Town Hall Academy - Archive

By Carm Capriotto, AAPBusiness

Town Hall Academy - Archive episodes

August 29, 2019THA 134: Market Changes and What I’m Doing About Them
We are dropping topics on Hybrid repair and marketing, building technician training resumes, avoiding a viral social goof, customer ADAS training, and communication tactics among other


Kathleen Jarosik began her career in the automotive field in late 2003 after relocating from Florida’s Atlantic Coast to the beautiful Gulf Coast with her family. She started working at Xpertech Auto Repair shop while also staying home part-time with her two, now teenage daughters. Without any automotive experience, she spent much of her time in the background, managing payroll, accounts payable and paperwork associated with the operations of the business. After divorcing in 2009, and only 6 years of shop experience under her belt, she purchased full ownership of her shop from her former husband and began to run it as her own.
Kathleen made 3 pivotal decisions that have since changed her life; becoming a Napa Auto Care center and utilizing their extensive benefit and training network to learn and grow in the industry, finding a business coach; Repair Shop of Tomorrow, to further educate her in marketing, operations, and efficiency, and becoming a member of Women in Auto Care where she has learned the importance of encouraging and empowering others to strive for excellence in this incredible industry. She is very involved in the leadership and volunteering initiatives in her local community and aims to increase awareness and spark interest in choosing a career in the automotive field for young women.
Kathleen was honored as the Female Shop Owner of the Year 2018 from Women In Autocare. Listen to Kathleen’s previous episodes HERE.
Brent Robinson, Co-owner with his brother Brian in Snellville Auto Center, Snellville, GA and Loganville Auto Center, in Loganville, GA
Kurt Valvis, Co-Owner, Guys Foreign Car Repair, Metairie, LA. After graduating from LSU, Kurt moved back to his hometown of New Orleans to join the family business. Working with his father (Guy) at Guy’s Foreign & Domestic Auto Repair was the best career decision he’s ever made. Kurt is very involved in the local NAPA Business Development Group, along with many charities around the city. When he isn’t working, you can find Kurt tailgating for Saints or LSU games, attending one of the hundred local New Orleans festivals, or preparing for Mardi Gras season!

Key Talking Points:
Hybrid/Electric
Get training
Market your new talent

Training for technicians
Access to manufacture sites
Create a training resume for your technicians. A spreadsheet that shows tech in the row and the class in the column. Checkmark so you can see who is all on the same page and getting the training you need for your shop. Look for weaknesses and get that class set up through your supplier or online

Avoid anything that would become a negative viral social media goof
You cannot afford being plastered over social media
Your review ratings will tank
Your team is always representing the business
They need to understand they are ambassadors of your business

Careful of dashcams in a customer vehicle, they can record what you say and do when you in the vehicle

Your supplier may have an online resume
Digital Vehicle Inspections important going forward to build honest, and trust with the customer on the needs of the vehicle.
Your customer is driving an ADAS equipped vehicle and may not have a clue how it works and what it is about
Provide ADAS ‘New Tech’ training for your customers. Keep them in the fold with their new customer
Help your customers learn their navigation and blue tooth systems as a start. You are the expert; always.

Communication to team and customers is a critical need
Everyone on the same page
Listening to the customers will become a competitive advantage
Find the best way to communicate with your team or your customer
Ask how they prefer to communicate
Texting, Email, Call

Resources:
A special thanks to Kathleen Jarosik, Brent Robinson, and Kurt Valvis for their contribution to the aftermarket.
Books Page HERE
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

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Subscribe to a mobile listening app HERE.

This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A re-manufactured drive-train product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers, and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com
43 min
August 22, 2019THA 133: Why Soft or Life Skills Training Matters for Business Success
The panel says that soft skills training helps build a stronger, flexible and harmonious organization. Leadership training is not just for the leader today. Everyone can benefit from being a better listener, which is the #1 soft skills or life skills training we all need to have.
In support of your work to build an enduring business culture one of the best tactics you can implement is soft skills or life skills training. Consider the message in this episode as an important component to building your enduring business culture.


Judi Haglin and husband Dana own Haglin Automotive Inc., a full-service auto repair shop in Boulder, CO, and they’ve been leaders in the Boulder auto repair industry since 1981.
Judi and Dana have a super working relationship and they pay attention to details, share a core value; ‘Everyone Speaks’ that is part of their strong business culture.
They received Motor Age’s Top Shop honor in 2015. Key to their success is they know their roles and together make a strong business owner. They say, “Fixing cars is secondary, we are primarily solving our customer’s problems”. Look for Judi’s previous episodes HERE.
Kyle Holt is the President of S/P2 (sp2.org). S/P2 serves businesses and career tech schools in the automotive service, collision repair, heavy-duty/diesel, welding, construction, cosmetology, and culinary industries. S/P2 is used by over 175,000 students and employees every year across North America.
S/P2 provides industry-specific, online training in safety, environmental, ethics, human resources, and soft skills. S/P2 also works to help entry-level technicians enter and stay in the industry with S/P2 Careers – the largest resume database of entry-level technicians – and S/P2 Workplace Mentoring – a systematized mentoring system to train and track the progress of entry-level techs.
An entrepreneur with a strong background in e-learning and web-based systems, Kyle is passionate about providing businesses and career technical schools the ability to utilize technology to improve the lives of students and employees everywhere. Listen to Kyle’s previous episodes HERE.
Jeff Peevy, President of the Automotive Management Institute (AMI), a 34-year industry veteran who has spent the past 20 years involved with education and research.
Jeff discusses and drives home an important strategy on ‘Building A Learning Culture’ in your business. This episode can be distilled down to four words: Let’s Go Learn Something! Listen to Jeff’s previous episodes HERE.

Key Talking Points
AMi survey
Over 80% of employees still employed over five years when listening, communication and interpersonal skills are possessed by team members. They were rated above average or excellent in these soft skills.

Soft skills training also helps at home and in personal relationships and with retention
The boss may lack these skills which make him/her difficult to communicate with
83% believe that soft skills training will help their business
We hire for skills and not for attitude and soft skills
SP/2 attacks this issue from a CTE perspective (Career Tech Education) programs
Soft skills will most likely win the interview than tech knowledge
Are your people coach-able? Then can learn soft sills
Not hard to teach computer skills

Judi has a game night once a month. It is a safe place where anything can be discussed
Soft Skills starts with the owners and leadership and should include shop managers, service advisors and technicians of all levels
A good mentor should have great soft skills
Jeff Peevy says listening is the single most important life skill to learn
Talking and listening is not communicating
Soft skills training is easier than technical training
Keep in mind soft skills don’t appear in high school or college curriculum’s
We are no longer fixing cars but satisfying customer needs
Your ‘great place to work’ is steeped in a great culture driven by soft skills training
Soft skills can be viewed as Life Skills or Survival Skills at both home or work
Soft skills training is not generational in need. It is universal
Judi says the millennial generation is demanding soft skill training
Jeff Peevy, in a survey without exception, is a leader had to some workers go, they would keep the millennial
They have grown up with the rate of change and technology

In our industry, we usually look through technical lenses, but we need to learn how to look through the ‘life skills’ lens.
Great story, from Judi, about an applicant who arrives without a pen. Give them one, a red pen. So when you review the application in the future the red ink signifies they came unprepared to complete an application
Instructors in CTE have challenges to help their students not only find their first employer but the right employer.
You learn professionalism and if is developed with soft (life) skills training

Resources:
A special thanks to Judy Haglin, Kyle Holt, and Jeff Peevy for their contribution to the aftermarket.
Books Page HERE
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Facebook Twitter Linked In Email
This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A re-manufactured drive-train product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers, and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com
44 min
August 14, 2019THA 132: Business Coaches Lab: Building an Enduring Business Culture

Cecil Bullard is President of the Institute for Automotive Business Excellence.
He is a trainer and business coach in the automotive aftermarket working closely with service professionals. Previous episodes featuring or mentioning Cecil, click HERE.
Rick White has been working in the automotive, software & coaching industries for greater than thirty years and is currently an AMI-approved training instructor.
He owned and managed several successful automotive repair shops. Currently, Rick is President and Lead Coach for 180BIZ, an auto repair shop training and business coaching company proudly serving the independent auto and truck repair owner since 2006. Rick has been acknowledged as an industry expert and has been featured in many automotive trade publications. Rick has been training and speaking at industry events across the country including AAPEX, Vision and for AASP PA just to name a few. Find all of Ricks contributions to the podcast HERE.
Murray Voth, owner of RPM Training learned how to service and repair cars, motorcycles, and airplanes in his youth and earned his commercial pilot’s license.
After college, Murray was hired by a firm doing research and development in the service station industry. That led him to own and operate service stations for the next 20 years.
Murray has done extensive research into human potential and has the ability to synthesize this material and make it practical to apply. His favorite moment is when a client says, “I get it!” or “I did it!” He is known as an implementation coach. For the last 10 years, he has been the senior trainer, coach, and facilitator for a major automotive training company in Canada, and worked part-time in the USA as his schedule allows. Murray has worked with hundreds of shop owners helping them to be more profitable and reduce their stress levels. Listen to Murray’s episodes HERE.
Bob Greenwood, AMAM (Accredited Master Automotive Manager) is President and C.E.O. of Automotive Aftermarket E-Learning Centre Ltd. (AAEC).
It is a company focused on providing Business Management Resources and Development for the Independent Sector of the aftermarket industry. It’s content and technology is recognized as part of the curriculum of the Fixed Operations Diploma and the Aftermarket Degree courses taken at the Automotive Business School of Canada at Georgian College located in Barrie Ontario Canada. This school is the leader and only college in Canada that offers an automotive business education. AAEC is also recognized by the Automotive Management Institute (AMI), located in North Richland Hills, Texas USA, allowing 80 credits for successful completion of the AAEC E-Learning portion of the site towards the 120 credits required to obtain the reputable Accredited Automotive Manager (AAM) designation. Bob’s previous episodes are HERE.
Key Talking Points:
Why do I need a good culture
Your people need to think about your business and the nurturing environment you have to accomplish your mission with a set of standards and values

Culture is the environment where people can flourish and grow
Culture will attract the right people and takes friction out of the business
Everyone is on the same page with less stress
Culture is what you stand for
Does your team believe you have their back?
Does your team have your back?
Do your people believe your organization can change?
You need to know who you want to be
We have a lack of targets and goals so you know when you are successful and winning the game
Interview skills will lean to finding a fit for your culture vs. aptitude
Setting goals without dates, assignment and accountability is just a dream
Every family has dysfunctions (unwritten rules) People want to have a guideline and rules to define what their purpose is at work
The owner must lead the example of the businesses culture
A business coach can help you with the creation of or improvement in your culture
It is tough to set goals without the proper purpose and culture
The owner must have the basic vision and know what the business will be
Create a culture that inspires them while at work and feel safe and fulfilled
A way to start is by having a daily meeting and listen to your team with one topic or the most meaningful issue of the day/week
Strong leadership qualities help build an enduring culture
Culture is not a dictatorship. Your culture makes it safe
You must exemplify your culture. No one will get behind it if you aren’t leading.
How to start:
Ask questions of yourself. Why are you here doing this
Don’t let today define what tomorrow can be
Need a baseline and a vision on where you want to go
Own where you are at. Many do not want to accept this
Bring your staff into the process
Powerful phrases: “I’m Sorry”, “I need your help”
You must be believable. Your actions must demonstrate this.
It is OK to disagree as long as communication exists. Differing ideas are OK
Many do not have the skills to be a great leader and communicator
Come to every meeting with a negative issue always have two positive solutions
Does your team have mutual respect for each other including the boss
Must understand each individual on the team what are their strenghts and weaknesses and future with your company

Resources:
A special thanks to Cecil Bullard, Rick White, Bob Greenwood, and Murray Voth for their contribution to the aftermarket.
Books Page HERE
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Facebook Twitter Linked In Email
This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A re-manufactured drive-train product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers, and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com
42 min
August 08, 2019THA 131: Preparing Your Shop For the Next Five and Ten Years

What is your future? Have you planned it? What are you doing to ensure your success in the next 5, 10 or 15 years? If you do nothing you get what you currently have and that may not sustain you to far into the future.
Your panel: Kelli Weatherby, co-owner, with husband Lee, in Accurate Automotive, Inc. in Mesa, AZ., Bill Nalu, owner of Interstate Auto Care, Madison Heights, MI and AJ Nealey, Nealey Auto Service, Edgewater MD. This diverse group has some similar yet some different strategies for their future. It is so refreshing to hear the dialogue and then compare their tactics to your current or long term plans.
We are in a dynamic industry that is in a heightened change curve. Keeping up at all levels will bring you spoils. And keeping your eye on your business with the future in sight is an important responsibility you have to your employees and your family.
We talk BHAG’s, Debt, Branches, Succession, Training, refinancing, and SWOT among others.
The Panel:
Kelli Weatherby co-owner, with husband Lee, in Accurate Automotive, Inc. in Mesa, AZ. Accurate Automotive was founded in July 1994
Their time building Accurate Automotive, Inc. has been very adventurous. Along the way they have been fortunate to have received awards but mostly Kelli treasures her involvement in ATI and being a part of the sole all women 20 groups, Leading Ladies.
Kelli is the mother of 2. Morgan (daughter), Corbin (Son) both married now and working in their careers. Corbin is a father of 3 which makes me a Nana who LOVES to spoil her little’s!!! Listen to Kelli’s previous episodes HERE.
Bill Nalu is President of Interstate Auto Care in Madison Heights, Michigan and has been in business for 30 years. He collaborates with industry professionals, in building today’s “high-tech/old-fashioned” customer service system. Bill has been a big contributor to the podcast and he currently serves on several industries and educational advisory councils including AutoValue/Bumper to Bumper, Dorman Industries, and Cardone. Listen to Bill’s previous episodes HERE.
AJ Nealey got the mechanical bug at a young age playing with Legos. The bug quickly escalated to wrenching on his own car in high school, to his first full-time job as a technician and also to a racing career.
He started Nealey Auto Service, Edgewater, MD, out of his one bay garage in 2011 after his racing career came to an end. After he married his wife, Stephanie, in 2014. AJ and Stephanie decided to focus all energy and resources to grow Nealey Auto Service. It all started with taking RLO Training’s Guerilla Shop Management course. Since then, they have grown to a 9 bay facility with 8 employees and have increased sales a total of 1172% since then. Listen to AJ’s previous episodes HERE.
Key Talking Points
AJ Nealy: The importance of a BHAG – be a visionary – set the dream and do it
AJ: Debt reduction is an important goal so he can reach his goal of 10 shops in 15 years
He will purchase going to profitable shops. Be a player in their succession plan

Bill is too much of a micro-manager and perfectionist and has not grown branches because of that
Bill needs a top-quality number two in the business to take some of his focus
A large part of Bill’s move forward strategy was to pay off the building and his house
Kelli has refinanced their building
Kelli is working on a succession plan with her husband Lee. They are working with their service manager and lead technician
AJ has done a SWOT analysis on his business (Strengths, Weaknesses, Opportunities, Threats) See Academy on SWOT Here.
Do a SWOT on each individual team members
Where do your people want to grow? Align with their gifts

Kelli and her husband did an individual SWOT because they are partners. She said it was hard to do

AJ has sent a technician for a week-long hands-on training on Hybrid and Electrical Vehicle training.
Created a marketing campaign to promote Hybrid/EV repair capabilities

Kelli: You must keep your obligations to the government for your sales tax (if applicable) and payroll and IRS taxes. If you don’t this is a burden that will hurt your future plans.
Use the Profit First strategy to keep monies available for all your obligations
Listen to podcasts on Profit First Here.

“ If you empty your purse into your head, no one can take that away from you.” Benjamin Franklin
Long term commitment to training at all levels if you want an edge; owner, service adviser and technicians
Books mentioned: Traction, Rocket Fuel, Strengths Finder. Find them on the Books Page HERE.
Digital Vehicle software is here to stay and turns what is wrong with the industry upside down as it brings transparency and honesty to automotive repair.
Consolidation may open opportunities. AJ is not afraid of consolidation. He is a service business and will bring that to his customer.
Consumers know the Price of Everything and the Value of Nothing
You’ve got to differentiate yourself and stand for what you believe in

Resources:
A special thanks to Bill Nalu, AJ Nealy, and Kelli Weatherby for their contribution to the aftermarket.
Books Page HERE
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Facebook Twitter Linked In Email
This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A re-manufactured drive-train product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers, and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com
54 min
August 01, 2019THA 130: Service Advisor Role Play #3

Rena Rennebohm service advisor coach and the Chief Training Officer of ACT Group. When not gardening or cooking Rena is working her chosen trade, Coaching Service Advisors across the country.
With over a decade of Service Advisor experience, from the independent side of the business to the dealership side and back, Rena has seen and dealt with just about anything and everything! And after becoming proficient as a Service Advisor, she moved to the Coaching & Training side of the automotive industry. Her experience in Coaching and Training Service Advisors has allowed many, many facilities to not only build their total sales exponentially, it has helped build a stronger NET profits as well.
Listen to Rena’s previous episodes HERE.
Dave Nelson is the Manager at Antero’s Automotive. He shares the same passion for taking care of customers. He has over 15 years of experience in the automotive field as well as some time in the motorcycle and power sports industry. Dave has new found love for the game of golf. When he’s not chasing the little white ball around, he’s spending time with his wife and 2 dogs.
RJ Milnes is the General Manager of D&K Auto Repair.

Key Talking Points:
Role Play #1
Brakes- the client knows what is wrong and the car has been inspected somewhere else. A Toyota Camry
The contact number needs to be retrieved if you want to call the prospect back
Invest in time on the phone should generate some type of call to action

Towing was brought up. Does customer have AAA. Do you pay for a tow?
Dig into why the customer believes it is unsafe to drive because he needs a complete ‘everything’ brake jobs
We could have presented to the customer that only X percent of customer who we service need ‘everything’ therefore convince the customer that a second opinion is important when an estimate for ‘everything’ and the customer has price sticker shock
Ask the customer to explain the symptoms of the vehicle that has led to an ‘evertying’ brake job quote

Role Play #2
Oil change- just looking for a price
Vehicle: 2015 BMW X6
This role-play was designed to show how to sell the value in an oil change and we are just not a ‘spill and fill’ shop.
Always remove words that have a negative connotation
Fortunately for you, we do a Vehicle Inspection

If you have a manufacture certified shop on staff that is a strong selling point as well as servicing up ASE certifications as an added value for the customer
When customer objects to the price and sell value and they still don’t care about the ‘value’, you now have prequalified the customer if they are a good fit for your shop

Role Play #3
Check engine light – how much to replace the catalytic converter?
Vehicle: Nissan Pathfinder
A question asked, ‘What caused the converter to fail?’created doubt on the information she received from a scan device from a parts store.
RJ offered a $150 inspection charge to look at the vehicle
If a deterrent, let me pull the code and start to test what is wrong with the vehicle. We can see codes that parts stores can’t.

RJ does not like to give prices because things usually change once the vehicle is in the shop.

Overall notes:
Many shops to not give prices on the phone.
Renna has noticed that the Lead to Conversion Rate increases when prices are given.
Some shops offer an on-line price estimator
Let features and benefits be the service advisors strong tools
During a call, you are interviewing the customer and they are interviewing you, both looking for a good fit. If cheep is what they want and you can’t deliver you’ve learned.
A call came in asking for a price on alternator and battery. The shop did not give a price. Lost the opportunity.
However, in that case with a customer requesting alternator and battery, will most like be competitive against the dealer and gain a new customer?
Dave asks what their objective for pushing for price. Are they looking for a good warranty, looking for a certified technician or a cheap price and will not take no for an answer. This helps you qualify the customer.

Dave like to send an itemized estimate through email

Link to Role Play Part 1 Town Hall Academy 069
Link to Role Play Part 2 Town Hall Academy 091
Resources:
A special thanks to Rena Rennebohm, Dave Nelson, and RJ Milnes for their contribution to the aftermarket.
Books Page HERE
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Facebook Twitter Linked In Email
This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A re-manufactured drive-train product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers, and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com
44 min
July 25, 2019THA 129: Customer Financing Options
Check out this episode’s Customer Financing Options. What options do you have to help your customers with credit choices?

There are many vendor credit options to choose from and they are great. Maybe you don’t use them, maybe you should. No one wants a customer to walk out on a major purchase especially safety-related. This session is here to help you capture more of the big-ticket jobs.
You just may hear a financing option idea or two that you’ve never considered. And that is exactly what we do here, push the envelope on strategies and ideas to help you grow as a leader and build your business.
Hear about the acceptance rate of vendor finance programs and a few creative ideas on how to lock in customers with a pre-payment plan. Ever do a comparison of buying new or used vs fixing the vehicle that needs all the work? Have you ever heard of the M & D loan? You are about to.
The Panel:
Amy Mattinat is the owner and manager of Auto Craftsmen in Montpelier, VT. Her shop is an ASE Blue Seal Shop, AAA approved and she is a member of ASA, SBN & WIAC. Along with running her independent repair shop, she is able to combine her three passions: teaching small business owners how to run a successful business, teaching car care and safety to the general public and educating young people about the many career opportunities available in the auto care industry.
Amy was awarded the 2012 Top Female Shop Owner of the Year!
The award was given by the Car Care Council Women’s Board, Honored as a 2014 Professional Woman of the Year by the National Association of Professional Women, Awarded the 2015 U.S. Small Business Administration’s Vermont Women-Owned Business of the Year, Awarded the 2016 AAA Business of the Year in Vermont and served as President of Women in Auto Care 2014 through 2016. Listen to Amy’s previous episodes HERE.
Leon Martin owner of Auto Tech Services in Rochester, WA, graduated from “corncob college” as his father would say… The School of Hard Knocks… 1st – Eighth-grade training plus self-study courses. He is just a farm boy out of southern Illinois. Leon’s first formal training was by DANA and a ‘Doctor of Motors’ degree in September 12, 1972
Leon has been ASE certified since 1985…A1-A8 L1 C1 and his shop is an ASE Blue Seal Affiliate. He is a Management Success graduate, Repair One Graduate, E-Myth Business Mastery, AMAM Accredited Master Automotive manager and a Ned Tomarchio Supremacy Automotive Graduate. He is part of Elite Pro-service with Bob Cooper and Jim Murphy
Leon moved to Rochester, Washington in 2006.
He assist a local auto service and working out of a small 29 x 40 shop with a miniature office area. With the help of great people and dedicated techs, the sales average grew with a 20% increase per year for 8 years! Operating at a neighbor to neighbor, bumper to bumper slogan, the shop grew faster and ran out of space.
He looked for options because he needs to continue serving his customers in a timely and efficient manner.
Considering the challenges like getting permits, restrictions, zoning, costs and new building hindered their progress moving forward. His team started making plans with an existing facility and renovate to their standards. This new project ends up with six bays, additional service area which is future expansion. This also includes a very intense focus on being clean and “green” with a commitment that benefits the environment and mankind!
Providence lent his hand!
Leon and his team lease/purchase of the present location 18225 Pendleton Street, Rochester, Washington. It is a 4.4-acre property. Not only they are able to assist more clients, they actually have room to park, with all security cameras/chain link fencing in place, and protecting their client’s vehicles as compared to the small 3/8 acre property they moved from.
Leon’s shop offers a complete auto to light truck service
, under-hood,under-car, and bumper to bumper service! He welcomes visits anytime from clients. He even welcomes competition and calls them family. Anybody assisting in the healing world of automobiles is a part of their family. He and his team are willing to share information to assist in any way they can. They believe in the ethics of honesty and putting people ahead of the money. They want to treat all customers the way they want to be treated. This is his mission! Listen to Leon’s previous episodes HERE.
Key Talking Points:
Leon:
Uses the NAPA EZ-Pay program that is 6 months same as cash
Encourages his customers to pay the amount in less than 6 months so they do not get any surprises
Savvy with his recommendations on all his credit options
Has a 78% acceptance rate because he knows people have good credit.
The time to pay for the service is attractive
They will come back and use their card over and over to access the 6 months same as cash
There is a minimum of $199 to finance
On his NAPA program if they use the card the warranty jumps to 3/36 on whatever was financed
A young person who is working on establishing credit and they can get a co-signer this helps

The time it takes Leon is about two minutes.
He does it while on the phone
Many customers say yes to invest two minutes to find out if they qualify

If he sees them waffle on 6 months he will offer one year same as cash for an additional fee. He is paying the fee to get them the extended terms which is why he charges for it.
His average RO is $900 for the last 5 years
He also uses an outside firm for financing he goes to that option one in twelve
Most vehicles are disposed of at ⅓ of their life.
The average vehicle in his shop is at 125K miles. If they are willing to go to 250K they will benefit by keeping their vehicle
Leon’s M & D loan (Mon and Dad)
Some can, some can’t
Parents could co-sign on a 6-month program

Pre-payments. Customers will pay over-time for work that needs to get done
Leon offers to leave their vehicle if they don’t have the money.
He will keep the vehicle until paid
Fenced in area or drive inside each evening. You must secure the vehicle

Leon’s white sheet tactic used for situations with a large expense $2,000 to $8,000
If the vehicle worth repairing.
If Leon and technician feels it is worth it
Do not spend any money on the vehicle if they don’t like the vehicle. If the answer is yes then the white sheet comes out
1. Estimate the cost of a new purchase. Estimate the sales tax for a new vehicle
2. Insurance differential on current vehicle vs the new
Look at that cost over three years. That is why you are investing in the repair of your current vehicle to get it to last another three years

3. Depreciation

If this is a go, then a full health review of the vehicle that can determine all the right moves to bring the vehicle up to spec

Amy:
She does not recommend holding paper. It will hurt your cash flow. With all the other options available you should never hold a customers debt for service rendered
If she does she makes the final decisions and would do only one or two a year

She discovered a program called VIP
People pay forward, like a budget plan.
What they wanted to pay per month, using their credit card.
They get a 10% credit.
If they pay $100 per month they would get a $10 credit on their account

It is a budget plan with a separate bank account to protect the money
It helps build loyalty
Accounts are designated VIP. They get the best perks
They are the best advocates for the shop

Resources:
A special thanks to Amy Mattinat and Leon Martin for their contribution to the aftermarket.
Books Page HERE
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

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This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A re-manufactured drive-train product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers, and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com
47 min
July 18, 2019THA 128: Valuing and Positioning Your Business For Sale

Are you ready to sell your business? Do you know how to prepare? Is it a buyers market or a seller’s market? Do you understand some of the financial principles that drive a transaction? About 50% of you will be impacted by this discussion in the near future.
We cover a large swatch of ground as we talk about the incredible opportunity for sellers as the industry consolidates, getting your financials right, processes, leases and the all-important EBITDA number.
The Panel:
Norm Gaither
Norm started his brokering and consulting business in 1984 and is well known in the industry. For 35 years he has helped tire & automotive service dealers vastly improve their profitability. During this time, he has helped countless tire dealers realize their dreams in taking control and correctly profit from fixing their business, and ultimately selling their company. Norm is the founder of Dealer Strategic Planning, Inc (DSP 20 Group), the industry’s first tire-focused 20 Group, that he sold to Bobit Business Media, publisher of Modern Tire Dealer in 2015 and was elected into the Tire Dealers Hall of Fame in 2017 for his contributions to the industry.
Norm is a Certified Business Intermediary (CBI) and a member of the International Business Brokers Association.
Dennis McCarron
Dennis started his career Bridgestone/Firestone working in various sales and management level positions prior to leading the national retail management training programs. Most recently, Dennis was the Executive Director of Dealer Strategic Planning Inc. (DSP 20 Group), providing coaching and consulting services to its members.
With over 25 years of experience in the tire & automotive industry, Dennis is a seasoned professional with vast tire and auto service industry experience. He is also a featured columnist for Modern Tire Dealer, “Business Insights”
Dennis continues to teach workshops around North America to tire dealers from financial acumen to behavioral selling and leadership and coaching skills.

Joel Zaleski
Joel started his career at PriceWaterhouseCoopers before joining Monro, Inc. as the Vice President of Acquisitions and Operations Support, responsible for leading the company’s acquisition strategy and supporting the operations of Monro’s nearly 1,200 auto service and tire locations. During his time at Monro, Joel oversaw the company’s commercial and wholesale operations, as well as various corporate support functions including, pricing, customer service, facilities, and training.
Joel’s experience in leading the acquisition strategy at the tire and automotive service industry’s largest strategic buyer, Monro, Inc., gives him the credibility and expertise to represent sellers during the sale process.
Joel is a CPA and member of the International Business Brokers Association.
Jeff Pohlman
Jeff started working at his father’s business, J & J Tire Company, at age 16 as a janitor in the tire warehouse. Eventually moved up to other positions within the warehouse until he was sent to a retail location at the age of 20 starting as a tire changer before moving into sales. By 21, Jeff had been promoted to store manager and ran a retail location for the next 7 years. In the meantime, his father sold his company and he stayed with the new owners until his father’s non compete expired. His dad would open a Goodyear service center and Jeff left to run that location for him.
Jeff left his employment to open his first location in 1990 at the age of 30 and would soon open a second location in 1992 and a 3rd in 1993. For the next 25 years, Jeff would open new locations, closed two locations, until he netted 5 locations that he eventually sold to Monro inc.
Jeff’s dad still has the Goodyear location and shows up to work 6 days a week at the age of 93. My brother Alan is the manager of the location and another brother, Eric, would have his own very successful location that he sold to Jeff’s son Ryan as he was selling his locations.
Key Talking Points:
Consolidation opportunities are the biggest they’ve ever been
A seller’s market
A great time to sell your business

It is incumbent on the seller to get their house in order. Speaking to a consultant at least two years out will benefit the transaction
Consolidators are buying market share. Multishop owners are more attractive because they are dealing with just one owner.
A buyer can leverage synergies quicker

Type of buyers:
Local
Regional
National

Growing from one to two or two to three are big challenges to the shop owners. Key ingredients:
People
Processes/systems

Multishop owners are more attractive to consolidators
Big buyers need to acquire to buy share
Earnings Before Income Tax Depreciation and Amortization (EBITDA)
The determines the ‘Free Cash Flow’ in the business
Looked at as the primary measure of the value of your business
Buyers will pay a multiplier of EBITA. Certain industries have a multiplier range
A single store multiple can be in the range of 3 -4.
Multistore multiple from 3 – 5 up to 7-10 depending on the eagerness of the buyer
The Multiple includes the assets and a minimal inventory

Some CPAs may not know how to evaluate an automotive service business
Selling assets is not a great plan. EBITDA is the best way.
Therefore a profitable bottom line is your best offense in a transaction
What the market will pay is also an important factor

Selling a family member has a different set of dynamics
Selling to an employee
You may need to retain the risk of the business
If they fail, you are back in business

Need a down payment
Can be worked out over time

Can involve SBA
You can sell the business for more with an outside buyer

Getting your Profit and Loss (P & L) statement ‘right’
Get your cash sales and any rebates recorded
It is not extra spend money
For every dollar you put in from any cash sales go directly to the bottom line

Business owners have perks that are on the P & L
There are some legitimate expenses that provide benefit to the business
For a new owner, they will not value those expenses and can be added back to the overall earnings of the business
There are some that are not and need to be normalized out of the statement or exposed when calculating the business value
Be prepared to talk about these perks with the buyer so they know what will be non-recurring expenses when they acquire the business.
Some expenses can be excessive and may be scrutinized if they are added into EBITDA

Buyers look at a business where the owner is not the center of the wheel.
The business cannot be owner-centric
Process and procedures allow the business to run without the owner
If the owner has not let his people run it, the business could dive into a black hole with a new owner because the owner had been the face of the business
Can you take off two weeks and have your business run

Many buyers are looking for general repair facilities
They may worry that a nice business may not fit into their operating model
It is harder to find a buyer for a nice facility (Euro)

Lease or owner-occupied are not factors in the evaluation of the business
Owner the building brings long term income as the landlord
Buying your building/real-estate should be a goal
Forgo your toys and buy your land

You can make more money off of real estate than your business

We are in times of tumultuous change
You need to stop and formulate a plan short term or long range on your options.

Cardinal Brokers Website HERE
Resources:
A special thanks to Norm Gaither, Dennis McCarron, Joel Zaleski and Jeff Pohlman for their contribution to the aftermarket.
Books Page HERE
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Facebook Twitter Linked In Email
This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A re-manufactured drive-train product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers, and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com
56 min
July 11, 2019THA 127: Overcoming Owner Burnout

Jon Bockman owns two locations; Bockman’s Auto Care in Sycamore, IL and the newly opened Bockman’s Truck & Fleet in DeKalb, IL. Jon is a second-generation owner of a business that has been around since 1964. He is a member of ASA and sits on the local college advisory board. He is the treasurer of a NAPA Business Development Group and is the winner of the 2019 NAPA AutoCare’s Shop of the Year.
Jim Hayes is originally from North Carolina, but spent time in various places growing up and has lived in the Monterey Bay area for the past 23 years. He grew up playing sports and spending as much time as possible in the outdoors; hunting and camping are among his favorite pastimes. After high school, Jim joined the United States Army where he served with elements of the Intelligence and Special Forces communities. After completing his goals in the Army, he moved to the Monterey Peninsula where he turned his focus toward becoming a golf professional. As a member of the PGA, Jim held the title of Manager of Instruction for the Pebble Beach Golf Academy, where he taught golf to individuals from around the world. True to form, after achieving what he set out to accomplish in the world of golf, Jim made a transition to the automotive industry where he currently serves as General Manager of Pacific Motor Service. His background keeps him dedicated to the building and development of the most important asset any company has: its team. With a strong desire to maximize the potential of those around him, Jim has created a leadership and personal development course that is attended on a volunteer basis by 90% of the company’s staff. Jim’s goal for the business is to optimize performance and maximize efficient profitability by using the fundamentals of business finance, strategic planning and by creating a culture built on a foundation of principle-centered leadership.
Gerry Frank has been in the auto repair industry for over 39 years, Gerry has worn all the hats. From technician, manager, owner and now business coach. Gerry still owns his repair shop in Cleveland OH and is a principal member in Repair Shop Coach, helping repair shop owners to work smarter, not harder. Gerry started working in a Shell station while in high school when gas was 69 cents a gallon.
Garry is known as the numbers guy – They say everybody has a special god given talent or superpower and for Gerry, that’s the ability to see the holes in the bucket in any business by examining a few financial reports. Look for Gerry’s other episodes HERE.

Key Talking Points:
Jon Bockman
Join a peer group – I belong to the RLO’s 20 Group and after leaving a meeting I’m stoked to go back to the shop and get things done.
Peer group can and will hold you accountable to the changes you want to make
You will need to delegate a task but not the responsibility to the task

Take a class in either karate or tai chi. I’ve done both and prefer karate (I’m a 2nd-degree black belt)
I go to Disney to recharge. I say Disney because they really know how to take care of their customers. It’s the get-a-way I need.
Try a stay-cation. We installed a pool in our backyard a few years ago and just being in or around water helps my stress level.

Gerry Frank
Date was probably 20+ or so years ago. Should have been the happiest time in my life2 young children at home, loving wife. Just recently purchased our home. I had every reason to be the happiest guy on the planet!
BUT life for me seemed to suck – I was burnt out
Working 50+ Hrs a week
Seemed everything in the business revolved around ME
If you want it done right you have to do it yourself
I would leave it all at the shop & have nothing left for my wife & kids
Worst of all I had lost the passion for the business.
Something had to change & that something WAS ME

6 steps to overcoming shop owner burnout.
Our thoughts become our destiny.
I remember reading your mind is like a garden, your thoughts become the seeds. You can either harvest a bountiful crop or a bunch of weeds.
Become a success student (Read, listen to audio books)
By changing what you are putting in your head, you change your life
I remember listing to Zig Ziegler on my ride into work & telling myself “Some repair shop is going to have a record day today & it is going to be me”

Learn to say NO.
I was exposed to the Pareto Principle (80/20 rule) and quickly realized…
I made 80% of our revenue from 20% of our customers. (Treat them like Gold)
In reverse, I got 80% of my headaches from the bottom 20% of my customers.
Beating me up on price, always complaining, I just didn’t enjoy dealing with them.
I politely sent them packing
Doing business with clients that appreciate you make each day so much more enjoyable.

Work in your genius mode – delegate the rest.
I realized when I was writing service, or spending time building a team the business was growing. I was doing rewarding, fulfilling work, utilizing my God-given talents. The $100 work.
I was great as a technician, but quickly realized the business would never grow & I would never be free if I continued to wrench.
Also, I was fortunate, that my wife was able to take over the bookkeeping duties, which freed up more of my time to work on it, not in it.

Hang out with other successful people.
“You are the average of the 5 people you hang around with.”
I was hanging around with losers, as I grew and reached for more, they wanted to pull me down to their level.
Attended Dan Kennedy’s Super-conference. Met millionaires & celebrities
Joined a coaching group (A few within our industry. some outside our industry)
Exposed me to Big Thinkers
Even something as small as joining BNI helped me meet successful business people.

Set Goals & work the plan
I remember my goal was to earn $100,00 (That seems so far out of reach at the time)
What did we need to do in revenue, margins, cars each week to make that dream a reality?
This was before the days of the I-phone, endless apps & reminders.
I laminated a small card & carried it in my wallet. Looked at it 2-3 times a day

Love your people
People are a business’s greatest asset.
They are hard working people, with families of their own.
Help them grow, teach them what you learned, elevate them to become leaders, better husbands, wives, fathers.

I have gone from working 50+ hours a week at the shop, barely paying the bills. To now working 5Hrs per week at the shop in strictly a leadership role, and the shop continues to thrive. I now love helping other shop owners, get out of the trenches & create the life of their dreams.
Jim Hayes
Burnout is a state of emotional, physical, and mental exhaustion caused by excessive and protracted periods of negative stress. It occurs when you feel overwhelmed, emotionally drained, and unable to meet demands.
Causes:
Distraction:
Loss of purpose
Loss of focus
Loss of interest

Overwhelmed/lack of support:
Absence of a wing-man
Insufficient staffing (empty seats on the bus)

Ambiguous time-frames
Too far from the end of the tunnel — no end in sight
Lack of coherent, long-term goals

Too close to the end of the tunnel – no succession plan
Insufficient time to prepare for a soft landing
Change your thinking, change your life
“If it isn’t written, it isn’t real”. Jerry Kezhaya
Jim Hayes reads books with his team and discusses them and helped out their team, culture and purpose

Resources:
A special thanks to Jon Bockman, Gerry Frank, and Jim Hayes for their contribution to the aftermarket.
Books Page HERE
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Facebook Twitter Linked In Email
This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A re-manufactured drive-train product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers, and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com
45 min
July 04, 2019THA 126: Firing Customers – When is it Right or Wrong?
A Remarkable Results Radio episode highlighting when is it wrong or right in Firing Customers. It takes more to attract and retain a new customer. Understand the importance of every decision.

Joe Hanson owns Gordie’s Garage. Joe has attended Management Success, NAPA training, Lawrence Tech University and most recently he is a member of the RLO 20 Group 13. He has earned his ASE C1: Automobile Service Consultant Certification. Under his father’s leadership, he has seen what it really takes to make a business like this work. Listen to Joe’s Episodes HERE.
Jerry Kezhaya from The Auto Shop in Plano Texas has been in business since 1981. Plano is a northern suburb of Dallas with a population on 280,000. According to Jerry, it is the top growing county in the US. His 35,000 sq ft shop has 21 lifts with two flats per lift.
Jerry is a business coach and prides himself for getting out of the shop between 80 and 120 days a year to work with clients, attends seminars and enjoys wine. Listen to Jerry previous episodes HERE.
Doug Callaghan, CEO Vic’s Service Centre in Wainright, Alberta Canada is the winner of the 2016 Auto Care Association ACE (Automotive Career and Education) award. Doug shares his story of transformation, recognized by Auto Care, that earned him this recognition.
He made a significant decision in early 2015 when he took how his business was operating and threw it all in the garbage. He started from scratch. Everything. He says, “a lot of owners that ask for the help and invest in the outside training yet fail to provide the leadership to make those ideas and plans become reality, I was not going to let that happen. I wanted to see an increase in our net profit and a better life for myself and my team”. He continues that commitment today. Doug has experience working with disaster plans with the Credit Union Board that he chairs. Find other episodes that feature Doug HERE.
LINK: Chick-Fil-A — Every Life Has a Story
Key Talking Points:
Joe Hanson
Non-Payment
If the customer stops communicating that is a warning sign

Disrespectful or mean to staff

Other than that…you have control…
Are you bringing the best out in people? Maybe YOU should be fired!
I can be a good customer or bad customer just like anyone else
If I am having a bad day and I get bad service I could see myself becoming a customer that “they don’t want”

People skills can avoid firing customers. It can turn a “should be fired customer” into a great customer
Empathy
Caring
Patience
Listening
Taking the time

It is our responsibility to build a culture of “I don’t want to fire them” customers
Are you the cheapest in town?
Do you have a “crappy” looking facility?
Do your team members portray professionalism…
In how they act
In the way they dress
How they answer the phone
The way they sell

You will attract customers who can relate to how you present yourself

Doug Callaghan
Customers that are mean or abusive to the staff and become high maintenance
Believe it is ok to price shop and demand that you meet a cheaper price, they do not value the relationship we are trying to build
Engage in or suggest that we help them complete unethical activities.
They no longer fall into our avatar client and become problem prone and complain.
You know when a customer that knows everything and is going to tell you how to run your business is not a good fit.
The owner sets the tone on the standards of customer service.

Jerry Kezhaya
When they cost you more then they pay.
Soliciting you to do something illegal.
Forcing you to do something that is immoral.
If the client is not respectful to you or your employees.
The customer is not always right, even though we’ve been taught the customer is right.
Jerry had a bad lesson with a picket for a few weeks.
We are in the service business not in the abuse business. Be respectful of each other and work to see both sides show people we care

General thoughts:
It takes more to attract and retain a new customer and we tend to hold on to every customer
The fear factor of losing a customer can prevent us from letting a ‘user’ go or in this sense, Firing Customers.
Some customers are not fixable and will not mesh with your culture. In retrospect, Firing Customers is the logical way to go.
If our car count dips we tend to think that the customer we let go two weeks ago is now hurting your customer.
It is rare that Firing Customers, however, it happens and should be for the right reasons

Resources:
A special thanks to Joe Hanson, Jerry Kezhaya, and Doug Callaghan for their contribution to the aftermarket.
Books Page HERE
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Facebook Twitter Linked In Email
This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A remanufactured drivetrain product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers, and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com
49 min
June 27, 2019THA 125: Client Loyalty Programs – Do They Work?

Brian Bates, AAM is the owner of three Eagle Automotive in the Southwest Denver area. He began his career in 1996 working as a technician in a local dealership. Brian is an ASE L1 Master Technician. He earned a BA Degree in Business Management in 2000, and bought his 1st shop in 2004. Look for Brian’s other episodes HERE.
Vinnie Lucido has had his hands in the automotive industry since 1996, starting in High school as a CSR at one of the last 76 Full-Service Gas stations in Reno. He found a passion for helping people through their most prized possessions, their automobile. Vinnie and his brother Anthony partnered together & opened CoAuto in 2014 and have been nothing but success in their new undertaking. Vinnie is ASE certified and has operated in every capacity of the automotive repair field. Throughout his career, he has been a customer service representative, a service writer, a technician, a manager and now an owner. Ultimately, he finds he is happiest when he is in communication with his clients and gets the opportunity to get to know his guests. Vinnie spends his time building relationships and networking and in turn, the shop continues to grow. Listen to Vinnie’s previous episodes HERE.

Jeff Rudnick has been involved in the Automotive Industry since 1993. He spent 9 years as a Manufacturer’s Representative selling Automotive Parts and Accessories to clients in the Pacific Northwest. During that time, he worked directly with dozens of Manufacturers and Importers of Parts and Accessories to find distribution across all levels of the Automotive Industry.
Jeff founded The Rudnick Group in 2002 calling directly on Automotive Repair Facilities to serve their marketing needs. Initially, The Rudnick Group focused on Reminder Mailers utilizing CustomerLink’s services; this relationship continued until CustomerLink sold to Intuit. Quickly, The Rudnick Group added Brand Development, Website Design and Management, Web Marketing Services and a comprehensive Direct Mail offering. The Rudnick Group became Pit Crew Marketing in 2006 when eWardMe Auto Shop Rewards was launched.
Jeff is an avid skier, backpacker, mountain biker and traveler. Jeff’s home base is currently The Big Island of Hawaii just outside Hilo.

Key Talking Points:
A client loyalty program will not fix broken systems, processes and a weak selling system
What is the end game? What are you trying to do?
Recruiting
Retention
Bring in declined work
Community fundraising
Rewards to drive down the cost of repair

Many clients are loyal. These programs wrap your arms around them.
Find every competitive edge to build a relationship with your client
What is loyalty?
People who trust you and you trust them

Ideas from this episode:
Christmas cards to ‘best’ clients.
Best is relevant to your situation

Christmas poem is created with a staff picture with ‘cash’ coupons
Vinnie sent out $160,000 in Co-Auto Cash. Good toward labor only
Different version every year to see how long they’ve collected

Co-Auto works with:
Military
Hippies
Art
Education
Women
He partners with a restaurant for $20gift cards for a referral program
Veterans car giveaway each year. For Vinnie and his brother, it is about how it makes them feel rather than the publicity he receives

A rewards program does not replace doing quality work. Don’t include a loyalty program if you don’t have great processes and system that are producing quality repairs.
We are hyperlocal businesses and you need to consider that your rewards program can have a flair of supporting the local community
Talking about your charitable programs must be talked about at the counter
People do business with people
Design your program to make a real connection
Data collection on your loyalty program is important to find out what is working and is you are getting a return
90% of Brians customers have his loyalty card
Reward for loyalty and include charitable programs in his community
Allows him to reach out to his customers through this program when he is slow

There are stakeholders that include your team members, your customer, and the business.
Team members should be involved in deciding what community organizations you will support
Involve your people to make connections with the groups you work with. Let them lead
Ask your customers what charities are they close to or involved with
Create a spirit committee among your team and decide your company events and what you community involvement will be

Customers must be reminded of their loyalty program earnings to make this effective
Research found that when a one and done customer became involved in a loyalty program they came back to the shop for a second and third time
Create a containerize loyalty program. Rewarding for taking care of their vehicle. Explain in detail how it works and benefits them.
Careful not to increase discounts or create expanding discount and not increase loyalty.
Loyalty is about giving as little as possible to get the best possible result
Do not get too complicated

This is no replacement if you don’t have a good selling system
Brian started to discover why some customers don’t come back
Called them. He discovered:
Bought new cars
Moved out of the area

Vinnie is texting to customers if they have not been back
He also likes to send surveys. People one on one may not tell you exactly how they feel so he believes a survey get close to the truth.

Why should someone be loyal to you?
A client loyalty program means nothing if they don’t have trust and a relationship
A program will not necessarily create loyalty on its own

Resources:
A special thanks to Brian Bates, Vinnie Lucido, and Jeff Rudnik for their contribution to the aftermarket.
Books Page HERE
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Facebook Twitter Linked In Email

This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A remanufactured drivetrain product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers, and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com
57 min

About Town Hall Academy - Archive

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Single-subject Town Hall Format from a panel of aftermarket professionals sharing their knowledge and best practices. The ‘Academy’ is a learning summit for the automotive aftermarket professional.

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