Carm Capriotto’s Friday Town Hall Academy #265 streamed live February 25, 2022. The subject was “Coaches Lab: Turn Around a Struggling Shop” with guests Chris Cotton, YNR’s own Brian Gillis, and Murray Voth.
town hall academy
Our own Brian Gillis recently returned to Remarkable Results Radio’s Town Hall Academy show. He took part part in an all star panel, discussing the topic “Stop Selling from Your Own Wallet”.
Initial Talking Points from “Stop Selling From Your Own Wallet”
First, the panel played a game on how much each of them would spend on certain items.
- Gym Membership
- Dress Shoes or Boots
- Birthday Gift for a Good Friend
- Surround Sound System
- Laptop Computer
- Family Pet
- Bottle of Wine
It’s not a matter of how much disposable income someone has, so we can’t look at a customer and just start making decisions on pricing. When it comes to technician recommendation vs Invoice, ask the advisor why they didn’t recommend the repairs.
Don’t think for the customer, and don’t be a bleeding heart for them. Keep in mind that having sympathy for older customers can cost you! You can still show empathy, but don’t give away the shop’s money. You may think “wow, this is gonna cost a lot of money”. Push that thought to the side, or you will be limiting your potential.
That being said, apply “Wisdom Credits” for seniors. It’s good to quiz customers about their car’s sentimental value, but still be tough on coupons. When you review pricing, make sure that any senior or military discounts are pre-established in your books. Employ discounts across the board so you’re prepared for it.
Don’t Put Money Ahead Of Safety, But Do Understand Profit And Loss
People play the poverty story all the time. Don’t compromise the safety of their vehicle over money, though. If they are truly down on their luck financially, you can still prioritize the repairs in an effort to help the customer.
You can do that when you understand profit and loss in selling. When you know what your parts cost, and you understand your overhead costs, you are in the driver’s seat. Make sure you teach your service advisors these costs!
The goals for average work order can result in a loss of sales. Don’t just hit the goal, work beyond that! Also, if you’ve had a good morning, don’t get complacent in the afternoon.
Final Words on Not Selling From Your Own Wallet
Each guest offered their own parting words. Brian, ever the motivator, insisted we “Run out there and run this game!” Andy added that Brian working with his advisors on selling has been amazing. Keith stressed that it’s always about training and about getting better. You should always be ready to identify the next training needs.
Too many times we think about our own money tolerance instead selling for the customer needs. We think what others may believe is a lot of money, is. When you have inconsistent lines in the sand, you’ll limit both yourself and your potential. Don’t make the customer’s decision for them!
Learn More – Get Your FREE Strategy Session
Does your auto repair shop lack direction? Maybe your business plan has stalled out, and you need an experienced automotive industry coach to help you. Then why not schedule a FREE business strategy session with Brian? You’ve got nothing to lose, so sign up today!
Systems and processes podcast discussion
First of all, Brian gives host Carm Capriotto the low down on how to get started with SOPs. If you start out by organizing the systems you will need to run your business smoothly, that will save you headaches later on. Starting with the basic “SOP on how to create an SOP” will be a valuable to resource for you and your staff when you need to write new systems. Create a template with the key questions (how, what, when, where, why, and how) that the SOP will answer for your business. Store all of your documents in either Dropbox or Google Drive. Then link all of your team members up to them for quick access.
Brian and Carm then go through a sample system, the Incoming Phone Call SOP. This process details who needs to answer the phone, as well as scripts they can use, depending on the customer’s needs.
Why are SOPs so important? Staff turnover is inevitable. Easily accessible documents can help both new recruits and employees changing positions to quickly learn. When your staff members know how to do tasks consistently, they improve their value. Down the line, this will also increase your business’s value to clients and potential investors.
This is how we do it! Get buy-in from your staff on documenting the systems and processes. Well defined and organized SOPs are the first step to create a culture of success and efficiency in your shop.
Interested in learning more?
Organized systems are crucial to a successful automotive business. You Net Results is a coaching group that helps you navigate and apply these processes. Why not schedule a FREE business strategy session with Brian? You’ve got nothing to lose, so sign up today!
Labor Rates podcast discussion
Brian elaborates that shop owners want to look at the end goal result first. Shop owners must first know the true cost of doing business in order to arrive at their labor rate formula. In fact, as Bob states, it is important for you to employ not one, but at least three labor rate formulas. Today’s automotive industry is more diverse than ever. Thus, you need employ different rate formulas for maintenance, diagnostic, and reflash.
Bob then presents the cost per billed hour (CPBH) formula. Every dollar must have a name, and every expense needs to be accounted for in order to know rates that are right for your shop. Finally, you should net 20% of gross sales after paying yourself (first!) and your employees a professional wage.
Brian and Cam reiterated that you are in the labor business! Therefore, you must give special attention to your team’s rates. Bob then gave examples of the three door rates he mentioned earlier. He presented formulas for setting those door rates, which are based on competency rate and/or efficiency of business operation.
After discussing these key stats, Brian discusses the concept of labor matrixes, specifically accurately charging for the time that’s spent. Then, the hosts welcome shop owner Bill Nalu to discuss the emotional aspects that go along with the numbers. Courage, as well as knowing your worth as a technician, are essential.
Interested in learning more?
This all may seem complicated, but you can do it! You Net Results is here to help! Why not schedule a FREE business strategy session with Brian? You’ve got nothing to lose, so sign up today!