Key Talking Points

• “Top Internet Marketing Trends for your Repair Shop”
• OMNI channel marketing- be everywhere at all times
• Producing video content- It’s easier than you think, everyone has a cell phone to use, you don’t need a high budget. 
• Contact hack for blogs- start typing in google and google will show what people are searching for. The goal is to get someone in the local market to find the blog.
• Grassroots marketing- birthdays, customers, 
• Four pillars of marketing: website (70% of searches are mobile), SEO, paid search, social media 
• Call to action on a website- click to call, click to schedule, click to ready google reviews, live chat
• How are people interacting? How do your customers want to interact? Are you future thinking?
• Update your website every 18-24 months to keep it fresh- research other websites in and outside of the industry. Ask others for their opinion

Connect with the show:

Aftermarket Radio Network

Subscribe on YouTube

Visit us on the Web

Follow on Facebook

Become an Insider

Buy me a coffee

Important Books

Check out today’s partner:

NAPA AutoCare’s PROimage program makes it easy for you to make the most of the NAPA brand. A PROimage upgrade lets you maintain your shop’s identity as a reliable, locally-owned business while letting your customers and potential customers know you’re partnering with NAPA, the most recognized and trusted name in the automotive aftermarket. AutoCare Centers that have completed a PROimage exterior upgrade enjoy an average 23 percent sales increase during the first year. You can also choose to go PROimage on the interior and transform your customer waiting area from merely utilitarian to warm and welcoming. You can even get a free look by visting www.NAPAAutoCare.com and clicking on the NAPA PROimage link under the NAPA PROimage tab. Of course, the AutoCare site is also the place to go to find out about all the advantages being part of the NAPA family has to offer. www.napaautocare.com 

As of November 1, 2021, Margaret Palango is the CEO at Autoshop Solutions, Inc. based in Apex, North Carolina. She has overseen and been a key catalyst in Autoshop Solutions’ growth into the award-winning website design and internet marketing agency it is today. Margaret joined Autoshop Solutions in 2006 when she began establishing its brand position for quality website design and progressive internet marketing. During her time with Autoshop Solutions, Margaret has expanded her responsibilities. She started with direct client management before moving on to managing the entire website production process. Margaret enjoys taking every opportunity to share her marketing expertise with clients, employees, and fellow automotive industry professionals. She now spends her time working with industry partners to bring internet marketing solutions to the Automotive Aftermarket.

Listen to Margaret’s other episodes HERE

Key Talking Points

• What’s next of Auto Shop Solutions? Continuing to look ahead with internet marketing. Providing new ways of marketing for clients. 
• Women in the industry- there is an abundance of opportunities. 
• Creating opportunity for yourself- Margaret was a stay-at-home mom for 7 years. Had worked on small projects with Danny Sanchez, worked well together. Plant the seed and go for it. Started part-time in the business. 
• Continue to build your network
• Women in Auto Care- shows women the opportunity in the automotive industry, supportive network, monthly mentor virtual meetings, conferences, self-development, encourage to stay in the industry
• Keep things going but make changes- continue the culture/reputation, continue to innovate services/technologies. A mentorship program in the future. 
• Changing technology- reassessing and updating software tools, security challenges, continuing training
• Web design is specialized, interactive and engaging. How fast does it load? How does it look on mobile?
• Facebook and Instagram is a must for ads and a presence.

Connect with the show:

Aftermarket Radio Network

Subscribe on YouTube

Visit us on the Web

Follow on Facebook

Become an Insider

Buy me a coffee

Important Books

Check out today’s partners:

This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve.  AAPEX 2021 is in the record books and lived up to presenting leading-technical and business management training from some of the industry’s best and brightest. Now set your sights on Las Vegas in 2022. Mark your calendar now … November 1-3, 2022, AAPEX – Now more than ever.

This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm

Aftermarket Radio Network

Jimmy Lea, KuKui Evangelist with more than 15 years experience in sales and business development for software-as-a-service, financial services as well as hardware products, Jimmy embodies the fabric of the independent automotive industry.

Key Talking Points

• You must exist digitally, google is the godfather of the internet  
• 70% of all searches are done from google, 90% are done from a smartphone 
• Currency/trust- when google has “trust” in you, you will be in front of the pack 
• Organic- the amount of content and keywords on your website
• Website- pay attention to the homepage, the header, “above the fold at the top,” logo is top left (brand recognition), your reviews next to logo (credibility), phone number (call to action), schedule an appointment button (generational button)
• Reviews- set it up right, let customers know what they can expect, give a description of the vehicle
• Postcards- it will never go away, design it big and bold to get the recipient’s attention. Retention (thank you, service/repair reminders) and acquisition postcards. 
• Where is your market? Instagram? Facebook? 
• Social media- engaging every single day, there is no perfect time to post on social media. Build a habit first. 
• Technician testimonials- appeals to customers and future technicians 
• Don’t stop marketing- especially when you’re busy. 80% building relationship 20% selling.
• Texting- text marketing, one to one texting reminders/thank you/ask for reviews, webchat texting

Connect with the show:

Aftermarket Radio Network

Subscribe on YouTube

Visit us on the Web

Follow on Facebook

Become an Insider

Buy me a coffee

Important Books

Check out today’s partner:

NAPA Autotech Training helps your technicians keep their skills sharp and their NAPA Know How up to date. It’s the highest quality technical training that covers almost every vehicle system and every make and model. NAPA Autotech is presented by experienced instructors who are ASE master certified technicians. Even after a class is over, techs can access course information online with ClassPass. So when questions come up later they can get the answers. AutoCare Center owners who have taken advantage of Autotech Training say that well-trained technicians are helping to increase their shop’s repair capability and raise bay productivity. That results in fewer comebacks, more satisfied shop customers, and reduced technician turnover.

Learn more about NAPA AutoCare and the benefits of being part of the NAPA family by visiting www.NAPAAutoCare.com.

Chris Cloutier is co-owner of Golden Rule Auto Care in Dallas Texas and CEO of Auto Tex Me. He spent many years in the software industry developing solutions for companies like Southwest Airlines, and Wyndham Intl. He’s worked for companies that understood the marriage of service and software, and have applied it in an effective way. Chris has his ASE C1: Automobile Service Consultant Certification Test (C1). He brings the business side to the business and his brother Pat brings the Braun. Chris is also a musician. Hear Chris’s previous episodes HERE.   

Jay Mikulovich is the founder and CEO of Revival Technology LLC. Technology has been a passion in Jay’s life from early childhood, all started by taking electronics apart and developed into coding and programming. After graduating university with degrees in computer science and business administration Jay, fueled by his entrepreneurial spirit, formed Revival Technology in 2006. He strongly believes when knowledge meets passion then there are no limits on what you can achieve. For as of technology being a part of the knowledge Jay looks at it as a tool that can revive businesses and bring them to the new level of success. Hear Jayy’s previous episodes HERE.

Key talking Points:

• Cybersecurity- has to be dealt with at a small business level, not just big businesses   Policies and procedures in place to protect software, hardware, customer data, credit card data and vehicle data, contacts, even certain keyboards can be recorded 
• Make sure you have segmented networks- customer network, main network, wireless device network (different lanes)  
• Encrypted https “packets” 
• Passwords- do not reuse the same passwords, every service needs a unique and different password. Mix of 13 different characters, not only 8. 8 character passwords can be hacked within an hour. If you use the same password over and over again then hackers will try to use it for multiple accounts. Browsers will also save passwords but it is not encrypted. Use professional encrypted software to manage your passwords.  
• All of your computers should have virus protections with regular updates 
• Opening random pdf’s and attachments in emails that look suspicious can be a virus. Educate and train your employees about ‘click bait.’ Are you expecting this email? Are you expecting this attachment? Email will often be worded to be very urgent. 
• Your verizon/switch/ISP firewall is not going to be enough to protect business. 
• As a business, if you get hacked, it is required by law to report it 
• Get cybersecurity insurance 
• Ransomware- cyber hackers want money in order to ‘remove’ ransomware or get data back$20,000 ransom for getting data back is considered cheap 
• If data is cloud based it’ll cost you time and some money to reinstall software but if a car gets infected with ransomware (example brakes don’t work anymore) then the customer cannot drive it and it won’t be a simple fix.
• Autotex.me website HERE.
• Revival Technology Website HERE.

Resources:

• Thanks to Chris Cloutier and Jay Mikulovich for their contribution to the aftermarket’s premier podcast.
• Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
• Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser and many more. Mobile Listening APP’s HERE
• Find every podcast episode HERE.
• Every episode segmented by Series HERE.
• Key Word Search HERE.

Be socially involved and in touch with the show:

Facebook   Twitter   Linked In   Email

Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.

Buy me a coffee

Gold Certification recognizes top tier NAPA AutoCares with a high level of participation in the AutoCare program. The program was built by AutoCare Centers for AutoCare Centers to provide a consistent consumer experience, maximize technology leverage, and reward NAPA’s most committed partners. In other words, Gold Certified AutoCare Centers are the standard bearers for the AutoCare brand nationwide. Simply put, the Gold Certified NAPA AutoCare program, powered by your local shop brand, will separate you from the rest helping you boost your bay counts and your average repair orders.

Learn more about NAPA AutoCare, Gold Certification, and the hundreds of other benefits NAPA offers. visit the NAPA Benefits Center, at www.napabenefitscenter.com or call the NAPA Benefits Center at 844-627-2123.

Mandy Pennington is the Director of Internet Marketing at Net Driven, a website and digital marketing provider exclusively dedicated to serving the automotive industry. With nearly a decade of experience in internet marketing, Mandy has worked with hundreds of businesses in industries ranging from local automotive to nationwide e-commerce.

Mandy is also a published freelance writer and a regular contributor to Search Engine People, a digital marketing industry blog. She instructs graduate and undergraduate courses in Communication Arts at Marywood University in Scranton, PA.

Founded in 2007, Net Driven supplies the automotive industry with a comprehensive suite of web presence products including website solutions, Internet marketing services, and social media support. The company’s products are designed by automotive industry veterans to meet the specific needs of the automotive industry. Net Driven’s primary client base is independent automotive businesses including tire dealers, auto repair shops, auto body shops, used car dealers and auto parts retailers.

Key Talking Points:

• Customer Purchase Journey- any touch point customer has with the business. Online- website,  or social media
  • Consumers are constantly on different channels to gather information
  • Offline- ask customers how they use website, what is easy about it? What is helpful?
  • Google analytics data, bounce rates, time on site
  • Micro-moments- User behavior: I want to do something, I want to go somewhere, I want to learn something, I want to buy something. How can you make yourself present during all of these micro-moments?
  • SEO- Informative content, be able to serve intent, have a local business presence.
  • Online reviews- Business that respond to reviews and are active have higher engagement rate with customers. Customers see ongoing dialogue and will be listened to and heard. Perceived as a trustworthy business. More reviews and positive mentions cause more SEO traffic.
  • Phone- how the phones are answered
  • Waiting room- cleanliness, amenities provided
• Perception vs Reality of Customer Journey
  • Work backward to see how clients found you and their experience throughout the process; how can you improve the entire journey? Listen and empathize.
  • Become your client’s “Day Maker” even if it’s as simple as coffee machine and comfortable seating. Positive experience.
• Customer Journey Mapping
  • How do customers get to know me? What are interactions along the way? Where do they see me online? What do they click on? Which locations do they call first? Email? What are they looking for?
  • You are able to see weaknesses in their journey to you
    • Start with talking with one customer a day to evaluate, you’ll start to see trends.
• Trends on the rise
  • Mobile presence for a website is key, need to have either a responsive or mobile-optimized version available.
  • Voice search will become a big component of search. The technology is still developing.

Net Driven Website HERE.

Be socially involved and in touch with the show:
Facebook   Twitter   Linked In   Email

This episode is brought to you by Federal-Mogul Motorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com

Download the Remarkable Results Radio listening APP for your smart device:

The Panel:

Karim Morsli owner of Winkler Automomotive in Gaithersburg, MD,  is an engineer by trade who has worked in the oil fields and information technology industry. Karim is passionate about the new direction the automotive industry is taking, and in particular, the critical role independent service centers will need to evolve into to ensure all present and future car owners will have the choice of where to have their vehicle serviced besides the dealership.

Karim is an innovator who works on multiple levels within the industry (education and legislative) to ensure his service center and others like his are ready for the challenges ahead. Always one to practice an open door approach, he is always willing to teach and share his knowledge and is also an avid learner. Listen to Karim’s previous episodes HERE.

Greg Buckley  is the CEO the 50 + year young Buckley Personalized Auto Care in Wilmington, DE. He’s a member of ASA, an ATI Coach, a member of the Delaware Automotive Service Professionals, past member of the NAPA advisory board council, is vice-president of NAPA business development groups, and is involved as an advisory board member of Kukui, along with AutoVitals. Hear Greg’s previous episodes HERE.

Chris Cloutier Is co-owner of Golden Rule Auto Care in Dallas Texas. He spent many years in the software industry developing solutions for companies like Southwest Airlines, and Wyndham Intl. He’s worked for companies that understood the marriage of service and software, and have applied it in an effective way. Chris has his ASE C1: Automobile Service Consultant Certification Test (C1). He brings the business side to the business and his brother Pat brings the Braun. Chris is also a musician. Hear Chris’s previous episodes HERE.

Bill Nalu is President of Interstate Auto Care in Madison Heights, Michigan and has been in business for 30 years.  Bill collaborates with industry professionals, in building today’s “high-tech/old-fashioned” customer service system.Bill has been a big contributor to the podcast and he currently serves on several industry and educational advisory councils including AutoValue/Bumper to Bumper, Dorman Industries, and Cardone. Listen to Bill’s previous episodes HERE.

Talking Points:

• Data is king.
• Free is not free. Think about every ‘free’ app or program you use. Your information and data, based on the User License Agreement you signed is being used by the app or vendor provider.
• Is the 3rd party you are sharing with selling your data? You must ask?
• It is ok to share your data, you just need to know who you are sharing it with, what they are doing with it and if it will ever be sold.
• If and when you share your customer database with vendors; what do you want them to do with it and how should you expect them to treat it thereafter?
• How carefully are we, in how we treat our customer’s valuable information?
• Are you willing to share your business intelligence? What will be the end results of sharing the data? How comfortable are you in sharing your data?
• How to look at data:
  • Necessary for intelligence
  • Needed for communication
  • Must be respected by all that have access to it.
• The issues moving forward will be how we navigate through all of this. The shop will be under pressure to accommodate manufactures and owners with service data to help maintain the vehicle’s safe status while on the road.
• How do we ethically share our Business Intelligence for the benefit of all including ourselves?
• Will too many shop owners will sign a contract with vendors granting them access to their entire database without even reading the EULA. (End User License Agreement) When you sign a third-party EULA you must understand what you are signing. You wouldn’t buy a home without a lawyer reading the contract.
• Shop owners are generous and helpful people and don’t necessarily think their data may be worth that much. They also seem to not know that they should be protecting their customer’s information, as their customers would expect that.
• Not understanding the ramifications of loosely giving access to customer data puts our businesses at risk by possibly helping the competition shut us down.
• Facebook made it clear that you are their product.
• We must learn how to extract the best value out of our data.
• You must have your eyes wide open in the approach to your data. We must raise the level of awareness to what is happening with your data.
• We are living in a world of open systems where platforms are talking to each other. However you need to know what you are sharing and what is it being used for and where is is being stored?
• You must be able to see the value you get if you share your data points.
• Data must be differentiated. Is it customer data, financial, business intelligence, parts, VIN, etc.
• Do we need to get a EULA from our customer?

A recent article in Motor Age (April 2018) titled, ” CONCERNS RAISED ABOUT THIRD-PARTY VENDORS SHARING SHOP DATA ON CUSTOMERS”, on this subject HERE.

Document created by ASA. “Data Security Policy Agreement/Addendum” HERE.

Facebook   |    Twitter    |    Linked In   |    Email

This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A remanufactured drivetrain product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com

Marion Miller is founder and owner of CMR Inc and says she is living the dream. Her goal is to help shop owners grow their business by making their marketing easy and affordable.

Marion has  24+ years of marketing experience. She started CMR Inc with a simple approach – treat the customer’s goals and budget as it if were hers personally and use her creativity and experience to gain results and reduce costs.

CMR has received national recognition for receiving: A Top 10 Automotive Website honor in 2015 & 2016.

Marion has experience in banking, automotive dealerships, and radio. She was featured on CNN, Metro Nashville, Evansville, and Clarksville TV stations, as well as Google News for her online local newspaper which focused on SEO and local news.

She is an ideas person and says that the CMR team and her are fluid like their iconic water logo suggests; always changing and searching for new ideas.

Talking Points:

• The Homepage is most visited.
  • You want everything your customer needs to know on that page.
• In 2020 40% of all searches will be verbal.
• By 2020 50 Billion mobile devices will be in operation.
• A website needs to be geared to ‘text’ because of verbal search.
  • You must have your keywords in sentence form.
• You are working to find Google. They will refer you.
• If your site isn’t changing you’ll need to post a blog regularly so you stay relevant with Google.
• Your home page is your calling card.
• How to start blogging.
• People want to know everything about your shop
  • Are you pet-friendly?
  • How can I get to work if I drop off my car?
  • Do you have an expresso machine?
  • Do you do community?
• A video of your shop is important.
  • Can be done by the shop owner and not a professional.
• Top 3 ingredients to an award-winning website.
  • #1 Must be functional. The customer needs to find everything they want in two clicks.
    • Easy to get to the places where they want to go.
    • Call to actions must be clear.
  • #2 Content. Content. Content.
  • #3 Personalize.
    • Who you are.
    • Your reviews.
      • People trust on-line reviews eight out of ten times.
    • The power of the review is more powerful than a recommendation from a friend.
  • Claim your Google Listing.
  • You don’t need fancy. You need weight.
    • Google will see the depth of the site.
  • You need consistency between all platforms including social.
  • Control your online presence.

CMR Website

Marion M Miller
President, CMR Inc

140 S Main Street
Suite 102
Madisonville KY 42431

270-339-4176

Be socially involved and in touch with the show:
Facebook   Twitter   Linked In   Email

This episode is brought to you by Federal-Mogul Motorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com

Ryan Clo

Ryan Clo owner of Dubwerx in Cincinnati, OH is an eighteen-year veteran in the Automotive Service industry. He currently owns two specialized Automotive Service businesses located in Cincinnati, OH. Ryan grew his enterprise from a single customer into a multiple highly profitable business with 12 employees, 99% customer satisfaction, and he has automated his business so that his presence is not required.

Ryan currently consults for the Institute of Automotive Business Excellence providing guidance to automotive businesses including on-site evaluations, off-site coaching, business plan development, and one-on-one coaching with owners and staff. He is known at The Institute as the “Systems and Processes guy.” Ryan teaches several business management classes for the automotive industry.

For full disclosure Ryan is a client of our guest Todd Westerlund from Kukui.

Doug Grills

Doug Grills from AutoStream Car Care Center is a chain of FIVE family-owned, automotive service facilities that deliver honest and professional automotive repair and maintenance services to customers in the Greater Baltimore/Washington/Washington, DC area. Doug along with his partner Rick Levitan have been around the service station business for over 25 years and have built their reputation by offering best-in-class service to their customers.

All AutoStrem Car Care technicians are ASE Certified and the shops are AAA approved.

For full disclosure Doug is a client of Danny Sanchez from Autoshop Solutions.

Danny Sanchez

Danny Sanchez owner and founder, of Autoshop Solutions.  Danny Sanchez, grew up spending countless hours working around his dad’s auto repair shop in California, eventually taking over and running the business himself. Autoshop Solutions started in 1998, when Danny founded Auto Web Solutions. The Internet was starting to take off, and Danny took great interest in the powerful marketing benefits it could provide. As a successful shop owner himself, Danny used Auto Web Solutions to consult with other repair shops on their business and web presence.

In 2005, when Google launched AdWords and changed its search engine to favor local businesses, Danny saw a huge opportunity for the automotive industry to draw more clients from the Internet. With just a handful of clients and a few websites, Danny built the foundation of his company – quality, affordable, automotive websites and Internet marketing solutions, designed exclusively for the auto industry.

Todd Westerlund

Todd Westerlund, CEO of Kukui has been in the automotive industry for 28 years. Todd spent 15 years as an ASE Certified Smog Technician California and also spent two years at a dealership. In 2013, Todd joined Kukui, a marketing software company with a mission to improve technology for the betterment of people and businesses worldwide.

As the CEO of Kukui, Todd is consistently studying, attending business classes and consulting with shops all over the United States. Some of his duties include: keeping industry leaders informed about new technology, setting Kukui’s growth strategy including event planning, and planning industry sponsorships and partnerships.

Talking Points:

• SEO
• Mobile Friendly – Mobile First
• Is your site working to convert customers?
• Google is really your partner.
• Generating 5 star reviews is very important to get good rankings in Google.
  • You must create an exceptional experience first.
  • Asking for review gets easier.
• Review marketing.
• Google Analytics
• Long Tail Keywords vs Short Tail Keyword

Kathleen Long  is the VP of Customer Success and the GM of the Shop Network at RepairPal.  She has been with RepairPal for 2 years. She prides herself in working closely with the smart employees and savvy owners of the high quality shops in RepairPal’s Certified Network.

Over the course of her career, Kathleen has provided thousands of practical solutions to small and medium sized businesses to help them develop and thrive. In the last 15 years, Kathleen built and developed world class, award-winning sales, success and support teams, experiences and strategies. Kathleen delights equally in mentoring and developing employees, and has enjoyed watching many achieve great success. She has a degree in General Studies and Philosophy from the University of Nevada Reno.

This episode will bring many stats that Repair Pal collects on a regular basis. I thank Kathleen for being so giving of these results. You will need a pad and pencil because when the ideas spark you’ll want to write them down. Among the many highlights:

Research.
Outside of the shop walls, consumers are researching vehicle repair and service options from their homes, places of business and from anywhere on mobile phones.

Online trends come and go, and search terms change over time. Consistently, though, there are messages that appeal to consumers. Ready for the shocking truth about consumer search needs? The best converting internet advertisements and pages focus on pricing. Words like: “Happy to provide a good estimate”, “We never overcharge”, “Straight forward and transparent pricing” work to remedy the price concern.

Most consumers (60%) feel they were not charged a fair price for their last repair.  30% of the consumers that were surveyed said they called another shop or did Internet research, 37% said the repair they received didn’t fix the issue at hand, and the remainder had a gut feeling (or were told by friends and family) that they had gotten ripped off.

Checking Prices.

45% of consumers check the price of a repair ahead of time, 14% check around during the course of the repair, and 26% follow up afterwards.

Warranty
46% of consumers say they would pay more for a 2 year vs a 1 year warranty and 66% of consumers say the length of the warranty is more important coverage. At minimum, a straightforward, ‘no hassle if the part fails you will make it right’ warranty, is fundamental.

QUALITY & CONVENIENCE

When asked how consumers assess quality, 28% of consumers said they use their previous experience (at the same shop or a different one) as their gauge. 23% rely on friends or family members to provide an opinion. 15% look at the warranty and another 15% do online research. Kathleen covers this in some detail.

Convenience is also important. In order of importance, consumers prefer shops located close to their home or places of business. They prefer shops with service options that make their experience more convenient, and lastly they assess the appearance and general comfort of the shop and lobby/ waiting area. In particular, young, wired, auto service consumers (“millennials”) are intensely price and convenience driven.

Consumers indicate that the number one thing they rely on when selecting a new mechanic or shop are their friends and family members. Beyond that, consumers trust reviews, especially when they are third party verified, from members of their own community. When reviews are all unilaterally good, especially as it relates to a service related business, it causes consumers to be suspicious.

CONSIDERED PURCHASE
Consumers who need a repair that is not an emergency have the luxury of making this a considered repair. They will typically take between 10 and 14 days to decide on a repair shop.

RETENTION
Consumers were asked how long they had been with their current mechanic, 1/3 have been with their mechanic 5+ years and 1/3 said 1 month or less. If a shop can keep a customer for more than 6 months (which equates to about 2 visits), they will likely be a long term customer.

Customers most often leave their current mechanic or shop because of poor work and expensive prices. Together, these total 70% of the reasons they seek a new mechanic.

Bedside Manner
A great dialogue, in this episode, is about being sure the consumer feels very comfortable in their relationship with the shop. A total explanation of work done makes a world of difference to continued value and loyalty.

Repair Pal website here.

Be socially involved and in touch with the show:
Facebook   Twitter   Linked In   Phone 716-320-1567   Email

This episode is brought to you by Federal-Mogul Motorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com

Dave Erb has been in the auto industry for over 30 years. His experience ranges from working in a parts store to every position on the automotive service side of things. Dave purchased his first failing shop in 1997. He sold his businesses and is now channeling his first love ‘marketer helping shop owners grow their sales through great strategies and technology.

Why Listen?
Dave provides a lot of information on how to get your website to stay on top of Google search, why mobile friendly is the most important feature you can have on your website. He also shares a great story about how to get the best Yelp reviews and how new customer acquisition strategy is all about getting the customer to feel you want them.

A repeat for all the right reasons.
This is Dave Erb’s second interview on the show. This is a completely different interview than his first episode 103. Dave’ first love is marketing. It is his passion. Having sold his service business, he is now working to help grow sales and drive new business to your door.

Manage your phone.
What is important He is very outspoken on recording outbound and inbound calls, he’ll give you a great analogy comparing the best steak dinner, from a Ruth Criss’s to your company, and what his favorite loyalty program is.

Hire Frederick, Dave’s new passion.
You’ll also get a glimpse inside his current passion with Hire Frederick that brings intelligent IT in growing your marketing prowess. He says declined work is a power of Frederick to bring it into the house as a sale. You’ll shares his strategy on intelligent maintenance reminders like none that exist in the aftermarket.

Legacy Episode.
Catch Dave’s original episode here. Dave’s first episode 103 give you his background as a service professional entrepreneur right up to selling his business. Here is a very short list of accomplishments over his tenure:

Achievements
Two-time winner of the ASE / NAPA Tech of the year.

ATI Top 50 shop, Alumni and continued member of the 20 group master mind.

Served 2-year term on the NAPA Auto Care advisory board.

Previously served on the CCPN ( Car Care Professional Networks) Advisory board to the Auto Care Association.

Graduated Northwood Universities Leadership 2.0

This episode is brought to you by Federal-Mogul Motorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com

Todd Westerlund has been in the automotive industry for 28 years. Todd spent 15 years as an ASE Certified Smog Technician at a shop in San Ramon, California and also spent two years at a dealership which helped him enhance his industry knowledge.

In Todd’s last 11 years, he has worked directly with independent automotive shops to enhance their marketing efforts. In 2013, Todd joined Kukui, a marketing software company with a mission to improve technology for the betterment of people and businesses worldwide.

Kukui provides businesses a custom marketing platform that integrates with each organization’s Point of Sale (POS) system. This empowers each of Kukui’s clients with quantitative data showing their return on investment, the number of new clients based on their POS system, statistics revealing their customer retention rate, and areas to improve their business through the tracking of phone calls, appointment forms, and feedback from customer reviews.

As the CEO of Kukui, Todd is consistently studying, attending business classes and consulting with shops all over the United States. Some of his duties include: keeping industry leaders informed about product enhancements, set Kukui’s growth strategy including event planning, and planning industry sponsorships and partnerships.

Just because Todd Westerlund is a technology CEO you may be thinking, ‘Carm and Todd are going to talk GEEK’. Well NAY, NAY. You are going to hear great discussions on:

How to communicate with Millennials.

Gamification.

Lifestyle marketing.

Keeping up with tech.

How to take advantage of social networks … and much more!

A very interesting episode that will not bore you with techno geek speak. You may just find out who is Todd’s favorite Star Wars Character!

Link to KuKui here.

This episode is brought to you by Federal-Mogul Motorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com