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How to Perfect Each Portion of the Sales Cycle

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Before becoming a $1.5 million shop, CS Automotive was marketing themselves (and getting a reputation) as “The Cheapest Shop in Town,” in Brentwood, Tenn.

The marketing worked, CS Automotive was getting more customers than ever, and with more work came more profits … well, no. 

Kim Auernheimer, co-owner, says she and her staff were actually working twice as hard to only be making half as much. 

CS Automotive was marketing to the wrong customers, charging too little and working with individuals that were not interested in truly maintaining their vehicles.    

There were holes in CS Automotive’s sales cycle.

It sounds simple, but the first step in any sales process is getting people into the business, explains Ron Ipach, co-founder of Repair Shop Coach, everything else follows suit.

“Without customers, there is no business⁠—it’s really where the cycle begins,” he says.

Once owners are willing to do the research to intelligently spend their money to bring in high-quality customers, they are no longer at the mercy of price shoppers and car owners unwilling to maintain their car⁠—this allows for shops to charge what they need in order to make a profit as well as pay their technicians a competitive wage.

Ratchet+Wrench spoke with coaches, shop owners and general managers to get to the core processes, equations, and methods within each step of sales that could be identified as holes within your sales cycle, and ultimately get in the way of both customer and employee retention, sales, and revenue.   

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