How Auto Repair Shops Can Bring In Even More Business

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October 3, 2023

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Read time: 3 min

Summer is a busy time in the auto repair industry, and 2020 was no exception.

But as the seasons change to fall and winter, we notice that fewer people are taking their vehicles in for repairs. Of course, this varies from state to state. Auto repair shops in colder climates may still see a steady flow of customers as drivers winterize their vehicles.

In most places, a slow down in business is to be expected.

While there may be fewer walk-ins, there are several ways shop owners and service writers can stimulate business and maintain a healthy sales funnel.

Looking at Your Sales Funnel

Your sales funnel can tell you a lot about the flow of your business.

Before ramping up marketing and lead gen tactics (strategies to get new business into the sales funnel), it’s important to look at what’s already in the funnel.

How Your Auto Mechanic Shop Can Pick Up More Business When Times Are Slow

If you already have work in the shop or customers to follow up with, those jobs are going to be the easiest to target and move through the sales process because they’re already halfway there.

Also, by focusing on the bottom of the funnel first, you can identify any hold-ups and make room for new work to come in the door, leading to a more efficient workflow and overall sales process.

Work in the Shop Waiting to Be Completed

Before going out of your way to bring new business in the door, look at the current jobs already in the shop.

Are there any holdups? If so, be sure to take care of those so that you can get those vehicles repaired and out the door, and then collect payment on that work.

If there's a bottleneck at the bottom of your funnel, you probably want to address that before bringing a bunch of new work through the door.

Tek-Tip: Use Realtime RO Reporting on the Shop Dashboard
How Your Auto Mechanic Shop Can Pick Up More Business When Times Are Slow

By looking at the “job board view” of Tekmetric’s shop dashboard, shop owners and service writers can see a  snapshot of what’s going on in the shop at any given moment.

You can look at the number of dollars you’re sitting on in the “work not started” status.

If an RO has been approved but the work hasn’t been started and you’re not sure why this is a good opportunity to talk to your technicians to see what the holdup is.

If it seems like there are many jobs that are delayed, it might be time to consider hiring more help, provide coaching, or create a more efficient process.

Customers with estimates waiting to be approved

After taking care of work that’s already in the shop, the next easiest target for more work is going to be anyone who you’ve already sent an estimate to that hasn’t approved the work.

Chances are, these guests are shopping around for the best estimate. But in some cases, customers get sidetracked and may have simply forgotten to follow up.

Giving these folks a courtesy call to say, "I just wanted to follow up to personally answer any questions that you may have about the work that we're recommending" is a great way to earn their business because it shows that you care about fixing their problem and that you didn’t forget about them.

Even if your shop isn’t the cheapest by a long shot, customers who are shopping around are likely to see the value in going with the shop that is attentive enough to give them a call back to check-in.

Tek-Tip: Use the Tekmetric Job Board to See the Status of Estimates
How Your Auto Mechanic Shop Can Pick Up More Business When Times Are Slow

Tekmetric’s job board uses icons to show service advisors the status of an estimate.

The paper airplane means that an estimate was sent to a guest, but it hasn’t been opened.

Once the customer opens the estimate, the icon will change into an eyeball. Near the icon, it will also tell you how long ago it has been since the estimate was sent or viewed. Service advisors and shop owners can use this information to start a conversation with their customers.

Tekmetric also has two different views of the job board: column view and list view.

In list view, you can prioritize the order of those estimates to put the people who have viewed it at the top, the people who received it next, and then everyone else who you haven't quite finished up with at the bottom.

So now you have a priority of who you can start calling.  

Declined Jobs & ROs Saved for Later

Further up the sales funnel are your declined jobs and ROs saved for later. It’s important to remember that many vehicle owners wait until right before a critical event to get their vehicles repaired.

For instance, if someone brings their truck into the shop to fix their suspension and you notice that their brake pads should be replaced soon, the customer may wait a few weeks or months until they feel like their brakes are just about to scrape the metal.

Depending on the condition of the brakes, a service advisor might put it on the estimate (and in this scenario, the truck owner declines the job to focus on their suspension) or, if it seems like the brakes do in fact have a few months of mileage left, they may save it as an RO for later.

Declined jobs and ROs saved for later are great ways to reconnect with a guest.

A simple courtesy call to check in with an existing customer who may need work soon is an excellent way to remind them that their vehicle needs maintenance before a critical event occurs, and it's also an opportunity to bring more work in the door.

Tek-Tip: Use Tekmetric’s Declined Job Report and Customer History
How Your Auto Mechanic Shop Can Pick Up More Business When Times Are Slow

Tekmetric’s declined job report consolidates all of your shop’s declined jobs in one easy to view list.

During slow months, your service advisors can open the declined jobs report and go down the list, using notes to determine why the customer declined the job and whether or not they might be interested in revisiting the work soon.

To take this one step further, the service advisor can also look at the customer’s history to determine if there are any hold-ups to getting certain repair work.

For instance, if the customer history shows that they come into the shop frequently but tend to spend small amounts at a time, you can make them an offer or throw in a free oil change to sweeten the deal.

Generate New Customers with Marketing

Once you’ve worked your way up the sales funnel to complete any jobs in the queue and catch existing customers who either haven’t responded to your estimate or need work soon, you can start focusing on catching the attention of new customers.

When it comes to generating new business, the initial questions to ask yourself are, “Where are my target customers?” and “Where is my existing business coming from?”

By keeping track of your marketing sources—referrals, promotions, mailers, social media channels, etc.—you can get a better sense of the best place to put your efforts.

Every time a new customer comes in, it’s good practice to ask them, “How did you hear about us?” If it’s an existing customer, you can also ask, “What brings you in today?”

They may just tell you that they need work done, but sometimes they’ll answer with a certain promotion or advertisement, which can help you gauge the effectiveness of certain efforts.

If it seems like a certain tactic works better than others, that may be the first marketing effort to invest more money in when times are slow.

Tek-Tip: Use Tekmetric’s Marketing Source Report to Gauge the Effectiveness of Your Marketing
How Your Auto Mechanic Shop Can Pick Up More Business When Times Are Slow

Tekmetric’s RO Marketing Source report gives shop owners a clear view of how successful each marketing effort is in terms of total sales, new sales, repeat sales, GP dollars, GP percent, and close ratio.

These metrics not only show you where your audience spends the most time but also shows you which segment of your audience is bringing in the most profit.

For instance, you may notice that Facebook brings in a lot of ROs, but you have the highest close ratio with people who read Yelp reviews.

If that’s the case, you may want to solicit more positive Yelp reviews from customers.

Accelerating Your Shop’s Business Takes a Comprehensive Approach

It’s important to consider your entire sales funnel when trying to boost the amount of work and dollars coming through your shop.

While marketing is a great way to get your name out there and bring new vehicles and faces into your shop, it’s just as important to nurture the relationships that you already have.

If it seems like there’s an existing customer that you can help with service, it’s a good idea to reach out and check in on them.

As always, keeping track of your job history, customer preferences, declined jobs, work in progress, and how your customers hear about your business is going to make it a lot easier to make calls and pull the right levers.

While this may seem like a lot to keep track of, a well-organized, easy to use shop management software like Tekmetric can make collecting and reviewing this information feel like second nature.

👉 Ready to grow your automotive business? [Book a personalized Tekmetric Demo Here]

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Creating a great culture at an auto repair shop is the key to keeping and growing technicians 

Cars are lasting longer than ever, but the technicians who fix them are becoming harder to find. The average vehicle on U.S. roads is about 13 years old, and there are not enough skilled technicians to go around.

The auto repair sector needs about 71,000 new technicians a year, and the training pipeline delivers only about 50,000. That is more than 20,000 unfilled positions every year, and the shortfall continues to grow.

That gap is stark.

For auto repair shops, the shortage is not a statistic. It is a daily question: who is going to fix the cars?

Sunil Patel, Tekmetric founder and CEO, said this crisis can be solved with auto repair shop improvements. Those solutions, however, often are not the ones most shop owners typically expect.

Before he founded Tekmetric, Patel owned Motorwerks, an independent repair shop in Houston, Texas, where he learned about the technician shortage from inside the bay. After years of seeing the problem as a shop owner and now as an automotive repair technology leader, Patel says the shortage will not be solved with better software alone. 

It starts with creating a great culture and valuing people. Patel speaks from firsthand experience, and his conviction on where to start is clear.

"I would spend a lot more time on the culture side of it," he said. "I would make sure I'm building an amazing culture that attracts amazing technicians."

The First Hire

Patel started Motorwerks as a one-man operation. He turned wrenches at night and took vehicles in during the day. There was no hiring strategy because there was no one to hire but himself.

Then the work outgrew him.

"Eventually I started getting busier and busier, and I needed a technician," Patel said.

He reached out to a contact at a local dealership and asked if he knew anyone looking for work. The technician that was recommended had just been let go from the dealership. He had made a mistake, but he was genuinely skilled. Patel took the chance and hired him.

It paid off.

"He would crank out hours, and he was really good at his job," Patel recalled.

The technician struggled with diagnostics, but that happened to be the part Patel enjoyed most. The two skillsets fit together. The shop kept moving.

That early hire taught Patel something he tells shop owners to this day: a great technician is rarely great at everything, and the shops that win are the ones that build a team around complementary strengths and skills.

Why Hiring Became Harder

The work itself is part of the challenge. Repairing cars has always been demanding, but it keeps getting harder, and nowhere more than at an auto repair shop.

Consider the difference between a dealership and a shop. A dealership technician works on a narrow set of vehicles from a single manufacturer, where the engineering stays largely consistent from one model to the next.

"If I take the most compact car versus the most expensive car, the underlying technology is going to be very similar at a dealership," Patel explained.

A technician who has never touched a particular model can usually still work on it because the platform underneath is familiar.

An independent auto repair shop has no such predictability. It can take all makes and all models.

"You don't know what's going to come through that door," Patel said.

Shops can see a Honda one morning, a Toyota that afternoon, and a European luxury car the next day. Every job can push a technician past what they know best. And the steepest part of that climb is no longer mechanical — it is electronic.

"The hard part of this is not the mechanical side," Patel said. "It's the electronic side where technicians usually get stuck."

Modern vehicles run on layered software, networked sensors, and advanced driver-assistance systems. The U.S. Bureau of Labor Statistics notes that technicians increasingly work on these complex electronic and computerized systems, and diagnosing them well is a specialized skill. Those specialized skills are exactly what the labor market is short on.

No shop can send its team to factory training for every brand. There are more than 50 vehicle manufacturers on the market. The best shops specialize the way Patel did at Motorwerks: for instance, one technician strong on European vehicles, another on Japanese, another on domestic. That mix lets a shop triage almost anything that rolls in, and it turns a hiring problem into a team-building one.

The Myths Keeping Young People Out

Ask most people to picture a technician, and the image is dated. Greasy hands. A hot bay. Hard, dirty work.

Patel said that picture is a mischaracterization of how technicians work today.

"A lot of that is changing," he said.

Some independent shops today are fully air-conditioned. Part of the work is no longer mechanical — it is electronic, diagnostic, coding, and programming.

"You've got to be able to use a laptop," Patel said.

The old image does real damage. It steers young people away from a career that has quietly modernized. Correcting it, in Patel's view, is one of the industry's most important recruiting jobs.

Culture Is the Real Reason Technicians Leave

Patel said one pattern separates the businesses that attract and keep great technicians from the ones that cannot. It is culture. And many shops have room for improvement.

"When a technician leaves a repair shop, it's not because of the money," Patel said. "It's mainly because of the culture and environment, or lack thereof, that causes them to leave to another shop."

There is a structural reason culture gets neglected. Many independent shops are founded by technicians.

"They're not trained in the fundamentals of running a business, attracting top talent, and building an amazing culture," Patel said.

Most learn it through trial and error.

His prescription is uncomfortable for a lot of owners. Ask your technicians how they actually feel about working for you. What do they like? What do they not like?

"These are things shop owners sometimes don't even want to ask because it's out of their comfort zone," Patel said.

But the question itself sends a message.

"I want to make sure I'm doing everything in my power to build an amazing environment for you to thrive in, to grow," Patel said. "This is an emotional thing.”

The cost of getting it wrong is measurable. Collision shops alone see 30 to 40 percent annual technician turnover, according to a 2024 industry study from I-CAR and the Society of Collision Repair Specialists. Replacing skilled workers runs an estimated one-half to two times their annual pay when recruiting, lost production, and training are totaled, per Gallup.

In a trade this short on talent, a culture that keeps people is not a soft benefit. It is a bottom-line advantage.

The Small Things Add Up

Building culture does not require a consultant or a budget line. At Motorwerks, it was lunch.

Every Friday, Patel bought the team lunch and let the technicians pick the food. Eventually, he started barbecuing in the back of the shop, then rotated the grilling duty across the crew. He  also experimented with better health care and benefits.

None of it was flashy. All of it pointed the same direction.

"Making them feel like we care is what it boils down to," Patel said.

Real Pay and a Real Career Ladder

Technician compensation is misunderstood. Many people assume a shop career is a financial dead end. It is not.

"Some of the best technicians can earn a solid six figures," Patel said.

The range is wide, and that is the part young people rarely hear. The median automotive technician earns about $49,670 a year, according to the U.S. Bureau of Labor Statistics. But the ceiling is far higher. Top flat-rate and master technicians routinely clear $100,000, and the fastest specialists earn as much as $160,000. The career rewards skill and speed, and its best earners are paid like it.

But money alone does not keep a technician on the job because the work is physically taxing. Technicians spend hours in awkward positions, lifting heavy parts, and holding components in place. Cuts, bruises, and back strain add up. Long days take their toll.

That is why Patel believes shops need a ladder, not just a wage. Owners should create a pathway for young technicians to grow into team leads, roles where their experience lifts the next generation rather than only their own billable hours. A career with a visible next step keeps good people in the industry.

Where Technology Fits

Patel is candid about the role Tekmetric plays in all of this. Technology did not create the shortage, but fragmented software makes technicians' jobs harder than they need to be.

For years, the shop technology stack was disconnected: one system for the front counter and a separate one for the technicians in the bay.

"Nobody's ever created an end-to-end solution from the time a vehicle is taken into a repair shop to the time it's fixed," Patel said.

Building that single, unified platform is the problem he set out to solve.

Tekmetric built tools specifically for technicians. The Tekmetric mobile app lets technicians move faster and target the exact friction that makes technicians skip digital vehicle inspections (DVIs).

Ask a technician why they do not run a DVI on every vehicle, and the answer is speed. It takes too long to photograph the issue, edit the images, and write it up. Tekmetric collapses that into something as simple as taking a video.

The payoff shows up in the numbers shops care about. The average repair order across Tekmetric shops is $612. With DVIs active, it climbs to $741. Add MotoVisuals video, and it reaches roughly $800. Faster, easier inspections do not just help the technician. They help the customer make an informed decision, and they help the shop grow.

The technicians are now the ones pushing owners to modernize.

Patel has watched technicians go to new shops and refuse to work on anything else other than Tekmetric. The platform's ease of use is what keeps them hooked.

"They tell the new shop, 'I'm not using whatever you have. You have to switch to Tekmetric,'" he said.

Building the Next Generation

Closing the shortage means reaching young people before they ever pick a trade. Patel is betting on the classroom.

Tekmetric is leading the effort by working directly with trade schools to understand what it can do to help, and what it found was a gap. Many training programs still run on pen and paper, or carry a cost for software and repair guides that creates a financial barrier to invest in other places.

"A young person comes in who's stuck on their iPhone, and they think, 'This is how this industry operates,'" Patel said.

The disconnect between the technology in a student's pocket and the technology in the classroom is its own recruiting problem.

To combat this, Tekmetric gives its platform to these schools for free. The goal is to let the next generation see, from day one, that a modern shop runs on modern tools.

Patel's pitch to any high school guidance counselor is straightforward. A student can leave high school, work as a technician for five to 10 years, and open a shop of their own.

"That is something exciting, and it's meaningful income," he said. “It is a path to ownership, not just a job.”

Why It Matters to Him

Patel has been in this industry long enough to feel its history personally, back to the muscle cars of the 1980s.

"It's part of the fabric of America, and it's what makes this country great," he said.

He knows the pains that shop owners, service advisors, and technicians carry, because he has carried them himself.

He is hopeful the shortage reverses, and clear-eyed about what will and will not get it there. Better tools help. Better training helps. Better culture helps most.

The shortage, in the end, is a people problem. Patel's whole argument is that shops should start treating it like one.

"AI is not going to solve fixing cars," Patel said. "That's something a human being is going to have to do for a while."

Maximizing Auto Repair Shop Customer Service: A Guide to Selling Maintenance Work

Training service advisors how to properly sell maintenance work can create more loyal customers.

Drivers typically come in with an expectation of what's wrong with their car, which can make it tricky to sell maintenance work. Drivers might think you're trying to squeeze more money out of them, or may simply have a set budget in their mind and don’t plan on spending extra.

In reality, you're simply trying to go above and beyond and provide them the best service possible. So how do you show that, and which tools will help you transform the way you sell maintenance?

Here’s how to build customer trust while staying true to your auto repair shop’s mission of providing optimal maintenance recommendations.

Why Selling Maintenance Work Can Be a Challenge for Auto Repair Shop Customer Service

According to a survey conducted by AAA, 76% of U.S. drivers said that recommending unnecessary services was the top reason they do not trust auto repair shops. The survey also points out that ⅔ of U.S. drivers have managed to find an auto repair shop that they trust. Whether it’s an independent auto repair shop, or a chain repair shop, trust needs to be at the forefront of the customer experience.

Service advisors may be hesitant to sell maintenance work and only focus on the problem at hand because they don’t want to come off as pushy. But not recommending maintenance work can be a disservice to customers who deserve to know about any and all issues with their vehicle, not just the ones they’ve noticed themselves.

Add a Maintenance-Focused Inspection and Sales Process to Your Auto Repair Shop Customer Service Routine

When it comes to selling routine vehicle maintenance work, it’s important to remember that routine check ups will make a big difference on customer’s cars. Similar to the human body, cars are complex systems. Just like the body has a heart, nervous system, and organs, cars have the engine, the vehicle bus, and the control unit. If one problem is ignored, that could lead to more issues, possibly more serious than the last. For example, if a driver puts off replacing their brakes, it could damage the car’s rotors, which in turn, could lead to loss of braking power. This gets us back to one of the most important benefits of selling maintenance work: it helps your customers stay safe and get as many miles out of their car as possible.

Benefits to Selling Maintenance Work

  1. Regular maintenance makes your customers’ lives easier. It prevents your customers from ending up on the side of the road and prolongs their vehicles’ lifespans.
  2. Customers save money. Maintenance work can prevent car issues from getting out-of-hand, which may lead to spending more on larger repairs in the future. And who doesn’t want to address maintenance work before it becomes a much larger expense?
  3. Providing maintenance inspections helps shops sell more work, which usually means higher ROs and a more profitable repair shop. Also, because maintenance work helps your customers’ vehicles last longer, they’re less likely to buy a new car, which they’ll probably get repaired at the dealership during the first few years.
  4. Maintenance inspections help you queue up more work for the future. Even if they decline the maintenance work, you now have a relationship. You can track those declined jobs, and the service advisor and technician can save time figuring out what all might be wrong with the vehicle and resell that work.
  5. Customers trust you more. When you provide reliable insights into your customer’s vehicles, your like their go-to car whisperer—a trustworthy person who reminds them to check stuff out on their vehicle before anything bad happens

Maintenance by Mileage

Shop owners, we recommend training your service advisors to check customer mileage at each visit and tracking it in your shop's auto repair shop customer service notes. By keeping track of customer mileage on each vehicle, you’ll be able to recommend maintenance work based on how many miles it has been since their last visit.

Mileage Recommended Car Maintenance
Every 3,000 - 7,000 Miles Replace oil and oil filters, inspect various fluid levels and wipers, check tires and lights
Every 15,000 miles Replace air filter
Every 20,000 miles Inspect battery and coolant levels
Every 30,000 miless Replace power steering fluid, inspect coolant levels, brake pads, and suspension components, check radiator hoses and HVAC system
Every 35,000 miless Inspect and replace the battery
Every 40,000 miless Replace spark plugs and wires, inspect ignition system and suspension
Every 60,000 miless Replace brake pads and fluid, inspect radiator hoses, timing belt, HVAC system, suspension components, and tires, check coolant levels, and power steering fluid levels

Mileage aside, a thorough digital vehicle inspection of all vehicle’s essential components should be performed regularly.

The customer experience begins from the time vehicle owners bring in their car all the way to the final touchpoint: the payments portion. Integrated payments meet customers where they are in today’s digital market whether that means they can pay from their home, pick up their vehicle after hours or pay from states away for college students to pick up their car. Beyond approving an estimate and two-way texting, customers can pay wherever they are, whenever it is most convenient for them. Integrated payments facilitate shop efficiency, improve the customer experience and meet customers where they need to be.‍

1. Facilitate shop efficiency

Integrated payments help the shop run more efficiently with a visible, centralized location. Service advisors maximize the shop’s workflow and drive the bottom line because they can complete more repairs due to efficiency. Integrated payments allow customers to pay without being at the shop or needing a physical credit card. Forgot your credit card at home? Not a problem!

Tekmetric’s text- to-pay feature allows your customers to pay anytime, from anywhere - whether they’re a busy professional who needs to pick up after hours or a parent paying for repairs for their college student. Text-to-Pay allows you to get the repair done and be able to pay for it without a major disruption to your daily routine or needing a physical credit card to make a payment.

2. Improve the customer experience 

Along with facilitating shop efficiency, integrated payments streamline the automotive customer experience with a unique opportunity to drive revenue to the shop while also providing a value-added experience to the customer. Customers will remember how convenient (or inconvenient) it was to pay during the final touchpoint of the auto repair process.

In addition to text-to-pay, integrated payments offer flexible, forward-thinking solutions that allow shops to save time and effort when managing funds and customer payments. Shop owners can share invoices and accept payments via text and email, enabling the customer to pay directly from their smartphone and pick up the vehicle when it is convenient for them. 

3. Meet customers where they want to be

Most auto repair purchases are surprise purchases that not even the best budgeter can anticipate. With integrated payments, Tekmetric caters to the customer’s budget and needs. Not the other way around. Repairs can be a stressful experience so why not make the customer’s life easier by allowing them to pay from home, from states away or in installments?

Offering Buy Now, Pay Later options, allows you to meet the customer where they are financially by providing installment payment options. When your customers need to get the repair done but do not have the budget to be able to pay for it in full in one sitting, BNPL meets your customer where they are financially while also ensuring the safety of the vehicle owner by getting the repair done. 

Digital payments are necessary for auto repair shops in the modern digital market. By implementing customer-centric digital solutions, you can significantly improve your shop’s customer experience by meeting customers where they are, reaching new ones and increasing your shop’s workflow efficiency. Making the last touchpoint of the experience more convenient creates a positive, lasting impression on the vehicle owner and creates trust with your repair shop – encouraging them to become a loyal customer and generate repeat business or referrals.