Your weekly broadcast production with wisdom shared by our guest host and a virtual shop tour. There is a trivia challenge.

• Dwayne Myers talks about technician career paths. Dwayne’s previous episodes HERE
• Virtual Shop Tour by Jonathan Ortiz from Foreign Affairs, Palm Beach, FL. Jonathan’s previous episodes HERE
• Trivia Challenge:

Dorman gives people greater freedom to fix vehicles by constantly developing new repair solutions that put owners and technicians first. By always innovating, Dorman has led the way in growing the aftermarket. Here you will see a few examples of a Dorman OE Fix. An OE FIX is a Dorman repair solution you can’t get from the original equipment manufacturer. It means they found a situation where they believe the OEM wasn’t giving repair professionals what they wanted, so we fixed it. Everything Dorman does is centered around providing customer value, both in the quality of products, and the creativity of solutions. Our engineers and designers go out of their way to save repair technicians time and save vehicle owners money. Want to really go under the hood? Take the Dorman Virtual Tour at www.DormanProducts.com/Tour



Your Learning Curve Never Sounded This Good

The Panel:

Kim Auernheimer, AAM is the Co-Owner & Business Manager of CS Automotive in Brentwood, Tennessee. CS Automotive was opened in October of 2006 in the back of a warehouse and now they call a 6,400 square foot, 10-bay shop home.  Prior to joining her husband Rob in the business on a full-time basis, Kim had a career in Commercial Real Estate and Property Management. In July of 2011, she stepped out from the background of the business and joined her husband in the venture of creating an industry-leading standout

Kim continuously seeks out training for her and her entire team and put the teachings to use. Her belief in industry education has been a large influence on how much success and growth they have had over the last few years.  She has a passion to improve the reputation of the Automotive Repair industry working alongside other shop owners and industry leaders to improve the overall experience of the customer from the moment they make that first call to the shop until they drive their car off the lot instilling transparency and developing trust during the entire process.

In 2017, she obtained her Accredited Automotive Manager (AAM) designation. This is a result of 120-credit hours of coursework in several core competencies including leadership, marketing, customer relations, accounting, and several other areas of automotive repair business management. Listen to Kim’s Episodes HERE.

Kathleen Jarosik began her career in the automotive field in late 2003 after relocating from Florida’s Atlantic Coast to the beautiful Gulf Coast with her family. She started working at Xpertech Auto Repair shop while also staying home part-time with her two, now teenage daughters. Without any automotive experience, she spent much of her time in the background, managing payroll, accounts payable and paperwork associated with the operations of the business. After divorcing in 2009, and only 6 years of shop experience under her belt, she purchased full ownership of her shop from her former husband and began to run it as her own.

Kathleen made 3 pivotal decisions that have since changed her life; becoming a Napa Auto Care center and utilizing their extensive benefit and training network to learn and grow in the industry, finding a business coach; Repair Shop of Tomorrow, to further educate her in marketing, operations, and efficiency, and becoming a member of Women in Auto Care where she has learned the importance of encouraging and empowering others to strive for excellence in this incredible industry. She is very involved in the leadership and volunteering initiatives in her local community and aims to increase awareness and spark interest in choosing a career in the automotive field for young women.

Kathleen was honored as the Female Shop Owner of the Year 2018 from Women In Autocare. Listen to Kathleen’s previous episodes HERE.

Jonathan Ortiz is the son of Foreign Affairs Auto’s founders Frank and Gloria Ortiz. He has an MBA from Northeastern Boston and is currently the general manager of the shop. He is the brother of the two-time Olympic soccer player, Melissa Ortiz and she works in the marketing department. His passion is customer service and he got this passion to serve from his family. His family created the culture of giving what you can. He is joined by a talented team of managers, technicians, and service staff. Find Jonathan’s other episodes HERE.

Key Talking Points:

• Shops percent of women customers ranges from 50% to 70%. Depends on demographics and geographic in their marketplace. Even the average age plays a factor.
• Jonathan says females can be more loyal
  • It can come down to an emotional relationship of trust. Also applies to male customers
  • When female customers find trust they come back time and again.
  • Women are more relational than men.
• They want to go with a place where they feel safe, that they are understood and they are values and the relationship is built from there.
• The environment is key
  • Like a home living room.
  • Less automotive like advertisements in the lobby.
  • Customer needs to feel it is a very clean and inviting environment. Not a car repair shop.
  • Fragrant that doesn’t smell like a shop
  • Amenities:
    • Coffee, water, snacks, flowers, female-friendly magazines wifi, cell phone chargers
    • Kim has essential oils going.
  • Create a WOW factor something so different and unexpected.
• Being transparent than ever. DVI has been large support in creating transparency.
• Many women customers may come in with a high level of anxiety if a vehicle problem has interrupted their day.
• It can be easier for a female service advisor to build a transparent relationship with a female customer.
• Females will more often give a personal referral.
• Know who your customer is before you decide to hire a woman. If you are a speed shop or a 4×4 shop you may make a mistake with a women service adviser unless the experience. If your shop demographics fits a woman service advisor profile you need to consider a woman on your counter in some capacity.
• What percent of women and men are following your social pages and consider the strategy you have to appeal to your audience or build a segment.
• Celebrate the wins in your teams’ Babies, marriages, and/or anniversaries. Including holidays and even recipes.
  • Clients want to know about the team and the family environment in your shop.
  • Real people with real lives.
• The CEO’s job is to get the phone to ring. Managing your marketing and social media is an important responsibility and at the core of your business is to help people and build relationships through your team.
• Every month there is a holiday and you can weave that theme into your social media or your special touch at your counter.
• Always consider that every day has a ‘special day tag’ that you can develop a theme around such as national donut day!
• Exceptional customer experience is a minimum standard today.
• Building long term relationships will keep your customers loyal for life.
• Treat your women customers as the decision maker that she is.
• Male customers will explore other opportunities and may not be as loyal.
• Remember the never says:
  • Sweetie, sweetheart, darling. Maybe meant well but said in the right way it voids your conversation and will be construed as talking down.
  • Do you want me to talk to your husband?
  • Unless she defers your women customer is the decision maker.
  • Calendars from the tool trucks need to be removed from the premises. It is not appropriate along with language.
• Your women customer wants to know if it is safe.

Resources:

• A special thanks to  Kim Auernheimer, Kathleen Jarosik and Jonathan Ortiz for their contribution to the aftermarket.
• Books Page HERE
• Zimmerman’s Automotive website HERE.
• Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Subscribe to a mobile listening app HERE.

Subscribe to a mobile listening app HERE.

Your Learning Curve Never Sounded This Good.

The Panel:

Jonathan Ortiz is the son of Foreign Affairs Auto’s founders Frank and Gloria Ortiz. He has an MBA from Northeastern Boston and is currently the general manager of the shop. He is the brother of the two-time Olympic soccer player, Melissa Ortiz and she works in the marketing department. His passion is customer service and he got this passion to serve from his family. His family created the culture of giving what you can. He is joined by a talented team of managers, technicians, and service staff. Learn of Jonathan’s previous episodes HERE.

Carlo Sabucco started in 1994 after attending several years at Ryerson University for business. Thereafter graduated Mohawk college Automotive Tech Program.  Carlo has devoted a great amount of time surrounding himself with some of the greatest shop owners in the market. Over the years, Carlo attended training from Bob Greenwood to Cecil Bullard, Dave Schedin, Elite and group process with Jim Murphy, thru to Kelly Bennett, now he is with ShopPros. Today Carlo operates Sils Complete Auto Care Centre, a successful 8 bay facility, approx 7,000 square feet on the east side of Oakville, Ontario. Learn of Carlo’s Previous episodes HERE.

Peter Foreman from Integra Tire, Second Generation Shop Owner, 39 Years old from Langley, BC. Peter literally grew up in the shop. As a baby, there was a cot in the office while his mom Cheryl did the books! Taking his Dad Dave’s beliefs and expanding on them, Peter went out and made a career on his own in the auto parts industry before deciding to come back and help his family bring the shop into the next age of auto service and repair in 2005. Peter is happily married with two children. His children love to visit the shop as well. Maybe there will be a third generation one day! Learn of Peter’s Previous episodes HERE.

Key Talking Points:

• Ghosting happens with all age brackets but seems most prevalent between 22-36 ages.
• You are always wondering what you did wrong.
  • There are fixes you can make and all areas of the recruitment process must be available.
  • Do you have a broken process?
    • Stronger ads. A consistent message that flows right through the interview process and into your culture.
    • The interview process is more a social process.
    • The process of how we tour the shop when you go to the office, do not sit behind the desk should be all choreographed.
  • You can lose people within the first day or week because how you explained the culture of the business is the exact opposite. They were oversold.
  • Your team needs to know how important they are in onboarding.
  • Peter actually had a group interview (roundtable) for a service adviser job.
  • Jonathan likes to do a working interview with a technician candidate.
    • He says he has a high paced rockin’ roll environment.
    • Looking for the candidate to spend one day at the shop. Looking for multitasking even though he will be shadowing another tech.
• Jonathan is recruiting for top technician talent and his candidate base already have jobs.
  • We’ve got to get them over their fears to change
  • At the end stages of the timeline to arrive is where he had lost a new hire.
  • Look to hire faster than the typical two weeks. See if the candidate can start within a week.
• Some new hires that have ghosted Carlo were never to be heard of again.
• Suggested to track down a no-show and keep them on your bench. Things change. Don’t give up on who you felt would be a rock star.
• Red Carpet:
  • Build up to the excitement. Set up their space in your place.
  • Talk about joining the family.
  • Create an emotional connection
  • Build enthusiasm for them coming on-board.
  • You are offering a rare opportunity. People don’t leave our company. Show them stability
  • You’ve got the tools to get the job done.
• Show a path to different roles in your business. Maybe a tech would someday consider being a service advisor.
• Warning signs:
  • The candidate needs to think about the job offer.
  • Lack of communication. Not getting fast responses.
• You can also lose people within the first 30-90 days,
  • You can lose people during lunch hour or just not show after a few weeks or months on the job.
  • The reality is just to walk away from a job or a relationship. The way it is with a certain age demographic.
• If your candidate is willing to leave right away and come with you, they will do it to you.
  • Carlo says you need to hold fast and give a two-week notice. Teach them the ‘right’ way. If you lose the candidate that may have prevented a walkout someday.
• You need to put out a consistent brand message and culture from the moment of the ad.
  • Your team is as responsible for retaining a new hire.
• Candidates or employees ghost on us and go to the dealer because the deale HR departments are selling the brand. They also have a big opportunity and they buy into that.
  • We need to up our hiring skills and our interviewing skills if we are going to compete with the professionals.
• You need a strong brand and culture to have relevance for the best candidates.
• Possibly consider hiring an HR specialty company to help in your recruiting and compliance.
  • Keep in mind you need legal ob descriptions, hiring processes and a handbook.
• Be involved with other local shop owners. Create a strong tight-knit community. Learn from each other. They aren’t your competition. There is enough work for everyone.
• Keep your message clear during the entire process, stay in tight communication during the process, always be hiring. You are not the only one this is happening to.

Resources:

• A special thanks to  Jonathan Ortiz, Carlo Sabucco, and Peter Foreman for their contribution to the aftermarket.
• Books Page HERE
• Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

RepairPal. Many of our industry’s high-quality shops have gone through an evaluation with an independent automotive team to ensure their techs are trained, they use the right tools, and their customers are happy. In fact, over 2,200 repair shops have met these requirements, have become RepairPal Certified and are getting new customers every month.

Why has the number of RepairPal Certified shops grown so much? These shops are proud to have passed the certification and value the new customers they’re getting, both from the 5 million monthly visitors to RepairPal.com and their partnerships with CarMax and USAA. Certified shops can cancel at any time, so RepairPal works hard to produce value for them. Learn more at repairpal.com/shops to learn more.

Subscribe to a mobile listening app HERE.

BIO:

Jonathan Ortiz is the son of Foreign Affairs Auto’s founders Frank and Gloria Ortiz. He has an MBA from Northeastern Boston and is currently the general manager of the shop. He is the brother of the two-time Olympic soccer player, Melissa Ortiz and she works at the marketing department. His passion is customer service and he got this passion to serve from his family. His family created the culture of giving what you can. He is joined by a talented team of managers, technicians, and service staff.

Talking Points:

• Family business.
• Jonathan has his MBA from Northeastern, Boston.
• Jonathan was encouraged to go out on his own and get his education, but that he had an option to join the family business when he was ready if he wanted.
• The company was a full-fledged used car dealer for years and after Johnathan and his Dad went to a management conference, they decided to change their business model to all service.
• Foreign Affairs Auto’s focus and passion are on the customer.
• Their culture is people first.
• The entire shop went to the WorldPac conference this year.
• Techs are getting at least 30 hours per year of technician training.
• Having lost a new hire before they were set to arrive, Jonathan changed his approaches to new hires.
• The business focuses on same day repairs because his mainly Euro vehicle competition ties up the car for multiple days. They do not offer loaners because of this. The Euro car owner expects the vehicle to in the shop for more than one day and this provides differentiation in the market.
• Recently moved to 5 days a week schedule so the team can spend time with their families.

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

This episode is brought to you by Federal-MogulMotorparts 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