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?
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.
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?
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.
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.
“Fly upon the wings of the wind.” Psalms 18:10
In the early 1990s I went to work selling software for CCC Information Systems. I had been in marketing and sales most of my life, but I had never seen a product sell like CCC’s computerized estimating software. Shop owners practically lined up to buy CCC’s “Ezest” product. Mitchell and ADP also got in the game and enjoyed bountiful sales. What was the secret to their success?
Recently a local shop hired a very experienced estimator. Not only had she worked in many shops, but she had also worked as an independent appraiser and an appraiser for a major insurance company. One of her tasks was to check on the shop’s relationship with DRP directors and a local dealership, She was startled to discover relationships with a couple of the DRPs had soured a bit and the relationship with the dealership was all but lost.