Ask Us ANYTHING [Live Call] TOMORROW!
By Elite Worldwide Inc.
Elite's AMI accredited Online High Impact Course, sponsored by Jasper Engines & Transmissions, starts October 16th!
This industry acclaimed online service advisor training course is delivered by 2019 Ratchet & Wrench All-Star Award winner Jen Monclus, and has been proven to generate both happier customers and higher sales.
Here are a few of the topics that will be covered:
- Selling multiple repairs & big ticket items
- Selling diagnostic testing & maintenance
- Building powerful relationships in 60 seconds
- Overcoming the most challenging sales objections
- Generating more repeat and referral business
- Presenting service recommendations in a way that makes customers want to buy
- Note: Course will come with a workbook, homework assignments and testing to ensure accountability and lasting results
It's only $179 to enroll, and seating is limited, so call 800-204-3548 or visit our Online High Impact page to secure your advisor's spot today!
Our Service writer is paid 8% on all sales. When he is off for 2 days, we have another hourly person that service writes. My question is we pay the SW that was off for 2 days 8% on all sales, but take them as vacation days. The person filling in (he does a great job) pay him the difference if he was service writing and would be commission. Looking to see if somebody has a better solution. If the regular SW is on vacation, I can figure the sales from his last day till he comes back. That is not a problem
By Joe Marconi
The days of cars breaking down and lining up in front of your bays on a daily basis are long gone. Today, we need to be proactive. Now I know many of you are having a great summer in terms of sales, but don't rely on this to keep you going the rest of the year.
Here's a tip to keep in mind: Every car in your shop today will need a future service and/or repair in the future. The question is, "Will the customer go back to you?"
Here's what you do: Make it a practice that you inform all customers in for service today of their next service and/or any future repair they may need. Let them know you will add their vehicle to your calendar and send them a card/email as a reminder. But here's the deal-sealer. Let them know you will call them also when the vehicle is due.
Afraid that customers might see this as too pushy? Don't be. If done properly and if you convey that what you are recommending is in their best interest, they will listen.
Will every customer return? No. But how many will if you leave it to chance?
By Mail Shark
Tracking the return on your auto repair shop’s direct mail marketing can be a challenge. One tool that can give you a tremendous amount of transparency into your direct mail ROI and that I recommend almost 100% of the time is call tracking.
For those of you who aren’t familiar with what call tracking is and how it works, it involves putting a unique phone number on your direct mail that isn’t used anywhere else. When someone calls the number, it forwards immediately and seamlessly to your main phone line. This gives you the ability to track and record all phone calls from this special number, in turn giving you some transparency into how your direct mail marketing is performing.
There are of course many other nuances, capabilities, and uses for call tracking that you can learn about from companies like CallRail or Conversa, just to name a few.
That said, it’s critical you understand call tracking is NOT the be-all end-all when it comes to determining how well your direct mail marketing is working. If this were the case, you’d have to assume that 100% of every new repair order you get calls directly from your mailer. However, we all know this will never be the case. Here are a few reasons why.
Your Online Presence
Before they consider using you repair shop, many prospects will go online to check out your website. If a customer lands on your website – assuming you aren’t using a PURL (Personalized URL), which is almost never the case with most auto repair shops – they do their research and then call your shop from the phone number on your website. In this situation, you immediately lose insight on how they heard about you.
Customers are also reading your online reviews, whether on social media or review sites. Sites like Demandforce, SureCritic, Carfax, Repair Pal, Facebook, Yelp, Yellow Pages, etc. all have your shop’s contact details, including your phone number. Any call from customers who used these sites removes transparency on how they heard about you.
Our auto repair shop clients consistently tell us customers will just stop by their shop with their direct mail piece in hand. I’m not just talking about quick lube shops that are based on walk-in traffic. I’m talking about general and specialty auto repair shops. It’s great when customers have your mailer with them, because you can attribute these customers to your direct mail marketing. However, this won’t be reflected in your call tracking, which is another reason call tracking isn’t the be-all end-all when determining ROI.
Online Appointment Scheduling
More and more auto repair shops are offering online appointment scheduling. We like to position these shops as being easy to work with, and part of that is promoting their online appointment scheduling. We include verbiage on our direct mail pieces to inform customers they can conveniently schedule online, and most times we accompany this with a QR code that brings them directly to the appointment scheduling page.
This is similar to my first point regarding your online presence and website. However, I also want to point out this specific example because in these cases, we’re actively pushing people to go online to schedule their repair or maintenance service, thus losing transparency from call tracking.
All that said, call tracking is an effective tool that gives you a lot of transparency into your direct mail marketing ROI. However, you should also be running matchback reports that compare new repair orders during (and in the trailing months following your campaign) to your direct mail list. This helps you identify customers who were missed on call tracking or by your service advisor. You can then use your call tracking data in conjunction with your matchback reporting to get a clearer picture of your direct mail ROI.
If you’re using EDDM® Retail or EDDM® BMEU, you won’t be able to execute matchback reporting because there’s no mailing list to compare your repair orders with.
Executive Vice President of Sales
Email: [email protected]