As the owner of an auto shop, you can have a real positive impact on a person's life, beyond just keeping their car running smoothly.
Everyone appreciates knowing his or her car will start up each morning and will get them from Point A, to Point B, and back to Point A, without issue. You've likely already proven your ability to ensure that in your customers' lives. But imagine if you could demonstrate to them how you can help change their lives beyond what they'd ever expect from an auto mechanic.
That's where the cabin filter comes into play.
No one wants to live with allergies
Allergies can wreak havoc on a person's life. People are willing to do anything to lessen their allergy symptoms, but sometimes they don't know where to look for relief.
Unbeknownst to many motorists, their car's cabin filter serves as a protective barrier between them and the allergies that accumulate outdoors.
But that cabin filter doesn't last a lifetime; it needs to be replaced from time to time. Old cabin filters are typically filled with pollen, meaning if not replaced, your customers are breathing in air that's polluted with this pollen, triggering allergy symptoms.
You need to remind your customers that they must replace their air filters.
According to the Car Care Council, cabin air filters should be replaced every 12,000 to 15,000 miles, however, it's a good rule of thumb to look over filters after an allergy season. Sometimes these filters need to be replaced more frequently, particularly if your customer suffers from intense allergies.
Market your cabin air filter replacement service at just the right time
At the end of winter, you'll notice more and more allergy drug companies push their commercials on TV. That's because everyone and anyone who suffers from allergies is counting down the days before their symptoms will return.
As they count down these days, they're mentally trying to figure out what they can do, and what they can take, to avoid another allergy season "like last year."
You can compete with these drug companies by timing your filter replacement service perfectly, and targeting the right audience.
How to market your filter replacement service
- Email Marketing - Firstly, be sure email your database. You can't be too sure who among your customers suffers from allergies, so email a message to your entire customer base reminding them that one of the best ways to fight allergies is by making sure their cabin air filter is cleaned.
- Social Media - Use social media effectively, including using trending hashtags (such as #AllergySeason or #FightAllergies). Run a targeted Facebook ad to people who are interested in Zyrtec, Claritin and other allergy medications.
- Up-sell - Add an "elevator pitch" to your customer interactions in the weeks leading up to allergy season (and a few weeks into the season as well). Create a 15-second pitch to tack on to each conversation you have, reminding customers that if they suffer from allergies it'd be worth their while for you to determine if their filters should be replaced.
- Show, don't tell - This is a good rule of thumb in general. Whenever possible, show, don't tell. Have a dirty cabin air filter on display in the waiting area. It might become a talking piece and will be effective when you try to up-sell to your customers.
Chances are your customers aren't aware that their auto mechanic has the power to help them battle their allergy symptoms. It's your job to make it known to your current and prospective customers. Not only will you help to solve a widespread problem (allergies) but you'll also prove your worth to customers, which is the equation for a long-term relationship.