and grow. Here, he
explains why garages don’t need a crystal ball to see what
their customers are doing.
Whether you consider yourself internet savvy, or the whole
getting your garage online thing makes you want to bury your
head under a car bonnet, there’s just no getting away from it.
Having a website – and one that can be found and works – is
absolutely essential for independent garages’ survival, growth
and profitability.
I know you’ve heard that before but recent events mean those
garages lagging behind online are at risk, now more than ever, of
losing business – and quickly.
In the last 12 months there’s been a marked shift in the way
customers look for what they need; things that pre-pandemic
and pre-petrol shortages, they might have found by word of
mouth or just simply took for granted would be available.
But not now. Forced by lockdowns to buy online, and recent
events like petrol panic buying meaning it was wise to find out
where actually had fuel before you wasted those last precious
drops driving around, has sped up the inevitable journey towards
complete online reliance.
Now, when we need something, we reach for our smart phones
and look online. It’s instinctive. Whether it’s a Google search, an
app or social media, the habit is engrained in us. It’s easy and,
most importantly, it saves us time and money.
So this evening, when one of your regular customers
remembers they need to book their car in for a service or
arrange for some new tyres fitting, they’re much more likely to
have a quick look online to shop around and see who can provide
the service. If they find your competitor’s website, it loads quickly
and - here’s the sting - they’re able to send an enquiry form or
even book in online there and then, there’s a good chance you’ll
lose them.
Can you really afford for that to happen? What can you do? If
you’ve got a website already, great, you’re on your way. But make
sure it’s being found at the top of a Google search (75% of people
never scroll past page one) and that it works properly on a mobile
device.
If your garage hasn’t got a website, please act now. If you talk to
the right people, like Garage Services Online, the process doesn’t
have to be expensive or take up much time; just around 40
minutes – about as long as it takes to do an MOT.
Make absolutely sure your garage can be found online and that
it’s up to the job. If not, your customers may well end up going to
a competitor.
30 THE GARAGE
30 Feature Valley.indd 1 18/11/2021 15:42