How to Grow Your Auto Body Business and Dominate Your Local Market in a Consolidating Industry was presented to several auto body shops in Springfield, MA on October 2, 2014. A special thank you to Sherwin Williams for sponsoring this event.

2. How to Grow Your Business
and Dominate Your Local
Market in a Consolidating
Industry
Frank Terlep | CEO eMarketing Sherpas
October 2014

3. Who is Frank Terlep

4. Who is Frank Terlep

5. Who is Frank Terlep
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

7. Name:
Shop Name:
# of RO’s Per Month :
AVG RO$:
Closing Ratio:
Biggest Sales/Marketing Challenge:

8. Agenda
• Digital Marketing Game Show – 2 Winners
• Industry Overview and Present Situation
• How Shops can Beat Bigger Competitors
• New Sales, Marketing & Customer Service Strategies,
Processes, Tools and Technologies
• Strategy Before Tactics
• Marketing – Definition
• - Traditional VS Digital Marketing
• The Web, Social and Mobile World we Live and Work In

9. Agenda
• Today’s Consumer
• 13 Web, Social, & Mobile Every Auto Body and Repair Shop
Should Consider
• New Sales, Marketing & Customer Service Strategies,
Processes, Tools and Technologies
• CRM Systems – What, Why and How Important
• What’s In it For the Shop
• An Introduction to the Collision Industry’s ONLY Digital
Marketing Platform
• Q&A

12. 86% of Consumers
Perform an Online
Search Prior to
Making a Local
Purchase

13. The Value of an
Email to a
Business is
$50.00

14. 72% of Email
Users Check Their
Inboxes 6 or More
Times a Day

15. The #1 Position on
a Search Engine
Results Page
Receives Almost
1/3 of All Page
Clicks

16. 26% of people that
perform an Internet
search will go to page
2 to find a company
or product

17. Every Dollar
Invested in an Email
Campaign
Generates More
than a $43.00 ROI

18. 46% of local
searches are
done on mobile
devices

19. 70% of those
people took
action in less
than 1 hour

20. 50 Million
Phone Apps are
Downloaded
Every Day!

21. ONLY 12-15% of a
shop’s Facebook posts
are actually seen by
shop’s FB “friends”

22. The Typical Smart
Phone User Looks
at their Smart
Phone 150 times
per day

23. 72% of U.S. based
consumers trust online
reviews as much as
personal
recommendations.

24. What is the Average Age of the
users of…
Twitter ?
Facebook ?
LinkedIn ?
Total: ?

25. TRUE!

26. FALSE!
$118.00

27. TRUE!

28. TRUE!

29. False!
Less Than 5%

30. TRUE!

31. TRUE!

32. TRUE!

33. FALSE!
72 Million on
Apple Alone

34. FALSE
2%

35. TRUE !

36. TRUE!

37. Twitter 37
Facebook 40
LinkedIn 44
Total 121
Pindomblog 9/12/12

40. Auto Body / Collision Repair Industry

41. Auto Body / Collision Repair Industry

42. Auto Body / Collision Repair Industry

43. Auto Body / Collision Repair Industry

44. The World Our Businesses Operate In Today
• Changing
• Consolidating
• More Repairs to Less Shops
• Margins Shrinking
• KPI’s Increasing
• Consumer Driven
• Technology Driven
• Data Driven

45. The World Your Auto Body Shops Operates in Today
• Better – High Quality
• Faster – Lower Cycle Time
• Cheaper – Overall Severity
Management
• Connected: 92% of Consumers On
the Web
• Mobile: Almost 70% have a smart
phone
• Social: 72% are active on social
media
• Feedback: 88% of customers read
online reviews before their make a
local purchase

47. People Still Prefer Small Business!

48. How Can Independent Auto Body and
Repair Shops

57. New Sales, Marketing and Customer Service
Strategies, Processes, Tools, and Technologies

59. "Strategy without
tactics is the slowest
route to victory.
Tactics without
strategy is the noise
before defeat”
~ Sun Tzu.

60. • 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 company’s web, social and mobile strategy?

61. S…W…O…T…
• Strengths
• Weaknesses
• Opportunities
• Threats

62. Who is Your Ideal Customer?
• Values you
• Profitable
• Refers you
• Demographics
• Psychographics
• Geographics
• Pays their bills

63. What Makes You Different?

64. 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?

65. What is Your Growth Strategy?
Market
Penetration
New
Product/Service
Development
Market
Development
Diversification
ABC Auto Body
Increases
Market Share
by Adding
Second Shift
and 2 DRP’s
ABC Auto Body
Adds Alloy
Wheel Repair
and Glass
Services
ABC Auto Body
Enters CT
Market with
Acquisition
ABC Auto Body
Launches
Mechanical
Repair
Department
New Markets Existing Markets
Existing
Products/
Services
New
Products/
Services
EXAMPLES
New Markets Existing Markets
Existing
Products/
Services
New
Products/
Services

66. What is Your Company’s Sales, Marketing
and Customer Service Strategy?

67. Our Definition of Marketing
Know Like Trust

68. Traditional Marketing
Your
Shop
Sales Promotions
Advertising
Sales Personnel
Public Relations
Direct Mail,
Telemarketing, etc
Consumers
Insurers
Fleets
Dealers
Agents
Other

71. Traditional Marketing VS Web, Social & Mobile
“Traditional”
(The 6 P’s)
• Product
• Price
• Placement
• Position
• People
• Planning
Web, Social & Mobile
(The 4 C’s)
• Content
• Context
• Connection
• Community

72. Traditional Marketing VS Web, Social & Mobile
“Traditional”
• Billboards
• Banners
• Announcements
• TV
• Radio
• Newspapers
• Magazines
• Face to face
• Yellow pages
Web, Social & Mobile
• Search Engine Marketing
• Local Search
• Display Advertising
• Adwords
• Email
• Mobile Marketing
• Text Message Marketing
• Apps
• Social Media
• Review and Ratings
• Reputation Management

73. Traditional VS Web, Social & Mobile

74. Traditional VS Web, Social & Mobile

76. New Sales, Marketing and Customer Service
Tools, Technologies & Techniques

80. The Web, Social and Mobile World We Live
and Work In………..All In One Second!!!

81. The Web, Social and Mobile World We Live and
Work In

82. The Web, Social and Mobile World We Live and
Work In

83. The Web, Social and Mobile World We Live and
Work In

84. Today’s Consumer
Source: PEW RESEARCH CENTER,
MAY 2010

85. Today’s Consumer
Source: PEW RESEARCH CENTER,
MAY 2010

86. Today’s Consumer
Online connectivity on the rise
Source: PEW RESEARCH CENTER,
MAY 2010

87. Today’s Consumer
Nearly 10 hours per day with ‘digital media’

88. Today’s Consumer
WebVisible

89. Today’s Consumer

90. Today’s Consumer
Insurance DRP’s becoming less important…
Source: http://www.propertycasualty360.com, Melissa Hillebrand, Feb 2014 based on Accenture study

91. Tomorrow’s Consumer
Insurance Price Comparison Sites

92. Levels the Sales, Marketing and
Customer Service Playing Field!

93. • Improves Closing Ratios
• Increases Referrals and
Retention
• Increases Sales of Products
and Services
• Brand and Reputation
Management
• Improves Review Processes
and Results
• Improves Agent and Business
to Business Marketing

94. Helps The Shop “Own” the Customer?

95. This Stuff Works!!!!!!!

96. 13 Affordable Web, Social and Mobile Tools EVERY Auto
Body & Repair Shop Should Consider Using
1. Your web presence
2. A powerful CRM system
3. An automated unsold estimate follow
up and sales system
4. Content management and sharing
platform
5. On-Line advertising - PPC
6. An email marketing and retention
platform
7. A text based marketing and retention
system
8. Mobile marketing, branding and
communication platform
9. Social media tools and techniques
10. Validated customer reviews and ratings
11. Digital ads, promotions and e-coupons
12. A customer loyalty and retention
system
13. Reputation management system

98. Your Web Presence

99. Do Digital Impressions Matter?
[
Web
presence

100. The Shop’s Website
• Your shop’s website is your on-line/
digital lobby
• #1 Reason to have a website is drive
business t o your door
• SEO
• Social Media
• 5-15 Seconds
• Call to Actions
• Include videos
• Include a Blog
• Utilize QR Codes on any surface to
draw consumers to your site

101. The Shop’s Website
• Include appointment options
• Include repair status options
• Integration with social media sites
• Include reviews and ratings
• Include digital ads, promotions and
coupons
• Incorporate Analytics
• You MUST have a Mobile site strategy
• Turn your website into a Social Media
Marketing Tool, Sales Tool,
Communications Tool, and Customer
Service Tool

103. Call to
Actions
Social Media &
Sharing
Svcs/Certificatio
ns
Reviews
Before and After
Videos
Blog
Keyword Focused
Content

104. Website = Sales Tool

105. Website = Sales Tool

106. Website = Sales Tool

107. Website = Referral Tool

108. Website = Customer Service Tool

109. Website = Customer Service Tool

110. Website = Social Media Tool

111. HOW DOES
YOUR WEBSITE
STACK UP?

121. Find and Build a Content Platform

123. What Types of Content Can Be Shared?
• Text
• Photos
• Videos
• Audio
• Information
• Experience
• Conversations
• Presentations
• White Papers
• Websites
• Social Media Sites
• Emails
• Text Messages
• Webinars
• Blogs
• Anything
• Infographics
• Interviews
• Articles
• Reviews
• How to’s
• Lists
• Links
• Spam

124. Search Engine Optimization
Is Your Website Invisible?

125. Search Engine Optimization

126. You must be on page 1!
Using Search Results
45.5%
Top 4
> 75%
15.7%
23.2%
5.5%
10.1%
Rank #1 Rank #2 Rank #3 Rank #4 Rank #5-10
[
Web
presence

127. Title Tags
• The title tag can only be 70 characters long (that’s all the search engine will even look at)
• The first words are given most importance
• The first words need to be “auto body”
• Title tags should also be unique to every page
• No extra words

128. Primary Keywords should appear:
• In page title
• In page headers
• In navigation links
• In bold text
• In web address and file
names
SEO Site Structure
Can you guess what this company is
selling?

129. Social & SEO….

130. Search Engine Optimization
Changes to a
website take 60-
90 days for search
engines
to fully recognize

131. How Do
Your Sites
Perform?

132. Pay Per Click
SEM: Search Engine
Marketing
• Paying Google to place your ad
at the top of search results
• Costs $1.00 - $8.00+ per click,
depending on competition
• Generates traffic today
• Excellent way to supplement
an SEO campaign
• We write ad copy, measure
conversion rates, optimize
landing pages

133. • Pay per click (PPC) (also called Cost per
click) is an Internet advertising model
used to direct traffic to websites….
• Advertisers pay when an their ad is
clicked
• Advertisers typically “bid” on keyword
phrases relevant to their target markets
• Some sites charge a fixed price per click
• PPC display ads are shown on sites or
search engines that show related
content
• PPC is different then CPM (cost per
1000) s
Pay Per Click

134. Keywords (Dallas)

135. 81.22%
10.00%
5.31%

136. Do Consumers Search for Local Businesses?
[
Web
presence
Source: “Understanding Consumers' Local Search Behavior”, thinkwithgoogle.com, May 2014

137. Winning the Local Search Game

138. Winning the Local Search Game

139. HOW WELL IS
YOUR BUSINESS
LOCALLY LISTED?

141. Why is Email important to Repair Shops?
[
Email
marketing

142. Why is Email important to Repair Shops?
[
Email
marketing

143. Why is Email important to Repair Shops?

144. Why is Email important to Repair Shops?
[
Email
marketing

145. What Type of Emails Should You Send?
• Emails to Unsold Estimates
or Repair Quotes
• Thank You Emails with
Integrated Customer
Surveys
• 30 Day After the Repair
Follow Up
• Special Offer Emails
• How to Emails
• Auto Reply Emails
• New Service Offering
Emails
[
Email marketing

146. What Type of Emails Should You Send?
• Quarterly Newsletters
• Co-Marketing Emails
• Internal Communications
• Directed Emails:
• Confirmation Emails:
• Event Invitations:
• Social Media Emails
• Holiday Emails
• Seasonal Emails
• Use Your Imagination
[
Email marketing

157. Mobile/Text Message Marketing and
Communications
• There are 300 MILLION mobile phones in North
America that can send/receive a text message
• 98% of consumers read their texts in 3 minutes or
less!!!
• New and Novel
• Less intrusive than phone calls
• More effective than email
• Creates a “buzz”
• SMS/Text marketing has a 7-10% response rate
• Mobile number should be required during vehicle
check in process
• Ideally used for vehicle status , important
communication, special promotions and pricing

158. Smart Phones and Apps

159. Smart Phones and Apps

160. Smart Phones and Apps

161. Mobile Marketing Recommendations
You MUST have a Mobile Website
Text Messaging is required today
• Unsold Estimate Follow Up
• Vehicle Repair Status
• 7-10% Promotion Response Rate
Smartphone App
• Real estate with the consumer
• Communications, Branding, & Retention

162. Online Reviews are Key to Growing Your
Business!

163. Online Reviews REALLY Matter!

165. Ask for Feedback- Get More and Better Reviews
• Just Ask!
• Provide Options
• Use Signage
• Use POS Information
• Remember it’s a
Numbers Game
• Display Reviews in
Lobby
• Include as Part of
Overall Process

166. Ask for Feedback- Get More and Better Reviews
• Use email and text after
delivery
• Send up to 3 times
• Include links and QR codes
on customer documents
• Include review page on
website
• Offer POS materials
• Use signage in lobby
• Big screen with scrolling
reviews behind welcome
desk

168. Why is Social Media Marketing Important to
Auto Body and Repair Shops?
• 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

174. Reputation Management Defined…
Online reputation
management entails
establishing,
maintaining, repairing
and monitoring the
publicly available online
information about an
individual or
organization.

176. React & Respond
• Take ownership, have a plan
• Respond to ALL reviews
• Your responses should not be
generic
• Short, simple and sweet
• Leave your personal emotion out
of your reply
• Don’t offer gifts or bribes
• Take the conversation off-line
• Don’t sell

178. What NOT TO DO
• Don’t ignore them
• Don’t expect a lot of
responses
• Don’t pay or offer
incentives
• Do not use kiosks in the
lobby (YELP)
• Don’t create fake reviews
• Don’t overreact
• Don’t keep the conversation
going online

179. A CRM System……

181. The Benefits of a CRM System…

182. The Benefits of a CRM System…

183. What is a Auto Body Shop CRM System?
Automates and Manages a
Shop’s Web, Social and Mobile
Activities
• Unsold Estimate/Quote Follow
Up and Sales System
• Website and Integration
• On-Line Appointments
• Email Marketing & Retention
• Text Messaging & Retention
• Social Media Integration and
Management
• Digital Ads and Promotions
• Mobile Apps
• Customer Reviews
• Reputation Management

184. WIIFY

185. What is Your Potential CRM ROI?

186. Today’s Consumer
Impact on a shop’s short & long-term ROI
• $500
• 4.2
• 7-10 years
• 11.4 years

188. $500.00

189. 4.2

190. 2.5%

191. 42.3%

192. Three (3) Simple CRM ROI Areas
1. Sell Additional
Services to
Previous Customers
2. Improve Closing
Ratios
3. Increase Referrals

193. Three (3) Simple CRM ROI Areas
1. 2% of Last Year’s
Customers Return for
$150.00 Service
2. 2% of Unsold Estimates
Return for Repairs
3. Additional 2% of Last
Year’s Customers Refer
Your Business

194. Auto Body Shop Revenue Increase and
ROI $1.5M in Annual Sales
$41,770.00 in
Additional Annual
Revenue
$2,984.00 in Additional
Monthly Revenue
601% ROI
Note: Numbers based on 62 RO’s per month, average RO of
$2000.00 and closing ratio of 70%

200. Happy, Loyal Customers

202. A Single Integrated Platform
Designed to Help Your Shop…

203. What are the Benefits?
Drive Business
Growth
Optimize
Brand Equity
Improve
Efficiencies
Convert more leads
Tools that will increase
your closing ratio
Increase Referrals
Create loyalty programs
and rewards for
recommendations
Website traffic
Tactics directing people to
your online lobby
Extension
Market and sell additional
products & services
Automation
Let the system remember
what needs to be done
Templates
Consistent
communications created
once for reuse

205. Connect with eMarketing Sherpas @
sales@emarketingsherpas.com
www.emarketingsherpas.com