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Hello ...... I'm new to this forum so bear with me lol

I've been in the automotive industry my entire life, working in retail environments, small family owned shops and a few large new car dealers. My wife and I are trying to open our own place and are currently in the middle of financial projections. Part of that is estimating our fixed and variable costs. We are in NH and I've been getting rough estimates for liability insurance for the business from a number of different Insurance companies. These estimates are all over the map! Anywhere from $900 a year to almost $6000! My question for the forum is ....... does anyone have a realistic idea of what this coverage should cost?

Thanks

Dve

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  • Similar Topics

    • By Mail Shark
      In today’s hustle and bustle world, consumers want to work with companies that make doing business easy & convenient.
      If your auto repair shop offers online appointment scheduling, you most certainly want to include content that conveys that message on your direct mail and other marketing. It can help position you as the local repair shop that makes doing business easy by giving customers another convenient way to schedule their repair or maintenance services.
      As a standard, I suggest my clients add the following verbiage or a variation of, positioned above their phone number and website
      “Call Today or Conveniently Schedule Online”
      484-202-3960
      TheMailShark.com
      In addition, I recommend utilizing a QR code, that when scanned takes your customers directly to your online appointment scheduling web page. Customers that are apt to schedule their appointments online will no doubt appreciate the convenience, making it even easier for them to book their appointment from their smart phones or tablet by simply scanning your QR code as opposed to having to type out a long URL such as:
      advancedautorepairream.com/appointments
      Attached is an example showing one side of a 5.5x10.5 Direct Mail Postcard:
      Now, I know what many of you may be thinking, “Do people still use QR Codes?” I’m not using my psychic abilities; I’ve simply been asked countless times by auto repair shop owners. Many shop owners seem to think QR codes are a thing of the past, however, this couldn’t be further from the truth.
      The QR code market is on a steep rise. According to Juniper Research, by 2022, 5.3 billion QR code coupons will be redeemed by smartphones and 1 billion smartphones will access QR codes.
      In my opinion there is no reason you should not be using this technology. Utilizing a QR code can’t have any negative affect on your business and there is only upside potential to add more convenience and make your shop easier to schedule an appointment with.
      A few final thoughts:
      It’s important to note, after creating countless QR codes for auto repair shops, I have noticed that when clicking on the online appointment scheduling link on many shop websites, it does not take you to a different URL when accessing the online appointment page. Instead, it keeps you on the same page you are on with an online appointment scheduling pop up. If this is the case on your shop’s website, you will not be able to link a QR code direct to your specific online appointment scheduling page. You can still utilize it to drive your prospects to your website and then from there they will have to navigate to this page as compared to them scanning the QR code and landing directly on your online scheduling page.
      If your shop doesn’t offer online appointment scheduling, you can still utilize QR Codes for many different things. Below is a short list to give you some ideas of what QR codes can easily link your customers to.

      ·    Any Website URL
      ·    Google Maps Location
      ·    Facebook
      ·    YouTube Video
      ·    Contact Details
      ·    Image File
      ·    Etc. etc.
      Finally, we have some PRO Tips to help you get the most out of the use of your QR code.
      PRO Tip #1: Basic QR codes should be FREE from your direct mail partner and many QR code services give you the ability to create a special QR codes that allow you to track the number of times your QR code is scanned. You can then test the use of your QR code and have transparency as to whether your QR code is being scanned by consumers.
      PRO Tip #2: Never Use a QR Code without labeling it with what its purpose is. You will most likely get zero scans or far less using a QR code without a label.
      PRO Tip #3: I don’t recommend using more than one QR code on your direct mail marketing piece. Use the link you feel customers will find the most convenience in and stick with a that one.
      PRO Tip #4: You can also create custom QR code images to further enhance the appeal of your QR code. This is typically with paid QR code services. Attached is an example of how Mail Shark created a custom QR code to make it seamless for our prospective auto repair shop clients to get a quote and samples.
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/AutoDirectMail
       

    • By Alex
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    • By Joe Marconi
      We all have those customers that focus on price alone. And we all struggle with our persistent attempts at converting them into believers. Believers of the concept that, while we cannot totally dismiss price, it’s the value of the product or service the customer needs to consider when making a purchase. What’s funny about these customers is that each visit tends to start with a complaint about price, even before the car is looked at. We recently had a situation that started off on the wrong foot, with price being the issue; but ended up a win for us, and for the customer.
      Charlie Challenge (not his real name) arrived at our shop and asked for an estimate on replacing the timing chain for his Nissan Altima. My service advisor responded with, “Mr. Challenge, that’s a big job.  How do you know your car needs a timing chain?” Charlie replied back, “Another shop checked it out and they told me it does. Can you please give me a price?” My advisor continued with, “Well, before we do anything, we need to perform a few tests to make sure you really do need a timing chain.” Charlie emphatically replied back, “And how much is that going to cost? All you guys want is my money! I asked for one thing; a price on a timing chain and you just want to make more money on something I already know I need!” 
      It took a lot of composure, but my advisor calmly stated all the reasons why testing is the best way to go, emphasizing the fact that if we replace the chain and it’s not the problem, the money spent would be wasted. Charlie shook his head, threw the keys on the counter and authorized the testing. 
      I’ve known Charlie for a long time. He’s not a bad guy. But price is always the topic of discussion. He has told me in the past that I should take a look at what other shops charge, and be more competitive with my prices. I have told Charlie that I don’t, and never will, price my services by what other shops are charging. I have also told him to look beyond price and look at the value you get. Besides, all the quality shops that I know are pretty much the same when it comes to pricing.  
      During the write-up process, Charlie revealed to my service advisor that the check engine light had been on, and that’s why he took his car to the other shop. The other shop replaced a valve timing solenoid, but that didn’t fix the problem. He was then told that the next step was to replace the chain. 
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      When my service advisor called Charlie to tell him the good news, he was silent for a moment.  He was shocked that the car didn’t need a timing chain. He authorized the solenoid replacement, the oil change and replacing the mouse-infested cabin filter. He declined the other work.  
      I purposely did the follow-up call with Charlie a few days later.  He was happy to hear from me and told me that car hadn’t run this good in years. I had to needle him a bit, “So Charlie, are we really expensive? We saved you a ton of money by doing the tests first and not just replacing the chain.” He said, “Ok Joe, I get it, I really do this time.” 
      During our conversation, Charlie did confess that he didn’t go to another shop, but actually went to that all-knowing, all-powerful place on the internet known as Google. It was Charlie that replaced the solenoid, not realizing there were two, and not knowing how to properly test the system either.  
      When I asked Charlie why he didn’t let us replace the battery, air filter and the rear brakes, he replied, “Joe, come on, I can do that work myself, and besides, you guys are expensive.”
      Sometimes you win the battle, but it’s hard to win the war with some customers. 
       
      This story was originally published by Joe Marconi in Ratchet+Wrench on October 1st, 2019


      View full article
    • By Mail Shark
      It’s critical that you understand the pain points of your targeted prospects in relation to the products and services you offer in order to be able to strategically choose the marketing content that will be most compelling for them.  This will enable your client to react and consider you for their next repair or maintenance service.  

      For example, in a 2017 Survey from AAA, the findings show that one-third of drivers in the US could not afford a repair bill that was unexpected. 33.33% is a pretty significant number of vehicle owners that have tight budgets.
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      · Financing Options Available
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      Below is an example of a new project that just came by my desk demonstrating one of the many ways to promote your shop's financing. This example shows one side of a Jumbo 8.5x10.5 postcard.
      Included is a bullet point calling out “Quick & Easy Financing Options” under the: Why Choose Auto Clinic? section.  Since this is a critical message, we placed it first in our bulleted list based on the Primacy/Recency Effect, in order to drive home to the consumer . In other words, people tend to recall information provided at the beginning of a list (Primacy), and end of a list(Recency) better than information presented in the middle of the list.
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      Finally, knowing that 33% of drivers may be struggling financially is also a compelling reason to have a strategic coupon offering. Giving prospects the ability to save on repairs, in conjunction with providing them financing options, can help position you as the best option for their repairs.
       
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/AutoDirectMail
    • By Mail Shark
      There’s an old adage in marketing: “features tell and benefits sell.” This is critical to keep in mind when you’re promoting your auto repair shop. If your prospective customers don’t understand the features your shop offers, how they’ll benefit from these features, and why they should consider your shop for their next repair or maintenance service, you may lose them to your competition.
      The main constraint you’ll encounter when emphasizing benefits on your direct mail is usually space. There are a lot of important elements an effective direct mail advertisement should contain, all of which are fighting for valuable space. Furthermore, putting too much information on an ad can make it cluttered and hard to read, which could diminish your return. A great solution to this problem is to provide a clear, concise, and organized list of your shop’s features that can easily be scanned by your prospects.
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      Comfort
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      Convenience
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      -Do you offer same day service on most repairs?
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      -Do you offer roadside assistance?
      -Do you offer online appointment scheduling?
      Trust
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      Pro Tip: Make sure you give your list of benefits a header. Something like: “Why Choose XYZ Auto” or “Our Benefits For You.” or “10 Reasons to Choose XYZ”
       
       
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/Auto-Direct-Mail


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