Joe Marconi

My area is a very blue collar area. It is a suburb located about 40 minutes north on NYC. Most of the people commute to work. Most of my customers understand the need for preventive maintenance. My experience with Hybrid customer is that it’s their magic bullet to cure all of society’s ills. God forbid they lose a mile per gallon after we replaced their tires, they want to kill someone! Maybe it’s my area only. But, this is what we have found.

I use the Mitchell system to organize my service reminders: State inspections, recommended services and major services. I had the Mitchell Company doing it, but found that their CRM was overkill. I now have a company through CARQUEST Auto Parts called Auto Alert, manage my service reminders. I have more control and it costs less. I go back 14 months. I also purchase a mailing each year list for a radius of 5 miles from my shop. For these people I send a quarterly newsletter. This helps prospects for new customers. The newsletter also goes to my regular customers. Another thing I do is email blasts. I collect emails from my customers and all the local businesses in my area. Once a month I send an email newsletter which highlights seasonal tips, promotions and has links to my web site. For the emails I use a company called Constant Contact. Check it out, you can create your own professional looking email and it's very inexpensive. The link is below: http://www.constantcontact.com

The fact that you are thinking about it puts you ahead of most. This is critical, I am 54 and would like to think I have built something to sell or at least create options. Too many shop owners have just walked away after 40plus years with nothing more than memories.

We do a fair amount, but just regular service and brakes. We have found that the Hybrid customer may not be our ideal customer.

I know this may be long way off for some shop owners, but every business owner needs to think about an exit strategy. Our future is dependent on the strength of our business that exists today. Our exit strategy is not something way off in the future, it must be part of our daily plan. Below is a link to an interesting article that addresses this subject. http://bit.ly/4JHOLM

Let me tell you, I have been around the block more than a few times and the effort some people put into underhanded things is incredible. If these people focus the same energy in something legitimate, they would be millionaires.

Of all the business I can think of, an illegal used tire business is not one of them.

We only charge a tire disposal when someone brings us their own tires to dispose of. ($2.50 per tire).

I agree, the concept of marketing to women is great, but the cost are a little steep. What impact can they make in your business that could make that much of a difference? That is the question. The jury is still out for me.

We also are mandated by the state to charge $2.50 per tire. We keep 25cents of the $2.50. The tire companies do not charge us and will take as many tires as we pruchase. If we get a delivery of 10 tires, they take 10 old tires.

All tires are sent back to my supplier. I don't know what they do with them. My tire supplier is a major wholesaler tire distibutor for new tires in my area. Year ago in the 70's, (when I started in this business) I worked in a gas station in the Bronx, NY. We did save used tires that were later sold. But, since I opened my business in 1980, I have always sold new.

Sorry, missunderstood.

I never considered the use tire market. Do you have major tire stores in the area? Firestone? Goodyear? PepBoys? Etc?

You must be in a different market. There is not a market for used tires when I am. We do pretty good with new, only.

I know, me too. But, don't give it up. Trust me, it makes a difference.

Another thing to remember is that the future generation will rely more on the web to get their information. People of my generation got the information from the newspaper, radio and TV. That's all changing.

Are you putting up a new building?

Your # 1 location is a different business model?

Welcome aboard, it would our pleasure to help you in any way we can. That's the purpose of AutoShopOwner.com. I am glad to see you read my article. Please feel free to check out my blog also. I see you have three shop...I think there are a lot of members who might be asking you questions too. Again, welcome to AutoShopOwner.com Joe Marconi

I hate mistakes. I hate comeback. Both suck the profits right from our wallets. I have worked on many quality control systems through the years, but still struggle with silly mental errors some of my younger techs perform. I don’t want to sound old, but a lot the little issues I see today were not issues years ago. Is this a generational thing? What systems are out there to insure that a job goes out the door as perfect as it can? Toyota mastered the system of catching mistakes on the assembly line BEFORE the car rolled out the factory. If they can do it with mass production of cars, I am sure we can implement a system that works.

I think I can speak for most us by saying that this was a challenging year. However, we all need to think about our tax liability come April 15, 2010. Sometimes spending money, such as buying a new lift or other equipment can actually put more money in our pockets. I would like to hear from other shop owners any tax tips they might have as this year comes to an end.

I am on the fence with these programs. I am watching them very carefully. We may need to explore these companies really close. Their presence on the web may shape or change our future

Great article. One of my favorite expressions I tell my service advisors often is, “The customer's perception is their reality". We need to understand what their needs are. We can install gold plated calipers, but won't make a bit of difference if the level of expectation is poor. Or, if the customer service experience was lousy. By the way, I see that you are an avid reader, that's great. I believe this is an important quality for business people.

Curt, I want to personally welcome you to AutoShopOwner. I share the much the same story that you have. My career started out of high school; 1973. (Boy that's a long time ago). I have loved "mostly" every minute. I am now closing in on 30 years in business. I just expanded and built another building next to my old building. I have a total of ten. The new building focuses on quick maintenance and tires. I have to tell you, it's like starting all over. It sounds like you will make a great addition to the AutoShopOwner family. Looking forward to sharing opinions and dialogue. Joe Marconi

It appears being in New York has one advantage: They don't have a strong AAA approved shop program. Only shops that have towing service in New York can apply for AAA approved shop status. We have many customers who have AAA cards, buy all they get is a free tow to my shop. AAA shops also are designated by territory. I would like to know of the details of this program, since it seems different in other states.