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By Brie Ragland, AutoInc. Correspondent
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| Panelists from left: Terry Wynter, AAM; Diane Larson, AAM; Mike Brewster, AAM and Mitch Schneider. (Photo: Brie Ragland) |
Learning from what others in your industry are doing to succeed in today’s economy is considered common practice as times change and the effectiveness of traditional practices decreases. At CARS 2009, it is no different. Attendees from around the country gathered Friday morning to join in on the discussion of successful service center ownership, to hear what other shop owners were doing to survive and succeed in today’s challenging economy.
Moderated by Mitch Schneider, co-owner, Schneider’s Automotive Repair, Simi Valley, Calif., the panel consisted of three other shop owners willing to offer their ideas on how to run a successful business. Panelists included Mike Brewster, AAM, Gil’s Garage Inc., Burnt Hills, N.Y.; Diane Larson, Larson’s Service Inc., Peabody, Mass.; and Terry Wynter, AAM, Terry Wynter Auto Service Center, Fort Myers, Fla.
After short bios from each panelist, the discussion quickly delved into the inner-workings of the automotive service business from the viewpoints of the panelists, as well as the perceptions of the audience members. Topics ran the gamut — from marketing and advertising techniques, to effective expense-reduction practices and developing quality customer service skills.
Wynter opened by saying, “I just want to say that there is no magic bullet that will fix our problems. We all want to make it through these times, and as in most cases, the strong will survive, and the strong are here at CARS. You’re here because you want to learn, and that’s exactly what we all hope to do this morning – learn from one another to become successful business owners.”
Discussions about customer service practices, both acquiring new customers and retaining current customers, were very popular in this session. After hearing what the panelists implemented in their shops, the audience members took turns sharing ideas on the “extra mile” they go to provide quality customer service. From washing every single car worked on and leaving fresh roses in the cars when they’re picked up, to meeting customers at their cars when they arrive and providing holiday-themed gift bags to customers on seasonal occasions, the shop owners in attendance showed their dedication to building customer loyalty with small gestures that speak volumes.
When asked what he did specifically to better develop customer loyalty and acquisition, Brewster said, “One thing we really focus on in my shop is phone skills for all employees. I know it’s so basic, yet it has proved to be so important in retaining the customers we currently have.”
Marketing techniques can vary from business to business, and the owners who spoke up during this session offered advice from using radio spots and word-of-mouth marketing to diving into the digital era and utilizing social networking sites such as Facebook and Twitter to bring customers into the shops and build shop awareness.
Panelists and attendees offered cost-cutting techniques, and the main point stressed by most everyone was to avoid complacency. Ideas for electricity savings, some as simple as turning the lights off for the one-hour lunch period and renegotiating contracts with telephone and Internet companies, were very popular among attendees.
Good suggestions and an open communication format made this early-morning session worthwhile for most attendees.
“If I can just come out of these types of sessions or this convention as a whole with one good idea and implement that idea when I return to my shop, then I have helped my customer, possibly helped my industry and frankly, potentially paid for my trip to Vegas,” said Wynter.
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Nov. 4-7, 2009
