Quantcast
Jump to content


Recommended Posts

As part of our debt reduction, I revamped all of our usual marketing and advertising and put those dollars into customer service and social media. For example, we ramped up our shuttle pickup and delivery service, extended our hours of service, made sure we spend a lot of time with each customer and made sure we called as many customers as possible.  We also stepped up our meet and greet process and made sure will followed up with customer after the repair. Lastly, we increased our social media posts and increases ads and boosting. This has made a huge impact on our customer and already starting to pay dividends.

What changes have you made to your marketing strategy since the Virus Crisis hit?

  • Like 1
Link to post
Share on other sites
  • 2 weeks later...


Create an account or sign in to comment

You need to be a member in order to leave a comment

Create an account

Sign up for a new account in our community. It's easy!

Register a new account

Sign in

Already have an account? Sign in here.

Sign In Now
  • Similar Topics

    • By BNC173
      We are a small rural shop; my guys are on salary and average 55-60 hours a week. Between the salary & bonus plan I think we are fair on our pay. We only charge 65.00/hour for mech work but our main shop is a tire shop, so we don't get into much other stop besides brakes or light mech work. The shop stays very busy that we some nights must stay late to get everyone taken care of. 1 employee focuses on the mech. part & helps with tires, the other is mainly tire & office sales & paperwork. There are a few times a month that the tire guy will need to do an afterhours call from anything from a jump start to a tractor tire repair. I want to compensate him for his extra work but not sure how to figure something simple & fair. I also don't want to make it something that they will start running more after ours because they will get more pay then if they were able to go out & do during reg business hours. Anyone with idea what they do hate to give profit away we still need to pay for the truck & fuel?
    • By carmcapriotto
      Trish Serratore
      Senior VP Communications, ASE
      Talking Points:
      ASE Service Professionals Month June each year Recognition of our true professionals  Essential workers The automotive service professionals have kept our cars running during the pandemic June is ASE's birthday month. 50 years old next year (2022) Take a moment to thank your technicians, parts counterperson, service advisors Tools to help you at: https://www.asetoolkit.com/toolkit/aspm We discuss some why and how to jump on board with Service Professionals Month. This is a very short listen and we toss up some ideas on how to build momentum inside your community, but more important to thank your people who have invested in their ASE Certifications. There is still time to embrace and support ASE Service Professionals Month.
      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Mike Davidson began his automotive career in 1984 as a car detailer at a GMC dealership. He started working in independent shops in 1992 and opened Parkway Automotive in 1998. He joined RLO Connor’s Bottom-Line Impact Group in 1999 and graduated from the Automotive Management
      Institute in 2000.
      Mike was voted Arkansas’ NAPA/ASE Technician of the Year from 2001 to 2008, joined Elite Pro Service Peer Group in 2008, and continues to be an active member. He has been a business coach for Elite Worldwide, a published author, and a presenter at multiple conferences across the United States. He created a live interview seminar called “Hiring for Keeps” in 2013 and developed an automotive apprentice program approved by the United States Department of Labor in 2016.
      As a John Maxwell certified speaker, trainer, and coach, Mike has developed a training program to assist shop owners to develop leaders within their organization. He is married with four grown children, resides in Alexander, Arkansas, and is a member of The Bible Church of Little Rock.
      You can reach Mike at [email protected]yautomotive.net    Look for Mike’s other episodes HERE.
      Key Talking Points
      What they see is what they will be- As an owner you are on stage all the time Let your “yes” be yes and your “no’ be no Always do your homework and know your facts List your options and count your costs- project before you react Seek advice from the right people- listen to your instincts and make decisions based on principles  Don’t be on a leadership journey alone- need to have good people around you and you chose them, leadership is influence 7 C”s: Communication- Listen, learn, lead. Connection- Can’t ask for an employee’s hand before you have their heart-having interest in the person, value in person, express gratitude. Confident- “Be good at what you do, but be great at who you are.” Personal development must continue to grow. Find value in other people to find the right answers that you don’t know. Compassion and caring- see beyond the moment when in situations and look at the bigger picture. Curiosity- asking for feedback, ask questions based on curiosity. Character- internal, who you are when no one is looking, personal values, how you handle situations, tough times show your character. Conviction - trust is communication through conviction, leaders must be trustworthy with employees  9 questions to identify if you’re approaching the situation the right way- The root of a problem with an employee is that they are either unwilling or unable to do whatever the situation is. Need to have a balance of care and candor. Have I invested in this relationship enough so I can be candid with them? Do I truly value this person as a person or just as a team member? Am I sure that the issue is theirs and not mine? Am I sure I am not speaking up because I feel threatened Is the issue more important than the relationship? Does the conversation serve their interest and not just mine? Am I willing to invest time and energy to help them change?  Am I willing to show them how to do something and not just say what’s wrong? Am I willing to set clear expectations? Handling late employee- Ask them if they like to break promises, the hours listed for the business is a promise to the customer   Why do we hire people? To do what you would do  Interman- character/behavior, and outerman- competency  Align together  
      Thanks to Mike Davidson for his contribution to the aftermarket’s premier podcast. Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP’s HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show:
      Facebook   Twitter   Linked In   Email
      Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.
      Buy me a coffee
      This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve.  The Virtual AAPEX Experience 2020 is in the record books. Virtual AAPEX lived up to presenting leading-technical and business management training from some of the industry’s best and brightest. Now set your sights on the homecoming in Las Vegas in 2021. Mark your calendar now … November 2-4, 2021, AAPEX // Now more than ever.

      This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm

      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Bill Haas, AAM, is the owner of Haas performance consulting LLC, with 40 years of experience in the automotive service and repair industry. Clients have access to Bill’s solution-based focus, expertise, unique perspectives and in-depth knowledge of the industry.
      Bill began his career working part-time at a full-service gasoline station in Appleton, Wisconsin. His career includes time as a technician, shop owner, technical trainer and on the staff of the automotive industry’s oldest and largest association representing automotive service and collision repair businesses. While at the association Bill had the opportunity to work with all segments of the industry.
      His knowledge of the industry has been shared on many occasions as he has been invited to speak at numerous industry events as well as providing testimony at hearings of the US Congress and several state legislatures on important legislation and regulation affecting the automotive industry.
      Bill received the Accredited Automotive Manager (AAM) credential from the automotive management institute in 1996 and has been a member of the automotive management institute’s faculty since 2002.
      Bill is also the business manager for NACAT, the North American Council of Automotive Teachers. His services include business management seminar development and delivery, keynote presentations, business consulting, performance coaching, and strategic planning facilitation. Listen to Bill’s previous episodes HERE.
      Vic Tarasik is currently the Major Accounts Director with RLO Training. Public speaking, business management, finance, and leadership skills are some talents he acquired as a service professional that made this position perfect for him. He was a member of RLO Training’s Bottom-Line Impact Group and was twice awarded the Member Excellence Award for being the top shop in his group.
      Vic took an interest in all things mechanical at a young age. He worked on a variety of vehicles for friends and family. His interests grew into racing at local drag strips driving his 55 Chevy, which he still owns.
      In 1986, he returned to his roots and launched Vic’s Precision Automotive from his two-car garage. The heart of Vic’s Precision Automotive was galvanized for Vic as a boy; he watched his single mom struggle with service providers over the years. When he opened his shop, he was determined to make it a place where female customers felt comfortable. Listen to Vic’s previous episodes HERE.
      Cecil Bullard is President of the Institute for Automotive Business Excellence. He is a trainer and business coach in the automotive aftermarket working closely with service professionals.
      Previous episodes featuring or mentioning Cecil, click HERE.
      Institute for Automotive Business Excellence website.
      Bob Greenwood, AMAM (Accredited Master Automotive Manager) is President and C.E.O. of Automotive Aftermarket E-Learning Centre Ltd. (AAEC). AAEC is a company focused on providing Business Management Resources and Development for the Independent Sector of the aftermarket industry. AAEC content and technology is recognized as part of the curriculum of the Fixed Operations Diploma and the Aftermarket Degree courses taken at the Automotive Business School of Canada at Georgian College located in Barrie Ontario Canada. This school is the leader and only college in Canada that offers an automotive business education. AAEC is also recognized by the Automotive Management Institute (AMI), located in North Richland Hills, Texas USA, allowing 80 credits for successful completion of the AAEC E-Learning portion of the site towards the 120 credits required to obtain the reputable Accredited Automotive Manager (AAM) designation.
      Bob has over 40 years of Business Management experience within the Independent sector of the automotive aftermarket industry in North America, consulting Independent retail shops on all facets of their business operations. His 18 years of running his own local consulting and accounting firm in Ottawa, Ontario Canada created some of the most productive and financially successful entrepreneurs within the Independent sector today.
      Bob is one of 150 Worldwide AMI approved instructors. He has created Business Management development courses for aftermarket shop employers/managers, Jobbers and Jobber Sales representatives which are recognized as being the most comprehensive, industry-specific courses of their kind in North America. His courses address the creation of measurable bottom-line profitability and not just developing activity to keep busy, by covering the very detailed nuts and bolts issues that are required to be clearly understood by every level of the industry if an independent shop is going to financially prosper and enjoy a professional future. Bob’s previous episodes are HERE.
      Link to Automotive Aftermarket E-Learning Centre Ltd. (AAEC) HERE.
      Key Talking Points
      Professionalism- How do you answer the phone? How do you interact with customers? What is the image of the business? How do your technicians look? What does the shop look like from the front? There needs to be a process for everything. Do we see ourselves as professionals and on the same level as doctors/lawyers? Starts with the owner and leads to the industry as a whole. If you don’t have a professional shop how do you expect someone to want to come to work for you? Why arent the best technicians working in your shop? Why are people leaving the industry? Why is the average technician’s pay still only 50K?  85% of the industry isn’t paying attention, not thriving and not being successful  You don’t need to be cheap to be busy and fill shop- a busy shop often isn't a profitable shop 2nd largest investment for customers is their vehicle - duty and responsibility to give them choice for repairs. We provide transportation and safety.  Labor rates should reflect your competency and based on profit strategy  Culture of business- strive for a career mindset instead of job mindset culture, employees want to be a part of business and move it forward Solution? Professional association to abide by, standards, certification process to open a shop? What can you do right now? Define your target customer. Market to them and learn how to say no to the others Raise your prices now not later- stop having the fear that your customers won’t pay higher prices. Not everyone can afford to be your customer and that’s okay. $10 increase you can afford to lose 25% of clients and still make more. Don’t look at saving money to be profitable  Pay increase for employees- staff should know how revenue works, expenses etc. Net profit isn’t a dirty word. Need to be profitable on the bottom line to increase pay. Be successful as a team. Increased pay could be in form of vacation days, 401K, incentives, benefits. A special thanks to Bill Haas, Vic Tarasik, Cecil Bullard and Bob Greenwood for their contribution to the aftermarket. Books Page HERE Listen to all Remarkable Results Radio, For The Record and Town Hall Academy episodes. Facebook   Twitter  LinkedIn   Instagram  Youtube   Email  
      Mobile Listening APP’s HERE
      Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.
      Buy Carm a Cup of Coffee 

      This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com

      This episode is brought to you by Shop Marketing Pros. Your guides are Kim and Brian Walker with a rich history as shop owners and industry veterans. When someone searches for a shop, who are they finding? Your competitors? It should be you! The good people over at Shop Marketing Pros know how to drive website traffic and make Google work for you! www.shopmarketingpros.com
      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Barry Barrett, a Certified EOS Implementer
      As an EOS Implementor in his company, Business With Purpose, brings dedicated support to Leadership and Sales teams in all types of organizations, helping them structure the six key components of their business to make it operate with the best processes for their specific industry, using the EOS Model.
      Barry’s energy is contagious no matter if he is in a session with a client, giving a keynote address, or rolling up his sleeves in a workshop. Barry is a business coach with his positive mental attitude, incredible work ethic, and determination for excellence, his results-oriented approach is matchless.
      Barry is driven, caring, and passionate; traits that he uses to help his clients grow their businesses in a positive way. Find Barry’s other episodes HERE.
       
       
      Key Talking Points
      Issues- aren’t good or bad, big or small, they’re just issues not problems. If you have a wheel that spins, how do you spin it faster? That is an issue and opportunity, not a problem Communication issues is most common- communicate your message with who needs to know, when they need to know, and how you deliver it. Long-term issues list- VTO (vison, traction, organizer). Issues that can’t be solved within 7-14 days. Too big.  Short-term issue list- Level 10 meeting, 90-minute meeting every week. Issues that can be solved within 7-14 days. Identity, discuss and solve. Too often people discuss the symptom of the issue instead of truly identifying it and it never gets solved. Important to find the root of the issue.  Right person right seat issue? Is it “follow by all” issue that requires more training? Moving to solve, captures all “to do’s” and assign to a “who” (could be 1-3 people) and review.  Where do issues come from? Usually start from top-down. The top person notices what’s wrong and brings it up. Bottom-up issues lists- when you slowly start implementing EOS within your business, issues can be solved within smaller segments before they reach top leadership.  Shared morals/shared core values= high moral in business  Disipline=freedom. You’ll often start solving other issues instead of focusing on 1 singular issue. Thanks to Barry Barrett for his contribution to the aftermarket’s premier podcast. Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP's HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show:
      Facebook   Twitter  LinkedIn   Instagram  Youtube   Email  
      Join the Ecosystem - Subscribe to the INSIDER NEWSLETTER HERE.
      Buy me a coffee
      The NAPA Smart Sign, previously known as Digital Menu Board, gives your shop a professional, state-of-the-art look and feel. It’s a great way to educate and inform your customers about needed repairs and service, plus increase awareness of your current promotions. NAPA AutoCare Center that have installed a Digital Menu Board found one out of five consumers ask for a repair or service they’ve seen on the board. Targeted promotions resulted in double-digit increases. You choose the content from a library of auto care service and repair topics. The latest NAPA national promotions are downloaded to you automatically. And with the Digital Menu Board it’s easy to change your services, prices, and video content anytime you’d like. Talk to your servicing NAPA store to find out more.
      Click to go to the Podcast on Remarkable Results Radio


  • Similar Tagged Content

    • By Joe Marconi
      Do customers really have clear expectations when they arrive at your shop?  Think about it.  Who is responsible for setting clear expectations?  Consumers may have a preconceived idea about what to expect, but when it comes down to what or who sets the expectation, it's the shop's responsibility. 
      Great customer service is created by the shop and its people. The consumer will judge that experience, but they don't create it, you do. 
      We may think that the consumer will tell us what they expect from us.  I think it's the opposite. 
      Henry Ford once said: “If I had asked people what they wanted, they would have said faster horses.”
       
       
    • By Joe Marconi
      Here's a tip I preach at the Elite Fly with the Eagles Marketing course:
      Study your competition in your local area, know everything about, learn what they do in your community, learn about their advertising strategy and marketing strategy, find what their strengths are, and find out what they do special for their customers. 
      Ok...once that is done, here is what you do: Ready?  Don't do anything that your competition does! 
      That's right, in order to stand out, be different. Don't mimic what your completion does. Tell YOUR story and build a marketing and advertising strategy based on what YOU do that the competition does NOT do. 
      For example, If you are active in youth sports, then make that your community story. Promote that everywhere.  
      Remember, to stand out you need tell the world what makes you different. 
       
       
    • By Joe Marconi
      The common buzz in business is to market to new, potential customers. This is a smart strategy given that every business losses customers each year, and we need to replace those lost customers.
      However, we also need a marketing plan that takes care of our existing customers.  It is cheaper and easier to retain your customers, than to market for new ones.
      What strategies do you employ to retain your existing customers?
    • By CAR_AutoReports
      The best advertising comes in the form of referrals, which are usually free but don’t happen overnight.
      Advertising is perhaps the most confusing part of owning any business, not just an auto repair business. Advertising is, to take your marketing materials and broadcast them in mediums where you anticipate your target audience. The internet has drastically changed advertising as most understand it. We used to think of advertising as the “yellow pages” and newspapers. However today, the yellow pages comes in many different forms these days. All of which promise you the world and few of which will deliver.
      We recommend taking a broad approach to advertising to test what will draw in the most amount of new business to you. When thinking about how to advertise for your business, below are some suggestions to consider. First, establish a yearly/monthly budget, then to execute a plan. The most important part of your plan is to follow through on asking your new customers how they found you, that way you know what advertising is working.
      Our advertising model assumes you have a few things in place, as we also discussed in Part 2: website with contact module, Google Business Page, and a Facebook Business Page.
      We are firm believers that Google’s vast grasp on search is what makes it the king of advertising for now. Most people start their searches on Google, and if you’re not on Google maps and your website hasn’t been crawled by Google… you may not exist. We can argue this until the cows come home, but the truth is they hold a grasp on nearly 80% of all search in the US. Picture 10 people searching for “auto repair in my town”, nearly 8 of them are using Google. It’s much easier and fruitful to advertise to 8 out of 10 than 2 out of 10.
      We are going to assume you have a $250 budget, the starter plan would be something like this:
      Google Business Page – Free Facebook Business Page - Free Adwords Campaign through your Google Business Administration Page – Budget Dependent - $100 per month recommended Local Paper Advertising – Prices Vary – Assuming $100 per month This leaves you with $50 left over. Personally, we recommend a service called Yext, however we are unsure of their price these days as they have gone into a "Demo mode". This means  they likely introduce you to the price after you’ve demo’d their product. For a one location auto repair business, we believe their estimated price may be over $600 a year, which kind of busts the budget a bit. But once you see how much time their platform can save you… you may reconsider.
      Yext does a few great things that stand out:
      They broadcast your correct business information to well over 100 directory systems, including Google and Facebook. They also allow you to make business updates from their platform and broadcast it to all the directories in the network. They manage your inbound reviews from your customers on all those platforms and immediately inform you when you receive them. They allow you to broadcast messages of specials you may want to promote. They link your business website from 100 different directories, instantly giving your business credibility online. The most underrated thing they do… is save you time from trying to log into 100 different directories and fix errors, omissions, and broadcast them all at the push of a button. Can you imagine the time it takes to create 100 different accounts and to regularly check and manage them? We did, so we tested Yext at our founder’s facility and have been a subscriber for well over 5 years now. This article originally published in CAR's News Section

      View full article
    • By Joe Marconi
      I think it’s safe to say that few people go to McDonald’s for the fine dining. In fact, McDonald’s struggled a few years back when it introduced healthy choices on its menu. Even with its challenges, McDonald’s is considered one of the most successful business models on the planet. It’s a brand that is so well known for its consistency that it actually promotes comfort in the mind of the consumer—a lesson in marketing that could prove powerful for your business.
      Imagine yourself traveling with your family on a highway far from home one night. It’s late, everyone’s hungry, and you’ve been on the road for hours. You’re not familiar with the area but you tell yourself to turn off the next exit and find food. As you drive off the exit, you notice a cluster of stores and bright lights; a good sign for weary travelers. As you approach the stores and bright lights you notice two food establishments: Billy’s Burgers and McDonald’s. The only two restaurants in town. Now you tell me: Which one would you choose? Most would choose McDonald’s.
      While there are many reasons why most people would choose McDonald’s over Billy’s Burgers, perhaps the most compelling reason is that McDonald’s has done an amazing job building its brand on the consistency of its service and its products. McDonald’s’ customers know exactly what they are getting, and that communicates comfort. People tend to feel more secure with what they know and what they anticipate.
      So, what does McDonald’s have to do with running a repair shop? It’s the marketing lesson of consistency of service. Promoting consistent world-class service with each customer will create an experience that will give customers a compelling reason to return in the future.
      Now, most of us are not franchised across the country, and many of us are single location business owners. Our business model is different in that we tend to build relationships over time. While we may not be a national brand, we can still have brand recognition in our community. We can still have a brand that communicates consistency and comfort; a winning marketing strategy.
      When a customer walks into your business, it’s not because he or she is hungry and looking to eat a meal. There’s a problem with his or her car, or a service they need to have done. People rely on their cars and leaving their car at your shop can be disrupting to their lives. This causes a level of anxiety within every customer. We need to recognize this and find ways to reduce or eliminate this anxiety. If not, the experience won’t burn a positive impression in their mind, which means they may not be back.
      The customer experience is a crucial element to the success of any company. But, do we fully understand the impact of consistency in service at every step of the customer experience? How being consistent can promote a feeling of comfort and security? Your customers must be greeted the same, the phones must be answered the same, car delivery must be the same, and the quality of service and repairs must be consistent. Something as simple as forgetting the lube sticker or not resetting the maintenance light can raise anxiety and make the customer question the quality of your service, which will have a negative effect on the entire experience.
      However, the marketing lesson is not only how you define great customer service, but in defining how to deliver consistent, great customer service at every step of the customer experience, time and time again.
      This strategy will ease the anxiety within your customer, which will benefit you the next time your customer’s check engine light comes on or when her car needs servicing again. By delivering a consistent, amazing customer experience again and again, you will instill comfort and security in your customer’s mind. This simple strategy increases the odds that the customer will think of you the next time for their automotive needs. And that’s the secret of McDonald’s.
      Think about this. A consumer is traveling to work on a Monday morning. She notices that oil change maintenance is on. This consumer has been to your shop, the dealership and the local quick lube in the past. She knows the cars needs servicing. Where will she choose to get her oil change done? Will it be your shop? Will it be the dealership or quick lube? That all depends on what business made the best impression in her mind.
      This story was originally published by Joe Marconi in Ratchet+Wrench on January 25th, 2019


      View full article
  • Our Sponsors



×
×
  • Create New...