Getting the Word Out: 'Our Shop's Stimulus Plan'

Posted 5/4/2009
By Frank Nettles

I know many of my fellow shop owners across the nation have been greatly impacted by the economy.

At least several shops here in Monroe, La., have closed in the past couple of years.

Yet business is good at my shop. So good, in fact, that we're thinking about adding another employee.

Why is our business doing well? I think it's due, in large part, to our self-made "stimulus" plan. Simply put, we promote Frank Nettles Automotive every way we can.

We get a lot of business from talking to clubs, telling them about the need for maintaining their car. We tactfully tell them that maintaining their car is a heck of a lot cheaper than buying a new one. We suggest that instead of buying a new car, that they repair the one they have.

After speaking to the members of an organization, we get a lot of business from those individuals. People often don't realize the importance of properly maintaining a vehicle, and they appreciate your reminding them.

Speaking to these organizations takes my time, and certainly I don't charge them for it. It's strictly a voluntary effort. But it's paying off.

Some tips: Don't be shy about asking organizations if you can speak to their members. Let them know what you are going to talk about. And when you do speak to a group, don't promote yourself. Stress the need for them to maintain their vehicles and promote your technicians. I even tell them that if they come to me from another good ASA shop, I'll suggest that they go back to that shop. They can't believe what they're hearing ... they feel you are being honest, giving them good advice, and not just trying to promote your own business. Trust me: that approach will work more in your favor than your standing up there blowing your own horn.

For several years, I did a television show - called "Under the Hood with Frank Nettles" - for a local station. I've also been on a Better Business Bureau television show, and I speak to groups at the University of Louisiana at Monroe and support local high schools.

Sometimes, at school events, we just have a sign. But I feel you need to keep your name out there as much as you can. And you need to be as professional as possible.

I don't pretend to have all the answers, but I can tell you our "stimulus" plan is working. Maybe you can adopt some of these ideas for your operation.

We wish you the best.

Frank Nettles is the owner of Frank Nettles Automotive, an ASA member-shop, in Monroe, La. His e-mail address is fpnettles@yahoo.com.