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By Joe Marconi
I’ll never forget the day when Mrs. Obrien brought her car back for me to look at. She was furious. I stayed late the night before, well into the night, to finish her car so she could have it for work the next day. I even did a few little things on the house because I felt she may be a little inconvenienced picking the car up so late.
Why did she bring the car back? A comeback? Well, not in the conventional way. It was the greasy smudge on her seat that she was angry about.
But what about me staying late? Or giving away a few minor services? Doesn’t that count? She is upset about a grease smudge? Oh yes, and she has every right to be.
The fact is, you can do the best repair, using the best parts, performed by the best technician on the planet. But what the customer sees is not necessarily your hard work, it’s that little greasy smudge that you are judged by. Unfortunate and unfair? Yes. But it’s a reality.
Perform the best repairs and provide world-class customer service; and never forget; it’s the little things the customer sees. And that’s what important to them.
By Stevens Automotive Service
You are a entrepreneur and your business is Automotive Repair. Run your business like a business and become more profitable.
You have a tool box just like your techs in the shop do and the ones with the correct tools , good work ethics and knowledge are the best at what they do. So can you in the shop management area just use your TOOL BOX!
A few things to get cleared up. I have read a lot of post , forums etc, dealing with car count, advertising, us against the dealerships etc. WELL ! First you have to concentrate on your business not what someone else is doing, what works for you and makes you money should be what matters to you and your business.
1) Concentrate on what your doing right if it needs refined ..REFINE IT.. DIAL IT IN... GET THE PERCENTAGES CORRECT.
2) Do you have enough work flow and are you getting the max out of what you already have ?
3) IF you don't have a good even flow of car count, advertise, but do it in a way that it comes back to you to show what your business has to offer that the others don't.
4) REPUTATION, CUSTOMER SERVICE, FIXING THE CONCERN and BEING A SMART BUSINESS OWNER are the only steps to winning.
5) Last but not least .. PEOPLE BUY GOODS AND SERVICES FROM PEOPLE PERIOD !!
Look at it in this perspective for a moment. Your advisors are problem solvers, customer comes in with a problem or just for a service and they let them know what it will take to repair it or what the car may be in need of if not now then soon. They are solving problems if not right now then later, building trust and reputation for your business. I always say if you solve there problem the rest SELLS itself. And for those of you that think and have been programmed to think that getting new customers, keeping the good ones you have to spend crazy money to get them and keep them is just that "crazy".
I will be glad to speak with anyone that wants to have less stress and make there shop profitable. Send me a message, email, phone call and we will go over what you have and what you are wanting to achieve and the consultation is always free. IT COST NOTHING TO ASK BUT IT COULD COST A LOT IF YOU DON'T !!
"LOAD YOUR TOOL BOX WITH THE RIGHT TOOLS"
By Ron Ipach
Let me start off by asking you a very important but very quick question: what BS story are you telling yourself? Let me repeat that: What BS story are you telling yourself? We all have these stories and shop owner excuses that we keep telling ourselves that we think are true, that when you really look at it, they're really utter bullshit, but we've been telling ourselves the same story over and over that we actually believe it's true.
Case in point, now if you've ever been on one of my live webinars, you know that because I'm live, I can have a conversation with some of the people that are on the webinar. The other night, a gentleman was complaining about car count. He said because cars are made better (another thing I hear A LOT), there are no cars out there and there's a lack of car count, and that's a big problem.
I took that as an opportunity to tell him what I've probably told you before, if you've been watching these videos, that I don't believe that there's a car count problem out there at all because in every city all over the United States, all over Canada, there are cars sitting on lifts right now in your own town, dozens, maybe even hundreds of them, every single day that are being repaired and maintained by other shops, other shops collectively, but on any given day, there are tons of opportunities to repair cars. The problem is they're just in somebody else's shop, they're not in yours.
It's not a lack of cars out there to be repaired, there's just a lack of cars in your auto repair shop. It's a marketing problem, it's not a problem caused by cars being made better. Now I've told that story before. In case this is the very first time you've heard that, please believe me it is a marketing problem, not cars are made better. That's the reason why you don't have enough cars. Now we're past that.
Because I can go back and forth with them, I told that same story. He'd so believed that it was a problem that he wasn't able to fix, that he told me about the shop owner that was less than a mile away from his shop that said the very same thing, that his shop was down with cars as well. I guess the two of them got together and commiserated about the car count being down, and now both of them believe that there's a car count problem out there. That's an example of the BS story we keep telling ourselves that simply isn't true.
I want you to go back and think of all the things you say on a daily basis, maybe, "I can't find good techs," or, "There are no good techs out there anymore." There are good techs out there, they're just not working for you. What you look for, you're going to find. It's just the truth. Let me give you an example, and this is a story I've told my clients over and over. It's a great example of what you look for, you will see in abundance right there in front of you.
A few years back, we bought a beach condo down in Florida. We thought it'd be fun to have a Jeep, to be on the beach, and just the perfect car to have down there. I never owned a Jeep before, but guess what? As soon as I decided I was going to buy a Jeep, I saw Jeeps everywhere, all shapes and sizes and colors driving everywhere. I've been seeing them every single day go by, but I didn't see them until I decided I want to buy a Jeep.
Did everybody all of a sudden go out and buy a Jeep when I decided? No. It's because I was looking for Jeeps, all of a sudden I saw them. There was an abundance of Jeeps driving by me every single day. I just didn't notice them because I wasn't looking for it.
Then I decided I was going to buy a blue Jeep. You guessed it; pretty soon everybody was driving a blue Jeep. There were blue Jeeps everywhere. Everybody didn't go out and decide that they're going to buy a Jeep, and then they didn't decide if they're going to buy a blue Jeep. It's just I started focusing on it and I started finding exactly what I'm focusing on.
If you're saying that there are no good techs out there, you're going to focus on all the bad hires that you've had, you're going to focus on all the bad interviews you've been on, and you're going to say, "See? I told you so. There are no good techs out there." The same thing with your car count.
If you're going to constantly complain and look at the lack of cars that are out there in your own shop, you're going to keep seeing the same problem over and over and over. It's going to become etched in your mind. It's going to be a BS story, but if you start looking around, start driving around and realize there are dozens, if not hundreds, of cars sitting on lifts every single day in other people's shops and not in your shop, you'll realize you have a marketing problem and you'll start to tackle the big problem that you have right there.
I hope this helps. Go and think of all those things that you tell yourself so often that it's now etched in stone and it's true, and see if you could find the opposite. I guarantee you'll find it everywhere. Thanks for watching. Oh, by the way, I really appreciate all the comments.
By Joe Marconi
As shop owners, our focus is on business, for the most part. There is nothing wrong with this mindset, but it may push employees away from you. Whether you like it or not, people are more concerned about their own lives and what’s important to them.
When speaking to your employees, find ways to engage in conversation that has nothing to do with business. Find out about their interests, and what’s going on in their lives. Simply asking, “How was your weekend? Do anything special?” can work wonders to motivate people.
When speaking with employees, be more concerned about them, not you. This will send a message that you care about them as a person. In turn, they will care more about your business.
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.