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Discounting for Profit???

Joe Marconi
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applemillautorepair Rookie

applemillautorepair

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We do offer discounts, but they are mainly for a monthly special or something similar. I do also belong to a group called BNI (business network international - a networking group) and we do offer a 10% discount on parts to the members of the group or to a new customer that the refer to us. I have found that it doesn't eat into our profits to much and it brings customers in the door, so we have continued to do it.

applemillautorepair Rookie

applemillautorepair

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So, you find that offering specials increase car counts?

 

Since I have started to track it, depending on what the special is yes it does. Some of the specials don't seem to make any difference others do.

applemillautorepair Rookie

applemillautorepair

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Do you find being a member of BNI a positive for your business? How long have you been a member? Thanks Steve

 

Hi Steve, We joined BNI a little over a year ago, and I just renewed for our second year if that tells you anything. I do think that it is worth the investment, we have had a great return from it, I think that I service all but two of the groups members and most of them have multiple cars and have also referred friends or family to us. So IMHO I think it is well worth it, I didn't track exactly how much of our business came from BNI members or referrals from them but I would bet that it is a fairly significant amount. Hope that helps. Eric

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    • Joe Marconi
      The Toolbox is Last to Leave, First is the Heart
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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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