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Monday, 07 July 2008 12:05

When a Solution Becomes a Larger Problem

Written by Tom Franklin

Dis-solve: (verb) 1. To pass or cause to pass into solution; 2. To melt; 3. To cause to disappear or dispel; 4. To separate into component parts; disintegrate.

Monday, 02 June 2008 10:29

Cranking Out Estimates to Employ as a Marketing Tool

Written by Tom Franklin

The past few years have been fairly good for most of my body shop clients. In fact, business has been so good it’s been difficult to get some shop owners and managers to get serious about marketing initiatives. They may get interested in an idea for a short time, but as soon as business picks up, that interest disappears. 

Wednesday, 02 April 2008 10:18

Drilling Down for Marketing Results

Written by Tom Franklin

We’ve all had a customer come into the shop with bumper damage. You write the estimate and he stares at the total cost, stunned! “How could a little bumper damage possibly cost this much?” he exclaims. After you show him the cost of the reinforcement bar, impact strip, (etc, etc.) and then explain how the impact also pushed the fender into the quarter panel requiring additional repairs and refinishing, he may look a little less stunned. And you hope he may begin to understand how what seems to be superficial damage may have traveled far deeper than he could have imagined.

Friday, 29 February 2008 17:00

Lack of Time is Poor Excuse For Neglecting Marketing Programs

Written by Tom Franklin

Every professional has a pet peeve. In fact I’m sure that you, as a collision repair professional, have many things that really annoy you. But as a marketing consultant, there is one specific thing that bothers me most of all. People pay me good money for marketing tactics and strategies. Some will put them into practice for a short time, but soon will stop. Others won’t even begin to take the marketing measures I recommend. Why is this? Have I suggested actions that are too complicated? Too expensive? Too difficult to carry out?

Thursday, 31 January 2008 17:00

The Challenge of Enticing Customers to Return to Your Shop Three Times

Written by Tom Franklin

I recently wrote an article berating shop owners who wasted marketing money on ineffective advertising (which is most of it). I pointed out that few people who have recently been in an accident will look to an ad to find a shop for repairs.

 

Monday, 31 December 2007 17:00

Getting Real Help with Marketing

Written by Tom Franklin

Recently one of my readers called to ask how he could find a professional salesperson to go out and sell prospects on sending business to his shop. He had run ads for sales people and interviewed quite a few. He advertised on Monster.com and other online job sites. He may have even tried out a few applicants. But basically he couldn't find any that could effectively go out and represent his shop. I told him he would probably never find anyone who could. Why is that?

 

Friday, 30 November 2007 17:00

Avoid Taking Easy Way Out When Targeting Probable Customers

Written by Tom Franklin

As soon as you open your doors for business, sales pitches and junk mail for every imaginable kind of ad begin to arrive. Yellow Pages, Yellow Book, and Yellow Pages in Spanish, Chinese, or whatever other languages are spoken in your area may arrive first.

 

Wednesday, 31 October 2007 17:00

Clever Strategies for Drawing in New Customers

Written by Tom Franklin
After more than forty years in marketing and sales, I’ve concluded that most ineffective marketing comes down to a failure to do three things:
Sunday, 30 September 2007 17:00

Closest Sources of New Business

Written by Tom Franklin

Quality shop owners would generally prefer to replace a damaged part with an OEM part rather than a used part or an aftermarket part. They know that the part from the original manufacturer will be most likely to fit well and thus save them time and trouble. If they can find a used OEM part in reasonably good condition, this would probably be their second choice. The last choice would be the aftermarket part, possibly manufactured in Taiwan, and often lacking in correct dimensions and useablility.

Friday, 31 August 2007 17:00

Betting on More Business

Written by Tom Franklin

 

“When I go into any business deal, my chief thoughts are on how I’m going to save myself if things go wrong.” – J. Paul Getty