National Car Care Month provides the perfect opportunity for you to do something nice for your customers and focus on maintaining and building your customer demographics.  Promote preventive maintenance by offering discounted oil changes with multiple point inspections.  Take the time necessary to help your customers understand how certain repairs can add vehicle life, improve gas mileage and eliminate future more expensive repairs.  Furnish a clean waiting room with coffee and donuts, grill hotdogs and hamburgers or provide ice cream to draw a crowd.  Offer free car washes for the month of April, for that added touch of customer service your customers will remember for years to come.  For tips and ideas to make April a successful month, visit www.carcare.org.

What will you do to promote National Car Care Month?

April could be the most important month of 2010 for your shop.  April is National Car Care Month, but why is it the most important Car Care month ever?

It’s no secret that 2009 was a rough year for many shop owners.  The market research information that I have seen from IMR Inc. shows that the average number of repair orders were below 2008 levels for seven of ten months between January and October.  That’s not a great sign.  Sure, there were some shops that had a strong year; congratulations.  But, there were more that didn’t.

And not only was it a tough year for businesses, it was very tough for consumers - your customers.  They have been watching their household budgets get pinched from all directions.  And, the fact is consumers have been delaying their vehicle maintenance and repairs for as long as possible.

Car Care month is the car owners’ opportunity to have their vehicle inspected for free.  It is your opportunity to help them out and give them the information they need so they can prioritize their household expenditures and, hopefully, find some money for vehicle maintenance and repair work.

The Car Care Council does a great job providing all the tools you need to host a great event.  At www.carcare.org, you will find a wealth of information on how your shop can participate in the “Be Car Care Aware” campaign and National Car Care month, including a:

• National Car Care Month Tool Kit with event guidelines, printable materials and downloadable images.

• Point-of-Sale Starter Kit that includes a variety of marketing and promotional materials such as brochures, bay banners, mirror hangers and the popular Service Interval Schedules.

• Car Care event registration form.  Your event will be listed on the Car Care Council’s event roster, so that consumers can locate events near them.

• Be Car Care Aware brochures that familiarize motorists with preventive maintenance opportunities in and around their vehicle.

Whether you conduct vehicle checkups on site at your shop or get involved in an expanded, multi-faceted event, there is a strong need for consumer education about the benefits and value of vehicle preventive maintenance.

There are plenty of vehicles on the road in need of repair.  Taking steps to ensure your shop is known as the provider of quality service bodes well for your shop’s success, and the longevity and safe operation of your customers’ vehicles.

Reprinted with permission of Babcox Publishing, Underhood Service February 2010.

A new decade finds Americans in an uncomfortable and yet familiar position: running scared, says a recent USA Today article. And, the tension between optimism and pessimism is particularly relevant as their financial stability remains uncertain.

Consumers, who account for about two-thirds of U.S. economic activity, are exhausted after the binge of the past decade fueled by credit cards and home equity loans, continued the USA Today article.

What this says to me is that consumers will strive more than ever to get the most “value” from any purchases they make. They will be looking for more ways to stretch their dollars. They will try to gain every advantage before selecting where they’ll make their purchases.

So when you’re holding your morning meetings, a major part of your conversation should emphasize how every team member can deliver the most value to customers during their vehicle repair experience. Since perceived value differs among customers, you’ll need to cover all the bases.

For example, using highest-quality parts might be very important to one customer, while another customer might place more value on ASE certifications. Yet another may place a clean, welcoming waiting room (with good coffee, Internet connection, a nice selection of magazines) high on their list of criteria for selecting (and revisiting) a repair shop.

Knowing the hot buttons on your customers’ perceived value list would guide you in knowing what to emphasize every time they come in for repairs.

Customer retention will be a huge factor in your shop’s overall success. While it’s a great thing when you get new customers, repeat customers provide an added element of security. And their word-of-mouth referrals will speak volumes of the importance of taking good care of your customers.

Here are some customer service imperatives, courtesy of a seminar I attended, conducted by $ale Away LLC (www.saleawayllc.com):

• There is one boss - the customer! Customers can fire everyone in the company by spending money somewhere else.

• A 5% increase in customer loyalty will impact your bottom line between 25 and 125%.

• The cost to get a new customer is five to six times more than retaining an existing one.

• Every employee needs to be a “customer relationship manager.” Motivate employees to provide outstanding customer experiences and deliver beyond your customers’ expectations.

• Customers always buy benefits; not features. For example, don’t sell tires; focus on what the customer wants from the tires. Show the value of making a purchase, rather than the expense.

Reprinted with permission of Babcox Publishing, ImportCar January 2010.

You never know when you’ll be in the market for a new employee.  You may be fully staffed right now, but what if you were to expand your shop, adding more bays and offering additional services, and needed the extra manpower to handle the increased service volume? Or, what if you were to lose a technician to the competition? In either situation, would you be prepared to handle that void and know where to begin your search for a replacement employee?

With the goal of providing you with ideas on the best ways to recruit new employees for your shop. Babcox Research asked a sample of show owner readers for their input on the topic.  Some of those responses are listed below.

10 Ideal Ways to Recruit New Employees For Your Shop

1. Contact local vo-tech schools and network with automotive instructors.  Provide details about job applicant responsibilities and qualifications. And, don’t forget to outline the features and benefits of working at your shop.  Potential employees want to know what your shop has to offer, too.

2. Send a shop representative to area job fairs to get the word out that you are in need of a new employee.

3. Ask your technicians for recommendations. One reader says, “stolen ‘wrenches’ are usually a good bet. Ask your techs. They always know other good ones.”

4. Consider asking your good, long-time customers for recommendations.

5. Don’t forget to tap the parts store counter people and mobile tool distributors with whom you do business.  Ask these key contacts in the field if they know of anyone who’s qualified for a job at your shop or is in the market for a new job.

6. Check out employment websites and online employment advertisements.  But be wary of “glorified” resumes, says another reader, as these applicants typically have serious shortcomings.

7. “Grow your own.”  Seek out young people who are mechanically astute, then train them at your shop.

8. Place newspaper ads, but be very specific about the qualifications you seek.  Stress job requirements and demand quality workmanship.

9. Promote that you: run a top-notch, clean shop that’s a good place to work; offer good compensation; and provide a solid benefits package.

10. You may not have to look too far.  With the reality of dealership closings across the country, several professional, skilled techs are out of work.  Now is the time to advertise, network and keep your shop’s name at the forefront in your market area.

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

You’ve heard about funny math where the person does some fancy mathematics based on a few assumptions and the next thing you know, they have concocted some life-changing proposition for you to consider.  While the numbers I will present in the next couple paragraphs are large, stay with me, this is serious math.

According to the National Automotive Dealers Association’s (NADA) latest research, the average new car dealership conducts more than $4 million of service and maintenance work yearly.  Now, 4 million is a big number, but these dealerships average 18 bays.  They’re big operations.  So, while they are doing $4 million, the average independent repair shop is averaging about $425,00 in service and maintenance in a typical year, roughly 10% of the new car dealer.

Now everyone, and I mean everyone, has heard that Chrysler and General Motors have closed at least 1,500 new car dealerships, and there has been a lot of speculation about the impact this will have on new car, used car and service buying patterns.  Will former customers of these dealerships go to another dealership that flew the same flag as the closed outlet? Will they shift their loyalty to another vehicle brand? And for service work, will they find another dealership or give the independent shop a try?

We all hope the answer to that last question will be to give the independent shop a try, because when you do the math (1,500 dealerships times $4 million), there is $6 billion in service work up for grabs.  While 6 billion is a big flashy number, let’s look at the other big number - 4 million.  If 10 of our averaged-sized shops divided that $4 million, they would all double their sales, or 20 shops would experience a 50% increase in sales, or 100 average shops in the vicinity of that closed dealership could get a 10% increase in sales (most of you would be very happy with a double-digit increase).

With the economy starting to show signs of a recovery, consumers may finally start to get back to their old spending habits and put some money into the maintenance of their vehicle.  You need to take the steps to make sure your shop is the one they choose.  Get the word out with your existing customers, advertise, buy a list of potential customers in your area and start to market your services and capabilities to them.

This could truly be a once-in-a-lifetime opportunity for your shop to gain the new customers you need to get your shop operating at optimal productivity levels and make some serious money.

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

Without question, the relationships you build with your customers often affect their confidence in your business, repeat business and overall buying decisions.  Shops that have satisfied customers tend to be more profitable, especially in a weak economy.  By aligning your business goals with great customer service, you will come closer to realizing a perfect business model. We recommend the following link to Motor Age Magazine, which provides tips on better business practices.  Click here.

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.