The stereotypical view of a garage is one of greasy overalls and nuts and bolts, but the industry is changing. A few years ago, I decided to swap my mechanic's tools for a business toolbox and adopt a different approach to running my independent garage. It was quite an ambitious project for someone who wasn't from a typical business background, but it was a worthwhile and successful exercise. As a family-run garage business, it is up to us to market our business, win more trade and create a name for ourselves as an important part of the local business community.
The message we're trying to get across is that independent garages are small businesses, just like any other independent retailers and service providers. The steps and innovations we take have helped us become an integral part of the local community. Here are my top five tips to help your small business to do the same.
1. Network
I'm a prolific networker and I regularly attend events such as the Stockport Business Expo. It's really important to get your name out there when you run a small business, and even if just a few other local businesses see the message you're trying to get across and learn about your products and services, then you've succeeded in growing your business network. One of my ideas for the Stockport Expo was to hold a business card drop, with the winner receiving a free car service. It won't cost us a lot of money but it has brought us got hundreds of business cards. From these, I can go on to market potential customers, hopefully bringing more corporate clients on board.
2. Join a reputable network
It looks great for your company if you're part of a reputable business network. We're a Trust My Garage member and this has brought a number of benefits. In order to be a member, you've got to prove you work to a high standard, so when customers see that we're affiliated with Trust My Garage, they instantly know we have achieved certain quality goals.
As well as giving you a positive quality mark for customers, business networks can help you with marketing, business strategy and service development. For us, Trust My Garage provides that franchise recognition, without us having to become a franchise business. Corporate clients in particular like to have the assurances that they are dealing with a credible business, and this is no different when they are taking their fleet vehicles to an independent garage. Such networks exist in many industries so it's worth looking into joining one for your small business.
3. Push yourself to learn
Ignore anyone who says you need a business background in order to succeed. While this helps, of course, the key thing is having a willingness to learn, even if at first it might seem daunting. There are free seminars you can attend. All you've got to do is have a look on the internet and you'll find them. The thought of writing a business plan and pitching it to a bank is probably terrifying for most mechanics, but they don't have to do it all by themselves. The likes of the chambers of commerce, the Business Growth Hub, the government's GrowthAccelerator initiative and other organisations are out there to help, so don't feel that you're alone.
Many garage businesses are owned by mechanics who, despite wanting their business to grow, feel uncomfortable with the strategic side of things as it's out of their comfort zone. To me, that's no excuse; if you don't push yourself, you won't get anywhere. Talk to other small businesses and you'll learn so much from them.
4. Utilise social media
Every small business knows social media is an important tool, but do they know exactly why? Social media allows us to not only promote exactly what we do, it helps us keep our name out there in the public consciousness. It's a great tool for engaging with customers, making them aware that we're here to help and deal with any enquiries or problems they may have. Our Twitter page is constantly growing and we're now up to 739 followers. Customers of all ages and backgrounds are online these days, so why not take advantage of that for your small business?
5. Be Creative and Innovative
With any successful business, you've got to think creatively and be innovative if you want to move forward, and especially in our sector which is seen as very traditional. It's also a highly competitive industry. With so many garage businesses in the UK, if we don't stand out we're just going to be part of the crowd, which is not where we want to be. Last year, we decided to make some radical changes for the good of the company.
Since then, I've taken a step back from the day-to-day running of the garage and I focus on the marketing, networking and business side. We are making the most of the fact we've got women – myself and my daughter Nicola – working for Guide Bridge MOT, and we run a "Women at the Wheel" car maintenance training and education course. It separates us from the other garages in our area and has helped pull in new customers.
Spend some time identifying the USP of your small business and make sure that you actively promote this. Every small business has something special to offer customers – it's just important to let everybody know what that is.
Jan Lord is owner of independent garage Guide Bridge MOT, based in Ashton Under Lyne, Tameside.
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