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Hello to all. I have just recently started an auto repair business in Tallahassee, fl. After just closing down our car-lot, we decided to open a mechanic shop. Employing just myself and my partner (girlfriend). How do you guys attract costumers? we have only been getting 1 call a day with only 2 cars a week. We advertise on craigslist, have just sent out postcards and have put up flyers around town. What do you suggest?

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Welcome to the site. Good to have you here. I am looking forward to hearing what you have to say and hopefully, have something to offer to you. I don't do any advertising at all myself. I have tried and it was a waste of money for me. All my business is direct referral. Of course, its only me and an afternoon helper so I can't take any more work than what I have.

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Welcome, as a new business owner you have stumbled into a potential gold mine of information here. There are many learned people on this site who will be happy to help you any way we can. Your question started me a thinkin...............what did I do for advertising when I had a new business and a limited advertising budget. In the early days we used to have a local printing company ( not many personal computers around way back in 85) print a one page flier or door hanger with a special offer. Next, I would contact a local group such as a Boyscout troop, church youth group or a similar group and offer a donation to their organization in return for delivering the fliers door to door to homes within 5-10 blocks of your shop in every direction. You will be shocked at the number of neighbors that did not realize you were even there.

Now let me explain what I think a special should be. My specials are always a service we offer at the regular price but I add value by adding an extra that I can make sales suggestions from. How about an oil change at XX.XX and with this new client special we will include both a 21 point safety inspection and a free tire rotation. My thinking here is my oil change will be paid at regular price, the 21 point safety inspection is something you should be doing with every oil change anyway. The tire rotation is just so you have the chance to inspect the brakes. Focus on VALUE rather than price. LOF in our shop does not stand for lube,oil and filter but for Labor Opportunity for the Future. Please, please, please, whatever you do resist the temptation to offer a discount on labor. You will struggle mightily to get paid for all the hours you spend on a car as it is , don't cheat yourself right out of the gate.

Just my 2 cents worth. Use what you like and ignore what you don't. Remember this is like a buffet, if you don't like the broccoli , don't eat it!

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I have already discounted labor, and learned my lesson. The offer will be over on the 22nd of this month. This is a big college town so it is hard to get these people to pay for anything, and right now i can not turn away work. Thanks for the advice i do appreciate it. Oh and by the way, my location isn't that great, but the main street that runs by me is always busy. Unfortunately its a 45mph speed zone. I need signage!

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  • Have you checked out Joe's Latest Blog?

         0 comments
      Auto shop owners are always looking for ways to improve production levels. They focus their attention on their technicians and require certain expectations of performance in billable labor hours. While technicians must know what is expected of them, they have a limited amount of control over production levels. When all factors are considered, the only thing a well-trained technician has control over is his or her actual efficiency.
      As a review, technician efficiency is the amount of labor time it takes a technician to complete a job compared to the labor time being billed to the customer. Productivity is the time the technician is billing labor hours compared to the time the technician is physically at the shop. The reality is that a technician can be very efficient, but not productive if the technician has a lot of downtime waiting for parts, waiting too long between jobs, or poor workflow systems.
      But let’s go deeper into what affects production in the typical auto repair shop. As a business coach, one of the biggest reasons for low shop production is not charging the correct labor time. Labor for extensive jobs is often not being billed accurately. Rust, seized bolts, and wrong published labor times are just a few reasons for lost labor dollars.
      Another common problem is not understanding how to bill for jobs that require extensive diagnostic testing, and complicated procedures to arrive at the root cause for an onboard computer problem, electrical issue, or drivability issue. These jobs usually take time to analyze, using sophisticated tools, and by the shop’s top technician. Typically, these jobs are billed at a standard menu labor charge, instead of at a higher labor rate. This results in less billed labor hours than the actual labor time spent. The amount of lost labor hours here can cripple a shop’s overall profit.
      Many shop owners do a great job at calculating their labor rate but may not understand what their true effective labor is, which is their labor sales divided by the total labor hours sold. In many cases, I have seen a shop that has a shop labor rate of over $150.00 per hour, but the actual effective labor rate is around $100. Not good.
      Lastly, technician production can suffer when the service advisors are too busy or not motivated to build relationships with customers, which results in a low sales closing ratio. And let’s not forget that to be productive, a shop needs to have the right systems, the right tools and equipment, an extensive information system, and of course, great leadership.
      The bottom line is this; many factors need to be considered when looking to increase production levels. While it does start with the technician, it doesn’t end there. Consider all the factors above when looking for ways to improve your shop’s labor production.
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