Four wheel alignment – a workshop’s goldmine

Wheel alignment servicing is one of the most lucrative services businesses can be using to boost profit and revenue significantly to their workshop.

In fact, wheel alignment offers profit margins of around 88 per cent, which is much higher than brakes (49 per cent) and tyres (16 per cent), according to workshop equipment specialists Pro-Align.

And with seven in 10 cars on the road suffering from some form of misalignment, there’s plenty of paying opportunities to be made.

Yet, businesses across the country are missing one simple trick: offering a free wheel alignment check for each and every car that rolls through their doors. So, what are the key steps to converting this opportunity with an industry leading aligner from Hunter and making 2023 your most successful year ever?

Speculate to accumulate – no matter what work a car comes into your workshop for, even if it’s just a replacement bulb or wiper blade, it makes sense to give the vehicle’s geometry a quick check.

With the right Hunter equipment, this check can be completed in a matter of seconds and could help identify a significant number of profitable paying opportunities.

It’s good to talk – once you have the results of the preliminary wheel alignment check, use the tools of the Hunter system to show the customer their results. These can be delivered via physical printouts, a flightboard in the customer reception area or through HunterNet which emails the results directly to the customer’s inbox or smartphone.

Act fast – it pays to tell the customer about their results as soon as soon as you’ve carried out a QuickCheck. Discussing this with them before they’ve left the workshop means they are more likely to approve the job, increasing your conversion rate significantly.

The long-term approach – for far too long, the automotive aftermarket has endured a shady reputation of recommending work that doesn’t need doing. Make sure you don’t fall into this trap and build long-term trust with your customers by telling them their alignment results regardless of the outcome.

Even if all settings are within tolerance and no work opportunity exists, they will be grateful that you have provided this additional service free of charge and are much more likely to trust your recommendations next time work is required.

Train to gain – from the reception staff through to the workshop technicians, adopting a speculative alignment approach requires the participation and involvement of all staff.

Train them all and get them involved in the process, so together you can create a winning system. Review results – using HunterNet, you will be able to accurately monitor how many additional opportunities you’ve created and converted.

It’s important to review this and compare across any other sites you may have or previous months so that you can continually improve your system and convert even more opportunities.

To find out more about the range of Hunter workshop systems which can help you create and unlock more opportunities, visit www.pro-align.co.uk or call them on 01 5060 699.