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Joe Marconi

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You made some great points about marketing. I am researching how people look for auto mechanic shops. Do you have any insights as to what tools people use to find an auto mechanic? Why all the changes in digital marketing, has the way consumers shop for a mechanic changed and how has it changed?

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On 4/3/2019 at 1:59 PM, Ivonne said:

I am researching how people look for auto mechanic shops. Do you have any insights as to what tools people use to find an auto mechanic? Why all the changes in digital marketing, has the way consumers shop for a mechanic changed and how has it changed?

Good question. But don't confuse "digital marketing" with plain old marketing. The digital part is just another way of getting your message out. So what hasn't changed is THE MESSAGE. That's what you need to get clear.

I've just had a bunch of research completed over the last 6 months to come up with hard data about how customers react and what they do. All of the research covers things like using discounts to attract customers (and if it's worth it) and what happens when customers visit your shop the first time. You wouldn't believe the facts that show you have a real slim chance of getting them back a second time. So are they really customers?? 

I explain it all in this video on my YouTube channel.

Hope this helps!

Matthew
"The Car Count Fixer"

P.S.: Join the conversation at YouTube.com/CarCountHackers - Like & Follow Car Count Hackers on Facebook

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  • Have you checked out Joe's Latest Blog?

         5 comments
      I recently spoke with a friend of mine who owns a large general repair shop in the Midwest. His father founded the business in 1975. He was telling me that although he’s busy, he’s also very frustrated. When I probed him more about his frustrations, he said that it’s hard to find qualified technicians. My friend employs four technicians and is looking to hire two more. I then asked him, “How long does a technician last working for you.” He looked puzzled and replied, “I never really thought about that, but I can tell that except for one tech, most technicians don’t last working for me longer than a few years.”
      Judging from personal experience as a shop owner and from what I know about the auto repair industry, I can tell you that other than a few exceptions, the turnover rate for technicians in our industry is too high. This makes me think, do we have a technician shortage or a retention problem? Have we done the best we can over the decades to provide great pay plans, benefits packages, great work environments, and the right culture to ensure that the techs we have stay with us?
      Finding and hiring qualified automotive technicians is not a new phenomenon. This problem has been around for as long as I can remember. While we do need to attract people to our industry and provide the necessary training and mentorship, we also need to focus on retention. Having a revolving door and needing to hire techs every few years or so costs your company money. Big money! And that revolving door may be a sign of an even bigger issue: poor leadership, and poor employee management skills.
      Here’s one more thing to consider, for the most part, technicians don’t leave one job to start a new career, they leave one shop as a technician to become a technician at another shop. The reasons why they leave can be debated, but there is one fact that we cannot deny, people don’t quit the company they work for, they usually leave because of the boss or manager they work for.
      Put yourselves in the shoes of your employees. Do you have a workplace that communicates, “We appreciate you and want you to stay!”
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