What if the problem with your marketing isn’t your marketing?
What if the phones are actually ringing, but your service advisors are letting the opportunities walk right back out the door?
That’s one of the big ideas we dig into with Husein Grabic, who is doing some pretty unconventional things at his three auto repair shops. Hussein is listening to new-customer phone calls, identifying the objections that are costing his shops business, training his service advisors with mock “ring ring” calls, and pushing his teams well outside their comfort zones.
And the results are pretty tough to argue with.
One of his shops went from about 220 cars a month to 330 in a single month, while another went from roughly 100 cars and $60,000–$70,000 in monthly revenue to 180 cars and $126,000. We also get into free inspections, price objections, appointment-setting, active deliveries, reviews, customer retention, and what Hussein calls “auto hospitality.”
Some of this will probably make you uncomfortable. Good.
If you’re a shop owner who wants to get more out of the marketing dollars you’re already spending, this conversation is packed with ideas worth testing in your own shop.
Listen to the full episode and see what happens when you stop assuming your team is doing everything right and start listening to what’s actually happening on the phones.
Show Notes with Timestamps
Introduction to Husein Grabic (00:00:19) The hosts introduce their guest, Husein Grabic, who manages multiple auto care shops and implements innovative marketing and service strategies.
The Importance of Listening to Phone Calls (00:02:29) Husein explains his practice of listening to every new customer phone call to identify and overcome common objections like price.
The Free Inspection Strategy (00:04:44) Discussion on the controversial but effective strategy of offering free inspections to get new customers through the door and increase volume.
Auto Hospitality and Its Influences (00:06:22) Husein coins the term "auto hospitality" and credits industry leaders like Todd Hayes and Aaron Stokes for influencing his approach.
Overcoming Team Resistance (00:08:56) Husein shares how he proved the value of his new strategies to a hesitant team, resulting in significant growth.
Pushing the Team's Limits (00:10:10) A story about intentionally overloading a shop with appointments to show the team their true capacity and boost their confidence.
High-Energy Phone Calls and "Ring Ring" Training (00:15:44) Husein describes using mock phone calls, inspired by Aaron Stokes, to train service advisors on energy and overcoming objections.
Improving Phone Call Close Ratios (00:18:04) By analyzing phone calls, Husein discovered they weren't dead, just poorly handled, and improved the closing rate from 8% to 30%.
The Unique Customer Experience (00:23:18) The conversation shifts to the customer's perspective, emphasizing how a positive phone interaction can overcome their initial frustration and anxiety.
Simplifying the Phone Call Process (00:25:18) Husein's strategy to shorten phone calls and increase efficiency by focusing on simply getting the customer to bring their car in.
Customer Retention with Vouchers and Stamp Cards (00:28:10) Exploring ideas like oil change stamp cards and car wash vouchers to incentivize repeat business and enhance the customer experience.
The Active Delivery Process for Reviews (00:33:56) Husein details his dealership-style active delivery process, which involves personally reviewing the work with customers to encourage positive online reviews.
The Power of Using a Customer's Name (00:35:23) The importance of using a customer's first name from the initial call to build rapport and create a welcoming experience.
Podcast Wrap-up and Final Tip (00:39:01) The hosts thank Husein for his insights, and he recommends the phone system Octa-Rocket for shops struggling with phone calls.
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