By
Walter Ford
When
we started our business several years ago, our goal was to be the
premium facility for BMW service and repair. Once we achieved that
goal, we listened to what many of our customers had been asking for:
To expand our scope of service to include Audi and Volkswagen
vehicles. We decided to go for it; however, we would not have done
it unless we were able to hit the ground running by doing it right.
One
year later, we’re proud to announce that this expansion has worked
out great for everyone. Not only is our business up, we’re also in
a great position to help more of our current customers and new
customers too. More than once, we have heard our customers say that
they had been going to the Volkswagen or Audi dealer but now they
would bring the car to us and get the same level of expert care and
cost savings. For the last year, with every work order, we’re
handing our customers a flyer to give them an additional price break
on future service or repair work.
In
preparation for our expansion early last year, I hired two people,
one in management and one out in the shop. Our office person has a
lot of experience in that field, so he takes care of all the daily
tactical decisions. Our newest mechanic is an Audi and Volkswagen
certified tech, so our current customers continue to enjoy the same
level of great service they’ve received on their BMW’s.
So
far, it is been a great financial decision as well. Our business is
up 40% when compared to the same time last year. Some of that is due
to the Audi and Volkswagen work, while the rest is growth from our
BMW customers. So, the goal was to add volume in car count and that’s
exactly what’s happened. On top of all that, we’re also getting
more value out of our advertising. Before, when we were targeting
only BMW owners, we were reaching a very small percentage of people
who owned that particular car. When we added the two car lines, there
was no increase in our advertising budget; however, we’re getting a
higher percentage of potential customers, so we’re very pleased we
decided to go for it
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