#95 Hold the Line or Make the Deal? PDR Pricing with Keith Cosentino copertina

#95 Hold the Line or Make the Deal? PDR Pricing with Keith Cosentino

#95 Hold the Line or Make the Deal? PDR Pricing with Keith Cosentino

Ascolta gratuitamente

Vedi i dettagli del titolo

Offerte di stagione | 0,99 €/mese per i primi 3 mesi

A seguire 9,99 €/mese – si applicano condizioni. Puoi disdire mensilmente.
A proposito di questo titolo
 Ep. 95: Hold the Line or Make the Deal? PDR Pricing with Keith Cosentino SUMMARY A joint episode with the PDR College Podcast. Gene and Keith Cosentino dig into the original PDR College topic, pricing. When do you hold the line, and when do you deal to fill the shop? They also cover sales skills vs. price guides, why your estimator shouldn't be your technician, customer acquisition cost, the takeaway close, and whether chasing Brice Kelly-level perfection is worth it as a business owner. The episode closes with an archive PDR Marketing Minute on knowing your average ticket. TIMESTAMPED NOTES 00:00 Keith and Gene are on a full show together for the first time in about two years. It’s a co-show on both feeds, and Episode 100 is close.01:45 Gene is heading to Germany. Keith’s advice: book the Porsche factory tour way ahead (the museum is walk-up), and don’t skip the Mercedes Museum, which he says is 10x cooler.03:32 The topic. PDR College has always pushed techs to raise their prices, and markets like Pittsburgh have largely come up together. But customers shop more than ever. So when do you hold the line, and when, if ever, do you negotiate?06:01 Gene’s spin: a tech can plug every factor into Mobile Tech RX, DentMate, or a paper guide and spit out a big number ($10,000 to fix a Camry door?) without the sales skills to support it. Keith: then you think you have a pricing problem when you really have a sales problem.08:33 Some people just won’t spend $1,900 on a dent, and both guys have fixed a thousand of those for $300. On dead days, watching estimates drive away hurts. Shane’s position has always been to fill the shop.09:51 Keith’s son Liam does his estimating, and Gene’s son Mack is working at DRN. Keith tells the Dent Magic story from the late ’90s: Alex, a clean-cut guy in training to be a sheriff who knew nothing about dents, sold jobs at 3–6x what the techs quoted. The lesson: separate the estimator from the repair, because techs carry head trash about how fast they can fix it. Gene sees the same thing with his front desk.14:12 Shrink tools went from rare to a regular weekly tool. Thinner metal is part of it, and so is guys like Brice Kelly showing what’s possible, so techs now say yes to everything that isn’t broken paint.16:23 Make-it-better repairs. Gene loves them. Keith admits he overfixes them, and he’s willing to entertain the idea that they’re bad business, because putting out less than your capability stings.18:18 The collision comparison: DRP shops work inside insurer constraints, and full-OE shops (Kristen Felder, SCRS) follow every procedure and total a lot of cars. Both are valid business models. Then there’s the gray area of a customer who wants a smaller repair on their own car.21:41 Can you take a Brice Kelly business model and run it at a shop in Canonsburg? It took Brice 10–12 years of perfect work and video to get Rivians dropped off on trailers from 4,000 miles away. Keith’s version of the Ronnie Coleman line: everybody wants to be Brice Kelly, but nobody wants to beat their head against a panel for 14 hours.23:11 Gene: after 24 years in PDR, 13 with a retail presence, and about 8.5 with a brick-and-mortar shop, most of his customers still never heard of PDR before their dent.24:20 Michael Scott’s paper company from The Office: “we’ll make it up on volume.” That’s what it sounds like when you take giant jobs in at half price.25:07 Gene’s process. It’s decided per repair, not per customer. Anchor high and establish value (have you talked to a body shop, or your insurance?). Read the customer. If the deal is slipping, find the lowest number you’d feel good about. Gene’s line: “I could tell you 50 bucks, but I’d just pull it into the shop and back out.”26:55 Every walk-in carries real cost: the location, a Google Ads click, social content from Liv, Shannon on the phones. Keith estimates $50–$200 per person in the door. When Gene last tracked it, DRN was around $40, so he ran a $40 coupon to his email list instead of giving that money to Google. Make-better repairs often pay the best per hour, because you’re doing the easy part of the dent first.31:21 AI. AI answering your leads is great if you truly can’t get to them all, but most shops get 10–50 calls a day, so talk to those people. Keith’s live chat is answered by a bot and works great. Gene is looking at voice AI for when the front desk is tied up.34:09 Keith’s estimator doesn’t have a tech’s x-ray vision. That leads into the protractor close: “Stand right here and it’ll look amazing. Walk down the side and you’ll see the $2,000 of work we’re skipping.”35:41 Gene’s recent example: a $3,000 quarter panel on a three-to-four-year-old Accord. The customer could do $1,000, the shop was empty, and it took about 10 hours. It was a losing job, but better than zero.37:15 The other half of the topic. Is holding yourself to the Brice Kelly ...
adbl_web_anon_alc_button_suppression_t1
Ancora nessuna recensione