What is MBP and why is it the ultimate killer of upgrading my auto repair business? MBP is one of the biggest problems facing repair shop owners today because it destroys any and all forward momentum. This is the primary reason most auto repair advertising produces less than optimal results and is a large contributor to negative industry stereotypes.
When someone is looking into upgrading his auto repair business, he must first look into his MBP- Mood Based Philosophy.
Now, before you click away and dismiss this as some "as seen on Oprah psychobabble" take a second and see if any of these statements sound like you:
- "Advertising is worthless, we tried that and it didn't work."
- "We can't hire anyone, most people out there don't know what they're doing."
- "Word of mouth is the only thing that works."
- "We will not give information over the phone."
Upgrading My Auto Repair Business - MBP Example:
Why are these statements indications of poor MBP? Because it is a mood based philosophy which completely limits your ability to grow your business.
"Advertising is worthless, we tried that and it didn't work." This frequently comes from shop owners who tried something once or twice, had it produce less than fantastic results, and then decided to blanket the entire concept with a negative overtone.
One of the best illustrations of poor MBP crippling expansion was a fellow who told us, "I spent $5500 in one week on radio and it didn't bring in a single new car." This person is right up with another who said, "Direct mail is worthless; I sent out over 1000 letters and didn't see any results."
How did each of these shop owners end the discussion? "Advertising does not work."
Upgrading My Auto Repair Business - MBP Auto Repair Advertising:
Advertising DOES work, but only if used correctly. In almost every case, it never occurred to the shop owner he may have been doing something wrong. Instead, they turn to the "sour grapes" attitude and make blanket statements over entire non related situations. Why did the shop owner who spent $5500 in one week on radio ads not see results? Because he did not know you must be prepared to run your ads for multiple weeks for the message to sink in.
Radio reality is that most auto repair commercials sound exactly alike and are tuned out by consumers. Beyond that, for every 1000 people who even hear what you say, you'll be lucky to get 1 who cares and needs what you sell. If one does not use the frequency + placement + clarity = Return On Investment equation, he is bound to fail.
Why did the shop owner who tried direct mail see such awful results? Because he only sent one letter. If he had used a sequential mailer, he would have seen an actual return on his investment.
MBP Reality = Shop owners are locked into seasonal business cycles and always blame peaks and valleys on MBP fictions.
Upgrading My Auto Repair Business - MBP Car Repair Estimates:
"We will not quote over the phone." This statement has been pounded into the auto repair industry psyche like pimentos into olives. But unfortunately, it's been perverted from "no quotes" into "no value or information of any kind ever."
While it is very true that accurate estimates cannot be given without physical inspections, refusing to provide quality information to customers has only furthered industry problems.
When well meaning, knowledgeable technicians refuse to provide information when clients call, they are pushing unsuspecting drivers into the open arms of predators. This problem is compounded by the way shops present their information and estimates. Having a strong perfection-only MBP is just as crippling to a good shop as the low ball leaders.
MBP Reality = Shop owners believe the MBP fiction that price-shoppers dominate their market.
Upgrading My Auto Repair Business - MBP Bottom Line:
The bottom line is that it does not matter if your statements come from advertising, phone quotes, or hiring, if you hold a blanket negative outlook on any aspect of your business, it will completely derail all of your ability to move forward.
Your best bet is to find where your MBPs exist, write them down, and then take steps to find alternatives. Doing so will catapult you into an entire world of possibility.
