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[Podcast] RR 413: Jill Trotta on Pricing Transparency


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Jill Trotta, Vice President, Industry Advocacy and Sales RepairPal discusses pricing transparency and reiterates the fact that it is not going away. Every shop owner should understand this and never let this disable them in any way. If you happen to have a friend who is struggling with pricing, let them listen to this episode and it may be worthwhile for them to best understand how it works and what it means to your operation.

Jill says that millions of people visit the RepairPal site each month and the data they collect helps them understand how to make pricing transparency work for you. She also offers some survey results that, are frankly, disturbing as it relates to satisfied customers. Listen to Jill’s previous episodes HERE.

Key Talking Points:

  • Pricing transparency   
    • Use it to your advantage- use it to gain trust with customers
    • Don’t let it disable you as a shop owner
    • Accept fact it is not going away  
  • Repair Pal- Fair price source, not cheap price source
    • 6 million site visitors per month- able to get valuable information from consumers via surveys and questionnaires
    • 58% do not feel were charged a fair price with auto repair
    • 36% do not feel the car was fixed right the first time
    • 29% check prices online
    • 63% don’t have $500 extra for emergencies
    • 85% who had car repair had checked the price online prior
    • Let customers go on repairpal.com and see the price range for repairs- cannot give the exact price over the phone because of various factors once you are inside the vehicle   
  • Service advisor
    • Need to sell the benefit and value to a consumer
    • Service advisor training and educating is key- should cover estimating and how to present it, have to be knowledgeable  
    • Customers want a discount- instead, offer car wash or detailing service  

Resources:

  • Thanks to Jill Trotta for her contribution to the aftermarket’s premier podcast.
  • Repair Pal Website HERE.
  • 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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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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