This week, I have been exploring the notion of how education and advertising can play a crucial role in shaping the workshop business.
In education, there are currently no laws that require technicians to be registered or be part of a council body like that of nurses or other engineering disciplines. What is needed to be able to enter in the industry is a solid science foundation and logical outlook on problem solving tasks.
Despite the lack or registry requirements, workshops and dealerships still prefer prospective technicians to hold a basic qualification such as certificates in engineering or automotive studies. By being able to attain such qualifications, the technician would be able to demonstrate a sound degree of knowledge, competency and commitment to the field. This is where training organisations like Unitec and Motor Industry Training Organisation (MITO) come in.
The next factor is advertising. This factor is directly responsible for bringing in potential customers to the workshop. There are a variety of mediums to achieve this which include television or radio commercials, or newspaper ads. The workshop chose the internet medium for one of their choice of advertisement strategies. By operating a website and having its information listed at reviewer websites, this medium can allow 24 hour access to information about the workshop. This can then increase exposure to a wider community and not just the one in close proximity to the workshop.
The other strategy employed is the word of mouth advertising. This is one of the cheaper advertising options. This strategy allows your work and quality to do the talking. By providing a high standard of service, the workshop is able to build a loyal customer base. These happy returning customers are then more inclined to tell their friends and family about the workshop which brings in more potential customers as a result.
The next facets to explore are the insurance and finance factors which will be researched and discussed next week.
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