By Joe Marconi
I can't speak about all businesses in my area, but the repair shops are doing ok. In fact, most had a normal or near normal summer. A few weeks back we had a major storm that knocked out power for nearly the week. That killed the week. But aside from that, we had a very good June, July and August. With a miserable March and April, this was a great morale lift and financial boost.
The only down side is the affect COVID is having on other businesses, like restaurants, deli's, sport businesses and other businesses. Will this have a trickle down effect on our industry. No one can tell for sure.
I will be shoring up my finances and preparing for the unknown.
Has the Coronavirus (COVID-19) impacted your auto shop business? If it hasn't yet, it has the potential to do so soon. Please share what you are currently doing, how your business is impacted, what plans you have in place, etc.
Some things to consider:
Do you have a plan in place should you or one of your employees become ill? With school, event, and business closures, how will this affect your shop? Are you sending anything to your customers in terms of sharing your plans around keeping your customer and employees healthy and doing your part in your community? Many small and large businesses have been sending email communications to their customers. Are you marketing to your customers in terms of not delaying car repair, should there be a need to temporarily close? Are your parts suppliers sharing their plans, should the pandemic affect supply chains? Are you stocking up on business and shop necessities? Please share your experience in this topic and stay healthy!
In the media:
The coronavirus and its growing tally of sick and dead victims around the world have been roiling financial markets, prompting countless hand-washing reminders and ruining more than a few vacations, and that’s before anyone knows exactly how widespread the effect will be on the automotive industry, including your local repair shop. Source
“By mid-March, the shortage of supplies will be felt and members are projecting they’ll experience disruption through May or June,” even if operations in China soon get back to normal, said Stacey Miller, senior director of communications at the Auto Care Association, a trade group representing 150,000 auto aftermarket and service businesses. Source
By Joe Marconi
Today is the first day of summer, and we are still dealing with the dreaded COVID-19. However, there are positive indicators that business will be better than expected this summer. People will be taking more road trips, will avoid airplanes, trains and Ubers and will take to the roads in record numbers.
Gear up for a great summer and look for opportunity with each vehicle visit. Perform those multipoints as if your business depends on it….why?....Because it does!
We have a lot to be thankful for. Keep positive, be a leader and thrive!
Is your business down 40 or 50% like many on this forum? If so, I have an idea to help a bit now, but especially in the future. And even help the impression of our industry.
You probably have more time available to spend with your customers. It’s the perfect time to build or cement a great relationship, to create that illusive trust with your customer, that’s mentioned in just about every trade magazine, but they never tell you how. May I suggest “The How” that I’ve been using for years? This will be handy now and in the future when this is over.
Learn more about your customers. Become “friends.” Talk about everything: the lousy situation we’re in, ask about their job, their kids, their past vacation, their future vacations, their weekend jaunts. Exchange good news. Exchange not-so-good news. Listen. Talk about what comes up.
I treat our customers like friends, like former high school friends. And these friends know we have to make a profit (EVERYBODY knows that!)
For me, it’s a given that we’re going to take care of their car. If they tell me their dad just went into the hospital or nursing home, we’re done talking about their car. I ask, “How’s dad?”
But still do your (digital) inspections. And write down everything, even the stuff that can wait six to nine months. This may affect the service writer or shop’s approval percentage, but so what! Your percentage will be lower, but you will do more work on the car this way. (Notice that I didn’t say you would sell more work. I don’t “sell.”) No decision now on the future stuff, it can wait.
If their car came in with a problem, this is what will fix it (there’s no selling: this is the solution). I point out the other thing that needs attention now. There will be some explanation, but no selling: it needs it. No decision for the customer, actually. Their car needs it.
Next I say, “Here are the things that can wait six to nine months, but I want you to be aware so there are fewer surprises.” No selling, no decisions on their part. Plus, I’m the trustworthy guy who’s telling them they don’t need everything now.
“Now let’s come up with a plan for these other things I found about your car.” I’m explaining, not selling. “You can do these now or in two or three months.” NOBODY wants to come back in two or three months so they are leaning in that direction, but no pressure from you. They will probably ask; “What would you do?” I say, “If you hate bringing your car in, do it now.” (this is where you would bring in a little value, benefits and safety) Again, not selling, suggesting; letting them make the decision. Notice that the first two issues didn’t involve them making a dreaded decision: It needs this, doesn’t need that.
If your inspection has 5 things, they will do 2 to 4. If the inspection has 8 things, they will do 3 to 5 – with no selling. You are their friend, you are advising. List everything!
Now think about that phone call. There is only a little selling value or benefits: maybe some safety. So there’s no pressure on you, no bad news. You are the car detective, reading the cars clues and helping your friend thru this.
When you take care of the customer in this fashion, you come from a place of trust, like taking care of a high school friend.
You will be happier because that call back won’t be stressful, you will have more work, and they are more likely to refer your trustworthy, easy-to-work-with shop, which means even more work.
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Interesting article on Search Engine Journal about the importance of business reviews. Your business listing is prompted up with more positive reviews which is especially important for local area search.
Google Local Search Study: Businesses on First Page Have an Avg. 4.4 Star Rating
Businesses ranking on the first page of Google local search results have an average review rating of 4.42 stars.
This information was revealed in a recent study from BrightLocal which examines Google reviews and how they relate to local rankings.
A high star rating was found to strongly correlate with better rankings in Google search.
Businesses ranking in the top 3 positions are more likely to have an average star rating of 4-5 stars (64% of businesses have 4-5 stars).
Out of those ranking in positions 7-10 59% of were found to have a 4-5 star rating.
Only 20% of businesses in positions 1-3 were found to have no Google reviews, compared to 26% of businesses in positions 7-10.
Those numbers stress the importance of having a favorable star rating when it comes to ranking well in Google local search.
Positive reviews send signals to Google that the business is trustworthy and provides a good experience for customers.
Therefore, Google will be more likely to direct people toward those businesses when searching for what they offer.
Other Key Findings from the Study
Only 5% of businesses have an average star rating below 3 stars
Photographers, alternative therapy businesses, and marketing services have the highest average star ratings
Senior living services, car dealerships, and hotels have the lowest average star ratings
Bars, restaurants, and hotels are the industries that are most likely to have Google Reviews
Accountants are the least likely industry to have reviews on Google
Results from this study are based on the analysis of 93,000 businesses’ Google reviews in 26 industries.
Another recent study from Moz further illustrates the growing importance of Google My Business signals in local search results.
We all know that Google rules the internet in terms of searches that drive traffic to websites. ASO alone receives 75-80% of its traffic from Google, then Bing. So ranking in search results is very important for website traffic. That being said, Google is now going to put weight on the "mobile friendliness" of websites and rank those that have a mobile layout, better. Starting April 21st, Google will use its new algorithm to re-rank results based on how well a website renders on mobile screens.
So if your website does not have a mobile layout, get with the webmaster or company that designs your site and make sure you have a mobile version working properly.
Below is a recent post from Google this past Feb. Source: Link
Webmaster level: all
When it comes to search on mobile devices, users should get the most relevant and timely results, no matter if the information lives on mobile-friendly web pages or apps. As more people use mobile devices to access the internet, our algorithms have to adapt to these usage patterns. In the past, we’ve made updates to ensure a site is configured properly and viewable on modern devices. We’ve made it easier for users to find mobile-friendly web pages and we’ve introduced App Indexing to surface useful content from apps. Today, we’re announcing two important changes to help users discover more mobile-friendly content:
1. More mobile-friendly websites in search resultsStarting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.
To get help with making a mobile-friendly site, check out our guide to mobile-friendly sites. If you’re a webmaster, you can get ready for this change by using the following tools to see how Googlebot views your pages:
If you want to test a few pages, you can use the Mobile-Friendly Test. If you have a site, you can use your Webmaster Tools account to get a full list of mobile usability issues across your site using the Mobile Usability Report. 2. More relevant app content in search resultsStarting today, we will begin to use information from indexed apps as a factor in ranking for signed-in users who have the app installed. As a result, we may now surface content from indexed apps more prominently in search. To find out how to implement App Indexing, which allows us to surface this information in search results, have a look at our step-by-step guide on the developer site.
If you have questions about either mobile-friendly websites or app indexing, we’re always happy to chat in our Webmaster Help Forum.