Your work is not over after you hire a tech or service advisor
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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
As a result of COVID-19, we are seeing more and more businesses install plastic shields at their service and receptionist counters and desks. What are your thoughts. Will you install the shield, have done it or is it a no?
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By Elite Worldwide Inc.
· When? December 3-5, 2020
· What? Online 3-Day Event + 6 Months of Coaching
· How? Call (800) 204-3548 to enroll
· Enrollment Deadline: November 20, 2020
The Elite Masters Program offers 3 days of intensive sales training, followed by 6 months of sales coaching to ensure that your shop sees permanent results.
All training and coaching is delivered by Ratchet & Wrench All-Star Award winner Jen Monclus, and has been proven to increase sales by an AVERAGE of $10,750 per month after the training!
Better yet, this is a rare opportunity for your advisors to receive the initial 3 days of training online, so you can save on travel and hotel expenses.
This is your last chance to enroll in the course beginning Dec 3-5, so to reserve your advisor's spot, just give us a call at 800-204-3548 or click below to learn more.
About our Masters Program
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By Joe Marconi
We, automotive shop owners of America, must take the opportunity of a lifetime and turn it into a bunch of success stories. What opportunity? Look around you. The world is in turmoil. COVID-19, social unrest, uncertainty about the presidential election, the economy, how are we going to get out kids back to school, on and on and on.
While the world is spiraling out of control, we have the power to make big changes to our auto repair shops. And it can all be positive!
The Opportunity...
First, the average age of a car in the U.S. is about 12 years old, attaining well over 200k on the clock.
Second, Uber, taxis and limo companies are suffering. Guess why?
Third, the motoring public in the foreseeable future will be traveling by car, taking road trips like they have never did before.
Fourth, the roads are packed with motor vehicles, as more and more people prefer their own car as their primary means of transportation.
Fifth, as the cars get older and older, more of them will be out of factory warranty.
Sixth, independent auto repair shops have a vast amount of training, resources and replacement parts.
Seventh, the overwhelming majority of cars being build and sold today are still internal combustion engine powered cars. If you factor in the expected average age of car these days, we can safely bet that those gas engine cars being sold today will still be on the road in 2033 and beyond!
Eight, You need more? That's not enough!
Get your plan in place. Get your prices in line with making a profit. Don't give anything away anymore (I am mostly referring to checking, testing, diags of any sort!) Offer world class customer service. Be a leader of your employees. Show the world what you are made of!
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By Elite Worldwide Inc.
This is your last chance to enroll your service advisors in Elite's Masters Service Advisor Training Program starting September 10-12!
To ensure that we're able to comply with social distancing and keep your advisors safe, this is a rare opportunity for your advisors to receive this industry leading sales training entirely online!
Your advisors will not only receive 100% of the training that we offer at the live 3-day course, but you'll be able to save on travel and hotel expenses, and your advisors won't have to spend any extra time out of the shop due to travel. Most importantly, after the initial 3 days of online training, your service advisors will still get the identical 6 months of sales coaching from Ratchet & Wrench All-Star Award winner Jen Monclus, which has been proven to increase sales by an AVERAGE of $10,750 per month after the training!
This is your last chance to enroll, so give us a call at 800-204-3548 to take advantage of this rare opportunity. For more info, feel free to visit our Masters Program web page.
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By Joe Marconi
Below is a link to an article in Ratchet and Wrench Magazine about what Valvoline is doing about the tech shortage. The aftermarket needs to look at social media and other unconventional ways to bring techs to our industry.
https://www.ratchetandwrench.com/articles/7471-Valvoline-launches-auto-career-platform
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By Joe Marconi
Perhaps the worst time to look to hire a technician, is when we lose one. At that point we go into “Crisis Hire” mode. We most often settle for anyone, rather than taking our time to find the right person.
We need to take a lesson from large organizations and sports teams. Their strategy? They continually recruit. I did not say continually hire, I said continually recruit.
You need to be on the look out for the talent in your community. Find where the best of the best are working now. Reach out to these people, get to know them.
Make is part of your overall business plan to stay in touch with trade schools, the military for returning vets, and any other employee agencies. Identify key people in your local auto community and ask questions; where are the best technicians? How can I contact this person? Who knows this superstar tech?
In other words, allocate a significant portion of your time in the area of recruiting. Your goal is to have people in the pipe line. So when you lose an employee you have a list of contacts to reach out to.
In the book “Work Rules”, a book about Google and its employee strategies, the author states that Google follows this rule: “Hiring is the single most important activity in any organization"
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By Joe Marconi
One thing I see different with young techs today from years back is the lack of hands-on experience. In my era, mechanics got their start pumping gas, working with their father on the family car and helping friends. By the time you landed a job in a garage, you had the basics under your belt.
I am firm believer in hiring entry level techs, always have been. I contact the trade schools; Lincoln Technical, Universal Technical Institute, etc. I have to tell you, the last few years have been a bit discouraging.
When I look at their resumes I am shocked that they never worked in a repair shop. Oh, they have worked as a camp counselor, at the local deli, at Rite Aid and Apple Bees. But no hands on mechanical work? Some of them never worked on car other than what was required at school.
These schools are pumping out techs by the thousands. Are they all like this, and where are they too?
Our future is dependent on a strong entry level workforce. I think we need to rethink the process. I also think that trade schools should adopt a concept similar to the medical field. Nurses and doctors must go thru mandatory work at hospitals while still in school and then go thru internship programs. You would never put a doctor in an operating room, fresh out of Med School with no hands-on experience. Would you?
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