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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
The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops.
Click here to learn more about Top Tier Marketing by Shop Marketing Pros and schedule a demo: https://shopmarketingpros.com/chris/
Check out their podcast here: https://autorepairmarketing.captivate.fm/
If you would like to join their private facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermind
Visit ShopMarketingPros.com/chris to partner with a team that understands your business. Because every great shop deserves marketing that’s just as great.
Check out their podcast here: https://autorepairmarketing.captivate.fm/ If you would like to join their private Facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermindIn
In this episode of "The Weekly Blitz," host Chris Cotton is joined by special guests Caroline Legrone and Kim Walker from Shop Marketing Pros to delve into the critical necessity of having a robust marketing plan for auto repair shops. The discussion centers around the pivotal role that a well-structured marketing strategy plays in the success and sustainability of these businesses.
Chris, Caroline, and Kim explore the multifaceted aspects of marketing planning, emphasizing the importance of leveraging historical data to gain insights into the business's performance over time. By analyzing this data, shop owners can pinpoint slow periods and develop proactive marketing strategies that align with local events and seasonal trends, thereby optimizing their outreach efforts.
Caroline Legrone underscores the significance of understanding past performance metrics, which can provide invaluable information for future planning. She explains how historical data can reveal patterns and trends that are crucial for making informed marketing decisions. This approach not only helps in identifying potential challenges but also in capitalizing on opportunities that may arise.
Kim Walker, on the other hand, offers practical insights into the creation of a comprehensive marketing calendar. She shares her expertise on how to systematically plan marketing activities throughout the year, ensuring that the shop remains visible and engaged with the community. Kim's advice includes tips on scheduling promotions, aligning campaigns with local happenings, and maintaining a consistent presence across various marketing channels.
Throughout the episode, the conversation is geared towards empowering shop owners to take control of their marketing efforts. By doing so, they can ensure sustained growth and foster stronger community engagement, even during traditionally slow periods. The episode serves as a call to action for auto repair shop owners to prioritize their marketing strategies, highlighting the long-term benefits of a well-executed plan.
Introduction and Importance of Marketing (00:00:09)
Chris Cotton introduces the episode and emphasizes the need for a marketing plan in auto repair businesses.
Guest Introductions (00:01:11)
Chris welcomes Caroline Legrone and Kim Walker from Shop Marketing Pros to the podcast.
Discussion on Car Count Issues (00:01:48)
Chris expresses concern over shop owners complaining about low car counts and the lack of planning.
Identifying Seasonal Trends (00:02:32)
Kim discusses common excuses for slow periods and the importance of recognizing seasonal trends.
Understanding the Marketing Calendar (00:04:23)
Caroline explains the significance of analyzing past performance to create an effective marketing calendar.
Proactive Marketing Strategies (00:06:11)
Kim shares insights on developing marketing plans based on historical data and identifying slow periods.
Creative Marketing Solutions (00:07:25)
Kim describes a unique marketing strategy developed around the local state fair to attract customers.
Importance of Planning Ahead (00:09:27)
Kim emphasizes the necessity of proactive planning rather than reacting to slow days.
Timing for Event Promotions (00:12:30)
Discussion on how far in advance to plan marketing strategies for events like the state fair.
Community Calendar Considerations (00:14:09)
Caroline advises checking community calendars to align marketing efforts with local events.
Adjusting Marketing Budgets (00:16:19)
Kim discusses the importance of reallocating marketing budgets based on seasonal trends.
Applicability to Different Locations (00:16:27)
Chris challenges the notion that marketing strategies are only relevant to local events, encouraging broader application.
Yearly Planning for Marketing (00:17:09)
Caroline stresses the importance of yearly planning for marketing strategies, even if starting late.
Setting Holiday Schedules (00:18:49)
Chris shares his approach to planning marketing around holiday closures as a starting point for the year.
Here are the extracted timestamps and their corresponding titles from the podcast episode transcription segment:
Importance of Planning (00:19:14)
Chris emphasizes the need for shop owners to have a structured marketing plan.
Blocking Time for Planning (00:19:40)
Kim advises shop owners to set aside undistracted time in October for planning.
Using a Big Calendar (00:20:17)
Kim suggests using a large calendar to visualize important dates and events affecting marketing.
Analyzing Performance Data (00:22:25)
Kim discusses breaking down historical data to identify busy and slow times for better planning.
Setting Realistic Goals (00:24:20)
Caroline stresses the importance of setting achievable marketing goals based on past performance.
Understanding Marketing Budgets (00:26:17)
Kim explains how to determine an appropriate marketing budget based on desired growth.
Plan with the Pros Conference (00:28:49)
Caroline introduces the "Plan with the Pros" event aimed at helping shop owners create marketing plans.
Event Success and Expansion (00:31:01)
Kim shares the success of last year's event and plans for expanding this year's attendance.
Facebook Group for Marketing Support (00:33:15)
Caroline details the Auto Repair Marketing Mastermind group for shop owners to connect and share insights.
Final Thoughts on Marketing (00:37:02)
Caroline encourages shop owners to create marketing calendars and utilize available resources for success.
Do It Scared (00:37:51)
Encouragement to start marketing despite fears of making mistakes or not knowing how to begin.
Getting Started (00:38:11)
Emphasis on taking action; "done is better than perfect" and scheduling time away from the shop.
Perspective on Fear (00:38:22)
Discussion on the urgency of creating a marketing calendar to avoid business decline.
Final Thoughts and Thanks (00:38:41)
Closing remarks and encouragement to utilize marketing pros for effective growth strategies.
Sponsorship Shout-Out (00:39:11)
Promotion of Shop Marketing Pros as the recommended marketing partner for auto repair businesses.
Closing Remarks (00:39:11)
Encouragement to maintain a positive mindset and a farewell from Coach Chris Cotton.
To listen to more episodes, make sure and go over to iTunes and or Spotify.
Don't forget to rate and review us!
Connect with Chris:
AutoFix-Auto Shop Coaching
www.autoshopcoaching.com
www.aftermarketradionetwork.com
940-400-1008
Facebook: https://www.facebook.com/AutoFixAutoShopCoaching
YouTube: https://bit.ly/3ClX0ae
Email Chris: [email protected]
The Aftermarket Radio Network
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
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.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
#autofixautoshopcoaching #autofixbeautofixing #autoshopprofits #autoshopprofit #autoshopprofitsfirst #autoshopleadership #autoshopmanagement #autorepairshopcoaching #autorepairshopconsulting #autorepairshoptraining #autorepairshop #autorepair #serviceadvisor #serviceadvisorefficiency #autorepairshopmarketing #theweeklyblitz #autofix #shopmarketingpros #autofixautoshopcoachingbook
Click to go to the Podcast on Remarkable Results Radio
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By Joe Marconi
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By carmcapriotto
Brian and Hallie break down Google Local Services Ads (LSA) and how auto repair shops are using them to bring in more leads at lower costs. Unlike traditional Google Ads, LSA charges per lead instead of per click, making it a cost-effective approach to customer acquisition. Some shops have reported leads as low as $7 per call.
They cover how to set up LSA, key verification steps, and ways to optimize a shop’s Google Business Profile for better rankings. The discussion also explores how specialty shops can use LSA effectively and when Google Ads might still be useful.
With LSA now open to auto repair shops nationwide, early adopters have a clear advantage. Brian and Hallie explain how to make the most of it and why now is the best time to get started.
Thank you to our friends at RepairPal for providing you this episode. RepairPal is the key that unlocks more business for your repair shop. Learn More at RepairPal.com/shops.
AppFueled makes marketing easy. It’s a CRM designed for auto repair shops with tools like segmentation, reminders, and even a call center. Don’t wait—get started today at appfueled.com
Lagniappe (Books, Links, Other Podcasts, etc)
Google Local Service Ads
AutoOps - Scheduling Tools for Auto Shops
The Google Guarantee
Google Screened
Keywords in Reviews – Adding Fuel to the Fire
Show Notes with Timestamps
Introduction to the Episode (00:00:01) Brian Walker introduces the podcast and guest, Hallie Wassinger, discussing the importance of Google Local Services Ads. Overview of Google Local Services Ads (00:02:53) Hallie explains the recent availability of Google Local Services Ads for auto repair shops across the U.S. Historical Context of Local Services Ads (00:03:25) Discussion on the past availability of Google Guaranteed Ads and their expansion to auto repair shops. Current Availability and Limitations (00:04:38) Hallie details the current state of Local Services Ads for tire shops and their limited availability. Cost Structure of Local Services Ads (00:05:34) Introduction to the pay-per-lead model, highlighting its differences from traditional Google Ads. Service Categories for Auto Repair (00:06:45) Hallie outlines the specific services auto repair shops can advertise under Local Services Ads. Lead Generation Process (00:07:44) Explanation of how leads are generated through phone calls or messages via the Local Services Ads dashboard. Ongoing Maintenance of Ads (00:08:31) Discussion on the necessity of monitoring and rating leads to optimize the ad performance. Success Stories from Beta Testing (00:10:55) Brian shares a success story from Chris Cotton, highlighting low lead costs achieved through Local Services Ads. Lead Cost Insights (00:11:39) Hallie provides average lead cost data, emphasizing the effectiveness of the ads for auto repair shops. Visibility of Local Services Ads (00:12:18) Brian describes how Local Services Ads appear prominently in search results, enhancing visibility. Google Screened vs. Google Guaranteed (00:13:02) Hallie explains the differences between Google Screened and Google Guaranteed, focusing on their application processes. RepairPal Sponsorship Message (00:14:27) Brian thanks RepairPal for sponsoring the episode and discusses the benefits of being in their certified network. App Fueled Sponsorship Message (00:15:32) Brian introduces App Fueled, promoting their customer loyalty app for auto repair shops. Verification Process for Shops (00:16:33) Hallie outlines the verification process for shops to join Google Local Services Ads, including necessary checks. Verification Steps for LSA (00:16:50) Overview of the verification process for auto repair shops applying for Google Local Services Ads. Challenges with Specialty Shops (00:19:14) Discussion on difficulties specialty shops face with Google Local Services Ads targeting. Specialization in Google Ads (00:20:03) Insights on why specialized shops may benefit more from traditional Google Ads. Opportunities with LSA (00:22:05) Exploration of the current opportunities available for shops using Google Local Services Ads. Cost Benefits of LSA (00:23:13) Comparison of lead costs between Google Local Services Ads and traditional Google Ads. Importance of Google Business Profile (00:24:29) Discussion on how optimizing Google Business Profiles impacts LSA ad performance. Role of Reviews in SEO (00:27:40) Emphasis on the significance of keywords in customer reviews for improving visibility. Optimizing Photos for LSA (00:29:42) Best practices for managing and updating photos in Google Local Services Ads. Pricing for LSA Management (00:31:01) Details on the costs associated with managing Google Local Services Ads for shops. Introduction to LSA (00:33:47) Discussion on the performance of Google Local Services Ads and how to get started. Discovery Call Process (00:34:15) Details on scheduling a discovery call and assessing local competition for LSA. Final Thoughts on LSA (00:34:38) Emphasis on the importance of early adoption of LSA for auto repair shops. Self-Management of LSA (00:34:40) Advice on running LSA independently, highlighting the required time and dedication. Closing Remarks (00:35:29) Thanking listeners and sponsors, and encouraging engagement with the podcast.
How To Get In Touch
Join The Auto Repair Marketing Mastermind Group on Facebook
Meet The Pros
Follow SMP on Facebook
Follow SMP on Instagram
Get The Ultimate Guide to Auto Repair Shop Marketing Book
Email Us Podcast Questions or Topics
Thanks again for listening to The Auto Repair Marketing Podcast on Aftermarket Radio Network. There are some other great shows on the network and you can find them at AftermarketRadioNetwork.com or on your favorite podcast listening apps like Spotify, Apple Podcasts, Google Podcasts, and many others
Thanks to our Partners,
RepairPal at https://repairpal.com/shops. Quality Car Repair. Fair Price Guarantee.
App Fueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”
Aftermarket Radio Network
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
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.
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 Changing The Industry
Episode 209 - The Path to Becoming a Rock Star Service Advisor with Samantha Higdon
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By carmcapriotto
The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops.
Click here to learn more about Top Tier Marketing by Shop Marketing Pros and schedule a demo: https://shopmarketingpros.com/chris/
Check out their podcast here: https://autorepairmarketing.captivate.fm/
If you would like to join their private facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermind
The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops. I’d like to give another shoutout to our sponsor, Shop Marketing Pros. They are the only marketing company I recommend, and they handle all of the marketing for my own shop as well. If you’re serious about growth, you need strategies that actually work: better websites, higher Google rankings, and ads that bring real customers through your doors. Visit ShopMarketingPros.com/chris to partner with a team that understands your business. Because every great shop deserves marketing that’s just as great. Check out their podcast here: https://autorepairmarketing.captivate.fm/ If you would like to join their private Facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermind
In episode 205 of "The Weekly Blitz," host Chris Cotton delves into the themes of personal growth, overcoming guilt, and the pursuit of one's goals. Throughout the episode, Chris opens up about his own experiences, sharing the challenges and triumphs he faced while juggling multiple responsibilities. As a shop owner, Chris had to manage the day-to-day operations of his business, ensuring everything ran smoothly and efficiently. At the same time, he made the courageous decision to return to college, determined to complete his degree and fulfill a long-held aspiration.
Chris discusses the delicate balance he had to maintain between his professional duties and academic commitments. He candidly talks about the guilt he initially felt for dedicating time to his studies, fearing it might detract from his business or family obligations. However, through this journey, Chris learned the critical importance of self-care and the necessity of prioritizing one's own dreams and aspirations. He encourages listeners to pursue their goals with determination and to not let guilt stand in the way of their personal development.
Reflecting on his journey, Chris highlights the profound sense of fulfillment that comes from achieving personal goals. He notes how this accomplishment not only boosts self-esteem but also has a positive ripple effect on overall well-being, enhancing both personal and professional life. By sharing his story, Chris aims to inspire others to take bold steps towards their own dreams, reassuring them that it is possible to balance responsibilities while pursuing personal growth.
The episode wraps up with a sponsorship mention for Shop Marketing Pros, a company that specializes in providing marketing solutions tailored specifically for auto repair shops. This partnership underscores the episode's focus on professional development and growth within the auto repair industry.
Introduction to the Episode (00:00:00)
Chris Cotton introduces the podcast and its purpose, highlighting its focus on auto repair business insights.
Sponsorship Mention (00:00:59)
Details about Shop Marketing Pros and their services for auto repair shops are discussed.
Reflection on Vision 2025 (00:01:03)
Chris shares his experience at the Vision 2025 event, noting the busy atmosphere among shop owners.
The Importance of Self-Care (00:02:00)
Discussion on the necessity of taking time for oneself as a shop owner without feeling guilty.
Overcoming Guilt (00:03:04)
Chris addresses the guilt shop owners often feel and the importance of prioritizing personal well-being.
Personal Journey to Education (00:05:02)
Chris reflects on his decision to return to college after many years, motivated by personal goals.
Completion of Degrees (00:06:03)
He shares the timeline of his and his daughter's graduation, emphasizing the significance of finishing what you start.
Lessons in Persistence (00:08:26)
Chris discusses the importance of completing tasks and setting an example for his daughter.
Final Thoughts and Call to Action (00:10:30)
Encouragement to pursue personal goals and a reminder of the podcast's sponsor, Shop Marketing Pros.
Connect with Chris:
chris autofixsos.com
Phone: 940.400.1008
www.autoshopcoaching.com
Facebook: https://www.facebook.com/ AutoFixAutoShopCoaching
Youtube: https://bit.ly/3ClX0ae
The Aftermarket Radio Network
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
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.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
To listen to more episodes, make sure and go over to iTunes and or Spotify.
Don't forget to rate and review us!
Connect with Chris:
AutoFix-Auto Shop Coaching
www.autoshopcoaching.com
www.aftermarketradionetwork.com
940-400-1008
Facebook: https://www.facebook.com/AutoFixAutoShopCoaching
YouTube: https://bit.ly/3ClX0ae
Email Chris: [email protected]
Click to go to the Podcast on Remarkable Results Radio
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