Without Customers You Have No Business.
One of the most important jobs of a service professional CEO is to be a marketer; to make the phone ring. In this episode Ron Ipach, co-founder and President of Repair Shop Coach will share with you a very simple tactic that he says could double the number of visits from your customer. Ron is known as ‘Captain Car Count’ and he received that moniker from one of his customers many years ago and it stuck.
Ron has some very simple strategies on how to create business from the customers you’ve already served. You’ll hear some very profound stats on the number of messages we are bombarded by each day and how you can get through the clutter of emails, texts, ads, social media and ‘market’ to your customer.
Ron’s got a simple message to share. “Pay more attention to the people you’ve done business with in the last year.” Get them to move to a more experience relationship with you than a transactional. Invite them back in the shop.Listen and view episode notes
How to Become the Employer of Choice.
Join Ryan Clo from Dubwerx in Cincinnati, Dwayne Myers from Dynamic Automotive in Frederick, MD and the Director of Training at RLO, Barry Barrett.
You have an opportunity to listen to three of your aftermarket colleagues who will share their perspective on becoming the employer of choice. We opened up some great thinking pathways to help you create and improve your position in the marketplace when it come to attacking and keeping great talent.
We talk the extreme importance of creating and having a great business culture, career ladders, putting your people front and center in your business, pay, reputation and so much more.Listen and view episode notes
The Shop of the Future: Are You Prepared?
Have you thought about how you will do business in the future? Well the mission of this panel was to stretch the boundaries and serve up plenty of thoughts, concepts and changes coming that you need to be fundamentally be prepared for.
So happy to be able to present this audio recording from Vision 2018. With me are shop owners, Summer Gurerro from Affinity Automotive Services, Inc in Wichita, KS, Keith Williamson owner of Williamson’s Repair and Tire in Bondurant, IA, Trainer and Mobile Technician Eric Ziegler form EZ Diagnostics, Chris Chesney the Senior Director, Customer Training at the Carquest Technical Institute and Donny Seyfer the Executive Officer of NASTF, the National Automotive Service Task Force and co-owner of Seyfer Automotive in Wheatridge, CO.
Many great thoughts that will help shape your future. There are many important action steps discussed that need your support and engagement. Listen carefully for those cues.Listen and view episode notes
Why Don’t Shop Owners Bring the Same Level Of Curiosity They Had As Techs To the Business Side Of The Business?
Mike Bennett from Mike’s Kars in Gettysburg, PA is a full-time business coach for ATI. His personal light bulb moment was when he realized he needed more training on business and leadership. That training changed his business. As Mike prospered he realized that he wanted to share his success by coaching other shop owners.
Mike say the best employees are empowered and understand their role and that great leaders show their people how to succeed. Learn what Mike believes is the most important part of building a great business and what happens when you gain control of your business.Listen and view episode notes
The Power of Strong Financial Statements
No question that knowing the value of your Profit and Loss Statement helps you grow a strong, viable and profitable company. Many shop owners have not gotten intimate enough with the value of their financial statements.
The episode with Maryann Croce from Croce Transmissions in Norwalk, CT, Mark Roberts from Schertz Auto Service in Schertz, TX and Bob Greenwood, AMAM, president of Automotive Aftermarket e-Learning Center show the power of an accurate P & L.
We also talk about the Balance Sheet and the extreme value in accurate finical statements if you are going to sell your business or buy one. Also discussed is where on the P & L is it indicated that you can afford raises and that your emotions will try to override the numbers, because they tell the real story.Listen and view episode notes
Accept the Struggle and Find a Way to Continually Improve your Entrepreneurial Journey.
Chris Cloutier and I had a great conversation, passionate at times, on entrepreneurialism. Chris is a serial entrepreneur and has some wise words and experience at it. We talk bootstrapping, cash is king, the struggle, trusting your gut, leadership and even salesmanship. Don’t shy away from these topics – the discussion just may set you off on a better course. Chris has the scars, like all of us, which are the lessons we all learn as we march toward an improving and brighter future.
This interview is going to cement much of what you know about growing a business, and some of our talk will hit you, I hope, smack in your entrepreneurial soul and get you to understand the journey you are on a little better.Listen and view episode notes
We’re In Good Hands.
Our future is all about incubating young people into our industry at every level from manufacturing, distribution to the service professional. Listen to three aftermarket professionals from the Auto Care Associations dynamic and vibrant under-40 set that finds its home with the Young Auto Care Network Group (YANG). YANG provides young auto care professionals in their twenties and thirties the opportunity to network with industry peers, enhance knowledge and improve leadership capabilities.
Joining Carm in this interview are Lisa Nazoyan, Mahle Aftermarket Inc., Farmington Hills, MI, JC Washbish, Director of Marketing, Automotive Aftermarket Auto Parts Alliance, San Antonio, TX and the Vice Chairman of YANG and Chase Baxley, Vice President of Product & Supply Chain, The Parts House, Jacksonville, FL who has also helped create YANG from the beginning.Listen and view episode notes
Your Idea Customer – Defining Your Avatar
Knowing your ideal customer is an important part of very successful businesses and helps define who you want as your customer. Commonly called your customer avatar, or your cardboard cut-out you are defining a customer that trusts you and are advocates for you.
These customers are least likely to stray are most likely to recommend you, because they are also advocates. You must talk to your ideal customer and find out what makes them tick.
In this episode find out the many ways you can connect with your avatar, a recommendation on how to get started and who to involve inside your company to help define who is your ideal customer. Hear from Ron Inchausti Coast Motor Werks in Irvine, CA, a multi-shop owner, Brian Weeks from [atc] Auto Center, a 3rd generation multi-shop owners from Augusta, GA and Patrick McHugh from Bimmer Rescue in Richmond, VA.Listen and view episode notes
Chicago. No Car. No Problem.
Joran Thompson lives in Chicago and hasn’t owned a car for years. She does fine commuting to work, buying fresh groceries and dry goods. Her dry cleaning gets done, perfectly and on-time, and her latest IKEA purchase gets constructed. When she needs medicine, pizza or to wait in a line for a restaurant on a Saturday Night she just uses her smartphone. There’s an APP for all of her needs.
The story for aftermarket professionals is that all the miles Joran is not driving are being done by the services she contracts. Transportation as a Service will rack up the miles to support all the Joran Thompson’s who don’t own vehicles. Someone will need to maintain and repair those vehicles. It’s time to make those connections.Listen and view episode notes
Sell More Batteries. Training and Testing is the Key.
Join Michele Zgola the director of Marketing and Communication at Johnson Controls, Jim Bates the Aftermarket Training Center Manager also at Johnson Controls and Patrick Haynes, Executive Director at the Responsible Battery Coalition.
Learn about selling more batteries and how well the industry has rallied to recycle 99% of all batteries. Recycling challenges are coming in the future as lithium-ion batteries will need to be recovered.Listen and view episode notes
The Power Center of your Business is in the Back Office PART 2
Amy Mattinat, Jacquie Walter Hower, Maryann Croce and Kim Auernheimer discuss Human Resources and Marketing. Two very important responsibilities of the CEO and back office team.
Highlights: The legal document called an employee handbook, hire slow-fire fast, know your candidate’s personality and hire for a culture fit.
Track your marketing efforts, never shoot in the dark you may not be spending your money wisely. Have a good referral program for your advocate customer and your brand’s image needs to be consistent and must match the face you put in the web and social media. This group also shares some great marketing ideas.Listen and view episode notes
There’s an APP for that!
Ever thought of connecting with your customer with your own APP. Did you know that a smartphone app is a retention strategy?
Ever thought of the challenges with social media to get your message heard? What if you could push a message to a user of your app? Will your customer have a stronger relationship with you if your app is on their phone?
Jason Soto from Mobile Soft Technology talks about the value of having your own smartphone app. Interesting concepts you need to know about. Learn about this tool and how it could work for you in your quest to create customers for life.Listen and view episode notes
Never Too Late to Get a Business Coach to Help Put the Business on the Right Path.
This interview is for anyone who started a business and took time to discover that their talent as a top technician didn’t help when it came to run a business. Lisa and Kevin Eckler from Foreign Car Specialists in Poughkeepsie, NY bring you a very raw and transparent story of their business evolution.
Kevin shared his story so that you will benefit. His business acumen wasn’t as good as his talent as a technician. He gives great advice to anyone who is struggling to make money.
Lisa is new to the business and they married four years ago. They took their blended family and business struggles head-on. Their story is fit for the ages and I know many can relate to the challenges they’ve overcome.Listen and view episode notes
Stay Up On Social Media. What do the Facebook Changes Mean to Your Marketing Effort?
Facebook announced sweeping changes in early 2018. Our Academy panel provides great advice on becoming 2018 ‘Social Savvy’ and improving and changing your social media strategy.
Key talking points: You are your brand, your brand is you. Build a sales funnel around the assets you own like your website and your mailing list. Put your customer out front. Use Facebook Live because video will get preference from Facebook. And among so many other great insights you need to document instead of create content.Listen and view episode notes
Treat every customer like you would your mother.
Matt Pursell the guy with the bow tie owns Revolution in Decatur, GA. As a Mercedes Benz and smart specialty shop his customers expect a level of service indicative of the brand of car they drive. Matt shares how they deliver exceptional customer service. The growth rate in the business is 10% with no advertising budget for new customers and referrals has driven his success.
Matt also stands out as a differentiator in other ways. Imagine if you will it is July and you are a customer, you just may go home with a vegetable right from the Revolution garden. How cool is that? Matt explains they grow their customers like they grow their vegetables. His culture and customer service in his company is built upon this premise: Treat every customer like you would your mother.Listen and view episode notes