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Joe Marconi

Tough Winter Will Pay Off

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Tough Winter Will Pay Off


If you are a shop owner that has endured one of the toughest winters in history, don’t despair. The effects of winter are already taking its toll on the road ways and will no doubt have an effect on your customer’s cars. Get yourself and your team ready to inspect all cars for pothole damage and other damage as a result of the winter. Look for damaged tires, wheels, exhaust, steering, suspension, wheel alignment, splash shields, bumper covers and other areas.


Maybe create an “End of Winter Promotion Package”, to include a complete vehicle inspection with a tire balance, rotation (if needed), wheel alignment. Or create your own promotion. The point is you need to look out for what is best for your customer, which in turn will bring in much needed dollars after losing so many days from the winter storms.

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    • By Joe Marconi
      Thanksgiving is around the corner, and that means that the winter months are not far behind. For many shops, this means a slow down due to weather and the usual bills that come with winter. Combine that we the fact that consumers are usually less willing to spend during the winter, adds up to a potential slow down in sales.
      But, you can be proactive and maximize your efforts. Here's quick list of things you can do below, and please feel free to add any of your own ideas:
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      Please feel free to add your suggestions. I know we would all appreciate it!
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    • By Joe Marconi
      While many shop owners may not enjoy a harsh winter, there's always that feeling that a tough winter is good for business. But is it?
      Last year was one of the worst winters on record in the northeast. There was a ton of winter-related work. But, when you factor the days closed due to snow and ice storms, sales did not reflect any real increase.
      I know I may be simplifying this, since there are a number of reasons why business may slow down in the winter months. However, to rely on a tough winter to bring in service and repair work may not be your best sales strategy.
      The winter will be what it is; tough or mild. We cannot help that. But, what we can do is prepare for either scenario, which is building your customer retention rate by proactively identifying needed future work on each vehicle, discussing all future work with each customer, creating service reminders and creating a follow up call list to contact your customers when those service reminders go out.
      We cannot predict the future, but we can help create it. Start today with each and every customer to ensure that they come back to you for all their service needs.
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    • By Joe Marconi
      Before you call me crazy, please read on. Last year was one of the toughest winters in history for many shops in the northern states. Records snow falls and frigid low temperatures caused many shops to lose days, and in some cases weeks’ worth of sales. Many shops are still struggling to eke out a profit for this year.
      That’s the bad news, and the reality of what happened and what can happen again this winter. The good news is this: We all learned from it. And because of what happened we are better prepared, or should be better prepared for it.
      He’s a rundown of the strategy most of us will implement. Please feel free to add to this list, so we can all share in each other’s knowledge:
      · Create a Fall Promotion to get your customer’s car ready for the winter
      · Have a meeting with the entire staff; key on the service areas that are winter-related and check these items at every vehicle visit:
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      o Check wiper blades
      o Check tire condition
      o Suggest snow/winter tires
      o Check all fluid condition
      o Check operation of heater and fan speeds
      · Make sure your service staff is proactive with regard to needed maintenance services
      · Identify the next service for all customers, inform the customer.
      · Book and flood your customer base with service reminders during the slower months to boost sales
      · Implement a phone call system to call customer to remind them of recommended services, especially during the slow months
      · Create another Winter-Related promotion and send out during the months of January, February and March.
      o Flood your customer base with these promotions.
      No one can predict the future, and no one can tell how any effect any marketing plan will be. But there is one thing I CAN guarantee; if you do nothing, expect nothing.
      Your thoughts?
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