The Garage 333

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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
+ Our non-Ford Omnicraft branded products are now supported by Parts and components from some of the world’s most trusted automotive brands. Meaning you can get all the Parts you need, for the non-Ford vehicles you’re working on, with less hassle and all with one call, from a supplier you know you can trust to support your business. TM With OmnicraftPlus The answer is yes For more information and to find your nearest PartsPlus Centre visit: PartsPlusUK.com OE Connection FP.indd 1 18/11/2021 16:59
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