Shop Operations

As you’ll remember from the January/February issue of Shop Owner, we spent some time talking about the importance of an effective web presence. To get your fair share of motorists using Google to find an auto repair shop, you’ll need to ensure you have an effective website and well-ranked business listings, and that you maximize the value of your shop reviews to enhance your reputation and get better search results.

Anyone who has been selling service for any length of time will agree that there are two kinds of customers. The first is the customer who has a history of making good decisions, not just with auto repair, but with most decisions. And then we have the other type of customer: the kind of person who more often than not makes the wrong decisions.

I had the opportunity to interview more than 40 people for a panel of customers I moderated in Dallas, TX. In many cases, I spent well over an hour with each of these prospective panelists, so I had the opportunity to learn some amazing things. Here’s one you don’t want to miss.

One of the biggest hurdles you’ll face in running your own business is staying on top of your numerous obligations to federal, state and local tax agencies. Tax codes seem to be in a constant state of flux, making the Internal Revenue Code barely understandable to most people.

A recent report from Lang Marketing Resources Inc. reported that in spite of the economic climate, service stations, independent garages, repair specialists and foreign car specialists generated about 2.6 billion more in service revenue in the U.S. car and light truck aftermarket in 2011 vs. 2010. This revenue increase is coming primarily from the Do It For Me (DIFM) sector. In striking contrast, the same report projects that new car dealerships will lose more than $750 million in service market products. Service stations and independent garages now account for 29 percent of the total aftermarket DIFM market.

It’s only natural that most of your employees would like to take their vacations during the summer. Unfortunately, that’s typically your busiest time, right?

It was decades ago when I stopped thanking my customers for their business, and here’s why …

In order to prevent maintenance service sales objections, you need to make sure that your customers fully understand the benefits of these valuable services.

You need to understand the products you sell, the features and benefits of the service, and the importance of being honest. But if you really want to go to the top, you need to build relationships with your clientele. Customers must be greeted and treated as close friends or a family member.

I love Amazon! Over the past five years or so, I’ve purchased countless items from Amazon: books, DVDs, office supplies, electronics, coffee, assorted gifts and a lot more. In fact, rarely does a week go by without at least one Amazon package arriving from UPS.

Here in the U.S., we have seen the stock market taking some wild swings, our economy is shaky at best, we are coming into an election year, and there is little certainty regarding what the future holds. Unfortunately, it’s during these times of uncertainty when most service advisors fall into the trap of telling themselves that their customers are concerned about their own economic futures, and are reluctant to put any money into their vehicles, which is why sales are down.

In case you haven’t heard, there is a new refrigerant coming called R-1234yf. The claims are it’s a much lower greenhouse gas than R-134a. As a shop owner who’s trying to stay ahead of the curve, I need to know what service equipment is needed, when it is needed and what it will cost.