As we enter the third decade of the 21st Century, we can look back on some significant changes that have been made to the huge fleet of vehicles that currently travel our roads. Prime among them is the greatest growth and development of computer-controlled systems in all of these cars, trucks, and SUVs. Unless a classic car made before the 1970s drives into your shop, you can be pretty sure that any vehicle that is currently in use has some type of electronic controls built into it.
While many of us can look back to the era of carburetors and ignition points with nostalgia, it is hard to dispute the fact that computers have made today’s vehicles run better, perform more consistently, go farther between service intervals, and generally last longer. Computer controls have also brought us a world of greatly increased safety and reduced exhaust emissions.
I’m sure if you have a shop that’s been around for years, you have some amazing relationships with your customers. How many have become your dear friends? How many people have brought their children to fix their cars with you?
You must know that the best marketing is word of mouth. A angry customer tells everyone about their experiences. The goal? Build an incredible level of trust and connection with your customers.
We are human. Mistakes happen. Parts fail. Times don’t line up. Maybe you even missed a frozen caliper in an initial brake inspection.
If you haven’t built a relationship of trust, you may be in for a tough conversation that will end with an angry customer. On the other hand, customers that trust you are likely to give you a chance to fix things and maybe even laugh about it later.
I’m sure you’ve heard the term “content marketing” and maybe assumed that it meant good pictures for social media or great tweets.
There’s a reason bloggers are so successful and why major brands have a blog that’s regularly updated. The secret is that people love learning in a low pressure way. A blog post is the perfect way to educate customers on automotive basics, allow them to learn in a simple, straightforward way, and impress on them that you’re an expert. Blog posts help people learn to trust you before they’ve ever stepped in your door.
Sometimes the key to bringing in a customer is as simple as proving to them that you:
Another beautiful thing about writing a blog is...
Facebook is a two-headed beast: it can be a fantastic way to reach your ideal customer within a specific location, but unfortunately it can also be a money pit for many shop owners, as they don’t always use the features to reach customers in the most cost-effective way. That’s also totally not their fault! People make entire careers from creating Facebook ads and content for brands small and large. It’s a constantly changing system, so it’s a constant learning process
I want to share with you three basics of Facebook ads to help you properly utilize the ads feature, and get the best bang for your buck.
Ever noticed that your Facebook page recommends “boosting” a well-performing post? I have news for you: Facebook is the only one benefiting from the money you invest in boosting your Facebook post.
Facebook’s goal with a “boost” is to get...
Most shop owners and service advisors never ask their customers for a review, even when the job goes smoothly. They just hope that happy people will make their opinions public. I’m sorry to disappoint, but that’s rarely the case.
Shops with great reviews generally have one thing in common: They ask for the review. Doing this — and having a plan for dealing with negative reviews — will help you long term..
Most customers use Google reviews in one of two ways:
1. To vent
2. To find a business to patronize
With such a narrow focus, the more positive reviews you have, the less of an impact a few negative reviews will bring. Getting your happy customers to review your business is the goal here.
I find that getting a great review is a cross between an art and a science. Here’s how I do it.
When a customer drops off their vehicle,...