One of the most common complaints from shop owners is the need for more customers and more cars. Shop owners spend their hard earned money on a multitude of marketing ideas but they forget to focus on the most important part of the marketing process. The idea behind all of this marketing is to get the phone to ring; a customer calling to ask for your services. Few shop owners spend the time needed to develop the proper system for answering the phone. Fewer still measure the effectiveness of the employees that are answering the…

When my wife and I were dating in college she had a fancy new sports car and I drove my uncle’s hand-me-down old Buick LeSabre. When we went on dates she wanted us to take her car instead of mine. I must have looked better in her car. I liked my car because it was roomy and could plow through the snow in the winter. Everything worked. I will admit her car gave excitement in the snow. You could do a 360 in the snow when you did not intend to. I remember even going…