MWACA - Summer 2023

CONTAGIOUS MOTIVATION

ANDREW SEXTON, OWNER OF ATS AUTOMOTIVE, HAS PUSHED HIMSELF AND HIS TEAM TO GROW HIS BUSINESS

PARTS ANXIETY? STOP . JUST

No worries here. Motorcraft® parts are premium replacement parts designed, engineered and recommended for Ford and Lincoln vehicles. They’re tested to provide performance and long-life reliability. And they’re 20,000 active parts strong, with a deep inventory that includes brakes, batteries, wiper blades, spark plugs and much more. Give your customers a reason to stop in. See your Ford Certified Parts Wholesale dealer for details.

The driving force for today’s independent service professionals. As a leading association in the industry, MWACA created the Auto Care Alliance (ACA) in January 2022. Joined by other previous affiliates of ASA, the state and regional associations collaborate on new and innovative benefits, resources, and support for shop owners and managers. Visit mwaca.org or autocarealliance.org to find out more and become a member today.

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ART DIRECTOR

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SPECIAL PROJECT EDITORS

Emily Kline, Leah Marxhausen

PRODUCTION MANAGER

Mariah Straub

AD SERVICES MANAGER

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SALES

VP AND PUBLISHER

Chris Messer 651.846.9462 cmesser@endeavorb2b.com

ASSOCIATE PUBLISHER

Andrew Johnson 651.846.9459 ajohnsonen@deavorb2b.com

MARKETING STRATEGISTS

Bob Marinez 216.533.8747 bmarinez@endeavorb2b.com

Chad Hjellming 651.846.9463 chjellming@endeavorb2b.com

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Kyle Shaw 651.846.9490 kshaw@endeavorb2b.com

Marianne Dyal 706.344.1388 mdyal@endeavorb2b.com

Martha Severson 651.846.9452 mseverson@endeavorb2b.com

Sean Thornton 269.449.0257 sthornton@endeavorb2b.com

ASSOCIATE MARKETING STRATEGIST

Kenzie Verschoor 651.846.9472 kverschoor@endeavorb2b.com

MWACA LEADERSHIP

PRESIDENT

Tim Davison 515.961.2594 tim@chumbleysautocare.com

EXECUTIVE DIRECTOR

Sheri Hamilton 816.413.9800 sheri@mwaca.org

OTHER EXECUTIVE COMMITTEE:

Summer Guerrero - Vice President

Travis Troy - Secretary

Sherri Stock - Treasurer

Jerry Holcom - Past President

MWACA MAGAZINE ADVISORY BOARD

Jennifer Baggett

Summer Guerrero

Jerry Holcom

Scott Pelava

Sherri Stock

Devin Kelley

MWACA SUPPORT STAFF

Heather Sebben

Chad Snider

Anna Tiemann

MWACA HEADQUARTERS

5950 N Oak Trafficway, Suite 201 Gladstone, MO 64118 816.413.9800

mwacamagazine.com and visionkc.com mwaca.org

WHAT IS YOUR BRAND?

AS AN INDIVIDUAL, YOUR BRAND IS YOUR ACTIONS. It is defined by what you say and how you express yourself. How you dress and present yourself can also tell others who you are. As a shop owner or service technician, your brand is defined by your ASE certifications, your technical skill level, and your experience.

As a repair shop or business, branding is similar but has more spokes in the wheel. A shop’s brand is defined by its reputation, Google reviews, and how the phone is answered. Additionally, it is dependent on the customer’s first impression of the facility and its employees, i.e., the age and condition of the vehicles in the parking lot.

Price also plays a huge factor in the branding of your shop. As technicians, we associate lesser-cost parts and tools with lesser quality. This is usually true. For example, when it comes to wristwatches or hamburgers, you get what you pay for, correct? However, this is not always true for repair shops because some shop owners feel customers do business based solely on price.

As a skilled labor retailer, I prefer to uphold my brand as premium. I take pride in the curb appeal: the marketing, training, certification, and appearance of our staff. I avoid being branded as the cheapest option. By doing this, I get a better quality of customer. I do not just price my jobs based on what others are charging, I price my work according to my costs, expenses, and ROI desired. Often, the retail price comes in higher than the shops down the street. Is that bad? No, because if a customer comes to an automotive shop solely based on price, that voids all the good things the shop’s brand stands for.

I am not telling you to increase your job prices. Instead, I encourage you to elevate your brand by becoming a better business. You can better your business by offering a better customer experience, and by making sure your facility is on point. If your staff is happy, they’ll treat customers great.

Do business based on your numbers, not based on what the other guys are charging. Focus on what you want your shop to be known for. Elevate your brand by showing your technicians and customers that you care. The best shops are not defined by how much money they make; rather, they are defined by the positive experience they provide. Customers want to know that they can trust their shops. Building a better brand will attract people that will create positive experiences for you and your shop.

TIM DAVISON PRESIDENT

UPCOMING EVENTS

Highlights of upcoming MWACA events. To register or find out more information about these and other MWACA events, visit mwaca.org/events

CEDAR RAPIDS

September 16, 2023

Unlocking the Full Power and Potential of Autel Scan Tools by Michael Flink in Iowa City area

December 12, 2023

Holiday Party

CENTRAL MO

June 20, 2023

Hands-On Electrical Testing with Jim Wilson

September 19, 2023

Service Advisor TrainingCommunicating Excellence with Philip Austin of NGK

October 17, 2023

Shop Owner Roundtable

DES MOINES

June 16, 2023

Iowa Cubs Game

July 22, 2023

ATI Training Series: Shop Communications

August 3, 2023

Automotive Service Industry Family Picnic

GATEWAY COLLISION

August 15, 2023

St. Louis Cardinals Game

September 12, 2023

ADAS Class with Hunter Engineering

December 12, 2023

Toys for Tots Drive & Holiday Party

GREATER CHICAGOLAND

June 13, 2023

Critical Thinking- Diagnostic Strategies

September 12, 2023

Maintenance Products & Services

October 10, 2023

2023 Year-End Planning & Updates

November 11, 2023

GM Most (Infotainment) with Ken Zanders

KANSAS CITY

September 20, 2023

Domestic Driveability with Philip Austin of NGK

October 18, 2023

Advanced Fundamentals of Hybrid & Electric Vehicles by Isaac Rodell

SOUTHEAST IOWA

June 14, 2023

Advanced Fuel Systems, including Gasoline Direct Injection (GDI)

September 16, 2023

Unlocking the Full Power and Potential of Autel Scan Tools by Michael Flink in Iowa City area

SPRINGFIELD

June 16, 2023

Springfield Cardinals Game

September 18, 2023

Communication Excellence – Mastering the Science & Leveraging the 3 C’s

October 19, 2023

Advanced Fundamentals of Hybrid & Electric Vehicles by Isaac Rodell

ST. LOUIS (MECHANICAL)

June 15, 2023

Service Advisor’s Guide to Selling Preventative Maintenance by Torq

August 15, 2023

St. Louis Cardinals Game

October 10, 2023

Upping Your Diagnostic Skills with Ken Zanders

WICHITA

June 12, 2023

Hybrid Electric Diagnosing & Repair

September 21, 2023

Domestic Driveability with Philip Austin of NGK

October 10, 2023

Intro to Scopes by Jim Wilson

October 11, 2023

Intermediate Scopes by Jim Wilson

NEW MEMBERS SINCE FEB. 15, 2023

AFFORDABLE AUTO REPAIR

Sarah & Courtney Tracy

Peoria, IL

AUTOBAHN SERVICE

Dominic Lydon

Sheffield, MA

DON'S BODY SHOP

Dennis Carroll

St. Louis, MO

DUNKIN GARAGE & TOWING

Tommy Dunkin

Fort Madison, IA

FUERST AUTOMOTIVE

Bob and Sheri Stout

Broadview Heights, OH

SHAWN'S MASTER AUTO REPAIR

Shawn Mead

St. Louis, MO

STAFFORD'S INC

James Stafford

Montgomery, IL

KARL'S TIRE

Joe Doubrava

Wichita, KS

COMPLETE PARTS AND REPAIR INC.

Bill McBride & William McDorman

Monmouth, IL

KRAFFTKARE AUTOMOTIVE

Ken & Tori Dornacher

Bellwood, IL

15, 2023

LOWE AUTOMOTIVE GROUP

Danny Woods

St. Louis, MO

MID-NITE AUTO SUPPLY

Gregg Cordes

St. Peters, MO

Only $275/year. For more information about joining, please visit mwaca.org/join.

NEW ALLIED MEMBERS SINCE FEB.

MOMENTS

MWACA REACHES OUT TO FUTURE TECHNICIANS WITH CAREER PANEL

AGAIN ON APRIL 11 THE SPRINGFIELD CHAPTER OF MWACA hosted a Technicians of Tomorrow Career Panel so that local students seeking a career in the automotive service industry could have an opportunity to meet and learn from local independent shop owners and managers.

Aasby Automotive Service, a valued MWACA member, had this to say about the event: "It was a great night for the automotive industry! Last night our very own master technician, Dalton, sat on the panel and shared his story and advice with future technicians that are attending Ozarks Technical Community College. Thank you to our friends at O'Reilly Auto Parts for donating tool sets that went to four lucky OTC students. Springfield has so many great independent automotive repair shops that support each other, their technicians, their customers and our community. We are proud of what we do!"

Interested in hosting a Technicians of Tomorrow Career Panel at your local chapter? Just contact your chapter leaders or the MWACA office!

LEGISLATIVE UPDATE

ON APRIL 18, 2023 MWACA LOBBYIST AND ST. LOUIS LIAISON Ron Reiling and Mike Moehlenkamp, MWACA member and owner of Gary's Auto Service in St. Louis, Missouri, visited Jefferson City, Missouri to meet with Representatives Travis Wilson (R) and Gretchen Bangert (D) to discuss MWACA's opposition to the piece of legislation known as HB723. HB723 would effectively downsize the Missouri State Safety Inspection Program. Ron and Mike provided each representative with data relevant to MWACA's stance against any change or weakening of the program, including studies that show states without safety inspections have twice as many fatalities due to mechanical failure than states that require inspections. Obviously a lack of safety inspections would affect aftermarket repair shops, but it also affects the safety of our children (a lack of proper school-bus inspections), our elderly (who may hold onto older cars for longer), and more. Representative Bangert, who sits on the Government Efficiency and Downsizing Committee that the bill has been referred to, agrees with our stance, as now does Representative Wilson. Members are encouraged to contact their state Representative to express opposition to HB723. This session has ended and HB723 died in committee without a hearing. Expect future attempts to weaken or eliminate Missouri's safety inspection program. Watch for ways to get involved as MWACA continues to fight for the betterment of our industry and communities.

THE FUTURE OF ELECTRIFIED VEHICLE REPAIR

AN EXTENSIVE KNOWLEDGE OF EVS AND HOW TO REPAIR THEM IS ESSENTIAL FOR AUTOMOTIVE REPAIR PROFESSIONALS

BY EMILY KLINE

VEHICLE ELECTRIFICATION IS RAPIDLY CHANGING the automotive industry. As electric vehicles (EVs) have grown more affordable and accessible, they have surged in popularity among consumers. The automotive repair industry must adapt to meet the escalating demand for servicing these vehicles.

Currently, there is a lack of knowledge among technicians regarding how to fix EVs. Chris Quarto, Executive Director of the EVPro+ Global Training and Certification Program for Electrified Vehicle System Technologies, sat down with MWACA to discuss why proper training on electrified vehicles is so important for the American automotive industry.

EV REPAIR REQUIRES A NEW SKILL SET

According to Quarto, working with electrified vehicle systems involves a new set of skills that differ greatly from traditional ICE vehicle systems.

“Automotive service, repair, maintenance, diagnostic, and instructional professionals interacting with electrified vehicle systems and technologies will need to acquire new skill sets that ensure they safely and successfully deliver the high-quality results currently experienced when working with traditional vehicles,” Quarto said.

Advancements around electrified vehicle technology will continue to grow with the accelerating adoption of EVs in the U.S. and around the world. Automotive repair professionals must adopt a mindset of lifelong learning to service EVs effectively and safely.

“EVs are a new and advanced technology to the automotive aftermarket when compared to the 125+ year mature internal

combustion engine vehicles. EV systems and technologies will remain on a 90-degree vertical climb for decades into the future with an ongoing and diverse variety of new products and solutions being developed worldwide,” Quarto said. “As we operate in a global economy, automotive products purchased by U.S. consumers and businesses are designed and manufactured throughout the world, providing what may be an endless possibility of options that will become available. This requires strong consideration be given toward adopting a philosophy of lifelong learning and training as an everyday commitment to ensure we are properly prepared to service these products as they arrive at our front door.”

As consumer demand for EVs continues to increase in the U.S., Quarto said this is the ideal time for technicians to start training on electrified vehicle systems diagnostics and repair if they haven’t already done so.

“In the U.S. market, we currently have approximately 8 million VIO (vehicles in operation) with more than 200 make-models of hybrid electric (HEV), plug-in hybrid (PHEV), battery electric (EV or BEV), and extended range electric (EREV) vehicles that need assorted services and repairs performed now,” Quarto said. “It’s the perfect time to begin your professional EV systems and technologies training journey providing the ability to acquire knowl -

edge, experience, and other competencies in addition to your current ICE, diesel, etc. expertise.”

A DIFFERENT TRAINING APPROACH

Given the intricacies of electrified vehicle systems, Quarto advises technicians to broaden their knowledge and skills by pursuing training and educational opportunities beyond those typically utilized for traditional vehicle repair.

“Electrified vehicle systems and architectures can be abstract in nature, thus requiring a solid understanding and competencies in areas such as automotive software, electronics, chemistry, 3-phase, and alternating current as representative examples to consider when selecting supplier(s) and or partners that have authenticated EV expertise to fulfill your training requirements,” Quarto said. “It’s understandable that most automotive professionals have their training suppliers of choice for a number of reasons — let’s call it their preferred or trusted experts in the world of traditional vehicle repairs. One must seriously consider if the current trainers and/or experts of choice for ICE vehicles, as one example, are also professional industry experts in electrified vehicle systems and technologies.”

For technicians who are hesitant to pursue training outside of

those they’ve used for traditional vehicle repair, Quarto encouraged thinking of how you’d approach a medical specialist when you need to see a doctor.

“In other words, if you’re going to your preferred certified brain surgeon expert for traditional vehicle system repairs, is this same brain surgeon also an authenticated certified expert in electrified vehicle systems repair, or should you seek a certified heart surgeon for these repairs?”

Quarto noted that aftermarket service professionals who are seeking a career that will involve working with electrified vehicle systems and technologies should expect to invest significant time and resources, years of hands-on experience, and various levels of training, including product-specific courses. Without this dedication, it’s unlikely to achieve the level of success these professionals have experienced in the traditional vehicle service space.

“To successfully work within the EV space, it is our recommendation you consider initially focusing on ‘technology and standards-based training,’ providing a solid foundation of knowledge and competencies,” Quarto said. “Also, it’s important to ensure the training you receive has been validated for accuracy, is complete and consistent with the EV technologies governing and industry standards.”

INVEST IN TRAINING NOW FOR A SUCCESSFUL FUTURE

After working in the electrified vehicle space for more than 36 years — and corroborating with customers including technicians and educators — Quarto and her team have learned that focusing training on systems and technology provides the best opportunity for success. A systems and technology focus ensures you are fundamentally prepared to engage with most vehicle make and models rather than being limited by a product-specific focus.

“Of course, there will be specialty and unique situations that occur depending on the vehicle,” Quarto said. “However, that information or training can be obtained as needed. In addition, it’s important to consider — specific to EVs — that case studies, pattern failures, and YouTube-style videos may not be the best resources available to you for EV training at this time. This is primarily due to the fact that this technology is not mature and most, though not all, individuals have little to zero professional experience in this area.”

Quarto once again stressed the importance of identifying a qualified training partner for anyone interested in learning how to service EVs.

“Whether you are just starting your EV Service journey or are looking to enhance your skills and services provided, secure the best and most credible information you can regarding electri -

fied vehicle systems and technologies then begin your training supplier selection,” Quarto said. “The EV technologies and systems are quite different from traditional vehicle systems; this requires a different approach to how we conduct business, the services we offer, how we interact with our customers, insurance-liability factors, and the list goes on.”

It’s critical to invest in specialized training for technicians to ensure the safe and efficient maintenance of EVs, especially as they continue to grow in popularity. As EV technology advances, technicians must commit to continuous training and education to provide the best possible service to their customers. Ultimately, the success of the EV industry hinges on the availability of skilled professionals who understand these complex systems.

BY LEAH MARXHAUSEN | PHOTOS BY SENT FROM HEAVEN PHOTOGRAPHY

HOW ONE SHOP OWNER PRIORITIZED CONTINUED EDUCATION TO GROW HIS BUSINESS

NDREW SEXTON HAS BEEN WORKING on cars since he was a child. Growing up, he worked on his family’s vehicles out of an old barn alongside his dad to keep them running. When he graduated high school and had to decide what career path to take, the choice was obvious. He liked working on cars and he was good at it.

After high school, he spent time working as a Sears service advisor before getting a job as a dealership technician. Bouncing around from dealership to dealership, Sexton tried to find one that would offer enough hours for him to make a living. Eventually, he hit a standstill.

“I got to a point where I was spending more money to go to work than I was making,” says Sexton.

Sexton wasn’t making a living working at dealerships, so it was clear he needed to make a change. Thanks to encouragement from his wife, Sexton opened ATS Automotive in 2009.

“[My wife] supported me while we put a little bit of money into savings. We then took $2,000 out of savings and bought a lift,” says Sexton. “Then I just tried to be here in the shop as often as possible. I was here from 7, 8 o'clock in the morning to midnight, seven days a week for almost a year and a half. I barely spent any time with my wife, but she supported us. I basically went home, slept, took a shower, and came right back to work every day.”

At the time, Sexton’s wife had a successful career as a customer service representative. She was able to develop positive professional relationships with her customers and directed them to the shop whenever she could, helping ATS Automotive gain its first customers.

“She was working for a cell phone company, so every day she was meeting 50 people or more,” says Sexton. “A lot of people, especially companies, liked working with her. By knowing people who had large companies she got us fleet work, but also got us their own personal cars. After that, it was up to me to make sure that I took care of them.”

LEARNING HOW TO RUN A BUSINESS

For months, Sexton worked long hours, patiently waiting for things to pick up.

“It was probably six months before we really started getting busier,” says Sexton. “There were a lot of times when I was just twiddling my thumbs. You don't want to miss a customer. I had some people that want work done at 8 o'clock in the morning and then I had people some fleet customers that we would pick up at 5 o'clock and then I would work on them overnight.”

Although Sexton had worked on cars his whole life, he didn’t know much about the financial side of owning a business. By attending the Automotive Training Institute, Sexton was able to close these gaps and learn how to better run his business.

“When I started my own shop, I didn't know any of the financials of it,” says Sexton. “I just knew you can’t sell the parts for the same price again, but you don't understand what dollar amount you’re supposed to mark up to. And, why you do that, and how you pick out your shop rate. There were a lot of things that they taught us at the Automotive Training Institute on

the financial side, and that was the most helpful. And a lot of the other stuff, as far as dealing with employees, helped set me up for the future.”

As the shop grew busier, Sexton needed to grow its team. What began as a one-man show has now grown to 22 employees. As a result of this growth, Sexton’s wife, who had been working at the shop full-time since 2017, is now able to go back to her career.

“For the last six years she has worked fulltime for the shop,” says Sexton. “The shop

was my dream. She's helped me and now she wants to go back and build her career again.”

FOCUSING ON AUTO REPAIR

After more than a decade in business, Sexton saw an opportunity to refine his offerings. While ATS Automotive once offered towing services, Sexton decided to shift its focus entirely to auto repair. By ending towing services, Sexton can move the auto shop into a second building and grow the business.

“We're focusing back on the shop again,

and on what I truly love doing — working on cars,” says Sexton. “I see a lot of growth in the future here. We've been stifled by not having a ton of bays; honestly, we've had more techs than bays at times. That made it difficult to get work done, especially with parts shortages. Being able to expand the shop gives us the ability to get more cars and get them out quicker.”

As ATS Automotive prepares for growth, Sexton must have a team of technicians ready to grow with him. Sexton makes sure he has employees on his team who are excited to learn and motivated.

“I would say the most important trait is a willingness to learn,” says Sexton. “Our industry is changing so rapidly that if people aren't still willing to learn, that's a sign that you're not going to be able to grow any further.”

TEAM TRAINING AND NETWORKING

One way Sexton has helped his team grow is by bringing them to the VISION Hi-Tech Training & Expo every year for the past decade.

“I think it's a great opportunity for the guys to see different classes and things that they can specialize in,” says Sexton. “One of the best things is being able to spend time together but also being able to network with other techs, shop owners, and service advisors — people who are in the industry and are excited to learn and grow. It gets everybody in the mood to come back again the next year.”

Sexton plans to continue to bring his team to VISION each year to help them stay on top of changes in the industry and better themselves.

“I’m always willing to try and grow the industry and help others,” says Sexton. “If we help other people raise themselves up, it helps everyone.”

PERFECTING TECHNICIAN EFFICIENCY IN A NOT-SO-PERFECT WORLD

How to maximize technician efficiency and productivity

BY BRYAN STASCH, VICE PRESIDENT OF PRODUCT AND CONTENT DEVELOPMENT, AUTOMOTIVE TRAINING INSTITUTE

IT’S HARD TO HAVE A CONVERSATION ABOUT TECHNICIAN EFFICIENCY without discussing productivity. And, alternately, it’s hard to have a conversation about productivity without discussing technician efficiency. You can be efficient and not productive, but without efficiency, it’s almost impossible to maximize productivity.

First, let’s define each:

Technician Productivity = The actual time billed in a day or week versus the number of clock hours available in that day or week

• Goal = Bill 1 hour for every hour a technician works

Technician Efficiency = The actual number of hours a technician takes to perform the labor, as opposed to the number of labor hours sold

• The ability of the technician to beat a time standard published in a flat-rate manual

• Benchmark: Completes 2.0 billed hours in 1.5 clock hours = 133% efficient

Second, let’s do the math:

Technician Productivity: What is a technician capable of generating in parts and labor sales if they could bill 1 hour for every hour worked? I have heard all kinds of numbers over the years — $30,000 a month, $35,000 a month, and so on. However, none of those numbers are ever followed with a formula on how they come up with those numbers. And, honestly, I am not sure you care what techs can do in other shops. My guess is you want to know what a tech can generate in your shop. So, here’s the formula:

• Labor rate divided by “labor as a percent of sales”

(example: 50%) = Hourly potential

• Hourly potential times “number of hours available per day”

(example: 8) = Daily potential

• Daily potential times “number of days per week”

(example: 5) = Weekly potential

• Weekly potential times “number of weeks per year”

(example: 50) = Annual potential

Now, what does it look like with numbers, and using an average labor rate of $150 (because it is easy for me)?

Labor rate of $150 per hour divided by “labor 50% of sales”) = Hourly potential of $300 p/hour

• Hourly potential of $300 times 8 hours per day = Daily potential of $2,400 p/day

• Daily potential of $2,400 times 5 days per week = Weekly potential of $12,000 p/week

• Weekly potential of $12,000 p/week times 4.3 weeks per month = Monthly potential of $51,600

• Monthly potential of $51,600 p/month times 12 months per year = $619,200

So, how many of you just grabbed a calculator? This is a far cry from the numbers we’ve heard over the years. It’s all about the labor rate and “labor as a percentage of sales!”

Technician Efficiency: Why is efficiency so important? Because you will never make up for the 40 to 60 minutes of non-paid time for every car that comes through the shop. The inefficiencies in the workflow process — test drive, vehicle inspections, estimate building, and waiting for authorizations — are all important steps, but inefficient nonetheless.

The Math: Is the advisor selling enough hours per ticket, and is the technician efficient enough to make up the downtime to allow the technician to bill 1 hour for every hour worked? Using the benchmark for technician efficiency, 125% to 133% or making up 12 to 15 minutes per hour — and 45 minutes of non-paid time — the advisor would need to sell, on average, 3 hours per ticket.

Tips to Optimize Technician Efficiency

Invest in your team: Training and development plans for technicians and service advisors will help them stay up-to-date with the latest technology, tools, and techniques to improve their technical and sales skills.

Provide the right workspace: A clean and organized workspace can reduce the time it takes to find tools and equipment. Maximize the workspace by arranging bays to fit the technician, all supplies, common hand tools, lighting, and electric at each lift.

Use technology: Technology can help technicians diagnose problems quicker and locate and verify accurate repair information. Digital inspection programs have been a game-changer to increase hours per ticket, job assignments, job progress, communication, and estimating.

Optimize workflow: Streamlining the repair process can help reduce wasted time and improve efficiency. This includes optimizing the work order process, improving parts management, and reducing unnecessary steps in the process. The test drive and the inspection are tech time, but building estimate and authorizations are service advisor time. And, most bottlenecks are at the front counter.

Prioritize preventive maintenance: The right blend of repairs and maintenance will allow technicians to beat the book time on many jobs and increase hours per ticket.

Measure what you’re selling: Yes, that means time clocks. Until you can identify where the bottlenecks are, it will be tough to fix them.

Motivation: Be sure you have a great compensation plan for your team that drives productivity.

Bryan Stasch began in the auto industry in 1984 as a technician before becoming general manager at a national franchise store, and eventually sharing ownership of three successful auto repair shops. In 2000, he joined ATI as chief instructor and became deeply involved in developing and presenting all aspects of ATI’s coaching and training programs. In 2006, he became head of ATI’s member fulfillment department, overseeing all ATI coaches and related administrative staff. In 2019, he took on the role of VP of product and content development, an area of expertise in which he excels.

SIX EASY STEPS TO BUILD YOUR BUSINESS WITH GOOGLE REVIEWS

How to enhance your online reputation and attract new customers.

BY JIMMY LEA, BUSINESS EVANGELIST, THE INSTITUTE FOR AUTOMOTIVE EXCELLENCE

ONLINE REVIEWS PLAY A KEY ROLE IN THE SUCCESS OF AN AUTOMOTIVE service and repair business. We understand trust is crucial to your business and how your customers view your shop can be a definitive experience.

By implementing Google reviews, shops can leverage the following six-step action plan to enhance their online reputation, attract new customers, and grow their business.

Step 1: Pay attention to Google reviews

The majority of internet searches are completed using Google. Paying attention to the reviews you have on the Google platform will go a long way to increase awareness, credibility, and trust with prospective customers. Consumers are paying attention to your Google reviews; you need to do the same.

Step 2: Obtain and maintain a Google Business Profile listing

One of the first steps in managing your online reputation is claiming your business listing for a Google Business Profile. This allows your company to control what information appears on Google when someone searches for your shop; for example, current operating hours.

Step 3: Encourage customers to leave a Google review

Once your shop is listed on Google Business Profile, encourage your customers to leave reviews. You can do this by including a link to your Google review page in your email signature, text messages, and on your website.

Step 4: Respond to Google reviews

It is important for a shop to respond quickly and professionally to both positive and negative reviews. Responding to reviews shows that the shop is dedicated and cares about

customer feedback. Shop owners should take this opportunity to thank their customers for their feedback, address their concerns, and demonstrate their commitment to excellent customer service.

Step 5: Monitor Google reviews regularly

Regularly monitoring your Google reviews ensures that your business maintains a high reputation online. Regular monitoring of reviews also helps organizations identify areas where they can improve their processes and procedures and make changes.

Step 6: Encourage positive reviews on social media and other platforms

Automotive repair shops can promote positive reviews left on Google to social media and other platforms, reaching a wider audience. Sharing positive reviews on Facebook, Twitter, and your website — along with other platforms — helps you reach new customers and build trust with potential customers.

In today’s digital world, having Google reviews is crucial for the success of your automotive repair business. Contact MWACA and The Institute for Automotive Business Excellence to help you implement your six-step action plan and dominate your online Google reviews. You can find further assistance at www.wearetheinstitute.com or (385) 238-4534.

With more than 24 years of experience in sales and business development for software-as-a-service, financial services, and hardware products, Jimmy embodies the fabric of the independent automotive industry. Jimmy is a true family man; recently married, he lovestospendtimewithhissevenchildren, his son-in-law, and a new granddaughter. Jimmy enjoys the outdoors and breathing fresh air on the mountain trails outside the office. Jimmy also enjoys ballroom dancing, travel, triathlons, road biking, and camping with the family.

BUILDING YOUR FLEET

How offering loaner vehicles can help your shop grow with Laura Tierney, Sales Manager at ShopLoaner

It’s difficult enough for customers to find time to bring their car into the shop. Add in the inconvenience of being without a vehicle for days at a time, and the task becomes even harder. Offering loaner vehicles to your customers can help ease this inconvenience and may be the reason a customer comes to your shop versus a competitor. However, offering loaner vehicles without proper insurance and liability forms can put your shop at risk if something were to happen while a customer is driving the vehicle.

MWACA sat down with Laura Tierney, national sales manager for ShopLoaner to learn how ShopLoaner can make fleet management easy and help your shop grow.

Why is it important for shops to offer loaner vehicles to their customers?

Tierney: Shops can offer loaner vehicles to entice customers to come to their shop instead of other shops or, more importantly, a car dealership service center. Shops can have a competitive edge against a car deal-

ership service department by offering their own vehicles. Often, once a new vehicle is out of warranty, the car dealership isn't going to offer a loaner anymore and there's no real reason for customers to continue to go to the car dealership to get their vehicle serviced. An independent repair shop offering the vehicle will probably also fix their vehicle at a more reasonable price.

If a shop wants to start offering loaner vehicles, what is the first step they should take?

Tierney: The first thing they need to do is find some cars they want to use. The cars need to be clean, functioning, and safe. If the car meets those requirements, I don't think it matters how old the vehicle is. The second step is to make sure they're registered correctly to their shop or LLC. The third step is to ensure they have insurance on those cars. Then, usually, the insurance company wants to see what kind of rental or loaner agreement the customer will sign, and that's where we come in. We can give them an example of an agreement that they can show their insurance company. We provide the software that's going to help shops have that agreement completed for each drive and organize the agreements.

We have the ability to take pictures of the customer’s driver’s license and insurance card and securely store the customer’s credit card in a merchant account if needed. We give shop owners a free 30-day trial to get this process started. We allow our customers to put their vehicles into the system and start creating agreements. We also offer training and help our customers through this process during the trial.

versus using a fleet management software like ShopLoaner?

Tierney: The number one thing that I see shops do that kind of makes me cringe is that they have a neighbor or friend or maybe someone they do not even know, and they just throw them the keys to a loaner. They allow that customer to walk out the door without filling out an agreement. If you don't document which customer is in the car, their insurance policy, and the vehicle information itself — or you have a half-filled-out document — that's not going to protect you if something happens when that person is driving your car. If you do it correctly, that document will protect you.

One of the biggest things that our system emphasizes is having a good document that the customer fills out and signs off on when they're driving a vehicle that doesn't belong to them. We have an agreement built into our system for our customers, and you cannot skip important data fields on that document.

How can offering loaner vehicles help your shop grow?

better manage all things related to their loaner and or rental fleets. She lives in Kentucky with her husband, four kids and two dogs.

What are the biggest mistakes you see shops make in managing their own fleet

Tierney: I think it's important for shops to evaluate the customers asking for loaner vehicles as the first step of that process. Shops need to have vehicles ready to offer customers because it will help them secure a sale of a large repair or high-ticket repair order because they have a car that they can offer a customer as a courtesy and a convenience. The customer may pass two or three shops on the way to get to your shop because you're going to be able to put them into a vehicle. That makes the customer happy, giving them a replacement vehicle, and it gets the shop large ticket repairs. By doing this consistently shop owners will see their revenue grow.

Laura Tierney is the national sales manager for ShopLoaner. She loves helping independent repair shops and car dealerships understand how they can

INSPIRING OTHERS

How Anthony Williams influences others even after his passing

BY LUKE MURRAY

I HAD THE HONOR OF PRESENTING the first annual Advance Auto Parts Anthony Williams Memorial Scholarship at the VISION 2023 Awards Dinner. Anthony passed away unexpectedly in April of 2022 at the age of 37. It was decided that the best way to honor his legacy and the influence he had on so many in our industry was through a continuing scholarship.

The word “influencer” has been twisted over the last decade due to the rise in popularity of YouTube, Facebook, Instagram, etc. Based on social media protocols, an influencer is someone who has a large number of followers; someone who randomly shows up in your feeds. It’s someone who can teach you a life hack or show you how to build a scale replica of your high school in Minecraft. Social media influencers can influence both positively and negatively.

I like to think of an influencer as something more exceptional than that. A true influencer is a person that has the gift to change your life’s trajectory, someone that can make a genuine impact on the way we see the world. That someone, for me and for so many others, was Anthony Williams. He was a gifted, kind, and intelligent father, husband, and friend that had the gift to encourage, impassion, and embolden you from the first time you met him.

When I met Anthony, we spoke for hours over dinner about our vision of the future. I walked away that evening with a renewed passion for my career and for the automotive aftermarket. Everyone I have spoken to that had met Anthony has shared similar experiences. That is true influence.

I recall Anthony sharing a story with me about his time as a high school shop teacher. A fellow colleague, the history teacher, was struggling to connect with her students regarding the Industrial Revolution. Anthony suggested bringing the two classes together. This allowed for a unique learning experience where the history students received a lesson on the invention of the assembly line while also learning how to rebuild a carburetor! Through his outside-the-box educational thinking, Anthony influenced not just his students, but a whole other class. Anthony took that same passion into his job as a curriculum developer for CTI+WTI at Advance Auto and changed the

way automotive instructors looked at training. That is true influence. The dictionary defines influence as: “a person or thing with the capacity or power to have an effect on the character, development, or behavior of someone or something.”

So, just like Anthony was a person of influence, a scholarship is a thing of influence. A scholarship has the power to change someone’s life. Not just from a monetary standpoint, helping cover the costs of education towards earning a degree in this industry, but from an emotional standpoint too. The recognition of hard work has a more profound impact on a person’s character and development, particularly when that recognition comes from the very industry you are trying to break into.

I still remember the feelings of accomplishment I experienced after receiving a scholarship in trade school. Sure, I had put in the hard work and applied for the scholarship myself, but it still had to go through a review board of professionals. Knowing that my story had been read by others who had been walking miles in the boots I was just learning how to lace up, and the fact that they chose me was empowering. I received the recognition and confirmation that I was on the right path. That I was working towards something better in my life. I was proud of myself, quite possibly for the first time ever.

In short, a scholarship has influence — positive influence. Is there a better way to remember those that have had an influence in our lives than to pay it forward via memorial scholarships? I encourage everyone that has ever been on the receiving end of positive influence from either a mentor, employer, teacher, or parent, to investigate establishing, funding, or contributing to a memorial scholarship.

Luke Murray has always had a passion for teaching. He often does guest lectures at regional trade schools, community colleges, and high schools. Luke has helped contribute technical data to numerous publishers and has been instructing and developing curriculum as a manager at WTI WorldPac since 2010.