Playing the Long Game [THA 231]

[carmcapriotto]

https://www.youtube.com/watch?v=H2pWeJGVgNs Fred Gestwicki, Jr, Fix-It With Fred, Canton, OH Gilda Dykman, Cars Automotive & Muffler, Redondo Beach, CA, with husband Michael. After 16 years working in the diamond industry, Gilda began her automotive career with Edelbrock in Torrance CA in their purchasing department. From there she joined in my husband's family business and have been there for 25 years.  Russell Crosby is the owner of Russ’s Wrench Auto Repair located in Clinton, NJ. Listen to Russell's previous episodes HERE Key Talking Points

• Technicians- you must be constantly growing technicians, hire out of local high schools/colleges and grow them. Apprenticeships are key. 
• Shift mindset of the youth- open different pathways besides college education 
• Don’t wait until you lose a technician to hire a technician- being heavy on technicians leads to other opportunities (satellite location, more efficient). It’s not a risk, it’s an investment. No one complains they have too many techs.
• Don’t be afraid to have conversations with other technicians- build trust, if it doesn’t work out they will find another job within a day
• Fear prevents you to go into a new world of greatness- changing positions isn’t comfortable but necessary to grow
• Emerging technology- the future is here, training for new EV vehicles, start a marketing campaign for new clientele and technicians. Educating customers that hybrids need repairs. Look into charging ports. This is your opportunity to gain lifetime clientele. 
• Total lifetime spent- customer personal ARO. Motivation isn’t the bill today but the whole driving career. This is a service industry, not a repair business. What is your mission of the business? Investing in their car invests, in their community. Let them know what you do behind the scenes (helping the community). Put the plaques and newspaper clippings in the shop, Be proud and let your customers know. Be the inspiration.
• Change mindset- we are financial advisors to customer’s investments. Ask customers what their plan is for their vehicle, keeping it forever? Spare car? Are they looking for a new car and need advice?
• A special thanks to Fred Gestwicki Jr, Gilda Dykman and Russell Crosby for their contribution to the aftermarket.

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