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By Joe Marconi in Joe's BlogIt 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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By carmcapriotto
Thanks to our Partner, NAPA Autotech
Matt Fanslow and Margaret Light, a Licensed Marriage and Family Therapist and Certified Sex Therapist in the state of Minnesota, discuss a recent murder-suicide within the automotive community. They discuss the alarming statistics surrounding such events, emphasizing the significant role of domestic violence as a predictor. The conversation explores risk factors, including untreated mental illness, access to firearms, and the dynamics of control within relationships. Finally, they offer practical advice and resources for identifying warning signs and seeking help for individuals at risk.
Thanks to our Partner, NAPA Autotech
NAPA Autotech’s team of ASE Master Certified Instructors are conducting over 1,200 classes covering 28 automotive topics. To see a selection, go to napaautotech.com for more details.
Contact Information
Email Matt: [email protected] Diagnosing the Aftermarket A - Z YouTube Channel
The Aftermarket Radio Network: https://aftermarketradionetwork.com/
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/
The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/
Click to go to the Podcast on Remarkable Results Radio
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By carmcapriotto
Thanks to our Partner, NAPA Autotech
Matt Fanslow, an ASE certified Master Automotive Technician, reviews a YouTube video reacting to Google's top questions about car problems. Matt provides his expert insights and clarifications on topics ranging from car batteries, vibrations, and parasitic drains to more complex issues involving EVAP systems and the importance of proper diagnostics. Additionally, he offers commentary on the importance of ongoing training for technicians, skill gaps in the industry, and the economics behind charging for diagnostic work. Matt combines humor and professional knowledge to educate viewers on both basic and advanced automotive questions.
Watch Full Video Episode
Show Notes with Timestamps
React Video (00:00:00) Google's Top Questions (00:01:20) Why Does My Car Battery Keep Dying? (00:01:26) Vibration When Stopping (00:03:10) Why Does My Car Shake When I Drive? (00:04:57) Squeaking When Turning (00:08:32) Shaking When Accelerating (00:10:09) Bad Smell from AC (00:11:44) Shaking When Braking (00:14:52) Gas Leaks and Evaporative Emission Systems (00:15:38) Importance of Oil in Engines (00:17:59) Napa Auto Tech Training Programs (00:20:49) Causes of Car Overheating (00:22:04) Why Cars Need Gas (00:23:39) Reasons for Cars Burning Oil (00:24:01) Backfiring and Misfires in Cars (00:26:05) Expiration of Car Seats (00:27:14) Mechanics' Pricing and Value (00:28:20) Why Mechanics Wear Gloves (00:30:42) Mechanics and Chemicals (00:31:44) Mechanics' Pay (00:31:59) Skill Levels in Auto Repair (00:32:06) Wage Misconceptions (00:33:29) Honesty in the Trade (00:35:09) Uniforms and Image (00:36:39) Charging for Diagnostics (00:39:44) Comparing Auto Repair to Other Professions (00:42:12) What Mechanics Do (00:43:36) Hourly Rates and Costs (00:45:58) How do mechanics get paid? (00:47:26) Flat rate pay explained (00:47:37) Charging for diagnostics (00:52:36) The demand for mechanics (00:54:41) Passion for automotive work (00:57:00) Certifications and training (00:59:04) Handling car emergencies (01:00:39) Dealing with car recalls (01:01:29) What to do if a car is stolen (01:02:03) Carbon Monoxide Concerns (01:03:13) What to Do If Your Car Is Hit While Parked (01:04:24) Insurance Company Guidance (01:04:40) Reacting to Answers and Feedback (01:05:07)
Thanks to our Partner, NAPA Autotech
NAPA Autotech’s team of ASE Master Certified Instructors are conducting over 1,200 classes covering 28 automotive topics. To see a selection, go to napaautotech.com for more details.
Contact Information
Email Matt: [email protected] Diagnosing the Aftermarket A - Z YouTube Channel
The Aftermarket Radio Network: https://aftermarketradionetwork.com/
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/
The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/
Click to go to the Podcast on Remarkable Results Radio
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By carmcapriotto
Podcasting isn’t about having all the answers—it’s about sharing the journey. In this episode, we tackle the hard truth: Podcast hosts don’t have it all figured out. From the insecurities of giving advice to the challenges of staying authentic, we explore what it really means to put yourself out there as a host.
You’ll discover how to sift through advice, find what works for you, and embrace the imperfect process of learning and leading. If you’ve ever felt like you don’t have it all together, this episode will remind you—you’re not alone.
Listen in for an honest discussion about navigating the auto repair industry, embracing authenticity, and growing through the challenges of imperfection!
Thank you to our friends at RepairPal for providing you this episode. RepairPal’s Certified
Network of shops are trusted by millions of customers each month. Learn more at
RepairPal.com/shops
Are you ready to convert clients to members? App fueled specializes in creating custom apps tailored specifically for auto repair businesses. Build client loyalty. Get started today with your own customer loyalty app. Visit Appfueled.com
Lagniappe (Books, Links, Other Podcasts, etc)
https://shopmarketingpros.com/ep-118-doing-video-every-day-for-a-month/ - Episode 118 VEDA
https://agencyanalytics.com/blog/how-profit-first-helped-this-agency-scale - Profit First Was the Key to Our Agency’s Financial Transformation
https://shopmarketingpros.com/ep-125-its-ok-to-dream-big-stop-playing-small/ - It’s OK to Dream Big (Stop Playing Small)
Show Notes with Timestamps
Introduction to the Episode (00:00:01) Brian introduces the podcast and sets the theme about podcast hosts not having all the answers. Inspiration from Mike Allen's Post (00:00:10) Discussion on how Mike Allen's humorous post sparked Brian's reflections on podcasting and advice-giving. Brian's Insecurities as a Host (00:01:15) Brian shares his personal insecurities regarding his role as a podcast host and influencer. Critique of Influencers (00:02:26) Brian expresses frustration with influencers who claim to have life figured out, relating it to his experiences. Sharing Personal Experiences (00:03:33) Emphasis on the importance of sharing personal learning experiences rather than presenting oneself as an expert. Struggles with Advice-Giving (00:04:36) Brian discusses his ongoing struggles with the advice he shares in his podcasts and posts. Imposter Syndrome (00:05:37) Brian reflects on feelings of imposter syndrome when sharing advice on managing expenses and business practices. Going Against Popular Opinion (00:06:46) Brian talks about the challenges of discussing unpopular business opinions and the reactions he receives. Sponsor Promotion: RepairPal (00:08:54) Brian promotes RepairPal and its benefits for auto repair shops seeking new customers. Sponsor Promotion: App Fueled (00:09:55) Introduction of App Fueled and its services for building customer loyalty apps for auto repair businesses. Rewarding Success Stories (00:10:59) Brian shares the rewarding experience of hearing success stories from listeners implementing his advice. Discernment in Advice-Giving (00:12:03) Brian advises listeners to discern the credibility of advice from various influencers and podcasters. Conclusion and Reflection (00:13:10) Brian wraps up the discussion, emphasizing the importance of honesty in sharing experiences and insights.
How To Get In Touch
Group - Auto Repair Marketing Mastermind
Website - shopmarketingpros.com
Facebook - facebook.com/shopmarketingpros
Get the Book - shopmarketingpros.com/book
Instagram - @shopmarketingpros
Questions/Ideas - [email protected]
Click to go to the Podcast on Remarkable Results Radio
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By carmcapriotto
What impression does your business leave behind when you’re not there? In this episode, we tackle a vital question every shop owner should consider: What do you look like when you're not there? From the way your team interacts with customers to the legacy you leave for your family, this discussion will inspire you to reflect on your leadership and the culture you've built.
We'll explore how to lead by example, empower your team, and ensure your presence is felt even in your absence. Whether it’s in your shop, at home, or in your community, the impressions you leave behind tell a powerful story.
Don't miss this thought-provoking episode—listen now and start shaping the legacy you want to leave!
Thank you to our friends at RepairPal for providing you this episode. RepairPal’s Certified Network of shops are trusted by millions of customers each month. Learn more at RepairPal.com/shops
Are you ready to convert clients to members? App Fueled specializes in creating custom apps tailored specifically for professional auto repair businesses. Visit Appfueled.com to get started today. Keep your shop top of mind on the mobile device they love.
Lagniappe (Books, Links, Other Podcasts, etc)
Square Body Dave - https://www.youtube.com/@squarebodydave
Show Notes with Timestamps
How To Get In Touch
Group - Auto Repair Marketing Mastermind
Website - shopmarketingpros.com
Facebook - facebook.com/shopmarketingpros
Get the Book - shopmarketingpros.com/book
Instagram - @shopmarketingpros
Questions/Ideas - [email protected]
Click to go to the Podcast on Remarkable Results Radio
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By Joe Marconi
Source: By Joe Marconi -
How to Make Price Irrelevant
My wife and I recently celebrated our 46th wedding anniversary. While this is truly a noteworthy event, it was our 25 anniversary that I will always consider as one of my most enduring memories. It’s also when I learned a valuable lesson on the difference between price and value. More importantly, how an amazing customer experience can make price fade from our minds.
For our 25th wedding anniversary, I wanted to do something special for my wife. She often talked about having dinner at this swanky upscale restaurant. This restaurant was known for its elegant atmosphere, first-rate service, quality food, and also known for its high prices. I was a little hesitant, but believing this would be a great choice, I called the restaurant and booked a reservation.
As soon as I entered the parking lot, I knew that this restaurant was different. There were parking lot attendants directing cars right up to the front entrance, where our door were opened for us, and then escorted inside. One of the attendants let me know that after dinner, my car would be brought up to the entrance. We were greeted inside by two women with big friendly smiles. I gave her my name, and she immediately replied, “Yes, Mr. Marconi, 7:00 pm reservation for you and your wife, please follow me.”
In less than a minute, a waiter walked over to our table, introduced himself, and then asked us if we were celebrating any special occasion. I told him, “Yes, it’s our 25th wedding anniversary.” The waiter gave us a big smile and said, “Congratulations! May I ask you and your wife’s name? I replied, “Sure, my name is Joe and my wife is April.” He then asked, “Would you like for me to send over our sommelier to discuss our wine list?” I had never heard of a sommelier before, so being a little embarrassed, I simply said, “Sure, that would be great, thank you.” The waiter then said, “I’ll be right back with tonight’s menus.” At this point, I knew that this night was going to cost a small fortune.
A few minutes later the waiter returned and handed my wife and me leather-bound menus. At the top of each menu was written in bold letters, “Happy 25th Anniversary April and Joe!” I was stunned! To have the ability to produce a personalized menu in-house, and in a few minutes was simply incredible. After ordering our dinners, the sommelier helped us choose the right bottle of wine. And trust me, it was not cheap.
The rest of the night continued to amaze my wife and me. The food, the wine, the dessert, the service, everything was perfect. This restaurant not only lived up to its reputation, they hit it out of the park. You are probably wondering about the cost of dinner. Let’s just say the amount was more than most large families spend on groceries for a week. But, I have to admit, the remarkable experience made the price irrelevant.
While dining in a high-class, swanky restaurant may not be the same as going to your auto repair shop, there are things you can do to enhance your customer’s experience. Now to be fair, can we completely make price irrelevant? Not totally. However, a solid strategy with a focus on providing value will help you create solid relationships with your customers and build a more profitable business. In this blog, I will outline proven strategies to help your customers focus on the value you provide, rather than the price of your repairs and services.
Hire the Right People
Your success is directly dependent on the people you surround yourself with. The foundation of your business starts with who you hire. Look to hire superstars, not just anyone to fill a position. And once you hire great people, your job isn’t over, it just begins.
As the leader of your company, you must create an environment where employees feel engaged, are recognized and praised for the work they do, and feel that what they do matters to the success of the company. Additionally, the responsibility of management is to bring out the best in employees by being responsible for their development and their career path. In other words, creating an amazing employee experience will help create an amazing customer experience. Happy employees create happy customers.
Identify Your Profile Customer and Build Strong Relationships
There is no point in business trying to be all things to all people. A much better strategy is to identify your profile customers, cater to them, retain them, and acquire more of the same type of customers. You know who your profile customers are, they are the ones who throw their keys on the service counter in the morning and say, “No need to call me, I trust you, see you at 5 o’clock.”
Do all you can to take care of these customers. Find out everything about them and then build a marketing plan around your ideal customer profile. Ideal customers become brand advocates. They are aligned with your culture, which makes them a lot easier to deal with. They are also your most profitable customers.
Build strong relationships with your profile customers. Find out things that are specific to them, such as their birthday, their anniversary date, their favorite sports team, if they have children, their hobbies, and other specific attributes. Make notes in their customer file in your business management program so that every service advisors can recall this specific information and make small talk when the customer arrives. This is powerful. Connecting with customers on a personal level will create life-long loyal customers, and they in turn will refer more of the same like-minded customers.
Perhaps the biggest benefit of building strong relationships with profile customers is that they appreciate the recognition and see the value of having their vehicles serviced and repaired by you. This strategy goes a long way in making price less important and puts more focus on the relationship and the experience.
Find Ways to Make Your Business Remarkable
When the waiter returned and handed my wife and me leather-bound menus that said Happy Anniversary, I was filled with such positive emotions that it still resonates with me to this day. When a business does something remarkable, people don’t forget. In fact, it makes that business stand out from the rest. When a business is like all others, with nothing to differentiate it, that business is not remarkable, which makes it forgettable.
Find what makes you remarkable, something unique. But, it has to be something that people care about. In all due respect, performing the best brake job or wheel alignment means nothing to the average consumer. Think about this; I can’t remember the food I had or how it tasted at that swanky restaurant, but I DO remember those leather-bound menus and the incredible way my wife and I were treated!
If you truly want to make your business remarkable, make the customer experience something they cannot get from your competition. Also, follow up with customers on a personal level, not just with texts and emails. When you make your auto repair shop remarkable, people will take notice. Everything you do for the customer must focus on value. When customers see the value you bring, the price starts to become irrelevant.
Conclusion
At Elite we understand the challenges and the obstacles you encounter every day. We also know how rewarding and profitable your business can become. If you are a shop owner looking for innovative ways to enhance and grow your business, Elite Worldwide can help. We have world-class, experienced coaches who understand your business. We also have sales and management training, and peer groups that can take your business right to the top. No matter where you are in your business career; startup, growth mode, or looking to retire, Elite will guide you and help you achieve your goals and build a more profitable and successful company!
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