Talking Points:

• A slump in sales usually precludes a reduction in car count.
• The culture of the shop creates the clients.
  • Need cars to get the clients.
  • You must transcend your purpose throughout the entire organization.
• The shop owner, is the CEO of the business, is responsible for the marketing, for attracting customers to the shop.
  • Is your shop attractive from curb to counter?
  • Do you talk their language, not at them?
• Windows of opportunities
  • Social, postcards, community
    • Facebook is a primary driver for new client acquisition
  • If the community needs it and can I supply it.
    • Helps bring in client base.
  • Have a deep conversation with the customer on their plans for their vehicle.
    • The shop can help with a great maintenance program to get 250K miles out of your customer’s vehicle.
• Move from transaction to relationship
  • Engagement
    • How is your customer’s experience?
      • Will it lead to the relationship?
    • Does the customer qualify for a relationship?
    • Does the customer see she is a priority?
  • Not everyone who comes in the door will become a client.
  • Everyone who answers the phone has a role in building that relationship
• Future technology will minimize the number of calls that come in the shop
  • All the answers will be on the smartphone as the future unfolds.
• “I thought I only had to fix cars to be successful”
  • Your job is not in the bays but working on the business setting the vision and goals and building a strong team. Among other CEO duties.
• Do not see the vehicle without seeing the customer. It must be personal.
  • The person behind the car is the most important piece of the relationship
  • Build a story into the repair so the techs best understand the personal aspect of the transaction
• We do not utilize our two eyes and two ears enough
  • Many visual opportunities tell a lot about the client.
  • Messy car, worn brake pedal as examples can tell a lot about the client and their life.
• Many disruptions in the industry.
  • Many businesses are gone because they didn’t react quick enough or pay attention
    • Blockbuster, Kodak, Myspace
  • Other services are going to be important as all-electric and AV’s grow in influence.
  • Look for other services and opportunities that can build on that relationship.
  • Professionals are evolving
• There are plenty of cars to repair.
  • You could not handle 10% of your market penetration.
  • You must work hard to get the customer. Show up every day with your boots on and sift through the rough to find the diamonds.
• Maximize your staff’s training and extract their intelligence to move into other markets.
• Will specialization help client growth?
  • Specialization can challenge a relationship where a client has multi-brands in their family unit.
  • Would a business model that rents out a bay space to a specialist be effective?
  • Move to the client experience.
• Build clients not transactions.
• Not enough cars can be the kiss of death but too many cars can be a cultural breakthrough that can help you dominate the market in the future.
  • Your marketing can bring in a top client.