Joe Marconi

I have preached on these forums, at my shop, to my coaching clients and at seminars that price is not the major deciding factor with regard to consumers. Well, I need to restate that comment. For some people, it is. I have a customer that constantly complains that my prices are too high, that I am higher than the dealer, that he can get the same parts on line for less, etc, etc, etc. After a 20 minute battle over the price of a catalytic converter, trying to point out all the benefits of why we are his best choice, I asked him, “Is price your only concern when it comes to your car?” He sternly replied, “YES!” So, I told him, “Well, then we can’t do business, please pay me for what you owe me up to this point, pick up your car, and good luck to you.” I felt uneasy after I hung up the phone, not just because of this one person, but for the many out that have no real understanding or respect for what we do. How would you have handled this situation? BTW: I gave the guy multiple options, explained the difference in parts and also called the dealer to see what the price would be for the job. We were not higher.

And that's my point! Thanks Frank, great example!

I like that statement, "Either they are with us or they are against us". There is a lot of truth to what you say. Advance will tell you that they do not target our "ideal" customer. But, as you and I said, the "perception" is perhaps the biggest damage they can inflict on us. Their advertising is heard by all, not just the DIYer. I know many shop owners that feel the way you do. If Advance truly wants our business, which is the reason for the CARQUEST acquisition, they must be more inline with our business model. To say that they want to be part of our success and advertise that they will install batteries free will not win the hearts of guys like you and me.

AutoZone…Mission Accomplished! Your quest to sell parts by offering FREE Check engine light scans has successfully changed the way consumer perceive check engine lights. In the mind of the average consumer, there is little to no difference between a reputable repair shop accessing check engine light codes and a part’s house. At a recent business EXPO in my town, which I attended, dozens of consumers were questioned about the check engine light and if they would take their car to an AutoZone or other parts house if the check engine light came on. Many said they have and would, and many stated “Is there a difference?” So, I guess for you, congratulationsis in order. Obviously I am being funny. But this is no laughing matter. Once the consumer perception is set, it is set in stone. This will make increasingly more difficult for us to explain diag charges. Your thoughts?

Sure, let's say a customer comes in for a engine miss fire. After verifying the misfire, we will sell a package of tests like this: - Visual inspection of under hood and related components - Condition of air filter and fluids? Fuel filter (if applicable)? - Battery and charging system test - Scan on board computer, obtain error codes and other key information - Perform component and system checks, determined by error codes - Check for factory bulletins and known problems - Test ignition components, fuel system tests (condition of fuel), cylinder balance, vacuum and back pressure tests - Isolate engine misfire - Perform enrichment to rule out lean miss - take into account miles on engine, age/condition of spark plugs, fuel filter and other service items - Determine cause for misfire and needed repair All above for $ XX.XX (Mr. Customer) If the above reveals that the problem is engine mechanical, we will need to perform the following... - Perform all above tests and determine engine misfire is a mechanical issue - Compression test, running compression test, if needed. - Combustion chamber leak down test, if needed - Check for internal cylinder head problem - Check for valve train problem - Insure engine valve timing is correct Review all data, report to customer and discuss needed repair Additional $XX.XX

At a recent training class, the instructor was saying that in order to compete these days, you will need OE scan tools. He also said that many shops will have to decide on what car makes they intend to invest in. Are the days of general mechanics and diagnosis in jeopardy? Do you see the same trend, the need for OE scan tools? Will companies such as Snap on and Launch, etc, produce equipment that will continue to allows us to compete with servicing multiple car lines?

The local automotive trade school in my area wants to start an apprenticeship and internship program. They feel that today, many students do not get the exposure that mechanics did years back, working in gas stations and repair shops. Many go on the schools like UTI but have no practical experience. When they get out into the workforce they are too green. I am on the schools advisory committee and they brought this up at the last meeting and wanted to know if the shops in the area would participate. If there is anyone who has experience with high school or auto trade school apprenticeship or internship programs, please let me know your thoughts and comments. Thanks!

To all the Moms out there, have a wonderful Mother's day. And everyone, enjoy time with your family. It's the one thing that really matters in life!

I here this over and over again, that Yelp is not a useful source of gaining customers. It amazing to me how these online company survive! Is there anyone that had a positive experience from Yelp? I mean a "sustained" positive experience?

This is a tough problem, and perhaps the one problem that seems to plague so many shops. In my opinion, it's one of the leading causes for low billable hours for jobs that requires hi tech skills, hi tech tools and lots of training. Plus, there is always the fear that the customer will not see the value in diagnosis. Have you tried speaking to your techs to come up with a list of procedures that can be used with different problems? For example an EVAP problem could have a specific procedure which is different from an engine misfire. This would bring consistency to you work flow process. Another suggestion, (and please have an open mind here). We have stopped selling time to a customer. They don't like it. We sell tests, just like your doctor. If you go to your doctor with a shoulder injury, he tells you, "Let's start with an X-ray". The doctor does not say, "Go to the lab and we need a half hour to check things". That is my procedure (I get a lot of discussion on the this and many shop owners and advisors have a tough time equating what we do to a doctor, but it works for us). The reality is this: Unless we charge enough for diag testing, we will continue to fall short on profits in the coming years. To sum up, instead of selling time, we sell tests. And we make sure that the customer knows that the tests will lead us to know what the repair is. Great topic, VERY controversial, but great topic!

Here's a tip I have made in the past, but it worth repeating. Have your techs, as part of their preliminary checks, turn the on A/C and see if the system is working. Is the compressor turning on? Are all the fan speeds working? Is the system getting cold? Is there a smell from the vents? I am not suggesting to start hooking up gauges and diagnose air conditioner problems for free. This is just a simple check to that gives you a direction, and something you can discuss with the customer. Oh, just inform the customer that you will do this before you work on the car. The goal is spot a problem before that first really hot day when the customer turns on the A/C for the first time and finds only hot air coming from the vents. Try it and let me know how it works out for you.

This is an everyday occurrence for us. The customer perception coupled with what the customer has planned puts us in tough place at times. We need to balance what's fair for all customers, and the customer needs. It's not easy and sometimes things can go sour real fast.

Is the Cardone problem epidemic among all their product lines? I had another Cardone rack failure on a Buick. In the last 2 weeks we needed steering racks on a few older cars (over 12 years old). My service advisors got Cardone. I hope we don't have any issues. As I stated before, the failure rate is unacceptable, and the damage to the aftermarket reputation is at stake here.

There are different business models that are successful in their own right. Let's take Ruth Chris Steak House. Would we consider Ruth Chris Steak House, which is an upscale restaurant that caters to a certain clientele, the true business model for steak houses? If that were true, how do you explain Outback Steak House? (Lower priced, high traffic count). It's the job of the shop owner to determine what business model fits your strategy. Personally, I like the oil change customer. But, you need the bays to handle the flow of cars and the workflow process to handle the flow of cars. Shops that do heavy repairs, many times shy away from LOFs. They are too busy with large repairs and that's ok. It fits their model. From my experience, when you get customers to return on a consistent basis for their oil changes, it is far easier to sell other work. The customer creates a relationship with you and thinks of you for all automotive needs. Great discussion, great post!

A fellow shopowner friend of mine was looking to hire a mechanic. He said he needed an A level tech, with experience. He did find a few, but he was surprised at what they were asking. I did not ask him what he was willing to pay a qualified experience tech, but I did say that qualified people need to get paid what they deserve. I didn't feel it was my place to say more, unless he offered more information. In general do we pay our techs too much, not enough or is the pay just right and proportionate to what we can afford?

Oh man, I have seen my share off hackers too! It is amazing some the things that people do. But, it's in all trades and all over. One of the funniest things I ever saw was a guy who purchased cases of Rust-Oleum blue paint and painted his Buick. No prep, no sanding, no masking, no removing molding, nothing. He brought the car to show me; he was so proud. Everything was blue: the tires, the molding, the windows. There was overspray everywhere. I was stunned.

We are buying more and more from the dealer. We sometimes give the customer the option and explain the differences. It's interesting to note too that we have sold at least 2 dozens dealer racks this year for more money! Imagine that, PRICE IS NOT ALWAYS THE DETERMING FACTOR! I agree, I have had multiple rack and pump failures from Cardone. I just had another last week. Cardone says they care, but to be honest, caring is not enough. Fix the problem, that's all we ask. Cardone needs to realize that as independent shops, we must maintain our reputation and confindence from the consumer. Once we lose that, we lose everything.

Understood, no argument. Again, you know your target audience, and that's the key. All that I am saying is make sure that you remain profitable. As you gain customers, convey value. People that trust you and have a relationship also have a perception of value. That will build your company. Great comments!

Interesting statement. There is an argument that many techs and shop owners don't get paid enough, at any level of experience. I wonder how others feel about levels of pay for entry level and other levels?

I need feedback on the company Moving Targets. They market to new residents in your area for you, have social media marketing, texts message programs, email programs and more. The owner, Jay Siff, is a real nice guy and knows his stuff. His staff is very knowledgeable too. Is anyone using his company and how has it helped? Here's a link for more info: http://www.movingtargets.com/

An anonymous collision repairer has created a web site called, StopDRP.com. The purpose is inform consumers about their rights when it comes to getting their cars repaired. The web site creator is fed up with many unfair practices by the insurance companies and wants to inform the public. How do you feel about this sensitive issue. Are you a DRP shop and do you feel the same way?

I was speaking with a friend of mine the other day. He's a high school math teacher. He asked me if the Hi-Tech cars of today and tomorrow will attract more young people to the automotive trade? I never gave it a thought, but it just might. What are your thoughts, will technology help to bring more talented people to our industry?