Car Count Daily
Hi shop owners. Thank you very much for joining me on this edition of Car Count Daily. My name is Ron Ipach, but you can call me Captain Car Count, because that’s all I’ve done for the past 20 years, is help thousands of auto repair shop owners, just like you, to get and then keep all the top-quality customers their shops can handle.
Current Bank Account vs. Future Bank Account
Now today I’d like to talk about current bank and future bank as it relates to marketing. Let me explain what I’m talking about. Current bank is what you’re working on now. That’s what most shop owners look for when they’re advertising. When they market to get a new customer in the door, or your current customer in the door, you’re looking to make a return on your investment right away. If you spend $500 on marketing, you want to make at least $500 to offset those costs. That’s what current bank is, and that’s where most people focus.
What I like to talk about more is the future bank. That same $500 in advertising, let’s say it brought in five new customers. So you have five new customers in your day, and let’s say that $500 in advertising you net out $500, so it’s a break-even. It didn’t cost you anything to get them in the door because by the time you take out your portion of it to actually pay for the marketing, let’s say it just broke even. You made $50, you spent $500, everything’s even. Well on the surface a lot of people would say well that doesn’t work out too well right. You want to make money in business, that’s what you’re here to do. Well that’s where future bank comes in because if you do a really good job when they come in, I’m talking abut your customer service, you have a great place to come to, the people feel welcomed, chances are they’re going to come back.
They’re especially going to come back if you do the after sale marketing to them. Welcome them as part of your family, do whatever you can to get them back in the door because that’s when you’re working on the future bank. See it costs more money to bring somebody in the very first time, but to get them back in the door costs very little. That’s where the money is made. Those same five customers, you have an opportunity to get them in the door let’s say a couple more times during the year. That one visit now turns into three visits. That $500 in net the very first time can turn into a lot more money on their next visit, and the visit after that. Okay and that’s just in the first year. Now we’re talking about how about next year they’re going to come back again. How about those referrals that they’re going to spin off? How about those great testimonials, those reviews that they’re going to leave for you online that are going to help attract additional business in the door?
You see so it’s not just a one sale thing. You don’t want to be focusing on just getting the very first sale, you want to focus on the future bank. The money that you’re actually depositing in the bank before you even have it. Because when you do a good job they will come back to you more often, they’ll tell their friends about you, and they’ll leave great reviews which are going to help attract more people to you. So don’t just pay attention to the money you’re making today by attracting a new customer to your shop, look at all the money and opportunity you’re attracting in the future.