By: Rommel Sison, Senior Director of Market Development, CCC Intelligent Solutions
You’ve likely heard this before: OEM certification is the future of collision repair. So you did the work. You invested in your shop, your team, and your reputation. You got certified.
Now what?
Here’s the truth: if customers don’t know you’re certified, it’s not helping your business. That plaque on the wall doesn’t mean much if it’s hidden behind a filing cabinet. OEM certification is a marketing tool, and if you’re not using it, you’re missing out.
Let’s fix that.
1. Make It Impossible to Miss
Where is your certification displayed? If it’s in a hallway no one walks through, move it. Put it near the front desk, on the entry wall, or anywhere in front of the customer. You want it to be one of the first things they see.
You can even add signage outside. A simple “OEM Certified in [Brand]” decal on the door or window tells potential customers that your shop meets manufacturer standards.
2. Put It Front and Center Online
Your website is your digital front door. If your certification isn’t on the homepage, it’s buried. You can add a badge, a banner, or a short line that says, “OEM Certified in [Brand].” Make it visible. Make it clear.
Beyond your website, having this information in ALL your online profiles drives consistency and builds trust with search engines and AI agents that today’s consumer uses.
It also helps to explain what it means. Most customers don’t know the work you and your team have put in to earn that certification. Mention things like:
- Specialized training your technicians have completed
- Manufacturer-approved repair procedures
- OEM scans before and after the repair
- Equipment that meets certification standards
Explaining the details show that certification isn’t just a label; it’s a commitment to delivering high-quality repairs.
3. Use The Phone to Your Advantage
Customers call all the time. That’s a prime opportunity! Train your team to mention your certification in the greeting:
“Thanks for calling [Shop Name], we are [Brand]-certified. How can we help you today?”
If you use an automated message, you can update it to include a certification name. It’s a small change that reinforces your credibility every time someone calls.
4. Create a Consistent Story Across Your Team
Certification should be part of every customer interaction. CSRs can set the tone by acknowledging it on the first call, immediately reinforcing your expertise. Estimators then bring it to life by explaining how OEM training, approved procedures, and specialized equipment factor into the repair. Technicians complete the story—their training and workmanship are the proof behind the certification. When the whole team understands and communicates its value, customers hear a clear, consistent message that builds trust and credibility.
Bottom Line
You earned the certification; now make it work for you. Shop certification can build trust from your customers and help to drive more business. And if you're not OEM certified, there’s never been a better time.
OEM certification isn’t just a plaque. It’s a competitive edge.
