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. 

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

Chris Monroe, Monroe Tire & Service, Shelby, NC. Business Development Coach,  Elite Worldwide, Elite Top Shop 360. Listen to Chris’ other episodes HERE  

Key Talking Points

• Watch Full Episode on YouTube HERE
• Websites – What they look for on websites: years in business, pictures of shop/employees (nonstock photos), connection (dogs, kids etc), phone number and email address, reviews, attraction to family business
• What didn’t they say? Price, list of services
• Google Ads – Their use of the paid Google ads found at the top of search results- they do not consider them as recommendations. Consumers want to do their own research
• Cause Marketing – powerful but not a top priority to sway decisions, encourage referrals, and find a cause you believe in to be involved with.
• Complimentary Elite Customer Care Guide Template HERE.
• Link to Part 1
• Link to Part 2

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Important Books

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

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 actual customer video’s HERE.

Link to Part 1

Connect with the Podcast:

Aftermarket Radio Network

Subscribe on YouTube

Visit us on the Web

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Become an Insider

Buy me a coffee

Important Books

Check out today’s partner:

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

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?

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

Bill Greeno, Quality Automotive Servicing, Truckee, CA. Bill’s previous episodes HERE

Key Talking Points

• The consumer panel- you’re ideal customers, 3 from the dealership, 3 from independent  
• No matter how well your customers love you, they could love you like a rainbow, but there are some things that they will never ever tell you. How do we get inside of their minds and how do we learn? What’s really important to them?
• How much a technician mechanic makes per hour? We need to get the perception and reality that people need to know you can earn a really good income in this industry 
• Be aware that you’re gonna have a lot of customers that come in and may never come back if they smell smoke on your advisor or on any of your people and in their car.
• It’s all marketing- align your image. Use surveys and programs to tell you what is important to customers
• Would you say mechanic, or would you say a technician?  Both of those terms, mechanic and technician, have a role in our industry.  A technician is a person employed to look after technical equipment or do practical work in a laboratory, an expert in a practical application of science or a person skilled in the technique of an art or craft technician. Examples of technicians are theatrical technicians, school, laboratory technicians, engineering technicians, laboratory technicians, electronics technicians, x-ray technicians. Mechanic is defined as an artisan skilled tradesperson who uses tools to build, maintain, or repair machinery
• The more we could bring the, the communication and the understanding between the customers and the technicians and the industry closer together, the more successful we’ll be, and when it comes to SEO, just imagine what’s gonna happen to the shop owners that start embedding mechanic
• What are some of the things that you could do to really. Make that customer go, you know what? I’m in the right place. I’m dealing with the right people
• Complimentary Elite Customer Care Guide Template HERE

Link to actual customer video HERE.

Link to Part 2

Connect with the Podcast:

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:

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