If You Are Using Direct Mail - You Need To Be Aware of These
-
Similar Topics
-
By carmcapriotto
Tom Grady founded Redhawk Auto Service in 2005 with the goal of providing the Temecula Valley with high-quality automotive service that emphasizes excellence, value, and convenience. Tom Grady has over 35 years of automotive industry experience as a former executive with Ford Motor Company and Nissan. He was also an automotive dealer in Orange County and New York. Mr. Grady has an M.B.A. degree and a B.A. in Economics.
The Grady’s also own full-service hand car washes and founded Redhawk Hand Car Wash in 2003. Mr. Grady has been actively involved in the community through the Rotary Club and as the past Chairman of the Lake Elsinore Chamber of Commerce.
Key Talking Points
6 bays in 2,000 square feet- 6 technicians, 15-year business. Last three years the business did 1.5-2 million per year. Satelite location- needed more space but didn’t want to expand and purchase another business for a second location. Started looking at flex condos during the pandemic, found one that was available for purchase. It was a call center and part of it is offices for rent plus has offices for businesses for the first time. Tom equipt it with 6 lifts. 5 minutes away from first location. Service advisors will stay at first location. Goal increase business but cut back expense to achieve efficiency First location will be used for quick work, satellite location will be used for work and repair that take longer Challenges- logistics, communications between both shops, AAA towing drop-offs (no parked cars overnight at satellite), and computer systems Marketing- saying “yes” to the customer. Tom loves the sizzle of “selling and marketing.” Tom is the visionary of the business and in the CEO ATI Program and his second in command is in COO program. Thanks to Tom Grady 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
Gold Certification recognizes top tier NAPA AutoCares with a high level of participation in the AutoCare program. The program was built by AutoCare Centers for AutoCare Centers to provide a consistent consumer experience, maximize technology leverage, and reward NAPA’s most committed partners. In other words, Gold Certified AutoCare Centers are the standard bearers for the AutoCare brand nationwide. Simply put, the Gold Certified NAPA AutoCare program, powered by your local shop brand, will separate you from the rest helping you boost your bay counts and your average repair orders.
Learn more about NAPA AutoCare, Gold Certification, and the hundreds of other benefits the NAPA family has to offer by talking with your servicing NAPA store or visiting www.NAPAAutoCare.com.
Click to go to the Podcast on Remarkable Results Radio
-
By carmcapriotto
Andy Bizub from Midwest Performance Cars in Chicago is also a native of Chicago. His first career was 25 years as a commodity trader. He entered the professional auto industry in 2014 by acquiring a failing shop in downtown Chicago that he was a customer of and started a turnaround. Andy now has two locations. He bought his first car at age 19, a 1972 Triumph Spitfire, which was the start of his gas, oil, and automobile obsession. Look for Andy’s previous episodes HERE.
Charlie Marcotte is the owner of American Pride Automotive and Founder of Transportation Matters. After serving in the U.S. Army, Charlie and his wife Diane moved to Virginia in 1988 and started their family in 1992. Putting food on the table was the primary goal that started Charlie working on cars (illegally) from a 10' by 20' storage unit. A strong work ethic and love of cars allowed those humble beginnings to flourish into American Pride Automotive, with 4 locations serving the Virginia Peninsula. The family unit has always been Charlie's driving force, with three successful children and a bouncing baby Grandson: Life is Good. Building a solid business is a point of pride for Charlie, but his true passion is Transportation Matters. The transportation Matters mission drives positive social change while delivering a competitive advantage to the independent automotive repair industry—the same industry which has provided Charlie with so much opportunity.
Key Talking Points
Early bird drop offs- loyal customer, comes in for routine services Key dropper- hold out keys and wants to be called when done Trust- yours to lose in everything you do. Relationships- discuss things besides the customer’s car to establish a connection COVID 19- has started training customers to not wait in the waiting room. Customers have changed their behavior and it stressed the value of their time. Communicating with customers- text, calls, email. Make it convenient and streamline Be neutral and objective instead of being black or white without seeing gray. Most production takes place in the middle when you can pivot, listen and adjust to your customer’s needs. Independent shop owners are not the competition- the competition is new car dealer/franchise. The independent shops are grassroots, boots on the ground, and have community ties. “Who not how” Dan Kennedy- how do you get your customer to look at you as their “who” for auto repair? Phone calls- the best insights into customer’s expectations and if they’re being met. Market to existing customer base instead of all going to new customer acquisition- producing word of mouth referrals Subscription service for VIP customers- guaranteed 24 hour appointments? Is being too busy hindering your clients? Dentists prioritize broken teeth for emergency appointments, what about broken cars?
Thanks to Andy Bizub and Charlie Marcotte 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.
Click to go to the Podcast on Remarkable Results Radio
-
By mikerisich
It’s easy to hire someone and say ‘go run a few ads now and then.’ But that doesn’t cut it anymore. You need digital technology. One of the misconceptions about BOLT ON TECHNOLOGY products is that they’re hard to use, but if you can use a cell phone, you can use this.
Learn how technology can address and solve some of the issues that your shop faces as far as visibility, car count, and employee retention. Tim Cifelli, Chief Revenue Officer at BOLT ON, joins the Wrench Way podcast to talk through some of the most common challenges that shop owners face and what they can do about them while adding value.
Give it a listen at the link below:
https://wrenchway.com/blog/addressing-shop-challenges-with-technology/
-
By ncautoshop
Many of us were once techs, but now hold the management role within our facilities - and as much as we'd love to say we're as technically proficient as we once were, the reality is technology is changing SO quickly that it's tough at times to stay on top of it!
Scan tools are being released at a dizzying pace, and the features required aren't what they were 5 years ago!
In this episode of the ASOG Podcast, David and I talk with Brandon Dills of Jarhead Diagnostics about just that!
Brandon shares his scan tool choices and what tool, if he could choose only one, that he would purchase!
We also talk some techncian perspective and there's even some dealer perspective in there!
Make sure you listen to the whole things, as there's some killer information mixed in 😉
You can listen on your favorite listening app here:
https://www.buzzsprout.com/1182755/7851337-asog-podcast-ep-21-is-your-shop-under-equipped-with-brandon-dills-of-jarhead-diagnostics
There's also a live premiere on YouTube currently! Go and share your opinion with other listeners!
Please considering liking, subscribing, sharing, reviewing or commenting on your favorite platform! It really helps us know how to better serve this community!
https://youtu.be/J7Wu29AA_FM
-
By carmcapriotto
https://youtu.be/YZgOVNPp3yM
Keith Knowlton. Keith and Linda started LK's Auto in 1994, Keith has been in the automotive business since 1979 working as a gas station attendant. Keith has been an ASE master technician for 25 years, AAM degree, and completed many Service Advisor courses being able to run 5 technicians with over 100k in sales each month. Keith wants to have complete customer satisfaction while expanding sales. Keith’s previous episodes are HERE.
Andy Arndt has now has three shop buildings rather than two. He owns the original two and also rents a building across the street. Andy has one son in the business, Corey, who acts as general manager. . Andy’s previous episodes are HERE.
Brian Gillis is the Chief You Net Results Strategist, with 25+ years experience in auto shop operations, hiring, recruiting, systems, processes, multi-store experience, and employee training.
More about Brian Gillis…
25+ Years owning and operating auto repair shops in Texas, Georgia and Colorado, multi-unit stores Hired and Trained over 2000 staff members Budgeting and Profits Brian’s Specialty Smooth as silk with customers Brian’s previous episodes are HERE.
Key Talking Points:
The panel played a game on how much each of them would spend on certain items:Gym Membership Dress Shoes or Boots Birthday Gift for a Good Friend Surround Sound System Laptop Computer Family Pet Necktie Bottle of Wine It’s not a matter of how much disposable income someone has… so we can’t look at a customer and just start making decisions on pricing Technician recommendation vs Invoice… ask the advisor why didn’t you recommend the repairsDon’t think for the customer Don’t be a bleeding heart for customers Having sympathy for older customers... can cost you Have empathy, but don’t give away the shops moneyDon’t think “wow, this is gonna cost a lot of money” Push that thought to the side If not, you will be limiting your potential “Wisdom Credits” for seniors, emotional attachmentIs there sentimental value to the car Be tough on coupons Guidance for the boomer generationHave senior or military discounts pre-established in your books Have discounts across the board so you’re prepared for it $$ Don’t put money ahead of safetyPeople play the poverty story all the time Don’t compromise the safety of a vehicle over money If they are truly down on their luck financially, you can... Prioritize the repairs in an effort to help the customer The power of understanding the profit and lossKnowing what the parts costs Having an understanding of the overhead costs Teach your service advisors these costs The goals for average work order can result in a loss of salesDon’t just hit the goal, work beyond that Don’t get complacent in the afternoon if you’ve had a good morning Final WordsBrianRun out there and run this game AndyThe help from Brian with my advisors is amazing KeithIt’s always about training, about getting better Always identify the next training needs Too many times we think about our own money tolerance instead of the customer needs We think what others believe is a lot of money We have different lines in the sand, you’ll limit yourself to and your potential Don’t make the customer decision for them
Resources:
A special thanks to Keith Knowlton, Andy Arndt, and Brian Gillis for their contribution to the aftermarket. Books Page HERE Listen to all Remarkable Results Radio, For The Record and Town Hall Academy episodes. Facebook Twitter Linked In Email
Mobile Listening APP's HERE
Join the Ecosystem - Subscribe to the INSIDER NEWSLETTER HERE.
Buy Carm a Cup of Coffee
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
This episode is brought to you buy Shop Marketing Pros. Your guides are Kim and Brian Walker with a rich history as shop owners and industry veterans. When someone searches for a shop, who are they finding? Your competitors? It should be you! The good people over at Shop Marketing Pros know how to drive website traffic and make Google work for you! www.shopmarketingpros.com
Click to go to the Podcast on Remarkable Results Radio
-
-
-
Similar Tagged Content
-
By Joe Marconi
Do customers really have clear expectations when they arrive at your shop? Think about it. Who is responsible for setting clear expectations? Consumers may have a preconceived idea about what to expect, but when it comes down to what or who sets the expectation, it's the shop's responsibility.
Great customer service is created by the shop and its people. The consumer will judge that experience, but they don't create it, you do.
We may think that the consumer will tell us what they expect from us. I think it's the opposite.
Henry Ford once said: “If I had asked people what they wanted, they would have said faster horses.”
-
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.
-
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?
-
By CAR_AutoReports
The best advertising comes in the form of referrals, which are usually free but don’t happen overnight.
Advertising is perhaps the most confusing part of owning any business, not just an auto repair business. Advertising is, to take your marketing materials and broadcast them in mediums where you anticipate your target audience. The internet has drastically changed advertising as most understand it. We used to think of advertising as the “yellow pages” and newspapers. However today, the yellow pages comes in many different forms these days. All of which promise you the world and few of which will deliver.
We recommend taking a broad approach to advertising to test what will draw in the most amount of new business to you. When thinking about how to advertise for your business, below are some suggestions to consider. First, establish a yearly/monthly budget, then to execute a plan. The most important part of your plan is to follow through on asking your new customers how they found you, that way you know what advertising is working.
Our advertising model assumes you have a few things in place, as we also discussed in Part 2: website with contact module, Google Business Page, and a Facebook Business Page.
We are firm believers that Google’s vast grasp on search is what makes it the king of advertising for now. Most people start their searches on Google, and if you’re not on Google maps and your website hasn’t been crawled by Google… you may not exist. We can argue this until the cows come home, but the truth is they hold a grasp on nearly 80% of all search in the US. Picture 10 people searching for “auto repair in my town”, nearly 8 of them are using Google. It’s much easier and fruitful to advertise to 8 out of 10 than 2 out of 10.
We are going to assume you have a $250 budget, the starter plan would be something like this:
Google Business Page – Free Facebook Business Page - Free Adwords Campaign through your Google Business Administration Page – Budget Dependent - $100 per month recommended Local Paper Advertising – Prices Vary – Assuming $100 per month This leaves you with $50 left over. Personally, we recommend a service called Yext, however we are unsure of their price these days as they have gone into a "Demo mode". This means they likely introduce you to the price after you’ve demo’d their product. For a one location auto repair business, we believe their estimated price may be over $600 a year, which kind of busts the budget a bit. But once you see how much time their platform can save you… you may reconsider.
Yext does a few great things that stand out:
They broadcast your correct business information to well over 100 directory systems, including Google and Facebook. They also allow you to make business updates from their platform and broadcast it to all the directories in the network. They manage your inbound reviews from your customers on all those platforms and immediately inform you when you receive them. They allow you to broadcast messages of specials you may want to promote. They link your business website from 100 different directories, instantly giving your business credibility online. The most underrated thing they do… is save you time from trying to log into 100 different directories and fix errors, omissions, and broadcast them all at the push of a button. Can you imagine the time it takes to create 100 different accounts and to regularly check and manage them? We did, so we tested Yext at our founder’s facility and have been a subscriber for well over 5 years now. This article originally published in CAR's News Section
View full article
-
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.
-
-
Our Sponsors
Recommended Posts
Create an account or sign in to comment
You need to be a member in order to leave a comment
Create an account
Sign up for a new account in our community. It's easy!
Register a new accountSign in
Already have an account? Sign in here.
Sign In Now