Joe Marconi

While working at a Ford dealership in the late 70’s, at the ripe old age of 24, I became extremely disillusioned by the auto repair business. I felt that both the customers and the mechanics were not treated with great respect and that was the cause why the public did not have a very good image of our industry. I was tired of hearing that mechanics rip people off. I made a vow that I would change the image of the auto repair business, by treating people with respect, both techs and customers. I wanted to build a facility with class and convey the image of professionalism. I wanted to raise the bar so that people will grow to respect our industry, a place where techs will want to work because they feel they are respected too. So in 1980 I opened my repair shop. I am still working on my WHY, but feel that I have made a difference. My WHY is also the reason I cofounded AutoShopOwner.com. I wanted to bring a higher level of professionalism to our industry. WHY I get up in the morning is to make a difference in this world, to be better today than I was yesterday….I happen to do that by owing a repair shop.

Maybe it’s hard for us to realize this, but when ask ourselves what business are we in, we typically say something like: auto repair or auto service or something similar. Right? Well if you think about, there are a million shops out there doing the same thing. In other words, WHY do people come to you? People can buy a Goodyear tire anywhere. People can buy brakes anyway. People can get an oil change anyway. Repairing cars is WHAT we do, not WHY we do it. Find out WHY you are in business, promote that to your consumer base and your staff and maybe you and your customers may look at your business a little different. People buy Apple computers because of the culture Apple built. Apple attracts a certain part of the consumer market who WANTS to buy Apple. Those people don’t care about the price, nor do they compare Apple to a PC. Why? In their minds there is no comparison. Apple did a great job to market their product so different from the status quo, which makes people buy Apple because they believe in it. The consumer does not really know If Apple is really any better, nor do they know the technical aspects of an Apple computer. AND, Apple does not market this….they market the culture of the company. I hope I am not confusing the issue, but if we make price the motivator, we lose. If we tell people that we do brakes, alignments, oil changes, steering, timing belts, check engine lights…..so what? At that point the only thing people can judge you on is price. No matter what the consumer education is, most people don’t know the difference between a Hunter Road Force tire balance and tire balanced with a bubble balancer, nor do they truly care. THEY KNOW YOU, THEY TRUST YOU….THAT’S WHAT WE NEED TO SELL

Wow, what a discussion…please hear my take on this… People focus on price because we are a price-driven industry, and like it or not much of what we sell has been reduced to the status of a commodity. Every week at the supermarket we price milk, eggs, orange juice and Pepsi. When we need gas for our cars the first thing we do is look at the price, right?? Well, it’s the same with auto repair. I hate to tell you this, but it’s our own fault, not the public. How many of you ride a Harley Davidson? Would you ever consider another bike? Were you inconvenienced by the wait the last time you ordered your bike? Does Harley produce the cheapest motorcycles? No. It’s debatable that it produces the best machine, nor is a Harley dealership considered the “friendly service” in town. But the fact is no one cares about the price or service….as a matter of fact many will tattoo the Harley logo on their arm! Let me go step further, people who DO NOT ride a Harley, who have even never been on a motorcycle, will wear Harley Davidson clothes. The market of non-motorcycle riders who purchase Harley Davidson clothes and other apparrel represents 12% of Harley Davidson gross sales!!! Again, price never enters into the picture. I don’t know how to do it, but we must move away from price. This “price” thing bothers me as much as anyone. I know one thing that no one can refute: If we sell our company brand like a supermarket sells a dozen eggs or milk, we are in trouble. In other words, if we identify our business by the parts and services we sell, then the consumer will judge you by what you sell. Price becomes the only determining factor, because YOU told him that. I have been thinking for a while to position my shop in a different light. I am re-branding my culture and targeting consumers who want my type of culture, those people who don’t want the status quo. People who will allow me to take care of their car and family because they believe in me and my people, just like a family or friend. When and if I figure it out I will let you know…

Share Good News and Sales Records With Your Staff Any time your shop has an exceptionally busy week and one that is profitable, you need to share this with your techs and staff. It’s not important that you share the numbers if you don’t want to, just bring the staff together and simply saying thanks for a great job shows that they know you really appreciate their efforts. Everyone needs praise and recognition, sometimes more than money. When customers go out of their way to compliment you or your shop, your staff needs to know this too. Employees need to know that the work they do does not go unnoticed. Too often, the only time employees hear any news is when it’s bad. Improve moral, highlight the good that happens. Trust me when morale is up, sales will go up…that I can promise.

I attended a TECH NET Business Alliance meeting the other night. There were over 20 shops represented. During one of our topic discussions, I was surprised to find that no one really ever services the TPMS kits during a new tire installation. Most were in agreement that too much can go wrong, leave the sensor alone. My feeling is this; a car with over 100,000 miles is getting its third set of tires and NO ONE has ever replaced the TPMS seal or core???? Just stab the tire to let the air out, mount the new tire, refill and let it go??? Isn't that asking for trouble?

I saw the Pro Cut demo yesterday. Nice machine, does a great job....VERY EXPENSIVE..over 10K! The rep said to take no less than 4 thousands off each side of the rotor and typically you will need to take up to 8 thoudsands off each side, in order to take out the runnout. That concerns me, that much meat off the a rotor that already came in with a brake pulsation that has 45,000 miles on it??? And what about those rotors and BMW and Mercedes and Audi. They get dished so bad, the lip on the edge of the rotor is a 1/4 inch thick. How do you cut those rotors??? AND, in order to do pick up truck with posi rear, you will need to take the driveshaft out in order for the machine to turn the rotor. His arguments were not sound. He postion is that ALL rotors, new and old, have excessive run out and need to be cut. OK, are we to cut new rotors too? He said yes. He also said we should have no problem charging for this. HE OBVIOUSLY NEVER RAN A REPAIR SHOP! I need to consider what is in the best interest of the customer. Most of the rotors I see these days need to be replaced. They are warped, too thin, rusted or heat cracked. Plus with the price of the rotor, you can give the customer a real nice brake job and at compettive price. A win-win for us and the customers. That's how I feel....What about you guys????????

Can't help you, sorry...but good luck.

You have a unique situation. I don't know how you manage, it must make you stronger than most.

Ohhhhh...you got me!

Is this for real?

I had to stop after the first few sentences and compose my self...from laughter. Frank is right, you get better and better. You have to admit you do get the strangest people...as a matter of fact, I remember seeing your town on an X-Files show..right?

I expect this from an animal, not a human being....

I met the Pro Cut Brake Lathe rep at a TECH NET, CARQUEST conference. I know of Pro Cut (on the car brake lathe) and know a lot of new car dealers use the machine. I just don't know how it makes sense these days. We replace more rotors now than any time in history. Any thoughts on this???????? Is the link to the web site: http://www.procutinternational.com/lathes.aspx

A Customer Teaches Me About Life I will always remember the first day I met Mort Rubenstein. He was in his early 70’s at the time, about 18 years ago and used a walker to get around. He told me that he preferred to wait with his car while it was serviced and that he didn’t mind waiting, no matter how long it took. I remember as he was leaving my office for the first time, I offered to help him to his car and tried to hold the door open for him. Since he used a walker, I felt I was doing the right thing. He sternly told me that he did not need any help. For the next few visits after that I would always offer to help him and he would emphatically tell me, “Joe, I appreciate the offer, but believe me, I don’t need the help”. Then, he turned to me and said, “Joe, let me tell you a little about me. I grew up during the great depression of the 1930's and lived though those tough times. When the Japanese bombed Pearl Harbor in 1941 I enlisted in the Army. I fought my way through North Africa, landed on the beach of Normandy during the invasion of France and fought my way through many battles in Europe during World War II. I survived the war without even getting a scratch. Two years after I got out of the Army in 1947, life through me a curve ball; I contracted Polio. That’s why I use a walker today. I have accepted it, and will not let it defeat me. So Joe, when I tell you I don’t need any help, that’s the reason why”. I didn’t know what to say. I remained silent as I watched him walk to his car. Over the years, Mort became more than a customer, he became a friend. When he brought his car in for service, we would talk about the War, about business and about life. As his polio progressed he was confined to a wheel chair. But that never stopped him. He purchased a van with a special seat and ramp and would get in and out of the van by himself with the aid of a motorized wheel chair. He was in his late 80’s, still driving. Mort never gave up and lived life to the fullest and was always positive. As the years past I knew, from talking with his wife, that the polio was getting the best of him, but he never showed it. He was always upbeat and smiled. Mort died recently. He was 91 years old. Some would say that Mort lived a tough life. Not me. Mort was part of that generation that never asked for anything. Mort, like so many from that era, was willing to go to war for our country and ready to make the ultimate sacrifice. They didn’t have much but were happy and thankful with what they had. They endured the hardships of the great depression but never complained. That’s why they are called the Greatest Generation. I will always remember Mort and what he taught me about life. How to live life to its fullest, how to remain positive and get the most from the cards you are dealt with. I only hope that I can be as strong as Mort was if life happens to throw me a curve ball.

Great story, reminded me when my father and I would bring the TV tubes down to the corner drug store to be tested. Those were the days. Remember tube radios in cars? Oh boy...I sound old, don't I?

Is anyone doing a Car Care Event this year. I think it's a great way to promote not only your shop, but the independent auto industry. If you want more info go to this site: http://www.carcare.org/host-an-event

Let me play devil’s advocate today. Cell phone use has become a way of life. The cell phone has become an extension of our daily lives and how we conduct business. It’s how we maintain contact with our family, friends and business associates. We all get regular messages, updates, and emails thru our cell phones. Take someone like me for example; I am not only a shop owner, but cofounder of ASO, business coach for Elite and involved with many local organizations. My cell phone is always with me, it has to be. What I am trying to say is that we need to look at what demands and rules we set for the people in our companies. I don’t have all the answers, but I don’t’ want to be that boss that says one thing and does another. Let me know what you think…..

I am the worlds worst golfer, trust me....just google "worlds worst golfer" and my name will come up. But, it does sound like fun!

Sending Customers back to the Dealer? Beware… From time to time after diagnosing a problem, you find that your customer’s vehicle is under factory warranty. Being the honest shop owner, you refer your customer back to the dealership to have the problem repaired at no charge under the factory warranty. Sound familiar? Being honest with your customer is no doubt the right thing to do. However, sending them on the way to go back to the dealer may not be in your best interest or your customer’s best interest. The new car dealer is in direct competition with you and wants your customers. That’s business. I don’t mind fair and open competition, but I would think twice about sending your customers back to the dealer, if at all possible. What I recommend is that you make all the arrangements with the dealer and bring the car to the dealer yourself. Don’t give the dealer the opportunity to market to your customers. Plus, this added value service you are providing to the customer is priceless and will help to cement your relationship with the customer. I know for some shops, this may not be practical due the distance. I would still urge you be part of the warranty/repair process, calling the dealership service manager and discussing the problem. Be the liaison, it’s your customer. The recent economic climate has consumers questioning the value they are getting from all service sectors. Price is a big issue today. Whatever you can do that takes price out of the picture and replaces it with outstanding service by going the extra mile, above and beyond the norm will greatly help your business.

Yes, I would like to know that too....

Congratulations to ASO member Scott “Gonzo” Weaver Scott “Gonzo” Weaver, a regular contributing member of AutoShopOwner.com has joined the Babcox team as a regular columnist, starting February 2011. His articles will be featured in Brake & Front End, Import Car and Underhood Service. I can attest to not only Gonzo’s technical expertise but his unique writing style that I am sure will make him a success. Gonzo is a repair shop owner just like the rest of us and his articles bring to life many issues we encounter each and every day. Gonzo is also the author of the book, “Hey Look! I Found the Loose Nut”. It’s a hilarious, real-life look at the world of automotive; everyone should pick up a copy. As a cofounder of ASO, I want to personally wish you the best of luck and please, please, continue to be as active as usual on AutoShopowner.com Joe Marconi

Many independent repair shops work on many car lines. Unfortunately, there is no “one size fits all scanner”. AND, there is absolutely nothing out there for $300.00. You can get a generic code reader, but that’s not really going to help you. You need to figure out what car lines you want to market to and what level of diagnosis you want to perform. To be a player in this business, you will need top level equipment. OE is always the best, but there are others. We just bought the new Snap-On Verus, it’s a real nice tool with a lot of options. We also have the Launch, Mastertech and a few others. We are looking into OE for Toyota and other car makes.