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Thanks for stopping by. There’s a lot of recent discussion about oil changes; who’s doing Your Customer’s Oil Change; And other topics related to getting more “car count”.
My question is, “What are you doing for your shop to increase car count? Is it working? If not, what’s your struggle?
Thought it would be a good place to “compare notes” and see what’s working for those that want to share.
Looking forward to your comments, likes, dislikes and anything you want to share.
“The Car Count Fixer”
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By Ron Ipach
You might be thinking I'm going crazy, right? Talking about advertising in the Yellow Pages in this day and age, but for some shops, advertising in the Yellow Page still makes sense. Now, bear with me. Don't stop and think I've gone off my rockers. Let me explain what I'm talking about:
Everybody's clientele is different. What is the average age of your clientele, of your better clientele? You want the people that are coming in and spending money with you. If you're finding that you have an older clientele, chances are, most likely, they're still using the Yellow Pages. Admittedly, I had to go over mom and dad's house to get a Yellow Pages because I don't have one at my home, but look, I'm not of the age demographic that is off of the internet.
A lot of people are on the internet but quite a few people are still intimidated by the internet, and they're more likely to grab a Yellow Pages and search for a business to do business with. We don't want to alienate them, and if you're staying out of the Yellow Pages, you have a 0% chance of them ever calling your shop. This isn't for everybody. I mean, All I've been doing recently is broadcasting the importance of getting found online and getting referrals. Look, I get it, and I can't wait to hear the comments down below the post after this. For some, as a matter fact, for a lot of auto repair shops, advertising in the Yellow Pages still makes sense.
If you recall, if you go way back depending on how long you've been in business, when I first started working with auto repair shops about 20 years ago, Yellow Pages was the dominant place where everybody advertised. If you remember what it was, it was very expensive and there was just page after page after page after page of display ads, and your chances of getting noticed amongst all that noise were pretty slim and none.
Everybody hated the Yellow Pages because it was so expensive, but I found a way, and a lot of my clients found a great way to put in a really good ad and get a lot of business from the Yellow Pages. If you've been with me for a while, you know my style of advertising is a lot different than what most other people will do. The ads that we put in the Yellow Pages actually got a ton, and I do mean a ton, of phone calls, from perspective clients. If you put together a kick-butt ad now you could get the same results.
I currently have a Greater Cincinnati Yellow Pages book here with me. I'm in a suburb just north of Cincinnati. There is an entire auto repair section. It starts on one page and it ends on the very next page, and that's it. A front and back of one page is all it is. Remember, this used to be pages and pages and pages of display ads. Right now, display ads, this one has one, two, three, four, five. Five display ads on this side, and we've got a small ad right here and an even smaller little in-column ad, a couple over there, and that's it.
That's for all the auto repair shops that are in this area, and there are quite a few of them, by the way. Everybody else has decided to stay out of the Yellow Pages. Remember the problems with the Yellow Pages before. They were busy. There were too many, too much competition. They were expensive. Right now, that's not the case, so that's the reason why I would encourage shop owners to maybe look at using the Yellow Pages if you're trying to attract an older clientele.
Again, if you find your older clientele are not the demographic that you're going for, then the Yellow Pages is the wrong idea, but if you're in a retirement community, if there's a lot of elderly people around you and you want to attract them to your shop, this could be a really good place because they still use this. They're not walking around with their mobile phones looking for a shop to do business with. They're actually still using the Yellow Pages.
There's a lot less competition. The ads have gotten extremely cheap compared to what they used to be. The Yellow Page reps, the reality is since everybody's shying away from the Yellow Pages, they're giving great deals. I mean, they're giving away everything possible to get you to advertise in the Yellow Pages.
Leave no stone unturned. Investigate the possibility. Look at the clientele that you have. You might even start asking people, "Hey, do you still use the Yellow Page, Pages?" and if a lot of them do, that might be a really good place for you to start advertising again.
-- Ron Ipach (a.k.a Captain Car Count)
President/Founder of Repair Shop Coach More articles and content like this and originated through Ron Ipach's Car Count Daily campaign Auto Repair Shop Owners, Managers, and Automotive Industry Professionals are invited to join 'Car Count Daily Boosters' LinkedIn group to provide resources and gain insight on boosting car count DAILY and filling up the bays in their shops.
By Joe Marconi
According to a recent survey featured in the May issue of National Oil and Lube News, 38% of the motoring public usually go to a new car dealer to have their oil changed. Second place was a quick lube and third place was the traditional auto facility.
Now, I have to admit, this survey was done by a publication dedicated to the Quick Lube industry, so I am not sure of any bias here. But it is worth taking note that the people polled were car owners from across the country. And, in spite of what we think about the new car dealers, they do want to penetrate the consumer market we took for granted for so many decades.
The point is that in today’s competitive climate we need to take a proactive approach to our business. Anyone who knows me or reads my articles and posts know I have been preaching this for some time now.
We also need to be convenient and deliver world-class service. We need trained people on the phone and on the service counter. Of course you need quality techs, training, information systems and the best equipment. But, look at your business through the eyes of your customers. That will tell you your next marketing strategy.
If I were you, I would do my own survey….find out for yourself….Who’s changing YOUR customer’s oil?
By brian lorenzo
I am need of some advise. So the last year and a half we have had an up and down roller coaster of a ride. I have spent pat of my time trying to get our newest location up and running and neglected our original. In that time I have had a rash of "bad" employees, both techs and counter people. Quite a few upset customers and quite a turn over. 1 or 2 in particular have completely destroyed our reputation. We lost our core clientele as well as low car caking l, aro and overall phone calls and business. During this stretch, we would have great months when I or my GM would be there full time, then the complaints, and crash when we relaxed. April this year we had our worst month since 2008 right after 4 consecutive good months. Does anyone have any type of suggestions on how to go about repairing the damage that has been done?
Hello ASO Member!
You may not know, but a couple of years ago, I released “The Shop Owner’s Unfair Advantage”. It was a 5 week training course to help shop owners fix their car count.
It became the world’s only marketing course designed specifically to help auto repair shop owners.
But over time, things change, so I updated that course.
“The Shop Owner’s Unfair Advantage 2.0” was released earlier this year with great success. The difference is the 2.0 version includes
Marketing Strategies that are working today (tested and proven) over 7 hours of video, plus downloadable and printable manuals for each module Unlimited Access any time you want. You can review classes at any time– even if it’s 2:00 am Sunday morning I not only detail “step-by-step” the campaigns that I’ve used with private client shop owners, but I actually give you all the “fill-in-the-blank” templates to duplicate these campaigns yourself! That’s like having me sitting at the desk beside you while you market your repair shop! And a bunch more too! Because of the success of this course, I’ve decided to open up UNLIMITED ACCESS to Module 1 for FREE! (There’s that “F” word!). But this is a limited time offer and may be removed at any time without warning.
Click here and You can get access right now.
What’s “The Shop Owner’s Unfair Advantage 2.0” include?: The complete course covers…
11 Ways to Make More without spending a dime The 5 Dangerous Trends that Your Shop faces today! The Auto Shop Marketing Pyramid – the only three strategies you need! 21 Hard Cold Facts about Marketing On-line The one small change that Google Made that wiped out 1,000’s of repair shops – and how to fix it! UXO Optimization – How to Optimize User Experience on your website Multi-Dynamic-Home Pages – Use this trick to triple or quadruple your online exposure What “Schema” is all about – and why you need it! How to Market to Current Customers The Secrets of Text Message Marketing Direct Mail Secrets (Yes, it’s still really, really profitable!) Fill in the blank Templates – copy, paste and you’re done! Secrets of getting more Customer Referrals in a month than most shops get all year! How to get the right Testimonials that sell! … and lots more! Get instant access right now!
If you have any questions, you're welcome to contact me directly or through this forum.
Hope this helps!
"The Car Count Fixer"