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By Joe Marconi in Joe's BlogThere are many things to consider when creating a marketing plan. Among them are establishing a budget, what forms of media should be used, and whether traditional advertising, such as TV, radio, and print, is still relevant. And of course, how much should be allocated to social media and digital advertising?
All the above are essentials to any marketing plan. However, the first step is ensuring that you have a healthy workplace and that your employees understand your company’s culture and the overall mission and vision.
We all know that happy employees create happy customers. No form of advertising can overcome a toxic workplace with unhappy employees. If your employees are not creating an amazing customer experience, your marketing plan will not work.
Advertising and marketing may bring in customers, but the people in your company creating an amazing customer experience will be the most important component of your marketing plan. It’s the customer experience that sells work and gives the customer a reason to return.
Creating an amazing employee experience, which creates an amazing customer experience, is also the most cost-effective part of your marketing plan. In fact, it cost next to nothing.
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By Joe Marconi
Digital Vehicle Inspections (DVI) are becoming more and more common these days. I think this is a good thing.
What I am concerned about is how the the DVI report is being used. I am not a fan of sending the digital report to the customer to be used in place of the service advisor speaking and explaining the results of the report first. Would a doctor send the MRI, lab tests, and x-rays directly to the patient without the doctor first discussing the results? In fact, there are times when the doctor never shows the report results.
In my opinion, the DVI is a tool, and it's not meant to take the place of good old fashion person to person discussion, which is called customer service.
By Eric Roberts
Hi guys just a short one this! As garage owners present or past how do or did you cope with the "can you just" brigade. This is the customer male or female (or otherwise) who just asks if "you could pop a light bulb in for me please". I no it could be a slow day, then this would not be problem, but does it annoy you. We had one in the other Saturday. A guy pulled in and wanted us to check knocking on the rear end. The car was road tested and on the ramp for two hours on a busy Saturday morning.
Eventually we found a broken coil spring on the front of the car! I am sure there are much worse stories than this but it really gets me mad sometimes?
Guest Host and Shop Tour with Marc Pons, Chapel Hill Tire, 10 locations, Chapel Hill, NC. Carm joins Marc and visits 2 of his shops while we were in North Carolina for the ASTE 2022 Show. Learn about leadership, branding and empowering your team.
Marc Pons, Chapel Hills Tire, 10 Shops, Chapel Hill, Durham, Raleigh, and Apex, NC. Listen to Marc's previous episodes HERE
Key Talking Points
Solar panels that accommodate the electricity Mobile car wash and detailing ASTA apprenticeship program Tires are only 20% of the business now- full service to our customers Branding- consistent throughout all locations Transparency- career paths defined and structured with pay plans for each position Peer accountability Leadership is empowering your people and setting them free
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By Joe Marconi
A recent Auto Leap Survey revealed that 64% of shop owners are looking to retire in the next 10 years. (Link below to survey)
So, I want to take an informal survey of our ASO members:
How long have you been a Shop Owner? When do plan on retiring?
By Joe Marconi
Do you have a formal onboarding, or employee orientation, process? I know that so many shops these days are looking for employees, and many shops have been short-handed for some time now. But, is it wise to throw people into the mix without a formal onboarding process? Many say that the time it takes to prepare a new hire will pay dividends down the road.
Your thoughts and comments...