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Posted

I get all kinds of annoying phone calls all day long so maybe I am just a little bit extra agitated over this one particular phone call. Phone shopper calls up asks for our labor rate up front then asks about a particular repair (front window regulator 99 audi a4). Reluctantly I look up a price and give it to him. Of course next question is, "why so much" and "how much is the labor". I tell him the labor cost and he again asks, "whats your labor rate." I try to circumvent the question and explain to him that is the service price we charge. Phone shopper is relentless and keeps asking labor time labor time labor time. I finally cave because I am actually get fed up with the phone conversation and tell him its based off of 1.8 hours. Then his next question is, "Does it really take that long?". Asked about 3x even. Then he asks "how much to just close up the window and close the door." Told him we dont do that and we hung up.

 

Long story short there is no winning with these people. Some phone shoppers you can steer with asking questions like "May I ask where you got it diagnosed?" and go through the myriad of leading questions to get them to bring the car in for an inspection/diag HOWEVER there are just some (a lot) of people that only want one thing (PRICE AND ARE YOU THE CHEAPEST???). For my own sanity I think I will just have a no estimates over the phone policy. Regular menu price items such as oil changes and the like I will give out prices still.

 

Anyone else not give estimates over the phone? How do you handle a customer constantly asking labor rate and labor times?

 

If I had Service Advisors (and when I do!) I will probably have them take a more proactive approach to trying to convert phone shoppers but for my own sanity I think I am just going to tell them sorry no estimates. I think I do a decent job at SA however I have a low tolerance for BS.

 

 

Love to hear some thoughts and funny stories to pick my day up!

Posted

We have gotten advice from other shops in the ATL area in our sector that says never to give a price over the phone but at the same time you miss out on some oppertuinities. From what weve found you have to have an 'elevator speech' for why they need to come to you vs anyone else when dealing with price shoppers.

When we have a situation when someone asks why so much on the phone we usually dont go into alot of detail on why that is other than the elevator speech. If theyre 'price shopping' that hard and interrogating you over every little thing its just a waste of your time and you dont want that type of customer anyway. End the conversation as soon as possible so you can get to the next call :P

  • Like 1
Posted

We encounter the same problem, I guess it is somewhat inevitable in this type of business. We simply ask the customer to bring the vehicle in and we can give the price when the vehicle is here. That way we have all the information at hand (motor size, VIN #, etc). That in itself will designate a worthwhile customer.

  • Like 1
Posted

Stopped giving estimates over the phone awhile back and haven't looked back since. Of course you will still give some basics like tire prices but for the most part, you are freed up. When customers call and ask for an estimate, just respond with "sure, when would you like to bring the car in?" If they wont bring the car in then you don't need them as a customer and they are just price shopping.

  • Like 1
Posted

Phone shoppers should be encouraged to give you a return phone number, vin number of car and a time when they cam bring the car in for a free spot check.

When you call them back give them your estimate and schedule time to take a look.

I may even call them back thanking them for the chance to service them and their referrals. Many of my referrals were from people that have not come in. .

Posted

The Audi person you wrote about is probably driving a car way over his/her wallets ability to pay.I see this alot with 3rd and 4th owners of upscale cars.You were probably their 7th call and the first 6 woulndn't work on an Audi .

 

Personally I always give estimates over the phone.I question them on why they think they need this repair or service. I find alot of them are at a repair facility and they don't believe what they are being told. I had a person call us recently , they were at another repair facility and were being told that their alternator should be replaced for a cost of $700.00. The car was a 2003 toyota, the reason for replacing was the alternator was dirty. This was a 20 something year old female at the toyota dealership she normally went to and had gone to previously for other repairs. I gave her a price for an alternator and then told her to go anywhere else but there. She did come to us and she had a laundry list of recomendations, one of which was to replace an alternator because it was dirty.

 

My point in all this "these people" as you put it are looking for information because their car broke down and they have no idea the cost or the time involved and worst case scenarios are running through their heads, price is the only thing most know to ask but believe me they are listening to the tone and empathy or lack there of in your voice.

 

I'm not the cheapest or the most expensve in my market,but I get alot of these " price shoppers" because most shops wont give them the time of day. Some have even checked your shop out on yelp or google and just want to make sure they have enough money for the repair so they don't waste their time or yours.

 

We are in the service/relationship/repair buisness. None of that happens until "those people" make the decision to bring their vehicle in and start that relationship. You can spend hundreds on val-pac ads or money mailers giving away free stuff that costs you actual money or spend a little time and empathy and convince them they called the right place and have found someone who cares enough to listen to their problem and is willing to help .

 

If this sounds preachy or as a knock on you I apologize, it's not how it was meant,just offering a different perspective and the way I handle things here that works for me.

  • Like 2
Posted

Phone shoppers can be a time-suck, but I have to say that we sell a TON of work over the phone. We have the usual caveats about pricing not being 100% accurate without having seen the vehicle, etc, and it usually works out well for everyone involved. Some time and patience invested in a potential customer who probably doesn't know or understand much about the technical aspects of their car can really pay dividends to the honest salesperson. Some of these people are looking for a relationship, not a quick fix.

Posted

The Audi person you wrote about is probably driving a car way over his/her wallets ability to pay.I see this alot with 3rd and 4th owners of upscale cars.You were probably their 7th call and the first 6 woulndn't work on an Audi .

 

Personally I always give estimates over the phone.I question them on why they think they need this repair or service. I find alot of them are at a repair facility and they don't believe what they are being told. I had a person call us recently , they were at another repair facility and were being told that their alternator should be replaced for a cost of $700.00. The car was a 2003 toyota, the reason for replacing was the alternator was dirty. This was a 20 something year old female at the toyota dealership she normally went to and had gone to previously for other repairs. I gave her a price for an alternator and then told her to go anywhere else but there. She did come to us and she had a laundry list of recomendations, one of which was to replace an alternator because it was dirty.

 

My point in all this "these people" as you put it are looking for information because their car broke down and they have no idea the cost or the time involved and worst case scenarios are running through their heads, price is the only thing most know to ask but believe me they are listening to the tone and empathy or lack there of in your voice.

 

I'm not the cheapest or the most expensve in my market,but I get alot of these " price shoppers" because most shops wont give them the time of day. Some have even checked your shop out on yelp or google and just want to make sure they have enough money for the repair so they don't waste their time or yours.

 

We are in the service/relationship/repair buisness. None of that happens until "those people" make the decision to bring their vehicle in and start that relationship. You can spend hundreds on val-pac ads or money mailers giving away free stuff that costs you actual money or spend a little time and empathy and convince them they called the right place and have found someone who cares enough to listen to their problem and is willing to help .

 

If this sounds preachy or as a knock on you I apologize, it's not how it was meant,just offering a different perspective and the way I handle things here that works for me.

 

I appreciate the reply. I normally have no problem speaking to potential customers on the phone about their car related issues. I normally go through the "may I ask, where or who diagnosed the issue for you?" and so on. The ones that insists on a price and question your method of doing business even before they have met us or any monetary transaction are the ones that irk me. I don't get them too often however I do get them. These are the price shoppers from hell, nothing you tell them will make them differentiate your service from the next guy.

 

Also putting a number next to our service does absolutely nothing to help our cause. We are significantly more expensive than most of the shops around us (not including the dealer of course). Most of the shops in our area are far from being a modern professional service center so without the customer understanding our process we will never be able to sell our services. My original post was geared to the bottom dollar customers that want nothing more than to pay the lowest price and DO NOT want to understand that service and workmanship between 2 shops is completely different.

 

 

Phone shoppers can be a time-suck, but I have to say that we sell a TON of work over the phone. We have the usual caveats about pricing not being 100% accurate without having seen the vehicle, etc, and it usually works out well for everyone involved. Some time and patience invested in a potential customer who probably doesn't know or understand much about the technical aspects of their car can really pay dividends to the honest salesperson. Some of these people are looking for a relationship, not a quick fix.

 

I do generally try to strike up a conversation with most people over the phone however yes it is extremely time consuming and frustrating with the bad ones. After I collect their name/number/year/make/model I will be developing a phone script to explain our process and get the appointment. If after all that stuff (which should take less than 5 minutes) and they still insist on advance pricing that'll be the end of it.

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  • Have you checked out Joe's Latest Blog?

         0 comments
      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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      Facebook - facebook.com/shopmarketingpros 
      Get the Book - shopmarketingpros.com/book
      Instagram - @shopmarketingpros 
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      https://remarkable.com/ - Remarkable notebook
      Show Notes with Time Stamps
      Introduction to the Podcast (00:00:01)  The podcast episode begins with an introduction to the Auto Repair Marketing Podcast.   Welcome and Topic Introduction (00:00:10)  Brian Walker welcomes listeners and introduces the topic of making great first impressions in auto repair.  Secret Shopper Concept (00:01:03)  Kim discusses the idea of offering secret shopper services to evaluate first impressions in auto repair shops.   Frog in Boiling Water Analogy (00:01:20)  Brian uses an analogy about a frog in boiling water to illustrate how business owners can overlook issues.   Personal Experience with Shop Cleanliness (00:02:26)  Kim shares a personal story about noticing cleanliness issues in her shop after sitting on the floor.   Origin of the Episode's Topic (00:03:13)  Kim explains that the episode's topic originated from a class she taught about hosting events in auto repair shops.   Creating a First Impression Checklist (00:04:08)  Kim mentions her intention to create a first impression checklist based on customer journey insights.   Importance of Online Presence (00:04:51)  Discussion shifts to how potential customers first experience a business online, including websites and Google profiles.   The Grunt Test (00:06:39)  Brian explains the "grunt test," where a stranger should easily understand what a website is about.   Evaluating Website Impressions (00:08:04)  Kim emphasizes the importance of assessing what feelings a website evokes in potential clients.   Social Media's Role in First Impressions (00:10:12)  The conversation covers how social media contributes to first impressions and customer perceptions.   Content Strategy and Audience Alignment (00:12:08)  Brian shares a client's unconventional marketing strategy and the importance of aligning content with audience expectations.   Google Business Profile Importance (00:12:59)  Kim highlights the significance of maintaining an accurate and complete Google Business Profile for attracting customers.   Customer Experience in a Hurry (00:14:01)  Kim discusses how potential customers often search for auto repair services quickly, emphasizing the need for accurate information. Improving Waiting Area Appearance (00:15:02)  Discusses the importance of updating photos of the waiting area to enhance customer impressions. The Importance of Phone Etiquette (00:15:38)  Emphasizes listening to phone calls to ensure service advisors are friendly and professional. First Impressions Over the Phone (00:16:38)  Highlights how the tone and manner of answering calls can significantly impact first impressions. Customer Experience During Calls (00:17:18)  Explores the importance of a welcoming greeting and attentive service during phone interactions. Listening to Recorded Calls (00:19:22)  Encourages shop owners to review recorded calls to improve customer service quality. Customer Experience in Shops (00:21:36)  Discusses a personal anecdote about poor customer service and its impact on first impressions. Evaluating Online Scheduling Experience (00:24:26)  Stresses the importance of user-friendly online scheduling systems for customer satisfaction. Drive-By Assessment of Shop Appearance (00:26:23)  Encourages shop owners to evaluate their business from a customer's perspective for first impressions. Parking Lot and Vehicle Presentation (00:27:27)  Discusses the significance of a tidy parking lot and appropriate vehicles for attracting customers. Signage and Branding Consistency (00:29:03)  Highlights the importance of maintaining updated and clear signage to reflect the brand accurately. The Story of the Old Shop (00:29:52)  Brian shares a humorous anecdote about visiting an old shop and its rundown appearance. The Importance of Cleanliness (00:30:46)  Discussion about how exterior cleanliness impacts first impressions in auto repair shops. Creating a Welcoming Atmosphere (00:31:27)  Kim emphasizes the significance of the waiting area’s atmosphere and sensory experiences for customers. Sensory Experiences Matter (00:31:47)  Exploration of how smell and touch affect customers' perceptions in an auto repair shop. Comparing Experiences (00:34:29)  Kim discusses how customers compare their experiences to other businesses like Chick-fil-A. Details Matter (00:35:28)  Highlighting the importance of small details in creating a positive customer experience. Creating a Family-Friendly Environment (00:36:55)  Discussion on accommodating families and making kids feel welcome in the shop. Comfort in the Waiting Area (00:38:39)  Brian stresses the need for comfortable seating and a welcoming environment for customers. Responsibility for Cleanliness (00:39:23)  Discussion on who is responsible for maintaining cleanliness in the shop. Bathroom Cleanliness (00:40:20)  A personal story about the poor state of a customer-facing bathroom and its impact. Thoughtful Amenities (00:41:24)  Kim talks about providing thoughtful amenities for female customers in the bathroom. Impression of Cleanliness (00:43:19)  Discussion on the importance of maintaining high standards of cleanliness in customer-facing areas. Shop Area Cleanliness (00:44:11)  Importance of maintaining a bright, clean, and organized shop environment for clients and staff. Efficient Shop Layout (00:45:02)  Discusses the necessity of an efficient layout to enhance workflow and client experience. Client Interaction (00:46:05)  Emphasizes tailoring conversations with clients based on their vehicle ownership goals. Permission for Inspections (00:47:58)  Importance of asking for permission to perform inspections to enhance client trust and experience. Client Follow-Up (00:48:59)  Discusses the significance of following up with clients post-service to ensure satisfaction. Team Appearance (00:49:48)  Highlights how professional attire of staff can impact first impressions on clients. Importance of First Impressions (00:50:45)  Stresses that consistent positive impressions lead to long-term client relationships and referrals. Final Thoughts and Checklist (00:50:46)  Introduction of a PDF checklist for staff to enhance awareness of shop cleanliness and organization.
      How To Get In Touch
      Group - Auto Repair Marketing Mastermind
      Website - shopmarketingpros.com 
      Facebook - facebook.com/shopmarketingpros 
      Get the Book - shopmarketingpros.com/book
      Instagram - @shopmarketingpros 
      Questions/Ideas - [email protected]
      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Ready to plan ahead and make your March marketing a success? Join Brian Walker and Caroline Legrand as they share creative, actionable ideas to help your auto repair shop stand out this spring. With Women’s History Month, spring maintenance season, and pre-trip inspections for spring break on the horizon, this episode is packed with strategies to prepare your shop for a busy March.
      Discover how to leverage upcoming opportunities like St. Patrick’s Day, tax refund season, and National Days such as 'Check Your Batteries Day' and 'Chocolate Chip Cookie Week.' Whether you’re gearing up for alignments after pothole season, celebrating your team, or engaging your community, this episode is full of tips to help you plan your marketing with confidence.
      Tune in now to get ahead of the game and make March your shop’s most successful month yet!
      Thank you to our friends at RepairPal for providing you this episode. RepairPal is the key that unlocks more business for your repair shop. Learn More at RepairPal.com/shops. 
      Are you ready to convert clients to members? App Fueled specializes in creating custom apps tailored specifically for professional auto repair businesses. Visit Appfueled.com   to get started today. Keep your shop top of mind on the mobile device they love.
      Lagniappe (Books, Links, Other Podcasts, etc)
      https://shopmarketingpros.com/ep-129-preparing-for-februarys-marketing/ https://www.daysoftheyear.com   
      https://www.nationaldaycalendar.com/ 
      https://automotivetrainingevents.com/event/vision/ - VISION Hi-Tech Training & Expo 


      Show Notes with Timestamps


      How To Get In Touch
      Group - Auto Repair Marketing Mastermind
      Website - shopmarketingpros.com 
      Facebook - facebook.com/shopmarketingpros 
      Get the Book - shopmarketingpros.com/book
      Instagram - @shopmarketingpros 
      Questions/Ideas - [email protected] 
      Click to go to the Podcast on Remarkable Results Radio


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