Professional Distributor - 37

AUTOMOTIVE INTELLIGENCE

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
high-tech 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 preand 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.

WORK

SMARTER

NOT HARDER

MS908S

MS908SP

DIAGNOSTIC
INTELLIGENCE
64G Memory

POWERFUL HARDWARE
SMARTER SOFTWARE

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