Mitch Smith Auto Credits Success To Adhering To ‘Rules Of Business’
When you’ve been in business as long as Mitch Smith, you develop some surefire ways to ensure top-quality service and repairs that result in satisfied customers and repeat business. Which leads to one of Smith’s rules of business, or “Mitch-isms” as he calls them: Do to/speak to/service your clients better than anyone else.
Marketing During Tough Economic Times
During these tough economic times, you need to watch every dollar. One way of controlling your advertising costs is by implementing what we here at Elite refer to as “Grass Roots” marketing campaigns. These are any campaigns where you reach potential customers while they are outside of their homes and workplaces. Little league games, charity drives, local fairs, etc., are all good examples.
What Every Customer Needs To Hear
When you are giving any service recommendation, it’s important to repeat any concerns that your customers have shared back to them. This will not only let your customers know that you were paying attention when they were speaking to you, but will communicate that you truly understand the positions that they are in.
Getting The Customer To Return
As business people, we often get too caught up in sales numbers, gross profit margins, car counts and average work order dollars. Those are the numbers of your business, but what is the heart of your business? What will drive your business for generations to come?
Looking To Drive Up Technician Productivity?
For decades management trainers have told shop owners that it’s good to have some “healthy competition” between their employees. Here at Elite, we agree. Competition can drive personal development, it can drive productivity, and there is no doubt that it can drive profits. Ironically, it can also take all three in the wrong direction.
Protecting Your Shop’s Reputation: Be Wary Of Threats To Your Brand Name
I’m sure you’ve heard the expression, “At the end of the day, all you have is your name.” It may sound cliche, but it’s absolutely true, especially for small business owners whose livelihood depends on having a good reputation.
Executive Interview: Mark Polke, Director, Service Workshop Concepts North America, Robert Bosch LLC
Mark Polke brings 32 years of experience in the automotive industry to the Bosch Service Network. Before joining Bosch, he was the Regional Marketing Manager for Bridgestone Americas Tire Operations, and prior to that co-owner of three independent tire and service shops. In addition, he served as an Area Sales Manager, Operations Supervisor and Territory Manager with Bridgestone/Firestone Tire Operations. Mark started his career selling tires and service for an independent Firestone Tire & Service center.
The Key To Selling Initial Vehicle Inspections: Establishing A Good Rapport At The Onset Eases Customer Anxiety
Most service advisors fall into one of three traps with first-time customers: they’ll either avoid recommending a complete inspection; they’ll try to bundle the inspection into a service; or they’ll just inspect the vehicle without the owner’s permission. Unfortunately, all of these approaches can jeopardize the customer experience, and reflect poorly on your shop. Let’s take a look at each one …
The Swedish Solution: Master Tech Turned Owner Knows How To Ensure Quality Repairs And Deliver Optimal Customer Service
Shop owner Bob Howlett caught the car bug early as he pumped gas and started turning wrenches while finishing high school. That early passion blossomed when Howlett moved from the service station and started at The Swedish Solution, where his apprenticeship began in earnest in 1985. The previous owner retired in 2004, selling the Orange Village, OH, location to Howlett, and the Cleveland Heights, OH, location to Dave, Howlett’s mentor.
Why Does A First-Time Caller Choose Your Shop?
We do a lot of coaching and training in the auto repair industry and have had the privilege of working with some really amazing people and businesses. Often, we will ask folks we are working with, “Why does a first time caller decide to bring their car into your shop?” Inevitably, we will get a chorus of voices saying, “Price!”
Guerrilla Marketing For Your Auto Repair Business
The term “guerrilla marketing” is used to describe marketing methods that allow small businesses to compete with larger businesses, and they typically include grass roots marketing campaigns. Participating in Chamber of Commerce meetings and local events are a couple of examples. Although there are hundreds of methods, there’s one auto repair marketing goldmine that is overlooked by most auto repair shops and dealerships. It’s targeting what we here at Elite refer to as “communities within communities.”
Drive Up Your Service Sales! The #1 Tool For Service Advisors
Over the years, I have had the opportunity to employ some of the best service advisors in the industry, and our company has trained thousands of industry superstars. So, I can tell you from first-hand experience, one of the best tools you can provide your service advisors with is a digital voice recorder.