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By Joe Marconi in Joe's Blog0 commentsIt always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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By Joe Marconi
I have been considering adding a few loaner cars to my business. We do have a shuttle service for our customers, but there are many times that customers need the use of a car when their car is in for repairs or major services. We also have an discount agreement with the local Enterprise Rental Agency. I would like to hear from other shops, the pros and cons and opionions of loaner cars.
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By carmcapriotto
Thanks to our Partner, NAPA Autotech
NAPA Autotech’s team of ASE Master Certified Instructors are conducting over 1,200 classes covering 28 automotive topics. To see a selection, go to napaautotech.com for more details.
Contact Information
Email Matt: [email protected] Diagnosing the Aftermarket A - Z YouTube Channel
Key Highlights:
Matt reflects on the idea of self-awareness and balance, emphasizing that "everything comes from you" and that we are all part of a larger matrix of experiences and growth.
Vision Conference Recap:
Matt shares his experience at the Vision Conference, where he faced a challenging drive through a snowstorm and crosswinds to get there. He highlights the hands-on training sessions he participated in, including: Key Cutting and Programming Class: Co-taught with Andrew Sexton, where attendees got to physically cut keys and program them using a Honda ignition system. Pico Training: A full day of hands-on training with Scott Shotton, focusing on practical, car-side diagnostics. Tech Talks: Featuring Garrett Jacobson (HP Tuners) and Zeb Beard (Thermal Imaging), both of whom delivered high-energy, informative sessions.
Key Takeaways from Vision:
HP Tuners: Matt learned new functionalities of the tool, even after using it for over five years. Garrett Jacobson’s class demonstrated how intuitive and powerful the tool can be for diagnostics. Thermal Imaging: Zeb Beard emphasized the importance of using thermal imagers regularly, even when it doesn’t seem immediately necessary. His session focused on diesel diagnostics but applied to all vehicles.
Personal Reflections and Connections:
Matt shares heartfelt moments from the conference, including dinners with industry friends like Dan Baumgartner, Matt Hall, Kevin Looney, and others. They reminisced about Harvey Chan, a beloved figure in the industry who passed away too soon, and the impact he had on everyone. Matt reflects on the duality of emotions—being sad about losing someone but happy to share stories and memories.
Behind-the-Scenes Stories:
Matt dives into the importance of understanding the "behind-the-scenes" of how things are created, whether it’s a business, a movie scene, or even a professional wrestling match. He shares an iconic wrestling story about Stone Cold Steve Austin and Bret Hart, highlighting how collaboration and trust led to one of the most memorable moments in wrestling history.
Themes of Authenticity and Sharing Knowledge:
Matt discusses the tendency in the industry to want to feel "special" or to exaggerate success stories. He emphasizes the importance of being honest about how things are achieved, whether it’s diagnosing a tough problem or building a successful shop. He encourages technicians and shop owners to share their real stories, even if they involve luck or being in the right place at the right time.
Filling Your Own Bucket:
Matt reflects on the need for self-validation and filling your own "bucket" rather than constantly seeking external validation. He stresses the importance of being honest with yourself and others, giving credit where it’s due, and taking pride in your work without exaggeration.
Key Quotes:
"Set the freaking thermal imager on your diagnostic cart and start using it, even when you don’t know why." "At some point, you’re going to have to fill your own cup. You’re going to have to be content with yourself." "The real stories, if somebody could tell them, didn’t take away from the magic. It’s the art, the craftsmanship, the creativity that’s magical."
The Aftermarket Radio Network: https://aftermarketradionetwork.com/
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/
The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/
The Aftermarket Radio Network
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
Click to go to the Podcast on Remarkable Results Radio
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Staying Humble While Promoting Your Community Involvement [E142] - The Auto Repair Marketing PodcastBy carmcapriotto
Getting involved in your community is powerful, but how do you share your efforts without sounding boastful? There’s a fine line between successful and selfish self-promotion, and in this episode, Brian and Kim Walker discuss how to highlight your work with authenticity and gratitude—not ego.
We’ll discuss framing your message to focus on the cause, aligning community service with your company culture and purpose, and sharing stories that connect and inspire rather than just promote. Plus, we’ll share real-life examples—like our team’s work with Our Daily Bread Food Bank—and how to encourage others to get involved.
Tune in now to learn how to support your community while staying humble and making a real impact!
Thank you to our friends at RepairPal for providing you this episode. RepairPal is the key that unlocks more business for your repair shop. Learn More at RepairPal.com/shops.
Want to revolutionize your marketing? AppFueled does it all—email, text, app notifications, and even call center integration. Stop guessing and start connecting with AppFueled.
Lagniappe (Books, Links, Other Podcasts, etc)
Start with Why - By Simon Sinek
Our Daily Bread Food Bank
Commission Mankind
Show Notes with Timestamps
Introduction to the Episode (00:00:10) Brian introduces the podcast and the topic of community involvement. Topic Suggestion Acknowledgment (00:00:34) Brian mentions Doug DeLuca's suggestion for the episode topic. Sponsor Acknowledgment (00:01:00) Brian thanks RepairPal for sponsoring the episode. Technical Issues Discussion (00:01:30) Brian and Kim discuss technical issues and Brian's experience with braces. Community Involvement Concerns (00:03:44) Kim shares a friend's hesitation about promoting community involvement due to fear of appearing boastful. Successful vs. Selfish Promotion (00:05:44) Discussion about the fine line between effective promotion and self-promotion. Promoting Community Engagement (00:07:24) Kim emphasizes the importance of spacing out promotional posts about community involvement. Starting with Gratitude (00:07:46) Kim suggests starting messages about community involvement with expressions of gratitude. Importance of "Why" (00:09:09) Discussion on the significance of explaining the reasons behind community involvement. Examples of Community Involvement (00:09:15) Brian and Kim share experiences of their community service activities. Promoting Community Work (00:11:25) Brian discusses the importance of promoting community service to demonstrate business values. Messaging about Community Involvement (00:12:21) Kim provides examples of how they communicate their community involvement on social media. Team Engagement in Community Work (00:14:20) Brian reflects on the team's connection with community members during service activities. Closing Sponsor Acknowledgment (00:15:14) Brian thanks RepairPal again for supporting the episode. Community Engagement Strategies (00:15:26) Discussion on how RepairPal helps auto shops gain customers through certification and fair pricing. Customer Loyalty Apps (00:16:25) Introduction of App Fueled, a customer loyalty app designed for auto service shops. Highlighting Community Work (00:17:11) Tips on emphasizing organizational missions instead of personal achievements in community involvement. Authentic Community Involvement (00:17:54) The importance of sharing community efforts without seeking personal recognition or return. Sharing GoFundMe Campaigns (00:18:51) Encouragement to promote charitable causes without boasting about personal donations. Industry-Specific Support (00:19:16) Discussion on giving back to the auto repair industry and local communities. Respecting Privacy in Sharing (00:19:39) The balance between sharing community involvement and respecting the privacy of those served. Educating Marketing Teams (00:22:43) The need to guide marketing teams on how to portray community involvement authentically. Collaborating with Other Organizations (00:24:17) Benefits of partnering with local businesses for community service efforts. Celebrating Local Teams (00:25:38) Highlighting local sports teams and community events to promote goodwill. Telling the Story of Donations (00:27:40) Importance of sharing the personal connection behind charitable contributions. Personal Anecdotes from Mission Trips (00:28:28) Sharing impactful stories from mission trips to illustrate the importance of community support. Personal Anecdote on Community Support (00:29:29) Kim shares a personal story about supporting organizations that assist her brother with disabilities. Encouragement to Join Facebook Group (00:30:44) Kim invites listeners to join their Facebook group for further engagement and community building. Request for Podcast Reviews (00:31:03) Brian asks listeners to leave reviews for the podcast, emphasizing the importance of feedback. Closing Remarks and Sponsorship Acknowledgment (00:31:36) Brian concludes the episode, thanking sponsors and encouraging listeners to tune in next week.
Thanks to our Partners,
RepairPal at https://repairpal.com/shops. Quality Car Repair. Fair Price Guarantee.
App Fueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”
Aftermarket Radio Network
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.
Click to go to the Podcast on Remarkable Results Radio
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By Joe Marconi
Many auto repair shops are adding a fee to the final invoice for customers using credit cards. I get it, but don't agree.
For me it's simple. First, do your best to negotiate the best deal from your credit card provider service. Next, take that fee and add it to your cost of doing business. To me, I consider this fee an expenses, just like all other expenses: office supplies, utility bill, insurance, taxes, training, travel expenses, maintenance, etc. etc.
From your total average monthly expenses, you will be able to determine your breakeven, and from there, set your net profit goal. In other words, forget about the charging the customer a fee, just build into your overall prices. You will accomplish the same thing, and not bring attention to the customer that small fee that may be a big deal.
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By Joe Marconi
Marketing Strategies to Attract and Retain Your Ideal Auto Repair Customers
By Joe Marconi
I had one main objective when I opened my repair shop in the fall of 1980: Acquire customers. Being a startup, gaining customers, any customers, was essential. Without them, business survival would not be possible.
With limited knowledge of marketing, I did what many new companies do, I ran mass advertising promotions in local newspapers offering huge discounts. Did this type of marketing work? Well, that depends on how you define success. I can tell you that It did bring in customers, and a lot of them. But what I found out was that it didn’t bring in enough of the customers I wanted. Even early on in my business career, I wanted to create a company that catered to consumers who appreciated the total car care approach. With coupons in hand, most customers wanted only the discounted offer and nothing more.
I remember one particular customer who came in for his discounted oil change that included a free tire rotation. I noticed that his wiper blades were ripped, broken, and digging into the windshield. When I offered to replace them, he shouted, “Don’t touch the wipers, just change the oil, rotate the tires, and let me be on my way!” I quickly learned that while my strategy did attract consumers, marketing to the masses was not going to be the way to grow my young auto repair shop. It’s not that I am against all forms of discounting. I am not. However, the better approach to growing an auto repair shop is to create a business strategy that attracts and retains those customers who are aligned with your business model and culture.
In business, attempting to be everything to everyone is not a sustainable strategy. It is far better to narrow your focus, understand your key profile customers, and do all you can to gain more of them. In this article I will outline strategies to identify and market to your ideal customers, and why these strategies will help you achieve long-term success.
Why Define Your Profile, Ideal Customer?
As mentioned above, trying to be all things to all people is not a business model that works for the long term. If you are a startup company or need to increase car counts quickly, offering discounted services and repairs will fill your bays. And depending on the situation, this may be a viable option. However, in most cases, this should not be a long-term strategy. Kim and Brian Walker, at Shop Marketing Pros, recommend that auto repair shop identify their customer avatar, stating that “The most successful auto repair shop owners have a clear idea who they’re targeting.”
Let me ask you a question. What type of customers do you want to work for? Wouldn’t you rather work for those customers who throw their keys on the service counter and say, “Don’t bother calling me, do what you need to do, and I’ll see you at 5 o’clock.” Well, those people are your ideal customers. They trust you, are loyal, and say YES to your service recommendations! Which also makes them your most profitable customers. And let’s not forget that dealing with these ideal customers is a lot less stressful for you and your entire team.
Defining Your Profile Customer
Defining your profile customer begins with understanding your business model and defining your vision, your mission, and your culture. What are the types of services and repairs you will offer, and the type of vehicles you prefer to work on? Also important is balancing the type of jobs offered to your clientele to ensure that you sell enough profitable work. While we may love what we do, we have a responsibility to be profitable. Knowing your profile customers will help ensure you achieve profitability.
Creating the actual profile of your ideal customer will take a little bit more work. Start with what I call the “key droppers.” As mentioned earlier, those are the customers who don’t question your recommendations or your price, and they trust you. They literally drop their car keys on the counter, preapproving the work, basing their decision on earned trust. These customers will give you the foundation to build your customer profile.
After that, run a report from your business system identifying your top 100 to 200 customers. Most systems sort this list by revenue per customer. In addition to the dollars spent per customer, what you are looking for is certain common criteria. Those criteria include length of time as a customer, visits per year, type of vehicles, where they live, and the type of repairs and services performed on their vehicles.
You will find that your top-profile customers are the ones who follow your service and repair recommendations. Again, it’s the trust factor. For more extensive demographic customer profile building, marketing companies, like Shop Marketing Pros, have tools that can help with this process.
After performing your due diligence with the initial list, you will end up with probably 50 to 100 customers that you will define as your key profile ideal customer. The next step is to build your marketing plan.
Marketing Strategies to Gain More Profile Customers
Once you have your customer profile, do all you can to cater to their needs. Listen to them, speak to them, and find out all about them. Their hobbies, birthdays, community involvement, the local newspapers they read, the local radio station they listen to, and their profession. Also, do they have children and pets? These things are important. Asking a customer about their child or pet, or remembering their birthday, goes a long way in building relationships, a key component in customer retention.
But there’s another reason why this is important; and that is, to align your marketing and advertising strategy around your profile customers. Let me give you an example. Let’s say you find out that most of your profile customers are heavily involved in the community, such as fundraisers, or local youth sports activities. You then need to get involved with these local community events. Let your profile customers see that you are a business that cares about the community. Focusing your marketing efforts in areas where your profile customers will notice you will accomplish two things: it will reinforce your brand to your existing customers and will help you attract more of the same like-minded customers. A goldmine opportunity.
The Rewards of Building an Auto Repair Shop Model Based on Your Ideal Customers
It’s hard to deny the rewards of building a marketing strategy and business model around your profile customers. You’ll save on advertising costs by targeting your ad dollars, rather than using a shotgun approach, marketing to the masses. You will build a stronger and more loyal customer base, improve customer retention, increase sales, and generate higher profits. You will also build a powerful brand. The best part, you will lower the overall stress for your employees.
Conclusion
If you are an auto shop owner looking for innovative ways to enhance and grow your business, Elite Worldwide can help. At Elite, we have world-class, experienced coaches who understand your business. Our coaches have lived in the trenches and built amazing, successful companies. Elite also has sales and management training, and peer groups that can take you and your business right to the top. No matter where you are in your business career; startup, growth mode, or looking to retire, Elite can guide you and help you achieve your goals and build a more profitable and successful business.
About the author – Joe Marconi – With over four decades of industry expertise, Joe is a seasoned professional whose accomplishments include owning and operating one of America’s most successful auto repair companies. A graduate of the Automotive Management Institute, Joe is a recipient of the CARQUEST Excellence Award, served on industry panels, and played a role in developing the ASE Engine Performance Certification test. As a former columnist for Ratchet & Wrench Magazine and co-founder of AutoShopOwner.com, Joe has been a keynote speaker at the Ratchet and Wrench Conference. After selling his automotive company in 2021, Joe now dedicates his time to giving back to the industry as a Top Shop 360 Business Development Coach with Elite Worldwide and serves on the board of directors for the Service Stations Dealers of Great New York. Joe, a Bronx native now residing in Patterson, New York, enjoys family time, community involvement, and pursuits such as tennis, golf, and woodworking.
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