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Service Marketing for the Independent Repair Facility
Instructor: George Witt
Saturday, Aug. 23 - 8 - 11:15 a.m. (morning session)

This seminar provides an introduction to the fundamentals of marketing a service facility. Topics include customer buying motives; identifying what your customers want to buy; developing your shop's unique selling points; how to “position” your shop in the market; and how to perform a repair order audit in order to assess your current marketing performance.

In addition to discussing the difference between marketing and advertising, students will also examine how to develop an advertising budget; write an advertisement designed to eliminate customer confusion; study the different advertising media; and develop an effective and inexpensive Yellow Pages advertisement.

The final part of the class involves a study of effective and ineffective advertisements.

Real-World Estimating
Instructor: Instructor: Bruce Burrow
Saturday, Aug. 23 - 8 a.m. - 4:30 p.m. (morning and afternoon sessions)

Do you work with estimates from all three of the collision industry’s computer estimating systems? Do you really understand them?

Effective management of the estimating process requires a thorough understanding of the development, use and automation of estimating data from each of the information providers. For each of the major computer estimating systems, seminar participants learn the writer's decision-making process, automation of repair cost data, displays of information and common errors.

Advanced Pricing Strategies
Instructor: George Witt
Saturday, Aug. 23 - 1:30 - 4:30 p.m. (afternoon session)

Too many shop owners just don't really understand pricing strategies and, as a result, use "cost markup" as a basis for job pricing. This can cause a shop’s prices to be way out of line on some jobs when compared to competitors. No matter how good you are, you can't survive and prosper if the public thinks you're prices are too high.

Most shop owners understand where their numbers need to be at the end of the month, but don't really understand how to price each job in order to get there. Worse yet, they may not do certain types of work because of the numbers, when in fact these jobs can be highly profitable.

George uses university-level cost accounting principles to explain how to price jobs accurately — in a way that will open your eyes and may even prove to be a shocking experience. You'll also learn how to counter serious price competition and price diagnostic jobs for profit, as well as receive formulas to determine if a proposed shop equipment purchase should be made or not.

Designed to give you the tools to make the pricing decisions that make sense for your own shop, George will help you understand the complex world of accounting.

DISCLAIMER: Pricing will be discussed, but no prices will be recommended or set, as per anti-trust guidelines.