Best Advice No One Ever Gave You?

[CARMandP]

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.

[Joe Marconi]

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....

[TheTrustedMechanic]

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.

[JustTheBest]

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