2014 Auto Care Association PBS Conference Presentation - Tools, Technology and Techniques

© Summit eMarketing Sherpas 2014
Tools, Technologies and
Techniques to Help PBE
Jobbers and their Auto
Body Shop Customers
Compete and Win in a
Consolidating Market

The Market We Work In
and Compete in Today
1
Strategy is JOB #12
The Web, Social and Mobile
World We Live and Work In3
Topics

New Sales, Marketing and
Customer Service Processes
and Tools
4
New PBE Sales, Marketing and
Customer Service Processes5
New Auto Body Shop Sales,
Marketing and Customer Service
Processes
6
Topics

7
8
9
Topics
New PBE Sales, Marketing and
Customer Tools & Technologies
New Shop Sales, Marketing and
Customer Tools & Technologies
3 Actions to Help Increase Sales
and Profits for You and Your
Customers

Who is
Frank
Terlep?

Married to Sue for 32+ Years…

Father to Cara and Michael…

30 Years of Rugby…

30 Years Auto Body and Repair Technology
Experience…
• 1984: Raised 100K and launched first company and first auto
body and repair software platform
1990’s
2001 2009

Who are the eMarketing Sherpas ?

The Market We Compete In Today
• Changing
• Consolidating
• More Repairs to Less
Shops
• Margins Shrinking
• KPI’s Increasing
• Consumer Driven
• Technology Driven
• Data Driven

Present Day Situation: PBE Jobbers
• PBE Jobbers being “squeezed” by
manufacturers and shops
• Many PBE organizations at the
“mercy” of sales people
– Sales person owns customer
• Most PBE organizations DO NOT
utilize a CRM system
use technology to sell, market,
communicate, educate and retain
shop customers

Present Day Situation: PBE Jobbers
measure and report on CSI
utilize content to position
themselves an an “expert”
• Many PBE organizations are caught
in “lowest price” / “bigger discount”
sales model
• PBE, collision repair and insurance
industries consolidating at the same
time

Present Day Auto Body Shop Market Dynamics

Present Day Auto Body Shop Market Dynamics
 Approximately 3500
national and regional
MLO’s
 Represent $7.2BB or 23.5%
of $30.7BB Industry
 5996 Dealership Body
Shops
 25,000 Independent Body
Shops

Future Market Dynamics

People Still Prefer Small Business!

Strategy is Job #1
• S…W…O…T…
• Who is your ideal customer?
• What makes you different than your competition?
• What is your company’s growth strategy?
• What is your product/mix strategy?
• What is your company’s web, social and mobile strategy?

S…W…O…T…
• Strengths
• Weaknesses
• Opportunities
• Threats

Who is your ideal customer?
• Values you
• Profitable
• Refers you
• Demographics
• Psychographics
• Geographics
• Pays their bills

What Makes You Different?

How to find your differential
advantage? Just Ask….
• What would you Google?
• What made you decide to hire us?
• What’s one thing we do better?
• What’s one thing we could do better?
• Would you refer us and why?

Differentiation Statements: PBE Jobber
 What you do for a living? “We help auto body shops
thrive in a consolidating market place”
 Complimentary statement: We provide products and
services that increase sales, efficiencies and profits”
 Positioning goal/statement: “Our shops can’t live
without us”
Core marketing message: “We are the shop’s success
partner”

What is Your Product/Service Mix
Strategy?
• What is your free or trial offering?
• What is your starter offering?
• What is your “make it easy to switch” offering?
• What is your core offering?
• What are your add-ons to increase value?
• What is your “members only” offering?
• What are your strategic partner pairings?

What is Your Growth Strategy?
Market
Penetration
New
Product/Service
Development
Market
Development
Diversification
ABC PBE
Increases
Market Share in
Baltimore with
MSO Win
ABC PBE Adds
Digital
Marketing
Service for Auto
Body Shops
ABC PBE Enters
Baltimore
Market with
Acquisition
ABC PBE
Launches Hard
Parts Division
NewMarketsExistingMarkets
Existing
Products/
Services
New
Products/
Services
EXAMPLES
NewMarketsExistingMarkets
Existing
Products/
Services
New
Products/
Services

What is Your Web, Social and
Mobile Strategy?

The Web, Social and Mobile World We Live and Work In

Americans spent 9.5 hours per day with “digital media” in 2013

WebVisible

Smart Phones and Apps

Are Apps Important?

You and Your Shop Customers Need to Stay
Connected to Smart Phones
• The smart phone is considered the 3rd
screen (#1 TV, #2 PC)…Will soon be #1
• The smartphone is rapidly becoming a
second computer, or for younger
folks, their primary computer
• Most consumers would prefer to
forget their wallet/purse instead of
their mobile phone
• All businesses need to “own” real
estate on consumer’s mobile phones

• 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

New Sales, Marketing and Customer
Service Tools and Processes for PBE
Jobbers and Their Shop Customers

1. A performing web presence
2. A CRM system
3. Content management and sharing platform
4. An email marketing, communication and
retention platform
5. A text based marketing, communication
and retention platform
6. Mobile Apps
7. Social media tools and techniques
8. Customer reviews and ratings
9. Digital ads, promotions and e-coupons
10. Reputation management system
10 Affordable Web, Social and Mobile Tools EVERY PBE Jobber and
Auto Body Shop Should Consider Implementing

1. A Performing
Web Presence
2. A Web, Social
and Mobile CRM
Platform
2 MUST HAVE Web, Social and Mobile Tools

A Performing Web Presence
• Your website is your on-line/digital
lobby
• #1 Reason to have a website is drive
business
• 5-15 Seconds
• Call to Actions
• Include videos
• Include a Blog
• Include a calendar of events
• Online education center

A Performing Web Presence
• Include order here options
• Include order status options
• Integration with social media sites
• Include reviews and ratings
• Include digital ads, special promotions
and coupons
• Incorporate Analytics
• You MUST have a Mobile site strategy
• Turn your website into a Marketing
Tool, Sales Tool, Communications
Tool, and Customer Service Tool

Web, Social and Mobile CRM System

Web, Social and Mobile PBE CRM System

Email
PC
Social
Tablets
Websites
Laptops
Text
Smartphones
Advanced Communication/Content Sharing

Improve Sales and Marketing ROI with Email

Improve Sales and Marketing ROI with Text

Technician
Owner/MGR
Estimator
Painter
Advanced Communication/Content Sharing

Education and Information Delivery System

Improve Customer Management

Increase Sales

Increase Productivity!!!

Where Does a PBE CRM System “Fit” in a PBE Business?
PBE Jobber
Systems
Sales and Promotions
Inventory
Accounting
VOC Tracking
Ordering
Mobile Devices
Invoicing
Reporting
EDI
Time Clocks
Payroll
Reporting
Haz Waste
MDS
C-Schedule
Bar Coding
Cataloging
On-Line Line Card
CRMPBE Jobber
Systems
PBE Jobber
Systems
Marketing
Communications
Digital Ads
Customer
Management
Sales Rep
Management
On-Line Education
Industry News
CMS
Reputation
Management

Web,
Social and
Mobile
Tools
Improves
Customer
Retention
Improves
Communication
Improves the
Education PBE
Jobbers Deliver to
their Auto Body
Shop Customers
Improves
Customer
Satisfaction
Improves
Customer
Management
Helps Postion the
PBE Jobber and an
Expert
Reduces Expense
Creep
Increases Sales
W.I.I.F.Y.

How Can PBE Jobber’s Help Their
Shop Customers Compete, Win and
Generate More…

Auto Body Repair CRM System

Where Does a CRM System “Fit” in a Collision Repair Business?
Estimating
Systems Shop Management
Accounting
Software
CRM System: Sales,
Marketing,
Communications,
Customer Service

WIIFT

• 2-5 Additional RO’s
Per Month
• $500.00 to $10,000.00
in Additional Monthly
Revenue
• 1045% ROI
Revenue Increase and ROI

4.2

$500.00

42.3%

Connect with eMarketing Sherpas @
sales@emarketingsherpas.com
www.emarketingsherpas.com

2014 Auto Care Association PBS Conference Presentation - Tools, Technology and Techniques

Recommandé

Recommandé

Contenu connexe

Plus de asTech

Plus de asTech (9)

Dernier

Dernier (20)

2014 Auto Care Association PBS Conference Presentation - Tools, Technology and Techniques