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Joe’s Business Tips For Shop Owners

Tips from Joe Marconi, co-founder of AutoShopOwner. His tips are shared to help you in your day to day shop operations, sales, customer service, marketing, advertising, and more!


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    • Jeff and Donna Hazeltine- Owners of American Import Auto, Venice FL Troy Vaninetti– Troy has been married to wife Kori for 27 years and has four children with one still living at home with one 15-month-old granddaughter. Troy started working in a Texaco full-service station at age 17 and progressed through the following: from service attendant, tire attendant, apprentice technician, lead technician, shop manager, to purchasing Graham Auto Repair in 2006. Troy knew the importance of having coaching he joined ATI in 2012 and increased his business revenue every since. Troy leased a six-bay building in Graham for ten years before being forced to build his own 7 bay building due to losing His lease in 2016. In his first full year in the new building, Troy doubled his annual revenue. Since then Troy has won the National Top 12 ATI awards in 2018,2019, and 2020. Capturing the number one National Top Shop Award in 2020. Now Troy is working on His second location in Yelm Washington. Listen to Troy's previous episode HERE Key Talking Points Losing 14-year employee-store had plateaued with the technician. It was difficult leaving the comfort zone to get to the next level. Had employee go through 2-year leadership class and join 20 group with no results.  Are you ready to go backward to move forward? Started to build a team- hired shop manager and another advisor to buffer losing employee. The 14-year technician put his two weeks notice in to see if they would make him stay, but Jeff and Donna gladly accepted it.   Also lost A tech to retirement at the same time- things felt like it was falling apart  Donna saw the struggle the shop and Jeff were enduring and reached out for support from 20 group- Troy called Jeff and told him he was at the bottom but it was a turning point to restart the shop. Jeff had seen Troy go through twice as difficult issues with his shop and rise above. Jeff felt encouraged and revitalized. Started getting wins.      Jeff had to let employees go that was not accepting of the change. Has all new employees.  Jeff was the center of the business and was never able to take a vacation until now Biggest takeaways- get yourself in a 20 group and start building relationships with other shop owners. Own your dirt instead of leasing for business.    Thanks to Donna and Jeff Hazeltine and Troy Vaninetti for their contribution to the aftermarket’s premier podcast. Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP’s HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show: Facebook   Twitter   Linked In   Email Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE. Buy me a coffee This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve.  The Virtual AAPEX Experience 2020 is in the record books. Virtual AAPEX lived up to presenting leading-technical and business management training from some of the industry’s best and brightest. Now set your sights on the homecoming in Las Vegas in 2021. Mark your calendar now … November 2-4, 2021, AAPEX // Now more than ever. This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm Click to go to the Podcast on Remarkable Results Radio
    • https://www.youtube.com/watch?v=4nBtoP83XYE Charlene Parlett, AMAM, CEC, ATI Executive Coach Charlene is an Executive Coach at ATI, is a former shop owner, and has been a coach for 6 years. Charlene helps clients find the right solutions to their challenges and encourages them to make the changes that result in having the life they dreamed about when they got into business ownership. Find Charlene's previous episodes HERE Maylan Newton from ESI – Educational Seminars Institute is a business coach, trainer and industry speaker. Maylan is no stranger to the podcast having paid it forward many times. He is a much sought our speaker at industry events in the US. Find Maylan’s previous episodes HERE. “He is ‘just a car guy’ with lots of knowledge and is brave enough to talk about it”. Maylan’s purpose is to educate leaders to be a better owner or service writer. Kevin Vaught, Elite Worldwide Business Development Coach, former multi-shop owner. Find Kevin's previous episodes HERE Key Talking Points Developing customer experience- the customer is more willing to pay more if the experience meets the criteria to warrant the price. Customer service is different than the experience. Big things are expected (fix the car and have some complimentary amenities), what about the little things (using first name basis, water bottles with logo in the cup holder when ready). You need to have the entire team involved. Treating internal (employees) and external (customers) with high value. You don’t need money to be kind and nice to others. How does the building look? What is the smell when walking in? How are employees dressed? Do they have nametags? When organizations were asked to rate their quality of Customer Experience, 80% believe they are delivering a superior experience. This is compared to only 8% of customers who believe they are receiving a great Customer Experience  GLUE- giving little unexpected extras    Number one priority is to treat customers like kings and queens- they are the most important person that day.  Relationship business- want customers to keep coming back the rest of their lives, they are not an interruption in your day You’re being compared to a customer’s last great experience (inside and outside the industry). What is a good experience for them? Ask them! Technical knowledge means nothing to customers- they don’t know and want to know when the car will be done. Technology won't replace the experience a customer gets, it is a tool.  Overpromise and under deliver- customers remember that more than the price of services What’s your favorite restaurant? Is it based on price or comfort and service? Every customer will talk about a good or bad experience to others You make sales with conversation, not email or texts Don’t chase money, money will follow with exceptional service “We don’t fix cars, we take care of people” Raise your standards and communicate them to your team, doesn’t happen overnight. Have a plan and procedure until it is engrained. Make everyone accountable with clear expectations. A special thanks to Charlene Parlett, Maylan Newton and Kevin Vaught for their contribution to the aftermarket. Books Page HERE Listen to all Remarkable Results Radio, For The Record and Town Hall Academy episodes. Facebook   Twitter  LinkedIn   Instagram  Youtube   Email   Mobile Listening APP’s HERE Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE. Buy Carm a Cup of Coffee  This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com This episode is brought to you by Shop Marketing Pros. Your guides are Kim and Brian Walker with a rich history as shop owners and industry veterans. When someone searches for a shop, who are they finding? Your competitors? It should be you! The good people over at Shop Marketing Pros know how to drive website traffic and make Google work for you! www.shopmarketingpros.com Click to go to the Podcast on Remarkable Results Radio
    • Tom Grady founded Redhawk Auto Service in 2005 with the goal of providing the Temecula Valley with high-quality automotive service that emphasizes excellence, value, and convenience. Tom Grady has over 35 years of automotive industry experience as a former executive with Ford Motor Company and Nissan. He was also an automotive dealer in Orange County and New York. Mr. Grady has an M.B.A. degree and a B.A. in Economics. The Grady’s also own full-service hand car washes and founded Redhawk Hand Car Wash in 2003. Mr. Grady has been actively involved in the community through the Rotary Club and as the past Chairman of the Lake Elsinore Chamber of Commerce. Key Talking Points 6 bays in 2,000 square feet- 6 technicians, 15-year business. Last three years the business did 1.5-2 million per year.  Satelite location- needed more space but didn’t want to expand and purchase another business for a second location. Started looking at flex condos during the pandemic, found one that was available for purchase. It was a call center and part of it is offices for rent plus has offices for businesses for the first time. Tom equipt it with 6 lifts. 5 minutes away from first location. Service advisors will stay at first location.  Goal increase business but cut back expense to achieve efficiency  First location will be used for quick work, satellite location will be used for work and repair that take longer  Challenges- logistics, communications between both shops, AAA towing drop-offs (no parked cars overnight at satellite), and computer systems Marketing- saying “yes” to the customer. Tom loves the sizzle of “selling and marketing.” Tom is the visionary of the business and in the CEO ATI Program and his second in command is in COO program. Thanks to Tom Grady for his contribution to the aftermarket’s premier podcast. Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP's HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show: Facebook   Twitter  LinkedIn   Instagram  Youtube   Email   Join the Ecosystem - Subscribe to the INSIDER NEWSLETTER HERE. Buy me a coffee Gold Certification recognizes top tier NAPA AutoCares with a high level of participation in the AutoCare program. The program was built by AutoCare Centers for AutoCare Centers to provide a consistent consumer experience, maximize technology leverage, and reward NAPA’s most committed partners. In other words, Gold Certified AutoCare Centers are the standard bearers for the AutoCare brand nationwide. Simply put, the Gold Certified NAPA AutoCare program, powered by your local shop brand, will separate you from the rest helping you boost your bay counts and your average repair orders. Learn more about NAPA AutoCare, Gold Certification, and the hundreds of other benefits the NAPA family has to offer by talking with your servicing NAPA store or visiting www.NAPAAutoCare.com. Click to go to the Podcast on Remarkable Results Radio
    • https://www.youtube.com/watch?v=eozm7M1qMKg&t=1s Tom Sciortino, Total Automotive, Tonawanda, NY. Graduated 1983 ECC with an associate degree in Automotive technology. Worked from 1981-1986 (broad Elm, Tire man, and Goodyear) and opened Total Automotive June 1st, 1986 (just celebrated 35 years in business. Purchased his current location in 2016 after renting for 30 years. Tom has 3 techs, 1 service writer and is an ASE Master Tech John Armstead opened up Armstead Automotive Repair in 1986, out of a two-bay garage, in downtown Holly. In 1992, Armstead Automotive moved to the existing location on Fish Lake Rd. At this location, Armstead Automotive was able to expand and tailor to our customer’s needs. In 2004 we added a heavy-duty 4 bay addition, that can hold vehicles as large as school buses, RVs, and bucket trucks. On the west side of the building, John built a custom railroad track for all hy-rail needs. Armstead Automotive is willing to adapt to what our customers need…challenge accepted. Now, Armstead Automotive is a fully-fledged auto repair shop complete with nine bays and a family of Armsteads, working tirelessly to deliver an experience that goes unrivaled in Holly, Saginaw, and the surrounding communities. For an auto repair shop in Holly or Saginaw that looks out for you and your vehicle, no matter what, through the complex transmission repairs, to a simple oil change, look no further than Armstead Automotive Repair.  Key Talking Points Waiting customer- demand purchase, if needs battery customers would rather have it done right away. Offer print out and keep a history of batteries. Be consistent. Battery testing- DVI process/inspection Both John and Tom sell around 150 batteries per year- 3 per week Rotate stock batteries every 90 days  Hotter climates batteries often need changing after 48 months Some cars won’t start/stop of battery is weak Batteries dying- lights staying on (map lights).  COVID 19- cars sitting for a long period of time and won’t start If you’re not selling batteries then you’re not checking/testing Profitability- 25-35%, labor and sale like tires. AAA won’t change on road for certain cars with batteries in the trunk or under seat etc Thanks to Tom Sciortino and John Armstead for their contribution to the aftermarket Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP’s HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show: Facebook   Twitter   Linked In   Email Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE. Buy me a coffee Are you seeing auto shops in your area get hundreds of 5-star Google reviews and are you feeling left behind because your shop only has a few? Hey look, Broadly is your answer to getting more online reviews. With more reviews, your business will rank higher in search results — and that means more customers coming into your shop every day. Broadly helps you automatically request reviews so that your customers can promote your business with just one click. When you immediately ask for a review after service, when the experience is still fresh in their mind, you’re more likely to get a 5-star positive review. Plus, asking for feedback makes your customer feel valued and more connected to your business. Isn’t that what you want a connected customer? See how Broadly can help grow your auto shop.  Visit www.getbroadly.com/carm to learn more. Click to go to the Podcast on Remarkable Results Radio
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