As the leaves start changing and temperatures drop, it can only mean one thing: It’s time to gear up for the winter season rush. Drivers are considering swapping their winter tires or fixing that broken heater. And this presents a golden opportunity to boost your revenue and solidify your reputation as a trusted advisor.
In this article, we’ll walk you through the critical services to offer, covering everything you need to serve your customers effectively.
But first, get your shop ready for winter with our Customer Service Checklist! As the colder months approach, vehicle maintenance becomes even more critical, and a great customer experience is key to keeping clients safe and satisfied. This checklist is designed to help you provide top-notch service, anticipate common winter needs, and ensure your team is fully prepared for the seasonal rush.
How to Prepare Your Shop for the Winter Driving Season
Boost Revenue with Seasonal Packages
Most drivers realize that a change in season means it’s time to fix that broken heater or swap on their winter tires. But, of course, many drivers wait until the last second, leading to a sudden influx of customers after the first snowfall. This can push your shop’s capacity to its limits and lead to customers looking elsewhere rather than joining a waitlist.
Winter service packages are an excellent way to address these challenges. By creating an all-in-one package, you offer customers the convenience of getting everything done at the same place and time. And advertising these packages during the fall season at an attractive price can help create a more consistent flow of business over time.
Consider offering tiered packages to address different types of customers. For example, a “Winter Basic” package might include an oil change, tire rotation, battery test, and brake inspection. However, a “Winter Plus” package might offer fluid checks and replacements, a thorough heating system check, and perhaps fuel treatments.
Assess Your Equipment & Inventory
Cold weather impacts more than just the performance of your customers’ vehicles—it takes a toll on your tools and equipment. If you don’t adequately maintain these items, you could see costly downtime during your busiest season. Therefore, a thorough inspection of all shop equipment in fall is in order to ensure you’re ready to handle the winter workload.
Your winterization checklist should include inspecting hydraulic systems for wear and proper fluid levels, testing heating systems in your work bays, and ensuring electronic diagnostic equipment is functioning correctly. If you have aging equipment, you may also want to invest in backup tools, such as battery testers, tire pressure gauges, or other things.
Finally, you should take a thorough parts inventory to ensure that you are well-stocked on items you anticipate needing during the winter season. These include everything from batteries to winter-grade windshield wiper fluids to winter-specific oils and lubricants. Looking at past winter seasons can provide an excellent forecast of demand for parts.
Upsell Winter Tires & Accessories
Tire maintenance is crucial for safe winter driving. While not everyone needs winter tires, drivers sticking with their bald summer tires could quickly find themselves in a snowbank. Therefore, you should always check tread depth and use the opportunity to pitch the benefits of all-season or snow tires, depending on the climate.
Explain the importance of adequate tread depth for winter driving. Of course, you should use the penny trick—insert a penny into the tread, and if Lincoln’s head is visible, it’s time for some new tires. For areas with decent snowfall, a tread depth of at least 6/32 inch is recommended for safe driving.
Next, discuss the benefits of winter tires for areas with frequent snow and ice. Explain how their specialized rubber compounds and tread patterns provide better traction in cold conditions. Meanwhile, high-quality all-season tires might be sufficient for the occasional snow and ice in milder climates (but they may need an upgrade from any factory tires)
And finally, customers switching between winter and summer tires may be interested in tire storage as a service. If you choose to offer it, explain how proper storage techniques can help maintain the quality of off-season tires while storing them with your business can avoid the need to take up a garage or shed space.
Don’t Forget Wipers & Defrosters
Clear visibility is essential for safe winter driving. While windshield wipers are often associated with rain, they’re arguably even more important during the winter. Snow and ice can make it nearly impossible to see well without the right gear. And, of course, driving without wiper fluids can be outright dangerous.
Start by explaining the importance of checking wiper blades for signs of wear, such as cracks, tears, or hardening. And demonstrate how worn blades can lead to poor visibility in winter precipitation. If the customer’s wiper blades need replacing, show them a variety of options based on their budget.
Next, check the front and rear defrosters to ensure proper airflow from all vents and the system quickly reaches the appropriate temperatures. Note the role of the A/C in defogging windows and offer to check the A/C operation even though it’s winter. These systems are critical to keeping drivers safe in winter conditions.
And finally, you may want to consider offering customers ancillary products and services. For example, hydrophobic windshield treatments are an excellent way to improve visibility in wet conditions while making ice removal much easier. Many of these products have a one-time application for years of improved visibility.
The Bottom Line
As winter approaches, your role as an auto shop owner extends beyond simple repairs and maintenance. You’re a vital resource to ensure safety and reliability during the most challenging driving season. By offering comprehensive winter preparation services, you can boost your bottom line and build trust and loyalty that can last year-round.
Remember that education is key. Take the time to explain the importance of each service, helping your customer understand the value you provide. This approach not only justifies your services but also empowers customers to make informed decisions. And that’s the key to both growing your bottom line and creating life-long customers.
If you want to learn other ways to improve your bottom line, consider attending one of ATI’s events covering everything from marketing to financial planning. These events can help you find new customers, increase profitability, and efficiently grow your auto repair shop or collision shop business over time. Also, download our free Customer Service Checklist boost customer trust, build loyalty, and make winter prep a smooth process for both your shop and your customers!