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As the new years starts I am making a few more changes to my business. I was thinking the other day, as experienced shop owners, what is one piece of advice you would give the younger shop owners that no one ever told you.

Posted

As the new years starts I am making a few more changes to my business. I was thinking the other day, as experienced shop owners, what is one piece of advice you would give the younger shop owners that no one ever told you.

 

Wow! What a question. After 32 years in business and nearly 40 years in this industry, there is so much I have to say. I guess, what made the biggest impact in my life is making the transition from a mechanic to business man. I still love to work on cars, but my true focus is on my business. For the past 20 years I have devoted most of time learning about business and working on my business. I pay attention to the numbers of the business and pay attention to the people who work with me. I help them grow, never worrying about them leaving, but always working to help them succeed in life.

 

Shop owners have an obligation to not only our families, but the families of the people who work with us, and of course, our customers.

 

The other advice is learn how your customer thinks. In spite of what we think, the consumer does not see a value in out technical expertise. I know this statement does not sit well with many, but think about it. How many national chain stores, with low skilled techs, that do not have the technical expertise you have or the level of dedication you, are still very successful? The best shops struggle, even with great techs, great tools, great equipment. We need to understand what the customer thinks. We need to give them a purpose to come to us, charge what we need to charge and never be afraid of making a profit.

 

There is so much more I can say, this is a start...any questions....

Posted

Probably the first thing I learned as an ESO is not as prophetic as Joe and certainly not very fun, but here goes, If it is not in writing, it was NEVER said. Sad but if you want to rely on someone's word next month, 3 months or five years from now, get it in writing. Not flashy,not fun, but anytime I fail to live by this advice I come to regret it. Nothing serious (yet) but regret it still.

Posted

Hi CARMandP,

 

Joe's advise is 'bang on' the money. "We need to understand what the customer thinks" I am new to this forum, but certainly not to the automotive service market. It' s been just over 30 years for me (so I can't tell you that I'm only 29 ;).

 

I help auto repair shops with their marketing. The biggest issue that I see is, like Joe said, you've got the know how, tools, equipment and talent. No doubt. Then when you advertise... you tell everybody about that.

 

Problem is, it's not about fixing cars. Nobody wants to spend money on doing that. (I don't have to tell you that, do I). It's about making an 'emotional connection'. The best example I can give you is this. Designer blue jeans sell for hundreds. Big box stores sell the blue jeans for $20, $30 or $40. The difference is.. the emotional connection to the label. People buy on emotion and justify it with logic AFTER.

 

The best advise I can give you is to not 'beat your chest' telling everyone how good you are. Make your first job marketing your shop. Getting more customers and more customer referrals. It does NOT have to be expensive.

 

To start, you should be using:

1- Bounce back coupons - Instead of giving discounts to people you DON'T know, give them to people who already know, trust and like you. Your CUSTOMERS!

 

2- Create a Customer Referral program. You don't get referrals by chance. You have to work at them. And DON'T Ask for them at the end of the job when you're collecting the money. That's like telling the person you're looking for new friends and would appreciate if he could help you. You know, introduce you to them. And oh, by the way... yeah... I'm going to try to sell them something. Don't work!

 

3- Continuity Program/ Loyalty Program - This is good because you can sell your services in advance and collect money today. Think of all the big box shopping type stores that charge a 'membership' fee for the promise of better prices in the future. You set up a card that you create a bunch of offers... and discount them. Keeps your customer coming back.

 

4- Not sure if you've been in business long enough... but you should be watching for lost customers. Haven't seen the person in 6 months - that's 2 oil change intervals - then they're going somewhere else.

 

There's a ton of real cheap things you can do. But you have to do them.

 

Listen, I am new on the forum here and I do not want to push my luck or bend (break) the rules. I wrote a book, "THE OFFICIAL GUIDE TO AUTO SERVICE MARKETING" that gives you 44 No Cost or Low Cost marketing strategies that work. Right now, I still have copies available.

 

I don't know if I can post a link... sorry, didn't get to read the rules yet. I had a login problem and the boys here fixed me up real quick.. so I will get to the rules... I promise. In the mean time, if you want a copy, drop me a message and I will help you.

 

Matthew

Author - Auto Service Marketing Specialis

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  • Have you checked out Joe's Latest Blog?

         0 comments
      It 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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