Thought it would be a good conversation to understand how your shop is doing through the COVID-19 pandemic. Thought the best way to get a grip on it all would be to get your response to these 3 questions.
1- How was your shop doing in early March - pre-pandemic? Were your numbers better, worse or about the same as last year.
2- What’s the biggest challenge you faced when the pandemic spread?
3- What’s your forecast for your shop moving forward?
Is business getting better? About the same - like nothing has happened? Or are you struggling to get customers through the door?
Look forward to hearing your BEFORE-DURING-AND AFTER to understand where the industry is at. Hope this generates a better “picture” of what’s going on.
“The Car Count Fixer”
P.S.: Join my on YouTube at Car Count Hackers
Grabbed this shot of a crazy 68 Camaro (with wild Mickey Thompsons!) at a car show last week! Thought I would share it to help you remember "where we came from!" - Enjoy!
Hello everyone, I am suggesting we have a thread with comments that only relate to information regarding help for businesses or communities affected by recent events.
I will start the thread by listing relevant links I have at this time:
the U.S. Treasury Department has released a draft application for the Paycheck Protection Program (the
new forgivable loan program) created by the CARES Act. The Paycheck Protection Plan application process starts
Friday, April 3, 2020 and those eligible and interested in applying should begin that process as soon as possible:
- For a top-line overview of the program:
https://home.treasury.gov/system/files/136/PPP -- Overview.pdf
- If you’re a borrower, more information and links to SBA lenders http://www.sba.gov/ can be found here:
- The application for borrowers can be found here:
Importantly as well, we have included links to Small Business Administration (SBA) resources that will help navigate
the government subsidies, loans and programs available:
- The SBA’s Local Assistance Page, https://www.sba.gov/local-assistance which provides local resources and
information on offices and other resources around the country;
- Lender-Match, https://www.sba.gov/funding-programs/loans the SBA’s tool to find local banks and lenders
based on your needs and;
- SBA’s Coronavirus Resource Page:
By Mail Shark
Here’s a marketing idea I wanted to share with everyone. Auto shop owners and marketers are focused on targeting the local residential community. But what about all of the businesses that employ people who work in the area but don’t live in the area? These employees are all great prospects for auto repair services. The challenge is effectively targeting and reaching them.
One idea is to create a flyer that doubles as a break room poster. The poster should have a use case explicitly telling the business owner what you want them to do with your poster. Let them know they simply need to hang it in their break room to share the savings with their colleagues and employees.
We recommend clipless coupons or specials, which increase the lifespan of the poster and keep it intact for longer than it would if employees were tearing coupons off. Employees will simply take a picture of the coupon they want to use and show it to you upon redemption. Tear-off coupons destroy posters and ultimately result in them being thrown away as soon as the coupons, offers, or specials are torn off.
Using break room posters requires some legwork on the part of shop owners, since you’ll need to visit the businesses you want to target. However, the actual cost of the printed flyers is minimal. Let’s say you want to print 100 of them. At around $1 per piece, your total investment is $100 (give or take) depending on who does your printing.
There really is no downside to giving break room posters a shot. Put a call tracking number on your poster to keep track of anyone who comes in to redeem your coupons to track ROI. There are plenty of companies that can print cheap flyers, so call around. Attached is an example of a popular layout that Mail Shark has been supplying shops with.
Executive Vice President of Sales
Email: [email protected]
Example BreakRoom Poster.pdf
Google has a great informational page that outlines best practices to increase your website/business ranking in search results.
Can’t find your business? Improve your info.
You may find that your business doesn’t appear for relevant searches in your area. To maximize how often your customers see your business in local search results, complete the following tasks in Google My Business. Providing and updating business information in Google My Business can help your business’s local ranking on Google and enhance your presence in Search and Maps.
Enter complete data
Local results favor the most relevant results for each search, and businesses with complete and accurate information are easier to match with the right searches. Make sure that you’ve entered all of your business information in Google My Business, so customers know more about what you do, where you are, and when they can visit you. Provide information like (but not limited to) your physical address, phone number, and category. Make sure to keep this information updated as your business changes. Learn how to edit your business information
Verify your location(s)
Verify your business locations to give them the best opportunity to appear for users across Google products, like Maps and Search. Learn more about verification
Keep your hours accurate
Entering and updating your opening hours, including special hours for holidays and special events, lets potential customers know when you’re available and gives them confidence that when they travel to your location, it will be open. Learn how to edit your hours
Manage and respond to reviews
Interact with customers by responding to reviews that they leave about your business. Responding to reviews shows that you value your customers and the feedback that they leave about your business. High-quality, positive reviews from your customers will improve your business’s visibility and increase the likelihood that a potential customer will visit your location. Encourage customers to leave feedback by creating a link they can click to write reviews. Learn more
Adding photos to your listings shows people your goods and services, and can help you tell the story of your business. Accurate and appealing pictures may also show potential customers that your business offers what they’re searching for. Learn more
How Google determines local ranking
Local results are based primarily on relevance, distance, and prominence. These factors are combined to help find the best match for your search. For example, Google algorithms might decide that a business that's farther away from your location is more likely to have what you're looking for than a business that's closer, and therefore rank it higher in local results.
Relevance refers to how well a local listing matches what someone is searching for. Adding complete and detailed business information can help Google better understand your business and match your listing to relevant searches.
Just like it sounds–how far is each potential search result from the location term used in a search? If a user doesn't specify a location in their search, Google will calculate distance based on what’s known about their location.
Prominence refers to how well-known a business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking. For example, famous museums, landmark hotels, or well-known store brands that are familiar to many people are also likely to be prominent in local search results.
Prominence is also based on information that Google has about a business from across the web (like links, articles, and directories). Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business's local ranking. Your position in web results is also a factor, so SEO best practices also apply to local search optimization.
There's no way to request or pay for a better local ranking on Google. We do our best to keep the details of the search algorithm confidential to make the ranking system as fair as possible for everyone.
Article: Diversity Of The Mechanic - - Mechanics knowledge background has evolved just like the cars ... Now if the rest of the population would. . .By Gonzo
Diversity in Mechanics
The days when nearly every driver was aware of what was going on under the hood of their car has faded into the history books. Not only has the driver lost touch with the inner workings of their automobile, the car itself has become more “user-friendly”. There’s no hand crank to twist, no choke lever to pull out, no manual brakes, and anymore, hardly no one rolls a window down by hand or uses a clutch to shift the transmission.
Less and less effort is required by the driver to operate the vehicle. What was once a series of steps you had to accomplish to start a car has now become automated to the point all you have to do is push a button and the car starts. Gone are the cold morning starts where you had to pump the gas pedal, crank the engine, then listen to the motor to see if the fast idle had set or not. But, you always had to be careful that you didn’t flood the cold engine, and if you did… that brought on a whole other set of tasks the driver had to accomplish correctly.
It’s not just starting the vehicle that needs less driver influence, even parallel parking has become a hands free procedure. Now, with all the cameras and radar systems attached to the car there’s hardly anything to do except be a passenger. Even then, you’re basked in a climate controlled cocoon with atmospheric controls such as lighting, massage chairs, heated seats, and soothing background music all the while computers and sensors are controlling every movement.
Growing up around car repair shops might have made a difference as to how I look at these complicated thing-a-ma-jigs they refer to as the modern car. They’re not just a ‘car’ anymore. In my youth it was nothing to see a gang of dads leaning over a hood when something went wrong. Today, there’s not a whole lot to see. It’s all plastic covers with various caps and knobs for adding fluids and if you’re lucky there might even still be a dipstick under there too.
Diagnosing and repairing the modern car isn’t quite the same as it was back in the day all the dad’s would gather around the fenders. Even though the operation of the vehicle has been somewhat automated the repair side of things has gone other way. Parts swapping, guess until ya get it, and the old ask your uncle Bob what’s wrong with your car is as out of date as the crank start. But, I still find it rather amazing how the engineers and designers managed to “dummy-down” all the possible problems that possibly could happen to a little check engine light on the dash. Can you imagine what it would be like if they didn’t?
Service lights, warning indicators, and digital messages inform the driver of the severity or condition of the vehicle. Although, most of the information that appears on the digital screen is more of a generic message or sometimes even displayed as a short message telling the driver of the condition of the vehicle without actually telling them precisely what’s wrong. Even if it did, who would understand it? Surely not the driver (in most cases), that’s left up to the service technician.
You know ‘that’ guy. The one that overcharges you for those repairs you don’t understand or even care to know because you’re far above the educational requirements of a certified mechanic. Of course, anyone who’s been around the business for any length of time will tell you that the days of the grease jockey recharging your air conditioner by slappin’ a can of Freon in your car so you can whiz off to work are about as far gone as 2 ply tires. That’s where diversity between mechanics and the technical advances start to show through.
The technical training for a good mechanic with advanced skill levels can exceed the requirements of most 4 year college degrees. The big difference between the academic degree and the technical school degree is still greatly debated. To me, the requirements of the educational programs differ only in the fact that in an academic setting you’re required a certain level of English, math, and the other various ‘general’ skills for graduation. The trade schools generally don’t have those academic requirements for graduation. The big problem is the non-car aficionados (general public) don’t want to admit that the family car requires a college degree to keep them in tip top shape. So why would the guy changing the oil need to have a degree?
There’s a very good possibility that a shortage of technicians qualified to work on the modern car is drastically going to increase in the next decade or so. Of course, ask anyone in the business now and they’ll tell you the average age of the professional mechanic has slowly been increasing to well over 50 years of age. That might have a lot do with the startup requirements put on the new technicians coming into the field. To many times a young mechanic gets into the business with those wild eyed ideas that they can fix anything that rolls into their service bay, only to find out their skills sets lack a lot of the required knowledge in understanding the complexities of the modern types of problems their facing.
That brings us back to that college grad again. They’ve spent a ton of money on their education, and some may never pay those loans off for years, if not decades. Technical college fees remain low in comparison, and with luck, the average educated technician will have their tuition fees taken care of long before the college grad has theirs paid off. Here’s something else to think about, while a lot of college grads take on temporary jobs like a waiter while their waiting for their big break into that six figure job they’ve been trained for, most grads of the tech schools are out working in the very field they’ve been trained for. They might be the college grad on the lube rack, but he’s there, in his field of choice getting his hands dirty and working towards his ultimate goals. Chances are, the mechanic will be at that very restaurant having lunch while wearing their rental uniform covered in the days grease and grime and the waiter…. well, they’re still working for tips.
The real issue for the mechanic’s world is the acceptance of the educational level required and the respect that the mechanic deserves as well as being compensated for said education and skills needed. I do believe, in time, the shortage of trained-qualified technicians will turn into an increase in wages across the board. Which is just what the industry needs to draw in those new faces to the service bays. All this can start back in high school. Somebody needs to tell the school guidance counselors that being an automotive mechanic is a trade with high expectations and compensation, not a last resort job for those undesirable individuals that didn’t pass their SAT’s.
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