Quantcast
Jump to content


    • You can post now and register later. Already registered? sign in now to post with your account.
    • ×   Pasted as rich text.   Paste as plain text instead

        Only 75 emoji are allowed.

      ×   Your link has been automatically embedded.   Display as a link instead

      ×   Your previous content has been restored.   Clear editor

      ×   You cannot paste images directly. Upload or insert images from URL.


      Once you submit your question, a new topic will be created for you in our forums. Our moderators may move your topic to a more suitable forum category if one exists. Members will see your topic and be able to respond to your question.

    • This will not be shown to other users.

Recommended Posts

The late Jim Rohn, American Entrepreneur & Motivational Speaker said, "You cannot change the direction and the forces of the wind. But you can change the setting of your own sail."

If I had attempted to gauge what I am about to show you on the Official 2018 State of The Auto Repair Industry Report only 4 or 5 years ago, I’m certain my predictions would have been far off the mark.  With that warning, I will tell you what I would say to a family member if they asked me about the future of auto service shop marketing.

Get all the details on the Official 2018 State of The Auto Repair Industry Report.

2018-Official-State-Of-The-Auto-Repair-Industry-Report-UPDATE-ASOForms.jpg.82b44f03ef79e94d12beecff37b1153d.jpg

 

Matthew Lee
"The Car Count Fixer"
Author; Auto Service Marketing Specialist

Get a FREE Copy of my book, "The Official Guide to Auto Service Marketing"

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 Topics

    • By Mail Shark
      I hear a lot of auto repair shop owners say they don't want to offer a cheap oil change coupon on their direct mail marketing. They feel the cheap oil change coupon brings in the wrong clientele, and they don't want to devalue their brand and position themselves as the cheap oil change shop.
      As a quick note, the concept behind the cheap oil change offer is that it is a loss leader and utilized to entice new customers. The key is getting new customers through the door, which the cheap oil change can be extremely effective at doing. Once you get them in your shop and you do a great job for them, you can build a great rapport with them and win them over as a loyal customer.
      All that said, you will always know your business better than any marketing company. Therefore, we certainly can't argue with the fact that you would not like to use this strategy if in fact you have already executed a cheap oil change coupon campaign and it did bring in the wrong clientele.
      However, having an oil change coupon as part of your shop's direct mail marketing strategy is critical. Here are a few reasons why.
      An oil change is something that every non-electric vehicle owner will need at some point in time. Consequently, I would venture to say that most vehicle owners are familiar with what an oil change is more so than any other maintenance service. Compare that to a timing belt replacement coupon or a serpentine belt replacement, each of which the average consumer may not be familiar. When you have a coupon that is familiar and relevant to everyone that you are targeting, you have a much higher chance of increasing redemption rates.
      Therefore, for those shop owners that are afraid of attracting the wrong clientele or devaluing their brand with a low-price point oil change, the simple fix is to increase your oil change price point to a number that you are comfortable with and that is still a value from a consumer perspective. An alternate option would be to offer a specific $ off discount that you are comfortable with — for example, $10 off any conventional oil change & 15 off any full synthetic.
      My next recommendation, if you are a general auto repair shop, which is a non-negotiable one, in my opinion, is to structure your oil change coupon to offer both a conventional and full synthetic oil change offer. All too often, shop owners only offer a conventional oil change coupon. A conventional oil change coupon is fine. However, it will never appeal or be applicable to owners of vehicles that require full synthetic oil. There is no reason to limit your offer to only appeal to a specific set of vehicles. It's crucial you cast a wider net and appeal to as many vehicle owners as possible. The simple and quick solution is to offer both options.
      PRO TIP: if you are concerned about coupons bringing in the wrong clientele, think again. Even the wealthiest consumers use coupons.
      Here is a snippet from our blog post entitled "WHY YOU SHOULD BE SENDING DIRECT MAIL COUPONS:

      It might seem surprising, but wealthy people love saving money with coupons. In fact, households with annual incomes of $100,000 or more are twice as likely to use coupons than households earning less than $35,000 a year.
      Wealthy customers may be able to afford your most expensive products and services, but that doesn't mean they don't want a good deal. The majority of them are cautious about spending money and rarely make frivolous, unnecessary purchases. Rather than viewing your business as cheap, they'll appreciate your coupons and the opportunity to save money,
      You can check out the entire blog post here.
      https://www.themailshark.com/resources/blog/send-direct-mail-coupons/
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/AutoDirectMail

      Oil Change Coupon Example.pdf
    • By HarrytheCarGeek
      Yesterday, went for a drive through North Jersey, was very concerned to see that independent shops are putting permanent signs with the $19.95 oil change offers, the $59 A/C recharge, and the $5 dollar flat fix. This reeks of desperation, clearly the industry is coming due for a strong correction. At my shops this month we are starting to see price resistance from the lower income segment, we are having to exert price flexibility for price discovery which we are finding to be 10% to 20% from list pricing. The mid to upper segments are still going strong.
    • By Joe Marconi
      If you are going to the Ratchet and Wrench Conference next week, I will be there to kick things off as the Key Note Speaker on the first day. I will also be making a presentation; Charging for Diagnostics on Friday, Sept 21. 
      If any member is attending the conference, please let me know and hopefully we can meet. 
      Here is the link to the conference: https://www.ratchetandwrench.com/articles/5651-ratchetwrench-announces-details-of-2018-management-conference
      Thank you,
      Joe Marconi 
       
    • By Gonzo
      3 GALLONS OF TROUBLE        It was shortly after opening time when one of my long time regular customers  brought their teenage son into the shop for a little discussion and repair time.   The father and I go way back, and he knew I'm not one to take a lot of gruff,  especially before coffee.  He looked at his son and told him, “Gonzo, probably  hasn’t had his coffee yet so go easy on the old guy,” he said with a quick  little nod and wink in my direction.     He was right about the coffee, but that still didn’t prepare me for the story  I was about to hear.      The story started sometime earlier, apparently after I changed the fuel pump   some two years ago. It had to do with his gas mileage.  Apparently, his  incredibly detailed fuel charts  that listed every fill up, time, date, and the exact  mileage there was always a 3 gallon discrepancy.  All traced back to the very  day I put the fuel pump in over two years ago.  He was concerned, no, let me  rephrase that, he was extremely upset and insisted that I was the cause of all  this, and obviously, I must have done something wrong.         His insistence that I was to blame was backed up by his anal retentive log book of every liquid that every entered his trucks orifices.  Everything was tracked by way of his trip odometer.  Before the new fuel pump he would get close to 400 miles per tank.  His accuracy was to be commended. Not a lot of people go to this amount of effort to calculate the different seasonal fuel changes and how it affects the overall mileage with a cross reference to the previous year and then highlight long trips in a different colored highlighter with notations about wind speed and weather conditions, or which direction he was traveling,  With all this cross checking, geological mapping, GPS location, and weather pattern charts there still was this 3 gallon gap.       Each fill up averaged right around 23 gallons from empty, and never a drop more than 23 gallons.  But now,  his fuel tank was holding 26 gallons. His question, “So, where is the other 3 gallons going?”  I tried not laugh, I’ve changed a lot of fuel pumps but I never have had anyone come in and tell me that there fuel tank now holds more fuel than before.  The dad smirk was getting wider and wider as the story and his teen aged son's lack of making me believe his story increased his volume and temper.  The whole time, good ol' dad just sat there with that look on his face as if to silently tell me, "You're turn... I'll just watch."     “I’m pretty sure your gas tank hasn’t increased in volume since a fuel pump has been changed.  I would imagine you’re probably mistaken as to how much your tank actually holds.  Did you ever check your owners manual by chance? ” I told him, as I reached for my coffee.      Nope, he wasn’t buying that.  He knew how much his gas tank has 'always' held and he knew I was the cause of his lost mileage.        The more I tried to explain, the more upset he was getting.  He was quite sure (and demanding) that he was correct and that I wasn’t listening to what he was saying.  By now he was quite loud and belligerent over the whole matter. Poor old dad, laid a hand on his son's shoulder, but the boy just shrugged it off and continued on his rampant dissertation of fuel mileage vs. fuel tank volume.  At that point, I kinda figured dad had already had enough of his boy’s attitude and figured old Gonzo was going to straighten him out.  (This is going to take a lot more coffee…better start another pot.)      The aggravated son then began to tell me how good a mechanic he was, because he had rebuilt a few motors in the past so… he knew his way around under  the hood.  Then he added to his story with the usual, “I went to one of those parts stores that will read codes for you… they said the reason for the check engine light was because of a bad gas cap.”        Now there's a new twist, oh wait I've got it now.  As long as the fuel mileage was the only issue it's safe to say you would have kept driving around with this attitude that I must have screwed something up, but... as soon as the check engine light comes on and another scrappy teenager with a code reader tells you that it's caused by a gas cap you put it together... and what do you know... it's Gonzo's fault.  I can see the whole scenario now, he was grasping at possible reasons why his gas mileage had dropped so much and now he's got some confirmation.  What gets me is how something as important as the involvement of the service light wasn't brought up sooner into the conversation but what is important is to tell me how good a tech you are and that you have already made this seemingly incompetent decision that I was to blame.       So at this point, we have a service light on, we have a supposed loss of fuel economy (sort of), and I’m sure there is more… there is always more… I had to ask, “Anything else?”         On occasions the ABS light comes on… he had that checked too.  This time he consulted the ever faithful internet.  He tells me in a loud forceful voice… as if I couldn’t hear anything he was saying, “That always means it’s time to rebuild the ABS controller.”          Oh yea, I do that every day… I take the controllers apart and remove the epoxy sealer over the circuit boards and remove the effected components on the board and then reseal the whole thing back together. Sure it can be done, but not cheaply, and it sure isn't going to change that 3 gallons of fuel in the tank.  All this before my first cup of coffee?      Finally, dad convinced the son to dropped the truck off.  I went straight to the glove box and checked the owner’s manual for the fuel tank capacity.  It had it in big bold letters… 26 gallon capacity… not 23 as he was so sure of.     Just to be sure,  I checked the tune up parts and the filters… all looked great.  The next thing was to tackle the check engine light.  Yes there was a code, well a code that might lower gas mileage… sort of… but not by 3 gallons.  It was the evap solenoid valve code, P0449.  After testing the circuit and the valve it turned out the valve was at fault.  A new evap solenoid valve solved the problem.  As far as the ABS… nothing, not a thing, no codes, no history codes, and the system was working normally.  A drive test showed no problems but I gave him the benefit of doubt that he may have an intermittent ABS controller problem… however when I gave him the options of leaving it alone or changing it… he left it alone.     After all the phone calls were made and dad and son arrived to pick up the truck there was never another mention of the so called missing 3 gallons or the fact that it was merely the original fuel sender that was reading improperly all this time.  Or the fact that the loose gas cap had nothing to do with the service light either.       I guess when you’re wrong you don’t have to admit it, at least when you're a teenager, and dad is paying the bill.  But, you can be darn sure, if the mechanic is wrong, it's time to scream in his face, accuse him of incompetence, and let everyone else know about it, and write some review about, and then ask for your money back.  Welcome to the world of auto repair and some of the strangest customer reactions you'll ever run into.        Oh, and I apologies for being the mechanic in this story, and I guess I should apologies for one more thing…..  Writing in BIG letters on his invoice… YOUR TANK HOLDS 26 GALLONS! ! 
      View full article
    • By Framingham Auto Service
      Greetings to all !
      How many Tenths of an Hour do you give your technicians on oil changes? 
       
      Thanks.


  • Similar Tagged Content

    • By JustTheBest
      Here's 14 Secrets that virtually guarantee car count - in ANY Economy!

       
       
       
       
       
       
       
       
       
       
       
       
       
       
       
       
       
      Hope this helps!
      Matthew
      "The Car Count Fixer"
       
    • By JustTheBest
      You could just say that this is tried, tested & proven. 19 simple words that virtually guarantee car count… in hours!

      Hope this helps!
      Matthew
      "The Car Count FIxer"
      P.S.: Join me on YouTube at Car Count Hackers! FREE Help to grow your Car Count, Income and Profit! 
      P.P.S.: Like and Follow Car Count Hackers on Facebook
      P.P.P.S.: Have you registered in my FREE Training? "How to Double Your Car Count in 89 Days"
    • By JustTheBest
      Hello and Welcome! Thanks for taking the time to check this out. 
      Obviously the auto service market is changing. More competition; Price shoppers; Worse than that, where do you start promoting if you want to grow your car count? 
      Good news! There’s really only 3 areas  you need to focus on. Instead of writing it all out and asking you to read it - I created this video - it’s a little over 5 minutes, but it’ll be 5 minutes well worth it.


       
      Let me know if you have any questions. I’d be pleased to respond!
      Matthew
      "The Car Count FIxer"
      P.S.: Join me on YouTube at Car Count Hackers! FREE Help to grow your Car Count, Income and Profit! 
      P.P.S.: Like and Follow Car Count Hackers on Facebook
      P.P.P.S.: Have you registered in my FREE Training? "How to Double Your Car Count in 89 Days"
       
    • By JustTheBest
      Hi!
      This week, I had a chance to review recent results with a private client (aka Car Count Hacker . You may find this surprising, specially when you find out the size of the shop. 
      I detail it all in this video.

       
      You can see the entire video here. I welcome your comments or questions.
      I welcome your comments or questions. 
      Hope this helps!
      Matthew
      "The Car Count FIxer"
      P.S.: Join me on YouTube at Car Count Hackers! FREE Help to grow your Car Count, Income and Profit! 
      P.P.S.: Like and Follow Car Count Hackers on Facebook
      P.P.P.S.: Have you registered in my FREE Training? "How to Double Your Car Count in 89 Days"
    • By JustTheBest
      Trying to grow your car count by attracting new customers? Besides being the most expensive way to increase business, there's some stats you need to know. 
      Think about this: THE NUMBER 27. I know, doesn't mean anything right now but, instead of writing it all out, have a look at this video. You'll be surprised!

       
      Hope this helps!

      Matthew
      "The Car Count Fixer"
       
      P.S.: Follow CarCountHackers on Facebook - Subscribe to CarCountHackers on YouTube https:/YouTube.com/CarCountHackers - Grow your car count, income and profits!
  • AutoShopOwner Sponsors



×
×
  • Create New...