It’s the end of the year, which is always a time for reflection.
How did 2025 treat you business-wise? Chances are it was really tough after we went from feast to famine in a very short period of time. The natural inclination is to pull back your marketing to save money, but all the experts say this is not a good strategy.
This is a good time to analyze your web presence. You do have one, right? A modern and updated website? Facebook and Instagram that is posted to once a day? What are people saying about your shop on Google? What happens when someone goes to ChatGPT and asks what is the best body shop in my [CITY, STATE]? Do you have an AI assistant that can respond to customer calls, texts or e-mails 24/7? If you don’t know where to start or how to do this, find a professional who does. It’s worth the investment.
It’s not getting any less competitive out there. The MSOs are growing, and 800 independents shut their doors in 2024. You would think that 800 shops closing was good news for you, right? More work for me. On the contrary — because those were likely shops that could not keep with the times, so the shops left standing are those that are better equipped, trained, certified, DRP-friendly and marketing savvy to take cars from you.
This is the time for a meeting with your top managers and executives. And don’t forget the techs doing the work on the floor — sometimes the most valuable insights come from them. One consultant believes the collision industry will see an upswing in 2026…. Are you ready?