Town Hall Academy - Archive

By Carm Capriotto, AAPBusiness

Town Hall Academy - Archive episodes

April 11, 2019THA 114: Taking Community Involvement to the Next Level – CarFest – Philanthropy on Steroids
Mark Colaw has a passion for the automotive industry. He started working for the shop’s namesakes, Hastings, and Ida Seymour, as one of three people that knew how to run one of the new diagnostic machines. Mark eventually purchased Seymour’s Garage in 1985 and opened the current location in 1988. Mark is the founder of CarFest an important community program that brings the aftermarket and the consumer into a unified program to support the needs of the community. Find Mark’s other episodes HERE.

Gary Pundt is a second generation technician/shop owner and involved in the automotive industry all of his life. Gary’s parents opened Alamo Heights Garage in San Antonio Texas in 1958 and he began working in the shop when he was 15 years old. Typically he’s done every job from sweeping floors, taking the trash out, driving customers, cleaning restrooms to managing to the business.
Gary and his wife Darla have owned and operated Alamo Heights Garage since 1997 when my mother retired. Together they have raised 3 sons and grown their business to a level his father would have never dreamed of.
They have both served on many boards and have contributed to our local community for many years, from sponsoring little league baseball teams to hosting car clinics for young drivers. Most recently they have participated in the Community of Automotive Professionals repairing vehicles for needy people in our community while promoting our industry through events like Carfest while Darla wife has served as CFO.

Louie Serianni has been at Sirianni Automotive since 2004. After graduating from Texas A&M in 2003 he went right to work in the family business. His official duties at Sirianni Automotive are usually service writing and customer service but over the years, Louie has done everything including oil changes, vehicle repairs, equipment repairs, sweeping, mopping and even cleaning the restrooms. Now the job description includes Radio Show Host on 550 KTSA!
CARFEST Website HERE.

Resources:
A special thanks to Mark Colaw, Gary Pundt, and Louie Sirianni for their contribution to the aftermarket.
CARFEST Website HERE.
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

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 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
Subscribe to a mobile listening app HERE.
46 min
April 04, 2019THA 113: Taking Care of Your Most Valuable Asset – YOU!

Your Learning Curve Never Sounded So Good
Ron Ipach, co-founder or Repair Shop Coach, has helped over 5536 auto repair shop owners to get and keep all the top-quality customers they can handle.
Marketing auto repair services are all he does. He lives, eats, and breathes it every day. He has seen, heard, and tested practically every kind of marketing there is out there today. He’s examined the results. He’s tweaked and tested dozens of strategies over and over in order to maximize their results.
Because Ron has personally worked with so many shop owners over the years, he has the distinction of being the only person in the world that knows exactly what marketing works, and what doesn’t work for auto repair shops in today’s economy. He finds passion in amplifying time & freedom for his clients while helping them take back control of their businesses. Find other episodes that feature Ron HERE.
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.

Key Talking Points:
No panelists are experts on exercise. This discussion is meant to provide their point of view on the value they receive from exercise. Consult with your doctor before you ever start an exercise regiment. Consult with a professional coach or trainer before you ever start an exercise regiment.
According to the World Health Organization — 80% of premature heart disease, stroke, and diabetes is self-inflicted. 40% of cancer is self-inflicted (Only 10% is hereditary and the rest is environmental)
Many health issues can be prevented
Exercise can become a way of life. Involve a community to motivate you.
Exercise can become a habit if you have the desire to get it done.
Cardo is healthy for your inside. Another benefit for exercising is the external benefit like losing weight and fitting in your clothes.
When you lift weights you are burying fat for days as your muscles work to retain their training.
There can be a big benefit to the energy you have at work and at home.
You can find a competitive nature while you are working out with friends, family or a team.
If you know your WHY you’ll have more success committing to exercise.
Think of your hereditary makeup.
Find a new lifestyle to be healthy.
Having a coach or trainer to keep you accountable is important. You can also use a friend at the gym or a workout buddy to keep you going and doing.
Know your goals.
Get up early. For Joe going to the gym is like an energy drink!
As of this recording, Ron Ipach has been to the gym for 453 days in a row.
If Ron skips a day he has to start his counter at 1.

Staying healthy is an example to your family. You are who you hang out with.
You only have one chance to take care of yourself.
We are busy, so find a slow easy way to build your regiment.
You can exercise during commercials of your favorite TV show. Do push ups! Let it become an exercise break.
The act of getting of the coach if personal motivation.
Taking a walk or hiking can be included in your exercise regiment.
There are many opportunities to be healthy today. We fall into society’s acceptance by eating fast food every day.
Ron loves having had worked out not working out. He loves the results.
Never overdo your workout so you are not hurting too long and lose your motivation to go.
You didn’t get unhealthy overnight so your regiment must be long term also.
Set short term and long term goals. Reward yourself for getting there.
Set goals in your twenty group. Joe did it.
Eat from smaller plates. You’ll eat less.
Resist the temptation to stop at the donut box.
A trainer helped Ron get started.
First step from Joe Hanson
You aren’t doing it for anyone else but you.
Get an accountability partner. Not your spouse.
An accountability partner should be male if you are male. Female if you are a female

Set reasonable goals of two to three days a week.
Have fun

First step from Ron Ipach
A compounding effect
Give me one start decision a day on your food choices and your exercises.
Take the stairs not the elevator. Take a walk
Start timing your self.
Do better than the day before.

A walk may be your best first choice depending on so many factors in your life.

Resources:
A special thanks to Ron Ipach and Joe Hanson 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

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 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
Subscribe to a mobile listening app HERE.
42 min
March 27, 2019THA 112: Aftermarket Training in the Age of Rapid Tech Changes. How To Navigate Your Training Needs.

Your Learning Curve Never Sounded So Good
Ryan Kooiman joined Standard Motor Products full time as a Technician Training Developer in 2010. Previously he was the lead tech/driveability specialist at a 20 bay independent shop in Michigan. He is the founder of West Michigan Auto Repair Society, chairman of the MI chapter of SAE, has attended numerous ASE test writing workshops. He has appeared on TV shows such as the CBS Early Show and co-hosted Car and Driver Radio along with Road and Track Radio. Ryan brings his years of hands-on experience in the shop to the audience in a manner they can relate to and put to use immediately.
In early 2013, Ryan was promoted to manager of the Professional Training Seminars training group, overseeing the scheduling and the work of the SMP training staff. In December 2013, Ryan was promoted to Director of Training. In this role, Ryan oversees the operations of the SMP Corporate Training Center in Irving, TX; oversees the operations and development of the Pro Training group, as well as works closely with the Marketing and Product teams at SMP to ensure that their products and promotions are what they need to be for the automotive technician. Check out Ryan’s other episodes HERE.
Bob Pattengale is the National Training Manager for Bosch. Bob has over 30 years of automotive experience with stops at OE Dealerships, independent repair shops, technician training, and equipment sales. Bob is a contributing writer for Motor Magazine. Bob also served as the SAE Service Technician’s Society President in 2001 and 2002.
Jon Forro is the owner of AST and an automotive Instructor.
Key Talking Points:
Accessing specific training needs will become the primary goal of all trainers, shop owners, and technicians.
Going into training with a pre-assessment helps determine the strengths and weaknesses on the topic/subject.
You find out the specific needs of the students.
Coming out you will find out what you learned
These pre and post assessments will show the value of the training need and investment

No more certificates of attendance. Student earns a certificate of achievement based on a test of the class material. Bosh is doing this.
Standard has three training options:
Leader-led and hands-on
On-Line
Open House Introductions

Finding the right classes continues to be a challenge.
There is a larger need than the training available.
On-line training is a strong option.

Shop owner needs the courage to find their individual technician’s skill set and find the right training to fill that gap and invest in the training.
The technician needs the courage to assess their competency and work on their skills as a professional.
Technicians need to increase their responsibility to improve their value to their profession and have the desire to learn as much as they can
The student must absorb the knowledge and then put the new learning into play in their work.
Practicing the principles from any training helps solidify the new training.
Do homework and show the shop owner you learned the material
You will not remember everything in a seminar. You’ve got to re-read and put the theory into practice

Bob Pattengale learned that the ‘Why’ of everything he did as a technician was most important to his ability to learn.
Commitment comes from the shop owner, the technician and the trainer
Does the shop have the proper tools that reflect the training that is provided?
Do not rule out ‘basic training’. A refresher course on basic electricity could be a game changer for even the most seasoned technician. Basic principles in electricity is necessary or you will be stuck as the future unfolds. Legacy technicians may not go to a basic electricity class because their ego won’t let them. In this case they do on-line training.
Being able to interpret data is becoming increasingly important.
Misdiagnosis puts billions of dollars of parts in the warranty bin
Prove your scenario using the rule of 2
The owner should attend tech classes to discover the training his tech’s needs
Service advisors/writers need to go to technical training
If you cannot get hired at Google, come to the next most important high-tech industry: the automotive industry
If you do not keep pace with automotive technology you will be left behind. Becoming a perpetual student is your highest professional goal.

Resources:
A special thanks to John Forro, Ryan Kooiman, and Bob Pattengale for their contribution to the aftermarket.
Books Page HERE
Recorded at AVI.
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them

Subscribe to a mobile listening app HERE.
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
Subscribe to a mobile listening app HERE.
57 min
March 20, 2019THA 111: Building New Customers

Greg Bunch is the owner of Aspen Auto Clinic, a five-location automotive and service business in Colorado. Greg started his passion for cars at 15 when he began rebuilding a 1966 Volkswagen Bug. Greg has moved from a Volkswagen mechanic to ASE Master Technician, to Management, to starting his shop 18 years ago in his garage, to an award-winning multi-location business.
Greg is currently a board member for the STEM-based charter school call “Automotive Institute of Science & Technology” and on the Advisory board of Ratchet and Wrench Magazine. Greg is also a board member of the Autocare organization and a certified instructor for the Worldpac Training Institute and Carquest Technical Institute. Greg’s unwavering passion for the industry has also led him to form a company called Transformers Institute, a coaching and training company dedicated to transforming the automotive industry. Listen to Greg’s previous episodes HERE. Transformers Institute HERE.
David Roman began his automotive career in 1999, attending an automotive technical school at a local community college. While attending college, he took a part-time job at a large parts retailer, hoping to gain some experience in the field. This part-time job turned into full-time employment, as he was promoted to management, culminating in placement as a store manager in East Central Illinois.
David discovered a passion for helping people and sharing his automotive knowledge. This passion for serving others allowed him the opportunity to successfully manage multi-million dollar operations in Illinois, the St. Louis area, and eventually Kansas City. His approach to customer service garnered him several accolades and awards, something he eventually wanted to bring to automotive repair and service.
In 2012, he opened Done With Care Auto Repair with the goal of bringing exceptional customer service, transparency, and honest work to his clients. The business was started with only some savings, no prior clients, and no history. Over the last six years, David has been able to bring a servant’s mentality to helping his clients with their automotive needs resulting in loyal customers, excellent reviews, and a solid reputation. Find other episodes that feature David HERE.

Key Talking Points:
David Roman
New customers come at a price (sweat equity or dollars and cents).
“Word of mouth” is a cop-out. It’s easier to say then, “I don’t know anything about marketing, even though it’s the most important thing I do and I don’t want to bother learning.”
Unless you have some type of system that’s measurable and can be articulated, you’re not doing any type of “word of mouth” marketing. You’re most likely doing nothing.
Attracting new customers requires an understanding of your business model, end goal with said customer, and then deploying an appropriate campaign that reflects that business model.
Quit spending money on branding. You own a single shop in the sticks of Georgia. You’re not Nike. You’re not Starbucks. Stop trying to market like them.
The image you present to the community and your customer is branding

A big deception in opening a business; you think you are going to do what you are good at doing, however, you must be good at marketing – to make the phone ring.
With today’s modern marketing method you can go after niche customers. Example a shop owner who is a dog lover can focus on customers who also love dogs. Conversations move from the car to their dog.
The niche like dog lovers is a long tail opportunity.

A must read for great marketers. This is Marketing -Seth Godin. It is up on the books page on the website. www.remarkableresults.biz/books/
David follows up, through CRM automation, with his customers.
Chiropractor story:
Built business to scale and find new customers.
He knows no way to find 347 new customers, but he knows 347 ways to find one new customer.

Specify your marketing, chase long tails. (See Seth Godin’s Book: This is Marketing page 211)
Successful business requires effective marketing.
Most shops have no problem with lead generation they don’t know how to convert them into customers.

Greg Bunch
Build rapport, starting on the phone call.
Using their name in the conversation
Locking down the appointment
Good notes in the computer
Listening when they want to talk

New client tickets are put in a red jacket. everyone in the shop knows that’s a new customer
Shop tour
Tech introduction
An informal study shows that 50% want to deal with advisor only, 50% want to also meet and interact with the technician.

Educate new client on who we are, what we do, and why we do it
NOT hit them with a huge estimate on their first visit and pressure them to get it all done.
Invite them to have the tech walk them through the findings of the inspections
We address the 800-pound gorilla, “finding a trustworthy mechanic is not easy; we want to earn your trust.
We don’t expect you to make us your full-time mechanic on the first visit.
Email and text digital inspection results
Always find something to compliment on their vehicle
While integrating your customer into your business consider the term mechanic means technician and expert to us.
This is also the time to bring the value of ASE to you and the customer.

Give them a solid reason to return
Coupon for a return visit
Presold service package
Text and email reminders
3-day thank you calls
On second oil change- ask how we are doing at becoming their full-time mechanic
Have a clean, de-cluttered facility with a place for them to wait, kids area, and a clean, well-stocked bathroom.
If a complete estimate for work needed is large, you need to lead with something good about the car. What did you find good? Consider the most critical needs to be done now and we can schedule the rest of the work over time. Unless the car needs to go to the junkyard work with the customer so they stick around.

When the business is not doing well shop owners cut two things. Their salary and marketing. Greg feels strongly that marketing should not be cut, but rent may be an expense you would want to delay instead of marketing.
Back in the day, he realized he was wasting money on a full page yellow page and focused on what his company does, so he wrote Volvo Expert Service in the yellow page. Conceptually like Google AdWords today. Get granular.

In General
Scheduled maintenance puts you in charge of your vehicles reliability, safety and cost of repair.
Some shops give a toothbrush to a customer to help them understand the need to set the next appointment; just like the dentist does.
Demographics, geographics, and psychographics will determine the success of your marketing.
Customers ask the price because they don’t know what else to ask.
DVI is a great tool to show transparency in your relationship.
To bring the customer back you may sell them an oil change package.
Ask for feedback. Get reviews so your review
Get the customer in the door. It is tough to qualify a customer without them being in your store.
Your media methods attract a certain type of customer.
Follow proper scripting and build confidence and help fix their pain point.

Resources:
A special thanks to Greg Bunch and David Roman 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
Subscribe to a mobile listening app HERE.
1 hr
March 13, 2019THA 110: Charging What We Are Worth

Your Learning Curve Never Sounded So Good
The Panel:
Mark Colaw has a passion for the automotive industry. He started working for the shop’s namesakes, Hastings, and Ida Seymour, as one of three people that knew how to run one of the new diagnostic machines. Mark eventually purchased Seymour’s Garage in 1985 and opened the current location in 1988. Mark is the founder of CarFest an important community program that brings the aftermarket and the consumer into a unified program to support the needs of the community. Find Mark’s other episodes HERE.
David Justice has been an auto care professional for over 30 years. He grew up in the family business working for his father. At, a young age David purchased his father’s business and went on his own. Over the years David had multiple Shell Gas stations. Find David’s other episodes HERE.
Tom Palermo is General Manager of Preferred Automotive Specialties in Jenkintown, PA. Tom is a world class Master Technician and a Certified ASE Advanced Level Technician, is certified from ASE including Master Auto, MasterTruck, Master Truck Equipment, Master School Bus, Master Collision, Master Transit Bus, L1, L2, C1, X1, P2, F1 Besides the 2015 NAPA/ASE Technician of the Year, Tom also earned the 2011 AAIA-ASE World Class Technician Award from the Automotive Aftermarket Industry Association, National Institute for Automotive Service Excellence, and the Best Tech of the Year award sponsored by WIX Filters. The majority of Tom’s business is fleets. Listen to Tom’s previous episodes HERE.

Key Talking Points:
Are we charging enough for diagnostics?
What is your equipment and training worth?
You need to get paid for the skills you have.
You can’t compare yourself to the ‘free diagnostics’ places. You are a professional.
Find the confidence in your skills and abilities and charge for that.
Free advice is worth what you paid for it.
Discover your worth.
Mark Colaw put an end to big box stores scan issue. He scans for free, however, he charges for diagnostics.

We are educators and we need to tell people that so they see the value in what we charge. Have conversations with your customers.
David offers a 10-minute preliminary inspection and would scan and pull the code and moves into a Level 1, Level 2, or Level 3 diag depending on the results.
This qualifies the customer.

The labor rate spread in markets is too big.
Increasing labor rates can make huge improvements to a business.
Better pay and benefits
Attract a higher quality technician

Paid training for all
Stronger better systems
Improve equipment
Improve marketing
ASE certification
Plus many more…….

Labor rates are geographical and demographic driven.
Labor rates are too low in the industry.

Shops cannot bad mouth each other. Fairness must rule.
Doctors or lawyers do not bad mouth each other. It is called professional courtesy.

We need unity in the industry. We all benefit. Create a community.
Support each other with an idea exchange. Collaborate!
To help with any issues inside their business!
Tool exchange!

Knowing your numbers, P & L and Cash Flow will help you understand what you need to charge and why.
Key performance indicators are important, however, how to improve them is the vital part of knowing your numbers.
Systems, Operations, and Procedures should drive your numbers that have the biggest effect on your business.

Educate your customer on the complete transaction and what they should expect from the warranty for the repair. There may be more to the repair then they authorized, so educating them will prevent any follow-up issue that may arise.
You could be dealing with a moving target at times.

DVI
A picture is worth 1,000 words and can be worth $1,000. “David Justice”
Education and trust regarding safety and reliability.
You can eliminate comebacks or secondary issues when you use DVI’s for a complete review of your customer’s vehicle
It is an important system and process.

Mark Colaw will not use canned follow-up language.
He requires his people to write down, on the work order, what he talks to his customer at the invoice delivery. No canned wording. Clear and concise not about deferred work. It is typed and in the digital version of the invoice.

The perception of your business makes it ‘worth it’ to them.
Don’t be afraid to charge what you are worth. You’ve invested a lot in your business and need to be paid for this.
Mark Colaw’s core value:
Community
Education
Excellence
Integrity
Base everything on and off of this value.
You will realize what your worth is and will charge appropriately.

Resources:
A special thanks to Mark Colaw, David Justice, and Tom Palermo 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.
Subscribe to a mobile listening app HERE.
Refine your area of interest with the Word/Tag Cloud HERE.

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
Find a mobile listening APP:
51 min
March 06, 2019THA 109: How to Handle the Overload of Information, Workload and All That You Have to Learn.

Your Learning Curve Never Sounded So Good
The Panel:
Donny Seyfer, AMAM, is co-owner of Seyfer Automotive, in Wheat Ridge, CO and the Executive Officer of the National Automotive Service Task Force (NASTF). Donny Seyfer, a 3rd generation owner, has over 30 years of automotive experience as a technician, manager and service consultant. His Dad started in 1961 and his grandfather was building race cars before that. Seyfer Automotive provides general repair and maintenance with a special focus on diagnostic. Donny is past chairman of ASA and serves on many industry boards and committees. Listen to Donny’s previous episodes HERE.
Rob Rowsell, shop owner, owner of Family Auto Service a four shop group in the La Mesa, CA area. Author of the book ‘Addicted To Life’, How I Went from Homeless to Extraordinary Success and Happiness in a Short Period of Time. Find a link to Rob’s book on the book page on the website HERE. Listen to Rob’s previous episodes HERE.
Mark Roberts is the owner of Roberts Properties, Inc, Managing Partner of Total True Automotive dba Schertz Auto Service, Craftsman Building and Renovation LLC. He is also partnered with a Local Custom Home builder. Mark is also the former owner of Auto Collision Works. He grew up in Schertz and has been a resident since 1969.
Mark also serves on the Board of Directors of Guadalupe Valley Electric Cooperative, Guadalupe Valley Home Services Corporation, and the Guadalupe Valley Economic Development Corporation. Listen to Mark’s previous episodes HERE.

Key Talking Points:
Mark Roberts
Prioritize – Decide on what’s important, then focus. Limit distractions. I don’t have any email or social media alerts turned on. My phone stays on silent or dnd most times.
Trust and empower your staff (delegate)
Clear your head – Write things down to get them out of your head. I use an app (Remember the Milk) for most daily things. Do it, Delegate it, defer it or drop it.
Exercise – There are lots of benefits to this.

Donny Seyfer
How, when and how long are the best to learn new things
Filters our brain automatically sets to ignore what we either don’t want to hear or don’t understand
Neural pathways, what they are and how to mow the lawn on them.

Rob Rowsell
What’s your system for breaking down the mountain of actionable items you get from this type of an event? If you don’t have a system, it’s likely not much will get done. Selecting 3-5 items that are most important, that must get done before moving to the other items on the list is a great strategy.
WOIT = Working on it Tuesdays! has been a great strategy for making sure that the items that are at the “helicopter level”, the items that only I can do, do not get forgotten, or unintentionally ignored. We have all heard the term “Working ON my business, not IN my business”, this is the day/time dedicated just for that. This is uninterrupted “Maker” time, as compared to “Manager” time.
Set realistic, measurable quarterly goals. This will also apply to what education you have the time to absorb. Your coach can help you with this. It amazes me how people overestimate what can be done in 3 months, and underestimate what can be done in a year. Writing down and reviewing what’s most important to get done this quarter, and then breaking that down to what of those items you can knock out each week, and really attacking the portion of the list that is “maker” time on Tuesdays will really help you in “moving the ball down the field”. The results will astonish you!
Make sure to have someone on your team that can take away the $10.00 per hour items on your list. The value an owner brings to the table can be minimized by the overloading of tasks that can be assigned to an assistant, or outside vendor. Anything that is $50.00 an hour work, or less, should be delegated to someone else. This is helicopter level thinking, The value we bring to the table is $500.00 an hour (and above) work. Although this may be foreign to some, beginning to think like this will start the process. I used to think that I had to take out the trash to set the example for my people, little did I know I was hurting them by not working on the things that really made a difference for the company they work for.

Resources:
A special thanks to Donny Seyfer, Rob Rowsell, and Mark Roberts 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.
Subscribe to a mobile listening app HERE.
Subscribe to a mobile listening app HERE.
Refine your area of interest with the Word/Tag Cloud HERE.

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
40 min
February 27, 2019THA 108: The Value of a Professional HR Support Company

Your Learning Curve Never Sounded So Good
The Panel:
Kevin Eckler is a native New Englander who moved to New York State’s Hudson Valley with his parents back in the mid-1980s. Kevin began his automotive career at the age of 14, pushing a broom in a mom and pop shop in Rhode Island. He attended a trade school, graduating at the top of his class and went right to work as a tech in a prestigious Porsche/Audi dealership in Cape Cod. Kevin continued his dealership work when he moved to NY and eventually came to work for two brothers who owned Foreign Car Specialists, Poughkeepsie, NY. When the owners retired in 1995, Kevin bought the business and the rest is history. Find Kevin’s other episodes HERE.
Lisa Eckler is an executive assistant by trade, and a native upstate New Yorker – and somehow managed to marry a Red Sox fan! Lisa’s background in office management and marketing brought a new facet to the business. When she left her position three years ago, Lisa became the business and marketing manager for Foreign Car Specialists. In her new position, she has increased customer awareness for the business, increased the shop’s search engine optimization (SEO) and has brought the business to the first page of Google’s organic rankings for search engine results.
Kevin and Lisa are newlyweds who will celebrate their fourth wedding anniversary soon. Lisa has two boys who are grown and gone and a daughter still at home. Kevin’s teenage daughter and son live with them full time and rounding out the family are four cats, a perfect dog and 11 chickens who provide breakfast and entertainment daily. Find Lisa’s other episodes HERE.
Jim Belliveau was born in Indianapolis, Indiana in 1948 and raised in Springfield, New Jersey, Jim has lived in the Hudson Valley since 1972. He attended Seton Hall University, majoring in finance and played on the varsity golf team all four years. He and his wife of forty–one years have raised five children and have eleven grandchildren.
From 1973 – 1989 Jim owned and managed Belliveau Builders, a residential building construction company which built single-family architecturally-designed homes, two of which were featured in New York State as winning designer homes. He and his wife co-authored a book entitled, Riches Under Your Roof, How to Make Your Home Worth Thousands More, (Holt, Rhinehart and Winston, New York, 1983).
In 1989, Jim started a Professional Employer Company (PEO), Acadia HR with offices in Austin, Texas and Red Hook, New York which provides human resource management to other companies throughout the United States, ranging in size from one employee to five hundred employees in a variety of different types of businesses. Find Jim’s other episodes HERE.
Greg Bauer founded ESC in 1995. Prior to founding ESC, Greg ran a family auto business. While in that role, he recognized that a company that could help businesses with employment administration and human resources would be a valuable addition to the WNY marketplace. Shortly thereafter, he founded Employer Services Corporation.
ESC is an Outsourced Human Resource (HR) Firm and Professional Employer Organization (PEO) headquartered in Buffalo, NY. The only locally owned PEO, ESC provides to hundreds of businesses locally, regionally and throughout the country, offering unmatched expertise in all areas of HR outsourcing and employment administration, all under one roof.
ESC is a full-service HR Outsourcing firm, integrating HR, payroll, benefits procurement & administration, and HR technology into one seamless platform. By providing services typically procured by 3-7 different vendors, ESC’s client base of small to medium-sized businesses experiences savings and efficiencies.

Key Talking Points:
PEO: Professional Employer Organization
They provide compliance, policies procedures, Payroll, benefits and more for the small business person
The help their clients become the employer of choice by offering programs that make them competitive in the hiring arena.
Can be your payroll company.
Legal support can be provided
They become your co-employer
PEO’s become part of your trusted advisor network like your accountant and lawyer.

Kevin Eckler did not want to lose control of his people and his authority, but after very careful discovery he chose to go with a PEO and has not regretted the decision. The trust was there and he didn’t lose control.
His fears were solved with his PEO, which is Acadia HR
Kevin was too busy being busy to stop an realize that PEO’s are there to help.

A handbook in business brings design and order and relishes a level of respect.
Post PEO’s by nature are regional by nature, but some can be multi-state organizations and across many industries.
Most small businesses do not have an HR professional on staff. Many times it is the bookkeeper or CFO who doubles as the HR specialist.
HR laws and policies are changing so fast. Compliance and wage/labor issues are areas you need to understand.

Involuntary Non-Compliance
You don’t know what you don’t know.

PEO’s can encapsulate all your labor costs into one number which can provide you a great metric to realize your total labor costs.
PEO’s can provide health insurance options for their clients that can have a competitive advantage. PEO’s can give a small company the accessibility. Smaller companies can get the look and feel of a larger company because of the benefits package they offer.
Health care is the single biggest benefit that employee’s want and need
Flex spending accounts are options to consider.

The PEO owners on the panel say that the costs for this service can be revenue neutral when you consider your current costs and the costs of all the time invested in HR tasks.
Also, consider the advice and risk management support that is included.

When writing new policies for your handbook your PEO and review the language and be sure it is not discriminatory.
PEO’s provide a secure portal for access to pay stubs and information from your company.
Get coaching advice on a legal termination.
Could include a warning and a path for improvement.
Sometimes letting a person go can be good for both.
The termination of a person in a ‘protected group’ needs special attention.

PEO’s are gaining respect from government agencies, like EEOC, and can look favorably on an employer that has a PEO as their HR provider.

Resources:
A special thanks to Kevin Eckler, Lisa Eckler, Jim Belliveau, and Greg Bauer for their contribution to the aftermarket.
Books Page HERE
Acadia HR webiste here.
ESC Employers Services website 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
Subscribe to a mobile listening app HERE.
50 min
February 20, 2019THA 107: Discover How To Keep Your Women Customers For Life

Your Learning Curve Never Sounded This Good
The Panel:
Kim Auernheimer, AAM is the Co-Owner & Business Manager of CS Automotive in Brentwood, Tennessee. CS Automotive was opened in October of 2006 in the back of a warehouse and now they call a 6,400 square foot, 10-bay shop home. Prior to joining her husband Rob in the business on a full-time basis, Kim had a career in Commercial Real Estate and Property Management. In July of 2011, she stepped out from the background of the business and joined her husband in the venture of creating an industry-leading standout
Kim continuously seeks out training for her and her entire team and put the teachings to use. Her belief in industry education has been a large influence on how much success and growth they have had over the last few years. She has a passion to improve the reputation of the Automotive Repair industry working alongside other shop owners and industry leaders to improve the overall experience of the customer from the moment they make that first call to the shop until they drive their car off the lot instilling transparency and developing trust during the entire process.
In 2017, she obtained her Accredited Automotive Manager (AAM) designation. This is a result of 120-credit hours of coursework in several core competencies including leadership, marketing, customer relations, accounting, and several other areas of automotive repair business management. Listen to Kim’s Episodes HERE.
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.
Jonathan Ortiz is the son of Foreign Affairs Auto’s founders Frank and Gloria Ortiz. He has an MBA from Northeastern Boston and is currently the general manager of the shop. He is the brother of the two-time Olympic soccer player, Melissa Ortiz and she works in the marketing department. His passion is customer service and he got this passion to serve from his family. His family created the culture of giving what you can. He is joined by a talented team of managers, technicians, and service staff. Find Jonathan’s other episodes HERE.

Key Talking Points:
Shops percent of women customers ranges from 50% to 70%. Depends on demographics and geographic in their marketplace. Even the average age plays a factor.
Jonathan says females can be more loyal
It can come down to an emotional relationship of trust. Also applies to male customers
When female customers find trust they come back time and again.
Women are more relational than men.

They want to go with a place where they feel safe, that they are understood and they are values and the relationship is built from there.
The environment is key
Like a home living room.
Less automotive like advertisements in the lobby.
Customer needs to feel it is a very clean and inviting environment. Not a car repair shop.
Fragrant that doesn’t smell like a shop
Amenities:
Coffee, water, snacks, flowers, female-friendly magazines wifi, cell phone chargers
Kim has essential oils going.

Create a WOW factor something so different and unexpected.

Being transparent than ever. DVI has been large support in creating transparency.
Many women customers may come in with a high level of anxiety if a vehicle problem has interrupted their day.
It can be easier for a female service advisor to build a transparent relationship with a female customer.
Females will more often give a personal referral.
Know who your customer is before you decide to hire a woman. If you are a speed shop or a 4×4 shop you may make a mistake with a women service adviser unless the experience. If your shop demographics fits a woman service advisor profile you need to consider a woman on your counter in some capacity.
What percent of women and men are following your social pages and consider the strategy you have to appeal to your audience or build a segment.
Celebrate the wins in your teams’ Babies, marriages, and/or anniversaries. Including holidays and even recipes.
Clients want to know about the team and the family environment in your shop.
Real people with real lives.

The CEO’s job is to get the phone to ring. Managing your marketing and social media is an important responsibility and at the core of your business is to help people and build relationships through your team.
Every month there is a holiday and you can weave that theme into your social media or your special touch at your counter.
Always consider that every day has a ‘special day tag’ that you can develop a theme around such as national donut day!
Exceptional customer experience is a minimum standard today.
Building long term relationships will keep your customers loyal for life.
Treat your women customers as the decision maker that she is.
Male customers will explore other opportunities and may not be as loyal.
Remember the never says:
Sweetie, sweetheart, darling. Maybe meant well but said in the right way it voids your conversation and will be construed as talking down.
Do you want me to talk to your husband?
Unless she defers your women customer is the decision maker.
Calendars from the tool trucks need to be removed from the premises. It is not appropriate along with language.

Your women customer wants to know if it is safe.

Resources:
A special thanks to Kim Auernheimer, Kathleen Jarosik and Jonathan Ortiz for their contribution to the aftermarket.
Books Page HERE
Zimmerman’s Automotive website HERE.
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Be socially involved and in touch with the show:
Facebook Twitter Linked In Email Events Speaking
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 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
Subscribe to a mobile listening app HERE.
45 min
February 13, 2019THA 106: Managing a Negative Online Review

Your Learning Curve Never Sounded So Good
The Panel:
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.
Bill Greeno owner of Quality Automotive and Smog in Truckee, CA and is also a business consultant with a focus on leadership and management and is big on communication. He and his team work hard on building strong internal communication, that he says makes a huge difference in his unyielding customer service.
He also believes that having a satisfied staff is pivotal to customer service success. Having a shared vision is at the core of this. Their Vision Statement is “Your Trusted Local Auto Care.” Their service-related conversations revolve around their Vision Statement and it is the launch pad for discussions regarding new ideas and/or changing a policy or procedure. Bill teaches on building a strong business culture. Listen to Bill’s episodes HERE.
Gary Pontious Jr., AAM, is the Vice President and General Manager of Toledo Auto Care. Gary’s Dad, Gary Sr. bought the business in 1985. The business is Toledo’s oldest independent auto repair shop and is celebrating, in 2017, a special milestone; their 100th anniversary.
Gary started working at Toledo Auto Care in the summer of 1990 as a fuel tank repair/restoration technician and pick-up/delivery driver. As with most family business, Gary worked in many positions within the company and in April 1994 he became a full-time Service Advisor. “Since the beginning,” Gary says, “our business has been focused on building strong customer relationships and providing the highest quality of workmanship on each and every automotive repair.”
Gary is a member of Elite Pro service with Jim Murphy and is also an ASE Blue Seal Shop. Listen to Gary’s episodes HERE.

Key Talking Points:
5 Step Program
Two negatives don’t make a positive
Breath and DO NOT respond
Don’t Get mad. Once you hit enter everyone sees it.
Take ownership. Acknowledge the review. Take the higher ground.
Be clear and offer advice on how to continue the relationship

Find out what the heck really happened
Learn to be neutral in your thinking.
Rally to troops. Read the negative review together.
You may find that communication is a problem.

Take advantage of the learning opportunity
Where did we go wrong and right?
Processes and procedures may have broken.
Be collaborative, with your team, in solving your problems.

Learn and grow from this.
Take ownership of every review.
Book: Extreme Ownership (find on books page HERE)

Finalize a resolution, respond and over deliver
The team should have bought into the problem and solution.
Finalize a resolution and response and execute
Start with ‘Thank You’ not I’m Sorry. (Bill Greeno)
You must respond. A no response can be hurtful when the public is searching your reviews.
A phone call can be a powerful tool.
In your response consider writing an advertisement on the quality of the business, talk about your core values, not defensive or demeaning.

Review with staff and MOVE ON!
Simply praise/forgive and MOVE ON!
Celebrate the WINS. The 5 Star reviews.
Builds confidence and the positivity grows

Empower your people to fix any wrong before they walk out the door knowing you may get a one start review.
Your first negative review can be devastating.
Sometimes a negative review can be an advertisement for your shop based on how you handle it.
You may have to fire a customer when all things fail.
Print the reviews especially the 5 Stars and post them and discuss them.
You must solicit reviews from your customers.
Use special APPS that can make it very easy for your customer to leave a review.
Solicit them quickly.
Use a Google Review Card.
Send a text within a few hours asking for a review with a link.

Four types of reviews
Anonymous Public
Known Public
Anonymous Private
Known Private

Some people lie especially anonymous
Many exaggerated stores need to be met with what you want to talk about. Don’t tell them that they are wrong. Create a positive story.

The general public can see a phony one-star review among 50 five star reviews.
Yet you must reply to it.

Brick and motor businesses, small businesses, are reviewed more often than big business.
Be proactive, with guidelines, to solve a problem that happened before customer leaves.
Give a gift that is not automotive related to fix a wrong.
Like a Starbucks card or certificate to a restaurant.

Bill Greeno suggests not apologizing. If you do you are validating the problem.
You can add fuel to the fire.
We say I’m Sorry right away. We are designed to do that.
When we respond to a positive review we say ‘Thank You’.
In a negative review start with ‘Thank You’.
Saying you are sorry puts you deeper in the mud pit.

Don’t Take Negative Reviews Personal
Don’t dwell on it. Fix it, learn from it and move on.

88% of consumers trust online reviews as much as personal recommendations.
Respond to positive and negative reviews.

Timing: Respond right away.

Resources:
A special thanks to Joe Hanson, Bill Greeno, and Gary Pontious Jr. for their contribution to the aftermarket.
Books Page HERE
Link to a previous episode on Managing a Negative Online Review 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
Subscribe to a mobile listening app HERE.
51 min
February 06, 2019THA 105: Catering to the Millennial Customer

Your Learning Curve Never Sounded So Good
Jacquie Walter Hower is the Director of Operations and 3rd generation at her family’s business, Zimmerman’s Automotive, in Mechanicsburg, PA. During high school and into college, Jacquie worked part-time for the company working in the Quick Lube department as a technician changing oil and maintaining customer vehicles. After her sophomore year of college, she was given the chance to become a manager for a new Quick Lube location for the company. Since then Jacquie’s love for the industry grew into a passion. As director of operations, she handles a number of different jobs such as customer service, service auditing, daily accounting, training, and community involvement/events. In the summer of 2016, Jacquie began the Aftermarket Management program at Northwood University where she hopes to complete her bachelor’s degree in two years. Jacquie is involved with the Car Care Women’s Board and sits on the board of directors at the Mechanicsburg Chamber of Commerce. She resides in Mechanicsburg, PA with her husband, Dan, and their two young boys, Brantley (4) and Mason (2). Hear Jacquie’s Previous Episode HERE.
Carly Paiva is 22 years old and she has always been around the automotive business since she was 2 years old. Her parents opened Elite Auto Repair April of ’98. Due to them both trying to start a new business, she was always at the shop. She started working in the business as soon as she could. Her mom would bring home office work such as filing, making new folders for new customers, mailers and a lot of other stuff. Once she could drive, she would go after school. She went to college full time and worked around her school schedule. She attended a community college in RI where she received an associates degree in business. The longer she worked there, the more responsibilities she had. She did office work, bookkeeping, and was even a driver for awhile picking up customers, washing cars, picking up parts etc. It wasn’t just up until this year where she started writing service. Three years ago their shop joined Cecil’s Smart Group and Carly have attended many of his classes. She is currently attending one. Listen to Carly’s previous episodes HERE.
Lauren Anderson is an Executive Assistant to her dad. In her position, she gets the opportunity to learn all aspects of the business, through her dad’s experience and perspective. She also takes care of anything that her dad asks her to.
She is responsible for the management of the company’s security including keys, alarm codes, login information, online presence and completing monthly reports. Her dad gave her the Freedom to speak up on any subject at any time either to make suggestions or to ask questions. Freedom to manage her own calendar, schedule, tasks, and responsibilities.
Lauren is finding solutions to setting their staff for success. Listen to Lauren’s previous episodes HERE.
Key Talking Points:
Millennials are looking for transparency in their relationship with you.
They want to know if you have the same values as you.
Some millennials do like to get mail.
Facebook ads need to be attractive.
Millennials have a short attention span.
The focus should be on video content and simplifying the message in a way that they would understand.
Instagram is up and coming. In fact getting very important.
Millennials prefer texting vs phone calls.
There is a need to train the service advisor to embrace the generations on how to engage with them as a customer. Their preferences.
Your public image must meet your real image. Millennials will see a gap if your website pictures do not match your actual environment when they walk in the door.
Community outreach is important to millennials. They like causes. If you are doing them you must share the story of your contribution to the community.
Be humble to a point, but not humble to a fault.
Don’t be afraid to share your heart. You should brag when you are doing great things in your community.

Millennials have no patience. They want it now!
They will research how long it takes.

Digital inspections is important when doing business with millennials.
They like to see the evidence of the problem. Proof and assurance.
A picture tells a thousand words.

Every time you take a picture or video you know you have content to share with your customer especially your millennial.
They like short.
Lauren did a short video called rocking chair that showed the importance of changing your air filter. Was a minute long. Had a strong response.

Pictures of customers can be posted in the shop on a TV.
Your smartphone is a business tool because it has a camera that helps you tell the story. Continually
Build a library of content of actual events that happen at your shop that you can pull from any time.
Look for social posts that would be interesting to a millennial.
Post pics and ask is anyone knows if they know what it is!

Don’t change your focus and just market to millennials you need to connect with your customers, all of them.
Facebook gives you a broad spectrum of generations don’t necessarily create posts for one generation only, however, respect what the millennial likes.
Millennials want a great experience and want you to see your reply to your Google reviews.
Be creative on all your approaches to social media posting and campaigns.
Create events at your business to attract community and customers.
Instagram is a strong millennial outlet.
Get to the point.

Simplify your waiting room and lobby. Create customer service pods instead of your full counter.

Resources:
A special thanks to Jacquie Hower, Lauren Anderson, and Carly Paiva for their contribution to the aftermarket.
Books Page HERE
Zimmerman’s Automotive website 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
Subscribe to a mobile listening app HERE.
40 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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