NOLN - December 2017

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December 2017

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NATIONAL OIL & LUBE NEWS’

32ND YEAR

OF SERVING THE QUICK MAINTENANCE INDUSTRY

VENDOR SPEAK • REDUCING WASTE • MULTIFUNCTIONAL CVT FLUIDS

k Mar wski hno c o B

R O T A R OPOEF EAR the Y 17 20

December 2017

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NATIONAL OIL & LUBE NEWS, THE QUICK SERVICE EXPERTS

inside this issue Features

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2017 OPERATOR OF THE YEAR:

Mark Bochnowski, a third-generation operator of Lube ‘n Go, headquartered in El Paso, Texas, is the 2017 Operator of the Year.

20 WAR

Are you bored with your current marketing efforts?

Maybe it’s time to go to war.

36

36

CVT FLUIDS, WHAT’S THE SCORE

Most transmission fluid specs are pretty cut-anddried, but trying to find a “universal” CVT fluid is a whole different issue.

38

VENDOR SPEAK 2018

Industry vendors offer up advice for problems operators are facing and the future of the industry.

50

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INCREASING PROFITS BY REDUCING WASTE

You may be throwing away dollars that you could instead add to your bottom line.

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NATIONAL OIL & LUBE NEWS, THE QUICK SERVICE EXPERTS

inside this issue

IN EVERY ISSUE

10 AROUND THE INDUSTRY 24 RECALLS 28 TECH SPEC (THEN) 32 TECH SPEC (NOW) 62 PRODUCTS & SERVICES 64 CLASSIFIED ADVERTISING 65 ADVERTISER INDEX

Viewpoints

8

FROM THE PUBLISHER

10

Goodbye 2017

by Steve Hurt

52

AUTOMOTIVE MAINTENANCE A Tale of Two Batteries

by Tim Craig

54

HEAVY LIFTING

Do Your Employees Go Above and Beyond?

by Sean Porcher

56

ANSWERS FROM THE ONE

Synthetic Oil Myths Busted

32

57

THE UNIQUE DIFFERENCE

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Calendar of Events Feb. 12-14, 2018 NOLN Quick Nashville, Tennessee www.nolnquick.com

by Pat Burrow

December 2017

April 26-28, 2018

The Car Wash Show Las Vegas, Nevada www.thecarwashshow.com

Join the Conversation

NATIONAL OIL & LUBE

Oct. 30-Nov. 1, 2018

NEWS’

32ND YEAR

OF SERVING THE QUICK

VENDOR SPEAK • REDUCING WASTE • MULTIFUNCTIONAL

MAINTENANCE INDUSTRY

net

CVT FLUIDS

The Littlest Detail is the Biggest Thing

by Kit Sullivan

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Mark ski w Bochno

OPOFERATOR the YEAR 17

THE REAL WORLD

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@OilLubeNews

58

MAKING IT HAPPEN

AAPEX Las Vegas, Nevada www.aapexshow.com

On the cover, 2017 Operator of the Year Mark Bochnowski, of Lube ‘n Go, based in El Paso, Texas..

/OilLubeNews

It’s a Mystery Revealed

@Oil_Lube_News

Leadership: The Importance of Keeping the Right People

by Tony Sims

www.noln.net

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LETTER FROM THE PUBLISHER

Goodbye 2017 As 2017 rolls to an end, it is hard to believe it is almost over. 2017 will go down as an “up” year in the quick oil and lube industry. Many shops are reporting steady growth, and most of the vendors of the industry tell us they have had a good year. One of the many positive things that has gone on this year is an uptick in new investors coming into the market. Many of these new investors have come in flush with cash and ready to spend what is needed in order to improve their piece of the pie. We welcome our new owners to the industry and look forward to working with you in 2018.

Our favorite way to cap off the year is to award our annual Operator of the Year. The 2017 Operator of the Year is Mark Bochnowski. Mark represents a new kind of owner who is an inspiration to all of us veterans in the business.

Mark is a third-generation owner who has taken a 41-year-old family business to the next level, which in many ways is more difficult than starting from scratch. Mark did what was necessary to prove he had the gumption to take over Lube ‘n Go in El Paso, Texas, and move the company along to reach new heights. Peter Suciu brings us the story on page 14 and tells us the secret to Bochnowski’s success.

There’s some big news for 2018 from our friends over at the Automotive Oil Change Association (AOCA). AOCA has hired a new association management firm that will take over starting on January 1, 2018. Once the management change is effective, Kristy Babb will take over as AOCA’s executive director.

Finally, I have a special welcome to an old friend to the quick oil and lube industry. Steve Swedberg has been in and around our industry for a long time and is considered by many as one of the experts in the lubricants field. Steve has agreed to share some of his expertise on the critical subject of CVT multifunctional fluid, which is a must-read (page 36) and good subject matter for this month’s shop meeting. Welcome to NOLN Steve.

Until next time keep on lubin’. S Steve Hurt is the publisher of National Oil & Lube News.

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NATIONAL OIL & LUBE NEWS, THE QUICK SERVICE EXPERTS

Publisher

Steve Hurt

steveh@stevehurt.com Chief Operating Officer

Ragan Holt

ragan.holt@noln.net Senior Director, Creative Team

Tammy Neal

tammy.neal@noln.net Senior Director, Sales & Marketing

Eliseo Torres

eliseo.torres@noln.net Senior Director, Business Operations

Sheila Beam

sheila.beam@noln.net Creative Team, Graphic Design

Eric Cisneros

eric.cisneros@noln.net Circulation

Nikki Held

nikki.held@noln.net Advertising Sales & Marketing

Brian Ashley

brian.ashley@noln.net

CONTRIBUTING WRITERS

q

Jim Baumer Ray Hoenesien Peter Suciu Steve Swedberg WEBSITE DEVELOPER

q

Tiffany Fowler

PUBLISHER Published twelve times a year (along with an additional Buyers Guide) by TKO Multimedia 2345 50th St., Lubbock, TX 79412-2336. Postage Paid at Shepherdsville, KY. Postmaster: Send address changes to National Oil & Lube News, 2345 50th St., Lubbock, TX 79412. Editorial Information: info@noln.net. Annual subscription rate to U.S. destinations is $39. Subscriptions to Canada and Mexico are $70. All other foreign destinations are $130 for postage. Prepayment is required on all foreign orders, paid in U.S. funds. ©Copyright National Oil & Lube News 2017. Reproduction is allowed only with permission of publisher. Views expressed by columnists and guest writers do not imply National Oil & Lube News endorsement. Every attempt is made to provide accurate and reliable information described or offered herein, nor can NOLN verify accuracy of advertising claims made herein. The purpose of NOLN is to open an active line of communication between lube shop owners and managers and to provide a link between lube shops, manufacturers and suppliers throughout the country.

Authors — We welcome editorial proposals and submissions. Contact Tammy Neal for more information.

Advertisers — Advertising rates are available upon request. Please contact Eli Torres for display advertising deadlines, Internet advertising and other information.

Contact Nikki Held for classified advertising information.

DECEMBER 2017 Volume 32 s Number 12 ISSN 1071-1260 All correspondence and inquiries should be directed to our business offices: 2345 50th St. Lubbock, TX 79412 Phone: 800.796.2577 or 806.762.4464

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AROUND THE INDUSTRY Automotive Oil Change Association Hires FSB Core Strategies for Strategic Management Services

The Automotive Oil Change Association (AOCA) has contracted with FSB Core Strategies for management services effective January 1, 2018. FSB principal and executive vice president Kristy Babb will serve as AOCA’s executive director.

“AOCA is pleased to begin working with Kristy and the FSB team,” said Dave Jensen, AOCA president. “We are confident that their experience in trade association management, government affairs and strategic communications will help advance the mission and strategic goals of AOCA.” FSB Core Strategies is a full-service association management and communications firm with offices in northern and southern California. The firm has managed trade associations, developed public relations and marketing campaigns and provided strategic communications to private, public and non-profit sector clients since the early 2000s.

Babb will concurrently serve as executive director of the Western Carwash Association (WCA), a role she has held since FSB assumed management of WCA in 2015. Joining Babb in service of AOCA are the following individuals: • David Murillo, CAE – deputy director

•

Will Hixson – membership and communications • Megan Robison – events • Jenna Bailey – administrative and member support • Rose Smoot, CAE, IOM – financial operations “In the short time our team has worked with AOCA, we have been impressed with

the commitment and passion of the volunteer leaders and the industry at large,” Babb said. “FSB is excited to work closely with AOCA members and provide them with exceptional member service and dynamic learning opportunities.”

API Announces Plans for SN Plus in Donut

Recently, at the annual meeting of the Independent Lubricant Manufacturers Association (ILMA) in Orlando, Kevin Ferrick, senior manager of the API Engine Oil Program, announced that a proposed supplement to API Service Category SN dubbed SN Plus will be licensable for use in the API Service Symbol donut when SN Plus is approved by the API Lubricants Group.

The SN Plus supple-

ment to API SN is intended to identify oils that meet API SN and provide additional protection against low-speed pre-ignition in turbocharged direct injection gasoline powered engines.

Licensed marketers will be able to use the Service Symbol Donuts to help consumers identify SN Plus motor oils.

Idaho Service Center Surprises Single Mother with New Car

Victoria Williams is an Idaho, single mother of a 10-month-old girl. The Idaho Statesman reported that she brought her car into Christian Brothers Automotive in Meridian, Idaho, for a free oil change, but left with so much more.

Once a year, all 168 Christian Brothers Automotive franchises give free oil changes to single parents. Christian Brothers surprised the 34-year-old by helping her leave behind her clunker and drive home in an upgrade.

Williams was released from jail in April after more than a year for possession of a controlled substance. She gave birth to her daughter, also named Victoria, in jail.

Since her release earlier this year, Williams said, she has worked to get on track, according to the Idaho Statesman. She said she is sober and has a job working at a warehouse, for the sake of her daughter.

“I decided nothing is worth me going back inside and losing her,” Williams told the Idaho Statesman. “I may be a felon now, but I’m working towards a lifestyle that I’ve never had and can only dream of.”

Williams told the Idaho Statesman she saved up for four or five months and bought a $300 car. It couldn’t go more than 35 miles per hour and, in less than a month, it became so unreliable that Williams had to walk her daughter to day care and then walk to work. The Salvation Army referred her to Christian Brothers Automotive for the free oil change.

Brett Clancy, who owns the Meridian franchise, took one look at Williams’ car and knew it needed more than oil, Idaho Statesman reported. After hearing Williams’ story, he thought she deserved a better car.

“I asked her (on the phone), ‘Have you ever driven stick? And she said, ‘Yeah, but

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WE BUY QUICK LUBES

292 292 LOCATIONS PURCHASED SINCE JANUARY 2014, AND COUNTING! Valvoline is seeking single and/or multiple locations performing 7500+ oil changes per year.

Contact Gayle McMillin

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lgmcmillin@valvoline.com • www.valvolinequicklubes.com US-J-5344-EN ©2017 Valvoline 10/17 ™Trademark, Valvoline or its subsidiaries, registered in various countries

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it’s been a while,” Clancy said with a chuckle. “I told her, ‘We’ll help you with that.’”

Clancy picked Williams up at work and drove her to the Division of Motor Vehicles to fill out paperwork, and took her to pick up her car, a four-door 1999 Honda Accord. It has about 200,000 miles on it, and thanks to Clancy and his employees, a new windshield, hubcaps and timing belt, the Idaho Statesman reported.

Last fall, Take 5 Oil Change acquired Lube Stop, with 51 locations across the Midwest, including the 36 facilities in the Northeast Ohio area. Now, they have re-opened the Cleveland-Akron locations under the Take 5 Oil change brand, with brightly renovated facilities, new service offerings and highly-trained technicians.

The revamped Take 5 locations are now under Take 5 corporate management to ensure the highest levels of customer satisfaction and mechanical service.

“I’m thrilled to bring the speed and efficiency of Take 5 Oil Change to Cleveland-area drivers,” said Brannan Lahoda, division vice president, Take 5 Oil Change. “The opening of 36 locations in the Cleveland-Akron region is significant and a great compliment to our other Brett Clancy, owner of Christian Brothers Automotive Meridian, offers free oil changes to single mothers one day per year. locations in the Midwest, Clancy donated this car to Victoria Williams. ensuring drivers in the Photo Courtesy of: www.idahostatesman.com entire region can experience an efficient, friendly, “I have every single reason to be so haphigh-quality oil change with low pressure py,” Williams told the Idaho Statesman. “I sales.” don’t know how long it would take me to SpillVak Executives Teach Business save up for another car.”

Principles to Emerging Entrepreneurs Each Christian Brothers shop receives in the Philippines $2,500 from the franchiser to help cusTwo executives from the Las Vegas, Netomers with repairs above what is spent vada-based fluid absorbent company Spillon the oil changes, Clancy told the Idaho Vak joined leadership from the Academy Statesman. One of Clancy’s mechanics had for Creating Enterprise (ACE) in Angeles, a Honda on the market and sold it to him.

Pampanga, Philippines at the Enterprises New parts were donated by NAPA Auto Academy Awards to teach business princiParts in Meridian. ples to the ACE graduates in attendance.

“We really try to support them and what Kyle Bybee, CEO, taught “Count the they’re doing,” Matt Dyson, the regional Cost,” which covered basic accounting manager for NAPA Auto Parts told the Idaprinciples that can help necessity entreho Statesman. “I wasn’t expecting (to help preneurs run their businesses as lean as build a new car) but I know Brett likes to possible. help people out. When Brett approaches a Trent Whatcott, director of Marketing, situation, we want to be right there with presented on “Be Nice Later,” focusing on him.” the importance of building a business that Cleveland-Akron Lube Stop Locations generates income first, supporting self and Rebranded as Take 5 Oil Change immediate family and then giving to othDrivers across Northeast Ohio, including ers once the business and personal needs the Cleveland, Akron and Canton region, are secure. He emphasized that giving to can now relax and take five — literally — others can also mean providing someone with the opening of 36 Take 5 Oil Change with the opportunity to earn money as oplocations. posed to receiving a handout.

Bybee and Whatcott were also joined by Johann Buck, PhD., CCA, director of Sales and Product Development for sister company RainSoil, who delivered a presentation entitled “Make a Profit Every Day,” where he touched on the importance of each small step that leads to making a sale every day. Buck derived much of his presentation from “The Greatest Salesman in the World” by Og Mandino, and the team presented each attendee with a copy of the book at the end of the meeting. Buck challenged the attendees to follow the principles taught in the book and take the 10 months required to appropriately consume the material.

The team from SpillVak taught business principles to up-and-coming entrepreneurs in the Philippines.

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you could because the audience grasped the lessons more fully. Many who received your book tokens are now motivated to get a hand on other great books — you have started them on the road to a great reading journey. From the bottom of our hearts, the staff of the ACE-Philippines would like to thank Trent, Kyle, Johann and Tomo for celebrating and being with us during one of the milestones of the Academy’s mission.”

The ACE was opened in Cebu City, Mactan, Philippines 17 years ago by Stephen

and Bette Gibson, former successful business owners from Littleton, Colorado.

While touring the Philippines, Steve and Bette saw the need to teach necessity entrepreneurship to individuals who were at the height of poverty and unable to find unemployment. Today, ACE has had 11,000 graduates complete their program in the Philippines, Mexico, Peru and Colombia, with more than half from the Philippines. S

AB

LE N O N -

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The following day, Bybee, Whatcott and Buck led a panel discussion on integrity, leading the panel discussion within their areas of expertise.

Along with presenting, Bybee, Whatcott and Buck, along with team member Tomo Ishida, judged the business plans of entrepreneurs in various markets and were able to announce the winners at the Academy Awards gala held the final evening.

“We were able to listen to some incredible entrepreneurs share the success of their businesses thus far and hear their goals and dreams for the future of their businesses,” Bybee said. “It was humbling to hear the great things they have developed out of necessity. We heard business plans from agribusiness, food and beverage, laundry services, graphic design, prosthetics, technology services, catering, childcare and more. The Philippines has some serious untapped human capabilities that we will be seeing implemented throughout the world in the future.”

“Your teaching moments with both the ACE alumni graduates were not only informational, but they were also motivational,” James Fantone, executive director of the ACE-Philippines, told SpillVak. “Thank you for making your presentations as basic as

SAFE CO

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L

ube ‘n Go truly is a family business that feels its employees and customers alike are part of its extended family. With all its locations within a 30-minute drive from its corporate El Paso-based headquarters, it strives to provide a quality service to the community. The company is quick to proudly note the majority of its employees are born and raised in the west Texas city, and as a service-focused business, it also adds they don’t just have customers — they service friends, colleagues and neighbors in the hometown they hold so dear. Much of this personalized service can be credited to Lube ‘n Go’s president Mark Bochnowski.

Mark was born into a pioneering family of the quick lube business. His grandfather, Laurence Bartlett Jr., and his great-uncle, Donald Bartlett, founded the first Lube ‘n Go in December of 1976, only months after Mark was born in May of that same year. Just over a decade later, Mark’s father John took a leadership position in the family business and, along with Mark’s uncle, Laurence Bartlett III, helped grow and expand the brand, opening shops in Austin, Texas, as well as Albuquerque and Las Cruces, New Mexico.

While many family businesses are passed down generation to generation, Mark was not raised to be just the “heir apparent” who would take over when the “old man” decided to put up his feet. Mark had to prove himself, and that he did. He started at the business in 1997, and for the past 20 years, he has helped it grow while ensuring that the quality service of Lube ‘n Go would be maintained.

“It was never assumed that Mark would head the company, and he truly did work his way up through the ranks,” said Jenn Bochnowski, the company’s director of Marketing and Mark’s wife. “He started off as human resources manager, and he has worked very hard to get where he is with the company.”

If anything, it wasn’t even assumed that Mark would work at Lube ‘n Go. “He came to us and said he was interested in joining,” John Bochnowski said. “He had to present a business plan on what he could bring to the table.”

This included an actual interview where John and Laurence III treated him as if he were just another applicant for the position of HR manager. At the time, Mark was working for Frontier Airlines while attending the University of Texas at El Paso.

by Peter Suciu

2017 OPERATOR OF THE YEAR

MARK BOC 14 NOLN | www.noln.net

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Mark Bochnowski’s family (left to right): daughter Taylor, 15, daughter Jordan, 18, wife Jenn and Mark

OCHNOWSKI December 2017

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“I spent a couple of years in college, as my father thought it was important to get out in the world,” explained Mark in how he came to work in the family business. “I had always been super-interested in people and relationships and how that intertwines with the world of business. After working in the airline industry for a while, I had a calling to work in the family business, but it wasn’t a guarantee.

I really did have to interview like anyone else.”

Hometown Brand In the mid-1990s, Lube ‘n Go expanded to New Mexico. But it wasn’t the right fit for the brand.

“We had 13 shops when I started in 1997, but in the early 2000s we sold the shops in New Mexico and operated nine in Texas,” Mark explained.

While many owners dream of constant expansion to new markets, John and Mark had other ideas. Serving one community really well with superior service was a better business strategy than having shops in distant markets where quality control couldn’t be maintained.

As a result, today, the brand consists of 12 shops, with the most recent one opening this past August. All are within a quick drive of each other. As president of Lube ‘n Go, Mark felt it was important the brand not be overextended geographically. Instead, the company is truly a family business where all the employees are part of Mark’s extended kin.

“The brand is locally recognized, and, more importantly, it is truly trusted in the community,” Mark said. “The team has done a great job of building that trust, and there is a lot of momentum there. We really couldn’t manage the level of high standards we expect from ourselves with shops that were further away; so, this is really the right size for us.

“We wanted to keep our hands around the brand, and I am proud to say that we’ve accomplished that. I can go into all of our shops, and I know the employees at each one. No shop is more than 30 minutes away.”

With 70 employees, this family run business has a more personal touch. This is because Mark believes it is important to listen to every one of his team members.

“I meet with the retail managers every

888-SCFUELS

Proud Supplier of Lube ‘n Go

Congratulations!

Mark Bochnowski, Operator of the Year

Tuesday morning and visit each location as often as I can,” Mark noted. “We have managers who have been here for 36 years. This is where they met their wives and worked while they put kids through college. That level of dedication and service really trickles down to the ranks of each and every one of our employees, I’m happy to say.”

Service First Many shop owners practically have oil in their blood, and that is also what sets Mark apart.

He will be the first to admit that he’s not really a car guy — nor did he spend a lot of time getting his hands dirty working on cars growing up. But, El Paso isn’t exactly a city known for mass transit, and with summer temperatures that even Texans consider exceptionally hot, a car is necessary to get around. That is something Mark takes to heart.

Ensuring each and every customer’s vehicle is treated equally and professionally is really important to everyone at Lube ‘n Go, from the corporate office to every one of the team members. This is very much a testament to how Mark was raised, but also shows his absolute dedication to providing a quality service to the community.

“I’ll be the first to tell you that I didn’t get my hands dirty until I was a part of this company,” Mark said candidly. “Even when I came on board, I worked in the office, not the shop floor. But when I started, I knew expectations were very high, and I strived to live up to those expectations. My father and uncle were very clear that just because I was part of the family didn’t mean I would have an easy time.

I took that to heart and made sure I knew all aspects of the business.”

Today, Mark is the type of company president who could easily do almost any job at the company. From the HR position he first held, Mark moved to a general manager role and took the time to learn all of the ins and outs of the business just like any other shop employee. This included getting in the pits and getting his hands dirty.

“That was very important, as I felt it was a way to earn the respect of the employees, but also because I wanted to understand that side of the business,” Mark added. “We’re not a family of car guys; my father came out of the banking world. We didn’t have an automotive drive, but we have always believed strongly in service. I really like to think that is what made us different.”

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Even now, the corporate culture of this family-operated business is about instilling in the employees to be sincere and honest with the customers.

Lube ‘n Go has been a No. 1 provider of vehicle inspections in El Paso County, a fact that the company takes great pride in — and the brand recently celebrated one million miles with a very loyal customer.

Team Leader Today, while Mark’s father, John, still handles the financial side of the business, Mark handles the operations side. While serving the customer is his No. 1 goal, it goes hand-inhand with building a future for his employees.

To this end, Mark instituted a new employee-training program, cutting edge in the industry, which was set up to ensure that all new hires are on-boarded and integrated into the Lube ‘n Go culture and day-to-day operations as soon as they walk onto the shop floor.

In addition, Mark launched the Lube ‘n Go Ambassador Program to aid motivated employees in preparation for management-level positions at the company. This ensures the prime management candidates are ready and

happy to service the customers from the highest level.

“We work to make sure our employees all understand the family and the brand, and this extends to understanding why service is so important to the community,” Mark said.

“At the same time — while this is clearly my path in life — I know a lot of employees won’t make this their life. If an employee is here for a long career, that is great, but at the same time, we want to provide an opportunity for those young guys to grow professionally and personally, so they can grow in any career that life hands them. I want our employees to succeed here or at their next job.”

This dedication to the employees has earned him much respect.

“He is my son, but even if he wasn’t, Mark has shown he brings a lot to the company,” John said. “He is very employee friendly, yet holds the team to a high standard, and they appreciate him for it. He is on the cutting-edge of what is happening in the industry, too, and I can honestly say he has been a big part in bringing the company to the level it is at today.”

Family Man Growing a business — especially a successful family business — can take its toll on the personal side of life, but for Mark, it has been what drives him to succeed even more.

“He just enjoys everything about his career,” wife Jenn told NOLN. “At the same time, family is so important to him, and he is so proud of the company and his family.”

Mark recently sent his eldest daughter off to college, while his younger daughter is now a sophomore in high school. While Lube ‘n Go may not become a fourth-generation family-owned and operated business, Mark’s dedication to work and family has ensured his daughters will have a solid future in whatever they do.

“They helped out in the office over summers and breaks,” Jenn said. “They know what the company has meant to the whole family.”

Outside of the office, Mark is dedicated to the El Paso community and has given back to the city that he said has given the business so much. Today, Mark serves as the president of the Coronado High School Golf Booster Club and participates in many charitable organization fundraisers including those at the Uni-

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versity of Texas at El Paso, the Ronald McDonald House of El Paso, the Child Crisis Center of El Paso and the March of Dimes.

In addition, Mark works with local schools as well as the military installment at Ft. Bliss through sponsorships and fundraising. Lube ‘n Go is also an active member of AOCA and the industry’s leading independent owner/operator group through NCM 20.

In his spare time — what little there is after work and charities — Mark can be found on the golf course. He holds the position of treasurer on the board of directors at the Coronado Country Club and sits on several committees.

“Mark loves to play golf, especially with his father,” Jenn said. “He also takes part in barbeque smoking competitions — and I have to say he’s really good at it!”

At the end of the day, Mark is a man who Three generations have operated El Paso, Texas-based Lube ‘n Go: Mark Bochnowski (left), his grandstrives to work hard and give back as much as father, Laurence Bartlett Jr. (middle), and his father, John Bochnowski (right). he can. If the future allows, he hopes to travel more with Jenn and see the world — with his golf clubs, of course.

“I would love to travel to Europe and play golf on some of the legendary courses where the game was born,” Mark said. “It is something my career will hopefully provide us. This has been a dream job, as I get to work with family.

Sometimes it is hard, and it has had its share of unique challenges. But I love El Paso, and I really feel we’ve made an impact on the community both through our business and our ability to give back.

“It makes me proud that Lube ‘n Go has become so respected here. They have chosen us for 41 years, and I will continue to do what I can to say thank you.” S Mark Bochnowski and his father, John, share a love of golf. They attended the Masters in 2016.

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Mark Bochnowski (far right) pictured with all his current facility managers and Scott Whitlock, director of Operations (far left).

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WAR

by Ray Hoeneisen

ARE YOU READY TO GO TO WAR WITH YOUR COMPETITION?

War. Merriam Webster defines it as, “a struggle or competition between opposing forces for a particular end.”

Are you ready to go to war with your competition? Are you willing to attack, attack and attack until you have won not just a few of their customers but all of their customers. If not, this article is not for you.

In the retail world, you are either gaining market share, or you are losing it. If you’re gaining, then your business has a future. If you’re not growing, it’s time to sell and get out while you have something to sell.

Let’s discuss some ideas on how to win.

Are you bored with your current marketing efforts? If you are, so are your customers.

Before you declare war, you should first analyze your own strengths and weaknesses. What is your most significant strength? Why do your best customers continue to return? Everything you do will be centered around this one message. Sending one message 100 times is much stronger than sending 100 messages once.

There is a large car dealer here in my area. He bought the dealership about two years ago, and now, he has two in my area. He came into my

community with his one simple message: huge. (“I’ll make you huge,” “it’s huge,” “huge savings”) You get the idea — by screaming the word “huge,” he is the most well-known car dealer in the area, and maybe the most well-known individual. I know you’re thinking, I don’t have that kind of budget to buy major media and continually promote my message. I’m sure you don’t, unless you share your advertising expenditures with others in the same market. The good news is, you don’t need to be well known throughout the whole community — only throughout your individual trade area.

You will not be declaring war on everyone.

You only need to defeat your trade-area competitors.

Now, do you have your one most significant strength in mind? Once you do, you must identify the shortest possible way to communicate that message. For example, do you provide a fast oil change? You must get it down to one word, if possible — like “fast.” You can drop oil change; why? Because you don’t need it, nor do

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you want it. Your goal is to be known as “fast.”

If you’re talking about an oil change, you are a “fast” oil change. If you’re promoting a tire rotation, you are a “fast” tire rotation. If you are advertising a radiator flush, you are a “fast” radiator flush. As you continue to use the same word in everything you do — and I mean everything, from your direct mail campaigns to your social media posts to how you answer the phone to store signage, banners, uniform patches and invoices — you will become known as fast. Everyone who is in need of fast automotive service will think of you, because you are fast.

Fast is just a suggestion. You must define what your significant strength is, and then shorten it down to one word. Others might be “best,” “great,” “superior,” “quality” or any other you choose. Once you begin using it, say it loud and proud.

Have you noticed I have not mentioned your greatest weakness yet? That’s because I never will! You simply don’t have it anymore. You will only mention your one-word mantra from here on out.

Know Your Enemy Know your enemy as well as you know yourself. Go on a scouting trip; take your car in for service at their shop. Notice everything, and grade their service. Be honest. How does their score compare to yours? What is their major strength and their weakness? How do their price points compare to yours? What services do they advertise and at what price point? Ask questions; you’ll be surprised how easy it is to get answers. I would appear to be impressed and say something like, “Wow, you guys look like you do well here.” Wait for their answer, and ask a question like, “Just how many cars a

day do you work on?” Don’t worry; they will be proud to answer and, most likely, give you additional information. You will use this information to design your advertising strategy. Finally, ask the big question: Would your wife bring her car here for service?

How To Use It Now that you know your enemy, how do you use it? Now that you have your ammunition, how to fire it? Since your budget is small, you must think outside of the box and look for ways that are inexpensive but effective. Many will be action-oriented and will bring you customers immediately; others are image-building, creating your mantra awareness.

If your advertising plan has always been couponing, then this is where you must have faith in my strategy. Let the other guy keep mailing those bulk coupons with deep discounts. You will not run away from coupons; you will use them more strategically. Coupons will become a part of your attack strategy by being just one weapon in your arsenal. You will use many more that are inexpensive but effective.

Why use a rifle instead of a shotgun? If you use the shotgun approach, with a mass-mailing weapon that saturates your entire trade area, you will become the low-cost provider, and your mantra would become something like, “cheapest” or “lowest.” In some retail businesses, that strategy is OK to use — Wal-Mart did it in the early days. In our business, cheap means not as good as others. Car dealers love a competitor whose brand stands for substandard. They will win the battle and take the best customers. You will be left with the customer who will only be loyal to whomever has the lowest price.

By using your rifle, you can aim at the income December 2017

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This is where you win the war. If you are like many of us, you will have more time than money.

brackets that best hit consumers like your customers. You will load your rifle with only enough ammunition to fit your budget. Your ammunition will use a discount to attract consumers who are most like your best customers. Your rifle shot will use individual cards with your mantra as the headline every time. You may also follow-up with a tag line that supports your mantra; maybe something like, “Fast, quality service every time.”

Now, to hit your competitor where it hurts the most. Fire at consumers like yours (similar household income) who live in your competitor’s trade area.

Support Troops This is where you win the war. If you are like many of us, you will have more time than money. I’m sure your advertising budget could always use additional funds.

You can’t use a small budget as an excuse to lose your war. Simply replace dollars with hard work. Instead of a full-frontal attack, use a hit and run. Circle your enemy by placing your mantra all around them. Here are a few examples for your attack plan.

For one example, I will again return to my community. We have a small local barber shop (with a low ad budget) that uses an inexpensive tool to create top-of-mind awareness throughout the trade area. They have created a window sticker for their customers’ rear windows with their name clearly visible.

Almost daily, I pull up to a stoplight, and the vehicle in front of me has this window sticker on it. This happens so often that I had to go find out why their consumers used their sticker. So, I went for a haircut. One of the

three barbers started cutting my hair, and about half through, he asked me if I would like to save $10 on my haircut. “Of course,” I said. He showed me a window sticker, while telling me if I let him put it on my rear window I would get $10 off. In addition, I would save $5 every time I returned. They have been in business for several years, putting window stickers on rear windows. There must be hundreds of, if not more, stickers throughout the area. You see them in grocery store parking lots, bank lots and just about everywhere you go. This program is so successful that it is now their only advertisement. There is always a small wait time because all three barbers are with customers.

My suggestion is that you take this idea — because imitation is the highest form of flattery — develop it and structure it to fit your business. Keep the message short — use only your mantra and company name.

Caution your team members not be discouraged when they are told, “No thank you.”

Over time, there will be many affirmative answers. The secret of the plan is that you apply the sticker yourself while their vehicle is being serviced. In a few months, you will start to see your stickers, and in a few years, they will be everywhere.

Be creative; look for other good examples of small businesses promoting their brand.

Get creative with your own ideas. Get your team involved by asking for their suggestions. When one is selected, make a big deal of it — take them to lunch! When it’s their idea, you will get 100-percent support.

Whatever you choose to do, always keep your mantra front and center. It will help you win the war. S

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JOIN THE TEAM THAT EVERYONE’S REVVED UP ABOUT. To learn more, visit www.jiffylube.com/franchise or call 800-327-9532.

As the owner of an auto shop, you’re used to helping others boost performance.

Now it’s your turn. Convert your shop into a Jiffy Lube® and you’ll have the power of three amazing brands behind you — Jiffy Lube, Pennzoil and Shell Rotella. You’ll also have the reach of national advertising to help drive consumers to your service center. ©2017 JIFFY LUBE INTERNATIONAL, INC.

December 2017

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Automotive Recalls As a service to your customers, please note the following vehicles that have been recalled by the National Highway Traffic Safety Administration (NHTSA) or by their manufacturers.

Note these recalls apply only to items that could affect vehicle occupancy safety.

Items listed under separate manufacturer technical service bulletins are not always covered by warranty.

2013-2017 Ram 2500, 3500, 4500, 5500 Chrysler is recalling certain 2013-2017 Ram 2500, 3500, 3500 cab chassis, 4500 cab chassis and 5500 cab chassis vehicles, equipped with Cummins 6.7L turbo diesel engines that have Concentric-brand water pumps without a vent hole.

2017 Ram 2500

These LFNA trucks have a front axle sway bar link that may come loose on the frame rail end and fall into the path of the drag link, possibly binding the steering system.

If the sway bar link detaches and falls into the drag link, it may impact the ability of the vehicle to steer properly, increasing the risk of a crash.

PACCAR will notify owners, and dealers will inspect the upper sway bar link attachment for a hardened washer installed between the bushing and the nut, installing a washer if it is missing, free of charge.

2015-2017 Ram ProMaster City Chrysler is recalling certain Ram ProMaster City vehicles. These vehicles have incorrect information on the tire placard including incorrect vehicle capacity weight, total number of occupants, tire pressure and/or “None” designation for the spare tire size when a full size spare tire is present. As such, these vehicles fail to comply with the requirements of Federal Motor Vehicle Safety Standard No. 110, “Tire Selection and Rims.”

2017 Ram ProMaster City

These water pumps may leak coolant.

The leaking water pump can increase the risk of an engine compartment fire.

Chrysler will notify owners, and dealers will replace the water pumps, free of charge.

2010-2018 Kenworth K270, K370; 20092010, 2012-2018 Peterbilt 210, 220; 2012-2018 Peterbilt 330, 337 PACCAR Incorporated is recalling certain 2009-2010 Peterbilt 210 and 220 trucks; 2012-2018 Peterbilt 210, 220, 330 and 337 trucks; and 2010-2018 Kenworth K270 and K370 trucks.

2018 Kenworth K270

frame. As such, these vehicles fail to comply with the requirements of Federal Motor Vehicle Safety Standard No. 210, “Seat Belt Assembly Anchorages,” and No. 207, “Seating Systems.”

2017 Ford F-150

The seat belt buckle weld may fail, preventing the occupants from being properly restrained in the event of a crash, increasing the risk of injury.

Ford will notify owners, and dealers will replace the front passenger manual seat track, free of charge.

2018 Ford F-150 Ford Motor Company is recalling certain 2018 Ford F-150 Raptor Super Cab trucks not equipped with a moonroof.

2018 Ford F-150

The incorrect tire placard can cause the operator to exceed the vehicle’s weight capacity or inflate the tires to an incorrect pressure, affecting vehicle handling, which can increase the risk of a crash.

Chrysler will notify owners, and dealers will replace the incorrect tire placard with a corrected one, free of charge.

2017 Ford F-150, F-250 SD, F-350 SD, F-450 SD, F-550 SD Ford Motor Company is recalling certain trucks with manually-adjusted front passenger seats. The seat belt anchor may not be adequately welded to the seat cushion

The structural roof braces may be missing rivets at the attachment of the roof rail, thereby reducing the structural integrity. If the structural integrity is reduced, in the event of a rollover or crash, there may be an increased risk of injury.

Ford will notify owners, and dealers will install the rivets for the roof brace attachments, free of charge.

2015 Ford F-650 SD, F-750 SD Ford Motor Company is recalling certain trucks equipped with certain Spicer D-Se-

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ries and E-Series steer axles. The castellated nut on the steer axles may not be properly torqued, allowing the tie rod to loosen.

2015 Ford F-650 SD

E-Series steer axles. The castellated nut on the steer axles may not be properly torqued, allowing the tie rod to loosen.

If the tie rod loosens, it may disconnect from the steering knuckle, causing a complete loss of steering and increasing the risk of a crash.

2017 Jayco Greyhawk

2016 Kenworth K170

2013-2018 Western Star 4700 Daimler Trucks North America LLC is recalling certain 2013-2018 Western Star 4700 trucks.

2018 Western Star 4700

If the tie rod loosens, it may disconnect from the steering knuckle, causing a loss of steering control at lower speeds and increasing the risk of a crash.

Ford will notify owners, and dealers will inspect the torque of the castellated nut and tie rod, tightening it as necessary, free of charge.

2015-2017 Mercedes-Benz Metris Daimler Vans USA, LLC is recalling certain Mercedes-Benz Metris vans. These vehicles have electrical power steering control units with improperly welded contact pins.

PACCAR will notify owners, and dealers will inspect the torque of the castellated nut and tie rod, tightening it as necessary.

2016 Mercedes-Benz Sprinter 2500, 3500 Daimler Vans USA, LLC is recalling certain vehicles that were manufactured without a driveshaft catch strap, allowing a loose driveshaft to strike a fuel tank.

2016 Mercedes-Benz Sprinter 2500

2017 Mercedes-Benz Metris

The battery cable may contact the allwheel-drive axle yoke. Battery cable contact with the axle yoke may cause the cable to chafe and short, increasing the risk of a fire.

DTNA will notify owners, and dealers will inspect the battery cables, repairing them as needed, free of charge.

2017 Kia Sorento Kia Motors America is recalling certain Sorento vehicles with 3.3L engines.

The improperly welded pins may lose contact, deactivating the power steering assist and increasing the risk of a crash.

DVUSA will notify owners, and dealers will replace the electric power steering rack, free of charge.

2016 Kenworth K170, T170, T270, T370, T440, T470, T660, T680, T800, T880, W900; 2016 Peterbilt 220, 320, 325, 330, 337, 348, 365, 367, 382, 384, 386, 389, 389G, 567, 579, 587 PACCAR Incorporated is recalling certain trucks equipped with certain Spicer D- or

A loose driveshaft may strike and puncture the gas tank, resulting in a fuel leak, increasing the risk of a fire.

DVUSA will notify owners, and dealers will install the missing catch strap for the driveshaft, free of charge.

2016-2017 Jayco Greyhawk Jayco, Inc. is recalling certain Greyhawk motorhomes, model 29ME. Damage to the liquid propane (LP) line can occur by the line being melted by the vehicle’s exhaust pipe, contacting the drive shaft or being kinked at the p-clamp.

Jayco will notify owners, and dealers will inspect the LP lines, correcting them or replacing them as necessary, free of charge.

2017 Kia Sorento

The engine crankshaft may have been improperly heat-treated and may fail. If the crankshaft fails, the engine will stall, increasing the risk of a crash. A failed crankshaft also increases the risk of a fire.

Kia will notify owners, and dealers will inspect the crankshaft, and, as necessary, replace the engine sub assembly, free of charge.

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2004-2007 Volkswagen Touareg Volkswagen Group of America, Inc. is recalling certain Touareg vehicles. These gasoline-powered vehicles have a fuel filter flange that may crack, allowing fuel to leak.

vehicles and 2006 Cayenne S Titanium Edition vehicles.

2006 Porsche Cayenne

paign to prevent water from entering the brake booster and limiting braking ability. This recall is to verify that the brake booster shield installation was performed properly.

2014 Dodge Durango

2007 Volkswagen Touareg

A fuel leak in the presence of an ignition source increases the risk of a fire.

Volkswagen will notify owners, and dealers will inspect the fuel filter flange for cracks, replacing the flange if cracks are found. If no cracks are found, a protective cover will be installed onto the filter flange. These repairs will be performed free of charge.

2017 Hyundai Santa Fe Hyundai Motor America is recalling certain 2017 Santa Fe vehicles equipped with 3.3L engines. The crankshaft assemblies may have been produced with surface irregularities in the crankshaft pin, causing engine bearing wear.

These gasoline-powered vehicles have a fuel pump flange that may crack, allowing fuel to leak. A fuel leak in the presence of an ignition source increases the risk of a fire.

Porsche will notify owners, and dealers will replace the fuel filter flanges with new filter flanges that have a protective film, free of charge.

2016 IC Bus Hc: 2016 International 9900i, DuraStar, LoneStar, ProStar, TerraStar, TranStar, WorkStar Navistar, Inc. is recalling certain vehicles equipped with certain Spicer D- or E-Series steer axles.

2016 IC Bus Hc

If the brake booster shield was not installed properly, the vehicle’s braking ability may be reduced, increasing the risk of a crash.

Chrysler will notify owners, and dealers will inspect the brake booster shield, correcting the installation as necessary, free of charge.

2004-2006 Mitsubishi Lancer Mitsubishi Motors North America, Inc. is recalling certain 2004-2006 Lancer and Lancer Evolution vehicles and 2004 Lancer Sportback vehicles.

2006 Mitsubishi Lancer

2017 Hyundai Santa Fe

The engine bearing wear may cause the vehicle to stall, increasing the risk of a crash.

Hyundai will notify all owners, and dealers will inspect and replace the engine, as necessary, free of charge.

2004-2006 Porsche Cayenne; 20032006 Porsche Cayenne S, Cayenne Turbo Porsche Cars North America, Inc. is recalling certain 2003-2006 Cayenne S and Cayenne Turbo vehicles, 2004-2006 Cayenne

The castellated nut on the steer axles may not be properly torqued, allowing the tie rod to loosen. If the tie rod loosens, it may disconnect from the steering knuckle, causing a complete loss of steering, increasing the risk of a crash.

Navistar will notify owners, and dealers will inspect the torque of the castellated nut and tie rod, tightening it as necessary, free of charge.

2011-2014 Dodge Durango; 2011-2014 Jeep Grand Cherokee Chrysler is recalling certain 2011-2014 Dodge Durango and Jeep Grand Cherokee vehicles.

The affected vehicles had brake booster shields installed under a previous cam-

These vehicles are equipped with a passenger-side frontal air bag that may be susceptible to moisture intrusion that, over time, could cause the inflator to rupture.

In the event of a crash necessitating deployment of the passenger’s frontal air bag, the inflator could rupture with metal fragments striking the vehicle occupants potentially resulting in serious injury or death.

Mitsubishi will notify owners, and dealers will replace the front passenger air bag inflator with a different inflator, free of charge. S

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NUTS & BOLTS

(then)

Tech Spec: 2010 Honda Pilot

Motor oil: SAE 5W-20 Capacity: 4.5 quarts (4.3 liters)

ATF: Honda ATF-Z1 Capacity: 8.6 quarts (8.1 liters)

Coolant: Honda Type 2 Capacity: 2.48 gallons (9.4 liters)

Honda introduced the second generation of its popular Pilot sport-utility vehicle in 2008 as a 2009 model. With available third-row seating and class-competitive power and amenities, the Pilot ranks as a capable entry in the midsize “crossover” sport-utility category.

Unlike with many Honda models, the Pilot is available in four trim levels: LX, EX, EX-L and Touring. Base LX models start at $27,895; EX models start at $30,745; EX-L models start at $33,845; and top-of-the-line Touring models start at $37,045. Honda’s Variable Torque Management 4-Wheel Drive System (VTM-4) is a $1,600 option on all models.

All Pilot models are powered by the same 3.5L 24-valve SOHC V6 engine/fivespeed automatic transmission combina-

tion. The 3.5L V6 generates 250 horsepower and 253 pound-feet of torque and features Honda’s Variable Cylinder Management function, which can shut down some of the engine’s cylinders during low-power highway operation. Thanks to this, the two-wheel-drive Pilot models are rated at 17 miles per gallon city and 23 highway, while four-wheel-drive models are rated 16/22, respectively. All Pilot models ride on 17-inch wheels (steel on LX models; alloy on EX, EX-L and Touring models) wearing P245/65R17 tires.

While all Pilot models come standard with features like front and rear climate control, Hill Start Assist, etc., EX models add a tri-zone climate function, fog light, power driver’s seat and XM satellite radio. EX-L models include a rearview

camera, moonroof, heated front seats, leather seating surfaces and something Honda calls an “Acoustic Windshield” designed to minimize noise. Touring models offer a Multi-Information Display (MID), backup parking sensor, steering wheel-mounted navigation/cell phone controls, Bluetooth cellular phone integration, a satellite-linked navigation system and a power tailgate. (A DVD-based rear entertainment system is a $1,600 option on EX-L and Touring models.)

Fully loaded, a four-wheel-drive Honda Pilot Touring with DVD entertainment and chrome wheels (a $1,980 option) will set a buyer back some $42,935 (though Honda offers a long list of accessories that could easily push that total past the $50,000 mark).

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Servicing the Pilot Like most Honda vehicles, the Pilot is equipped with Honda’s Maintenance Minder system, which displays engine oil life and maintenance service items on the information display or MID, depending on model, to show drivers when they need to have service performed. Engine oil life is displayed in 10 percent increments down to 20 percent, whereupon it scales down to 5 percent increments. To see the vehicle’s current engine oil life, turn the ignition switch to the ON position and press the select/reset knob repeatedly until the oil life display appears. When the engine oil life remaining dips below 15 percent, the maintenance minder indicator (a wrench icon) will come on every time the vehicle is turned on; also displayed will be the engine oil life remaining and the maintenance item code(s) for other scheduled maintenance items needing service. (These codes indicate any other maintenance needs the vehicle may have.) When the engine oil life remaining dips below 6 percent, drivers will see a “SERVICE” message, along with the service maintenance item codes. The message can be extinguished by switching the information display.

When the remaining engine oil life is 0 percent, the engine oil life indicator will blink and the maintenance minder “wrench” icon will come on and remain on in the instrument panel until the system has been reset. If the required maintenance is not performed and the system is not reset, negative distance travelled will be displayed and begin to blink after the vehicle has been driven more than 10 miles.

(Note: On Touring models, the current engine oil life can be accessed by pushing the INFO button on the steering wheel.

Touring models will also display the “wrench” icon and the oil life remaining message in the MID, which is located beneath the speedometer in the instrument cluster. When oil life drops below 15 percent, drivers will also be alerted with a beeper and the system message indicator, an “i”, will blink on the instrument panel.)

Honda’s Maintenance Minder system displays the vehicle’s maintenance needs in a series of codes. The coded string will begin with the letter “A” or “B” to indicate the maintenance main item, followed by

one or more of the numerals “1” through “6” to indicate the maintenance sub items.

Maintenance Main Items Maintenance main item “A” indicates the vehicle requires an oil change (though Honda does not require an oil filter change at every “A” service). Maintenance main item “B” indicates the vehicle requires the following services: • Replace engine oil and filter.

• Inspect front and rear brakes.

• Check parking brake adjustment.

• Inspect tie-rod ends, steering gear box and boots.

• Inspect suspension components.

• Inspect driveshaft boots.

• Inspect brake hoses and lines.

• Inspect all fluid levels and condition of fluids.

• Inspect exhaust system.

• Inspect fuel lines and connections.

• Honda does note that engine oil should be changed every 12 months even if the SERVICE message has not appeared.

Maintenance Sub Items Honda uses the following numerals to indicate the following services are required.

“1”: • Rotate tires.

“2”: • Replace air cleaner element. (Note: Honda recommends replacing element every 15,000 miles or 24,000 km if the vehicle is driven in dusty conditions.)

• Replace dust and pollen filter. (Note: Honda recommends replacing filter every 15,000 miles or 24,000 km if the vehicle is driven in urban areas with high concentrations of soot from industry and diesel vehicles.)

• •nspect drive belt.

“3”: • Replace transmission and transfer case fluid.

“4”: • Replace spark plugs.

• Replace timing belt and inspect water pump. (Note: Honda recommends

•

replacing timing belt every 60,000 miles or 100,000 km if the vehicle is regularly driven in very high temperatures above 110° F/43° C or very low temperatures below minus-20° F/minus-29° C, or towing a trailer.)

Inspect valve clearance.

“5”: • Replace engine coolant.

“6”: • Replace rear differential fluid. (Note: Honda recommends changing the rear differential fluid at 7,500 miles/12,000 km then every 15,000 miles/24,000 km if the vehicle is driven in mountainous areas at very low speeds or used to tow a trailer.)

•

•

Miscellaneous Items Honda recommends replacing brake fluid every three years, regardless of mileage or maintenance messages in the information display.

Inspect idle speed every 160,000 miles/256,000 km.

Fluids and Capacities Motor oil — SAE 5W-20. Capacity (with filter) is 4.5 quarts (4.3 liters). (Note: The oil drain bolt should be tightened to 29 pound-feet (39 N-m) of torque.)

Coolant — Honda Long-life Antifreeze/ Coolant Type 2 or equivalent; 50/50 mixture with water. Capacity (coolant change only) is 1.98 gallons (7.5 liters). Capacity (full system) is 2.48 gallons (9.4 liters).

Automatic transmission fluid — Honda ATF-Z1. Capacity (change only) is 3.6 quarts (3.4 liters). Capacity (full system) is 8.6 quarts (8.1 liters).

Rear differential fluid — Honda VTM-4 differential fluid. Capacity is 2.96 quarts (2.8 liters).

Transfer case fluid (four-wheel-drive models only) — SAE 90 or 80W-90 gear oil meeting GL4 or GL5 standards. Capacity is 0.45 quarts (0.43 liters).

Brake fluid — DOT3 brake fluid. (Note: DOT4 may be used as a temporary replacement.)

Power steering fluid — Honda Power Steering Fluid or equivalent. S

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NUTS & BOLTS

(now)

Tech Spec: 2017 Honda Pilot

Motor Oil: SAE 0W-20 Coolant: Honda Long Life Type 2 The Honda Pilot SUV was introduced as an all-new model in 2016. This third generation Pilot received major upgrades to interior quality to enhance its refinement, as well as more standard comfort and convenience features on all trims, along with the addition of a new line-topping Elite version.

The 2017 Pilot features the next generation of Honda’s advanced compatibility engineering body structure along with a new threebone underbody frame design and new hotstamped ultra-high strength steel door rings.

Taken together, these engineering features and technologies deliver major gains to the Pilot’s collision avoidance and collision protection capabilities.

The redesigned pilot also received a new engine — a direct-injected 3.5-liter SOHC i-VTEC V-6 engine with variable cylinder management (VCM). The engine features a peak output of 280 horsepower and 262 pound-feet of torque.

The engine is matched to a choice of two new advanced transmissions — a six-speed automatic transmission or, on upper trims, a ninespeed automatic transmission.

These new powertrains combined with a new, lighter yet more rigid unit-body and aerodynamically efficiency body and chassis designs result in EPA fuel economy ratings of 20/27/23 (city/highway/combined) for twowheel-drive models and 19/26/22 mpg for allwheel-drive models.

The Pilot’s available new intelligent VTM4

progressively distributes optimum torque between the front and rear axles and dynamically distributes engine torque between the left and right rear wheels. Benefits include superior all-weather handling and neutral, accurate steering under power that is more effective than front-drive, rear-drive or conventional all-wheel-drive systems.

The Pilot also features a new button-operated intelligent traction management system that offers different operating modes for the AWD — snow, mud and sand — and for the FWD — normal and snow.

Honda Sensing, a suite of technologies designed to expand the driver’s situation awareness while sensing and responding to potential road hazards, includes a standard multi-angle rearview camera and a suite of available safety and driver assistive technologies that include LaneWatch display, a blind spot information system, collision mitigation braking system, lane departure warning, forward collision warning, lane keeping assist system, adaptive cruise control, a road departure mitigation system and rear cross-traffic monitor.

The 2017 Honda Pilot is available in four trim levels: • LX: features a 280 horsepower, 3.5-liter V-6 engine; 18-inch alloy wheels; multi-angle rearview camera and eight-passenger seating • EX: includes all of the features available on LX, plus Honda LaneWatch, remote en-

gine start, display audio touchscreen and tri-zone automatic climate control • EX-L: includes all features available on EX, plus leather-trimmed seats, one-touch second-row seats, available rear entertainment system and available Honda Sensing • Touring: includes all features available on EX-L plus a nine-speed automatic transmission, satellite-linked navigation, 20inch alloy wheels and Honda Sensing The entry-level Honda Pilot LX starts at $30,745. However, a top-of-the-line touring model, complete with all-wheel-drive, ninespeed transmission, leather seats and a rear entertainment system, will run about $43,620.

Servicing the 2017 Honda Pilot The 2017 Pilot, like its predecessor, features Honda’s Maintenance Minder system, which displays oil life and maintenance service items on the information display or MID, depending on the model, to show drivers when they need to have service performed. Engine oil life is displayed in 10 percent increments down to 20 percent, and then in 5 percent increments down to 0. To see the vehicle’s current engine oil life, turn the power mode to On and press the information button (designated by an i in a circle) until the engine oil life appears on the MID. When a vehicle is due for service, drivers will be alerted by messages in the MID display accompanied by a wrench symbol. “Mainte-

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MAXIMIZE ENGINE PROTECTION

Your vehicle’s oil filter—it’s replaced more than any other service part on your vehicle, and is critical to helping the motor oil remove contaminants that can harm your engine.

Pennzoil provides quality oil filters for maximum engine protection. They help remove damaging dirt and grit from motor oil to clean, cool, seal, and lubricate the engine more effectively.

NOT JUST OIL, PENNZOIL

®

nance Due Soon” will be displayed when oil life is 6-15 percent. “Maintenace Due Now” will be displayed when oil life is 1-5 percent, and “Maintenance Past Due” will be displayed with a negative distance when the engine oil life has passed and maintenance items must be inspected and serviced immediately.

Honda’s Maintenance Minder system displays the vehicle’s maintenance needs in a series of codes. The coded string will begin with the letter “A” or “B” to indicate the maintenance main item, followed by one or more of the numerals “1” through “6” to indicate the maintenance sub items.

“5”: • Replace engine coolant

Maintenance Main Items Maintenance main item “A” indicates the vehicle requires an oil change. Maintenance main item “B” indicates the vehicle requires the following services: • Replace engine oil and oil filter • Inspect front and rear brakes • Check parking brake adjustment • Inspect tie rod ends, steering gearbox and boots • Inspect suspension components • Inspect driveshaft boots • Inspect brake hoses and lines (including ABS/VSA) • Inspect all fluid level and condition of fluids • Inspect exhaust system • •nspect fuel lines and connections

•

Maintenance Sub Items Honda uses the following numerals to indicate the following services are required: “1”: • Rotate tires “2”: • Replace air cleaner element • Replace dust and pollen filter • Inspect drive belt “3”: • Replace transmission fluid and transfer fluid “4”: • Replace spark plugs • Replace timing belt and inspect water pump • Inspect valve clearance

“6”: • Replace rear differential fluid • • • •

•

•

Miscellaneous Items Replace brake fluid every three years Inspect idle speed every 160,000 miles (256,000 km) Adjust the valves during services A, B, 1, 2 or 3 if they are noisy If vehicle is driven in dusty conditions, replace the air cleaner element every 15,000 miles (24,000 km) If the vehicle is driven primarily in urban areas that have high concentrations of soot in the air from industry and from diesel-powered vehicles, replace dust and pollen filter every 15,000 miles (24,000 km) If vehicle is driven regularly in very high temperatures (over 110 F [43 C]), in very low temperatures (under -20 F [-29 C]) or towing a trailer, replace every 60,000 miles (100,000 km) Driving in mountainous areas at very low vehicle speeds or trailer towing results in higher level of mechanical stress to fluid.

This requires differential fluid changes more frequently than recommended by the Maintenance Minder. If vehicle is regularly driven under these conditions, differential fluid should be changed at 7,500 miles (12,000 km) and then every 15,000 miles (24,000 km)

Fluids and Capacities Motor oil: SAE 0W-20; capacity is 5.4 quarts (5.1 liters) with no filter and 5.7 quarts (5.4 liters) with filter Coolant: Honda Long Life antifreeze/coolant Type 2; capacity is 1.88 gallons (7.13 liters) for automatic transmission models with shift lever and 1.93 gallons (7.3 liters) for automatic transmission models with electronic gear selector ATF (vehicles with shift lever): Honda Automatic Transmission ATF DW-1; capacity is 3.3 quarts (3.1 liters) ATF (vehicles with electronic gear selector): Honda Automatic Transmission Fluid ATF-Type 3.1 or higher; capacity is 3.5 quarts (3.3 liters) Rear Differential Fluid: Honda DPSF-II; capacity is 1.92 quarts (1.82 liters) S

© SOPUS Products 2017.

All rights reserved. CS12527-07

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PENNZOIL OIL FILTERS ®

WHEN IT COMES TO AUTOMOTIVE FILTERS, IT’S WHAT YOU CAN’T SEE THAT’S IMPORTANT You care about the customer’s vehicle, and you want to protect their investment. Pennzoil high quality oil filters protect against high pressure surges and have the ability to efficiently capture the dirt and contaminants the oil is removing and hold those contaminants until the next oil change. An oil filter so good it meets or exceeds industry specifications for capacity and efficiency.1 Go with an industry leader in filters.2 Go with Pennzoil® oil filters.

at an angle or inverted position ods

1. ANTI-DRAIN BACK VALVE

Retains oil in the filter when mounted at an angle or inverted position during extended engine shutdown periods.

ended periods of an engine shutdown

uires less torque for removal

1

2

3

substantially reduces chance

Prevents engine startup noise after extended periods of an engine shutdown

2. SEALING GASKET

Internally lubricated Nitrile Gasket requires less torque for removal

4

media thus preventing contaminant

3. CASE BOTTOM ASSEMBLY

Patented two-piece clinch plate design substantially reduces chance of retainer leakage

E

mum support to the filter media cted conditions

5

ficiency and capacity

6

4. END CAP

Creates a reservoir for sealing ends of media thus preventing contaminant bypass conditions

5. CENTER TUBE

Steel tube construction provides maximum support to the filter media to help prevent collapsing during restricted conditions

6. FILTER MEDIA

Synthetic blend media for increased efficiency and capacity

1 2

Based on USCAR specifications NOLN Customer Survey September 2016

© SOPUS Products 2017. All rights reserved. CS12527-03

MAKE IT A PENNZOIL CHANGE.™ December 2017

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CVT Fluids, What’s the Score

by Steve Swedberg

Prior to 2000, about 80 percent of the automatic transmission fluid (ATF) market was covered by General Motors’ Dexron III, Ford’s Mercon or Chrysler’s ATF +4 standards and specifications. It was easy for an installer, mechanic or do-it-yourselfer to figure out which one to use for makeup or replacement fluid. Lubricant marketers only had to carry a couple of aftermarket fluids to meet a majority of the demands. Today, Dexron III/Mercon fluids are gone, replaced by Dexron VI and Mercon LV. In addition, they account for less than 50 percent of the aftermarket use.

OEM-specific fluids with special requirements are in place and growing.

Most ATF specifications are not public or open to oil marketers. That means no one other than the OEM can approve the fluid. Those specs that are available are generally limited to one formula and are extremely expensive and time consuming to approve.

ATF installers and retail product sellers are not able to stock all the different types of ATF specified for current vehicles.

In fact, there are more than 100 current transmission fluid specifications being used in North America. As most installers and independent shops are well aware, the so called “genuine” transmission fluids are often much more costly than suitable multi-vehicle alternatives. However, transmission builders have no real incentive to work together for standardized specifications, because it is more advantageous to keep their fluids proprietary. That way they can take advantage of a captive market.

The Petroleum Quality Institute of America (PQIA) recently conducted a survey with some interesting results. A majority of people agreed that “The number of ATF specifications in the market leads to misapplication,” that most consumers do not know which ATF the OEM for their vehicle is recommending and many do not read the labels on the bottle. There is also a concern that fast lube and independent repair shops may not have current knowledge as to the needs and requirements of modern equipment.

When you look at this very complex (at least specification-wise) market, you’ll find that five transmission fluids dominate. GM’s Dexron VI is No. 1 at about 25 percent of the market. Ford’s Mercon LV is in at about 20 percent, Toyota’s WS is 13 percent followed closely by transmission fluids required for various CVTs at 12 percent and Chrysler +3/+4 at around 7 percent. That’s about 80 percent of the transmission fluid market.

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Four of the five transmission fluids are pretty cut-and-dried, but trying to find a “universal” CVT fluid is a whole different issue. If you check with transmission fluid experts, they will tell you they don’t know of any publicly available CVT fluid specs. The additive companies that sell transmission fluid additive packages almost all offer at least one additive that is claimed to have multi-vehicle CVT performance. They say these additives are being used in the few multi-vehicle CVT fluid applications that are on the market.

The problem with CVTs is they often suffer from mechanical design issues. This is because you are trying to lubricate a system that relies on steel-to-steel friction, yet you need to keep it quiet and minimize wear. Even with a CVT fluid that meets all of the OEM specs, you can still get a hardware failure. There have been a number of examples of past hardware problems, but they don’t get much press coverage.

One of the most common issues with transmission fluids is viscosity. Viscosity specifications are used to judge conformance to OEM specifications. Unfortunately, the fresh viscosity at 100 C (212 F) has little correlation to acceptable field performance. It is simply a benchmark. Transmissions operate in a wide temperature range, and the viscosity varies widely. In addition, many ATFs will lose viscosity quickly in service because the polymers used in the oil shear down pretty quickly.

In addition, OEMs set viscosity specs independently without regard for trying to standardize industry requirements. In some cases, the same transmission will require different viscosity specs by different car builders. In other cases, newer low-viscosity fluids have been deemed back-serviceable by OEMs for their previous higher viscosity fluids.

The obvious question then is this: With GM, Ford, Chrysler and Toyota covered, is there one CVT fluid that will cover the range of CVTs in the market place? Those additive suppliers who make transmission fluid additives for the oil marketers say that the multi-use CVT oils made with their multiuse additive should allow coverage of at least 75 percent of the market, maybe higher. S STEVE SWEDBERG has over 50 years of experience in the oil industry. He has a Bachelor of Science degree in chemistry and graduate work in business administration. He also has extensive training in petroleum products technical service as well as total quality management. His work experience includes lubricants research and development with ARCO and UNOCAL, oil additive marketing at Edwin Cooper (now Afton) and Chevron Oronite and lubricants marketing with Pennzoil. He managed technical groups related to oil marketing, product quality and technical services.

Swedberg has also been involved with several industry organizations including STLE, NLGI, ASTM and, most notably, SAE, where he was Technical Committee 1 (Engine Oils) chairman from 1992 to 1996. While in that position, he was able to help influence industry direction as well as make many valuable industry contacts. Swedberg is currently consulting on lubricating products and additives and is a technical writer.

With TOTAL QUARTZ, your customers are in good hands.

OEM-APPROVED ENGINE PROTECTION With TOTAL QUARTZ Engine Oils, high-performance engine protection can be promised to your customers. With approvals from top OEMs such as BMW, Mercedes-Benz, Volkswagen, Audi, Porsche, GM, and many more, your company is backed by our research and development to provide the highest quality oil – guaranteed.

Visit www.TotalSpecialties.com or call 1-800-323-3198.

Keep your engine younger for longer.

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Vendor speaK Each year we ask vendors to chime in on important issues in the fast lube industry in this annual feature.

Their responses vary, as do the products and services they offer fast lube operators. Read on to learn what they’re speaking about this year.

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BENDPAK Max Glassburg, Creative Content Writer 805.933.9970 • www.bendpak.com

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WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? In the quick oil industry, operators are always searching for tools and equipment that expand their service offerings and help increase ticket average, boosting profitability. Wheel and brake services are simple add-ons that have been adopted by many of the nation’s leading oil change companies and require a low-rise pit lift. Typically, these lifts have been rated for light-vehicle service only. As the popularity of trucks and SUVs continues to grow, a lift with a 6,000-pound capacity may not be enough. BendPak recently took the open-center design that made our P-6 pit lift so revolutionary and made it stronger. Our P-9000 is basically the same low-rise lift with a 9,000-pound capacity.

WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? The increasing popularity of electric vehicles has the potential to disrupt oil-change services. In the future, there’s a chance that engine oil changes could be a forgotten ritual as electric vehicles (which obviously don’t require engine oil) take over the market. While oil changes might not be possible on EVs, electric and combustion vehicles will always have one thing in common: wheels. Getting familiar with wheel, brake and tire services now will prepare you, and your business, for the road ahead.

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CHEVRON HAVOLINE Dave Schletewitz, NA Consumer Sector Manager 800.822.5823 • www.havoline.com

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WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? A challenge fast lube operators face is measuring and increasing customer satisfaction; improvement here leads to greater customer retention, referrals to family and friends and positive social media reviews that influence new customers researching new service facilities. Ultimately, this will increase sales and car counts.

A related challenge is delivering consistent, excellent customer service while managing employee turnover. Industry research on the DIFM consumer indicates that trust, knowledgeable employees and friendly/courteous employees are among the top factors in choosing a service facility. So, customer satisfaction is highly dependent on employees and the need for ongoing employee training. Chevron offers its customers comprehensive, consultative training that can be tailored to the customer, be that face-to-face situational training at site-level from experienced experts, similar but regional train-the-trainer training or our online mobile-enabled training that is always available to service technicians, greeters and mechanics no matter when or where they’d like to take the training. We focus on improving the customer experience from the greeting to the bill out, improving product knowledge to be able to speak confidently to the choices a customer has and improving transparency and trust while educating and selling the consumer the services their vehicle needs.

WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? An opportunity we see for the industry is in the area of local marketing and off-site advertising. Professional installers always want to attract the new car owner (from dealerships) and grow new car counts. Unfortunately, many are doing the same old thing they know and feel comfortable with, direct mail — which is not keeping pace with trends. Some may not see or understand the value of off-site advertising; for others, it may be too complicated, they may feel they don’t have expertise or there is too much work/planning involved. Others are not be spending enough of their annual sales revenue on marketing/advertising to make a difference. Who is the customer they are trying to target anyway? First, you have to define that customer, then develop an integrated, off-site communication/advertising plan to reach them.

DIFM consumers are using their phones to find and learn about you nowadays, which points to mobile friendly websites, search engine optimization (SEO), digital (search), social media reviews and establishing digital relationships. The opportunities we see for the industry are providing some transparency (industry benchmarks) for how much installers are spending and should be spending on marketing/advertising, conveying the quantifying the value of off-site digital advertising linked to acquiring new customers and challenging operators to come to terms with the fact that the pain of doing the same old things they have been doing is greater than the pain of change. The competition for new customers is fierce, but business owners must keep pace with market trends.

DEVON INDUSTRIES, INC. Kelly Lykins, President 800.468.1970 • www.devonlube.com

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WHAT IS THE SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? Saving an operator time is one crucial element that Devon offers. Knowing the quick lube industry as well as we do, getting a new location or a remodel up and running and open for business is key to our customers’ success — as well as ours.

This also holds true for replacement items and new products.

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WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? Customers are expecting more and more. Keeping a facility looking up-to-date and modern is going to be more important, especially for millennials.

EGENUITY Dan Nelson, Vice President Sales 800.600.4955 • www.egenuity.com

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WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? Affordable and effective marketing has always been a challenge for operators. eGenuity has been a front-runner in this area for several years with products like email marketing, customer loyalty programs, gift cards and online shopping carts, to name a few. eGenuity recently released the ezOtto customer app, which will assist in obtaining and retaining customers. The ezOtto app allows customers to view their static sticker, view recommended services, view service history, view gift card and loyalty point balances, purchase gift cards, schedule appointments and view store information.

It also allows the operator to send push notifications to all ezOtto app users on-demand. It is not hard to see why the ezOtto app is a must-have marketing tool for all operators as we close out 2017 and head into 2018.

WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? Moving forward, customer service in the way of easy and convenient information sharing is a big opportunity for operators and the industry. Providing customers with the information they need in a way that is convenient for them to access is customer service that is expected — if not demanded — heading into 2018. eGenuity provides its operators with a variety of products that helps them provide excellent customers service via sharing of critical customer and vehicle information. The ezOtto customer app, email marketing, DripDrop marketing, online fleet management and online customer and vehicle management are just a few of the products that assist operators in providing excellent customer service. And, it is all at their fingertips, easy and ready to use.

EXXONMOBIL FUELS & LUBRICANTS CO. Herbert Steurer, Passenger Vehicle Lubricants Brand Supervisor 1.800.ASK.MOBIL • www.mobiloil.com

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WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? People are driving less, keeping their cars longer and extending oil drain intervals, meaning that projected industry growth for operators is less than 1 percent for the next several years. The biggest growth opportunity lies with synthetic motor oil, where Mobil 1 is the world’s leading synthetic motor oil brand. For operators to grow in this tough industry, we know they need to offer their customers choices. Operators can provide customers with a high-performance lineup of synthetic-blend or full synthetic products that meet or exceed their OEM requirements that fit their personal driving habits and offer real value for the money.

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SAVE THE NASHVILLE, TENNESSEE

DATE

QUICK Photo: John McCarthy

GET BUSINESS DONE

THE EXCLUSIVE NOLN BUSINESS PARTNER EXPERIENCE

FEBRUARY 12-14, 2018 NASHVILLE, TENNESSEE

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N LN December 2017

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WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? Driven by the need to meet government fuel-efficiency standards as well as new engine designs and features (e.g. turbochargers) that put engine oils under more punishing conditions, OEMs are switching to lower-viscosity oils, which require synthetics. That’s why today, approximately one in five cars requires a synthetic oil change — with a projected increase to about one in four by 2020. We know that synthetic motor oil is the biggest opportunity, with annual growth expected to be ten-times industry growth over the next several years. Mobil 1 makes up 45 percent of the full synthetic market share, which is more than double that of our next biggest competitor.

INTEGRATED SERVICES, INC. Steve Barram, CEO 800.922.3099 • www.ints.com

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WHAT IS THE SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? Second to cost of goods, labor is the largest controllable expense for most fast lube operators. LubeSoft has long been the leading solution for helping operators manage inventory and cost of goods. Now ISI is partnering with Shiftboard, a respected provider of labor scheduling solutions, to help you better manage labor costs. LubeSoft is integrated with Shiftboard’s cloud-based scheduling system to help automate preparation of your work schedules two weeks in advance.

The schedule creation algorithm uses a variety of factors including car counts, technician certifications, employee availability, open/close, minimum staffing, among others; and schedules may be further refined manually. Work schedules are accessible to employees through an intuitive smartphone app, where they can indicate availability and even trade shifts. Shiftboard was first implemented earlier this year, and already, more than 50 sites are enjoying the benefits of automated schedule creation, labor savings and an improved employee experience.

When coupled with LubeSoft’s new real-time fleet transaction validation and fully integrated, EMV-certified payment card solution, ISI is extending the value and reach of LubeSoft to support the ever-evolving needs of our customers.

WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? Even though it may be several years before the true impact of electric vehicles materially impacts our industry, it is important to begin planning for the change. Electric cars don’t require an oil change, air filter or fuel filter, but there are still many services the fast lube can offer, such as coolant management, brakes, tire rotation, cabin air filters and wiper blades. We expect new amenities like in-bay charging and refined eco-friendly messaging will be important to reach drivers of electric cars. If we approach the coming shift in vehicle population as an opportunity, the fast lube industry will be poised to further strengthen its leadership in the automotive service industry.

ITW PROFESSIONAL AUTOMOTIVE PRODUCTS Joe Farr, Director of Sales – Quick Lube/WD 800.378.7891 • www.itwproap.com

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WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? ITW Professional Automotive Products is focused on providing customers who use our products a solution to help grow their businesses.

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• Training Our Tech U Web Based Training Program provides quick lube employees in-depth training on critical systems such as the fuel system, oil system, coolant system, transmission, power steering system and wiper blades. Knowledge equals confidence.

Confidence equals professional results. After taking our Tech U Training, employees are more knowledgeable and, thus, more confident to talk with customers, educate them about services needed and answer their questions. For owners/operators this yields increased sales and greater customer satisfaction. To get started, go to: www.itwproap-u.com • Increasing sales take rate percentages Most owners/operators do not manage their business by product or service category. Doing so is a good gauge to help identify opportunities. We work with owner/operators to help increase sales of critical categories. A good example is the fuel system cleaning service category. Most locations only sell a fuel system cleaning service to, on average, 1 percent of their car count. A fuel system cleaning service is the most profitable service they sell. Based on a location averaging 30 cars a day, 1 percent of car count buying a fuel system cleaning service equates to roughly $10,000 profit per year per location. Therefore, every 1 percent incremental increase in fuel system cleaning service sales yields the owner/operator $10,000 in incremental profit. We have a track record of working with owners/operators and their employees to increase fuel system cleaner service sales to 10 percent of car count, which equates to $100,000 profit annually for the owner/operator per location.

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WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? Today, more than ever, with gasoline direct injection (GDI) engines, cleaning the fuel system regularly is just as important as changing the oil. By the year 2020, 50 percent of the vehicles in the US will have a GDI engine. With GDI engines, fuel system deposits rapidly accumulate on intake valves in as little as 5,000 miles. These deposits disrupt proper airflow to the combustion chamber, prevent intake valves from seating properly, causing lost compression and can potentially result in intake valves sticking due to deposit build up on valve steams. The end result is lost engine performance and fuel economy.

This problem is substantiated by a General Motors, September 2016 technical service bulletin (TSB), document ID #4583678/#PIP50296, applicable to GM gasoline cars and light-duty trucks manufactured between 2000 and 2015 — approximately 41.5 million vehicles based on sales data. The TSB calls for a multi-step fuel system cleaning service as a repair action and recommends using a pour-in-the-tank fuel system cleaner at every oil change. This serves as a great opportunity for quick lubes to educate customers and establish fuel system cleaning as a maintenance best-practice. Using a highly concentrated nitrogen-based polyetheramine (PEA) detergent fuel system cleaner gets results your customers feel.

LUBEGARD BY INTERNATIONAL LUBRICANTS, INC. Mark Roach, Sr., Vice President Sales & Marketing 800.333.5823 • www.lubegard.com

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WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? From working various shows around the country, I think one of the chronic problems that operators and service techs face is figuring out what is the correct transmission fluid to use for each vehicle. Lubegard addresses that problem with our just-released 11th edition OEM ATF and Conversion Chart. Not only do we inform the operator of what the OE fluid is, but we also provide total fill capacity and service fill capacity levels along with other vital information. We also show our OEM whole fluid equivalent, as well as our conversion product equivalents that meet and exceed the OE requirements, but at a fraction of the cost of OE fluids.

WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? The opportunity of the future is to educate and train the service techs on the proper fluids to use. Our OEM ATF and Conversion Chart is the most sought after reference guide in the professional transmission repair industry. Having this chart in every single service shop will serve as a problem-solver and a time-saver that will make each center more profitable and produce fewer comebacks. In our brand new 11th edition, we included a detachable Quick Reference Guide that can be mounted as a handy wall chart. As we all know, knowledge is power. Our easy-to-read reference chart will empower all service techs to do a more professional job, produce more satisfied customers and generate more profits for the operator.

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MAHLE AFTERMARKET INC. Rick Greer, Business Development Manager, Filters 800.338.8786 • www.us.mahle.com

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WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? MAHLE offers strong coverage for European applications, not normally supplied by the local filter delivery service. These applications represent about 8-12 percent of the marketplace, with most European vehicles using synthetic oils. This offers the service center a great upsell opportunity, a new customer, possibilities for word-of-mouth referrals and dollar savings away from dealership-type pricing. This is a win/win for the customer and service center.

WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? While cabin filters have been around about 20 years now, the sales are spotty at best. Technicians are required to make a tough sell to the consumer while generally hitting the many topics of services. The customer can feel overwhelmed and far behind the drive-in price that lured them into the center. It would seem that an industry effort to find a price zone of expectation, where this filter is the norm to change, rather than $59-$89 range.

PENRAY Randy Fowler, Vice President of Sales and Marketing 800.323.6329 • www.penray.com

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WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? Since 1951, Penray has been committed to partnering with customers to help keep cars, trucks, buses, boats and service vehicles in operation with professional-strength products. We offer a comprehensive suite of over 150 products from brake cleaners and lubricants, to functional fluids and installer service kits all engineered for the professional maintenance and repair technician. We take offering a “one-stop shop” product line for all of your chemical needs further by also providing product training, POP and sales tools to help you turn customers into repeat customers.

WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? More and more manufacturers are expanding their lines to include vehicles that run on alternative fuels and energy sources. As these alternative fuel sources become mainstream, there will be new opportunities for expansion of services with electric and compressed gas- or hydrogen-powered vehicles that will require different kinds of training, inspections and services, such as system integrity and leak checks.

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PHILLIPS 66 LUBRICANTS Bill Brown, Director of Marketing Operations 877.445.9198 • phillips66lubricants.com

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WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? European vehicle manufactures are continuing to diverge in their requirements and specifications, which makes supplying the proper lubricant more difficult than ever as operators are being forced to carry multiple oils for a fairly small, but lucrative, part of the vehicle maintenance market.

Phillips 66 Shield Euro-Tech and Shield Euro-Tech+ help solve this issue for operators by providing two fluids that cover a majority of the European vehicles in the United States. The Euro-Tech line is formulated and approved for European gasoline engines, while the Euro-Tech+ line is designed for diesel vehicles; an added benefit is that both products are produced right here in the United States.

WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? Introducing RPM from Phillips 66 Lubricants, a premier oil and lube industry solution that helps you bring customers back and get new online reviews and referrals automatically. Marketing in this age of digital and social communications is a challenge for all of us. The idea of curb appeal now moves beyond the street front to the pages of Yelp, Google and other onsite review apps. It’s no longer about yellow books or a good service call — it’s about your online reputation. Building customer loyalty is a tremendous challenge, and for lube shop operators, it can be overwhelming. Phillips 66 is introducing RPM to assist in driving customer loyalty and more monthly revenue.

RPM can be a powerful marketing solution that supports the growth of repeat and referrals in your business. When you combine our high-quality premium oils with the service bay support tools offered to the independent operators, you have a winning combination.

PM ATTENDANT Ash Bullard, Vice President Sales & Marketing 866.576.8957 • www.pmattendant.com

A

WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? Most shops are already taking advantage of one of the industry-specific computer systems. The problem is the expense and accessibility of these systems. PM Attendant offers a unique solution because it is the only one that is Internet-based.

This allows operators a lot of flexibility in choosing the computers or tablets they want to use in their shops. They also have access to their systems anytime, from any place. All of this is done with a set price of $169 per month per shop.

A

WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? Information is becoming more readily available for the shop. The challenge is accessing that vehicle-specific data in a quick and reliable manner. There is an opportunity for the shop to integrate this information into their workflow to maximize profits while still providing fast, quality service to their customers. PM Attendant is actively engaged in streamlining this process.

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SAGE MICROSYSTEMS Bob Sampson, President 800.724.7400 • www.sagesystem.com

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WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? Car manufacturers and oil companies are both extending oil change intervals with higher-quality engine oils. Longer intervals simply mean reduced car counts. To compensate, operators must increase ticket averages by ensuring all services recommended by the manufacturers are being performed and/or by expanding the types of services offered. Sage’s Service Maintenance Schedule is colorful, with red, yellow and green graphics of gauges that clearly show customers the services that are recommended by their manufacturer at the exact time they are due. Operators simply activate the gauges for the services they perform at their shop. These gauges can also include severe service and/or preventive maintenance recommendations to maximize sales opportunities. This simple “per your owner’s manual” approach to selling significantly increases the services sold and does not leave customers feeling like they have been oversold.

For those operators who have chosen to add more repair-type services to increase ticket averages, Sage has integrated an Epicor ISE repair interface into the QuickTouch point-of-sale system. Epicor allows operators to easily reference all parts and labor time requirements for all types of more complex repair services. They can build estimates, automatically place orders with their local parts houses and then transfer the entire estimate into the QuickTouch system with the touch of a button. This solution allows our customers access to the right tools for the repair business without having to manage two independent software systems.

WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? First, as discussed above using the “per your owner’s manual” and gauges technique to sell services due, operators should make sure that a sales presentation is made for every vehicle that is due or overdue for a manufacturer’s recommended service.

Second, our industry was built on oil changes, filters and fluid services. With intervals increasing, operators can expand the types of services they offer to increase ticket averages. Light repair services are profitable, fairly easily added to the service mix being offered and are needed by all the same cars that stop in for the fluid services. Even electric cars need these services. Examples include brakes, tune-ups, tires and, if not already doing them, fuel filters, cabin air filters and belts. Additional training may be required for techs, but the revenue upside makes it a potential equalizer for the extended service intervals.

SERVICE CHAMP Tony Sims, Vice President of Marketing 800.424.3458 • www.servicechamp.com

A

WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? Managing inventory is a key consideration for your business. If you don’t have enough on the shelves, you lose sales, but if you have too much, you’re needlessly tying up cash. Our customer-centric supply chain solution provides a platform that is tuned specifically for the needs of the quick lube operator. The combined elements of great product breadth, low minimum order, same-day shipping, fast transit times and an extremely high fill rate makes Service Champ the best in the business for any one-stop-shop system available. We work to optimize your inventory, which helps optimize your cash management and supports your sales.

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Q

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WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? Thoughtful foresight from creative men and women brought about the oil change industry. That same grit, now more than ever, must be employed by clever men and women to meet the future head-on as the industry continues to metamorphose. Staying focused on your core value is imperative, but testing the waters through a more holistic car care offering can build upon your existing platform, thereby providing insight to current and future growth trends that may be advantageous. This may mean investigating a plethora of options such as carwash, vehicle inspection, expanded services like tires and brakes or being more accommodating to the newly emerging electric vehicle market, should it exist in your geographic area. Regardless of the service or audience, adapt and profit by creating an atmosphere that invites those customers in, rather than a mindset that boxes them out, simply because they are slightly outside of your wheelhouse.

SHELL LUBRICANTS Don Moser, North America Marketing Manager 815.534.5673 • www.pennzoil.com

A

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WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? The oil category is becoming more and more complicated with increasing numbers of OEM specifications; currently, there are more than five different OEM specifications for 0W-20. The oil industry is having to blend a wider variety of engine oils with expensive formulations to meet many OEM requirements.

SOPUS products, the makers of Pennzoil, Quaker State, Shell Rotella and many other Shell branded lubricants and fluids, has a vast portfolio. The portfolio allows our customers to customize their lubricants and fluid category to fit their client base. Our proprietary category management approach enables operators to minimize excess inventory by analyzing the vehicles in their market area and carrying only the products they need for their customers — eliminating products that are slow movers or product duplications. There is no need to over-buy or over-stock items that do not have meaningful benefits to the consumer. Good category management, along with proper store personnel training, can free up operating capital while ensuring operators have the right products for their customers.

WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? The way consumers are purchasing and consuming goods and services is rapidly changing to an online world. More than ever, today’s consumers want convenience and ease of shopping; operators in this industry must adapt to survive. It won’t be long before you can ask a voice device in your home to change your oil, 10 min later your door bell rings and someone is changing your oil without you ever leaving the comfort of your own home. Don’t say it won’t happen — the likes of big box retailers did not think they would ever be under the threat they are today, and now, they are in a big way.

The industry needs to start innovating immediately, thinking differently about what consumers really want and how they want it, to stay in the game. Look for new types of players to enter into the car servicing space. If you don’t believe me, look what Uber did to the taxicab industry. They’re now innovating further with things like UberEats. Let’s face it; not many of our customers really enjoy spending their time at the local lube bay or tire shop. If operators in the industry don’t evolve on their own, some player will drop in uninvited to the game — and then, game over. Remember how new players like Red Box crushed Block Buster; Amazon came after Big Box retail; and the taxi industry got uberized. What will be our story in five years?

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SOLID START Amber Kossak, CEO 877.290.3950 • www.solidstart.biz

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WHAT IS A SOLUTION YOU OFFER TO A PROBLEM OPERATORS ARE FACING? There are many questions and concerns operators may have. Some issues may depend on where they are located, how many locations they have and even the new technology we all face. However, one common problem we believe everyone understands is declining car count. Therefore, there are two things on everyone’s minds: How can we grow our car count, and how do I continue to increase ticket averages when I am only seeing customers an average of once or twice a year.

Times are changing, and we need to keep up with new engines, oils, filters and vehicles. One solution we recommend is training and education. To help increase car count and ticket average, it is important to be customer-service driven.

We all operate our businesses a little differently, but we still operate with the common goal of keeping and gaining new customers. They say one satisfied customer tells five people about the good service they received. However, a dissatisfied customer tells 10 people about the bad service they received. Who doesn’t want a good referral?

When you are presenting a service to a customer, education is key! If you are educated about the products and services when speaking to your customer, they will trust you. Therefore, create value in what you are offering, and remember, it is up to the customer to say yes or no. In order for them to say no, they have to be given the opportunity. With new technology and extended oil change intervals, it is vital for customers to understand the difference between normal and severe driving conditions. This could make the difference in you seeing that customer one more time in a year.

Other services may be able to be offered, depending on their driving habits and what trips are they going on. Therefore, know your customers, their vehicles and the owner’s manuals. Increase your value, and help educate your customers.

WHAT DO YOU SEE AS AN OPPORTUNITY FOR THE INDUSTRY IN THE FUTURE? With the industry changes, one opportunity we have is a stronger community. We have several organizations we can pull from that offer support like the Automotive Oil Change Association (AOCA), the Automotive Maintenance & Repair Association (AMRA) and the Car Care Council. The AOCA has proven very helpful in offering regulatory support that everyone needs. Not all operators have a large organization or a 20 Group, so having the support from an association proves very helpful. These organizations have a community where you can learn, ask questions, make friends and not feel alone in this ever-changing industry. S

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Increasing Profits by Reducing Waste

by Jim Baumer

Organization and downsizing are topics that frequently show up during morning news features and in polite conversation.

Bookstores have good-sized sections devoted to books hammering home the need to reduce our amount of stuff. Japanese author, Marie Kondo, has ridden her best-selling book on organization, “The Life-Changing Magic of Tidying Up,” to fame and fortune with American consumers tired of their junk-filled homes and lifestyles.

So what does all this talk about organization have to do with your auto service shop? Can I bring organization and a passion to declutter to work? Even better, is waste and lack of organization cutting into your bottom line?

Here are three areas where increasing organization, eliminating waste and increasing efficiency can help you be more profitable.

• Going paperless • Enhancing efficiency • Getting greener Going Paperless As often as we hear that we’re becoming a paperless society, the paper pile doesn’t seem to be getting any shorter for most of us. That likely includes your shop.

Reducing the use of paper could have a significant impact on streamlining your operations. In addition to eliminating stacks of unsightly yellowing invoices stacked in the corner or clogging file cabinets, you’ll likely be able to reduce duplication, which leads to inefficiency and extra time for your customers. Less

paper also means lower office supply costs. You’ll probably gain some needed space, also.

When information is handwritten on a document and then entered into the computer, this duplicates effort. There is also the increased risk of error. Printing information when it could be transmitted electronically is another area of inefficiency. While cutting down on paper will save some trees, it also removes time-robbing steps during the key customer-facing process.

When consumers have an issue with their iPhone and visit the Apple Store, their technology-based problem is quickly assessed by a customer service person upon entry. In a matter of minutes, they know what the possible problem might be and the amount of time they’ll be without their phones. Since our 21st century vehicles are just another extension of our connected culture, why wouldn’t you want to move your interactions in a similar direction? Relying on paper makes you appear backward and lowtech, not to mention that your non-digital system is actually less efficient and less secure, too.

Enhancing Efficiency Vehicle service shops are notoriously inefficient when it comes to energy-use. According to the National Automobile Dealers Association (NADA), U.S. dealerships (which include repair facilities) use about 18 percent more energy per square foot than typical office buildings do. When energy use is your third-highest expenditure,

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being able to knock down your electric bill means a better bottom line.

Simply turning off lights and making sure machines are shut down when you leave is one simple thing you can do to enhance savings and efficiency. According to New England-based electric utility National Grid, every 1,000 kilowatt-hours (kWh) saved by turning off things like lights, copiers, computers and other shop-related equipment translates into $100 in savings on your monthly utility bill. Savings like this can compound over time.

Here are some other energy-related steps you can take: • Replace incandescent bulbs with compact fluorescent lamps (CFLs) • Install light-emitting diode (LED) exit signs.

• Replace older office equipment with Energy Star-qualified equipment.

• Install programmable HVAC thermostats.

• Ensure regular maintenance of all HVAC systems and equipment.

Also, consider introducing daylighting during future renovations and redesigns.

Adding natural light saves energy and provides an attractive setting for your customers.

The EPA’s Energy Star Portfolio Manager is a free tool that can help you measure and track your energy and water use, as well as waste and other materials, including greenhouse gas emissions from your building.

Results can help you pinpoint problems and determine possible efficiency upgrades.

The tool is available at the EPA Energy Star Portfolio Manager website: https://www. energystar.gov/buildings/facility-owners-and-managers/existing-buildings/ use-portfolio-manager Getting Greener Auto service shops generate a significant amount of waste in terms of fluids and other vehicle replacement items. All of this can be detrimental to the environment.

Consider tires. More than 300 million tires are scrapped annually, or about one tire per person in the United States. The Rubber Manufacturers Association indicates that approximately 89 percent of scrap tires generated in the United States by weight are now being put to new productive uses — uti-

lized in mulch, playground material, asphalt and turf for athletic fields. By recycling and allowing these tires to be put to alternative uses, service shops are doing their part to keep them out of landfills, where they can contribute to toxic runoff and a host of other forms of environmental contamination.

Properly disposing of antifreeze, oil and other vehicle fluids, as well as used batteries, oil filters and various other items help mitigate a shop’s environmental impact. There are a host of companies that collect and resell these materials.

Fluids can be combined in a bulk oil collection tank. Periodically, the fluids are picked up by various collection services who may pay you an amount for each gallon collected.

This can result in reimbursement amounts of several hundred dollars, or more.

If there are groups in your area championing for a greener planet, you may turn to them for ideas, too. For instance, in Arizona, the Arizona Department of Environmental Quality has a partnership with AAA Arizona, the Automotive Service Association of Arizona, and the City of Mesa, certifying auto

repair facilities under their Arizona Green Business Program. The program promotes pollution prevention, as well as recycling and energy/water efficiency. This is voluntary and allows shops to tap into growing concerns their customers have for the environment. There are similar programs in California and other states, too.

Greening your business can’t always be quantified monetarily. But, being a good citizen has its own rewards. Also, you now have an opportunity to differentiate what you do from your competition, as well as marketing your green practices. You could even periodically have recycling pick-ups at your shop and share green practices that your customers can embrace.

Eliminating waste, increasing efficiency and finding ways to be greener as a business are all positive steps for your auto service shop. You’ll find savings that will benefit your bottom line, and you’ll feel better about the space where you spend a good portion of every day. Your customers will value the efficiency and appreciate you for it. They’ll likely reward you with their loyalty, too. S

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Automotive Maintenance

VIEWPOINT

A Tale of Two Batteries

by Tim Craig

It’s cold — really cold — 14 F cold, and the freezing temps are compounded by the wind whipping past the self-storage buildings where I’ve been working for the past 20 minutes. I’m looking forward to hopping in my 2004 Tundra and cranking up the heat. Finally my work is done.

As I turn the key, I hear “click, click, click.” I try again — “click, click, click”

— dead battery. No warning; none of the slow starts that I’ve experienced in the past; it’s just immediately dead. Luckily, I have two tools to get me going again — my cell phone and my AAA card for road service. That’s the good news. The bad news is, I must wait an hour in the freezing cold before being rescued. Finally road service arrives, and the technician tests my battery to prove it is dead. Then,

he gives me the option of jump-starting or he just happens to have the correct replacement battery on his truck. I did not even ask the price. Just replace it!

I found out this is now a common occurrence with batteries — no previous signs of power loss; they are just dead without any warning. That is, unless you are as fortunate as my business partner.

Ron bought a Hyundai Azera with just

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over 30,000 miles on it. Just to be safe, he decided to have his oil changed and was lucky enough to choose a shop that provides a complete free inspection during the change. After sitting in the comfortable, warm waiting room for a few minutes, the technician came out with a battery analysis printed out that showed his battery was near death. Was Ron ever thankful that he brought his car to a professional! His reaction was the same as mine — do it!

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The first person to tell a customer they need a battery has the best odds of selling a battery.

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Fortunately for Ron, this shop’s owners know their customers deserve a complete, and not cursory, inspection on every vehicle. Apparently, the owners of this shop know a lot: • They know the value of investing in the battery tester with printing capability to present the customer with a documented condition of the battery. Using the right tester, it only takes a minute or so to perform the complete analysis!

• They know by testing each and every battery that comes though the shop, they keep their customers apprised of their conditions — whether good or bad. Knowing the battery is good provides peace of mind; knowing it is bad is a call to action for the consumer.

•

They know by stocking about 18 or 20 part numbers, they will be able to immediately service about 90 percent of their customers’ vehicles in most areas of the country. Since surveys have shown that 12 to 15 percent of vehicles require battery replacement, that inventory turns at a very nice rate.

I have learned a lot about batteries since then. Most importantly, I learned one of the most important decisions a shop makes regarding battery replacement is partnering with the right supplier — a supplier who will set up the correct inventory and advise of the proper stocking location (such as storing batteries out of direct sun). It is essential a supplier stocks your new batteries and picks up cores on a regular basis. A supplier must take care of stock rotation, because a battery that has been sitting for seven to nine months in inventory needs to be replaced.

In the past, battery testing was not as critical because drivers usually experienced a slow degradation of battery power, often indicated by the starter turning slowly on start-up. Then power drain was basically limited to starters, lighting and cassette players. Now, with so many automotive electrical controls and huge power demands, there are very few warnings. Many find this out as I did — stranded outside in the freezing cold, instead of being informed of the battery’s condition while relaxing in a nice, warm waiting room.

One Mighty sales rep summed up the opportunity to sell batteries this way, “The first person to tell a customer they need a battery has the best odds of selling a battery.”

Could that person be you? S TIM CRAIG, a 40-year veteran of the automotive aftermarket, is a special consultant to Mighty and a partner in R/T Marketing. Tim can be reached at: timcraig@comcast.net

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Heavy Lifting

VIEWPOINT

Do Your Employees Go Above and Beyond?

by Sean Porcher

One of my favorite classes in college was a class called Service Operations Management. It was taught by a beloved professor, Dr. Ray Haynes. Haynes, who sadly passed of a heart attack back in 2013, was one of those professors who brought real-life experience into the classroom. One day, we were having a discussion on customer service in a service environment. Typically in this environment (like many of ours), the point of contact with the customer usually occurs with the most junior employee.

First day on the job? That’s great; why

don’t you go greet that customer and tell him someone will be right with him.

Sound familiar? Well, Haynes began to tell a story about an old miner who walked into a Nordstrom in Fairbanks, Alaska, with a worn out pair of tires.

Nordstrom is well known for their excellent customer service and return without a receipt, no-questions asked policy.

However, Nordstrom didn’t sell tires, at least not in that store in Fairbanks, Alaska.

The miner relayed his displeasure to the clerk at Nordstrom, who by the way was

a 16-year-old junior sales associate. What did the sales associate do after listening to the miner share his dissatisfaction with the tires? Well, I will get to that in a minute.

The more pressing question is: what would your employees do? Better yet, what would you expect your employees to do? Is your company policy one in which your employees can take the necessary steps to make the customer happy? Do your employees have the latitude to do what it takes to resolve a situation like this?

I recently received a letter from one of my customers. The customer came in

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for an oil change in one of our slower locations. Upon leaving, the customer noticed that a tire was low, and summoned an employee over. The employee told the customer that the tire was low when it came in and that they had added air, but noticed there was a gouge in the side of the tire that caused it to leak. The customer felt this must have happened at the store, since he hadn’t noticed the tire being low before.

At that point, the employee got defensive and explained all they had done was drive the car in one side of the building and out the other, and there was no way they could have punctured the tire.

“

If you expect your team to treat your customers right, then you need to instill it in them from the start. Common decency and common courtesy may not be that common any more.

As business owners, we need to take the steps to ensure our employees are trained on what it means to

“

do the right thing!

The story gets worse. The customer, who is elderly and needs assistance from a walker, asked the employees if they could,

at the least, swap the tire out and put the spare tire on the vehicle. The employees declined and advised the customer to visit a tire shop. By refusing to do something out of common courtesy, the employees exasperated the situation to the point where the customer wouldn’t settle for anything less than a new tire. By the time the letter reached my desk, how many of my employees had failed that customer? Of course, the least I could do was replace the tire.

In discussing the incident with the team, it was hard not to share my complete and utter embarrassment in how they had treated the customer. Regardless of whether we punctured the tire or not, there is no excuse for not rising above and doing the right thing. There was no excuse to not swap the tire for the spare. We have tire lifts. We do tire rotations. We had the time, labor and tools necessary to take care of the customer. We failed! I shared the Nordstrom story with the team and asked them what they thought the young Nordstrom clerk might do. None of them guessed that

the 16 year old junior sales associate would have called a tire store, found out what those tires might be worth and refunded the miner $25 for the pair of tires.

The moral of my story is this: if you expect your team to treat your customers right, then you need to instill it in them from the start. Common decency and common courtesy may not be that common any more. As business owners, we need to take the steps to ensure our employees are trained on what it means to do the right thing! S SEAN PORCHER is a veteran operator in the quick lube industry, having owned and operated up to 54 locations across six different states. After significantly reducing his operating footprint, Porcher helped launch Throttle Muscle as a way to help raise money for charity while providing operators high quality products with increased profit earning potential. Porcher also teaches business strategy courses at his Alma Matter, Cal Poly, SLO. He can be reached at sporcher@throttlemuscle.com

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Answers from the One

VIEWPOINT

Synthetic Oil Myths Busted

Even though synthetic motor oil has been on the market alongside conventional oil for over 40 years, many consumers still have misperceptions about the product.

However, being able to speak to the differences and benefits can help shatter any confusion or myths around synthetic oil and clear the air.

“

A break-in period for switching a car from a conventional to a synthetic oil is not required.

“

“Setting the record straight about synthetic oil is important to educate consumers about the advantages of using this product instead of conventional oil,” said Herbert Steurer, Passenger Vehicle Lubricants brand supervisor for ExxonMobil Fuels & Lubricants. “Ultimately, when installers properly educate consumers around synthetic oil, they’re helping extend both engine life and consumer trust.”

“Don’t I need to change my oil every 3,000 miles?”

Lubricant technology has vastly improved, so a 3,000-mile oil change interval is simply not a hard-and-fast rule for modern vehicles. Most automakers actually suggest changes between 7,500 and 10,000 miles, depending on the vehicle. If using the right synthetic, many cars can even go as long as 15,000 and 20,000 miles between oil changes. Though the 3,000-mile sticker service reminder has become an industry standard, for many it will be too soon.

“Doesn’t switching to synthetic oil require a ‘break-in’ period?”

A break-in period for switching a car from a conventional to a synthetic oil is not required. In fact, you may simply change from a conventional oil to a synthetic any time. High-performance synthetics are fully compatible with conventional motor oils and, in modern engines, may actually reduce oil consumption when compared with conventional oil. No special preparation (such as flushing an engine) is necessary when switching from conventional motor oil to a high-performance synthetic.

“Aren’t synthetic oils only for high performance vehicles?”

Not at all. Synthetic oils are recommended for any vehicle, operating in any climate or temperature. However, in situations where conditions become extreme — such as a sudden winter storm or heat wave — high performance synthetic motor oils offer significant performance benefits over conventional lubricants, which are mineral-based.

At cold temperatures, many top synthetics offer protection at temperatures as low as -51 C (-60 F) and faster start-ups. And even if you find yourself driving during the hottest summer day on record, many also withstand temperatures up to 204 C (400 F) while reducing oxidation and engine wear. In comparison, conventional motor oils have been known to thicken up when nearing 0 C (32 F) and break down quickly when engine temperatures exceed 66 C (150 F).

“Will switching to a synthetic oil void my vehicle’s warranty?”

This is another common myth. In fact, many leading automotive manufacturers already recognize the benefits of synthet-

ic motor oils and factory-fill synthetic oils to the engines of vehicles coming off their assembly lines. When helping consumers select a synthetic, be sure to have them check the section of their owner’s manual outlining the viscosity and performance requirements for the vehicle so neither the warranty or the car’s engine will be compromised.

“My vehicle isn’t new — can I even use synthetic oil?”

Any vehicle can benefit from using a synthetic oil, which will only serve to enhance the protection and performance of a car’s engine. In fact, switching from conventional to synthetic in older models can even help reduce engine sludge and harmful deposits that may have accumulated in a vehicle. Synthetic oils are more sludge-resistant than conventional mineral-based motor oils and also withstand the effects of high temperatures and oxidation better than conventional motor oils.

It’s worthwhile to explain the benefits of using or switching to a synthetic oil to consumers. Ultimately, this will make them aware of the facts and fictions surrounding synthetic motor oil and help them to make informed decisions.

“When it comes to vehicle maintenance, consumers sometimes tend to believe the knowledge passed down to them instead of keeping up with the newest information and trends,” Steurer said. “That’s why we’re always happy to surprise them with the cost and mileage benefits a full premium synthetic can provide and educate around any misconceptions surrounding the product.” S Customers can have their motor oil-related questions answered by calling ExxonMobil’s toll-free information line at 800.662.4252.

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The Unique Difference

VIEWPOINT

It’s a Mystery Revealed

by Pat Burrow

Many challenges are faced by those who choose to run a business with the sole purpose of providing an added-value alternative to the complicated and expensive task of maintaining our ability to work and play when and where we desire. With our freedom and mobility powerfully linked to the automobile, service and maintenance has turned into an opportunity for those up to the challenge. In the end, we who accept the challenge are confronted by the fact that those we seek to help rarely understand the why or how when it comes time to make added-value service decisions about their vehicles.

“

The best marker of success is when the operator empowers customers to make educated decisions about their vehicle maintenance on their own.

This extends to the type of service, frequency of service and selection of service

“

fluids.

My belief is what operators have to do is communicate the value of their expertise while at the same time removing the mystery and expense that seems to surround every visit to a service de-

partment. Given the mystery that is at the heart of the dealership experience, lube shop operators who are at the top of their game find their own ways into and through the mystery and share with their customers the wisdom and personal experiences that make them the perfect guide for the value they seek.

Sounds easy, but often you find the answer is much more complex than it appears on the surface. You have to ask the right questions and decide what the customer is trying to achieve. What are their goals? Only then, can you step back and figure out the service opportunity.

If the operator only concentrates on one aspect of the service experience, have they forgotten everything else? I would call it “operator tunnel vision” when they maximize one service and fail to profile the vehicle duty cycle. The operator must judge everything in the total context. Are the OEM service guidelines valid? Does the vehicle usage pattern make the OE service goals achievable?

Does factoring in the experience and knowledge of the operator allow changing the service guidelines to make sure the goals, expectations and costs meet the needs of the customer?

In the end, the operator has to communicate all of this and more to customers in a way they understand and appreciate.

Perhaps, the best marker of success is when the operator empowers customers to make educated decisions about their vehicle maintenance on their own. This extends to the type of service, frequency of service and selection of service fluids.

In the end, you have to remember what each of us values as important may differ from what another considers to be important.

There are times when two products, one at each extreme of the price spread, can deliver the same value, depending on the needs and requirements of the vehicle owner. When this occurs, it is the task of the operator to find the words to convey the relative worth of such very different products without ignoring the fact that worth ultimately resides in the mind of the customer.

In the end, it’s the operator who has to communicate all of the necessary information to the vehicle owner. If we give customers a sense of what we value in products and what determines service intervals based on their use, they become familiar with our expertise and technical overview. They may be able to find in our wisdom and experience, something that inspires confidence, generates loyalty and evolves into long term relationships based on value and positive outcomes.

With competition for new vehicle sales cutting into profits, OEMs are growing their service departments as a vital source of new income. With dealership labor charges upward of $125 an hour, many customers are driven to seek less expensive service solutions. The opportunities for lube shop operators who have learned how to remove the mystery and convey the value of what they offer, will continue to grow as we keep our automobiles running as long as possible. S PAT BURROW is the technical director for International Lubricants, Inc., the parent company of Lubegard branded products. He can be reached at: pat@lubegard.com To learn more about Lubegard products, call 800.333.LUBE or visit: www.lubegard.com

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Making It Happen

VIEWPOINT

The Littlest Detail is the Biggest Thing

by Kit Sullivan

Why is it that some quick lube shops can effortlessly do non-stop fast-oil changes, along with a healthy dose of extra services, and do it all in a timely, mistake-free fashion, while others struggle to just get through a few oil changes without running into issue after issue — problems that slow down the whole operation — never allowing them to really get into the groove of a great day?

It all has to do with the rhythm of your crew and how well they work together.

There is no doubt, every person on your team must be tuned in to what the rest of the crew is doing, is about to do or has just done — without having to be told.

Think of your day in the lube shop as your “performance” for your “audience” — your customers.

Just as audiences at a concert do not go to the show to watch their favorite entertainers stand still on a stage and play scales on a guitar, your customers do not come to your “venue” — aka shop — to just have you go about the mundane business of draining old oil, putting in fresh oil and screwing on a new filter. Anybody with even a modicum of mechanical ability and only a couple of hand tools can easily do an oil change on their car in their own driveway, yet they choose to come to you. Why is that?

Is it because they don’t know how to do the work themselves? Certainly, that accounts for a large portion of custom-

ers. Or, is it they don’t have the time to do it themselves, even if they do have the skills? That is surely another percentage of your customers’ reasons for coming to you. Then, there are those who just don’t want to do it themselves — even though they might have the time, skill and tools necessary to do so.

Why Your Shop?

So, we’ve established why oil change customers come to lube shops — no mystery there. However, let’s try to understand why they would choose to come to your lube shop as opposed to your competition. What is it about your lube shop that attracts your regular customers to you over the other lube shops they could be going to in your area?

Well, it could be the price. Is your price lower than the competition? That will surely get customers through the door — at least the first time. However, if what they find once they get through that low-price door is poor service, a dirty shop, sloppy work and indifferent employees, they surely will not be back.

That is the ultimate waste of time and money on your part if you are guilty of this.

We all realize how difficult it is these days to get a fresh customer through our doors, and if you go the trouble of discounting your oil change to achieve

that —basically giving up your profit margins and the reason we are ultimately doing all this — just to get them to come in that first time, only to provide a service that is neither impressive nor memorable enough to get them to want to come back again at your regular price, then you have gone to all of that effort and expense for absolutely nothing!

Are your customers coming because of your proximity? Is your shop located in a good traffic area; a place where most of the local residents pass by daily and are constantly reminded that you are there, ready to serve them? If so, you are one of the lucky ones. There are many lube shops located in not-so-prime locations that do not have the luxury of a huge contingent of possible customers driving by at all hours of the day and night.

The truth of proximity is not what many think it is; however, a well-located lube shop that enjoys a healthy car count solely because of its prime location is many times operated with an indifference to their good fortune and its management may not feel the need or pressure to actually do their best at running a successful, customer-friendly, high-volume lube shop. They simply gather up all the low-hanging fruit without any real effort to maximize their day by actively picking fruit from the tree’s higher branches.

Over the years, I have been witness to many lube shops around the country that are part of a chain, and the No. 1 store of that chain is heralded by the owner as his best store, naturally. He will usually refer to this store as his best-run, best-managed and best-staffed store, all on the assumption that the higher car counts obviously equate to the best overall location in terms of operations.

He may even use this store as his train-

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Many times, my observations have been exactly the opposite. While this may, indeed, be the highest car-count location day-in and day-out, this situation is often not because of the great service they provide, but in reality it is in spite of the poor service they provide.

The customers just keep coming in out of convenience. What is far more telling and impressive is a location in a not-sogreat area that continues to show positive car count growth and has a vocal and happy base of repeat customers.

That store is showing the rhythm.

OK, SO WHAT IS THE RHYTHM?

Rhythm is all the little nuances your crew must perform together as a team to ensure your customers are going to have a smooth and effortless experience on their visits.

• When greeting a customer outside and gathering the initial informa-

•

tion from them, does another tech make himself to available at the front of the bay to properly guide the customer in without having to be told to do so? That’s rhythm.

As your tech is performing a lights check with the customer, does one of the other team members casually

“

It all has to do with the rhythm of your crew and how well they work together.

There is no doubt, every person on your team must be tuned in to what the rest of the crew is doing, is about to do or has just done —

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actions that go on all day in a well-run lube shop that all contribute to the shop’s rhythm. If you find yourself having to tell the technician who normally checks tire pressures on every vehicle to check tires on each vehicle or having to ask if they were done yet, that is a sure lack of rhythm in the shop.

Excellence is Always Found in the Details This is one of my biggest pet-peeves: Do you or anyone in your crew find themselves talking to a customer, only to find out they don’t have a pen on them? Do they say to the customer, “I’ll be right back!” and run off to find one? Or, do they reach across and take one from the pocket of another employee, only to set him up for the same situation with a fresh customer in a few minutes? This seemingly innocuous and meaningless situation brings everything you are doing with your customer to a screeching halt in an instant. It destroys any continuity you may have built up with a presentation, it takes the customer’s mind out of the frame of thought you had so carefully

“

The tiniest of details, like not having a pen at all times, can have a gigantic and negative impact on your business. It is these thousands of little details that give your shop the rhythm it needs to be

“

get behind the car at the exact moment to check on the rear lights, so the lead tech does not have to break his conversation with the customer by walking to the back of the car and checking himself? That is an effortless experience for the customer — and that is rhythm.

• If some oil or gas additive chemicals are sold, does another tech get the bottles or stand ready to assist in installing them as the lead tech talks to the customer? If so, this makes the service go quicker and easier for the customer — and that is rhythm.

• If your POS system is such that your customer service advisor enters pertinent technical information about the oil change, as well as the customer’s choices for any additional parts and services as the presentation takes place, do your hood techs begin to gather the extra-service parts and fluids needed to complete the service while the presentation is taking place in real-time? That is rhythm.

There are countless little efforts and

great. It’s all in the details.

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gerprints that accumulate non-stop during the day. Your entire team should be on fingerprint patrol all day, every day, non-stop. Your store cannot be too clean, so don’t worry about overdoing it.

“

No matter which style of service procedures your shop employs, do not fall into the trap of thinking that your customers cannot see, hear and experience everything that is happening in the service bay and happening to their cars.

“

put him into and it makes you look unorganized and unqualified.

Imagine again that you are at the same concert we spoke of earlier, and the guitar player is at the front edge of the stage, ready to launch into his signature guitar heroics and he blurts out, “Dang, I don’t have a pick! Hang on; I’ll be right back!” Then, he runs off stage to go get a pick — a little 25-cent thing that brings this whole performance to a screeching halt right in front of your eyes. Would that be what you would consider a great performance?

The tiniest of details, like not having a pen at all times, can have a gigantic and negative impact on your business. It is these thousands of little details that give your shop the rhythm it needs to be great. It’s all in the details.

Another aspect of creating rhythm in your location is all the little things that are done during an oil change — and instantly afterward — to get ready for the next oil change, so it can progress as smooth as possible. Here is a partial list of little things done during an oil change that helps the next oil change get done more efficiently: • Each tool wiped down and returned to the exact proper space on the tool board or cart as soon as that car is done. This tool is now ready, instantly, for the next use and is right where it needs to be.

• Old oil filters removed from the drain tray immediately after the car is done. Multiple oil filters in the drain tray are annoying and make for clumsy work, plus it dramatically increases the possibility of not catching an inadvertent double-gasket situation.

• Greeting clipboards hung in the proper place, ready to be used immediately upon a fresh customer driving up.

• Partial oil bottles combined, and empties thrown out.

• Trash cans emptied quickly in between cars. It takes only a moment.

Plus, overflowing trash cans look terrible to customers.

• Doors and walls wiped down of fin-

Customers See All the Little Things Some shops allow their customers to drive their vehicles into the bays, and to stay in their vehicle as service is performed, while other shops have a system

that does not permit customers to drive their own vehicles into the service bays or to freely roam around the work-area of the shop’s bays, keeping them in the waiting area for their own safety and convenience.

No matter which style of service procedures your shop employs, do not fall into the trap of thinking that your customers cannot see, hear and experience everything that is happening in the service bay and happening to their cars.

They can, and they do. They hear much, much more than you might ever suspect. And they formulate opinions about your shop, your employees and your business in general. They may never let on what they really think about you and your crew — good or bad. Just be sure they see you at your best at all times. Again, it’s all in the details.

There is so much more than the scope of this article could really touch upon to address what the rhythm in your location really entails. So, If you want the hits to keep on coming, you better get the rhythm! The crowd is here, the stage lights have dimmed and your audience is waiting for you to entertain them — make it happen!

See ya next month. S KIT SULLIVAN has more than 25 years of experience in all facets of the quick-lube arena, which have made him one of the most respected and sought-after experts in the areas of customer service, operations and sales. Sullivan’s colorful and unique perspective on all aspects of daily lube shop activities have made him a favorite speaker and consultant with many lube shop owners and operators from around the country, as well as many of the industry’s top vendors. Sullivan is available for consultation and speaking engagements and will show you how to “Make It Happen” for your business. Sullivan can be reached at: quicklubekit@aol.com

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PRODUCTS & SERVICES GET TRIPLE PROTECTION Shell Lubricants recently introduced Shell Rotella T5 Ultra 10W-30 synthetic blend, which meets the API FA-4 service category for 2017 (and beyond) diesel engines.

The low viscosity oil has been formulated to provide better fuel economy, improved high and low temperature performance and meets the requirements for many low emissions engines built beginning in 2017.

Shell Rotella T5 Ultra 10W-30 is designed for engines requiring an FA-4 engine oil. This heavy-duty engine oil has been enhanced with synthetic base oils plus advanced additive technology to provide protection against wear, deposits and oil breakdown. The oil also offers improved fuel economy performance versus a conventional SAE 15W-40.

Triple Protection Plus technology, found in Shell Rotella T5 Ultra 10W-30 engine oil, is the unique combination of advanced additive technology and synthetic base oils. Triple Protection Plus represents protection against wear, deposits and oil breakdown plus better fuel economy performance. This unique combination helps to deliver excellent equipment protection, long engine life and maintain viscosity control under high temperatures.

For more information, visit: www.rotella.com NEXT GENERATION OF PROTECTION Amsoil has launched a new formulation of its top-tier Signature Series Synthetic Motor Oil. Built upon a solid foundation of unsurpassed performance and protection, the Amsoil Signature Series line now

offers a new level of engine protection that exceeds new and upcoming engine oil specifications.

Amsoil Signature Series Synthetic Motor Oil provides 75 percent more engine protection against horsepower loss and wear than required by a leading industry standard, extending the life of vital components like pistons and cams. Its strong fluid film keeps metal surfaces separated while its robust anti-wear additives further reduce wear in metal-to-metal contact regions for maximum engine life. It features an advanced detergent system to protect vital engine parts including pistons and rings.

Amsoil Signature Series achieved 100-percent protection against low-speed pre-ignition in the engine test required by GM’s dexos1 Gen 2 specification. It is ideal for use in both turbos and direct injection engines, protecting turbochargers 72-percent better than required by the GM dexos1 Gen 2 specification.

Additional benefits include sludge protection, thermal stability for easier cold starting and limited oil consumption. It is available in seven viscosities: 0W-20, 0W-40, 5W-20, 0W-30, 5W-30, 10W-30 and 5W-50. It offers guaranteed protection in normal service for extended drain intervals up to 25,000 miles or one year, whichever comes first.

For more information, call 800.777.8491 or visit: www.amsoil.com FILTER SUITABLE FOR SYNTHETICS Champion Laboratories, Inc. recently introduced Champ XL oil filters, specifically developed to maximize synthetic oil performance.

Today’s high-performance engines demand synthetic oil and require a filter developed to keep up with this oil technology. Champ’s synthetic oil filters provide cutting-edge filtration technology, specifically engineered to help

leverage the unique benefits of synthetic oil blends and extend engine life.

Available in 29 part numbers that provide synthetic filtration in vehicles ranging from four-cylinder cars to super-duty pickups, the XL line offers many modern benefits including high-efficiency synthetic-blend media that filters out even the smallest particle; high-capacity to provide longer service intervals; and increased protection for today’s engines that run at higher operating temperatures.

For more information, call 800.851.3641 or visit: www.champlabs.com/brands/champ/ KEEP LIFT SAFETY IN VIEW The Automotive Lift Institute (ALI) has updated and expanded its Automotive Lift Safety Tips Card and has created an all-new Safety Tips Poster to make it even easier to keep lift safety in front of vehicle technicians.

Both pieces feature 13 tips for safe lifting, including lift operation, maintenance and inspection. The poster is designed to be easy to read from a distance and uses bold graphics and pictographs to grab attention and reinforce key points. The poster is 30 inches wide

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and 45 inches tall and can be hung in a service bay, break room or training room as a daily workplace safety reminder.

Both the poster and safety tips are available from ALI member companies or can be ordered from ALI. To order from ALI, visit: www.autolift.org/ali-store For more information about ALI and its lift safety initiatives, call 607.756.7775 or visit: www.autolift.org

an innovative product formulation that delivers the power of a penetrating oil able to cut through the toughest rust, grease and corrosion with a long-lasting lubricant that reduces friction and wear, this new Liquid Wrench product is a truly versatile tool.

BIG FEATURES, SLIM BODY The new Snap-on ATECH1FS240 and ATECH2CS240 Flex-Head TechAngle Micro Torque Wrenches pack the same electronic features as larger Atech series tools, but in a slim, compact steel body.

The 1/4-inch and 3/8-inch Micro Torque Wrenches weigh less than a pound each are are 11.6 inches long and .9 inches in diameter, with a 72-tooth ratchet gear. A knurled handle makes the grip more secure, and four alert modules indicate by LCD, LED, vibration and sound when the desired torque is reached. An updated LED progression on the tools offers better target torque indication at lower ranges. These tools have the ability to measure rolling torque, useful when checking bearing preload and drag. Another of the tools’ big features is the five scales of refences: ft-lbs, in-lbs, Nm, Kg-cm and dNm. The wrenches operate on a single, AA battery and come with a twoyear warranty.

For more information, call 877.762.7664 or visit: www.snapon.com SEE AND SPRAY IN LOW LIGHT Liquid Wrench’s new Pro Penetrant and Lubricant features exclusive FlashSight LED technology.

The product features a built-in LED light located directly above the spray nozzle, enabling users to see where they spray and improving accuracy in low-light areas. Combined with

More features include a locking on-and-off collar for convenient no-mess storage; two spray options — with or without straw; prograde anti-seize formula; safe on metal, painted surfaces, plastic and rubber; breaks down built-up rust and cuts through tough grease; corrosion protection on all metals including copper, brass and bronze; and zero VOC. For more information, visit: www.liquidwrench.com HEADLIGHT RESTORATION IN THREE STEPS 3M Auto recently revealed its newly improved 3M Heavy Duty Headlight Restoration Kit.

attaches to the drill disc holder and sands the surface. In the refine step, a 3M P800 white disc is attached to the drill disc holder. Using medium pressure, a tech sands the headlights to reduce and refine the scratches that remain from the previous step. Then, a gray P3000 3M Trizact disc is used. In the final, protect step, a 3M Quick Clear Coat is applied with coating wipes.

For more information, visit: www.3mauto.com WORK LIGHTS ARE HIGHLIGHTS Advanced Lighting Systems recently debuted their line of high-quality LED work lights at the 2017 AAPEX Show.

These 19 innovative products include spotlights, head lamps, underhood lights, articulating lights and the all-new ALS Audio Lights.

The Audio Lights combine a high-efficiency COB LED spotlight with a built-in Bluetooth speaker that delivers up to 5,000 lumens of light and superior sound quality.

Other unique features include five adjustable brightness levels, charging indicator, power bank for device charging and glow-inthe-dark reflectors, making the lights easy to find in the dark. Also available is an app that can adjust the light settings from an Apple or Android device. All Advanced Lighting Systems lights have an IP65 or IP67 rating.

For more information, call 800.433.0708 or visit: www.advancedlightingsystems.com S If you have a product or service release you would like published, contact us at: info@noln.net

The easy-to-use kit makes the headlight restoration process easier and more cost efficient. With just three steps — sand, refine and protect — headlights will become clear and sparkling.

In the sanding step, a gold 3M abrasive disc

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Classified Advertising employment opportunities

equipment & supplies for sale

DISTRICT MANAGERS AND STORE MANAGERS WANTED

Super-Lube is looking for experienced district and store managers for our Florida, Wisconsin and Illinois locations. We are looking for motivated people who are self-starters with experience in managing people.

Salary and benefit package available based upon experience. If you are interested in joining the Super-Lube team, please send resume to Tom Chambasian: fax 850-222-5152 or email tchambasian@superlube.com

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ADVERTISERS/PRODUCT INDEX December 2017

Auto Data, Inc. _____________________________________________ 7______________800.767.7580________________ www.autodatainc.com BendPak/Ranger ___________________________________________25_____________800.253.2363___________________ www.bendpak.com Comgraphx (Formerly Communication Graphics)_________________60_____________800.331.4438_________________ www.comgraphx.com Devon Industries___________________________________________53_____________800.468.1970__________________www.devonlube.com DripDrop Marketing_________________________________________17_____________310.985.1820__________ www.dripdropmarketing.com eGenuity, LLC - eLube.net ____________________________________45_____________800.296.0177___________________ www.egenuity.com Herkules Equipment Corporation_______________________________51_____________800.444.4351_____________________ www.herkules.us Integrated Services, Inc. - LubeSoft - Modulube__________Outside Back Cover_____800.922.3099________________________www.ints.com Jiffy Lube International______________________________________23_____________800.327.9532___________ www.jiffylube.com/franchise Kafko International Ltd. - Oil Eater/Degreaser____________________13_____________800.528.0334_____________________www.oileater.com M & M Service - Deep Blue Windshield Washer Concentrate____________58 _____________800.657.9834__ www.windshieldwasherconcentrate.com Mighty Distributing System of America____________________________ 9 _____________800.829.3900______________www.mightyautoparts.com National Oil & Lube News________________________________ 31, 41, 59__________800.796.2577________________________ www.noln.net NGEN_____________________________________________________33_____________844.643.6776___________________ www.ngenpro.com Phillips 66 Lubricants_____________________________________Tip-On___________877.445.9198__________www.phillips66lubricants.com PM Attendant, Inc.__________________________________________29_____________866.576.8957_______________ www.pmattendant.com Roth Industries__________________________________________ 55____________ 888.266.7684______ www.rothlubetanks.com/benefits Sage Microsystems, Inc. - Quicktouch__________________ Inside Front Cover______800.724.7400__________ www.sagemicrosystems.com SC Fuels________________________________________________ 16____________ 714.938.5723___________________ www.scfuels.com Service Champ___________________________________________ 19_____________800.221.0216______________ www.servicechamp.com Shell Pennzoil Filters______________________________________ 34, 35 ___________800.237.8645____________________www.pennzoil.com Smart Blend Synthetics/Phillips 66 Spectrum Corporation__________ 3______________ 888.422.9099_________________ www.smartblend.com Solid Start – True Brand______________________________ Inside Back Cover______877.290.3950____________________ www.solidstart.biz Throttle Muscle ____________________________________________5 _____________855.738.9687 _____________ www.throttlemuscle.com TOTAL Specialties USA_______________________________________37_____________800.323.3198______________www.totalspecialties.com Valvoline__________________________________________________11_____________859.357.7303___________________ www.valvoline.com December 2017

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The Real World

VIEWPOINT

Leadership: The Importance of Keeping the Right People

by Tony Sims

In a previous article earlier this year, I talked about the importance of training your team. I’ll build on that subject in this article as it relates to leadership and motivation, something to keep in mind when you’re considering new ideas for 2018 or beyond.

“

One of the key elements of leadership is to create an atmosphere that motivates employees to not only do a good job but to also look deeper at your business as a career path for them to

“

consider.

While leadership is a very broad topic, namely because of the varieties of styles employed, understanding what works

for your team is just as important. One of the key elements of leadership is to create an atmosphere that motivates employees to not only do a good job but to also look deeper at your business as a career path for them to consider.

After all, employee longevity is a vital factor to the success of your business.

It not only provides continuity for your operations, but more importantly for your customers, and they like that because it builds trust.

So what is motivation, and how can it be employed?

It’s that inner-something that drives us to take action. Since everyone is unique, so is the motivation to do things — and do them well. While volumes have been written about the topic, a few factors remain at the core of the subject.

Providing employees opportunities for growth and development is high on the list. Empowering them to take charge of tasks assigned lets them know you trust their judgment, and recognizing success on a regular basis reinforces a job well done.

Much of this begins with a framework that showcases a trajectory of upward opportunity. Throughout one’s life experiences, people tend to circle back on three big questions: Where am I now?

Where am I going? How do I get there?

Most, if not all, of your employees ask themselves these questions periodically.

Providing a concrete path forward — answers to those questions — by emphasizing important milestones along the way, assures employees they are on the track to success.

Showcasing the idea of a career path as an important and necessary stepby-step process to higher achievement allows new hires to imagine their trajec-

tory within an organization. It gets the wheels spinning for those employees who set their sights on that target and for having the patience and dedication to learn all the elements needed to get to the next stage.

It will motivate those who align themselves with the plan. By doing so, they will meet your desired objectives. Supporting this through regular interviews reinforces the reality of achievement. It also will confirm the plan for them to climb the ladder.

Using the term “career path” not only underscores the value you assign each position and stage within, it allows you to better gauge to what degree employees will embody the idea of “the path.”

This sheds light on those individuals who regard it as only a job; more are likely to be in it for the short-term. Not that this is a bad thing, but it is nice to know where their intentions lie.

If you create an environment where employees see a future, chances are strong their future will be longer with your organization. So create the path, put them on it, and guide them along the way and remember to celebrate each rung of the ladder. It’s the best way for them to reach where they are going. S TONY SIMS is a supplier side veteran with 20 years of experience and vice president of Marketing for automotive aftermarket supplier Service Champ. If you are interested in discussing the details of the column, contact him via email at: tsims@servicechamp.com

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