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By Joe Marconi in Joe's BlogIt 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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By carmcapriotto
The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops.
Click here to learn more about Top Tier Marketing by Shop Marketing Pros and schedule a demo: https://shopmarketingpros.com/chris/
Check out their podcast here: https://autorepairmarketing.captivate.fm/
If you would like to join their private facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermind
The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops.
I’d like to give another shoutout to our sponsor, Shop Marketing Pros. They are the only marketing company I recommend, and they handle all of the marketing for my own shop as well. If you’re serious about growth, you need strategies that actually work: better websites, higher Google rankings, and ads that bring real customers through your doors.
Visit ShopMarketingPros.com/chris to partner with a team that understands your business. Because every great shop deserves marketing that’s just as great.
In this insightful podcast episode, Coach Chris Cotton delves into the evolving dynamics of auto repair shops by exploring the transition of technicians into service advisor roles. Initially harboring skepticism about this shift, Chris has become a strong advocate, recognizing the distinct advantages that technicians offer when they step into advisory positions. He emphasizes that their deep technical knowledge and adept problem-solving abilities can significantly enhance the customer experience.
Chris underscores the critical role of comprehensive training and mentorship programs in equipping technicians with the necessary communication and interpersonal skills required for their new roles. He acknowledges common concerns, such as the potential depletion of technical talent on the shop floor and the financial implications of such transitions. However, he presents a compelling argument that elevating technicians to service advisor roles can lead to increased customer trust, improved shop efficiency, and ultimately, higher revenue.
The episode, sponsored by Shop Marketing Pros, serves as a call to action for shop owners to prioritize the growth and development of their employees. By investing in their workforce, shop owners can cultivate a more knowledgeable and versatile team, capable of driving the business forward in a competitive market. Chris's insights provide a roadmap for successfully navigating this transition, ensuring that both the shop and its employees thrive.
Introduction to the Episode (00:00:19) Changing Perspectives on Technicians as Advisors (00:01:30) The Role of Technicians in Service (00:02:53) Personal Experience with Technicians (00:03:53) Staffing Challenges in Auto Repair (00:06:10) Understanding the Service Advisor Role (00:08:31) Why Technicians Make Great Advisors (00:09:41) Concerns About Transitioning Technicians (00:12:05) Training and Support for Technicians (00:16:46) Business Case for Promoting Technicians (00:17:42) Future Planning for Service Advisors (00:18:50) Recap and Call to Action (00:19:56)
Connect with Chris:
[email protected]
Phone: 940.400.1008
www.autoshopcoaching.com
Facebook: https://www.facebook.com/
AutoFixAutoShopCoachingYoutube: https://bit.ly/3ClX0ae
#autofixautoshopcoaching #autofixbeautofixing #autoshopprofits #autoshopprofit #autoshopprofitsfirst #autoshopleadership #autoshopmanagement #autorepairshopcoaching #autorepairshopconsulting #autorepairshoptraining #autorepairshop #autorepair #serviceadvisor #serviceadvisorefficiency #autorepairshopmarketing #theweeklyblitz #autofix #shopmarketingpros #autofixautoshopcoachingbook
Click to go to the Podcast on Remarkable Results Radio
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By carmcapriotto
Thanks to our Partner, NAPA Autotech
Matt Fanslow recommends a variety of resources for automotive technicians beyond standard service manuals.
Thanks to our Partner, NAPA Autotech
NAPA Autotech’s team of ASE Master Certified Instructors are conducting over 1,200 classes covering 28 automotive topics. To see a selection, go to napaautotech.com for more details.
Contact Information
Email Matt: [email protected] Diagnosing the Aftermarket A - Z YouTube Channel
The Aftermarket Radio Network: https://aftermarketradionetwork.com/
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/
The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/
Click to go to the Podcast on Remarkable Results Radio
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By Joe Marconi
Let me first say that I hate discounts! The more you understand your numbers, the more you will hate it too. My opinion.
BUT, I also know the reality of offering discounts to certain people.
Do you offer discounts to employee family members and/or a friend discount?
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By Joe Marconi
Source: By Joe Marconi -
How to Make Price Irrelevant
My wife and I recently celebrated our 46th wedding anniversary. While this is truly a noteworthy event, it was our 25 anniversary that I will always consider as one of my most enduring memories. It’s also when I learned a valuable lesson on the difference between price and value. More importantly, how an amazing customer experience can make price fade from our minds.
For our 25th wedding anniversary, I wanted to do something special for my wife. She often talked about having dinner at this swanky upscale restaurant. This restaurant was known for its elegant atmosphere, first-rate service, quality food, and also known for its high prices. I was a little hesitant, but believing this would be a great choice, I called the restaurant and booked a reservation.
As soon as I entered the parking lot, I knew that this restaurant was different. There were parking lot attendants directing cars right up to the front entrance, where our door were opened for us, and then escorted inside. One of the attendants let me know that after dinner, my car would be brought up to the entrance. We were greeted inside by two women with big friendly smiles. I gave her my name, and she immediately replied, “Yes, Mr. Marconi, 7:00 pm reservation for you and your wife, please follow me.”
In less than a minute, a waiter walked over to our table, introduced himself, and then asked us if we were celebrating any special occasion. I told him, “Yes, it’s our 25th wedding anniversary.” The waiter gave us a big smile and said, “Congratulations! May I ask you and your wife’s name? I replied, “Sure, my name is Joe and my wife is April.” He then asked, “Would you like for me to send over our sommelier to discuss our wine list?” I had never heard of a sommelier before, so being a little embarrassed, I simply said, “Sure, that would be great, thank you.” The waiter then said, “I’ll be right back with tonight’s menus.” At this point, I knew that this night was going to cost a small fortune.
A few minutes later the waiter returned and handed my wife and me leather-bound menus. At the top of each menu was written in bold letters, “Happy 25th Anniversary April and Joe!” I was stunned! To have the ability to produce a personalized menu in-house, and in a few minutes was simply incredible. After ordering our dinners, the sommelier helped us choose the right bottle of wine. And trust me, it was not cheap.
The rest of the night continued to amaze my wife and me. The food, the wine, the dessert, the service, everything was perfect. This restaurant not only lived up to its reputation, they hit it out of the park. You are probably wondering about the cost of dinner. Let’s just say the amount was more than most large families spend on groceries for a week. But, I have to admit, the remarkable experience made the price irrelevant.
While dining in a high-class, swanky restaurant may not be the same as going to your auto repair shop, there are things you can do to enhance your customer’s experience. Now to be fair, can we completely make price irrelevant? Not totally. However, a solid strategy with a focus on providing value will help you create solid relationships with your customers and build a more profitable business. In this blog, I will outline proven strategies to help your customers focus on the value you provide, rather than the price of your repairs and services.
Hire the Right People
Your success is directly dependent on the people you surround yourself with. The foundation of your business starts with who you hire. Look to hire superstars, not just anyone to fill a position. And once you hire great people, your job isn’t over, it just begins.
As the leader of your company, you must create an environment where employees feel engaged, are recognized and praised for the work they do, and feel that what they do matters to the success of the company. Additionally, the responsibility of management is to bring out the best in employees by being responsible for their development and their career path. In other words, creating an amazing employee experience will help create an amazing customer experience. Happy employees create happy customers.
Identify Your Profile Customer and Build Strong Relationships
There is no point in business trying to be all things to all people. A much better strategy is to identify your profile customers, cater to them, retain them, and acquire more of the same type of customers. You know who your profile customers are, they are the ones who throw their keys on the service counter in the morning and say, “No need to call me, I trust you, see you at 5 o’clock.”
Do all you can to take care of these customers. Find out everything about them and then build a marketing plan around your ideal customer profile. Ideal customers become brand advocates. They are aligned with your culture, which makes them a lot easier to deal with. They are also your most profitable customers.
Build strong relationships with your profile customers. Find out things that are specific to them, such as their birthday, their anniversary date, their favorite sports team, if they have children, their hobbies, and other specific attributes. Make notes in their customer file in your business management program so that every service advisors can recall this specific information and make small talk when the customer arrives. This is powerful. Connecting with customers on a personal level will create life-long loyal customers, and they in turn will refer more of the same like-minded customers.
Perhaps the biggest benefit of building strong relationships with profile customers is that they appreciate the recognition and see the value of having their vehicles serviced and repaired by you. This strategy goes a long way in making price less important and puts more focus on the relationship and the experience.
Find Ways to Make Your Business Remarkable
When the waiter returned and handed my wife and me leather-bound menus that said Happy Anniversary, I was filled with such positive emotions that it still resonates with me to this day. When a business does something remarkable, people don’t forget. In fact, it makes that business stand out from the rest. When a business is like all others, with nothing to differentiate it, that business is not remarkable, which makes it forgettable.
Find what makes you remarkable, something unique. But, it has to be something that people care about. In all due respect, performing the best brake job or wheel alignment means nothing to the average consumer. Think about this; I can’t remember the food I had or how it tasted at that swanky restaurant, but I DO remember those leather-bound menus and the incredible way my wife and I were treated!
If you truly want to make your business remarkable, make the customer experience something they cannot get from your competition. Also, follow up with customers on a personal level, not just with texts and emails. When you make your auto repair shop remarkable, people will take notice. Everything you do for the customer must focus on value. When customers see the value you bring, the price starts to become irrelevant.
Conclusion
At Elite we understand the challenges and the obstacles you encounter every day. We also know how rewarding and profitable your business can become. If you are a shop owner looking for innovative ways to enhance and grow your business, Elite Worldwide can help. We have world-class, experienced coaches who understand your business. We also have sales and management training, and peer groups that can take your business right to the top. No matter where you are in your business career; startup, growth mode, or looking to retire, Elite will guide you and help you achieve your goals and build a more profitable and successful company!
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By Joe Marconi
As a former shop owner turned business coach, this is a topic that I see often: A shop takes the time to establish their true labor rate, and in many cases, raises their labor rate significantly. While they get a short-term boost in labor profit, the long-term results are mediocre, at best. Why?
One of the reasons is that the cost of doing of business has also increased, along with payrolls, and in many cases, at a faster rate then the rising labor rates. And then there is the issue with poor productivity.
Has this happen to you and what are your strategies to maintain needed profits?
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