Marketing To Women: It’s More About What You Do Than What You Say
Let’s be honest: our industry has a less-than-stellar reputation, especially among women. It’s understandable, considering that less than 1% of ASE-certified technicians and only 7% of service advisors are female. This is still predominantly a man’s world; and let’s be real, most men just don’t get women.
Is Groupon For You?
We all know about the rage that is going on with the Groupon-type services, and with many businesses, I see where it can be a really good fit. Examples would be in the fast food industry, and with companies that sell commodities like soap or shoes. Yet, when it comes to the auto repair business, with just two exceptions, I feel that this type of marketing is a bad fit. Here’s why …
The Trend In New Vehicle Sales And The Impact On You
Here in the states, you don’t have to look very hard to find Hyundai and Kia vehicles. They are not only becoming quite popular, but in the first half of this year their combined U.S. market share was 9%; putting them ahead of Nissan, and right behind Honda. I am mentioning this to you because it wasn’t very long ago when these two brands were unknown in the U.S., and because I feel this increase offers a peek into the future.
Holding Back On Service Recommendations
A long-time customer approached me with a concern and asked, “Why is it that almost every time I come to see you, you recommend something? You are also more expensive than other shops. Why not just fix what I came in for?”
Case Study: Buying And Selling An Automotive Service Business
Jim Torres had owned a prominent auto service center in North Providence, RI, since 1983. Although still in good health and wanting to remain active in the automotive aftermarket in some capacity, he sought retirement from the daily grind of owning and operating a business.
Knowing Your Numbers Helps Boost Shop Profitability
Over the last 22 years, I’ve been amazed to discover just how many shop owners are lost when it comes to knowing and understanding “the numbers.” In order to build a successful auto repair shop, you are going to need to know two sets of numbers: your “financial” benchmarks, and your “operational” benchmarks.
The Reality Of Social Media ROI
I’m going to level with you; there really isn’t some magic way to get the social media ROI you want (and think you need) as a shop owner. Sure, all the data may be there in one form or another, but it can take one heck of a lot of merging and purging to attribute that one sale to that one click on Facebook. Truth is; it’s a process that requires everyone involved to be all in. Yes, I am pointing directly and squarely at YOU.
Are Discounts And Coupons Right For Your Shop?
Regardless of their income, the majority of your customers are very sensitive to price, even if they have been dealing with you for years. During these tough economic times they’re looking for value, and they determine value not by the lowest price, but by what they receive in return.
The Deadline Is 2 P.M. – A Quick Tip For Service Advisors
With the information we’ve attained from every customer panel we have moderated, with what we have learned from our focus groups, and with the feedback we have received from our members, one thing is certain: Customers like to know by 2:00 p.m. at the latest whether or not their vehicle will be finished that day.
Are Your Service Advisors Engaging Customers, Or Are They Part Of The Walking Dead?
Ok, I admit it. Let’s get it out in the open. I am a zombie movie fan. There is something about dead people shuffling around grunting in an expressionless, catatonic state that captivates me. The new TV series, The Walking Dead, is my current favorite show. However, when it comes to catatonic customer service people … well, that’s another story.
Build Morale And Car Counts
If you would like to bring in more customers during these competitive times, and build employee morale all at once, then here’s a guaranteed way to do so that your competitors would never think of.
No-Pressure Selling Is A ‘No-Brainer’
As I pinball across North America training independent tire and auto service businesses on sales and customer service, it has become clear that many salespeople are under the impression that they must aggressively work to close the sale when interacting with customers, or they will lose business.