North Hollywood Auto Repair benefits from location ... - Parts & People

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Cooper’s Keys to Auto Repair Profits Ethical sales and full disclosure — What every service advisor needs to know I am sure you agree that in our industry there are a number of unwritten rules that shop owners have followed for decades. They know that they have to hire gifted technicians, stay at the forefront of vehicle technology, and can never jeopardize their relationships with their customers, just to name a few. Unfortunately, there is another rule that far too many shop owners (and service advisors) have believed in for decades. It’s a rule that’s been passed down from one generation to the next — the one that says that whenever you have first-time customers in your shop, and you discover that their vehicles need a lot of work, you are better off holding back on some of the recommendations. The basis for this belief is that with first-time customers, too many recommendations will scare them off. These owners and advisors typically feel that they are better off just recommending the repairs or services that the customer brought the vehicle in for, building a relationship with the customer, and then discussing the other required services during the next visit. There is no question Bob Cooper that these owners and advisors typically have good intentions. They believe in their hearts that since they are not trying to sell their customers something they don’t need, they’re not crossing any ethical lines. Unfortunately, that’s the furthest from the truth. When customers entrust you with their automobiles, they have a presumption of full disclosure and honesty. Rightfully or wrongfully, I am sure you will agree that your customers also have an expectation that every time their vehicles enter one of your service bays, your technicians will immediately pick up on everything that needs to be done. So do this: Have a shop meeting and pull up an extra chair. Tell your entire staff that the empty chair represents the spirit of your customer, and that everything that is discussed during the meeting should be able to be said in front of the customer without hesitation. Start the meeting by reinforcing your commitment to both ethics and customer service. You should then review your vehicle inspection process. I strongly recommend using wellconstructed vehicle inspection forms, and taking advantage of a variety of those forms: A form for complete vehicle inspections, a safety inspection form, forms for the inspection of specific systems, etc. You should then let all of your employees know that every vehicle will be inspected in a manner that complies with your company policies, that all discoveries are to be documented, and that the inspecting technician is to sign the completed inspection form. Once the completed form is turned over to the advisor, all of the recommended repairs and services are to be estimated, and everything is to be fully disclosed to your customers. Not only is this the professional thing to do, but equally important, it’s the ethical thing to do. Your customers have the right to know about everything that you have discovered, and they have the right to know how much the repairs and services will cost if authorized. I am sure you will agree that when it comes to ethics, there are no exceptions. Yet many shop owners and advisors argue that if they have a vehicle that is worth $1,000, and they discover that it needs $5,000 worth of work, there is no sense in putting together an estimate. At Elite, we adamantly disagree. The vehicles belong to your customers, it’s their money, and it’s their choice. And just because an advisor feels that a vehicle is not worth fixing, it doesn’t mean that the customer will feel the same way, as the vehicle may hold a special place in the customer’s heart. So mandate complete and professional vehicle inspections, and insist on full disclosure to all of your customers. They may not buy everything that your advisor has recommended, but a few things are for certain: Your customers will know about everything that needs to be done, you’ll have detailed records, your sales and profits will go up, and you will be doing the right things for the right reasons. If you follow this advice, and if you never put money ahead of people, you can’t lose. . . . . . . . . . . . Since 1990, Bob Cooper has been the president of Elite Worldwide Inc., an ethics-based company that helps both struggling and successful shop owners take their businesses to new levels through one-on-one coaching from the industry’s top experts. The company also offers shop owners sales, marketing, and management solutions in the form of downloadable audio training courses, seminars, and service advisor training. You can contact Cooper at contact@eliteworldwidestore.com, or at 800-204-3548. n Synthetic Lube Plus Independent dealer 888-730-3330 info@syntheticlubeplus.com Diesel Power • Turbo Diesel Pickups • Heavy Off-Road Diesels • Service writer training Visit www.syntheticlubeplus.com for details. It’s Coming – Don’t Miss Out!! March 1-3, 2013 * Seattle www.ATETRAININGEXPO.com * 253-473-6970 THE WEST COAST S LARGEST AUTOMOTIVE TRAINING & EXPO EVENT TM SPONSORED BY ASA-WA, NWTDA, & WAWA. PRODUCED BY ASA-WA. Silla Automotive announces new packaging design and box material Compton, Calif.—Silla Automotive announced a new packaging design for its radiators at the AAPEX Show. This design will further protect and support the radiator against damage during shipping and handling and reduce the chance of bending or warping while in transit. The company plans to also begin using a similar packaging design for its condenser products by adding a handle on the cardboard insert. “Developing a package that protects radiators and condensers during shipping has been a long-standing challenge in our industry, but with these designs, we believe that Silla has accomplished this objective without adding significant cost to the PHOTO BY MICHAEL ANDERSON Silla Automotive, a Compton, Calif.-based supplier of quality aftermarket parts, feature their new aftermarket parts at AAPEX. Pictured from l., are Henry Suh, Ryan Harlan, Miguel Quezada. product,” said Mark Hallsman, president and CEO of Silla. n Page 24 December 2012 Parts & People www.partsandpeople.com
Kia and DC Comics unveil five superhero-themed cars at SEMA by well-known aftermarket institutions including West Coast Customs, Rides magazine and Super Street magazine, with custom artwork by Comic Book Artist and DC Entertainment Co-Publisher Jim Lee. In addition to the cars unveiled both at SEMA and earlier in the year, Supermanand Wonder Woman-themed cars will be introduced in the coming months. n The “Cyborg Kia Forte 5-door” was also unveiled at the SEMA show. Kia Executive Vice President of Marketing and Communications Michael Sprague says the “We Can Be Heroes” campaign aligns with Kia’s efforts to become a more proactive and engaged corporate citizen. by Daniel Buxbaum Las Vegas—Michael Sprague, Kia’s executive vice president of marketing and communications, unveiled five superherothemed Kia vehicles, Oct. 30, at the SEMA show. The vehicles, which were inspired by the superhero members of DC Comics’ Justice League, will benefit the “We Can Be Heroes” campaign, which helps fight hunger in Africa, Sprague said. “This program aligns with Kia’s efforts to become a more proactive and engaged corporate citizen.” The cars included the “Flash Forte Koup,” “Aquaman Rio 5-door,” “Green Lantern Soul,” and “Cyborg Forte 5- door.” The Batman-themed Kia Optima, which was unveiled earlier in the year, was also on display. Each vehicle was conceived and built DC Entertainment Co-Publisher Jim Lee (r.) and West Coast Customs Chief Executive Ryan Friedlinghaus discuss the work involved in building the Kia/Justice League program’s eight highly-customized vehicles. West Coast Customs Chief Executive Ryan Friedlinghaus unveils the “Flash Kia Forte Koup” on Oct. 30 at the SEMA show. The regional editions serve: NORTHERN CALIFORNIA & NW Nevada SOUTHERN CALIFORNIA NORTHWEST • Washington • Oregon • Idaho • Montana • Alaska MOUNTAIN • Colorado • Wyoming • W. Kansas • W. Nebraska • New Mexico MIDWEST • W. Missouri • Kansas • Nebraska • Iowa RIVER VALLEY • E. Missouri • W. & S. Cent. IL • S. Indiana • W. Kentucky Also available online This edition serves SOUTHERN CALIFORNIA Each of the six regional editions is viewable online in a turn-page format. Visit us at www.partsandpeople.com Parts & People December 2012 Page 25
Page 1 and 2: FOCUS ISSUE New Technology, Product
Page 3 and 4: New Technology, Products & Practice
Page 5 and 6: Growing trend of extended terms pos
Page 7 and 8: AASA Executive Breakfast and AAIA T
Page 9 and 10: Parts & People December 2012 Page 9
Page 11 and 12: TIA TPMS Town Hall says consumer ed
Page 13 and 14: Seasons Greetings 2012 INSTALLER AN
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