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I want to talk about collecting the right information from every one of your customers while they’re in your shop. What do I mean by that? When we’re talking about marketing, it’s important that we collect all the current information that we have on our customers so that we can continue to market to them. Marketing to your current customers, it’s like picking the low-hanging fruit. It’s the easiest group of people to get back into your shop, so we want to make sure that we collect all the data that we can from our customers while they’re sitting right there in our shop.

Obviously, what you want to do it get their correct name. Make sure their name is spelled correctly. Have that in you database.

Then, also, we want their mailing address. Everybody’s got a place they’re living. They’re not living in their car, chances are. So we want to make sure that we get their home address so that we can mail something to them.

The next thing on the list is we want to make sure we get their e-mail address. We want to make sure that we’re getting the right e-mail address. Not the e-mail address the junk e-mail that a lot of people, including me, I have a junk e-mail address that I give to everybody because I don’t want them to contact me. We want to make sure that we get their actual e-mail address. The one that they actually do check. It’s very important you do that.

Then, the next thing that I want to make sure that you get is the two phone numbers that they have. One is their home phone number. Some people don’t have home phones anymore. I happen to still have a home phone number. If they don’t have their home phone number, certainly, they have a cell phone. You want to make sure that you’re collecting that data as well.

What you’re going to be able to do with all this, if you have a home address, you can send them a piece of mail. If you have an e-mail address, the good e-mail address, you can send them an e-mail. If you have their home phone number, not only can you pick up the phone to call them, I call it dialing for dollars when you’re on your slow days to see if you can get some of them to your shop, but you can also do something. It’s a technology called the voice broadcast where you record a message, and it blasts it out to everybody’s home phone number and leaves a message just like you would’ve left a message on their voicemail by calling their home if you called them one by one. This is different, where you just record it one time and it blasts it out to everybody. Then, if you get their cell phone number, you can send them a text message, and 99% of text messages get read, and 95% of them get read within the first five minutes. So it’s a very valuable way to be able to market to them.

But none of this is going to work for you if you don’t have the accurate data in your database. So here’s a suggestion that you start right now, today, with the very next customer that walks through the door and you start collecting that data. Think of it like when you went to the doctor’s office the last time. What they did is they handed you that clipboard and said, “We’re updating our records. Please fill all this out.” You can protest all you want, but they’re going to make you fill those forms out every single time you go in. Why? They have insurance forms that they need to fill out, and they got to make sure everything’s accurate. You, you need to market to them. You got to run your business off of this data. So require that they fill out each and every one of those lines. Their name, their e-mail address, their phone number, their cell phone number. You want to make sure that you collect all that data so that you can market to them.

Just assume that they’re going to give you that data and no questions asked. If you just ask for an e-mail address, now there’s a dialogue that kind of goes back and forth. If you simply hand them a form that says “We need all this information for our database, for our records,” they will go ahead and fill that out. Make sure that you get that done.

You also, at the bottom of that form, you want to have like a little disclaimer that by singing below, and you want to make sure they sign it, by signing below, you are allowing Ron’s Auto Repair to contact them by mail, by phone, or any other electronic means necessary. You want to have that little catch-all, cover-your-butt legalese on there so that when they sign it, they literally have given you permission to market to them using all of those means.It all starts with good information if you want to be able to market to your current customers. Your current customers are your best source of income, and we’ll cover that on other videos like this. You got to make sure that you have the data first so that you can market to them in the future.

 

note: Be sure to watch the replay of my Live Webinar

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  • 3 weeks later...

“Then, also, we want their mailing address. Everybody’s got a place they’re living. They’re not living in their car, chances are. So we want to make sure that we get their home address so that we can mail something to them.”

You changed your terminology and if your audience doesn’t catch it, it’s a fatal mistake when contacting your customers.  I know, I made it.  I stopped asking for their “address” or their “home address.”  I started asking for their MAILING address.”  Because even though some people have an actual home address, they don’t or can’t get mail there.  In my area there are several cities/towns/village/suburbs that have street addresses but all mail must be sent to a P.O. Box.  Send your letters to their home address and it will get returned.  So make sure to ask for their MAILING address.  Likewise, when you’re writing up a work order, ask for a good number to contact them at TODAY.  Their home number does no good if they are out shopping.  Their cell phone number does you no good if they are like my ex-wife who has to leave her phone in her purse in her locker in the basement. 

 

“The next thing on the list is we want to make sure we get their e-mail address. We want to make sure that we’re getting the right e-mail address. Not the e-mail address the junk e-mail that a lot of people, including me, I have a junk e-mail address that I give to everybody because I don’t want them to contact me. We want to make sure that we get their actual e-mail address. The one that they actually do check. It’s very important you do that.”

Do you really not see the irony, the hypocrisy?  IF your customers wanted you to contact them by email, they would NOT give you their “junkmail” email address. So by demanding a good email address you are only alienating them and if they don’t want you to have their good address and you coerce it from them and  then use it, you are only further alienating them.  Marketing is supposed to build positive feelings and top of mind awareness, not anger and dissention.  If they want you to contact them via email, they will give you their email address willingly, don’t demand it.  Something I have noticed more and more lately is clerks asking for my phone number.  I tell them they don’t need it.  You know what?  They don’t.  They continue without my phone number.  Just like the self-serve checkouts, ANY place that demands my phone number or my email address for me to give them MY money will instead get a cart of un-purchased items as I walk out. 

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On 6/6/2017 at 11:50 AM, Ron Ipach said:

I want to talk about collecting the right information from every one of your customers while they’re in your shop. What do I mean by that? When we’re talking about marketing, it’s important that we collect all the current information that we have on our customers so that we can continue to market to them. Marketing to your current customers, it’s like picking the low-hanging fruit. It’s the easiest group of people to get back into your shop, so we want to make sure that we collect all the data that we can from our customers while they’re sitting right there in our shop.

...

Then, the next thing that I want to make sure that you get is the two phone numbers that they have. One is their home phone number. Some people don’t have home phones anymore. I happen to still have a home phone number. If they don’t have their home phone number, certainly, they have a cell phone. You want to make sure that you’re collecting that data as well.

...

Then, if you get their cell phone number, you can send them a text message, and 99% of text messages get read, and 95% of them get read within the first five minutes. So it’s a very valuable way to be able to market to them.

 

Right on regarding the effectiveness of text messaging. That's simply the way most people communicate these days and they appreciate it if you make it easy for them.

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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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