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By Jonathan Ganther
Hey guys. I'm new to the forum and was looking for this subject but couldn't find it. Sorry If I'm posted something that's already been discussed. I own a brake shop in Austin, TX. We do anywhere from 10-20 brake jobs a day. We only do brakes so I don't know how much full service auto shops deal with this problem but... Customers are constantly calling in claiming they've bought the best parts or they want to provide their own parts because they've done research and know what is best. This drives me crazy. First of all they don't know whats best. Then after being told no they get offended and act like tons of shops allow this. What is the best way to handle these customers? Just send them away? I'll quote them a price using our parts and they act as though its a rip off. What shops are doing this for their customers? I feel like I'm letting jobs get away from me. Any experience with this?
By Zs Automotive
I just opened an auto repair shop about 4 months ago, but I'm still working my full time job as a tech therefore I open the shop from 4 pm until 9pm M-F and 8-5 on Saturday. I'm starting to build customers but most are from referrals and neighbors I don't get much traffic cars. I'm starting to think that the hours I'm open don't really work for the auto repair business seems like after 6 everything dies. Has anyone worked this kind of hours or what do you guys think about this odd hours.
By Joe Marconi
We all have our favorite customers. You know who there are. They’re the ones that throw their keys on the service counter in the morning and say, “Do what you need to do and I’ll see you at 5 p.m.” They never question your price, they trust you and they keep coming back. But does that person define your true profile customer? The answer is probably yes. But it’s not the only criteria. It’s a little more complicated than that.
Defining your true profile customer starts with you. It starts with who you are, why you are in business and the culture of your company. By the way, determining your true profile customer has nothing to do with excluding certain people due to their income level. The young 23-year-old college graduate who sets aside part of her paycheck to shop at Whole Foods does so because she believes in the company and for what they stand. It’s not about what she “supposedly” can or cannot afford. She is Whole Foods’ profile customer because she aligns herself with that brand. And Whole Foods welcomes her with open arms.
Many of my profile customers endured tough economic times during the Great Recession of 2008. They lost their ability to pay for some of the things they previously could afford. What they didn’t lose was their loyalty to my company. So, what did we do? We helped them through that difficult time. We helped them manage their car care needs better, offering services that would save on fuel, reduce repair costs, and reduce breakdowns. We showed them how to squeeze every mile out of their tires and brakes. We took care of them and we still do to this day. We consider them family and we don’t turn our backs on family. One thing we didn’t do, and will never do, is compromise on price to get a job. That would not be fair to all my customers, my employees or the company.
With regard to pricing your services and repairs, it’s a delicate balance between being profitable and competitive. But I don’t know of any shop that prefers a customer walk away or sends someone to another shop because he or she cannot afford a particular price. A smart service advisor will give options, prioritize the work needed, and offer finance options.
If you’re a startup company, your doors are wide open to everyone. You need customers and car counts, and you need them right away. But as your business matures, you begin to realize that not everyone is your customer. And there’s nothing wrong with this realization. As you build your customer base, you begin to see that there are customers that respect the work you do, align themselves with your culture and appreciate what you do for them and for the community. They become your profile customers.
Let’s say you sponsor a youth baseball team in your area, help out at community events and involved with local fundraisers. You will become known as the business person that cares about the community and children. That’s making your business stand out among the rest. As you define who you are, you also attract those that want to do business with you and support your brand.
While I do recommend treating everyone the same, I don’t recommend trying to be everything to everyone. That’s not a sound marketing strategy—that’s a recipe for failure. Defining your customer and targeting your market does not isolate consumers. It actually increases market share. Here’s an important fact: In your geographical area, automotive shops basically do the same thing; they repair and service automobiles. So, how is a consumer going to choose you over another? You need to stand out. You need to be different. You need to build a brand culture and establish a marketing position that will make people take notice. By the way, every successful company, large and small, understands its true profile customer and creates a marketing plan on attracting them.
One last thing: When you build a business around your culture, you put the focus on your brand and the value you provide. This strategy is one of your pathways to success. When you combine value with culture, you will have an enduring and profitable company.
If you want to build a great company, ask yourself these questions: Why are you in business? What’s your life’s purpose? Your culture? Build a marketing strategy and a brand message around the answers to these questions. Not all people will take notice, but your profile customers will.
This story was originally published by Joe Marconi in Ratchet+Wrench on August 3, 2018
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Article: The Ghost Mechanic - those mechanics that seem to leave evidence of their bad work that you find... or was it a mechanic after all?By Gonzo
The Ghost Mechanic
Creepier things have happened, but rarely do things go without an explanation. This time around it’s the mystery mechanic who seems to have been working on this guy’s car, or maybe not. Maybe it’s that ghostly mechanic who haunts people’s cars on quiet neighborhood streets in the middle of the night. You know, that guy who leaves nothing but telltale greasy finger prints or unattached wire harnesses, or even loose bolts where loose bolts shouldn’t be. This job was no exception to the antics of the invisible mechanic’s handy work. It’s a mystery worth solving.
A Chevy HHR was towed in for a no start condition. It wasn’t exactly a no start; it was more like a poor starting/running condition. When it would run, the poor thing sounded like it was on its last trip to the garage and its first trip to the salvage yard. Trying to beat it to its last ride on the tow truck, I hooked up the scanner to see what inner mysteries were present. Code P1682 (Ignition 1 switch circuit 2), but I wasn’t done yet. Time to do a complete health check on all the modules. Sure enough, the ‘U’ codes were off the charts. Seems we have a lot of low voltage codes causing a problem.
A quick check of the wiring diagram showed the power led to a voltage input lead for the PCM, TCM, and several other circuits that would definitely lead to a rough, hard to start, non-cooperating HHR. This may turn out to be a simple problem after all. Could be wiring, a component, or perhaps a fuse box problem. A quick glance at the fuse box didn’t reveal much, but I should probably take a closer look at that fuse box. Maybe go as far as physically checking the actual fuse circuit. Hmm, something is amiss here. The fuse is good, but the fuse is in the wrong slot. The slot that it’s in should be an empty slot. Seems somebody was fooling around under the hood and didn’t put the fuse back correctly.
Might as well try moving the fuse back to the proper location. Well, imagine that, this old HHR starts right up! OK, it’s not running the best . . . yet. Do a little throttle relearn and it runs as good as new.
After rechecking the related circuits for any damage, or out of place items I gave the HHR the once around the block test. Runs great, sounds great, no warning lights, no unusual noises, seems fine to me. I guess I’ll write up an invoice on this job and call the customer. As I closed the hood, the telltale greasy hand prints from the last guy who was under the hood were everywhere. I think I spent as much time cleaning this guy’s hood as I spent diagnosing the problem.
I gave him a call and explained to him, as best I could, what I had found. Although, I did have that one nagging question regarding who had worked on the car previously. I really wanted an answer to that question.
"NOBODY" … are you serious? That’s when I explained the entire repair all over again. Between the greasy finger marks on the hood and fenders, and the fuse in the wrong place, I’m afraid I’m not going to buy the story that the mysterious ghost mechanic has struck again. His only explanation came down to the whole thing must have been a poltergeist or something. Or ‘someone’ not ‘something’ is a better way to put it. I’m not buying the ghost mechanic theory. At this point, he seemed to be more intent on finding out the final bill, and not so much on solving the mystery of how the fuse mysteriously moved into a different slot.
But, before I gave him the total, I recommended he perform an exorcism on his car, since ‘NOBODY’ has been touching it. His response, "How much more will that cost me?” Seriously? Now, I’ve been asked to do all sorts of things to a car, like put a helicopter landing pad on the roof, remove a varmint from behind the dash, or turn a Prius into a tow truck, but I don’t think I’ve ever been explicitly asked to do an exorcism on the family truckster. Actually, I’m starting to put this whole thing together.
The mystery mechanic is none other than this guy himself. His answers to certain questions, and how he told his story were a dead giveaway as to who the ghost mechanic was. I swear some people just can’t be honest and admit when they’re beyond their learning curve. We both might have had a good laugh over the whole thing, but instead this guy wants me to drop the price in half, since it was such an ‘easy’ repair and all, and ignore the whereabouts of this seemingly ghostly apparition with the mindless ability to screw up the family car. But, since this guy wouldn’t own up to it, even with the evidence of his very own greasy paw prints, he’s in for a lesson of honesty, awareness of his own abilities, and how to pay for a professional diagnosis.
It’s just another case of the mechanic solving the mystery of the proverbial ghost mechanic. Debunking wives’A tales about the modern automobile, supernatural occurrences under the hood, and apparitions that seem to move fuses around is just another duty of the modern mechanic. Oh, and don’t think you’re the first person who’s tried the ghost mechanic as your method of passing the blame… you’re not. Every good mechanic has performed their fair share of exorcisms in the past and have seen the results of the mystery mechanic and his endeavors. We know who you really are.
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