Quantcast
Jump to content


Ron Ipach

Help needed. If I'm wrong, I need to be corrected ASAP

Recommended Posts

I released a video on my blog yesterday that seems to be causing a bit of a stir. Some shop owners are saying my idea is brilliant - others say I'm totally wrong.

In a nutshell, I'm advocating giving away $100 in services for a new client referral.

The last thing I want to do is give away bad information, so I'm asking for some help to set me straight if I'm way off base.

You can watch the video here for my full explaination: http://www.captaincarcount.com/auto-repair-marketing/is-this-a-crazy-idea-or-what/

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 Forum Topics

    • Additional Services?

      My shop is in a very rural area in South Carolina.  We are mainly a new tire dealer and we have been here for over 40 years.  We repair and replace everything from hand truck tires all the way up to large radial rear tractor tires.  We do alignments, brakes, front end suspension work, batteries, and oil changes.  We have been successful at what we do, but I see the effects of the internet and additional competition from car dealers, big box, etc. on tires and rims.   I took over from my dad about 3 years ago and I added oil changes and focused more on the alignment and front end suspension work, which has been great.  I have a great alignment and suspension guy.  My background is more finance and the business side of things as opposed to the mechanical side of things. I would like to get into doing more for our customers.  I want to get some opinions on what types of services we should offer, and how I can find a decent general maintenance tech.  I don't think that we should jump full on into engine and transmission work, but I could see doing things like master cylinders, ac work, fuel filters, general maintenance, etc.    I am going to have a pretty steep learning curve on this, so any pointers you guys could provide will be appreciated.  

      By Hammer, in Auto Repair Shop Management Help? Post Here!

      • 4 replies
      • 834 views
    • Enhanced your vehicle multipoint inspections with Video

      Has any signed up or know of this product? "Truvideo" BG has partnered with a company called Truvideo.  The process allows you to take a short video of the car and document any issues. The video is then sent to the customer, either thru a text message or email. The tech or service advisor narrates the video.  The customer can see on video things like worn brakes, worn tires, a leaking hose, etc.   I think that this has its place in the multipoint process. Below is a link for more information. Your thoughts? https://www.bgprod.com/programs/truvideo/  

      By Joe Marconi, in The Customer Experience

        
      • 7 replies
      • 644 views
    • Article: EGO vs. Abilities --- Sometimes your ego is your worst client

      EGO vs. Ability           For some reason, especially in the auto repair business,  there’s a tendency for the ego to overshadow the actual abilities  for a lot of mechanics. Sure, I can say my ego has stepped over  the line a time or two, but for the most part, the ever changing  industry usually keeps a person humble.             For some guys, there’s no stopping their ever-unchecked ego  from stepping out beyond their tool box. Especially, if they’ve  landed a position that is far above their abilities. Some of them  reach beyond the typical, “I know more than you do” level, to a  status where their ever-enlarging ego has no boundaries,  regardless if they are even qualified for such a position.            If you ever have wondered if you’re that type of person  or not, take this little survey and let’s see. Answer the following  questions as truthfully as possible. Answer each question – yes or no.    1.I know all there is to know about cars. 2.All the other mechanics are below my abilities. 3.Customers come to me because I’m the best there is.  4.Have you ever said to another mechanic, “Get out of my way, I’ll take care of this.” 5.I don’t need to take advanced classes, I should be teaching them.           If you answered any of these questions with anything other than ‘NO’, you probably need to check your EGO at the door.             It’s not hard to spot these egotistical mechanics though. We’ve all ran into one at some point in our careers. You know, that one guy that runs his mouth all the time, or walks by each service bay shouting louder than everyone else while making claims he could fix that problem faster than you can. That one guy who, when given some authoritative position, turns into a ‘mini-Hitler’. Or, the one who can’t seem to finish his own work, but at the same time, he’s awfully chummy with the boss. The kind that swings into action if the boss says ‘jump’, but never actually accomplishes a thing. Yes, we all know ‘that’ guy. Worse yet, is when these type of individuals break their ties to the tool box and move to other aspects of the auto repair industry. Like the front office.            When I was first starting out, I worked at a small local dealership as a helper. I wasn’t even what you might call an apprentice because I wasn’t assigned to a mechanic or strictly to the mechanic shop. I was more the guy who cleaned up the bays, held tools, and brought parts from the warehouse to the service bays. Everybody was great, and encouraged me to learn more and more. All but this one guy. It wasn’t long before it was universally known throughout the entire building that ‘this’ was our egotistical wrench head of the shop.            This guy had something to say about everything. You couldn’t even sweep a floor or roll up a hose without him saying something demeaning or repulsive. But, it only got worse. Apparently, his boisterous attitude made it all the way to the front office. But, being the ‘non-car-front-office-people’ that they were, and since this guy couldn’t stay in his own bay long enough to finish anything, they made the assumption he must be their gift from the wrench gods. Which, in turn, must mean he deserved a promotion to bigger and better things. They made him the shop super.            Now, his ‘little-Hitler’ mentality came out with a vengeance. Nobody was safe from the torrential down beating this guy dished out. Even with numerous complaints, the dealership head honchos still believed he walked on water. His greatest skill was not wrenching, or diagnosing, but getting rid of anyone that said anything against his ideas, or even remotely showed any signs of intelligence beyond his mental capacities. (Didn’t take much by the way)             It wasn’t long before his ever oppressive antics started to affect the quality of work and the number of customers that used the dealership service department. Soon, every tech that was left had had enough. They were all packing up their tool boxes and heading down the road. After a while, even the need to have some young kid sweeping floors and running parts back and forth wasn’t needed, because there were more empty bays than full ones now.            This egotistical maniac even thought he could teach the other mechanics and helpers something about the auto industry that apparently … only he understood. His method of instructing was appalling. It usually consisted of him shouting at the top of his lungs from the front of the room, while showing the aspects of some out of date process. He even had his own homemade jargon and squirrelly nicknames for these long forgotten components which only fit a cars that haven’t seen a service bays for decades. All the while, pointing a three foot long piece of dowel rod like if it were some sort of magic wand.            It was more like watching a circus clown trying to explain advanced quantum physics. His true attitude was even more apparent if you asked for help on something. Instead of helping, he would come over and take whatever it was you were working on and rip it completely back apart, then telling you that you did it wrong. Ya know, if you already ‘knew’ you did something wrong, how is starting over from the beginning ever going to help? Two wrongs don’t make a right, and you ‘still’ don’t have any clue what you’re doing.            But, as with a lot of these ego driven socket jockeys and little Hitler attitudes, it’s just a matter of time before upper management takes notice. However, for this dealership, it came bit too late. The place closed due to lack of work. Like ya didn’t see that coming.             So, why am I bringing this up? It’s not funny, it’s not technical… what gives? What’s the whole point of this story? It’s for you to consider the results of your actions when you’re talking with a customer or for that matter another mechanic. The fact that a customer or fellow mechanic doesn’t know what you know, is probably the very reason your customer or that mechanic was asking you for your advice.             You may find that technology is starting to pass you by because you’ve spent way too much time telling everybody that you know it all, instead of studying that very technology you claimed you knew. (You can only BS them for so long) Maybe, it’s time for you to eat a little humble pie and accept the fact that you need to advance your training just to be able to do what you thought you already knew how to do.            It’s easy to find yourself in this business thinking you’re above reproach. But, honestly, we all can learn a lot about the make-up of today’s cars and even more about helping other technicians and mechanics without going to the point of becoming the next little Hitler.            Years ago a mechanic’s job was all about turning bolts, twisting screws, and adjusting cables. Today, the stereotypical mechanic doesn’t really have a place in the service bay on a daily basis. Tomorrow’s tech is here today. That’s the guy or gal that is heavily involved with advanced electronics, data lines, and computer strategies, but they still need to turn those nuts and bolts just like before. Above all, the auto repair business is on the brink of being so sophisticated of a career choice that the shade tree adventurer will be hard to find.             Every mechanic needs to learn and understand today’s vehicles to be profitable and to be respected in the industry as well as with their clients. It may take a while to bring the world of automotive repair up a few notches from that old stereotypical mechanic we all knew. But, we could all start by showing a little more respect to others, as well as ourselves and especially to our fellow mechanics. 
      View full article

      By Gonzo, in AutoShopOwner Articles

      • 3 replies
      • 110 views
    • Shop Owners: You don’t have to answer every question for your employees

      As shop owners, we sometimes feel that we need to answer every question and handle every situation. While you need to be proficient as a business owner, you also need your employees to think for themselves.  Empower your people to solve problem.  Ask them for their opinions and don’t be too quick to jump in on every situation.  The more you jump in and solve their problems, the more they will rely on you. This is not to say you don’t have their back; but a team functions best when everyone takes ownership of their position and takes responsibility to take care of problems. Will employees make mistakes? Yes.  But there isn’t a shop owner on this planet that has a perfect record at making decisions.  We all make mistakes. As a shop owner; teach, mentor and coach.  Include your employees in on decisions that relate to their job position.  When employees feel you trust them, they will begin to solve their own problems. This will set you free to work on the things that will bring you greater success.

      By Joe Marconi, in Joe’s Business Tips For Shop Owners

        
      • 2 replies
      • 290 views
    • Shop Owners; Take time to recharge this weekend

      There's a time to work, and there's a time to relax a bit. We are in the middle of a three- day weekend; Labor Day. The very name Labor Day should make us all think about how hard we work all year long.  We need balance in our lives. We need time with friends and family.  So, take a break and recharge your batteries this holiday weekend. It will do you a world of good.  Trust me, the business will be there after the weekend is over.  Happy Labor Day Weekend!  

      By Joe Marconi, in Joe’s Business Tips For Shop Owners

      • 0 replies
      • 127 views
  • Similar Tagged Content

    • By JustTheBest
      How can it be true that an independent auto repair shop almost doubles the price of their oil change service without raising their shop rates, parts pricing or adding any more costs? I know, sounds crazy, but we've done it. I am releasing the information shortly - but this short video explains it all.

      There isn't anything to buy - no sneaky sales pitch - nothing. It's just about how we used a new tactic to present our oil change prices. All the details are being released next week - so you'll want to subscribe (that's FREE TOO!) so you won't miss a thing!

      Hope this helps!
      Matthew Lee
      "The Car Count Fixer"
      Join the Conversation on YouTube at Car Count Hackers!
    • 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
       
  • AutoShopOwner Sponsors



×