Joe Marconi

Source: Can Your Service Writers Really Overcome Sales Objections?

If one of your best customers brought his car to you with a brake problem, and you told him the car needed front brakes and brake rotors, would he give you a sales objection? Would he say, “Are your sure it needs the brake rotors too?” or, “Really, that much? I can get those rotors cheaper on the Internet.” Think about it, would you have to go back and forth handling sales objections one by one, until you hopefully make the sale? Your best customers don’t give you a hard time, they simply say yes. The problem? Your top best customers only make up about 20% of your customer base, at best. So, all too often we are stuck with this mentally-exhausting negotiation where we handle objection after objection, until a champion emerges. Either the customer wins or you do. The only way to decrease sales objections is by creating strong relationships with your customers and building value in what you are selling. If you sell parts, labor and price, you better be prepared for sales objections. If you work on the relationship and build a lot of value by promoting your warranty, quality parts, convenience, and by providing world-class service, you will be in much better place. Your objections will go down and your sales will go up.

Gonzo, I have to be honest, we all have been in this position, but I take a different approach now. Let me explain; When I go to any professional,(a doctor, lawyer, accountant, dentist, plumber, electrician,etc.), I never expect that person to fully explain how something works in such detail that I can do it myself. I hope I am making sense. In other words, if there is something that is beyond my scope of performing to a professional degree, I defer to the pro. They explain the problem, the solution, the price and either I say yes or no. So, when a person walks up to my service counter with paper work, manuals and downloads from the Internet, I tell the person to put all that stuff away, I am the doctor, not the teacher or collaborator on the repair. I hope I don't sound too mean, but some of these people just suck the life out of us. Your thoughts?

My manager took day off yesterday, so I decided to step into his role and oversee shop production for the day. Boy, the things I uncovered! How does anything ever get done? The schedule is a mess, jobs not checked out early enough, too many wait customers, too much conversation among the techs, and they even took a lunch break! By noon, I was so frustrated that I needed a gin-n-tonic to calm down. (Just kidding, actually drank an Ice tea). I pushed all morning long MY WAY, and everyone pushed back. So, after their “Lunch break”, I decided to do more observing than interfering. And guess what happened? By the end of the day, all the work was done, all the customer problems were solved and everyone ended up on a high not. What? How could this be? I need to take some of my own advice, and let go of control. Not doing things MY WAY is not always a bad thing.

Source: Letting go of control of the shop is still so hard to do

Simply amazing! Gonzo, you are a mechanical god! You never cease to amaze me with your diversity!

It's amazing how much we have evolved in just the past few decades. But it is true what you say...Plastic does dominate!

October starts the year’s fourth and final quarter. A time where shops begin to reflect back on the year and look toward the next year. For many of us, it’s been a wild roller coaster ride, for others not so bad. That’s business, and we all know that there will always be good days and bad days. The key thing to remember as leaders of your business, is to always be looking to the future. Learn from the past, but don’t dwell on it. Become more proactive. Try different things and don’t be afraid to fail. Through failure are valuable lessons. Set your sights high and remember to begin planning now for 2016. Don’t wait until the end of the year, or even worse the start of 2016. The earlier you begin to dissect and analyze the current year, the better position you will be to improve your chances of a more successful future.

Before you call me crazy, please read on. Last year was one of the toughest winters in history for many shops in the northern states. Records snow falls and frigid low temperatures caused many shops to lose days, and in some cases weeks’ worth of sales. Many shops are still struggling to eke out a profit for this year. That’s the bad news, and the reality of what happened and what can happen again this winter. The good news is this: We all learned from it. And because of what happened we are better prepared, or should be better prepared for it. He’s a rundown of the strategy most of us will implement. Please feel free to add to this list, so we can all share in each other’s knowledge: · Create a Fall Promotion to get your customer’s car ready for the winter · Have a meeting with the entire staff; key on the service areas that are winter-related and check these items at every vehicle visit: o Battery testing o Antifreeze testing o Check wiper blades o Check tire condition o Suggest snow/winter tires o Check all fluid condition o Check operation of heater and fan speeds · Make sure your service staff is proactive with regard to needed maintenance services · Identify the next service for all customers, inform the customer. · Book and flood your customer base with service reminders during the slower months to boost sales · Implement a phone call system to call customer to remind them of recommended services, especially during the slow months · Create another Winter-Related promotion and send out during the months of January, February and March. o Flood your customer base with these promotions. No one can predict the future, and no one can tell how any effect any marketing plan will be. But there is one thing I CAN guarantee; if you do nothing, expect nothing. Your thoughts?

This past Saturday, October 3, was the ASA of Pennsylvania’s Super Saturday Event. I had the chance to attend the key note breakfast meeting. Tony Molla, longtime industry veteran and Vice President of ASA (Automotive Service Association), gave the Key Note Speech. Tony projected an optimistic future, with big changes to come in the next decade. Here are a few highlights of his speech: · The internal combustion engine will be the main power plant well into the future · The average age of cars built today will still be on the roads 10 to 15 years from now, which means for the most part, there is a lot of potential work for the aftermarket · The auto industry will continue to build and develop more Hybrids, electric cars, increase diesel engines and experiment with hydrogen cars. Although the internal combustion engine will dominate for the next few decades · New technology and sophisticated electronics will increase and will be a main factor in new car models · The need to understand the Y-Generation is important for our future success · Training will become more important than ever, to keep pace with technology · Customers will become more educated, which means we need to become better at understanding the needs of the consumer and learn how to market to them · The aftermarket independent shops continue to dominate the auto service and repair landscape and is still the first choice by the motoring public · Value and trust ranks higher in all consumer surveys over price · Becoming involved with your local community will become a key part of your overall marketing strategy to attract the right kind of customer · Becoming involved with Auto Part Company Programs, such NAPA Car Care and CARQUEST/Advance TECH NET should be considered. Partnering up with National Brands can be a viable way to remain competitive in the future Tony Molla also may it a point to say that the auto aftermarket must put aside any differences it has and work together. He went on to say that we all need to get involved with the industry, attend trade shows and keep up to date with what’s going on in the auto industry.

Great story Gonzo! And thank you, now I know two more things I should never do...buy a used rental car or go to Pike's Peak! Joe

Great, I will let people know when and if this happens.

Yes, but not soon. I will keep everyone posted. Thanks for asking!

Thanks, looking forward to it!

Below is a link to an article in Body Shop Business. If you are a shop owner, you need to read it. As a business coach, and a shop owner, I know first hand the financial hardships many of us go thru. This business is not easy and we need to come to terms that we all in this together and collectively discuss ways to improve of business, our profit margin and our lives in general. http://www.bodyshopbusiness.com/auto-repair-study-reveals-financial-hardships/?eid=284835314&bid=1188052

Great insight! It's a recurring theme....no matter where you go and how long you have been around this business...the consumer will continue to shock us with what they say and think.

One of the best way to promote morale and a feeling of belonging is to issue business cards to all employees. I do suggest a probation period, and that's up to you; perhaps 30 to 60 days. But after that, get them business cards.

Source: You have goals…but what about your employee’s goals?

As a shop owner, you have both business goals and personal goals. Goals are critical to your success. Setting goals is like planning out a trip. Each step is carefully outlined and mapped out. You know where you want to ultimately end up, and you know how you will get there. But what about your employees? Don’t they have goals? Employees may not have sat down and wrote out a detailed plan, but let me assure you, they have goals too. Employees care about their future, their kid’s future and also have wants and desires. My advice is to find out what those goals are, and here’s why. When employees know that you care about their well-being as a person, they will begin to align their goals with your goals. They see the bigger picture; that in order to achieve what they want out of life, they must help you achieve what you want also. But the key here is to make sure you as the shop owner make the first move. Sit down with employees, ask them about their future desires and dreams. Then begin to build your business around not just what you want, but what everyone wants. This also means that you must become profitable enough to be able to continue to compensate your employees at a level that they feel secure in their position. But, it’s never all about the numbers and the dollars. As shop owner, you are also a mentor. And the most important employee-related job you have is understanding your employees and helping them achieve their wants and desires. Motivational Speaker Zig Ziglar once said, “You can get anything in life you want, if you will just help other people get what they want”

Yes, I know. I saw his name on the list. That is great!

Amazing! Very funny!

I will be presenting the Fly with the Eagles course next week from September 23-26, in San Diego. I will be checking in on the ASO and all the posts. Looking forward to the seminar; I am always amazed by the all the great shop owners I meet.

Let’s look at sports for a minute. Take for example two premier quarterbacks. Both equally talented and both equally successful. While they play the position according to the rules of football, neither quarterback plays the position exactly the same. The inherent differences between them allows them to bring out their personal best. They draw upon their uniqueness, which translates into their individual strengths. In essence, this is what makes them great, but different. It’s the same for your technicians, and in fact, for all your employees. Years back I tried to mold my employees to follow a strict set of rules and guidelines. I soon realized that although we need policies and procedures, being different is ok, and doing things differently is ok. With regard to employee management: Set the parameters of your business, establish each job role and clearly describe each position, set the goals for each position, and then let the employee flourish by allowing the employee to bring their uniqueness to their role. Oh, one more thing. Not doing things your way is not the end of the world either. Thoughts?