While the strong demand for auto aftermarket parts and services will continue to expand, according to the latest Specialty Equipment Market Association report, it’s changed, so owners and managers seeking to capitalize on this long-awaited up tick may need to recalibrate their marketing.

Competition with online retailers remains strong, but one major positive for brick-and-mortar shops is that after years of consumer experience installing whatever they order from a website, the emerging consensus seems to be that the information provided online is both incomplete and wrong.

Customer Service is Marketing

This alone may not net you more visitors. But they’ll be better informed than ever before, thanks largely to forums, so if you want to close business with them you will certainly need to meet their expectation that your shop is a trustworthy “final authority” who can set them straight and sell them what they actually need.

Making sure each customer who comes into your shop has that experience is the most important marketing your staff will do.

To do it well, it helps if they can segment customers into categories. Once a salesperson has determined which category the customer belongs to, he may know more about their buying habits and be better able to meet their needs.

Better Customer Service Through Segmenting

Here are the top five money-makers you want your sales staff to cultivate:

1. Builders make up 24% of the market nationwide and they want to own the highest performing vehicle possible. They like creative stimulation, they’re patient and they’re proud of what they can do. When he comes into your shop, he’s probably looking to rebuild his engine, or he’s looking for additional power through intake and exhaust improvements. Best of all, he will pay for quality parts – and quality expertise.
2. Drivers make up 7% of the market and they want speed. When you meet one, show him how to rebuild his suspension for better cornering, and how your intake upgrades will let him run cooler for longer. Here’s the kicker with this guy: you probably won’t meet him unless your shop has a great website, because that’s what brings in this customer.
3. In-crowd buyers, 13% of the market, may be the easiest to spot because what they care about is how their car looks. They want lighting upgrades, cool gauges, nicer foot pedals and flashy accessories. If you want to close him you better know what’s trending in your area so you can put him one step ahead of his buddies.
4. When you meet a Handyman you’re looking at a long-term source of revenue. They’re 13% of the market and their top priority is safety. Start talking about reliability immediately and show him superior plugs and belts or fuel additives and cleaners, peppering your pitch with facts about extending his vehicle’s lifespan.
5. While there are plenty of Commuters, comprising 26% of the market, they are hyper price conscious and, quite frankly, will often use you to find out what they need to go buy at a big box discounter. Do a quick test. Tell them what they want to know and offer a single up-sell to a high quality product. If they don’t take it, send them off with a smile. If they do, take them from there to your Bluetooth and video systems, as those sell best to this group.

Many Customers Belong to the Same Category

A large portion of each of these segments belongs to another group as well, and it’s important to understand the opportunities and risks associated with it. Most Americans prefer to make large purchases with checks, and Baby Boomers are particularly fond of them. So accepting checks may be a critical aspect of your ability to close business with customers in any of these segments.

But accepting checks involves inherent risks as well. If you search the Bureau of Justice Statistics site for “check kiting” (writing a check you know will bounce) or “check washing” (changing the information on someone else’s check) you won’t get any results because these old-fashioned risks rarely happen today.

However, according to a recent study done by JP Morgan, “the most prevalent check fraud method is counterfeiting by altering the MICR line on the check.” That’s the line of odd-looking numbers at the bottom of the check, and it is written in magnetic ink so a machine can read it. It contains the routing and account numbers, and both the ink and the machine that prints with it are highly controlled, indicating that people passing checks counterfeited in this way may be sophisticated criminals.

You May Be a Target So Eliminate the Risk

Since much of what you sell is easily fenced for cash, making your shop a potential target, and since checks tendered at your store will often be for large amounts, it may be easier for you to focus on customer service and sales if you know you will not be victimized.

Accepting a fraudulent one can have a significant impact on your bottom line – your actual losses may ultimately amount to ten times or more than the amount of the check – but fortunately, eliminating this risk is relatively simple. Check processing and check verification companies may provide you with a no-cost, loaner “reader” that will scan the MICR numbers, run an analysis, and provide you with authorization for the check. Add to that Remote Deposit Capture, enabling you to deposit the check at the point of sale, and you can feel confident you’ve got a legitimate check on your hands ready to be deposited from the comfort of your desktop.

If you want to be absolutely sure you run no risk, work with a check processing company that guarantees its authorizations, so you will get paid even if the check bounces. Learn more here.