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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
Back in the 1990s, some shop owner's feared that fuel injection, 100 mile spark plugs, the elimination of the Distributor cap, rotor and extended fluid services would be our demise. But, that didn't happen.
Now I hear many in our industry state that "There is no needed work on an electric vehicle, they are problem free."
My opinion, let's not fall into thinking that the EV car will run forever of even for years without needed service. The EV still has tires, suspension, brakes, and a whole new area of opportunities. It will be different, but there will be a need for the Automotive Technicians and for repair shops.
Why is reaching out for help so hard for so many people? Let’s break down the barriers and formalities and dive into what the first call to a business coach can be like. I’m with Aftermarket Radio Network host Coach Chris Cotton at ASTE 2022. Look, you don’t have a hobby you have a business that needs your attention to profitability. Never stop improving yourself and your business. Embrace accountability partners, peer groups, and coaching, and watch what you can do. Chris Cotton, AutoFix Auto Shop Coaching, Chris Cotton Weekly Blitz Podcast Key Talking Points
People who don't reach out for help end up out of business or stuck not knowing what they need to know and not able to grow Chris asks a lot of open-ended questions on the first call and asks what prompted them to reach out and what struggles you have in your business. If you're not afraid to disappoint someone, then accountability does nothing Join peer meetings and start networking to grow as the industry evolves KPI is used to measure strategy and leadership improvements Motivate, connect, and teach the younger generation A lot of people use work as an escape or release. Show love within your organization Hug until the other person breaks the embrace- are people hugging longer these days? Take criticization as a stepping stone to level up Reset your mind to be ready for the next thing
Connect with the Podcast: Aftermarket Radio Network Subscribe on YouTube Visit us on the Web Follow on Facebook Become an Insider Buy me a coffee Important Books Check out today's partners: Set your sights on Las Vegas in 2022. Mark your calendar now … November 1-3, 2022, AAPEX - Now more than ever. And don’t miss the next free AAPEX webinar. Register now at AAPEXSHOW.COM/WEBINAR. Shop-Ware: More Time. More Profit. Shop-Ware Shop Management getshopware.com
Click to go to the Podcast on Remarkable Results Radio
The gang’s all here; we have the entire Aftermarket Radio Network together for an important episode inspired by the movie Moneyball. We all have experience with people who are not our top performers, but are we better to have them on the team than not? You know them; they are consistent, reliable, steady, and contributors. Are they worth replacing? Will they become the best or top performers, or do they help strengthen our overall performance? A great discussion among your peers.
Hunt Demarest, CPA, Paar Mellis and Associates, Business by the Numbers Podcast
Matt Fanslow, Riverside Automotive, Red Wing, MN, Diagnosing the Aftermarket A to Z Podcast
Kim and Brian Walker, Shop Marketing Pros, Auto Repair Marketing Podcast
Chris Cotton, AutoFix Auto Shop Coaching, Chris Cotton Weekly Blitz Podcast
Key Talking Points
What REALLY contributes to production? Simpson Paradox Simon Sinec points out that Navy Seal teams value Trustworthiness far, far more than Performance. VIDEO HERE Tech productivity is one of the most important aspects of business, but how can these numbers skew what that employee is really doing (helping others, sharing duties outside of production, etc.) Are there some numbers or metrics that actually can look too good, which could cause an issue for growth or retention Numbers don’t lie, but sometimes can be misleading. Do your numbers match up with what you are trying to do with the business? You have to have your head up and eyes wide open to make sure you can identify the "doers" in your group. Do you have a scorecard for success for your technicians? Pay plans; incentive greatness Who are your ‘support people' to contribute and make the whole picture better Culture is contagious Training when hiring- Weaknesses- be honest with eachother Fine balance- profitability aspect, you can’t have a shop full of unicorns Removing obstacles
Connect with the Podcast
Aftermarket Radio Network
Subscribe on YouTube
Visit us on the Web
Follow on Facebook
Become an Insider
Buy me a coffee
Check out today's partners: Shop-Ware: More Time. More Profit. Shop-Ware Shop Management getshopware.com Delphi Technologies: Keeping current on the latest vehicle systems and how to repair them is a must for today’s technicians. DelphiAftermarket.com
Click to go to the Podcast on Remarkable Results Radio