As shop owners and managers have become more aware of what they need to do to properly market their shop online, the need for information has shifted to properly measuring that marketing.
So in the last year, Danny Sanchez, CEO of Autoshop Solutions, developed a new class to address these needs. “The Numbers Don’t Lie” taught Automechanika Chicago attendees numbers and benchmarks they need to pay attention two when it comes to Internet marketing.
Sanchez draws on his real-world experience be brings to the class, which is built largely on data and making sure benchmarks are illustrated clearly. He also has become very good at predicting trends, making his classes even more popular.
“I connect to my life experience in the shop environment,” he states. “I also understand the service advisor’s impact al the way to the technicians and how their jobs have become different.”
At the end of the course, Sanchez explained attendees would be able to review how their Internet marketing is performing and get a snapshot of what needs to change or what is working.
“You’ll know the numbers you need to achieve and have the tools to identify which pieces are not working and where to make changes, improvements or reach out to vendors,” he notes. “(You’ll) know the numbers that are driving (your) business and how you should continue to manage the business, how often to check (numbers) and communicate with web providers.”
About the Author
Tschanen Brandyberry
Tschanen Brandyberry is Special Projects Editor for the UBM Americas – Automotive Group, moving into the position following roles as managing editor of Motor Age and associate editor of Aftermarket Business World. She joined the Automotive Group in 2006 after working in editing and writing positions at The Morning Journal in Lorain, Ohio, and The Daily Chief-Union in Upper Sandusky, Ohio, in addition to public relations agency experience. Tschanen is a graduate of the E.W. Scripps School of Journalism at Ohio University in Athens, Ohio.