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Showing content with the highest reputation on 07/18/2017 in all areas

  1. 3 points
    Merrill Lynch downgrading parts stores??? Good read Merrill Lynch.pdf
  2. 1 point
    Let me give you a prime example of what we are going through as a result of the Advance Marketing strategy: Last week a customer came to us with a steering pull and requested a wheel alignment. After our routine inspection, we informed the customer that the ball joints were worn and they would need to be replaced before the alignment was done. The customer thanked us and said he would let us know what he decides. The customer came back yesterday and told us, "I decided to go to Advance, bought the ball joints from them and they even LOANED ME THE TOOLS TO DO THE JOB!" But, he is the real story: The truck now has clunks and noises and the steering wanders all over the road. His attempt to do his own ball joints, has now left his truck unsafe to drive due to his lack of expertise to perform the job properly. This is what I have been battling with Advance and no one will listen. Why? They made the sale and that's what's important to Advance. Not the safety of the consumer, and certainly not the shop that lost the sale and is now stuck trying to figure out what went wrong. The Advance marketing strategy will hurt the independents and send the wrong message to the consumer. Free testing, free battery installation, reading codes in the parking lot,loaner tools sets; will all do more harm than good to the relationship between Advance and the repair shops. How can Advance expect me to buy from them when they want to compete with me? That makes no sense. And please don't tell me, "That's not your customer." I am so tired of hearing that. It is my customer! The entire motoring public hears and sees the advertising. This is why I have serious issues with Advance, and cannot support them. And nothing will change as long as Advance listens to Wall Street and not Main Street.
  3. 1 point
    Hi Brittney! Good questions you pose here! I want to make a couple of suggestions... and they are in NO WAY attempting to criticize you, okay? I think the first thing most shop owners miss is the very basic process of getting COMPLETE CONTACT INFORMATION. That list becomes your "List" - and the money is always in the list. Besides, you can't get a tire repaired at a big-box auto repair shop without giving them everything. You've got to do the same thing - if not, it's a "deal breaker" From there, you've got to thing in terms of "direct response" marketing. That means that no matter what you "put out there", it's designed with a call to action (CTA) to get this - do that -or whatever. Also know that your CTA may not always be a sale. It may be to get a customer to sign up to a list (so you create a funnel) Now that's a little beyond the scope of this response - and I could write for days on that topic alone. But you've got to get your business on doing JUST DIRECT RESPONSE marketing. When it comes to Facebook, Google Adwords and all that - I've found that most shop owners get frustrated quickly. As an example, it could take hours - any usually days or weeks - to get everything set up for stuff like that. Then when they don't make a sale or get a new customer in the first day - they give up. But with that said - they won't make videos, create simple reports, coupons, or even a sign up form on their website (if they've got a website at all!) Yeah, can you believe that - shop owner's don't need a website (or think that anyways) but the first place they turn to when THEY are looking for something is... you guessed it... they turn to the internet. Go figure! I've posted a couple of links below that you may want to check out for some help. If you have a specific problem or question, you're welcome to post it here - PM my on this form - or email me direct or call me. I also noticed you mentioned "slow times". I find that a little funny. So I am thinking that if your shop is slow - the streets were rolled up and nobody is driving, right? Okay, I am poking fun here... and please excuse me... but really. Customers are still driving cars... they still need service... but you're not getting the jobs. You also asked about ROI. When you do direct response, you can easily track ROI. So let's say you create an offer or coupon this month - and it expires in one month. At the end, you create a real simple spreadsheet that shows ONE LINE per response. Therefore, you have an RO#, amount, and any other details (customer name, etc.) Total that up - and compare that to your TOTAL COST - and that's your ROI. In addition to that, do you have a customer referral program?? I don't mean a "lame offer" like "get 10% off your next visit when you send your friends" - because that doesn't work. You need a complete program that turns all your customers in to a little "sales force" that sends you customers. Easy to do - but you've got to put it in place. Then there's direct mail... NO, direct mail isn't dead. Well, if you send out 5,000 postcards with a FREE OIL CHANGE OFFER, it may "kill" your business - but that's not using direct mail the right way. The only people making money are those selling you the postcards. Look, this is getting a little long - so if you've got questions, let me know. Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" The Shop Owner's Unfair Advantage FREE Access
  4. 1 point
    I think you may be a little confused about the definition of ELR. What you're describing is that you charge your full door rate on most services except LOF and tires. That's not what it means. Effective Labor Rate is the result of dividing the billed hours by the technician into the charged labor dollars to the customer. Let's assume that your door rate is $112. If your tech flags 10 hours and you bill the customer $1120, then your ELR is $112, or 100% ELR. But, if your tech flags 11.5 hours and you bill the customer $1000, then your ELR is $86.95, or 77.63%. Always do this calculation from your books and payroll. As in, what do the books (not the management system) say that you collected in labor charges for the period in question, and how many hours did you actually pay the tech? It's really easy for the advisor to "forget" to add labor hours to the RO, but the tech flags the time. Or, if you pay the tech based on the hours shown in your management system, the advisor can add hours without adding dollars to the RO. ELR is one of the fastest ways to check whether your advisor is giving away labor. If your ELR is way off, it doesn't point to the problem, but it shows you that there is a problem. Then you start auditing repair orders.

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