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Do You Fear Raising Prices Will Lose Customers?

Joe Marconi
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Transmission Repair Experienced

Transmission Repair

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Although we use itemized invoices, the truth is that the average consumer judges if a transmission shop is too expensive by simple stuff, they have some idea what's ok is stuff like ATF, etc.  For these reasons, we don't add garbage fees like waste oil disposal, shop supplies, etc.

The markup in most parts covers selling ATF at parts store cost, and the other garbage fees. (60% G.P.) It worked extremely well for us.  It's hard to believe that pricing simple stuff like ATF, will virtually make any bottom line appear to be a good deal.  Remember, like the collision business, we are transaction-related, not relationship-related.  "One and Done."

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newport5 Enthusiast

newport5

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I don’t think customers will notice a $10 increase in the hourly rate. Unless they ask.

It would just end up in the total.

I seldom have a customer ask our hourly rate. If they do, the owner says: “I would LOVE to charge by the hour, then I can slow down!”

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Transmission Repair Experienced

Transmission Repair

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Wow!  I just looked you up on Yelp! and you had an incredible 4.9 stars with 34 reviews.  That speaks volumes not only about your pricing but about your service as well.  We need more posts from shops like yours.  Share some more and consider joining our group for only $40/yr.  I have no financial interest in AutoShopOwner other than my $40 annual membership.

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newport5 Enthusiast

newport5

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Thank you for the kind words re the reviews.  34 reviews is not many but I’m not after volume. I’d heard years ago that it’s not the (merely) satisfied customers who refer you, it’s the thrilled ones, the delighted ones.

I’m interested in joining, but I need to find the correct level. I want to start coaching shop owners and service advisors on how I get approvals the fun, easy way. I know there is a “professional” level, but I don’t have my program together yet, although I’m speaking on that topic at an auto event in Maryland the end of this month.

I would enjoy posting more.

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  • Have you checked out Joe's Latest Blog?

    • Joe Marconi
      The Toolbox is Last to Leave, First is the Heart
      By Joe Marconi in Joe's 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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