Trust, Life and Auto Repair

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Trust, Life and Auto Repair

Stephanie Jackson • September 1, 2017

This is going to be pretty philosophical for a blog about car repair. You know, typically, a car repair website blog is “blah-blah flux capacitor, turn signal pressure, muffler bearing, blah-blah”. Today I want to touch on concepts that are a bit more ambiguous. The actual reasons that customers choose their car repair facility is a topic that is very well studied, documented, and is an extremely important item that we discuss daily in our industry. We use large scale studies, and our own personal experience in these conversations and decisions. So, without further ado, on to the meat of the topic!

The most important and number 1-4 reasons for choosing a car repair facility are NOT price! However, the majority of customers ask for that FIRST. The FIRST thing they want to know is “How much is it for you to do job X”. The MOST important facet of the experience is at the END of the experience (from drive-away to long-term usage) and isn’t the price number, it is the VALUE. Value is hard to measure- it’s ambiguous. People love to ask price because they feel it is the one thing they can nail down. Contemplating price+tech knowledge+warranty+job quality+courtesy+friendliness+on-time delivery+convenience+parts quality=VALUE is extremely difficult up front. However, with long term usage of the car and shop, it becomes obvious.

Many shops “hide” many facets of their operations specifically so that you can’t quantify them and they can manipulate you on price. Just like every other business in the world, when you see “FREE”, “SALE”, “DISCOUNT”, etc, you are being manipulated on price. You might ask, “How do you know!?!” I’ll tell you how I know; because I have studied economics, and accounting, and because I’ve run a business for 12 years.

We don’t pay our bills by the job, or by the day, or by the week. We pay our bills by the month, quarter, and year. At the end of these long terms our Revenue ($ in) multiplied by our Gross Profit Percentage minus our Expenses must be a positive number. If it is not, we lost money, and NO business exists when it loses money. A business can lose money for at most a few months or a year, and then it will fold. Expenses are simply too high. These are facts, not opinions, and must be understood to understand why a “Sale Price” results in LOWER value. You want to use a business that makes a good profit, because THAT is a business that excels at delivering to their customers.

So to evaluate what makes a customer happy when it isn’t price, let’s think about WHY a business would CHOOSE to lower Gross Profit on a job when the goal is to have HIGH Gross Profit. Simple- it’s a loss leader. You must DO something to bring in customers. Since Price manipulation is very easy to see and implement, many businesses choose that tactic- there’s the AD shouting “ITS FREE!!!”. So how do they make money? By overcharging you for literally every single other thing you buy, AND reducing expenses on the “FREE” or “DISCOUNTED” item.

We have TWO ASE Master Technicians on staff. We’re both damn good technicians, with hundreds of thousands of dollars in tools, equipment, knowledge, and education. That means we expect to be paid accordingly for our work. Work here, just like your job, comprises EVERYTHING we do during our hours here, PLUS our study time after hours. Scan a car? Yep, it’s work. Install a wiper blade? That’s work, too. If you are a chef, when you are cooking, you’re working. Making a salad? Work. Cleaning your knives? Work. THIS is why a “FREE” diagnostic is always bad. A good technician earns 35-45% of the billed labor in total compensation (salary, benefits, etc). This means they earn anywhere from 30-50$ for each billed hour. You think a business can give away several hours a week at that rate? Would you? Of course not. A “FREE” diagnostic is worth every penny you paid for it, and usually worth less. Go ahead, install 300$ worth of parts and use 8 hours of someone’s time and still have a broken car. How much was that “FREE” diagnostic worth? at 100$/hr for labor it cost -1100$. Still think it’s free?This happens because good diagnostic techs won’t (also “don’t“ and “shouldn’t”) work for free and bad diagnostic techs can’t perform a diagnosis correctly.

So how do the “it’s FREE” shops do it? Well, number one, they lie to you. There’s nothing “FREE”, they’re gambling that they will “sell” you high profit services to make up for the “FREE!”. What if you don’t “need” anything? Oh, trust me, you’re going to “need” something! They build the cost of the diagnosis back into the job. I have seen this in hundreds of competing estimates. You have lost the “trust”, “tech knowledge”, “parts quality”, “friendliness” from the Value equation! You know it, and we all know it. The trust is gone because you know in your heart they have to sell you something at an inflated price to avoid losing money. The tech knowledge is gone because the good techs have no time for games- they’re good BECAUSE they’re ethical and smart, and they study. They won’t stick around for that game. The parts quality is gone because you MUST minimize your losses and compromising parts quality is childishly easy to hide. The friendliness is likely gone because of the stress that comes from that kind of sales pressure.

THIS is why the customer dissatisfaction in auto repair is ridiculously high. Too many people compromising value to chase price when it isn’t what makes them happy in the first place.

Don’t buy into the hype. PAY people for what they do, EXPECT high quality, and CHOOSE those who deliver. THAT fixes the entire equation. The techs get paid for their work, the owner (either individual or corporate) makes enough money to guarantee the work correctly (long-term) and train their employees, AND provide conveniences like shuttle service, an Uber, or a discount rental.

Look at the reviews- high VALUE shops create good reviews and customers that speak well of them. They also create very few people that go online and “slam” them with the “one star temper tantrum review”. Ask your friends for referrals. Good shops do much less of the “FREE” and “SALE” stuff in advertising and much more in relationship building advertising. When you compare shops, compare apples to apples. When you price shop ask “Why is one estimate higher?”. If the answer is “their techs are paid more because they are better, their parts quality is higher, their warranty is better, they’re more professional, they’re more convenient” then you very likely are looking at a higher value, and THAT is what makes you happy. Don’t be misled that you can get “adequate” repairs cheaper at a place that yells “We’re Cheap!” because they can’t afford NOT to sell you everything they can.

Good shops don’t quote price, they explain their value. They don’t try to beat a price, they try to do a very good job, at a fair price, and deliver on time, every single time. They communicate, explain, and empathize- not pressure, steer and control. They understand that this is NOT a transaction- it is relationship. They get that when you leave the business after your repair their obligation to you follows you- it doesn’t end when you pay the bill.

The vast majority of the customer dissatisfaction is related to improper diagnostics, come-backs, and incorrectly performed repairs. Every single one of these things is caused by the people working in the business and a culture of “sales transaction” vs “client satisfaction”. A business that yells “FREE STUFF” cannot be a “client oriented” culture, because a client oriented culture focuses on long term relationships, not transactions and a “FREE STUFF” ad just delivers transactions.

For instance, when you pay us to troubleshoot a problem, you have paid us for our time. We don’t HAVE to make another sale to earn a profit. We can advise you of your best course of action and be honest and frank about your car, and help you manage your investment into the second most (or most) expensive (and important) thing you own. We’re not steered by the need to “make up” lost revenues on a “loss leader”. Even our oil change specials make us a small profit- because we don’t do giveaways to bring you in. That’s our business model- we’re not here to “control” the customer with price, we’re here to create a relationship with our clients that lasts, and results in high levels of satisfaction.

Hopefully this rather long-winded blog post has helped you understand a little more about the auto repair industry and how you, and a customer, can become a client with a shop that will result in BOTH you and the shop having a happy and long term business relationship.

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Why Your Steering Wheel Feels Stiff: Common Causes & Fixes in Newport News

March 20, 2025

At Pro Auto Repair in Newport News, VA, we know that a smooth, responsive steering experience is essential for safe and comfortable driving. If you've ever encountered a stiff steering wheel, you know how concerning and frustrating it can be. Whether you're making tight turns or navigating through busy streets, a stiff steering wheel can significantly impact your driving experience. A stiff steering wheel often indicates that something isn’t quite right with your vehicle’s steering system. In this blog post, we’ll explore the most common causes of a stiff steering wheel and how Pro Auto Repair in Newport News, VA can help you resolve the issue, ensuring your vehicle runs smoothly and safely. The Importance of a Smooth Steering System Your vehicle’s steering system is a vital component for maintaining control of your car, truck, or SUV. A smooth and responsive steering system allows for precise control when navigating curves, parking, or driving at high speeds. If your steering feels stiff or unresponsive, it can make driving more difficult and potentially dangerous. Keeping your steering system in top condition is essential for your safety. Regular maintenance and addressing any steering issues promptly will ensure a more enjoyable driving experience and help you avoid costly repairs down the line. Common Causes of a Stiff Steering Wheel Several issues could cause your steering wheel to feel stiff. Let’s break down the most common causes and explain how Pro Auto Repair in Newport News, VA can help you address them. 1. Low Power Steering Fluid One of the most common causes of a stiff steering wheel is low or contaminated power steering fluid. Your vehicle’s power steering system relies on fluid to make steering more effortless, especially at lower speeds. If the fluid level is low or the fluid is dirty, it can cause the steering wheel to become stiff or difficult to turn. How It Happens: Power steering fluid can leak over time or degrade, reducing its effectiveness. Contaminated fluid can also cause the system to malfunction, resulting in hard steering. What to Do: If you suspect low or dirty power steering fluid, it’s essential to have it checked and replaced. At Pro Auto Repair , we can quickly assess your fluid levels, flush the system if necessary, and ensure the right fluid is added to keep your power steering system functioning smoothly. 2. Worn or Damaged Power Steering Pump The power steering pump is responsible for pushing the fluid through the power steering system. If the pump begins to wear out or break down, it can result in a stiff or unresponsive steering wheel. A faulty pump may also cause whining noises when turning the steering wheel. How It Happens: Over time, the power steering pump can become damaged due to wear and tear, excessive heat, or contamination in the fluid. What to Do: If you notice whining noises or difficulty turning the steering wheel, it's important to have your power steering pump checked. Pro Auto Repair in Newport News, VA, can inspect your pump and replace it if necessary, restoring smooth steering. 3. Damaged Steering Rack or Tie Rods The steering rack and tie rods are essential components that connect your steering wheel to the wheels of your vehicle. If either of these parts becomes damaged, it can lead to stiff steering. A damaged steering rack can cause your steering wheel to feel tight or unresponsive, while damaged tie rods can lead to misalignment, which affects your vehicle’s handling. How It Happens: The steering rack and tie rods can become worn or damaged from age, rough driving conditions, or accidents. When they break down, your steering system will suffer, often resulting in stiffness. What to Do: If the steering rack or tie rods are damaged, it’s critical to have them replaced immediately. Pro Auto Repair offers professional steering system repairs, including steering rack replacement and tie rod replacements, to restore your vehicle's handling and steering precision. 4. Faulty Serpentine Belt The serpentine belt plays a key role in powering various components of your vehicle, including the power steering pump. If the serpentine belt becomes loose, worn, or damaged, it can prevent the power steering pump from working effectively, causing stiffness in the steering wheel. How It Happens: Over time, the serpentine belt can wear out or slip, reducing the amount of power sent to the power steering pump. This can result in reduced steering assist and make the steering wheel harder to turn. What to Do: Regular inspection and maintenance of the serpentine belt can help prevent this issue. If you notice your steering becoming stiff, have the belt checked at Pro Auto Repair , where we’ll ensure it’s properly tightened or replaced as needed. 5. Alignment Issues Your vehicle’s alignment affects how the wheels are positioned in relation to the steering components. When the wheels are misaligned, it can lead to uneven tire wear, pulling to one side, and, in some cases, a stiff steering wheel. Misalignment can also cause your vehicle to feel unstable while driving, especially at higher speeds. How It Happens: Misalignment can occur due to hitting a curb, driving over potholes, or general wear and tear on the suspension components. What to Do: If you’re experiencing a stiff steering wheel alongside pulling to one side or uneven tire wear, it’s a good idea to have your vehicle’s alignment checked. Pro Auto Repair in Newport News, VA, offers professional wheel alignment services that will restore your vehicle's steering precision and improve overall handling. 6. Worn Out Steering Column or Bearings The steering column and bearings are part of the system that connects your steering wheel to the rest of your vehicle’s steering components. If these parts become worn out or damaged, it can cause the steering wheel to feel stiff or difficult to turn. How It Happens: Over time, the bearings can wear down, or the steering column can become misaligned, leading to stiffness in the wheel. This issue is more common in older vehicles or those with higher mileage. What to Do: If your steering wheel feels tight and you’ve ruled out other causes, it could be a sign of issues with the steering column or bearings. Our expert technicians at Pro Auto Repair can diagnose the issue and replace any worn-out components, restoring your steering system’s performance. How Pro Auto Repair Can Help in Newport News, VA At Pro Auto Repair , we specialize in steering system repairs and maintenance. If your steering wheel feels stiff, don’t wait for the problem to worsen—bring your vehicle in for a professional inspection. Our experienced technicians will assess the issue, whether it’s low power steering fluid, a faulty pump, worn-out components, or something else entirely. We’ll provide you with a reliable diagnosis and the necessary repairs to restore smooth steering and keep you safe on the road. Preventive Maintenance for Smooth Steering To keep your steering system in top shape and avoid stiff steering, regular maintenance is essential. Here are some preventive measures you can take: Check fluid levels regularly: Ensure your power steering fluid is topped off and replace it when it becomes dirty or contaminated. Inspect your steering system: Have your steering components, including the pump, rack, and tie rods, checked regularly for wear and tear. Maintain proper alignment: Get your vehicle’s alignment checked every year or whenever you notice signs of uneven tire wear or steering issues. By staying on top of these maintenance tasks, you can keep your steering system running smoothly and avoid costly repairs down the road. Schedule Your Steering System Check at Pro Auto Repair Today If your steering wheel feels stiff or unresponsive, don’t wait for the problem to worsen. Schedule a professional inspection at Pro Auto Repair in Newport News, VA, today. Our expert technicians will diagnose the issue and ensure your steering system is in optimal condition, so you can enjoy a safe and smooth ride.