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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 JustTheBest
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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
Visit ShopMarketingPros.com/chris to partner with a team that understands your business. Because every great shop deserves marketing that’s just as great.
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/autorepairmarketingmastermindIn
In this episode of "The Weekly Blitz," host Chris Cotton is joined by special guests Caroline Legrone and Kim Walker from Shop Marketing Pros to delve into the critical necessity of having a robust marketing plan for auto repair shops. The discussion centers around the pivotal role that a well-structured marketing strategy plays in the success and sustainability of these businesses.
Chris, Caroline, and Kim explore the multifaceted aspects of marketing planning, emphasizing the importance of leveraging historical data to gain insights into the business's performance over time. By analyzing this data, shop owners can pinpoint slow periods and develop proactive marketing strategies that align with local events and seasonal trends, thereby optimizing their outreach efforts.
Caroline Legrone underscores the significance of understanding past performance metrics, which can provide invaluable information for future planning. She explains how historical data can reveal patterns and trends that are crucial for making informed marketing decisions. This approach not only helps in identifying potential challenges but also in capitalizing on opportunities that may arise.
Kim Walker, on the other hand, offers practical insights into the creation of a comprehensive marketing calendar. She shares her expertise on how to systematically plan marketing activities throughout the year, ensuring that the shop remains visible and engaged with the community. Kim's advice includes tips on scheduling promotions, aligning campaigns with local happenings, and maintaining a consistent presence across various marketing channels.
Throughout the episode, the conversation is geared towards empowering shop owners to take control of their marketing efforts. By doing so, they can ensure sustained growth and foster stronger community engagement, even during traditionally slow periods. The episode serves as a call to action for auto repair shop owners to prioritize their marketing strategies, highlighting the long-term benefits of a well-executed plan.
Introduction and Importance of Marketing (00:00:09)
Chris Cotton introduces the episode and emphasizes the need for a marketing plan in auto repair businesses.
Guest Introductions (00:01:11)
Chris welcomes Caroline Legrone and Kim Walker from Shop Marketing Pros to the podcast.
Discussion on Car Count Issues (00:01:48)
Chris expresses concern over shop owners complaining about low car counts and the lack of planning.
Identifying Seasonal Trends (00:02:32)
Kim discusses common excuses for slow periods and the importance of recognizing seasonal trends.
Understanding the Marketing Calendar (00:04:23)
Caroline explains the significance of analyzing past performance to create an effective marketing calendar.
Proactive Marketing Strategies (00:06:11)
Kim shares insights on developing marketing plans based on historical data and identifying slow periods.
Creative Marketing Solutions (00:07:25)
Kim describes a unique marketing strategy developed around the local state fair to attract customers.
Importance of Planning Ahead (00:09:27)
Kim emphasizes the necessity of proactive planning rather than reacting to slow days.
Timing for Event Promotions (00:12:30)
Discussion on how far in advance to plan marketing strategies for events like the state fair.
Community Calendar Considerations (00:14:09)
Caroline advises checking community calendars to align marketing efforts with local events.
Adjusting Marketing Budgets (00:16:19)
Kim discusses the importance of reallocating marketing budgets based on seasonal trends.
Applicability to Different Locations (00:16:27)
Chris challenges the notion that marketing strategies are only relevant to local events, encouraging broader application.
Yearly Planning for Marketing (00:17:09)
Caroline stresses the importance of yearly planning for marketing strategies, even if starting late.
Setting Holiday Schedules (00:18:49)
Chris shares his approach to planning marketing around holiday closures as a starting point for the year.
Here are the extracted timestamps and their corresponding titles from the podcast episode transcription segment:
Importance of Planning (00:19:14)
Chris emphasizes the need for shop owners to have a structured marketing plan.
Blocking Time for Planning (00:19:40)
Kim advises shop owners to set aside undistracted time in October for planning.
Using a Big Calendar (00:20:17)
Kim suggests using a large calendar to visualize important dates and events affecting marketing.
Analyzing Performance Data (00:22:25)
Kim discusses breaking down historical data to identify busy and slow times for better planning.
Setting Realistic Goals (00:24:20)
Caroline stresses the importance of setting achievable marketing goals based on past performance.
Understanding Marketing Budgets (00:26:17)
Kim explains how to determine an appropriate marketing budget based on desired growth.
Plan with the Pros Conference (00:28:49)
Caroline introduces the "Plan with the Pros" event aimed at helping shop owners create marketing plans.
Event Success and Expansion (00:31:01)
Kim shares the success of last year's event and plans for expanding this year's attendance.
Facebook Group for Marketing Support (00:33:15)
Caroline details the Auto Repair Marketing Mastermind group for shop owners to connect and share insights.
Final Thoughts on Marketing (00:37:02)
Caroline encourages shop owners to create marketing calendars and utilize available resources for success.
Do It Scared (00:37:51)
Encouragement to start marketing despite fears of making mistakes or not knowing how to begin.
Getting Started (00:38:11)
Emphasis on taking action; "done is better than perfect" and scheduling time away from the shop.
Perspective on Fear (00:38:22)
Discussion on the urgency of creating a marketing calendar to avoid business decline.
Final Thoughts and Thanks (00:38:41)
Closing remarks and encouragement to utilize marketing pros for effective growth strategies.
Sponsorship Shout-Out (00:39:11)
Promotion of Shop Marketing Pros as the recommended marketing partner for auto repair businesses.
Closing Remarks (00:39:11)
Encouragement to maintain a positive mindset and a farewell from Coach Chris Cotton.
To listen to more episodes, make sure and go over to iTunes and or Spotify.
Don't forget to rate and review us!
Connect with Chris:
AutoFix-Auto Shop Coaching
www.autoshopcoaching.com
www.aftermarketradionetwork.com
940-400-1008
Facebook: https://www.facebook.com/AutoFixAutoShopCoaching
YouTube: https://bit.ly/3ClX0ae
Email Chris: [email protected]
The Aftermarket Radio Network
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.
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.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
#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 Joe Marconi
Premium Member Content
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By carmcapriotto
Thanks to our Partner, NAPA Autotech
NAPA Autotech’s team of ASE Master Certified Instructors are conducting over 1,200 classes covering 28 automotive topics. To see a selection, go to napaautotech.com for more details.
Contact Information
Email Matt: [email protected] Diagnosing the Aftermarket A - Z YouTube Channel
Key Highlights:
Matt reflects on the idea of self-awareness and balance, emphasizing that "everything comes from you" and that we are all part of a larger matrix of experiences and growth.
Vision Conference Recap:
Matt shares his experience at the Vision Conference, where he faced a challenging drive through a snowstorm and crosswinds to get there. He highlights the hands-on training sessions he participated in, including: Key Cutting and Programming Class: Co-taught with Andrew Sexton, where attendees got to physically cut keys and program them using a Honda ignition system. Pico Training: A full day of hands-on training with Scott Shotton, focusing on practical, car-side diagnostics. Tech Talks: Featuring Garrett Jacobson (HP Tuners) and Zeb Beard (Thermal Imaging), both of whom delivered high-energy, informative sessions.
Key Takeaways from Vision:
HP Tuners: Matt learned new functionalities of the tool, even after using it for over five years. Garrett Jacobson’s class demonstrated how intuitive and powerful the tool can be for diagnostics. Thermal Imaging: Zeb Beard emphasized the importance of using thermal imagers regularly, even when it doesn’t seem immediately necessary. His session focused on diesel diagnostics but applied to all vehicles.
Personal Reflections and Connections:
Matt shares heartfelt moments from the conference, including dinners with industry friends like Dan Baumgartner, Matt Hall, Kevin Looney, and others. They reminisced about Harvey Chan, a beloved figure in the industry who passed away too soon, and the impact he had on everyone. Matt reflects on the duality of emotions—being sad about losing someone but happy to share stories and memories.
Behind-the-Scenes Stories:
Matt dives into the importance of understanding the "behind-the-scenes" of how things are created, whether it’s a business, a movie scene, or even a professional wrestling match. He shares an iconic wrestling story about Stone Cold Steve Austin and Bret Hart, highlighting how collaboration and trust led to one of the most memorable moments in wrestling history.
Themes of Authenticity and Sharing Knowledge:
Matt discusses the tendency in the industry to want to feel "special" or to exaggerate success stories. He emphasizes the importance of being honest about how things are achieved, whether it’s diagnosing a tough problem or building a successful shop. He encourages technicians and shop owners to share their real stories, even if they involve luck or being in the right place at the right time.
Filling Your Own Bucket:
Matt reflects on the need for self-validation and filling your own "bucket" rather than constantly seeking external validation. He stresses the importance of being honest with yourself and others, giving credit where it’s due, and taking pride in your work without exaggeration.
Key Quotes:
"Set the freaking thermal imager on your diagnostic cart and start using it, even when you don’t know why." "At some point, you’re going to have to fill your own cup. You’re going to have to be content with yourself." "The real stories, if somebody could tell them, didn’t take away from the magic. It’s the art, the craftsmanship, the creativity that’s magical."
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. https://remarkableresults.biz/
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/
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. https://autorepairmarketing.captivate.fm/
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/
The Aftermarket Radio Network
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.
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.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
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
Want to make your shop’s marketing stand out this May? Join Brian Walker and Caroline LeGrand as they break down creative ways to engage your audience, plan your content, and connect with your community.
In this episode, they’ll share creative campaign ideas, fun social media prompts, and practical ways to highlight your team, engage customers, and boost brand awareness. Plus, get inspiration for using national holidays like National Skilled Trades Day, Road Trip Day, and even Pizza Party Day to keep your content fresh and relevant.
Don’t miss this opportunity to simplify your marketing and make a real impact. Tune in now and start planning content that connects!
Thank you to our friends at RepairPal for providing you this episode. RepairPal is the key that unlocks more business for your repair shop. Learn More at RepairPal.com/shops.
AppFueled makes marketing easy. It’s a CRM designed for auto repair shops with tools like segmentation, reminders, and even a call center. Don’t wait—get started today at appfueled.com
Lagniappe (Books, Links, Other Podcasts, etc)
Days of the Year
National Calendar
Show Notes with Timestamps
Introduction to the Episode (00:00:01) Brian and Caroline introduce the podcast and thank RepairPal for their support. Preparing for May Marketing (00:01:16) Discussion on planning marketing strategies for May, emphasizing the importance of advance preparation. General Marketing Themes (00:02:00) Overview of summer-related topics, tax return spending, and pre-trip inspections for vehicles. Motorcycle Safety Awareness Month (00:03:17) Highlighting the importance of motorcycle safety and tips for drivers and riders. Military Appreciation Month (00:03:39) Encouraging auto repair shops to give back to military personnel throughout May. Teacher Appreciation Week (00:04:34) Ideas for showing gratitude to teachers, including small gestures and discounts. National Pet Week (00:05:50) Encouragement to engage customers by sharing pet photos on social media. Celebrating Various Appreciation Weeks (00:07:05) Discussion on multiple appreciation weeks in May and the importance of selecting key themes. Learn to Ride a Bike Day (00:08:04) Suggestions for community engagement by helping kids learn to ride bikes. National Skilled Trades Day (00:09:00) Promoting skilled trades and hosting events to educate youth about automotive careers. Star Wars Day (May the 4th) (00:10:26) Fun marketing ideas related to Star Wars Day for engaging customers. National Odometer Day (May 12th) (00:11:42) Ideas for a fun contest involving vehicle odometer readings to engage customers. RepairPal Certification (00:13:14) Discussion on becoming RepairPal certified and the benefits for auto repair shops. App Fueled Introduction (00:14:18) Overview of a customer loyalty app designed for auto service shops. National Lost Sock Memorial Day (00:14:54) Encouragement for creative engagement ideas related to this fun holiday. Military Appreciation Month (00:15:06) Suggestions for acknowledging military families and providing discounts. National Dance Like a Chicken Day (00:15:59) Call to action for engaging with customers through fun activities. Check Your Wipers Day (00:16:27) Importance of checking wipers before summer travel and educating clients. National Pizza Party Day (00:18:05) Highlighting the fun of pizza party day and community engagement. Armed Forces Day (00:18:28) Ideas for honoring military personnel and their contributions. Memorial Day Awareness (00:18:46) Discussion on the solemn nature of Memorial Day and appropriate observances. National Road Trip Day (00:19:34) Emphasis on preparing vehicles for summer road trips and inspections. National Rescue Dog Day (00:20:13) Celebrating rescue pets and their connection to the auto repair community. World Marketing Day (00:20:48) Encouragement to appreciate and promote effective marketing efforts. Paws and Pistons Campaign (00:22:41) Combining pet care with auto services for community engagement. Prepping for Road Trip Day (00:24:51) Continued focus on educating customers about road trip preparations. Engagement Ideas (00:25:34) Encouragement to share personal stories and engage customers creatively.
Auto Repair Marketing Mastermind (00:26:01) Invitation to join the Facebook group for sharing marketing ideas and support.
How To Get In Touch
Join The Auto Repair Marketing Mastermind Group on Facebook
Meet The Pros
Follow SMP on Facebook
Follow SMP on Instagram
Get The Ultimate Guide to Auto Repair Shop Marketing Book
Email Us Podcast Questions or Topics
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
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.”
Aftermarket Radio Network
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.
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.
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 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. https://remarkableresults.biz/
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/
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. https://autorepairmarketing.captivate.fm/
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/
Click to go to the Podcast on Remarkable Results Radio
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