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Dennis McCarron

Dennis McCarron

Dennis McCarron is a partner at Cardinal Brokers Inc., one of the leading brokers in the tire and automotive industry (www.cardinalbrokers.com.) To contact McCarron, email him at dennis@cardinalbrokers.com.

Articles

ARTICLES

Don’t Accept Incomplete or Missing Vehicle Inspection Info

January 12, 2021

Dennis McCarron

I know you’ve heard me grumble about technicians performing poor, improper vehicle inspections - or even skipping the entire inspection process - before. Performing thorough inspections can grow your revenue and when done right, will make customers happy.

Discuss - But Don’t Forget to Document: The Four Elements of an Annual Review

December 14, 2020

Dennis McCarron

The end of 2020 is finally in view, and in only a few weeks it will be in the rear view mirror for good.

How to Build a Business-Boosting Budget for 2021

November 4, 2020

Dennis McCarron

First, let me take a moment to congratulate every hard-working mechanic, general service tech, tire tech, alignment specialist, sales advisor, store manager, service manager, owner and anyone whose title I didn’t mention who made it to the last few months of 2020.

McCarron

Land Mines and Hand Grenades: Eliminate Them From Your Business

October 14, 2020

Dennis McCarron

In this column, I often talk about processes and their importance. Sticking to a routine is important in how you and your employees:

Don't 'Turn Off' Advertising When Times Get Tough

September 30, 2020

Dennis McCarron

Woe be to the small business owner who pores over his or her marketing budget every September, October or November in preparation for the following year.

Ziegler Tire front counter

How to Sell Customer Financing More Effectively

September 4, 2020

Dennis McCarron

This column is about consumer finance options. And it may ruffle some feathers. I think that offering options to consumers so they can make the best decision for their vehicle, their budget and their situation is great. What I see as a massive opportunity for our industry is in how we offer that option.

Being ‘Busy’ Doesn't Equate to Being Profitable

Being ‘Busy’ Doesn't Equate to Being Profitable

August 11, 2020

Dennis McCarron

Some days, it may seem like you were busier than all get-out, but you didn’t make any money. Other days seemed slow, but you were stunned at how much cash you generated. Sometimes the retail world doesn’t make any sense, does it?

Regular, Casual or Player? You Need all of These Customers – but Treat Them Differently

June 29, 2020

Dennis McCarron

How many customers visit your location once and never come back? A quarter of them? Half of them? More? It is critical that you know that number and who those people are.

Put Your Prices Online – But Don’t Be the Cheapest

Put Your Prices Online – But Don’t Be the Cheapest

May 19, 2020

Dennis McCarron

Gone are the days where pricing was the top factor in online tire sales. Something else has taken its place: convenience.

The Art of the Interview

The Art of the Interview

February 4, 2020

Dennis McCarron

The repair wasn’t done right.” Ever hear this from a customer? About 75% of the time, this statement results in the dreaded service “comeback.” That leaves 25% of your customer base that doesn’t even give you a chance to even make things right.

Task Vampires and Emotional Vampires: Slaying Productivity-Draining Monsters

Task Vampires and Emotional Vampires: Slaying Productivity-Draining Monsters

December 13, 2019

Dennis McCarron

Modern Tire Dealer columnist Dennis McCarron has some practical tips for dealing with the vampires that rob us of time. One example is the “buddy system” for taking care of “drop-in vampires,” i.e., vendors who show up unannounced.

How to Catch (and Retain) Great Employees

How to Catch (and Retain) Great Employees

October 29, 2019

Dennis McCarron

Most independent tire dealers get into the tire and automotive service business because they enjoy fixing vehicles or selling things. Many probably started working for a larger chain or their father/mother/grandparents and got pretty good at fixing and selling, so they thought, “I’d like to be my own boss doing this.” And they scraped together enough cash, took on enormous debt, and hung their shingle outside.

DIFM vs. DIY: How to Handle the In-Between Customer

DIFM vs. DIY: How to Handle the In-Between Customer

October 15, 2019

Dennis McCarron

A customer walks in with a part and wants you to install it. Should you do it? Dennis McCarron helps you answer the question.

How to Know When Your Prices Are Too Low

October 8, 2019

Dennis McCarron

If you are frustrated with your customer’s price focus or “always wanting a deal” type of mentality, Modern Tire Dealer columnist Dennis McCarron has some shocking news for you: Your prices are too low.

It’s Time to Raise Your Labor Rates!

It’s Time to Raise Your Labor Rates!

August 15, 2019

Dennis McCarron

Politics. Religion. Alldata vs. Mitchell 1. Flat rate versus any other pay plan. Yes, I’m going there. I want to address pay plans, but not in a way you’re probably expecting.

Job Descriptions Help Everyone: Let Your Employees Know What They Need to Do

Job Descriptions Help Everyone: Let Your Employees Know What They Need to Do

July 23, 2019

Dennis McCarron

Why does it seem that on some days, owners can’t peel themselves away from the counter and the service consultants are nowhere to be found? A tool you can use to keep everyone focused on what’s important is a job description.

10% Net Profit: Get Your Fair Share

10% Net Profit: Get Your Fair Share

March 25, 2019

Dennis McCarron

Every year, you have a chance to be fair to your customers, your employees, and yourself. Earning 10% net profit year-over-year is your fair share, and it’s your retirement. The "industry norm" of 2% to 3% net profits will not be enough.

What Employees Get Right: Become Better at Pointing Out the Positives

What Employees Get Right: Become Better at Pointing Out the Positives

February 21, 2019

Dennis McCarron

Dennis McCarron has a challenge for every manager, owner — every boss. He's even made it a double-dog dare: for one week, only point out the positive things your employees do, and keep the negatives to yourself.

Benchmarks Are Not a Myth

Benchmarks Are Not a Myth

February 12, 2019

Dennis McCarron

A gross profit benchmark of 60% for a tire store is not a myth. Dennis McCarron explains how to reach it, from setting your shop’s labor rates to getting 50% margins on your parts sales.

Year-End Review and a Look at What’s Ahead

Year-End Review and a Look at What’s Ahead

December 18, 2018

Dennis McCarron

To 2019, Dennis McCarron says: Bring it. Low unemployment is likely to continue, and while that makes staffing harder, it means more people are driving to work and putting miles on their cars.

What's More Important Than Consolidation and Wage Wars? Cash Flow

November 15, 2018

Dennis McCarron

Tire dealers are feeling the heat. The big guys are growing bigger. Finding and keeping reliable technicians is getting more expensive. And technology is requiring more expensive shop upgrades. Doom and gloom? Dennis McCarron says no. "It’s not doom and gloom because this is awesome."

Sales Manager or Store Manager? Different Jobs, Different Responsibilities

Sales Manager or Store Manager? Different Jobs, Different Responsibilities

November 5, 2018

Dennis McCarron

Often, as is the case, a tire and automotive shop will employ a store manager. That is what we call the job, a store manager. But is your store manager really a store manager? Or is he or she a sales manager? Let’s look at the differences.

Dennis McCarron: Reach ‘Younger’ to Find Technician Talent

October 15, 2018

Dennis McCarron

Due to the boom of the internet, social media, and web 2.0, you are competing for the talents with every single other employer out there regardless of industry. What can be done to make sure a young, energized, and ambitious mechanically inclined young adult ends up working on cars?

Gotcha! Are You Ready if Reporters Target You During Sweeps Week?

Gotcha! Are You Ready if Reporters Target You During Sweeps Week?

October 12, 2018

Dennis McCarron

Remember this: No matter what, in every instance, it is always up to the business to make sure that work sold is legitimate and performed.

Why It's Important to Hire What You Can't Teach

Why It's Important to Hire What You Can't Teach

October 11, 2018

Dennis McCarron

What really separates you from the competitor down the street is the people in your building. And it’s not what they know. It’s the things you can’t teach. Do they care? Do they listen? Do they act like they want to make things right?

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