I was looking for some input into advertising. I have really not done any the last 25 years. We are rebranding or should I say changing directions a little. Going back to tires, brakes ,alignment and maintence. When I did it last other than the phone book we did a little newspaper. I think those have basically gone. So many options out there, I just do not want to throw a bunch of money away on the wrong advertising. Any help would surely be appreciated. Sincerely David
By Joe Marconi
Today we commemorate D-Day, June 6, 1944. Seventy Five years ago today, more than 160,000 Allied Troops, landed on the beaches of Normandy, France, to begin the operation that would liberate Western Europe from Nazi Germany’s control. Many brave lost their lives on this day. Perhaps one of the most important events of WWII.
By Elite Worldwide Inc.
By Bob Cooper
When it comes to keeping your employees operating at peak performance, I am sure you will agree that training is critical. Accordingly, I felt it would be appropriate for me to provide you with what Elite feels to be the most important considerations when it comes to training your team.
First of all, here in the U.S. both physicians and attorneys are required to participate in continued education, and I feel your team members should be required as well. It is for this reason that I would strongly encourage you to have a policy in place that mandates that as a condition of ongoing employment, each year your technicians will need to complete (as an example) at least 40 hours of training, and your advisors will need to complete at least 8 hours of training. In all cases, the training will need to be company approved.
Secondly, as we all know, there is no one right answer for who pays for the training, but you may want to consider this. As soon as the employee has completed their training, they have benefited, because they are now more knowledgeable. On the other hand, as the owner of the shop, you will not benefit (economically) until your employee has applied their new-found knowledge, and the application has increased their productivity. I am sure you will agree, these two reasons alone suggest that an employee should invest in their own training. Additionally, when someone has their own dollars invested in any type of training, they will take it much more seriously.
Accordingly, you may want to consider having the employee pay a percentage of the cost of the training, and letting them know that if they are still employed with you XX months later, you will then reimburse them for their contribution. If they are cash strapped, you can always do a payroll deduction spread out over 2-3 pay periods.
If you find you have to sell your employees on participating in such classes, you will ultimately discover it’s due to one of two reasons. One, they don’t see the value in such courses, and if you discover this to be the case, you may find that they have taken courses in the past that were sub-par, and they lost interest. In such cases you need to sell them on how you select the courses, and/or have them participate in the selection process. On the other hand, if you find you have an employee that has little or no interest, or if they suggest there is nothing left that they can learn, then clearly you have the wrong employee.
Whether or not they are paid for their time taking the courses is subject to state laws, and to your discretion. Just bear in mind that the only thing worse than training an employee and having them leave, is not training them, and having them stay.
Since 1990, Bob Cooper has been the president of Elite (www.EliteWorldwide.com), a company that strives to help shop owners reach their goals and live happier lives, while elevating the industry at the same time. The company offers the industry’s #1 peer group of 90 successful shop owners, training and coaching from top shop owners, service advisor training, along with online and in-class sales, marketing and shop management courses. You can contact Elite at [email protected], or by calling 800-204-3548.
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By Joe Marconi
A woman called her dentist the other day and asked how much would a root canal cost. Her dentist replied, “Sure, hold on, let me look that up. Ok, that’ll be around $1400 for that job. Would you like to come in and have that root canal done?” Ridiculous scenario, you’re thinking? I agree! A dentist would never give a price over the phone without first examining the patient.
Why do some shops continue to give prices over the phone? Even something as simple as a wheel alignment price can lead the customer and you in the wrong direction. Do you really know the car needs an alignment?
Pricing over the phone is the same as giving them a diagnosis. When a customer calls for a price on a water pump and you give a price, you are saying to them, “Yes, it IS the water pump and here’s the price. And then you get the car in the bay and it needs hoses, a thermostat, and the radiator is leaking, not the pump.
Giving prices over the phone also tells the caller to please judge you on price alone; a road I refuse to go down.
I know this is going to push a lot of buttons today, but my tip today is to resist giving prices over the phone. Get the car into you bay, perform the inspection and/or the proper testing and then when you know what the problem is, sell the job.
We are professionals, no different than the Dentist.