When it comes to coaching the auto repair business, I’ve always preached a no excuses approach. I tell my clients like it is with their auto repair marketing. If a repair shop owner wants to boost car count, improve operations, and increase profits, it’s time for them to cut the B.S. excuses and start taking action. However this method applies no matter what business you’re in, take a look at these two scenarios below:
Scenario One
You, as an auto repair shop owner or manager, are staring across the front counter and listening in amazement as your customer gives you every excuse in the book for why he’s not replacing the timing belt on his Hyundai Sante Fe that has 88,000 miles on it. The belt is so worn that you can even hear it lapping against the cover!
“I don’t have the time to do it right now.” – “I don’t have the money right now.” – “I don’t believe you.” – “But, my car is different.” – “Somebody else told me that I didn’t need to do this.” – “I’ll try and do this myself.” – “The belt is fine.” – “I’m thinking of selling the car.” – “You’re just trying to scare me.” – “I’m tired of you just trying to make money off of me.”
You’ve thoroughly explained what can and will happen to their car if they don’t take care of this right away. You’ve told them that it’s not ‘if’ it’ll break, it’s only a matter of ‘when’. You’ve seen it happen too many times already. You’ve shown him all the testimonials from your happy clients to prove to him that you are trustworthy. Maybe you’ve even given him the best incentive possible to help him out, and he still comes up with even more lousy excuses.
Finally, you give up. Frustrated and saddened because you know that these excuses are most likely going to cost him thousands of dollars later, or possibly render the car totally worthless when the belt breaks and the valves kiss the pistons! You’re scratching your head in total disbelief because you’ve done all you can, and still he won’t take your advice. Is this guy a freakin’ idiot, or what?
Frustrating, isn’t it?
Scenario Two
I’m on the phone listening in amazement as an auto repair shop owner gives me every excuse in the book for why he’s not aggressively marketing his business. His car counts are down and his profits are down too.
“I don’t have the time to market my business.”- “I don’t have the money right now.” – “I don’t believe this auto repair marketing will work for me.” – “But, my business is different.” – “Somebody else told me to concentrate on operations instead.” – “I’ll try and do this myself.” – “My business will be fine.” – “I’m thinking of selling the business.” – “You’re just trying to scare me.” – “I’m tired of you just trying to make money off of me.”
I’ve thoroughly explained what can and will happen to his business if he doesn’t get off his butt and pay attention to marketing strategies for his auto repair business. I’ve told him that it’s not a matter of ‘if’ his auto repair business will hit the crapper, but ‘when’. I’ve seen it happen too many times already. I’ve shown him hundreds of testimonials and provided tons of proof that my marketing will work for him. I’ve given killer incentives to help him get going, and he still comes up with even more lousy excuses.
Finally, I give up. Frustrated and saddened because I know that these excuses for not using auto repair marketing strategies are most likely going to cost him tens of thousands of dollars in lost profits and will most likely force him out of his auto repair business. I’m scratching my head in total disbelief because I’ve done all I can, and he still won’t take my marketing advice. Is this guy a freakin’ idiot, or what?
I see a pattern here.
Leave a comment below and tell me what you think.
Ron Ipach, Repair Shop Coach
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