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By Ron Ipach
I want to talk about collecting the right information from every one of your customers while they’re in your shop. What do I mean by that? When we’re talking about marketing, it’s important that we collect all the current information that we have on our customers so that we can continue to market to them. Marketing to your current customers, it’s like picking the low-hanging fruit. It’s the easiest group of people to get back into your shop, so we want to make sure that we collect all the data that we can from our customers while they’re sitting right there in our shop.
Obviously, what you want to do it get their correct name. Make sure their name is spelled correctly. Have that in you database.
Then, also, we want their mailing address. Everybody’s got a place they’re living. They’re not living in their car, chances are. So we want to make sure that we get their home address so that we can mail something to them.
The next thing on the list is we want to make sure we get their e-mail address. We want to make sure that we’re getting the right e-mail address. Not the e-mail address the junk e-mail that a lot of people, including me, I have a junk e-mail address that I give to everybody because I don’t want them to contact me. We want to make sure that we get their actual e-mail address. The one that they actually do check. It’s very important you do that.
You May Also Like: Putting An Auto Repair Ad In The Yellow Pages Then, the next thing that I want to make sure that you get is the two phone numbers that they have. One is their home phone number. Some people don’t have home phones anymore. I happen to still have a home phone number. If they don’t have their home phone number, certainly, they have a cell phone. You want to make sure that you’re collecting that data as well.
What you’re going to be able to do with all this, if you have a home address, you can send them a piece of mail. If you have an e-mail address, the good e-mail address, you can send them an e-mail. If you have their home phone number, not only can you pick up the phone to call them, I call it dialing for dollars when you’re on your slow days to see if you can get some of them to your shop, but you can also do something. It’s a technology called the voice broadcast where you record a message, and it blasts it out to everybody’s home phone number and leaves a message just like you would’ve left a message on their voicemail by calling their home if you called them one by one. This is different, where you just record it one time and it blasts it out to everybody. Then, if you get their cell phone number, you can send them a text message, and 99% of text messages get read, and 95% of them get read within the first five minutes. So it’s a very valuable way to be able to market to them.
You May Also Like: What's New In The Automotive Repair Industry? But none of this is going to work for you if you don’t have the accurate data in your database. So here’s a suggestion that you start right now, today, with the very next customer that walks through the door and you start collecting that data. Think of it like when you went to the doctor’s office the last time. What they did is they handed you that clipboard and said, “We’re updating our records. Please fill all this out.” You can protest all you want, but they’re going to make you fill those forms out every single time you go in. Why? They have insurance forms that they need to fill out, and they got to make sure everything’s accurate. You, you need to market to them. You got to run your business off of this data. So require that they fill out each and every one of those lines. Their name, their e-mail address, their phone number, their cell phone number. You want to make sure that you collect all that data so that you can market to them.
Just assume that they’re going to give you that data and no questions asked. If you just ask for an e-mail address, now there’s a dialogue that kind of goes back and forth. If you simply hand them a form that says “We need all this information for our database, for our records,” they will go ahead and fill that out. Make sure that you get that done.
You also, at the bottom of that form, you want to have like a little disclaimer that by singing below, and you want to make sure they sign it, by signing below, you are allowing Ron’s Auto Repair to contact them by mail, by phone, or any other electronic means necessary. You want to have that little catch-all, cover-your-butt legalese on there so that when they sign it, they literally have given you permission to market to them using all of those means.It all starts with good information if you want to be able to market to your current customers. Your current customers are your best source of income, and we’ll cover that on other videos like this. You got to make sure that you have the data first so that you can market to them in the future.
note: Be sure to watch the replay of my Live Webinar
By Joe Marconi
By now you have a pretty good idea how 2016 will end up. Are you going to achieve your business goals? Your personal Goals? That’s not to say you can make up ground or work hard to do even better. But, as we close the third quarter for 2016, it’s time to review the year, revisit your goals and start planning for 2017.
It all starts with reviewing your financial situation. Set up a meeting with your accountant. Discuss your 2016 projected sales and profits. Don’t wait until 2017 to do this. There are many tax implications that need to be addressed before the end of the year. In addition, you need to review all your expenses and payroll in order to reestablish your breakeven sales number; and to also create your 2017 budget.
This is also the time to review your marketing plan and budget for 2017. Lastly, you need to perform an audit of your facility. Inspect your facility and equipment. Is it time to upgrade equipment? Are there any building or facilities repairs needed? Needed training?
Planning for the future is planning for success. And while there is no “perfect” plan, not planning is a path to eventual failure.