By Elite Worldwide Inc.
Keep Your Shop's Summer Momentum Going!
Elite's Supercharge Your Shop, a series of 4 live online courses for shop owners, starts Sept 14th!
Learn to master your shop's numbers, recruit the top techs & advisors, maximize employee productivity, fill up your bays with your ideal customers and more!
These live online courses will be taught by industry superstars Joe Marconi and Kevin Vaught, who have both experienced extraordinary success as shop owners, so everything you'll learn has been proven to generate extraordinary real world results!
You have the option to either enroll in the whole Supercharge Your Shop course series, or pick and choose the individual courses that will help your shop the most. Here's the course schedule:
Sept 14-15 - Mastering Your Shop's Numbers and Cost Control
Sept 16-17 - Hiring America's Top Techs & Advisors
Sept 21-22 - Maximizing Employee Morale, Productivity and Profits
Sept 23-24 - Filling Up Your Service Bays with the Ideal Customers
To enroll in the complete series of these 4 live online courses, just visit our Supercharge Your Shop Page to reserve one of our last openings!
By Joe Marconi
We, automotive shop owners of America, must take the opportunity of a lifetime and turn it into a bunch of success stories. What opportunity? Look around you. The world is in turmoil. COVID-19, social unrest, uncertainty about the presidential election, the economy, how are we going to get out kids back to school, on and on and on.
While the world is spiraling out of control, we have the power to make big changes to our auto repair shops. And it can all be positive!
First, the average age of a car in the U.S. is about 12 years old, attaining well over 200k on the clock.
Second, Uber, taxis and limo companies are suffering. Guess why?
Third, the motoring public in the foreseeable future will be traveling by car, taking road trips like they have never did before.
Fourth, the roads are packed with motor vehicles, as more and more people prefer their own car as their primary means of transportation.
Fifth, as the cars get older and older, more of them will be out of factory warranty.
Sixth, independent auto repair shops have a vast amount of training, resources and replacement parts.
Seventh, the overwhelming majority of cars being build and sold today are still internal combustion engine powered cars. If you factor in the expected average age of car these days, we can safely bet that those gas engine cars being sold today will still be on the road in 2033 and beyond!
Eight, You need more? That's not enough!
Get your plan in place. Get your prices in line with making a profit. Don't give anything away anymore (I am mostly referring to checking, testing, diags of any sort!) Offer world class customer service. Be a leader of your employees. Show the world what you are made of!
By Joe Marconi
Most of you probably already know what I am about to say: The Service Advisor position is the most crucial position in the shop. I know, I know, what about the mechanical work done by the techs? Well, that's important too, of course.
For the most part, customers spend their hard-earned money and most of time don't really know or see what was done to their car. Let's face it, the customer can't see the water pump or T-belt. And most of the time, the customer does not feel any difference with the car as they drive out of your parking lot.
What the customer does see (or experience) is how she was treated. And that makes all the difference in the world.
Plus, great service advisors also motivate the technicians, because great advisors are also great leaders of people.
Think about this...Six months from now, your customer will not remember the fuel injection relay or the mass air sensor that was replaced....but she WILL remember how she was treated.
And trust me, that OE-quality fuel injection relay install by a certified A-level Master tech using Snap On tools and a Launch Scanner IS NOT the reason WHY your customers return to you....She returns because of the level of service your provide.
I am helping a growing business to be more efficient. As part of this, I am looking at a service to maintain our general hardware and supplies. The shop needs a manager as the owner is too involved with the shop - and rightly so as he is highly respected in his arena. That's another discussion.
As he moved into a larger facility and hired more people. I'm working on efficiencies. The current goal is to have common hardware an supplies on hand, always. I am looking for a service to handle this. I have spoken with Rogo, Fastenal and Kimball Midwest. Any other suggestions? Runs to the hardware store are costly...
By Joe Marconi
After a recent trip to California (Yes, in spite of COVID-19, I went to visit my family and grand-kids) I found that complacency has set in with many people. I thought that due to the current economic state for so many businesses, those that are working would be on high alert to go above the norm and provide an extra level of amazing customer experience. I found the opposite.
The airport in NY, JFK, nearly empty, was filled with workers leaning up against the wall on their phones. The people in security bordered on rude, no, let me rephrase that...they were rude. The flight attendants must have been auditioning for the next zombie movie, because there was NO sign of life with them.
We went to a restaurant in L.A. Outside dining only. We were herded like cattle through roped walkways, to our table and everyone spoke in a monotone voice, as if to say to us, "Why are you here? Can't you see we don't want to be here."
I know we have been through a lot, but I was surprised at the level of complacency. Or was it something else?
Shop Owners, it's been a strange and tough year. But we are still standing. Maybe a little battered. So, let's be thankful for each and every day. Let's smile. People may not see that smile through the mask, but it will show in your voice and attitude!
Those with the right positive mindset will come out the other side of this stronger than ever. Trust me on that!
Don't become a victim of complacency.
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By Elon Block
In case you hadn't heard, here's something you need to be aware of...
AAA is making some changes, in the way they are doing business.
Within the last few years, AAA has decided to build their own company-owned facilities.
Here is a link, with an example of search results, drivers will see when they type in a zip code:
Pay special attention to the search results marked (AAA Owned Facility).
The facilities are impressive and are gaining traction:
As you can see, their slogan is, "Auto Repair From A Name You Trust".
This is genius marketing, on their part...
Because customers equate the AAA logo, as a shop they can trust.
The other major change they've made is...
The new requirements for the AAA certification renewal.
Many shop owners did not read the fine print or notice the changes to the agreement.
In other words, the fine print requires certified shops to give AAA access to the shop's customer database.
The biggest concern is if you give them access to your customer database and then, they open a AAA Owned Facility, in your backyard...
They now have a built-in customer base they can market to.
What that means to you is...
This a major conflict of interest because now, they have all of your customers' information, which they can use to actively market and essentially steal your customers.
So, this is something to be considered, in deciding to continue to be affiliated, as a AAA certified shop.
By Joe Marconi
AAA has a long history, and has been a partner to the auto repair and service industry, especially with Approved Auto Repair (AAR) certification for the independent auto repair shops. But, in recent years the AAA has caused a lot of friction among shop owners, resulting in many shop dropping their affiliation with the AAA. For a number of reasons, I too have decided not to renew my AAR contract with the AAA.
Let me be clear, AAA is regional, so the northeast may have a slightly different program from the southwest. But, we need to remember, that the AAA in the eyes of the consumer is one brand and they do cross channels with their concepts and objectives.
AAA has competing shops in some areas in the country, and in some regions wants a backdoor access to the shop's customer information through the shop's business management system. This is a step in the wrong direction.
Whether you are an AAR shop or not, you need to be informed on this important issue.
Below are a links to a few recent articles in Ratchet and Wrench, one written by Mitch Schneider.
I strongly urge you to read them.
By Joe Marconi
The controversy is heating up as we move closer and closer to self-driving cars. Below is a link to an article in Body Shop Business Magazine.
By Joe Marconi
The AAA is growing a chain of repair shops in the mid-Atlantic states. AAA started in 2011, and now have 11 repair shops which they use to sell insurance, increase membership and perform automotive repairs. AAA plans on opening up more facilities in the next few years. AAA has different clubs across the country and each have different strategies.
As an AAA Approved repair shop in New York, you can only imagine that there are questions I would like to have answered.
Below is a link to an article in Tire Business Magazine.
What are your thoughts on this?