Quantcast
Jump to content


Recommended Posts

Got your attention? Good!

 

This past Sunday I took a booth at the local Business EXPO in my town. I like doing these things for the obvious reason - It helps to promote my company's brand in my community. But the other reason I do it is to speak with the average consumer to gain information. One of questions I ask is this: "What model car do you drive and where do you go for service?"

 

It is amazing to me how many people go back to the dealer for service work. And here are some of the reasons:

 

  • It's a lease car, I didn't know you could take my car to you for service
  • It's a new car, don't you HAVE to go back to the dealer?
  • I don't know where to take my car, so I stayed with the dealer
  • I have free maintenance (we all what "free" means)
  • I don't want problems if I need warranty work
  • My salesman told me when I bought the car that I had to used dealer parts and service
  • Aren't the dealer mechanics better trained?

 

By the way, when I asked about the level of service and convenience, all of them rolled their eyes and said something like this, "Well, it's the dealer, you know what you get." MAN! I can't help thinking that if they came to YOUR shop you would win them over just on your level of customer service!

 

So, as you can see, we are in a fight with the dealers. The great news is that we are still the number one choice of the motoring public. Let's fight to stay that way.

 

We, as independent aftermarket shops, do not aggressively market ourselves against the dealer. Maybe we should start?

 

Your thoughts?

  • Like 1

Share this post


Link to post
Share on other sites


Create an account or sign in to comment

You need to be a member in order to leave a comment

Create an account

Sign up for a new account in our community. It's easy!

Register a new account

Sign in

Already have an account? Sign in here.

Sign In Now

  • Similar Forum Topics

    • Goodyear exiting the repair business

      It seems that Goodyear corporate stores are changing their business model from Tire and Repair Service centers to strictly tires.   The franchise stores are free to continue their old business model.    Around here, the corporate stores are going to close down on January 27 for 2-3 weeks for a major remodel and possibly? rebranding.   They will sell tires and do alignments, but will not be able to align if they need repair parts.   I've not seen any official statements on this, so I don't really know more than the scuttlebutt. It looks like Hunter will have a great year this year as a result.  I saw a brand new Hunter Revolution tire machine in one of the local stores already. I stand to benefit from this change as we may see some of their repair business.   Since I don't sell tires, I'm not a Goodyear competitor, which allows them to safely refer repair business to us.   Almost everyone else around here sells tires.   We refer quite a few folks to tire-only stores, so Goodyear will now be on my referral list.

      By bantar, in General Automotive Discussion

      • 4 replies
      • 126 views
    • [Brand Choice] Automotive Oil Filters

      Oil filters are one of those important parts categories that every shop usually stocks, to turn bays faster and offer an oil change service as a way to capture needed maintenance and repairs.  What is your preferred brand of oil filters and why? Are you stocking oil filters in your shop? How do you keep your inventory stocked and updated if you do? Who is your oil filter supplier and why? Are you using a standard or premium oil filter on average? If you service trucks, are you using Heavy Duty filters; Baldwin, Fleetguard, Luberfiner, etc.?

      By Alex, in Automotive Products & Services

        
      • 1 reply
      • 292 views
    • [Brand Choice] Automotive Batteries

      Automotive Batteries What is your preferred brand of automotive batteries and why? Who is the supplier of that brand to you? What are the battery series that are available in that brand, and what are the warranties? Who manufactures your choice of battery?

      By Alex, in Automotive Products & Services

        
      • 19 replies
      • 2,084 views
    • Article: Challenges Of The Auto Repair Business

      As the auto industry moves on into the modern age, repair centers all around the country are experiencing pressure with the tech world and our world colliding. We are all trailing nationwide franchises and dealerships that have endless resources working at their disposal. For most smaller auto repair businesses there isn’t enough time, money, or energy to attempt to constantly and actively secure the new business. We’re mostly worried about attempting to maintain the existing business we have, which has newer cars and increasing demands. Most of our time is now spent adjusting to the learning curve of advanced vehicle systems. However, that’s just a shop problem. The front office of your shop has its own issues to contend with that didn’t exist 15 years ago. Make no mistake about it, our industry is in the middle of a revolution and with 3D printing knocking at the door… the amount of balls to juggle are going to be considerable and it's all just getting started. Today’s auto repair businesses need to worry about the following: Location – Securing a proper location and the authorization to conduct business there over the long term ensures survival. Tools – Without the proper tools, we just can’t work on today’s vehicles. Training – Without the proper training, we put ourselves and our customers at high risk. Employee Engagement – Keeping your employees as interested in your success as you are is critical to the elements that keep people returning and employees from leaving. Employee Advancement – Providing an environment where employees know they can grow with your business, whether financially or moving up within the organization, is the key to keeping and securing talent. Marketing – This is the most complicated element in today’s world. It involves a mix of a strong web presence, good advertising ethics, social media profile, and following up with customers. Advertising – Can be expensive and very confusing. The best method to start is to get your feet wet with small budgets that keep your name in front of your potential customers, constantly. Software – Without good software, it is difficult to run any business. Good software is and always has been subjective. Our experiences indicate that good software saves you time and builds trust with your customers. Most importantly, it should work for you and not against you. This article originally published in CAR's News Section
      View full article

      By CAR_AutoReports, in AutoShopOwner Articles

      • 0 replies
      • 79 views
    • Community Outreach

      I just wanted to share a quick tip that I think is easily overlooked... invest in your community! And not just one. I have to say a lot of our success comes from the local community who have seen our name at the local booster clubs, fundraisers, sponsorships, etc. Don't count out your local chamber or commerce either. Host get-togethers/business functions at our shop, get a little league banner, run a "contest" if you will that will benefit the local food bank. Get involved! You will be better known around the community if you do. It has helped us grow so quickly these last couple of years. I rarely say no to a sponsorship and it has paid off in the end. Here is one of the last community sponsorships we did. We tied it into our local "best of" contest that we have in town: Best Auto Body Shop in Orangevale  

      By autobodyguys, in Marketing, Advertising, & Promoting

      • 1 reply
      • 111 views
  • AutoShopOwner Sponsors

  • Similar Tagged Content

    • By Joe Marconi
      Here's a tip I have posted before, but it's worth repeating. 
      One job that goes unnoticed most of the year is the job of the part's driver.  You get part deliveries all day long, every day, all year long.  Many times, these part's drivers take all the abuse due to wrong parts, the parts took too long to be delivered, on and on and on.  Those drivers may not say anything, but they take it to heart. 
      So, here's what you are going to do.  Buy small gifts, such as small boxes of candy or chocolate.  Nothing expensive.  During the holidays, give all the drivers one of these small gifts and say "Thank you, I appreciated what you do."
      Two things will happen. First, the driver will be stunned and will not know what to say, and they will be very thankful that you thought of them. 
      The second thing that will happen is this:  The very next time those part drivers have three delivers to make at three different shops, what shop do you think they will want to go to first?  Yes...Yours!
       
    • By Joe Marconi
      A few weeks back I had a problem with my refrigerator.  I got a referral and called an appliance repair company. I called three times and each time I called this is what happened: "C and E appliance, please hold."  I was put on hold three times for about 5 minutes. After being put on hold each time, a women would say, "What's the problem?"  No engagement, no sign of interest for me the customer, no signs of caring.  I gave the women a brief description of the problem and each time she told me someone would call me back.  Well, no one did.
      So, I called for the 4th time, and as the person answered the phone I said, "DO NOT PUT ME ON HOLD."  There was silence, so I continued.  I explained to her that she has spoken to me three times,  I left messages three times and three times you told me that someone would call me back.  She replied,  "You are talking to the wrong person, if you have any complaints, write a letter to my boss, after all he won't listen to me anyway."  I hung up the phone and called another company.
      The lesson and takeaway here is simple: Who's answering your phone?  The wrong people on the phone in your shop can kill your business.  Have meetings with your people. Make sure you review your phone skills policy. If you don't have one, create one.  Empower your people to people to handle issues. And make sure you log every phone call. If you feel you have a problem, start recording phone calls. 
      Your phone is your lifeline to future business.  So, please ask yourself....Who's answering your phone? 
       
    • By Stevens Automotive Service
      You are a entrepreneur and your business is Automotive Repair. Run your business like a business and become more profitable.
      You have a tool box just like your techs in the shop do and the ones with the correct tools , good work ethics and knowledge are the best at what they do. So can you in the shop management area just use your TOOL BOX!
      A few things to get cleared up. I have read a lot of post , forums etc, dealing with car count, advertising, us against the dealerships etc. WELL ! First you have to concentrate on your business not what someone else is doing, what works for you and makes you money should be what matters to you and your business.
      1) Concentrate on what your doing right if it needs refined ..REFINE IT.. DIAL IT IN... GET THE PERCENTAGES CORRECT. 
      2) Do you have enough work flow and are you getting the max out of what you already have ?
      3) IF you don't have a good even flow of car count, advertise, but do it in a way that it comes back to you to show what your business has to offer that the others don't.
      4) REPUTATION, CUSTOMER SERVICE, FIXING THE CONCERN and BEING A SMART BUSINESS OWNER are the only steps to winning.
      5) Last but not least .. PEOPLE BUY GOODS AND SERVICES FROM PEOPLE PERIOD !!
      Look at it in this perspective for a moment. Your advisors are problem solvers, customer comes in with a problem or just for a service and they let them know what it will take to repair it or what the car may be in need of if not now then soon. They are solving problems if not right now then later, building trust and reputation for your business. I always say if you solve there problem the rest SELLS itself. And for those of you that think and have been programmed to think that getting new customers, keeping the good ones you have to spend crazy money to get them and keep them is just that "crazy".
      I will be glad to speak with anyone that wants to have less stress and make there shop profitable. Send me a message, email, phone call and we will go over what you have and what you are wanting to achieve and the consultation is always free. IT COST NOTHING TO ASK BUT IT COULD COST A LOT IF YOU DON'T !!
      "LOAD YOUR TOOL BOX WITH THE RIGHT TOOLS"  
    • By Joe Marconi
      This is not new topic for me, but I need to revisit it again. And I will keep revisiting this topic for the sake of our industry. 
      For independent repair shops to "thrive" today, you must take a proactive approach with regard to business.  If you only want to "survive" you can stop reading now.
      Waiting for the phone to ring, or for cars to breakdown, or for a customer to drive into your shop asking for a repair or service is business suicide. The days of broken cars lining up in front of your bays are over.  Sure, cars still breakdown, but you cannot thrive with a wait-and-see strategy.
      Make sure you perform multipoint inspections on all cars in for any type of service. Yes, any type of service or repair.  Look up vehicle history on all vehicles. Let the customer know of needed services, missed services and services due. And lastly, book the next appointment.   Yes, I know....Joe's been preaching this over and over and it does not work in your shop. Fine, then let me focus on those shops that do book the next appointment.  Because those are the shops that are adopting a proactive approach...and I will see those shops in the future.
       
       
       
    • By Ron Ipach
      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.


×