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Sales Down? Spend More on Advertising!

Joe Marconi
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JustTheBest Rising Star

JustTheBest

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You're "spot-on" Joe! The problem I see (from the shop owners I talk to) is that marketing/advertising/promotion is considered like a "like item" expense. It's treated like "supplies" or other expensed you need to run a business. I get it. 

But if that so called expense generated income, is it an expense? Or an investment? 

I know we can play around with words too - and I'm not trying to "sell you" (or anyone) on anything. 

But in conversation with shops and I ask them "What was the last marketing or promotion or the last time you sent a postcard or anything?", know what the answer is??

NOTHING!  

So with the risk of sounding like a smart a**, I ask them "Then what did you expect?" 

Look, if you put together a simple postcard... just black ink on a colored stock (I like yellow because it seems to get more attention) ... and just mail it out to your customers (who already know, trust and like you) with a kick-butt offer... you're going to get work! It's that simple.

That makes the "expense" an investment. 

Hope this helps!

Matthew
"The Car Count Fixer"

 

P.S.: Grow your Car Count, Income & Profit - Follow me on YouTube
P.P.S.: Facebook? 
P.P.P.S.: Car count in 72 Hours? 

 

 

 

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Hands On Community Regular

Hands On

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Good advice Joe..  I always try to ramp up advertising a month before I know it might slow down.

You might talk about being prepared for the unexpected also. November 2018 I was in an accident and lost my left leg. Luckily I had decent employees in place, and a fair savings account. I was in a good place to spend a month in the hospital. Could you walk away from your business for a month? Would it survive or go under?

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JustTheBest Rising Star

JustTheBest

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Nice job with the map! Just watched it. What a great resource?? Can you share where/how you purchase them? I know a few shop owners who could really use this! Even if you're not looking for a shop - you can start to do some direct mail into those zip codes. Thanks for sharing!

Matthew
"The Car Count Fixer"

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  • Have you checked out Joe's Latest Blog?

    • Joe Marconi
      The Toolbox is Last to Leave, First is the Heart
      By Joe Marconi in Joe's 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.

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