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Do You Fear Raising Prices Will Lose Customers?
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I don’t think customers will notice a $10 increase in the hourly rate. Unless they ask.
It would just end up in the total.
I seldom have a customer ask our hourly rate. If they do, the owner says: “I would LOVE to charge by the hour, then I can slow down!”
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Thank you for the kind words re the reviews. 34 reviews is not many but I’m not after volume. I’d heard years ago that it’s not the (merely) satisfied customers who refer you, it’s the thrilled ones, the delighted ones.
I’m interested in joining, but I need to find the correct level. I want to start coaching shop owners and service advisors on how I get approvals the fun, easy way. I know there is a “professional” level, but I don’t have my program together yet, although I’m speaking on that topic at an auto event in Maryland the end of this month.
I would enjoy posting more.
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Have you checked out Joe's Latest Blog?
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By Joe Marconi in Joe's Blog5 commentsI recently spoke with a friend of mine who owns a large general repair shop in the Midwest. His father founded the business in 1975. He was telling me that although he’s busy, he’s also very frustrated. When I probed him more about his frustrations, he said that it’s hard to find qualified technicians. My friend employs four technicians and is looking to hire two more. I then asked him, “How long does a technician last working for you.” He looked puzzled and replied, “I never really thought about that, but I can tell that except for one tech, most technicians don’t last working for me longer than a few years.”
Judging from personal experience as a shop owner and from what I know about the auto repair industry, I can tell you that other than a few exceptions, the turnover rate for technicians in our industry is too high. This makes me think, do we have a technician shortage or a retention problem? Have we done the best we can over the decades to provide great pay plans, benefits packages, great work environments, and the right culture to ensure that the techs we have stay with us?
Finding and hiring qualified automotive technicians is not a new phenomenon. This problem has been around for as long as I can remember. While we do need to attract people to our industry and provide the necessary training and mentorship, we also need to focus on retention. Having a revolving door and needing to hire techs every few years or so costs your company money. Big money! And that revolving door may be a sign of an even bigger issue: poor leadership, and poor employee management skills.
Here’s one more thing to consider, for the most part, technicians don’t leave one job to start a new career, they leave one shop as a technician to become a technician at another shop. The reasons why they leave can be debated, but there is one fact that we cannot deny, people don’t quit the company they work for, they usually leave because of the boss or manager they work for.
Put yourselves in the shoes of your employees. Do you have a workplace that communicates, “We appreciate you and want you to stay!”
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By Joe Marconi
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By carmcapriotto
The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops.
Click here to learn more about Top Tier Marketing by Shop Marketing Pros and schedule a demo:https://shopmarketingpros.com/chris/
Check out their podcast here: https://autorepairmarketing.captivate.fm/
If you would like to join their private Facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermind
In this podcast episode, Chris Cotton from Auto Fix Auto Shop Coaching examines the JD Power 2024 US Customer Service Index Study. He offers strategies for auto repair shops to outperform dealerships by focusing on immediate service, convenience, and the smart use of technology. Cotton emphasizes the need for shops to educate customers and offer value through quality service rather than just competing on price. He advises shops to enhance their online presence and local advertising to attract customers. The episode is a guide for auto repair businesses to improve service and capitalize on dealership shortcomings to gain customer loyalty.
The JD Power 2024 US Customer Service Index Study (00:01:10) Insights from the study on dealership customer service, wait times, and technician retention.
Dealership Wait Times and Technician Retention (00:02:14) Discussion on the impact of wait times, technician retention, and the influence on customer satisfaction.
Customer Preferences and Technology (00:06:25) Customer preferences for immediate service, convenience, and the importance of technology in service updates.
Rising Costs and Customer Satisfaction (00:09:02) Increase in the average amount spent on dealer visits, the impact of inflation, and customer satisfaction.
Adapting to Market Landscape (00:13:18) The need to embrace technology, improve communication, and address wait times and cost concerns.
Advertising Strategies for Auto Repair Shops (00:14:22) Tactical approaches to leverage speed, convenience, technology, cost-effectiveness, education, and tailored promotions in advertising.
Implementing the Marketing Strategy (00:19:05) Guidance on assessing current advertising channels, revamping content, and staying responsive to market changes.
Connect with Chris:
[email protected]
Phone: 940.400.1008
www.autoshopcoaching.com
Facebook: https://www.facebook.com/
AutoFixAutoShopCoachingYoutube: https://bit.ly/3ClX0ae
#autofixautoshopcoaching #autofixbeautofixing #autoshopprofits #autoshopprofit #autoshopprofitsfirst #autoshopleadership #autoshopmanagement #autorepairshopcoaching #autorepairshopconsulting #autorepairshoptraining #autorepairshop #autorepair #serviceadvisor #serviceadvisorefficiency #autorepairshopmarketing #theweeklyblitz #autofix #shopmarketingpros #autofixautoshopcoachingbook
Click to go to the Podcast on Remarkable Results Radio
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By Joe Marconi
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By carmcapriotto
This week, Hunt takes a deep dive into the hot-button issue of price increases within the auto repair sector. He offers a nuanced examination of vendor pricing, market dynamics, and the psychological elements of setting rates in your business. With examples from real-life scenarios, this episode is a treasure trove for auto repair shop owners striving for balance between profitability and customer loyalty in today’s volatile economic climate.
• The Psychology of Pricing: Unpacking the reaction to vendor price increases and what it reveals about our own pricing strategies.
• Market Dynamics: Exploring the balance between cost, value, and competition in the auto repair industry.
• Strategic Decision-Making: How to navigate the complexities of pricing decisions to ensure business growth and sustainability.
• Real-Life Examples: Actual examples from a shop owners' group debate to illustrate broader industry challenges.
Thanks to our partners, NAPA TRACS and Promotive
Did you know that NAPA TRACS has onsite training plus six days a week support?
It all starts when a local representative meets with you to learn about your business and how you run it. After all, it's your shop, so it's your choice.
Let us prove to you that Tracs is the single best shop management system in the business. Find NAPA TRACS on the Web at NAPATRACS.com
It’s time to hire a superstar for your business; what a grind you have in front of you. Great news, you don’t have to go it alone. Introducing Promotive, a full-service staffing solution for your shop. Promotive has over 40 years of recruiting and automotive experience. If you need qualified technicians and service advisors and want to offload the heavy lifting, visit www.gopromotive.com.
Paar Melis and Associates – Accountants Specializing in Automotive Repair
Visit us Online: www.paarmelis.com
Email Hunt: [email protected]
Get a copy of my Book: Download Here
Aftermarket Radio Network
Click to go to the Podcast on Remarkable Results Radio
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