Fix a ride complaint and name your price. (Service Supplement)

Fix a ride complaint and name your price

Spring has sprung, and it's time to start thinking about how you're going to improve your suspension service sales in the months ahead. Winter potholes can take a considerable toll on suspension components, so promoting a "spring wheel alignment" is one way to get started.

Should you try to compete with the $14.95 alignment specials some of your competitors will be touting in their advertising? Nobody can turn a profit doing $14.95 wheel alignment jobs - charge what's necessary to earn a fair profit.

But as you already know, one out of every three alignment jobs typically results in the sale of additional parts and labor. So the breakeven point is really lower than you might realize when everything is averaged.

Even so, a smarter approach to wheel alignment is to promote your problem-solving ability rather than your price. If you can give a message that convinces the customer you can do a better job of solving his problems than the guy down the street, he'll come to you regardless of what you charge (within reason, of course).

So whether you charge $14.95 or $49.95, the important thing is to do a better job of problem-solving than anyone else. …