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JustTheBest last won the day on June 8

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    Hey ncautoshop! Congrats on hiring a coach. The things you know best in life were taught to you. I don't know who said that originally - but it's the truth! Good luck! Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" Facebook - Like & Share
  2. Thought I would chime in with a suggestion. Have you considered taking a walk around the area to talk to other business owners?? The landlord may be looking through "different glasses". I bet there's a story about that shop - and maybe even a customer or two that could enlighten you about what REALLY happened. Besides, in your post you mentioned something about the owner "not showing up". I can't remember who said it, (I think it was Woody Allen) that 90% of success is just showing up. But a little "intel" may be worth more than all the location surveys and high ticket consultants. Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" Got an hour? Join me on this Training Webinar

    Hi Sandyolivo! Hey, 200 cars a month isn't anything to "sneeze" at - You're doing a great job! You should be proud of yourself. My best recommendation is that you focus on being sure you're ready to market. Look, you may not need it now, but I talked to countless shops and have read posts on this board about shop owners who were in business for year and never had to do any marketing - then... the market changes. And it can be anything. Big box store - national or regional chain - or both - and over a few months, shop owners see the decline. The big problem is they feel like they're left with their pants down - and don't know where to start. I would recommend that you get really good at: 1) Being sure you collect FULL CONTACT INFORMATION on each customers - heck you can't go to a big box repair shop to fix a flat tire without giving them everything - you shouldn't be any different. 2) Build relationships with your customers - and the best way to start doing that is with a "dirt cheap" thank you card. As an example, you can consider something like these: https://www.staples.com/Great-Papers-Grey-Woodgrain-Thank-You-Cards-20-Pack/product_231916 In the interest of 100% transparency, I have no association with Staples and that's NOT an affiliate link. In other words - I get nothing it you buy them or not! The reason they work so well is that on average, Americans received between 0 and 3 of these small type "thank you cards" a year. Ha! Go figure. So for the cost of a postage stamp and an inexpensive thank you card - you can dominate their mail box. Not bad, huh? And this isn't something I was dreaming about - this works with EVERY ONE OF MY PRIVATE CLIENTS. There's more to it that I explain on this video - where you can add an offer to that thank you card. Watch that video here. Hope that helps - and if you've got any questions, just shoot me a message on this forum Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" Got an hour? Join me on this Training Webinar P.S.: Sorry - I didn't find this link until I posted- but you can actually get these thank you cards from Staples for $3.49/20pack. That's $0.17 each - and I've used these before and know that they're a pretty decent card.
  4. Now Available! Watch this short video and grab your FREE COPY of my newest book - ENGINEERED PREDICTABILITY More details in my group hosted at Auto Shop Owner Forums
  5. The $19.95 Oil Change Offer

    Hi Framingham Auto Service! I get it! I understand what you're saying. But you can use a SIMILAR strategy and do it without discounts, coupons or those cheap customers that do nothing but suck your profits. I explain it all on this webinar. Give me an hour of your time and I'll show you exactly how to do it. Go to fixyourcarcount.com and find out everything! Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" Fix Your Car Count in 17 Minutes... Guaranteed! Get on the Early Bird List for my new book!
  6. Advice needed

    Hi spencersauto! For the record, I agree with the comments above. One simple "test" I use is this. "Who's writing the checks?" That is pretty much the acid test to determine if you're right or wrong. Look, I get the fact that not every tech is going to do everything exactly the way we want them to - but the fact is the "Inspection" is really part of your job. I insist on a good tech doing my oil changes because they've got the "trained eye". They know that things happen - and between oil changes - lots can happen. Using a "RED-YELLOW-GREEN" check makes things clear and let's customers know that you've got their back. That is, RED is needs immediate attention; YELLOW is a caution - maybe brakes are okay now - but probably need service on your next visit (gives the customer a chance to plan for the cost); and GREEN is "all good" But the short answer to your question is "Can he find the door himself?" Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" Get on the Early Bird List for my new book!
  7. Got a negative review trying to help out

    alfredauto, I used to solve this problem with a simple question. "Do you go to McDonald's and bring your own burger patty?" I know it sounds smart - but nothing is worse than dealing with the "noise" you get. Besides, you're never, ever, ever going to with one of those - so I learnt that (as much as it pains you to walk away from the job) there ain't no job to begin with. Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" Got an hour? Join me on this Training Webinar Get on the Early Bird List for my new book!
  8. Don’t be judged by the smudge!

    Hi Joe! You said... I'm not speaking to whether or not it's fair - but the reality is it's the economy we're living in - and that drives peoples viewpoint - and THAT makes this a big deal. In reality, we live in a "Review Economy", don't we? Let me ask you a question. What was the last thing you purchased for over $100? Did you check reviews BEFORE you bought?? I know I buy a lot of camera gear and lenses - and I always check reviews online - and even follow pro photographers that do reviews - and I do that ALL before I buy. The world has changed. I don't have to sit in a classroom and listen to some Phd, MBA or XYZ to learn something. All we need to do is find people who are already where we want to be and then follow and connect with them. So I am not saying she was right or wrong. What I am saying is that the slightest little "mess up" can become a bad review real quickly. In fact, in the story you spoke of, you're probably real lucky that she told YOU FIRST - and had a chance to make it good. Otherwise it could have cost you a lot more in the long run. Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" Got an hour? Join me on this Training Webinar Get on the Early Bird List for my new book!
  9. The $19.95 Oil Change Offer

    Hello Everyone - I kept getting those notices too and when I read the above, I wanted to "chime in" again. With all due respect - I don't think it's a matter of right or wrong. I think it's a matter of which business model do you want to run. Using the math and numbers from what I quoted above, the difference is this: 160 cars/month x $600 ARO = $96,000 500 cars/month x $425 ARO = $212,500. Of course if the 96K is returning a 10% profit, it's still better than 212K at 5%. Now, I'm not saying those profit numbers are correct- I am just making a point that it's not all about gross sales - it's about "what sticks". I get it. But I'm thinking that with the tracking and work you've put into your business, the 212K is doing better than 5%. But the issue I always struggled with is that when you're smaller - fewer people - and fewer customers - there just seems to be more room for the bottom to fall out. In other words, if half of the 160 customers left - it would a much bigger problem than if 1/2 of the 500 customers left. See what I'm talking about. Now, with that said, of course, nobody wants to (or likes to) lose customers. I'm just looking at extremes. A loss of 1/2 of the customers a year is rather surprising... and this is what I talk about with my clients. When it costs between $75-$150 to get a new customer, would you spend $15/year to keep your old customers?? I have to think the answer is a "yes". That's why I've always instituted a real, printed and mailed newsletter with my clients. Okay, I can see you rolling your eyes now - so STOP that! ;)) But really, it's another channel to market, and when you can turn postage stamps into dollars - can you lose? The nice thing about the newsletter is (shhhh... don't tell anyone, okay?) is that all the Customer Only offers are done WITHOUT A DISCOUNT. That's because we use a strategy of "stacking value". As an example, let's say your oil change is (regular price) $40. Just using round numbers for the example. Then you add things that you probably do anyway... like Unlimited Fluid Top Up, Check all External Lights, and stuff like that... AND ASSIGN A VALUE TO THOSE (like $22 or fluid top up and $15 for external inspection of all lights) you get a TOTAL VALUE of $77. Sell that at $40 (your regular price) and you can promote a CUSTOMER ONLY OFFER that will list "SAVE 48% or $37". Go ahead - laugh. But it's like taking candy from a baby. Got stacks and stacks of records to prove it. Now, there's a little more to it than that - but understand that's the math behind it. On top of that, my clients get tons of great reviews (because we know how to get them), clients do contests, give-a-ways and all that stuff - and some even have "fresh hot popcorn" in the waiting room. Go ahead - laugh. But when I work with clients that are serious - I'm serious about building solid TWO COMMA shops that are profitable. One last comment - if you think this is too much work, then picture this. Picture a person trying to start a fire rubbing two sticks together. Got it? Now, picture him doing that s-l-o-w-l-y. Not the same, is it? Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" Fix Your Car Count in 17 Minutes... Guaranteed! Get on the Early Bird List for my new book! See this post!
  10. The $19.95 Oil Change Offer

    Hello everybody! I felt compelled to "chime" in on this topic again because of some interesting details. I read this topic from the start - wanted to get familiar with where it was going. And on top of that - I understand that it's somewhat of a touchy subject - I get it. But after reading everything, here's what I found: In an earlier post, AndersonAuto said: "One of my advisors who has been with me for almost 10 years used to complain non-stop about the coupon oil changes. He's on a 100% commission pay plan as are all my advisors and wanted to not include the coupon oil changes in his pay plan. He was absolutely sure they were killing his ARO and GP%. I just pulled out the tracking and offered to remove all the repair orders with mailer coupons for him. All $35,000 worth. He declined. " Hmmm.... so if you're following, it's NOT about the cheap oil change - it's about what comes AFTER the cheap oil change. Later in this thread, AndersonAuto advised: "I looked up where we ended the month for June. $218,789 with a $447 ARO on 489 repair orders." First of all, nice numbers. But can you see where the truth comes out?? With an ARO of $447, I'm pretty sure it's not 20 oil changes on each car, right? I think (actually... have come to understand) is that most shop owners overlook the fact that from the time most people got their first car, the ONLY service they were told they need was that "oil change". In fact, it was probably "dad" that told them that - something like "be sure to keep your oil changed on a regular basis". Amy I right? So that's why the oil change works as an INTRODUCTION to your shop. Besides, I don't care how good you are - how many tools or scanners you've got - I don't care if you're the most honest shop in your market - Try to fix a car as it's rolling by your door. That's impossible. Also, I wanted to mention to "AndersonAuto" that it's nice to see that you're tracking your offers. I always say; "If you can't track it - don't do it." I'm not suggesting you've got to look at it every day - but it's nice to have something to reference... and that's why most shop owners don't "get it". If you follow this model - get the customer in the door with an attractive offer on the ONLY SERVICE THEY KNOW THEY NEED - you too can turn your shop into one that produces similar ARO's. Nice work! Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" Ooops... Almost forgot. Got an hour? Join me on this Training Webinar while I'm still doing them. You can register here! Also, I have a new book coming out. You can get on the Early Bird list and get notice of this FREE BOOK before everyone else. Get on the Early Bird List here. Matthew
  11. Matthew Lee “The Car Count Fixer” here I wanted to share these comments with you about what shop owners are saying. It’s a short video, but stick around for a real simple strategy that is virtually guaranteed to make customers happy! You can see it here. And don’t forget, I’m hosting a training webinar. Got an hour to discover how to eliminate the stress and frustration of trying to keep your shop busy?? You'll discover... The Only Way to Effectively Market Your Repair Shop The 22 Word "Magic Phrase" that virtually guarantees car count before the end of the week! The Ugly Truth About Your Customers and Why They Don't Respond to Your Marketing, No Matter How Much You Spend or How Often You Market to Them. Give me an hour of your time – I promise – and you’ll be surprised! Click here and I'll see you on the webinar! (But hurry, because it’s filling fast and I limit registration! Oops! Almost forgot - if you didn't see this - you can get the "Early Bird" list for my new book! Read about it here! Talk soon! Matthew Lee “The Car Count Fixer” Author – Auto Service Marketing Specialist Get "The Official Guide to Auto Service Marketing" Fix Your Car Count in 17 Minutes... Guaranteed!
  12. ENGINEERED PREDICTABILITY Arranging an event to occur creating consistent behavior and making it possible to know what to expect in advance I’ve just completed a new book, “Engineered Predictability” and I’m making a limited number (very limited number) of copies available for free. You can get on the “early bird list” now and you’ll be notified first when the book is available. You’ll even get notice before my list of 1,000’s of subscribers get notice! But there’s one catch – when these free copies are gone – they’re gone! There’s only two ways to get this information. 1) Apply to become a private client and join my mastermind group – (there’s currently a waiting list and $5,000 deposit required). 2) Get this book as soon as it’s released – $29.95 value – yours FREE! In the book, you’ll discover… The simple 3 step, 11 word formula that’s virtually guarantees car count before the end of the week The 6 Ugly Truths about your customers and why they don’t respond to your marketing The reality of your biggest asset (Caution: Some accountants have told me I’m crazy – read the book and you tell me!) Myths debunked: Discover the one misconception that keeps over 98% of repair shop owners from reaching the success, dreams and goals they went into business for originally. The advanced strategies, methods and tactics used by insiders of my mastermind groups to eliminate the stress and frustration of keeping service bays full and technicians busy. Disturbing industry statistics from the US Census and Bureau of Labor Statistics – this is not only disturbing – it’s startling and stunning! The number one reason why shop owners fail – and it’s probably not what you’re thinking When you get on the “Early Bird” List, please understand that you’re: NOT guaranteed a copy of the book – you’ll be on the “Early Bird” list and get advanced notice – even before my list of 1,000’s of subscribers and followers. In other words, you’ll be the first to know – before anyone else NOT going to be added to any mailing list. No sales force is going to “hound” you. In other words – no salesman will call. You will get notice form my private email. NOT going to opt-in to anything. This is just a list for advance notice only. That’s all. No tricks; No gimmicks; No strings attached (The last time I did anything like this – it was gone in a week! – You decide!) Get on the "Early Bird" List Now! Questions? Please post here - I will respond! Thanks! Matthew Lee "The Car Count Fixer" ENGINEERED PREDICTABILITY - Get on the "Early Bird" List Now!
  13. AndersonAuto, you nailed it! Couldn't have said it better myself! Want better customers?? Educate them. How? Create downloadable reports and include a simple coupon. What kind of reports? The title is everything... and these are just off the top of my head but stuff like: How to Save Money on Auto Repairs 7 Things No Other Mechanic Will Tell You How to Keep Your Car Running Smother and Lasting Longer Without Spending a Fortune on Useless Services I could go on and on - but this type of information doesn't have to be long - just to the point. If you're smart, you make them actual PRINTED REPORTS. I know, I know, I can see the eyeballs rolling now - but when you have a printed report, you'll get full contact information - mailing address and all that. Then, you can justify it by adding something like "I can't post this because my competition is already trying to get me to take this website down - so complete the form (sign up form) and I'll mail it directly to you!" Now, you're looked upon as an expert - you're giving them information. You start to build trust. You eliminate that barrier so people will pick up the phone and call you when they need help. Getting new customers isn't STEP ONE: Send postcard; STEP TWO: Make up bank deposit slip. Has never been that way - will never be that way. The only thing you can bank on is, if you don't have a system to get more new customers, you won't have to worry about your shop in a few years because the big box stores and new car dealers will eat your lunch. (Sorry if this is a little blunt - but really, it's the truth!) Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" Got an hour? Join me on this Training Webinar and Fix Your Car Count The Shop Owner's Unfair Advantage FREE Access

    Typically, from all the research and testing I've been involved with (with private clients, etc.) it's between $75 - $150 dollars - and that depends on how you try to do it. Think about it this way. A popular thing shop owners try is to send out postcards. (Probably the worse way to get new customers). Send 1,000 post cards. If you're buying right, that's a $500 investment. Right? Maybe even more Using the $500 cost - and you get 5 customers (which is about 1/2 of 1 percent - about average) each one cost you $100. Then there's the dumb moves where third party marketing companies convince you to send out 5,000 postcards to every house around your shop. Makes sense, right? Well you would think it does. But the fact is, those people don't know you and you're already trying to sell them something. What do YOU do when you get those kind of postcards in YOUR mail? Let me guess... you rush out to buy whatever they're selling, right? I don't think so. The trick to marketing is working with your list - your customers. They know, trust and like you. Then put a customer referral program in place. Get them to send you their friends and co-workers. And no, a customer referral program isn't some lame offer of "I'll give you 10% off your next service if you send me a referral". Doesn't work - won't work - ever, ever! You've got to have a program. I have a client that regularly adds 20-30 new customers every month. Yes, every month. (He giggles when we talk about it) There's more to a customer referral program than some lame offer that never works, but it's a little more than you'll probably want to read here. Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" Got an hour? Join me on this Training Webinar and Fix Your Car Count The Shop Owner's Unfair Advantage FREE Access
  15. Hi JBach151! Yes, you've got a great opportunity. Here's the best 3 things I can tell you from what you've said: 1) I understand you're a good tech - no question. But that alone will NOT get you more business (car count). Your biggest job - no matter how busy (or not) - is to get business. Get people into your shop. You'll quickly realize that no matter what any account tells you about assets and all that - your shop will become nothing more than a collection of customers. That's it. Because without customers, all the assets aren't worth a damn. Sorry, but that's the truth 2) Start out with every customer - every time - getting full contact information. That means first and last name, mailing address (complete), phone, mobile, email - EVERYTHING. Look at it this way - you can't go to a big box auto repair to get a flat tire fixed without all that information - you can't either. Trust me- this will be of extreme value when you want to grow. 3) Make plans to stay in touch with customers. The reason is that 68% of customers leave a business because the feel the owner is "indifferent". That means - "they think you don't care!" Your customers are NEVER yours. You don't own them. They're busy - you know, work, social life, kids, football practice and piano lessons - and IT'S NOT THEIR JOB TO REMEMBER YOU! They (as consumers - we all do) see over 3,000 messages a day. Knowing that - tell me - how can you cut through the clutter? How can you get their attention? Above those things - I caution you about those used car guys that want you to do their work. Sure - great source - but at what cost?? Now, there's nothing wrong with a 'deal' for the volume - but you've got to get to that BEFORE you count on it for income. Follow those three step and I can guaranteed you this. You'll be able to turn simple postage stamps into dollars. With a good, solid customer list - you'll be "winking at the girls in the dark". You'll know what you're doing, but they won't! Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing" Got an hour? Join me on this Training Webinar The Shop Owner's Unfair Advantage FREE Access