We all know how keeping hourly rates competitive can lead to a race to the bottom, especially when you’re one of many local garages after the same customer. But upselling those small extras can help boost that figure and offer a point of difference between you and the competition.
In this article we’ll cover:
– The profit potential of bulbs
– Why upgrade?
– How to implement
– Conclusion
The profit potential of bulbs
Bulbs. Yes, bulbs.
High-quality bulbs can offer a significant profit margin, alongside charging labour time for swapping them out. Simple.
It’s an easy way to effectively increase your hourly rate, without hiking labour costs.
Why upgrade?
Upgraded bulbs normally offer a couple of benefits to customers. Firstly, and most obviously, they can improve visibility, which in turn increases safety (second benefit) when driving at night. Thirdly, are the aesthetics. Aftermarket bulbs from the likes of RING can also be brighter and whiter, giving older vehicles a more modern look.
Traditional halogen bulbs are meant to last 500-1,000 hours but can also grow dimmer over time, even though they’re supposed to keep 95-100% of their brightness – due to the way the tungsten particles are recycled when the bulb is lit. Reality is a bit different though.
There could be inefficiencies in power usage and flaws in design or manufacturing that could prematurely wear bulbs, while loose filaments can make it hard to get the focus right. Vibrations and outside temperatures can also affect them.
While many companies produce aftermarket bulbs, it’s best to stick with OE brands like Philips and OSRAM to avoid issues with quality and longevity—you don’t want to harm your reputation after all.
How to implement
Offering bulb upgrades to your customers needs a bit of thought though. Firstly, make sure your team is knowledgeable about the benefits and installation process of different bulb types, so they can all confidently recommend (and fit) upgrades.
Secondly, consider your marketing strategy. Promote the benefits of bulb upgrades on your website, in your waiting room and regularly on social media – aftermarket companies can often provide you with marketing materials for this. Remember, educating your customers about the benefits rather than the hard sell is key.
Lastly, ensure you’re offering them to customers who will likely go for it. Someone with a two- or three-year-old car will unlikely want or need upgraded bulbs. But a customer with a four, five (or more) year-old car, is more likely to say yes – especially as drivers are now keeping their cars for longer these days.
Equally, if you’re replacing dead bulbs during a routine service or due to an MOT failure, replace them in pairs, even if the replacement bulbs come as singles – doubling the purchase and the labour time. Don’t forget to charge for the labour – Halfords stores do, so why shouldn’t you?
And remember to offer the customer premium, brighter, whiter upgrades as alternatives. You can then sell alignment to ensure the light pattern is aimed where it should be. Retailers can’t offer this service; it’s a USP that adds value to the motorist visiting your garage.
Conclusion
Those little things that every car has, yet nobody really thinks about, can be a great way for any garage to increase revenue while delivering excellent service and leaving your customers feeling that you’ve gone the extra mile.
Communicate effectively, offer them to the right owners, and your garage could also illuminate new opportunities to make money.
