The Auto Repair Marketing Podcast

What would you do if you were driving the backroads passing field after field full of white, black, and brown cows, and all of a sudden you saw a purple cow? You’d probably stop your car, take pictures of the cow, post on social media, and tell everyone you know about it! Don’t you wish people would have that kind of reaction to your auto repair shop? In this episode, we talk to Vic Tarasik of Shop Owner Coach about how to find your shop’s purple cow.Talking PointsWhat is a Purple Cow?Fitting in is failing, its a crowded marketplace, so not standing out equals being invisibleUsing your purple cow to attract + retain customersUsing your purple cow to attract + retain techniciansExamples of some famous purple cowsHow To Get In Touch With Vic TarasikEmail - vic@shopownercoach.comWebsite - Shop Owner CoachHow To Get In Touch With Shop Marketing ProsGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com Lagniappe (Books, Links, Other Podcasts, etc)Purple Cow by Seth GodinMeta Description - Getting people to notice and talk about your shop is a goal of every shop owner.  Join us and Vic Tarasik as we talk about Seth Godin’s book, “Purple Cow”Thanks to our partner RepairPal. Visit the Web HEREHow to Connect With Kim and BrianEmail: info@shopmarketingpros.com Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

Hey friends! Welcome to our newest episode of the Auto Repair Marketing Podcast. Today it’s a little different because we kicked Brian out! It’s just the ladies today and I have a very special guest, friend, and client: Mrs. Jen Rindflesh of Collinsville Auto Repair in Canton, CT. This podcast came from a chat Jen and I had about two weeks ago. What we learned was the parallel between our relationship as marketers and your (Jen) relationship as the shop.Custom, personalized marketing takes timerequires collaborationneeds open communicationWhat we did was not perfect, the content was off - the discussion that happenedPatience building a relationshipTrusting your partnersWhen mishaps happen: listen, learn, move forwardUnderstanding different ways things are said in various regions of the countryCommunication, communication, communicationHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Questions/Ideas - podcast@shopmarketingpros.com Lagniappe (Books, Links, Other Podcasts, etc)Book: Question Behind The QuestionCollinsville Auto RepairThe Group Class about Reviews where we talk about “perspective”Thanks to our partner, RepairPal. Visit the Web HERE

SummarySometimes the lines between customer service and marketing can get pretty blurred, but does it really matter? Join Kim and Brian as they talk about some of their favorite customer service tricks that auto repair shops can use to create raving fans who love your shop, refer their friends, and become overall advocates for your business.Talking PointsOpening the door for your customersFriendly, personal greetingMake their coffee for themWash their carPull the car aroundHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Thanks to our partner, RepairPal. Visit the Web HEREHow to Connect With Kim and BrianEmail: info@shopmarketingpros.com Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

The gang’s all here; we have the entire Aftermarket Radio Network together for an important episode inspired by the movie Moneyball. We all have experience with people who are not our top performers, but are we better to have them on the team than not? You know them; they are consistent, reliable, steady, and contributors. Are they worth replacing? Will they become the best or top performers, or do they help strengthen our overall performance? A great discussion among your peers. Watch the Episode on YouTube Hunt Demarest, CPA, Paar Mellis and Associates, Business by the Numbers Podcast Matt Fanslow, Riverside Automotive, Red Wing, MN, Diagnosing the Aftermarket A to Z Podcast Kim and Brian Walker, Shop Marketing Pros, Auto Repair Marketing Podcast Chris Cotton, AutoFix Auto Shop Coaching, Chris Cotton Weekly Blitz Podcast Key Talking Points What REALLY contributes to production? Simpson Paradox Simon Sinec points out that Navy Seal teams value Trustworthiness far, far more than Performance.  VIDEO HERE  Tech productivity is one of the most important aspects of business, but how can these numbers skew what that employee is really doing (helping others, sharing duties outside of production, etc.) Are there some numbers or metrics that actually can look too good, which could cause an issue for growth or retention Numbers don’t lie, but sometimes can be misleading. Do your numbers match up with what you are trying to do with the business? You have to have your head up and eyes wide open to make sure you can identify the "doers" in your group.  Do you have a scorecard for success for your technicians? Pay plans; incentive greatness Who are your ‘support people' to contribute and make the whole picture better Culture is contagious Training when hiring- Weaknesses- be honest with eachother Fine balance- profitability aspect, you can’t have a shop full of unicorns Removing obstacles Connect with the Podcast Aftermarket Radio Network Subscribe on YouTube Visit us on the Web Follow on Facebook Become an Insider Buy me a coffee Important Books Check out today's partners: Shop-Ware: More Time. More Profit. Shop-Ware Shop Management getshopware.com       Delphi Technologies: Keeping current on the latest vehicle systems and how to repair them is a must for today’s technicians. DelphiAftermarket.com

SummaryIn this week’s episode, our guest is The Queen of Connections. But wait, isn’t that Kim? Yes, yes, it is. Brian interviews Kim about why you would want to attend networking events, maintaining proper networking etiquette, and best practices for before, during, and after the event. If you’re new to networking, or if you’re a seasoned veteran looking to upgrade your networking skills, this is the episode for you!Talking PointsWhy do you go to networking events?How should you prepare ahead of time?Business cards (check out digital cards: Hi Hello)NametagKnow ahead who you want to meet (use event app)Have your calendar handyHow can you stand out at a networking event?Talk about being a hostAct as if you are A host not THE hostWhat are some rules of networking that someone new may not know?Open postureMove around the room - don’t monopolize someone’s timeRespect people’s business cardsYou’re not there to sellWhat is a networking buddy?Makes the events more enjoyableCan rescue you from people who don’t know the rules - have a signalDon’t spend all of your time with the networking buddyIs there anything you should do after the event?Immediately make notesFollow upMake appointments. THIS is when you get to sell - MAYBEHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Thanks to our partner RepairPal. Visit the Web HEREHow to Connect With Kim and BrianEmail: info@shopmarketingpros.com Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

SummaryPatrick Egan is the founder of Spark Interactive, a video production company that tells the stories of auto repair shops throughout the country. Patrick is an automotive industry veteran and has been in thousands of shops. Brian talks to Patrick about how shops are using video in their marketing and why it is the most effective medium you can use.Talking PointsPatrick has literally been inside of thousands of auto repair shopsPeople feel like they know you when they see and hear you on videoThere is no better way to tell a story than through videoCreating great video is something you can do yourself, but it’s probably better left up to the professionalPatrick talks about the investment to have video done professionally for your shopHow To Get In Touch with Patrick at Spark InteractiveWebsite - https://www.sparkinteractive.com/Facebook - https://www.facebook.com/sparkinteractivePhone - 805-403-3462How To Get In Touch with SMPGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Thanks to our partner RepairPal. Visit on the Web HEREHow to Connect With Kim and BrianEmail: info@shopmarketingpros.com Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

SummaryNot all websites are created equal. Some are online brochures while others are sales machines that work 24/7/365. Which do you want yours to be? In this week’s episode, Kim and Brian each discuss the top 5 features they feel an auto repair shop website needs. Kim comes at it more from the consumer’s side while Brian talks more from the technical side. In the end, you’ll have a checklist of 10 important website features you can check against your shop’s website.Talking PointsKim’s Notes on What Customers Look for in a WebsiteAbout Us. Customers want to do business with people they know/like/trust. Help them by sharing your story.Photos - They are looking for the real you.Reviews - They want to see “social proof”Will you solve their problem? (Do you work on their car.)Make an appointment / Phone Number (Contact)Brian’sGoogle AnalyticsADA ComplianceCalls to ActionReal PhotosUnique Content & BlogThanks to our partner RepairPal. Vist on the Web HEREHow to Connect With Kim and BrianEmail: info@shopmarketingpros.com Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Lagniappe (Books, Links, Other Podcasts, etc)https://shopmarketingpros.com/great-auto-repair-shop-website/

SummaryDetermining your auto repair shop’s marketing budget requires taking a lot of different things into consideration. The old adage is to spend 5-7% of your gross revenue on marketing. Whereas we do find that to be a pretty good benchmark, it’s not always that simple. Shop Marketing Pros’ J.R. Portman joins Brian on this episode to talk through some of the things you need to consider when deciding on a marketing budget.Talking PointsThere is a formula you can followIt all starts with your numbers. How much did you make last year?Do you need more cars now or are you focused on future growth?Where are you located? Is there a lot competition in your area?Marketing vs AdvertisingHow are you classifying things on your income statement?How To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros Thanks to our partner RepairPal. Visit on the Web HEREHow to Connect With Kim and BrianEmail: info@shopmarketingpros.com Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

The Two Books You Must Read If You Are Involved In Your Shop’s MarketingONESummaryIf you’ve ever heard Brian or Kim teach, you’ve probably heard them recommend one or both of these great books. Brian likes to say that reading these two books will give you an MBA in auto repair shop marketing. Listen in to find out why, then go get the books and see what all the fuss is about!TWOTalking PointsThey Ask You Answer by Marcus SheridanRevolutionary Approach to Sales & Content MarketingA different way of looking at business, marketing, and trustThey Ask, You Answer - definedThe Big 5Implementing the answersSoaking it into your shop - becoming part of the shop cultureThe cost. Is it expensive?Building a Story Brand by Donald MillerOur experience. How we heard about it.Going to Nashville - BrianGoing to Nashville - Brian + KimGetting the team onboardReading the book(s)Listening to the podcastMost marketing is a waste of time, money, energy, effort7 Elements of Great Storytelling to Grow Your BusinessIt’s about the transformation of the characterImplement itTHREEHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Get the Book - shopmarketingpros.com/bookInstagram - @shopmarketingpros FOURLagniappe (Books, Links, Other Podcasts, etc)https://www.riverpoolsandspas.com/blog/author/marcus-sheridan Rev.com https://storybrand.com/ Book: They Ask You AnswerBook: Building a StorybrandThanks to our partner RepairPal. Vist on the Web HEREHow to Connect With Kim and BrianShop Marketing Pros Website HEREMeet us at the many industry events throughout the year.

ONESummaryIt feels like every shop in the country is looking for a new tech or service advisor. There is no silver bullet to hiring, but most shops are so bad at it that it’s easy to get a leg up on your competition. In this episode, we talk about how the same marketing you are doing to attract new clients can also attract new team members. We tell you what you need to be promoting that you’re probably not, and how to build a careers page on your website that will be so much more effective.TWOTalking PointsWhat we know: Good techs already have jobs! Are you showing up where they are or are you posting where they’re not going?Pay is not always the most important thing!We don’t know: have you surveyed your team? Why are they staying? What brought them to you? Ask them what they see other shops doing that might attract them there.“Train people well enough so they can leave; treat them well enough so they don’t want to.” Richard BransonOur tech recruitment guide is free on our website!Have you listened to our podcast with Carm? “Social Media Marketing to Technicians” RR 665Your marketing is not just for customers anymore! It’s where future team members learn about your shop and decide if the grass looks greener.What does your marketing say about your company culture?We love what Simard Automotive does when recruiting. They’re in Alaska so they did a campaign showcasing the beauty and reasons to move to Alaska!Pivot your marketing. Showcase company culture, team, community involvement, reviews (customers and employees), respond to reviewsYour Careers Page - what you need on it!Video - Patrick Egan at Spark InteractivePictures showing your company culture (photo gallery)Core ValuesEmployee testimonialsBenefits of working at your shop.Do you have A/C?4 day workweek?What equipment do you have?Do you take your team to training events?THEN the things like salary and benefits.A place for people to apply when you’re not hiringTHREEHow To Get In TouchGroup - Auto Repair Marketing MastermindWebsite - shopmarketingpros.com Facebook - facebook.com/shopmarketingpros Instagram - @shopmarketingpros Get the Book - shopmarketingpros.com/bookFOURLagniappe (Books, Links, Other Podcasts, etc)Blog: Hiring Techs in the Digital Age Blog: How to Write a Technician Hiring AdGuide: Auto Tech Recruitment Campaign KitBook: Building a StoryBrandPatrick Egan, Spark InteractiveWeekly Blitz with Chris Cotton - EOS Core Values - Episodes 42 and 45Thanks to our partner RepairPal. Vist on the Web HEREHow to Connect With Kim and BrianEmail: info@shopmarketingpros.com Shop Marketing Pros Website HEREMeet us at the many industry events throughout the year.