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My son is not in the automotive industry. He is in the commercial real estate business. However, the workplace problems are the same. Recently, his frustration with the heads of the company reached an all-time high. When I asked him why he doesn’t speak up and let the leadership know how he is feeling, he responded, “Anyone who has voiced concerns or issues has been viewed as weak and incapable of doing their job. I don’t want to be viewed like that.” This is an example of a toxic work environment.
If you are a shop owner, you are a leader. And leaders must be approachable. That means that you are willing to hear the concerns of others and have them express themselves. It also means that while you may not agree with someone’s perspective on an issue, it is their perspective, and that viewpoint needs to be recognized and respected.
Make it known that you want to hear the opinions of others. Literally, ask for input from others. And thank those that speak up. Now, I am not saying that you need to act on every concern or opinion. That would not be realistic. But just listening may be enough. And you never know, someone in your company may have an idea that you never thought about and even improve your business.
Our panel discusses the topic of language and terminology changes in the automotive aftermarket service industry. It's important to use clear and professional language with employees and customers, as well as the significance of honesty and trust in communication. They also touch on the distinction between "technician" and "mechanic" and the need for ongoing training and teamwork. We hope that our discussion will inspire you to reflect on your own communication practices and make necessary improvements.
Chris Cloutier is co-owner of Golden Rule Auto Care in Dallas Texas and CEO of Autoflow. Chris’s previous episodes HERE
Shawn Gilfillan, Automotive Magic, Kenvil and Lake Hopatcong, NJ. Shawn’s previous episodes HERE Jon Kloosterman, Director of Operations, WestSide Service, Zeeland, MI. Jon’s previous episodes HERE Show Notes:
Industry Terminology: It’s Time to Change it. Can You Get Behind This? [RR 571] The mindset shift (00:02:07) Discussion on the importance of mindset in implementing changes and improvements in the automotive business. Rock star or not? (00:03:38) Exploration of the language used to describe employees, specifically the term "rock star" and its potential negative connotations. Customers or clients? (00:06:06) The significance of referring to customers as clients and the impact it has on the professionalism and relationship-building within the business. The value of language in communication (00:07:54) Discussion on the importance of language in communication with clients and staff, and the use of terms like service writer, service advisor, and service consultant. The shift from mechanic to technician (00:11:08) Exploration of the evolving role of automotive professionals from mechanics to technicians due to advancements in technology and the need for specialized skills. Developing teamwork and efficiency (00:16:09) The benefits of pairing young technicians with experienced ones to boost efficiency and create a sense of teamwork in the shop. Using inclusive language and emphasizing teamwork (00:17:16) They talk about the importance of using inclusive language like "team members" instead of "employees" and how it fosters a sense of unity and common goals. Being mindful of communication and emotions (00:19:47) The conversation shifts to the significance of being aware of one's emotions and communication style, especially when dealing with employees, and the impact it has on team dynamics and employee retention. The importance of language and communication (00:23:28) Discussion about the need for patience and grace with young employees, the importance of using positive language with customers, and the impact of words on customer experience. Empathy towards customers (00:24:20) Emphasizing the importance of empathy and understanding towards customers, recognizing that they may be going through difficult situations, and the role of service teams as counselors. The power of effective communication (00:26:21) Highlighting the art of effective communication, the significance of practicing communication skills, and the introduction of Remarkable Results Toastmasters group for leaders in the automotive aftermarket. Creating an Identity (00:31:16) Discussion on turning actions into identities and empowering employees to take action. Affirmations and Positive Thinking (00:32:05) The importance of affirming ourselves and using positive language to combat negative thoughts. Standardizing Terminology (00:36:39) The need to standardize industry terminology and eliminate confusing acronyms when communicating with customers. The invoice vs. work order discussion (00:38:25) The hosts discuss the terminology used in the automotive industry, specifically the difference between using the terms "invoice" and "work order" when interacting with customers. Understanding AI and big data models (00:40:09) The topic of artificial intelligence (AI) and the role of big data models in shaping AI responses and interpretations. The importance of effective communication (00:44:21) The significance of effective communication within teams and with clients, highlighting the impact of words on professionalism and everyday interactions. Thanks to our Partners Shop-Ware and Delphi Technologies
Shop-Ware: More Time. More Profit. Shop-Ware Shop Management https://getshopware.com/
Delphi Technologies: Keeping current on the latest vehicle systems and how to repair them is a must for today’s technicians. http://DelphiAftermarket.com
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By Joe Marconi
By Ruben Van Zenden
Today, we simply cannot ignore social media, everyone is using it whether you are a fan or not. Personally, I think it has its negative and positive sides.
I have been looking at 100+ car repair shops and noticed that only a hand full are using social media marketing, for example, Facebook advertising.
Why are so few car repair shops making use of this, in my opinion, great opportunity to increase car count?
How do you know when to use Google Ads vs. when to use Facebook ads? The answer is rather simple but not always obvious. Join Kim and Brian as they explore the various situations when you would use each very effective digital advertising type!
Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops
The difference between Google ads and Facebook ads (00:00:52) The speakers discuss the surface-level differences between Google ads and Facebook ads, with Google being used for search and Facebook for brand awareness. Using Google ads for retargeting (00:01:41) The guest shares a pro tip on using Google to search for products and then getting retargeted ads on Facebook from other potential companies. Using Facebook to find things (00:03:28) The speakers discuss using Facebook to find products or services by searching on Facebook Marketplace and getting targeted ads. The importance of Google ads (00:06:56) Google ads are effective for reaching people who are actively searching for auto repair services. The minimum budget for Google ads (00:07:34) A minimum budget of $1200 per month is recommended for Google ads to compete with other sponsored shops. The need for brand awareness advertising (00:10:47) Brand awareness advertising is necessary to replace lost customers and stay in front of potential customers. Staying in front of people and educating them (00:14:08) The importance of educating your audience about the services you offer and staying in front of them to retain clients. Facebook and Google ads for brand awareness (00:15:29) The differences between Facebook and Google ads for brand awareness and staying in front of people who are not necessarily looking for auto repair services. Targeting and geographic parameters for Facebook ads (00:19:00) The importance of setting geographic parameters and targeting correctly when running Facebook ads to avoid wasting money and getting poor results. Housekeeping and Engagement Opportunities (00:21:16) Housekeeping matters such as sending marketing questions, joining the Facebook group, and leaving podcast reviews.
How To Get In Touch
Group - Auto Repair Marketing Mastermind
Website - shopmarketingpros.com
Facebook - facebook.com/shopmarketingpros
Get the Book - shopmarketingpros.com/book
Instagram - @shopmarketingpros
Questions/Ideas - [email protected]
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