Correct wheel alignment can only be made with decent equipment, support from dedicated specialists, plus trained workshop and reception staff
THE RIGHT TRACK Many garages report being rushed off their feet, but this does not always mean that they are achieving optimum customer service and profitability. Rob Marshall looks at how promoting a wheel alignment specialism can help achieve those vital goals.
Pro-Align has noticed that, despite the reduction in car numbers entering garages during the earlier lockdowns of 2020, alignment work increased as a percentage, indicating that garages are being more proactive with promoting the
Communicate the benefits If you feel that your equipment is underused, Pro-Align elaborates that customer interaction is key to extol the benefits of wheel alignment. As it is a service, where no parts are installed directly, training front-of-house staff on the topic is crucial, so they can emphasise the importance of correct wheel geometry to the customer as part of a complete and safe repair. Aside from having videos and posters in your reception area, many alignment systems provide colour print-outs that highlight if any adjustments on an inspected vehicle are required. Naturally, the reception desk staff must have suitable knowledge at their fingertips to explain what the print-out means and why it is false economy not to have any adjustments performed, based on the evidence. Clive Seabrook, CEO of Pro-Align, told AT that: "All too often, I see business owners treat the customer as though they ‘don’t really need to know’. This is a mistake, as the customer will be less likely to buy alignment."
ALIGNMENT
As an increasing number of garages are aware of the revenue opportunities that alignment services bring, perhaps we should be unsurprised that the major suppliers reveal that their products are in strong demand. Absolute Alignment reports, despite the pandemic, 2020 was a record year for sales and it has taken on extra staff to guarantee that both deliveries and installations are met on time throughout England, Scotland and Wales. Naturally, wheel alignment is likely to attract demand amongst garages conducting MOT Tests, an area in which Tecalemit cites particular popularity.
service. Supertracker recalls a case, where a garage saw only three customers during one day but all of them took-up an alignment check offer. Even so, not everybody is getting it right. Supertracker finds that many garages refer to wheel alignment as just 'tracking' and do not carry-out camber, castor, or even rear alignment checks.
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