JustTheBest

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

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

Join me on this Training Webinar Have you noticed that the auto service market has changed over the last few years? More competition? Car Dealers 'eating your lunch'? Frustrated because customers don't respond to your marketing - no matter how much you spend or how often you market to them? If you answered "yes" to any of those questions, join me on this Limited Access webinar. You'll discover.... How to eliminate the stress and frustration from trying to keep your shop busy! 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. Discover the 22 Word "Magic Phrase" that virtually guarantees car count - immediately! The Only Way to Effectively Market Your Repair Shop in Today's New Economy Attendance is limited so get your spot now while you can. Visit FixYourCarCount.com while it's still available! Hope this helps! Matthew Lee "The Car Count Fixer" Author - Auto Service Marketing Specialist! Get my book FREE! "The Official Guide to Auto Service Marketing" - 44 No Cost or Low Cost Marketing Strategies for Your Repair Shop

Wow! $5k? Imagine if you used that money to buy postage stamps - and then converted those postage stamps to dollars$ - it could have been something special. The problem (really) isn't just yelp. The "root" of the problem is that you are relying on platforms that you have no control over. They're pretty much all the same - Angie's List, Yelp, any review site - and even Google! That's right - you don't have any control over the platform. How do you fix it? CAUTION - This may mean a little work! - So you develop a "system" to get reviews and put them on YOUR website. Add to that a REAL customer referral system (not just some lame offer of 10% off your next visit if you send me a customer) and then apply the original "review system" you develop and get more reviews. It works because (sooner or later) one system feeds the other - and it's just that 'ole "Rinse & Repeat". That lets you concentrate on getting the Car Count that you need - and you live happily ever after! 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! The Shop Owner's Unfair Advantage FREE Access

Good point Joe! It's the old "what's-in-it-for-me" thinking. People love to talk about themselves... but if you LISTEN, you will learn too! I remember years ago, I could never figure out why job applications asked questions about hobbies and other interests. Today, when I talk with shop owners, I tell them that this type of question (and ongoing conversation) is well worth your time and effort. When people talk about the things they like to do - you can quickly see if they're "leaders" or "followers". The leader will tell you about how he/she went out of their way to organize - do - or put together some sort of activity. The follow usually tells you about how much fun it was to participate. Now, there's nothing wrong with participation. The big question is "what for?" When people participate to help a cause - it tells you a lot about them. They are not just focused on themselves. Overall - good idea you're talking about Joe! 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

Nice stuff! Who doesn't need a "High Quality Aluminum Alloy Super Bright CREE LED BULB" flashlight! Honestly... not picking on you - I promise. Strictly from a "business" point of view, the problem I have with all that stuff (typically referred to as specialty advertising - stuff with your name on it) is that you can't track any type of ROI. One of the things I constantly reminder shop owners of is that "if you can't track it - don't do it" So what would have happened if you purchased $10k in postage stamps - and turned each postage stamp into a 10x return? Again - I am not here to pick on you - but when I can take a postage stamp, a well crafted direct response letter - send out a few hundred and turn that one mailing into thousands... I can't get excited about a flash light that will do... uh... well... nothing - but maybe light up your bank account when it's empty! Again - not trying to p*** you off - and value is ALWAYS in the eyes of the beholder... but I would have stopped long before the 10K mark 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

Hi Bruno Tabbi! From what I am reading into your question (and I may be wrong) is that you're looking for the one best way. The truth is - there isn't "one best way". I say that because I often get calls and emails from shop owners looking for the silver bullet that will get them 30-40 new customers a month. The truth is - I don't have that bullet. But neither does anyone else. With that said, I DO HAVE 30-40 ways to get 1 new customer a month. I know - it sounds like work; but with a little automation and simple systems - it's all easy. You said That is the truth! But what "system" do you have to generate that "word-of-mouth" advertising? (Good things never happen on their own) You don't just rely on customers saying things like "Oh sure, I'll recommend you!", do you?? Because it almost never happens. But that's because you're not giving them the right tools. Customer's don't walk around talking about your shop. And without the tools... you're the furthest thing from their mind! So how can you make it happen? It's done by implementing a customer referral program. Oh... sorry, that sounds like work, right? Well, it is. A little work and effort now - a system that works for ever and ever. Got it working right now with clients of mine. I don't know if consistent 25-30 new customers a month is good or not - but he's giggling! If I were you, I would start by implementing a customer referral program that works. No, it's not just offering your customer something lame like 10% off your next service - because that doesn't work. You've got to turn that into a system - and that means it's done regularly - all the time - every time. And then you remind them a few times in between. But when you look at the cost of getting new customers (like anywhere between $75-$150 each!) it's cheap! I don't want to bore you with details and all that here, but I would be welcome to share them with you if you're interested. You can PM me through the forum or email me direct. 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

Hi tirengolf! I find your comments pretty much the same as what I hear from countless other repair shops. Not your fault - because nobody ever think's that "the well will run dry", right? But it's time to face a few facts. Those are: 1) Your list is probably about 1/2 of what you have. By that I mean, it's fact that about 10% of America moves every month. So of those 3,500 contacts there's going to be a lot of "dead wood". 2) You don't own the customer. I know it's pretty harsh - but I don't often candy coat things. The fact is - people shop. They don't tell you that - but they do. Even though YOUR SHOP can do everything (I am assuming you're full service) people get dragged away for a number of different reasons. One of the biggest is that they don't think you care. Again... it's not your fault...but you're not staying in touch. What would you want them to think? So where do you start? 1) Do the cheapest mailing to your list that you can do. That is a 4x6 postcard. Nothing fancy - just black on one color paper stock. You can get those mailed for about 50 cents each - including USPS first class postcard postage. That means you're going to get the return mail - or "dead addresses" 2) Keep track of this mail and returns in a mailing list program. At least you will have (what will turn out to be) a "master list" of good addresses. 3) Do a sort to get everyone who has been in your shop from about 3 month ago to about 6 months ago. That's your short list. Probably better information (more accurate mailing addresses) and they still remember being in your shop. In other words, they know and trust you. Use this list to send out immediate reminders. They are in need of some service - oil change - whatever. I just responded to Joe's Article here. And with that, you have the start of a marketing campaign that will generate results. I am am NOT talking about Facebook likes or Youtube Views - I am talking about +ROI and money in the bank. Please understand, the shorter mailing - cost less - but will have a better ROI. The entire list - just a postcard - is more about cleaning up the list and getting it right. I know it's a lot of work - but that's what America was built on, WORK. If you're looking for a silver bullet - there isn't one. 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

Excellent points made Joe! I agree 100%. But I think there's a lot of confusion in conversations I read and follow on this forum - and what I hear when I talk with shop owners. The problem is that NOBODY wants to do the standard, run-of-the-mill-can't-make-money oil change. I get it. But that's NOT what it's all about. Now, I don't want to come off sounding like one of those "up-sell" rip-off types. But face it. Ask your customers this: "When it comes to auto service and maintenance, what service do you know you need?" The answer - OIL CHANGE. That's it. Nobody gets out of bed thinking about alignments, timing belts or brake calipers. The second point is pretty simple... but not at first. No matter how good you are; no matter what scanners or tools or equipment you have; no matter how honest or good a mechanic you are - you still can't service the car as it's driving down the road PAST your door! Am I right? But I don't blame the shop owner. If they look at profits - oil changes suck. But the truth is, what does that oil change lead to? Can you book that "next appointment for brake service" or whatever. You can't do that as the customer drives by your door, can you? Joe, I think your last sentence really does say a lot. From years of working with shop owners, I've found there's really two types; Those that make it happen; and those that wait and watch it happen. Only problem is... those who wait and watch it happen end up asking "What the %^%$> happened?" 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

Hi CMillet86! I have to agree with most of the other posts. The shop rate has to change... for starters. Look, I started working with a private client and pushed him to raise his door rate (by about $7-$8 an hour - sorry, can't remember the specifics). At the end of the year, he made an extra $22,000 and didn't work harder, start earlier or stay later. Best of all - NOT ONE SINGLE CUSTOMER complained - never mind made comments. In addition to that, do you have a customer list? I mean full contact - like address and ZIP code?? (I hope you say yes!) How many customers on that list?? I realize you may not want to share details here, and that's fine. But a small, targeted mailing to those customers will get things started. Now, I know the next thing I am going to say is going to sound like a "hook" or something - but here's the deal. Contact me when you want. I'll call you and give you as much help as you want - because you will have to do a couple of things. I don't want anything from you. This isn't a sneaky sales pitch or anything like that. All you have to do is click this link and send me a message. We'll spend about 15 minutes on the phone - and should be able to come up with an action plan for you. (I've done this before, okay! ;)) Be sure to include your phone number and we'll be in touch. Hope this helps! Matthew Lee "The Car Count Fixer" Get "The Official Guide to Auto Service Marketing"

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

Hi Hands On! Thanks for sharing your details. You bring up some good points. Obviously, you're doing what works for you and that's important. I also agree that you can't afford to do oil changes all day. Got it! However, your comments cause me to ask a couple of questions. First - What is the ONLY service car owner's know they need? They don't get out of bed thinking about timing belts, alignments and all those things. I think you'll agree that the ONLY service they know they need is an oil change. And what's good about that is, those need to be done if it's that 'busy' time - or in the typical 'slow' months. Am I right? Secondly - I trust you're a good shop. But no matter how good you are - you can not service the car as it's driving by your door. Right? For those two facts, I have to ask if you've considered using oil changes as a strategy to "get to" the other work? Because I have to tell you - I cringed when you said "I often suggest to my customers that they use a quick lube through out the year and just see me once a year for a good safety check." Actually - I almost chocked on my coffee - not trying to blame you but it's the truth. The reason I say this is simple fact. You can only increase the amount of money you make in three ways: 1- Increase your prices (okay, I can see your eyes rolling already - stop it! 2- Increase the number of customers you have - but in today's economy, plus all the competition and clutter in the market, stats show that new customers cost between $75-$150 EACH! (Ouch!) 3- Sell more to the customers you have. - there's the key! Sell them more. Now, can you see why when you said ONCE A YEAR, I almost fell off my chair!?! Typically, when I work with my clients, we do a lot to get the average customer up to 4 times a year - now I know there's no such thing as a 1/2 a visit, so it's no use telling you that it's an improvement going from 3x a year to 3-1/2x - but I think you get the "math", right? And then once my clients have strategies in place to do that - we worlk on their offers and "upsells". Before I go any further, please understand that when I say upsells - I am not talking about selling stuff they don't need. I DO NOT support or condone that at all. There's enough good work out there for all. With that said, when shop owners offer things like "good-better-best" strategies and of course, the ever so famous "down sell" (make more and sell less) you just make more money. Proven it time and time again. You know, it's like that old "would you like fries with that?" question. By the way - you know, it's fascinating to discover that on average, McDonald's spends all the profits on a Big Mac to GET YOU IN THE DOOR. I call it the "oil change of the restaurant business" - because they know you're going to by fries, drinks, apple pies and all that other stuff. The Big Mac gets you there - the money is made with all the rest. Now I know I am going to get responses like "we don't sell hamburgers". I get it. But if all those comments would just STOP and think about it - because YOU have been subject to that "upsell" like about 300 million other Americans. They do it because... well... it just works. Can't argue with success - and if you want to be successful - the easiest way is to imitate success, right? Make sense? Can you see how that works? Look, I don't want to take up a lot of time, but I am getting ready to present a totally new strategy on a web presentation in the next week or so. If you want to get advanced notice - just message me on this forum or email, call, or send a carrier pigeon... or whatever - and I will include you on the "advance notice" list. 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

Thanks for stopping by. There’s a lot of recent discussion about oil changes; who’s doing Your Customer’s Oil Change; And other topics related to getting more “car count”. My question is, “What are you doing for your shop to increase car count? Is it working? If not, what’s your struggle? Thought it would be a good place to “compare notes” and see what’s working for those that want to share. Looking forward to your comments, likes, dislikes and anything you want to share. Matthew Lee “The Car Count Fixer” Get "The Official Guide to Auto Service Marketing" Fix Your Car Count in 17 Minutes... Guaranteed! The Shop Owner's Unfair Advantage FREE Access

skm, you're correct and I agree with you on a couple of points. You said... "a lot of people that go for the cheap oil change are there just for that." Yes, you're 100% correct. That's the same for Groupon type offers and coupons - and they are hard to convert to "good customers". Secondly, you said "One other thing that will play a role in things is demographics". Correct! Just because these 1,000 people live close to your shop doesn't mean that they are the type of customer you want. Cheap oil changes can work, but they should be promoted to YOUR CUSTOMERS to get them back in. Then, if you do it right, you don't even have to discount those oil changes. How? Send them a text message and fix your car count. When I speak with shop owners and they tell me that "their customers are cheap", or "they would never go for that", I reply by asking one simple question. "Who attracted those customers?" You get what you promote. 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! The Shop Owner's Unfair Advantage FREE Access

Struggling in today’s new economy, trying to build your car count and make the money you know you deserve while “big box” auto repair, new car dealers and that ‘price cutter’ down the street “eat your lunch?” If you’ve tried to grow your repair shop and profits but have failed, it may not be your fault. It could be you’re just using the wrong methods and tactics. You’ve heard that old adage “It’s not what you say… it’s how you say it”, right? Truth is, that applies to just about everything in life – and especially your marketing and advertising. There’s no shortage of schemes and scams sold as “new marketing ideas” along with “gurus” that go on and on with solutions as they tell you to “just send them a piece of mail”, or “just send them an email” or even “just send them a text” – but it’s the message that’s important – not the way you send it. So you’re left asking “Is it really is possible to grow your car count and profits?” It is, but first let me tell you a little about myself. I owned a repair shop just like you – and I struggled. In fact, I faced bankruptcy – looking it straight in the eye. It’s not pretty. It wasn’t until I focused on specific direct marketing strategies and developed a deeper understanding of ‘how customers think’ that I was able to turn my shop around and finally get what I wanted out of life. Today, working strictly with auto repair shops to grow their business, I research and develop marketing strategies and tactics to the point it’s consumed and embarrassingly large amount of my time and energy. Family and friends say that my pursuit borders obsession. They’re wrong. I crossed the line long ago. I know of no subject more fascinating - yet often more confusing. The confusion is not only unfortunate; it’s largely unnecessary. In reality, given today’s fast pace world and unlimited opportunities, it has never been easier to stand out and steer clear of the 5 dangerous trends that each shop faces. It doesn’t require good looks, a silver tongue, charisma or a magnetic personality. It’s really simple when you cut through the smoke and mirrors. Cutting through the smoke is the hard part. In fact, if you haven’t grown your car count, profits and lifestyle to the level you want, it likely has nothing to do with you. It’s not your fault. Given the shell games of strategies being sold like “shovels and maps at the gold rush”, it’s a wonder we still have an independent repair shop industry at all. If this barrage of schemes, programs and complicated systems has left you more confused, take a deep breath and relax. We’ll take aim at this confusion, blow away the smoke and remove the mirrors and make things as simple as possible – and we can work miracles. But first – we must clear the smoke. When you get down to the “nitty gritty”, it’s all about direct response strategies. Thousands , or even hundreds of thousands of postcards sent to the wrong market with the wrong message can’t compare to a single well organized, tested and proven strategy. It’s those simple, effective and proven ways shop owners that know me make money every single month. How do they know they’re making money? They deploy simple systems and track everything - because the numbers don’t lie. Above that, those shop owners understand that there really are only 3 strategies repair shops need to focus on. Those 3 Strategies – known as “The Auto Shop Marketing Pyramid” cuts through the clutter and confusion that’s being pushed and sold to you – while making your marketing plan simple; regardless if you’re a new shop – or if you’ve been in business for years. (I cover that in detail in “The Auto Shop Owner’s Unfair Advantage” and you can get unlimited free access to Module 1 below.) Don’t let yourself get caught chasing “shiny objects” and the latest “new-fangled-thing”. Marketing hasn’t changed in decades – delivery channels certainly have – but marketing hasn’t. Put your shop on a strict diet of “direct response marketing strategies” that work time and time again – and don’t get fooled by those “shiny objects” and so called authorities that lead you like a horse chasing a carrot. 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! The Shop Owner's Unfair Advantage FREE Access

Thank you all for your "likes" and support on this topic. I think if you take the time to read it all - and learn about the "success" stories here, you quickly see that there's a lot of "moving parts" to do a good job with marketing. It's not just ONE thing that fixes everything. I promise. I said it earlier... it's like picturing a person rubbing two sticks together to start a fire. Got it? Now picture that same person rubbing two sticks together s-l-o-w-l-y! Doesn't have the same effect, right? When I talk to shop owners, they appear upset that there isn't one simple (secret) fix. It's the COMBINATION. I am just trying to put the finishing touches on a new book I've been writing. I will, of course, post it here when it's available. But what I've developed is a simple 3 step formula that works in Today's Economy. Anyone with specific questions about their situation - don't know where to start - what to do next - I would be happy to answer any questions you've got - ether on this forum or by dropping me line by clicking here or call me toll free at 1-888-772-2069. 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! The Shop Owner's Unfair Advantage FREE Access

Hi Custom Coach! Welcome to the party! I found out YEARS ago that the BBB was only a "pay to play" club. Problem is that consumers don't realize that. With respect to chamber of commerce, etc, (there was also a "club" that was all about breakfast meetings) full of people who wanted to SELL you, not HELP you. All a bunch of blah, blah, blah. My recommendation is to save your money - time - and effort too. Bring me a person who actually GOT ANYTHING (and I don't necessarily mean sales - I mean ANYTHING) out of any of these "pay-to-play" clubs and I'll buy them dinner! 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! The Shop Owner's Unfair Advantage FREE Access

With the risk of sounding "pushy", why would you basically "contract" something like that out?? First of all, your shop isn't a restaurant. People eat 3x a day - and (if you're lucky) they get their car serviced every three months - and I'm sure you've got stories about some that have been much longer. But really. There's a few really simple thing you can do to get customers back - and make them more personal too. Here's a couple of examples that WORK. How do I know?? Private clients of mine use them all the time - and they wouldn't do it if it was nothing but HOT AIR. 1) Customer Newsletter - MAILED - Yeah, I know... mail is dead, right? Not so fast. Would you publish a 4 page simple newsletter that returned thousands of dollars a month - each and every month - in business from repeat customers? Probably, right? 2) Text Message Marketing - There's 2 facts to consider here: A) Customers USUALLY don't even remember who, or where they got their last oil change done. Secondly, what do YOU do when your text message reminder goes off? You check the message, right? Great! You're just like 300 million other Americans. Fact is that text messages get read - and usually within minutes. 3) Customer Referral Program - Not the "instant" car count fixer, but better quality customers. Why?? Because your good customers hang around people just like them. You know, birds of a feather... blah, blah. Well, it's true! The biggest issue is using SYSTEMS. That means is't almost automatically done - no matter what. And no, you don't have to waste a bunch of money doing it. I would be pleased to hear what YOUR specific problems are if you want to pick up the phone and call me Toll Free at 888-772-2069 or drop me a line by clicking here 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! The Shop Owner's Unfair Advantage FREE Access

Great! For most shop owner's, they would look at all this and say "that's a lot of work". Duh... nothing good happens by itself. With respect to the discussion in this topic, it's been said that there ARE different models. You've gone through them... and have developed this strategy that works. But I would think it didn't happen in a few days... and you probably made some mistakes on the way. We all did! But the fact is you probably "tracked" things... found out what worked... and "look at you now"! Glad to see your "formula" is working! Only problem is...it's work! Yeah! And the ones that squawk the most don't do anything! 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! The Shop Owner's Unfair Advantage FREE Access

You're 100% correct! You will never get an argument from me about this. With that said, you're also correct about "commodity" purchases. So if your customer "views" you as a commodity, they will shop. The key is to influence them - and prove to them that you're NOT the commodity. But you still can't do that until they're in the door. Seems that you get the point - but most shop owners simply don't. They think that just because the customer "stumbled" into their shop - they are a customer for life - and you know that doesn't happen so quickly. You've got to have follow up systems - things that you do to PROVE to that customer that you are better, different, etc. I always said that the "selling" starts AFTER the job is done. You've got to PROVE your position. In other words... there's a few "dots" to doing this right... and you've got to take the time to "connect those dots". One other point I found interesting... you mentioned "USP". Most shop owners I speak with don't know what a USP is - never mind actually having one. Unique isn't just saying words like "better" or stuff like that. It's got to focus on something specific and UNIQUE. A little off topic, here's a "test" I developed to help shop owners develop their own USP. Create that USP. You can use multiple ones to "test" Write down a list of competitors in your market. If you can say "this statement also applies to shop XYZ too..." then it's not UNIQUE. They (USP's) can be difficult to create... and they do take time. But great USP's have built huge companies. 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! The Shop Owner's Unfair Advantage FREE Access

Hi Wheelingauto! Your post is right on, but I wanted to "chime in" again just to clarify a few points. You stated "While you appear to be an advisor"..., please understand I started in this industry as a shop owner. Yes, I struggled at the start. I wasted a ton of money on stuff that just didn't work. It wasn't until I understood HOW to run campaigns that I started to make money. If you can't track it... dollar for dollar... don't do it. Otherwise it's just HOPE marketing. Spend the money and HOPE. Today I help shop owners in a lot of different ways - from direct mail to digital, online and text messaging. So in short, I really do understand the difficulties of running a business - specifically and auto repair busines. I'm telling you this because I'm not sure you knew that. When I used the example of Walmart, Target and Costco, the intention was only to show that you probably "split" your business too - so why would you expect your customers don't? I'm sure you can provide all the services - but they still "shop" at other shops. It's a fact. With that said, I also agree with your comments about your true value is in TRUST, EXPERTISE and CONVENIENCE. Agreed and understood. But here's the difference. It appears to me that you're "doing something" right. You say you're a big shop - and I congratulate you on that success. You've developed a customer base that continues to return - and that's the BEST model you can have. Those people already know, trust and like you. On the other hand, I'm sure there are shops out there (and reading this) that want to GET to where you are. So they need a different model - at least to start. In addition to that, I think everyone forgets the fact that you don't have to take a program and "carve it in stone". You can run it to see what the returns are like. I've run campaigns that die a very quick death and turn out to be a waste of money. But the key is that the gamble was a relatively small amount. As an example, a $500 direct mail campaign that dies isn't good - but it won't put me out on the street either. On the other hand, I've run campaigns that return a profit time and time again. So those are the ones you keep - and everything else gets deleted. The other issue that comes up ( and I don't think it's really been discussed here) is that as a shop owner, you can't rely on JUST ONE method. You've got to do a number of different things - and track each one - then keep what's working while you "kill" the rest. Think about it this way. Picture a person rubbing two sticks together to start a fire. Got it? Now picture that person rubbing two sticks together S-L-O-W-L-Y. Doesn't work, does it? Not to bore you, but as another example, I work with a client who continues to add between 18-30 new customers every month. He's done this for well over a year - and most could probably start a new shop with just his new customers! But understand that it's all done with a well thought out "Customer Referral Program". It's promoted to each and every customer - and promoted for a very specific reason. That reason is "tell your friends, family and co-workers". But I see lame offers all the time. Shops post their referral program on their website - something like "send us a customer and we'll give you 10% off your next service". Really? It doesn't work. I know it doesn't work - so why bother. In fact, doing something as "lame" as that, you could actually be insulting the intelligence of your customers - actually be turning them "off". I said that so you know that I don't think "cheap oil changes" are the only method of getting new customers. But it is one - and it's one that you can "try" - and do it in a way that you can "track". That's because the number's don't lie. I also agree with your other comment about the fact a lot of shops think "car count" is the answer to their problems. In so many cases - it's NOT! There are 11 different ways to upsell customers (and please understand, when I use the term "UPSELL" I am NOT talking about selling customers stuff they don't need - I do not support or condone shops that just "go for the bucks") But think about that - 11 WAYS to sell your customers more - and do it all without being sneak, pushy or becoming a slimy salesman. How many shops do you think use ANY of them? I won't guess... because I talk to shop owners every day - and almost 99% of them don't use ONE! So if you're average RO is stuck at $175 - you don't need more cars - you need more sales. You need to sell more to the people standing right in front of you. I only wanted to respond to explain these points. 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! The Shop Owner's Unfair Advantage FREE Access

This whole thing about "bad mouthing" is a real pain - and it's really all about psychology. With that said, I am NOT a trained psychologist - but when you think about this way, it makes sense. Shop owners bad-mouth other shops to make themselves LOOK BETTER. More powerful! The fact is, these people would through their own mother under the bus just to make themselves LOOK BETTER or put "fear" in others. The second reason is that when they bad-mouth others, it "shows" (or attempts to show) their own confidence. Typically, when they have to put their money where their mouth is... they fail. Whenever this happened, I would respond with a "cash-on-the-table" offer. In other words, prove it and I'll give you $XXX. Worked every time. This goes over even better when you put the customer into the formula. You become a lot more serious and believable when you're ready to back your position with money. In fact, you will win every time. 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! The Shop Owner's Unfair Advantage FREE Access

I felt compelled to "chime in" on this topic again because of where the discussion is going. It seems to me that in a lot of ways, shop owners "miss the point". What's the point? The point is that no matter how good you are - how honest a shop you run - or how much you've spent on tools, equipment and scanners - you still can NOT do anything to a car unless it's in your shop. This was actually stated above by Anderson Automotive when he said... "The game truly is simple. Get the customer in the door by just about any means possible, do a quality inspection, and present them with the findings. " BINGO! Get the customer in. Now, understanding that people (that means YOU too) only buy what you want or know you need - there is no other automotive service that car owners know they need besides an oil change. You don't need to promote discounts and deals on alignments, timing belts or anything else. People just don't know they need that - or at least they don't wake up in the morning thinking... "I wonder where I can get a new timing belt?". In short, the only service they know they need is a simple oil change. You still can't do that unless they're in your shop. The other part that I feel is being overlooked stems from the TITLE of this thread: Who’s doing the oil change on YOUR customer’s car? Question. Who says they're YOUR customer? Do you OWN that customer? I don't think so. Let me explain it (and prove that YOU do the same) as most of your "so called" customers. Do you shop at Walmart? Target? Costco? Think about it. Without being specific about brands or preferences you may have - couldn't you get EVERYTHING from any one of those stores?? Really... think about it. They all carry pretty much the same stuff. They all have pretty much the same price. So why do YOU shop at two or three of them?? I don't need the answer - but the point is that the people you THINK are YOUR CUSTOMERS do the same thing. So how do you fix that? Well, sorry, but I've got to ask you another question. When was the last time you followed up with customers? (Notice I said customers, not YOUR customers, right?) But really, when was the last time you did something to contact them - without sending them some stupid postcard that screams "BUY SOMETHING". I am guessing you haven't. How about doing these 1) Send THANK YOU cards - real printed thank you cards - WITHOUT including any offers. There's a way to include them, but you've got to do it the right way. 2) Pick up the phone and follow up - yes, a short call to say "thank you" and "How did we do?" 3) Customer correspondence like a real, printed, sent-by-mail newsletter. You know that statistics prove that over 56% of customers LEAVE YOUR SHOP FOR ANOTHER SHOP because they think you don't care! Do you? Or do you just sit around and HOPE that they know you care? Look, the fact is that the selling starts AFTER you sell the customer. You follow up, thank them, call them and be sure everything is okay, send ongoing "reminders" like Newsletters, Text them oil change reminders (remember, you can't service the car as it rolls by your door! and stuff like that . I know... sounds like work. Well, here's the hard truth. There isn't a MAGIC BULLET! If you're looking for that, try checking beside the Unicorn that's sitting next to the pot of gold at the end of the rainbow. I think I saw it there! Sorry for the long post and sarcasm - but I get a little steamed when shop owners think they own the customer. 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! The Shop Owner's Unfair Advantage FREE Access

Hi Brain. First of all - you've got to respond to these people - and don't take things personally. I know it's hard - but you've got to keep your cool. There shouldn't be any "he said - she said" discussion - just the facts and what you need to do to correct it. Now, you\re not specific about how this happened - online reviews? But it's difficult to talk about it when I can't see it. Moving forward, you should try to get out of this. You can easily do that with: 1) Follow up calls when a customer has been in (within a day or two) 2) Request reviews my email or text message - link direct to your review page 3) Use surveys - explain you're just trying to do things right and you would appreciate the customer's input. By getting out in front of things and being in touch right after the customer came in, you can shift things so they don't explode. I don't know what your capabilities are, website or any of that, but I would be pleased to talk to you one-on-one and better understand your issues. You can do that if you message me through the forum or call me toll free 1-888-772-2069 Hope this helps! Matthew Lee "The Car Count Fixer" Get my book FREE Fix Your Car Count in 17 Minutes... Guaranteed!

You're 100% correct Joe! Somebody is doing their oil changes... and in a lot of cases, it's not who you (most shop owners) think. Most shop owners I speak with think they "own" the customers; They're "my customers". Truth is - you don't own them and there's a bunch of people trying to get their business. Above that, when you think about it, the bland old oil change is the ONLY service most car owners know they need. They don't wake up thinking about a brake job or timing belt - not even an alignment. With that said, the next issue shop owners have to remember is that no matter how good a tech you are (or think you are) or how much better you are than the other guy... you can't fix the car driving down the road. You've got to get the customer to stop in and get service. Then, you better be prepared to take the time to check the car - and offer the services required. I could go on and on about that - but for the purpose of responding to the oil change issue, I think most shop owners just ignore it. After all... where else would "my customers" take their car, right? Ha! If you don't think YOUR CUSTOMERS are shopping - then it's time to think again. I often ask shop owners if they shop at stores like Walmart, Costco or Target. In most cases they respond "yes, sure I do". Okay, couldn't you get just about everything you really need from any ONE of those? Really. I'm not talking about specific brands that you may prefer, but overall, they all sell the same thing. So you shop too! If you didn't, you would only shop at one. Focus on getting the oil change service - and when the car in in your shop - do the inspection that's needed and make the offers. It's the only way to succeed in today's market. Hope this helps! Matthew Lee "The Car Count Fixer" Get my book FREE Fix Your Car Count in 17 Minutes... Guaranteed!