Joe Marconi

My wife was having lunch at her job the other day and a conversation started regarding a check engine light. One of the ladies at the lunch table had a check engine light on and was fearful of the cost before bringing it to a repair shop. Another lady responded by saying, “Take it to either Advance or AutoZone, across from the Putnam Plaza on route 6, they’re right next to each other and they will diagnose your car for free.” My wife cringed when she heard this but did not say a word. We all know how some people think that pulling codes is an analysis, and how tough it is to charge what we need for Diag time. This perception about Advanced and AutoZone does not help. I am going to make it a point ASAP to meet with Advance, since they will be the primary part supplier in my area, and have a discussion on this topic. Some may call me naive, but I have to try. Pulling a code and making a judgment without performing tests is like a druggist at Rite Aid coming around the service counter, taking someone’s blood pressure and then selling them pills based on the readings. To me I see no difference. You?

Wow, what could I say...I wish you the very best and feel honored that you found inspiration from AutoShopOwner.com. Keep up the marketing, get involved with the community and treat every customer extra special. Little by little the business will grow. The shop looks great too, thanks for sharing the photos. Keep us updated and don't be a stranger to the forums. The fun of business has just begun!

Words of wisdom Gonzo, nice article. Please Mr customer, just tell me your problem...that's all we want. We will do the rest! Reading your article reminded me a funny story (the coil pack reminded me). We had a customer come to the shop with a Ford Explorer with a misfire. We diagnosed a coil and spark plugs, common issue. When we inform the customer he becomes agitated and says, "Hey pal, what are your guys trying to pull, I just did a tune up, I replaced the points, plugs, wires, cap and rotor, the whole nine yards! Frank, the service advisor said, "Ah, are you sure you are talking about this car, the explorer?" He said "don't touch my car, I am coming right down" When he came to the shop we just let him scream and yell and carry on. We all watched him make a scene and kept silent. Finally I pulled him into my office and brought him into the 21 century. We did the job and never heard from him again. Be carful, last I saw he was heading WEST!

I wish I had a nickle for every time someone said to me "Hey take care of me and will send you a ton customers". That's when I want to run and hide.

We scrap all old parts, we always have. Some parts we get money for, some we don't, but I like to think that the metals are being recyled. We don't throw parts in the dumpster. We have a local scrap company come by every week or so

Not much of a game. I expected a close game, I did feel it could go either way, but never the blow out like we saw.

I recently read about this organization, Brake For Breasts. Shop across the country have joined in the fight to find cure for breast cancer by donating a percentage of the proceeds from a brake job. The link to the site for more information is below. Has anyone heard of this or participated? And what are your thoughts on this? http://brakesforbreasts.wordpress.com/

I think that is changing - we have technology to help us with that.

Just imagine: You hurt your shoulder, and before you go to the doctor, you ask all your friends about your injury and get their opinions, you do research on the internet, go to Barnes and Noble and pick up a book on shoulder repairs and THEN walk into the doctors office and say, "Hey Doc, I got this shoulder thing going on, but I asked a few friends and looked on line and it looks like I have a rotator cuff tear. Now, here is the manual you need to perform the operation, Ok Doc, got it?

Yes, you can get it cheaper on the internet… I am not alone with this one. We see more and more people telling us that they can get the part cheaper on the internet, right? I overheard my manager speaking to a customer about a catalytic converter job. After Bill gave him the price of the job, the customer said, “I see those catalytic converters on the internet for half the amount you are selling to me. I cringed when the customer said this. But my manager was ready. He simply said, “Yes you can get it cheaper on line, do you have any other questions?” He remained silent and waited for the customer to continue, the customer said, “Well I guess it’s like anything else, you can always get things cheaper on line, you might as well get it done” I am not sure this strategy will work every time, but it was fun to see it work this time.

Wow, first of all you managed to strike more than one nerve today! What a powerful article, funny, realistic and blood pressure enhancing, all at the same time. It is truly amazing how we all experience the same things. I just had someone walk in the shop the other day and wanted to speak to me. He has a 90 Vette and had it checked by a friend and also did research on the internet. He "KNOWs" it's the radiator leaking and knows how much time it should take to replace and he also is such a nice guy that he printed the repair procedures for me; "Step by Step to help you", he told me. Can you believe this guy? Is he really trying to be arrogant, ignorant or insulting. After 15 minutes I finally convinced him that we must perform our own coolant diag. What a look on his face when I told him, the radiator was fine, the water pump is leaking! He offered to go get the repair procedure for the water pump. I said, "don't bother, I've done one or two in my 40 years of working on cars....

Welcome aboard and best of luck to you. Don't be a stranger on the forums, you will find there are a lot of great shop owners who are willing to help, learn and kick around ideas.

I am a JETS fan, so my channces of seeing my team in the super bowl in the near future, is very slim. But, I still do enjoy Super Bowl Sunday. I am rooting for Denver, I would like to see Payton Manning win. Most, of all, I hope it's a good game.

Have any shop owners had experience with CustomerLink. I viewed a demo today and I was impressed with their strategy, particularly how they analyze your data base, ID your ideal customers and also target market and advertise to find more of your ideal customers. Also liked the reports. Any info on CustomerLink is appreciated, Thanks in advance!

Ok, this is Joe, Co-founder of ASO. I can see both sides of this issue. AutoShopOwner was created for Shop Owners to share and exchange ideas and opinions, to help the industry raise its image and to provide a forum where we can collectively help each other. I must admit, I did not expect techs to join ASO, I felt they would feel more comfortable with IATN and other tech forums. With regard to techs joining, my thinking was that maybe there are techs that will someday be shop owners. I was once a tech that became a shop owner. And, maybe if they had ASO back then, it would have helped me thru some very difficult times. So, although techs are not our target demographic customer, I did not exclude them for the reasons I stated. I do agree with one thing, being a shop owner is vastly different from working as a tech. That’s not to say techs don’t have issues or opinions. And that’s not to say that techs don’t have things they can share. All that I ask is that we need to keep ASO true to its brand and if techs are to participate, they need to defer to the experience, trials and tribulations of what shop owners live and breathe on a daily basis. In the end, we are all here to help the industry, to raise the bar. I am committed to that cause and to all the members of AutoShopOwner.com. Joe Marconi

Focus on People; and the rest will take care of itself Legendary UCLA Basket Coach, John Wooden, never focused on the score of a game. John Wooden believed that success is achieved by paying attention to the details of the game, not concentrating on the score. He also knew that well-trained players, executing a plan, encouraging personal performance and team work, will ultimately lead to success. Under his leadership, the UCLA Bruins holds the record with 11 Division 1 NCAA Championships, 10 national titles in 12 seasons, including 7 straight wins from 1967 to 1973. His strategy, a focus on people and team spirit, brings out the very best someone has to offer to the team. His record is a testament to his strategy. As business owners, we often get caught up in the numbers of the business. I am not suggesting the numbers are not important. Shop owners need to understand all the financial aspects of business. But a business, just like any team, will reach high levels of success if the organization has the right people in place, pays attention to all the details, and are in an environment where the focus is on team spirit and achieving the personal best of each individual. With this strategy, the numbers, the score, will take care of itself.

It appears you have a great opportunity, but have issues that you already recognize. That is good, very good. I have been in business for 33 years and in the auto industry since Jr, High School, working with my father. The best advice I can give you is to listen to your instincts. You are saying all the right things and your concerns are valid. You need procedures, policies and organization. This will not happen overnight. Create a written plan; yes a written plan, on what you need to do to get the shop operating with efficiency. Work on the plan, one baby step at a time. Your observation of how your father ran the business is right on point. Years back we all ran our shops as your father did, it's the only way we knew. But, moving forward, you need to be more business-minded. You father is passing on the business to you, and that should make you and your father proud. The key to success will be in you becoming more of a business man; learning leadership skills, the numbers of the business, business management and team building. I hope this helps. Please keep posting and we will keep helping. Good luck!

Focus on People, not Numbers Legendary UCLA Basket Coach, John Wooden, never focused on the score of a game. John Wooden believed that success is achieved by paying attention to the details of the game, not concentrating on the score. He also knew that well-trained players, executing a plan and paying attention to personal performance and team work, will ultimately lead to success. Under his leadership, the UCLA Bruins holds the record with 11 Division 1 NCAA Championships, 10 national titles in 12 seasons, including 7 straight wins from 1967 to 1973. His strategy, a focus on people and team spirit, brings out the very best someone has to offer to the team. His record is a testament to his strategy. As business owners, we often get caught up in the numbers of the business. I am not suggesting the numbers are not important. Shop owners need to understand all the financial aspects of business. But a business, just like any team, will reach high levels of success if the organization has the right people in place, that pays attention to all the details, and are in an environment where the focus is on team spirit and achieving the personal best of each individual. With this strategy, the numbers, the score, will take care of itself.

Welcome to ASO Josh, we are here to help. So please don't be shy and participate in the forums. We will all benefit from it. Good luck to you!

All great comments. Learn about business and as much as you can. I give this advice to all, is the business side of business that will sustain you in the long run. Good luck and keep us posted.

First, good to have you back, ASO is not the same without you Gonzo! An excellent view from the perspective of others. We all get caught up in our own world and the assumptions we make are not easily seen by others. Great insight and something for all of us to think about.

Many of you might have heard of fellow shop owner, Audra Fordin. Her shop is located in Queens, New York and is doing something outstanding for our industry. She has been recognized in the news media and in many trade publications. She started a web site called WOMEN “AUTO” KNOW. Not only is it brilliant marketing, she has created a program that is actually helping to improve the image of our industry. I urge you to check out her web site and “Take the Pledge” and join her organization. At the very least, you owe it to yourself and to our industry to find out what she is all about. Trust me, you will be impressed. Here’s the link to her site and her shop: http://www.womenautoknow.com/

You can brag....be proud!!!