By Bob Cooper
One of the most common questions our coaches are asked is, “How do I find the superstar technicians and service advisors?” Interestingly, what most shop owners do is wait until they need a tech or advisor before they start their search. Unfortunately, when they use this technique they inevitably end up hiring the best of whoever happens to be available at the time, rather than the best of the best. So if you are looking to hire the stars, my first recommendation is that you always need to be recruiting, and the best way of doing this is by making sure that the superstar techs and advisors in your community are aware of your business, while letting them know that your shop is a really great place to work at the same time.
As I am sure you will agree, with rare exception the superstars are currently employed, and they are more than likely pleased with their jobs. So what you need to do in order to ultimately hire any of these stars is put first things first. You need to connect with them, because people go to work for people, not for businesses. So the million dollar question is: How do you connect with the stars? Well, it’s actually a lot easier than you might think. You need to do what your competitors would never dream to do, and reach the stars through their family members, their friends and their industry associates.
Run display ads in your community newspapers with a theme that your shop is the right place for people to have a car serviced, because you employ truly remarkable people. Then in each one of those ads, you should feature a different employee. Now before you jump to a conclusion that this won’t work for you, consider this…
If your ad carries a nice close up or portrait shot of one of your employees, along with their name, their position and a few words about who they are, then I will make you a number of promises. First of all, far more people will look at your ad, because people are always attracted to images of people. Secondly, the reader’s curiosity will inevitably kick in, and they will start to wonder if the person in the photo is someone they know, especially if your shop is in a smaller community. Now that you have their attention, as well as their curiosity, there’s a good probability that they’ll start to feel more comfortable with your brand, because as I mentioned earlier, people do business with people, not with businesses. Additionally, imagine how powerful the influence will be over the readers who actually recognize your employee as a family member, friend or acquaintance.
Now here’s where it gets really good. Not only will putting your employees in print be a really nice way to let them know just how proud of them you are, but just think about the buzz that’s going to be created in your community. The tool truck drivers, the part suppliers, and everyone else in your community who’s connected with the auto repair industry, are all going to be doing the same thing. They’re going to be talking about your ad, and you guessed it; they’re going to be talking about your shop as well.
So if you want to hire the superstars, I am going to hope you never forget a couple of cardinal rules. Number one, you always need to be recruiting. Otherwise, you’re doomed to hire the best of whoever happens to be available at the time. Secondly, if you want to reach the stars, then I am going to hope you never forget that the easiest way to do it is through their family, friends and acquaintances. If you agree with me, then I have every reason to believe you will also agree that running print ads showcasing your employees will not only help you build your brand, but it will show the superstar techs and advisors in your community that you truly care about the people who work with you, and will get them thinking about your shop.
For additional help building a more successful auto repair business, learn more about the 1-on-1 coaching and customized action plan offered through the Elite Coaching Program.