By Joe Marconi
The year was 1980 - the year I founded my company. And, like many new business owners, I didn’t have a clear understanding of what was needed to grow a successful business. I thought that success would be determined by my technical skills and my willingness to wear the many hats of the typical shop owner. It wasn’t until I began to let go of trying to do everything that I realized that success is not just dependent on what I do, but by the collective work accomplished by the team. I eventually discovered that I was not the center of my universe. After a few years in business, I began the transition from simply owning a job to becoming a businessman. And, while technology has reshaped our industry throughout the years—and will continue to do so—there is one constant that will never change: success in business rests largely on the people you have assembled around you.
By the late '80s it was obvious that I was doing way too much. I looked at each role I had my hands on: shop foreman, service advisor, shuttle driver, bookkeeper to lot attendant. And, as long as I’m confessing all this to you, I need to disclose that I was also the shop’s maintenance person; making repairs to the bay doors, the slop sink and equipment. You name it, I did it. I was literally too busy to be successful.
In order to lead my company, I had to first clearly define my responsibilities. These are working on the business, recruiting and hiring the best employees, becoming a leader of people and making sure that my business was successful. I also needed to fulfill the obligation I had to my employees. I realized that this required a deep understanding that putting people first is the best strategy for success. This was difficult at first because it requires working on things that have no immediate impact on the business. Unlike working in the trenches and having your hands on everything, working as a businessperson means that you need to spend time building for the future. The things that are most important to your success in business are the things that have a payoff down the road.
I also clearly defined the duties I should not be doing and assigned those tasks to others. This is a critical step for any shop owner. Warren Buffett says that in order to be successful in whatever you do, it’s crucial to focus on the things that generates the greatest return and that you can’t do it all, and that means sometimes you have to say, “no.”
By the late '90s it became clear that the most valuable role I played in my business was that of coach. All the best marketing plans and the best business strategies mean nothing without a team of great people around you all pushing in the right direction. And that takes a strong leader. Not just a boss, but a leader. Leaders inspire people. Leaders get others to reach down deep inside themselves and perform at their best because they are aligned with the leader’s vision.
Leaders inspire others through praise and recognition for the work they do. When people feel their work matters, they have a purpose. People are motivated by the heart, not the wallet. That’s not to say earning a decent wage isn’t important. But a focus on money alone is not a strategy for success. Focus on people first and profit will follow.
Spend time with your employees. Get to know them as people, not just the role they have in your company. Find out what their dreams and goals are. And then find a way for others to achieve what they want out of life. People cannot be motivated until they realize that what they do every day helps them to achieve what they want in their personal life.
There are other people in our business world that we must never forget. And that’s our customers. If you were to ask me, who is more important, my employees or my customers? I would answer, “They are equally important.” You cannot have a successful business without the right employees and the right customers.
One last bit of advice I can give you is to focus on your success, no one else’s. Be very clear about the pathways you take and never forget about the obligation you have to others. Build a company culture of teamwork, quality and integrity. Focus on what’s in the best interest of the customer and the people around you. Put people first, and everything else will fall into place.
This story was originally published by Joe Marconi in Ratchet+Wrench on February 4th, 2020
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By Joe Marconi
According to Zip Recruiter, tech pay on average is about $41,000 per year. Is this an issue? I know many of you pay more than average, but do you think that we need to increase tech pay in order to attract more people to the auto repair industry. One other thing to consider, the shop and shop owner needs to be profitable and make the money first in order to pay anyone a decent wage.
USA Today article (Friday September 27, 2019 by Nathan Borney - USA Today) shows that “the average age of cars and light trucks on U.S. roads reached an all time high of 11.8 years in 2018.”
The article goes on to claim... “By 2023, there will be about 84 million vehicles on the road that are at least 16 years old, reflecting a 240% increase from 35 million in 2002, according to IHS.”
Are you getting your share?
There’s only 90 days left in 2019 and the market is changing. Sorry, it HAS changed. Are you ready? Do you have your plans laid out for marketing your shop in 2020?
Auto Service Marketing - Fix Your Car Count FAST!
Hope this helps!
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Yes, a little embarrassing, but it's better that I share these mistakes I made rather than you have to go through them.
Hope this helps! I welcome your comments! Are you making any of these mistakes?
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Zombie Cars “Brains, Brains, we need Brains!” Zombie cars? What’s a zombie car? Way back, when we used points and condensers and later the basic electronic ignition systems, cars didn’t need brains (ECM – Electronic Control Module), but that all changed in the mid 70’s on some imports and pretty much on everything else by the time the 80’s came around. Some of these brains were only cursory, and didn’t actually control the car, but merely watched for emission issues, while others played a major role in the actual ignition spark or fuel delivery systems. Most of the engines in those early years, still used the same basic type of distributor setups (with a few exceptions) as their earlier counterparts that used the old tried and true points and condenser type of ignition systems. During those cross-over years it was rather easy to slap a different distributor in it, or change the existing points distributor over to electronic ignition (which worked quite well by the way). These days...it’s not that easy. These computer systems have become so entangled into the engine functions and nearly every other system that it’s impossible to bypass the fuel or ignition systems as we did years ago. However, there are still a lot of people out there that have hung onto some of the cars from that era. Most likely they've been kept parked alongside the garage as a future project or hung onto for some sentimental reason. Some (very few) are in great shape, others… well, they look like zombies already. What makes them zombies? The brain… the brain… they need brains! Just this past week I had several of these faded paint monstrosities lined up in the parking lot. (They never come alone… always in a pack.) For starters an old dilapidated 1986 Dodge pickup with a slant six. This old rusted, tilting to one side relic had been at another shop for a tune-up, but as the story was told to me by the owner, the other shop tried to start it when a fuel line ruptured and caught the old truck on fire. Luckily, they managed to get it out, but the damage was already done. The main harness from the firewall to the distributor, coil, charging system, blower motor, oil sending unit, temp. sender, and the starter wiring were completely melted into an unrecognizable mass of plastic and copper. It was my job to bring this dilapidated hulk back to life. However, the original spark control computer had melted as well, and was unusable. Worse yet, the brain was discontinued eons ago with no replacement parts anywhere to be found. This zombie needs a brain, and there doesn’t seem to be an easy way to get one. At this point the only solution was to do away with the electronic brain and try to refit the old slant six with a much simpler ignition system from a decade earlier if at all possible. A lobotomy if you will. (Dr. Frankenstein would be envious.) Then there was this 2002 Mustang that moaned and groaned while dragging one foot into the shop. It needed a new BCM (Body Control Module). Call the dealer, call the parts warehouse, call everybody! Anybody! Is there a brain for this car? Nope, discontinued. Seems this particular BCM was a rather rare brain out there in zombie land, and at the time, nobody was setup to rebuild them. It seemed this car was destined to wander the city streets with the rest of the zombie mobiles. At the same time this was going on, in comes a 1982 Ford Bronco with the original Variable Venture carburetor still on it. Ok, not a brain, but just as bad. It qualifies as a zombie for sure. Trying to find a suitable replacement these days is a challenge. Ten or twenty years ago this would have been no problem to find a carb. kit (if you dared) or the Holley conversion kit for it, but not today. This trend of bringing back the dead looks like it’s only going to turn into the next zombie apocalypses. As these electronic systems get more and more complex the likely hood of your family truckster turning into a zombie is just a matter of time as each new model comes out. In some ways, I believe the manufacturers have thought this out long before there was a potential of these cars becoming zombies. In my youth it was nothing for me and a few friends to grab an old car out of a junk yard and raise it from the dead. Ya just had to throw a few shots of gas down the carburetor, add a few wires and a fresh battery and fire it up. The rust would fly, the engine would clatter, the smoke would billow out from under the hood, as the exhaust roared out of every crack in the manifold. Those days are long gone now. They may have engineered a longer lasting engine, better paint, and for the part, the interior can hold up to the ravages of time, however, the electronics, are their weakness. Although, these zombie mobiles seem to be coming out of hiding more often than ever before. Reviving some of these early electronic zombies may happen, but on the other hand, it may be a futile effort. The truth of the matter is… these resurrections are not as easy to do as it was so many years ago. There are countless problems that have to be overcome to bring some of these rusted heaps back among the living, especially if you’re in an area that requires emission testing. Just trying to bypass some of those early electronic brains when a replacement part can’t be found can be a real challenge. The good news is that there are a lot of guys out there tearing these brains apart and rebuilding them. But even then, there are some zombie cars that will never make it and eventually die from the lack of a brain, while others wander aimlessly from shop to shop still searching for their elusive electronic gray matter. Even after you manage to find a brain for these living dead vehicles it’s likely something else is going to go wrong. After all, being cast aside for so long, all the hoses, belts, and gaskets have dried up. Something will more likely fall off just like you would expect from any other zombie wandering around. And, you know, just as soon as the latest zombie joins the living something will undoubtedly come tumbling to the shop floor. Whether it’s coolant, oil, a belt, or perhaps no#2 connecting rod, something is not going to stay in place. Just like in every zombie movie I’ve ever watched,.one of them will always have an arm or leg falling off. It sure seems that these zombie cars follow right along with that same affliction. It’s safe to say, these relics of the early electronic era of the automotive world are in some respects the car equivalent of a zombie: half dead, half alive…and in search of a brain they may never find. So don’t be surprised if you’re at the next traffic light when an old faded-rusty-dented car with a shattered windshield, screeching brakes, with plumes of dense low hanging smoke creeping along with it, don't be alarmed, it’s just another car beginning its transformation into a "ZOMBIE CAR".
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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!
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 Joe Marconi
I hear so many mixed opinions about yelp. And not just from the auto repair shops. There are restaurants that love Yelp, others say it did nothing. I also read that the laws suits against Yelp was found in favor of Yelp, and that their business practice does not extort businesses.
I know this is an old topic, but does anyone have a solid experience they can relate to me. A real-life experience, not hearsay. Thanks in advance.