Hmmmmmm…

Rhonda HiltbrandMotivation is what gets you started. Habit is what keeps you going. ~Jim Ryun

Like most people, my husband and I are always in a hurry.  We do, of course, make a point of being consistent about getting our vehicles serviced on a timely basis.  5,000 miles ago my husband was told his transmission fluid was getting dirty and needed to be flushed (exchanged) on the next visit.

He took his car in for its oil change and service last week.  Imagine his surprise when after the service was complete they told him the oil was changed, the air filter was still clean, all the fluids were in great shape and topped off and they specifically pointed out that the transmission fluid was very clean.

He looked at me and raised his eyebrows…saying with no words, “You have got to be kidding me!”

My recommendations from this experience to all technicians, service advisors and shop owners…

  • Never recommend a service that doesn’t need to be performed.
  • If you do recommend a service, at least write it down and remember to mention it on the customer’s next visit. This needs to be a habit!My husband’s trust was very bruised.   Hmmmmm…

Rhonda Hiltbrand
CEO
News Works Marketing


My Recent Experience With A Quick Lube

Rhonda HiltbrandWhen solving problems, dig at the roots instead of just hacking at the leaves. ~Anthony J. D’Angelo, The College Blue Book

Recently I had an overheating vehicle…on the weekend!  I needed it to be in perfect working order by Monday morning so…I debated taking it to the corner chain store or to a quick lube equally close by.  The quick lube won.

The young men there quickly took a look under the hood and then the equally fast diagnosis began.

            “You need a new radiator!” said one.

            “You need a new water pump!” declared another.

After much debate a manager returned from lunch and felt the hoses.  It was a hose.  It had a small slit-like crack underneath. The young men didn’t even feel the hoses and even I know that is the first thing to look at.

He ordered the hose…but it took three tries to get the correct hose delivered from an Advanced Auto Parts store.  It also took three hours to replace the hose and give my radiator a flush (or fluid exchange for those of you out west!).  I paid my bill and when I got home was amazed at how dirty the guys left my hood.  I took it to a car wash immediately.

A few days later I had a rather longer than normal drive to another state and thought I detected a kind of burning smell.  After my meeting I drove back to the quick lube.  Again…they gathered around and looked under the hood whispering and gesturing and finally said that the hose had not been clamped properly and the cap had not been put on correctly either.  It took about 45 minutes and I was given every assurance that all was well but they did ask me to drop by again in a few days so they could take another look…just to be sure. I did and all was declared well!

I had to take my car through the car wash again and wipe down my credit card that was extremely greasy.  Yuck.

The moral of this story is…even the most eager to please, enthusiastic quick lube employees (including the manager) will never be as good at diagnosing and repairing even the simplest of issues as a certified technician.

My suggestion to all of you…SHOUT IT FROM THE ROOFTOPS!  To be certified takes work, dedication and a strong desire to be the best!  You are the BEST!  Wear it proudly!

Rhonda Hiltbrand
CEO
News Works Marketing


Email Marketing

Rhonda Hiltbrand“Email addresses are not data.  Each represents a real person.  Treat them accordingly!”

(Marketing Essentials of the Highly Successful Shop Owner – Part Three)

This is part three in answer to a reader who is frustrated that many of his marketing strategies aren’t working like he thought it would! Today’s post is about email marketing!

I love email!  It is my favorite form of communication.  I like it because it is easy, I don’t have to play “phone tag” with my customers and writing happens to be my main vocation.

However…as a consumer nothing annoys me more than the “overzealous” emailer. I purchase my printer toner at Best Buy.  In December, they decided, for some reason, to start emailing every single day.  They never stopped.  They are on my list to “unsubscribe.”  Web MD seemed like a great business for me to subscribe to.  When they started sending me no less than 20 emails each and every Saturday…way too many through the week and on Sunday, I unsubscribed!  Certain LinkedIn persons decided I needed to hear what they had to say all weekend long and in the evenings and on holidays especially…I dropped them.

The main problem with email marketing is that it is sooooooo easy businesses forget that the email address represents a real human being and it isn’t just “data”.  Respect that person’s time.  Don’t be responsible for their “email fatigue.”

Always ask yourself this question before you send out email marketing…if I had to pay for this service like I do direct mail…would I send it?  Treat it like you would direct mail…always respect your readers!

Some suggested rules of email marketing:

  • – Address your readers’ concerns.
  • – Don’t make it be a big sales push.
  • – Remember it should be all about what you can do for your customer…not about how great you and your business is.
  • – Experiment with the best time to send it out. I do 7:00 am on Tuesday’s because that is when my readers seem to interact with it the most.  I get a great read rate using this time.
  • – Always include an “unsubscribe” option…don’t force yourself on your readers as this will turn them off faster than anything.
  • – I send out two “Help Me Rhonda’s” a month…one to service advisors and one to shop owners. That is all!  I want my columns to be welcomed…not an intrusion on my readers’ busy time.
  • – Keep it short and keep it simple. This email blast is far too long…but I wanted to answer the question I was asked.

If you have further questions about email marketing (this is just the basics) I have a lot more I can say about it so let me know and I’ll make sure you get the information.  You are always welcome to call or email me and I am here to help you!  Don’t hesitate!

Thanks for your time!

Rhonda Hiltbrand
CEO
News Works Marketing