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Where to Put Ad Dollars? New Customers of Existing?

Joe Marconi
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JustTheBest Rising Star

JustTheBest

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Difficult question because everyone wants to jump on to get more new customers - and they don’t realize that they probably already have enough customers. 

I talk to shop owners virtually every day. 

My First question - “How many customers do you have on record?” Typical answer…. “Oh… thousands!... Maybe 2 or 3 thousand!”

My answer - “If you had 1,000’s of customers we wouldn’t be talking!”

Next question - “When was the last time you contacted them?? That could have been a letter, a postcard, an email, a text, a phone call…..?? When was the last time??”

Typical answer - “Uh… well… uh… probably about 3 years ago”

Really?? 

No matter what business, it’s always going to be expensive to get new customers. After all, they don’t know you; they don’t trust you; and probably don’t even like you. So you really have to dig deep to get those new customers. After all, why would they consider “risking” anything with somebody they don’t even know - unless it's a deal. 

Then that leads to stupid discounts and you’re left with nothing!

The right way… and you can read that as “The Cheap Way”... is to treat your customers like you would like to be treated… and do that NOT just when you want them to spend money, and they will recommend their friends, family and associates to YOU! 

Now, there’s smart ways to help that along, but give up getting more new customers. Instead, focus on keeping the ones you’ve got - besides there’s enough of the big box chains doing a great job to attract those customers away from you - but a little effort is all you need. 

For those interested, you can connect with my on a 15 minute strategy call and you and I will create a “Kick-Butt Offer” That I guarantee will put car count IN YOUR SHOP - and do it all USING YOUR CURRENT PRICING and WITHOUT Discounts or Give-a-ways. And you’ll even make money! 

Don’t want to be pushy, but this is going away soon- so hurry. 

Oh, and I’m not selling anything. No tricks - No gimmicks - No Kidding!
Use this link:

http://we-fix.cc/your-car-count

Hope this helps!
Matthew
“The Car Count Fixer”

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JustTheBest Rising Star

JustTheBest

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100% -  If you can't track it somehow... don't do it. Here's a real simple every day example. Every time I put new batteries in something, I use a sharpie and scribble the date on them. Just a quick DDMM/YY. The next time you replace them, you'll be surprised at how long they lasted... or didn't 😞

When it comes to your advertising, track it or don't do it!

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    • Joe Marconi
      The Toolbox is Last to Leave, First is the Heart
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      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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