By Alissa Arford-Leyl
Web Wise
Using the Internet as a Business Tool
As you begin marketing your Web site and become more familiar with the resources on the Internet, you will find that the Web is an important business tool and can increase your shop's efficiency. If you utilize your Web site and the information provided by other Web sites, you will save time and money on printed material, postage, customer service, advertising, market research and public relations.
Your Web Site
Your Web site provides valuable information for your customers and can provide you with valuable information about your customers. If they can get directions to your shop, find out the hours, see what specials you are running and fill out an on-line appointment request form, you won't need to answer these questions over the phone. Put your Uniform Resource Locator (URL) on all of your phone messages and state the information available on your Web site.
Make sure you answer all of the e-mail generated from your site promptly and encourage feedback. E-mail isn't always dependable, so follow up important messages with a phone call to verify information.
Nowadays, most businesses have a spot on customer service forms for e-mail addresses. Once you have a customer's e-mail address, you can easily send out announcements on specials or notices that regular maintenance is due. This will save on your printing, postal and advertising costs.
You can also conduct surveys and other market research. E-mail a survey to customers after they visit your shop. It is quick and inexpensive, and will probably have a higher response rate than would a snail-mail survey. The information is also easier to collate when sent via e-mail since it's already in electronic format. However, the ease of e-mailing may sometimes make you want to send out surveys and announcements too often - don't become an e-mail pest! A customer may feel violated by too many commercial e-mails because e-mail is a more personal medium than regular mail.
Around The Web
The Web is full of free services. You can look up businesses in phone directories, advertise job openings in the ASA Employment Classifieds, search the classified sections of papers all over the world, download new software, communicate with others in the automotive industry and find out about important news right when it happens. The Web has information on every topic imaginable.
Are you waiting for an important part and wish you could tell the customer when it will be in? Federal Express and UPS have tracking devices on their Web sites. All you need is the tracking number and you can find out exactly where your package is at any time.
Automotive Sites
There are various Web sites for locating automotive parts. Fast-Net's World Parts Center (http://www.worldparts.com/) is a system for shops that need to find parts locally; they charge a monthly fee. The Coast-to-Coast Parts Hotline ( http://www.ccparts.com/) will locate new or used parts, charging a locating fee per part. Parts Avenue LLC (http://www.partsavenue.com/) is a free-to-browse database of used car and truck parts (limited make and model) from auto disassemblers, recyclers, salvage and wrecking yards.
The Alldata Web site (http://www.alldata.com/ ) includes technical service bulletins and other repair-related information.
Competitor Sites
Marketing on the Web is no longer a future venture; most businesses are on the Web or are in the process. You can check out the sites of competitors and see what they are offering. Did you know that the shop down the road regularly does a customer service survey and has a weekly newsletter? The Web can help your shop become more competitive!
Geek Speak
URL-Minder (http://www.netmind.com/URL-minder/): A free service that will automatically e-mail you when a specific Web page that you register has changed. For example, to monitor the ASA Mechanical State Legislative Summaries, you would type in: (http://www.asashop.org/legis/mech.htm).
ASA Web Ways
Visit the new NACE-97 Web site! The site offers a complete overview of the 1997 International Autobody Congress and Exposition (NACE), including exhibitors, speakers, entertainment, management courses and registration. (http://www.NACE-97.com/)
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