Automotive Excellence SUMMER 2025_01_09-22-2025_DIGITAL - Flipbook - Page 51
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EDUCATE WITH EMPATHY, NOT URGENCY
Use visuals, a 'Build-a-Budget' script, and tiered service options to increase understanding and trust.
Sample script: “Most drivers spend about $2,500–
$3,000 a year maintaining a vehicle — we want to
help you plan for that...”
BUILD A FALL CAR CARE
MONTH TOOLKIT CHECKLIST
Use this checklist to prepare your
shop and engage your customers
during Fall Car Care Month:
• Display Fall Car Care Month signage
and point-of-sale materials.
• Create and share seasonal inspection checklists for customers.
4 SET YOUR TICKET AVG & ARO TARGETS NOW
Year-to-Date Average Repair Order (YTD ARO) is the
average dollar amount customers spend per repair
order over the course of the year. It is calculated by
dividing total sales by the number of repair tickets. A
healthy target for most general repair shops is 5x your
shop’s labor rate, with higher benchmarks possible for
specialty shops.
The goal is steady, incremental growth over time. Start
with your YTD ARO and aim for a measurable lift. Use
dashboards or tracking sheets and reward staff when
team goals are achieved.
• Promote fall maintenance services
via email and social media.
• Offer limited-time discounts on key
fall services (tires, wipers, batteries).
• Host a free inspection day or customer appreciation event.
• Train service advisors on communicating seasonal value to customers.
• Order and stock up on commonly
needed fall maintenance parts.
• Coordinate with suppliers for promotional support and co-op materials.
5 BE ACTIVE IN THE COMMUNITY
Partner with local schools, fire departments, or community organizations to host a free inspection day.
This builds goodwill, introduces new customers to
your shop, and reinforces your reputation as a trusted
local business.
• Update the website with Fall care
tips and booking capabilities.
• Track key results, including inspections performed, services sold, and
new customers added.
SHOCKTOBER
October is also the perfect month to highlight shocks and
suspension work. Many suppliers run Shocktober promotions with
rebates or discounts on shocks and struts.
Position this as a safety inspection item, reminding customers
that worn shocks affect braking distance, tire wear, and overall
control. Bundle shock inspections with your Fall Car Care checklist
and tie them to limited-time rebates to drive sales.
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