Joe Marconi

While many shop owners may not enjoy a harsh winter, there's always that feeling that a tough winter is good for business. But is it? Last year was one of the worst winters on record in the northeast. There was a ton of winter-related work. But, when you factor the days closed due to snow and ice storms, sales did not reflect any real increase. I know I may be simplifying this, since there are a number of reasons why business may slow down in the winter months. However, to rely on a tough winter to bring in service and repair work may not be your best sales strategy. The winter will be what it is; tough or mild. We cannot help that. But, what we can do is prepare for either scenario, which is building your customer retention rate by proactively identifying needed future work on each vehicle, discussing all future work with each customer, creating service reminders and creating a follow up call list to contact your customers when those service reminders go out. We cannot predict the future, but we can help create it. Start today with each and every customer to ensure that they come back to you for all their service needs. Remember this: Every car in your shop today will need a future LOF service, future services and future repairs. The question is, will they be coming back to you?

Follow up calls is one the best marketing strategies and great customer service. Plus, it just makes sense. The customer experience doesn't stop after the car leaves your shop. Don't over think this. Simply get a list from your management system of the people that were in for service. Go down the list, make the calls and make notes. We call most people, especially first time customers. We don't call customers that came in a set of wipers or a light bulb or other simple services.

Welcome to AutoshopOwner.com. This site has the best minds among shop owners on the planet. I learn each day from these guys.

Thanks for all the great comments on my article. I write real-life stories that each of us can relate too. Glad to do my part for the hard working shop owners!

I just love your version of the 12 Days of Christmas! Thank you for all that you do for ASO. Merry Christmas to you too!

Great comments. That's why my post points out the need to identify your profile customers. There will always be people that only look at price. These people will shop around to save money without ever realizing they may be sacrificing value and/or safety. Identify your profile customer, build strong relationships, spend more time with your best customers and don't worry about the price shoppers. You cannot be everything to everyone.

On Sunday morning December 7, 1941 America's naval base at Pearl Harbor, Hawaii was attacked by aircraft and submarines of the Imperial Japanese Navy, killing 2,403 American military personnel and civilians and injuring 1,178 others. The attack sank four U.S. Navy battleships and damaged four more. It also damaged or sank three cruisers, three destroyers, and one minelayer. Aircraft losses were 188 destroyed and 159 damaged. The day after the attack, the United States declared war on Japan and entered World War II. President Franklin Roosevelt, in a speech to Congress, stated that the bombing of Pearl Harbor is "A date which will live in infamy." "There are some things that we must never forget, the attack on Pear Harbor is one of them" , President Franklin D. Roosevelt

Welcome aboard! Looking forward to see you on the forums!

It is really amazing how some things are so common in our industry. It's like we are all connected by the same experiences. You can change the names and location, but we can all relate.

In order to make any sale,the person you are trying to sell to must see the benefit of what you are recommending. Your customer must see that you are trying to help them, rather than just sell them something. Each of knows the reasons "why" we recommend a timing belt or a wheel alignment. But, sometimes in the mist of a busy day we don't effectively communicate the "why". When a customer understands that replacing the timing belt is thousands of dollars less than major engine repair, the customer knows the why. The customer sees that you are trying to help. The other component in selling is clearly identifying your true profile customer, and ones that you have established strong relationships with. You will have an easier time selling to the right customer and those you have created strong relationships with. Focus on these customers and do all you can to continue to identify and build more of these relationships with the right customers. I am not saying to ignore certain customers, but the truth is we cannot be everything to everyone and attempting to be will eventually hurt sales, morale and profits.

Source: Selling is all about helping the right customer

In order to make any sale,the person you are trying to sell to must see the benefit of what you are recommending. Your customer must see that you are trying to help them, rather than just sell them something. Each of knows the reasons "why" we recommend a timing belt or a wheel alignment. But, sometimes in the mist of a busy day we don't effectively communicate the "why". When a customer understands that replacing the timing belt is thousands of dollars less than major engine repair, the customer knows the why. The customer sees that you are trying to help. The other component in selling is clearly identifying your true profile customer. You will have an easier time selling to those customers that you have created strong relationships with. Focus on these customers and do all you can to continue to identify and build more of these relationships with the right customers. I am not saying to ignore certain customers, but the truth is we cannot be everything to everyone and attempting to be will eventually hurt sales, morale and profits.

Now that's funny!

I want to express my sincere appreciation to all AutoShopOwner.com members. And, in the spirit of Thanksgiving, a big thank you to all our valued members for making ASO the "go-to" online site with the very best in automotive business-related discussions. So many shop owners from around the country have expressed to me the amazing posts, information and discussions. The real thanks goes to you, the members that contribute so much and make ASO a success. HAPPY THANKSGIVING TO YOU AND YOUR FAMILY! Joe Marconi

Gonzo, guys like us have seen an evolution of car designs, some good, a lot bad. Diets are like fads, and that holds true for car designers too. But, I have to agree, just getting to the engine and various components is a job these days. I hate to attribute some of the difficulty to our age. Or should I?

Gonzo, I would like to add number 11... 11- I would do it myself, just don't have the time. Thanks Gonzo, Saturday would not be Saturday without reading your article.

With the holiday season right around the corner, its a good time to remember things that matter the most. And while we are all business people, we must have balance in our life and promote that balance in the lives of the people we employ. Find ways to celebrate the holidays with your staff. It doesn't have to be anything extravagant either, just something that brings people together. This will show you are a caring boss and leader. Morale will improve, which will help to enrich the lives of everyone. A win for all, and your business.

You are right, that is the problem.

Thank you, love this story every time I read it!

November 11, or what has come to be known as Veterans Day, was originally set as a U.S. legal holiday to honor Armistice Day - the end of World War I, which officially took place on November 11, 1918. President Woodrow Wilson honored the first commemoration of Armistice Day with the following words: "To us in America, the reflections of Armistice Day will be filled with solemn pride in the heroism of those who died in the country’s service and with gratitude for the victory, both because of the thing from which it has freed us and because of the opportunity it has given America to show her sympathy with peace and justice in the councils of the nations..." In 1954, Congress, at the urging of the veterans service organizations, struck out the word "Armistice" and inserted the word "Veterans." With the approval of this legislation on June 1, 1954, November 11 became a day to honor American veterans of all wars.

Great article, very interesting. The one thing about this business...just when you begin to think you have seen it all, that's when you are again challenged.

Source: Before you raise prices, raise production

I got a call the other from a shop owner friend asking me to help calculate his labor rate. I told him that before you calculate your labor rate, you should check your labor production (also known as effective labor rate). I asked him to total up his total tech paid hours for the month and then divide those hours by his total labor dollars sold for the month. He got back to me and was surprised that although he posted a $90.00 labor rate, his actual labor dollars per hour was only $62.00. I pointed out that this is a production problem, not a labor rate price issue. Raising labor production is equally important as understanding what your labor rate should be. In fact, ensuring your labor production is where it should be will add much needed dollars to the bottom line. One thing to consider; low labor production is not just the responsibility of the technician. You need to also take into account: Are you billing enough hours? Are you charging properly for diagnostic time? Are the techs waiting too long for parts or for the service advisors to sell jobs? Is there too much down time between jobs? Look at the entire shop operations and workflow process. Each minute increase in labor production will add much needed dollars to your bottom line.