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EGO vs. Ability
 
tp.gif        For some reason, especially in the auto repair business, 
there’s a tendency for the ego to overshadow the actual abilities 
for a lot of mechanics. Sure, I can say my ego has stepped over 
the line a time or two, but for the most part, the ever changing 
industry usually keeps a person humble.  
 
tp.gif        For some guys, there’s no stopping their ever-unchecked ego 
from stepping out beyond their tool box. Especially, if they’ve 
landed a position that is far above their abilities. Some of them 
reach beyond the typical, “I know more than you do” level, to a 
status where their ever-enlarging ego has no boundaries, 
regardless if they are even qualified for such a position. 
 
tp.gif        If you ever have wondered if you’re that type of person 
or not, take this little survey and let’s see. Answer the following 
questions as truthfully as possible. Answer each question – yes or no. 
 
1.tp.gifI know all there is to know about cars.
2.tp.gifAll the other mechanics are below my abilities.
3.tp.gifCustomers come to me because I’m the best there is. 
4.tp.gifHave you ever said to another mechanic, “Get out of my way, I’ll take care of this.”
5.tp.gifI don’t need to take advanced classes, I should be teaching them.
 
        If you answered any of these questions with anything other than ‘NO’, you probably need to check your EGO at the door.  
 
        It’s not hard to spot these egotistical mechanics though. We’ve all ran into one at some point in our careers. You know, that one guy that runs his mouth all the time, or walks by each service bay shouting louder than everyone else while making claims he could fix that problem faster than you can. That one guy who, when given some authoritative position, turns into a ‘mini-Hitler’. Or, the one who can’t seem to finish his own work, but at the same time, he’s awfully chummy with the boss. The kind that swings into action if the boss says ‘jump’, but never actually accomplishes a thing. Yes, we all know ‘that’ guy. Worse yet, is when these type of individuals break their ties to the tool box and move to other aspects of the auto repair industry. Like the front office. 
 
        When I was first starting out, I worked at a small local dealership as a helper. I wasn’t even what you might call an apprentice because I wasn’t assigned to a mechanic or strictly to the mechanic shop. I was more the guy who cleaned up the bays, held tools, and brought parts from the warehouse to the service bays. Everybody was great, and encouraged me to learn more and more. All but this one guy. It wasn’t long before it was universally known throughout the entire building that ‘this’ was our egotistical wrench head of the shop. 
 
        This guy had something to say about everything. You couldn’t even sweep a floor or roll up a hose without him saying something demeaning or repulsive. But, it only got worse. Apparently, his boisterous attitude made it all the way to the front office. But, being the ‘non-car-front-office-people’ that they were, and since this guy couldn’t stay in his own bay long enough to finish anything, they made the assumption he must be their gift from the wrench gods. Which, in turn, must mean he deserved a promotion to bigger and better things. They made him the shop super. 
 
        Now, his ‘little-Hitler’ mentality came out with a vengeance. Nobody was safe from the torrential down beating this guy dished out. Even with numerous complaints, the dealership head honchos still believed he walked on water. His greatest skill was not wrenching, or diagnosing, but getting rid of anyone that said anything against his ideas, or even remotely showed any signs of intelligence beyond his mental capacities. (Didn’t take much by the way) 
 
         It wasn’t long before his ever oppressive antics started to affect the quality of work and the number of customers that used the dealership service department. Soon, every tech that was left had had enough. They were all packing up their tool boxes and heading down the road. After a while, even the need to have some young kid sweeping floors and running parts back and forth wasn’t needed, because there were more empty bays than full ones now. 
 
        This egotistical maniac even thought he could teach the other mechanics and helpers something about the auto industry that apparently … only he understood. His method of instructing was appalling. It usually consisted of him shouting at the top of his lungs from the front of the room, while showing the aspects of some out of date process. He even had his own homemade jargon and squirrelly nicknames for these long forgotten components which only fit a cars that haven’t seen a service bays for decades. All the while, pointing a three foot long piece of dowel rod like if it were some sort of magic wand. 
 
        It was more like watching a circus clown trying to explain advanced quantum physics. His true attitude was even more apparent if you asked for help on something. Instead of helping, he would come over and take whatever it was you were working on and rip it completely back apart, then telling you that you did it wrong. Ya know, if you already ‘knew’ you did something wrong, how is starting over from the beginning ever going to help? Two wrongs don’t make a right, and you ‘still’ don’t have any clue what you’re doing. 
 
        But, as with a lot of these ego driven socket jockeys and little Hitler attitudes, it’s just a matter of time before upper management takes notice. However, for this dealership, it came bit too late. The place closed due to lack of work. Like ya didn’t see that coming.  
 
        So, why am I bringing this up? It’s not funny, it’s not technical… what gives? What’s the whole point of this story? It’s for you to consider the results of your actions when you’re talking with a customer or for that matter another mechanic. The fact that a customer or fellow mechanic doesn’t know what you know, is probably the very reason your customer or that mechanic was asking you for your advice.  
 
        You may find that technology is starting to pass you by because you’ve spent way too much time telling everybody that you know it all, instead of studying that very technology you claimed you knew. (You can only BS them for so long) Maybe, it’s time for you to eat a little humble pie and accept the fact that you need to advance your training just to be able to do what you thought you already knew how to do. 
 
        It’s easy to find yourself in this business thinking you’re above reproach. But, honestly, we all can learn a lot about the make-up of today’s cars and even more about helping other technicians and mechanics without going to the point of becoming the next little Hitler. 
 
        Years ago a mechanic’s job was all about turning bolts, twisting screws, and adjusting cables. Today, the stereotypical mechanic doesn’t really have a place in the service bay on a daily basis. Tomorrow’s tech is here today. That’s the guy or gal that is heavily involved with advanced electronics, data lines, and computer strategies, but they still need to turn those nuts and bolts just like before. Above all, the auto repair business is on the brink of being so sophisticated of a career choice that the shade tree adventurer will be hard to find.  
 
        Every mechanic needs to learn and understand today’s vehicles to be profitable and to be respected in the industry as well as with their clients. It may take a while to bring the world of automotive repair up a few notches from that old stereotypical mechanic we all knew. But, we could all start by showing a little more respect to others, as well as ourselves and especially to our fellow mechanics. 

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      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.
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      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.”
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      Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops
      Are you ready to convert clients to members? App Fueled specializes in creating custom apps tailored specifically for auto repair businesses. Build client loyalty. Get started today with your own customer loyalty app. Visit Appfueled.com
      Lagniappe (Books, Links, Other Podcasts, etc)
      https://www.daysoftheyear.com   
      https://www.nationaldaycalendar.com/ 
      https://shopmarketingpros.com/ep-118-doing-video-every-day-for-a-month/ - Doing Video Every Day For A Month
      https://shopmarketingpros.com/how-doing-video-every-day-can-transform-your-auto-repair-shops-marketing-strategy/ 
      Show Notes with Timestamps
      Introduction to April Marketing (00:00:10)  The hosts introduce the episode and discuss the focus on marketing strategies for April. Spring Car Care Month (00:02:43)  April is highlighted as Spring Car Care Month, emphasizing vehicle maintenance and customer education. Car Care Clinics (00:03:11)  Hosts suggest hosting car care clinics to engage customers and educate them about vehicle maintenance. Vida: Video Every Day in April (00:04:55)  Discussion on the importance of video marketing and committing to daily video creation for engagement. Celebrating National Pickleball Month (00:07:44)  Hosts encourage engaging posts related to National Pickleball Month, even if not directly automotive. Honoring EMS Week (00:08:12)  Discussing ways to celebrate and honor first responders during EMS Week with discounts or special offers. Tax Return Promotions (00:09:55)  Promoting services around tax returns, encouraging customers to invest in vehicle maintenance with their refunds. April Fool's Day Marketing (00:10:48)  Ideas for fun social media posts and jokes to engage customers on April Fool's Day. National Ride Your Horse to a Bar Day (00:14:09)  Hosts humorously discuss the quirky holiday and encourage creative marketing ideas around it. National 4x4 Day (April 4) (00:14:45)  Celebration ideas for off-road enthusiasts and engaging posts for customers. World Rat Day (April 4) (00:15:18)  Discussion on celebrating the impact of rats on auto repairs. National Rita Roadmap Day (April 5) (00:16:12)  A fun take on roadmap reading skills among staff. International Pillow Fight Day (April 5) (00:16:27)  Humorous suggestions for a pillow fight as social media content. National Grilled Cheese Sandwich Day (April 12) (00:17:05)  Ideas for a grilled cheese challenge at the shop. State Pride Days (April) (00:17:28)  Encouragement to celebrate local state days and community engagement. Tax Day and National That Sucks Day (April 15) (00:18:08)  Creative marketing ideas related to tax day and repairs. National Auctioneers Day (April 17) (00:19:08)  Fun activities like staff auctioneering for customer engagement. Easter (April 20) (00:19:40)  Ideas for Easter celebrations and community involvement. Girl Scout Leaders Day and Earth Day (April 22) (00:20:24)  Promoting community ties with Girl Scouts and environmental awareness. Clean Comedy Day (April 28) (00:21:38)  Encouraging clean jokes and humor among staff. Viral Video Day (April 29) (00:22:17)  Encouragement to create engaging videos for social media. April Showers Bring May Flowers (00:23:38)  Marketing strategies related to spring maintenance and vehicle care.
      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] 
      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


      Tune in for another episode next week. Until then, go fill those bays!
      Talking Points


      General Topics for April:
      April showers bring may flowers - wiper blades, Aquapel, tires Continuing the theme from March Spring maintenance and cleaning Pot holes - winter damage Change back to summer tires Continue with the tax refund talk
      Days of the Year - Monthly Themes
      April is the first of the two National Car Care Months VEDA - Video Every Day in April


      Days of the Year - Weekly Themes
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      Days of the Year - Daily Themes
      4/1 April Fools Day 4/2 National Ride Your Horse to a Bar Day 4/3 National Burrito Day 4/4 World Rat Day ⅘ International Pllow Fight Day ⅘ National Read a Road Map Day 4/12 National Grilled Cheese Sandwich Day 4/15 National That Sucks Day 4/17 National Auctioneers Day 4/20 Easter 4/22 National Jelly Bean Day 4/28 Clean Comedy Day 4/29 Viral Video Day














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    • By Zenoo
      Hi my name is Zenas and I am 26 years old from Alberta, Canada. I started my own automotive repair shop in December 2023. After running it for 1 year I made a little bit of profit. I needed some advice on how I could increase it. Its a 3 bay shop with two 2 post hoists and one 4 post hoist with alignment. I am the only mechanic in the shop as I can't afford to hire anyone at this point. I am charging about $120 per hour for the labor and very minimal mark up on parts. The shop had no customer base when I got it so it took me sometime to build returning customers. If I try to increase the prices on parts the customers run away. Seems like they are calling around the city and going to the cheapest person. My monthly over head cost is about $7000. Whatever I make in a month goes back into next month's rent. Any advices on how to manage this properly from other shop owners?


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