How to Increase Auto Repair Business: Proven Tips to Attract & Maintain Customers

Running a successful auto repair business is about much more than just fixing cars—it’s about building a reputation for quality, reliability, and trust that keeps customers coming back. It means offering high-quality products that meet the diverse needs of your customers, from budget-conscious drivers to those who want top-tier performance.

But if you’re wondering how to increase auto repair business, great products alone aren’t enough. In today’s market, your shop needs smart marketing strategies that help you stand out, showcase your expertise, and connect with customers where they are. That includes everything from clear communication about your services to strong online visibility, effective promotions, and loyalty programs that reward repeat business.

How to Select the Right Products for Your Shop

Your reputation depends on what you put into your customers’ engines. Offering the right motor oils and lubricants is critical not just for performance and protection, but for building trust with customers. Stocking premium synthetic oils, reliable synthetic blends, and budget-friendly options ensures you meet diverse customer needs and price points.

Let’s walk through some of the best TRUEGARD products available from Keller-Heartt, organized by price point and oil type, to help you choose the right lineup for your shop.

Full Synthetic Oils (Highest Price Point)

Premium synthetic oils deliver top-tier engine protection, cleanliness, and performance under tough conditions. Ideal for customers with newer vehicles, performance engines, or those wanting maximum longevity.

TRUEGARD 5W20 Full Synthetic Motor Oil

API SN/GF5 certified, this oil is designed for demanding driving conditions. It delivers excellent protection against wear and deposits, performs reliably in cold starts, and is available in bulk to serve busy operations.

TRUEGARD 0W20 Full Synthetic Motor Oil

A low-viscosity formulation that improves fuel efficiency and excels in cold weather. Its advanced additives help minimize oil aging while maintaining protection across a range of temperatures.

TRUEGARD 5W30 Full Synthetic Motor Oil

Known for quick lubrication in any season, this oil actively prevents sludge buildup by dissolving deposits. Its versatility makes it one of the most popular choices among professional shops.

TRUEGARD 10W30 Full Synthetic Motor Oil

A reliable, low-viscosity synthetic suitable for both hot and cold climates. It provides effective engine cleaning and is engineered to resist filter clogging by breaking down debris.

TRUEGARD 5W40 HD Synthetic Motor Oil

An ideal choice for both vehicles and machinery. This heavy-duty oil offers excellent wear protection and high-temperature stability, supporting the needs of diverse repair shops.

TRUEGARD 15W40 HD Synthetic Motor Oil

Designed for intense lubrication requirements, this heavy-duty synthetic ensures dependable performance in commercial and industrial settings.

TRUEGARD 10W30 HD Synthetic Motor Oil

Versatile enough for vehicles and machinery, this formulation excels in providing long-lasting protection under heavy use.

Synthetic Blend Oils (Middle Price Point)

Synthetic blends offer a middle-ground solution, delivering improved protection over conventional oils at a more accessible price. Perfect for customers who want performance without paying premium prices.

TRUEGARD Synthetic Blend 5W30 Motor Oil

API SN/GF6 certified, this oil offers excellent resistance to corrosion and oxidation while reducing friction and exhaust emissions. It's a dependable choice for newer and older engines alike.

TRUEGARD 10W30 Synthetic Blend Motor Oil

API SN/GF5 certified and highly reliable, this blend reduces engine wear and corrosion, making it a go-to option for busy shops servicing a variety of vehicles.

TRUEGARD 5W20 Synthetic Blend Motor Oil

API SN/GF6 certified, it delivers effective lubrication while protecting against excess wear, appealing to customers who want strong performance at a reasonable cost.

Standard Motor Oils (Lowest Price Point)

Conventional and budget-friendly oils help you serve cost-conscious customers while maintaining quality. They’re ideal for older vehicles or customers prioritizing value.

TRUEGARD 5W30 Dexos Approved Motor Oil

Dexos-approved and API SN/GF5 certified, this reliable oil ensures excellent sludge control and engine cleanliness at an affordable price.

TRUEGARD 5W20 Dexos Approved Motor Oil

Formulated for harsh conditions, this oil cleans sludge and prevents buildup while delivering dependable performance for a range of vehicles.

TRUEGARD High Mileage 5W30 Motor Oil

Specifically designed for engines with over 75,000 miles. It includes seal conditioners to help reduce leaks and offers extra protection for worn parts, making it a smart choice for older cars.

TRUEGARD 15W40 Motor Oil

Offers outstanding corrosion resistance, wear protection, and stability across extreme temperatures. Suitable for both modern and older engines, it helps extend engine life while minimizing fuel consumption.

TRUEGARD 10W30 Motor Oil

API SN/GF5 certified, it provides reliable barrier protection, resists oxidation, and delivers consistent performance at an economical price—ideal for smaller shops or personal garages.

Effective Engine Oil Marketing Ideas for Your Shop

Once you've stocked the right products, marketing them effectively is crucial. Here’s how to increase auto repair business by promoting your oil selection:

• Educate Your Customers: Don’t just list oil changes on your menu—explain the differences. Use signage, service advisors, and digital content to highlight why full synthetics offer superior protection, or why high-mileage formulas are ideal for older engines.
• Bundle Services: Offer discounted or value-added oil change packages that pair premium oils with tire rotations, inspections, or filter replacements to increase ticket size and perceived value.
• Feature Bulk Savings: Let customers know you can pass along savings thanks to buying in bulk from Keller-Heartt. Position these savings as a benefit for choosing your shop over competitors.
• Use Customer Reviews: Showcase testimonials that highlight your honesty in recommending the right oil for the customer’s needs, helping to build trust and encourage new business.

How to Develop Your Shop's Strategic Marketing Plan

Beyond daily promotions, your shop needs a structured marketing plan to consistently attract and retain customers. Here are some ideas to incorporate:

#1. Showcase Your Range of Products

Emphasize your ability to serve every customer, from budget-conscious drivers to those who demand the best.

Tactics:

• Update your website to list all oil options.
• Create in-shop displays that clearly categorize oils by type and benefit.
• Train staff to discuss the benefits of each option confidently.

#2. Implement Reward Programs

Encourage repeat business with incentives.

Tactics:

• Offer a free oil change after a set number of visits.
• Provide referral discounts for bringing in new customers.

#3. Leverage Local Search Engine Optimization (SEO)

Make sure customers in your area can find you easily online.

Tactics:

• Optimize your Google Business Profile with service details, hours, photos, and reviews.
• Use location-based keywords on your website.
• Encourage satisfied customers to leave online reviews.

#4. Create Engaging Content

Build trust and establish your shop as the local expert.

Tactics:

• Write blog posts about oil types and maintenance tips.
• Post video explainers about your process.
• Share before/after photos on social media to demonstrate quality work.

#5. Build an Email and SMS List

Stay connected with your customers and keep your shop top-of-mind.

Tactics:

• Collect email addresses and phone numbers during service visits.
• Send maintenance reminders, special offers, and seasonal tips.
• Personalize messages to make customers feel valued.

How to Improve Customer Acquisition and Retention

It’s not enough to bring new customers through the door—you also need to keep them coming back. Here’s how to do both effectively:

Customer Acquisition Tips

• Promotions and Discounts: First-time customer specials, bundled services, or limited-time discounts can drive visits.
• Free Inspections or Diagnostics: Offer free safety checks or code scans to get customers in the door. Once they trust you with small services, they’re more likely to return for bigger repairs.
• Clear, Transparent Pricing: Post your prices clearly online and in your shop. Customers appreciate knowing what to expect and are more likely to choose a shop that feels honest and upfront.
• Convenient Scheduling Options: Make it easy for new customers to book services with online scheduling, text confirmations, or flexible hours.
• Honest Recommendations: Always recommend the right oil for their vehicle, even if it’s cheaper. Building trust will earn referrals.

Customer Retention Tips

• Quick, Professional Service:Time is money. Efficient service ensures happy customers who are more likely to return.
• Personalized Follow-ups: Call or email to remind customers of upcoming maintenance, or thank them after a visit.
• Referral Programs: Encourage existing customers to refer friends and family by offering discounts or free services.
• Consistent Quality: Train staff to deliver friendly, thorough, professional service every time.
• Comfortable, Clean Waiting Area: A well-kept, inviting waiting space with coffee, Wi-Fi, and reading materials shows customers you care about their comfort. This can make them more willing to wait (and come back).

How a Supplier Can Support Your Shop's Success

Your supplier shouldn’t just be where you buy oil; they should be a partner in your business success. The right supplier can make all the difference when it comes to running an efficient, profitable, and professional auto repair shop. 

At Keller-Heartt, we go beyond simply delivering oil drums. We work hard to equip your business with the tools, information, and support you need to serve your customers better, every single day. Here are just a few reasons why so many shops choose to partner with Keller-Heartt:

• Educational Materials: We know that selling premium products is easier when your team is confident and well-informed. That’s why Keller-Heartt provides detailed product specifications, making it easy to train your staff on the features and benefits of every oil you offer. But we don’t stop there—we also regularly produce guides, blogs, and other educational materials that you can share with your customers.
• Competitive Pricing for Shops of All Sizes: We understand that margins matter. That’s why we offer competitive bulk pricing that helps you lower your costs and increase your profit margins. Just chat with one of our experienced representatives about your needs, and we’ll help you find the right options and volume discounts that make sense for your shop. If you have a smaller operation, you can still take advantage of great pricing without being forced to buy more than you can store or afford.
• Reliable Supply Chain: Nothing derails a busy shop faster than running out of essential products. With Keller-Heartt, you can count on timely delivery and consistent availability of the oils and lubricants you need most. We maintain a broad, well-stocked inventory to ensure that you’re never left waiting for backordered supplies.
• Expert Advice: We’re not just oil distributors—we’re automotive industry specialists who understand your business inside and out. Our team is ready to help you evaluate your customer base and build the perfect product lineup that balances quality, price points, and customer expectations.

Check Out Motor Oil Products →

Still Wondering How to Increase Auto Repair Business?

Ultimately, success comes from treating your auto repair shop as more than a service bay—it’s a full-fledged business with a brand, a strategy, and a mission to deliver outstanding value at every turn. Let Keller-Heartt provide the support you need to confidently grow your business.

Whether you’re looking for personalized recommendations on the right oil products for your customers, bulk discounts that improve your margins, expert marketing advice to attract new business, or simply want to place an order, we’re here to help you every step of the way. Ready to take your shop to the next level? Get in touch with Keller-Heartt today.