I was recently featured with this exact concept on the cover of shop owner magazine.
Every month, hundreds of thousands of dollars of services are sold by clients utilizing my car count strategies. Shop owners routinely surpass sales records within months of speaking with me.
Car Count Daily
Today, we’re going to talk about that ever-growing mountain that you seem to have to climb every single day to get more cars into your shop. Since I’m in front of my handy-dandy brand new whiteboard here, let me show you exactly what I mean.
On the video above, I’ve drawn my stick figure version of the mountain. On one side, is where the prospects are going to be, the people that you want to attract to your shop. You don’t want anybody with just a pulse and a set of car keys to come to your shop. You want good, solid prospects to be coming to your shop. As you can kind of see, there’s a little arrow on the other end. Our job as a marketer is to get these prospective customers up that mountain and over the apex and then to your shop, so they can become a client.
What a client is, is somebody you do repeat business for. Not just a one-time customer. We want repeat clients to come to our shop, and that’s really what we’re going to be talking about today is traversing this mountain to get the person from being a prospect to being a client so that you make as much money as you possibly can without spending a lot of money, without spending a lot of time, without spending a lot of effort.
Let’s talk about this side of the mountain. As you can kind of tell if you’ve ever climbed a mountain before, heck, if you even climbed up a hill before, you know that if you’ve got people on your back, it’s a real tough going. Unfortunately, most auto repair shop owners I come across are spending the majority of their time, the majority of their marketing time, on the left side of the mountain. They’re trying to get clients, so they’re going uphill constantly. They’re spending a lot of money, because this is where the expenses are.
If you’ve ever spent money to get new customers in your shop, you know it can be a very, very expensive proposition. It costs a lot of money to get new people in the door, and that’s why a lot of people shy away from marketing because it’s just too damn expensive. Well, the reason why that is is because they’re spending all their time and effort marketing to people that don’t know them, don’t love them, don’t trust them. They know nothing about them, so you have to spend a lot of your money on rapport building. This is on this side. This is where you build the rapport. This is where you build trust. This is where you let people know why you’re the right shop for them. You’re spending an awful lot of money to get that to happen.
Now, on the other side of this mountain, as you can kind of tell, gravity starts to take over. Once you cross the top of the mountain, you start heading down. It’s easy going, because these people, by the time they’ve hit here, they already know you, they already love you, they already trust you. They’ve seen and heard so much about you, if they’ve never done business with you before, that they’re predisposed and preordained to do business with you already. They’ve already got that trust built up in you once they’ve crossed over.
This is where I want you to be spending as much money and time and effort right now. If you’re spending all your time over here, that’s a problem. What I want you to do is spend your money, time, and effort on this side, because this is the easy. When I say, “Spend money”, I’m talking about spending pennies in order to get somebody in the door. On this side here, this is where your money’s made. Once they’ve crossed over that apex and they’re conditioned to do business with you, this is when they’re spending money in your shop. This is where you’re spending money. This is where they’re spending money. I want you to understand that. Once you get somebody in the shop, it’s not a matter of expecting them to come back just because you did an awesome job. No, you have to continually market to them. You have to continually nurture that relationship so you get them to come back again and again and again.
If you’re just getting started with marketing with me or anything, I want you to look at how much marketing you’re doing that is actually considered on this mountain of the mountain, because, as we said, it’s a whole lot easier on this side of the mountain. You’re marketing downhill. You’re running downhill on this. It becomes much easier to be able to do that than being over here. If you hate marketing because marketing is expensive and it’s not performing like it should, that’s because chances are you’re on this side of the mountain.
Let me cross over into the next part of what I like to talk about here, because I know a lot of you are struggling to get enough car count in the door. You may already be doing a good job on this side. How do you get people in without spending a lot of money? Well, that’s where this thing called the internet comes in.
You’re probably heard that people do reviews online. They review shops. You know there’s thing called YouTube where you can have videos out there of you talking about auto repair and helping people build that rapport and trust with you. See, on this side of the mountain, that’s what you’re going to have to do. You’re going to have to play on this side of the mountain in order to build that trust, because marketing is actually selling in advance. You want to have people come to you pre-sold to want to do business with you. That all happens on this side, but I don’t want you spending a lot of money to do that. What I want you to do is I want you to be spending a lot of your time building trust on this side and using your time and effort in order to be able to do that.
How do you do that? It’s like creating videos just like I’m doing right now. Informative videos for your own clients. This is where I’m talking about spending a lot of time and effort on getting more testimonials or reviews written about your shop. Anything so that when somebody is out there looking for a shop in your area to do business with, what they see gives them this trust.
People want to do business with people that they trust. If they don’t trust you, it’s difficult to get them to come in the door. The more things you do to build trust by spending very little money, and certainly you’re going to have to spend your time and effort this side, but the more things you can have out there, the more people are going to come to you already predisposed to do business with you. Now you get them over the hump without spending a lot of money.
On this side, there is where you get to reap the rewards of everything you’ve done on this side. You spend your time, money, effort, whatever it took to get them up that mountain. Once they cross over, now you get to reap the rewards.
Again, to summarize what I talked about, spend as much time on this side. Market to the people that have already done business with you, the people that already know, love, and trust you. It’s a lot easier to get them in the door to spend more money with you. Spend less time over here if you’re not spending any time over there. I want you to spend as much time over here as possible, but in the case that you don’t have enough cars coming to your shop and you need more people to
You can spend a little bit of money, but I want you to spend your time and effort because I know you can do that. You have a great personality. You know what you’re talking about. You can inform people. You can get people to get the warm and fuzzies about doing business with you, right? Do that over here. Spend your time and effort. Create videos, work on those reviews, and then, when people are looking for you, they’re going to see all this. They’re going to have that built in trust, and they’re going to immediately be on this side of the mountain where you’re going to start marking your money from them.