TOP TIPS - FROM SHELL HELIX
Karl Sloan, Shell's indirect marketing manager, provides his top business tips for independent garages looking to grow.

Never comprise on quality
With the economy faltering, the inclination is to cut costs. However, quality should never be comprised. Opting for cheap products is a false economy. Independent garage owners looking to thrive need to send out the right signals to customers. That’s where a top brand like Shell Helix, which is approved by all the leading OEs, can help. In fact, 63% of motorists believed that an independent garage using Shell Helix would ‘treat my car well and do a good job’ (ICM Research, January 2008).

Invest in your business
In turbulent times, the temptation to batten down the hatches can be strong. But savvy independents should continue investing to attract and retain custom. In this environment, small investments can pay big dividends. Premises are a perfect example – an ICM poll for Shell Helix revealed almost 80% of motorists were attracted to independents with clean and professional workshop premises (ICM Research, January 2008).

Maximise sales opportunities
Often it’s about getting the basics right and ensuring opportunities to up-sell are not overlooked. Take lubricants, up-selling and top-ups are simple but effective opportunities to engage customers and make a positive impact on your bottom line. Selling top-ups is great, but a top brand with a trusted heritage, like Shell Helix, can also help attract and retain customers (ICM Research, January 2008).

Stay on top of technology
As technology advances, it’s vital independents invest in training and kit to stay ahead. At Shell, we’re helping to make life easier for independents. Shell Helix Ultra Extra is a great example, its advanced formulation covers three existing Shell Helix grades: Helix Ultra VX; Helix Ultra AP and Helix Ultra AX. It makes selecting the right engine oil a whole lot simpler.