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Tom Franklin

The California Autobody Association Glendale Foothill Chapter meeting, on April 28th, featured speakers from three major providers of Refinish Materials Calculators. Wayne Krause and Brian Bragg from Mitchell presented Mitchell RMC. Bob Klem, president of PaintEx, presented PaintEx. Richard Palmer, President and CEO of Computer Logic, presented PMCLogic. Mr. Palmer traveled the farthest, coming from their headquarters in Macon, Georgia.

Many science fiction films speculate on what it would be like for outer space aliens to make first contact with humans. Some jokingly suggest a humorous encounter with an animal assumed to be our most intelligent species, but the message is clear: That first encounter can set expectations for all that will follow.

I recently checked out the websites of a few current and past body shop clients. In all but a few, there were virtually no changes from the last time I looked nearly a year ago.

Driving around and noticing which shops are still somewhat busy during this economic downturn is very revealing. One common denominator that I’ve noticed is the way these busy shops persist with their marketing programs even when they’ve had to lay off some technicians and make other cuts in expenses.

Wednesday, 28 January 2009 18:04

Franklin---The Hard-Sell May Be Needed Now!

I recently spotted a local mechanic going on-site to do some customer repairs. He had his ASE emblem in his truck window and a magnetic sign on the door advertising “Auto repairs at your home or office.” With the recent downturn in the economy, many technicians have been laid off. Most of those who can’t find another job go on unemployment until business improves. But there are a few enterprising guys like the mechanic I saw. He went out and hustled his own business.

Wednesday, 31 December 2008 13:10

Franklin --- Twelve Commandments of Marketing

1.    When Business Is So Slow You Have Time On Your Hands, You Must Go Out And Do More Marketing And Selling To Bring In More Business!

With a tight economy at hand, shops are looking for ways to bring in more business and to increase profits. Many shop owners I’ve spoken to recently told me they still have people coming in for estimates. It’s just that they’re not capturing enough jobs.
Every waiter and waitress in the country is  instructed to ask every diner if they would like pie or a dessert menu at the end of the meal. Although nearly 80% say “no,” the 80/20 rule is working fine. The 20% who say “yes,” add nicely to the restaurant’s bottom line, and the waiters and waitresses enjoy enhanced tips.
King Gillette was so frustrated with continually sharpening his straight razor, he invented the safety razor with a disposable blade and made a fortune in the process. Frederick W. Smith became so frustrated with the slowness of regular mail, that he developed the concept of overnight delivery which eventually became Federal Express.
Quite a few shop owners oppose DRPs and don’t wish to participate. But I have observed that all of the most prosperous shops I have visited (and those are many) have several DRPs. I’ve also noted that most requests for marketing assistance start with a request to obtain DRP status for the shop.
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