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by Chris Sheehy
I was doing some reading recently when I came across a quote in Forbes magazine that I haven’t heard of in a long time . . .
Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Peter Drucker – 1973
I frequently meet people who are at a quandary of whether their business will be better off with more marketing (traffic to their door) OR with better operating efficiencies and standard procedures. Drucker reminds me in his quote that it is both and as a consultant, my job is to find the balance of implementing marketing innovation and business innovation in a manner that brings the quickest and most quantifiable ROI to my clients – from a financial as well as results perspective.
Here’s a quick breakdown on what Marketing and Innovation means for our autobody industry – from my point of view.
Marketing, creates brand awareness, trust in the brand, and top-of-mind awareness of your business (brand being your business name). In other words, marketing makes people aware of your companies name, logo, and location. When done well, people will have trust and confidence in doing business with you – even if they haven’t met you before. Social media usage coupled with the recent search engine changes (for your website – you have one – right?) online marketing vastly extends your word-of-mouth marketing. Marketing is certainly one area where you don’t want to put all your eggs into one basket – a solid strategy could consist of online, face-to-face, paper, radio, television, social media, community, cause, or guerrilla marketing tactics. The first thing to do is to allocate an annual marketing budget (3% of overall revenue is a good goal) and to put a strategy together. The second step is to stay true to this commitment. Lac k of commitment is one of businesses biggest failures – motivation is the multiplier to success though, so try your hardest to stay focused and on-task.
Innovation is, by definition; “the introduction of something new”. Nearly everyone will have their own interpretation for what is innovation – but to me, it’s the willingness to continually try something new to better your business results or to provide a greater customer experience – Kai-zen in Lean terms. This term also loops-back to the first – Marketing, in having the willingness to try different ways of marketing your business. To many, innovation represents Lean, Mobile-Estimating, or Blueprinting –reality is, that it’s usually more simplistic than that. Realistically, having firm business processes alone defines innovation for the majority of the businesses. No matter – innovation is innovation, and as long as it’s centered on your business needs; then you’re headed in the right direction.
In the big picture, marketing brings customers to your door and innovative approaches to customer service, repair quality, and meeting consumer expectations (i.e. cycle time) will bring them back.
No doubt about it, Drucker was right on the mark way back in 1973 with his statement, and nearly 40 years later it’s still true that marketing and innovation need to play a pivotal part of your daily operations.
By: Chris Sheehy – Auto Body Consultant at Autobody Consulting Group LLC www.AutobodyConsultingGroup.com
Autobody Consulting Group, a business operations, administrative, production, estimating, management, marketing, and social media consultancy serving auto body collision repair businesses and vendors to the autobody industry.Twitter | FaceBook | LinkedIn
“The Program is focused on training that develops the knowledge and competencies required to perform successfully in specific roles in the repair and claims handling process.”
via I-CAR Announces the I-CAR Professional Development Program to the Inter-Industry | Business Wire.
by KimP 2 Comments
Auto Body Shop – Avoid Getting Cheated
By A Aaronson
Everyone who owns a car will most likely need to visit an auto body shop at some point in their lives. Since many everyday people are not familiar with automotive repair, it can be tempting for some providers of this service to be less than truthful with their customers to make extra money. It is not uncommon to hear stories on the news about a repair place scamming customers and tricking them out of hundreds or thousands of dollars, so it is crucial to educate yourself and be wary of any location you go to.
You can narrow down your choice of an auto body shop by referring to the list of approved providers your car insurance has decided on. After that, try to find friends or family who have been to one of the shops listed to find out if they provide quality work. You can also check the Better Business Bureau or look for online reviews to see what kind of reputation the place has. The best way to be sure of a garage’s work is to research other customer’s experiences rather than simply taking the word of the shop.
It is an added bonus if the provider you go to is part of an organization that encourages attentive care and ethical treatment of customers. Also check to see if the employees are certified to do body work, instead of just being mechanics who dabble in car repair. Sometimes it is better to have the auto body shop do their own estimate of the damage, rather than waiting for a representative from the insurance company to come out and look it over.
If the auto body shop does not look professional and you only see them working on low quality cars, chances are they do not make enough money to provide higher quality parts and service. Check if they have worked on your make and model often and carry the parts needed to service it. If you opt for generic parts to save money, make sure they are certified by the Certified Automotive Parts Association. After the repairs are finished, thoroughly look over your vehicle to make sure everything works and nothing was accidentally damaged in the process of fixing something else.
When you find yourself needing car repair, try to choose a reputable and honest provider who has experience working with your particular car model. Ask for a breakdown of all charges to find out exactly what your money is going towards in order to prevent being overcharged. Do not let yourself become another victim by trusting the first place you go.
When your vehicle is in need of repair in Seattle, auto body shops can fulfill your needs. For more information, visit http://www.yodle.com/.
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