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Link to actual customer video’s HERE.

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Shop-Ware: More Time. More Profit. Shop-Ware Shop Management getshopware.com

Delphi Technologies: Keeping current on the latest vehicle systems and how to repair them is a must for today’s technicians. DelphiAftermarket.com

Customer Perceptions: Part 2 – Bob Cooper and Darrin Barney [RR 777]

Carm Capriotto, AAP — Tue, 06 Sep 2022 05:15:00 +0000

We are on Part 2 of our 3 Part series about customer perspectives with Bob Cooper. In this episode, Bob asks a panel of consumers at the 2022 Elite Invitational in San Diego about pricing competitiveness and how to recover when something goes wrong with a customer experience.

Bob Cooper, Founder/President Elite Worldwide. Complimentary Elite Customer Care Guide Template HERE. Listen to Bob’s other episodes HERE

Darrin Barney, VP of Operations, Elite Worldwide. President of Barney Brother’s Off-Road and Repair, Grand Junction, CO. Listen to Darrin’s previous episodes HERE

Key Talking Points

Pricing and Competitiveness: pricing is based on other businesses, economics/market conditions/competitors, sales force determination, and dealership prices. They do not understand where the price comes from.
Price comparing: asking why it’s a considerable difference, asking to match the price, questioning labor prices, see a breakdown of prices. Be competitive, but you don’t need to match. Charge appropriately for your shop.
Recovery- KIA EV battery issues- irritated loaner was a gas vehicle, KIA wrote check to cover gas during time they had car (for few months), “fix the problem so well they cant wiat for it to happen again.” KIA was understanding of their individual customer. Have a plan/procedure in place. Have a ‘discount’ budget to use- empower your people. LISTEN
Have the right people in place
Complimentary Elite Customer Care Guide Template HERE

Link to Part 1

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

Marketing: Never Take Your Foot Off the Gas Pedal [RR 701]

Carm Capriotto, AAP — Tue, 14 Dec 2021 05:15:00 +0000

Key Talking Points

“Using Integration to Supercharge Your Existing Marketing”
The residual value of previous content- getting the most out of every picture/video
What should you talk about? Listen to your customer’s questions, answer in the form of a picture/video. Answer 1 question and have 1 month of marketing content.
When business is good, don’t take your foot off the marketing pedal- stop stopping. Your business is the average of the highs and lows. Priorities may change but continue to do what works. Instead of slowing down, take a turn instead. Always talk about the culture of your business.
Email marketing- seeing the email in the inbox without opening it is still successful as a reminder you’re there. People will forget about you.
Marketing vs advertising- marketing develops relationships with customers and turns them into friends. Making connections with customers to the shop employees.
Commitment to community involvement
Facebook Ads- don’t put all your eggs in one basket.
“Turn your authentic message into a constant message” Darrin Barney
Don’t wait until the bottom falls out to set your business for success
Continue to move your goals

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As a member of the NAPA family, AutoCare Center owners can take advantage of the NAPA National Health Program from the NAPA Insurance Center. This “NAPA only” program gives you and your employees access to national “large group” rates on medical insurance with premiums discounted up to 30 percent. These rates are based on the collective purchasing potential of 22,500 NAPA locations including both NAPA AUTO PARTS stores and NAPA AutoCare Centers.

The NAPA Insurance Center can help you with a variety of other insurance benefits too. For more information about The NAPA National Health Benefits program as well as all of the insurance benefits available to your AutoCare Center and your employees, visit the NAPA Benefits Center, at www.napabenefitscenter.com or call the NAPA Benefits Center at 844-627-2123.

The Panel

Kim Walker from Shop Marketing Pros is a social media expert. Kim’s experience includes a school counselor and teacher. Her husband Brian, started his own shop while he was a Mercedes technician in North Carolina. Then asked Kim to leave her school job and join his service business. Then for specific reasons left to go back home to Louisiana. It was almost destiny that they launched Shop Marketing Pros. As a former shop owner, Kim’s advice and expertise on social media is perfectly matched because she’s been there and done that. Kim is a member of Women in Auto Care, an ATI and Management Success Graduate, and their shop was a Motor Age Top Shop winner two years in a row. Their shop experience is without question, so when she talks about social media as it relates to the automotive service professional, she has the experience that matters. Look for Kim’s other episodes HERE. Shop Marketing Pros Website HERE.

Brian Walker was a Mercedes Benz Master dealer technician and was ASE Master Certified. He owned Peak Automotive in Apex, NC and was recognized by Motor Age Magazine as a Top Ten Shops twice. Brian was also the ASA North Carolina Mechanical Division Director. Brian is co-owner of Shop Marketing Pros. He does “Done for you” marketing services for auto repair shops. Brian believes that most people overcomplicate their marketing in an effort to make it easier. Look for Brian’s other episodes HERE.

J.R. Portman is the Chief Operating Officer and Vice President of Shop Marketing Pros. Originally hailing from Laredo, Texas, the Tulane University alumnus earned a B.A. in English and Studio Art while focusing on photography and creative writing. In his 20-year photography career, Portman has racked up many accolades, including being a Google Trusted Photographer and Local Search Strategist. As COO of Shop Marketing Pros, J.R. oversees all departments of the marketing agency and workflow. He also spends a lot of his time conversing with both present and prospective clients to ensure marketing goals are being discovered, defined and delivered.”

Look for J.R’s other episodes HERE

Rethink Your Compensation Plans – Darrin Barney [RR 691]

Carm Capriotto, AAP — Tue, 09 Nov 2021 05:15:00 +0000

Darrin Barney, Barney Brother’s Off Road and Repair, Grand Junction CO. Darrin’s automotive journey began as a child working with his father on repairing and maintaining cars at the family garage. But the big turning point came when he turned 14 and his parents got him his first jeep. It was then that he realized that to keep it running he had to maintain it and take care of it. In 2003, he started his own auto repair and 4X4 business with the core business philosophy of treating every customer like a personal friend and creating the best customer experience possible. Darrin’s shop has grown to one of the biggest independently owned auto repair facilities in the state of Colorado. Darrin also has a passion for continuing education. In 2017 he was one of the first classes to graduate with his AMAM (Accredited Master Automotive Management) from the AMI. He is a current Board Member for ASA Colorado and recently became responsible for bringing the customer service piece of automotive training to his hometown in Grand Junction, Colorado. He is active in the aftermarket accessory industry and is a member of the LTAA (Light Truck Accessory Alliance), APPEX and SEMA. Darrin is a Certified High Performance Coach and enjoys helping others find success and happiness in their lives.

Key Talking Points

Superstars interview YOU- they don’t want a job, they want a career/opportunity. They should ask you: what is your 5-year plan? 10? Succession plan?
Your A tech is probably working somewhere else. They will leave for a better opportunity, it’s not all about money.
People leave people not companies
Getting close to your employees- don’t be a sniper manager, be involved and interact.
“50, 25, 25”- 50% the owner interviews employee, 25% the employee will review company, 25% the employee will interview the owner
Most shop owners are technicians that think they could do better- but they are still a technician at heart. Growing from a technician to a business owner is crucial and often missed.
Do you know where your company is going? Dream and rewrite your mission statement.
Guiding principals- all the pieces that get the mission statement done. Get your team involved.
Compensation plans- competitive wages, opportunistic income (above the base pay), take-home benefits (health insurance, retirement), continuing training
Employee retention- live your mission statement, 10-minute team huddles to create unity and teamwork, never start your day on a sour note (no complaining)

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