Car Count Daily | Edition #61
Hey shop owners. Welcome to this edition of Car Count Daily. My name’s Ron Ipach but you can call me Captain Car Count because that’s all I’ve done over the 20 years is help thousands of auto repair shop owners, just like you, to get and then keep all the top quality customers that your shop can handle.
Now, today we’re going to talk about why you do what you do. Now, I’m not talking about just going to the shop, and turning the key and opening it up, and turning on the lights, and working on cars, and dealing with customers. No. I’m talking about a totally different level, a core level. In other words: what drives you to get out of bed every single day to go to the shop and deal with everything you have to deal with every single day? I mean, let’s face it. It’s not easy running an auto repair shop. There’s something that drives you more than most other people have. There’s got to be a love for the business, a love for cars, a love for serving people. Whatever that is, you got to figure out what it is. If you don’t know what it is, take some time today to figure out what actually makes you tick. In other words, why do you deal with everything you have to deal with every single day?
Then when you figure that out, ask yourself a question. Do your customers and your prospective customers know why you do what you do? Do they know your story? Do they know why you do what you do, the passion that you have involved in this? Let’s hope this is a whole lot more than just getting a paycheck. I can tell you, there’s a lot of easier ways to just get a paycheck. I know there’s something deep inside you that really drives you to do everything every single day. But I think it’s extremely important that your customers and your prospective customers know your story. They feel your passion, they kind of see what it is that drive you, and what motivates you to be the best that you possibly can be.
Once you figure out what that is, I want to make sure that you record a video, sort of like this, or a video actually I’m going to show you in the second half of the video above, that tells them why you do what you do. Never assume that people know what’s inside your head. You need to get it out. I think the best way to do it is record a video and then put it on your website where everybody can see it. So, when they’re choosing between you and another auto repair shop, they can see your story, they can see your passion, they can feel that you are a totally different shop, and makes them feel like they chose the right shop by choosing you.
I’ll show you an example of what we do on the Repair Shop Coach website. It’s a video that it took me a couple of hours to work with… And it only cost a few hundred bucks, by the way, to have this done. But it tells the story of why I do what I do. A lot of people have actually told me that they can kind of feel the passion coming through and they feel much better about doing business with me.
I want you to create something similar to this for your shop so that everybody buys into your vision and they feel great about doing business with you and they’re willing to come back again, and again, and again, and refer all of their friends. Stay tuned. Right after this, we’re going to show you that video. It’s about a five minute video, so just stay tuned above. It kind of gives you a really good framework of what you should be doing for your shop.