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Mike Gorton, Evans Automotive, Pensacola, FL

Darin Ode, Ode Auto Repair and Tire, Warren, MI- Darin's goal is to build a successful repair facility built on compassion for customers and employees by treating them like family. He plans on passing his company to its 3rd generation, his stepson Armando. Darin started working in the family business when he was 14 years old.

Chris Cotton, Auto Fix SOS, Business Coach- Chris Cotton has been in the customer service industry for over 40 years and has been in the auto repair industry for over 25 years. He is a former shop owner that has dedicated his life to helping YOU to get your business where you want it to be and helping you FOCUS on the things that matter to you. Find Chris’ previous episodes HERE.

 

Key Talking Points

  • Tires-33% of the tires coming through your shops need to be replacedKeep the customer in your shop and doing business with you
  • Marketing- advertising on all platforms
  • Communication- ask the customer about their vehicle needs
  • Shop competition and keep their websites queued on the computer for comparative to gain trusts of new customers
  • Margins Tire matrix- mounting/balancing, road hazard
  • Price everything upfront 
  • Starting tire programFocus on your customers first then build on that
  • Process- identifying tires that need to be replaced, DVI, lean on technology to scan tires (tread depth/rotation/alignment) Tool- Tire Profiles about 3K to purchase and will print out a detailed rundown of each tire scanned
  • Road hazard package- 15% off tire purchase is the cost of warranty A small percentage of comebacks- only around 3% of road hazard income is used to support the program
  • Make tire wholesalers compete with each other to find a supplierProduct knowledge to educate customers about the tires, banners/marketing tools, rebates
  • Seamless communication with customer with their tire experience and an update if the tire fits their needs
  • A special thanks to Mike Gorton, Darin Ode and Chris Cotton for their contribution to the aftermarket.
  • Books Page HERE
  • Listen to all Remarkable Results RadioFor The Record and Town Hall Academy episodes.

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Buy Carm a Cup of Coffee 

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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

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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

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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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