JustTheBest

I agree 100%! If you fail to plan... you're really just 'planning to fail'. I don't know who said that... but it's the truth. One of the biggest things I see shop owners miss out on (especially when it comes to marketing) is doing things that they can't measure. If you can't measure it - don't do it. What do I mean about measurement? It's all about ROI or your return on investment. I've seen mailing campaigns with great response - but no profit. You don't have to spend a lot - you just have to target correctly. And then, measure the results. As an example, if a campaign costs you $500 and returns $2000 in work, you're probably making money. But you'll never know if you don't track it. One of the simplest ways to track things is using a simple excel spreadsheet. Nothing fancy, and you've probably already got Excel on your computer. The rate of response doesn't matter - it's all about ROI. In one case, I worked with a shop to send out a simple letter to 76 targeted customers. So let's call it about $1 per letter with postage. The response was 16% which is nice - but more impressive was the $9600 in sales. Because he tracked it, do you think we'll do the same thing next month? You bet! Hope this helps! Matthew Lee "The Car Count Fixer"

newport5, you bring up some good points. Making the personal connection is huge. Think about it. If you're looking for something... and you know somebody in that business... don't you go there first?? There's a better trust with people you know - even if it's not on a real deep level. The other thing I know most shop owners miss (and this is huge) is putting their picture on their website. No matter what you think, people do business with PEOPLE, not companies. I know you don't get up in the morning and see a scary monster in the mirror, but the new customer... well, that's a different story. Show people you're a real person. Big warm, welcoming smile - right on your website. In addition, when you're talking with customers, any time you can 'be like them'... like the guy who tells you about his fishing trip and you tell him that you're just like that because you like the blah, blah, blah... you're setting yourself up to be more like him. People trust people who are like them. One last point. I don't think a lot of shop owners really get it. When a customer has to get his car in for service, it's an INCONVENIENCE! Even worse, he/she is probably inconveniencing others in their family too! You know, need a ride, borrow the other half's car... so they're already pi**ed off when they get there. The other thing to remember... all this is free to do. You're not spending any money to be nice! Hope this helps! Matthew Lee "The Car Count Fixer"

Joe, I couldn't agree more! So many shop owners I talk with are hung up on getting more new customers. That's THE MOST expensive thing you can do. While they focus there, they ignore their current customers. Now, this isn't going to sound sexy, but what about a simple 'letter' to your existing customers. No, not an email - I mean a USPS snail mail letter. There's a bunch of strategies that can be used and a lot more space is needed to explain it all, but at least you can target your BEST customers and leave the coupon clippers to shop somewhere else. Think about this. What do you do when you hear a notice of a text message on your phone? If you're like most, you check your phone - usually within minutes of receiving that message, right? Well, you're just like 300+million other Americans. So if a text message is so effective, why don't you just text message customers when it's time for their next oil change? I know it sounds simple, but I will tell you this - it works. Get those people that already know, trust and like you to bring their car in for that oil change THEY KNOW THEY NEED and you'll be surprised with where your numbers will go. Hope this helps! Matthew Lee "The Car Count Fixer"

I agree, the area should be relaxing, not to mention clean and organized too! But I think most shop owners miss the opportunity here. Your waiting room should be a place to passively showcase how good you are! Pictures of you and smiling customers, you and local celebrities (like the mayor or whatever), happy customers with their reviews posted next to their picture... it's all about building TRUST. After all, that's the biggest hurdle you face. The familiarity of being seen (a lot) helps build trust. Also, don't forget that when customers come in, it's usually an inconvenience to them. They're not in the best mood. So do what you can to make it comfortable and don't miss the opportunity to build trust with simple things like pictures and TESTIMONIALS. Hope this helps! Matthew Lee "The Car Count Fixer"

Thank you for your kind comments ewelchtx! I appreciate it. I think one of the biggest things shop owners miss is that when a customer is at your service counter, they aren't having a good day! They are going to be without their car - and then may be 'pushing' their other half for their car - so now you've got 2 people pi**ed at you... and it can go down hill from there - really fast. You go to your shop every day - but your customer doesn't. When they DO go, it's usually an inconvenience to them. Remember that! Hope this helps! Matthew Lee "The Car Count Fixer"

Although this may not be popular here, (I'm sorry and not trying to offend anyone) but it's not really about the looks. With that said, no, it shouldn't be 'butt ugly', but here's the real deal. Google claims that more than 50% or now mobile. I would hazard a guess that for auto repair shops, it's even higher, although I don't have data to support that. It's just a gut feeling - and what shop owners tell me about where their new customers come from. So what's this mean to you?? Go have a look at your website on your phone. There has to be 5 pieces of information that are available right away. They are: 1) Phone number 2) Location - Map 3) Reviews 4) Coupons 5) Appointments or Quotes Just to be clear... I am talking about links to these. And all phone numbers must be coded to be 'click-to-call'. That is, as a visitor I don't have to scribble down your number; I just click it and your number is instantly on my phone. Check your site out. I can't tell you how many I see that miss this mark by yards! Hope this helps! Matthew Lee "The Car Count Fixer"

Hi Frogfinder! I agree with your comments, but you still can't control every situation. What I hear from shop owners is that they focus on things that aren't as important. Here's what I am saying. Your waiting room should be all about YOU, the shop owner. Face it, the biggest hurdle you've got to face is overcoming 'trust'. Car owners typically approach repair shops not trusting them. That's why I promote using your waiting room to 'build' trust. Things like simple pictures of you handing keys to smiling customers; pictures with local celebrities, pictures of happy customers with their testimonial posted right beside it - the 'familiarity' of YOU builds trust. I'm not saying it shouldn't be comfortable - but it's one of your best chances to help build trust with customers. Hope this helps! Matthew Lee "The Car Count Fixer"

A really good place to start is to treat them like you're really interested in helping them. Not saying you don't - of course - I don't know you and have never met you. But what do you think of this; "Hi Mrs. Smith, glad to see you. Do you want to buy more than what you came in for?" Upselling right off the start is probably not the welcome more want to hear. I think it was Disney who said it - something like do what you do well - and do it so well that people will tell their friends about you. I know you're not Disney, but think about it. Help them first - the money will follow. Hope this helps! Matthew Lee "The Car Count Fixer"

Perfect! I like the strategy. The only thing missing... or you didn't mention... is how you encourage customers to send customers and make referrals. I also like the 'hand written' card. It's so much more personal. In fact, do you realize that when it comes to those small little 'thank-you' cards, you can actually dominate your customer's mailbox! Why?? Because on average, most people receive between 0 and 3 of those small cards a year! They just stand out in the mail... and always get opened and read! Good one! There's so much to learn from what you've posted... every shop owner should read this! Hope this helps! Matthew Lee "The Car Count Fixer"

I agree. EDDM is the way to go as for an inexpensive way to get to the prospects. Problem is that the ROI or response usually sucks. Now this is going to sound strange, but you WILL get a response if you drive to 'free' information. Download is okay but real printed report works better. That way, you get the mailing address (yes, direct mail works if you do it right). So why all this?? Because you create a prospect that is actually interested in what you're doing or saying. Above that, the report sets you up as an authority in your market. You can include a discount or coupon in that too. Using local office supply copy services lets you do this on real small volume instead of having to print thousands. Hope this helps! Matthew Lee "The Car Count Fixer"

Sorry to hear about this. Actually, it's not a new scam. I know shops who have been scammed the same way. But you're right... maintaining cards or dealing with current customers you know shouldn't be a problem. Everyone else pays cash. Hope this help! Matthew Lee "The Car Count Fixer"

Most owners don't really understand the importance of referrals - nor how to get them. First of all, nothing good happens by accident. You've got to have a system to generate referrals. One of the most important parts is to create an instant reward. It doesn't have to be big either. But you can't use some 'discount' later... or something in the future, and expect it to work. It's got to be instant. It doesn't have to be big. Think about it this way... ever try to train an animal? You won't get anywhere unless you're ready to reward the proper behavior and the reward has to be NOW. Above that, you've got to give the customer the 'tools' to create the referral. You can't do your job unless you've got the right tools. Same thing with generating a referral. I work with a shop that generates 25+ new customers a month. But then... it's not just the new customer. The back up after that is a series of direct mail letters to KEEP the new customer. Crash and burn is no way to grow a business. Hope this helps! Matthew Lee "The Car Count Fixer"

To start, do you have ANY type of customer list? I am talking about customers that you've serviced? You MUST take full contact information. You can't get a flat fixed at Walmart unless you give them everything - you need to be the same way. With a customer list, you can start because they already know, trust and like you. Then put a referral program in place - and a proactive one - not some lame "get 10% off if you send us a customer". That doesn't work. You could also rent a list to get leads or do a daily deal (like Groupon) I know, I know, that one is going to get comments about 'bottom suckers' and all that, but you need to get a list of customers. Your website? Do you have one? It's got to be MOBILE RESPONSIVE or you're wasting your money. I'm not really sure of where you're at - but I'll answer any questions you've got. Matthew Lee Author - The Car Count Fixer

I have a couple of clients who have learnt the value in this. In building the relationship - it's PRICELESS!

Getting customers isn't about how good you can discount. The FREE LOF does a great job of pulling in the bottom suckers. Then everyone gets upset because the ROI goes in the toilet and nobody's happy. You have to consider doing a 'lead gen' card. Offer free information in exchange for their address - yes, mail it to them. Then you've got a chance to build a relationship BEFORE you try to sell them. It's the ONLY way you're going to have success with postcards. Hope this helps! Matthew Lee

Hi CAautogroup, the most disturbing thing I read in your post was "...hope to obtain future business down the road". That's hope marketing. Do it... and hope. (Sorry). It would be far better to have a plan (novel idea). The biggest problem with the promotional stuff is the salesman makes money - and you can't track it. Just give it away, right? Now... instead of buying a bunch of things... buy one or two... and spend more on them. Make them of value. (another novel concept). Then, create an offer and GWP (Gift With Purchase). As an example... when you said bags, I am thinking you're talking about the re-usable grocery type ones. If so, consider getting the 'Cadillac' version. Maybe cost of $3-$4 - Retail value of $8? $9? Look, I'm not in the bag business - and I don't know what your market is doing - but I think you'll get the drift here. So promote the service - add the 'environmental' side of re-using to it, create a value... stuff the bag with OTHER coupons to come back - and if you're really on top of your game, associate the entire promo with a charity. We'll donate $X to "Y" for every one we give away. (Uh... just in case you don't know... stats show that 68% of woman would rather do business with a company that supports something - womans charity could (I think) increase that. So...what happens? You spend the same amount. You can track it - because if you can't track it - don't do it - makes no sense. It's just HOPE marketing. You create a campaign that nobody else in your market is doing and you promote the charity side. Even if it's bust - and you'd really have to mess up to make it a bust - the charity gets something. Uh.. then of course, whatever the check is... make that a photo opp as you donate it - and get that picture HUGE in your waiting room instead of 4 month old magazines and a stupid coffee maker that nobody uses. Hope this helps! Good luck!

Hi Jeff, just out of curiousity, you said you signed up for a 'trial membership'. Can I ask at what cost? Just curious. Also, it's fact that you have to reward people to do anything. Referrals. And I mean Anything. It's also a fact that if you want to do it right, you've got to take the reward outside of your business. People don't get excited about XX% off at your shop if I send you a customer. Seen simple rewards outside add over 240 new customers in 6 months. Oh, and the ROI was 642% too. Hope this helps.

If you're sending out postcard, you've got to have 3 things MINIMUM. You MUST include: 1) A Headline with a benefit 2) A good offer - the better the offer - the better the response 3) A reason to respond NOW - not tomorrow - not next week - NOW! I didn't see a sample of your card. If you want some free help - pm me and I will be glad to look at your card and give you some pointers. It may be a lot cheaper to change the card now as opposed to spending money on postage that's going down the drain. The other thing that you may not be thinking of is this. Don't worry about the response. You don't bank response. You bank ROI. So what did it cost you - what is the total RO's you wrote? That's how you tell if it's working. Hope this helps! Matthew Lee Author - Auto Service Marketing Specialist

Hi RyanGMW! Welcome to the site! I am rather new here... but I couldn't help but respond. It's such great news to hear an auto repair shop that's going 'gangbusters'! Keep it up! The only comment I would like to make is this. I know you're busy. I know you've got a lot on your plate. But make the effort to start working on your customer retention, customer referral programs and stuff like that. SooOOooOooo many times, shops call me looking for that 'quick fix'. You know... just the good stuff in marketing that works fast! Yeah. No such thing. Maybe that Unicorn can help them. Don't get caught in the trap of not marketing. I am not wishing or hoping a change in your fortune. But don't wait until you need it. Get a system in place now. You can always 'turn it down'... or 'crank it up'. Hope this helps! Good luck! Matthew

Perfect concept! Nothing like being recognized. Like you said, it's not about the money or value... it's just about the recognition. But my question is, why not carry that over to your customers?? It's really simple. Now, I understand that everyone uses different systems to run their business, but most database type software packages (that store customer information,etc.) usually have fields that can be customized. Why not get customer's 'MONTH' of their birthday... and follow up with a simple postcard at the beginning of that month. Make it a special offer - it doesn't even have to be an auto service offer. Make it a gift card! Something. Recognition goes a lot further than 'cheap prices'. I guarantee it! Hope this helps!

Hi FROGFINDER, I understand what you're saying. In fact, a lot of the shop owners I talk to or work with tell me that their customers are 'too cheap'. I only ask them one question. "Who attracted them?". Not trying to 'hammer' you. Not at all. But regardless of economic times, there is still the exact same amount of money on the plant. It didn't go anywhere. It's just that people are looking for the value. It's all in how you position yourself in the market. It's a matter of being the 'authority' and recognized as a well trusted source. I am not implying that you're not trusted... but it's all about how the customer sees you. Hope this helps!

CARMandP, you asked "what is our time worth again?". So many people relate time to money, but it's not the same. I can earn more money. No matter what I do, I can't get that time back. Just a principle that I try to live by.

Neither myself of any of the shop owners I've worked with have had first hand experience dealing directly with Angie's List. Although I was told by one shop owner that he has 3 very positive reviews; he claimed some very nice work. I think the issue with Angie's List is that it's a paid subscription... so you don't get a bunch of 'goofy people' posting stuff. It just makes it a lot more believable. But in reality.. it's just customer TESTIMONIALS. And this proves what I've been telling my subscribers... that 'Facts Tell - Testimonials SELL!' So why don't auto repair shops have tons of testimonials on their website and customer waiting room walls? That waiting room should be your 'historic shrine!'. Also be sure to include copies of your Customer Newsletter - don't make it a library with newspapers, magazines and other 'entertaining' things. It should be about YOU! I realize this wasn't exactly the answer you've been looking for, but thought I could help! Matthew

I would certainly recommend that you send a notice to your customers .That's like generating new leads... but to the best audience you have. They already know you. But Joe is right. It's how it's presented. Nobody wants to by wheel alignment. In fact, I am willing to bet that 9 out of 10 (or maybe all 10 out of 10) don't even know they need it. Then... what's the benefit to ME as a customer? People don't buy features... like fancy equipment. They all listen to WIFM Radio. That's What's In it For Me? So then you have to 'hit them in the head' with the pain. "Tires can cost hundreds of dollars each. Let me show you how to protect that investment!" Okay, maybe that's not an award winning line... but you should get the drift. The benefit to the customer is saving his tires. Its NOT about your service. Hope this helps! Matthew

When working with auto repair shop owners, I recommend that they use a strategy to place 'follow up calls' about a week or 10 days after a job. The reason for the contact is just to be sure everything was okay. Some shop owners have told me that customers are totally 'blown away' by just the fact you cared enough to call (duh). Why? Because NOBODY ELSE in your market is doing that! In a 3-1/2 minute conversation, you get a chance to forge a personal relationship with your customer. I could talk about that for pages... but if you're doing that... then you could, gently, remind the customer. Sometime, in a different situation (from the privacy of their home) they may open up to you. Tell you the real reason. Hey, at least you know. But this is just one simple strategy that can work to keep your customers coming back. Hope this helps! Mattew