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[Podcast] RR 431: Sara Fraser – The Power of Social Media for Automotive Professionals


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Sara Fraser is a millennial who has a love for life, travel, and connecting with other humans!  She has over 15 years of retail management experience, the last 6 of them as an office manager for a used car sales and service center.  To bring her customer service, marketing, and business knowledge to the automotive industry she has recently joined the team at Haas Performance Consulting.

Sara loves helping others grow and succeed and is excited to share her expertise on management and social media, her views on how and why the younger generations think and act, and how to work and manage a business within a multi-generational workforce.  When she isn’t working Sara spends her time traveling, attending theatrical productions, music festivals, concerts, advocating for human and animal rights, celebrating life in general and connecting with other people from all over the world. Look for Sara’s previous episodes HERE.

 

Key Talking Points:

  • Hashtags- get content seen with right people with keywords and hashtags
    • Shows up in searches and follow a feed on Instagram (most seen post and most recent post)
    • Using own hashtags for business- let customers know they can use it and ask them to do a post on their story video about business and their experience. Built-in marketing, no charge advertising   
    • Hashtags with over 1 million users will decrease your chance of being seen- use more unique hashtags
  • Instagram- 90% of users under 34 years old
    • Influencer- Big companies will reach out if have a large amount of followers to do posts about their product and recommendations.  
    • Millennials want to share information all the time
  • Facebook- make things personal to connect people and customers
    • Meet the staff, behind the scenes of business  
    • “Checking In” business location on Facebook and get discount
    • Think like your customer, have a mix of different posts
    • Make a habit of being in the moment and taking pictures to share
  • Always ask a Millennial or Gen Z to share their experience with their tribe. Ask them to take a pic of their car at your place of business. They want to share a great experience.

 

Resources:

  • Thanks to Sara Fraser for her contribution to the aftermarket’s premier podcast.
  • Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
  • Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

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Learn more about CarVantage and the hundreds of other benefits NAPA offers. Talk with your servicing NAPA store or visit www.NAPAAutoCare.com.

Click to go to the Podcast on Remarkable Results Radio

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  • Have you checked out Joe's Latest Blog?

         5 comments
      I recently spoke with a friend of mine who owns a large general repair shop in the Midwest. His father founded the business in 1975. He was telling me that although he’s busy, he’s also very frustrated. When I probed him more about his frustrations, he said that it’s hard to find qualified technicians. My friend employs four technicians and is looking to hire two more. I then asked him, “How long does a technician last working for you.” He looked puzzled and replied, “I never really thought about that, but I can tell that except for one tech, most technicians don’t last working for me longer than a few years.”
      Judging from personal experience as a shop owner and from what I know about the auto repair industry, I can tell you that other than a few exceptions, the turnover rate for technicians in our industry is too high. This makes me think, do we have a technician shortage or a retention problem? Have we done the best we can over the decades to provide great pay plans, benefits packages, great work environments, and the right culture to ensure that the techs we have stay with us?
      Finding and hiring qualified automotive technicians is not a new phenomenon. This problem has been around for as long as I can remember. While we do need to attract people to our industry and provide the necessary training and mentorship, we also need to focus on retention. Having a revolving door and needing to hire techs every few years or so costs your company money. Big money! And that revolving door may be a sign of an even bigger issue: poor leadership, and poor employee management skills.
      Here’s one more thing to consider, for the most part, technicians don’t leave one job to start a new career, they leave one shop as a technician to become a technician at another shop. The reasons why they leave can be debated, but there is one fact that we cannot deny, people don’t quit the company they work for, they usually leave because of the boss or manager they work for.
      Put yourselves in the shoes of your employees. Do you have a workplace that communicates, “We appreciate you and want you to stay!”
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