By Joe Marconi
As shop owners, we sometimes feel that we need to answer every question and handle every situation. While you need to be proficient as a business owner, you also need your employees to think for themselves.
Empower your people to solve problem. Ask them for their opinions and don’t be too quick to jump in on every situation. The more you jump in and solve their problems, the more they will rely on you. This is not to say you don’t have their back; but a team functions best when everyone takes ownership of their position and takes responsibility to take care of problems.
Will employees make mistakes? Yes. But there isn’t a shop owner on this planet that has a perfect record at making decisions. We all make mistakes.
As a shop owner; teach, mentor and coach. Include your employees in on decisions that relate to their job position. When employees feel you trust them, they will begin to solve their own problems. This will set you free to work on the things that will bring you greater success.
By Ron Ipach
I'm going to go out here on a limb here and tell you -
YOUR ONLINE REVIEWS ARE THE MOST IMPORTANT FACTOR IN ATTRACTING MORE CAR COUNT!
First of all, the reviews given by your customers reveal the health of your business. If your customers aren't saying good things about you, that's a warning sign that you better get your act together right now and start providing a better experience for your customers.
Also, if you only have a few handfuls out of all the hundreds or thousands of customers you've worked saying good things - that's not a healthy sign either. They may like, or even love, doing business with you, but if they aren't telling the world (aka writing an online review), their little secret is hurting your chances to attract more car count.
You see, studies show that 92% of folks will read reviews before making a buying decision, and if you don't have a stellar reputation (4.7 or higher), they'll move on to the next shop.
In fact, I advise that you completely stay away from any form of online advertising for new customers unless your score is at least a 4.7 out of 5.0. Why? Because your prospective new customer will easily be able to compare you with everyone else and will more than likely choose the shop with the better reputation - negating all the time, money, and effort you've put into your advertising efforts.
Look, you can argue with me all you want, but we're talking human nature here. Most will always go with the higher recommended shop. Why not? If you don't have a great reputation score, all you're really doing is advertising for your competitors that do.
But your score isn't the only factor being looked at. There are actually three factors that are important about your reviews.
1. Quality (4.7 or higher overall score is needed)
2. Quantity (These days, a minimum of 75 reviews are needed, but in highly competitive areas, 150+ is needed)
3. Recency (You must be getting 1 or 2 new reviews every single week)
=== So you say you do a great job, your customers love you, but they just aren't writing those positive reviews that you need in order to let the rest of the world know how awesome you are, right? Here are three ways to get more reviews:
1. Ask. (Duh!)
2. Bribe. This has been very effective for a lot of my clients in the past, however it's also considered a no-no by the review sites and may get your account shut down if they find out.
3. Use an automated service like Soapboxx to do it for you that will email or text your customers after their service, ask if they were happy, and then send them directly to Google, Facebook, YP, or wherever you wish so they can write a quick word about their experience.
Soapboxx is the only automated review-boosting service created specifically for the auto repair industry and the beta-testing of the software has just been completed. (See just a few of the remarks from the users below) Go to www.Soapboxx.io for more details.
Check out what some of the members of the new Soapboxx platform are saying...
Whatever you choose to do, ask, bribe, or automate the whole thing - put getting more 4-5 star reviews at the top of your to-do list. It's simply the best thing you can do to help attract more car count to your shop!
By Carl Spandau
hello! i just opened a shop and am having a hard time gaining traction. im looking for some marketing techniques that work good for new business. i have tried social media and google add words with zero results. also are any of the social media marketing company's any good? the ones that call 20 times a day claiming to manage everything and create material for your pages. seems like the only people stopping by are the previous tenants customers and he did not have the best clientele. he marketed heavily discounted repairs, free estimates, bring your own parts. everything i dont want. I would appreciate any tips to getting people into my shop
my shop is a 4 bay with just me and my wife. very clean and remodeled with all the tools a shop needs except an alignment rack.
thank you for your time!
By Joe Marconi
Shop production is a hot topic these days. High production results in higher sales and profits. But there seems to be so many obstacles to overcome to achieve high production levels.
I was discussing production with a few shop owners, and one shop owner mentioned that he recently hired a shop foreman; an “A” tech in his early 50’s. The foreman uses his knowledge and skills to organize the work flow. For younger techs, it’s even more important that they know how to work and keep productive.
What are your thoughts? Does anyone else have a foreman or similar position? And how does this role affect production?