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Selling Advanced Diagnostic Services for Maximum Profit
By Ron Ipach
I wanted to make sure that all of you heard about my brand new FREE webinar I am putting on next week.
What you'll learn:
How shops all over the country are using the latest techniques and technology to attract more new customers to their shops. How to work through the clutter and uncover what actually works now, and what to keep your eye on for the future. What you can get started on right away with little or no cost to you. How to take advantage of the 'car count shortage' myth to gain an almost unfair advantage over your local competition. When:
If you're one of the vast majority shop owners who need more car count you simply can’t afford to miss this webinar.
Click here to get all the details and to register…
See you there!
If you worry you’re spending too much time and effort on non-profitable clients and price shoppers, then you don’t want to miss this Modern Shop Owner Webinar with Barry Barrett of RLO Training and RepairPal’s own Jill Trotta.
They’ll explain exactly how to determine the lifetime value of a customer…and how to increase it.
Webinar: Value of a Customer
Date: August 23, 2017
Time: 10 a.m. Pacific / 11 a.m. Mountain / 12 p.m. Central/ 1 p.m. Eastern
There is no cost to attend, but you do need to register to gain access.
Click here to save your spot
In this 1-hour webinar class, you’ll discover how to:
Increase your car count by 20%
Determine the value of every phone call
Handle price shoppers with ease
Get callers to schedule an appointment
Shave 15 minutes off your phone time
If you don’t know the value of every customer interaction, you could get bogged down with time-wasters and low-profit ROs.
Join us for this 1-hour training and learn how to increase the value of every customer.
Will we see you there?
Click here to register now.
PS: Attending live is best because Barry and Jill will answer your questions live. However, if you can’t make it at the scheduled time there will be a replay link sent. But only if you register first!
By Ron Ipach
I want to talk about collecting the right information from every one of your customers while they’re in your shop. What do I mean by that? When we’re talking about marketing, it’s important that we collect all the current information that we have on our customers so that we can continue to market to them. Marketing to your current customers, it’s like picking the low-hanging fruit. It’s the easiest group of people to get back into your shop, so we want to make sure that we collect all the data that we can from our customers while they’re sitting right there in our shop.
Obviously, what you want to do it get their correct name. Make sure their name is spelled correctly. Have that in you database.
Then, also, we want their mailing address. Everybody’s got a place they’re living. They’re not living in their car, chances are. So we want to make sure that we get their home address so that we can mail something to them.
The next thing on the list is we want to make sure we get their e-mail address. We want to make sure that we’re getting the right e-mail address. Not the e-mail address the junk e-mail that a lot of people, including me, I have a junk e-mail address that I give to everybody because I don’t want them to contact me. We want to make sure that we get their actual e-mail address. The one that they actually do check. It’s very important you do that.
You May Also Like: Putting An Auto Repair Ad In The Yellow Pages Then, the next thing that I want to make sure that you get is the two phone numbers that they have. One is their home phone number. Some people don’t have home phones anymore. I happen to still have a home phone number. If they don’t have their home phone number, certainly, they have a cell phone. You want to make sure that you’re collecting that data as well.
What you’re going to be able to do with all this, if you have a home address, you can send them a piece of mail. If you have an e-mail address, the good e-mail address, you can send them an e-mail. If you have their home phone number, not only can you pick up the phone to call them, I call it dialing for dollars when you’re on your slow days to see if you can get some of them to your shop, but you can also do something. It’s a technology called the voice broadcast where you record a message, and it blasts it out to everybody’s home phone number and leaves a message just like you would’ve left a message on their voicemail by calling their home if you called them one by one. This is different, where you just record it one time and it blasts it out to everybody. Then, if you get their cell phone number, you can send them a text message, and 99% of text messages get read, and 95% of them get read within the first five minutes. So it’s a very valuable way to be able to market to them.
You May Also Like: What's New In The Automotive Repair Industry? But none of this is going to work for you if you don’t have the accurate data in your database. So here’s a suggestion that you start right now, today, with the very next customer that walks through the door and you start collecting that data. Think of it like when you went to the doctor’s office the last time. What they did is they handed you that clipboard and said, “We’re updating our records. Please fill all this out.” You can protest all you want, but they’re going to make you fill those forms out every single time you go in. Why? They have insurance forms that they need to fill out, and they got to make sure everything’s accurate. You, you need to market to them. You got to run your business off of this data. So require that they fill out each and every one of those lines. Their name, their e-mail address, their phone number, their cell phone number. You want to make sure that you collect all that data so that you can market to them.
Just assume that they’re going to give you that data and no questions asked. If you just ask for an e-mail address, now there’s a dialogue that kind of goes back and forth. If you simply hand them a form that says “We need all this information for our database, for our records,” they will go ahead and fill that out. Make sure that you get that done.
You also, at the bottom of that form, you want to have like a little disclaimer that by singing below, and you want to make sure they sign it, by signing below, you are allowing Ron’s Auto Repair to contact them by mail, by phone, or any other electronic means necessary. You want to have that little catch-all, cover-your-butt legalese on there so that when they sign it, they literally have given you permission to market to them using all of those means.It all starts with good information if you want to be able to market to your current customers. Your current customers are your best source of income, and we’ll cover that on other videos like this. You got to make sure that you have the data first so that you can market to them in the future.
note: Be sure to watch the replay of my Live Webinar
By Ron Ipach
This is something that I'm hearing from shop owners constantly when we're talking about car count levels in their auto repair shop:
"Car count is down in my shop because cars are made better."
If I've heard it once, I've heard it a thousand times, and chances are you've probably said it yourself. Look, I'm not going to tell you cars aren't made better because that would be sheer stupidity.
The fact is that cars are made better. Cars are made to last much, much longer than they used to.
But... That's not the reason why car count is down in shops.
How do I know that? Well, a recent study came out that said the average car on American roadways is over 14 years old.
Let me say that again... The average car is over 14 years old. That's not a new car. The average. That means for every brand new car out there, in order to have an average of fourteen years, that means there's a car that's 28 years old. There is a balance there.
If the average car is 14 years old, those are the cars you work on. Right? 14 years ago the cars weren't made as good as they are now, and even if they were, they're 14 years old right now, odds are that they're going to need a lot of maintenance now or in the near future. It's important to make your shop available for those repairs.
Don't get caught up in the thinking that the car count is down simply because cars are made better. Those cars that are made better are not your business. Those aren't the ones that are going to give you more cars in your bays and increase your profitability. The most of a shop owner's profits is going to come from the cars that are older, and the average car is much older than it used to be.
Clear the "cars are just made better" excuse out from your mind, understand that there are plenty cars out there, it's just up to you to go focus on your marketing and attract more customers to your shop.
-- 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.