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Joe Marconi Grand Master

Joe Marconi

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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!

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Joe Marconi Grand Master

Joe Marconi

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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.

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  • 1 month later...
dantheman Newbie

dantheman

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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?

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  • 6 months later...
dantheman Newbie

dantheman

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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.

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JustTheBest Rising Star

JustTheBest

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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.

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  • Have you checked out Joe's Latest Blog?

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      Raising Labor Rates and Prices May Not Achieve Profitability
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      Most shop owners would agree that the independent auto repair industry has been too cheap for too long regarding its pricing and labor rates. However, can we keep raising our labor rates and prices until we achieve the profit we desire and need? Is it that simple?
      The first step in achieving your required gross and net profit is understanding your numbers and establishing the correct labor and part margins. The next step is to find your business's inefficiencies that impact high production levels.
      Here are a few things to consider. First, do you have the workflow processes in place that is conducive to high production? What about your shop layout? Do you have all the right tools and equipment? Do you have a continuous training program in place? Are technicians waiting to use a particular scanner or waiting to access information from the shop's workstation computer?
      And lastly, are all the estimates written correctly? Is the labor correct for each job? Are you allowing extra time for rust, older vehicles, labor jobs with no parts included, and the fact that many published labor times are wrong? Let's not forget that perhaps the most significant labor loss is not charging enough labor time for testing, electrical work, and other complicated repairs.  
      Once you have determined the correct labor rate and pricing, review your entire operation. Then, tighten up on all those labor leaks and inefficiencies. Improving production and paying close attention to the labor on each job will add much-needed dollars to your bottom line.

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