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By Joe Marconi in Joe's Blog0 commentsIt 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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By carmcapriotto
Are you an auto repair shop owner looking to demystify the world of marketing jargon and take your business to the next level?
Join hosts Brian and Kim Walker in this must-listen episode of the Auto Repair Marketing Podcast as they unravel the mysteries behind marketing terms that could be holding your business back.
Ever wondered if boosting a post is worth your money or how SEO can actually drive more customers to your door?
We’ve got the answers.
Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops
Lagniappe (Books, Links, Other Podcasts, etc)
They Ask, You Answer (Marcus Sheridan) - https://marcussheridan.com/they-ask-you-answer/ Difference between Boosted Post and Meta ads: https://www.facebook.com/business/help/317083072148603
Show Notes with Timestamps
Introduction to the Episode (00:00:01) Brian and Kim welcome listeners and introduce the episode's focus on marketing lingo and misconceptions. Purpose of the Episode (00:01:07) Discussion on why understanding marketing terminology is crucial for effective communication in the automotive repair industry. Boosted Posts vs. Facebook Ads (00:02:53) Clarification on the differences between boosting a post and creating a full Facebook ad. Landing Pages vs. Full Websites (00:04:57) Explanation of landing pages as minimal websites designed for conversions, distinct from full websites. Leads vs. Conversions (00:08:16) Defining leads as initial interest and conversions as completed transactions or appointments. Understanding SEO (00:10:26) SEO stands for search engine optimization, focusing on making a website authoritative in its niche. Organic vs. Paid Search (00:11:53) Differentiation between organic search results and paid search ads in digital marketing. Geo-Targeting vs. Geofencing (00:14:35) Discussion on the differences between geo-targeting for general ads and geofencing for highly specific targeting. Geofencing vs. Geo Targeting (00:16:13) Discussion on the differences between geofencing and geo targeting in advertising effectiveness. Alt Text and SEO (00:17:06) Explanation of alt text's role in SEO and its importance for visually impaired users. Backlinks vs. Internal Links (00:20:39) Clarification of backlinks and internal links, including their significance for website navigation and SEO. Understanding Bounce Rate (00:21:41) Definition of bounce rate and its implications for website performance in the auto repair industry. Impressions vs. Clicks (00:22:54) Overview of the difference between impressions (ads shown) and clicks (user engagement). CTR, CPC, and CPA (00:24:08) Definitions of click-through rate, cost per click, and cost per acquisition in marketing metrics. User Experience (UX) (00:27:01) Discussion on the importance of user experience for website navigation and customer satisfaction. Unique Selling Proposition (USP) (00:29:08) Exploration of unique selling propositions and their role in differentiating a business from competitors. Inbound vs. Outbound Marketing (00:31:07) Comparison of inbound and outbound marketing strategies and their relevance to auto repair shops. Google Business Profile Explained (00:32:46) Overview of Google Business Profile as a mini website for businesses. Google Maps and Marketing (00:32:58) Discussion on how Google Maps displays search results and business profiles. Industry Changes and Terminology (00:33:38) Humorous take on the rapidly changing digital marketing landscape. Google Ads vs. Adwords (00:34:12) Clarification on the rebranding from Google Adwords to Google Ads. Wrap-up and Acknowledgments (00:34:26) Reflection on the lengthy discussion and appreciation for listener patience. Hurricane Reference (00:34:36) Light-hearted mention of dealing with unexpected challenges during recording. Sponsor Appreciation (00:35:05) Acknowledgment of RepairPal's support for the podcast. Listener Engagement Encouragement (00:35:25) Invitation for listeners to submit questions or topics for future episodes. Aftermarket Radio Network Mention (00:35:45) Promotion of other podcasts available on the aftermarket radio network. Closing Remarks (00:35:54) Final thoughts and encouragement to tune in next week.
How To Get In Touch
Group - Auto Repair Marketing Mastermind
Website - shopmarketingpros.com
Facebook - facebook.com/shopmarketingpros
Get the Book - shopmarketingpros.com/book
Instagram - @shopmarketingpros
Questions/Ideas - [email protected]
Click to go to the Podcast on Remarkable Results Radio
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By Joe Marconi
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By Transmission Repair
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By carmcapriotto
Join Brian Walker in this thought-provoking episode of the Auto Repair Marketing Podcast as he delves into the controversial philosophy of "just say yes" in the auto repair industry.
Brian explores how this approach can influence your marketing efforts, customer service, and overall shop success.
He shares real-life examples of missed opportunities, highlighting the importance of proper service advisor training and the need to always look for ways to turn a "no" into a positive response.
Tune in to gain valuable insights on optimizing your shop's phone interactions and maximizing your marketing investments.
Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops
Lagniappe (Books, Links, Other Podcasts, etc)
Episode 106: shopmarketingpros.com/106
Empower Your Advisor : https://empoweryouradvisor.com/
Episode 2: Brian's Euro shop : https://shopmarketingpros.com/kim-and-brian-tell-their-story/
Episode 45: phone skills with Cecil Bullard:
https://shopmarketingpros.com/ep-45-phone-skills-amplify-your-marketing-with-cecil-bullard/
Show Notes with Timestamps
Introduction to "Just Say Yes" (00:00:10) Brian introduces the concept of "just say yes" in auto repair marketing. Philosophy Overview (00:01:18) Discussion on the philosophy of getting cars into shops, regardless of capacity or customer interest. The Divide in the Industry (00:02:12) Explains the polarizing nature of the "just say yes" philosophy among auto repair shops. Marketer's Perspective (00:02:12) Brian shares his insights as a marketer and the importance of customer engagement. Stressful Nature of Service Advisor Role (00:03:13) Highlights the stress faced by service advisors and its impact on customer interactions. Service Advisor Training Importance (00:04:20) Discusses the necessity of proper training for service advisors to improve customer retention. Examples of Missed Opportunities (00:05:17) Shares anecdotes illustrating how service advisors discourage potential customers. Case Study: Diesel Engine Inquiry (00:06:22) Describes a call where a service advisor prematurely dismissed a customer’s request. Flat Tire Assistance Example (00:07:24) Discusses a missed opportunity to create customer loyalty through service. Air Conditioning Inquiry Mismanagement (00:08:23) Highlights a situation where a service advisor refused service based on engine type. Timing Belt Refusal (00:09:24) Details a call where a service advisor rejected a customer based on vehicle age. RepairPal Sponsorship Mention (00:10:19) Introduces RepairPal as a resource for connecting shops with new customers. Frustration with Service Advisors (00:11:25) Expresses frustration over service advisors frequently telling potential customers "no." Misunderstanding Customer Needs (00:12:17) Discusses the importance of understanding customer queries beyond their initial questions. Radiator Inquiry Example (00:13:16) Describes a call where a service advisor failed to explore the customer's actual needs. Exhaust Repair Refusal (00:14:12) Shares an example of a service advisor not offering solutions for exhaust repairs. Training for Service Advisors (00:15:12) Importance of service advisor training and understanding good phone skills for effective customer engagement. Turning No into Yes Examples (00:16:23) Brian shares practical examples of converting customer inquiries from no to yes during phone interactions. The Philosophy of Saying Yes (00:17:23) Discussion on the positive implications of saying yes, while maintaining integrity and customer trust. Value of Marketing with Yes (00:18:23) Emphasizing that looking for ways to say yes enhances marketing effectiveness and customer satisfaction. Closing Remarks and Thank You (00:19:08) Brian thanks listeners and sponsors, encouraging engagement with the podcast and its content.
How To Get In Touch
Group - Auto Repair Marketing Mastermind
Website - shopmarketingpros.com
Facebook - facebook.com/shopmarketingpros
Get the Book - shopmarketingpros.com/book
Instagram - @shopmarketingpros
Questions/Ideas - [email protected]
Click to go to the Podcast on Remarkable Results Radio
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