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[ILLUSTRATION OMITTED]

While some shop owners thrive referral business alone, the conventional formula is not cutting it for shops hungry for growth or with more than three bays to fill. Increased competition from dealers and discount franchises dictates that you approach your marketing efforts with business savvy and a solid strategy.

Before you spend another dime, let's look at these essential--albeit non-glamorous--marketing musts.

Get to Know Your Clients

While this seems obvious, a surprising number of business owners don't take time to truly examine their core client base. You need to know age ranges, gender, family status (kids or no kids), suburban or city dwellers, one-car or multi-car households and professional, stay-at-home or retired work status.

You should...

NOTE: All illustrations and photos have been removed from this article.



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