“The supreme end of education is expert discernment in all things–the power to tell the good from the bad, the genuine from the counterfeit, and to prefer the good and the genuine to the bad and the counterfeit.”

Automotive service and repair shops have recently discovered that some of their long time customers have started doing business with shade-tree mechanics that have set up shop in their garages. These people may not have the expertise, the equipment and certainly not the warranty but they are doing it for a cut rate and…

There is no doubt about it, running a business in today’s economy is tough!  Consumers are driving fewer miles so they need to see you less often.  I just read this account today:

By Eric Schurenberg – CBS Moneywatch (It has been a rough few years)

34% Percent of Americans who say they or their spouse lost a job in the recession

27% Percent who say their personal finances won’t recover until after the end of this year

24% Percent who say their personal finances won’t ever…

Rhonda Hiltbrand of NWZ WORX writes, “I have the privilege from time-to-time to work with service advisors behind the counter.  It is interesting to see how easy so many of you make it look when I can see it is so involved.  To the customer, it looks easy!  They just come in and drop the keys off.  The service advisor calls and tells them the service needed and the cost involved.  They return and pick up their finished vehicle and pay.  End of story.  Seems so flawless and effortless.

The majority of…

If I’ve heard it once I’ve heard it a dozen times, how can I get new customers, I need new customers? The bottom line is that prospecting is extremely difficult and will always be difficult but a new tool has come on the market that just may give you the edge you’ve been looking for.

It is called Housing Connectors. This start-up company has an approach that gives you a huge leg up on your competition. I’ve been marketing for the independent repair industry for over 21 years and when I see a concept like…

You never get a second chance to make a first impression!

It seems like it was only yesterday that to make any sort of impression, good or bad, someone had to at least come to your shop first. Times have changed.

Here are the steps a consumer usually takes to find an automotive service and repair center:

• They drive by and make a mental note of your shop name
• They ask neighbors, friends or business associates if they know of your business
• They check out your website

…

 For many years shop owners and other small businesses have seen their marketing dollars be swallowed up by Yellow Pages.  They had slick talking salespeople convince them that without an ad in their Yellow Page book their business was doomed.  They also felt that they had to have the biggest ad going and finally, they felt it had to be a full-page ad and then a full-color ad.  Thousands of dollars were spent on this endeavor.  At best it was a prospecting piece as it was in no way targeted marketing.  The shop owner had…

“It used to be much more about price and want.  Now it’s more about value and need. I think it is a much more sophisticated approach to shopping.”

~Guy Blissett, consumer products leader for IBM Institute for Business Value

Automotive repair shop consumers don’t want to spend their money on something that lacks quality for that would be wasting their money.  They aren’t going to do that.  They do want value for their money. While price is a major factor for 83%, 72% site quality as a top priority

I read a lot about “do…

Today’s workplace can be interesting and sometimes difficult due to many factors.  In some instances we are struggling to blend cultures and ages to make a harmonious workplace.  In this article we will focus on the blending of ages.  The average shop owner today is a Baby Boomer (born 1946 – 1964) and this age group represents 43% of today’s workforce.  The U.S. Census Bureau reports that 23% of Traditionalists (born 1925 – 1945) are still working and we have the Generation X (born 1965 – 1980) and the Millennial (born 1980-2002) also in the…

What are consumers looking for from their service and repair provider?  The same thing they are looking for from everyone they are spending money with…what is in it for them!  They want you to meet their needs.  They care about how convenient you are, how many certifications you might have and how many bays and awards you have, but mostly they care about how your services benefit them.  Be proud of your accomplishments, but don’t let it ever overshadow what you can do to meet their needs.

 What are they looking for?  Reassurance!

• In

…