Invest 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.
News Works Marketing
Intention without action is an insult to those who expect the best from you. – Andy Andrews
I was attending a meeting with a group of auto repair shop owners when we got on the subject of the importance of doing the job right in order to build trust. One of the shop owners remembered I had written about my flat tire experience on a very cold winter’s night…secure that my auto repair shop had my spare ready to go. Sadly, my spare was completely flat!
The article generated a lot of feedback…like the shops can’t always get to the spare for the junk in the trunk, etc. I assured them all that my trusty Jeep was clean inside and out and the tire was amazingly easy to get to.
I then shared other things that we expect when we bring our vehicle in for service. It seems if you have a rear windshield wiper…many technicians overlook adding more fluid and it is very annoying to need the fluid and it isn’t there. Nothing like a day full of pollen to make this very noticeable.
I recently had new headlights installed and now one shines upward and one shines downward. Hmmm…
Yes…little things matter and if done correctly…builds trust. If one can trust one’s repair shop with the little things…we feel more confident about trusting them with the big jobs.
I’m sure this doesn’t apply to most of you, but perhaps if you have a new employee or apprentice, they might find this helpful!
News Works Marketing
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 firstname.lastname@example.org).
News Works Marketing
Motivation 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…
News Works Marketing