Quantcast
Jump to content


Joe Marconi

Shop Owners: Start your Winter Marketing Plan Now!

Recommended Posts

Thanksgiving is around the corner, and that means that the winter months are not far behind. For many shops, this means a slow down due to weather and the usual bills that come with winter. Combine that we the fact that consumers are usually less willing to spend during the winter, adds up to a potential slow down in sales.

 

But, you can be proactive and maximize your efforts. Here's quick list of things you can do below, and please feel free to add any of your own ideas:

  1. Be proactive at car delivery and make sure you identify at least two future services per vehicle
  2. Perform the multipoint inspection on all vehicles and maximize sales for today and make those recommendations for the near future.
  3. Make sure that the customer experience was nothing short of world class - give your customers reasons to return to you
  4. Consider a mid-winter promo, such as an oil service with a tire rotation, 21 point inspection, winter safety check, perhaps a fuel and oil additive. NOTE: while I am not a fan of a discount Oil Change, I do like promotions. They convey value and pre-qualify those people only looking for a cheap oil change
  5. You could sent the promo to your existing customers and/or obtain a mailing list
  6. Create a slow day process your team steps up their game
  7. Don't get tunnel vision and only focus on what the customer brought the car in for, look for opportunity

Remember, every car in your shop today needs future services and repairs. The question is; will they be returning to you?

 

Please feel free to add your suggestions. I know we would all appreciate it!

 

 

  • 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

    • Any small shops using Auto Repair Cloud?

      Very interesting, almost seems to good to be true...
      Would like any feedback positive or negative.
      Is the customer information safe?

      By RicoRepair, in Management Software, Web Sites & Internet

      • 5 replies
      • 579 views
    • Happy Thanksgiving- Wishing all ASO Members the very best!

      I want to take this time at Thanksgiving to say thank you to all AutoShopOwner members. We have a lot to be thankful for and ASO would not be the great sucess if it were not for all the amazing members and the contributions you make to the forums.   From the very start of the ASO, the goal was to raise the level of the auto repair industry and to help each other through the day today operations of running a repair shop. We have done that a more! And there is more to come in the future!   From my family to yours, Happy Thanksgiving!   Joe Marconi

      By Joe Marconi, in AutoShopOwner Announcements

      • 9 replies
      • 783 views
    • Virginia Shops - PLEASE HELP!

      The Virginia Automotive Association lobbies the Virginia legislature continuously in defense of our industry. They are the ONLY organization that does so. They are able to do this only through the participation and membership of shops like yours statewide. The group's current initiative is to obtain a long overdue increase in the state inspection fee. Your help is needed on this and other issues that come up before the politicians in Richmond.   VAA has been supporting Virginia independent shops behind the scenes for 50 years. Today they need your support in return. You can sit around and grumble about only getting $15 to do a 30 minute inspection or you can work to change it.   I urge you to visit the Association website and learn more, then go to the membership page and sign up! The membership benefits alone more than cover the membership fee and think about how an inspection fee increase could impact your bottom line.   If you would like to actively participate in this effort, call or e-mail the association's Executive Director, Steve Akridge and volunteer or just join!   Thanks, Mark Anderton

      By flacvabeach, in South Auto Repair Shop Management

      • 4 replies
      • 1,156 views
    • 5 Critical Marketing Strategies for Shops

      See how auto repair shop owners answer this question; “What are the most critical marketing strategies for auto repair shops, whether you’re starting out or have been in business for years?”  Click here to read their answers: http://blog.repairpal-shops.com/marketing/5-critical-marketing-strategies-for-shops/

      By rmiller, in Marketing, Advertising, & Promoting

      • 0 replies
      • 455 views
    • Repair shops need a proactive approach to sales

      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 Joe Marconi, in Joe’s Business Tips For Shop Owners

        
      • 1 reply
      • 549 views
  • AutoShopOwner Sponsors

  • Similar Tagged Content

    • 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 Ron Ipach
      I'm going to go out here on a limb here and tell you -
      YOUR ONLINE REVIEWS ARE THE MOST IMPORTANT FACTOR IN ATTRACTING MORE CAR COUNT!
      Lemme 'splain...
      First of all, the reviews given by your customers reveal the health of your business. If your customers aren't saying good things about you, that's a warning sign that you better get your act together right now and start providing a better experience for your customers.
      Also, if you only have a few handfuls out of all the hundreds or thousands of customers you've worked saying good things - that's not a healthy sign either. They may like, or even love, doing business with you, but if they aren't telling the world (aka writing an online review), their little secret is hurting your chances to attract more car count.
      You see, studies show that 92% of folks will read reviews before making a buying decision, and if you don't have a stellar reputation (4.7 or higher), they'll move on to the next shop.
      In fact, I advise that you completely stay away from any form of online advertising for new customers unless your score is at least a 4.7 out of 5.0. Why? Because your prospective new customer will easily be able to compare you with everyone else and will more than likely choose the shop with the better reputation - negating all the time, money, and effort you've put into your advertising efforts.
      Look, you can argue with me all you want, but we're talking human nature here. Most will always go with the higher recommended shop. Why not? If you don't have a great reputation score, all you're really doing is advertising for your competitors that do.
      But your score isn't the only factor being looked at. There are actually three factors that are important about your reviews.
      1. Quality (4.7 or higher overall score is needed)
      2. Quantity (These days, a minimum of 75 reviews are needed, but in highly competitive areas, 150+ is needed)
      3. Recency (You must be getting 1 or 2 new reviews every single week)
      === So you say you do a great job, your customers love you, but they just aren't writing those positive reviews that you need in order to let the rest of the world know how awesome you are, right? Here are three ways to get more reviews:
      1. Ask. (Duh!)
      2. Bribe. This has been very effective for a lot of my clients in the past, however it's also considered a no-no by the review sites and may get your account shut down if they find out.
      3. Use an automated service like Soapboxx to do it for you that will email or text your customers after their service, ask if they were happy, and then send them directly to Google, Facebook, YP, or wherever you wish so they can write a quick word about their experience.
      Soapboxx is the only automated review-boosting service created specifically for the auto repair industry and the beta-testing of the software has just been completed. (See just a few of the remarks from the users below) Go to www.Soapboxx.io for more details.
      Check out what some of the members of the new Soapboxx platform are saying...

      Whatever you choose to do, ask, bribe, or automate the whole thing - put getting more 4-5 star reviews at the top of your to-do list. It's simply the best thing you can do to help attract more car count to your shop!
    • By Carl Spandau
      hello! i just opened a shop and am having a hard time gaining traction. im looking for some marketing techniques that work good for new business. i have tried social media and google add words with zero results. also are any of the social media marketing company's any good? the ones that call 20 times a day claiming to manage everything and create material for your pages. seems like the only people stopping by are the previous tenants customers and he did not have the best clientele. he marketed heavily discounted repairs, free estimates,  bring your own parts. everything i dont want. I would appreciate any tips to getting people into my shop
      my shop is a 4 bay with just me and my wife. very clean and remodeled with all the tools a shop needs except an alignment rack.
      thank you for your time!
    • By Stevens Automotive Service
      Take a look at this short video on marketing to the new generation. You may find it very interesting !
      https://www.concentrix.com/resource/video/we-are-not-all-broke/
    • By Charlie
      Is it just me? or does it seem that lately there are a lot of businesses being started that insert themselves into the flow of existing transactions only to harvest your profits and lesson the margins of those doing the work and accepting responsibility (us). I am referring to technology companies: Repair Pal, Openbay, CarFix and now Blockchain to mention a few. It is frustrating to me after having built a business (brick and mortar), purchased equipment, hired employees, provide training, accepted full responsibility and risk, supported my community only to have a startup backed by money hungry venture capitalists attempt to erode our profit margin. 
      I find the statements from co-founder Vladimir Lupenko of Blockchain in this months Ratchet & Wrench extremely arrogant: "The repair industry is huge, and people always get cheated"    "We use reputable and undisputable technical data to set the market and price rate". Vladimir goes on to say "Based on our contractual agreement , the repair shop will have to provide the service at the price we have calculated".
      As good shop owners, protective of our future, we best rally against this technology, this Wolf in sheep's clothing. My research of these companies leads me to believe that no good will come from their involvement in our businesses. We, as independent shop owners, are operating in an industry some see as ripe for consolidation and this technology is just one of the signs.
      I ask that anyone reading this post refuse to participate. The involvement of these companies is not a 'quick fix' for a shop needing car count. Their intention is to drive down your prices, recruit price shopping customers only and mine your data base for their benefit. If our industry sees their existence as a threat and together, refuse to become a member of their organization, they will disappear. Without shops to refer to they lose all value to the consumer and will not be able to return a profit to their investors.
      To read the complete article, follow this link:  https://www.ratchetandwrench.com/articles/5504-how-blockchain-technology-could-affect-your-shop
      To support this research here is a seperate article from this months Ratchet & Wrench magazine discussing how to price your services for long term health and growth: https://www.ratchetandwrench.com/articles/4841-how-to-price-to-gain-customer-loyalty?utm_medium=email&utm_source=utm_code


×