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Wednesday, March 20, 2019
Have you ever gone into a store and been shocked at how disconnected from reality the people working there were? If you ask the server at a pizza restaurant whether they sell by the slice, or you ask an employee at the grocery store where to find cleaning supplies, sometimes they’ll look at you like you have three eyes.
You think to yourself – How do you not know the answer to that? Whether they’re doing it consciously or not, they look at you like you’re stupid, and it makes you want to leave and never shop there again.
These questions are rational to anyone who hasn’t spent half of their waking life inside of those businesses. But to people who have spent so much time there, it’s impossible to imagine someone wouldn’t know the answers to those questions. They forget what it’s like to not know everything about how the business operates. (And, they are also not very good at customer service.)
Unfortunately, this can happen to everyone who takes the time to learn their industry. If you spend most of your waking life thinking about the auto repair business, you probably get questions all the time that seem off-the-wall.
I know the breaks are squealing, but can I wait for that grinding sound before I replace them? Can I save money by not refilling the transmission fluid until next visit? Can’t I just wait until the belt brakes to replace it?
These questions may seem to have obvious answers, but they may not; it’s difficult to know what you wouldn’t know if you weren’t an expert in the auto repair industry. When you get questions like this, it’s possible that the person is trying to get a rock-bottom price, and they won’t be a good fit for your shop. But it’s equally likely that they just don’t want to pay extra for “gold standard” auto repair and want to see if using a cheaper part or skipping a step will save them money. They may have no idea at all what the consequences might be.
When this happens, it’s important to imagine yourself at that pizza counter or grocery store. Don’t just tell them you won’t do what they’ve asked you to do because it’s unsafe, or will lead to terrible results. Take the time to explain why you recommend doing things the way you do them, and what would happen if you didn’t.
Often times, the customer will accept your explanation without any further complaint. In some cases, they’ll appreciate that someone took the time to actually explain what goes into the job they’re paying hundreds (or thousands) of dollars for. But no matter what goes through their head, the conversation will definitely go better than that unconscious look of shock that sometimes happens when you aren’t prepared for these questions.
To learn how Repair Shop Websites can help you increase your car count by getting your auto repair shop found online, call us at 866-665-1605 or email us at Team_RSW@RepairShopWebsites.com.
Thursday, March 14, 2019
For many people who live in cities across the United States, Uber and Lyft have changed the way they move around. Compared to taxis, they arrive more quickly, are cheaper, are easier to call, and the drivers are individually rated and often friendlier. All of this has been good for the business of Lyft, whose filing to become a publicly traded company has now gone public, and Uber, whose filing will likely become public soon.
The document these companies have to file to become public, called an S-1, is among the most detailed filings ever required of a company. Among other things, the document must detail how they see the future of the company unfolding. And Lyft’s vision could have major implications for independent automotive repair shops.
Here are three ways (both good and bad) that shops will be impacted if Lyft’s vision becomes a reality.
Fewer Vehicles, and Fewer Vehicle Makes and Models
Lyft’s goal isn’t to provide a taxi service for people who are enjoying a night on the town or whose cars are in the shop. Lyft wants to replace the family vehicle. According to Lyft, vehicles are only used 5% of the time and vehicle ownership represents most of the $9,500 per year that people spend on transportation on average.
If people in urban (and suburban areas) do forego vehicles, then the number of vehicles in use will decrease dramatically. The diversity of models will also decrease – as vehicles become a business expense, the extra costs of providing models to appeal to everyone’s personal tastes will become a burden for manufacturers.
If this vision becomes a reality, it would reduce the amount of business that many auto repair shops see, especially for repairs that are due to a vehicle’s age rather than its usage. On the other hand, a reduction in models could reduce the ever-increasing knowledge base required to be a general maintenance shop, helping to make shops more efficient at their work.
Vehicle Maintenance as a Sound Business Decision
One of the most frustrating things for many service managers is when customers refuse to take steps to maintain their vehicle because of the cost. This doesn’t just prevent the shop from increasing its Average Repair Order; it also costs the customer thousands of dollars in long-term expense, ultimately leading to them purchasing a new vehicle long before it would have been necessary.
If vehicles become primarily a business expense, however, people will make much more informed decisions about maintenance. For Uber and Lyft drivers, vehicle usage doesn’t represent 5% of their day – it is critical to their livelihood. Shops that provide a fair price and trustworthy service to these drivers will see them far more often than other customers, and these drivers will make better maintenance decisions in order to maintain their own profit margins.
Automation Is the Goal
While they don’t dedicate pages to the topic, Lyft also doesn’t make it a secret that the long-term goal is to eliminate their drivers entirely for many rides. In fact, one of the risks they highlight is that eliminating their drivers from their business model will lead to negative publicity. In their vision of the future, fully automated cars will be transporting people, so they don’t have to pay a driver (or create a job) at all.
Lyft also anticipates that “autonomous vehicles will be most effectively and affordably deployed through ridesharing networks rather than through individual ownership”. This is among Lyft’s most dangerous predictions for independent automotive repair shops, because any large corporations that own thousands of these autonomous vehicles are likely to rely on large corporations (including possibly themselves) to maintain these vehicles. A future where all of us get in an identical corporate-owned vehicle to be herded to our jobs and back via autonomous transport is not a pleasant future for repair shop owners. Fortunately, it’s not really a pleasant-sounding future for anyone – so despite Lyft’s hopes and dreams, it’s unlikely to become a reality anytime soon.
To learn how Repair Shop Websites can help bring more business to your auto repair shop, call us at 866-665-1605 or email us at Team_RSW@RepairShopWebsites.com.
Tuesday, March 5, 2019
People today face the highest levels of information overload in history. If you provide them with more (or less) than the information they need to make a decision, they’ll decide to do nothing instead. Click here to learn how to avoid that.
Thursday, February 28, 2019
In the business world, everyone wants you to think of them as a partner, not a vendor. Companies use the word as a marketing tool, as if calling themselves a ‘partner’ will make you willing to pay more for their services.
In reality, there aren’t many companies out there that qualify as partners. In fact, even most businesses that call themselves partners don’t really want to partner with you.
Whether a company qualifies as a partner or not isn’t just about whether you trust them. It’s about whether they trust you. Partners share risk – and when things don’t work out, they share in the losses. Partners aren’t motivated by the value of their first transaction with you – they know they’re going to lose money on that. They’re much more interested in making sure that you’ll see value in them over the long term, so they have a chance to make back the money they lose by investing in the relationship up front.
If a vendor offers you a discount in exchange for signing a contract, they’re just a vendor. If a vendor tells you about how they’re going to invest in the relationship so that you can both make more money, they’re at least talking the language of a partner. But it’s only when they follow through on that commitment, that they’ve earned the right to be judged on more than their speed, or their price of their last transaction.
So the next time a company tells you they want to be your partner, ask them what they invest in shops like yours to help you be more successful. Ask them what they need from you, to help make the partnership more successful. If the response is all about how much money changes hands, that “partnership” probably isn’t worth your time.
To learn how Repair Shop Websites helps shops across the United States get better marketing results, call us at 866-665-1605 or email us at Team_RSW@RepairShopWebsites.com.
Thursday, February 21, 2019
Most customers don’t know a “good price” for vehicle repair and maintenance. However, they are looking at signals you are sending through your marketing to determine whether to push back against the price that you quote them. Click here for three ways to maintain your margins.