In this instalment of Life in an EV garage, Matt Cleevely discusses customers and how to find them – especially ones with EVs!
When we first opened Cleevely EV, we didn’t have any customers with EVs. This is common for any new garage business. Attracting and keeping customers takes time and effort, especially with EVs. We’ve already discussed how EV numbers are growing rapidly in the UK, so it stands to reason that some of your current customers will likely be considering an EV for their next car. The question is, do they know that you’re EV-ready?
A GiPA report in 2021 found that 57 per cent of EV drivers change their garage, seeking out an EV specialist instead. Unless you’re actively promoting your EV capabilities, you risk losing even your most loyal of customers when they make the switch to electric. They’ll be seeking out an EV specialist that’s doing a better job than you at marketing their EV expertise. Once they’ve found that other garage, chances are, they’ll also start taking their second car to them too – usually an ICE vehicle.
Just because you’ve done your EV training and have invested in the equipment, don’t expect EV work to automatically start coming in. It won’t. And don’t assume that your customers will tell you that they’re getting an EV. They won’t. It’s down to you to tell your customers, your ICE customers, that you’re EV ready.
Six years ago, our goal was to encourage more EVs to come into our workshop and become the first EV specialist in Cheltenham. We ended up becoming the largest independent EV specialist in the country because we reached out to EV owners and invited them to bring their cars to us.
We’re not naive though. This isn’t going to last forever. As more garages gain the confidence to start working on EVs, our customers will likely prefer the convenience of a local EV specialist. And that’s fine. The number of EVs is growing, so there’s plenty of work for us all. I just want that local specialist to be a fellow independent garage owner. I want it to be you.
For more from this series, click here.
