We all know how vital the MOT is and how correct servicing saves money, but the trouble is that customers frequently don’t.
The MOT price cap is a prime example, where our costs have constantly risen, but the price of an MOT hasn’t. Sadly, many customers see the MOT as unnecessary bureaucracy and a money-making opportunity for the garage. There are some good people working to change this perception but it’s an uphill struggle.
Ultimately, it’s driven by politics, and that in turn is driven by popularism, doing what gets them elected, which is not always the best thing overall, such as the pressure to reduce the frequency of MOTs, which, as we all know will lead to more unroadworthy cars being driven.
The only way to move forward is to educate the customer and politicians. I have met with our local MP and discussed our challenges, and I would urge you to do the same. They can’t respond to our calls for change if they don’t know about them, but your local MP will hold regular surgeries where you can challenge them on this very important issue. Make sure you have all the facts straight beforehand, stay polite and objective, and make the case for road safety and the benefit to the local economy from reduced breakdowns, not just servicing revenue.
A big part of the increased costs is labour; the cost of living has increased dramatically over the last decade, but our wages have not. In fact, there is pressure from customers to reduce our prices further, and independent garages are facing competition from mobile mechanics with lower fixed costs, and although there are some excellent mobile mechanics, there are also some who are unqualified with no overheads and dubious tax returns who drive the market price down even further, I’ve seen adverts for as little as £20 per hour. Many independents have a break-even point of over £100 per hour, including escalating rents, rates, labour, insurance, equipment etc.
Again, the solution is to educate the customer on the true value of qualified mechanics, correct equipment, and even valid insurance. Personally, I’d like to see our trade recognised more formally and have some form of regulation, similar to electricians or gas fitters, to help drive up standards and help with the perception of value. The IMI Techsafe is part of the answer, but we really need to be seen as a high-quality, vital trade body. I’m talking to the IMI and our MP about this, and again, I urge you to do the same.
Another key part of the value argument is that we are correctly trained. Skills, knowledge and competency have value, and this needs to be made clear to customers. Stay up to date with formal training as well as CPD etc. Then, in your social media posts and adverts, shout about it, show off your credentials and get the conversation going.
Equipment prices can be punishing these days, so you have to invest carefully with an eye on the future. Diagnostic kit needs to be able to take updates for new models long term, so sometimes the cheaper kit works out to be more expensive long run. And again, once you have new kit, make a point of it in your marketing. Don’t hide it at the back of the shop. Let the customer know you are serious about having the right equipment and make it a selling point.
Ultimately, in these challenging times, action is important; don’t wait for someone else to sort your problems out, engage with MPs, talk to industry trade bodies and communicate effectively with customers. Let’s pull together and make a difference.
Ralph Hosier – C.Eng, B.Eng, MIET, MIMI, MGoMW