How to Grow Your Auto Body Business and Dominate Your Local Market in a Consolidating Industry was presented to several auto body shops in Springfield, MA on October 2, 2014. A special thank you to Sherwin Williams for sponsoring this event.
5. Who is Frank Terlep
30 Years Auto Body and Repair Technology ExperienceâŚ
1984: Raised 100K and launched first company and first auto
body and repair software platform
1990âs
2001 2009
6.
7. Name:
Shop Name:
# of ROâs Per Month :
AVG RO$:
Closing Ratio:
Biggest Sales/Marketing Challenge:
8. Agenda
⢠Digital Marketing Game Show â 2 Winners
⢠Industry Overview and Present Situation
⢠How Shops can Beat Bigger Competitors
⢠New Sales, Marketing & Customer Service Strategies,
Processes, Tools and Technologies
⢠Strategy Before Tactics
⢠Marketing â Definition
⢠- Traditional VS Digital Marketing
⢠The Web, Social and Mobile World we Live and Work In
9. Agenda
⢠Todayâs Consumer
⢠13 Web, Social, & Mobile Every Auto Body and Repair Shop
Should Consider
⢠New Sales, Marketing & Customer Service Strategies,
Processes, Tools and Technologies
⢠CRM Systems â What, Why and How Important
⢠Whatâs In it For the Shop
⢠An Introduction to the Collision Industryâs ONLY Digital
Marketing Platform
⢠Q&A
10.
11.
12. 86% of Consumers
Perform an Online
Search Prior to
Making a Local
Purchase
44. The World Our Businesses Operate In Today
⢠Changing
⢠Consolidating
⢠More Repairs to Less Shops
⢠Margins Shrinking
⢠KPIâs Increasing
⢠Consumer Driven
⢠Technology Driven
⢠Data Driven
45. The World Your Auto Body Shops Operates in Today
⢠Better â High Quality
⢠Faster â Lower Cycle Time
⢠Cheaper â Overall Severity
Management
⢠Connected: 92% of Consumers On
the Web
⢠Mobile: Almost 70% have a smart
phone
⢠Social: 72% are active on social
media
⢠Feedback: 88% of customers read
online reviews before their make a
local purchase
57. New Sales, Marketing and Customer Service
Strategies, Processes, Tools, and Technologies
58.
59. "Strategy without
tactics is the slowest
route to victory.
Tactics without
strategy is the noise
before defeatâ
~ Sun Tzu.
60. ⢠SâŚWâŚOâŚTâŚ
⢠Who is your ideal customer?
⢠What makes you different than your competition?
⢠What is your companyâs growth strategy?
â˘What is your companyâs web, social and mobile strategy?
64. How to Find Your Differential
Advantage? Just AskâŚ.
⢠What would you Google?
⢠What made you decide to hire us?
⢠Whatâs one thing we do better?
⢠Whatâs one thing we could do better?
⢠Would you refer us and why?
65. What is Your Growth Strategy?
Market
Penetration
New
Product/Service
Development
Market
Development
Diversification
ABC Auto Body
Increases
Market Share
by Adding
Second Shift
and 2 DRPâs
ABC Auto Body
Adds Alloy
Wheel Repair
and Glass
Services
ABC Auto Body
Enters CT
Market with
Acquisition
ABC Auto Body
Launches
Mechanical
Repair
Department
New Markets Existing Markets
Existing
Products/
Services
New
Products/
Services
EXAMPLES
New Markets Existing Markets
Existing
Products/
Services
New
Products/
Services
66. What is Your Companyâs Sales, Marketing
and Customer Service Strategy?
68. Traditional Marketing
Your
Shop
Sales Promotions
Advertising
Sales Personnel
Public Relations
Direct Mail,
Telemarketing, etc
Consumers
Insurers
Fleets
Dealers
Agents
Other
69.
70.
71. Traditional Marketing VS Web, Social & Mobile
âTraditionalâ
(The 6 Pâs)
⢠Product
⢠Price
⢠Placement
⢠Position
⢠People
⢠Planning
Web, Social & Mobile
(The 4 Câs)
⢠Content
⢠Context
⢠Connection
⢠Community
72. Traditional Marketing VS Web, Social & Mobile
âTraditionalâ
⢠Billboards
⢠Banners
⢠Announcements
⢠TV
⢠Radio
⢠Newspapers
⢠Magazines
⢠Face to face
⢠Yellow pages
Web, Social & Mobile
⢠Search Engine Marketing
⢠Local Search
⢠Display Advertising
⢠Adwords
⢠Email
⢠Mobile Marketing
⢠Text Message Marketing
⢠Apps
⢠Social Media
⢠Review and Ratings
⢠Reputation Management
90. Todayâs Consumer
Insurance DRPâs becoming less importantâŚ
Source: http://www.propertycasualty360.com, Melissa Hillebrand, Feb 2014 based on Accenture study
93. ⢠Improves Closing Ratios
⢠Increases Referrals and
Retention
⢠Increases Sales of Products
and Services
⢠Brand and Reputation
Management
⢠Improves Review Processes
and Results
⢠Improves Agent and Business
to Business Marketing
96. 13 Affordable Web, Social and Mobile Tools EVERY Auto
Body & Repair Shop Should Consider Using
1. Your web presence
2. A powerful CRM system
3. An automated unsold estimate follow
up and sales system
4. Content management and sharing
platform
5. On-Line advertising - PPC
6. An email marketing and retention
platform
7. A text based marketing and retention
system
8. Mobile marketing, branding and
communication platform
9. Social media tools and techniques
10. Validated customer reviews and ratings
11. Digital ads, promotions and e-coupons
12. A customer loyalty and retention
system
13. Reputation management system
100. The Shopâs Website
⢠Your shopâs website is your on-line/
digital lobby
⢠#1 Reason to have a website is drive
business t o your door
⢠SEO
⢠Social Media
⢠5-15 Seconds
⢠Call to Actions
⢠Include videos
⢠Include a Blog
⢠Utilize QR Codes on any surface to
draw consumers to your site
101. The Shopâs Website
⢠Include appointment options
⢠Include repair status options
⢠Integration with social media sites
⢠Include reviews and ratings
⢠Include digital ads, promotions and
coupons
⢠Incorporate Analytics
⢠You MUST have a Mobile site strategy
⢠Turn your website into a Social Media
Marketing Tool, Sales Tool,
Communications Tool, and Customer
Service Tool
102.
103. Call to
Actions
Social Media &
Sharing
Svcs/Certificatio
ns
Reviews
Before and After
Videos
Blog
Keyword Focused
Content
126. You must be on page 1!
Using Search Results
45.5%
Top 4
> 75%
15.7%
23.2%
5.5%
10.1%
Rank #1 Rank #2 Rank #3 Rank #4 Rank #5-10
[
Web
presence
127. Title Tags
⢠The title tag can only be 70 characters long (thatâs all the search engine will even look at)
⢠The first words are given most importance
⢠The first words need to be âauto bodyâ
⢠Title tags should also be unique to every page
⢠No extra words
128. Primary Keywords should appear:
⢠In page title
⢠In page headers
⢠In navigation links
⢠In bold text
⢠In web address and file
names
SEO Site Structure
Can you guess what this company is
selling?
132. Pay Per Click
SEM: Search Engine
Marketing
⢠Paying Google to place your ad
at the top of search results
⢠Costs $1.00 - $8.00+ per click,
depending on competition
⢠Generates traffic today
⢠Excellent way to supplement
an SEO campaign
⢠We write ad copy, measure
conversion rates, optimize
landing pages
133. ⢠Pay per click (PPC) (also called Cost per
click) is an Internet advertising model
used to direct traffic to websitesâŚ.
⢠Advertisers pay when an their ad is
clicked
⢠Advertisers typically âbidâ on keyword
phrases relevant to their target markets
⢠Some sites charge a fixed price per click
⢠PPC display ads are shown on sites or
search engines that show related
content
⢠PPC is different then CPM (cost per
1000) s
Pay Per Click
136. Do Consumers Search for Local Businesses?
[
Web
presence
Source: âUnderstanding Consumers' Local Search Behaviorâ, thinkwithgoogle.com, May 2014
144. Why is Email important to Repair Shops?
[
Email
marketing
145. What Type of Emails Should You Send?
⢠Emails to Unsold Estimates
or Repair Quotes
⢠Thank You Emails with
Integrated Customer
Surveys
⢠30 Day After the Repair
Follow Up
⢠Special Offer Emails
⢠How to Emails
⢠Auto Reply Emails
⢠New Service Offering
Emails
[
Email marketing
146. What Type of Emails Should You Send?
⢠Quarterly Newsletters
⢠Co-Marketing Emails
⢠Internal Communications
⢠Directed Emails:
⢠Confirmation Emails:
⢠Event Invitations:
⢠Social Media Emails
⢠Holiday Emails
⢠Seasonal Emails
⢠Use Your Imagination
[
Email marketing
147.
148.
149.
150.
151.
152.
153.
154.
155.
156.
157. Mobile/Text Message Marketing and
Communications
⢠There are 300 MILLION mobile phones in North
America that can send/receive a text message
⢠98% of consumers read their texts in 3 minutes or
less!!!
⢠New and Novel
⢠Less intrusive than phone calls
⢠More effective than email
⢠Creates a âbuzzâ
⢠SMS/Text marketing has a 7-10% response rate
⢠Mobile number should be required during vehicle
check in process
⢠Ideally used for vehicle status , important
communication, special promotions and pricing
161. Mobile Marketing Recommendations
You MUST have a Mobile Website
Text Messaging is required today
⢠Unsold Estimate Follow Up
⢠Vehicle Repair Status
⢠7-10% Promotion Response Rate
Smartphone App
⢠Real estate with the consumer
⢠Communications, Branding, & Retention
165. Ask for Feedback- Get More and Better Reviews
⢠Just Ask!
⢠Provide Options
⢠Use Signage
⢠Use POS Information
⢠Remember itâs a
Numbers Game
⢠Display Reviews in
Lobby
⢠Include as Part of
Overall Process
166. Ask for Feedback- Get More and Better Reviews
⢠Use email and text after
delivery
⢠Send up to 3 times
⢠Include links and QR codes
on customer documents
⢠Include review page on
website
⢠Offer POS materials
⢠Use signage in lobby
⢠Big screen with scrolling
reviews behind welcome
desk
167.
168. Why is Social Media Marketing Important to
Auto Body and Repair Shops?
⢠72% of all Internet users are
now active on social media
⢠89% of those between 18 and
29 years old are social media
users
⢠72% of individuals aged 30 to 49
are engaged in social media
⢠60% of people between 50 to
60 years old are active on social
media
⢠43% of those 65 years old and
above are engaged in social
media
⢠71% of users access social
media from a mobile device
169.
170.
171.
172.
173.
174. Reputation Management DefinedâŚ
Online reputation
management entails
establishing,
maintaining, repairing
and monitoring the
publicly available online
information about an
individual or
organization.
175.
176. React & Respond
⢠Take ownership, have a plan
⢠Respond to ALL reviews
⢠Your responses should not be
generic
⢠Short, simple and sweet
⢠Leave your personal emotion out
of your reply
⢠Donât offer gifts or bribes
⢠Take the conversation off-line
⢠Donât sell
177.
178. What NOT TO DO
⢠Donât ignore them
⢠Donât expect a lot of
responses
⢠Donât pay or offer
incentives
⢠Do not use kiosks in the
lobby (YELP)
⢠Donât create fake reviews
⢠Donât overreact
⢠Donât keep the conversation
going online
183. What is a Auto Body Shop CRM System?
Automates and Manages a
Shopâs Web, Social and Mobile
Activities
⢠Unsold Estimate/Quote Follow
Up and Sales System
⢠Website and Integration
⢠On-Line Appointments
⢠Email Marketing & Retention
⢠Text Messaging & Retention
⢠Social Media Integration and
Management
⢠Digital Ads and Promotions
⢠Mobile Apps
⢠Customer Reviews
⢠Reputation Management
192. Three (3) Simple CRM ROI Areas
1. Sell Additional
Services to
Previous Customers
2. Improve Closing
Ratios
3. Increase Referrals
193. Three (3) Simple CRM ROI Areas
1. 2% of Last Yearâs
Customers Return for
$150.00 Service
2. 2% of Unsold Estimates
Return for Repairs
3. Additional 2% of Last
Yearâs Customers Refer
Your Business
194. Auto Body Shop Revenue Increase and
ROI $1.5M in Annual Sales
$41,770.00 in
Additional Annual
Revenue
$2,984.00 in Additional
Monthly Revenue
601% ROI
Note: Numbers based on 62 ROâs per month, average RO of
$2000.00 and closing ratio of 70%
203. What are the Benefits?
Drive Business
Growth
Optimize
Brand Equity
Improve
Efficiencies
Convert more leads
Tools that will increase
your closing ratio
Increase Referrals
Create loyalty programs
and rewards for
recommendations
Website traffic
Tactics directing people to
your online lobby
Extension
Market and sell additional
products & services
Automation
Let the system remember
what needs to be done
Templates
Consistent
communications created
once for reuse