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Repair Shop Advice

Thursday, November 21, 2019

When it comes to marketing services, everyone wants to sell you something.  Get your company in front of thousands of eyes!  A picture is worth a thousand words!  Guaranteed results!  Surely if these companies stay in business, they’ve got to work for somebody.  Right?

Not necessarily.  Over 90% of those postcard mailers will get thrown away before anyone looks at them.  A big visual ad is useless if someone isn’t actively thinking about auto repair or maintenance when they see it.  And about those guaranteed results – if a marketing company could really get 100% of all repair shops a giant return on their marketing investment, don’t you think you would have heard of them by now?  They’d be the only auto repair marketing company on the planet.

In fact, many of the most effective marketing techniques don’t cost as much as you’d expect.  Some of them are free!  Here are the most important things to do if you need more auto repair business.

Get your name where it matters online

If you’re trying to get your business in front of customers right when they’re thinking about auto repair, these are the three most important facts to consider.

To get new customers from the internet, you don’t need a beautiful, custom website.  You need a site with the content that gets you on the first page of Google.  And if you want to earn all of those customers who are trying to learn more about you, you want to have a Google Review rating above 4.0.  That means you need to ask your happy customers for reviews, even if it’s awkward or unpleasant.

Ask for referrals (and explain why)

So many companies build marketing campaigns asking for referrals that it’s easy for consumers to get immune to them.  That’s a shame, because referrals are the lifeblood of a small business.  A great referral source is the easiest way for one customer to turn into a hundred customers.

When you ask for a referral, don’t do it like big business does it – an off-hand, scripted remark that’s said as quickly as possible because it’s awkward and unsure.  Do it in a way that will make it have an impact.

After a customer tells you they’re happy with your work, thank them for the feedback.  Then tell them you’re a small business, and you’d really appreciate the opportunity to be a home for any family or friends who are looking for a trustworthy mechanic.  Tell them referrals are one of the most important ways that you get business.  Give them a couple of cards and tell them to hand them to anyone who needs work done.

The reality is that most people won’t make the effort of referring you even if you ask.  But if you can double your referral rate, you can have a dramatic effect on the amount of business coming your way.

Shock your customers

Every industry works to set customer expectations.  The bill at a nice restaurant comes with a dinner mint. If a restaurant puts a York peppermint patty in there instead, it might surprise you, but it wouldn’t be shocking.

When you break through customer expectations with a truly unique way of showing your appreciation, however, you can earn loyal customers for life.  How can you do this?  There are plenty of options – you just need to get creative.

One shop partnered with a local bakery, and every customer car is returned with a bag of freshly baked cookies.  Another shop keeps a stock of new Matchbox cars on hand, and customers’ kids can pick out a vehicle each time they visit.

If you’re vacuuming the car before returning it, or offering a free car wash, you’re doing the equivalent of offering a York patty instead of a dinner mint.  The cookies and Matchbox cars, however, are more than that. They’re creative ways for shops to show that they’re looking for every opportunity to improve customer lives.  That’s why these inexpensive gestures can turn first-time customers into lifetime customers.

Why do lifetime customers matter so much?  Most companies would go bankrupt if they had to attract a new customer for each transaction.  New customers become profitable when they turn into repeat customers.  If you want repeat customers, you’ve got to give them a reason to always choose your shop.  For many customers, showing them that you really care about them is enough to do just that.

If you’re looking for more business for your shop, call Repair Shop Websites at 855-294-6397 or email us at

Monday, November 18, 2019

Publicly traded companies have some significant advantages over small businesses.  They have big budgets.  Suppliers give them the best prices because they’re so large.  They can build a great process once and save money across a thousand locations.  However, their scale does not give them an advantage in caring.

Public companies aren’t required to pursue profits at any expense.  They are, however, required to act in the best interest of their shareholders.  The executives in public companies make the decisions that will make them the most money, unless it will do long-term damage to the company.  In fact, most public companies will chase profit even if it does damage the company over the long-term.

Despite that, there’s a growing trend of corporations spending millions of dollars to improve the lives of the people around them.  BMW works to support childhood education in nearly every country where they build vehicles.  Levi’s sends their employees to the communities of supplier factories to do community service projects.  Home Depot’s foundation provides up to $5,000 in supplies to non-profits in the U.S., with an emphasis on those supporting veterans.

These efforts are known as Corporate Social Responsibility.  Skeptical people would point out that these programs are just marketing efforts to make the company look better.  But that’s the whole point!  After decades of focusing on profit, these companies are figuring out they can spend millions of dollars on charitable efforts, and people will reward them with so much extra business that they make money off the effort.

Community event sponsorship is one of the rare ways you can give something away and make money doing it.  If your shop isn’t sponsoring events in your community, you should consider doing it.  It’s personally rewarding to sponsor things you care about, whether that’s a little league team, a health-related non-profit or a social cause.

It also creates goodwill within your community.  Your customers care about their community, and they participate in community events.  They’ll appreciate your sponsorship.  Many of these events also provide shirts to participants and put sponsor logos on these shirts.  Sponsoring these events can be a cheap and effective way to have your shop’s logo walking around town for years.

We love highlighting our customers’ community involvement on their websites!  To learn more about Repair Shop Websites and how we’ll help you stand out online, call us at 855-294-6397 or email us at

Monday, November 11, 2019

Most auto repair shop owners don’t start a business to get rich.  They want to be their own boss, to work in a place where employees are respected, and treat their customers like people and not like cash machines.

Every owner, however, reaches a point where the financial value of their business becomes important.  You might be trying to decide whether to open a second and third shop.  You might also be hoping to sell your shop and retire someday.  In these cases, the financial value of your business is an important consideration.

It takes more than strong revenue to make a shop valuable.  Surprisingly, it also takes more than strong profits.  Here are three factors that help to determine an auto repair shop’s financial value.

Accurate Financials

Maybe your business has never missed a pay cycle.  Maybe it’s been providing you with enough to keep your family happy and send the kids to college.  Unfortunately, your potential buyers weren’t around for all of that, and those aren’t the criteria they use to evaluate how much profit they’ll make when they buy your business.

What they want is to see the accounting books – and they want those books to show a consistent trend of profitability, after all expenses are considered.  That means they want books based on accrual accounting, not cash accounting.  Without a few years of well-kept books, the buyer is taking on a heightened profitability risk – and taking that risk means they can’t offer you as much money for your business.

A Business That Runs Without You

What would happen if you took a few weeks off?  Many shop owners have taken very few vacations over the years because they’re terrified of the answer to this question.  They simply don’t have the processes in place to allow the business to function for weeks or months without their presence.

In most cases, however, when you’re retiring, you don’t sell yourself with the business.  If the business can’t make a profit in your absence, that means it has no value without you.  Even if you intend to work for the new owner for a year or two to ease the transition, that’s not always a reality.  Sometimes, unexpected health issues or other factors force a retirement.  You want to make sure that these unforeseen circumstances don’t wipe out the value of your business.

This means that your business needs processes in place to produce a strong profit even when you aren’t there.  Employees need to have the knowledge, and to be empowered, to make good decisions without being able to reach you first.  Businesses that can “run themselves” are far more valuable than businesses that require hiring new management to be profitable.

A Competitive Differentiator

The highest profit auto repair shops have customers who are willing to pay extra for that shop’s services.  There are many reasons that might be the case.  The location might be convenient.  It might seem well-run, and inspire confidence even among new customers.  Your shop might be considered a cornerstone of the community.  You might be the only shop around with technicians who are proficient working on certain makes or models of cars.

If your shop doesn’t have a competitive differentiator, the profit that you’re making is likely to be whittled down over time by other nearby shops.  If the differentiator is you, that’s also not good.  Remember, you’re not generally trying to sell yourself with the company.

If you don’t know what your differentiator is, it’s a great opportunity to improve your shop and your profit margin!  Competitive advantages tend to build on themselves, leading to higher profits, more satisfied customers, and more confident, purpose-driven employees.

Figure out why customers come to your shop.  See if you can find trends among their answers.  Finally, focus on those things, always working to make them better, and tell your employees these are the reasons that customers come back to see them over and over again.  Don’t forget to advertise your superiority in these areas!

To learn how Repair Shop Websites can help your business generate more business, email us at or call us at 855-294-6397.

Monday, October 28, 2019

Maybe you’re growing and you’re out of space.  Maybe you’re trying to get a more noticeable location closer to the main thoroughfare.  Maybe the rent is just getting too high.  Whatever the reason, auto repair shops do move locations from time to time.

An address change is an opportunity to eliminate the biggest frustrations you’ve experienced with your current location.  Ideally, you’ll face some trade-offs but be much better off.

Unfortunately, it’s also a tremendous amount of work.  There are major logistical issues, new contracts, local, state and federal government paperwork.  On top of all of that, you’ve got customers old and new to alert to the address change, along with how to get there.

Amidst all of this chaos, it’s easy to forget that it’s extremely important that the move be reflected on the Internet.  Ideally these changes will be made as near as possible to the actual move, and all of these online changes will happen within a day or two of each other.

The first place is obviously your own website.  Make sure your web provider has a notification up a few months before the move, alerting anyone visiting that your location will be changing.  If you have a specific relocation date, put that on the front of your website as well. You’ll want to take a similar approach to Facebook – be sure to let your followers know about your new location early and often.

If you’re lucky enough to only be listed in the few web indexes that people actually use – mainly Google, Yahoo, Bing, Yelp – that means making sure all of these are updated on the day before or day of the relocation.

If you signed up for one of those providers offering to list you on 100 directories years ago, then there’s a major amount of work to be done – all of those directories don’t provide a lot of value if you aren’t listed, but if you are already listed, you want to make sure it always stays accurate.  Google really doesn’t like it when one business has multiple addresses floating around the web, unless you actually have multiple locations.

You’ll want to make sure that Apple Maps is also updated, so people using Apple phones can find your new location.  You can do that here.

There are a few other places where a change might be beneficial, such as MapQuest or Foursquare (which is what Bing Maps uses).  But if you take care of the major changes, you’ll be 80% of the way to a successful online address change.

Once the dust settles on the move, make sure to send something to your former and current customers letting them know about your new location!  It’s a great reason to contact your customers, and they might be interested in stopping by to see your new location.  This face-to-face contact is a valuable opportunity to rebuild a relationship with a customer you haven’t seen in a while.

To learn how Repair Shop Websites can help your business bring in new customers (especially if a move is in your near future) give us a call at 855-294-6397 or email us at

Monday, October 21, 2019

We’re the best choice for managing your online web presence if you’re an independent repair shop (okay, we’re a little biased :)).  We aren’t the only company who can help, however – there are other companies with the auto repair marketing knowledge to do a good job of representing you online.

Unfortunately, there are plenty of companies who don’t have that knowledge.  And they blow up your phone or email every day.  Some of them are just selling overpriced websites; they can’t write automotive content and know nothing about how to make auto repair shops search well.

Unfortunately, most of them are even worse than that.

Our customers frequently send us emails they’ve received about their website underperforming and ask, “are these legitimate problems?”  Most of these emails fall into the “scam” category.  Here’s how to spot a scam.

Red Flags that a scammer is emailing you.

Scammers operate by sending out millions of emails to any email address they can find, hoping to catch a business owner desperate for more business.  In order to work, every word in the email has to be relevant to anyone, in any state, in any industry.  That means that the email is extremely vague.  Here are some signs you can just toss the email directly into the trash.

  • They have no idea who you are. The email refers to you by your website, not your name.
  • Nothing in the email is specific to auto repair, or to any content on your website.
  • They intentionally use technical jargon they know you won’t understand.
  • You have no way of verifying that any of what they’re saying is true.
  • The grammar is awful (this email probably wasn’t written in the US)

Here’s an example of a scammer email.  Click the image below to make it larger.

Red Flags that a hacker is trying to trick you and hijack your computer.

Cyberfraud emails try to trick you into giving a hacker access to your data or your financial information.  They might reference some website problem or other technical support issue, but they probably aren’t trying to get you to call them.  Cyberfraud emails look very similar to a scammer email, with a few additional red flags.

  • They may try to trick you into thinking they’re someone they aren’t such as a delivery company, bank, or other major company you’ve heard of before.
  • They tell you that the email is urgent, and you need to do something quickly.
  • They want you to click a link – and the link doesn’t go where the email says it goes.
  • They include an attachment and tell you that important information is in the attachment.

Avoid clicking on anything in these emails!  Delete them immediately.  Many of these emails try to lock you out of your PC and encrypt your data.  They will then try to extort you for hundreds (or thousands) of dollars to get it back.

Here’s an example of a cyberfraud email.  Click the image below to make it larger.

To learn how Repair Shop Websites can help you earn more business, call us at 855-294-6397 or email us at

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