EPISODE: 221 –The World is Taking Out Its Garbage w/Chris Cotton
The world is churning. Business is changing. Car counts are down for a lot of shops, customers are feeling the squeeze, and it seems like everybody is getting kicked while they’re down.
But here’s the thing: none of that is an excuse.
In this episode of the Auto Repair Marketing Podcast, Brian Walker and Chris Cotton talk about what it really means to operate your shop when things get slow. They talk about planning for predictable slow periods, making the most of every car that comes through the door, increasing your ARO, building relationship “coins” with your customers, and why having enough service advisors can make a bigger difference than you might think.
They also get into something every shop owner needs to hear: slow times are a great opportunity to fix broken processes, improve your customer experience, and double down while your competition is laying down.
You may not be able to control what’s happening in the world. You can control what you do about it.
Give this episode a listen and find out how to turn a slow season into an opportunity to separate your shop from the competition.
Timestamps
The World is Churning (00:00:09) – Introducing the episode’s theme: navigating business turmoil, described as the world “churning” and “taking out its garbage.”
Excuses vs. Reality in Business (00:03:40) – Discussing the difference between making excuses for slow business and acknowledging real challenges that impact auto repair shops.
Planning for Predictable Slowdowns (00:05:38) – Strategies for handling known slow periods, like back-to-school season, by planning ahead with marketing and targeted promotions.
Increasing ARO When Car Count is Down (00:08:17) – How to achieve a record month despite lower car count by focusing on increasing the average repair order (ARO).
The Importance of Customer Relationships (00:10:33) – Using slower times to build stronger customer relationships and follow best practices to create loyal, “raving fan” clients.
The Concept of “Relationship Coins” (00:11:20) – A metaphor for investing in customer interactions to build trust, which pays off in future sales and loyalty.
The Impact of Service Advisors on ARO (00:13:37) – How a high volume of tickets can lead to lower ARO if service advisors don’t have time to build value.
Staffing Your Service Advisors Correctly (00:15:16) – The critical mistake of understaffing service advisors and how adding one almost always increases sales and average repair order.
The Ideal Advisor-to-Technician Ratio (00:17:51) – A discussion on the optimal number of service advisors per technician, which varies by shop type and workload.
Using Slow Times to Refine Processes (00:20:40) – Leveraging slower periods to improve and fine-tune business processes, ensuring they are customer-friendly and efficient for busier times.
Training Service Advisors to “Live in the Gray” (00:22:00) – Coaching service advisors to move beyond rigid, black-and-white processes and handle unique customer situations with flexibility.
You’re Not Alone in the Struggle (00:25:27) – A reminder that current business challenges are widespread across industries, and shop owners are not facing them in isolation.
Embracing “Separation Season” (00:26:19) – Using difficult times as an opportunity to double down on efforts and separate your business from competitors who are slowing down.
Chris Cotton’s Podcast and Coaching (00:27:45) – Chris promotes his podcast, “The Weekly Blitz,” and his coaching company, Auto Fix Auto Shop Coaching, for shop owners.
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Lagniappe (Books, Links, Other Podcasts, etc)
The Weekly Blitz Podcast
Chris Cotton
Simon Sinek
AutoFix Auto Shop Coaching
