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Writing Ads That Attract Rock Stars [THA 288]

Carm Capriotto, AAP — Thu, 11 Aug 2022 05:15:00 +0000

What’s the first step to hiring Rock Stars? It starts with the ad. A cookie-cutter ad with buzzwords will only get you so far. Instead of writing the ad from your perspective, step into the shoes of the position you are looking to fill … you may have done that job yourself. Did you ever think that you should be writing the ad for the spouse of the job position? It costs thousands of dollars to hire the wrong person. Get ready to get a handful of ideas in this episode, to help in your hiring goals.

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Maylan Newton, ESI- Educational Seminars Institute, is a business coach, trainer and industry speaker. Previous Episodes HERE

Jimmy Alauria, 3A Automotive and Diesel Repair, Phoenix, AZ. Jimmy’s previous episodes HERE

Jason Stretch, Legendary Automotive & Truck Service, Fort Myers, FL. Jason’s previous episodes HERE

Key Talking Points

Write the ad for the spouse, not the technician. The spouse will be your biggest advocate. We have to take the viewpoint of “What’s in it for me” rather than “What’s expected of me.”
“Be diligent, not desperate.”
“It costs thousands of dollars to hire the wrong person.”
Everyone you’re looking for, there are also other people searching for them too
“Our industry is the definition of insanity,” running the same ad, treating people the same way.
Become a destination employer, not stop on their way to success
Setting expectations when hiring- one size doesn’t fit all
Learn how to read people and get good at interviewing- it requires practice
Get business cards for your team
Admiration cuts through antagonism. Top talent in this industry has felt underappreciated for a long time. There can be an antagonism coming from really good people, NOT because they are naturally antagonistic but because we have created an environment where they feel like they have to fight.
Taking time to Qualify, are they truly a unicorn?

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Check out today’s partners:

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

The Joy of Hiring [RR 716]

Carm Capriotto, AAP — Fri, 04 Feb 2022 05:15:00 +0000

How did you develop your hiring process? Did you learn from other colleagues? Did you look online? Do you make decisions based on your intuition? Do you cross your fingers and hope for the best because you are desperate to fill a position? It’s time to take proven methods and guidance with Maylan Newton’s book “The Joy of Hiring”. You’ll also hear from a shop owner that implemented the concepts from this book into her hiring routine. She says it has completely changed her process and improved her hiring skills.

Maylan Newton, ESI- Educational Seminars Institute, is a business coach, trainer and industry speaker. Previous Episodes HERE

Samantha Tracey, Scotty’s Auto Repair Inc. Riverside, CA

Key Talking Points

joyofhiring.com
Wrong hires cost you- back legal position (hire and fire, wrongful termination, discrimination)
Eliminate emotional and desperation hires
Do we hire too quickly and fire too slowly?
Firing someone shouldn’t be a surprise- are they meeting expectations to achieve success?
Rewriting job descriptions- can the new hire accomplish these tasks and jobs?
Skills test- confirming skills
Reading body language during the interview
Be a ‘little business’ with a large company structure
How big is your toolbox? What is the value of your tools?
Consider having more than 1 person be involved in the interview but 1 person needs to have a final say
Hire for attitude, Train for aptitude

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Set your sights on Las Vegas in 2022. Mark your calendar now … November 1-3, 2022, AAPEX – Now more than ever.

More Time. More Profit. Transform your shop at getshopware.com/carm

Amazing Women in Automotive [RR 681]

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

Tiffany Scherado, Lifetime Transmissions, Broken Arrow, OK, AWIA Coordinator. Tiffany’s favorite part of working in the auto industry is working with the high schools and tech colleges in developing programs to assist with the tech shortage and networking and sharing knowledge and experiences with other passionate people in the industry. She looks forward to watching the family transmission business and her personal accomplishments flourish. Tiffany’s main objective as leader of Amazing Women in Automotive is to support the automotive industry. She is doing this by helping to provide resources and support for women currently in the industry and increase the number of females entering the field and ensuring we retain them.

Find Tiffany’s previous episodes HERE

Maylan Newton from ESI – Educational Seminars Institute is a business coach, trainer and industry speaker. Maylan is no stranger to the podcast having paid it forward many times. He is a much sought our speaker at industry events in the US. Maylan’s purpose is to educate leaders to be a better owner or service writer.

Find Maylan’s previous episodes HERE.

Key Talking Points

How AWIA got started – 2018 US Department of Labor released that 700 thousand male technicians in industry vs 19,000 women. Only 2% were female. Wanted to start recruiting, supporting and retaining women in the industry. Driven by the members, women talking to women, power in numbers. Weekly 1 hour round table Zoom meetings with either a topic to discuss or support/advice for an issue a fellow member is dealing with. Females only.
What AWIA wants to do/is doing- recruiting women/technicians needs to start young, high school level. Parents need to also know. Change the image the industry has. It’s not a ‘grease monkey’ job anymore. Be apart of the community. It’s a male dominated world and it’s often not female friendly.
Diversity and creative thinking is needed in any business
It takes over a year for 40% of women exiting military find a placement at a job. That is experience the automotive industry needs to have. Where are they going?
How to get involved with AWIA- amazingwia.com, Facebook page, email Tiffany@AmazingWiA.com to join and receive a link every week for the roundtable discussion 1pm CST
Future of AWIA- retreat for women, becoming non-profit
Things to consider- do you have restrooms with a lock for female employees, are they happy with their uniforms?
AWIA will be attending ATRA Powertrain Expo in October, Las Vegas, NV
Amazing Women in Automotive Website

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The NAPA Smart Sign, previously known as Digital Menu Board, gives your shop a professional, state-of-the-art look and feel. It’s a great way to educate and inform your customers about needed repairs and service, plus increase awareness of your current promotions. NAPA AutoCare Center that have installed a Digital Menu Board found one out of five consumers ask for a repair or service they’ve seen on the board. Targeted promotions resulted in double-digit increases. You choose the content from a library of auto care service and repair topics. The latest NAPA national promotions are downloaded to you automatically. And with the Digital Menu Board it’s easy to change your services, prices, and video content anytime you’d like. Talk to your servicing NAPA store to find out more.

Mobile Listening APP’s HERE

Make Price Irrelevant [THA 228]

Carm Capriotto, AAP — Thu, 17 Jun 2021 05:15:00 +0000

Charlene Parlett, AMAM, CEC, ATI Executive Coach

Charlene is an Executive Coach at ATI, is a former shop owner, and has been a coach for 6 years. Charlene helps clients find the right solutions to their challenges and encourages them to make the changes that result in having the life they dreamed about when they got into business ownership. Find Charlene’s previous episodes HERE

“He is ‘just a car guy’ with lots of knowledge and is brave enough to talk about it”. Maylan’s purpose is to educate leaders to be a better owner or service writer.

Kevin Vaught, Elite Worldwide Business Development Coach, former multi-shop owner. Find Kevin’s previous episodes HERE

Key Talking Points

Developing customer experience- the customer is more willing to pay more if the experience meets the criteria to warrant the price. Customer service is different than the experience. Big things are expected (fix the car and have some complimentary amenities), what about the little things (using first name basis, water bottles with logo in the cup holder when ready). You need to have the entire team involved. Treating internal (employees) and external (customers) with high value. You don’t need money to be kind and nice to others. How does the building look? What is the smell when walking in? How are employees dressed? Do they have nametags?
When organizations were asked to rate their quality of Customer Experience, 80% believe they are delivering a superior experience. This is compared to only 8% of customers who believe they are receiving a great Customer Experience
GLUE- giving little unexpected extras
Number one priority is to treat customers like kings and queens- they are the most important person that day.
Relationship business- want customers to keep coming back the rest of their lives, they are not an interruption in your day
You’re being compared to a customer’s last great experience (inside and outside the industry). What is a good experience for them? Ask them!
Technical knowledge means nothing to customers- they don’t know and want to know when the car will be done. Technology won’t replace the experience a customer gets, it is a tool.
Overpromise and under deliver- customers remember that more than the price of services
What’s your favorite restaurant? Is it based on price or comfort and service?
Every customer will talk about a good or bad experience to others
You make sales with conversation, not email or texts
Don’t chase money, money will follow with exceptional service
“We don’t fix cars, we take care of people”
Raise your standards and communicate them to your team, doesn’t happen overnight. Have a plan and procedure until it is engrained. Make everyone accountable with clear expectations.
A special thanks to Charlene Parlett, Maylan Newton and Kevin Vaught for their contribution to the aftermarket.
Books Page HERE
Listen to all Remarkable Results Radio, For The Record and Town Hall Academy episodes.

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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

This episode is brought to you by Shop Marketing Pros. Your guides are Kim and Brian Walker with a rich history as shop owners and industry veterans. When someone searches for a shop, who are they finding? Your competitors? It should be you! The good people over at Shop Marketing Pros know how to drive website traffic and make Google work for you! www.shopmarketingpros.com

Charging What We are Worth [THA 212]

Carm Capriotto, AAP — Thu, 25 Feb 2021 05:15:00 +0000

“He is ‘just a car guy’ with lots of knowledge and is brave enough to talk about it”. Maylan’s purpose is to educate leaders to be a better owner or service writer.

Carlo Sabucco, 2nd generation owner of Sil’s Complete Auto Care Centre. My father started the company September 1976, I joined in 1994 and succession of ownership in 2009. Company is now a 7000 square foot facility with 8 bays and 6 wonderful team members. I would never be here today without the team, the help of some amazing coaches, my peer group for the last 16 years, and lastly my wife Melanie. The last 2 years has been a steep learning curve of C Suite coaching, personal development, learning to be a better leader and focusing on where the industry will be in 5-10 years and preparing for it. Listen to Carlo’s other Episodes HERE.

Glenn Larson, Foothill Autoservice, Lake Forest, CA

Key Talking Points

Defining “what is worth”The value equivalent to that of someone or something under consideration
The level at which someone or something deserves to be valued or rated
We are here to push you to rethink your labor ratesBuild your customer base to people that want to pay your price to have you maintain their vehicles
Weed out customers who don’t want to pay the rates
80/20 Rule – 80% of your profits come from 20% of your customers
Successful yearReputation
Word of mouth advertising
Focus on your peopleCustomers
Employees
Emotion is a big driver in worth and what we charge
3 angles of worthWorth of the businessThe right tools
The right technicians
Do you believe in your employees
Worth of the mathematicsFormulas
Calculations
Are you the owner-worthy?
Does your facility warrant what you charge?Can you walk thru your place and say “I actually should be charging more?”
Do I need to clean house here and change things around to make it look a little better?
Do I need better tools?
If you don’t look like you belong, no one will pay your ratesUse good parts
Have certified technicians
We get paid for our knowledge, not what we do
The business is meant to work for us, we’re not there meant to work for it
Every shop in every area is differentRaise labor rates 2% every quarter
How to’s and why’s of figuring out what to chargeKnow that you have to charge more
Know the value of your business
The cost of doing business
Running the business on “jingle factor” is not P&LFocus on net profit
What net do you need?
Why do you need net?
Paralysis by Analysis
Final thoughtsGlennIf you have more self respect for yourself and realize what you’ve put into the industry and what your value is to this industry, this will help you charge what you’re worth
Your customers want you and your team to take care of their car and they will pay what you charge
CarloYou gotta make money because no one will be at your retirement party because you didn’t know how to run a business. If you don’t make money, they’re not gonna be there to write you the check to take care of you in retirement.
If your business goes under, it’s your fault
MaylanWe have to understand our business
Profit is not a bad word
If something happens to you right now, how is this business gonna support your family with day to day expenses
Your employees depend on you to make a profit so you can stay in business
The value to your customer

Resources:

A special thanks to Maylan Newton, Carlo Sabucco and Glenn Larson for his contribution to the aftermarket.
Books Page HERE
Listen to all Remarkable Results Radio, For The Record and Town Hall Academy episodes.

Mobile Listening APP’s HERE

Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.

This episode is brought to you buy Shop Marketing Pros. Your guides are Kim and Brian Walker with a rich history as shop owners and industry veterans. When someone searches for a shop, who are they finding? Your competitors? It should be you! The good people over at Shop Marketing Pros know how to drive website traffic and make Google work for you! www.shopmarketingpros.com

Career Upgrade: Service Manager to Shop Owner at 29 Years Old [RR 608]

Carm Capriotto, AAP — Fri, 22 Jan 2021 05:15:00 +0000

Colleen Yarger came from the hotel industry 10 years ago and now owns her own shop today. Colleen’s career has been a whirlwind! She always had a passion for helping others and to become a true customer advocate in whatever job she had. She truly enjoyed being a service manager and thought what better way to continue her path than to become a shop owner.

Colleen enjoys taking time for the little things and traveling, a true old soul stuck in a millennial body. She spends most of her free time with family and loves to garden. Colleen’s episodes HERE.

Key Talking Points:

Owner of Mark’s Independent Service Owner as of January 4th, 2021. Purchased form Mark Goldsmith
Buys the shop before owning her own home
Came from the hotel industry (working front desk at 19 years old)- met Maylan Newton (hosted service writers school at the hotel). After sending him her resume and interview with Ryan Tunison and accepted the job without knowing what it was going to entail
The first day of the job was to sell work orders- didn’t have any knowledge about cars but had a customer service experience
Spent time learning about cars and taking classes on the weekends
Moved back home and with the help of her business coach, had an interview with Mark- hired on a trial basis and hired after 3 days
Worked for Mark for 3 years and then bought the business at 29 years old
Constantly working with technicians on processes and procedures for business – written in tablet form
Has 4 bays, 1 technician, and 1 apprentice technician- interviewing to gain another technician and apprentice technician
Female service advisor- warming and inviting to customers when they first walk-in
Values the importance of belonging to associations- networking with other people and gaining insight on their input
Succession planDo I really want to do this? Where am I at in my career? Where do I want to go from here?
Worked with Bob Ward on the succession plan
Nerves took over her first day as owner- working on building self-confidence, often overthinks and second-guesses herself
Owners often don’t know when they want to retire- if becoming a business owner is your goal communicate that with the owner

Resources:

Thanks to Colleen Yarger for her contribution to the aftermarket’s premier podcast.
Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
Find every podcast episode HERE.
Every episode segmented by Series HERE.
Key Word Search HERE.

Be socially involved and in touch with the show:

Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.

Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser and many more. Mobile Listening APP’s HERE

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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. The Virtual AAPEX Experience 2020 is in the record books. Virtual AAPEX lived up to presenting leading-technical and business management training from some of the industry’s best and brightest. Now set your sights on the homecoming in Las Vegas in 2021. Mark your calendar now … November 2-4, 2021, AAPEX // Now more than ever.

Decade the Seventies – Talking Auto Repair [THA 184]

Carm Capriotto, AAP — Thu, 13 Aug 2020 05:15:00 +0000

Chris Chesney is theDirector of Customer Training for Carquest Technical Institute. He is also a NASTF Board Member. Visit Chris’s previous episodes HERE.

Mitch Schneider is a fourth-generation “mechanic/technician” recognized as a champion of service dealer and technician causes. Mitch is an award-winning journalist, former shop owner, and published novelist. For more than 37 years, Mitch operated Schneider’s Automotive — a successful 6-bay, family-owned and operated service facility in Simi Valley, Calif.

Mitch has recent great news on the biggest challenge in his life as he has taken on Primary Myelofibrosis, a rare bone cancer, head-on. He is in his recovery after a successful stem cell /bone marrow transplant in April 2019. I’m so glad to have him back to discuss his novel Misfire: What to Do When Things Aren’t Running on All Cylinders. Look for Mitch’s other episodes HERE.

Bob Pulverenti is the Executive Director of the Independent Garage Owners of North Carolina and show chairman of ASTE (Automotive Service & Technology Expo), prior to working for IGO Bob worked as the Executive Director of SSRSOUNY in Syracuse NY. He had also operated automotive shops in Central NY for 25 years, as a shop owner he was triple certified with ASE & a nine time NAPA/ASE Technician of the year award winner. He holds the AMI Accredited Automotive Manager certification. He sits on the AASP National Board of Directors and is a registered lobbyist. Previous Episodes HERE.

Jerry Kezhaya from The Auto Shop in Plano Texas has been in business since 1981. Plano is a northern suburb of Dallas with a population on 280,000. According to Jerry, it is the top growing county in the US. His 35,000 sq ft shop has 21 lifts with two flats per lift.

Jerry is a business coach and prides himself for getting out of the shop between 80 and 120 days a year to work with clients, attends seminars and enjoys wine. Listen to Jerry previous episodes HERE.

Key Talking Points:

Some big work done in this decade was carburetors
Maylan was a Snap on Dealer and Mitch was a customer
Chris Chesney was also a Snap On Dealer. They kept you in debt so you got up everyday and went to workYou had to pay so you collected from your customer everyday
New Tech: Chrysler Electronic Ignition. No points and condensers. “Space Age Tech!!”
If you did not have a feeler gauge you used a match book cover
Sun engine analyzer. These guys are still waiting to learn how to use it
As is typical with each decade or new advances in technology many did not believe it would last
Bear static balancer and BADA Bubble Balancer to balance tires
New electronic balancer was about $6,000 at that timeTook forever to sell one and to get a shop to buy one
These guys pumped a lot of gas. Most shops sold gas.
Learning how it works was an incurable passion for these guys
Chris Chesney loved the new tech
The more cars at the pumps the more cars came into the bays. The gas pumps was ‘social media’ back in the day
Mitch won a bet if he could field strip a carburetor, $100It took skill to rebuild a carburetor
Electrical and carburetor shops were specialists in the dayThey used a growler to grind the armature
Curiosity drove the technician of the day
To the consumer nothing has changed.My car is broke, fix it
Training was big at dealerships back in the 70’s
General Motors Training Center that provided training to dealer techs also provided training to the independent via their AC/Delco product division
Some training came from the parts people that was more of product training then technical
Everyone was in street racing or drag racing
The techs of the day in the 70’s loved the machine called the automotible
We need to start attracting young people into our industry
Motor and Chilon were the repair manuals necessary to repair cars of the time
Be careful and mindful of the solvents you are working with.Wear gloves, glasses and steel toed shoes

Resources:

A special thanks to Chris Chesney, Mitch Schneider, Maylan Newton, Bob Pulverenty, and Jerry Kezhaya for their contribution to the aftermarket.
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.

Buy me a coffee

Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.

Bright Light Shines from this Business Coaches Round-Table [RR 531]

Carm Capriotto, AAP — Tue, 28 Apr 2020 05:15:00 +0000

Bob Greenwood, AMAM (Accredited Master Automotive Manager) is President and C.E.O. of Automotive Aftermarket E-Learning Centre Ltd. (AAEC). AAEC is a company focused on providing Business Management Resources and Development for the Independent Sector of the aftermarket industry. AAEC content and technology is recognized as part of the curriculum of the Fixed Operations Diploma and the Aftermarket Degree courses taken at the Automotive Business School of Canada at Georgian College located in Barrie Ontario Canada. This school is the leader and only college in Canada that offers an automotive business education. AAEC is also recognized by the Automotive Management Institute (AMI), located in North Richland Hills, Texas USA, allowing 80 credits for successful completion of the AAEC E-Learning portion of the site towards the 120 credits required to obtain the reputable Accredited Automotive Manager (AAM) designation. Bob’s previous episodes are HERE.

Bill Haas, AAM, is the owner of Haas performance consulting LLC, with 40 years of experience in the automotive service and repair industry. Clients have access to Bill’s solution-based focus, expertise, unique perspectives and in-depth knowledge of the industry.

Bill began his career working part-time at a full-service gasoline station in Appleton, Wisconsin. His career includes time as a technician, shop owner, technical trainer and on the staff of the automotive industry’s oldest and largest association representing automotive service and collision repair businesses. While at the association Bill had the opportunity to work with all segments of the industry.

His knowledge of the industry has been shared on many occasions as he has been invited to speak at numerous industry events as well as providing testimony at hearings of the US Congress and several state legislatures on important legislation and regulation affecting the automotive industry.

Bill received the Accredited Automotive Manager (AAM) credential from the automotive management institute in 1996 and has been a member of the automotive management institute’s faculty since 2002.

Bill is also the business manager for NACAT, the North American Council of Automotive Teachers. His services include business management seminar development and delivery, keynote presentations, business consulting, performance coaching, and strategic planning facilitation. Listen to Bill’s previous episodes HERE.

Barry Barrett covers the premise of the book that builds a foundation for negotiation on the basis of understanding the other party through empathy and active listening skills.

During Barry’s career as a Service Manager and top salesperson, he honed his talents in communicating with people.

Barry is tireless in his pursuit of excellence in the automotive industry and in all that he does. His passion for providing tools to train owners and their teams to the next level is unlimited. He is a Ziglar Legacy Certified Coach. Find Barry’s other episodes HERE.

Key Talking Points:

First Coaches Round Table was a Vision in 2017. It was Episode 208 Link HERE
Takes time to gain experience, need to continue to listen and share with others your experiences to shorten the learning curve
Experience is often the name we give to mistakes- ask advice and opinion
Insanity- doing the same thing over and over again expecting different results, coaches want you to do different things and change to get different results. Starting building confidence with each change.
RPRS (Right People Right Seat): Share same values, get it – want it and have the capacity to do it, know what is expected and held to standard with accountability
The right team in place have careers not jobs- have you found your passion? Can you afford the mistakes the wrong person makes in your business?
Cannot lose revenue by coming to training- you are rewarding your team with efforts, come back more educated and gain a better perspective by networking with others. Training is an investment, not a cost. If you’re not at training, how are you going to compete with the shops that are?
Math not magic to increase efficiency
Millennial wants to participate and be involved in business- contribute and want respect, not just about fixing cars
Succession planning- The biggest failure is not getting a succession person involved in the business side early enough. Takes 4-7 years to put a proper plan together for internal systems and processes are in place. Not selling hard assets.
The average shop is understaffed by three people- bays, front counter, back office. You cannot maximize productivity when understaffed.
If you don’t confront problems in business then you condone it

Resources:

Thanks to Bob Greenwood, Maylan Newton, Bill Haas, and Barry Barrett 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.
Love what we do? Buy Carm a cup of coffee HERE.

Be socially involved and in touch with the show:

Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.

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.

Learn more about NAPA AutoCare, Gold Certification, and the hundreds of other benefits the NAPA family has to offer by talking with your servicing NAPA store or visit www.NAPAAutoCare.com

Surviving an Economic Downturn [THA 165]

Carm Capriotto, AAP — Thu, 02 Apr 2020 05:15:00 +0000

Ron Ipach, co-founder or Repair Shop Coach, has helped over 5536 auto repair shop owners to get and keep all the top-quality customers they can handle.

Marketing auto repair services are all he does. He lives, eats, and breathes it every day. He has seen, heard, and tested practically every kind of marketing there is out there today. He’s examined the results. He’s tweaked and tested dozens of strategies over and over in order to maximize their results.

Because Ron has personally worked with so many shop owners over the years, he has the distinction of being the only person in the world that knows exactly what marketing works, and what doesn’t work for auto repair shops in today’s economy. He finds passion in amplifying time & freedom for his clients while helping them take back control of their businesses. Find Ron’s other episodes HERE.

Chris Cotton utilizes the Profit First method of cash management. He is trained and certified by the Profit First Professionals organization to guide business owners and entrepreneurs in maximizing their profits.

AutoFix is the first and currently the ONLY auto repair shop specific coaching company, nationwide, that has achieved certification in Profit First.

Chris Cotton has been in the customer service industry for over 40 years and has been in the auto repair industry for over 25 years. He is a former shop owner that has dedicated his life to helping YOU to get your business where you want it to be and helping you FOCUS on the things that matter to you. Find Chris’ other episodes HERE.

Talking Points:

Coaches are asking to rely on them for guidance more than ever
Coaches are talking to shop owners who may not even be their clients to help them
Coaches are feeling fearful. It is time to be optimistic
Some coaches wisdom is not coming true for many clients
Closing even for a week does not save you on fixed costs
Time to be lean and meanTighten up your spendingReview your spending habits or disciplines
Do you need every expense item
If you spend it should help make you money
Cash is KingFour to six months of costs saved to sustain your business
We are in a ‘recession-proof’ industryWe must weather cash flow issues
Market AlwaysSpend wisely on marketing in good times or bad
There are many tactics but few strategies. We sometimes try new things so often that we lose track of the overall strategy of growing and keeping customers.
Your current database should be locked into you. Caged!
Be nimble and make decisions and learn from what works and what doesn’t
The fear factor and emotional factor are real and logic and facts must rule
Don’t lower your price or discount or lower your labor rate. These are emotional, not logical decisionsThe fear of the what if’s may build a defeatist attitude
You believe you need to do these things but look carefully at your demographic, your market and your business
Don’t do something because one person said something
What if there is free diagnostics but the customer cannot afford the diagnosis
Help people out if you have the ‘Cash’ to do it. If you don’t it is tough to give what you don’t have
There is alternative financing available
There will be a slowdown in car count, but you may see an increase in average ticket because you have more time to look at the vehicle
Don’t:Cut back on your marketing budget
Buy the latest piece of equipment
Hold cashing your own paycheck
Do:Review your expenses
Review your team. Look at loyalty. Tough decisions to make, but tough times require tough decisions
Call customers that have not had work done on their previous visit. Write a script
Reach out to your community and offer your services to keep food and deliveries on the road
Look at your work/income vs your work schedule. Don’t sacrifice the entire business for full employment.
Talk to your people ask for their help and ideas
Start to segment your cash in the strategy of ‘Profit First’
Profit First Episode with Mike Michalowicz HERE.
In the case of Covid-19, you need to consider your options. There are two currentlySBA (a loan)
CARE Act (apply for the grant)
Money from the government is not a reason to keep doing business as usual. It is time to change and learn stronger business acumen, hire a coach, read books, listen to RRR podcasts, join a peer group among others
A client of Maylan’s went to her bank to apply for SBA loan and was told that because she had a credit line and some cash reserves she would probably not qualify for an SBA. (We are not experts, this is the repeat of a single situation)
Your business is your best investment.
Every shop today can be super successful
You must maintain a positive attitude. No negative thoughts are spoken to your team
Try something. If it doesn’t work tweak and try something else
Don’t go through this crisis alone. Once over there will be additional crisis/challenges that you will face, prepare for this
If you want to see your current situation, look in the past. If you want to see your future look at what you are doing right now

Resources:

A special thanks to Ron Ipach, Chris Cotton and Maylan Newton for their contribution to the aftermarket.
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Stop Quoting Price Over the Phone – Maylan Newton [FTR 091]

Carm Capriotto, AAP — Mon, 30 Mar 2020 05:15:00 +0000

“He is ‘just a car guy’ with lots of knowledge and is brave enough to talk about it”. Maylan’s purpose is to educate leaders to be a better owner or service writer.

Talking Points:

Get Away from the Price Driven model of Business and get back to the Quality and Relationship Business
Stop quoting price over the phone
If you quote a price, make it the last thing you do not the first
You don’t have to be cheap to be busy
Price can be 6th or 7th on a customers list of needs
When you quote a price over the phone you are setting up to be a more difficult repair process and saleWhat happened to the quote you gave me
The service write needs skill to not quote a price over the phone
Vehicles are too complex and sophisticated to quote a price over the phoneIt is not your dad’s Oldsmobile
We are cannibalizing our industry by quoting a price
Do you really want the customer who wants the lowest price?
In today’s climate spend extra effort to tell the customers about your touchless transaction and the sanitizing efforts you are putting forth
If customers wanted a cheap price there would not be top shops out there not dealing with price first
We need to show the value of what we do and be proud of our investments in people, training and equipment

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