Customer Perceptions Part 3 – Bob Cooper and Chris Monroe [RR 781]

We are wrapping up our 3 part series with Bob Cooper and the Q&A discussion with a customer panel at the 2022 Elite Invitational. Chris Monroe joins us as we discuss websites, google ads and cause marketing. Don’t forget to download your complimentary Customer Care Guide and an Owners Job Description Guide by going to eliteworldwide.com/ARN or find the link in the show notes. 
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What Should We Call DVI’s? [THA 293]

In the world of the customer, do they know what DVI stands for or what an inspection really is? Have you thought about calling it a “Vehicle Health Check?” My panel discusses the importance of transparency with your customer and why you might want to change the term ‘DVI.’

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Customer Amenities [THA 291]

Customer amenities aren’t just a snack bar and some coffee k-cups. It takes more to deepen a relationship.  My panel of shop owners goes beyond the free wifi and beverages to really wow their customers and make that lasting impression. Amenities are your ultimate marketing tool for your business. Take Note!
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Customer Perceptions Part 1 – Bob Cooper and Bill Greeno [RR 773]

In this episode, we are jumping into the mind of your customer. From their perspective, do they prefer to use the term mechanic or technician? Ask a customer … How much do they think a mechanic/technician earns? What is your customer’s opinion on a service advisor having visible tattoos or smelling like cigarettes? Bob Cooper asked these questions to a panel of consumers at the 2022 Elite Invitational in San Diego, and their answers will certainly surprise you. And more importantly, what should you do in your business having this knowledge?

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The Women of NAPA AutoCare [RR 771]

Joining me is the powerhouse team of women behind NAPA AutoCare. Napa has almost 100 years of dependability and remains the brand you can trust. My panel of ladies discusses the future, what makes the NAPA Family so strong, Tesla parts availability, training, and the collective strength of their AutoCare Members. 

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Hypocrisy: Check Yourself, Before You Wreck Yourself – Matt Fanslow [RR 770]

It seems like the hot topic of late is customer service. Businesses are short-staffed… and everyone is asking for customers to be patient. But what happens when something goes wrong? How does that business handle that situation? How does the customer react? I’m joined by another network show host, Matt Fanslow. We discuss the hypocrisy that exists when a business owner is now the customer.

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Maintenance Intervals: Industry Standards [THA 287]

Maintenance services are the new frontier for the automotive industry. How do you shift your customer’s perspective from reactive repairs to proactive repairs? Is your parking lot full of problem vehicles? Can we do a better job of helping the customer get long life from their Cars? My panel examines the importance of maintenance intervals and the value of informing and educating your customers.

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Identify Your Ideal Customer [THA 285]

Why is understanding the psychographics of your ideal customer so important to your business? Why it is important to understand who your ideal customer is?  My panel discusses the importance of building relationships with customers that see the value in your business. 

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Are You Selling Customer Experience or Price? [THA 284]

Price, price, price…our lives seem tied to it. And when it comes to customers, sometimes the price is the only question they feel they can ask. Instead of chalking them up as ‘price shoppers,’ are you using it as an opportunity to build a relationship and educate them on the value of your services? Many struggle with this. My panel discusses ways to make price irrelevant. Stay tuned and shift your perspective on price.

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Do You Have a Customer Avatar? – Daniel Griffith [RR 756]

Have you identified and named your ideal customer avatar? Do you talk about it with your team? I’m with Daniel Griffith at the 2022 elite invitational. Listen as he breaks down finding the ideal customers and the importance of team culture. He even uses his employee testimonials in job postings (there’s an idea).

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Is Your Bathroom Like the Ritz Carlton? [THA 281]

Did you know your customer’s bathroom is one of the most important reflections of your business to your customer? It reflects the commitment to a clean environment, it will affect your customer’s perception of your business and it demonstrates how well you’ll care for their personal vehicle. My panel discusses simple bathroom amenities that can have a huge impact and lasting impression on customers. Strive to have a customer rest room that is like the Ritz Carlton.

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Is Your Mission Statement Your Passion Statement? – Bill Greeno [RR 755]

Was your mission statement created by yourself, or was it a collaborative effort from your employees? Is it listed on your website homepage? Do your customers know what it is? I’m with Bill Greeno at the 2022 Elite Invitational and he discusses how his team revamped its mission statement into a passion statement. Find out why affirmations were critical in starting the process.

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Moving to a New Shop [AW 110]

Guest host and shop tour with Jae Malinowski, Faithfull Tirecraft, Saskatoon, Saskatchewan. Jae’s shop has 5 shipping containers of customer tires. Find out why tires are an important part of his business.

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Survey Says [RR 753]

Did you know a simple survey gathers valuable input from your customers about your business? It’s time to tap into the customer’s viewpoint by listening to what they want. Your customer’s input is a great source for your marketing plan. Find out how many survey responses give you a good sampling. Get info on conducting your own survey with links on the show notes page.

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Motorist Assurance Program (MAP) [RR 751]

Is your shop a part of the Motorist Assurance Program (MAP)? If this is the first you are hearing about the Motorist Assurance Program, you just may be pleased to know that  MAP provides repair and maintenance standards that create trust between the consumer and your business. Besides the consumer element. MAP follows and gets updates on state bills, guidelines, and regulations that you might not be aware of.

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The Lowest Price Shop Is Not Your Competitor – Reggie Stewart [RR 748]

What do you do when a disgruntled customer wants to know why your shop is more expensive than the one down the road? Are you educating customers on the value of your services? Do you feel like you have to defend your profitable business model? Does the shop down the road, which has the crazy low price, realize their business won’t be worth it’s value when it’s time to sell?

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Google Reviews – Jimmy Lea [RR 747]

It’s time to take a deep dive into Google Reviews. Why is it important to have a variety of star ratings instead of all 5 stars? Why do you need to respond to good and bad reviews? I’m with Jimmy Lea, Kukui Evangelist. Find out why your business must exist digitally in order to capture customers.
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Ethics 101 [THA 272]

Did you know ethics, culture, and team go hand in hand in a successful business? Doing the right thing means having full transparency, trust, and integrity. Listen firsthand to my panel as they discuss ethics 101 and some standout scenarios they’ve experienced.

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Do You Need an Estimator? [THA 271]

Is your service advisor stressed? Do you have a full lot of vehicles to repair but have technicians standing around? I’ve been asking shop owners if an estimator role in the business is an important hire. I got an ear full in this Academy Webinar on how the metrics work and the role and responsibilities to consider hiring an estimator or parts specialist in your growing busy shop. All three shop owners on my panel have this role in their shops. Stick around and learn.

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The New Frontier of Call Conversion Rates – Stan Sokes [RR 734]

The phone call from a customer is always the beginning of the relationship. Are you tracking, measuring and holding your service advisor accountable for every phone call that comes into your business? What is your phone SOP? Do you have a conversion rate for phone opportunities? I’m with Stan Stokes, founder of Iron Fist Consultants, who has created the next level of measurement for service advisors.

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