Advertising For Auto Repair Businesses
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By carmcapriotto
Mike Davidson is from Parkway Automotive in Little Rock, Arkansas, been in the industry for more than 30 years and a business owner for over 18. Mike is an AMI graduate, an ASE Master Technician, he belongs and contributes to Elite Worldwide and was recognized as the Arkansas NAPA/ASE tech of the year seven years in a row. He’s been doing radio and TV over the last fifteen years talking ‘service’ in Little Rock. Mike helped start the Little Rock chapter of ASA and is currently an officer. Look for Mike’s other episodes HERE.
Key Talking Points
Leadership deficit in world- hunger and need for true and authentic leadership Leadership is influence and a skill that can be learned Every person born has the ability to lead themselves- doesn’t have to always be a group of people. Can’t lead others until you lead yourself- get others to speak into your life that you know, love and trust. Be intentional when leading yourself Leaders need mentors/coach - speaking into your life regularly Everything rises and falls with leadership- look at issues within the business and discover you are the problem and the solution Employees want consistency and they do not want surprises- create policies/procedures for them to follow “We need to be a leadership company that happens to sell automotive service” Leadership within the business- grow as a leader (out of work) and get your team on board to be leaders themselves “The bridge from good to great isn’t long, but it is built by the nails of discipline.” - discipline is building processes for your life Servant leadership- how can you better serve someone? Equipping- what areas do you need to equip yourself in so you can learn and grow? Attitude- how is your attitude about life and people? Blindspots- if you don’t have people around you to point out and discuss your blind spots, you’ll start thinking you don’t have any. Pride is at the bottom of all great mistakes. Weak character- don’t have guidelines Thanks to Mike Davidson for his contribution to the aftermarket’s premier podcast. Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP’s HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show:
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This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve. The Virtual AAPEX Experience 2020 is in the record books. Virtual AAPEX lived up to presenting leading-technical and business management training from some of the industry’s best and brightest. Now set your sights on the homecoming in Las Vegas in 2021. Mark your calendar now … November 2-4, 2021, AAPEX // Now more than ever.
This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm
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By carmcapriotto
Barry Barrett, a Certified EOS Implementer
As an EOS Implementor in his company, Business With Purpose brings dedicated support to Leadership and Sales teams in all types of organizations, helping them structure the six key components of their business to make it operate with the best processes for their specific industry, using the EOS Model.
Barry’s energy is contagious no matter if he is in a session with a client, giving a keynote address, or rolling up his sleeves in a workshop. Barry is a business coach with his positive mental attitude, incredible work ethic, and determination for excellence, his results-oriented approach is matchless.
Barry is driven, caring, and passionate; traits that he uses to help his clients grow their businesses in a positive way. Find Barry’s other episodes HERE.
Key Talking Points
Data- 5 to 15 most important numbers that drive the pulse of your businessYou can’t manage your business by only looking at the money in the bank What are the numbers you need to drive your business? What are they for you? What do you want? What do you think? Not using “KPI” acronym- use “measurables” instead to keep it simple and keep all employees on same team Measurables- numbers don’t lie or have blindspots Company, departmental, individual- different layers that work together to drive success Every individual should have 1-3 measurables they are accountable for each day Employees obtain clarity with job when they know the company’s core values, understand 5 major roles and measurables Accountability leads to fulfillment and job satisfaction Review measurables weekly- the goal is the minimum expectation Managing motivates- never be afraid of aiming to high because what’s worse is when you aim too low and you hit, or not aim at nothing ‘Accountability slide’- missing the mark and being okay with it and making excuses for itHave consequences for yourself when make a mistake ScorecardIn business and life- ranking from 0-5 Have goals in each scorecard Thanks to Barry Barrett for his contribution to the aftermarket’s premier podcast. Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP's HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show:
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Join the Ecosystem - Subscribe to the INSIDER NEWSLETTER HERE.
Buy me a coffee
NAPA Autotech Training helps your technicians keep their skills sharp and their NAPA Know How up to date. It’s the highest quality technical training that covers almost every vehicle system and every make and model. NAPA Autotech is presented by experienced instructors who are ASE master certified technicians. Even after a class is over, techs can access course information online with ClassPass. So when questions come up later they can get the answers. AutoCare Center owners who have taken advantage of Autotech Training say that well-trained technicians are helping to increase their shop’s repair capability and raise bay productivity. That results in fewer comebacks, more satisfied shop customers, and reduced technician turnover.
Learn more about NAPA AutoCare and the benefits of being part of the NAPA family by visiting www.NAPAAutoCare.com.
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By Joe Marconi
In the 4 decades as a shop owner, my number one way to have a smooth running shop is to surround yourself with the right people.
I am interested in hearing from other shop owners. What's your opinion on how to run a smooth running operation?
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By carmcapriotto
Barry Barrett, a Certified EOS Implementer
As an EOS Implementor in his company, Business With Purpose brings dedicated support to Leadership and Sales teams in all types of organizations, helping them structure the six key components of their business to make it operate with the best processes for their specific industry, using the EOS Model.
Barry’s energy is contagious no matter if he is in a session with a client, giving a keynote address, or rolling up his sleeves in a workshop. Barry is a business coach with his positive mental attitude, incredible work ethic, and determination for excellence, his results-oriented approach is matchless.
Barry is driven, caring, and passionate; traits that he uses to help his clients grow their businesses in a positive way. Find Barry’s other episodes HERE.
Key Talking Points
People- 80% of business issues stem from85% of the world lives in the quadrant “good at their job, but don’t like it.” Find people that share your core values- everyone values things differently, if they don’t share the same core values it doesn’t make them a ‘bad person.’ Kicking vs pulling back- would you rather have an employee you need to pull back vs someone you have to ‘kick?’ Discovering your core values- pick 3 people you admire most in your organization (if you had 100 of them you could take over the world), if not in the organization then 3 people in your life you admire. If you cannot choose 3, then really consider who you surround yourself with and who you hire in your business. RPRS- right people, right seatRight people- fit the culture and share core values Right seat- get it (born to do the job), want it (want to come to work every day), and have the capacity to do it (tools, time and training)Wrong person, right seat/right person wrong seat Being the right person to implement EOS- love people (if you don’t love people then you can't lead, abundance minded, more afraid of status quo than change ExpectationsUnmet expectations lead to frustration Most owners aren’t clear about their expectations How is overrated, who is underrated Completing and working a job is easy, finding the right people is hard Having the right people at your business means you can teach them the “what.” “Who Not How” by Dan Sullivan If you have enough money you don't have a problem If you don't have enough time you won't have enough money You can’t make more money by spending more time doing the “what” People that have freedom of time generate more money
Thanks to Barry Barrett for his contribution to the aftermarket’s premier podcast. Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP's HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show:
Facebook Twitter LinkedIn Instagram Youtube Email
Join the Ecosystem - Subscribe to the INSIDER NEWSLETTER HERE.
Buy me a coffee
NAPA AutoCare’s PROimage program makes it easy for you to make the most of the NAPA brand. A PROimage upgrade lets you maintain your shop’s identity as a reliable, locally-owned business while letting your customers and potential customers know you’re partnering with NAPA, the most recognized and trusted name in the automotive aftermarket. AutoCare Centers that have completed a PROimage exterior upgrade enjoy an average 23 percent sales increase during the first year. You can also choose to go PROimage on the interior and transform your customer waiting area from merely utilitarian to warm and welcoming. You can even get a free look by visting www.NAPAAutoCare.com and clicking on the NAPA PROimage link under the NAPA PROimage tab. Of course, the AutoCare site is also the place to go to find out about all the advantages being part of the NAPA family has to offer.
Click to go to the Podcast on Remarkable Results Radio
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By carmcapriotto
Matt Fanslow is the diagnostic tech/shop manager at Riverside Automotive in Red Wing, MN. His primary responsibilities are to diagnose driveability and electrical/electronic issues, and perform most all programming, coding, initializing, adoptions, etc. Basically, if it needs to be figured out or has wires, it goes to Matt. He’s been a tech since 1996.
Matt is also a subject matter expert for ASE and has instructed at Vision Hi-Tech Training and Expo.
Matt has participated on 18 ASE technical committees for the ASE Practice Test, A6, A7, A8, and L1 tests. He’s also done case studies for Standard Motor Products.
Fanslow’s goal is to do everything in his power to improve the overall level of professionalism within the automotive and light truck repair trade and also raise the level of its public image. Matt Fanslow’s Previous Episodes HERE.
Bill Nalu is President of Interstate Auto Care in Madison Heights, Michigan and has been in business for 30 years. He collaborates with industry professionals, in building today’s “high-tech/old-fashioned” customer service system. Bill has been a big contributor to the podcast and he currently serves on several industries and educational advisory councils including AutoValue/Bumper to Bumper, Dorman Industries, and Cardone. Listen to Bill’s previous episodes HERE.
Keith Perkins has been in the industry over 15 years, serving in various capacities, including; engine machinist and assembler, dyno tuner, diagnostic technician, instructor, technical information specialist, and many more roles through the years. He currently operates L1 Automotive Diagnostics and Programming LLC a mobile module programming, diagnostic, immobilizer solution company, Keith also operates the L1 Automotive Training company that offers advanced level automotive training on-site and online at www.L1Training.com. Keith holds the title of ASE Master Certified L1 Technician, holding ASE certifications: A1-A9, L1, L2, L3, X1, P2 and various other industry certifications, he also serves as a Subject Matter Expert for ASE. Listen to Keith's previous episode HERE
Key Talking Points
Scan toolsCapability aspect- leads to stronger marketing and sales with the added capability to have a full-service repair Cost per use- tools being used daily vs tools purchased with intent on ‘attacking’ certain market/getting a reputation that can get it done (accepting collision jobs, need factory tools) Buying tools- who should buy them? The owner or technician? When the owner buys the tools they are essentially giving their employees a raise and allows access for every employee to use. The owner needs to invest in shop equipment that their employees need to have to generate profit Technician retention when an owner buys tools The owner must include tools on their insurance policy Training- most shops are underusing their toolsResearch and also read the service information because there is a learning curve with each one Consider doing once a week training with everyone involved Specialization- car lines vs certain specialized technicians
Thanks to Matt Fanslow, Keith Perkins and Bill Nalu for their contribution to the aftermarket’s premier podcast. Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP's HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show:
Facebook Twitter LinkedIn Instagram Youtube Email
Join the Ecosystem - Subscribe to the INSIDER NEWSLETTER HERE.
Buy me a coffee
As a member of the NAPA family, AutoCare Center owners can take advantage of the NAPA National Health Program from the NAPA Insurance Center. This “NAPA only” program gives you and your employees access to national “large group” rates on medical insurance with premiums discounted up to 30 percent. These rates are based on the collective purchasing potential of 22,500 NAPA locations including both NAPA AUTO PARTS stores and NAPA AutoCare Centers.
The NAPA Insurance Center can help you with a variety of other insurance benefits too. For more information about The NAPA National Health Benefits program as well as all of the insurance benefits available to your AutoCare Center and your employees, visit the NAPA Benefits Center, at www.napabenefitscenter.com or call the NAPA Benefits Center at 844-627-2123.
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By Joe Marconi
Here's a tip I preach at the Elite Fly with the Eagles Marketing course:
Study your competition in your local area, know everything about, learn what they do in your community, learn about their advertising strategy and marketing strategy, find what their strengths are, and find out what they do special for their customers.
Ok...once that is done, here is what you do: Ready? Don't do anything that your competition does!
That's right, in order to stand out, be different. Don't mimic what your completion does. Tell YOUR story and build a marketing and advertising strategy based on what YOU do that the competition does NOT do.
For example, If you are active in youth sports, then make that your community story. Promote that everywhere.
Remember, to stand out you need tell the world what makes you different.
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By Joe Marconi
The common buzz in business is to market to new, potential customers. This is a smart strategy given that every business losses customers each year, and we need to replace those lost customers.
However, we also need a marketing plan that takes care of our existing customers. It is cheaper and easier to retain your customers, than to market for new ones.
What strategies do you employ to retain your existing customers?
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By Joe Marconi
Got your attention? Good. That's the power of advertising and marketing. I know many of you are affected by COVID and experiencing a downturn economically. Studies have shown that the businesses that maintain advertising during downturns do better with market share and sales when the economy returns to normal.
Maintaining your marketing presence is a lot easier and less expensive than playing catch up when things get better.
I know the reality of tough times. Do your best to maintain your advertising during tough times. You will get back what you invest.
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By Joe Marconi
Most of you probably already know what I am about to say: The Service Advisor position is the most crucial position in the shop. I know, I know, what about the mechanical work done by the techs? Well, that's important too, of course.
For the most part, customers spend their hard-earned money and most of time don't really know or see what was done to their car. Let's face it, the customer can't see the water pump or T-belt. And most of the time, the customer does not feel any difference with the car as they drive out of your parking lot.
What the customer does see (or experience) is how she was treated. And that makes all the difference in the world.
Plus, great service advisors also motivate the technicians, because great advisors are also great leaders of people.
Think about this...Six months from now, your customer will not remember the fuel injection relay or the mass air sensor that was replaced....but she WILL remember how she was treated.
And trust me, that OE-quality fuel injection relay install by a certified A-level Master tech using Snap On tools and a Launch Scanner IS NOT the reason WHY your customers return to you....She returns because of the level of service your provide.
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By Joe Marconi
I know it's not going to be Back to School as usual this year, but there will be increased traffic on the road as more people perform school-related errands. It's your obligation to your customers and the community to make sure the roads are safe.
Many people have neglected their cars the past few months, making a lot of opportunity for your shop.
Get your Fall/Back to School marketing plan in place today!
Want to share ideas? Even Better!
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