Upgrading My Auto Repair Business – Stop MBP From Destroying Your Efforts

What is MBP and why is it the ultimate killer of upgrading my auto repair business? MBP is one of the biggest problems facing repair shop owners today because it destroys any and all forward momentum. This is the primary reason most auto repair advertising produces less than optimal results and is a large contributor to negative industry stereotypes.

When someone is looking into upgrading his auto repair business, he must first look into his MBP- Mood Based Philosophy.

Now, before you click away and dismiss this as some “as seen on Oprah psychobabble” take a second and see if any of these statements sound like you:

  • “Advertising is worthless, we tried that and it didn’t work.”
  • “We can’t hire anyone, most people out there don’t know what they’re doing.”
  • “Word of mouth is the only thing that works.”
  • “We will not give information over the phone.”

Upgrading My Auto Repair Business – MBP Example:

Why are these statements indications of poor MBP? Because it is a mood based philosophy which completely limits your ability to grow your business.

“Advertising is worthless, we tried that and it didn’t work.” This frequently comes from shop owners who tried something once or twice, had it produce less than fantastic results, and then decided to blanket the entire concept with a negative overtone.

One of the best illustrations of poor MBP crippling expansion was a fellow who told us, “I spent $5500 in one week on radio and it didn’t bring in a single new car.” This person is right up with another who said, “Direct mail is worthless; I sent out over 1000 letters and didn’t see any results.”

How did each of these shop owners end the discussion? “Advertising does not work.”

Upgrading My Auto Repair Business – MBP Auto Repair Advertising:

Advertising DOES work, but only if used correctly. In almost every case, it never occurred to the shop owner he may have been doing something wrong. Instead, they turn to the “sour grapes” attitude and make blanket statements over entire non related situations. Why did the shop owner who spent $5500 in one week on radio ads not see results? Because he did not know you must be prepared to run your ads for multiple weeks for the message to sink in.

Radio reality is that most auto repair commercials sound exactly alike and are tuned out by consumers. Beyond that, for every 1000 people who even hear what you say, you’ll be lucky to get 1 who cares and needs what you sell. If one does not use the frequency + placement + clarity = Return On Investment equation, he is bound to fail.

Why did the shop owner who tried direct mail see such awful results? Because he only sent one letter. If he had used a sequential mailer, he would have seen an actual return on his investment.

MBP Reality = Shop owners are locked into seasonal business cycles and always blame peaks and valleys on MBP fictions.

Upgrading My Auto Repair Business – MBP Car Repair Estimates:

“We will not quote over the phone.” This statement has been pounded into the auto repair industry psyche like pimentos into olives. But unfortunately, it’s been perverted from “no quotes” into “no value or information of any kind ever.”

While it is very true that accurate estimates cannot be given without physical inspections, refusing to provide quality information to customers has only furthered industry problems.

When well meaning, knowledgeable technicians refuse to provide information when clients call, they are pushing unsuspecting drivers into the open arms of predators. This problem is compounded by the way shops present their information and estimates. Having a strong perfection-only MBP is just as crippling to a good shop as the low ball leaders.

MBP Reality = Shop owners believe the MBP fiction that price-shoppers dominate their market.

Upgrading My Auto Repair Business – MBP Bottom Line:

The bottom line is that it does not matter if your statements come from advertising, phone quotes, or hiring, if you hold a blanket negative outlook on any aspect of your business, it will completely derail all of your ability to move forward.

Your best bet is to find where your MBPs exist, write them down, and then take steps to find alternatives. Doing so will catapult you into an entire world of possibility.

Opening An Auto Repair Business Made Simple

An experienced mechanic can definitely help you in opening up your own auto repair business that will help you in making loads of money on the go. There are various steps and guidelines that you’ll have to follow if you do want to start your own business. The article given below will tell you in particular about opening an auto repair business in the best possible way.

Some of the key instructions and tips that you must follow here are discussed below. You must pay proper attention towards these points:

• If you are planning to open up a small business where you are just going to fix up brakes and put some oil in the vehicles then you must consider opening up your shop in a commercial property. If you do want to open up a full service then you must consider buying a large property which is located in a posh locality. This will definitely help you in advertising your business perfectly.

• You should first get proper licenses if you do want to carry out your business. Various counties, cities and states offer different licenses and you must opt for them right away. This would definitely help you in getting certified and doing business in the best possible way. It is of utmost importance to come across some fine options on the go so that you don’t end up on the losing side.

• Now, you got to spend your time and money while purchasing an invoice system. If possible you need to link your bank account with the system so that you can easily receive payments.

• The next thing that you must do here is to advertise your business properly and promote your products and services in the long run. There are various methods of advertising and you must consider opting for one right away.

So, these are some of the crucial things that you should remember about starting an auto repair business for making quick profits. The best way to do so is to seek some professional help from the experts. I am pretty convinced that you will be able to open up a new business that will allow you to make plenty of benefits. For any more help or guidance you could consider talking to an expert. So, don’t waste any more time and just start your own business without much ado. Have a lot of fun and enjoy yourself.

Starting An Auto Repair Business On A Shoe String – Costly Mistakes You Must Avoid

What is your greatest hurdle when starting an auto repair business on a shoe string? Beyond your tools, beyond your space, beyond the constant need to check and double check your books your biggest hurdle will be getting the word out.

How do I know this? Because I work with shops who have been in business for decades and they still have a problem keeping the car count up!

In this day and age word of mouth (WoM) is the most powerful tool you have. However, WoM has changed. We’re now seeing reports from shop owners, in the same place servicing the same customers for over 35 years who are seeing drop offs in their numbers.

Is this how you want to launch your new venture?

Starting An Auto Repair Business On A Shoe String – #1 Mistake You Must Avoid

Before I give you some information on what you should look into in order to be successful starting an auto repair business on a shoe string, there is one thing you must NOT do.

GET OUT OF THE PHONEBOOK!!!!

The phonebook is the #1 way you will dump scads of cash down the drain and never see any return. Frequently when we interview new clients we ask them what they do to get their names out there. We hear: direct mail, coupons, internet… but very infrequently will anyone mention the phonebook.

So we ask directly. And they say “Yes, of course we’re in the phonebook!”

The phonebook has become something most shop owners ‘just do’. I have to admit, that’s some amazing persuasive force those phonebook folks have on the auto repair industry! But like so many other rituals, it has simply become a costly and completely useless tradition.

You can live without it. Like they say with drugs: Just say no.

Here are some hard, cold facts about phonebook advertising:

#1: Phonebooks provide nothing in the way of relevant information. They are a list. Furthermore, they are a list which makes every company look pretty much the same. The fact is you need to stand out in a crowd if you’re going to have a prayer of surviving in this massively competitive market.

#2: Your customers are not going to find you in the phonebook. Almost every man, woman and child in America is using the internet to find information. Be there. But be there correctly. (More on this later)

#3: Phonebook readership has declined by an insane amount in the past 5 years. Sure they mail one out to every home in the country, but does anyone read it? No. People use phonebooks as kindling or as something to prop up chairs.

Starting An Auto Repair Business On A Shoe String – Your Biggest Solution

Since you’re starting an auto repair business on a shoe string, you have a massive advantage over your competition. You have not yet fallen prey to the mindless, cookie-cutter advertising traditions your competition has been butchering for decades.

In fact, you may not even need to use traditional advertising to start.

Here’s a question to consider: why does word of mouth work in the first place?

We’ve started asking shop owners that question and what we’ve gotten back is pretty good. Most shop owners give variations of this: “WoM works because we did a good job. People tell their friends when they have car problems and that’s what keeps food on our plates.”

What’s wrong with this statement? Nothing. It’s 100% true. But it’s not the complete picture.

Here’s another question: how can you create WoM before you have any customers to sing your praises?

The answer is tied into the reason WoM works in the first place. WoM works because you have established trust with your customer.

Starting An Auto Repair Business On A Shoe String – The #1 Golden Rule

People buy more goods and services from those who they know and trust. And the #1 way to build trust is to become an information service provider to those people.

Become that information provider to your local market, and you may never have to spend a dime on conventional advertising.

Starting An Auto Repair Business On A Shoe String – Problems = Potential

Did you know that in most markets auto repair shops are frequented by a massive percentage of women drivers? Did you also know most of these women drivers feel they are being completely taken advantage of? They fear taking the car into the shop.

What if you were to address this concern directly?

What do you think would happen if you were to offer free lessons where people who feel scammed could come to your shop and learn how to avoid the problems in the first place?

Who do you think would enjoy this? Women. Your customers. Everyone.

Spreading the word would cost about as much as a sheet of paper. You would create a press release, send it to the local media and then get the information into the hands of the PTA or some other group.

Offer your information completely free and never, never pitch or sell your services. Have the people who come ask questions, give demonstrations and show examples of what they need to watch out for.

Do this 1x per month and you will find yourself so busy you’ll have to double your staff.

What do you think the result would be for your business if you were to be seen as the #1 facility in your town where people can go and not be taken advantage of?

Total Cost: $0. Total Effectiveness: Infinite

Welcome to starting an auto repair business on a shoe string.