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"Without promotion, something terrible happens: NOTHING!"

                                                                                    - P.T. Barnum

More and more these days, I hear shop owners and managers say that they feel they're losing control over their business. Reports on insurance company manipulation, worker's comp costs, parts price increases, mandatory equipment and facility costs and more, communicate the fact that making a decent profit in the body shop business gets harder every day. What can a shop owner or manager do to gain more control over his or her own business in order to increase profits? 

"The difficult we do immediately. The impossible takes a little longer."
                                                                        -- World War II U.S. Army slogan
 

Saturday, 30 April 2005 17:00

DRIP via database hit lists can be key to more business

Written by Tom Franklin

This is the third in a series of articles focusing on what I call the "DRIP" marketing system - "Delivering Repetitive Information Persistently." If you missed either of the first two articles, "Be a Big "DRIP"er to Get More Business," or "The Goodwill Ambassador - Key to Inexpensive Marketing," contact me for reprints. 

Tuesday, 31 May 2005 17:00

Creating a profitable event

Most shop owners try to get on referral programs that will bring in a steady flow of business. These might be insurance direct repair programs, drive-in programs, fleet management company programs, or contracts with government, institutional or commercial vehicle departments. In just about every case, the problem is the same: how to get the decision-maker to look at your shop or to send someone to look at your shop. 

Recently I spoke with a shop owner who gave me the same line I've heard dozens of times: "To do well in the body shop business, you need insurance DRP (Direct Repair) status with several companies. Otherwise you'll never make it!" 

Most summers, I hear a common line in many body shops. You ask "How's business?" and the shop owner says, "It's slow, but I hear everyone's slow." It's been said that "misery loves company." I could just hear this shop owner calling his buddy who owns a shop across town: "Yeah, it's slow over here, but I hear everyone's slow." 

During the past dozen or so years that I have assisted body shops with marketing, when I speak to a potential new client I often hear the same complaint: "I've spent a lot of money on fancy literature and photos and sent packages to many insurance companies, agents and other potential sources of business, and haven't gotten a darned thing!" 

These days hardly anyone escapes receiving reams of junk mail every day. If you're like me, you throw many pieces of mail into the round file without even opening the envelope. But there is one kind of promotional mail you almost can't avoid glancing at: the glossy color postcard. 

In the May issue of Fast Company magazine, an article entitled "Change or Die!" provided insight into just how much people will resist change. The author notes that for a few weeks after a heart attack and by-pass surgery, patients are scared enough to make life-style changes they are told are necessary to avoid a fatal attack. But within weeks, nearly 90% have not changed and have returned to the aspects of their life-styles that led to the heart attack.