SHOP STATS: Premier Auto Repair Location: Worcester, Mass. Owner: John Cayer Staff Size: 4 Shop Size: 950 sq. toes Number of Lifts: 2 Average Monthly Car Count: 210 Annual Revenue: $1.3 million
At lower than 1,000 sq. toes with simply two bays, you might be shocked to listen to that Premier Auto Repair in Worcester, Mass., sees 210 automobiles monthly and has an annual income of $1.3 million, nevertheless it’s true. The tiny powerhouse, owned by John Cayer, has made essentially the most out of its restricted area and finds methods to compete with bigger retailers and dealerships within the space. One of the biggest contributors to the store’s success? Its loaner fleet.
The Backstory
At roughly 950 sq. toes, the tiny store is usually ignored by clients. Because of this, Cayer has needed to discover methods to retain his clients as soon as they do are available in. One manner to do that is by delivering on a top quality restore with the least quantity of inconvenience for the client.
The Problem
Cayer says the 2 important objections he sees from clients about getting extra work completed to their autos is that they both don’t have the time or the cash. Cayer presents third occasion financing, which helps with price, however he had to determine a method to handle the time concern.
“The second most common objection I hear is that ‘I need my car to do stuff,’” Cayer says.
The Solution
When a buyer says that they don’t have the time or that they will’t depart their autos on the store as a result of they want it to get round, Cayer says, “I can put you in a car right now,” which disarms that objection.
Premier Auto Repair is a Shop Fix Academy member and, impressed by Aaron Stokes and the significance he locations on loaner autos, Cayer bought his first two In June of 2021. His loaner fleet has now grown to seven autos in complete.
Being in a position to provide clients a loaner car has not solely labored in his favor by permitting him to promote extra work by taking the time objection off the desk, it’s additionally allowed him to shuffle work round. Customers who’re within the loaner autos aren’t in as large of a rush to get their autos again, he explains. If, for instance, there’s an even bigger job that may take 4 hours, Cayer is ready to push it again if that buyer is in a loaner automotive. He, after all, lets the client know that it could take a little bit longer, however most of the time, she or he is greater than tremendous with it so long as they’ve a car to make use of.
To stand out and entice clients, the loaners are marketed on the web site, in the entire store’s direct mailers and talked about to clients once they are available in.
Loaner autos are usually not supplied for easy providers, reminiscent of oil adjustments, except there’s a particular request. Every buyer that has a considerable restore is obtainable one and if, for no matter motive there may be not one obtainable, they’re supplied a rideshare service or can schedule the restore primarily based on when a loaner car will likely be obtainable.
The Aftermath
Before the loaners, the typical ticket on the store was $283—it’s now at $525, which Cayer believes has so much to do with the fleet. Car depend can also be up 60 automobiles from the earlier 12 months. Although it could appear costly upfront, Cayer’s additional enterprise has greater than recouped the prices and he says that third occasion guarantee firms will typically reimburse a certain quantity per day for loaners, you simply must ask.