[Upcoming Webinar] Negative Reviews: Making them work for you, not against you
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By Ron Ipach
December spells the end of 2018, and hopefully you're wrapping up what was a fantastic year for your auto repair shop and business.
Now… it’s time to start thinking about how to make 2019 an EVEN BETTER year. (Heck, let’s go ahead and plan on making it your best year ever! Right?)
By attending for this special Live Online Webinar, you're going to get the proven 4-step process that will practically GUARANTEE 2019 to be a blow-out success for you.
With these four steps, you’ll be able to…
👉 ==> DOUBLE your take-home pay (Yes, that’s not a misprint. I’ll show you how.)
👉 ==> Magnetically attract more (and even better!) customers to your shop
👉 ==> Easily sell your services at higher prices than your competitors
👉 ==> Find, hire, and keep that elusive tech you’ve been searching for
👉 ==> Put the fun back into running your shop!
If you're interested... there is absolutely ZERO cost to attend this training.
All you'll need is 45 minutes of your day set aside in order to watch this webinar live.
For the dates, times, and registration details, CLICK HERE
By Zs Automotive
I just opened an auto repair shop about 4 months ago, but I'm still working my full time job as a tech therefore I open the shop from 4 pm until 9pm M-F and 8-5 on Saturday. I'm starting to build customers but most are from referrals and neighbors I don't get much traffic cars. I'm starting to think that the hours I'm open don't really work for the auto repair business seems like after 6 everything dies. Has anyone worked this kind of hours or what do you guys think about this odd hours.
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!
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!
On June 20, the Automotive Service Association (ASA) hosted a webinar called “The Road to Great Technicians” with Chris Chesney, senior director of customer training for the CARQUEST Technical Institute.
Written by Chasidy Rae Sisk
* Attendees qualified for one credit from the Automotive Management Institute.
After ASA Vice President Tony Molla introduced the webinar’s presenter, Chesney recounted his collaboration with the National Automotive Service Task Force (NASTF) to identify the Road to Great Technicians. They began in March 2016 when NASTF’s Spring General Meeting focused on the topic of building a road to great technicians.
Chesney was asked to explain the current state of the aftermarket training industry. He defined the current state of aftermarket training as a lack of industry standards and a structured career path, unorganized training offerings, and disjointed efforts by industry organizations. However, he also identified many good building elements.
Current problems in the industry include the inability to find new talent, graduates not performing to industry standards, an inability to afford techs and the amount of time is takes to replace a technician or advisor who leaves a company because companies do not build bench strength.
Chesney stressed, “You have to invest in those new technicians, but many shops cannot find someone who can perform out of the gate, so we need to focus on growing our own and building our bench strength to overcome this problem. We have a need now for the next several years. Reports indicate that we need 80,000 technicians each year, but only 25,000 are being produced.”
Chesney identified the aging workforce, oncoming tidal wave of technology and lack of a structured career path as reasons for the significant needs for technicians. Focusing on the influx of technology, he explored the unseemly amount of data that is transferred within modern vehicles.
“It’s not the problem of education,” he said. “It’s our problem, and we’re going to look into that.”
Chesney presented a picture of the Technician Life Cycle, which included the following seven steps: secondary shadowing, post-secondary intern, entry-level apprentice, technician, senior technician, master technician and specialist; however, he noted that this does not include possible “off ramps” on the Road to Great Technicians.
Occurring after an industry professional becomes an entry-level technician, these “off ramps” include in-service continuing education and higher education, which can offer technicians a variety of paths to pursue in their careers, ranging from master technician to shop foreman to shop owner or even becoming an engineer for an OEM.
In a January 2018 meeting, the education team at NASTF identified a subcommittee of industry experts tasked with creating a framework of education around the life cycle of a technician and other job roles within the industry. This framework is intended for curriculum providers to use in order to offer a career pathway that means something to the industry and is transferrable throughout the industry. The group began with the vision that they would prescribe degrees of competencies at every skill level, focused on the safety and reliability of the ground vehicle fleet.
This Road to Great Technicians team consists of NASTF Chair Mark Saxonberg, Toyota’s Jill Saunders, WTI’s Rob Morrell, CTI’s Chris Chesney, NACAT’s Bill Haas, of Diag.net’s Scott Brown, WTI’s Mark Warren, NASTF’s Donny Seyfer, ASE’s Trish Serratore, S/P2’s Kyle Holt, DrewTech’s Bob Augustineand Cengage’s Erin Brennan.
Exploring possible solutions to the industry’s problem, this group defined 13 solution elements, starting with new and enhanced communication with parents and influencers of peripheral students, early engagement with tactile students in middle and high school, support of STEM and development of a well-articulated career path with clear opportunities for advancement and growth that students and parents can see.
The industry also needs to get involved with vocational education content to ensure these programs provide the right skills to students.
Chesney explained, “They’re producing the wrong technicians because we aren’t involved. We have to be involved. We need to design a curriculum for schools and employers to ensure that, regardless of where technicians work, they are uniformly trained for the skill level. We have to provide people with the opportunity to grow throughout their careers.”
The team also believes that the industry needs to provide internship experience, develop programs to help in-service technicians become mentors, and ensure that testing and certification programs are uniform and tiered to provide milestones for achievement. Employers also must find ways to provide wages and benefits that are competitive with other industries attracting the same individuals.
“As technicians progress through their career, it is imperative to communicate career options to ensure they don’t leave the industry,” Chesney elaborated. “Vehicle technology has accelerated to unprecedented levels, necessitating faster and more thorough technician skill development to ensure public safety. To add further credibility and value to the process, NASTF is encouraging practical examinations similar to other safety-related skills as a means to verify requisite skill level attainment. Currently, this is not regulated and we cannot keep up with the advancing rates of technology, but we need a way to prove our skills and be prepared for what’s coming, not merely what is on the road right now.”
The current state of industry education is outcome-based and not sufficient to serve today’s technology. The future of education must be competency-based with a focus on mastery of skill and validation of a technician’s mastery and development of skills that are recognized and transferable. A competency-based education offers a variable class structure and the ability to test out of the subject matter at different levels, enabling students to finish as they are able.
The Road to Great Technicians team defined a new NASTF Technician Life Cycle that includes seven steps: apprentice technician, maintenance technician, service technician, repair technician, diagnostic technician, master technician, and specialist technician.
According to Chesney, “Each step would require a variety of requirements as far as training and experience. They would also require mastery of competencies using curriculum provided by the industry, to include mentoring, demonstrated skills and self-paced curriculum. Finally, technicians seeking to advance would prove their skills through oral and hands-on exams.”
Continuing the work they have started, the team plans to provide the industry with a white paper by the end of the year, but they encourage the industry to comment and opine. While the team will be limited in size in order to maximize effectiveness, they encourage industry professionals to join NASTF and the NASTF Education Team.
The group’s vision for the future of automotive education culminates in the idea of the Automotive Institute of Science and Technology, which would include a pathway education in a project-based environment. In ninth and 10th grades, students would sample each pathway through projects designed to highlight the different aspects and career fields before choosing a specific pathway in 11th grade to focus on in their final two years of high school. Their choices would be automotive technology as a trade, business, or engineering. While obtaining their associates degree, students would enter the discipline of their choice, working in shops to gain practical experience while simultaneously acting as mentors to younger students. Chesney concluded the webinar with a question and answer session.
Article Source: https://www.autobodynews.com/index.php/component/k2/item/15820-asa-hosts-road-to-great-technicians-webinar-with-carquest-s-chris-chesney.html
Has this ever happened to any of you?
We recently went out of our way to accommodate a customers' vehicle repair request. Though the customer was argumentative about pricing, hours charged, parts used etc, they ultimately agreed to the repairs. About an hour or so later, we receive notifications of several 0 or 1 star reviews on many social websites including Yelp, Google, Yahoo, Facebook....... you name it they had an account or made a new account to put their side of the story out there.
How would you handle this? Do you feel obligated to complete the said repair?
Thanks in advance for your thoughts and opinions.