Professional_Tool_And_Equipment_News_December_2019 - 49

AUTOMOTIVE INTELLIGENCE

see under the hood of the modern car.
However, there's a lot more technology
stuffed under there than just a double
roller cam or a gigantic 4-barrel carburetor. Computer software is the focus these
days. Don't get me wrong, mechanical
parts still make some enormous changes.
However, to make all that work it takes a
pretty solid level of understanding in the
software and the electronic side of things.
It would be to your advantage to show
the tools that accomplish all this hightech magic in use on your website, message board, or blog. If you purchase a new
tool or scanner, display it on your website
for your customers to see. Explain the
capabilities and how it can benefit them.
Showing what can be done at your
place of business can increase your sales
and the number of RO's. And don't forget
to share the pre- and post-scans: seldom
do shop owners and technicians incorporate pre- and post-scanning into every
job. The technology is in place and all we
need to do is utilize it.

GET THE COMMUNITY
INVOLVED

No matter how much we talk about the
technical side of things, an automotive
repair shop is still a community-based
business. We service our neighbors',
friends', and local businesses' vehicles,
and do our part to keep our little corner
of the world on the road. With that said,
getting your name out into the community is an essential part of running
your business.
There are a lot of things you can do to
bring awareness to your shop that doesn't
take much investment on your part. Here
are a few ideas I've used in the past:
A business-to-business block party:
Throw a few burgers on the grill and
invite neighboring businesses over for a
free lunch that could turn into a meetand-greet. This might be just the thing
to draw some extra business your way.
Office or business discount: Consider
posting a lunch hour oil change discount
for an entire office staff at a local business
as an incentive to shop your establishment. Pick a different business the next

time you do it.
Holiday canned food runs: Usually,
local radio stations will help sponsor holiday events like this or at least
allow a free plug for your shop in the
process. Use a call-in local radio show
to make the announcement. Toss in
a discount on some service you provide, and you've created a seasonal
income source that you didn't know
existed before.
Toy runs: What a great time I had
being involved with these. It's a super
way of getting to know the people in
your community and at the same time
doing something worthwhile. If nothing
else, you'll feel a whole lot better about
yourself for being a part of it all.
Community groups and clubs:
Getting involved in a community
business group, car club, or volunteer
work are just a few things that come
to mind. Anything that is going on
in the community that you could get
involved with that doesn't require an
initial investment, just yourself and/
or your business, is likely to raise your
local respectability and confidence in
your business.
Diagnostic day: Schedule a free
diagnostic day in a school parking
lot. Be a helper in a community event
or create your own. The possibilities
are endless.
Donate a car: Got an old dilapidated
car sitting around that needs a good
home? Fix it up a bit and donate the car
to a local church group or organization
that supports single parents.
Skills fair or event at a school: Show
off some of your skills and promote the
world of automotive repair at your local
school. Sometimes the simplest thing to
you, such as reading an ohm meter or
using a test light, is a huge wow-factor
to the kids.
Remember: you're a part of the
community, not just another face in
the crowd. The more you're involved
locally, the more you'll find your name
popping up around town. And, don't
forget to post all of this activity on
your website.
www.VehicleServicePros.com

DECEMBER 2019

WORK

SMARTER

NOT HARDER

MS908S

MS908SP

DIAGNOSTIC
INTELLIGENCE
64G Memory

POWERFUL HARDWARE
SMARTER SOFTWARE

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