By Joe Marconi
Retail stores have known for a long time that adding or increasing the size of shopping carts also increases sales. Consumers may go to the store with a list, but as they pass through the aisles, having a cart makes it easy to add to that list.
While your repair shop does not use shopping cart, the same strategy can used. Every customer that books an appointment as done so with some sort of list; an oil change service, a brake issue, tire rotation, etc.
Through an effective multipoint inspection and looking at service schedules, you can make suggestions to your customers that can add to their cart; essentially increasing sales per vehicle.
One last thing: Always make service and repair suggestions to the customer that is in their best interest and have value, and you can’t go wrong. It’s actually great customer service.
Article: Let's Make A Deal! For some, car repair is all about cutting a deal...NOT...quality of the workmanshipBy Gonzo
LET’S MAKE A DEAL You know everyone wants a deal, something cheaper, something “thrown in” to sweeten the pot. Money (as always) is always the driving force, and I don’t think that will ever change. A deal is a deal, but if you can’t make a deal… well, then, deal with it. One bright morning, a mid-90’s Subaru showed up at the shop on the back of a wrecker. It’s one of my regular customer’s young teenager’s car. The phone rang, it was the dad, Oh, and did he have a story to tell… a real whopper of a story. “My son told me he was driving along when the car bumped the curb and flattened two tires. I haven’t seen the car, but my son said there wasn’t any real damage. So, I don’t think it should take you very long to get it back on the road. Do what you can, and call me with the estimate.” I only saw the driver’s side of the car when the tow truck pulled up. The tow driver came in and tells me, “Wherever you put this, you won’t be able to move it again. You’ll have to drag it or put it on “dollies”, it’s pretty messed up. If I were you, I’d stick it directly on the lift.” Ok, ya got me, no real damage aye? But, the tow driver tells me differently… now I’ve got to go look for myself. No real damage? Hmmm, let’s see…the whole passenger side of the car looks like someone tried to peel the sheet metal off with a can opener. Underneath the car was even worse. The upper and lower passenger side control arms are bent. The wheel, spindle, and tire are sitting on the oil pan area. The sway bar looks like a pretzel, both rims on the passenger side are beyond reuse, the tires are torn apart and shards of rubber are peeling off of the steel belts, and the transmission has been ripped off its mounts. Yea, you’re right……he just bumped the curb……..yea sure he did. Looks more like he rode the edge of the curb like a bucking bronco for a long-long way. My guess is somebody was trying to drift around corners or slide it sideways with the emergency brake on, and probably took out every bus stop, park bench, and light pole for a block or two. Ok, the tow driver gets a “thumbs up” on this one; let’s put it on the lift. I told the customer what I had found and the estimate for the repair, and as always I let him know about any “hidden” problems that might be lurking under all this stuff. He was not a shocked as I thought he would be even after I gave him the price for all the work that needed done, but definitely concerned. He kept hinting around as to what I thought might have caused the problem. From the conversation on the phone he was hoping I would say something like… mechanical failure, slick road conditions, defective part, or something like that. The farthest thing in his mind was that the kid might be the problem. I told him what I thought had happened, he didn’t want to believe it, but he was going to check into to it. In the mean time, order the parts and start getting it ready to get back on the road. Several days later all the parts showed up, and I could get a better idea of the damage with parts that weren’t bent like a pretzel. It wasn’t long before I found a few more flaws in the little “Scooby-do”, nothing major but the kind of thing that should be replaced. The extra parts were just a few brackets that were bent, but I knew dad’s pocket book was getting tight. His main concern now was how much I was willing to chew off the original bill to help him out, and to my surprise he confirmed my suspicions as to what caused the accident. Oh yea, the kid was trying to drift the Subaru. (DAH! Now how do ya drift a front wheel drive car… ah, slide with the e-brake???) Now I can do a lot of things, and lower repair costs in order to save the customer money is one of them. Money, or not, I think there is a lesson to be learned here. I thought it was appropriate to make a small request to good old dad. If he wanted a cut on the price of the job, then let’s make a deal. “You bring the little ridge runner to the shop dressed for work. He can earn his keep and save you a few bucks in the process. Maybe even take a different approach to driving in the future,” I told the dad. My customer was a little taken back by my deal to save him some money, but it sounded like a good idea. Now his only job was to get the lad down to the shop ready to fulfill his part of the bargain. Work stopped until I heard back from him. In the mean time, the car is stuck on the lift with no wheels and only half a suspension. With a service bay tied up, it’s starting to cost me money. 2 days go by, then 4 more, another week and still no answer. Finally on a Monday morning when I reached the point where I wasn’t going to wait any longer… the dad calls, “Just fix it, and call me when it’s ready. My son doesn’t want to do it, and I’m not having much luck in getting him to your shop to help at all. So I guess I’ll have to deal with the cost of the repair instead.” A little different deal than I expected. Well, a deal is a deal. I’ll handle my end of the bargain, and old dad has decided on how to handle his. There’s an old saying that comes to mind, it goes like this; “If you want to save a dollar … do the job yourself, but if you have to pay someone else to do it… don’t ask for cheap work, unless you’re willing to share the cost in some way.” After another day of getting everything back into place the car was ready for the road again. Sure there are few battle scars still showing, but mechanically the car is in great shape. That only leaves one more deal that’s not quite finished. … … the father needs to deal with the son. . . .
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By Joe Marconi
I want to take this time at Thanksgiving to say thank you to all AutoShopOwner members. We have a lot to be thankful for and ASO would not be the great sucess if it were not for all the amazing members and the contributions you make to the forums.
From the very start of the ASO, the goal was to raise the level of the auto repair industry and to help each other through the day today operations of running a repair shop. We have done that a more! And there is more to come in the future!
From my family to yours, Happy Thanksgiving!
Hello ASO Member!
You may not know, but a couple of years ago, I released “The Shop Owner’s Unfair Advantage”. It was a 5 week training course to help shop owners fix their car count.
It became the world’s only marketing course designed specifically to help auto repair shop owners.
But over time, things change, so I updated that course.
“The Shop Owner’s Unfair Advantage 2.0” was released earlier this year with great success. The difference is the 2.0 version includes
Marketing Strategies that are working today (tested and proven) over 7 hours of video, plus downloadable and printable manuals for each module Unlimited Access any time you want. You can review classes at any time– even if it’s 2:00 am Sunday morning I not only detail “step-by-step” the campaigns that I’ve used with private client shop owners, but I actually give you all the “fill-in-the-blank” templates to duplicate these campaigns yourself! That’s like having me sitting at the desk beside you while you market your repair shop! And a bunch more too! Because of the success of this course, I’ve decided to open up UNLIMITED ACCESS to Module 1 for FREE! (There’s that “F” word!). But this is a limited time offer and may be removed at any time without warning.
Click here and You can get access right now.
What’s “The Shop Owner’s Unfair Advantage 2.0” include?: The complete course covers…
11 Ways to Make More without spending a dime The 5 Dangerous Trends that Your Shop faces today! The Auto Shop Marketing Pyramid – the only three strategies you need! 21 Hard Cold Facts about Marketing On-line The one small change that Google Made that wiped out 1,000’s of repair shops – and how to fix it! UXO Optimization – How to Optimize User Experience on your website Multi-Dynamic-Home Pages – Use this trick to triple or quadruple your online exposure What “Schema” is all about – and why you need it! How to Market to Current Customers The Secrets of Text Message Marketing Direct Mail Secrets (Yes, it’s still really, really profitable!) Fill in the blank Templates – copy, paste and you’re done! Secrets of getting more Customer Referrals in a month than most shops get all year! How to get the right Testimonials that sell! … and lots more! Get instant access right now!
If you have any questions, you're welcome to contact me directly or through this forum.
Hope this helps!
"The Car Count Fixer"