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By Ron Ipach
There’s been a ton of changes to the way you should be marketing yourself and your business. Personally, I’m a lot more ‘out in front’, human, and personable. Not only have I been sending out daily Car Count blogs, but I’ve been using social media a bunch more too in order to assist any way I can in the improvement of your repair shop marketing. I’m on Facebook giving everyone an inside peeking into my personal going-ons. I’m on Twitter and LinkedIn with informational messages and links. I’m posting previous episodes of my Car Count Daily series on YouTube and AutoCareVideo using online videos to deliver a lot of my tips & marketing messages. I’m maximizing opportunities to release valuable content to potential customers and further establish Captain Car Count and Repair Shop Coach's online presence with social media (you may have been directed to this very blog through a social media platform).
Marketing Your Auto Repair Business
I’ve been working on my client and prospect lists much more efficiently with social media marketing. I’ve stopped the constant bombardment of “Hey, buy something from me” messages to everyone because as my friend Ron LeGrand says, “When the student is ready, the teacher appears.” If your business has been negatively affected by this economy and that hasn’t been enough of a wakeup call for you, I’ve realized that no amount of my poking and prodding is going to be able to snap you into action.
Why am I telling you all this? Because in regards to management and operations of your auto repair shop, that’s EXACTLY what you need to be doing right now in your own business. We’ve entered a whole new phase of running a business that you’re either going to have to adapt to as a repair shop owner, or be left behind.
It's About The Relationships, Not The Sell
Folks are watching every dollar they spend and they’re closely watching who they give it to. They don’t want to do business with businesses – they want to do business with people. You’re going to have to make you and your auto repair shop a much more inviting place for them to spend their money, or you will suffer the consequences of doing business as usual.
Instead of attempting to present social media messages through push sells, promote yourself and your shop's personality. Clients want a reason to trust you and constant advertising messages are going to steer them away from your business. Share meaningful content, interact with your customers, and personalize your business.
80% of your sales will come from only 20% of your clients. Identify who your top 20% of clients are and focus your money, time and energy on them. That’s where the money is. Clone them. Ask for and get more referrals from them. Target prospects just like them.
Get very active in social media. Let your clients and prospects get to know who you really are on Facebook. Start recording videos (LIVE) with quick tips and meaningful messages and post them on YouTube. Watch your shop and personal profitability rise and let your personality shine.
While you're at it sign up for my seven critical marketing mistake video series that are keeping customers away from 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.
Are you getting referrals from social media? You could be!
Emma Vaughn of Main Street Hub helps auto shops like yours get more word-of-mouth and referrals on sites like Facebook, Twitter, Yelp, & Instagram.
In our next RepairPal Modern Shop Owner Webinar, Emma will teach shop owners like you how to stop wasting time on social media and see positive, bankable results from your efforts. Joining her will be Kathleen Long, our VP of Shop Network.
In this 1-hour webinar class, you’ll discover:
1. Simple ways to get your customers talking about you (increase word-of-mouth)
2. How to build communication channels online (website and other directories)
3. What ads have showed us on how to serve your customers
4. How to post on social media to boost your customer service and increase testimonials
FREE BONUS: A 1-on-1 social media consultation after the webinar from Main Street Hub!
You don’t want to miss it! Sign up today: SAVE MY SPOT
Webinar: Use social media to improve customer service and get more referrals
Date: June 20, 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.
Can’t attend? Register anyway and we’ll send you the recording!
About Our Speakers
Emma Vaughn Emma Vaughn leads Main Street Hub’s local business outreach on the west coast. She has cultivated partnerships with industry leaders such as SCORE Los Angeles, SBA, California Restaurant Association, Long Beach SBDC, and various chambers of commerce. Emma hosts educational workshops, both live and online, to help small businesses get more word-of-mouth and referrals on sites like Facebook, Twitter, Yelp, & Instagram. Through her position, she has had the opportunity to train thousands of companies.
Kathleen Long Kathleen Long is the VP/GM of the Shop Network at RepairPal. Over the course of her career, Kathleen Long has provided thousands of practical solutions to small businesses to help them grow and thrive. Kathleen has also built and developed world class, award-winning sales, success and support teams, experiences and strategies. Kathleen delights equally in mentoring and developing employees, and has enjoyed watching many achieve great success. Kathleen has a degree in General Studies and Philosophy from the University of Nevada Reno and is an alumni of Women Unlimited’s Lead program.
Getting your car repaired can be a trying experience for a lot of people. It could be the cost, time without their car, lack of trust with mechanics in general, or their understanding about automobiles. It can put some people into an all-out panic attack. Then, throw into the mix the car in question is an elderly parent’s car that the son or daughter has taken on the responsibility of getting it repaired, or a parent’s own offspring’s ride to school or college. The sudden realization of sending one’s own child out into the vast world is bad enough, but put them behind the wheel? It’s just too much stress for some parents to deal with.
I can’t begin to count the number of times a parent, who’s on the edge of a nervous breakdown over their son or daughter’s ride has said to me, “I don’t want my kid driving that car if it’s going to break down.” Ah, news flash … all cars will at some point in time . . . break down, but don’t panic we’ve all had our turn on the back of a tow truck, and we’ve all got a story to tell about it.
When an elderly parent is involved, usually I’ll get the same old answer, “Well, dad shouldn’t be driving anyway.” But, when one of the kids is placed behind the wheel it’s a completely different story. Just the mere thought of a flat tire or using jumper cables, or worse yet the fuel pump goes on the fritz can leave some parents in a panic mode worthy of a Hollywood Oscar. Sometimes, it’s not the repair that matters as much as a little assurance from the mechanic that everything is going to be fine. For the mechanic, it puts him/her in a spot that no text book or technical seminar ever covered, and that’s how to be consoling and showing compassion for the situation to ease their tension and frustration.
Sometimes, even the best bedside manner isn’t enough, you’ve got to go over every issue one at a time. Especially if the car in question has enough miles on the odometer to have traveled to the moon and back. A lot of times the car is a hand me down from the family, but as soon as “Junior” or “Princess” gets behind the wheel things start going wrong. We all know it can’t be because of the age of the car, or how it’s driven… of course not. Junior does no wrong, and little missy is a perfect angel. The mechanic is entirely to blame why this old car can’t stay on the road without breaking down. Then again, ask any mechanic if they’ve heard this line before, “It’s been a good car, and it’s never broken down before. In fact, we’ve never had to have it serviced.”
There are other ways the mechanic gets involved in creating an atmosphere of trust outside of their tool box. Sometimes, the mechanic has to fix the parent more than they need to fix the car. One Friday afternoon, a call came in about a 20 year car that had a battery issue. After a brief explanation of the problem, the mom said she could have it at the shop right after the new tires were put on. The car showed up, but mom wasn’t driving. It was Grandma. She was assigned the duty of sitting at the tire shop waiting on the new tires, then drive it over to my shop to have the electrical problem checked out. Grandma had enough of auto repair shop lobbies, old magazines, and stale donuts and asked if there was any place to go shopping nearby while I checked the car out. I gave her a few ideas and places to go, and before long she got a ride and left me with the car.
The problem turned out to be nothing at all, just a loose clamp. However, a few other issues were pointed out during the follow-up phone call with mom. Mom had no idea about any other problems, which only made her concerns of sending her offspring to college in a car with any type of problem even more heightened, even though the problems were minor, such as a faulty wiper blade refill and an electric seat that didn’t move.
We had a rather long chat about the overall condition of the car, and after explaining to her that a ripped wiper blade refill and a power seat that didn’t’ work wasn’t much at all to worry about. The wiper blade was an easy fix, and since the seat was in a position that worked well for the youngster there wasn’t any need in digging into that problem. All and all mom’s panic attack had softened to nothing more than a concerned parent looking out for the wellbeing of their child. She was much more at ease sending the boy to college after our conversation. Grandma came back from her shopping trip and picked up the car later that same day.
Just before closing the phone rang, it’s the mother again. This time she was talking so fast I could hardly keep up with her. She was on her way with jumper cables to go rescue grandma who was stranded at the local grocery store. Knowing that I just had it in the shop and checked things out very carefully, I was quite surprised that a problem could even exist. By now, the mom is in full panic mode frantically telling me about the car. I said to her, “I can assure you, the battery couldn’t have gone dead that quickly. My guess is that it’s something else, like it’s not in park, or an overheated starter motor.”
“Well, I don’t know how that could happen,” said the frantic mom. “I’m sure the battery is dead, because this is exactly what happened last time.”
A few minutes later she called back when she got to the car. I could hear the ignition warning chime going off in the background as she was giving me the third degree over having the car in the shop and obviously not finding the problem. I abruptly interrupted her, “Ma’am, would you try to put it in park first then start it.” I could hear the gear selector sliding into park, and the engine starting. There was a moment of silence, then in a soft voice she said, “It wasn’t in park.” (In the background I could hear grandma apologizing the whole time.)
Needless to say, this frantic mom, calmed down almost immediately. She was impressed that I knew what the problem was even though I was nowhere near the car. (Lucky guess actually). She was even more impressed that a mechanic, yes a mechanic, didn’t just take her money and leave her high and dry, but helped make a bad situation a whole lot more tolerable.
Not everyone is cut out to be a mechanic, no more than everyone is cut out to be a brain surgeon. You’ve got to have the right kind of moxie to take on the challenges of this job. Fixing cars in one thing, but you need to master patience and understanding when it comes to dealing with the unaware, uniformed, and quite cautious general public. Sometimes, being a mechanic requires fixing things without a tool box.
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I'm looking for feedback on Mitchell's Social CRM service and open to other CRM services (other than Kukui). I'm currently with another CRM company and so far I am not that impressed. They are doing a good job, however, I am not seeing a ROI that outweighs the cost. So I am looking for a possible replacement and Mitchell was the first to catch my eye.
Things I am looking for -
1. Website design
2. Social media management (Facebook and Google+, mainly)
3. Customer reviews
4. Email campaigns
4. Optional - online advertising (Google/adwords, bing, yahoo, etc).
Mitchell gave me an online demonstration of their social CRM program today, however, it felt like they were almost seeing how fast they could go through the presentation. Thus, I'm looking for actual customer feedback or recommendations of other companies who offer similar services.
Any and all feedback, suggestions, ideas, tips, tricks, and recommendations are appreciated.