Joe Marconi

How do you feel about the shock and strut business? We do a lot of steering work and alignments, but the shock and strut business is a tough one. A set of struts with an alignment is not cheap. Don't get me wrong, we always inspect and advise the customer, but many times other priorities come into play

This is an important subject. How we communicate and speak with our customers can make a huge difference with closing sales. If we do not do a great job at explaining the "why" we need to perform a certain test or service, the customer may not see the value in what you are selling. This can lead to buyer’s remorse or lost sales. We work hard at making sure that the customer is part of the sales process and understands the value. It’s one thing to say,” Mrs. Jones,it looks like you car is due for a tire rotation, may we go ahead and perform that service for you today”? But it’s more effective to say, “Mrs. Jones, it looks like your car is due for a tire rotation. By rotating tires and checking the balance we can extend the life of your tires and save you money in the long run. May we perform that service for you today”?

Great article, all should read and keep as a reference. I have become religious about calculating, measuring and monitoring break-even among other key numbers. But I don’t settle for break-even and think this is an issue with a lot of shop owners and business people in general. Many shop owners I speak with know their breakeven, but fall short with respect with income. Why? Just paying your bills and covering your expenses can never be your goal. After we calculated our break even we need to add to that number what we want to see as our return on investment. We need to set our goals and work toward them. Break-even must be viewed as our starting point. Once achieved, we need to push that number up.

Welcome aboard, ROBK. I'm happy you found us. It seems like you started your shop the way a lot of us have. Our goal is to help grow your business, so keep the questions comming and read through the forums. There is a wealth of inforamtion.

Xrac, I want to make "Takin Back Our Country" our national athem. You are remarkable what you bring to ASO! A million thanks!!

Mark, I have intentionally waited to participate in this forum to see how others would respond. As the co-founder of AutoShopOwner.com I did not want my comments in any way dictate the direction of the conversation. Rather, I wanted the members of ASO to openly express their feelings on this touchy subject. Initially the term you used, “lurking”, seemed a bit offensive and I wanted to be sure I understood what you thoughts and opinions are before jumping into the forum. I am a 38 year veteran of the aftermarket “independent” and spent the last 30 years in my own business. I don’t know your background, but I will tell you mine. Guys like me came from the streets. We were fixing cars while still in high school and did it because we loved everything about mechanics. We were the best of the best in terms of repairing cars so we naturally started our own shops. It was not long after we were in business that we realized that the skills of mechanics have little to do with the skills of running a business. We had no formal business training prior to starting our companies. But changing one’s mind set is difficult for many independents. I guess I was lucky and did change. I changed from the “man in business” to the “businessman”. The more I learning about business the more my company grew. Last year I build a second location and I need to tell you I researched all business models from quick lubes, tire stores, dealerships and other franchises in creating my own business plan. I have grown steadily through the years and continue to grow in a time where most other businesses are having a tough time and many are failing. The oil change issue can be debated to death, and I can appreciate both sides. I have adopted a lost leader approach with respect to oil changes because I too believe that a healthy car counts promotes opportunity and opportunity increases sales. We can also debate the “Free Scan and Advise” issue to death also. I see both sides and fully understand the marketing approach you speak of. The thing to remember is that we are all in this game together. We need to learn from each other and work to be the best we can be. But people have the right to choose how they run their business and we must be tolerant of others and not judgmental. Yes, I have to admit, that like you the business decisions I have made resulted in a tremendous growth spurt in the last two years, primarily for all the reasons you speak of Mark. However, I can’t impose my beliefs on others and I hold all my fellow ASO colleagues in the highest esteem. Maybe I am a dreamer, but collectively we can make a difference. That’s why I have dedicated a great portion of my time to my website, AutoShopOwner.com. Through the open exchange and sharing of ideas, great things can happen. The truth is Mark, we NEED to hear from business people like yourself and I for one welcome you aboard. Please don’t “Lurk”. Please participate; we can all learn from each other. Joe Marconi

Everyone has their strengths and we need to know those strengths. We try our best to make sure all techs get the same training and same opportunity but when the shop is slamming busy, the work gets dispatched in order that can do the job the quickest.

I don’t remember lateness being problem years ago. Maybe I’m getting old, but I remember a more responsible work force. Sure, you always had the expectation, but the majority of people knew there were a set of rules and they stuck to them. I think this lateness is at epidemic levels and part of the reason may be the enormous amount of obligations people have with their lives today. But regardless of what the reason is, lateness kills productivity, costs this industry valuable dollars and should not be tolerated.

I don't believe in having different rules for different people. The same thing happened in my shop; A tech wanted to start at 9:00 because he said he could not get up early. I explained to him that he knew the start time when he was hired and it should not be an issue. I also told him that it would affect morale if I allowed him to come it late. After battling with a few months, I let him go. He was a good tech, but when I look back, I made the right decesion.

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.

Wow, your situation is a lot worse than I was speaking of. But, you are right, sometimes to minmize the negative impact or if the issues cannot be resolved, someone has to go. This situation is about petty things, little things. It's hard for me to think that I would have to do something that drastic. What I fear is hurting shop morale, that will hurt business. I have sat them down already, it was ok for a while, but I can see the war clouds forming again.

That's excalty what we do, glad to see we are on the same page. BTW, I am going to use that term from now on; flat rape

Was that a typo (flat rape)? if not, I like that term! The reason I ask is that I have a few youger techs that I think need to move up the ladder. If I continue to give the check engine lights and other diag work to my top techs, if will keep the youger techs back from learning. I happen to charge a premium for diag work, so the techs are ok with that type of work. As far as those gravy/suckers are concerned, YOU are right! I will not tolerate that t my shop, I cured that problem years ago.

Most of my junk I give to the scrap man, I'm glad just to get rid of it. I do get paid for catalytic converters, alternators and oxygen sensors.

In an effort to maximize productivity, my service advisors will dispatch the work to those techs that are proficient in a particular are. So, a tech that is great with check engine lights will get the majority of check engine lights. Most shops probably do the same thing. But, he’s my dilemma; I understand the different techs have different strengths but doesn’t this practice make techs better and better in one area while not giving other techs the opportunity to learn new skills?

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?

The local Chamber of Commerce will host a business expo in my area next week. This will be the third year I will be involved. Local business can purchase a booth a showcase their business. The expo has proven to be a valuable source of new customer contacts and gives me a chance to talk with existing customers in a more relaxed setting. My table is filled with brochures and information on my company plus we raffle off oil changes throughout the day. It’s an enjoyable day and rewarding. Being involved with the community in any fashion is a great way to promote your business.

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

Gonzo, a very moving article, it really touched me. Your insight about people, the world and business is astounding. You have the gift of expression, which makes you special. But you are not alone in your intellect. I have met scores of shop owners and mechanics who share that same intellect. We need shop owners such as you to be our song birds. AutoShopOwner.com has a mission is to bring the great minds of the auto service industry together and collectively raise our image. Maybe someday we will make a difference…perhaps we will meet one day and toast our accomplishments…perhaps with a cup of coffee... at a book store.

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.

As usual Gonzo, WELL SAID!

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.

8am to 2pm, usually. There have been times where we were busy to 4:00. We will stay if there is work.

Is it me or does AutoMD have an agenda I am not aware of? How can the price of job, any job, be the same where ever you go. AND, "why" does it have to be the same??? Do you get the same price for a steak dinner at every resturant around the country. Are there not different levels of service, parts and economic standards of living? Who sets these prices? I seem to remember that we live in the USA... the land of the free, the land of free enterpirse!! We all do remember this once great country, right? I think we should voice our opinions on AutoMD and tell them how we feel. I have said this a million times...we are the hardest working people in any industry and we deserve to make a decent income. I am not going to be dictated by some online service that tells me what I should charge or how much I can make on a job. NEVER! Sorry, this really upsets me....