By Bob Cooper
If you want to increase your shop's sales and customer satisfaction, these 5 service writer training tips are the most important for you to consider...
#1. In order for people to buy from your service writers, three things need to occur: they need to like your service writers, trust them, and view them as credible experts. Accordingly, the first thing your service writers need to sell to your customers on is themselves. Not your shop, or any repair. The best way to accomp
Car Count Daily | Episode 9
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Car Count Daily | Episode 9
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Welcome to today’s issue of Car Count Daily. Now, you’re probably wondering why am I driving a car, and not only doing something so stupid as driving a car and recording a video, but I’m drinking an iced coffee at the exact s
Over the years our industry has seen many changes. For example, beyond the changes in styling and efficiencies, today’s vehicles are better built, they last longer, and they require less frequent servicing than they have in the past. But there is one emerging trend that will have a far greater impact on our industry than all the other changes combined. Consider this…
Electric cars are not new. As a matter of fact, they date back to the mid-nineteenth century. Yet if you step back and look
By Bob Cooper
1. When first-time customers approach your facility they’ll typically be anxious, so anything you can do to reduce their anxiety will help them be more receptive to your recommendations. On your entry doors, or in a prominent location they’ll easily see, you should have clear indications of your professional affiliations, and any financing options you offer.
2. Inside the customer waiting area, rather than having cluttered walls and giving your customers sensory overloa
Car Count Daily | Episode 8
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VIDEO TRANSCRIPTION
Hi, shop owners, Ron Ipach here. Sometimes people call me Captain Car Count. Welcome to yet another edition of Car Count Daily. Now before I get started did you know that you can go down below this video and leave me a comment, leave me a question, maybe a su
For an industry that was once dominated by males, I am pleased to have watched us evolve to a point where today we have female technicians, service advisors, managers and shop owners that are superstars in every regard. Without question, there are many powerful ladies throughout our industry that are role models for all of us. When I think of all those amazing women and the impact they have had on our industry, I can’t help but also think of a gal that’s not only changing our entire industry at
Car Count Daily | Episode 8
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VIDEO TRANSCRIPTION
Today, I'm going to show you how to make at least $1,500 an hour. Would you like to know how to do that? It's not enough? How about $3,000 an hour? How about $5,000 an hour? Still not enough? Okay, how about I should you how to make $15,000 an hour? Would you like t
Car Count Daily | Episode 7
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VIDEO TRANSCRIPTION
Today, I'm going to talk all about collecting the right information from every one of your customers while they're in your shop. What do I mean by that? When we're talking about marketing, it's important that we collect all the current information that we ha
One of the most common questions we hear from shop owners is regarding how often they should perform employee reviews. I would like to use this article to not only answer that question, but to provide you with a guide that will enable you to perform reviews that will keep your employees happy and productive.
Putting first things first, let’s start with new hires. With every new employee, during their orientation you should clearly outline the company goals, their personal goals, the goals
Car Count Daily | Episode 6
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TRANSCRIPTION: As most of you probably are well aware, the iPhone is the dominant player in the market, so more people have iPhones than most other phones. Argue with me on numbers, but there are a crap-load of iPhones out there. I want to talk about what's happening on the iPhone and how you can use it to your advantage to get more customers to your shop. There is this a
By Bob Cooper
If you speak with most shop owners they’ll tell you that they think their shop is worth x amount of money. Ask them how they came up with that number, and they’ll tell you it’s based on what they heard another shop sold for, or it’s predicated on their annual sales. But if you really want to know what your shop is worth, first of all, forget everything you’ve heard about “goodwill” and the fact that you have thousands of names in your database. That’s icing on the cake, but it
Car Count Daily | Episode 5
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This is something that I'm hearing from shop owners constantly when we're talking about car count levels in their auto repair shop:
"Car count is down in my shop because cars are made better."
If I've heard it once, I've heard it a thousand times, and chances are you've probably said it yourself. Look, I'm not going to tell you cars aren't made better bec
By Bob Cooper
It’s only natural that most of your employees would like to take their vacations during the summer. Unfortunately, that’s typically your busiest time, right?
Let’s say you have a technician who typically produces 50 hours a week during your peak summer months, but during the month of February, when your car counts are lower, he typically produces just 38 hours a week. If you bill at $90.00 per hour, and if you are operating at a part to labor ratio of .75 to 1, then those t
By Bob Cooper
Mistake #1. Have your technicians compete against one another. We all can agree that competition among employees is good, but there is a right way, and there’s a wrong way. The wrong way is to tell your techs that you’re going to post the hours they each flag, and at the end of the pay period the winner will receive a reward. Although that sounds good, you’ll inevitably end up with one winner, and no matter how you cut it, the rest of your techs are going to be losers. Now you
Car Count Daily | Episode 4
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We all know as local business owners how important it is to get those online reviews because most potential customers read those things before they make a decision whether they want to do business with you. As a matter of fact, 90% of consumers read less than 10 reviews before formin
Car Count Daily | Episode 3
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Welcome to Car Count Daily. Today we're going to talk all about being a star shop owner. Before you think that's a good thing, let me show you what I mean about being a star shop owner, specifically when it comes to your marketing. Trust me, you don't want to be a star shop owner.... See what I mean by watching the video above...
What The Marketing Budget Should Be For Every Auto Repair Shop Owner
Somebody recently sent an email to me asking the same question that I get dozens of times every single month. Basically, it says, "Ron, how much should I budget for my marketing?"
I have a very simple answer to that. One that actually a lot of people are gonna totally disagree with me...
My answer is, throw out the marketing budget. You do not need a marketing budget, and here's the reason why:
By Bob Cooper
When car counts aren’t what they need to be, most shop owners will pump more money into their marketing efforts. But before you invest one more dime in your marketing campaigns, you should first make sure that you’re doing a good job of converting your current leads into customers. At Elite, we’ve discovered that the number of phone leads lost by most shops is staggering. They’re lost by not having enough staff available to properly handle the calls, by having poorly trained r
Hi Shop Owners!
I wanted to come over shop owner forum for this special edition of Car Count Daily and offer you an exclusive invitation to join me TOMORROW NIGHT on my Free Webinar -
Registration is now open for my free Auto Repair Webinar -
I'm going to be talking about what it takes to go from just being an ordinary shop to an EXTRAORDINARY shop.
What do I mean by ordinary?
It's where 95% of shop owners lie.
Car Count numbers aren't nearly where they should
By Jim Piraino
Far too many shop owners will set an annual sales goal, and then simply divide that number by 12 to set their monthly goals. However, since this approach does not take the number of work days in each month into account, it is not the way that you should be setting your monthly goals, especially if your service advisors receive a bonus for hitting and/or surpassing monthly goals. With that said, I would suggest setting your shop’s monthly sales goals using the following method
CAR COUNT DAILY
HAPPY MEMORIAL DAY!
After a long weekend, I know how hard it may be to find the motivation to get back in the swing of things tomorrow. However, for you and your shop’s success, it’s essential to dedicate your time in doing everything it takes to be a successful business owner.
And to think like a successful shop owner.
Also, I wouldn’t be Captain Car Count, if I didn’t mention the importance of focusing on your marketing. Watch the video abov
Car Count Daily | Episode 2
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Hey shop owners. Captain Car Count here, sometimes known as Ron Ipach, and welcome to yet another edition of Car Count Daily. Today I'm gonna get a little serious with you, because I need you to understand one very, very important concept. This concept is so i
We all know that vehicles are being built better, they are lasting longer, and the competition for auto repair customers is heating up. Accordingly, shop owners are constantly looking for ways to add value to their services in order to separate themselves from their competitors. Some owners attempt to accomplish this objective by providing longer warranties, which is a nice feature to offer. Unfortunately, it doesn’t take long for the competition to catch on, and before you know it, your competi
