2. Success
Success is more likely when you follow a plan
Sarah "Bogi" Lateiner is serious about expanding her
business
Set a clear sales goal for $1.5million next year
Moving to a new location that is significantly larger
Permits her to operate five bays where three are
double-deep
Hire more technicians
3. Change
Changing approach to grow her business
gross sales were only $400,000
She would rate her staff as merely acceptable
Her mother and her were the customer service
department
“I learned about what a business owner needs to
focus on,” explains Bogi. “I didn’t understand at first
when I opened the shop and though we were busy,
we weren’t really making money.”
4. Brighter Future
She wanted a different future for the business
Need to try something different
“Making the decision to engage Ron Ipach from CinRon
Marketing has made a real difference. I learned how to
have a successful business owner’s mindset and strategies
that will get me to where I want to go.” She said
“I can’t imagine where I would be today without learning
how to market effectively. But it has freed me up to be
more creative in how we target our community and how
we improve our customer service.”
5. History
Opened 180 Degree Automotive after becoming
disgruntled working for a dealership
Breaking ground since only 1.8% of auto repair shops
are owned by women
Goal was to educate people
especially women about their cars
Taken her desire to educate others to the next step
Joined three female mechanics on a television show
where they repair vehicles and explain how to do it
6. Trials
Important barrier Bogi had to address was her own
perception of marketing
“I didn’t think highly of marketing at all but learned I
was confusing it with advertising. Understanding true
marketing was the key to reset the business for
success.”
7. Goals
Gain ability to increase hire quality of staff
Make yourself distinctive without sacrificing
efficiency or profit
Increase productivity through improved business
operations
Grow income and minimize expenses
8. Strategy
Learning from other auto repair shop owners was the
best approach
“When I began to connect with auto repair shop
owners, I was able to glean from their experience and
apply to my own,” explains Bogi. “That’s when my
business really started to grow.”
9. Conclusion
“It was important for me to release the idea that we
were so unique. I was able to concentrate on
effective business practices and find our uniqueness
within systems and structures. Ron really helped me
to gain a different perspective,” Bogi stated.
“I would say that to have a growing business you
need effective marketing,” remarks Bogi. “You can let
misconceptions about marketing slow you down or
see that virtually everything you do is marketing and
then take control so that you can focus activities to
maximize business benefit.”
10. Auto Repair Shop Marketing
For 15 years, Ron Ipach with the CinRon Marketing
Group have helped over 4563 Auto Repair Shop
Owners to attract and keep all the high-quality
customers they can handle
Visit CinRon Marketing Group site:
http://www.cinronmarketing.com
