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Educate customers, garages told

SKF believes workshops need to become better at selling high quality repairs to their customers.

The automotive parts manufacturer is moving away from being solely a parts manufacturer and wants to become known among repairers for its knowledge and service.

Repairers supplied with SKF parts can expect to receive support in the form of DVDs which show how the parts are fitted, electronic catalogues, ‘Pole Position’ technical booklets and posters which help to explain to customers exactly why they need to spend money on quality parts.

Henrik Lindberg, SKF UK and Nordic regions sales director, said: “Most people’s reaction when they go into a garage is, ‘Give me the cheapest option’, but we want to help garages explain that price should be secondary to quality.”

Lindberg believes that if garages can show customers how complex repair work can be and show the reason why their engine has failed, they will be less opposed to spending money on better quality replacement parts.

“There are many excellent mechanics out there, but not all of them are great salesmen. “We are working with motor factors that distribute our products to help garages utilise the packages we have developed,” he added.

“That way, we can support workshops to really sell the repair to the customers.”

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