Customer service is a priority at Shutes Alignment & Frey Tire in ...

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Mechanical Repair Training Notes CARQUEST Technical Institute To register, contact your local CARQUEST store or visit http://carquest.com/carquest/ proCTIclassSchedule.html. Location TBD-Columbia, Mo. • May 7-New Vehicle Technologies: Fluids & Lubricants Location TBD-Jefferson City/ Columbia, Mo. • May 8-New Vehicle Technologies: Fluids & Lubricants • June 18-19-Supplement Restraint System Diagnosis & Repair Location TBD-St. Joseph, Mo. • June 6-7-Vehicle Data Network Diagnosis Location TBD-Bloomington, Ill. • May 9-New Vehicle Technologies: Fluids & Lubricants Location TBD-Moline, Ill. • May 21-22-Import Computer Controlled Charging Systems Belleville East High School- Belleville/Collinsville, Ill. • June 13-New Vehicle Technologies Location TBD-Champaign, Ill. • June 25-26-DSL-500 Ford 6.0 & 6.4 Power Stroke Diagnosis Location TBD-Richmond, Ind. • May 23-24-Gasoline Direct Injection Diagnosis Location TBD-Indianapolis • June 6-Essential Lab-scope Usage • June 7-Essential Lab-scope Diagnosis Location TBD-Columbus, Ind. • June 11-12-Gasoline Direct Injection Diagnosis Federal Mogul Training For more information, call 888-771-6005 or visit www.federal-mogul.com/training. Federal Mogul Technical Education Center-St. Louis • May 7-9-Ignition System Diagnostics • May 9-11-Engine Performance and Driveability II • May 14-15-Advanced Steering & Suspension Diagnostics • May 16-17-ABS/Stability and Traction Control Diagnostics • June 18-20-Steering & Suspension Service • June 20-22-Brake Diagnostics & Intro to ABS • June 25-26-Advanced Steering & Suspension Diagnostics • June 27-28-ABS/Stability and Traction Control Diagnostics ACDelco Training For more information, visit www.acdelcotechconnect.com. St. Louis Training Center-St. Louis • May 8-Duramax Diesel Operation and Diagnosis • May 9-10-Hybrid Technology and Service • June 12-Computer Controls and Ignition System Diagnostics • June 13-Advanced Refrigerant System Diagnostics • June 14-HVAC Control System Operation and Diagnostics Ivy Tech Community College- Evansville, Ind. • May 15-Enhanced Automotive Circuit Diagnosis • May 16-Electrical Power Management • May 17-Advanced Refrigerant System Diagnostics Automotive Research and Design For more information and to register, visit www.go2hev.com, e-mail training@go2hev.com. All times are EDT. Webinars • May 14, 30-Second and third of three part series-Diagnosing Hybrid Vehicle Electric Machine (transmission failures) using the AT33EV, 7-8 p.m. • May 21-Used Hybrid Parts: What to look for in used and/or reconditioned components. 7-8 p.m. Automatic Transmission Service Group (ATSG) Seminar This seminar includes the latest update information along with the current fixes and the most common transmission problems on GM, Ford, Chrysler, and import vehicles. For more information, call 305-670-4161 or visit www.atsg.biz. Crown Plaza Indianapolis Airport- Indianapolis • May 19-Current transmission problems and fixes Automotive Training Institute For more information or to register, call 888-471-5800 or visit www.autotraining.net. Location TBD-Indianapolis • June 9-Think Like a CEO n Page 22 May 2012 Parts & People www.partsandpeople.com
Knowing customer base and competition helps shops advertise effectively by Rob Merwin Overland Park, Kan.—What does it take for an independent shop to successfully market its business in the automotive repair industry today and compete with dealers and chains? It requires understanding that today’s customers are increasingly value-driven, but that doesn’t mean just offering the lowest price, said Dan Gilley, director and trainer for RLO Training, during his educational session, “Maximizing Your Marketing,” PHOTO BY MATTHEW SEVART Tracking and evaluating advertising responses and other marketing efforts is important, RLO Training Director Dan Gilley says. “If you can’t measure the success of a particular advertising, then don’t use it.” at the Vision Hi-Tech Training & Expo held recently in Overland Park, Kan. “Customers want value with a mix of benefits,” he said. “Smaller companies have a choice: they can present quality or price, and if they can’t compete with price — which often they can’t — they’re left with quality.” For independent shops, that translates to providing a quality facility, staff, and service along with good warranties on everything sold. “The shops that survive are the ones that market those qualities the best,” said Gilley, to nearly 100 shop owners in attendance. “If you’re not bragging about your shop, who is?” In order to “brag” those qualities, shop owners should research their market area, which will provide important data for developing a marketing plan. “Examine demographics to find out where your customers are coming from. They either work or live near you — look at your customer database and ZIP codes,” Gilley said, adding that additional information is available at chambers of commerce and census bureaus. A major consideration regarding the economics of a shop’s market area is whether there are any significant future developments that might affect its marketplace, he said. “Be aware of what’s going on in your market area such as new shopping malls, housing, and large industries. Ask yourself, ‘What would these do for my business?’” A shop’s main marketing focus, however, should be existing customers, as opposed to the potential costly expense of acquiring new ones, Gilley said. The customer database, if used to its potential, can also determine active and inactive customers, as well as how much they spend per visit and how many vehicles they regularly have serviced. “The average hour per RO has the greatest potential for improvement, and well-trained service advisors will go a long way to making that happen,” he said. “Educating the customer is more costefficient, and make sure you charge for all work performed.” Understanding customers’ needs is critical in the development of a marketing plan, he said, and information derived from a customer-service survey, by handouts, mailers, or online, will improve a shop owner’s awareness of consumer interests. “Get the customers involved by giving you feedback and it’ll benefit them and the shop by promoting two-way conversation,” Gilley said. A well-written customer-service survey will provide data for shops to focus on what services are important to their customers and additional services that could be provided. “The more information you gather, the better chance you have of meeting or exceeding expectations,” he said. Equally important are “competitive service surveys,” he said. They will reveal which competitors offer the same services and prices, services they offer that the shop owner doesn’t, and insight into their attitudes about certain conveniences and services, Gilley said. “The more inside knowledge you have, the better marketing plan you will have,” he said. Once a shop determines its customer base and needs, evaluates its own strengths and weaknesses, and looks at the strengths and Continued on page 24 Parts & People May 2012 Page 23
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