Excellence is not a skill. It is an attitude. ~Ralph Marston
All of us are working in a small business. We each have a part to play to make that small business thrive. Everything you do, or don’t do, matters. You need to be on your best game every day.
I am going to relate two true stories to you that happened a few years ago now…but I will never forget them.
My husband inherited an assistant years ago and during crunch time to get a project done he handed her a paper with a sticky note attached that said “make 18 copies please.” She came back with 18 copies of the sticky note instead of 18 copies of the paper. We laugh about it often…but he was truly shocked at the time. She had a great attitude and willingness to learn so he felt she was worth training. She in time became a valuable employee with excellent skills and was consistently promoted within the company and always got excellent reviews.
We had an employee once that was highly educated, had put in 30 years in a career but wasn’t ready to just retire at such a relatively young age. In the interview he stated that he had just lost a job he had for less than a year and wasn’t sure why but he knew he would be able to do the job we needed him for. One of his duties was to do the invoicing which involved running credit cards.
In a few weeks the accountant asked to meet with the owner and myself (this was before I owned the company) and pointed out that though the sales were great, the funds were not for some strange reason. I was asked to look into it and it turned out that the credit cards were not actually being run. We looked great on paper but not in the bank! When I asked the employee about it he said he didn’t like to run credit cards so he simply didn’t do it. He then went on to tell me that he loved his job…just not any of the duties he was expected to do. He liked the companionship of his fellow workers and the paycheck …but didn’t actually want to do the work. Needless to say he didn’t last at our company. He was a nice person, he was fun, but if he didn’t want to do the job we could find “nice” and “fun” and still get the job done! His attitude was not geared towards excellence.
Have a great attitude, be trainable and get the job done! That way you can be called “excellent” by your employer, your fellow workers and your customers.
News Works Marketing
Memory is always faulty. Emotions are always true. ~Author Unknown
We are a resource…
Did you know that we are the oldest marketing company specializing in helping you, the independent repair shop owners, grow their business? It has been over 28 years and we are still going strong and we have seen it all. The Good, the Bad and the Ugly… This goes for both traditional and internet (now called digital) marketing. Unfortunately, we have also witnessed quite a few shop owners who see a new marketing concept and for some reason feels compelled to try it. Unfortunately, more times than not, it doesn’t work and once again a lot of good money and time is wasted. But it does not have to be like that. Most of our clients pick up the phone and call us or email us to get our perspective.
Marketing gimmicks come along all the time, usually with great fanfare, hooking unsuspecting business owners. We know you are a NEED industry and your marketing needs and wants differ from most other businesses. We get the same calls making the same promises to us!
We have many customers who tell us that they wouldn’t be in business today if it wasn’t for News Works. We helped them capture the attention of their customers and build up their car count. We enabled them to keep their customers’ attention and loyalty so they aren’t tempted to stray to the chains/dealerships. Here is how to do it!
- Consistent marketing! All of your marketing should inform, educate and entertain to attract attention and keep it.
- Direct mail gives you room to really make an impression. We recommend you do a direct mail piece at least quarterly.
- Social media helps give you “top of mind awareness” to your followers. Keep it short and use an interesting picture and post at least weekly.
- Websites should be easy to navigate and not filled with so many repeat words your reader gives up in disgust (If I am reading about brake repair I don’t need to see the words “brake repair” 50 times in one short article)!
- On hold messaging can even be informative, educational and entertaining.
- Now that you have grabbed their attention you can build on the relationships by community marketing! This can be accomplished in a variety of ways! Here are few examples of what our customers are doing so successfully:
- Contests! – They do everything from monthly drawings to guessing games. The trick is the customer has to come into the shop to be eligible. That doesn’t mean they need their car serviced every month but they drop by to participate in the program. They then are contacted if they win and their picture is taken and put in the newsletter or on Facebook.
- Art contests for elementary schools – Teachers and parents like a shop who cares and participates in this event!
- Car Care Clinics are also well received and what a great way to inform, educate and entertain!
Remember, this method of growth is done through emotions which is the key element in building trust which is the key element in building loyalty.
I could do an entire seminar on this subject but I try to keep Help Me Rhonda short as I know you are all so very busy. For more information on how to keep growing and filling those bays, contact me or George Zabrecky (you can reach George at 513-378-0003 or [email protected]).
News Works Marketing