As a provider of wheel alignment services, chances are you know the advantages this service brings to your business but have you got the patter down on how to convey the benefits of alignment to your customers? Read on to find out the main arguments to put forward when someone is hesitant to sort their alignment.
New tyres can be costly. On average you can pay £110 per tyre so 4 tyres would be equivalent to a week’s average wage. Depending on how bad the vehicle’s alignment is, your customers could be wasting a tyre for every 4 you fit! They may try to blame the standard of tyre used or the quality of your job but it is important that they understand tyre will be subject to far more damage under the stresses of misalignment.
Mis-alignment means a car does not perform as it would have when driven out of the factory. Responsiveness in the steering will be impacted and the handling will suffer because the tyres will be struggling to do their job. Completing alignment checks and adjustments will help keep the vehicle on the road. Neglecting to do so is putting all the occupants at risk.
Many vehicle owners will often complain that their car seems to get through fuel quicker and quicker, but they do not realise how correct alignment can help a tank go further. Imagine having to push a car up a hill. Obviously, you’re going to use much more energy than you would on a flat surface.
Effectively that’s what your car is having to do when the alignment is out! The more you accelerate, the more fuel and power is needed to reach the same speed.
It’s not just the wheels that misalignment can wear away. As cars have gotten more advanced, the cost of components has also increased. Replacing wheel bearings with built-in speed sensors can cost a good few hundred pounds to buy and fit. Why do they need replacing? Because bearings get hot and wear prematurely due to miss alignment.
The same also applies to the bushes and joints on your car as they are having to work much harder simply to drag your tyres down the road. Expensive right?!
Just as the team at Hofmann always seek to advise our customers to ensure they get the most out of their tyre machines and garage equipment, you too can advise your customers and educate them as to why alignment is so important based on the above.
It is common practice to recommend your customer check their wheel alignment and have it adjusted as needed every 10,000 miles or at every service, whichever happens first.
My name is Warren Carr and I’m from the team of alignment engineers at Hofmann Megaplan. I will be using this blog to regularly highlight some practical hints and tips which will help you, our garage professionals, achieve great results with your equipment, no matter the make of alignment machine.
Wheel alignment is not overly complicated. In most instances modern alignment equipment can ‘prompt’ a technician through the process, to achieve swift and precise readings. But how do you make it work and develop into a consistent revenue stream for your workshop? Well, it could be down to how you communicate and market it to your customers.
A excellent example of this is FIVESTAR AUTOCENTER – Huddersfield. They realised very early on that they needed to take the mystery out of alignment and start a conversation with their customers about the benefits to a perfectly aligned vehicle, that ultimately could save them hundreds of pounds in the long term.
To do this they offered a FREE complimentary alignment for a promotional period, on each vehicle that came through their doors. This enabled FIVESTAR to assess and diagnose any severe cases of misalignment and discuss the options available to the owner.
FIVESTAR decided they wanted to at the forefront of alignment technology by purchasing a Hofmann Megaplan Ssence 600 3D aligner. The Ssence 600 system represents the very latest 3D wheel alignment technology. Utilising the ‘reflective target’ type measuring head and camera system, the Ssence is fast, simple, and ideal for those customers looking to get swift and accurate results. The software has been designed to make life as easy for the operator as possible, minimising unnecessary procedures commonly found on other, similar systems.
Every customer was handed a print out of their vehicle’s current alignment values and talked through the options available, making sure they had all the information on their vehicle to make an informed decision. If they decided work was necessary, FIVESTAR happily carried out the work and provided proof of the work carried out.
… needless to say this was successful. With their equipment paid off in less than 12 months and influx of new and existing alignment customers.
Great service FIVESTAR!
Check them out for yourself …
Joe Berryman has joined the Hofmann Megaplan Customer Services team to assist with all aspects of office activity including both sales and service matters.
Joe, 18, has joined straight from school and hopes to build a career within one of the most successful companies in the UK automotive industry. Initially handling ‘phone calls and simply assisting everybody in the office, Joe will eventually take on some aditional IT responsibility and plans to forge an important role within the company.
Two more appointments are due to be announced in the next few days as Hofmann Megaplan continue to strenghten all areas of the business as the customer base and volume of sales continues to grow.