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Posted

Ok folks need a little input here. I have signed up for a 3 month trial program in a local coupon rag. Been surveying my good customers as to what gets their attention when they are browsing the sales flyers. Most respond with a FREE anything. Now I have been taught that there is no VALUE in free and I am trying to avoid the free "trap". At the same time it seems that everyone in town has a FREE this or that. And I did have a fellow tell me one time that "Ya gotta play ball in the field your in". I already feel I set myself apart from my competition in my honesty and service. My tag line is "Honesty and Integrity are your guides in caring for your car" What are your thoughts? What is working for you? Thanks for the input! Jeff.

Posted

From what I have learned in my business, "Don't follow the crowd". Like your mother told you; "Just because Tommy jumps off the roof, does not mean you should".

 

In marketing you need to differntiate yourself from others. By immating others, you become a copy cat. All those that are offering free stuff and deep discounts will get those people that are looking for cheap. And contrary to what EVERYONE seems to be saying these days...not everyone out there is look for cheap and free.

 

Another thing, if you make price your "brand", you better be armed and ready for a tough long fight, and you will loose the war.

 

Customers will always tell you price is a concern and everyone wants to spend less, that's human nature. But it's not the only reason or the real reason why your KEY customers come to you.

 

We went down the road reducing prices, waving diag charges and cheapy coupons. Car counts stayed the same, customers stayed the same, profits went down. I am now back to running my business BEFORE the recession and making money again.

 

Just my thoughts, hope it helps. Find out how to bring value, promotion packages, preventive services and reward programs. And pay attention to your key customers. They will give you the greatest return!

  • Like 1
Posted

Thanks folks. I am going to offer the free rotate for just the reasons Xrac mentioned. And I am considering the rewards, just not sure what to offer. Joe do you offer discounts to return for recommendations, dollars off, percentage off? I am into our "slow" season here and am hoping to ramp up sales. Just today got set up with a postage meter to make it easier to do the mailers and post cards. I admit I been slacking with my follow ups and mail outs. Anyways thanks for the input and if anything else comes to mind let me know! THANKS!!

Posted

Thanks folks. I am going to offer the free rotate for just the reasons Xrac mentioned. And I am considering the rewards, just not sure what to offer. Joe do you offer discounts to return for recommendations, dollars off, percentage off? I am into our "slow" season here and am hoping to ramp up sales. Just today got set up with a postage meter to make it easier to do the mailers and post cards. I admit I been slacking with my follow ups and mail outs. Anyways thanks for the input and if anything else comes to mind let me know! THANKS!!

 

When we send out recommendation emails and postcards, there is $10.00 rewards discount for spending over $100 and $15.00 for over $150.00. Follow up, recommendations, booking the next service,making follow up calls, are all great ways to keep a constant flow of customers coming thru your bays.

Posted

Thanks Joe. I did all that in the beginning. As the years went on I got, or it seems, to busy to keep up with it. Now I am trying to turn it all around and get back into it again. I think I am going to write myself a schedule and follow it. Monday after fixing cars all day I will put on my marketing specialist hat, Tues will be my book keeper hat, Wend my housekeepers hat......

Thanks for the feed back. Ya'all have a good weekend!

  • 1 month later...
Posted

 

When we send out recommendation emails and postcards, there is $10.00 rewards discount for spending over $100 and $15.00 for over $150.00. Follow up, recommendations, booking the next service,making follow up calls, are all great ways to keep a constant flow of customers coming thru your bays.

Do you use a company or do you do all the postcards yourself?

 

Thanks folks. I am going to offer the free rotate for just the reasons Xrac mentioned. And I am considering the rewards, just not sure what to offer. Joe do you offer discounts to return for recommendations, dollars off, percentage off? I am into our "slow" season here and am hoping to ramp up sales. Just today got set up with a postage meter to make it easier to do the mailers and post cards. I admit I been slacking with my follow ups and mail outs. Anyways thanks for the input and if anything else comes to mind let me know! THANKS!!

We just signed up with customer link to do our emailing and post cards. they have a pretty good program I think. Going to be able to evaluate a lot better after 2-3 months (about a month and a half in right now)

Have you considered signing up with them or someone similar?

Posted

We use MechanicNet. The people are great and very helpful. Just make sure that your colors and logo are on all post cards and emails. You always want to brand your company over and over again. Brand awareness is perhaps more important than the offering on the card or email.

  • 6 months later...
Posted

We use MechanicNet. The people are great and very helpful. Just make sure that your colors and logo are on all post cards and emails. You always want to brand your company over and over again. Brand awareness is perhaps more important than the offering on the card or email.

Got caught up with things and just making it back to the forums. Plan on sticking around a bit more often now - thanks for your response. Yup. We were using customer link but weren't really seeing a ROI from post cards. I feel people get blinded just like with email. Need a new form of marketing. Text message is where it's at I think, but getting the initial opt in seems to be a hurdle unfortunately.

Posted

Hi Jeff, just out of curiousity, you said you signed up for a 'trial membership'. Can I ask at what cost? Just curious. Also, it's fact that you have to reward people to do anything. Referrals. And I mean Anything. It's also a fact that if you want to do it right, you've got to take the reward outside of your business. People don't get excited about XX% off at your shop if I send you a customer. Seen simple rewards outside add over 240 new customers in 6 months. Oh, and the ROI was 642% too.

 

Hope this helps.

Posted

It was 180.00 for a 3 month run. Local coupon shopper rag. It was a flop. Redeemed 2 coupons in 3 months.

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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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