How do I convince people who need car repairs or service that dealerships are not always more expensive than the aftermarket shops?
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Wow , a million dollar question. I think your fighting a couple things. Some dealers have earned the reputation with dishonest business practices. Probably the biggest challenge is many many people are living well beyond their means. I work in the collision industry and see it every day. A large percentage of the totaled cars we see have severely worn tires. The thing that concerns me is the future and these highly technological cars. When a system goes down with a problem many people will not have the budget to have them repaired. Today how many cars are driving around with ck engine ,air bag or ABS lights on,, No budget to maintain their vehicle. My answer to you is continue to advertise value and excellent customer service. I think most dealers have a general maintenance rate that is extremely competitive, oil change ,rotate tires and a multi point inspection. If you can service the car ,suggest a maintenance plan that people can budget for and use honest business techniques , most people will choose you.
Thanks Mike. You are correct in the pricing of service related items. We do have a discounted rate for those items as well as a variable rate for general maintenance like brake replacement and transmission and cooling system maintenance. I also agree there are a lot of people out there that just simply can't keep up with the needed repairs to their vehicles. I have seen people trade their vehicles because they couldn't afford to put tires on them. I know this sounds crazy but they have good credit just not available cash to maintain the vehicle. I do feel we need to do more advertising especially with our maintenance cost. Thanks again Mike I do appreciate all your comments.