As a body shop, collision repair center, windshield repair service, or auto repair shop owner, offering ADAS calibration services can set your business apart from others. It can show that you are committed to customer safety; ADAS is estimated to play a role in preventing 3.59 million total crashes per year and many of your competitors may not offer it. In addition to performing calibrations on the vehicles that are already coming through your shop, there is plenty of business you could be doing for others. These are some steps you should take to increase your external referral volumes, which lead to more business. You should think about marketing to other automotive businesses, insurance companies, and even consumers themselves.
Market To Other Automotive Service Businesses
Partnering with collision centers and other automotive service businesses can be a good way to generate incremental ADAS calibration business. YOU can be the ADAS calibration sublet to these partners, rather than the dealership. Some tips on this end from us:
- Focus on being timely, accurate, and attentive to their needs when highlighting your services. Everyone in our industry wants to reduce cycle times and produce high-quality, error-free work for the customer.
- Helping your partner shops identify when calibrations are needed is a big part of your value-add. The more cars they can identify needing calibration, the safer the vehicle, and the more calibration work you have. It’s a win-win.
- We recommend bringing along brochures to leave behind, and offer to be a resource for anything related to ADAS calibrations
- Make sure to at least discuss pricing beforehand, and it’s a good idea to offer a reimbursement guarantee if the claim is rejected by insurance companies. This will give them confidence in your work and your billing.
Be Familiar With Insurance Companies
You should establish and cultivate relationships with insurance companies and their adjusters, and educate them on ADAS calibrations. If you can advertise that your shop is an expert in ADAS, and you position yourself as a good partner that is reasonable with billing, then insurance companies will have more trust in sending vehicles to you. This is particularly true if you participate in Direct Repair (DRP) programs. This can lead to opportunities for consistent business and revenue. Emphasize your adherence to OEM standards and insurance requirements to build trust with insurers.
Utilize Online Advertising For Customer Flow
Increasingly, we are seeing consumers reach out directly to ADAS calibration centers for ADAS calibration services. This can be because of issues post-repair or a host of other reasons. Leverage online advertising to reach potential customers who are actively searching for ADAS calibration services:
- Google Ads: Run targeted Google Ads campaigns focusing on keywords related to ADAS calibration, vehicle safety, and specific car models.
- Social Media Ads: Use Facebook and Instagram ads to target local vehicle owners with promotions and educational content.
- Local SEO: Optimize your website for local search terms to ensure your shop appears in local search results when potential customers are looking for ADAS calibration services. Make sure your business can be searched on Google Maps and other directories like Yelp.
Leverage Customer Reviews
Positive reviews can significantly influence potential customers’ decisions. If customers are leaving reviews mentioning ADAS calibrations in your work, this can highlight how your shop is cutting edge, and be a driver for customers in deciding which shop to choose:
- Encourage Reviews: Ask satisfied customers to leave reviews on platforms like Google, Yelp, and Facebook.
- Respond to Feedback: Engage with customers by responding to their reviews, thanking them for positive feedback, and addressing any concerns raised in negative reviews.
- Showcase Reviews: Display positive reviews and testimonials prominently on your website and in your marketing materials.
Educate Your Partners and Customers
Many people are not fully aware of what ADAS is or why calibration is necessary. Educate your partners and customers about the importance of ADAS calibration through various channels:
- Website Content: Create informative blog posts, FAQs, and service pages on your website explaining what ADAS is, why calibration is essential, and how it enhances vehicle safety.
- Social Media: Share educational posts, infographics, and videos on your social media platforms to spread awareness and engage your audience.
- In-Shop Materials: Provide brochures, flyers, and posters in your shop that detail ADAS features and the importance of proper calibration.
Highlight Your Expertise
Position your shop as an expert in ADAS calibration by showcasing your qualifications and certifications:
- Certifications: Display any relevant certifications or training your technicians have received in ADAS calibration. See this blog post for more information on ADAS training and certifications.
- Case Studies: Share success stories and case studies that demonstrate your expertise and the positive impact of your calibration services on vehicle safety.
- Testimonials: Collect and share customer testimonials that highlight their satisfaction with your ADAS calibration services.
Build Community Relationships
Engage with your local community to build relationships and increase awareness of your services:
- Local Events: Participate in or sponsor local events, such as car shows, safety workshops, and community fairs, to showcase your services and expertise.
- Community Involvement: Support local causes and charities to enhance your shop’s reputation and visibility in the community.
Emphasize Safety and Compliance
Stress the importance of safety and compliance in all your marketing efforts:
- Safety Benefits: Highlight how proper ADAS calibration enhances vehicle safety and reduces the risk of accidents.
- Compliance: Assure customers and insurance shops that your services meet or exceed OEM and industry standards, providing peace of mind that their vehicle is in safe hands. Be transparent in the steps you take, e.g. do you follow the OEM position statements?
Conclusion
Marketing your ADAS calibration services effectively can help your shop attract new customers and establish a reputation for excellence in this specialized field. By educating your partners and customers, highlighting your expertise, partnering with insurance companies, utilizing online advertising, building community relationships, emphasizing safety and compliance, and leveraging customer reviews, you can position your shop as the go-to destination for ADAS calibration services.
Investing time and effort into these marketing strategies will not only increase your customer base but also enhance the overall safety and satisfaction of the vehicle owners you serve.
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