Referrals Part 2 – Customer Expectations

Welcome back. Let’s jump right into our customer’s expectations. Remember in the last post I said that fixing the car right was just the beginning? That’s because customers these days view auto repair as a commodity. What do I mean by that? Basically getting their car fixed can be done here or there, anywhere really.…

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Referrals Part 1 – Are referrals part of your marketing?

Referrals are the absolute best way to gain new customers, no questions asked. So what are you doing to try and increase referrals? For most auto repair shop owners, well business owners in general actually, referrals just happen by chance. You can’t control when a client tells a friend about your shop and if they…

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The Power of Free

        Here’s an excerpt from a book I recommended lately “Predictably Irrational” by Dan Ariely :          In one experiment, Kristina Shampanier (a PhD student at MIT), Nina Mazar (a professor at the University of Toronto), and I went into the chocolate business.  Well, sort of.  We set up a table at a large public…

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Pride is expensive

On October 14, 2004 Northwest Airlines Regional Flight 3701 crashed in Jefferson City, Missouri.  The only two people on board, the pilot and co-pilot were killed.  From the cockpit tapes and radio transmissions it was clear that several things went wrong on this flight.  First, the pilots were “joyriding”.  They had an empty airplane, and…

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The 3 Reasons why your customers will give referrals

Today I want to talk about one of the most often overlooked sources of new customers-REFERRALS!          Referrals are some of the easiest most cost effective customers to sell.  Why? First, referrals are less price resistant than regular customers.  The less someone likes you and trusts you, the more price resistant they will be.  The…

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Why Why Why

“I like business because it is competitive, because it rewards deeds rather than words.  I like business because it compels earnestness and does not permit me to neglect today’s task while thinking about tomorrow.  I like business because it undertakes to please, not reform; because it is honestly selfish, thereby avoiding hypocrisy and sentimentality.  I…

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SOP’s

“My new service writer just isn’t getting the job done!  He can sell, but his paperwork is horrible!  He forgets things, misses important information and doesn’t follow up properly!  I think I need to get rid of him!” I hear this, or something like this, on a fairly regular basis as I talk to shops…

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Your Worst and Best Employee

Your Worst Employee When I ask most shop owners who their worst employee is they have an answer for me within a nanosecond!  When I ask the question you can see the look in their eye before I even finish the sentence.  They are thinking about “that guy”. Of course my next question is, “Why…

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Auto Repair Marketing-How’s Your Customer Experience?

Creating a great customer experience is one of the most overlooked auto repair marketing tools.

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Auto Repair Marketing-The Big Promise

Auto repair marketing is one big promise. We are promising customers a result; a car that is fixed.

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