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By Joe Marconi in Joe's Blog0 commentsIt 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.
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By Joe Marconi
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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
In this episode of "The Weekly Blitz," Coach Chris Cotton delves into enhancing customer experience in the auto repair industry. He underscores that many customers have never encountered exceptional service, presenting a unique opportunity for shops to stand out. Chris shares practical tips for creating memorable interactions, emphasizing communication, trust, and personal connections. He advises making every touchpoint memorable, under-promising and over-delivering, and building trust through transparency.
Chris begins by discussing the importance of first impressions. He suggests that the initial phone call or visit to the shop sets the tone for the entire customer experience. He recommends training staff to greet customers warmly, listen attentively to their concerns, and provide clear, concise information about the services offered. By doing so, shops can immediately establish a positive rapport with their clients.
Next, Chris highlights the significance of ongoing communication. He advises shop owners to keep customers informed throughout the repair process, providing updates on the status of their vehicle and any unexpected issues that arise. This proactive approach not only keeps customers in the loop but also demonstrates the shop's commitment to transparency and honesty.
Chris also emphasizes the power of personal connections. He encourages shop owners to take the time to get to know their customers, remembering their names, preferences, and previous interactions. This personalized approach can make customers feel valued and appreciated, fostering loyalty and repeat business.
In addition to these interpersonal strategies, Chris discusses the importance of creating a comfortable and welcoming shop environment. He suggests investing in a clean, well-organized waiting area with amenities such as Wi-Fi, refreshments, and reading materials. A pleasant atmosphere can make the wait time more enjoyable and leave a lasting positive impression.
Sponsored by Shop Marketing Pros, the episode highlights the importance of marketing in attracting and retaining customers. Chris advises shop owners to leverage digital marketing tools, such as social media and email campaigns, to showcase their exceptional service and engage with their audience. He also recommends soliciting and showcasing customer reviews and testimonials to build credibility and trust.
The episode concludes with Chris encouraging shop owners to transform their services into unforgettable experiences. He reminds them that in an industry where exceptional service is rare, going above and beyond can set their shop apart from the competition. By focusing on communication, trust, personal connections, and a welcoming environment, auto repair shops can create loyal customers who return time and time again.
Introduction to Supercharging Your Auto Repair Business (00:00:05)
Coach Chris Cotton introduces the podcast and its focus on enhancing auto repair business strategies.
The Concept of Customer Experience (00:01:01)
Discussing the importance of customer experience in retaining clients and outshining competitors.
Understanding Customer Loyalty (00:02:10)
Exploring reasons why some customers remain loyal despite poor service and the impact of experience.
The Customer Experience Gap (00:03:10)
Highlighting the difference between basic service and exceptional customer experience in auto repair.
Making Touchpoints Memorable (00:04:11)
Tips on ensuring every interaction with customers is professional and positive.
The Importance of Communication (00:05:25)
Emphasizing clear and consistent communication to reduce customer frustrations and build trust.
Under-Promise and Over-Deliver (00:05:25)
Encouraging shops to exceed customer expectations with timely service and added touches.
Building Trust through Transparency (00:06:30)
Discussing the significance of honesty and transparency in auto repair to foster customer trust.
Creating Personal Connections (00:06:30)
Strategies for personalizing service to enhance customer loyalty and satisfaction.
The Competitive Advantage of Experience (00:07:35)
Explaining how superior customer experience can be a shop's strongest competitive edge.
Conclusion and Call to Action (00:07:35)
Encouraging listeners to focus on creating unforgettable customer experiences to crush the competition.
Connect with Chris:
[email protected]
Phone: 940.400.1008
www.autoshopcoaching.com
Facebook: https://www.facebook.com/
AutoFixAutoShopCoachingYoutube: https://bit.ly/3ClX0ae
#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
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By carmcapriotto
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]
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: 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.
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 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.
Click to go to the Podcast on Remarkable Results Radio
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By carmcapriotto
Today, we’re diving into an essential topic—how to make your brand stand out from the competition. While you may already provide exceptional service, standing out in a crowded market requires a focused strategy. It’s not just about doing good work; it's about showing what makes your shop truly unique.
We’ll break down the key ways to differentiate your brand, from nailing your customer service to using your core values to your advantage. We’ll also talk about how paying attention to your shop’s appearance and maintaining an active social media presence can make a big difference in how customers see you.
If you're ready to learn how to make your shop rise above the rest and attract more customers, this episode is for you.
Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops
Lagniappe (Books, Links, Other Podcasts, etc)
Building a StoryBrand by Donald Miller : https://storybrand.com/building-a-storybrand-book/
McCart’s Auto Center - Ratchet and Wrench : https://www.ratchetandwrench.com/shop-life/article/11464229/shop-view-mccarts-auto-center
https://shopmarketingpros.com/how-to-make-your-brand-stand-out-from-your-competitors/
Show Notes with Timestamps
Introduction to Brand Differentiation (00:00:10) Brian introduces the topic of brand differentiation for auto repair shops. Understanding Brand (00:02:26) Explains that a brand is more than just a logo; it embodies the overall customer experience. Customer Perception and Reviews (00:04:25) Discusses the importance of customer reviews in identifying what makes a shop unique. Identifying Strengths and Weaknesses (00:05:30) Encourages owners to focus on strengths while addressing weaknesses for better brand differentiation. Concept of a Four-Dimensional Shop (00:06:32) Introduces the idea of a four-dimensional shop, focusing on customer service, quality, timeliness, and price. Timeliness and Price Mindset Shift (00:08:29) Stresses the importance of communication and fair pricing in building a strong brand. RepairPal Sponsorship Mention (00:10:28) Thanks RepairPal for sponsoring and highlights its benefits for auto repair shops. Building Trust with Clients (00:11:26) Emphasizes the need to cultivate trust through social media and transparent communication. Core Values Integration (00:12:23) Explains how core values should be central to the brand and daily operations of the shop. Daily Recognition of Core Values (00:13:19) Describes the implementation of daily recognition for team members based on core values. Core Values and Brand Identity (00:15:19) Discusses how core values, like happiness, differentiate a brand and impact team morale. Outward Appearance of Shops (00:17:18) Emphasizes the importance of a clean and organized environment in shaping brand perception. Customer Perspective (00:19:28) Encourages shop owners to view their business from a customer's angle to identify areas for improvement. Impact of Shop Aesthetics (00:20:35) Explains how the physical appearance of a shop affects customer impressions and overall branding. Importance of Business Name (00:23:10) Highlights the significance of a shop's name in representing its identity and differentiating from competitors. Examples of Effective Names (00:24:03) Provides examples of shop names that effectively convey their unique selling propositions. Role of Logos in Branding (00:27:47) Discusses how a logo serves as a visual representation of a shop and its differentiation Logo Importance (00:28:53) Discussion on effective logo design and its impact on brand representation. Color Theory in Branding (00:29:48) Exploration of how colors influence perceptions and emotions related to a brand. Crafting Your Brand Message (00:30:55) Advice on creating a brand message that resonates with client concerns rather than just shop credentials. Understanding Client Problems (00:31:52) Emphasis on identifying deeper client issues to tailor brand messaging effectively. Book Recommendation: Building a Story Brand (00:32:44) Recommendation of Donald Miller's book for crafting impactful brand messaging. Differentiation in a Competitive Market (00:33:39) Final thoughts on the necessity of standing out in the auto repair industry. Call to Action for Marketing Help (00:34:37) Invitation for listeners to seek marketing assistance from Shop Marketing Pros. Acknowledgment of Sponsors (00:35:36) Thanks to RepairPal for sponsoring the podcast and supporting the auto repair community.
How To Get In Touch
Group - Auto Repair Marketing Mastermind
Website - shopmarketingpros.com
Facebook - facebook.com/shopmarketingpros
Get the Book - shopmarketingpros.com/book
Instagram - @shopmarketingpros
Questions/Ideas - [email protected]
Click to go to the Podcast on Remarkable Results Radio
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