HELLO MUDLICK MAIL CLIENTS AND PROSPECTS,
With all the troubling talk in the media about a recession, I find myself remembering to tell our customers that this is the time to take market share from your competitors. Many competitors see advertising as an expense versus seeing advertising as a revenue stream. There are higher income customers in the market that the “tough economic times” do not affect. If we let ourselves fall into the media trap of “the world is falling down”, then we bring our staff and customers into that same mindset. At America’s Service Station and Driver’s Auto Repair, we have hit record sales. Many of you ask, “How is this possible?”
THINK LONG TERM – Have a commitment to an effective 12 month advertising plan. Consistency plas a key role in any marketing plan
HOLD YOUR ADVERTISING RESULTS ACCOUNTABLE – Measure the success or lack of and discuss changes.
DO NOT ADVERTISE WHAT YOU CANNOT DELIVER – Make sure you live up to the perception your customers have of you in your community.
WHAT IS HAPPENING IN YOUR SHOP?
ARE YOU SAYING “NO” TO YOUR CUSTOMERS WHEN THEY CALL OR COME IN?
You are never too busy to service a new customer. Push a “sold” broke car out of your bay to do a PMI on a new sales opportunity. Remember the old saying “Time is money”? Well, in our industry time is the difference between a sale versus no sale. It should take you 10 minutes to pull a car in and do a preliminary PMI and pitch the PMI to the customer. If you take too long, you will get an oil change and miss the chance to up sell your ticket.
ARE YOUR TECHS “PENCIL WHIPPING” THEIR PMI’S?
Hold your techs accountable to deliver solid / quick PMI’s that include low-rise, mid-rise, and full-rise inspections. Have techs pull maintenance schedules for every car that comes in and review during the PMI process for service opportunities. Also, have them pull account histories for each existing customer that comes back to review old service recommendations. Take customers out to their car and do a “show and sell” to really educate the customer on the problem. It is hard for the customer to say no to replace a cracked serpentine belt when they see the belt versus when you just tell them about it.
DO YOU MAKE FOLLOW-UP CALLS?
Try calling you customer to try to re-sell previously recommended services while checking on the satisfaction of a recent repair / service.
DO YOU PASS THE TICKET WHEN YOU A “NO” ON THE PMI PITCH?
If at first you do not succeed, try and try again. Try passing the ticket to another manager to give him a change to sell the ticket.
FOCUS ON WHAT YOU CAN CONTROL AND KEEP YOUR PROCESS SIMPLE.
Do not get bogged down in the “analysis / paralysis” of details, just dominate your market within 2-3 miles of your store and focus on mailing your high income customer base on a consistent basis with a great call to action. At Mudlick Mail, we will help you grow a profitable car count and streamline your marketing plan.