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[Podcast] Shop Talk 9: The Ladies Have a Lot To Say [RR 577]


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Jamie Carlson is an Owner at Ervine’s Auto Repair and Grand Rapids Hybrid. Look for Jamie's other episodes HERE.

Rachael Wacha, City Auto Repair, Gainsville, FL. Rachael Wacha was born and raised in Gainesville, FL. Her career started in the Salon industry, then to writing home and auto insurance coverage. In 2010, she started working for her father at City Auto Repair, Inc. It didn’t take her long to fall in love with the business.

By 2012, she had doubled sales in a year. In February 2013 Rachael was written about in a nationwide automotive magazine. Since then, Rachael went from managing the business to owning it in 2016. City Auto Repair is a AAA approved repair facility. Rachael is currently the President of the Automotive Service Association in the Gainesville/Ocala area.

Rachael is extremely passionate about educating women in automotive repair, which is why she started hosting free Car Care Clinics, “Lipstick and Dipsticks” for women. Look for Rachael's other episodes HERE.

Emily Chung is a proud mom of two energetic boys. She owns and operates AutoNiche, a family-friendly auto repair shop in Markham. She is a licensed Automotive Service Technician, and Automotive Writer with various publications. She also teaches in the Automotive Business School of Canada at Georgian College. Emily holds a degree from the University of Waterloo in Psychology and Business, and her previous jobs include Psychometrist and Human Resources Associate.

She has appeared on various media including Breakfast Television, Cityline, and the Marilyn Denis Show. She is passionate about her work; together with her staff, AutoNiche’s purpose is to bring better communication and client service to the auto repair experience. Check Emily's previous episodes HERE.

Key Talking Points:

  • Marketing to women Clean environment when customers walk in- first impression, cleanliness is a part of sales, also for your employees  
  • Adding cleanliness and masculinity into business
  • Attracts the customer (male or female) that will be the most satisfied with the quality of service you offer
  • Inspire women to post on google reviews
  • Market yourself if women business owner
  • Free car care clinics for men/ women- checking fluids, changing tires etc. Educate and empower them. 
  • Advice for margins/cost management and becoming profitable Find a coach/smart group/ 20 group/networking group
  • When you become profitable you are able to pay technicians more  
  • Not getting hung up on “list price” from part supplier
  • Margins are going to be all different dependent on your area- goal is to keep and gain customer, sometimes have to adjust margins  
  • Value of part that is charged- warranty and safety
  • Business during the pandemicContinue to wipe down cars and steering wheels
  • Shopware-contactless business, digital communication
  • Touchless doesn’t mean voiceless or that you aren’t going to build a relationship with them  
  • Changing the hiring process using Zoom Zoom interview with everyone in shop- takes about 2 hours  
  • Allows other employees to have say in interviewing process 
  • Can also do work trials or video resumes 

Resources:

  • Thanks to Jamie Carlson, Rachael Wacha, and Emily Chung for their contribution to the aftermarket’s premier podcast.
  • Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
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NAPA-Call-to-Action-Graphic-v3.png

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.

Learn more about NAPA Smart Sign and the hundreds of other benefits NAPA offers. visit the NAPA Benefits Center, at www.napabenefitscenter.com or call the NAPA Benefits Center at 844-627-2123.

Click to go to the Podcast on Remarkable Results Radio

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  • Have you checked out Joe's Latest Blog?

         0 comments
      It 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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