More Cars Or More Customers or What?

[Joe Marconi]

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[JustTheBest]

You're right! It's NOT 1995! Getting the typical customer in the door 3 times a year can be a struggle - never mind 5 or 6! But with that said, it always was and still is about car count. Call it cars - call it customers - you need the "churn". Without actually having customers, you've got nothing to measure.

Your entire post was a look at "what's going on" in your shop. Sure, you may be seeing a change in ARO - but because you've got the business, you've got something to compare to. 

That's why I was a little puzzled (by a recent post you made) about changing all the marketing you were doing - or eliminating some of it. I agree, we're in the middle of a pandemic and nobody has a playbook as to how this is going to work out - or what to do. 

Maybe this post should have been What are YOUR numbers? 

My issue always was that recession, depression or new competitors - you've got to keep up the grind. Not saying that you don't make changes - but you've got to stay in touch. 

Then - the key - which is what you've already proven is- you're got to track it. You're watching your numbers. At least you have the details and information to make good decisions. I can't tell you the shop owners I talk to that can't tell me their ARO, how many "real" customers in their database (no, the 9,000 people are just names and addresses) - or even access their customer list to do mailing or anything. 

So you can argue cars or customers. It doesn't matter - It's all about MEASURING. Unless you're MEASURING what you're doing - where things are going - and making decisions on the numbers, cars, customers or covid doesn't matter. 

Running a repair shop isn't a "what I feel like doing" type of business, but I still get surprised!

Hope this helps!
Matthew
"The Car Count Fixer"

P.S.: Join the conversation at YouTube at Car Count Hackers

[Joe Marconi]

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