By Joe Marconi
With all the different makes and models these days, and the complexity of modern vehicles, is it still possible to work on all makes and all models? To add to that, we now have to contend with electric cars.
Are we heading to more specialization? How do auto repair shops evolve their business model and their target customers?
By Joe Marconi
Before I started my auto repair shop, I worked for a Ford Dealer way back in the late 1970s, and my goal before leaving that dealership was to become an A-rated Master Tech. Their definition, at that time, was that a Tech had to be able to repair everything and anything from bumper to bumper. Is that definition even possible? Can someone become proficient in every area of automotive service, repair, testing, and diagnosis?
About 10 years ago, I hired a technician that grew up in Greece. He was trained in one area of the automotive; Undercar. He was highly skilled in brakes, suspension, steering, wheel alignment, wheel balance, axles any issues or problems related to undercar. He was the best in his class, and I considered him an A-rated Master tech....in that area.
With technology changing at light speed these days. Is it time for techs to specialize or narrow their scope of skills?
David Eschbach, Spirt One Automotive, St. Louis, MO
Key Talking Points
Five Stages of Business- Obscurity, Awareness, Need, Change, Recommend Awareness- understanding your voice and message is powerful. Include the spouse as 3rd party evaluator with reviews. "No one works for me, they work with me." Forfeiting the Right to Emotion- The difference between emotion and compassion. Dollars are for the owner. Victories are for the team. Focus on Simple Victories Not Dollars Marketing, Advertising and Branding: must be done daily, everyone is a prospect, don’t stop marketing even if you are busy and booked weeks out. Are you “coca-cola?” “Success is detrimental to your daily efforts” “Triumph only means your next effort has to produce bigger results.” Creating a Marketing Calendar. Marketing Everyday- The Everyday Habit. Understanding how to attract new customers. The failure of discounts and rebates, instead market experiences. Becoming an Influencer, let the relationship build your business Your Health is the Health of your Business- your team counts on you for your decisions. The best decisions come from a healthy mind and body.
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