Quantcast
Jump to content

Recommended Posts

Posted

Repairing by the Numbers

         Now and then, I’ll get a car in the shop that you can clearly tell some amateur has been fiddling around under the hood.  Things are out of place, harnesses and lines are not strapped down, or they’ve come up with some concoction to seal an oil leak.  Nothing surprises me these days, especially after all the years I’ve been at this.  Whether it’s a homemade battery clamp or gobs of pepper poured into the radiator to seal a leak, I’ve probably seen it before… and then some.

         Once in a while, some of these in-the-ditch repairs truly are a road side emergency, but I tend to believe with proper maintenance even those repairs could be avoided. I’m not saying you won’t break down on the side of the road, I know I have, but we aren’t driving around with points and condensers or 2 ply tires anymore.  Cars have far more reliability built into them than the cars back then.  Even though the number of repairs has dropped considerably, the number on the bottom of the repair invoice rises with every new technology added.

         Like everything else in the modern world, it still comes down to the numbers.  The dollar number that is.  Car repair can be expensive, especially considering the amount of training, tools and equipment needed to perform the various diagnostics and repairs. However, there are still a number of people who take car repair and maintenance as something that can be taken care of with cheap off shore parts and a shade tree, no matter what the problem is. That number is soon to change.

         The number of sensors, cameras, and multiple layers of high speed computer data in the modern car changes the way a lot of repairs that once were simple, like a cracked windshield, or a piece of trim falling off into a calibrated control system service.  A consumer, or for that matter a repair shop, who is unaware of the complexities of these new systems and tries to penny pinch a seemingly minor problem, may inadvertently be putting themselves, their passengers and the other motorist at risk.

                  The days of bailing wire and homemade repairs has reached the end of the road.  Cars are far too sophisticated and complex for shoddy repair work from either the unaware motorist or those repair shops with antiquated repair methods. This is where training the consumer about their car is just as important as training the technicians. 

Things like replacing an outside mirror after Junior clobbers it backing out of the garage, aren’t as simple as before. Now, they’ll need to be calibrated and realigned because of the cameras and sensors in them.  Even minor fender benders can’t be taken as lightly as before. A few stray piece of duct tape might hold the bumper on, but cover up a radar sensor.  However, with these systems in working order, the likelihood of getting in a fender bender or getting too close to the garage door has been diminished by those very same cameras.   

         Cars aren’t built like the solid tanks of yesteryear either, and why should they be?  The technology and the way the vehicles are built goes hand in hand, and it’s not just about fuel economy or creature comforts, it’s about the safety of the occupants as well.  

         In short, the modern mechanic is going to have their hands full programming, calibrating, and setting up the modern car for those minor mishaps that the average motorist gets involved in. Even now, insurance companies offer better rates if your car is equipped with some of the latest radar and protective systems, such as crash avoidance and lane departure awareness systems. 

Keeping these rolling computers in working order isn’t going to get any cheaper, either. Someday you might even count the number of times the technology in your car made a difference to you and your family’s safety, and for those reasons the numbers don’t matter. Saving a dollar is a smart thing to do, cutting corners on repairs isn’t.  Repairing the car by the numbers just doesn’t add up when it comes safety and reliability.


View full article

  • Like 2
Posted

Great read Gonzo !  In the article you mention about cost of repairs etc.. I had a customer yesterday come in for a simple mindless tire plug, we charge 16.00 cheapest around. They guy bitched about the price. I told him go across to the station across the street and see what they charge, I know for a fact they charge 23.00 . Then he went on to say how he fixes his own cars since everyone charges too much.. of course that makes my blood boil since we are not charging enough for repairs.. I told him I use to make good money, put money away, now I pay bills. The price of repair has not kept up with the advancements in the automobile. I told him there is no more replacing parts everything needs to be programmed or calibrated and to do so you need someone with the know how and the proper tools none of which is cheap. He then asked about his A/C , we are cheap here too I told him 140.00 to vacuum, charge, dye and check for leaks (his system was very low cycling fast) again I can just get a can of Freon and do it my self.. Go for it ! They are fast to bark at a price for their cars, but if it was their home a/c and they guy comes out stays 30 minutes charges 500.00 they don't blink an eye .. people just don't know about auto repair anymore . So I urged the guy to use other stations in the area for repair and when he was fed up with them come back and see me. Have a nice day oh and I didn't plug his tire in the end since he wanted it done for 10 bucks. 

  • Like 2
Posted

Gonzo: Funny how everything else besides automotive repair goes up in price, people grunt and except it! But when it comes to auto repair it's called a ripoff and folks don't want to pay the higher prices. Why is this? My guess is they don't want to accept the fact that automobiles have gotten more complicated and with that costs go up.

Posted

Excellent article, Gonzo! Great reading.

I spend a lot of money on testing equipment and training, I also train my guys all the time, I hold formal classes for them. I have dealers send me their people, and I am picky on whom I train.

What's the difference between my shops and the competition, 1. We strive to know the science better than anyone. This in turn delivers efficient service to our customers.

I had an old guy deliver a great compliment to me yesterday, he said "Harry, you are expensive as Hell, but I be damn if I will go somewhere else to get my car fixed. I like it fixed right the first time with no bullshit." This was his granddaughter's car that had bounced around a few shops after a collision, the culprit? A forgotten ground strap that was left off at the collision shop. Yes my friends, electronics need solid signals.

  • Like 1
Posted
43 minutes ago, xrac said:

SKM, that customer sounds like the one who tried to make an appointment with us on line.  Not only did he want to bring his own oil and filter in for us to use but then on top of that wanted to use a $3.00 off on an oil change coupon we have on line.  My response back was he could not use the coupon. I did not want that guy as a customer and he did not come in.  

xrac,  Some have the attitude you must take care of all the customers, but over the years I have found that this only leads to problems of all sorts.. A lot of the time it is best to let them go especially when they try to make their problems your problems.. I don't know about you but I have enough of my own problems I don't need someones else's . Besides, half the time you take more time arguing over price than the repair takes LOL !

  • Like 2
Posted
2 hours ago, HarrytheCarGeek said:

Excellent article, Gonzo! Great reading.

I spend a lot of money on testing equipment and training, I also train my guys all the time, I hold formal classes for them. I have dealers send me their people, and I am picky on whom I train.

What's the difference between my shops and the competition, 1. We strive to know the science better than anyone. This in turn delivers efficient service to our customers.

I had an old guy deliver a great compliment to me yesterday, he said "Harry, you are expensive as Hell, but I be damn if I will go somewhere else to get my car fixed. I like it fixed right the first time with no bullshit." This was his granddaughter's car that had bounced around a few shops after a collision, the culprit? A forgotten ground strap that was left off at the collision shop. Yes my friends, electronics need solid signals.

I too pride myself on learning the science behind the technology.  Which in turn, makes repairs a lot easier to understand.  AND, like you said, I've had customers tell me that I'm the most expensive-best money they've spent-and wouldn't change a thing-repair shop.  Still, I do get the oil change coupon jerks on occasion, and it's sad to say, but I chase them out the door with my usual sarcastic attitude....which usually ends up with me looking like the bad guy....which at this point in my career...I couldn't give a sh'''''t less about.  It's quite simple, you want the best...pay for the best.  You want the best training...pay for the best training.  We can argue about cost all day, but it still comes down to who knows what they're doing and who doesn't.   

  • Like 1
Posted
15 minutes ago, Gonzo said:

I too pride myself on learning the science behind the technology.  Which in turn, makes repairs a lot easier to understand.  AND, like you said, I've had customers tell me that I'm the most expensive-best money they've spent-and wouldn't change a thing-repair shop.  Still, I do get the oil change coupon jerks on occasion, and it's sad to say, but I chase them out the door with my usual sarcastic attitude....which usually ends up with me looking like the bad guy....which at this point in my career...I couldn't give a sh'''''t less about.  It's quite simple, you want the best...pay for the best.  You want the best training...pay for the best training.  We can argue about cost all day, but it still comes down to who knows what they're doing and who doesn't.   

Exactly! People that nickle and dime you and have no clue about what it takes to deliver a great service will always waste your valuable time. I learn long ago not to waste my time with those people.

One of the first things I teach the service advisors is not to feel bad when someone declines a service, specially people that have no clue how a car works. There is a certain segment of foreign people that now live here and this is their first time owning a car, they have no clue as to what it cost to have a car service, but anything that cost anything is too much for them, heck, even with the free maintenance option they don't have their car service. This as told to me by the Ford dealer down the street.

Like one of the SAs told me, they want to get a free coupon for the free coupon inspection they are redeeming for next time. Next, they will want us to pay them to let us work on their cars, lol.

  • Like 2
  • Available Subscriptions

  • Have you checked out Joe's Latest Blog?

         0 comments
      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
  • Similar Topics

    • By carmcapriotto
      Thanks to our partners, NAPA TRACS and Promotive
      Is your shop struggling with fewer repair orders and dropping sales? It may not be about losing customers—your clients could just be driving less. In this episode of Business by the Numbers, Hunt Demarest, CPA, walks you through a real-life example of how customer driving behavior (and simple mileage tracking) revealed critical insights for a struggling $2M shop. Learn how to use your own data to better understand your customer base, track hidden metrics, and adjust your strategy—before your bottom line takes another hit.
      In this episode:
      Why fewer visits doesn’t always mean fewer customers How to calculate mileage trends using your shop management system The difference between customers and repair orders (hint: it matters) How remote work and economic shifts impact car care habits How to conduct a customer behavior audit—without creeping them out Action steps to track spending per mile and make smarter business decisions
      Thanks to our partner, NAPA TRACS
      Did you know that NAPA TRACS has onsite training plus six days a week support?
      It all starts when a local representative meets with you to learn about your business and how you run it.  After all, it's your shop, so it's your choice.
      Let us prove to you that Tracs is the single best shop management system in the business.  Find NAPA TRACS on the Web at NAPATRACS.com
      Thanks to our partner, Promotive
      It’s time to hire a superstar for your business; what a grind you have in front of you. Introducing Promotive, a full-service staffing solution for your shop. Promotive has over 40 years of recruiting and automotive experience. If you need qualified technicians and service advisors and want to offload the heavy lifting, visit www.gopromotive.com.
      Paar Melis and Associates – Accountants Specializing in Automotive Repair
      Visit us Online: www.paarmelis.com
      Email Hunt: [email protected]
      Text Paar Melis @ 301-307-5413
      Download a Copy of My Books Here:
      Wrenches to Write-Offs Your Perfect Shop 
      The Aftermarket Radio Network: https://aftermarketradionetwork.com/
      Remarkable Results Radio Podcast with Carm Capriotto https://remarkableresults.biz/
      Diagnosing the Aftermarket A to Z with Matt Fanslow https://mattfanslow.captivate.fm/
      Business by the Numbers with Hunt Demarest https://huntdemarest.captivate.fm/
      The Auto Repair Marketing Podcast with Kim and Brian Walker https://autorepairmarketing.captivate.fm/
      The Weekly Blitz with Chris Cotton https://chriscotton.captivate.fm/
      Speak Up! Effective Communication with Craig O'Neill https://craigoneill.captivate.fm/
      The Aftermarket Radio Network
      Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
      Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
      The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.
      The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
      Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
      Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
      Click to go to the Podcast on Remarkable Results Radio
    • By Joe Marconi

      Premium Member Content 

      This content is hidden to guests, one of the benefits of a paid membership. Please login or register to view this content.

    • By carmcapriotto
      The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops.
      Click here to learn more about Top Tier Marketing by Shop Marketing Pros and schedule a demo: https://shopmarketingpros.com/chris/
      Check out their podcast here: https://autorepairmarketing.captivate.fm/
      If you would like to join their private facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermind
      n this episode of "The Weekly Blitz," Coach Chris Cotton delivers insightful guidance tailored specifically for auto repair shop owners. He delves into the effects of spring break on sales, underscoring the significance of having a well-planned marketing calendar to effectively navigate and prepare for seasonal slowdowns that can impact business. Chris enriches the discussion by sharing a personal anecdote about dealing with an aftermarket warranty issue, illustrating the critical importance of maintaining customer trust and satisfaction, even when it presents financial challenges for the business. This story serves as a reminder of the long-term value of prioritizing customer relationships and integrity.


      Additionally, Chris provides an exciting update on Project Alpha, a shop he acquired, showcasing its remarkable turnaround in financial performance. He details the innovative staffing strategies implemented, which have contributed to the shop's success and growth. These strategies not only improved efficiency but also fostered a positive work environment, setting a benchmark for other shop owners to follow.


      The episode is proudly sponsored by Shop Marketing Pros, a company that specializes in providing marketing solutions tailored for auto repair shops. Their expertise helps shop owners enhance their visibility and reach, ensuring they stay competitive in the ever-evolving market.


      **Spring Break Challenges (00:01:05)** 
      In this segment, Chris delves into the seasonal challenges faced by repair shops during the spring break period. He explains how the influx of vacations and travel plans leads to a noticeable dip in sales, as fewer customers seek repairs during this time. To counteract this trend, Chris emphasizes the importance of having a well-structured marketing calendar. By planning promotions and outreach efforts in advance, repair shops can better navigate the slow season and maintain a steady flow of business.


      **Doing What's Right for Customers (00:06:31)** 
      Chris shares a compelling personal experience that underscores the significance of exceptional customer service. He recounts a situation where he had to make a tough decision to prioritize the needs of a customer over immediate profit. This story highlights the long-term benefits of building trust and loyalty by consistently doing what's right for customers. Chris argues that by putting customers first, businesses can foster stronger relationships and ultimately achieve greater success.


      **Project Alpha Update (00:10:26)** 
      In this update, Chris provides an in-depth look at the progress of Project Alpha, the shop he recently acquired. He discusses the financial performance of the shop, noting significant improvements in revenue and profitability since the acquisition. Chris also outlines the operational changes implemented to enhance efficiency and customer satisfaction. From streamlining processes to upgrading equipment, these improvements have positioned the shop for continued growth and success in the competitive market.
       Connect with Chris: chris autofixsos.com Phone: 940.400.1008 www.autoshopcoaching.com Facebook: https://www.facebook.com/ AutoFixAutoShopCoachingYoutube: https://bit.ly/3ClX0ae 
      www.autoshopcoaching.com 
      Facebook: https://www.facebook.com/ AutoFixAutoShopCoaching
      Youtube: https://bit.ly/3ClX0ae
      The Aftermarket Radio Network
      Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
      Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
      The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.
      The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
      Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
      Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
      To listen to more episodes, make sure and go over to iTunes and or Spotify.
      Don't forget to rate and review us!
      Connect with Chris:
      AutoFix-Auto Shop Coaching
      www.autoshopcoaching.com
      www.aftermarketradionetwork.com
      #autofixautoshopcoaching #autofixbeautofixing #autoshopprofits #autoshopprofit #autoshopprofitsfirst #autoshopleadership #autoshopmanagement #autorepairshopcoaching #autorepairshopconsulting #autorepairshoptraining #autorepairshop #autorepair #serviceadvisor #serviceadvisorefficiency #autorepairshopmarketing #theweeklyblitz #autofix #shopmarketingpros #autofixautoshopcoachingbook
      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Thanks to our partners, NAPA TRACS and Promotive
      In this episode of Business by the Numbers, Hunt Demarest, CPA, dives into a major economic issue that could impact your auto repair shop: stagflation. With inflation staying high and economic growth slowing, what does this mean for your business? Should you be concerned about a recession, and how can you prepare? Hunt breaks it all down with real-world insights and historical comparisons to the 1970s economic crisis.
      🔹 What You’ll Learn in This Episode:
      What stagflation is and why it matters now. How inflation is outpacing wage growth and hurting the middle class. The impact of tariffs, oil prices, and fiscal policy on businesses. Lessons from past economic downturns (1970s and Japan's lost decades). How auto repair shop owners can stay profitable in a shifting economy.
      Stay ahead of the curve and make informed decisions for your business!
      Thanks to our partner, NAPA TRACS
      Did you know that NAPA TRACS has onsite training plus six days a week support?
      It all starts when a local representative meets with you to learn about your business and how you run it.  After all, it's your shop, so it's your choice.
      Let us prove to you that Tracs is the single best shop management system in the business.  Find NAPA TRACS on the Web at NAPATRACS.com
      Thanks to our partner, Promotive
      It’s time to hire a superstar for your business; what a grind you have in front of you. Introducing Promotive, a full-service staffing solution for your shop. Promotive has over 40 years of recruiting and automotive experience. If you need qualified technicians and service advisors and want to offload the heavy lifting, visit www.gopromotive.com.
      Paar Melis and Associates – Accountants Specializing in Automotive Repair
      Visit us Online: www.paarmelis.com
      Email Hunt: [email protected]
      Text Paar Melis @ 301-307-5413
      Download a Copy of My Books Here:
      Wrenches to Write-Offs Your Perfect Shop 
      The Aftermarket Radio Network: https://aftermarketradionetwork.com/
      Remarkable Results Radio Podcast with Carm Capriotto https://remarkableresults.biz/
      Diagnosing the Aftermarket A to Z with Matt Fanslow https://mattfanslow.captivate.fm/
      Business by the Numbers with Hunt Demarest https://huntdemarest.captivate.fm/
      The Auto Repair Marketing Podcast with Kim and Brian Walker https://autorepairmarketing.captivate.fm/
      The Weekly Blitz with Chris Cotton https://chriscotton.captivate.fm/
      Speak Up! Effective Communication with Craig O'Neill https://craigoneill.captivate.fm/
      The Aftermarket Radio Network
      Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
      Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
      The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.
      The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
      Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
      Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Marketing isn’t just about spending money; it’s about strategy, creativity, and knowing what actually works. That’s exactly what Brian and Kim Walker unpack in this conversation with Doug DeLuca, owner of Boca AutoFix, who built a thriving auto repair shop without ever working as a technician before opening his doors.
      Doug’s IT background gave him an edge, helping him master SEO, content marketing, and social media, all while running his shop. He shares with Brian and Kim how he tracks data, refines his messaging, and attracts the right clients using unconventional but effective methods. From leveraging Facebook groups to pull in college students to secret-shopping a quick-lube competitor for blog content, Doug proves that marketing success comes from being proactive and intentional.
      This conversation tackles why not every shop needs Google Ads, how to structure diagnostic fees without scaring off clients, and the importance of community involvement. Doug’s hands-on, data-driven approach to marketing offers real insights for shop owners looking to take control of their marketing and maximize results.
      Brian, Kim, and Doug break it all down, giving shop owners a blueprint for smarter, more effective marketing.
      Thank you to our friends at RepairPal for this episode. RepairPal will introduce your shop to new customers through repairpal.com, the largest site for auto repair. Learn more at
      RepairPal.com/shops.
      Want to revolutionize your marketing? AppFueled does it all—email, text, app notifications, and even call center integration. Stop guessing and start connecting with AppFueled.
      How To Get In Touch With The Guest
      Doug DeLucca’s Facebook account 
      [email protected]
      BOCA Auto Fix - (561) 826-8834
      Lagniappe (Books, Links, Other Podcasts, etc)
      ASTA
      They Ask You Answer
      They Ask You Answer Podcast Episode 093
      Which is the right fit for you? A quick lube or an independent auto repair shop?
      Google Local Service Ads
      Show Notes with Timestamps
      Introduction to the Podcast (00:00:01)  The podcast begins with a welcome message from the host, Brian Walker. Guest Introduction (00:00:10)  Brian introduces co-host Kim and guest Doug DeLuca, owner of Boca Auto Fix. Overview of Boca Auto Fix (00:00:51)  Doug shares details about his auto repair shop, including its location and age. Hiring an Apprentice (00:01:09)  Doug discusses the recent hiring of an apprentice and the journey leading to this decision. Challenges in Hiring (00:02:13)  The speakers reflect on the difficulties shop owners face in finding and hiring young talent. Marketing Journey Begins (00:03:02)  Discussion shifts to Doug's initial marketing efforts and his involvement in content creation. Background in Technology (00:04:07)  Doug explains his previous technology background and how it influenced his approach to marketing. Learning SEO and Marketing (00:04:45)  Doug describes his self-taught journey in SEO and digital marketing after opening his shop. Realizing Marketing Needs (00:06:14)  Doug reflects on his initial assumptions about marketing and the reality of attracting customers. Understanding SEO Basics (00:08:09)  Doug shares his insights on SEO and the learning process involved in mastering it. Frameworks in Marketing (00:10:25)  The conversation explores the use of frameworks in both auto repair and marketing strategies. Adopting "They Ask, You Answer" (00:11:23)  Doug discusses his experience with the "They Ask, You Answer" philosophy in content creation. Writing Blogs for Customer Engagement (00:12:21)  Doug explains how he uses customer inquiries to create relevant blog content for his shop. Experience at a Quick Lube (00:13:29)  Doug shares his firsthand experience at a quick lube to highlight differences in service quality. Experience Comparison (00:14:06) Doug shares his experience of visiting a competitor's shop to understand customer perception and service quality. Proactive Client Advocacy (00:14:57) The team discusses the importance of guiding potential clients to the right service provider based on their needs. Sponsorship and Marketing Tools (00:16:13) Brian introduces RepairPal, highlighting its benefits for attracting new customers and building trust. Customer Loyalty Apps (00:17:51) Brian discusses the advantages of using App Fueled to create customer loyalty programs for auto repair shops. Incognito Visits (00:18:20) Doug talks about visiting a competitor's shop incognito to gain insights without revealing their identity. Collaboration Over Competition (00:19:09) The speakers explore the idea of referring customers to other shops and building relationships in the industry. Challenging Competition Norms (00:20:20) Brian reflects on inviting competitors to the podcast, emphasizing collaboration over traditional competition. Marketing Involvement (00:22:42) Doug explains the ad hoc nature of their marketing efforts and the role of social media in their strategy. Community Involvement (00:27:41) Doug shares their family's volunteer work and how it integrates with their business's social media presence. Engaging the College Market (00:28:51) Doug discusses how 30% of his clients are college students and their marketing strategies. Collaborating with Local Professors (00:31:18) Doug shares his experience working with a marketing professor for student analysis of his business. Challenges of Seasonal Demand (00:32:24) Discussion on the impact of seasonal changes on business demand and local marketing efforts. Starting with Marketing (00:34:02) Doug advises new shop owners to listen to podcasts and conduct online research for marketing. SEO as a Long-Term Strategy (00:35:08) Doug explains the importance of SEO and its long-term benefits for business growth. Understanding Competition (00:36:44) Doug emphasizes the need to analyze competition and not assume marketing strategies will work universally. The Importance of Data (00:39:08) Doug highlights the role of data in assessing marketing effectiveness and making informed decisions. Nuances of Market Dynamics (00:41:14) Discussion on how geographical and seasonal factors affect marketing strategies in auto repair. Client Avatar and Marketing Alignment (00:42:13) Doug explains the significance of understanding the ideal customer for effective marketing strategies.  Overcoming Diagnostic Fee Challenges (00:43:09) Discussion on how Doug has adjusted his approach to diagnostic fees to improve customer conversion. The Importance of Evaluation Fees (00:43:40) Discussion on the role of evaluation fees and their impact on shop maturity. Improving Customer Communication (00:44:09)  Insights on enhancing customer explanations regarding services and processes. Coaching and Competitive Analysis (00:45:03)  How coaching helped refine service policies and improve customer relations. Content Creation and Marketing Strategy (00:46:32)  The significance of creating content for customer engagement and marketing. Duck Duck Jeep Initiative (00:47:05)  Fun marketing strategy involving ducks to engage with the local Jeep community. Value of Customer Feedback (00:48:46)  Importance of understanding customer inquiries and improving service based on feedback. Contact Information for Doug DeLuca (00:49:29)   Doug shares how listeners can reach him for further inquiries.
      How To Get In Touch
      Join The Auto Repair Marketing Mastermind Group on Facebook
      Meet The Pros
      Follow SMP on Facebook
      Follow SMP on Instagram
      Get The Ultimate Guide to Auto Repair Shop Marketing Book
      Email Us Podcast Questions or Topics 
      Thanks again for listening to The Auto Repair Marketing Podcast on Aftermarket Radio Network. There are some other great shows on the network and you can find them at AftermarketRadioNetwork.com or on your favorite podcast listening apps like Spotify, Apple Podcasts, Google Podcasts, and many others
      Thanks to our Partners,
      RepairPal at https://repairpal.com/shops. Quality Car Repair. Fair Price Guarantee.
      App Fueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”
      Aftermarket Radio Network
      Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
      Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
      The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
      Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
      Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
      The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.
      The Aftermarket Radio Network: https://aftermarketradionetwork.com/
      Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/
      Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/
      Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/
      The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/
      The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/
      Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/
      Click to go to the Podcast on Remarkable Results Radio


  • Our Sponsors



×
×
  • Create New...