By : Anthony Giagnacovo 

After years in automotive retail and collision repair, one thing stands out: there is opportunity upstream, before the vehicle ever reaches your door. 

Most shops focus on what happens inside the operation, cycle time, technician efficiency, insurer relationships. Those are essential. But they all begin after a key decision has already been made, where the vehicle is towed. 

The Critical Moment: The First Call 

When an accident or breakdown happens, the first call is usually to a roadside network such as CAA or what the insurance company offers. In that moment, the tow destination often becomes the repair destination. 

The question worth considering is simple: are you part of that decision? 

Roadside Networks as a Lead Generation Channel 

Some collision operators are starting to look at roadside networks as another form of lead generation. By building relationships and becoming a preferred destination, there is an opportunity to influence where vehicles are directed. In some cases, this may involve a referral fee, a dispatch fee, or a small percentage of the repair order. 

The Economics can Make Sense. 

With average repair orders in the $3,000 to $5,000 range, even a modest acquisition cost can still leave strong margins intact. Tow-in work also tends to carry higher severity and faster cycle starts, which many shops already recognize as valuable. 

Beyond the Repair: Extending Customer Value 

There is also a broader opportunity to stay connected with customers beyond the accident. Some shops are exploring road hazard offerings, including paintless dent repair, cosmetic coverage, and tire and wheel protection, often through partners rather than building it alone. 

A Strategic Shift, not a Complete Overhaul 

This is not about changing everything overnight. It is about considering where the next source of consistent work might come from and taking a small step toward it. 

The shops that find a way to show up earlier in the journey may simply find themselves with more of the right work coming through the door.

Picture credit : Anthony Giagnacovo