By Stevens Automotive Service
You are a entrepreneur and your business is Automotive Repair. Run your business like a business and become more profitable.
You have a tool box just like your techs in the shop do and the ones with the correct tools , good work ethics and knowledge are the best at what they do. So can you in the shop management area just use your TOOL BOX!
A few things to get cleared up. I have read a lot of post , forums etc, dealing with car count, advertising, us against the dealerships etc. WELL ! First you have to concentrate on your business not what someone else is doing, what works for you and makes you money should be what matters to you and your business.
1) Concentrate on what your doing right if it needs refined ..REFINE IT.. DIAL IT IN... GET THE PERCENTAGES CORRECT.
2) Do you have enough work flow and are you getting the max out of what you already have ?
3) IF you don't have a good even flow of car count, advertise, but do it in a way that it comes back to you to show what your business has to offer that the others don't.
4) REPUTATION, CUSTOMER SERVICE, FIXING THE CONCERN and BEING A SMART BUSINESS OWNER are the only steps to winning.
5) Last but not least .. PEOPLE BUY GOODS AND SERVICES FROM PEOPLE PERIOD !!
Look at it in this perspective for a moment. Your advisors are problem solvers, customer comes in with a problem or just for a service and they let them know what it will take to repair it or what the car may be in need of if not now then soon. They are solving problems if not right now then later, building trust and reputation for your business. I always say if you solve there problem the rest SELLS itself. And for those of you that think and have been programmed to think that getting new customers, keeping the good ones you have to spend crazy money to get them and keep them is just that "crazy".
I will be glad to speak with anyone that wants to have less stress and make there shop profitable. Send me a message, email, phone call and we will go over what you have and what you are wanting to achieve and the consultation is always free. IT COST NOTHING TO ASK BUT IT COULD COST A LOT IF YOU DON'T !!
"LOAD YOUR TOOL BOX WITH THE RIGHT TOOLS"
By Joe Marconi
This is not new topic for me, but I need to revisit it again. And I will keep revisiting this topic for the sake of our industry.
For independent repair shops to "thrive" today, you must take a proactive approach with regard to business. If you only want to "survive" you can stop reading now.
Waiting for the phone to ring, or for cars to breakdown, or for a customer to drive into your shop asking for a repair or service is business suicide. The days of broken cars lining up in front of your bays are over. Sure, cars still breakdown, but you cannot thrive with a wait-and-see strategy.
Make sure you perform multipoint inspections on all cars in for any type of service. Yes, any type of service or repair. Look up vehicle history on all vehicles. Let the customer know of needed services, missed services and services due. And lastly, book the next appointment. Yes, I know....Joe's been preaching this over and over and it does not work in your shop. Fine, then let me focus on those shops that do book the next appointment. Because those are the shops that are adopting a proactive approach...and I will see those shops in the future.
By Joe Marconi
According to a recent survey featured in the May issue of National Oil and Lube News, 38% of the motoring public usually go to a new car dealer to have their oil changed. Second place was a quick lube and third place was the traditional auto facility.
Now, I have to admit, this survey was done by a publication dedicated to the Quick Lube industry, so I am not sure of any bias here. But it is worth taking note that the people polled were car owners from across the country. And, in spite of what we think about the new car dealers, they do want to penetrate the consumer market we took for granted for so many decades.
The point is that in today’s competitive climate we need to take a proactive approach to our business. Anyone who knows me or reads my articles and posts know I have been preaching this for some time now.
We also need to be convenient and deliver world-class service. We need trained people on the phone and on the service counter. Of course you need quality techs, training, information systems and the best equipment. But, look at your business through the eyes of your customers. That will tell you your next marketing strategy.
If I were you, I would do my own survey….find out for yourself….Who’s changing YOUR customer’s oil?
I feel like my area is extremely competitive. My area is a small town with about 8000 households (includes town and rural areas). We have 6 legitimate 4-8 bay shops, 1 Chevy dealer, and at least 3 hole-in-wall/backyard guys (800 households/shop). The next town over has 8000 households, 1 legit 8 bay shop, 0 dealers, and 2-3 hole-in-the-wall/backyard guys (2-3000 households/shop). Just wondering what some of you are dealing with out there so I have some reference point. Also, for those of you with multiple locations, does this sort of thing impact the success of individual locations?
By Joe Marconi
Back in the 1970’s, the success of the repair shop could be traced directly to three things: General Motors, Ford and Chrysler. Those cars needed a ton of repair work and broke down all the time
I remember when a customer would come in asking for an oil change. We would almost laugh at the guy, “Park it out back, I’ll get to it later if I get the chance”, was the standard reply.
Today, it’s a different world. When Mrs. Jones asks for an oil change, I urge you to say, “YES, we can do that!” Cars today are built better, don’t require as much maintenance and oil change intervals are ever-increasing.
You need to take a proactive approach with every car in your shop. Don’t get tunnel vision and focus only on what the customer brought the car in for. Manage the vehicle’s car care needs. Explain the need for preventive maintenance, scheduled services, and other services such as wheel alignments, tire rotations, filters, etc.
And lastly, make sure you inform the customer of their next appointment and book that appointment. Ok, I know what some of you are saying, “My customers don’t know what they are doing in 4 months and that strategy does not work for me.” I hear this all the time. Well, think about this; your dentist books the next appointment, and so does the eye doctor, medical doctor, hair dressers, chimney cleaners, boiler service companies, on and on.
The bottom line is this. You can wait for the cars to come to you, and some will. Or you can take a proactive approach and increase those car counts and maximize your sales.