There was a time in our industry when shop owners were the only ones who knew the cost of their parts. Additionally, the amount they charged for their repairs and services was typically not public knowledge. If customers wanted to know how much it would cost to perform a specific repair, they had limited options; they would have to either call for an estimate, or visit a repair facility.
And here we are again. With all the Google changes, small businesses are scrambling to avoid being relegated to the Internet’s junk bin. Let’s stay on top of it. Whether it’s Google search, social media or what to do with Google+, you’ll find answers to the most challenging questions, in both a “Go Deep” and “Quick Bites” format. Questions submitted by shop owners at www.ShopOwnerMag.com will be answered by Uwe Kleinschmidt, CEO of AutoVitals, a leading supplier of web-based marketing and service advisor productivity tools.
The effects of the recent Great Recession have left many people with a sense of uncertainty over the economy. Perceived consumer attitude is pressuring some companies into lowering prices or offering discounts in order to attract new consumers or to maintain their customer base. I would urge all businesses to seriously consider and examine the effects of price reductions and discounting.
Let’s talk about cleanliness. I mean really clean, not just on the surface. Ever walk into a business that looked clean initially, but really wasn’t? You could just tell. The next thing you know you’re looking closer at the places under tables and chairs, and then it’s pretty obvious it’s not very clean at all.
When it comes to setting your long-term goals, the best advice I can give you is to make sure that they all align with your core beliefs and that they are challenging enough to inspire you. As the leader of your company, you are not only responsible for setting the goals, but it’s your job to inspire your entire team as well. I am sure you will agree that you can’t inspire others if you are not inspired yourself.
Henry Ford once said, “Coming together is a beginning. Keeping together is progress. Working together is success.” Clearly, one of the keys to success in building an auto repair shop is having your entire staff working together as a team. The question is, how do you create an environment that fosters team spirit?
While reviewing our shop equipment needs for an upcoming move to a new location, we decided it was time to look at our diagnostic equipment to see what was new and decide if we needed to update it. Again. What we discovered made my day!
When it comes to customer follow-up calls, let’s first talk about “who” you should call. You should call all first time customers (even if they just came in for an oil service) to thank them for choosing your facility. Secondly, you should call all “repair” customers to confirm that the repair, and the quality of your service, met with their expectations.
At Elite, we realize that the very first thing a service advisor needs to do with first-time customers is build rapport. Making good eye contact, smiling and shaking the customer’s hand are all part of that process, so when a customer comes in to your facility, the last thing in the world you need is a barrier between your advisor and the customer. Ironically, that’s exactly what most service counters are, and most shops have them for two reasons: it’s the way it has always been done, and it provides a workspace for the advisor.