BLOG

Knowledge is power.  And, nowhere is that statement more evident than in the automotive service world, where experienced, trained techs have the ability to accurately diagnose complex vehicle problems, fix vehicles right the first time, ensure customer satisfaction and attract repeat customers - all key elements required for a successful, profitable shop.

Most experienced techs obtained their knowledge through lots and lots of training.  Whether it was formal or informal, on-site or off-site, at home or at the shop, it represents a dedication to learn the skills necessary to work on vehicles systems required by their jobs, and a commitment to keep their skills up to date to ensure they deliver automotive service excellence.

With the goal of providing you with ideas on what to look for when selecting training programs for your techs.  Babcox Research asked a sample of shop owner readers for their input on the topic.  Some of those responses are listed below.

10 Things to Look For When Selecting Training Programs for Your Techs

1. Assess the quality and reputation of prospective training programs to be sure your techs will be getting good information and not  sales pitches (i.e. at manufacturer clinics).

2. Training programs with hands-on training can be the most beneficial.

3. Look for programs that are comprehensive and offer training materials that are easy to understand.

4. Seek out programs that offer more than just the basics, things like troubleshooting and driveability diagnostics.  One reader says, “I look for training to solve current problems we are encountering in the shop and issues that will arise soon.”

5. A class that covers new automotive technology, current TSBs, and how systems work and affect other systems.

6. Look for a program that starts with an assessment of the technician’s knowledge of the subject area so the class can be tailored to their skill level.

7. ROI - In your “cost versus benefits” evaluation, consider the training programs’ content, scheduling/availability and distance from your shop to get the most value for your money.

8. Find shorter training programs; longer programs can drag on and lose the technicians’ attention.

9. Relevant, “real-world” courses that impart information that can be applied in the shop right away.

10. Targeted training programs that apply to vehicles in which you specialize at your shop.

Reprinted with permission of Babcox Publishing, Underhood Service June 2009.

You may operate a top shop, but does your local community know it? Do your customers and prospects alike know about the range of your shop’s services, the extent of your investment in top-of-the-line tools and equipment, your commitment to using the highest-quality parts in the repair process and your dedication to restoring their vehicle to peak performance levels?

While advertising is a primary medium to target your message to the masses, there are other ways you can communicate to consumers about all that your shop has to offer.  Getting involved in your local community is an ideal place to start.

With the goal of providing you with input on ways to get involved in the community, Babcox Research asked a sample of shop owner readers for their ideas on the topic.  Some of those responses are listed below.

1. Attend local car shows, so you can personally talk to members of the community.  Remember that consumers tend to do business with people they know and trust.

2. Hold an “Open House” at your shop to tout your shop’s services and techs’ expertise, and to promote all the value you bring to the vehicle repair process.

3. Interact with young people in local schools to give them positive feedback about careers in the automotive industry. Consider on-the-job training for high school students (co-op educational programs), or “job shadow” programs.

4. Sponsor local sports teams; it’s a highly visible way to get your name out in the community.

5. Donate to worthy causes - i.e. United Way campaigns, local charities, police and fire departments, and food banks.

6. Offer tire pressure checks and child car seat installation inspections at your shop.

7. Participate in a call-in radio car care show - an opportunity to educate the public about the value of routine maintenance and a chance to promote your shop in the process.

8. Hold car care clinics at your shop.  One reader offers free car clinics for single moms and the elderly as part of his community outreach efforts.  Another helps the needy through church outreach programs.

9. Volunteer to speak at Career Day events, and mentor future techs by getting involved in the local vo-tech school.

10. Participate in “scout” troop activities and offer the use of your flatbed trailer or truck for local parades.

Reprinted with permission of Babcox Publishing, Underhood Service March 2009.

Research conducted among our readership indicates that only about half of you have a shop website.  For those of you who haven’t unleashed the power of the Internet as a shop tool, what are you waiting for? You already know that it’s an easy, fast way to find the information and answers you need to help you do your job, but it also can be an ideal conduit to connect with customers and prospects.  And, it allows them to come to you when it’s convenient for them, and as often as they’d like.

With the goal of providing you with ideas to create a content-rich, effective, user-friendly website, Babcox Research asked a sample of shop owner readers for their input on the topic.  Some of those responses are listed below.

 1. Service specialties.  Use the web as a “billboard” to advertise the repairs offered by your shop, highlighting those services in which you specialize.

2. Ability to make appointments.  Customers with busy schedules can log onto your website after hours to quickly, easily and conveniently schedule a repair.

3. Photos of shop / staff.  A picture is worth a thousand words, and, in this case, they can be the determinant of whether a prospective customer will give your shop a chance.  If they like what they see, you may attract a new customer in an instant.

4. Professionalism.  Announce your technicians’ qualifications.  Promote their ASE certifications. Identify special tools and equipment that allows your techs to diagnose vehicle problems and do the job right the first time.

5. Hours / days of operation, directions.  Make it easy for your customers to know the details about your business and how to get there.

6. Coupons / service specials.  Your website can be the perfect platform to advertise seasonal specials, run coupons and get the word out that you are working hard to earn your customers’ repeat business.

7. Community involvement.  Detail the ways you’ve reached out to others and are “giving back” to the community in which your shop operates.  Our business is a “people” business in more ways than one - and consumers tend to do business with people they know and trust.

8. Seasonal maintenance tips.  Complement shop-specific information with vehicle-related information that will help educate customers and position your shop as an “expert” place to do business.

9. Customer appreciation letters.  If you collect comments from satisfied customers, use these word-of-mouth referrals as another way to extend your message.

10. Question and answer feature.  Your website can host a forum where you can provide answers to customers’ questions for the benefit of all visitors to your website.  This section of your website can also feature a shop owner blog / opinion section.

Reprinted with permission of Babcox Publishing, Underhood Service July 2009.

Sometimes, the difference between a bad service experience and a good service experience depends on the integrity, finesse and interpersonal skills of the person behind the counter of the service establishment.  It’s their skillful approach of interfacing with customers that makes the sale and, better yet, keeps customers coming back - sometimes even after an unpleasant situation.

I can attest to that interpersonal “power.” One example that comes to mind is a recent trip to the post office during lunch where buying a book of stamps became a frustrating experience because of another customer - one that was turned around because of the postal worker’s skill in taking control of the situation. The male customer ahead of me in line wanted to overnight a document to his daughter.  He started talking to the postal counterperson about the importance of the document, why it had to be there overnight and why it must arrive by noon.  I don’t know if he knew that I was waiting in line behind him, or if he knew and just didn’t care.  He wanted to take his good old time, and it really didn’t bother me until his cell phone rang and he answered the call, while the clerk was still processing his order.

She had to wait for a break in his conversation to ask him questions, get his daughter’s address and ask for payment. It was obvious that he had a lack of respect for the clerk’s time, as well as mine. Sensing my frustration, the clerk made eye contact with me, as to indicate that she was doing everything in her power to speed things up.  He finally got off the phone, just as she was completing the transaction, so she wished him a good day.  Instead of leaving, he said he needed something   else - a book of stamps.  Maintaining my patience, I just shook my head in disbelief; I was in awe of how he could be so rude and then continue to think he was the only customer in the post office!

Finally, he left and the clerk empathized with me, apologized (even though it wasn’t her fault) and quickly handled my transaction - a simple one by comparison.  While I could have easily put that post office on my “list of places I’ll never go again, because of poor customer service,” I didn’t.  And, it was because of the way the postal clerk handled a difficult sitaution - how she impressively delivered great customer service to both customers, even though one of them was overly demanding and rude.  It made me realize that she truly cared about her job and her customers.  She knew the importance of making a good first impression and giving each customer 100% of her attention, and the impact that her actions would have in securing future business and repeat customers.

The moral here is that the efforts you make in taking care of your customers is one business imperative you can’t afford to minimize. The extra steps you take to deliveroutstanding service, from the moment your customers enter your shop, until the moment they leave, is added assurance that you will earn their long-time loyalty, respect and admiration. Give your customers several reasons to come back to your shop - reasons to want to do business with you.

Reprinted with permission of Babcox Publishing, ImportCar November 2008.