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Shop Owners: Focus on your key customers, not your worst


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Joe, I couldn't agree more! So many shop owners I talk with are hung up on getting more new customers. That's THE MOST expensive thing you can do. While they focus there, they ignore their current customers.

 

Now, this isn't going to sound sexy, but what about a simple 'letter' to your existing customers. No, not an email - I mean a USPS snail mail letter. There's a bunch of strategies that can be used and a lot more space is needed to explain it all, but at least you can target your BEST customers and leave the coupon clippers to shop somewhere else.

 

Think about this. What do you do when you hear a notice of a text message on your phone? If you're like most, you check your phone - usually within minutes of receiving that message, right?

 

Well, you're just like 300+million other Americans. So if a text message is so effective, why don't you just text message customers when it's time for their next oil change? I know it sounds simple, but I will tell you this - it works.

 

Get those people that already know, trust and like you to bring their car in for that oil change THEY KNOW THEY NEED and you'll be surprised with where your numbers will go.

 

Hope this helps!

 

Matthew Lee
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  • Have you checked out Joe's Latest Blog?

         0 comments
      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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