On September 7, 2014 Mitchell International sponsored my presentation How to Grow Your Auto Body and Repair Business in a Consolidating Market Place, to the Missouri AASP association. This presentation focuses on how auto body and repair shops can use web, social and mobile based sales, marketing and customer service tools, technologies and techniques to capture, service and retain more customers, revenue and profit.

1. How to Grow Your Business
in a Consolidating Market
Place
Frank Terlep | CEO eMarketing Sherpas
September 2014

2. Who is Frank Terlep
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

3. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Who is Frank Terlep

4. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Who is Frank Terlep

5. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Who is Frank Terlep

7. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Agenda
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 – Definition
- Traditional VS Digital Marketing
The Web, Social and Mobile World we Live and Work In

8. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Agenda
Today’s 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 – What, Why and How Important
What’s In it For the Shop
An Introduction to Mitchell’s Digital Marketing Platform
Q&A

10. General Auto Repair Shop Industry

11. General Auto Repair Shop Industry

12. General Auto Repair Shop Industry

13. General Auto Repair Shop Industry

14. Auto Body / Collision Repair Industry
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

15. Auto Body / Collision Repair Industry
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

16. Auto Body / Collision Repair Industry
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

17. Auto Body / Collision Repair Industry

18. The World Our Businesses Operate In Today
• Changing
• Consolidating
• More Repairs to Less
Shops
• Margins Shrinking
• KPI’s Increasing
• Consumer Driven
• Technology Driven
• Data Driven

20. People Still Prefer Small Business!

21. How Can Independent Auto Body and
Repair Shops
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

22. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

23. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

24. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

25. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

26. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

27. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

28. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

30. New Sales, Marketing and Customer Service
Strategies, Processes, Tools, and Technologies
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

32. "Strategy without
tactics is the slowest
route to victory.
Tactics without
strategy is the noise
before defeat”
~ Sun Tzu.

33. • 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 company’s web, social and mobile strategy?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

34. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
S…W…O…T…
• Strengths
• Weaknesses
• Opportunities
• Threats

35. Who is Your Ideal Customer?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• Values you
• Profitable
• Refers you
• Demographics
• Psychographics
• Geographics
• Pays their bills

36. What Makes You Different?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

37. 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?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

38. What is Your Growth Strategy?
Market
Penetration
New
Product/Service
Development
Market
Development
Diversification
ABC Auto
Increases
Market Share
by Adding
Second Shift
ABC Auto
Adds Hybrid
Repair Service
ABC Auto
Enters St.
Louis 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

39. What is Your Company’s Sales, Marketing
and Customer Service Strategy?

40. Our Definition of Marketing
Know Like Trust
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

41. Traditional Marketing
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Your
Shop
Sales Promotions
Advertising
Sales Personnel
Public Relations
Direct Mail,
Telemarketing, etc
Consumers
Insurers
Fleets
Dealers
Agents
Other

42. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

43. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

44. Traditional Marketing VS Web, Social & Mobile
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
“Traditional”
(The 6 P’s)
• Product
• Price
• Placement
• Position
• People
• Planning
Web, Social & Mobile
(The 4 C’s)
• Content
• Context
• Connection
• Community

45. Traditional Marketing VS Web, Social & Mobile
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
“Traditional”
• 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

46. Traditional VS Web, Social & Mobile
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

47. Traditional VS Web, Social & Mobile
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

48. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

49. New Sales, Marketing and Customer Service
Tools, Technologies & Techniques
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

50. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

51. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

53. The Web, Social and Mobile World We Live
and Work In………..All In One Second!!!
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

54. The Web, Social and Mobile World We Live and
Work In
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

55. The Web, Social and Mobile World We Live and
Work In
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

56. The Web, Social and Mobile World We Live and
Work In
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

57. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Today’s Consumer
Source: PEW RESEARCH CENTER,
MAY 2010

58. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Today’s Consumer
Source: PEW RESEARCH CENTER,
MAY 2010

59. Today’s Consumer
Online connectivity on the rise
Source: PEW RESEARCH CENTER,
MAY 2010
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

60. Today’s Consumer
Nearly 10 hours per day with ‘digital media’
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

61. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Today’s Consumer
WebVisible

62. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Today’s Consumer

63. Today’s Consumer
Insurance DRP’s becoming less important…
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Source: http://www.propertycasualty360.com, Melissa Hillebrand, Feb 2014 based on Accenture study

64. Tomorrow’s Consumer
Insurance Price Comparison Sites
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

65. Levels the Sales, Marketing and
Customer Service Playing Field!
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

66. • 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
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

67. Helps The Shop “Own” the Customer?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

68. This Stuff Works!!!!!!!
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

69. 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
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

70. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

71. Your Web Presence
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

72. Do Digital Impressions Matter?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
[
Web
presence

73. The Shop’s Website
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• Your shop’s 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

74. The Shop’s Website
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• 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

75. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

76. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Call to
Actions
Social Media &
Sharing
Svcs/Certificatio
ns
Reviews
Before and After
Videos
Blog
Keyword Focused
Content

77. Website = Sales Tool
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

78. Website = Sales Tool
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

79. Website = Sales Tool
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

80. Website = Referral Tool
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

81. Website = Customer Service Tool
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

82. Website = Customer Service Tool
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

83. Website = Social Media Tool
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

84. HOW DOES
YOUR WEBSITE
STACK UP?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

85. HOW DOES YOUR
WEBSITE STACK UP?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Ruppel Auto Service
Advanced Auto Service
Auto World
Autotech Auto Center
Khors Truck and Auto
Master Auto Repair
Mickelson Auto Body
Reid Van, Inc
Stock’s Underhood Specialists
STS Car Care

86. Find and Build a Content Platform
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

87. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

88. What Types of Content Can Be Shared?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• Text
• Photos
• Videos
• Audio
• Information
• Experience
• Conversations
• Presentations
• White Papers
• Websites
• Social Media Sites
• Emails
• Text Messages
• Webinars
• Blogs
• Anything
• Infographics
• Interviews
• Articles
• Reviews
• How to’s
• Lists
• Links
• Spam

89. Search Engine Optimization
Is Your Website Invisible?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

90. Search Engine Optimization
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

91. Using Search Results
Top 4
> 75%
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
You must be on page 1!
45.5%
15.7%
23.2%
5.5%
10.1%
Rank #1 Rank #2 Rank #3 Rank #4 Rank #5-10
[
Web
presence

92. Title Tags
• The title tag can only be 70 characters long (that’s all the search engine will even look at)
• The first words are given most importance
• The first words need to be “auto body”
• Title tags should also be unique to every page
• No extra words

93. 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?

94. Social & SEO….
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

95. Search Engine Optimization
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Changes to a
website take 60-
90 days for search
engines
to fully recognize

96. How Do
Your Sites
Perform?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

97. Pay Per Click
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
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

98. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• Pay per click (PPC) (also called Cost per
click) is an Internet advertising model
used to direct traffic to websites….
• Advertisers pay when an their ad is
clicked
• Advertisers typically “bid” 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

99. Keywords (Dallas)
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

100. 81.22%
10.00%
5.31%
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

101. Do Consumers Search for Local Businesses?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
[
Web
presence
Source: “Understanding Consumers' Local Search Behavior”, thinkwithgoogle.com, May 2014

102. Winning the Local Search Game
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

103. Winning the Local Search Game
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

104. HOW WELL IS
YOUR BUSINESS
LOCALLY LISTED?

105. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

106. Why is Email important to Repair Shops?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
[
Email
marketing

107. Why is Email important to Repair Shops?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
[
Email
marketing

108. Why is Email important to Repair Shops?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

109. Why is Email important to Repair Shops?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
[
Email
marketing

110. 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
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
[
Email marketing

111. 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
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
[
Email marketing

112. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

113. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

114. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

115. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

116. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

117. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

118. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

119. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

120. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

121. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

122. 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
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
or less!!!
• New and Novel
• Less intrusive than phone calls
• More effective than email
• Creates a “buzz”
• 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

123. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Smart Phones and Apps

124. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Smart Phones and Apps

125. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
Smart Phones and Apps

126. Mobile Marketing Recommendations
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
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

127. Online Reviews are Key to Growing Your
Business!
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

128. Online Reviews REALLY Matter!
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

129. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

130. Ask for Feedback- Get More and Better Reviews
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• Just Ask!
• Provide Options
• Use Signage
• Use POS Information
• Remember it’s a
Numbers Game
• Display Reviews in
Lobby
• Include as Part of
Overall Process

131. Ask for Feedback- Get More and Better Reviews
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• 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

132. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

133. 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
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

134. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

135. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

136. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

137. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

138. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

139. Reputation Management Defined…
Online reputation
management entails
establishing,
maintaining, repairing
and monitoring the
publicly available online
information about an
individual or
organization.
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

140. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

141. React & Respond
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• 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
• Don’t offer gifts or bribes
• Take the conversation off-line
• Don’t sell

142. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

143. What NOT TO DO
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• Don’t ignore them
• Don’t expect a lot of
responses
• Don’t pay or offer
incentives
• Do not use kiosks in the
lobby (YELP)
• Don’t create fake reviews
• Don’t overreact
• Don’t keep the conversation
going online

144. A CRM System……
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

145. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

146. The Benefits of a CRM System…
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

147. The Benefits of a CRM System…
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

148. What is a Auto Body and Repair CRM
Automates and Manages a
Shop’s 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
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
System?

149. WIIFY

150. What is Your Potential CRM ROI?
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

151. Today’s Consumer
Impact on a shop’s short & long-term ROI
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• $500
• 4.2
• 7-10 years
• 11.4 years

152. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

153. $500.00
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

154. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
4.2

155. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
2.5%

156. 42.3%
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

157. Three (3) Simple CRM ROI Areas
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
1. Sell Additional
Services to
Previous Customers
2. Improve Closing
Ratios
3. Increase Referrals

158. Three (3) Simple CRM ROI Areas
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
1. 2% of Last Year’s
Customers Return for
$150.00 Service
2. 2% of Unsold Estimates
Return for Repairs
3. Additional 2% of Last
Year’s Customers Refer
Your Business

159. Auto Body Shop Revenue Increase and
ROI $1.5M in Annual Sales
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
$41,770.00 in
Additional Annual
Revenue
$2,984.00 in Additional
Monthly Revenue
601% ROI
Note: Numbers based on 62 RO’s per month, average RO of
$2000.00 and closing ratio of 70%

160. Auto Repair Shop Revenue Increase and
ROI $750K in Annual Sales
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
• $80,800.00 in
Additional Annual
Revenue
• $6,300.00 in
Additional Monthly
Revenue
• 125% ROI
Note: Numbers based on 167 RO’s per month, average RO of
$374.00 and closing ratio of 85%

162. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

163. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

165. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

166. Happy, Loyal Customers
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

167. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.

168. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
A Single Integrated Platform
Designed to Help Your Shop…

169. Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.
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

170. THANK YOU
Demo Signup: Mitchell.com/DigitalMarketing

172. Connect with eMarketing Sherpas @
sales@emarketingsherpas.com
www.emarketingsherpas.com
Confidential and Proprietary and belongs to Mitchell. This document, or its contents, is NOT to be shared or
redistributed without the express consent of Mitchell International. ©2014 Mitchell International, Inc.