Gonzo

Mark, I am also a franchisee but I do detest cheap oil changes. It brings in a few good customer but a lot of bottom feeders also. I have found I do better by offering a moderately priced oil change ($25.95) with a FREE tire rotation. This drives enough new business and gives me a shot at a customer who is interested in something besides an oil change. I also get to look at his tires, suspension, and brakes when I am rotating tires. I used cheap oil changes early on but have moved away from that. We also tried "FREE DIAGNOSIS" but just could not figure out how to make that work profitably for us. We got too many old pieces of junk that were time wasters. They came in because they knew it was FREE and had no plans to fix anything.

 

We have built our business on repeat customers, referrals and word of mouth as much as anything and have done a good job with it. We won Car-x store of the year for our region in two consecutive years (2007 and 2008). We missed in 2009 but wil have a shot at it again this year so it has worked for us. In February our store ranked 14th in sales out of 170 shops. However, I will say that I have a friend in the San Antonio/Austin areas who is doing much the same thing as you are and he seems to make it work. I am wondering if the sized of the market you are in has a bearing on tactics. Our town is about 125,000 with around 200,000 in the metro area. How large is the market you are in? My thinking is that in a larger market word of mouth is not as effective and it may take a low ball offer to get people to try you.

I agree entirely... demagraphics does play a key role in how it's done. A demagraphic area needs to be on the same page as their competitiors... let the work quality do the talking. I don't advertise anymore, and I prefer it that way. Maybe because I'm to tired of chasing the dollar and more inclined to do the work that I do.... good. I like your comments Car-x... good points... good explanation

I tell them--[ opinions is like asshole's every one has one ! ] You are right most pepole are intelligent that they no thier is two sides to the story. I have had clients say I am going to tell so & so and so on . I have called some of the friends and they tell me we know how they are we still will be your clients.

Doesn't happen often , but when it does it is upsetting.

So true Dan, I have to admit it doesn't happen often but when it does... it really gets to a guy. Over the years you get to the point you can almost tell when it's going to happen by the customers reactions... read my book... you'll see what I mean. Gonzo

Definition of Bait and Switch:

-A sales tactic in which a bargain-priced item is used to attract customers who are then encouraged to purchase a more expensive similar item.

 

Did anything I post really ring of the true definition of "bait and switch". Nope.

The truth is I offer a much better price than most on an oil change and occasionally a "free scan test" to get a customer in the door that might not have, to show them the quality of service and repair that I can offer. And guess what it's the best advertising I do! Not only did I take care of my customer in a timely professional manner, I did so in a manner they can afford 3-5 times a year. And when it's time for the repair or the 60k service, it's me they are going to remember because not only did I save them $10-$12 on every oil change this year, I did it as quickly and much more professionally than the guy around the corner.

It's not bait and switch, because we give them EXACTLY what they want....quality service at a value.

You may wonder why I'm pushing the issue here or why I even care.

I probably shouldn't because I am doing well and I can go to bed tonight knowing that I did it the right way.

But the issues and posts I see here are me 10+ years ago and I've crossed over that bridge and gotten to

the other side.

By the way, did I mention because I get over 200 cars a week in each location that we are one of the biggest

donater to the local food bank. My employees andcustomers are awesome and appreciate a convenient place to drop them!

 

I'm pretty confident that I'm wasting my time but whether it wants to be admitted or not.

There are plenty of us out there doing things as well as or better than the "independents"

and we are not taking advantage of anyone, we are not shade tree, we do not bait and switch (we offer value),

we are not going under or away, and most importantly I run a strong profitable operation...for 15 yrs.

 

PS- I bought 5 of your books for my shops today. I got them on Amazon (mostly cause I order some other things there) and can't wait to put them in my show rooms!

 

-M

Mark, I like your spunk... you show you care about your customers, your business... and most importantly your ethics.... My hat is off to you.

My terminology for a bait/switch is only in the customers eyes that they are getting something different than originally expected. If the education is done at the counter to inform them of the "needs" then you're right it's not exactly a bait/switch.

I've been at this "independent thing" for nearly 30 years. I started my shop with one test light and one can of wd-40... I ain't kiddin' No money, no backing, no idea I could do it... but I had a goal. Over the years I've had larger shops sizes and tons of clients and techs. But, I'm getting older and my time is still valuable in the shop but most of my efforts are in my columns now. I still turn a good profit out of the shop, but, I don't make a living doing oil changes, or 60k check ups. What I do more than anything else is do work for other repair shops that do not have the background in electronics.

I probably do more burn jobs, and total rewires than most dealerships. Body shops, tire shops, tune ups shops and other repair shops is my bread and butter. These guys understand the need for diagnostic time... it's the general public that needs educated.

That's where my little book comes in, it's a way to show both sides of the story ... in a humorous way... that might get some attention in the right areas. Hey, got you talking to us "Independents" I hate to say this... but you're as much an independent as all of us little one/two man shops... but you can call yourself whatever you like.

As far as ASO... Joe, who I think highly of... has set this up for exactly what you have been discussing.... Everyone in this business... large or small needs to voice their opinions... and be heard and understood by the one and all.

Don't be a stranger... keep us informed as to what you think... I'm just one guy... I can only type one letter at a time. But we can be one large voice if we want to be. Thanx Mark... your a class act... A number one with me.

Hello Folks,

I have been a lurker on your site for a couple of years now and enjoy reading and seeing things from an independent shop (yep that's what we call you guys ) perspective. I am an owner of 5 locations of a national automotive repair franchise. The questions and problems you are facing today we crossed over 8-10 yrs ago.

This set of posts hit home with me because for years we have offered a value priced oil change and coocasionally a "free scan test".

I find it interesting, the assumptions being made as too why we do so.

I can assure you of a couple of things:

1.) We are NOT going under...

2.) We provide a Premium service, we do NOT cut corners.

3.) My management and technicians are professionals.

4.) We are hard working HONEST people.

 

Oil Change

So you ask why?

Well there are several reasons but let me address the "oil change" first.

What service needs to be done on a vehicle the most? Yep the oil change.

So in a diluted market of "on every corner" oil change place I want that maintenance work and the opportunity 3-5 times a year to find and bill labor hours! Even it that means giving up some of my oil change price.

Quite frankly guys I have $8 in an average oil change.

That's with a synthetic blend 5w-30 approved oil and a quality oil filter. You've have to work it to make it work!

It costs on average $12-$15 easily to advertise per customer.

Guess what..each one of my 6 bay shops averages well over 200 cars a week.

We get 3-5 times a year to look over the vehicle both for repair and maintenance work alike. It pays for itself and actually gives our customers the additional funds they save on the oil change to spend in other areas on their vehicle. Having done it for several years now I can say with much certaintity that it works and it's not going away. Now I will be honest and say that it does have some draw backs but they can be handled and addressed easily. And yes it does bring in the occasional "bottom feeder" but hey doesn't that go with just about anything?

 

How about the scan test?

I will tell you that it has taken me awhile to come around on the "Free Scan Test" concept. Having been a technician I thought it demeaned us.

"My knowledge and experience deserves more than a Free Scan Test!"

But to be honest if we keep it simple and to the point and educate the customer then in almost always turns into billing diagnostic time.

My Free Scan Test is simply that.. a quick code pull.

Upfront the customer is advised so and they are advised that it may need more diagnostice time. The phrase Bait and Switch crosses your mind right now, right? Look at it like this guys, they are going to go somewhere and to be honest I would rather have them come to me and educate them instead of AZ and they get sold a bunch of parts they don't need (O2 Sensors come to mind).

Handled right, and some training is required, this to can bring in more business that otherwise wouldn't have come in.

 

I guess more than anything I wanted you to know that some of these things do work and have increased my business substantially. I am a firm believer in that more cars equals more opportunities. I want as many opportunities as possible!

In summary, I would challenge you to take the excuses out of why you don't want to or can't do these things and start finding reasons why you should.

I run my shops like you do and do these things as well. It can be done! Everything is local.

Even though I have a franchise name it is not well known where I am at so basically I have a independent shop(s) surrounded by the big box automotive repair shops and parts houses.

I respect the independent shop and do not want to see it go away but if they don't get on board with some these concepts I am afraid they will.

Just a thought...

It still sounds like a bait and switch to me....

Welcoem to the forum! Sometimes one can get away with things where it is all family.

Sometimes I wish I'd fire myself... but then Monday morning rolls around and I have to fill out that employment application thing again.... then the interview, then the trial period...

Well, I'm here... might as well stay....

I guess I'll stick around for that gold watch...

Along the line of "free". I had a advertising sales rep in the office earlier this week. She was selling ads in the local "coupon" rag. All the other auto shops had "free" A/C check, Engine Light Test, $10.00 LOF etc, etc. I explained to her that I do not work for free, and that there is nothing in life free. Ther pricing was rather expenseve and required a long term contract. I explained it would be difficult to advertise in their paper and compete with the freebies. Her response was "We all do something for free to build our business. I am here for free to show you our publication." I told her I wasnt intrested and thank you for coming by. I dont want to use up anymore of your free time.

When I see a doctor advertise "Free exams all this week" I'll do something for free then.........

and I doubt she was there for "free" I'll bet she works commission... so her time is not free but based on how much effort she uses to get your business... thus...you're right... nothing is free....

You have to listen to this!

The story is a funny one... but the gals laughter... priceless...

Here's a twist to the use of diagnostics that I ran across today. An extended warranty company would not honor a diagnostic charge... well I should say they did honor some of it. .3 tenths of the diagnostic charge. Not even a full diagnostics (65.00) Oh, and of course they also adjusted the labor time, and of course.... the part (from the dealership) was to high and that had to be adjusted.

Which left the customer paying out his deductible and the difference in costs. He's a regular customer of mine, but he still was chapped. I just so happen to have a copy of Brake and Front end laying there opened up to my article. (diagnostic fee or diagnostic free) The guy sat there and read it... and when he was done reading... he grabbed his check book, gladly wrote me out a check and said... "Them bastards at the extended warranty company are going to get a piece of my mind tonight."

So, here's another issue with the diagnostic charges... these extended warranty companies that pull the strings to a customers purse from across a phone line. Man, what a joke. I guess it's all the more reason to keep writing about this stuff and get more shops across the country involved.

While I agree that the people that throw parts at a problem just because the code reader "says to" can become good customers, there are also those that will throw one part at a problem and it will go away. Those people won't be in your shop anytime soon. I might say that it's closer to 50% of the time it's not a sensor causing the problem. The most common sensor code is probably related to O2 sensors and generally it's because the sensor has gotten slow or the heater is shot. I think it basically comes down to this: the gravy jobs won't be as plentiful, but the difficult to diagnose will be. Which goes back to the article about charging for diagnostic work. We need to be careful not to minimize the value of diagnostics as apposed to "code reading". The information needs to be put out there that the "computer" doesn't tell you what part to replace, it just tells you the values the computer is getting are outside of the expected parameters. That can be caused by a bad sensor, poor connections, bad wiring, etc... There needs to be a consumer advocate group (notice I didn't say shop owners group or industry group) that is not into bashing repair shops but will explain exactly what you are getting when you pay for diagnostics and what you get with a "free diagnostic check". That would push more people to our doors and away from the autozones of the world.

Since I was the guy that wrote the article about diagnostics... I guess I'll put another two cents into the conversation.

Yes, charge for diagnostics, No I don't think the "REAL" scanners are getting cheaper... just those (@#!&**@!) code readers. Which as everyone has mentioned... only give you a direction not an answer.

However, I'm finding more and more DIY'rs want to "self diagnose"... had one the other day... "All I want is a thermostat put in." I wanted to diagnose why it needed one... I was assuming it was overheating... but nope, nadda, I'm a stupid mechanic and I don't know anything more than to unscrew a couple of bolts. So I did, in the mean time the lady wanted an oil change... and of course "I brought my own parts" So the whole job was a wash... wasn't worth the time to do.

When I finished the thermostat, and put it up in the air for the oil change... I had to dodge the leaking radiator fluid..... I pulled the car around front, told the lady... we didn't diagnose this problem for you... I only did what you wanted me to do...

Which was fine with her... ... ... ... I never told her about the radiator, I had her sign off on the invoice about "not resposible" and left it at that...

If they are going to argue about having you diagnose it... and they are so damned sure that they know more than me... well, then, I'll play dumb mechanic... and your results... WILL VARY... the old saying never try to be your own lawyer should also include being your own mechanic.

You know, that works with our generation fine, but people today are sensitive and emotional. I tell my people to look past personalities and just get along with your fellow workers. It's a challenge and sometimes I feel I am running a nursery school for kids, instead of a company with adults.

Another good point Joe, I hate sound like my parents but.... these kids today. ! ... !! I try to keep things light hearted.. it doesn't always work. Call it emotional call it EGO call it what you want, but you're right in the fact that it's like a couple of kids in a sand box fighting over the same toy.

I try to make a point of telling them... when you cross the threshold park your EGO there... picked it up when you go home. Gonzo

Five Minutes: Talking Your Way Into More Sales

 

http://www.tirerevie...more_sales.aspx

Good article, I would have to agree ... saying too much or not saying enough can be bad in both cases. The idea of going up to a customer and telling them they need a coil, trans. flush etc... when that's not what they came in for is the part that gets me. I think those issues need to be address as they stated in the article.

Watch how you say ... what you say. Makes a big difference.

BTW - - - this is one of the magazines that use my articles thru an agreement with Babcox. If you go to the inService section and then to Diagnostics... scroll half way down you'll find my article there... (Diagnostic fee or Diagnostics Free)... Probably already read it, but keep an eye on that section... my next article should be out any day now. Gonzo

Have you ever had two techs that can't stand each other? This can be serious and spread through your shop like a deadly virus. Other techs naturally will take sides and before you know you could a feud like the Hatfield's and McCoy's.

 

How would handle a situation like this?

Impact wrenches at 20 paces... all Queensberry rules apply...

Please try it now, I have exteded the upload limit for our our free members. You can get unlimited uploads with our Premium Membership: Upgrade Membership

works great now... thanx Alex I might upgrade membership, already feel like I'm upgraded... with all these posts and all.. LOL

Now you would just know that Gonzo doesn't even scrap old parts in an ordinary way. There is probably a story to be told in that.

I'll check my archives.... (digging in the basement....hmm hmmm hmm...) Yep, here's one... thanx for reminding me.

Has anyone tried uploading their photos? Just looking for some feedback....

 

Maybe noone wants to share....

tried... now it tells me my bandwidth has reached its limits....

didn't know I had a band... didn't know it was that wide...

so no photos... can't see em'

Do you recycle your old parts? Rotors, pads, radiators, water pumps, etc? What do other shops do with old parts. Is there a scrap pile in the corner of your shop? We recycle all of our old parts and make money off of them! We recentley scraped all of our metals and it weighed a little over 1000 lbs. We recieved $230 for it. I just wanted to know what other shops do.

I recycle no# 2 plastics, cardboard, and metal. All of them I don't make a dime on. I've got a junk collector that takes most of the metal. Then, a little wierd, the art class from the college will come by and sort thru the metal parts and take choice pieces, ie. rotors, gears, odd shaped control arms...etc... Then they make sculptures out of it. They come by a few times a year and grab a load of worn out parts, sell their creations and raise money for school events.

Would you recommend putting a copy in our customer waiting area Gonzo?? lol

If you mean my book.... yes if you mean this story... yes

Most people when they read my stories that are not in the business read them with a chuckle. As one customer put it.... "It's amazing how the author has caught the customer out of their comfort zone and they don't even know it." (They didn't know it was me that wrote the book... even though my name is on the cover... go figure

I compare it to: why do people watch police reality shows, why do people watch a car race, demolition derby's, boxing,etc... Why? To watch somebody other than themselves screw up....

That's where having the book in the lobby will get your customer to think, maybe even be more appreciative of your work. Once they see "the other side of the counter from our point of view" that customer who always thinks this business is out to screw them, may actually walk up, hold out their hand, and say "Thank You" ..... and mean it..... Gonzo

and yes... of course I have a copy in the lobby... LOL

So, Gonzo, when I get on your site and order my copy of your book, can I get it signed by the author? I am not a coffee drinker but make the tea as sweet as you dare and I am there.

 

 

Got my copy on order. I look forward to getting to read and laugh at some great stories.

 

Thanks guys

 

Craig

Sure it'll be signed... the book is free ... your just paying for the autogtraph... LOL

Hope you like the book. Gonzo

Gonzo, I think we should grab another cup for xrac, what do you think?

As long as we're sharing.... sure.... Come on xrac....quit counting the small change... grab a cup, I'll pour... how do ya like it ?? cream and sugar? LOL

People buy when they are ready to buy, not necessarily when you are ready to sell. Don’t get frustrated if a “Mailed Special” does not get the response you were looking for. Your customers may not be ready to buy your service at that time, even though it may be a great deal.

 

The purpose of advertising and marketing is to maintain a continuous stream of information to your customer. The more you can connect with your customers and other people in your market area, the more you increase your chances of those people coming to you when they are ready to buy.

 

Put it this way; Dunkin Donuts does not expect you to jump off your couch every time it airs a TV commercial, does it? No. The purpose of the commercial is to keep embedding the Dunkin Donuts brand into your mind, which in turn they know increases their odds you will choose Dunkin Donuts the next time you are traveling down the road looking for coffee and donuts.

 

Commit to a constant stream of advertising and marketing and, in time, it will work.

 

Remember, if you are not marketing to your customer, someone else will.

Well put...... it makes perfect sense.... nice article...

I'll collect the money for you guys while you and Gonzo sign books!

Thanks for sharing .... I'm glad the story touched you in a way to make everyone think about the customer and ourselves in a different light. And Joe, starting this website, and letting me introduce you to my stories is something I'm very proud of. As if you couldn't tell, I have a story for just about every situation.

I try to write these stories so that each and everyone who works in the business can relate to them. I'm not writing them to be the next "Steven King" I'm writing these to help "tell the story of the repair business from our side of the counter" too many times the evening news wants to portray the repair place as something to fear, I'd like to change all that. Change it to the point, that it's a highly respected trade and less of the "jerk/rip off places" Well, I can dream can't I?? .... but with effort each and everyone of us can help put something in motion for the future techs and business owners.

In the mean time.... xrac... you can collect the money... I'll sit back with Joe with some coffee and sign those books. Gonzo thanx again...

A Day to Reflect

Sometime ago I had my first book signing at a local book store. Steve’s Sundry – Books and Magazines. It’s a landmark bookstore in town, everyone knows Steve’s place. It’s been in town for more than 60 years. It’s a great place for a large malt at the soda fountain, or browse around to find your favorite book. I’m not a well known author; I’m a mechanic/technician that wrote a book. I really didn’t think there would be a crowd of potential buyers and admirers at the book signing; I’m not that naive to think I would be bringing in a flood of new customers to the book store.

So instead, I used the time to study the people that came in and out of the store. What a wonderful place, a book store. In the back of the store is an old counter with a bar and several bar stools. The counter, the soda fountains, and the bar stools are all original 50’s decor. With malt shakes and great sandwiches. You could take the whole day to browse for books while sipping on a shake or coffee. A very pleasant place, nostalgic and modern at the same time.

One regular customer sitting at the end of the bar was sipping away on his coffee while texting messages on his Blackberry. On the other end there was an old couple who appeared to be in their 70’s reading the paper and browsing a book or two. I could see this Norman Rockwell painting of them pictured there for probably the last 40 years doing the same thing.

My place for the day was at a little table next to the register. A large stack of my books was neatly spread across the table. People would walk by .. glance… and smile. The owner of the store would make short little references to my book and try to get people interested in talking to this so called “author” sitting there all solemn and quiet. The register was busy with small book purchases and a few patrons from the bar. Very home spun and relaxing, a lot of hello’s and “how’s the weather” comments throughout the afternoon. Some people would ask about the football game coming up and others would want to know where a certain book was.

All this was going on while I sat there patiently waiting for the clock to roll around to my designated leaving time. Not that I wanted to leave, oh no, I was enjoying the atmosphere and the quiet nature of the daily workings of the store.

That brings up the thought that came across my mind. Are these the same people that come to my shop with an attitude and misconceptions of the auto industry…..probably so. I have often wondered for many years that it must be my attitude that brings out the worst in people, but, the whole time I was sitting there I was still the mechanic, I was still the guy they needed to fix their car….however…these people didn’t know me as such…. I was an unknown author signing books.

When someone would ask about my book I would tell them that it was a book about people and the daily happenings at a repair shop. That it was funny, but informative…and you would definitely get something out of it. If you knew a person in the auto industry this would make a great gift and they would get a great kick out of reading it too. Well, something like that anyway. Most of the time I would get a disagreeable - hmm. Others had that pondering look as if they were going back into their memory trying to find what was so funny about getting the oil changed on their car. And then walk away shaking their head. I didn’t find that in anyway offensive, or disrespectful. I found it to be a logical, and a very intelligent way for a person to state their opinion without saying much at all. I admire folks like this, the ones that can speak their minds without uttering a word.

As each and every one of these patrons would checkout at the register they gladly paid for their things and gave a big thank you to the person behind the counter. I never heard one person ever ask “why does this cost so much”, “I think you shouldn’t charge so much for this sandwich”, “I know a place down the street that can do the same thing for half of what you’re charging.”

Now that’s funny, that’s pretty much what I hear every day. What gives….? Oh, now don’t get me wrong… it’s not every customer that complains about the prices. I have many, many customers that are eager to pay for my time and service…even a few that think I’m not charging enough for what I do. I even have some that feel the need to leave a tip. It’s those that want to complain and complain and complain that irks me. I have even had them tell me that I should give them the part for what I paid for it. Does the book store give you the book for what they paid for it? Come on people…. I wish I knew why it is the way it is, but for some reason perfectly sane people arrive at an auto repair shop and become tyrants of evil forces. Is it the smell of 90 weight oil in the air? Could it be the constant groan of pneumatic tools in the background? I wish I knew. Maybe after I retire I’ll take a job somewhere pleasant…. Quiet, reserved, and ever so nostalgic…. Yea…. Like a book store.

+++++++++++++++++++++++++++++++++++++++++++++++++++++++++

Vickie, this does burn me up! Negotiate a price??? How about negotiating a price the next time you go to the Movies, tell the girl at the window, "Hey, Robin Hood at Lowes Theatre is only 11 bucks, can you match it”? I mean, PLEASE, this is ridiculous and we as professionals must not stand for this.

As soon as that type of customer stops treating me as a professional... I stop treating them like a customer.

I'm posting a new story today with similar topic, a light hearted look at it of course.

Oh, and I don't negotiate... negotiations is a compromise of two different parties.... the original negotiation was that I would fix your car for "X" amount of dollars... enough said .... negotiations are over.

Let us know how that goes...... did you hear Yugo is coming back with a bigger better car, a minivan actually. There calling it the wego

You'll fit right in.

If ya ever need a few laughs... go to my website. www.gonzostoolbox.com

MOTOR Magazine Article | MOTOR Information Systems

That MOTOR Magazine article says it all. I laugh at the old saying: "I'm telling all my friends that you're a rip off... etc.. etc.." My answer... friends like that... keep em' and I'm happy they are not going to be coming to my shop. On the other hand... I'll bet your friends know exactly what your like... so it's no surprise to them that "you act like a jackass".... I'm grateful to them all.... glad your gone ... FOOL! !