Elite's Online High Impact Customer Care Sales Course Starts Oct 16!
By Joe Marconi
The other day, a customer asked my service advisor, if he would price match a set of tires. This customer got an online quote from the internet; a local TIre Store know for discouting tires.
My rule, I don't price match. My prices are competive and fair.
Would you price match just to get the job, and sacrifice profit? Remember, no one really knows the true cost of any service or repair until the car is in the shop. So, internet quotes are not set in stone.
By Joe Marconi
Not every shop pays flat rate; for many reasons. So, many techs are on hourly pay. There is nothing wrong with hourly pay, as long as you have an incentive program in place that promotes high production levels to avoid complacency. For hourly paid employees I strongly urge you to have a pay plan that rewards production levels on a sliding scale.
As a business coach, I have seen too many times shops with low production levels and high tech payroll due to overtime pay. Overtime pay must not be used to get the jobs done with no regard to labor production. Limit overtime and create a strategy that increases production and rewards techs with production bonuses. By the way, there are many ways to incentivize techs, it's not all about money.
Overtime without high levels of production will eat into profits and if not controlled, with kill your business.
If your shop is an hourly paid shop, what incentives do you have in place to maintain production levels?
RALEIGH, N.C.--(BUSINESS WIRE)--Nov. 1, 2019-- Advance Auto Parts, Inc. (NYSE: AAP), a leading automotive aftermarket parts provider, has launched a new learning management system designed to provide training programs that grow an automotive professional’s knowledge and skills throughout their entire career. Advance regularly serves more than 26,000 individuals in North America each year with training courses offered through the company’s Carquest Technical Institute (CTI) and Worldpac Training Institute (WTI) programs.
Training from Advance now combines courses available online and in the classroom from CTI+WTI into an integrated training solution, giving aftermarket professionals access to a robust library of technical training and business management education. Career Pathways, which feature a structured set of online and classroom events to establish mastery of technical and business competencies, are currently targeted to the General Service Technician and Professional Technician, with Senior Technician, Master Technician, and a number of specialist programs coming by the end of the year.
“Delivering quality training is critical to addressing the technician shortage facing the automotive industry,” said Chris Chesney, Senior Director of Customer Training at Advance. “Integrating the expertise and curriculum of CTI+WTI into a centralized, easy-to-use platform enables Advance to go to market with an unrivaled training program. No matter what stage a person is in the life of their career, training is crucial to their long-term success.”
Shop owners can track the progress of their technicians and staff through Career Pathways specific to the type of work they perform at their shop. Training participants receive certifications within the CTI+WTI platform as they complete training programs and advance in their career.
“The advancement of automotive technology requires that our industry has access to leading edge training to keep pace with modern vehicle systems,” said Rob Morrell, Senior Director of Customer Training at Worldpac. “CTI+WTI’s new learning management system enables national accounts and independent shops alike to help attract, retain and grow talent.”
CTI+WTI have hosted more than 45,000 training events in the organizations’ 20-plus year histories. For more information, visit CTIonline.com or WTIonline.com.
About Advance Auto Parts
Advance Auto Parts, Inc. is a leading automotive aftermarket parts provider that serves both professional installer and do-it-yourself customers. As of July 13, 2019, Advance operated 4,912 stores and 150 Worldpac branches in the United States, Canada, Puerto Rico and the U.S. Virgin Islands. The Company also serves 1,250 independently owned Carquest branded stores across these locations in addition to Mexico, the Bahamas, Turks and Caicos and British Virgin Islands. Additional information about Advance, including employment opportunities, customer services, and online shopping for parts, accessories and other offerings can be found at www.AdvanceAutoParts.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20191101005436/en/
Source: Advance Auto Parts, Inc.
T: (540) 589-8102
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T: (919) 227-5466
E: [email protected]
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
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