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Advertising Does Not Work, And I Can Prove It!


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  • 1 year later...


  • 4 months later...

Excellent post. Results from advertising isn't always 100% quantifiable, but with the advent of online analytics, it can get pretty close! We do a lot of phone sales and find out most people who call find us via "the web" but without asking specific questions we don't know exactly through which channels, and that can be a difficult hole to patch. I appreciated your insight about putting a promotion out and not necessarily yielding results right away...it is good to be reminded of this fact, as it can get discouraging if there isn't immediate response. We are currently promoting a new tire changer, but it's not the type of equipment everyone is looking for all the time. It's a very niche market. Very well written and highlighted some channels we have not yet investigated.

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  • 3 years later...

I think the best advertising you can do is always be straight forward! Never make promises or try to upsell your customers once you get that first person to walk into you shop.

 

Today web profiles like Yelp and Google Plus keep customers updated with reviews.

 

Erik

EEE Auto Service & Towing

Auto Repair in Tracy CA

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  • Have you checked out Joe's Latest Blog?

         5 comments
      I recently spoke with a friend of mine who owns a large general repair shop in the Midwest. His father founded the business in 1975. He was telling me that although he’s busy, he’s also very frustrated. When I probed him more about his frustrations, he said that it’s hard to find qualified technicians. My friend employs four technicians and is looking to hire two more. I then asked him, “How long does a technician last working for you.” He looked puzzled and replied, “I never really thought about that, but I can tell that except for one tech, most technicians don’t last working for me longer than a few years.”
      Judging from personal experience as a shop owner and from what I know about the auto repair industry, I can tell you that other than a few exceptions, the turnover rate for technicians in our industry is too high. This makes me think, do we have a technician shortage or a retention problem? Have we done the best we can over the decades to provide great pay plans, benefits packages, great work environments, and the right culture to ensure that the techs we have stay with us?
      Finding and hiring qualified automotive technicians is not a new phenomenon. This problem has been around for as long as I can remember. While we do need to attract people to our industry and provide the necessary training and mentorship, we also need to focus on retention. Having a revolving door and needing to hire techs every few years or so costs your company money. Big money! And that revolving door may be a sign of an even bigger issue: poor leadership, and poor employee management skills.
      Here’s one more thing to consider, for the most part, technicians don’t leave one job to start a new career, they leave one shop as a technician to become a technician at another shop. The reasons why they leave can be debated, but there is one fact that we cannot deny, people don’t quit the company they work for, they usually leave because of the boss or manager they work for.
      Put yourselves in the shoes of your employees. Do you have a workplace that communicates, “We appreciate you and want you to stay!”
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