A recent two-day conference organised by Frank Massey of ADS, saw independent garages from across Britain and Ireland exchanging ideas on how to attract customers and keep them happy.

Several delegates highlighted the problem of customers pressurising garages to cut repair costs and complete jobs against their better technical judgement. Replacement of single diesel injectors when a complete set was really required was given as a common example.

Delegates were urged to always retain control of the repair process and keep customers informed of their preferred highest-quality (and potentially most expensive) repair strategies, before giving them responsibility for authorising work or knowingly choosing another option – with an awareness of any associated risks.

Stuart White, of Complete Car Maintenance in Surrey, also gave a presentation on the importance of targeted marketing strategies to help businesses grow as apposed to only relying on word-of-mouth recommendations. He explained how a £20 cash back voucher scheme on jobs over £100 had helped to draw in new business.

Another speaker highlighted the benefits of offering a chargeable one off smoke test and the spin off business that this had brought.