How to Market and Sell ADAS Calibration Services to Attract New Customers

You now offer ADAS calibrations at your repair shop. Congratulations! It was a big undertaking, requiring new equipment and dedicated training for your technicians. But even though you now offer the services, your work isn’t done— you need to know how to market and sell those services if you want to actually see the needle move on your shop’s revenue. 

Marketing and selling ADAS services is a little different than other types of work you already do. If a client’s bumper or their exhaust pipe is damaged in a fender bender, they’re likely coming to you to get it fixed. They may know they have ADAS features on their car, but not exactly how they work or when they need to be repaired. Calibrating them may not even cross their mind which means that client education and communication is an important part of the work.

In this post, we’ll talk about how to market ADAS calibrations to attract customers to your shop, and how to sell ADAS calibration services to customers who may not understand why they need them. 

Marketing ADAS calibrations 

Marketing your ADAS calibration services  has two purposes: It helps customers who know they need the services find your shop, and it can inform existing customers that you offer the services and why they matter. 

Both can help you attract and retain existing clients, so let’s look at four of the best ways to market these services. 

1. Include it in your business listings + websites

Not all shops offer ADAS calibration services, but all new vehicles come standard with at least one ADAS feature. Fortunately, this means that more customers are becoming aware of the fact that when they get their windshield replaced, they’ll need to choose a vendor who can also calibrate any related sensors or cameras in the process—and they’ll look for a shop who can do it all.

Your business listings should mention that you offer comprehensive ADAS services in addition to repair or collision work. This may include online industry directories, your website, and your Google My Business (GMB) profile. It’s particularly important to have it listed on your site and your Google profile, as they can help you turn up in local searches that customers make to find your shop.

Make sure that you’re using keywords like “ADAS calibration services” alongside location-centered keywords like “ADAS calibrations in Wolcott.” This can help nearby customers find your services when searching. 

2. Use email campaigns 

If you didn’t previously offer ADAS calibration services, it’s important to let existing customers know that you do now—especially since some may have been referred out to other providers if they needed the work done in the past.

An email campaign can alert existing customers that you now offer these services. You can announce that you can offer in-shop ADAS calibration services, and list a few common examples of when that may be needed. 

3. Consider running search ads 

Paying to advertise in Google search results can help you get a major boost of visibility right away. 

When users search for a term (like “collision shop near me”), they may see the following ads at the top of their search results:

These are high intent customers that are typically actively researching a buying decision. 

You can use these ads to advertise that you offer collision repair services. You can mention ADAS calibrations in the copy of a more general ad for your shop, or create ads centered around ADAS calibration services entirely. Either way, you can capture customers looking for a shop like yours. 

While search ads do require a financial investment, they’re also incredibly easy to scale up and down. If you’re having a slow month or are low on pipeline, running ads may help generate revenue relatively quickly. 

If this is something you’re considering, we recommend getting help with a marketer or ad agency since ad costs can become expensive quickly (especially if you’re unfamiliar with the platform and up-to-date strategies).

4. Network with other shops 

While you offer ADAS calibration services, other small, local shops near you may not. You can partner up with them and offer your shop as a resource. They may refer clients to you that need the ADAS calibrations, or may outsource the calibrations specifically to your shop. Either way, you’re gaining new clients and making more revenue. 

Selling ADAS calibrations to customers 

Once you've attracted customers to your shop, the key to successful ADAS calibration sales is education and transparency. The right sales techniques can help you transparently explain why ADAS calibrations are needed and why they’re worth paying for, which can increase customer agreement and revenue. 

Let’s review effective sales techniques that can help you sell more calibration services when a client comes to you for repair or collision work. 

[Editor’s note: Be sure to check out our comprehensive guide on communicating the value and importance of ADAS calibrations to your customers.]

1. Talk about ADAS calibrations upfront 

ADAS calibrations should be treated as an essential part of the repair process from the beginning. When you’re putting together a quote for a client, factor ADAS calibrations into the equation right away.

This means the quote and timeline you give the client should include specific ADAS services that are likely required, based on the other repairs you need to complete and VIN-specific OEM calibration requirements. 

This presents the services as an integral part of the repairs instead of treating them as an afterthought. It also prevents sticker-shock after the fact, and reduces friction during the repair process. If customers have concerns, you can use the next selling technique to help sway them. 

2. Discuss features they use and care about

Some customers will see ADAS calibration services on their quote—and up to several hundred dollars more than they’ve paid for a repair in the past—and may not be too thrilled. You can and should expect questions about the costs and the necessity of service, with some customers potentially acting like it’s a grift to charge them more.

The first solution here is to talk about features they care about. Ask what features they use when driving, like their automatic braking or parking assist functions. They might respond enthusiastically, which is your opportunity to explain how calibrations are essential to maintain the accuracy of the systems that they use and love daily. This can be a powerful selling point that wins them over. 

3. Explain safety and compliance considerations 

Many customers don’t realize that ADAS systems require exceptional precision, which is why there are such strict floor and space requirements for shops. And they don’t realize that a sensor or camera being shifted even half an inch can render the system ineffective, potentially causing missed, delayed, or inaccurate responses. 

Explain how important these features are at preventing accidents, and how a driver’s safety can depend on accurate ADAS calibrations. You don’t want a sensor triggering your car to brake too quickly when nothing is there, or for it to miss something in your blind spot that is there. 

Finally, if that doesn’t work, you can talk about potential compliance issues. Some manufacturers require that ADAS systems are calibrated when certain repairs take place, and some insurance companies may also have requirements about how repairs are completed to receive reimbursement. 

4. Address any challenges head-on

If you expect that there will be any challenges that come from the ADAS calibration process, address them upfront so clients can prepare accordingly.

Dynamic ADAS calibrations, for example, can be susceptible to environmental factors. If it’s snowing or raining heavily, you may not be able to complete certain types of calibrations. This means that if inclement weather is in the forecast, you’ll want to let the client know that you may need a few extra days. By explaining why and alerting them upfront, it can reduce frustration later in the process. 

Create insurance-friendly and client-friendly ADAS invoices with Revv 

Selling and marketing ADAS services is one thing. The right tools can help by identifying all necessary calibrations and streamlining invoices that complaints and insurance companies will accept. 

Revv can help your team determine which calibrations will be needed based on the vehicle’s make and model and the repairs you need to complete. You can access VIN-specific OEM procedures, and create insurance-compliant and client-friendly invoices that will break down all repair and ADAS services for quick review. 

With this information, you're able to provide accurate estimates faster, prevent costly oversights, and more effectively sell ADAS services to your customers to boost revenue. 

Book a demo today to see how Revv maximize revenue with accurate invoices and ADAS calibration data.