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Ask: What Are Your Car Pains? [RR 656]

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Rob Choisser- Choisser Automotive Services, Davidsonville, MD. Rob started in the industry as an oil change/apprentice under my step-father, Bob Owens, at a Honda dealer in 1989. He worked toward certification in every course HONDA would offer and ASE, achieving Platinum Level with Honda and ASE Master Auto Technician with L1 Advanced Engine Performance. Continuing on the training and certification path I became a Maryland Vehicle Safty Inspector, a Maryland Emissions Repair Technician, and a Maryland Licensed Locksmith. In 2002 he was recruited to open a new Honda dealership as the shop foreman, this experience was paramount in igniting his entrepreneurial spirit. In 2006 he launched Choisser Enterprises, Inc. DBA Choisser Import Auto Services, a mobile auto diagnostic service. He kept this business small and flexible so he could support and facilitate his two young son's activities. Fast forward, while running this small solo operation, he became an advanced level EMT-I (Nationally, Emergency Medical Technician - Intermediate or Cardiac Rescue Technician in Maryland) and volunteered with the local fire department from 2008 until 2013 when he was offered a career position with the Anne Arundel County Fire department. He used this training and experience to relate to people when discussing their vehicle “health”. The modern automobile is more like a complex organism than one might think, each system is interdependent on the other's proper function. This decision to serve the public on a different level is when he hired his first 2 employees and in 2014 we started operating out of our current 3 bay facility in Davidsonville, MD. They have grown to 9 member team, including himself. Their goal is to keep vehicles on the road for at least 15 years or 300,000 miles and to keep our customers out of new/used vehicle debt. We accomplish this through consumer education, preventative maintenance and proactive repair processes. Key Talking Points
  • Educate customers- relate to them and guide them where they should be. Transparent communication that offers comfort.  
  • Maintenance- eating well, exercising, not living a sedentary lifestyle for both humans and vehicles 
  • Vehicles should be viewed as infinite instead of finite “good for few years then turn in”
  • “Car Pain”- everything that is painful that surrounds a vehicle (breaking down, AC/heat doesn’t work, getting new vehicle etc) Pay attention to predictable car pain.
  • Weak points in different makes and model vehicles- have your team understand and research and discuss openly. 
  • New customers- they are “breaking up” with their previous repair shop, ask them what their “car pains” are. Let them know your unique approach as a business- eliminate car pain and provide enduring confidence with vehicle (unless rusted out, been in flood, structural damage and less than 15 years old it is beneficial to keep it). What’s in it for the customer- keep you on the road and provide a return on investment with their vehicle. 
  • Robert has 80% customer retention- based on old Honda maintenance practices. Uses Bolton for the pre-scheduling process. 
  • Hesitation with pre-scheduling appointments for customers- if they drop off their vehicle they lose their freedom. How do you overcome that? Consider loaner cars
  • Stubbing your toe- you will limp and it affects your forward motion. Hitting pothole- activate ABS, stability, change shift points, throw the alignment off etc. When that goes unaddressed bigger issues will arise. 
  • SOAPE Note- Subjective (what you see), Objective (customer car pain), Assessment (inspection), Plan (what it will take to fix it), and Effect (this is what it means to customer and driveability of the vehicle going forward).   
  • Referrals- customers are the best marketing source. New customers that come in based on referrals and drop their keys are essential and their trust cannot be compromised. 
  • Thanks to Rob Choisser for his contribution to the aftermarket’s premier podcast.
  • Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers.
  • Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP’s HERE
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  • Key Word Search HERE.
Be socially involved and in touch with the show: Facebook   Twitter   Linked In   Email Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE. Buy me a coffee This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve.  The Virtual AAPEX Experience 2020 is in the record books. Virtual AAPEX lived up to presenting leading-technical and business management training from some of the industry’s best and brightest. Now set your sights on the homecoming in Las Vegas in 2021. Mark your calendar now … November 2-4, 2021, AAPEX // Now more than ever. Shop-Ware-Call-To-Action-Graphic-v3.png 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/carm ARN-Logo-Wide-Blue-600px-300x84.png

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  • Have you checked out Joe's Latest Blog?

    • Joe Marconi
      The Technician Shortage Is Our Fault, And It's Time We Own It
      By Joe Marconi in Joe's Blog
         0 comments
      The Technician Shortage Is Our Fault, And It's Time We Own It
      Nearly every day, I hear shop owners complain: "There's a technician shortage. We can't find qualified people. There's no one out there." If that's true, then who's to blame?
      The industry? The schools? The government? I don't know how you feel, but who promised us an endless supply of qualified technicians?
      Another common complaint is that young people do not want to work in the trades. Well, if that were true, then why are other trades such as HVAC, electrical, and plumbing growing? What are they doing that the automotive industry is not? 
      Here's the reality we need to face: We do have a problem, but we shouldn't look for someone or any entity to rescue us. Not the government. Not the trade schools. Not the recruiting companies. No one owes us a workforce. If we want great people in our industry, it's up to us. At some point, we need to own up to the truth: Building a pipeline of qualified technicians is our responsibility.
      In this blog article, I will break down the key reasons we are in this situation today and what we, as an industry, can do to solve the technician shortage. Are you ready to look in the mirror?
      Have We Pushed Technicians Away?
      Let's take a look at flat-rate pay. True flat rate, which pays a technician only for the hours they produce, is a controversial pay plan that emphasizes high production levels and creates a competitive work environment that, if not properly controlled, can lead to increased mistakes and a decline in morale and team spirit. Additionally, the stress and physical demands placed on technicians as they age are not favorable to long-term employee retention. What do we do with technicians as they grow older into their fifties and begin to slow down? 
      I have heard all the arguments and pros and cons of flat-rate pay, and I am not going to judge any pay plan. Let the facts speak for themselves. True flat rate has changed in most areas around the country and has evolved into a pay plan that gives technicians some pay guarantee.
      Many shop owners have learned that team morale, along with the opportunity to earn income, is important to technicians and to the company's long-term success. But let me ask you: how many technicians have left or been pushed out over the years because of the old flat-rate pay system?
      Another issue is the workplace environment. I remember being grateful to be hired as a young technician at a local repair shop. While very thankful, the work environment was not ideal. The shop owner kept the bay doors open year-round (I am from New York) unless it rained or snowed. He felt that if the bay doors were closed, customers might think we were closed for business. We had no heat and no hot water. Many of the jobs were done outside, year-round,  in all types of weather. The starting pay was minimum wage, with no benefits, sick days, or vacation pay. 
      Now, again, I need to point out that I was truly grateful for the opportunity this shop owner gave me. I learned a lot working there, and the experience was pivotal in my career. But looking back, I wonder how many people were discouraged by these working conditions?
      While the physical demands of the repair workplace are daunting, perhaps even more critical is the culture. Too many of my generation shop owners preached the mindset of "my way or the highway." We were the business owners, after all. We started our companies, took all the risks, and provided jobs. Why shouldn't we be the ones to set the ground rules our way?   
      Many of us found over the years that the "my way or the highway" mentality was a sure way to isolate employees and make them more likely to look over the fence for greener grass. In other words, it led many technicians to seek employment elsewhere, where they felt they could be appreciated and recognized for their hard work. The issue, however, was that there wasn't much green grass around. Disappointment after disappointment, bouncing from repair to repair shop, eventually led to despair. So, I ask you: were workplace conditions a contributing factor in today's technician shortage?
      Another factor that we are all well aware of is the complexity of the modern automobile. When I started, the work was mostly physical, and you were required to master essentially three vehicle models: General Motors, Ford, and Chrysler. Let's fast-forward to today. The evolution of automotive technology, along with the extensive training and tools required, has outpaced the typical technician's pay compensation, with no clear career path. Again, leading to frustration and insecurity about the future.
      Here is the bottom line: people don't leave their job; they leave their experience. We must do a better job. 
      The News Isn't all Bad; Your Next Steps to Fix the Technician Shortage
      To fix the technician shortage, it will take a combined effort from everyone in the automotive industry, particularly automotive shop owners. Shop owners are in the perfect position to make the greatest impact, not only on their businesses but also on the future automotive workforce.
      First, shop owners must become better leaders and understand that their ultimate success is directly dependent on the people they assemble around them. Any shop owner who mistakenly believes they can build an empire solely on their abilities is destined for serious disappointment. Business owners who think like this will eventually plateau. Without the collective contributions from a team of qualified people, your business will stall; it will not continue to grow.
      Create a workplace that attracts top talent: a clean, professional, well-equipped facility designed to support productivity, teamwork, and a career, not just a job. Build a great reputation in your community by getting involved locally. Become the auto repair shop that people take notice of as "the" place to work.
      Next, shop owners must become more financially knowledgeable. Knowing your numbers and what you need to achieve for a strong bottom-line profit is essential to paying technicians the money they need and deserve. Profit will also allow you to compete with other trade industries by providing a benefits package that has real take-home value and security.
      When it comes to culture, this is where the rubber hits the road. People crave recognition, praise, and a sense of purpose. Despite what you hear, people are not just money-motivated. Once people feel secure in their financial situation, retaining and motivating technicians can only be achieved by connecting with them on an emotional level. You cannot show enough appreciation. Give out praise for a job well done as if your business depended on it, because it does.
      As technicians age, we need to have a place for them. Expecting a 58-year-old to perform like a 35-year-old is unrealistic. We need to be more focused on career pathing. Provide training, skill development, and coaching to develop leaders and mentors within our older workforce. While their bodies may have slowed, the knowledge they have gained is priceless. 
      Our future is dependent on young people entering our industry. We need to give more young people opportunities. Every shop owner across the country should consider hiring an apprentice, then build an apprentice training plan and career path for them. If every shop did this, we could solve the technician shortage within five years. Get involved with the trade schools and high schools in your area. Look into the NAPA Apprenticeship Program. Don't sit on your hands with this one. Do it today.
      Lastly, don't get left behind. Commit to ongoing training for all your employees. Keep up to date with tools and equipment tailored to your business model. Don't try to be all things to all people and all vehicles. Identify your core profile customer and the vehicles they drive, and become an expert on those vehicles and the services you offer.

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