Word-of-mouth marketing remains one of the most effective strategies for auto repair shops looking to attract and retain customers. This was recently emphasized by Sabrina Wilkerson, trainer at Elite and former service advisor, along with Tom Amero, Elite’s director of operations, during the Midwest Auto Care Alliance Hi-Tech Training & Expo in Kansas City.

According to them, customer experience must be at the heart of this approach. “When I was a service advisor, most of our new clients came through word-of-mouth. Even though we sponsored a few events, it was mainly our reputation passed along by customers that brought us traffic,” Wilkerson noted.

Every interaction matters, especially at the front desk. The person answering the phone becomes the first line of marketing: they set the tone of the experience and directly influence whether the customer decides to come in. “I love asking a new client: ‘Who referred you?’ There’s always someone — a neighbor, a friend, a colleague,” she added.

Amero, meanwhile, stressed the importance of defining one’s “ideal customer” while still ensuring everyone enjoys a positive experience, whether they fit that profile or not. Consistency in front desk processes and customer interactions is therefore essential.

By delivering consistent, high-quality service, repair shops can turn every satisfied customer into an ambassador, generating sustainable growth over time.

Source: Autoservice World

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