Ask a typical shop owner what the best way to keep techs loyal is, and the most common answer will be “money.” But this isn’t correct — it’s been proven wrong countless times in other industries.
Numerous studies have been conducted to learn what motivates employees. When asked to list the 10 things most important to their workers, managers almost always put money, commissions and bonuses at the top of the list. But when employees were asked, they placed money a lot lower.
What will keep techs loyal to you?
If you’ve studied management or psychology, you know that workers often say these things are more important than money:
1) They want to feel respected by their managers.
2) They want to feel important to the company they work for.
3) They want to feel like their work is meaningful — that it makes life better for somebody.
When you provide ongoing training, you help meet those needs. But shops that ignore their techs and treat them as disposable will find their technician turnover rate is very high, and very costly.
Benefits of training techs
By raising the skill level of all your techs, your shop will get more work done more efficiently, and with fewer cases of misdiagnosis. You make more money like that, and it reduces your stress level.
This will also let you expand your opportunities to capture more business. For example, some techs don’t feel comfortable with wheel alignments, perhaps because of all the math involved. Train them well, increase the number who can do alignments, and you’ll probably find more legitimate reasons to recommend alignments to your customers. This applies to other types of repair jobs, as well.
In addition, your techs will feel more confident in recommending other work. Leave them at their present skill levels, though, and they won’t let you know about those other potential sales. That’s simply human nature.
Continually training techs will encourage them to keep working for you. Think about it: Most independent shops don’t provide structured, formal ongoing training. If you do, then you’ll have an advantage in attracting and retaining the best techs in your area.
Reducing tech turnover reduces inefficiency, mistakes and lost sales that happen every time you spend time looking for new techs to hire.
Training costs next to nothing
It doesn’t have to be elaborate or expensive. Many shop owners rose from the ranks of skilled technicians, as perhaps you did. So, it can be as simple as sharing your knowledge and experience. Here are some inexpensive (and maybe fun) ways to train your techs.
Lose the old-fashioned attitude that if you’re training a tech, it means they’re in trouble or not as good as the others. The more your techs know, the more valuable they’ll be to you, and to your team.
Which subjects should you train in?
As your techs take their ASE tests, use their lower-scoring areas as guidelines on what training they need. Track comeback patterns in your shop. The fewer mistakes that get made, the more profit for you.
Here’s one method: Get an artist’s easel from your local art supply store. Buy a pad of 24-by-24-inch sketching paper for the easel and several colored markers. That’s your visual aid. When the class is done, let your students keep the pages most important to them.
You can even keep the easel set up in your waiting room. When you have a diagnosis to discuss with a customer, draw it out on the sketch paper, then give the customer the page. This one tool can help you build trust and credibility with both your customers and your techs.
Repair shops come to us for one main reason: to get a steady stream of quality new customers every month. But many Certified shops tell us it’s not just the customer flow that keeps them with us.
Today we’ll explore the RepairPal Shop Profile — and how it can boost the SEO performance of your own repair shop website.
Even if you aren’t ready to become RepairPal Certified, you can claim your shop on https://repairpal.com/ and add details to your shop profile. Every RepairPal Certified shop gets a profile. Automobile owners see this profile when searching for trustworthy shops in your area, whether they are:
Your shop profile displays:
Our Certification team does a thorough job of building out your shop profile. This way, a potential customer can find everything they need to know in one place to book a service call with you. However, this feature keeps paying off in quiet ways — even for customers that don’t come directly from RepairPal.
RepairPal is like an 800-pound gorilla in the world of SEO. Our page rank authority is 6.14 on the industry-standard Moz scale (which ranks from 1-10).
Compare the RepairPal.com rank of 6.14 to Amazon.com’s 7.57 and the average website rank of ~ 0.05 to appreciate the power of our website.
It would be almost impossible for an independent shop to gain such a high page rank because they simply don’t have the necessary traffic, content and bandwidth. However, you can still benefit from our SEO rank through your shop profile. Your profile contains a section where you can add a link to your shop’s website. When you do this, you’re essentially piggybacking on the established authority of our website.
This is called “backlinking” and it’s the No. 1 way to raise to your SEO profile and get found on Google. Page rank growth is exponential, meaning you have to work a lot harder to get from 4 to 5 than you do from 1 to 2. However, if you have a helping hand, you’ll get there a lot faster! (Wondering what your website’s page rank is? Find out here. Then imagine how much better it could be with a backlink to RepairPal.)
So even though you’ll get, on average, 8 to 10 new customer contacts every single month through RepairPal Certification, your shop profile will also help your shop’s website get found on Google.
Are you ready to link up to a powerhouse referral system and gain all the obvious and not-so-obvious benefits?
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363 Clementina St
San Francisco, CA 94103
(Be sure to check out the sample certification report in this blog post to see what yours will look like.)
Fine-tuning processes in just a few areas can often dramatically improve sales and productivity for a repair shop — if the data to make those fine-tuning decisions is available. Small upgrades that can add up to big revenue boosts for repair shops.
However, most shops don’t have access to the high-priced consultants who analyze shop processes, customer reviews and productivity. This means they don’t get the data and insights that lead to these small but important changes.
So these repair shop owners do one of two things:
Neither option helps a repair shop grow in a pain-free, consistent, measurable way.
When you apply for RepairPal Certification, we essentially act as that consultant for your repair shop. And your investment is just $199 — a price so low it wouldn’t even get those high-priced consultants to answer your call.
Why do we do this for such a low price?
Because we’re in the business of promoting quality repair shops to consumers. And if we don’t know the level of quality in your shop, we can’t recommend it.
First, you’ll need to apply to get your report (and the many other features of RepairPal Certification).
It takes about 15 minutes for a Sales Development Specialist to show you a demo, pre-qualify your shop, and process your $199 Certification fee.
Then you’ll get an email with your application, which is what our Certification team uses to start its analysis. It takes about two weeks for the team to finish and get the report to you.
You’ll either pass and be offered a place in our network or be offered the opportunity to partner with someone on the RepairPal team to help you reach Certification.
Click here to download this sample report.
Let’s look at the major types of analyses contained within your report.
Net Promoter Score (NPS) is used by many industries. It’s a measure of your customers’ willingness to promote your business, based on their response to the question:
How likely is it you would recommend [Your Shop] to a friend or colleague?
This score identifies your percentage of detractors, neutral customers and promoters. Your goal is to decrease the detractors and move everyone toward a promoter status.
Promoters are far more valuable to your repair shop than loyal customers. Besides being loyal, they send more business to you. By learning your score and reading the individual customer reviews that come with your report, you’ll find ways you can improve your NPSe.
These are the questions we ask your recent customers:
Our team then tracks customer replies to the above questions and compares them with hard data about your shop and service:
We compare this data against other Certified shops and dealers rather than a score of 100. Why? Because this is the standard in the market. (No one reaches 100.) When you know your competition, as well as what’s expected by consumers, you can more easily grow your repair shop business.
Your RepairPal Quality Index Score determines your admission into our program. It’s made up of all the scores from your Certification analysis.
It’s easy to pat yourself on the back and be satisfied with your ranking if your local competition doesn’t challenge you. You might think, “Well, I’m better than those guys.”
But that doesn’t really help you grow your business. And you never know when a better-than-average shop is going to turn up in your neighborhood. Why wouldn’t one, if competition was so light?
So learning how you compare to other quality shops around the country is a better measure of your progress than the more passive approach of just being better than the guy down the street.
Our Certified Network average is 93.4%, and how you stack up against this metric helps you reach for a quality standard that has nothing to do with your nearby competitors.
You want to be among the best of the best, and now there’s a reliable way to see where you rank.
The full analysis and report can be yours when you apply for RepairPal Certification.
If you’re one of the 65% of shops who pass, you’ll walk away with this report and all the perks of RepairPal Certification, including 8-10 new customer contacts per month (with most shops seeing 14 or more).
If you are one of the 18% of shops “on the bubble” with Certification, you’ll join our new Aspire program to gain mentorship and advice to meet the standard. And you’ll still get this report to help you improve your shop’s quality and service — which ultimately impacts your revenue.
Either way, you win.
No high-priced consultants. No heavy work. No time-consuming investment. Just a clear picture of where you are and a proven process to gain more quality customers.
Do you want to know more?
Step 1: Click here to schedule a 15-minute demo with one of our Shop Development Specialists. (You’ll be taken to a calendar to pick your best time.)
Step 2: At the date and time of your appointment, be close to a device (tablet, laptop or computer) so you can walk through the demo with the Sales Development Specialist. This will make it easy for you to ask questions and see how Certification can help your shop.
Step 3: Submit your $199 fee (payable by any major credit card) to your Sales Development Specialist, which kicks off your Certification process.
Are you ready to get started? Schedule your demo now.
RepairPal Jill talks to Jamilah Corbitt, Founder of i am a brand, about breaking into the automotive industry as a female authority. Jill is a fantastic leader at RepairPal and serves as a resource to both shops and consumers across the nation. Don’t forget to ‘Like’ RepairPal Jill on Facebook and follow her (@RepairPal_Jill) on Twitter! Check out her recent interview: