Smart Funnels Create More Customers

Smart Funnels Create More Customers

The beauty about local search is how tangible it can be if you incorporate information about local circumstances. If you think of the standard sales funnel (below), you already have pretty concrete numbers about your market potential. Let’s take a close-up view of the 2,000 to 4,000 searches in your area. Does your web presence captures all it can, or even a fair share? First and foremost, your internet presence will simply not perform if it is not on Page 1. But there is another reason why you may be underperforming online: the commuting pattern of your prospective customers. Your search strategy is broad and encompasses a greater service area of Anywheretown, USA, and yet it still doesn’t yield the expected results. Well, you can just switch to a better Search Optimization (SEO) provider and website designer and start over, right? Hold your high-horsepower engines for a little bit, hope is not a strategy. The image below segments searching motorists – the highest potential of losing the share being the red pie segment. Those motorists don’t find it convenient to get to the business location and will select a different business.     So it becomes clear the importance of targeting motorists outside the obvious business location area. But how do we cover the entirety of prospective customers? And what if the commuting pattern opens area that are not obvious? What if local commuter trains offer the opportunity to drop the vehicle in the morning, and then take a train and pick up the vehicle in the evening? Check below an area near Sacramento with the top five zip codes...
Monitor and Increase Technician Productivity

Monitor and Increase Technician Productivity

Are you setting goals for yourself and your technicians? Do you know how many hours the service advisor sold based on the inspections results done by the technician? Do you have regular talks with your technicians and service advisors to optimize work flow in your shop? Most of you probably answer with “No, I don’t have a tool to measure this accurately enough.” That tool exists and its name is QuickTrac. Larry Moore has implemented this tool after having established the necessary processes in his shop and got the buy-in by his service advisors and technicians. Listen to his presentation and find out how AutoVitals helps the service advisor reduce manual entries dramatically. As always, feel free to comment here Uwe (Oova) Get your web presence...
Success Metrics You Shouldn’t Overlook

Success Metrics You Shouldn’t Overlook

I have been asked by shop owners and industry experts alike, how it would be possible to make Google rankings and reviews tangible. So tangible that a decision to invest in SEO, a website, review collection etc. can be justified and tailored to the shop’s needs. Before I do that, lets have a look at why Google is so important. Just follow the trend comparing Yellow Pages and Google Maps as search items in the image below between 2004 and today. Do I need to say more about why Google search should not be overlooked for local businesses?   Now let’s set the baseline for a realistic look at the power of Google Search. Although not an easy task, since trillions of factors influence the numbers – which influence you as local business owner – I was looking over our stats and zeroed in on a virtual area, representing “most likely town”. In “most likely town” live approximately 60,000 people driving 20,000 vehicles every day to work. The commuter traffic in and out of town is balanced out, the median household income is about $50k and the age profile looks as shown below. There is a healthy portion of 25-55 year olds, but also some college students, all of who use the internet regularly.   Second, I took the number of our search database for similar towns and selected a few shops, where we measure website traffic, appointment requests through the shops’ websites, and track phone numbers. I determined how websites and business listings, which are not highly ranked stack up against well optimized websites, and I compared those...
The (Not So) Secret Sauce, part I

The (Not So) Secret Sauce, part I

Service advisors use AutoVitals’ dashboard to get real-time feedback on their Customer Relationship Management stats. Thus, they can make sure the electronic link to car owners is used effectively and for the benefit of both the customer and the shop. Mitch Schneider – long time industry expert, shop owner, book author, and writer of many inspiring industry magazine articles – invites service advisors to engage in a conversation and exchange recipes for success adjusted to the individual shop situation, based on these stats. The stats monitored concern email address collections rates, the customer satisfaction index, review activity and appointments made at pick-up and many more. We listed below a selected group of initial questions and answers between Mitch and service advisors in the AutoVitals network. Enjoy! “What would you tell another shop owner if they asked what you were doing to achieve the success you are enjoying?” I would tell them we are a yes company.  Most shops think they are yes companies – but they are not – they schedule in oil changes when it’s convenient for the shop and not for the customer.  In my opinion that is a no.  Also, it’s important to take in every small job like batteries and flat tires.  If you take care of someone’s flat tire, then they will remember you when they need service done. We have increased our sales 20% from 2009 just by saying yes to every customer. “You must be using a variety of advertising channels. Please let me know what is working best for you.” Our three top sources are referrals, yellow pages and the internet (courtesy of AutoVitals).  We get many customers who say they saw all our reviews and wanted to give us a try.  Most turn out to be really high-quality customers. “Have you tried to schedule at pick-up? If you have, what is the reason your...
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