Mechanics Are Like Doctors, Just Not as Appreciated

Before I came over to MechanicAdvisor.com in 2012 as the head of business development, I was a pharmaceutical sales representative for a major drug company. I would spend my work days trying to come up with creative ways to "Juke" hospital security, spending my lunch hours in the hospital cafeteria just to get 5 seconds to introduce myself to anyone who would listen, and sitting in waiting rooms for endless hours trying to get a foot in the door. The most rewarding part of the job for me was the victory of having my message resonate with the nurse, doctor, or physician assistant and seeing it play through all the way to the patient. And no, it wasn't like the movie "Love and Other Drugs."

Unfortunately with the introduction of universal health care and the regulations facing the pharmaceutical industry, especially in Massachusetts, I saw the writing on the wall and it was time to look at new opportunities for my career. I got the chance to make a change when I was brought on by MechanicAdvisor.com as the site was showing tremendous growth across the country. I knew that I would be able to transfer a lot of what I learned in the pharmaceutical industry to the automotive industry, but I didn't realize that there would be so many striking similarities.

It took me the first few months to get adjusted to a new industry; terms, customers, search engine jargon. Still feeling anxious about leaving my job with a Fortune 500 company and where this new venture would take me, I got the best advice from my older brother’s father-in-law, a successful venture capitalist. He reminds me of Mr. Wonderful from the hit TV show Shark Tank. He told me over a nice glass of whiskey that with any new business venture he ever invested in, he would spend days or weeks at the business to truly understand not only how the business works, but to truly see where you can provide value or make the business more efficient. He told me a story of spending a weekend away at a nursing home, sleeping in the beds, eating the food, and partaking in group activities. It was a very eye opening conversation for me. It got me thinking about how I could apply this methodology to the automotive industry.

I started to understand that I would need to apply my pharmaceutical experience and start introducing the website to mechanics personally. I really needed to find a way to spend some time in the shops and really see the day-to-day activity and what makes the business tick. I put together a plan to hit the streets with an IPad to introduce the website around the Boston area. Going in, I thought it would be a breeze compared to what I endured in the pharmaceutical world. Boy was I wrong.

I remember walking into my first shop in Somerville. It was hidden and off the beaten path, a Mercedes specialty mechanic. I walked in to the waiting room with a receptionist and glass overlooking a 4-bay garage with a 1983 Mercedes S-Class and a 2012 Mercedes E550 AMG. I quickly introduced myself and got a glazed-over look like “who is this guy, and what is this website?” I asked if I could meet with the shop owner and was told I would have to wait.

As I sat in the waiting room watching “Dr. OZ” I had a severe case of Deja Vu. I literally felt like I was in a small Watertown office waiting to see Dr. XYZ to pitch the latest and greatest statin. After about 40 minutes, the mechanic came out, grease all over his hands (can’t shake hands). I quickly introduced the website, totally lost the guy and basically got kicked out. To say that I felt defeated would be an understatement.

The whole experience got me thinking about how I could effectively reach out to mechanics. I realized just like a doctors office that everyone in an auto repair shop has a voice and should be treated equally; from the front desk staff, to the technician, to the gas attendant etc. I needed to take the time to understand the business and what was important to everyone in the shop. Just like my approach when I would discuss various drug updates with doctors and nurses.

With this approach, I have successfully set up appointments and been able to spend valuable time in repair shops. I've learned more about the industry and the challenges facing mechanics today than I could have ever thought. I've also had a chance to help make a positive impact in many mechanic's businesses.

I have realized that mechanics, just like doctors, take great pride in their work and have put a lot of time into their schooling. A mechanic has a passion to fix cars just like a doctor may fix a heart. The big difference I've seen between the two professions is an under appreciation in the work that mechanics perform. Many consumers dread bringing their car into a shop to be worked on and spending what they feel may be unnecessary money. But the end of the day, making your car last longer and drive safer is not unnecessary.

There is a small segment of mechanics out there who have given mechanics a bad name with price gouging and bad repairs, but the truth is, there are only a FEW bad eggs. Do your research online (Yelp, MechanicAdvisor, Angie’s List), ask friends and family for referrals and make sure you feel comfortable with whoever you’re trusting with your car. And give your mechanic a hug or some other token of gratitude. He or she is keeping one of your biggest investments alive and on the road.