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Hey guys. I'm new to the forum and was looking for this subject but couldn't find it. Sorry If I'm posted something that's already been discussed. I own a brake shop in Austin, TX. We do anywhere from 10-20 brake jobs a day. We only do brakes so I don't know how much full service auto shops deal with this problem but... Customers are constantly calling in claiming they've bought the best parts or they want to provide their own parts because they've done research and know what is best. This drives me crazy. First of all they don't know whats best. Then after being told no they get offended and act like tons of shops allow this. What is the best way to handle these customers? Just send them away? I'll quote them a price using our parts and they act as though its a rip off. What shops are doing this for their customers? I feel like I'm letting jobs get away from me. Any experience with this?
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Are you guys charging your techs for parts they break? In the past we have never made our techs pay for something they broke, the shop did and talked to the tech about what they need to do to prevent this in the future. It's getting old though. 2 weeks ago one young tech back a mirror into a pole so we bought a new mirror. This week, a different tech while removing a fuel tank, didn't discount the fuel lines on top first and ended up dropping the tank too fast and broke the fuel sending unit. On this truck that is a $300+ part that we are now eating on a $500 ticket. I want to tell the tech he is responsible, and will have to pay the shop back for the part. What say you?
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Restoration for the Mechanic Electrical issues on today’s cars have certainly taken center stage. Mechanical issues are still there too, but it’s not uncommon to have a mechanical problem be diagnosed, monitored, or calibrated by some electronic means. You just can’t get away from the electrical if you’re in the automotive repair business these days. It’s taken over just about every facet of the automobile. Today’s mechanics have become something entirely different from the stereotypical mechanic from just a few decades ago. It’s not that long ago when the electrical section of the repair manuals were just a chapter or two, today… its volumes and volumes of schematics and diagnostic procedures. I’m old enough to remember when points and condensers were still the norm, and I’ve watched the industry go from electronic ignition to today’s electronic jungle of wires and processors. We’ve definitely come a long way with the technology. Even though I work on all these newfangled electrical wizardry systems on the modern car, deep down I’m still the kid who got a kick out of tearing down an old junker and putting it back together. Now, I’m surrounded by modules, proximity keys, and sensors. Occasionally it’s kind of nice just to step away from the computer and just turn a wrench or two. I look forward to those simpler kinds of jobs, the ones that need a craftsman’s touch and not a box of transistors and capacitors to figure out what to do. Back to a time when a driver was more mechanical involved in the process of operating the vehicle. Heating vents with levers and cables, or a hand choke that needed just the right touch to get it started. No electronics, no service light, just the essentials. (For you younger techs, I’m referring to the days when you actually had to unlock a door with a key.) I still marvel at the ingenuity and engineering of those times. I guess it’s one of the reasons why I like going to old car and steam engine shows so much. It’s all about the mechanics for me. Electronics are great, but to see the early mechanical devices that were commonplace a century ago still amazes me. How they figured it out, and how they made it work is shear brilliance. (If you ever get a chance to study some of those early mechanical systems, you might be surprised how things were accomplished prior to the computer age. It’s quite fascinating… well at least to me it is.) It’s great to be able to step back once in a while and just be a mechanic. Back when things were rebuilt and not just replaced with new. There’s a certain satisfaction in taking a broken mechanical device and making it functional again. It’s those jobs that after you’ve wrestled the components into place, and everything is finished you realize that you’re covered in grease, but for some reason you’ve got this big smile on your face. It’s the look of accomplishment, a smile of pride in a job well done. And while you’re cleaning up the tools, you look over at the finished project still smiling, knowing you’re done and can move onto the next project. It just doesn’t compare to finishing up on a modern car when the last thing to do is watch that blue line steadily move across the computer screen, waiting for it to say “Task completed”. Not that I’m putting down the modern car, no far from it. It’s just nice to take a break once in a while from the technical mumbo-jumbo and just be a mechanic for a change. Even though it’s pretty awesome to solve a difficult electrical issue, it’s hard to beat a good old fashion mechanical repair. For me, when a restoration project shows up at the shop I get a chance to turn off the laptop and open the toolbox. These restoration jobs are just as much for the customer as they are for me. It’s a restoration of some of my old almost forgotten mechanical abilities. (Yea, I still got it…) We put a lot of trust in the modern electronics, something the engineers and designers of those automobiles from a few decades ago never even though of. Their own ingenuity and craftsmanship kept them going. Components were built to be repaired not replaced. I think it’s safe to say that a car from 50 years ago is more likely to start and run in another 50 years but I seriously doubt a car from today would have the same luck. There again, it might be something a technician/mechanic of that era might figure out how to do by then. Me I’ll still stick with being a mechanic/technician … I still like the physical repair aspect of the job. The future of electronics in today’s cars is constantly changing; sometimes we notice the changes while other times you can’t physically see them. Sometimes all it takes is a little R&R on an old jalopy just to make me remember how far we’ve come. In the meantime, the latest restoration job is done so it’s time to go for a test drive. I’ll get back to the laptop and the modern car world just as soon as I get all the tools cleaned up… it might take a bit though … I’m still admiring the restoration job and I’ve got some more smilin’ to do.
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We all have our favorite customers. You know who there are. They’re the ones that throw their keys on the service counter in the morning and say, “Do what you need to do and I’ll see you at 5 p.m.” They never question your price, they trust you and they keep coming back. But does that person define your true profile customer? The answer is probably yes. But it’s not the only criteria. It’s a little more complicated than that. Defining your true profile customer starts with you. It starts with who you are, why you are in business and the culture of your company. By the way, determining your true profile customer has nothing to do with excluding certain people due to their income level. The young 23-year-old college graduate who sets aside part of her paycheck to shop at Whole Foods does so because she believes in the company and for what they stand. It’s not about what she “supposedly” can or cannot afford. She is Whole Foods’ profile customer because she aligns herself with that brand. And Whole Foods welcomes her with open arms. Many of my profile customers endured tough economic times during the Great Recession of 2008. They lost their ability to pay for some of the things they previously could afford. What they didn’t lose was their loyalty to my company. So, what did we do? We helped them through that difficult time. We helped them manage their car care needs better, offering services that would save on fuel, reduce repair costs, and reduce breakdowns. We showed them how to squeeze every mile out of their tires and brakes. We took care of them and we still do to this day. We consider them family and we don’t turn our backs on family. One thing we didn’t do, and will never do, is compromise on price to get a job. That would not be fair to all my customers, my employees or the company. With regard to pricing your services and repairs, it’s a delicate balance between being profitable and competitive. But I don’t know of any shop that prefers a customer walk away or sends someone to another shop because he or she cannot afford a particular price. A smart service advisor will give options, prioritize the work needed, and offer finance options. If you’re a startup company, your doors are wide open to everyone. You need customers and car counts, and you need them right away. But as your business matures, you begin to realize that not everyone is your customer. And there’s nothing wrong with this realization. As you build your customer base, you begin to see that there are customers that respect the work you do, align themselves with your culture and appreciate what you do for them and for the community. They become your profile customers. Let’s say you sponsor a youth baseball team in your area, help out at community events and involved with local fundraisers. You will become known as the business person that cares about the community and children. That’s making your business stand out among the rest. As you define who you are, you also attract those that want to do business with you and support your brand. While I do recommend treating everyone the same, I don’t recommend trying to be everything to everyone. That’s not a sound marketing strategy—that’s a recipe for failure. Defining your customer and targeting your market does not isolate consumers. It actually increases market share. Here’s an important fact: In your geographical area, automotive shops basically do the same thing; they repair and service automobiles. So, how is a consumer going to choose you over another? You need to stand out. You need to be different. You need to build a brand culture and establish a marketing position that will make people take notice. By the way, every successful company, large and small, understands its true profile customer and creates a marketing plan on attracting them. One last thing: When you build a business around your culture, you put the focus on your brand and the value you provide. This strategy is one of your pathways to success. When you combine value with culture, you will have an enduring and profitable company. If you want to build a great company, ask yourself these questions: Why are you in business? What’s your life’s purpose? Your culture? Build a marketing strategy and a brand message around the answers to these questions. Not all people will take notice, but your profile customers will. This story was originally published by Joe Marconi in Ratchet+Wrench on August 3, 2018
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