A Powerful Plan to Win Customers
A key question from any new business owner is, “How do I get customers?” From visionary positioning and marketing to real world strategies that work, we’ve got our franchisees covered when it comes to customer acquisition.
We have been the industry leader for transmission repair since we opened our doors in 1962 because we have always been a cutting-edge brand. We recognized at the very start that a recession-resistant business model would require specialization. Our expertise in fixing the most complicated part of a car would ensure a sustainable customer base.
Our customer base is now expanding to include owners of hybrid and electric vehicles. We are perfectly positioned to profit from this growing demand, making significant investments to help franchise owners and technicians receive the training and support to be able to win a significant share of this new market segment.
Franchisee Marketing Resources
In addition to national and regional marketing campaigns from the corporate level, we help our franchise owners develop strategic marketing campaigns that make sense in their local areas. Our owners also establish marketing pools to develop targeted marketing campaigns. We also help our owners measure their return on investment and assist in refining their local campaigns.
That’s not all. We have a robust strategy for winning business online, which has become key to boosting client acquisition. We believe there are four key moments of truth for customers, and by performing well during these moments, AAMCO will continue to win new customers.
Four Moments of Truth
1. Online Searches
Maintaining a positive online presence is essential. The majority of customers now turn to the internet as the primary way to choose an auto repair shop. You need to be very easy to find online, and customers should see positive things when they search for your brand.
As an iconic American brand, AAMCO’s website ranks very well in search engines. We optimize the site for terms that customers commonly use so that people know about the great work we do and can let others know when they’ve had a great experience. AAMCO encourages customers to share all their experiences, and provide training to encourage store managers to attract more positive reviews.
Franchisees and their store managers are provided tools to track their star rating and training resources to maintain a positive brand reputation in their market. Local reputation and visibility is key to continued store profit and remains a top priority of every AAMCO center.
2. Great Customer Service Calls
AAMCO is lauded for our customer service and our ability to put our customers at ease. Typically, when customers call us, they are frustrated or worried because they believe the most expensive part of their car needs to be fixed — and needs to be fixed now. We look at that call as an opportunity to win a customer for life. We let them know that “we offer a free diagnostic check” and that vehicles often need only minor repairs to run much better. When a full transmission rebuild is needed, we offer financing options and can help them weigh the benefits of repairing an otherwise good car versus buying a new vehicle. We help our franchise owners train their employees to provide great phone service so when a customer calls, they get immediate help and head our way.
3. Stellar In-Store Customer Experience
Our customers put their trust in us, and we merit that trust by making sure our owners hire the best and brightest technicians in the industry. It is essential, especially on a high-ticket item such as a transmission, that all our franchise owners have competent and trustworthy employees capable of clearly explaining the work our customers need.
Sometimes a simple repair is all that’s required, and customers are relieved. Sometimes a transmission needs a complete rebuild or replacement. Our legacy is built on trust. That trust comes from more than a half century of expertise and clear communication with the customer when diagnosing a necessary repair.
4. Focus on Long-Term Customer Satisfaction
Transmission repair still accounts for 70% of our revenue, on average. Given that transmission repair is one of the most expensive purchases a car owner will have to face, AAMCO is attempting to ease the burden for our customers. AAMCO has provided a consumer financing platform that approves customers quickly and helps the necessary purchase of transmission repair fit within their budget. In addition to reducing the upfront costs, consumer financing has the added benefit of increasing the likelihood of winning more high-ticket jobs and adding to our constantly expanding customer base.