AGRR - March/April 2008 - AGRR Magazine

Independent’s Dayan iga viewpointmiker@thruwayautoglass.comAnti-Steering Wheels Turnby Mike RussoTHERE IS NO QUESTION THATpossible steering by competitoradministrators(CA) has a majorimpact on our bottom lines. As independents,the frustration that we facewith the tactics used by the customerservice representatives of CAs has takena toll on us personally and on our businessesprofessionally. It is gettingtougher everyday for even the most resourcefulindependents to remain inbusiness. When we take into considerationall the money we spend on advertisingto initiate that first point ofcontact with the customer only to haveit displaced by the tactics of CAs itmakes our daily headaches even worse.Heading to the CapitalWithin the states in which we conductbusiness, there is an opportunitythrough legislation to bring these practicesto a halt. And it does not take mucheffort to get the ball rolling toward anopen marketplace. An initial meetingwith your elected representative can getthe process underway. You would besurprised to learn that many representativesare not informed as to what isgoing on in our industry. In some states,you may learn that steering practicesare already illegal. That is why the IGAcurrently is developing a comic bookcalled “Don’t Get Steered.” Our hope isthat putting our issues into a simple formatwill allow legislators to quickly digestthe unfair business practices goingon in their states.One critical pointto remember in wagingthis fight is that itis not about pricing.Pricing must not bethe thrust of your argument.Our fight isabout fair access to themarketplace or a levelplaying field. You needto explain that, unfortunately,under the currentstate of affairs, we haveto fight to earn businessthat is already ours.You’ve worked years—ifnot decades—to earnyour reputation. Youhave created the necessaryadvertising budgetto promote your business.Through all yourefforts and hard work you have convincedthe customer to call your shop.And then, bingo, a call to a customer’sinsurance company’s glass claims callcenter and that customer is gone forever.Real fair, isn’t it? You pay to advertise.You work hard to earn your clients;they have a contract to run a call center.In the end, they influence where thecustomer goes, because they controlthe point of contact to the insurancecompany.The IGA developed its comicbook based on a suggestionby Ralph Nader at last year’sconference in Las Vegas.Across the StatesActivities to right this wrong are takingplace in many states. In some states,such as Washington and Oregon for example,legislation has been enacted thatensures customer choice. Currently amajor movement is under way in Missouriand Kansas to protect consumershop choice rights. These are very importantbattles that wecan use as models forwinning the war in eachof our own individualstates. IGA membershave access to the authorsof these battlesand can use these already-provengameplans to start grassroots efforts in theirsections of the country.If you want tosave your businessand protect the freemarket then youneed to get involved.Get together with othersin your state andcontact your legislators.Educate them asto what is taking place.Use your membership in the IGA asa source to help you get started and ifyou are not a member, do yourself afavor and join. Many of your fellow independentsalready have. In 2007, IGAsaw its membership rise 30 percent.Your IGA is a very important ally inthis process and the primary associationconfronting issues that impactindependents on a daily basis. It is avery worthwhile first step and may bethe only way to ensure the survival ofyour business.■◗Mike Russo is currently the controllerfor Thru-Way Autoglass DistributorsInc. in Syracuse, N.Y. Russo currently is amember of the board of the IndependentGlass Association and is a past bookkeeperfor the New York State Glass Association. Mr.Russo’s opinions are solely his own and notnecessarily those of this magazine.12 AGRR March/April 2008 www.agrrmag.com