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Stop Selling From Your Wallet [THA 208]

Keith Knowlton. Keith and Linda started LK’s Auto in 1994, Keith has been in the automotive business since 1979 working as a gas station attendant. Keith has been an ASE master technician for 25 years, AAM degree, and completed many Service Advisor courses being able to run 5 technicians with over 100k in sales each month. Keith wants to have complete customer satisfaction while expanding sales. Keith’s previous episodes are HERE.

Andy Arndt has now has three shop buildings rather than two. He owns the original two and also rents a building across the street. Andy has one son in the business, Corey, who acts as general manager. . Andy’s previous episodes are HERE.

Brian Gillis is the Chief You Net Results Strategist, with 25+ years experience in auto shop operations, hiring, recruiting, systems, processes, multi-store experience, and employee training.

More about Brian Gillis…

  • 25+ Years owning and operating auto repair shops in Texas, Georgia and Colorado, multi-unit stores
  • Hired and Trained over 2000 staff members
  • Budgeting and Profits Brian’s Specialty
  • Smooth as silk with customers

Brian’s previous episodes are HERE.

Key Talking Points: 

  • The panel played a game on how much each of them would spend on certain items:
    • Gym Membership
    • Dress Shoes or Boots
    • Birthday Gift for a Good Friend
    • Surround Sound System
    • Laptop Computer
    • Family Pet
    • Necktie
    • Bottle of Wine
  • It’s not a matter of how much disposable income someone has… so we can’t look at a customer and just start making decisions on pricing
  • Technician recommendation vs Invoice… ask the advisor why didn’t you recommend the repairs
    • Don’t think for the customer
  • Don’t be a bleeding heart for customers
  • Having sympathy for older customers… can cost you
  • Have empathy, but don’t give away the shops money
    • Don’t think “wow, this is gonna cost a lot of money”
    • Push that thought to the side
    • If not, you will be limiting your potential
  • “Wisdom Credits” for seniors, emotional attachment
    • Is there sentimental value to the car
    • Be tough on coupons
  • Guidance for the boomer generation
    • Have senior or military discounts pre-established in your books
    • Have discounts across the board so you’re prepared for it $$
  • Don’t put money ahead of safety
    • People play the poverty story all the time
    • Don’t compromise the safety of a vehicle over money
    • If they are truly down on their luck financially, you can…
    • Prioritize the repairs in an effort to help the customer
  • The power of understanding the profit and loss
    • Knowing what the parts costs
    • Having an understanding of the overhead costs
    • Teach your service advisors these costs
  • The goals for average work order can result in a loss of sales
    • Don’t just hit the goal, work beyond that
    • Don’t get complacent in the afternoon if you’ve had a good morning
  • Final Words
    • Brian
      • Run out there and run this game
    • Andy
      • The help from Brian with my advisors is amazing
    • Keith
      • It’s always about training, about getting better
      • Always identify the next training needs 
  • Too many times we think about our own money tolerance instead of the customer needs
  • We think what others believe is a lot of money
  • We have different lines in the sand, you’ll limit yourself to and your potential
  • Don’t make the customer decision for them

Resources:

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About the author, Carm Capriotto, AAP

Carm is the founder and host of the Remarkable Results Radio Podcast; the only one of its type in the automotive aftermarket. Carm calls on his 35 years’ experience in the aftermarket to bring engaging stories from his guests.

Listen to raw, unfiltered, honest, and sincere stories that include insights, trends, best practices and expertise. Each interview brings an opportunity to learn one new thing through the stories of personal achievement. Many podcast guests tell their story of transformation from working in their business to working on it.

As host, Carm uses his enthusiasm and passion for the aftermarket especially the service sector to take his listeners on a journey showcasing successful service professionals’ path to Remarkable Results. He also enjoys interviews with aftermarket industry thought leaders who bring their industry perspectives to his listener.

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