By Elite Worldwide Inc.
Elite’s industry acclaimed Online Phone Skills Training, sponsored by Jasper Engines & Transmissions, has been proven to not only help shops bring in more new customers, but do so in a way that demonstrates your professionalism, your ethics, and shows your customers and callers that you truly care about them.
Here are just a few of the topics that will be covered during the three 45-minute modules (Weds, 7/17 through Weds, 7/31):
- Winning the confidence of those difficult first-time callers
- Effectively handling tough, persistent price shoppers
- Handling the most common and most difficult sales objections
- Understanding your callers and their emotional minds
- Using several proven techniques and tips to close more repair and service sales
- Converting your priceless callers into rock-solid appointments
It's only $179 to enroll, and availability is limited, so visit or Online Phone Skills page to learn more or reserve your seat today: https://www.eliteworldwide.com/phone-skills-training-for-auto-repair-shops.html
By Mail Shark
Here’s a marketing idea I wanted to share with everyone. Auto shop owners and marketers are focused on targeting the local residential community. But what about all of the businesses that employ people who work in the area but don’t live in the area? These employees are all great prospects for auto repair services. The challenge is effectively targeting and reaching them.
One idea is to create a flyer that doubles as a break room poster. The poster should have a use case explicitly telling the business owner what you want them to do with your poster. Let them know they simply need to hang it in their break room to share the savings with their colleagues and employees.
We recommend clipless coupons or specials, which increase the lifespan of the poster and keep it intact for longer than it would if employees were tearing coupons off. Employees will simply take a picture of the coupon they want to use and show it to you upon redemption. Tear-off coupons destroy posters and ultimately result in them being thrown away as soon as the coupons, offers, or specials are torn off.
Using break room posters requires some legwork on the part of shop owners, since you’ll need to visit the businesses you want to target. However, the actual cost of the printed flyers is minimal. Let’s say you want to print 100 of them. At around $1 per piece, your total investment is $100 (give or take) depending on who does your printing.
There really is no downside to giving break room posters a shot. Put a call tracking number on your poster to keep track of anyone who comes in to redeem your coupons to track ROI. There are plenty of companies that can print cheap flyers, so call around. Attached is an example of a popular layout that Mail Shark has been supplying shops with.
Executive Vice President of Sales
Email: [email protected]
Example BreakRoom Poster.pdf
By Joe Marconi
A woman called her dentist the other day and asked how much would a root canal cost. Her dentist replied, “Sure, hold on, let me look that up. Ok, that’ll be around $1400 for that job. Would you like to come in and have that root canal done?” Ridiculous scenario, you’re thinking? I agree! A dentist would never give a price over the phone without first examining the patient.
Why do some shops continue to give prices over the phone? Even something as simple as a wheel alignment price can lead the customer and you in the wrong direction. Do you really know the car needs an alignment?
Pricing over the phone is the same as giving them a diagnosis. When a customer calls for a price on a water pump and you give a price, you are saying to them, “Yes, it IS the water pump and here’s the price. And then you get the car in the bay and it needs hoses, a thermostat, and the radiator is leaking, not the pump.
Giving prices over the phone also tells the caller to please judge you on price alone; a road I refuse to go down.
I know this is going to push a lot of buttons today, but my tip today is to resist giving prices over the phone. Get the car into you bay, perform the inspection and/or the proper testing and then when you know what the problem is, sell the job.
We are professionals, no different than the Dentist.
Zombie Cars “Brains, Brains, we need Brains!” Zombie cars? What’s a zombie car? Way back, when we used points and condensers and later the basic electronic ignition systems, cars didn’t need brains (ECM – Electronic Control Module), but that all changed in the mid 70’s on some imports and pretty much on everything else by the time the 80’s came around. Some of these brains were only cursory, and didn’t actually control the car, but merely watched for emission issues, while others played a major role in the actual ignition spark or fuel delivery systems. Most of the engines in those early years, still used the same basic type of distributor setups (with a few exceptions) as their earlier counterparts that used the old tried and true points and condenser type of ignition systems. During those cross-over years it was rather easy to slap a different distributor in it, or change the existing points distributor over to electronic ignition (which worked quite well by the way). These days...it’s not that easy. These computer systems have become so entangled into the engine functions and nearly every other system that it’s impossible to bypass the fuel or ignition systems as we did years ago. However, there are still a lot of people out there that have hung onto some of the cars from that era. Most likely they've been kept parked alongside the garage as a future project or hung onto for some sentimental reason. Some (very few) are in great shape, others… well, they look like zombies already. What makes them zombies? The brain… the brain… they need brains! Just this past week I had several of these faded paint monstrosities lined up in the parking lot. (They never come alone… always in a pack.) For starters an old dilapidated 1986 Dodge pickup with a slant six. This old rusted, tilting to one side relic had been at another shop for a tune-up, but as the story was told to me by the owner, the other shop tried to start it when a fuel line ruptured and caught the old truck on fire. Luckily, they managed to get it out, but the damage was already done. The main harness from the firewall to the distributor, coil, charging system, blower motor, oil sending unit, temp. sender, and the starter wiring were completely melted into an unrecognizable mass of plastic and copper. It was my job to bring this dilapidated hulk back to life. However, the original spark control computer had melted as well, and was unusable. Worse yet, the brain was discontinued eons ago with no replacement parts anywhere to be found. This zombie needs a brain, and there doesn’t seem to be an easy way to get one. At this point the only solution was to do away with the electronic brain and try to refit the old slant six with a much simpler ignition system from a decade earlier if at all possible. A lobotomy if you will. (Dr. Frankenstein would be envious.) Then there was this 2002 Mustang that moaned and groaned while dragging one foot into the shop. It needed a new BCM (Body Control Module). Call the dealer, call the parts warehouse, call everybody! Anybody! Is there a brain for this car? Nope, discontinued. Seems this particular BCM was a rather rare brain out there in zombie land, and at the time, nobody was setup to rebuild them. It seemed this car was destined to wander the city streets with the rest of the zombie mobiles. At the same time this was going on, in comes a 1982 Ford Bronco with the original Variable Venture carburetor still on it. Ok, not a brain, but just as bad. It qualifies as a zombie for sure. Trying to find a suitable replacement these days is a challenge. Ten or twenty years ago this would have been no problem to find a carb. kit (if you dared) or the Holley conversion kit for it, but not today. This trend of bringing back the dead looks like it’s only going to turn into the next zombie apocalypses. As these electronic systems get more and more complex the likely hood of your family truckster turning into a zombie is just a matter of time as each new model comes out. In some ways, I believe the manufacturers have thought this out long before there was a potential of these cars becoming zombies. In my youth it was nothing for me and a few friends to grab an old car out of a junk yard and raise it from the dead. Ya just had to throw a few shots of gas down the carburetor, add a few wires and a fresh battery and fire it up. The rust would fly, the engine would clatter, the smoke would billow out from under the hood, as the exhaust roared out of every crack in the manifold. Those days are long gone now. They may have engineered a longer lasting engine, better paint, and for the part, the interior can hold up to the ravages of time, however, the electronics, are their weakness. Although, these zombie mobiles seem to be coming out of hiding more often than ever before. Reviving some of these early electronic zombies may happen, but on the other hand, it may be a futile effort. The truth of the matter is… these resurrections are not as easy to do as it was so many years ago. There are countless problems that have to be overcome to bring some of these rusted heaps back among the living, especially if you’re in an area that requires emission testing. Just trying to bypass some of those early electronic brains when a replacement part can’t be found can be a real challenge. The good news is that there are a lot of guys out there tearing these brains apart and rebuilding them. But even then, there are some zombie cars that will never make it and eventually die from the lack of a brain, while others wander aimlessly from shop to shop still searching for their elusive electronic gray matter. Even after you manage to find a brain for these living dead vehicles it’s likely something else is going to go wrong. After all, being cast aside for so long, all the hoses, belts, and gaskets have dried up. Something will more likely fall off just like you would expect from any other zombie wandering around. And, you know, just as soon as the latest zombie joins the living something will undoubtedly come tumbling to the shop floor. Whether it’s coolant, oil, a belt, or perhaps no#2 connecting rod, something is not going to stay in place. Just like in every zombie movie I’ve ever watched,.one of them will always have an arm or leg falling off. It sure seems that these zombie cars follow right along with that same affliction. It’s safe to say, these relics of the early electronic era of the automotive world are in some respects the car equivalent of a zombie: half dead, half alive…and in search of a brain they may never find. So don’t be surprised if you’re at the next traffic light when an old faded-rusty-dented car with a shattered windshield, screeching brakes, with plumes of dense low hanging smoke creeping along with it, don't be alarmed, it’s just another car beginning its transformation into a "ZOMBIE CAR".
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By Joe Marconi
A few weeks back I had a problem with my refrigerator. I got a referral and called an appliance repair company. I called three times and each time I called this is what happened: "C and E appliance, please hold." I was put on hold three times for about 5 minutes. After being put on hold each time, a women would say, "What's the problem?" No engagement, no sign of interest for me the customer, no signs of caring. I gave the women a brief description of the problem and each time she told me someone would call me back. Well, no one did.
So, I called for the 4th time, and as the person answered the phone I said, "DO NOT PUT ME ON HOLD." There was silence, so I continued. I explained to her that she has spoken to me three times, I left messages three times and three times you told me that someone would call me back. She replied, "You are talking to the wrong person, if you have any complaints, write a letter to my boss, after all he won't listen to me anyway." I hung up the phone and called another company.
The lesson and takeaway here is simple: Who's answering your phone? The wrong people on the phone in your shop can kill your business. Have meetings with your people. Make sure you review your phone skills policy. If you don't have one, create one. Empower your people to people to handle issues. And make sure you log every phone call. If you feel you have a problem, start recording phone calls.
Your phone is your lifeline to future business. So, please ask yourself....Who's answering your phone?
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By Joe Marconi
Most of you probably already know what I am about to say: The Service Advisor position is the most crucial position in the shop. I know, I know, what about the mechanical work done by the techs? Well, that's important too, of course.
For the most part, customers spend their hard-earned money and most of time don't really know or see what was done to their car. Let's face it, the customer can't see the water pump or T-belt. And most of the time, the customer does not feel any difference with the car as they drive out of your parking lot.
What the customer does see (or experience) is how she was treated. And that makes all the difference in the world.
Plus, great service advisors also motivate the technicians, because great advisors are also great leaders of people.
Think about this...Six months from now, your customer will not remember the fuel injection relay or the mass air sensor that was replaced....but she WILL remember how she was treated.
And trust me, that OE-quality fuel injection relay install by a certified A-level Master tech using Snap On tools and a Launch Scanner IS NOT the reason WHY your customers return to you....She returns because of the level of service your provide.
By Joe Marconi
Today is the first day of summer, and we are still dealing with the dreaded COVID-19. However, there are positive indicators that business will be better than expected this summer. People will be taking more road trips, will avoid airplanes, trains and Ubers and will take to the roads in record numbers.
Gear up for a great summer and look for opportunity with each vehicle visit. Perform those multipoints as if your business depends on it….why?....Because it does!
We have a lot to be thankful for. Keep positive, be a leader and thrive!
By Joe Marconi
The year was 1980 - the year I founded my company. And, like many new business owners, I didn’t have a clear understanding of what was needed to grow a successful business. I thought that success would be determined by my technical skills and my willingness to wear the many hats of the typical shop owner. It wasn’t until I began to let go of trying to do everything that I realized that success is not just dependent on what I do, but by the collective work accomplished by the team. I eventually discovered that I was not the center of my universe. After a few years in business, I began the transition from simply owning a job to becoming a businessman. And, while technology has reshaped our industry throughout the years—and will continue to do so—there is one constant that will never change: success in business rests largely on the people you have assembled around you.
By the late '80s it was obvious that I was doing way too much. I looked at each role I had my hands on: shop foreman, service advisor, shuttle driver, bookkeeper to lot attendant. And, as long as I’m confessing all this to you, I need to disclose that I was also the shop’s maintenance person; making repairs to the bay doors, the slop sink and equipment. You name it, I did it. I was literally too busy to be successful.
In order to lead my company, I had to first clearly define my responsibilities. These are working on the business, recruiting and hiring the best employees, becoming a leader of people and making sure that my business was successful. I also needed to fulfill the obligation I had to my employees. I realized that this required a deep understanding that putting people first is the best strategy for success. This was difficult at first because it requires working on things that have no immediate impact on the business. Unlike working in the trenches and having your hands on everything, working as a businessperson means that you need to spend time building for the future. The things that are most important to your success in business are the things that have a payoff down the road.
I also clearly defined the duties I should not be doing and assigned those tasks to others. This is a critical step for any shop owner. Warren Buffett says that in order to be successful in whatever you do, it’s crucial to focus on the things that generates the greatest return and that you can’t do it all, and that means sometimes you have to say, “no.”
By the late '90s it became clear that the most valuable role I played in my business was that of coach. All the best marketing plans and the best business strategies mean nothing without a team of great people around you all pushing in the right direction. And that takes a strong leader. Not just a boss, but a leader. Leaders inspire people. Leaders get others to reach down deep inside themselves and perform at their best because they are aligned with the leader’s vision.
Leaders inspire others through praise and recognition for the work they do. When people feel their work matters, they have a purpose. People are motivated by the heart, not the wallet. That’s not to say earning a decent wage isn’t important. But a focus on money alone is not a strategy for success. Focus on people first and profit will follow.
Spend time with your employees. Get to know them as people, not just the role they have in your company. Find out what their dreams and goals are. And then find a way for others to achieve what they want out of life. People cannot be motivated until they realize that what they do every day helps them to achieve what they want in their personal life.
There are other people in our business world that we must never forget. And that’s our customers. If you were to ask me, who is more important, my employees or my customers? I would answer, “They are equally important.” You cannot have a successful business without the right employees and the right customers.
One last bit of advice I can give you is to focus on your success, no one else’s. Be very clear about the pathways you take and never forget about the obligation you have to others. Build a company culture of teamwork, quality and integrity. Focus on what’s in the best interest of the customer and the people around you. Put people first, and everything else will fall into place.
This story was originally published by Joe Marconi in Ratchet+Wrench on February 4th, 2020
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By Joe Marconi
What’s wrong with my employees? Why don’t they do what I ask of them? It’s the same thing every day. I say one thing, they do another. It seems as if I am the only person who knows what to do around here.
Does any of this sound familiar? Have you said these words, or a variation of these words, from time to time? If so, you’re not alone. Getting people to follow policy or a new marketing strategy sometimes feels as if you are trying to move the earth off its axis.
People in high levels of authority are well-aware of the need to get things done. Each member of their team plays an integral part in the success or failure of the organization. In your shop, you are the authority: you are the shop owner. You know that the responsibility of attaining success directly rests on your shoulders. This is a weight you carry around with you each day.
Eventually, if your efforts don't attain the results you need to run a successful business, you begin to look around to find out what’s causing the problem. And the tendency is to assign blame. All too often, you find that your employees are not all pulling in the same direction. And you determine that this is the cause of your problems. The following may not sit well with you, but if most of your employees are not engaged and not performing up to your expectations, it’s probably not their fault. You need to take a long hard look in the mirror. The fault may lie with management, and that means you.
Assigning blame is destructive. It keeps our focus directed in the wrong areas. This is not to say we can never have a bad employee. But, if we focus on seeking blame, we are directing our attention from where our focus should be; and that’s accepting the responsibility to correct what’s happening and make the necessary changes.
In order to really get things done and achieve personal success and the personal success of your employees, it takes the cooperation of each team member. Getting people to work as a unified team involves commitment, not compliance. Compliance is demanding people to do something. And they will—but only up to a certain point and only for a certain period of time. What you need from your employees is not compliance; you need commitment.
Surveys have shown that the majority of employees in most businesses are not engaged at work and the primary reason is that most employees don’t know the overall goals and vision of the company. And they also don’t know what’s expected of them. Employees are largely left to react to their situations during the day; never really having a clear understanding of how their role contributes to their success and the success of the company.
A business team is no different than a sports team. Every member needs to know the objective and goals. Imagine the coach of a football team who does not let the quarterback—or the other players— know what the play is? He simply tells the players to get out on the field and perform. After all, the players are well-trained, highly capable and all professionals. Shouldn’t they know what to do to win? And when they fail to win, the coach ends up blaming the players. Is this a ridiculous analogy? It may be, but this is what happens every day in shops across the country.
Your best employees don’t want to fail. They don’t intentionally ignore what you want from them. It’s more likely that they really may not know what you expect from them. Employees need to know exactly what is expected of them and they need to be motivated and inspired to perform their best. However, the only way your employees can perform at their best is for each of them to know what the company goals are. In other words, what is our overall objective and how we, as a team, are going to achieve it.
Each employee also needs to know that when the business wins, they do, too. When employees realize that achieving the company goals is also aligned with achieving their personal goals, you have commitment. And commitment equates to success.
Communicate the goals of the company often. Communicate what success looks like and how we are going to attain it. Create a workplace where the goals of the individual are aligned with the goals of the company. If things get off track, just look in the mirror. If you want to blame someone, you might want to start with yourself.
This story was originally published by Joe Marconi in Ratchet+Wrench on December 3rd, 2019
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