Joe Marconi

It always amazes how people make bad decisions over and over, but take their shortcomings out on the person who is trying to help. We have all been down this road, and it's a real bumpy ride!

No, still typing in VINs. I am looking at Key Link from Advanced and have a demo version that I am using. But, don't know if it has VIN scanner option. The other concern is wireless.

We use MechanicNet. The people are great and very helpful. Just make sure that your colors and logo are on all post cards and emails. You always want to brand your company over and over again. Brand awareness is perhaps more important than the offering on the card or email.

Welcome and the best of luck! Looking forward to you participation in the forums.

I too have made countless notes while working with the old books. I grew up those books. It's hard to imagine the way things were back then. With no IATN, Internet, Identifx, etc. As far as Labor Guides go, or Labor "Misguides", as I like to call them. Please, we are held hostage to these guides way too often. I have a totally different way of thinking than from most. If my tech takes an hour to test and diagnosis a complicated electrical problem and another tech is doing a brake job that takes an hour, are they both worth the same, with respect to labor rates? Let me put it another way...It takes 2 hours to cut and trim my lawn. It also takes two hours for some brain surgeries. Are THEY BOTH worth the same because they both took the same amount of time. Labor rates and labor time must be redefined. Sorry for go on and on, but you got me started Gonzo, it's your fault (all good stuff, right?)

First of all, the best of luck to you. You post addresses a lot of issues, maybe too much to answer within the forums. But, let me try to offer my help. I have been in business for 33 years. One of things that I have learned is that we sometimes focus too much on the price and what everyone else is doing. You need to charge what you are worth, and make a profit. You need to understand the balance between being profitable and competitive. But with that said, if you market your company with a focus on price, that is all the customer sees. For example; People go to Wall Mart for the everyday low prices. That's because Wall Mart markets themselves that way. You don't have to be the cheapest and don't promote price. Find what makes you different and unique and promote that. Part mark up is another issue. We target min of 50% overall, even with dealers parts when we can. But we work on a matrix, getting more for lower cost items and less for higher cost items. We do not give a warranty if the customer brings their own parts. But, this is rare for us, we discourage anyone from bringing their own parts. That is not my customer. I never worry about labor rates, I am usually the highest in my area. But again, I don't promote price, I promote value service, long warranties, money savings maintenance packages, convenience, shuttle rides home, lifetime protection on major components and many other feature benefits. The more perceived value, the less price becomes an issue. Think of McDonalds....now think of a fancy Steak House......two totally different perceptions, right? One last bit of advice. I also learned that being everything to everyone is a sure way to fail. I have found that the narrow the market I target, the more profitable it is. Understand you key profile customer and take care of these. They will bring you the greatest amount of return and send more people like them. Again, best of luck!

Seven ways to lose a customer My experience on a recent trip to Chicago prompted me to write this week’s tip: After punching in my information at the self check-in, my boarding pass stated that I needed to see an airline agent at the gate for seat assignment. Confused and annoyed I headed to security and then on to the gate. At the gate I found three, that’s right three, airline personnel. They went on with what they doing, totally ignoring me for 5 minutes until I finally spoke up. What happened next was an example of the very worst in customer service... So, from my travel experience with American Airlines, here are six ways to lose a customer. Hopefully you will never do the following: When someone approaches the service counter, ignore them Never make eye contact with the customer As the customer speaks, stare into space. Make no gestures, no comments, just stare away with indifference After the customer has finished speaking, continue to stare, don’t say a word If the phone rings, pick it immediately and turn away from the customer at the counter. Oh, and act real friendly with the caller on the phone. Without addressing the customer’s concerns, tell the customer, “Hold on” and walk away When you return, ask the customer, “Ok, how can I help you” Believe it or not, this is what happened at the American Airlines gate. And the airlines wonder why they are not profitable?

At the recent I-CAR conference in Boston, it was revealed by representatives from the NHTSA, The Insurance Institute for Safety and the Center for Automotive Research that there is a tidal wave of technology coming that will change the collision industry. By the year 2050, all cars on the road will have collision avoidance technology. How will this affect the collision industry? Does this mean that will be no, or nearly no collisions in the future? One thing is for sure; technology will change the entire auto repair and service industry. And it will happen sooner, not later.

We have seen an unusual high failure rate of steering racks recently; three in the last few months. The rebuilder of the racks is Cardone. Sorry Cardone, you may not like this post or my opinion. But I have had it with doing jobs over again and over and damaging my reputation in the process. I know these are rebuilt units. I know Cardone has a long history in the industry. I have bought their products for decades; but not anymore. The cost of comeback is too great these days. The loss of revenue is one thing; the loss of a customer's confidence is even greater. And let's not forget the customer's safety. I was on vacation in Chicago when I got a frantic email from my customer, a women who lost her steering over the Labor Day Holiday. We installed the rack last week and she picked up her car this past Friday. Again, Cardone, are you listening: "Lost her steering". There have been other issues with Cardone steering racks in the past. And I don’t think this is an anomaly. Other shops are experiencing the same issues. We need to have faith in the parts we purchase. The motoring public must have faith in us; if that the trust is broken we all fail. There’s no other way to put it: Comebacks kill.

I know if techs are active on Linkedn. It's a thought. I do agree that it should be easier now to find techs. Even when all those new car dealers closed in 08 and 09, I did not see any real increase in techs looking for work. I guess anything is worth trying. Let us know how you make out.

Welcome to the world of business. Ups and downs are to be expected. As you grow your customer base, the downs won't be as bad. Perhaps the best thing you can do is to make sure you take care of each customer. Speak with them about any future services. Make sure they are coming back to you. Every car in your shop will need a future service, the question is where will they be going? Do all you can to book the next appointment and follow up with any recommendations. Make sure you do a complete multipoint inspection on all cars. And one last thing, do not try to be everything to everyone. To build a solid business will take understanding your key profile customers. Take care of them, they will become loyal and bring more of the same customers. Hang in there! We all go thru the same things. All of us had to pulled from the ledge more than once in our careers.

A full house? Nice analogy and so true. It is truly amazing how different parts of the country go thru the same set of cards, and are affected in very similar ways. I was fearful while reading the article that the full full house theme turned into a house of cards....that sometimes happens too. Thanks anyway have a great holiday weekend!

This is when I question how advanced do we really think we are as a species , very sad to see

Employee behavior outside your shop can affect your reputation I got a call the other day from a fellow shop that needed to vent. He runs a big shop and gives his techs a lunch break every day from noon till 1pm. His techs got into the habit of going to the local mall and hanging out in the parking lot; smoking cigarettes and often getting a little too loud. They were not causing any real trouble, but it just didn’t look good. Someone finally called from the mall to complain and said that many of the business owners at the mall are afraid that this is affecting business. The techs were also not too careful about the cigarette butts. The shop owner was furious, disappointed and embarrassed. He asked me what he should do. I suggested that have a talk with everyone at the shop. Sit them down and explain to them that when they wear the company uniform they represent the company. And everything they do, even on their own time, may affect the reputation of the shop. If that reputation is damaged, business will suffer; especially if the business is in a small community. Everyone in the company should be accountable to themselves and to the company. I think this is a lesson for all of us. We need to be careful of who we hire and how we communicate the culture of our companies.

Speak to all part's reps in the area, other shop owners and trade associations. They can guide in the right direction. Sometimes there are local companies that can help you with bulk oil and other items. Good luck!

I assume you are not referring to in-house credit. That you should never do. Only exception is for fleet accounts and other municpal accounts. We do offer GE 90 day same as credit and the Goodyear Card - up to one year if a customer spends over a certain amount. As far as increasing sales, I am not sure if it will do that. People are extended as is these days. And another form of credit may not be the best choice. If you use the credit option when someone does not have the money, it's out of desperation and many will get declined. And again, never become the bank!

Does anyone advertise on shopping carts at your local Super Market? If so, has it been effective? I go shopping with my wife a least a few times a month, and have done it for years. I have to admit, I know that there are ads on the shopping carts, but I have never looked at one and can't recall the name of any business on the carts. But, I want to keep an open mind. I realize it is a form of brand awarness, but would like feedback from fellow shop owners.

I think anyone interested would have to do a little homework on the price and on what each tool can do for their particular shop.

Perhaps one of the best forms of marketing is old fashion word-of-mouth. When a customer comes in saying they were recommended by a friend or neighbor, our job is half done. The referral from another customer is sometimes more powerful than advertising. We make sure that we thank the person making the referral and send them a thank you card. What we don’t do is ask existing customers for referral names or ask customers to send us new customers. Maybe I’m wrong, but I feel as long as we do our job right, provide world class customer service and create that memorable experience for our customers, this is all that is needed. Does anyone actively ask customers for referrals or ask customers to talk to friends and neighbors about your shop? If so, how do approach a customer?

I know that this is becoming an issue around the country, due to accidents and techs not knowing the proper way to set up a car on a lift. We created an in-house base on Rotary's safety's check list. I need to find out the requirements for certified inspections. Here's link to the Automotive Lift Institute for more information: http://www.autolift.org/

Trust your ears; listen and write exactly what the customer says That’s the advice I preach to my service advisors. I remember a few years back I overheard a customer give a 5 minute explanation of a no start problem. When the customer was finished, the service advisor typed on the tech word order: “Check battery." Boy was I furious. Customers give you clues to the problem. Do not translate or change in any way, the thoughts and words of the customer. Take the time to listen and write down exactly what the customer states. About 10 years ago, a customer, Dave Bell, came in saying that every time he passes Mrs. Murphy’s driveway, the transmission would slip. I took the car out on a few road tests and found nothing wrong. I gave the car back to him and he returned 2 days later insisting that it had something to do with Mrs. Murphy’s driveway. After a little detective work I learned that the problem only occurs in the morning. Each morning he would back the car down his driveway. Then he would put in drive and proceed down the block. Then he made a stop at the corner, turned right up a steep incline where he passed Mrs. Murphy’s driveway. There he felt the slip. It had nothing to do with poor Mrs. Murphy, but everything to do with the steep incline. Obviously he had a transmission issue. I learned long ago not to discount what customers say. Your ears can be an important part of the diagnostic process.

Oh boy...it's been a while....I can feel my anxiety level rise. It is truly amazing how customers expect us to be perfect. Doctors aren't even revered that way! Our feet are held to fire each day. And we all know how we go the extra mile, even when it results in unbillable hours, just to get it right. Thanks Gonzo, just when I thought this would be a relaxing weekend, you bring this up... (just kidding, great article, as always...It would not be Saturday without the Gonzo Report!)

Welcome to ASO! You have made a wise choice. The shop owner members are amazing. You will see. Best of luck!