AA Garage Guide supports development of JS Motors

Oxfordshire independent attracts more custom thanks to AA branding

AA Garage Guide supports development of JS Motors
Eugene Ford, owner of JS Motors.

AA Garage Guide, an online search and booking site, has said its relationship with JS Motors demonstrates the potential of its fast-growing platform.

JS Motors was founded in Minster Lovell, West Oxfordshire in 1986 and has been under its current ownership since 2006.

A second site was opened in Kidlington, to the north of Oxford, in 2013.

Directors, Eugene Forde and Ben Walker have since built up the Oxford site which now has six ramps, six technicians and three administrative staff offering MOTs, servicing and repairs to a thriving local customer base.

Paul Herbert, communications manager explains how 2017 has been a busy year for the workshop: “We’ve made big investment into our IT and phone systems to deal with the increased number of enquiries coming in through the AA Garage Guide.”

To maximise opportunities JS Motors became AA Certified in April 2017, achieving 97 per cent in the AA inspection.

“We’ve got AA branding on display in the waiting area and reception area and the future plan is to make it even more prominent.”

Eugene says AA Garage Guide brings an additional three or four jobs a week.

In most cases, the new customers then go on to do repeat business too.

AA branding

“Without a shadow of a doubt, the AA branding comes with credibility, assurance and authority that tells its own story,” added Paul.

JS Motors aims to offer “good, honest advice”, which it says means avoiding jargon, providing courtesy cars and a comfortable reception with WIFI.

They’ve noted a progressive prevailing attitude to technology amongst Garage Guide customers, who are generally happy to leave positive reviews and appreciate the SMS notifications and email invoicing, features of the platform that help to streamline business.

To get the most out of Garage Guide, Paul acknowledges there was work to be done: “Don’t get me wrong, it was little bit daunting to begin with; looking at how you manage quotes, and putting all of our products into the system initially was a little bit of work,” he said.

“There’s a tendency to question the time you spend in generating quotations for enquiries but we’ve actually found that if you put the investment and time in setting everything up, and are then timely in responding to the enquiries, then it works very effectively.”

Many garages like JS Motors are activating their automated AA Guide Price which will reduce the need to respond to quotes and increase the booking conversion rate on the website.

Olli Astley, AA Garage Guide director said: “AA Guide Price is calculated based on manufacturer’s service schedules, parts pricing and uses the garage’s own labour rate.

“Our new feature helps garages like Paul’s to save time quoting on the many jobs they get through the AA Garage Guide.”

AA patrols

JS Motors has also been involved in the pilot of tow-in referral business from local AA patrols.

The relationship has been extremely successful with patrols quickly entrusting their breakdown customers, who can easily be referred from a tablet carried by patrols.

“The AA patrol men are recommending our garage to their customers which carries a lot of weight,” said Paul.

“Motorists trust the patrol men so we sure that when a tow-in comes in, we contact the customer immediately in the morning.”

AA Garage Guide has recently seen its outlets pass 4,600 independent and franchised garages, offering extensive national coverage.

For more information about AA Garage Guide, click ‘more details’ below.

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