Automotive Service Advisor – Doing Your Part

Rhonda Hiltbrand“A satisfied customer is the best business strategy of all.” – Michael Leboeuf

If you are the service advisor but not the owner (I know some of you wear both hats) you are still very responsible for the success of the business you work for!  You are the front line.  Your role is extremely important!

You need to come to the job each day with energy, intelligence and a desire to meet the needs of each and every customer and at the same time, grow the bottom line of the shop you work for.  See how very important you are?

If you feel you are lacking in this area, or have lost your zeal the past year, make this your year to shine!  What can help?

  • Stay current with training.
  • Meet with others in your profession and exchange ideas.
  • Set goals for yourself with an attainable deadline to accomplish them.

Wishing you all the best in 2018!

Rhonda Hiltbrand
CEO
News Works Marketing


Looking for The Positive in a Negative World

Rhonda HiltbrandBusiness owners and/or service advisors often must set the tone for their business day.  If you are in the front-line servicing customers, you deal with all sorts of personalities.  Some days, you may feel a bit stressed and anxious and you aren’t exactly sure why.  I got to thinking about this recently when I was having a conversation with someone about how to deal with negative people.  They were wondering why people in general seem so negative lately.

We concluded that people could subconsciously become negative due to many factors; like waking up to the news on the alarm clock/radio each day.  The news is rarely good in those few minutes, and one’s head starts to be filled with negative vibes then and there.  What can you do to make life better for these negative folks you deal with?  You have to try to be the positive force.  It isn’t always easy but greet each one with a smile and hopefully your good attitude will spread and push out the bad attitude. Smile when you talk on the telephone, too.  It really does make a difference.

I also find counting my blessings helps me feel positive and I have much to be thankful for, including all of you.  I appreciate you more than I can say!

I hope you all have a wonderful Thanksgiving!

Stay positive!

Rhonda Hiltbrand
CEO
News Works Marketing

 


The Tale of the Hot Dog Vendor

Rhonda Hiltbrand“Early to bed, early to rise, work like [#%!] and advertise.” – Ted Turner

Over the years there have been similar versions of this tale.  It is one of my favorites.  From time to time I get asked to share it again, so here it is!

The Hot Dog Vendor

There was a hot dog vendor who sold the very best hot dogs by the side of the road. His business was booming, people loved his hot dogs, and his business steadily increased month after month. The man loved his business and believed in the need to provide great food at a great price.

This man was so busy advertising and selling his hot dogs and making lots of money, that he didn’t even have time to read the newspaper or listen to the radio. Consequently, he never heard a word about the potential economic slowdown. He just continued to offer his delicious hot dogs and his customers bought them. He kept advertising and selling, and they kept buying.

Then one day his college educated son told him that an economic downturn was surely coming. His son told him that people wouldn’t have enough money to buy his hot dogs. The successful hot dog vendor believed this, so on his son’s advice, he cut back on his advertising. Additionally, he started ordering less supplies and product, because after all, people would be cutting back soon.

He even went so far as to take down many of the billboards that led to his roadside stand. And sure enough, people stopped coming to him. People stopped buying his hot dogs, and he eventually went broke.

Then he thought to himself. “How smart my son is in predicting this.”

Hope you enjoyed it!

Happy advertising!
Rhonda Hiltbrand
CEO
News Works Marketing


Never Be Too “Busy” to Help the Customer

Most-Important-Visitor

Rhonda HiltbrandThis week I went, as usual, to our local farmer’s market.  They have many unique items, a wonderful array of Amish goods and local homemade items. I was at the deli counter and asked for a pound of shaved ham.  The counter person kept slicing and putting it up on the scale until it was short one quarter pound.  She sighed deeply and said if I must have a pound she would have to open a new package.  I was shocked at the attitude but said, “No, that is okay. I’ll try to get by with this amount.”

I think she then realized what she had done and asked me what I was going to use it for.  I told her and we chatted a bit about recipes and such and then she asked if I needed anything else.  Before I could answer she said, “I know, the rest of your order of ham!”  I told her it was okay and took my package and went about my shopping.

She was an employee at this small business and in my opinion basically cheated her employer out of a full sale (and this is always wrong no matter if it is a big box store or small independent) but I felt especially bad for this employer as it is a small, independent business and every sale counts!

I then thought about the Facebook post I had put on our News Works page (the one above) and thought…how very true!

Have a great month and treat those customers well!

Rhonda Hiltbrand
CEO
News Works Marketing


Who Likes To Get Mail?

Rhonda HiltbrandWhat a wonderful thing is the mail, capable of conveying across continents a warm human hand-clasp.  ~Author Unknown

I was going through my marketing smart briefs this week and ran across an article for marketers.  It said that many presume that only elderly people like to get direct mail but went on to say that, contrary to popular opinion, that assumption is just not true!  It turns out that all generations like to get mail.  I, of course, knew this as it is my job as a marketer to have all that information at my fingertips each and every day, just like it is your job to have your finger on the pulse of the automotive repair industry.

These days, when so many of us pay our bills online, our mailbox is less cluttered.  We pay more attention to the mail we do receive.  Online ads are always popping up and we have become so desensitized to these ads that we shut them down without even giving them a chance to be viewed.  We are focused on what we wanted to see online…and not allowing that ad(s) to interrupt our singlemindedness.

People will often look at something online and unless they print it out, will forget where they saw it.  A well put together printed piece of mail, on the other hand, is something people can hold on to and save until later.  They enjoy holding it, touching it, and retaining it (especially if it includes a coupon offer).

It seems that all generations, from Traditionalists (born 1945 – and before), Baby Boomers (born 1946 – 1964), Generation X (born 1965 – 1976) and Millennials (born 1977 – 2000) trust direct mail more than any other marketing channel.

I thought that all my customers who currently do direct mail with my company would enjoy reading this, and those who aren’t might wish to explore this option! It is hard to beat direct mail for Business to Consumer!

Rhonda Hiltbrand
CEO
News Works Marketing


Are Your Team Members On The Same Page As You?

Rhonda HiltbrandThe trouble with not having a goal is that you can spend your life running up and down the field and never score. ~Bill Copeland

I have always been a very goal-oriented person. Every year I have a financial goal that I set for my company.  I was so excited as we went into December because we were on target to meet and exceed that goal.  Then things seemed to fall apart!  I won’t go into detail but I will say if not all your team members are on the same page as you, you may struggle to meet your goals.  We missed our goal by a small amount, but I am still in mourning over that!  It simply should not have happened! I know…I need to get over it and move on and make it happen this year!

  • Shop owners, have you set a goal for 2017? Is your team aware of it?  Do you feel they are on the “same page” as you?
  • Service advisors, do you know the goal for 2017 and are you working towards it?

I look forward to working with you in 2017 and let’s make it a great year!

Rhonda Hiltbrand
CEO
News Works Marketing

PS:  Here is a special offer for all our customers!  If you refer a shop to us and they become a customer, we will give you the following for free:

            Newsletters – 250 free with your order or

            Postcards – 500 free with your order

This special is good all year long!


Thanks For A Wonderful Year!

Thanks for a wonderful year! All of us at News Works Marketing wish you a Merry Christmas, a Happy Hanukkah and a Happy New Year!

I ran across these little “B’s” of wisdom and thought I would share it with you to wrap up the year!

B hopeful, B happy, B cheerful, B kind,
B busy of body, B modest of mind,
B earnest, B truthful, B firm and B fair…
B watchful, B ready, B open, B frank,
B manly to all men, whatever B their rank;
B just and B generous, B honest, B wise…
B temperate, B steadfast, to anger B slow.
B thoughtful, B thankful, whate’er may B tide…
B pleasant, B patient, B fervent to all,
B best if you can, but B humble withal.
B prompt and B dutiful, still B polite;
B reverent, B quiet, and B sure and B right…
B grateful, B cautious of those who B tray.
B tender, B loving, B good and B nign,
B loved thou shalt B, and all else B thine.
~”A Swarm of Bees,” The British Bee Journal, and Bee Keeper’s Adviser, 1882 February 1st

Talk to you in 2017!

Rhonda Hiltbrand

Rhonda Hiltbrand
CEO
News Works Marketing


Gratitude

Rhonda HiltbrandGratitude is the best attitude. ~Author unknown

It is that time again!  Time to pause and count our blessings.  It would benefit us all, of course, to count our blessings daily.

I know life gets crazy and sometimes it is difficult to stop and realize all the good we have in our lives.  Service advisors sometimes deal with difficult customers and of course, being a small business owner is a daily challenge all by itself.  I’m sure, like me, you sometimes wonder, “What was I thinking?”  LOL!

Speaking as a business owner, I know I have lots of people to thank each and every day for keeping the business going.  It seems seamless sometimes, but of course, that is just because my staff and my suppliers do their jobs so well that it seems to run on auto pilot.  Of course, if anything happened to any one of them, the business would feel it!

I am very thankful for all our wonderful customers! We talk about this at our Friday staff/lunch meetings.  We have such great customers and they seem more like friends as we truly care about them on a personal level and we feel they care about us in return.  Can it get any better than that?  The only way that can be improved on is to get more just like them!

Thanks for everything you do to help us make News Works Marketing a success! Our goal each day is to help you keep your business successful!

I hope you all have a wonderful Thanksgiving!

Rhonda Hiltbrand
CEO
News Works Marketing


Certified

Rhonda HiltbrandA certificate does not make you certified. Attitude, performance, commitment to self and team — these and a certificate make you certified. ~Author Unknown

This quote pretty much says it all!

Attitude – Come to work each day and do your best to put any troubles behind you and add a smile!
Performance – Come to work each day ready to perform to the best of your ability!
Commitment – Come to work each day ready to serve the customer and help your team!

A certification is really great…it shows you know how to pass a test.  The real test each day is to put what you know into practice.

You can do it!!
Rhonda Hiltbrand
CEO
News Works Marketing


Thinking

Rhonda HiltbrandInvest a few moments in thinking. It will pay good interest. ~Author Unknown

There is usually a little sticker in the upper window of the driver’s side of a vehicle stating when a service has been completed … and when the next service should be performed.  It is generally based on mileage.

It is amazing to me that when a person takes their vehicle to a different shop than the one who performed the service that sticker represents…that the new shop just ignores it…and recommends those services even if they have just been performed.  When you point out that the service has just been performed…they stutter, they stammer, they shuffle…and at that moment all trust in that shop has gone down the drain.

As most of you know, I visit chains on occasion to see what your competition is up to.  This “ignoring of the sticker” has happened to me more than once when I have visited a chain.  As soon as it happens, I point it out and then tell them I’ll just wait until my usual shop is opened on Monday.  They are very embarrassed, as they should be, but I honestly didn’t set them up for the failure…they did it all by themselves.

They need to think before they recommend…it builds trust!  I’m sure you, as a seasoned service advisor, would never do this but if you are training someone new, point it out to them.  It just takes a moment to look at that small but significant sticker. In that moment trust can be built or destroyed forever.

Rhonda Hiltbrand
CEO
News Works Marketing