Episode 226
5 Ways Your Front Counter Can Optimize Your Ad Results [E226]
Thanks to our Partner, AppFueled
Your auto repair shop can spend thousands of dollars on marketing, but what happens when those leads call your shop? If your front counter isn't delivering a great customer experience, you're leaving money on the table. Brian Walker sits down with Michael Doherty, a veteran service advisor with 22 years of experience, to discuss five ways your front counter can optimize your advertising results, especially Google Local Services Ads (LSA). From answering the phone with confidence and energy to creating scheduling opportunities, building relationships instead of focusing on price, and measuring your actual return on ad spend, this conversation reveals why great customer service is one of your most powerful marketing tools. If you want to turn more calls into customers, differentiate your shop from the competition, and get more value from your marketing dollars, listen to this episode and discover what your front counter could be doing differently.
Show Notes with Timestamps
- Episode introduction and webinar context (00:00:10) Brian introduces the episode and guest Michael Doherty, previewing advice on improving ad results through front-counter service.
- Local Service Ads overview (00:02:18) Brian explains how LSAs work, which repair shops may benefit, and upcoming targeting changes.
- Create an opportunity when the phone rings (00:04:33) Michael emphasizes answering promptly and treating each call as a chance to earn a customer’s business.
- Answer with energy and confidence (00:06:31) They discuss an enthusiastic greeting, positive tone, and making callers feel welcome.
- Make room for urgent appointments (00:09:17) Michael recommends understanding daily shop capacity and communicating with the team to accommodate callers.
- Communicate value beyond price (00:11:29) Michael advises addressing customers’ logistics, listening empathetically, and building relationships instead of focusing only on cost.
- Handle calls professionally under pressure (00:12:59) They discuss service-advisor stress, staying composed, and helping callers rather than treating interactions as transactions.
- Move price questions into a conversation (00:16:40) Michael suggests asking follow-up questions, explaining the shop’s value, and learning what the customer needs.
- Sponsor message: App Fueled (00:17:25) A promotional break describes custom loyalty apps for independent auto repair shops.
- Differentiate the shop and build trust (00:18:53) Brian and Michael discuss LSA lead quality, explaining what makes a shop distinctive, and creating confidence with callers.
- Address concerns before asking about price (00:22:46) They reflect on why customers ask about cost and how professionalism, process, and trust can matter more.
- Set expectations and solve scheduling concerns (00:26:09) Michael recommends gauging urgency, offering practical help, and giving realistic timelines and specific appointment times.
- Confirm appointments and communication preferences (00:29:56) They discuss treating appointments as commitments, confirming them, and asking customers how they prefer to communicate.
- Measure advertising results in revenue (00:31:37) Brian explains tracking LSA calls through repair orders and introduces Shop Marketing Pros’ Pro ROI tool.
- Podcast closing and credits (00:34:48) Brian thanks listeners and sponsors, followed by the network’s closing message.
How To Get In Touch
Join The Auto Repair Marketing Mastermind Group on Facebook
Get The Ultimate Guide to Auto Repair Shop Marketing Book
Email Us Podcast Questions or Topics
Lagniappe (Books, Links, Other Podcasts, etc)
Pro ROI by Shop Marketing Pros
Thanks to our Partner, AppFueled
AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”
The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/
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