Joe Marconi

Perhaps the biggest benifit are the marketing programs. Most shop do not have the time to prepare seasonal marketing programs, or even know where to start. TECH NET offers year-round programs that helps build customer retention and consumer confidence.

I appreciate your input and your view. You bring up interesting points. I guess what really bothers me and many other shop owners is the fact that shops owners like myself do not agree with marketing that attract a certain sector of the population into thinking they can get the same job or service at a part store. You are right, people who look for the easy way out think they are saving money and may not see the real value of bring their car to a reputable shop to have it properly diagnosed. But, I don’t want to start promoting cut-rate services or products for the sake of making a sale. That’s not who I am. I sell what the customer needs, not what I happen to have in stock. Also, it’s not that I laughed you off, I just have an issue when someone arrives at my service counter carrying in an alternator and a starter and says, “I bought these parts around the corner and they sent me here. They said you can install it for me”. How would you feel if you owned a steak house and someone walked into your restaurant and said, “I just bought this wonderful porter house from Omaha Beef, can you cook it up for me and just charge me for that”. (And yes, it is the same: Income = The proft from your cost of goods sold + labor profit minus expenses). There is plenty of work out there for me; My 10 bays are always full and I rather stick to what has been a success for me for the past 31 years.

My 2012 Predictions I am going to have a little fun here and post my predictions for 2012. Please feel free to add your own predictions. Next year we can look back and see who the best prophet is. • Mitt Romney will win the republican nomination, but Obama will win the election • The world will not end • Gas prices will rise sharply in the near future but fall next summer, in time for the election • New car sales will slightly increase, largely due to the fact that people have held on to their cars for too long • New house sales will increase but we will not see any uptick on existing home values • The stock market will remain flat in the short run, but will rise in time for the presidential election • Home mortgage rates will not increase until 2014 • The employment rate will not go below 8% • China will begin to show signs of economic struggle • Recent major oil finds in the North America will have no impact on world supply • Independent repair shops, in general, will benefit from the rebounding economy • Mobile marketing and e-stores will be the demise for many brick and motor traditional retail stores • AutoShopOwner.com will continue its growth of attaining the best shop owners around the world What are your predictions?

You know, I have seen this strange anomoly.....

I never thought about that, thanks for the info. I still thinks it's dead wrong....

I did notice that, but I thought I got it wrong...and you knew better

There’s one thing that I constantly preach: Commit each day to improve on what you did yesterday. As we begin 2012, we need to reflect on our accomplishments and pitfalls of 2011. Don’t get too caught up with what went wrong, focus on what went right. Write down what your shop accomplished and share these accomplishments with your staff. As you begin to reflect on the previous year, begin your planning for 2012. Set your goals and seek ways to improve. The forces around us will only get the better of us if we allow it. We’ve made it this far, there’s no limit with what we can accomplish. “Whatever the mind can conceive and believe, it can achieve” - Napoleon Hill

Everyone has great ideas! The key to any business is creating a buzz in the community. Each customer experience must be world-class. Let the people who meet you become your sales people. Consumers are looking for value, (that does not mean cheap prices either). Get involved with the local community is key. Keep meeting people, the more you meet the more people will learn about you. Be patient it takes time. Once you can attain some sort of budget, start adverting. It could start in the form of direct mail, emails, etc. And yes, gather emails and stay in touch with all customers by doing follow up calls, service reminders and other seasonal promotions. Good luck and stay positive, you will make it.

We have come a long way. In 1975 my boss at the gas station was worried that disc brakes and electronic igntion would destroy the auto repair business. On the rare occasion we get an "oldie" in the bays , I tell the youger guys, "Move over, let an old timer at this one". The memories are pricless!

Good stuff, Gonzo, once again you have tapped into the mind of the average shop owner and mechanic. Looking forward to another interesting and challenging New Year!

I AM a believer in being proactive with my customers. To me, my approach with my customers is no different than going to a doctor. A good doctor will always address your initial concern for the visit, take a few vital signs such as blood pressure, heart rate, listen to your chest, look in your ears and eyes and ask you a few questions about your general health. The doctor is being proactive with respect to Total Health Care. We, in the automotive industry, need to take that same approach; Total “Car” Care. When a customer arrives at my shop for a check engine light, for example, we do address the initial concern of the check engine light, but we also check a few vital signs (through our multipoint inspection). We will also check vehicle history and make recommendations based on mileage and what we find with the car. We also ask the customers a lot of questions to find out their intentions with their car. In other words, if a customer has 90k on the clock and is looking to get another 5 years and 100,000 miles, our approach is different than someone who is turning the car in and buying a new one in a month. Lastly, I am from New York, so the idea of an hour meter is interesting. In large congested cities, the miles are nothing; the pot-hole ridden roads and being stuck in heavy traffic are more damaging than the actual miles.

Happy and healthy New Year, the very best to all ASO members and families!

Thanks for those kinds words, but the credit goes to our great membership.

Thanks for those kinds words, but the credit goes to our great membership.

A customer arrives at your service counter asking for an oil change service and a tire rotation. Your service advisor carefully writes the repair order, informs the customer that a technician will be performing a multipoint inspection along with the service, insures that he has all the necessary vehicle and customer information, and nicely asks the customer to have a seat in the customer lounge. Fifteen minutes later the tech completes the multipoint inspection and brings the results to the service advisor. The technician is recommending a serpentine belt, cabin filter, and air filter. Your service advisors presents the recommended services to the customer, and the customer politely declines, saying that she will give it some thought and possibly bring it back for the work. The result; a lost sale. Does this scenario sound familiar? So, how does a talented service advisor, who understands the importance of customer service, struggle with sales? It could be because the service advisor does not totally understand the concept of building relationships with his customers. Possibly, his previous training focused too much on, “making the sale”, rather than connecting with the customer as a person. What he may lack, as many service advisors do, is the concept that selling automotive service has a lot to do with building relationships. Obviously you need to understand the products you sell, the features and benefits of the service, and being honest. But if you really want to go the top, you need to build relationships with your clientele. Customers must be greeted and treated as close friends or a family member. If a close friend or a family member came to you with a car related problem, would they doubt your diagnosis or recommendations? Of course they wouldn’t. Friends and family members trust and believe in you. They know that you have their best interest at heart; it’s the reason why they come to you in the first place. The sale is not made due to salesmanship, but rather the relationship. Building relationships begins the very first time a customer calls your shop or steps up to your counter. Effective advertising will bring new customers to your service counter. However, a company needs to insure that a first-time customer doesn’t become a one-time customer. Repeat customers guarantee long-term success. Increasing the odds of getting consumers to return is heavily dependent upon the ability to anchor customers by building solid relationships. Each first-time customer must be greeted with enthusiasm and a smile. It is crucial that the service advisor engage in small talk much like a conversation you would have meeting someone for the first time at a non-business event, such as a wedding or meeting a new neighbor. Engaging in small talk is not limited to first-time customers. An essential part of delivering world-class customer service is how well you connect with the customer in a conversation. Small talk, combined with quality customer service, builds trust. When people trust you as a friend, sales are not sales, they are simply part of the conversation. An important thing to note is that a sale is often made long before the service advisor walks into the customer service area and informs the customer that she needs front brakes. The ability to sell is directly related to the relationship the service advisor has with the customer. Building relationships must be part of your marketing policy and must be a consistent theme, practiced by every staff member. How well you connect with the customer at each point of contact will make the difference later on. Every business owner should ask themselves; “Can I positively say that, the attitude and behavior of my employees creates an atmosphere that encourages consumers to return?” We need to remember that we may be in the auto repair or tire business, but we are retailers, and the strength of our companies is reliant upon how we deliver world-class customer service. Customer service drives sales and the level of customer satisfaction directly impacts those sales. A positive customer experience, reinforced by the relationship, will keep customers returning. If you want to increase sales; know your products and services, convey the benefits of the service or repair you are recommending, always base decisions on what is in the best interest of the customer and above all, view every customer contact as an opportunity to either begin a relationship or preserve the relationship. View full article

Some people are truly amazing, super human. Enjoyed watching!

Gonzo, you truly are multi-talented. It would not be Saturday, if I did not read one of your stories. But, this story is real special, being Christmas Eve. Thanks again for making our day and holiday a little brighter. Merry Christmas!

The other day a customer walked into our service area with her 96 year old grandmother. The grandmother, also a customer but has stop driving due to her age and illness, is receiving treatments for cancer at a doctor’s office around the corner from my shop. The granddaughter handed me a box of cookies, wished me Merry Christmas, and asked for a favor. She said, “My grandmother was too early for her appointment at the doctor’s office and they told her that they would be closing the office from 2 to 3pm”. Meaning they would have to leave and come back. She asked me if they could wait in my service area for the hour. I told them, “absolutely, and help yourself to coffee and just relax for the hour”. I could see that the grandmother was obviously upset over the policy at her doctor’s office. Maybe it’s me, but is that the way we should treat people? Especially a 96 year old grandmother? I would like to know who told the grandmother, a patient receiving cancer treatments, to please leave and come back in an hour. When someone arrives early at my shop before we open, we unlock the door and welcome them in. I think this doctor’s office needs to review its policy and also needs a lesson in customer service. What do you think?

During this Holiday Season I want to express my appreciation to all ASO members for making AutoShopOwner the "Go To" source for automotive business information and for the great friendships we have made. Merry Christmas, Happy Holidays and Happy New Year! Joe Marconi

What Services and Repairs Generate the Greatest Profit? As a shop owner, it’s your responsibility to determine what services and repairs you perform on a regular basis generate the greatest return in profit dollars. As a general rule, most of us take on all types of jobs, from a tire repair to a transmission overhaul. But, do you truly know what part of your business generates the most in profit? Is it brake work, preventive maintenance services, or is it steering and suspension work? Every shop owner must know what brings the largest return and look to sell more of these services. Focusing on the wrong line of services and repairs may adversely affect your bottom line. Don’t confuse low profit services or lost leaders, such as oil changes, with low profitable jobs. Oil changes and other “carefully marketed” lost leaders can generate car counts, which in turn will give your shop the opportunity to sell more profitable work. That should be part of your marketing plan. Every retail company, no matter the size, needs to know the profit generated from each service, product or repair. This will give you a better handle on your business and give you the direction to know what needs improvement. One last thing, sales must always be made in an honest and ethical manner.

I do not have direct knowledge with ATI Re-Engineering Program, but have you looked at Elite? http://www.eliteworldwidestore.com/ The only reason I ask is that Bob Cooper and Elite was extremely instrumental for me, helping me for years with my business. I now work as a business coach helping other shop owners. I don't want to sound partial, but Bob Cooper and Elite have a lot to offer. Let me know if you have any particular questions.

Welcome to ASO Traci! It sounds like you have a great backround and will really add value to the forums. Looking forward to it. Joe