By Joe Marconi
We all survive by and need healthy car counts. That's a given. But all too often I see auto repair shops with "steady" but not "growing" car counts, but with new customers coming in each week.
So, the question is, "If a shop has steady car counts and has new customers each week, then why are car counts not growing?"
This is a topic that's complicated for a post but here are a few things to consider:
Is your marketing attracting the right customer that matches your key profile customer? If not, the wrong customer may be a one-timer and that does not help your car count. Or, if you are promoting too much discounting, you may be attracting the wrong customer, and that's not a long-term strategy either. Are you making every effort to WOW all new customers and create an amazing experience that gives the new customer a compelling reason to return? All too often we are too transactional and don't spend enough time establishing relationships. Make every effort to spend time with each customer and ESPECIALLY with first time customers. Its the relationship not salesmanship that builds a company! Are you booking your customer’s next vehicle appointment? Please don’t tell me this does not work. It does! Hairdressers do it, doctors do it, dentists do it, nail salons do it. My chimney cleaning service company evens books the next chimney cleaning! If you are not booking your customer’s next visit, trust me, someone else will. I hope this makes sense. What are your thoughts?
By Jonathan Ganther
Hey guys. I'm new to the forum and was looking for this subject but couldn't find it. Sorry If I'm posted something that's already been discussed. I own a brake shop in Austin, TX. We do anywhere from 10-20 brake jobs a day. We only do brakes so I don't know how much full service auto shops deal with this problem but... Customers are constantly calling in claiming they've bought the best parts or they want to provide their own parts because they've done research and know what is best. This drives me crazy. First of all they don't know whats best. Then after being told no they get offended and act like tons of shops allow this. What is the best way to handle these customers? Just send them away? I'll quote them a price using our parts and they act as though its a rip off. What shops are doing this for their customers? I feel like I'm letting jobs get away from me. Any experience with this?
By Elite Worldwide Inc.
Elite's AMI accredited Online High Impact Course, sponsored by Jasper Engines & Transmissions, starts October 16th!
This industry acclaimed online service advisor training course is delivered by 2019 Ratchet & Wrench All-Star Award winner Jen Monclus, and has been proven to generate both happier customers and higher sales.
Here are a few of the topics that will be covered:
- Selling multiple repairs & big ticket items
- Selling diagnostic testing & maintenance
- Building powerful relationships in 60 seconds
- Overcoming the most challenging sales objections
- Generating more repeat and referral business
- Presenting service recommendations in a way that makes customers want to buy
- Note: Course will come with a workbook, homework assignments and testing to ensure accountability and lasting results
It's only $179 to enroll, and seating is limited, so call 800-204-3548 or visit our Online High Impact page to secure your advisor's spot today!
By Joe Marconi
There’s an old Japanese proverb that says, “The footsteps of the farmer are his best fertilizer.” In translation, this means that the closer you are to your crops and animals, the easier it is to observe and respond to their needs. Business owners, just as farmers, have a sixth sense about what’s happening within their company. And, for the most part, business owners are the driving force behind the success of their companies. And it’s not always because of any particular training. Many times, the mere fact that the buck stops with you gives you the mental fortitude to push forward and find solutions to daily problems. Your gut evolves into a very valuable management and survival tool.
The majority of business owners created their business with a dream and the passion to make a difference in their lives and in the automotive industry. They clearly understand the sacrifices that are needed to get a new business off the ground, and also the years of dedication it takes to reach a point where the business becomes financially stable. But, running a business takes its toll on even the toughest person, and time away from business becomes equally important. So, the question becomes, can you build your business to the point where your presence still remains when you’re away?
Before I go on, I want you to consider something—and that’s your future. I know that many of you have a young company and plan on working for decades to come. But life goes by quickly and it can also throw you a curveball. Please take my advice with this; if you’re a business owner and you are not planning for your future, you are making a big mistake. I know too many shop owners that were forced to walk away from their businesses after decades of work with nothing more than memories. Their dreams turned into nightmares due to lack of planning. Sit down and write out what your future looks like. You will probably need help with this, but you need to think about a continuity plan and an exit strategy.
OK, I got that out of the way; now back to the article. Here’s the bottom line. Taking time off and having your business run smoothly without you there should be one of your key goals. But the truth is, many shop owners can’t let go. They find it hard to take any time off, let alone leaving their baby in the hands of a manager or another key person. They even feel guilty when they’re away. And there are others who realize that in order to have a fulfilling life, the only way to continue the business is to step aside and stay away.
I don’t know what type of person you are. But what I do know with certainty after nearly 40 years in business is that, for the sake of your health and for the well-being of your family, you need to create a business that allows you the freedom to take time off. And that starts with hiring and keeping the right people; people that share your culture and work ethic. Free time away from the business also requires that you understand your numbers, can generate a consistent profit and establish strategies to continually grow the business.
Achieving your goal of taking more time off is more dependent on what you create than the actual work you do. Create a culture where people come to work because they want to. Create a management style that allows you to reach out to your employees and help them achieve the things they want out of life. Create a work environment where the people you employ feel they are part of a unified vision where everyone will enjoy the fruits of their labor. Lastly, create strong relationships with all your employees from the very first day they are hired. Building this culture will help to ensure that your employees will perform the same each day, whether you are there or not.
I know for many it will be hard to let go. After all, your business is your baby, right? You founded it; you worked hard for years and dedicated your life to it. But, every baby grows up and becomes an adult. And adults should become self-sufficient. If you build the right team with the right culture, you will gain the confidence that the people you employ can do an amazing job in your absence.
This story was originally published by Joe Marconi in Ratchet+Wrench on September 5th, 2019
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By Dennis R.
We want to do a short survey with our customers to gauge their reaction to newer trends in the repair of their car. We are only going to ask 4 Questions so that we can share the results on this forum and have other shops do the same.
The 4 questions we thought of : still working of exact wording so help is appreciated.
1. - Personal Service Adviser to talk too. VS Virtual Artificial Intellegent service advisor ( no human interaction )
2. - Check in with a Personal service advisor VS using a digital check in like Mc Donalds uses to take your order inside their restaurant then leave keys
3.- Personal phone call or text with updates and for authorization VS Computer generated text for updates and authorization
4. Personal phone call or text with Pictures sent as needed (trust in your shop) VS digital inspection form and pictures sent each time their vehicle is brought in
Your input is important so we can all ask the same questions to help us keep our businesses thriving.
One example of a survey we did a few years ago was would you like us to have a quick lube bay for fast in and out service or Leave your vehicle for the day for the LOF 96 % of our customers wanted to leave their cars so they could get a non rushed check over of the vehicle while it was there.