We’ve all known someone that “sells from their own pocket.” In other words, selling that’s based on the feeling of what something is worth rather than the actual value or the appropriate margins for profitability. When this happens, it is the business that loses.

There is no argument that this concept applies to sales practices, but can we apply it to our methods of communication as well? It is my experience that many auto repair shop owners and their staff underestimate the value of digital communication without realizing they’re doing so.

Texting status updates and communicating digitally is by no means a future technology. There are shops which remain deeply entrenched in traditional methods of communication. Citing their prior success as proof that changing is for other people, they believe nothing of value can be added.

• “My clients love talking to me.”
• “Some of my clients don’t even text.”
• “A lot of my clients are older folks.”
• “We prefer to speak to our clients.”
• “I don’t want to bother my clients.”
• “Some of my clients like to just stop by and say hello.”

I’m fascinated by these statements for many reasons but largely because none of them actually make any strong case for why you shouldn’t offer simple solutions for more convenient communication.

Read that list again while bearing in mind that the same shops that leverage technology and modern communication methods can and do embrace every one of those traits. Where they set themselves apart is by offering more…

• “My clients are automatically texted an immediate appointment confirmation and a 24 hour reminder.”
• “Clients of all ages feel more comfortable reaching out by text.”
• “When ready to speak to our clients, we send a text encouraging them to call when they’re free.”
• “My clients appreciate regular text updates.”
• “I never see some of my clients, but we still feel connected.”

Shops choose their clients. When we communicate from our own pockets, the only clients that we attract are the ones already speaking to us. To expand and gain more clients, you’ll have greater results by offering more, not less.