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Do you take a Proactive or Reactive Sales Approach?


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34 years ago, when I opened the doors to my shop, I had broken cars lined up in front of the bays on a daily basis. Thank God for GM, Ford and Chrysler. Cars back then broke down at any alarming rate. We didn’t have to be the best sales people either; broken cars just arrived at our doorstep. We lived in a reactive world, where we repaired one car after the other. Those were the days!

 

Well, those days are gone. Today, if you wait for cars to come to you, you may be waiting a long time. With extended service intervals, improved car quality, and less maintenance items to service and repair, we need to take a proactive approach.

 

We need to improve our image, hire the best people, adopt a culture of continuous training, speak to all customers as if they are best friends or family, inform them of needed future services, book the next service, sell preventive maintenance and deliver world-class customer service.

 

Most important; Create the customer experience so memorable, so enjoyable, so rewarding that when they leave your shop, they think to themselves…. “That was a great experience, I’m coming back.”

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Flash Sale + Social Proof


Flash Sale + Social Proof


Flash Sale + Social Proof

Every time I read one of your articles I get exactly what I've been needing. For the last week we've began to notice the importance of continual training for all of our shop team. The value this adds to your shop and the people on the team is so very important. Do you have any advice on how to get your team motivated to be life-long learners?

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Every time I read one of your articles I get exactly what I've been needing. For the last week we've began to notice the importance of continual training for all of our shop team. The value this adds to your shop and the people on the team is so very important. Do you have any advice on how to get your team motivated to be life-long learners?

 

Thanks for the kinds words. I too learn a lot from reading the posts. There are so many great ASO members, with such great knowledge.

 

Your question is great. I require all my techs and service people to attend training. But, the issue is; How do get people to adopt the culture of continuous improvement and training? Here's what I do. I make it part of their requirement when I hire them. All bonuses, Holiday bonus and other benefits are tied into the amount of training they attend. If they don't go, they sacrifice certain benefits.

 

I also have in-house lunch meetings (separate from techs and service people) where we have open discussions on topics that the group wants to cover. For example; if a tech has an issue with TPMS, we discuss the problem and then the manager will get the needed information, training video, whatever.

 

In other words, we make training part of our culture. I hope this helps and great post!

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  • 3 weeks later...

Jordan,

 

I just returned from the AAPEX/SEMA Show in Las Vegas, and this exact question arose in a group discussion, How do we create a culture of learning with our technicians? One shop owner has a roundtable meeting once a year to find out what type of training his technicians are interested in. This creates "buy in" with the techs because they have a say in planning the training.

 

Another owner gets with a few local shops and they pool their money to hire a trainer for their techs. He does not like the typical training offered by vendors.

 

And finally, Joe makes great points, It has to be part of the deal from the beginning. Tie the things the techs want to their responsibilities, like training.

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  • Have you checked out Joe's Latest Blog?

    • By Joe Marconi in Joe's Blog
         7
      There 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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