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Ron Ipach

Car Count Daily | Episode 5

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This is something that I'm hearing from shop owners constantly when we're talking about car count levels in their auto repair shop:

"Car count is down in my shop because cars are made better."

If I've heard it once, I've heard it a thousand times, and chances are you've probably said it yourself. Look, I'm not going to tell you cars aren't made better because that would be sheer stupidity.

The fact is that cars are made better. Cars are made to last much, much longer than they used to.

But... That's not the reason why car count is down in shops.

How do I know that? Well, a recent study came out that said the average car on American roadways is over 14 years old.

Let me say that again... The average car is over 14 years old. That's not a new car. The average. That means for every brand new car out there, in order to have an average of fourteen years, that means there's a car that's 28 years old. There is a balance there.

If the average car is 14 years old, those are the cars you work on. Right? 14 years ago the cars weren't made as good as they are now, and even if they were, they're 14 years old right now, odds are that they're going to need a lot of maintenance now or in the near future. It's important to make your shop available for those repairs.

Don't get caught up in the thinking that the car count is down simply because cars are made better. Those cars that are made better are not your business. Those aren't the ones that are going to give you more cars in your bays and increase your profitability. The most of a shop owner's profits is going to come from the cars that are older, and the average car is much older than it used to be.

Clear the "cars are just made better" excuse out from your mind, understand that there are plenty cars out there, it's just up to you to go focus on your marketing and attract more customers to your shop.

 

Ron Ipach

Car Count Daily | Episode 4

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We all know as local business owners how important it is to get those online reviews because most potential customers read those things before they make a decision whether they want to do business with you. As a matter of fact, 90% of consumers read less than 10 reviews before forming an opinion about a business. Because of this, auto repair shops should want to collect as many positive reviews as possible to stay ahead. 

In the automotive industry, for getting new customers in the door, there might not be a more essential tool than positive online reviews. It can make or break a business plan. From a consumer's point of view, Google will almost always be the resource used to find an auto repair shop in each area. Not only this, some potential customers will view online reviews for the sole purpose of ranking shops, or choosing one over the other. 

The auto repair shop with the most positive reviews and best Google ranking is most often going to be the one the consumer decides to go to for their car repair needs. The same goes for reviews on both Facebook and Yelp. 

Some shop owners may be asking clients: "Hey, if you liked our service, please give us a review." And this is a proven strategy as 7 out of 10 consumers will leave a review for a business if they're asked to.

However, if they're not giving reviews, how can they expect to get reviews back? There's something maybe a little karmic about that, right? If you're not doing it, how can you expect other people to do it for you. Aside from that, if you're not writing reviews, how can you tell them how to do the review? 

In other words, if you've never given a Google review, or a Yelp review or a Facebook review, and you've never physically done it yourself it's going to be hard when you ask somebody to give your a shop a review. A shop owner may say - "Sure, I'll give you a review, just show me how to do it," now you're scratching your head and saying, "I have no idea how to do it. I've never given one myself." What are the chances that they're actually going to give you a review? 

Get in the habit of writing as many reviews as possible using all of the local review sites, so you know how to navigate the waters, and you know how to actually write the review. 

Secondarily, sitting down to write a review is not easy. If you get in a habit of sitting down trying to figure out what you're going to say in your review, chances are when you do it more often, you'll get better and better at it. It will start to flow a little better. When you're asking a client to write you a good review, not only are you going to be able to show them how to do this, but you're going to give them some suggestions on how to write a good review for you because, after all, that's what we want to do. We want to get as many good, positive reviews from our happy customers as we possibly can. 

Getting in the habit of writing two reviews per week, will ultimately attract more online reviews for your shop.

-- Ron Ipach (a.k.a Captain Car Count)

  • President/Founder of Repair Shop Coach
  • More articles and content like this and originated through Ron Ipach's Car Count Daily campaign
  • Auto Repair Shop Owners, Managers, and Automotive Industry Professionals are invited to join 'Car Count Daily Boosters' LinkedIn group to provide resources and gain insight on boosting car count DAILY and filling up the bays in their shops.
Ron Ipach

Car Count Daily | Episode 3

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Welcome to Car Count Daily. Today we're going to talk all about being a star shop owner. Before you think that's a good thing, let me show you what I mean about being a star shop owner, specifically when it comes to your marketing. Trust me, you don't want to be a star shop owner.... See what I mean by watching the video above...
 

Ron Ipach

What The Marketing Budget Should Be For Every Auto Repair Shop Owner

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Somebody recently sent an email to me asking the same question that I get dozens of times every single month. Basically, it says, "Ron, how much should I budget for my marketing?"

I have a very simple answer to that. One that actually a lot of people are gonna totally disagree with me...

My answer is, throw out the marketing budget. You do not need a marketing budget, and here's the reason why: A lot of times, I've heard five, six, or even three percent of your growth sales should be used towards advertising.

Now, that might be a good number for some months, but it's a horrible number for other months. But if you're budgeting and you're only gonna have a certain amount of money for marketing every single month, your business is gonna be going to be heading on a downward slope.

For a lot of our clients, the summer months tend to be their busiest month. They don't need to be spending a lot of money on marketing at all during those months because they're just naturally busy. But then when the kids go back to school in August and September, everything screeches to a halt.

So I'm gonna say throw out the marketing budget and spend it where and if you need it. You don't need to spend a lot of money on marketing if you're naturally busy. You do need to spend a lot of money on marketing if you're gonna be slow.

Now, this goes to ... I guess I should mention, it's not a matter of just throwing a bunch of money out there on marketing. You have to do good quality marketing. You have to have the right message sent to the right market at the right time using the right media. In other words, a way that they're actually gonna see your marketing. You have to get all of those things straight.

So I'm going to probably guess that if you follow me and participate in my Car Count Daily campaign by watching my videos, you're getting a good idea, a good sense of what good quality marketing is. I'll assume that you're doing good quality marketing.

Now, if you're spending money on good quality marketing, you're gonna get good results. If you don't need it during the summer months, slow it down. If you're gonna need it in the fall, you need to raise it up. I don't like marketing budgets for that reason, because everybody gets used to spending the same amount of money every single month, whether they need to or not.

Pay attention to your numbers. Pay attention to what your shop is telling you. Pay attention to what your car count's telling you and spend the money when needed.

Also, if you're running short of your numbers, you may need to spend a lot more money and put in a lot more effort on your marketing for those specific months. Don't look at marketing as an expense. Look at it as an investment. A marketing budget is something to be spent. Marketing investment, your marketing dollars if it's done right, is actually an investment. It's not taking money, it's actually attracting more money to your shop.

 
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Ron Ipach

Hi Shop Owners!

I wanted to come over shop owner forum for this special edition of Car Count Daily and offer you an exclusive invitation to join me TOMORROW NIGHT on my Free Webinar - 

Registration is now open for my free Auto Repair Webinar - 

I'm going to be talking about what it takes to go from just being an ordinary shop to an EXTRAORDINARY shop.

What do I mean by ordinary?

  • It's where 95% of shop owners lie.
  • Car Count numbers aren't nearly where they should be
  • The shop is not meeting their financial goals.
  • Their time is being sucked up.
  • They're working entirely too many hours.
  • They're not getting a chance to spend time with their family.

In other words, the shop isn't exactly what they thought it was going to be when they started it.

What I'm going to be talking about is what it takes to be in the top 5%, where it's making money hand over fist, where you're being able to take time off. You're going to be able to spend time with your family, go do what you want to do with whoever you want, whenever you want to do it.

Those things that if you roll back to the day that you started your business, you thought you would be able to do.

If this sounds like you, click here to learn more and register now...

(** WARNING: Spots are filling up FAST, Click here to Reserve NOW **)

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Ron Ipach

CAR COUNT DAILY

HAPPY MEMORIAL DAY!

 

After a long weekend, I know how hard it may be to find the motivation to get back in the swing of things tomorrow. However, for you and your shop’s success, it’s essential to dedicate your time in doing everything it takes to be a successful business owner.

And to think like a successful shop owner.

Also, I wouldn’t be Captain Car Count, if I didn’t mention the importance of focusing on your marketing. Watch the video above for a mindset jumpstart.

“As soon as you start to pursue a dream, your life wakes up and everything has a meaning.” – Barbara Sher

 
Ron Ipach

 

Hey shop owners. Captain Car Count here, sometimes known as Ron Ipach, and welcome to yet another edition of Car Count Daily. Today I'm gonna get a little serious with you, because I need you to understand one very, very important concept. This concept is so important that the survival of your business and shop management hinges on you understanding what we're talking about here today.

What we're gonna be talking about here today is the number one thing, the number one most important thing you could possibly do for your business every single day that's gonna make you more money, give you more time off, make this business a success. Do you know what that is?

Let me give you a little bit of a hint. Captain Car Count. What is it that I talk about every single day? Car Count.

Marketing is the number one thing you gotta do, because whether you realize it or not, and I'm sure you do realize it, if you don't have a customer in your shop that's giving you money, guess what? You're not making money. You need to focus on getting customers in the shop, because that's what's gonna make your business happen. It doesn't matter how good your technicians are, doesn't matter how good you are, doesn't matter how awesome your location is, or how nice you are, and how you bend over backwards for customer service. That doesn't matter if there's not a car in your shop.

You can't make any money on a car that's driving past your shop. You have to do something every single day within your shop management to get that car that's driving by your shop to stop at your shop and get it up on a lift, because then you have a chance of making money. If you're not making money, you're not in business. Right?

So that's why I say the most important thing you need to focus on every single day is your marketing. That's why we have this Car Count Daily thing going out to you every single day, because I need you to focus on it. There's a lot of ways to get customers in your shop, but it all starts with you. You have to have focus, you have to understand how important it is to get those cars in your shop first before you can actually get those cars in your shop. So this is a daily thing. Every single day, focus on this number one thing.

Now I get it. There's a lot of other things to focus on, but that all comes later on after you get a car into the shop. You need to get enough cars in the shop, so it's focus, focus, focus on the most important thing.

Every time I go to a conference and I'm asking shop owners, "What's the number one thing you need in your business?" They all say, to a tee, they all say, "I need more cars in the shop." If that's the number one thing you need, and I'm telling you it's the number one more important thing for you to have, that's why I'm saying it's the number one job you need to be focusing on every single day.

What gets focused on gets achieved. Focus on that marketing, and the rest of the business and shop management can fall into place after that. Let's work on the marketing. I'm gonna be here to give you a lot of ideas day in and day out. Stay with me, stay with me day in, day out, and watch these videos, and I'll give you plenty of ideas on how to boost those car counts every single day.

Ron Ipach

Car Count Daily | Episode 1

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Hey shop owners! Welcome to Car Count Daily. I'm Captain Car Count, sometimes known as Ron Ipach. Let's say you're looking at your appointment book, and you could stand to use a few more cars in the shop today. That's probably most of you that are watching this video right now. You need to know how to get cars in the shop, like right away. 


Well, I'm going to give you three very quick, easy, and cheap ways to get your phone ringing, and get that appointment book filled. Would you like to know what they are? Well, great. Hang on. 
Idea number one, it's not earth shattering. It's using email. If you've collected and have current email addresses for your clients, all you have to do is just come up with a terrific offer. Now, remember, we're trying to get them in your shop today. So, we want to give them a great offer, to show up today. Let them know that they're getting this special offer, because you need more cars in the shop today, you need them to respond right away, and you need them to bring their car into your shop today. So, the offer is very, very important. A wishy-washy offer isn't going to get somebody to respond. Come up with a kick-butt offer, and email it to them. 


Now, the problem with email is, not everybody looks at their emails every single day, and you don't have emails for everybody in your database. But, hey, look, it's easy, it's simple, it's cheap, so go ahead and do it. And hopefully, some people are going to see it, and they're going to respond today. So that's idea number one. It's nice and easy, you've sent emails before, so this shouldn't be a difficult thing to do. 


The second way, which is the way that I love more than anything else, is using a mobile phone and texting your offer to them. So, if you've been collecting and getting permission to send them texts, you can just simply send a kick-butt offer to them, and get them to respond immediately via text. Now, you can do them one by one, just grab your phone and start texting people individually, or there are some services out there that you can group text everybody, and get them all done in one sweep at a time. 


But the important thing to know about text messaging is, it's a brilliant way to contact people, because 99% of texts get opened. And even more importantly, 95% get opened within the first five minutes. So, you send out a text, people are going to look at it, and they're going to respond within five minutes. Now, if you put together a kick-butt offer, you will get your ringing right away. I love that idea, and on a separate video we'll kind of go into detail on exactly how to do your texting and everything. That's a much larger subject to cover. Certainly not one I'm going to be able to cover here. 


Now, the third way, and you're going to hate this idea. I know you're going to hate it, but it's a tool you already have, and most people under-utilize the tool. And that is using one of these. A phone, okay? Just a regular old phone, and you start dialing for dollars. I mean, think about this. How many people have been in a shop that declines services? Well, wouldn't it be a great idea to call them up, and just kind of look at all the people that decline services, and come up with a kick-butt offer to get them in the shop today. Let them know, "Hey, we have a few slots open, I'd like to fill it. This is once in a lifetime offer. I'm going to give you an offer you can't refuse." Dial for dollars, and that will get people in shop. 


Now, I know you hate it. Nobody wants to get on the phone and start calling people. But, hey, you want to put people in your shop today? You've got their phone numbers, you've got their buying history, you've got their unsold service history. Dial for dollars, and you will get people in your shop today. 
Now, those are three quick and easy, down and dirty, inexpensive, almost free ways, to get people into your shop. Pick the one you want, and do it. You will get the phone to ring today. You will fill up that shop today.

 

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Ron Ipach

Every day during your work week I'm going to deliver to you one tip, trick, tactic, strategy or insight that you can put to use for you right away to immediately start to boost the car counts in your shop.

That means over the next year you're going to get over 250 videos, audios, and blogs that you can consume in less than three minutes per day and then act on them in less than two. 

INTRODUCTION TO CAR COUNT DAILY

 

CLICK TO SUBSCRIBE TO CAR COUNT DAILY (ABSOLUTELY FREE)