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Business Has Slowed Down? Or Back to the Way it Was?

Joe Marconi
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Transmission Repair Experienced

Transmission Repair

Posted
Posted

I've said it before and I say it again, we use our Google PPC advertising radius to "throttle our business."  Normally, we would be listed at the top of a Google search within a 5-mile radius of the shop.  If it got slow, I would increase the size of the radius.  If we got slammed, I would even pause our Google PPC ads altogether.  If it got slow, I would increase the size of the radius.  The largest I've ever gone with our Google PPC program is a 100-mile radius.

I know beyond a shadow of a doubt, the Google PPC program works for a transmission repair shop.  That's because, in our line of work, it is transactional-based.  How it would work for other automotive businesses, where it's usually relationship-based, I can't say for sure.

If anybody wants to know that this works, make sure you get hooked up with a call-tracking company and use call tracking where you know, beyond a shadow of a doubt, it's either working or not working.  This is true with any type of advertising.  Each lead source has a different tracking number.  Otherwise, every phone call is just that, another phone call.  You have no way of knowing the source of that sales lead.  Without call-tracking being a part of any advertising campaign, advertising is just another bill you'd rather do without.

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  • 2 weeks later...
newport5 Enthusiast

newport5

Posted
Posted

Re: Should we get back to the art of selling, taking care of customers, offering options and making sure we create an amazing experience? 

Should we get back to the art of selling? NO! Customers don’t need to be "sold." We need to sell ourselves. Google search: “nobody likes to be sold.” More soon

taking care of customers: YES !

offering options? Such as?

and making sure we create an amazing experience? OK. What makes for an amazing experience? I read online somewhere: “Today’s customers want an exceptional experience, one that puts you and your shop above the competition. Which means: easy scheduling, a fast turnaround, open communication, fair and transparent pricing, and repairs that are done right the first time.”

To me, that is NOT an exceptional experience. That is the minimum. That is a routine experience.

Thoughts?

  • Like 2
  • 1 month later...
juanpablo4219 Contributor

juanpablo4219

Posted
Posted
On 3/28/2024 at 4:07 PM, Joe Marconi said:

You are right.  Here is my take on this.  Creating an amazing experience is nothing more than building strong relationships, being nice, friendly and making sure that you are taking care of the customers needs. You are right, as we build value, we sell ourselves.

I don't think the customers "expect" any experience. They get beat up everywhere, and now they are just looking for a someone who truly cares. For example, I am dealing with a knee issue. I called the doctor three times, left messages, got hung up on twice, and it took days for someone to call me back. And this is a doctor's office!

Again, this is no brainer, just be nice, do a quality job, and the rest takes care of itself....for the most part. 

I am in the same boat with the Dr. with same problem.. 
People don't care, I had to go to make an appointment in person, and the Dr. that was helping me there, no longer works there

juanpablo4219 Contributor

juanpablo4219

Posted
Posted

Good afternoon...
2nd half of April was challenging...
Our Sales were close to last year but not enough. We were short 9%...
We're doing google ads and that works for us..
Again, we're a Specialty shop, We're a brakes & front end shop big challenges for this year.
We have to keep in mind, we're in a Presidential year. It has been my experience that in this type of year Sales are more of a Challenge.
Also every things is very expensive, as consumers, we don't have the buying power, which creates a big problem for the consumer..

I am really good about finding solutions to the problems but at this point my view is very cloudy and gray, which makes it very difficult to have a clear view.

We live in an area where there are several small town within our town and we advertise in the surrounding areas. 

I am going to consider to reduced our advertising area to just within town and see what results throws this approach

Thanks 

JP





 

  • Like 2
Transmission Repair Experienced

Transmission Repair

Posted
Posted
1 hour ago, juanpablo4219 said:

Good afternoon...
2nd half of April was challenging...
Our Sales were close to last year but not enough. We were short 9%...
We're doing google ads and that works for us..
Again, we're a Specialty shop, We're a brakes & front end shop big challenges for this year.
We have to keep in mind, we're in a Presidential year. It has been my experience that in this type of year Sales are more of a Challenge.
Also every things is very expensive, as consumers, we don't have the buying power, which creates a big problem for the consumer..

I am really good about finding solutions to the problems but at this point my view is very cloudy and gray, which makes it very difficult to have a clear view.

We live in an area where there are several small town within our town and we advertise in the surrounding areas. 

I am going to consider to reduced our advertising area to just within town and see what results throws this approach

Thanks 

JP





 

3:16  

 

  • Like 2
DRock Newbie

DRock

Posted
Posted
6 hours ago, Joe Marconi said:

As a business coach (former shop owner) I see that many areas around the country are having a slow down in business. However, a lot can be done. Focus on your existing customers. Make sure that all deferred and declined work is followed up and reminders sent out. 

Regarding your advertising, local is always better. Just don't cut your advertising too much.

Perhaps the most important factor is to have a positive open mindset. Look for ways to improve, discuss with your team. Don't sit on your hands and say nothing can be done.

With the right approach, things will improve. 

Good luck!

 

In my shop we heavily focus on each and every customer we HAVE, getting new ones have been much harder to get through Google, Instagram, and FB.  FB is pretty much a joke.     It's been much slower from last Nov to current.  I talked with our World Pac rep and he said it's even worse on the west coast.   Focusing on your customers is excellent advice, I agree but when you don't have enough of them to focus on because people aren't even doing brakes when they are at 2%, then what?    Trying to keep an open mind is also good advice, but that gets hard as the percentage of sales to the last fiscal year grows further apart!   I know many shops in this same situation too.....we've had some HUGE dealers go out of business here, and one comes to mind that's been in business for a very, very long time with 5 HUGE lots, all gone, 144 employees lost their jobs, business closed, land owners probably freaking out now wondering what to do with their space...it's just a horrible time period right now.   Usually, when we are in a recession or recession-like period customers still fix their cars because they know buying new isn't an option, that is VERY different from where we are now.

  • Like 1
juanpablo4219 Contributor

juanpablo4219

Posted
Posted
8 hours ago, Joe Marconi said:

As a business coach (former shop owner) I see that many areas around the country are having a slow down in business. However, a lot can be done. Focus on your existing customers. Make sure that all deferred and declined work is followed up and reminders sent out. 

Regarding your advertising, local is always better. Just don't cut your advertising too much.

Perhaps the most important factor is to have a positive open mindset. Look for ways to improve, discuss with your team. Don't sit on your hands and say nothing can be done.

With the right approach, things will improve. 

Good luck!

 

Good day to every one and very thankful for the responses, everything helps.

I already took some action and reduced our advertising to the zip codes where we get the most on google ads.

working up on a list of follow up from our current customers

Also working on an advertising campaign for the coming holiday, Memorial Day and the summer, it's just around the corner and the traveling starts right after the memorial day, since school is out.

Thanks again, I will come back with a report right after the end of this month

  • Like 1
juanpablo4219 Contributor

juanpablo4219

Posted
Posted

Wow, 55 Year in Business, That's an accomplishment!

...with that amount of years, your business is a land mark for the city/town where you live.

Your business is 55 years old, I am 52 years old and my business is 10 years old.

We have had our ups and downs but I started this business from scratch..

I don't considered myself a mechanic since I did not go to school for that. I am an Entrepreneur/accountant that got retrained 10 years back to do Brakes & Suspension work.

...and Yes, I come from a family of Mechanics, I just did not enjoyed it when I was young, now I loved it

It's harder for a younger business to even consider the thought of competing  with a 55 year old.

HOW?

The business itself has it's path and journey, at that age of a business, somebody will come through the front door, it could be minor activity or a lot of it.

Now reaching goals and owner's expectation is something totally different!

Congratulation I just hope one day our business can reach to that age, and that would be up to my kids...

  • Like 1

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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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