Developing a reputation for quality service as a quick lube provider is no easy task. There is a lot of competition for customers with so many different shops. The most successful shops find a way to become a household name for reliable, quality work. But how do you get your shop to that level?

As a California-based fuel and lubricant provider, we work with many quick lube shops. Our team provides all the lubricants, chemicals, and shop supplies they need to stay running. After all our years providing support to quick lube businesses, we’ve seen how the shops that focus on developing that reputation for quality stand out. These shops develop a loyal customer base, attract quality employees, and can attract new customers. How do they do it? We have a few ideas to share that may help!

Know your location
In NOLN’s article, Building a Household Name, the author interviews Yinon Weiss, founder and CEO of Stress-Free Auto Care. His goal is to create a nationally recognized network of quick lube shops that offer exemplary service and become synonymous with quality work. As a former shop owner, he’s grown his company by acquiring quick lube shops where owners are looking to sell, usually so they can retire. He offers a stress-free acquisition process that gives owners confidence that their shops are in good hands once they step away. Once the shop is part of the network of Stress-Free Auto Care, they work with the shop’s team to modernize with new equipment, processes, and training for the shop team.

Weiss’s team does extensive geographical and demographic research to find the proper shops to acquire. The location of a shop is often one of the most critical factors for acquisition. Weiss’s team considers how much traffic the area sees and consumer habits during the evaluation process. His acquisition process is a good reminder to shop owners of the importance of knowing your area. While you may not be able to change where your shop is, researching your shop’s location and the surrounding area can help refine your target audience.

Targeting the right audience
To better understand your location and target the specific demographics in your area, you’ll need to do some research. You can work with marketing firms to learn more or take notes on your existing customer base. Pay attention to the types of customers that come in and take notes as part of your intake process. Simple details like collecting VIP codes and more can help you refine who your target customer base may be.

Once you get a sense of your ideal customer base, it’s time to make changes targeting them. For example, if your shop is located in a suburban neighborhood with families, adding amenities like a children’s play area or a waiting room stocked with snacks could be beneficial. Or, if your shop is in a busy urban area where customers value speed and convenience, then focusing on improving the timeliness of your team’s work may help. Once you understand what your customers value most in their shop experience, you can tailor your services and marketing efforts to attract more repeat customers.

In another NOLN article, Consistency in the Oil Change Experience, Ralph Brand, owner of the Peachtree City Costa Oil – 10 Minute Oil Change, shares a few principles he’s learned over the years to target his ideal customers. Here are a few of his ideas that may inspire your shop practices.

  • Consistent customer experience. Brand trains his team to follow the same steps in every customer interaction. Each time a customer pulls into the shop, the technician greets them, offers a bottle of water, and invites them to sit in their air-conditioned waiting room area or remain in the vehicle. The consistency continues throughout the service appointment as Brand has trained his team to follow a scripted callout process so the customers can see and hear the progress on their vehicles.
  • Keeping the customers comfortable. Brand knows that keeping his customers comfortable is essential. In his area, the Georgia heat can be oppressive, so he offers an air-conditioned waiting room and pumps AC in the service bays. Even though the bays are open, it still helps to reduce the heat for his customers and employees. He also stocks his waiting room with snacks and drinks for customers and employees.
  • Be transparent. Brand also added video monitoring in his shop bays that is viewable from the waiting room area. The cameras are trained on the vehicle engine so customers can see the work being done. It’s a great way to show transparency in his team’s work, and he’s also found that many of the kids who come in with their families also enjoy watching the technicians at work!

Brand’s consistent approach at his shop has helped refine the shop experience to meet his target customers’ needs. He knows that his customers value speed, efficiency, comfort and transparency. His commitment to meet those needs has helped his shop earn a reputation for quality work and a loyal customer base.

Research your competition
Focusing on ways you can improve your shop is always a bright idea. But it’s also essential to pay attention to what nearby quick lube shops offer too. Researching your competition can reveal gaps in the market that you can fill. It doesn’t have to be complicated, either. Simply keeping an eye on your competitors’ customer reviews online can provide valuable insights into what customers in your area value or what they feel is lacking. Check your competitor’s reviews regularly and track repeat complaints. Then, work on offering those services in your shop and improving the customer experience.

Build a community presence
Becoming a household name doesn’t just happen overnight. It takes time for customers to learn about your business and the value you offer. One way that you can speed up the process is by building relationships within your community. Get involved in local events as sponsor, or by partnering with nearby businesses or community organizations.. Engage with customers on social media in local neighborhood groups and channels to increase your visibility and reinforce your shop’s reputation as a trustworthy and customer-focused provider. The more time and effort you put into developing a strong community presence, the more your shop will stand out, even in a competitive area, and encourage customers to choose your services.

We’re here to help
We know as a Valvoline lubricants supplier that growing your business can be challenging, but these tips can help your shop identify your customer base, establish a consistent customer experience, and develop a reputation for quality work. The more effort you put in to make your shop stand out from the competition, the quicker your shop will develop a reputation as a reliable service provider.

Our team is here to support you with all the shop supplies, lubricants, and automotive chemicals you may need. We have an extensive catalog of shop supplies and an easy ordering process, so you never have to worry about running low on critical supplies. We’re here to help you succeed with everything you need to make your shop successful.