I'm looking at opening an auto repair shop with a partner who is the mechanic and possibly another mechanic. I will be the sole investor in the venture never before been in the auto rapair shop business. I will most likely manage the whole thing. I need lots of help.
How are mechanics paid?
How do I pay myself and recoup my investment?
Shop management software? Looked at MaxxTraxx, Alldatapro.
What types of insurance must I carry?
I've found a nice place with three bays to rent but will need to install lifts. Should I shop used or new?
Etc etc etc.
Thanks for any help you can offer.
By Mail Shark
In today’s hustle and bustle world, consumers want to work with companies that make doing business easy & convenient.
If your auto repair shop offers online appointment scheduling, you most certainly want to include content that conveys that message on your direct mail and other marketing. It can help position you as the local repair shop that makes doing business easy by giving customers another convenient way to schedule their repair or maintenance services.
As a standard, I suggest my clients add the following verbiage or a variation of, positioned above their phone number and website
“Call Today or Conveniently Schedule Online”
In addition, I recommend utilizing a QR code, that when scanned takes your customers directly to your online appointment scheduling web page. Customers that are apt to schedule their appointments online will no doubt appreciate the convenience, making it even easier for them to book their appointment from their smart phones or tablet by simply scanning your QR code as opposed to having to type out a long URL such as:
Attached is an example showing one side of a 5.5x10.5 Direct Mail Postcard:
Now, I know what many of you may be thinking, “Do people still use QR Codes?” I’m not using my psychic abilities; I’ve simply been asked countless times by auto repair shop owners. Many shop owners seem to think QR codes are a thing of the past, however, this couldn’t be further from the truth.
The QR code market is on a steep rise. According to Juniper Research, by 2022, 5.3 billion QR code coupons will be redeemed by smartphones and 1 billion smartphones will access QR codes.
In my opinion there is no reason you should not be using this technology. Utilizing a QR code can’t have any negative affect on your business and there is only upside potential to add more convenience and make your shop easier to schedule an appointment with.
A few final thoughts:
It’s important to note, after creating countless QR codes for auto repair shops, I have noticed that when clicking on the online appointment scheduling link on many shop websites, it does not take you to a different URL when accessing the online appointment page. Instead, it keeps you on the same page you are on with an online appointment scheduling pop up. If this is the case on your shop’s website, you will not be able to link a QR code direct to your specific online appointment scheduling page. You can still utilize it to drive your prospects to your website and then from there they will have to navigate to this page as compared to them scanning the QR code and landing directly on your online scheduling page.
If your shop doesn’t offer online appointment scheduling, you can still utilize QR Codes for many different things. Below is a short list to give you some ideas of what QR codes can easily link your customers to.
· Any Website URL
· Google Maps Location
· YouTube Video
· Contact Details
· Image File
· Etc. etc.
Finally, we have some PRO Tips to help you get the most out of the use of your QR code.
PRO Tip #1: Basic QR codes should be FREE from your direct mail partner and many QR code services give you the ability to create a special QR codes that allow you to track the number of times your QR code is scanned. You can then test the use of your QR code and have transparency as to whether your QR code is being scanned by consumers.
PRO Tip #2: Never Use a QR Code without labeling it with what its purpose is. You will most likely get zero scans or far less using a QR code without a label.
PRO Tip #3: I don’t recommend using more than one QR code on your direct mail marketing piece. Use the link you feel customers will find the most convenience in and stick with a that one.
PRO Tip #4: You can also create custom QR code images to further enhance the appeal of your QR code. This is typically with paid QR code services. Attached is an example of how Mail Shark created a custom QR code to make it seamless for our prospective auto repair shop clients to get a quote and samples.
Executive Vice President of Sales
Email: [email protected]
By Mail Shark
It’s critical that you understand the pain points of your targeted prospects in relation to the products and services you offer in order to be able to strategically choose the marketing content that will be most compelling for them. This will enable your client to react and consider you for their next repair or maintenance service.
For example, in a 2017 Survey from AAA, the findings show that one-third of drivers in the US could not afford a repair bill that was unexpected. 33.33% is a pretty significant number of vehicle owners that have tight budgets.
With that in mind, if you offer any type of financing options for repairs, it’s important that your marketing message contains content that informs your prospects that you have options. These options will help them get financing for their repairs or maintenance and get them back on the road fast.
Depending upon how much content and space you have available on your marketing, there are a few different ways to promote your financing.
Below are a few ideas to promote financing options on your direct mail marketing.
1. Create a burst or some other type of call out that promotes your financing option.
2. If you are listing other benefits your shop offers, you can include financing info here.
· Financing Options Available
· Quick & Easy Financing Available
· NO Credit Check Financing
3. Utilize your financing company’s info, logo, etc. to create a larger impact.
Below is an example of a new project that just came by my desk demonstrating one of the many ways to promote your shop's financing. This example shows one side of a Jumbo 8.5x10.5 postcard.
Included is a bullet point calling out “Quick & Easy Financing Options” under the: Why Choose Auto Clinic? section. Since this is a critical message, we placed it first in our bulleted list based on the Primacy/Recency Effect, in order to drive home to the consumer . In other words, people tend to recall information provided at the beginning of a list (Primacy), and end of a list(Recency) better than information presented in the middle of the list.
We then reinforced this with another message addressing their customers' potential problem: “Unexpected Repair”, & our Solution “Fix it Today! $0 Down”. In addition, we incorporated the EASYPAY FINANCE branding.
Finally, knowing that 33% of drivers may be struggling financially is also a compelling reason to have a strategic coupon offering. Giving prospects the ability to save on repairs, in conjunction with providing them financing options, can help position you as the best option for their repairs.
Executive Vice President of Sales
Email: [email protected]
By Elite Worldwide Inc.
Let’s say you’re looking to hire a superstar technician. You find one who has a proven track record of success, and put them through a well-constructed interview process. You decide that the person sitting in front of you is the perfect fit, and you make them a formal job offer in hopes that they will agree to join your team. They agree, and for the first time in a while you’re able to sleep throughout the night, because you know you’ve done your due diligence, and have finally found the top tech you’ve so desperately been needing. All good so far, right?
Your new hire comes to work on Monday, and you’re off to a great start. And then…. it happens. Within the first few weeks you start to get the sinking feeling that you may have hired the wrong person. There’s no question that they can fix cars the right way, and they do it quickly. They also show up every day on time, and they keep their workplace clean. The problem is, they don’t follow your procedures very well. Your key employees are telling you that the new guy seems to complain quite a bit about meaningless things, and they’re sad to report that he’s not very social either.
You start to hope that he’ll either “adjust or come around”, or that he’s just dealing with some personal issues that will soon pass. But after a month or two you reach the inevitable conclusion – this guy doesn’t like to follow rules, he has an attitude that doesn’t fit well in your shop, and your other employees are not very pleased that he’s working with you. After many sleepless nights, you decide to let him go, and you start the process all over again.
Unfortunately, many shop owners live in this world of high employee turnover, or end up telling themselves that they’d rather keep someone who’s not a good fit than run the risk of simply swapping out one bad employee for another. If this sounds all too familiar to you, then consider this:
The trap most shop owners fall into is they hire people for what they know, and they end up firing them… for who they are.
To put it another way, shop owners often hire people for their skills, and they fire them for their behavior. So, the best-kept secret to hiring superstar techs and advisors? It’s going a step beyond learning about their skills and experience, and learning more about who they are as a person. As someone who has grown some of the most successful shops in America, I’ve learned over the years that in order to hire top employees that my entire team will really enjoy working with, I have to pay very close attention to their personalities and behaviors during the interview process. I do that to this day with Elite, and it’s been one of the most important keys to my hiring success. However, I also know that my perception of someone’s personality will only take me so far, so I have every applicant complete a 45-minute online behavioral assessment before the first interview. Here’s why.
An assessment can tell us whether an applicant has the propensity to follow rules, how social they are, their level of optimism, how open they are to constructive feedback, and a whole lot more. Not only do these assessments help us conclude whether the applicant is even someone we should interview, but they also give us direction on where we should dig deeper, and the questions we should ask during the interviews. For example, if the assessment suggests they are not very social, then you know you need to ask questions about how they worked with others in the past so you can discover if there were personality conflicts, ego issues, etc. If the assessment suggests they have a propensity to ignore rules and procedures, you can ask them specific questions about how they inspected and repaired cars, and how they interacted with the advisors.
So here’s what I’m going to ask you to do. First, think about the people you’ve fired. Hopefully it hasn’t been many, but I suspect you will discover that with rare exception, the reason you fired them had little to do with their skills, but was because of who they were as a person or how they behaved. Secondly, I’m going to ask that you accept the fact that there are many behaviors (and propensities) that will show up on behavioral assessments that you or I would never be able to detect during an interview, no matter how thorough we may be. And lastly, consider that if you do the math, hiring the wrong person is going to cost you at least $5,000.
If you now agree that you need to dig deep and learn more about who the person really is before you hire them, you need to do what Fortune 500 companies and the top shop owners in America do, and have every applicant complete a behavioral assessment before the first interview. There are many companies that provide such services, such as Predictive Index, Berke, and Myers-Briggs, to name a few. We use Berke, and have been quite pleased.
If you do begin assessing the people you may hire, then you have my promise: You’ll have a much higher probability of hiring the techs and advisors that your other employees will enjoy working with, they’ll follow your rules, and you’ll be able to go to sleep at night knowing you have an incredible team…of superstars.
“Since 1990, Bob Cooper has been the president of Elite (www.EliteWorldwide.com), a company that strives to help shop owners reach their goals and live happier lives, while elevating the industry at the same time. The company offers the industry’s #1 peer group of 90 successful shop owners, training and coaching from top shop owners, service advisor training, along with online and in-class sales, marketing and shop management courses. You can contact Elite at [email protected], or by calling 800-204-3548."
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By Mail Shark
There’s an old adage in marketing: “features tell and benefits sell.” This is critical to keep in mind when you’re promoting your auto repair shop. If your prospective customers don’t understand the features your shop offers, how they’ll benefit from these features, and why they should consider your shop for their next repair or maintenance service, you may lose them to your competition.
The main constraint you’ll encounter when emphasizing benefits on your direct mail is usually space. There are a lot of important elements an effective direct mail advertisement should contain, all of which are fighting for valuable space. Furthermore, putting too much information on an ad can make it cluttered and hard to read, which could diminish your return. A great solution to this problem is to provide a clear, concise, and organized list of your shop’s features that can easily be scanned by your prospects.
Depending on the available space, there are two ways you can do this. If you have limited space, you can simply list your benefits out in a bulleted list. If you have extra space, you can list them out in conjunction with an icon to help illustrate the benefit and call additional attention to them.
Here’s a starting point to help you develop and build a list of your shop’s features and benefits.
-Are your technicians ASE certified?
-Do you offer a warranty on your work?
-Do you offer a 100% customer satisfaction guarantee?
-Do you offer any financing options?
-Do you offer any amenities in your waiting room?
-Do you offer any type of shuttle service or loaner car service?
-Do you offer same day service on most repairs?
-Do you offer early drop-off and/or after-hours pick-up?
-Do you offer roadside assistance?
-Do you offer online appointment scheduling?
-Are all repairs approved by your customer before any work is done?
Pro Tip: Make sure you give your list of benefits a header. Something like: “Why Choose XYZ Auto” or “Our Benefits For You.” or “10 Reasons to Choose XYZ”
Executive Vice President of Sales
Email: [email protected]