FROM THE CEO
2010: A Quick
Buck or a New
by Dennis Madden
www.atra.com
Beginning?
M
any of us begin the new year
But even if those first-
will probably make a lot of money…
with a resolution… some- today. But when the economy recovers
thing we didn’t get done
time customers go
– and it will recover – they’ll be among
the year before. It might be to lose a
back to buying a new
the few recounting the “good old days”
few pounds or to quit smoking. Or it of 2009.
may involve other people… family and
car when the economy
Our 2009 What’s Working
loved ones. Hopefully you’ve includ-
gets better, they’ll still
Consumer study proved what we had
ing something about your business that all known for years: when looking for
you’d like to accomplish in 2010.
be telling their family
a new repair shop, most people ask for
2009 was a tumultuous year. With
and friends about the
recommendations from their friends,
the economy in the tank, automak- family or coworkers. New customers
ers went bankrupt and thousands of
fantastic service they
are just as likely as your long-term
dealerships closed. Earlier in the year,
received from you and
customers to let everyone know what
we saw consumers parking their cars kind of service they received from
rather than having them repaired. Our
your shop.
your shop. Those word-of-mouth rec-
2009 What’s Working Consumer study ommendations are invaluable, and can
confirmed our suspicions that there was make or break your shop in these next
a significant shift in the way consumers 2. The dealer they had always few years.
were thinking about auto repair. Many depended on for service is no Of course, customer losses will be
could no longer simply trade their cars longer in business. inevitable – some will go back to their
in, and even more could not afford dealers by force of habit. And some will
to repair them, or worse – they were This is an important realization, ditch their five-year old car for a new
afraid to. because it means that many of today’s one as soon as the economy improves.
As people adjusted to the reality customers might never have found But even if those first-time cus-
of 2009’s economy and felt a bit more your shop had the economic picture tomers go back to buying a new car
secure, they began to take their cars been brighter. In an economy when so when the economy gets better, they’ll
from the sidewalk to the shops. Many many businesses and individuals suf- still be telling their family and friends
shop owners have proclaimed 2009 to fered, auto repair shops were given an about the fantastic service they received
be a watershed year for their business- opportunity not just for extra work, but from you and your shop. The word of
es. They say it was the best year they’ve a chance to introduce themselves to a mouth won’t go away, even if a few of
seen in years. So what made these whole new demographic: the new car these new customers do.
shops see an increase in business? buyer. It’s a new year and a clean slate.
First-time customers ventured into The question now is, what will Make 2010 the dawn of a new day for
these shops for one of two reasons: you, the shop owner, do with these new your business. Resolve to turn every
customers? For some shop owners, this customer into your greatest advocate.
1. Today’s economic uncertainty new surge of customers will be seen as Handled properly, 2010 may truly be a
made having a new four- or additional sales; nothing more. They’ll new beginning for your shop.
five-year car payment a scary see a new face, sell a repair, and make
and unrealistic decision. a few extra bucks that they might not
have seen otherwise. And those shops
2 GEARS January/February 2010
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