By Joe Marconi
I know it's not going to be Back to School as usual this year, but there will be increased traffic on the road as more people perform school-related errands. It's your obligation to your customers and the community to make sure the roads are safe.
Many people have neglected their cars the past few months, making a lot of opportunity for your shop.
Get your Fall/Back to School marketing plan in place today!
Want to share ideas? Even Better!
By Joe Marconi
In my 40 years as a shop owner, I have battled the age old dilemma: Is it my car count, my customer count or some other reason why some weeks I find it hard to hit my sales goal.
It always comes down to production. Now that's really simplifying it, I know. But, when you look at the numbers, with the right jobs and a balanced schedule, the ARO goes way up and car counts become not as important as we thought.
Another thing to consider, this is not 1995. Cars do not come in 5 to 6 times a year for an Oil Change Service. You are lucky to see some customers every 10,000 miles as they wait for that Oil Change Percentage light on their dashboard to tell them...NOW IT"S OK TO GO TO YOUR REPAIR SHOP. Isn't it funny how so many people will listen to the dash board light, and not you!
Anyway, what are your thoughts. How do you reach your weekly sales goals and what KPI's are important to you?
By Joe Marconi
As a result of COVID-19, we are seeing more and more businesses install plastic shields at their service and receptionist counters and desks. What are your thoughts. Will you install the shield, have done it or is it a no?
By Elite Worldwide Inc.
By Bob Cooper
During difficult times like these it's important to look for creative ways to keep your shop's name in the minds of your community members. Here are 3 easy-to-implement tips that will help your shop build its brand recognition in today's climate.
1. If you have a shuttle or any type of vehicle that features the name of your shop, it's important to get that vehicle out in your community. There are plenty of charitable organizations you could partner with that may need delivery assistance, such as Meals on Wheels. You could also provide a shuttle service for local retirement homes and any other group that may need assistance getting around your community, or you could even deliver groceries or household items to these groups. Getting your business's name out there and helping your community will certainly help people remember your shop.
2. Host an online course for people who are currently stuck at home. One specific idea is to host an online car care clinic for new drivers, teaching them things like how to maintain a car, how to deal with a flat tire, how to read and use their car's owner manual, and other similar topics. Not only will this help them learn vital information, but it will give them an indoor activity to focus their attention on, which I'm sure their parents will thank you for.
3. Now more than ever, it's important to have the right attitude each day. This is crucial not only for your own well-being, but for the well-being of everyone around you. A positive outlook will permeate throughout your staff and your community, and show people the type of business you have; one that views each day as a new opportunity to build a wonderful life and a wonderful company.
For additional help building a more successful auto repair business, feel free to give us a call at 800-204-3548 or visit the Elite website.
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By Elite Worldwide Inc.
With business slowing down for most, we feel that there's never been a better time for shops to take advantage of online training. We know that everyone in our great industry is in this together, and want to help shop owners in any and every way that we can, so have decided to team up with Jasper Engines & Transmissions to make our Online High Impact Customer Care Sales Course available to the industry at no charge.
The recordings for this 4-part online sales training course are usually sold for $179, but the below link will provide you with complimentary access. You'll see that the page also provides access to an Action Plan that you can follow to help you navigate through the coronavirus pandemic.
As you take on this challenge, please don't forget that you're not alone, and that this pandemic will pass. If there's anything else that Elite may be able to do to help you, please feel free to Contact Us, or give us a call at 800-204-3548.
Click Here for complimentary access to our Online High Impact Course and COVID-19 Shop Owner Action Plan
Wishing you the best,
Your Friends at Elite
Similar Tagged Content
By Joe Marconi
Below is a link to an article in Ratchet and Wrench Magazine about what Valvoline is doing about the tech shortage. The aftermarket needs to look at social media and other unconventional ways to bring techs to our industry.
By Ron Ipach
Do you want the The HARDCORE TRUTH to Finding, Attracting, Hiring, And Keeping Top Techs?
Sign up (for free) here for access to my brand new mini series: http://bit.ly/find-techs.
Video One Coming Monday, 11/5...
MORE DETAILS AND REGISTRATION: http://bit.ly/find-techs
By Elite Worldwide Inc.
The top shops in America realize that in order to build a successful business they will need to have team players that are self-starters, who can produce, and who will never compromise their ethics. Over the years I’ve not only been fortunate enough to hire many of our industry superstars, but I have seen hiring mistakes made every day by shop owners all across America. In order to help you with your business, I’d like to share what I believe to be the 5 most common hiring mistakes that shop owners make.
1. They are afraid to pay top buck. In business there are a number of rules that are timeless, and one is that you get what you pay for. The reason the superstars can command top buck is pretty simple; it’s because they can produce. The techs and advisors that earn average incomes all have one thing in common; they produce average results, and average employees will never take you to the top. Every top shop owner that I have consulted with will agree that once you hire a superstar, you will quickly see that they are one of the best investments you will ever make.
2. They are afraid to provide a respectable guarantee. Most shop owners are reluctant to give a respectable guarantee because they are afraid the new hire may not produce, and they will be stuck paying a big guarantee. Now here are two important points that they don’t understand. First of all, if they believe they are providing the potential employee with a great opportunity, then providing a respectable guarantee shows the candidate that they have confidence in their business, and in the position they are looking to fill. Secondly, most shop owners are so concerned about how much the guarantee could cost them, they completely forget that if the employee doesn’t produce, there’s a simple solution: You let them go.
3. They use the wrong criteria when making their employment selections. Most shop owners hire techs and advisors based on their level of knowledge and industry experience. Although those are both important considerations, what’s more important is the attitude of the applicant, their aptitude and their ethics. A wise man once told me we hire people for what they know, and we fire them for who they are.
4. They don’t look beyond the candidate. The shop owners who employ the superstars all realize that when they hire Larry they get Mary. What this means is that if the candidate has a significant other in their life, you can rest assured that they will play a role in the candidate’s decision. This is why at Elite we encourage all of our clients to ensure their compensation and incentive package has what we refer to as “go-home” benefits. Examples would be retirement programs, paid holidays and vacations, well-days, etc.
5. They forget that the superstars will be interviewing them. The top shop owners all realize that the superstars they are interviewing will have no trouble at all finding a shop that will hire them. Accordingly, throughout the interview process the superstar will be interviewing the shop owner, and they’ll be asking themselves whether or not they would like to work at the shop. They will be evaluating you by the type of questions you ask, and the interviewing-qualification process you take them through. If at any time they feel you are hiring out of desperation, rather than ensuring it’s a great fit for everyone, one thing is for certain: They’ll walk, because what they are looking for is the opportunity to work at an ethical shop that enjoys a good reputation in the community, has team spirit, and has leadership that allows them to clearly see their future with the company.
Since 1990, Bob Cooper has been the president of Elite, a company that strives to help shop owners reach their goals and live happier lives, while elevating the industry at the same time. The company offers one-on-one coaching from the industry’s top shop owners, service advisor training, peer groups, along with sales, marketing and shop management courses. You can learn more about Elite by visiting www.EliteWorldwide.com
By Elite Worldwide Inc.
By Bob Cooper
One of the challenges that shop owners have faced for years is finding and hiring qualified technicians. Here are 5 of the most successful techniques that I used to find the superstars when I was still operating shops.
1. Make an offer that is hard to refuse. Go to your local dealerships, introduce yourself to the service manager, and say something like this: “Larry, the reason I wanted to speak with you is I am looking for a superstar technician with ___ experience. Now for the purpose of clarity, I’m not looking to recruit any of your employees; that’s not my interest. What I’d like to do is speak with any of the superstars who have worked with you in the past, and for whatever reason, are no longer working with you here at your dealership. They may have gone on to another shop or dealership, and who knows, at this very moment they may not be very pleased with the company they’re currently working for. Now if you’re able to provide me with their names and contact info, or if you just reach out to them and have them contact me, this is what I’ll do for you… If I hire them, I’ll give you $2,000 on the first day they show up for work, and if they’re still with us after their 90-day probation, I’ll give you another $2,000. In essence, Larry, you can earn up to $4,000 for doing nothing more than putting me in touch with one of the superstar techs who has worked with you in the past, or that you may know of in our community.”
Now before you jump to the conclusion that you’d never pay $4,000 as a referral fee, consider that not only is it an insignificant amount when you consider how much you’ll be paying a top tech, but just think of how much it will cost you if you hire the wrong tech. I have always been intrigued how so many people will not lay down a single dollar for a lottery ticket where they could win ten million dollars, but as soon as that jackpot gets to 100 million, you guessed it: People line up to buy the tickets. Interesting, isn’t it? It’s as though they’re saying “I’m not interested in ten million dollars, but when you offer 100 million, now you are talking real money, so you have my attention!” I have learned over the years that it’s the same with referral fees. The reward you offer has to be large enough to not only capture their attention, but it has to have that wow factor that brings results.
2. Ask every applicant for leads. When you have a tech or advisor filling out an employment application, always ask that they list two great techs they’ve worked with, or presently work with, as references. Not only can those references serve as a good source of info when you are performing your reference checks, but if you build relationships with the references during your calls, they may very well become employment candidates as well.
3. Sponsor a tool raffle. Tell your local tool truck driver that you will sponsor a raffle for a specific tool set, test equipment, etc. that has a value of $500. Now here’s how it works: You pay for the tools, the driver is able to sell raffle tickets at $5 each, and gets to keep all the ticket sales as well. The techs fill out each raffle entry with their contact info, and you get their names, phone numbers and email addresses.
4. Go to where the techs in your community go. Since techs are likely to have a quick lunch somewhere near their shop, consider grabbing a bite to eat at the fast food restaurants that are close to the shops and dealerships in your community. When the techs walk in at lunch time, all that you will need to do is introduce yourself to them, and strike up a casual conversation. Then you’ll just need to tell them you are looking for a superstar tech, hand them a business card, and the process has started.
5. Turn your employees into recruiters. Just like the offer you made to the dealership service managers, make an attractive offer to your employees as well. “Guys, you all know we need another technician, and I’d love to find someone that can not only produce, but someone that all of you enjoy working with. Now as you can imagine, I can invest a good amount of money in a recruiting campaign, but I’d rather see the money go into your pocket than into recruiting campaigns. So here’s what I’ll do: I’m sure you guys know other techs in the community, and I know that you meet them at training courses as well, so if you refer a really great tech to me, and if I hire them, then I’ll give you $2,000 on the first day they show up for work, and if they’re still with us after their 90 day probation, I’ll give you another $2,000. In essence, you can earn up to $4,000 for doing nothing more than helping me find another superstar just like you guys.”
In closing, the superstars are out there. All that you need to do is connect with them, then share your goals, your Mission Statement, the culture of your company, and how you can provide them with what every superstar is looking for: An opportunity to grow with an amazing shop, and help a lot of people along the way.
For additional help finding and recruiting qualified techs, learn how you can team up with one of the top shop owners in the country through the Elite Coaching Program.