Aftermarket training expert shocked by garages’ attitude to being online

Training expert, Andy Crook, has revealed that the majority of independent garages either don’t have an online presence, or don’t maximise the one they have.

As creator of the Atomic Success Training Programme and founder of the fast-growing Facebook group, Garage Owners Network, Andy says he’s shocked by the lax attitude garage owners have towards being found online.

He said: “In my experience, garage owners don’t seem to think a website and other online platforms are that important.

“They also tend to have an inflated value of their business. The thing is, if the business only works when the owner works, it actually has very little value at all.

“Garages can add value and make more profit by attracting customers that are the right fit for their business. They need a predictable flow of enquiries to convert into work – and most of those enquiries start life with an online search.

“Traditional word-of-mouth has been largely replaced by social media but Facebook, for example, isn’t enough on its own. Garages won’t be found for their general services there.

“What’s needed is a presence across various platforms, with a website being the central core of where customers are driven to. It’s here that they’ll read about how you can help them, look at your reviews and find information at 9pm when you’re not there to answer the phone.”

Andy estimates that out of approximately 35,000 independent garages in the UK, the majority are leaving huge amounts of work on the table for main dealers and fast fits; simply because they haven’t got their head around how easy it is to intercept those enquires online.

He added: “So many garage owners don’t take their marketing seriously. They think their ramps will always be busy and it’s just not the case.

“Customers buy everything differently now and it’s inevitable that, at some point, they’ll go online. Garage services are no exception. You need to be found easily, provide helpful information and build trust –before they even drive into your workshop.”

Jim Lang, founder of website specialist, Garage Services Online concurs. He said: “Lots of garages come to us because they know they should have some form of online presence, even if they feel indifferent to it to start with.

“It’s not until the website is live that they truly appreciate and reap the value to their business, from an increase in quality enquiries to a healthier bottom line.”