EPISODE: 159 – There’s No Such Thing As A Price Shopperketing
When car count dips and phones go quiet, the first call most shop owners make is to their marketing company. But what if the issue isn’t the marketing at all?
In this episode, I sit down with Stan Stokes, creator of GuestX, to talk about a problem every shop owner faces but most misunderstand figuring out why leads aren’t turning into customers. Stan’s been deep in the world of marketing and operations for nearly two decades, and he’s built a tool that shines a light on what’s really happening between the phone ringing and a car showing up in your bay.
We’ll dig into topics like lead quality vs. lead conversion, how your service advisors might be unknowingly costing you business, the difference between perceived and actual appointments, and why the phrase “price shopper” might be more excuse than reality.
This episode isn’t about assigning blame. It’s about owning your process, getting real insight, and making the moves that will fill your bays with the right cars and the right customers.
This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.
Want to revolutionize your marketing? AppFueled does it all—email, text, app notifications, and even call center integration. Stop guessing and start connecting with AppFueled.com
Timestamps
Introduction and Sponsor Acknowledgements (00:00:01)
Brian introduces the podcast, guest Stan Stokes, and thanks the sponsors.
Stan’s Marketing Background and Industry Evolution (00:02:12)
Stan shares his marketing experience, the shift from traditional to digital, and the importance of operationalizing data.
Marketing vs. Operations: Who’s Responsible for Slowdowns? (00:04:19)
Discussion about the misconception that marketing is always to blame when business slows down.
Defining Leads and Conversion Rates (00:08:21)
Stan explains the need to redefine “lead,” discusses lead-to-customer conversion rates, and the importance of classifying calls.
Consumer Behavior and the Myth of Price Shoppers (00:16:42)
Explores why callers ask about price, the reality of “price shoppers,” and how service advisors should handle these calls.
Common Service Advisor Mistakes on Calls (00:20:02)
Analysis of patterns and mistakes service advisors make that cause shops to lose opportunities.
Traits of Top Performing Service Advisors (00:27:24)
Discussion on inherent and learned traits, comfort with conflict, and what motivates high performers.
Right Person, Right Seat: Importance of Fit (00:37:24)
The necessity of having the right people in the right roles and taking action when someone is a poor fit.
Measuring and Improving Performance with Guest X (00:40:36)
How Guest X helps shop owners measure booking rates, arrival rates, and process compliance.
Daily Notifications and Actionable Insights (00:45:09)
Description of the daily report Guest X sends, enabling proactive follow-up and process improvement.
Perceived vs. Actual Appointments (00:48:25)
The difference between real and “perceived” appointments, and why clear commitments matter.
Controlling the Conversation and Listening Skills (00:54:18)
Tips for service advisors on leading calls, scheduling precisely, and the importance of listening to understand.
Summary and Closing Thoughts (00:56:47)
Final takeaways: measuring output, effort, and potential; how to contact Stan and learn more about Guest X.
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Lagniappe (Books, Links, Other Podcasts, etc)
Guestx.com
