by Rodger Bland
members.atra.com www.atra.com
A New Year, a New Plan: Continue Your Education in 2012
A
nother year has gone by and a new year has begun. This is an appropriate time to sit
down and take stock of where you’ve been, and examine where you hope to be in the coming months. And maybe even more importantly, what it’s going to take to get there. At this year’s management seminar
program at Expo, longtime manage- ment trainer Bob Cooper made the statement that, for a successful busi- ness, you should plan on increasing your income by at least 10% over last year’s receipts. Fair enough, but how? Raising
your prices? Maybe, but maybe that’d just end up costing you money as cus- tomers look for lower-cost alternatives for transmission repairs. One thing’s for sure: You aren’t
going to increase your sales simply by waiting for customers to show up at your door. The “wait by the phone and
38 GEARS January/February 2012
hope they call” business strategy hasn’t proved to be particularly effective in recent years. If you want those custom- ers, you’re going to have to go out and get them.
Which brings us back to the same
question: How? How do you attract those new customers? Where do you find them? What will get them to choose your shop over somewhere else?
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