business_development

Bodyshop Business Development
Independent Bodyshops are under more pressure than ever these days. Downward
pressures on profit margins and more demanding work providers make this industry a
tough one to be in.

The sad decline in Bodyshop numbers seen in recent years seems to be continuing
unabated, but some smaller independents do seem to be carving out a niche for
themselves and managing to find a mixture of work that gives them a reasonable
margin. Coupled with stringent cost controls this can make a significant improvement
to their bottom line.

Planning is the key. The days of waiting for the work to drop into our laps from an
insurance company are over. In any case, do we want to fill our Bodyshops up with
very low margin insurance work? Doesn't this just make us busy fools? We find
ourselves forcing ever more cars through because at these rates we know that volume
is the key to getting a reasonable bottom line. But it's virtually impossible and
normally makes the operation less efficient due to the number of vehicles clogging up
the site.

The answer is to identify available opportunities and make the most of them. These
might include local fleets, franchised dealers, retail customers, local organisations such
as schools and clubs, manufacturer approvals, mechanical work, air-con sales, wheel
refurbishment, valeting, smart repairs and 4 wheel alignment. None of these may
make the difference individually, but a little from each could have a significant affect
on the bottom line.

Once identified, a marketing plan needs to be implemented to develop these
prospects which may include one or all of the following methods of contact:

Website, Direct Mail, Email Marketing, Facebook, Twitter, Blog, sponsorship of local
schools and clubs, traditional forms of advertising, physical and virtual networking.

It's important to let your local community know what services and products you provide
by using all media available. It's true that this all takes time and money, but can you
really afford to do nothing?

Tel: 020 8977 4277 / 07966 926911
E: Support@thecarmanagers.com