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I have another question about some thoughts about what I saw on ATI tele semiar.I guess I am thinking of attending a class but am wondering if these ideals are going to work here.Chubby was talking about attracting people that spend on maintance and not attrack the peo[ple that won,t.I,m sorry this topic may be too broad I,m just wondering in this market if anybody had some fundementals you could share.You see I,m opening a 2 bay shop in Hagerstown Md where the income maybe some what low its about 65 mile west of D.C I just saw a small shop about 2 blocks from me advertise $45 a hour.I,ve asked around $65 seems to be the going price although I heard another may be a $50.I was hoping for $65 my self.I(s this guy really at $45? or is it a trick ?How can I compete?How would the best methods to look for the costomers I want in this market?

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Great Tire Deal

Hi Dr. Dave,

 

Sorry for being brief but I'm on the road, I will send more comments over the weekend. I just wanted to mention that one of the easiest ways to increase the net on a ticket is to include value added services, ones that don't take additional physical labor but work in conjunction with an ongoing service. Also, like Chubby says, it's important to attract customer that believe in maintenance as they're usually more willing to spend on a regular basis. As a note, fluid exchanges are now the number one performed maintenance service and the most profitable. Before a customer can be a believer though, you need to strengthen their trust in what you say regarding a service and that it is necessary/cost effective. Some of the easier ways are to show them articles, put up educational posters and offering fluid testing/analysis at every oil change. If for example they see their fluids going from good to bad, over a period of months/years, they will be more willing to change them. When your in house test indicates his "trans fluid" reached the breaking point, the customer understands action is necessary because he personally saw that fluid going through the change stages. You can find more info at www.Fluidtesting.com , a site we set up to show the FRX program (OE Approved by Ford). A few other items that fit into this concept are our oil filter magnets, nitrogen tire inflation and a motor club/road hazard program. Each of these items can be added to existing services with virtually zero labor, and will increase the ticket by $5 to $50.

 

I will try to send more.... hope this gives you some ideas.

Gary ( www.GWRauto.com )

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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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