Before buying a car, you talk with your friends and family. Only after you get a few recommendations do you make a decision.Â
When the same car needs repair, you again trust the people around you to help with that decision. You will likely choose an auto repair service recommended by a friend.Â
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Does that mean your friend is referring to an auto repair service to you based on their experience? YES!Â
This is where an automotive referral program comes in. Â
What is a referral program?
A customer referral program stems from age-old word-of-mouth marketing. The premise is simple! It rewards existing customers for bringing in new customers. Not just that, it also rewards them for spreading the word within their circle of family, friends, or colleagues.Â
It’s a genius tactic to increase revenue while keeping your costs low. All it takes is a happy customer who shares their experience at your shop with a friend. And that friend could become your next customer.Â
An automotive referral program starts by giving customers an incredible experience they will never forget. A happy customer is your biggest asset.Â
Here are a few tips for that:Â
- Treat your customers with the utmost respect.
- Keep your auto repair shop clean and welcoming.
- Offer customers refreshment drinks or have a self-help tea/coffee counter in your waiting area.
- Deliver on your promise of repairing their car and giving it back to them better than they left it.
Now it’s time to create a strategy for your customer automotive referral program. How will you go about that? Keep scrolling.Â
Four effective customer referral strategies
1. Thank your customers
Your customers will love the appreciation. Go the extra mile and thank them for choosing your auto repair shop. Let them know you appreciate their business. And don’t forget to give them an unforgettable experience.Â
2. Send out reminders
Do you want your customers to keep you top of mind? Keep sending reminders for their maintenance service. Use email marketing to help you build a relationship with them. Direct mail is also a great way to ensure your customers engage with your content.Â
3. Ask for reviews
Want to see your business grow? Get reviews. Ask for them through Google, social media platforms, or third-party review sites like Yelp. These channels help your business when customers search for a service online.Â
4. Start a loyalty program
An auto repair loyalty program rewards your returning customers for their loyalty. They will collect reward points for any oil changes, tire rotations, and other regular maintenance services completed in your auto shop. Loyal customers can even reduce or eliminate costs for regular services with reward points.Â
How does a loyalty program help you with your customer automotive referral program? It’s simple. The loyalty program makes your customers feel valued. In turn, they share their experience with their friends and family. This effect adds to the impact of your referral program.
So now you know what to do. But how will you ensure that your referral program is even successful?
Six tips for automotive referral program success
1. Distribute referral cards
Give referral cards to each customer that comes into your auto shop. It will pay off to give them a referral card at each visit. They can give these cards to their friends and family. They can then claim their services at a discounted rate or for free.Â
2. Share direct mail
As mentioned above, direct mail can be your ally. These campaigns can help you cut through the noise.Â
Include gift cards to your shop in the mailer you send out (one for the customer and one for their friend). This provides a great incentive for them to bring in their friend for upcoming maintenance and repair services.Â
3. Send an SMS
An excellent way to go green is to send the customer a digital referral card. The best part (apart from this being paperless?) They can share the text message with their friends and families on the spot.Â
4. Provide links
Provide them with the link to the referral program where they can sign up. Distribute this link in your weekly email to customers. Or send those referral cards over email and ask them to forward them to their friends and families.Â
You can even include links to review sites, where they can leave five-star feedback on your shop.Â
5. Use social media platforms
Your social media platforms are great for advertising your referral program and connecting with your community. Create a support group on Facebook where your audience can share reviews, discuss problems, and talk to other customers. This community engagement is a great way to keep your auto shop top of mind for them.Â
After all, this, once you start getting referrals, trace them back to the source and yes, you guessed it! Thank them for their reviews and their support of your business.Â
6. Reach out to reviewers
So all the people who leave you great reviews across various platforms, reach out to them. Recruit the customers who already engage with your business and get them to do your bidding for you.Â
An important factor to remember: your customers need to trust you. When they drop off their vehicle with you a second or third time, it means you’re doing a good job. After establishing trust, the reviews and referrals will follow.Â
What’s next? Let’s not forget your employees. They’re your biggest advocates. When your employees are happy, they will bring in more customers and keep them happy.Â
They can help you with referrals. So how can you build an employee referral program?Â
Build an employee referral program
There are a few basic things to do when your employees help you with word-of-mouth marketing.
1. Set a reward
Your employees want a reward for bringing in new customers. That is their motivation for spreading the word and bringing in new customers.Â
2. Offer different incentives
Provide your team with cash prizes, gift cards, complimentary lunches or a few extra days off. These incentives could help motivate your employees to bring in referrals.Â
3. Remind your employees
Remind your employees that they have an employee referral program in place that they can use.Â
You can do this by handing out referral cards to them. Or share digital SMS texts that they can spread among their network. This will help you trace the customer back to the source.Â
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Closing thoughts
There you have it! This blog covers all you need to build a successful automotive referral program.
Follow these tips, win new business and increase revenue at your shop.Â
