![]() ![]() Since we cannot preclude “bottom feeders” from reacting to marketing, you will at least want to target new prospects who are more apt to get their vehicles serviced and maintained more frequently based on their income level. That said, the strategy of targeting prospects with a higher income is still the recommended strategy for most shops. Therefore, targeting higher-income prospects is not a sound solution to avoid the “bottom feeders.” Only using services with a coupon or haggling has more to do with a customer’s mentality and decision-making process than it does with their level of income. Unfortunately, this assumption is quite wrong. However, the biggest flaw with this strategy is it assumes a prospect with a higher income level who won’t have a “bottom feeder” mentality. This is echoed by many of our auto shop clients, as well as some of the latest consumer market research provided in Mintel’s 2019 Auto Service, Maintenance and Repair Industry Report, as illustrated below. The reason being that consumers who earn more money spend more money to repair and maintain their vehicles. The typical strategy implemented to avoid attracting the “bottom feeders” is to target prospective customers that have higher incomes, The Typical Strategy Used to Avoid the “Bottom Feeders” They feel it will attract the wrong type of customer, the “bottom feeders.”īelow, we will look at the typical strategy used to avoid the “bottom feeders” and why it is a flawed one we will see why coupons are not the actual problem and, finally, we will address the best way to keep the “bottom feeders” away. Primarily, “The bottom feeders are the customers that don’t see the value in the quality of your work at a fair price” and will only come to get their vehicle serviced when they have a coupon.īecause of this, shop owners are hesitant about offering coupons, specials, or discounts to attract new customers. ![]() One statement that I consistently hear from most of these owners is, “I don’t want the bottom feeders.” I have the opportunity to speak with auto repair shop owners across the country about how direct mail can play an important role in their shop’s multi-channel marketing strategy.
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