Please don't jump to any conclusions about the title. I'm not suggesting that you forget your customers, without whom there would be no business. But it's time we all took a long, hard look at the future of our automotive service profession and how we can protect and grow our businesses. If you aren't open to change, stop reading now. If you have three or four bays with two or three employees and you and your wife (or significant other) are working side by side (with no compensation to her), you're in for a rude awaking should something happen to her ... or you for that matter. The question we all face is: what to do about it and where to start. If you believe we can stand our ground, continue to serve our customers in the same manner as we have in the past ... think again! We must find new ways to grow. We must create new marketing strategies and plans. We must implement these plans and be willing to change direction quickly.

I wish I had a magic wand. Unfortunately, Merlin took the last one with him! However, I do have some suggestions that can help you be a leading service center in your community. If you're satisfied with your business and you can truthfully say (be honest) that you'll retire with enough financial resources to be comfortable in your golden years, congratulations, you are in the minority. But if you feel the shifting sands, here are five strategies that have worked for Car Clinic Service.

1. Clean up! Throw away!
Ride by your shop. Does it look organized? Clean? Are there old cars lurking? Then take a look inside. Recently, we cleaned out Car Clinic Service's compressor room. It's where we house all our noisy compressors (and everything else saved from the Old Days). I made it a point to stay away from this event because I was the person responsible for saving most of this valuable junk (now that's a true oxymoron!). I did sneak a few good-byes as each load was hauled away. Be sure to include cleaning out from under technicians' benches too! Customers love cleanliness. You can't get a shop clean enough!

2. Codify your operation
In simple terms, this means writing down how you run your business. Everything from what happens when the phone rings to how repairs flow through your shop. Pretend you are a customer who has never been to your facility. Successful people want to deal with successful businesses. First impressions and perceptions are realities. Have friends call your shop to judge how their questions are answered and the manner in which your employees come across. Continue by asking a friend to bring in a vehicle and outline the whole repair process from start to finish. Sure, you know what the procedure is, but do your employees? When you establish rules, procedures and processes, you will see the beginning of a well-run operation that allows you some well-deserved time-off. What's in it for me ... remember?

3. Computerize your operation
This will bring you and your employees to your knees - temporarily! It will create fear, which in the final analysis, is the only thing to fear. With the coming of the new millennium, I made the commitment to completely computerize Car Clinic Service. Our solution includes the following combination: a shop management system, a leading provider of technical repair information on DVDs, and an online parts ordering source. We built eight workstations and began training Sunday, Feb. 13, 2000. The good news is we're learning new and easier methods of doing business every day. And our staff (including an 18-year Car Clinic veteran who couldn't even write a legible RO, but has great people skills) has risen to the challenge. The project has rallied the troops! Chrysler VIPs Bob Eaton and Robert Lutz put Chrysler on the map with the Viper, Prowler, Minivan and the soon-to-be-released PT Cruiser. They gave every employee at corporate (even those who weren't directly involved with the Viper creation) his or her very own photo of the Viper. In hallways, meeting rooms and employee offices the new vision was Viper - Viper - Viper. Considering these replaced pictures of K Cars, I'd say it was a great move. It brought employee enthusiasm and morale to an all-time high. And that's what computerizing will do for your operation! Another "what's in it for you." If you want to stay in business, you must computerize!

4. Communicate
I host a local car-talk program that provides me with the opportunity to help my listeners better understand the vehicles they drive, which elevates their positions when communicating with their service shops. This establishes my business, my technicians and me as "professionals with answers to car questions." I don't try to fix cars on air and I don't tell every other caller to bring his or her car to my shop. But I do use particular callers' questions to create messages that I want all other listeners to hear. It's called bridging. You can do this. Here's an example. A caller recently bought a used car, which developed an automatic transmission problem. I advised him to change its fluid and filter, making sure to seek an ASA member-shop that specializes in transmission repair (not mine - I'm the third-party pro, remember?). Then I bridged (changed) the question by creating the following scenario. I advised those listening to make sure that before they buy a used car, they must have a prepurchase inspection performed. How many listeners do you think were interested in transmissions vs. safely buying used cars?

5. Get involved in your community
The first step is joining your local Chamber of Commerce. And think about serving on some area boards, too. I serve on several boards including United Cerebral Palsy and Public Television. This is easier than you think. The best part about this exposure is that it's twofold. First, as a "mechanic," you aren't "supposed" to be there! Usually board members are from local banks, real estate companies, beverage distributors, fast food restaurants, industrial plants, power companies and the list goes on. When a service shop owner shows up, he or she can be assured of attention. So go... sit in and listen to other members at first.

Then when the opportunity presents itself, give your own idea or opinion of the project. Don't worry, you'll soon learn that "they" (whoever they are) really don't know a lot more about solutions than you. And perhaps, because you've dealt with similar challenges in your business, your suggestions will make better sense. You've "been there and done that" with your own business. Second, stick around after the meeting and ask questions. What happens will surprise you for sure. Other members will ask you about - you guessed it - automobiles. Their automobiles. These are professional people with everything but ... time! They have children and spouses and some will have fleets of work vehicles. Some of which you soon will see in your shop. Carl Sewell, president and CEO of Sewell Cadillac, America's largest Cadillac dealer, wrote that one new customer (including his or her family) was worth more than $300,000 in future sales and service. And you may have picked up several because you were willing to give your time to a community organization!

6. There is no No. 6 because my time's up!
However, I do have one last message for you. I call it the "fine line." There's a fine line between success in life in the service business, and success in life from the service business. What's in it for you? I urge you to make your move, check out your options, step back and take a look at where you are and where you would like to be. Then step up and make the commitment. Thomas Jefferson said, "Nothing can stop the man with the right mental attitude from achieving his goal; nothing on Earth can help the man with the wrong mental attitude."

For AutoInc. and you (I hope) ... I'm Bobby Likis, "Like us? You'll love us!"

Bobby Likis has been in the automotive industry for 39 years and has worn many hats including technician, race car driver and pit crew, shop owner and talk-show host. He is currently president and CEO of Car Clinic and its subsidaries, which consists of an automotive maintenance and repair business, and nationally syndicated television and radio programming, including Bobby Likis Car Clinic. Editor's Note: Bobby Likis will broadcast his radio show from ASA's Annual Convention in Point Clear, Ala., on April 15 from 10 a.m. to noon (Eastern time).

RATE THIS ARTICLE What do you think of this article? Your input will help AutoInc. develop additional articles on this subject. Share your thoughts! Your name Your e-mail address

MOST ACCESSED ARTICLES Fuel Injection Service, Not Just Cleaning The Art of Extraction EGR Systems: Operation and Diagnosis Proactive Target Marketing:_Rethinking Your Business Strategy Engine Performance: HO2S Diagnostics MOST E-MAILED ARTICLES Developing Employee Potential How Critical Thinking Can Help Your Business How to Diagnose the Ford Glow Plug What to Look for When Shopping for the Right Shop Management Software Putting a Price Tag on Complaints

AutoInc. Web Site | ASA Web Site | ASA Continues Crash Parts Efforts | Tool Time | Defusing Difficult Customers | Digital Imaging: A Practical Guide | Guest Editorial | Tech to Tech | Tech Tips | Shop Profile | Net Worth | Stat Corner | Chairman's Message