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By Ron Ipach
I'm going to go out here on a limb here and tell you -
YOUR ONLINE REVIEWS ARE THE MOST IMPORTANT FACTOR IN ATTRACTING MORE CAR COUNT!
First of all, the reviews given by your customers reveal the health of your business. If your customers aren't saying good things about you, that's a warning sign that you better get your act together right now and start providing a better experience for your customers.
Also, if you only have a few handfuls out of all the hundreds or thousands of customers you've worked saying good things - that's not a healthy sign either. They may like, or even love, doing business with you, but if they aren't telling the world (aka writing an online review), their little secret is hurting your chances to attract more car count.
You see, studies show that 92% of folks will read reviews before making a buying decision, and if you don't have a stellar reputation (4.7 or higher), they'll move on to the next shop.
In fact, I advise that you completely stay away from any form of online advertising for new customers unless your score is at least a 4.7 out of 5.0. Why? Because your prospective new customer will easily be able to compare you with everyone else and will more than likely choose the shop with the better reputation - negating all the time, money, and effort you've put into your advertising efforts.
Look, you can argue with me all you want, but we're talking human nature here. Most will always go with the higher recommended shop. Why not? If you don't have a great reputation score, all you're really doing is advertising for your competitors that do.
But your score isn't the only factor being looked at. There are actually three factors that are important about your reviews.
1. Quality (4.7 or higher overall score is needed)
2. Quantity (These days, a minimum of 75 reviews are needed, but in highly competitive areas, 150+ is needed)
3. Recency (You must be getting 1 or 2 new reviews every single week)
=== So you say you do a great job, your customers love you, but they just aren't writing those positive reviews that you need in order to let the rest of the world know how awesome you are, right? Here are three ways to get more reviews:
1. Ask. (Duh!)
2. Bribe. This has been very effective for a lot of my clients in the past, however it's also considered a no-no by the review sites and may get your account shut down if they find out.
3. Use an automated service like Soapboxx to do it for you that will email or text your customers after their service, ask if they were happy, and then send them directly to Google, Facebook, YP, or wherever you wish so they can write a quick word about their experience.
Soapboxx is the only automated review-boosting service created specifically for the auto repair industry and the beta-testing of the software has just been completed. (See just a few of the remarks from the users below) Go to www.Soapboxx.io for more details.
Check out what some of the members of the new Soapboxx platform are saying...
Whatever you choose to do, ask, bribe, or automate the whole thing - put getting more 4-5 star reviews at the top of your to-do list. It's simply the best thing you can do to help attract more car count to your shop!
About 6-7 years ago a customer had us tow his no run 2000 Chevrolet Blazer into the shop. The tow was billed to our shop. The conclusion of our diagnosis was that the car needed an engine and the customer was not gong to fix it. Imagine my susprise to come in on a Monday morning and find the Blazer was gone from our lot. It had been blocked in by other cars but someone had went to the business next door drove up over the curb and the grass and drug it out of our lot over our curb. You could see the tracks in the grass and on the curb. The total that was owed was only about $80. Guess what I never heard from the owner (kid) again. So I assume someone out of the blue did not steal a car that would not run.
I turned the bill over to our law firm for collections simply on the principle of the matter. About 6 months ago my law firm collected on the bill which was now over $300 due to interest and court costs. Then today I am left two one star reviews slandering our business on Google by this individual. This person was nothing other than a thief and Google allows this kind of reviews to occur. I have received about 6 undeserved one star reviews with no comments in the last year. Stuff from a former employee I fired and reviews from people with no record of them having ever been in the shop.
Do you ask for reviews? If so, how? Via email, have a link on the customers reciept, sign in waiting area?
We are really lacking in the online/social media department and would like to boost our overall ratings on yelp, google, etc.
Thanks in advance for your thoughts and opinions.
Article: There's an App for that - - - The internet may solve the information issues, but a mechanic still has to make the repairsBy Gonzo
There’s an App for that
Technology has a way of surprising us all by surpassing itself over and over again. One day you’re dialing a rotary phone wired to a land line, and the next we’re communicating between micro wave towers and satellites. We now have the capability to talk to anyone anywhere on the planet with a small hand held device just as long as you’ve got a signal. But, talking isn’t enough for our modern world. We want the ability to connect with everyone and every sort of business or hobby we can think of through our magic little smart phone for any reason and at any time we’d like.
It could be for local or world news, maybe to keep in touch with friends across the country, or how to do something you’ve never done before. Book a hotel room, find a new job, check the weather, the possibilities are endless. The technology in our hands is by far more technically advanced than what was used for the Apollo space missions. Think about it, we sent men to the moon with less technology than what you have in your pocket right now. Looking at it in those terms makes me realize the depth and scope of this new technology, it’s truly amazing.
If it wasn’t for museums hardly anyone born lately would have any idea how life was before transistors. Something else to consider is that anyone born a decade ago has never known a world without a smart phone. People born just a few decades earlier have never known a world without the internet. Another decade more and those people have no concept as to how the world made it from day to day without a home computer. Going even further back before the home computer, a computer to those folks was this huge machine inside a climate controlled building with these big reals of magnetic tape spinning randomly around or large stacks of punch cards that zipped through a machine at lightning speeds. Going back to the 30’s and 40’s, a small screen 2 way conversation wrist watches was only in the newspaper comic strips and something that might resemble a computer was only found on a sci-fi movie down at the Bijou.
Now, we not only communicate, but we can source information about anything you can think of right at our finger tips. Need to know the yardage at the golf course, there’s an app. Want to know the ingredients of a chocolate cake, yep, there’s an app for it. Can’t figure out how to fix your car, you got it… there’s an app for that too. Wait a minute… Did I say fix your car with an app? I thought car repair was some sort of highly skilled trade that took years to learn the proper techniques and even longer to be proficient at it? That’s right, the very same.
Anyone with a smart phone can be an expert in any field they would like to be an expert in, and it doesn’t take much to make a “You Tube” video on any subject, especially on how to fix your car, and with a little extra effort you too can make an App on car repair as well. Some are developed, produced, and edited to a high standard and at a professional level. Others, well I’m not sure any thought was put into the content, background, or the poor grammar they used.
Years before the internet a mechanic learned their trade by being in the trade, now we’ve got what are commonly referred to as “You Tube Mechanics”. These are the guys who couldn’t repair much of anything without consulting a You Tube video or going to their favorite App and more than likely never considered going to a trade school or opening a repair manual to find reliable information. Even though the general rule of thumb in the business these days is not to follow a traditional apprentice program but to learn as you go doesn’t mean you won’t learn something from today’s method of watching videos or viewing Apps, it’s just how much knowledge is lost or passed up by not following in the footsteps of our seasoned master mechanics and learning the trade from their well callused hands.
I’ve got to admit, there are a lot of great Apps out there for the mechanic to have on their smart phone. For example, OEM1stop or NATSF where all the manufacturers’ websites are listed. You can find an App for calculating the cylinder volume on an air cooled Volkswagen, or the alignment specifications for just about every car out there, to what type of headlamp fits a certain car. It’s endless. Whatever information you need, chances are there’s an app or some sort of site for it. But, with all this helpful wisdom an App can’t fix the car for you. You still need somebody to get in there and make the repairs accurately.
It used to be (years ago) a car would come into the shop that a friend of a friend spent the weekend under the hood trying to solve their friends car woes. Then, along came the internet and the smart phone which brought a wealth of knowledge at their fingertips. But, in the end, the car still has to limp into a repair shop for a mechanic to get it back on the road. Take this typical internet repair that happens on any typical day at any typical repair shop in any typical town in the country.
The car comes in on the hook and before it’s even on the ground the mechanic notices parts dangling out from the bottom of the car. The repair order only states that it stopped on the customer while driving and that he had attempted to look at the problem himself. Upon further investigation the dangling parts and the condition of the motor showed signs of someone trying to remove the timing belt. The plastic cover had a crack from the top to the bottom and it just so happens to be one of those covers that secured various hoses and wires away from moving parts. It was clear that somebody had tried to take it apart without knowing all that needs to be known on how to remove it. A few words were mumbled by the mechanic that we don’t need to repeat and a call was made to the owner. (On a smart phone of course)
The conversation started and ended with how he watched a video and downloaded an App that showed the timing marks. The App had some great information on it, but the video lacked the complete step by step procedures. The kind of steps that a seasoned mechanic would do without thinking about. You know, checking for hidden bolts, or how you should always give a light tug before reaching for the prybar and damaging something. Things like, cleaning the surfaces before starting so that you’re less likely to miss a bolt or fastener or have a tool slip on the greasy surfaces, to name a few. But, the app didn’t mention any of that. Now the customer isn’t here just for a timing belt, but a new timing belt cover, a harmonic balancer that was mauled into a useless pile of metal because he didn’t have the correct removal tool, and to replace all the missing special timing belt cover bolts the owner let fall into his gravel driveway never to be found again. Not to mention, nothing has yet been properly diagnosed.
Maybe what the automotive field needs is an App that shows a consumer how to dial their smart phone and contact a professional mechanic before they attempt a DIY repair at home, in a gravel driveway, with off shore-poorly made tools, and no proper safety equipment. All the while, trying to balance their cell phone on the edge of the fender watching a You Tube video from a source with no credentials showing their expertise or experience.
Yea, there ought-a be an App for that.
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