© Summit eMarketing Sherpas 2014
Tools, Technologies and
Techniques to Help PBE
Jobbers and their Auto
Body Shop Customers...
© Summit eMarketing Sherpas 2014
The Market We Work In
and Compete in Today
1
Strategy is JOB #12
The Web, Social and Mobi...
© Summit eMarketing Sherpas 2014
New Sales, Marketing and
Customer Service Processes
and Tools
4
New PBE Sales, Marketing ...
© Summit eMarketing Sherpas 2014
7
8
9
Topics
New PBE Sales, Marketing and
Customer Tools & Technologies
New Shop Sales, M...
© Summit eMarketing Sherpas 2014
Who is
Frank
Terlep?
© Summit eMarketing Sherpas 2014
Married to Sue for 32+ Years…
© Summit eMarketing Sherpas 2014
Father to Cara and Michael…
© Summit eMarketing Sherpas 2014
30 Years of Rugby…
© Summit eMarketing Sherpas 2014
30 Years Auto Body and Repair Technology
Experience…
• 1984: Raised 100K and launched fir...
© Summit eMarketing Sherpas 2014
Who are the eMarketing Sherpas ?
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
The Market We Compete In Today
• Changing
• Consolidating
• More Repairs to Less
Shops
• ...
© Summit eMarketing Sherpas 2014
Present Day Situation: PBE Jobbers
• PBE Jobbers being “squeezed” by
manufacturers and sh...
© Summit eMarketing Sherpas 2014
Present Day Situation: PBE Jobbers
• Most PBE organizations DO NOT
measure and report on ...
© Summit eMarketing Sherpas 2014
Present Day Auto Body Shop Market Dynamics
© Summit eMarketing Sherpas 2014
Present Day Auto Body Shop Market Dynamics
© Summit eMarketing Sherpas 2014
Present Day Auto Body Shop Market Dynamics
© Summit eMarketing Sherpas 2014
Present Day Auto Body Shop Market Dynamics
© Summit eMarketing Sherpas 2014
Present Day Auto Body Shop Market Dynamics
 Approximately 3500
national and regional
MLO...
© Summit eMarketing Sherpas 2014
Present Day Auto Body Shop Market Dynamics
© Summit eMarketing Sherpas 2014
Future Market Dynamics
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
People Still Prefer Small Business!
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
Strategy is Job #1
• S…W…O…T…
• Who is your ideal customer?
• What makes you different th...
© Summit eMarketing Sherpas 2014
S…W…O…T…
• Strengths
• Weaknesses
• Opportunities
• Threats
© Summit eMarketing Sherpas 2014
Who is your ideal customer?
• Values you
• Profitable
• Refers you
• Demographics
• Psych...
© Summit eMarketing Sherpas 2014
What Makes You Different?
© Summit eMarketing Sherpas 2014
How to find your differential
advantage? Just Ask….
• What would you Google?
• What made ...
© Summit eMarketing Sherpas 2014
Differentiation Statements: PBE Jobber
 What you do for a living? “We help auto body sho...
© Summit eMarketing Sherpas 2014
What is Your Product/Service Mix
Strategy?
• What is your free or trial offering?
• What ...
© Summit eMarketing Sherpas 2014
What is Your Growth Strategy?
Market
Penetration
New
Product/Service
Development
Market
D...
© Summit eMarketing Sherpas 2014
What is Your Web, Social and
Mobile Strategy?
© Summit eMarketing Sherpas 2014
The Web, Social and Mobile World We Live and Work In
© Summit eMarketing Sherpas 2014
Americans spent 9.5 hours per day with “digital media” in 2013
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
WebVisible
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
Smart Phones and Apps
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
Are Apps Important?
© Summit eMarketing Sherpas 2014
You and Your Shop Customers Need to Stay
Connected to Smart Phones
• The smart phone is c...
© Summit eMarketing Sherpas 2014
• 72% of all Internet users are
now active on social media
• 89% of those between 18 and
...
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
New Sales, Marketing and Customer
Service Tools and Processes for PBE
Jobbers and Their S...
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
1. A performing web presence
2. A CRM system
3. Content management and sharing platform
4...
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
1. A Performing
Web Presence
2. A Web, Social
and Mobile CRM
Platform
2 MUST HAVE Web, So...
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
A Performing Web Presence
• Your website is your on-line/digital
lobby
• #1 Reason to hav...
© Summit eMarketing Sherpas 2014
A Performing Web Presence
• Include order here options
• Include order status options
• I...
© Summit eMarketing Sherpas 2014
Web, Social and Mobile CRM System
© Summit eMarketing Sherpas 2014
Web, Social and Mobile PBE CRM System
© Summit eMarketing Sherpas 2014
Web, Social and Mobile PBE CRM System
© Summit eMarketing Sherpas 2014
Email
PC
Social
Tablets
Websites
Laptops
Text
Smartphones
Advanced Communication/Content ...
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
Improve Sales and Marketing ROI with Email
© Summit eMarketing Sherpas 2014
Improve Sales and Marketing ROI with Text
© Summit eMarketing Sherpas 2014
Technician
Owner/MGR
Estimator
Painter
Advanced Communication/Content Sharing
© Summit eMarketing Sherpas 2014
Education and Information Delivery System
© Summit eMarketing Sherpas 2014
Improve Customer Management
© Summit eMarketing Sherpas 2014
Increase Sales
© Summit eMarketing Sherpas 2014
Increase Productivity!!!
© Summit eMarketing Sherpas 2014
Where Does a PBE CRM System “Fit” in a PBE Business?
PBE Jobber
Systems
Sales and Promoti...
© Summit eMarketing Sherpas 2014
Web,
Social and
Mobile
Tools
Improves
Customer
Retention
Improves
Communication
Improves ...
© Summit eMarketing Sherpas 2014
How Can PBE Jobber’s Help Their
Shop Customers Compete, Win and
Generate More…
© Summit eMarketing Sherpas 2014
Auto Body Repair CRM System
© Summit eMarketing Sherpas 2014
Where Does a CRM System “Fit” in a Collision Repair Business?
Estimating
Systems Shop Man...
© Summit eMarketing Sherpas 2014
WIIFT
© Summit eMarketing Sherpas 2014
Auto Body Repair CRM System
© Summit eMarketing Sherpas 2014
• 2-5 Additional RO’s
Per Month
• $500.00 to $10,000.00
in Additional Monthly
Revenue
• 1...
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
4.2
© Summit eMarketing Sherpas 2014
$500.00
© Summit eMarketing Sherpas 2014
42.3%
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
© Summit eMarketing Sherpas 2014
Connect with eMarketing Sherpas @
sales@emarketingsherpas.com
www.emarketingsherpas.com
© Summit eMarketing Sherpas 2014
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2014 Auto Care Association PBS Conference Presentation - Tools, Technology and Techniques

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Tools, Technologies and Techniques to Help PBE Jobbers and their Auto Body Shop Customers Compete and Win in a Consolidating Market

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2014 Auto Care Association PBS Conference Presentation - Tools, Technology and Techniques

  1. 1. © Summit eMarketing Sherpas 2014 Tools, Technologies and Techniques to Help PBE Jobbers and their Auto Body Shop Customers Compete and Win in a Consolidating Market
  2. 2. © Summit eMarketing Sherpas 2014 The Market We Work In and Compete in Today 1 Strategy is JOB #12 The Web, Social and Mobile World We Live and Work In3 Topics
  3. 3. © Summit eMarketing Sherpas 2014 New Sales, Marketing and Customer Service Processes and Tools 4 New PBE Sales, Marketing and Customer Service Processes5 New Auto Body Shop Sales, Marketing and Customer Service Processes 6 Topics
  4. 4. © Summit eMarketing Sherpas 2014 7 8 9 Topics New PBE Sales, Marketing and Customer Tools & Technologies New Shop Sales, Marketing and Customer Tools & Technologies 3 Actions to Help Increase Sales and Profits for You and Your Customers
  5. 5. © Summit eMarketing Sherpas 2014 Who is Frank Terlep?
  6. 6. © Summit eMarketing Sherpas 2014 Married to Sue for 32+ Years…
  7. 7. © Summit eMarketing Sherpas 2014 Father to Cara and Michael…
  8. 8. © Summit eMarketing Sherpas 2014 30 Years of Rugby…
  9. 9. © Summit eMarketing Sherpas 2014 30 Years Auto Body and Repair Technology Experience… • 1984: Raised 100K and launched first company and first auto body and repair software platform 1990’s 2001 2009
  10. 10. © Summit eMarketing Sherpas 2014 Who are the eMarketing Sherpas ?
  11. 11. © Summit eMarketing Sherpas 2014
  12. 12. © Summit eMarketing Sherpas 2014 The Market We Compete In Today • Changing • Consolidating • More Repairs to Less Shops • Margins Shrinking • KPI’s Increasing • Consumer Driven • Technology Driven • Data Driven
  13. 13. © Summit eMarketing Sherpas 2014 Present Day Situation: PBE Jobbers • PBE Jobbers being “squeezed” by manufacturers and shops • Many PBE organizations at the “mercy” of sales people – Sales person owns customer • Most PBE organizations DO NOT utilize a CRM system • Most PBE organizations DO NOT use technology to sell, market, communicate, educate and retain shop customers
  14. 14. © Summit eMarketing Sherpas 2014 Present Day Situation: PBE Jobbers • Most PBE organizations DO NOT measure and report on CSI • Most PBE organizations DO NOT utilize content to position themselves an an “expert” • Many PBE organizations are caught in “lowest price” / “bigger discount” sales model • PBE, collision repair and insurance industries consolidating at the same time
  15. 15. © Summit eMarketing Sherpas 2014 Present Day Auto Body Shop Market Dynamics
  16. 16. © Summit eMarketing Sherpas 2014 Present Day Auto Body Shop Market Dynamics
  17. 17. © Summit eMarketing Sherpas 2014 Present Day Auto Body Shop Market Dynamics
  18. 18. © Summit eMarketing Sherpas 2014 Present Day Auto Body Shop Market Dynamics
  19. 19. © Summit eMarketing Sherpas 2014 Present Day Auto Body Shop Market Dynamics  Approximately 3500 national and regional MLO’s  Represent $7.2BB or 23.5% of $30.7BB Industry  5996 Dealership Body Shops  25,000 Independent Body Shops
  20. 20. © Summit eMarketing Sherpas 2014 Present Day Auto Body Shop Market Dynamics
  21. 21. © Summit eMarketing Sherpas 2014 Future Market Dynamics
  22. 22. © Summit eMarketing Sherpas 2014
  23. 23. © Summit eMarketing Sherpas 2014 People Still Prefer Small Business!
  24. 24. © Summit eMarketing Sherpas 2014
  25. 25. © Summit eMarketing Sherpas 2014
  26. 26. © Summit eMarketing Sherpas 2014
  27. 27. © Summit eMarketing Sherpas 2014 Strategy is Job #1 • S…W…O…T… • Who is your ideal customer? • What makes you different than your competition? • What is your company’s growth strategy? • What is your product/mix strategy? • What is your company’s web, social and mobile strategy?
  28. 28. © Summit eMarketing Sherpas 2014 S…W…O…T… • Strengths • Weaknesses • Opportunities • Threats
  29. 29. © Summit eMarketing Sherpas 2014 Who is your ideal customer? • Values you • Profitable • Refers you • Demographics • Psychographics • Geographics • Pays their bills
  30. 30. © Summit eMarketing Sherpas 2014 What Makes You Different?
  31. 31. © Summit eMarketing Sherpas 2014 How to find your differential advantage? Just Ask…. • What would you Google? • What made you decide to hire us? • What’s one thing we do better? • What’s one thing we could do better? • Would you refer us and why?
  32. 32. © Summit eMarketing Sherpas 2014 Differentiation Statements: PBE Jobber  What you do for a living? “We help auto body shops thrive in a consolidating market place”  Complimentary statement: We provide products and services that increase sales, efficiencies and profits”  Positioning goal/statement: “Our shops can’t live without us” Core marketing message: “We are the shop’s success partner”
  33. 33. © Summit eMarketing Sherpas 2014 What is Your Product/Service Mix Strategy? • What is your free or trial offering? • What is your starter offering? • What is your “make it easy to switch” offering? • What is your core offering? • What are your add-ons to increase value? • What is your “members only” offering? • What are your strategic partner pairings?
  34. 34. © Summit eMarketing Sherpas 2014 What is Your Growth Strategy? Market Penetration New Product/Service Development Market Development Diversification ABC PBE Increases Market Share in Baltimore with MSO Win ABC PBE Adds Digital Marketing Service for Auto Body Shops ABC PBE Enters Baltimore Market with Acquisition ABC PBE Launches Hard Parts Division NewMarketsExistingMarkets Existing Products/ Services New Products/ Services EXAMPLES NewMarketsExistingMarkets Existing Products/ Services New Products/ Services
  35. 35. © Summit eMarketing Sherpas 2014 What is Your Web, Social and Mobile Strategy?
  36. 36. © Summit eMarketing Sherpas 2014 The Web, Social and Mobile World We Live and Work In
  37. 37. © Summit eMarketing Sherpas 2014 Americans spent 9.5 hours per day with “digital media” in 2013
  38. 38. © Summit eMarketing Sherpas 2014
  39. 39. © Summit eMarketing Sherpas 2014 WebVisible
  40. 40. © Summit eMarketing Sherpas 2014
  41. 41. © Summit eMarketing Sherpas 2014
  42. 42. © Summit eMarketing Sherpas 2014
  43. 43. © Summit eMarketing Sherpas 2014
  44. 44. © Summit eMarketing Sherpas 2014
  45. 45. © Summit eMarketing Sherpas 2014
  46. 46. © Summit eMarketing Sherpas 2014
  47. 47. © Summit eMarketing Sherpas 2014
  48. 48. © Summit eMarketing Sherpas 2014
  49. 49. © Summit eMarketing Sherpas 2014
  50. 50. © Summit eMarketing Sherpas 2014 Smart Phones and Apps
  51. 51. © Summit eMarketing Sherpas 2014
  52. 52. © Summit eMarketing Sherpas 2014
  53. 53. © Summit eMarketing Sherpas 2014 Are Apps Important?
  54. 54. © Summit eMarketing Sherpas 2014 You and Your Shop Customers Need to Stay Connected to Smart Phones • The smart phone is considered the 3rd screen (#1 TV, #2 PC)…Will soon be #1 • The smartphone is rapidly becoming a second computer, or for younger folks, their primary computer • Most consumers would prefer to forget their wallet/purse instead of their mobile phone • All businesses need to “own” real estate on consumer’s mobile phones
  55. 55. © Summit eMarketing Sherpas 2014 • 72% of all Internet users are now active on social media • 89% of those between 18 and 29 years old are social media users • 72% of individuals aged 30 to 49 are engaged in social media • 60% of people between 50 to 60 years old are active on social media • 43% of those 65 years old and above are engaged in social media • 71% of users access social media from a mobile device
  56. 56. © Summit eMarketing Sherpas 2014
  57. 57. © Summit eMarketing Sherpas 2014 New Sales, Marketing and Customer Service Tools and Processes for PBE Jobbers and Their Shop Customers
  58. 58. © Summit eMarketing Sherpas 2014
  59. 59. © Summit eMarketing Sherpas 2014
  60. 60. © Summit eMarketing Sherpas 2014
  61. 61. © Summit eMarketing Sherpas 2014
  62. 62. © Summit eMarketing Sherpas 2014
  63. 63. © Summit eMarketing Sherpas 2014 1. A performing web presence 2. A CRM system 3. Content management and sharing platform 4. An email marketing, communication and retention platform 5. A text based marketing, communication and retention platform 6. Mobile Apps 7. Social media tools and techniques 8. Customer reviews and ratings 9. Digital ads, promotions and e-coupons 10. Reputation management system 10 Affordable Web, Social and Mobile Tools EVERY PBE Jobber and Auto Body Shop Should Consider Implementing
  64. 64. © Summit eMarketing Sherpas 2014
  65. 65. © Summit eMarketing Sherpas 2014 1. A Performing Web Presence 2. A Web, Social and Mobile CRM Platform 2 MUST HAVE Web, Social and Mobile Tools
  66. 66. © Summit eMarketing Sherpas 2014
  67. 67. © Summit eMarketing Sherpas 2014
  68. 68. © Summit eMarketing Sherpas 2014
  69. 69. © Summit eMarketing Sherpas 2014
  70. 70. © Summit eMarketing Sherpas 2014
  71. 71. © Summit eMarketing Sherpas 2014
  72. 72. © Summit eMarketing Sherpas 2014 A Performing Web Presence • Your website is your on-line/digital lobby • #1 Reason to have a website is drive business • 5-15 Seconds • Call to Actions • Include videos • Include a Blog • Include a calendar of events • Online education center
  73. 73. © Summit eMarketing Sherpas 2014 A Performing Web Presence • Include order here options • Include order status options • Integration with social media sites • Include reviews and ratings • Include digital ads, special promotions and coupons • Incorporate Analytics • You MUST have a Mobile site strategy • Turn your website into a Marketing Tool, Sales Tool, Communications Tool, and Customer Service Tool
  74. 74. © Summit eMarketing Sherpas 2014 Web, Social and Mobile CRM System
  75. 75. © Summit eMarketing Sherpas 2014 Web, Social and Mobile PBE CRM System
  76. 76. © Summit eMarketing Sherpas 2014 Web, Social and Mobile PBE CRM System
  77. 77. © Summit eMarketing Sherpas 2014 Email PC Social Tablets Websites Laptops Text Smartphones Advanced Communication/Content Sharing
  78. 78. © Summit eMarketing Sherpas 2014
  79. 79. © Summit eMarketing Sherpas 2014
  80. 80. © Summit eMarketing Sherpas 2014 Improve Sales and Marketing ROI with Email
  81. 81. © Summit eMarketing Sherpas 2014 Improve Sales and Marketing ROI with Text
  82. 82. © Summit eMarketing Sherpas 2014 Technician Owner/MGR Estimator Painter Advanced Communication/Content Sharing
  83. 83. © Summit eMarketing Sherpas 2014 Education and Information Delivery System
  84. 84. © Summit eMarketing Sherpas 2014 Improve Customer Management
  85. 85. © Summit eMarketing Sherpas 2014 Increase Sales
  86. 86. © Summit eMarketing Sherpas 2014 Increase Productivity!!!
  87. 87. © Summit eMarketing Sherpas 2014 Where Does a PBE CRM System “Fit” in a PBE Business? PBE Jobber Systems Sales and Promotions Inventory Accounting VOC Tracking Ordering Mobile Devices Invoicing Reporting EDI Time Clocks Payroll Reporting Haz Waste MDS C-Schedule Bar Coding Cataloging On-Line Line Card CRMPBE Jobber Systems PBE Jobber Systems Marketing Communications Digital Ads Customer Management Sales Rep Management On-Line Education Industry News CMS Reputation Management
  88. 88. © Summit eMarketing Sherpas 2014 Web, Social and Mobile Tools Improves Customer Retention Improves Communication Improves the Education PBE Jobbers Deliver to their Auto Body Shop Customers Improves Customer Satisfaction Improves Customer Management Helps Postion the PBE Jobber and an Expert Reduces Expense Creep Increases Sales W.I.I.F.Y.
  89. 89. © Summit eMarketing Sherpas 2014 How Can PBE Jobber’s Help Their Shop Customers Compete, Win and Generate More…
  90. 90. © Summit eMarketing Sherpas 2014 Auto Body Repair CRM System
  91. 91. © Summit eMarketing Sherpas 2014 Where Does a CRM System “Fit” in a Collision Repair Business? Estimating Systems Shop Management Accounting Software CRM System: Sales, Marketing, Communications, Customer Service
  92. 92. © Summit eMarketing Sherpas 2014 WIIFT
  93. 93. © Summit eMarketing Sherpas 2014 Auto Body Repair CRM System
  94. 94. © Summit eMarketing Sherpas 2014 • 2-5 Additional RO’s Per Month • $500.00 to $10,000.00 in Additional Monthly Revenue • 1045% ROI Revenue Increase and ROI
  95. 95. © Summit eMarketing Sherpas 2014
  96. 96. © Summit eMarketing Sherpas 2014
  97. 97. © Summit eMarketing Sherpas 2014 4.2
  98. 98. © Summit eMarketing Sherpas 2014 $500.00
  99. 99. © Summit eMarketing Sherpas 2014 42.3%
  100. 100. © Summit eMarketing Sherpas 2014
  101. 101. © Summit eMarketing Sherpas 2014
  102. 102. © Summit eMarketing Sherpas 2014 Connect with eMarketing Sherpas @ sales@emarketingsherpas.com www.emarketingsherpas.com
  103. 103. © Summit eMarketing Sherpas 2014

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