Selling diagnostic time has become harder and harder. You have part companies offering free check engine light scans, which the public thinks is a diagnosis, dealership lowering their prices on diag work to get customers through the door and now you even have independent shops waving the analysis fee if they get the work.
The fact is that diagnostic work is becoming the trend for the future. No longer are we adjusting timing or carburetors. We need to have the equipment to test and analyze a complicated computer network and many times the fix is a program update. The diagnostic work and fix may take a few hours, and all of which the tech never got his hands dirty. Amazing times we live in.
And to keep pace with technology, we need to invest in training, tools, equipment; online information sources and we need to hire top techs to perform this work. All of which cost MONEY.
Some say, keep the diag charges low so you can get the gravy work. Gray work? Look at where this industry is going….more hi tech! If we concede on charging what we are worth we are giving up much needed dollars and jeopardizing our future.
Now, with that off my chest I must admit that due to conditions that are out of our control, I have “adjusted” my diagnostic charges. In the past all diag charges started at $189.00 across the board, no exceptions. That was the past.
Here is what we do now. I customer comes in for a check engine light with no obvious performance problems and wants to know how much it would be to check it out and repair. Well, we don’t even have a clue of what the problem is until we at least scan the code. So, we offer to scan the computer, obtain the code or codes, and explain what the code is and the tests necessary to determine the cause of the problem. We tell the customer upfront that only the scan is on us and you could be looking at anywhere from $89.00 to $189.00, depending on what the code is and how many codes are logged. We also tell the customer that only after the anyalysis is done can we give them a price on what the repair will cost. We started this approach Jan 2010 and so far it is working out great.
In the past when we would tell a customer that the fee for the diag was $189 before we even looked at the car. The customer would object and we were losing diag jobs; mostly because the customer sees no value at that point. BUT, the customer sees a lot of value to have his car scanned first, at no charge, and then have the scan data explained to him.
Do we stand of chance of people walking away after the scan is done? Yes. But so far we have been successful.
This diag policy does not apply to driveability problems, no start problems, stalling problems, missfires problems, loss of power, ABS, Air Bag, intermittent problems,etc. For those issues we have base anaylsis charges and sell the diag up front before we start.
My approach will no doubt raise some eyebrows with a few members as it has in the past, so let the discussions begin….