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Publicity: Sometimes Better Than Advertising

Joe Marconi
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RobMax Apprentice

RobMax

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Publicity: Sometimes Better than Advertising

 

<SNIP>

Remember, we may be in the auto repair business, but that’s not who we are and why we are in business. We all have a story to tell. Find WHY you are in business and tell that story to the world. It will become your brand identity.

 

If you focus on the tools and equipment of your trade, you will reduce yourself to a commodity and become a “Me-Too” brand. Differentiate yourself from the pack. This will narrow your target audience, but will actually increase your market share. Give it a try, think about it. It works!

 

So true. Too many shops want to focus on "what" they do and "tools/skills" they have (too much a technician and not enough businessman). Average vehicle owner doesn't know about, or care about, that stuff. Shop owners need to think like a customer:

  1. I have a problem, how are you going to help me (what benefit do you offer me);
  2. You are an auto repair shop so you should have tools and skills to fix them (duh!). I want to know about people who work there and how you treat people. Studies have shown that consumers are more concerned with accountability than friendliness of service provider... (trust factor). They will put up with a lot IF they get value and feeling of trust;
  3. I don't trust you no matter what YOU say. Are your claims supported by what OTHER people say about you (online, public reviews)? If your reviews are seen as biased (moderated or controlled by business owner) you loose credibility. This is why open Google reviews are more often seen as more trustworthy than Yelp, Demandforce, etc reviews.

Tell YOUR story, show your personal side, and then back it up with public verification (reviews). Competitors can't replicate YOU and how you act. This is your strongest way to differentiate your business from the other guys. Make sure it is focal point of your website and all marketing.

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ATLAuto Rising Star

ATLAuto

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What sort of areas did you cover at the clinics? I have had several female customers ask for us to do one of these. Something along the lines of, "I'd really like to know how to change my own oil." I'm guessing you keep them simple along those lines rather than, "Alright. Day One!! This is how you rebuild an automatic transmission!"

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  • Have you checked out Joe's Latest Blog?

    • Joe Marconi
      The Toolbox is Last to Leave, First is the Heart
      By Joe Marconi in Joe's 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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