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Posted (edited)

If you read the new members area then you saw I am a new auto reapir shop owner. Our company had a great August, decent September, October....not so good. I have been running oil change $18.95 and disc brake $99.00 specials in the local paper. I need new ways to build customers that is fairly quickly. I am thinking of opening late on Tuesdays and Thursdays til atleast 7 pm. Also have a grand opening on a Friday or a Saturday, followed by a Care Care Clinic type of inspection.

Any ideas or bad sides to these?

Edited by ssauto


Posted
If you read the new members area then you saw I am a new auto reapir shop owner. Our company had a great August, decent September, Octuber....not so good. I have been running oil change $18.95 and disc brake $99.00 specials in the local paper. I need new ways to build customers that is fairly quick... magic wand would work. I am thinking of opening late on Tuesdays and Thursdays til atleast 7 pm. Also have a grand opening on a Friday or a Saturday, followed by a Care Care Clinic type of inspection.

Any ideas or bad sieds to these?

 

Whether it will build traffic fast I can't say but I like to run an oil change with a free tire rotation offer. Not too cheap but cheap enough to be considered a bargain. I think this kind of ad accomplishes two things. First it gives me a chance to get the wheels off the car where I can find brakes, suspension, or tire related problems. We can then tell the customer we NOTICED these in the course of the tire rotation. If I don't get the sale right then I haved planted seeds for future sales and some of this I get back in the weeks and months that follow. Secondly, the person who is interested in a tire rotation and not just a cheap oil change is someone who is interested in taking care of their vehicle. They have the potential to be a good customer. The problem with so many cheap oil change coupon customers is they don't want ANYTHING but a cheap oil change. I have even had customers tell me to not look at anything else. I don't want these people as my customers.

Posted (edited)

Thats dead on. I actually had an oil change, tire rotation and 50 point inspection coupon in the paper for the first 2 months that had alot more upsells per car/volume then what is being generated now.

Also, I am trying to gain some more commerical accounts and they seem hard to come by. Most are serviced by the local competition. I am working on offering a higher level of service and quicker turnaround time to pursuade them to try us.

Edited by ssauto
Posted (edited)
Thats dead on. I actually had an oil change, tire rotation and 50 point inspection coupon in the paper for the first 2 months that had alot more upsells per car/volume then what is being generated now.

Also, I am trying to gain some more commerical accounts and they seem hard to come by. Most are serviced by the local competition. I am working on offering a higher level of service and quicker turnaround time to pursuade them to try us.

 

On the commercial accounts I would personally call on them and offer the person in charge or owner a free oil change and an invitation to visit my business. This would include some information about who we are, what we do, and what we could offer. My conversation with them would be to ask if they are happy with their present service and what could be done to improve it. If you keep in touch on a regular basis you can gain some of the accounts when they decide to change and if they decide they are no longer happy. Although more geared to other types of sales a must read for anyone trying to understand how to sell against an established service provider is either How to Get Your Competition Fired (Without Saying Anything Bad About Them): Using The Wedge to Increase Your Sales or The Wedge: How to Stop Selling and Start Winning by Randy Schwantz. Those books have given me a better understanding.

Edited by xrac

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  • Have you checked out Joe's Latest Blog?

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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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