Joe Marconi

The other day one of my service advisors dropped a car off at the local dealer for a recall. We were doing some routine work for the customer and she told us about the recall, but said she had no time to take it to the dealer. So Mike, offered to take it to the dealer for her. When Mike returned I asked him how the experience was. He said, “Not that good”. He went on to say that that the service advisor never made eye contact, appeared uninterested and spoke in a monotone voice. My first reaction was, “Wow, great news for us”. But then it got me wondering how many independent shops around the country are delivering customer service? Everyone who has contact with the customer must be trained in the art of Customer Service. And constant training, just like on-going technical training is crucial. Another thing: Be careful who you put on the service counter. I have made a few big mistakes in the past by hiring the wrong people, which cost me dearly! The Automotive Management Institute (AMI) has great courses in management and customer service, and of course Elite (the company I am affiliated with as a business coach/consultant) also has great resources. What about other shops, where do you get training, what training have you done and how do you hire service personnel?

I have been around long enough to see the evolution of the traditional repair shop. More and more the question of management comes up. But, who should manage the shop and do we get training for this? Plus, if we are to hire a manager, what qualifications do you look for? For me, I am just too busy to try to run things by myself. A few years back I made the decision to hire a manager and organize my shop in such a way that most of the issues and problems are handled thru the manager. Even when I see an issue, I will go to the manager first to see how it’s being handling, and many times I will stay out of his way. I would like to hear from other shops owner’s about how and who manages the shop. What do you look for and if you do have a manager, what are his/her duties, responsibilities and qualifications.

Update: This past November I was part of a committee which included a few shop owners and the Service Station's Dealers of Greater New York (an Auto trade organization). We met with the NY Compensation Board to explain to them why we are asking for a separate Service Advisor classification. Well, we just heard that we got denied. Their reasoning, (and please keep control of your temper): The board said the business defines the position and therefor the classification, it's not the position that defines the classification. In other words, just because we hire someone as manager or service advisor, it still involves (according the board) repairing and servicing cars, and they must all be lumped into the same classification. Are these people even on the same planet as we are??? If I hire someone to answer the phones and speak to customers that are having their cars repaired, do billing and help write up work orders, this person is subjected to the same potential hazards as a mechanic? This is insanity on the highest level. We have another meeting scheduled in May, but I am not too optimistic. I will keep everyone update. In the meantime, shops like mine are paying a lot more money on workers comp than it should!

Scott, we gave out the first Kindle and started using the program this past Thursday. We gave it to our lead tech, who is also the best at multi-points in our shop. The other techs are already wondering when they will get their Kindles. I really think this will help us to go to the next level and create a more efficient work flow process in everything we do. Again, great job! Oh, by the way Scott, my manager also said, "Hey Joe, why didn't you think of this!"

There is a local Valvoline Quick Lube near me that does not appear that busy. I wonder if it's just this location or are quick lubes going thru a change in their customer base? I know one thing that strikes fear in the quick lube industry is the extended oil change intervals and the fact that many people pay more attention to the maintenance light than actual mileage. How are quick lubes around the country doing?

There's also the issue with the dates of those used tires. We often replace tires because some elderly people put so little miles on the car, but the tires may be over ten years old. When we take these tires off the tread still has a lot meat, but I would not trust them. Just my thoughts on this.

I have learned a lot about marketing the past few years, especially about grass roots marketing in my community. In fact, I hold seminars for Elite on marketing and I share a lot of what I have learned. For independents with limited resources, it would be foolish to go head to head with the market leaders in our market areas. In other words if the Toyota dealer is open 7 days a week and gives out loaners cars like candy, it would not be a wise thing to think that I can compete with that. In fact, when a company tries to COPY another company, this is often looked upon as a copycat and you can loose your credibility. Remember, in marketing the company that brings something to the market first will always be considered the expert. It's why we say, "Make me a "Xerox" copy". But, we can take a page from Sun Tzu's, The Art of War, which states: "Win without fighting". So in order to grow in your community, find out what the major players are doing, and don't do any of that. Find out what makes YOU different and what you can bring to your market that will make you stand out. For me, it's my involvement in the community; The Chamber of Commerce, the Rotary, kids sport team sponsorships, Car Care Events, consumer clinics, seminars at the local libraries, local fund raisers, customer appreciation days, etc. This gives me a ton of free press and these are things that the big guys don't do. They never think locally, they are just too big for that. Their business spans a much larger area. So I win with this tactic, and never engaged in any warfare with my competitors. And the best part, it really does not cost that much, and it can work better than traditional advertising. Growth is important for any business, take it slow, one brick at a time. Make the foundation strong and the roof will be in place a very long time.

You know, this happens a lot. Communication between family members can be like the old kids game of "playing telephone". By the time the other person involves gets the story, a lot of key info is missing and a different spin on what was actually stated. About a month ago a father and son came in with a laundry list of problems and the father said, "Please call my son and discuss the issues and prices with him, he needs to make these decisions on his own, he's old enough". Well, when they came to pick up the car, the son's interpretation of what it needed and the price was 180 degrees different from what WE SAID. This led to a lot of discussions going back and forth at the counter. We finally resolved it and the father looked at my service advisor and said, "I guess maybe he's not old enough yet". The son is 18. A lesson for us all. Great Story again Gonzo, always, always enjoy reading them!

Thanks, a lot of what I do is concentrating on marketing. Today, with everyone getting into the total car care business (from dealerships to body shops) we need to differentiate ourselves and make sure we know our target customer base. We also need to identify and take especially great care of our champion customers.

I’m Glad you enjoyed the webinar. For me, rewarding loyalty is better than trying to be everything to everyone. As I stated on the webinar, I am not a fan of discounting, but I have no issues with creating loyalty programs that helps to anchor my top customers to my shop. You need to first start with identifying your top customers and understand that these customers will bring you the greatest amount of return. Plus, by creating programs that promote long term relationship building, it will help you recognize first time customer that qualify as your future champion customers. In other words, price shoppers live for today, they look for that discount and not interested in a long term relationship. The customers that I want are those that see the value in doing business with me on a long term basis. That's why I don’t advertise cheap oil changes or other cheap discounts. First, my promotions are built around packages. For example, this time of the year I will typically send out a promotion to my customers and to my target market area with a headline, “Hit any potholes lately?” Knowing that everyone hits potholes will draw the customer to read more. But, here’s the offer: It’s been a tough long winter; treat your car to the best! Winter Recovery Package Change oil and filter (up to 5 qts conventional oil) Rotate tires and check balance (if needed) Test Antifreeze/Coolant Test battery and charging system Inspect tires, adjust air pressure Add BG Engine Treatment and Fuel Cleaner Inspect air and cabin filters Inspect brakes, steering & suspension Top off all fluids at no extra charge Check lights and wiper blades All for $69.95 This narrows the target market, but those that see value buy this. For existing customers I have a "Pre Paid Maintenance Package" that includes an oil change, multipoint vehicle inspection, fuel and engine additive and a tire rotation with balance. (Notice,I don't call it an oil change package, in marketing be different, don't copy the other guy). Purchased individually the price each would run about $75.00. We sell a Pre Paid package price for $269.00. This marketing only attracts those loyal customers and those that have enough faith and trust that they want to return again and again. Those looking for a cheap $18.95 oil service never buy these, and that’s ok. I rather reward those that value the program and value my company. Hope this helps, I have more programs, but I think you get the idea.

Publicity: Sometimes Better than Advertising I am a believer in “guerrilla marketing”, which is a strategy that allows us to compete with the big guys, without going head to head with them. It helped the colonies win their independence from the British. The British Army was more organized, larger, trained and better armed. Initially, unconventional warfare gave us an edge. Most of us cannot compete on the same level as a large dealership or national account, and we shouldn’t. It’s actually more important to find what the competition is doing and do the opposite. To think that I can compete with the Lexus dealer and have available 30 loaner cars is insane. But where I can compete is by branding my company in my local community, which will give me lots of publicity, which more times than not is actually more effective than advertising. Let me give you an example. When I opened my new facility I started doing consumer clinics. Eventually people began asking me to do the seminars at the local libraries. This branched out to the local Rotary, Chamber of commerce and recently at different local functions. Each time I do one of these, I get a lot of free press, which helps to boost my image and promote my brand. Remember, we may be in the auto repair business, but that’s not who we are and why we are in business. We all have a story to tell. Find WHY you are in business and tell that story to the world. It will become your brand identity. If you focus on the tools and equipment of your trade, you will reduce yourself to a commodity and become a “Me-Too” brand. Differentiate yourself from the pack. This will narrow your target audience, but will actually increase your market share. Give it a try, think about it. It works!

I held my Tire Safety Event this past Saturday. We had the local radio station doing a live remote, we cooked hot dogs and burgers, gave away prizes and raffled off a set of tires. We had about 150 people stop by and we inspected a ton of cars for free. We sold a lot of tires and other work, but more than that, it was a good PR day and boosted our brand in our community. I know it's a lot of work, but I have been doing these events for years and it is always a success.

North Carolina is yet another state that is considering repealing their periodic vehicle safety inspection requirement, leaving only the emissions test. It baffles me how our elected officials think. In New York we identify so many cars that are unsafe; some due to neglect, but many due to wear and tear, pothole damage and other conditions. Our good customers are thankful that we have recognized a potential safety issue that could put them, their families and others on the road at risk. I think we need more public awareness and tell our elected officials that mandatory vehicle inspections are a good thing. When I was young it was common to give your car a quick “once-over” on a Saturday morning. Plus, with full service gas stations back then, the gas attendant would check under the hood, look at the tires, etc. Today, people get in and drive. I don’t know how many states have an inspection program, but those that do need to get the word out that this is more than just a revenue stream, it’s a matter of public safety.

Oh man, I pulled a leg muscle just watching that!!!

You know, this is a side of the gun issue that I was not aware of. I think this video should be watched by all Americans.

I am very, very careful what I say to a customer at the front counter or on the phone. As the person speaks, my inner hard drive begins to search back the nearly 40 years I have been in this business for files that are relevant to the particular problem. But, I don't give opinions or solutions without a written work order. I do ask a lot of questions, which is what we should do, if the person is willing to have me work on the car. If someone is fishing for answers, I don't say much at all. Perhaps worse that being at the front counter and being grilled for an answer is being at a wedding or other affair and being tortured by someone you have just met, who has a problem with his car, who has been to a few mechanics already and now wants an answer from me, after I had a few gin & tonics. Does this guy really think I can solve that problem now? I know we have all been there.

I agree with xrac, you need to identify those customers that appreciate and value what you bring to the market place. Bill Cosby once said, "I don't know the secret to sucess, but the secret to failure is trying to be please everyone". You bring up very good points and I can say that this has been an issue at my shop too. But, those that are my profile customers trust me, and I will always tell the truth. I wish everyone would. This notion that if we tell the customer everything will upset the customer is wrong. Imagine your doctor holding back a health issue because he was afraid that he may sound pushy or just trying to make money on you. Stay true to who you are, find out what your story is; Why you went into business. You will find that it's a lot more that just buying tools and fixing cars. Who you are and why you do what you do is what creates your brand. Think of Harley Davidson, is it just a motorcyle? No, it's a Harley. I hope this helps.

It takes a lot for me to endorse a product, but today I was fortunate to sit in on a webinar where I learned about Repair Shop Solutions, a vehicle multipoint inspection process that blows the doors off anything I have seen in the past. The inspection process is done on a PC, laptop or tablet (probably the most efficient way). It’s online and cloud based, so no software to download and completely customizable to fit your shop’s particular needs, it tracks history and the inspections can be saved and retrieved later. It’s has a very extensive reporting system, where you can analyze what is being discovered by the tech and what is being sold. You can create different check lists for coolant, under car, under hood, steering, or anything else that fits your particular shop needs. You can see where the missed opportunity is, and make changes to your business. The customer gets a clean report and it’s accurate. I already signed up for the program, you owe to yourself to check it out; the website link is below. My only regret, why didn’t I think of this! http://www.repairshopsolutions.com/

Are you referring to fleet work?

I know I can speak for all when I say our thoughts and prayers go out to the victims and the families of those killed and injured in yesterdays bombing at the Boston Marathon. Also, thank you to the brave people who responded and put themselves in harm's way to help others.

First, I want to wish you the best of luck! Scared to death! I know how you feel. Business is not easy and it's a daily renewal. Before I give you advice, we need a few facts. Who will be employed what will your job description be do you have equipment and other needed tools With your business plan; did you factor in any start up costs: Insurance, utilities, uniforms, tools, furnishings, etc. Are you planning a grand opening (you should consider it) How will you promote the shop This is just a start. I can tell you that you will need to understand the numbers of the business. The better you are as a business person, the better chance for success. Like the past post, know the numbers. Don't be the cheapest, DON'T compete on price. Find out what the competition is doing and do not be like them, be different. Find your niche, that something different that will make you stand out. If you don't differentiate, you will just blend into the background and will not get noticed. Find out what you want to bring to your market area, and do not try to be everything to everyone. The more narrow you define your business the more you can target your customer. Starbucks knows exactly who their customer is and they don't waver from that position. You mentioned the family name. What is your strategy to build upon this? As far as the $17,000 is concerned, it all depends on what initial start up costs will be, and what your one-time expenses will be. This is exciting, the more planning and homework you do, the better. When is the launch date? This is just the start, keep the dialogue going, We'll help you thru the process.

That is a strange problem, and I have not seen any issues on those models.

You know, there are times like this when I feel the same way. It's as if my mission is somehow to change this person and the perception he has of me and the industry. But sometimes, you got to let it go. Do you know the story of the frog and the scorpion? The scorpion is stuck on the lake floating on a leaf and a frog comes along and the scorpion says to the frog, "let me jump on your back so I can get to land". The frog says, "No way, you will sting me and I will die". The scorpion says, "Now why would I sting you? If I do, you will die and I will drown". The frog says to himself, well that makes sense and allows the scorpion to jump on his back. Half way to the shore, the scorpion stings the frog and as the frog is dying and they are both drowning, the frog says, "Why... Why"? The scorpion says to the frog, "I am a scorpion, it's who I am, it's what I do". Understanding people are just as strange and it may not be right, but its the way it is. (Boy, I feel like a preacher)

Yes, you are not alone Gonzo. Shop owners are a tough breed, they have to be. The things we see and go thru can fill volumes. If ASO can be a place to vent, share ideas, scream, teach, learn, whatever...then I am proud to be part of it. But, the true strength of any organization is its people, and ASO has great members, so the real thanks goes out to all the members!