Quantcast
Jump to content


JustTheBest

The State of The Auto Repair Shop Industry in 2017

Recommended Posts

Struggling in today’s new economy, trying to build your car count and make the money you know you deserve while “big box” auto repair, new car dealers and that ‘price cutter’ down the street “eat your lunch?” If you’ve tried to grow your repair shop and profits but have failed, it may not be your fault. It could be you’re just using the wrong methods and tactics. 

You’ve heard that old adage “It’s not what you say… it’s how you say it”, right? Truth is, that applies to just about everything in life – and especially your marketing and advertising. 

There’s no shortage of schemes and scams sold as “new marketing ideas” along with “gurus” that go on and on with solutions as they tell you to “just send them a piece of mail”, or “just send them an email” or even “just send them a text” – but it’s the message that’s important – not the way you send it. 

So you’re left asking “Is it really is possible to grow your car count and profits?” It is, but first let me tell you a little about myself. 

I owned a repair shop just like you – and I struggled. In fact, I faced bankruptcy – looking it straight in the eye. It’s not pretty. It wasn’t until I focused on specific direct marketing strategies and developed a deeper understanding of ‘how customers think’ that I was able to turn my shop around and finally get what I wanted out of life.

Today, working strictly with auto repair shops to grow their business, I research and develop marketing strategies and tactics to the point it’s consumed and embarrassingly large amount of my time and energy. Family and friends say that my pursuit borders obsession. They’re wrong. I crossed the line long ago. 

I know of no subject more fascinating - yet often more confusing. The confusion is not only unfortunate; it’s largely unnecessary. 

In reality, given today’s fast pace world and unlimited opportunities, it has never been easier to stand out and steer clear of the 5 dangerous trends that each shop faces. It doesn’t require good looks, a silver tongue, charisma or a magnetic personality. It’s really simple when you cut through the smoke and mirrors. Cutting through the smoke is the hard part. 

In fact, if you haven’t grown your car count, profits and lifestyle to the level you want, it likely has nothing to do with you. It’s not your fault. 

Given the shell games of strategies being sold like “shovels and maps at the gold rush”, it’s a wonder we still have an independent repair shop industry at all. 

If this barrage of schemes, programs and complicated systems has left you more confused, take a deep breath and relax. We’ll take aim at this confusion, blow away the smoke and remove the mirrors and make things as simple as possible – and we can work miracles. 

But first – we must clear the smoke. 

When you get down to the “nitty gritty”, it’s all about direct response strategies. Thousands , or even hundreds of thousands of postcards sent to the wrong market with the wrong message can’t compare to a single well organized, tested and proven strategy. It’s those simple, effective and proven ways shop owners that know me make money every single month. 

How do they know they’re making money? They deploy simple systems and track everything - because the numbers don’t lie. Above that, those shop owners understand that there really are only 3 strategies repair shops need to focus on. 

Those 3 Strategies – known as “The Auto Shop Marketing Pyramid” cuts through the clutter and confusion that’s being pushed and sold to you – while making your marketing plan simple; regardless if you’re a new shop – or if you’ve been in business for years. (I cover that in detail in “The Auto Shop Owner’s Unfair Advantage” and you can get unlimited free access to Module 1 below.)

Don’t let yourself get caught chasing “shiny objects” and the latest “new-fangled-thing”. Marketing hasn’t changed in decades – delivery channels certainly have – but marketing hasn’t. 

Put your shop on a strict diet of “direct response marketing strategies” that work time and time again – and don’t get fooled by those “shiny objects” and so called authorities that lead you like a horse chasing a carrot. 
Hope this helps!

Matthew Lee
"The Car Count Fixer"

Get "The Official Guide to Auto Service Marketing"

Fix Your Car Count in 17 Minutes... Guaranteed!

The Shop Owner's Unfair Advantage FREE Access

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 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 JustTheBest
      I'll show you 6 Ways to Get More Customers in 6 Days or Less
      … and I’ll show you how we do it Without Crazy Coupons, Discounts or Money Sucking Advertising

       
      Join me this week on this training webinar and you’ll discover….
      The exact steps we take to get more customers. This is NOT about telling you what to do - I'll show you everything, step-by-step so you're never left guessing. Exclusive "behind-the-scenes" look at exactly how we do it. I'll even pull the curtain back and show you everything! Never done before - LIVE Interactive on the webinar that let's you experience everything! In less than an hour, you'll see everything, I'll show you everything step-by-step and you'll experience it all too! It's about the business that supports you and your family - isn't it worth an hour of your time?
       
      Matthew Lee
      "The Car Count Fixer"
      P.S.: Join me on this training webinar this week! FixYourCarCount.com
       
    • By Ron Ipach
      It's finally time for you to enjoy less stress and take more time off, all while putting more money in your pockets.
      Would you like to know how? After helping over 6567 repair shop owners achieve the shop of their dreams, I've put together my most anticipated Webinar yet:
      What The Top Auto Repair Shop Owners Know That You Don’t: 
      How a Small Minority Are Pocketing Six-Figure Incomes
      I'm Interested - Sign Me Up! Need More Incentive?
      On This Free Online Training Webinar, You’re Going To Discover: 
      The 4-step business model that’s been quietly converting struggling shop owners into multiple $100,000+ per year earners, while enjoying their businesses more than they ever have before… How making a few important shifts in your business RIGHT NOW will protect you from being swallowed up by the massive changes coming in the industry… Why most advertising efforts by shops today are a total waste of money…and where you should be focusing all of your efforts right now to attract the best high-quality customers to your shop… A simple process for converting those annoying price shoppers into paying customers…and selling your services at higher prices than your competitors… And much, much, more! Don't waste any more time, take the steps to change your life, and better your business!
      CLICK HERE TO REGISTER
       
       


×