Ratchet+Wrench - June 2023

06.23

STRATEGIES & INSPIRATION FOR AUTO CARE SUCCESS

IS IT TIME TO REBRAND YOUR SHOP? PAGE 52

BURNOUT OR BUYOUT: HOW TO LEAVE THE BUSINESS PAGE 28

MARONI:

AESTHETICALLY SOUND Service Manager Daniel Stewart says Oceanside Auto was renovated to match the nautical feel of the Connecticut coastal community it serves.

CUSTOMER SERVICE IS EVERYONE’S JOB PAGE 19

STRIKING SIMILARITIES OCEANSIDE AUTO STANDS OUT BY FITTING IN PAGE 16 06.23 / R+W / 1

In this business, downtime isn’t an option. Nobody knows that better than NAPA. That’s why we’ve built America’s largest network of parts and care, here to give you the support you need to keep your business firing on all cylinders. © 2022 National Automotive Parts Association LLC 2 / R+W / 06.23

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JUNE

06.23

VO LU M E 11 NUMBER 06

9

BREAKDOWN

5

EDITOR’S LETTER

Former shop owner Lou Stornello missed running his own business, until a new opportunity came along.

Fresh perspective from The Fresh Prince.

15 ADAPT

A New Hampshire shop owner asks a community college to create an EV curriculum, then becomes its instructor.

16 SHOP VIEW

Oceanside Auto LLC Old Saybrook, Connecticut

19 STRAIGHT TALK

Customer service skills aren’t just for service advisors, they’re for the entire shop.

JOE MARCONI

28 FINANCE+OPERATIONS Ready to call it a career?

Follow these tips to prepare your shop to close or sell.

34 CASE STUDY

Does offering in-house financing options for your customers boost revenue?

P R O F I L E

20

PHOTO COURTESY OF KENWOOD TIRE

FEATURE

24

PROFILE

Award-winning auto technicians Meg Lewis and Brandon Sadler share their keys for becoming more efficient in the shop.

Forward thinking tire salesman Kenneth Wood buys a historic building for $1 in 1962 and turns it into a repair shop that’s still thriving today.

BY CHRIS JONES

BY ALISON JOHNSON

52 SALES+MARKETING

Brand clarity says a lot about a shop. Is yours working?

54 THE FIXER

Highly-skilled technicians who are valued will change the industry.

A ARON STOKES

ON THE COVER:

Daniel Stewart of Oceanside Auto LLC. photographed by Lavent Photography.

Ratchet+Wrench (USPS 9957), (ISSN 2167-0056) is published monthly 12 times per year by Endeavor Business Media, LLC. 1233 Janesville Ave., Fort Atkinson, WI 53538. Periodical postage paid at Fort Atkinson, WI, and additional mailing offices. POSTMASTER: Send address changes to Ratchet+Wrench, PO Box 3257, Northbrook, IL 60065-3257. SUBSCRIPTIONS: Publisher reserves the right to reject non-qualified subscriptions. Subscription prices: $90.00 per year (U.S.A. only). All subscriptions payable in U.S. funds. Send subscription inquiries to Ratchet+Wrench, PO Box 3257, Northbrook, IL 60065-3257. Customer service can be reached toll-free at 877-382-9187 or at ratchetwrench@omeda.com for magazine subscription assistance or questions.

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4 / R+W / 06.23

EDITOR'S LETTER

EDITORIAL CONTENT DIRECTOR Matt Hudson EDITOR Chris Jones ASSISTANT EDITOR Kacey Frederick CONTRIBUTING WRITERS Joe Marconi, Aaron Stokes, Nolan O’Hara, Tess Collins, Kimanzi Consable PRODUCTION ART DIRECTOR Emme Osmonson PRODUCTION MANAGER Mariah Straub AD SERVICES MANAGER Jen George

WHERE THERE’S A WILL Lessons from the life of entertainer Will Smith

SALES VICE PRESIDENT AND PUBLISHER Chris Messer 651.846.9462 / cmesser@endeavorb2b.com ASSOCIATE PUBLISHER Andrew Johnson 651.846.9459 / ajohnson@endeavorb2b.com MARKETING STRATEGISTS (NATIONAL ACCOUNTS) Marianne Dyal 706.344.1388 / mdyal@endeavorb2b.com Chad Hjellming 651.846.9463 / chjellming@endeavorb2b.com Bob Marinez 216.533.8747 / bmarinez@endeavorb2b.com Martha Severson 651.846.9452 / mseverson@endeavorb2b.com Kyle Shaw 651.846.9490 / kshaw@endeavorb2b.com Dan Thornton 734.676.9135 / dthornton@endeavorb2b.com Sean Thornton 269.449.0257 / sthornton@endeavorb2b.com ASSOCIATE MARKETING STRATEGIST (NATIONAL ACCOUNTS) Kenzie Verschoor 651.846.9472 / kverschoor@endeavorb2b.com REGIONAL SALES MANAGER Matt Harper 651.846.9551 / mharper@endeavorb2b.com SENIOR MARKETING STRATEGIST (REGIONAL ACCOUNTS) Melody Todd 651.846.9468 / mtodd@endeavorb2b.com MARKETING STRATEGIST (REGIONAL ACCOUNTS) Tim Hill 651.846.9454 / thill@endeavorb2b.com CUSTOMER SUCCESS REPRESENTATIVE (REGIONAL ACCOUNTS) Autumn Morey 651.846.9460 / amorey@endeavorb2b.com ADMINISTRATIVE ASSISTANT Ryan McCanna EDITORIAL ADVISORY BOARD John Miller, Fifth Gear Automotive; Doug Grills, AutoStream Car Care Center; Jimmy Alauria, 3A Automotive Service; Andrew Marcotte, American Pride Automotive; Bruce Howes, Atlantic Motorcar Center; Rob Choisser, Choisser Import Auto Services; Lucas Underwood, L&N Performance Auto Repair; Ryan Hillebrand, Urb’s Garage HOW TO REACH US ENDEAVOR BUSINESS MEDIA 571 Snelling Avenue North, St. Paul, MN 55104 tel 651.224.6207 fax 651.224.6212 web endeavorbusinessmedia.com The annual subscription rate is $90 (U.S.A. only) for companies not qualified to receive complimentary copies of Ratchet+Wrench.

In 2021, I read “Will,” the autobiography of

entertainer Will Smith. The book chronicled his life from “West Philadelphia born and raised” to his rap career which he kicked off as a teenager to becoming Hollywood’s $20-million-a-film man.

I recall Will through every stage of his career, and in reading his book, what stands out most is his tenacity. He worked hard to emerge from the Philadelphia music scene.

When he transitioned into acting, he cut his teeth on television before taking on movie roles. In everything he put his hands to, he spent the necessary time studying the craft and investing to improve himself to be ready when opportunities presented. And with each new version of himself, he had to change how he presented publicly, putting away the jeans and sneakers for suits and tuxedos.

Will Smith is an interesting case study in commitment and determination as well as repositioning, which brings us to this month’s feature story, “The 5 Habits of Highly Efficient Technicians” (p. 24).

Ratchet+Wrench talked with two awardwinning technicians: Meg Lewis (2022 NAPA Technician of the Year) and Brandon Sadler (2022 AAPEX Technician of the Year). The pair outlined what it takes to be a top-flight technician. Much like Will Smith detailed, a lot of the work to become the best happens when no one is looking.

And along the lines of changing as you grow, we talked to Wiygul Automotive about their shop rebranding. Similar to how Will Smith became more polished the further he advanced his career, Wiygul Automotive felt the look and feel of their shop wasn’t in line

with their brand story—so they refaced it all.

In “Creating a Lasting Impression” (p. 52), you’ll read about and see the entire process.

As you know, becoming the best isn’t a one-time event, it’s an every day thing. You have to keep building. As Will Smith said in his bestseller, “... the secret to my success is as boring as it is unsurprising: You show up and you lay another brick. Pissed off? Lay another brick. Bad opening weekend? Lay another brick. Album sales dropping? Get up and lay another brick. Marriage failing?

Lay another brick.”

CHRIS JONES, EDITOR CHRISTOPHERJ@ENDEAVORB2B.COM

LETTERS TO THE EDITOR editor@ratchetandwrench.com Opinions expressed in Ratchet+Wrench are not necessarily those of Endeavor Business Media, and Endeavor Business Media does not accept responsibility for advertising content.

06.23 / R+W / 5

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8 / R+W / 06.23

JUMP START

N E WS I D E AS PEO PLE T R E N DS

SMALL TOWN SUCCESS After a move and two decades, Lou Stornello returned to his calling: running a shop

BY KACEY FREDERICK

moved to Beaverton, Michigan, in 1999, he left behind the shop he had owned and found work in as a technician.

Twenty years later, he knew it was time to return to his role as a shop owner and took over T&J Automotive–an established business he and his wife, Tina, helped launch into success it had never seen.

Stornello had sat down with Ratchet+Wrench to talk about how his business got to where it is now: opening a separate facility dedicated to oil changes due to the volume of business they receive.

Born to Run a Shop

Stornello owned his first shop in Flint, Michigan, in the late 1990s. He and Tina lived on the east side of Flint before making the decision to move to Beaverton in 1999. Following the move, Stornello hoped to open another shop, having enjoyed the work he was doing.

Not finding many options for sale at the time, he gained a job as a technician at a shop in Gladwin, Michigan, and stayed there for 20 years.

In 2020, Stornello decided he wanted to do something different, and got in touch with the now-former owner of T&J Automotive.

The previous owner had difficulty getting around due to hip issues, and being the only one there, was unable to work quickly. Looking to retire, he accepted Stornello’s offer for the shop.

“The gentleman that was working here before was pretty much working on his own,” Stornello recounts. “So we churned out quite a few more cars.”

The business continued to pick up, with Stornello completing more business in one week than the former owner could do in a month.

Stornello also made an effort to be visible in the community.

“That definitely helped, getting into some advertising and doing some stuff around the local community and stuff,” Stornello says.

Not only did it help with promoting T&J’s image, but Stornello says that it helped him network with other business owners in his small town that were able to help guide him.

were performing. Stornello had the idea to expand the building, but zoning issues with the city prevented him from being able to.

Just across the street from T&J was another shop that was out of operation.

Stornello decided to contact its owner, who was going to enter the tow truck business and sell the building, placing the perfect opportunity in Stornello’s hands.

As T&J’s expands and grows, Stornello also has had to grapple with a shortage of available talent. Being in a small town, he’s found the best way to find talent is by using the network he’s built.

“I talk to people and tell ‘em I’m looking for people, y’know, tell ‘em to spread the word,” he says.

A Natural at Networking

Though there’s undoubtedly much to learn about the industry, that’s part of what motivates Stornello. He thrives off constantly learning, with he and his team making time to attend classes on emerging vehicle technology and trends to stay informed.

Not only is Stornello happy to work for himself and retire on his own terms, but he’s also proud of building a business that he can call his own.

“It’s my shop, so there’s a lot (of ) ... almost, like ... kinship. Where you feel like it’s almost like your baby. Y’know, you gotta take care of it, love it, try to grow it. Make it behave,” he adds with a laugh.

Networking has been one of Stornello’s most useful tools. Other shop owners have provided insight for him at roadblocks, even meeting someone through his parts supplier who was able to help him navigate several issues.

“He set me up with a guy, and he helped me out with getting a grip on how to handle certain things, and how to keep track of things or stuff like that, to make sure I’m actually making money at the end of the day,” Stornello remembers with a laugh.

T&J has seen so much success that the business had to start turning away oil changes due to the volume of repairs they

Enjoying the Ride

06.23 / R+W / 9

ADOBE STOCK IMAGES

Lou Stornello has always loved the feeling of running his own shop, but when he

J U M P S TA R T / S P E E D R E A D

ASA Opposes Elimination of Texas Vehicle Inspections The Automotive Service Association (ASA) has urged members of the Texas State Senate to oppose a bill that would eliminate the state’s vehicle safety inspection program for non-commercial vehicles, according to a press release.

The bill, House Bill (HB) 3297, was passed by the State Affairs Committee with an 8-3 vote. Earlier in the legislative season, the Texas Senate Transportation Committee had rejected a similar bill, SB 684, with three in favor and five against.

The ASA has argued against such bills, citing a study conducted by the Texas legislature in 2017 as evidence of state vehicle inspections preventing injuries, deaths and loss of property.

“Texas has a successful vehicle inspection program that protects the motoring public,” stated Bob Redding, ASA’s Washington, D.C. representative.

“This private-public partnership program should not be eliminated. Instead, the legislature should heed its own study’s recommendations and consider adding additional inspection items to the program.”

NHTSA Challenged Over Airbag Inflator Recall Tennesse-based air inflator manufacturer ARC Automotive Inc. could be facing a legal battle with the National Highway Traffic Safety Administration (NHTSA) after refusing a recall of its products, the Register Citizen reports.

The NHTSA ordered a recall of 67 million inflators from ARC Automotive Inc. of Knoxville after concluding from an eightyear investigation that the inflators are defective. They have been found to burst open and launch shrapnel toward drivers and are blamed for killing two individuals and injuring seven.

ARC insists that its products are not inherently defective, as expressed in a May 11 statement from ARC Vice President of Product Integrity Steve Gold. He dismissed the NHTSA’s findings, having 10 / R + W / 0 6 . 2 3

said it “does not support a finding that a systemic and prevalent defect exists in this population.” He also argued that the NHTSA is overstepping by issuing a recall on an equipment manufacturer rather than an automaker.

The next likely step the NHTSA will take is to arrange a public hearing, which could lead to ARC being taken to court to have a recall enforced.

Currently, several automakers produce vehicles with the inflators, such as Volkswagen, Ford, BMW and GM– the latter of which recently recalled almost 1 million vehicles containing ARC inflators.

Debate Sparks Over Maine’s Right to Repair Bill Groups both in favor and opposition to Maine’s Right to Repair bill gathered at the State House last week to testify on the legislation, WFVX/WVII News reports.

Individuals in support of the bill stood outside the State House on May 9 with Right to Repair Coalition signs.

“This is about a level playing field for independent repair shops in Maine and having the ability to control the diagnostic repair information from a car that you bought and a car repair that you will pay for,” Right to Repair Coalition Director Tommy Hickey said.

The Alliance for Automotive Innovation’s Vice President of State Affairs, Wayne Weikel, was there to voice disagreement. He argued that the bill compromises cybersecurity by making a state board responsible.

Though Weikel claimed information needed for repairs is already available, Right to Repair supporters such as V.I.P. Tires and Service President Timothy Winkeler claim the wireless technologies used to transfer information block independent shops.

Another public hearing on the bill will be held ahead of the Innovation, Development and Economic Advancement Committee’s next workshop session.

ASE Releases New EV Standards and Certifications The National Institute for Automotive Service (ASE) has released a new set of standards for working on or around electrified vehicles, stated a press release by the organization.

The Electric Vehicle Technician/ Shop Personnel Electrical Safety Standards seeks to establish a proper procedure for working on and around electrified vehicles (xEVs). The standards were created alongside manufacturers, those in the aftermarket industry and experts in the electric field.

Additionally, the ASE has also released a new certification program that will apply to all xEV vehicles, including light-duty and medium/heavyduty. The program consists of two tests, which are still in pilot testing.

The first test is xEV Electrical Safety Awareness Certification, which is level one in the program. It is aimed at anyone who will be around xEVs in their workplace. Those who pass the test will demonstrate an understanding of high-voltage electrical safety awareness and be able to perform “maintenance and repairs not related to high-voltage systems or their components.”

The second test, xEV Technician Electrical Safety Certification, is the second level of the program and is intended for individuals in the service and repair industry. Those who pass will demonstrate an understanding and capability of working with highvoltage systems.

GreatWater 360 Acquires Springdale Automotive Centers GreatWater 360 Auto Care has announced the acquisition of the Springdale Automotive Centers repair group in Louisville, Kentucky, according to a press release.

The group consists of four locations and has been in business for over 25 years. Kurt Shelton is the

founder and leads the business alongside his wife, Karen, and recently his daughter, Lauren Dennison.

“We’ve worked hard to build our business and reputation over the last quarter-century and are proud of the relationships we’ve created with our customers and the community,” Shelton stated. “When we decided to transition out of the business, we were deliberate in finding a partner that would do right by what we’ve established.”

With this acquisition brings GreatWater’s first locations in the state of Kentucky, making it the sixth state they operate in, as well as pushing the company to over 100 total locations in the Midwest.

“It’s never been about what state is next or a goal to enter a particular

Drain Plugs Drain Plug Gaskets Electrical Terminals

market. It’s about finding the shops that are doing it the right way and believe that we can continue to enhance that experience for their customers and team,” said GreatWater Chief Acquisition Officer Fitz Lassing.

SimplyEuro Website Wins 2023 Gold MUSE Creative Award SimplyTrue Automotive has won the 2023 Gold MUSE Creative Award for best website.

The MUSE Creative and Design Awards announced SimplyEuro Automotive Repair as its winner for the Automotive Website Design Gold award. The website was designed by Autoshop Solutions.

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The MUSE Awards are a series of competitions—juried by industry professionals—that honor excellence from various fields. The competitions drew over 6,300 entries from all over the world.

“We are very excited to take home the 2023 Gold Award for the design of SimplyEuro’s website,” said Sarah Duff, director of marketing for Autoshop Solutions. “I am honored to work with such a great team. From our designers’ creativity to our developers’ execution to our SEO specialists’ key optimization and our content writers’ originality, we have a leading lineup of innovation and artistry. Our onboarding and CSM teams worked closely with the leadership team at SimplyEuro to develop the new site he wanted. I am very proud that we as a team have delivered an award-winning site to our client.”

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J U M P S TA R T / N U M B E R S

GAINING KNOWLEDGE

How often do owners train, and how often are they sending techs to train?

BY CHRIS JONES

Training is an essential part of growing and improving within any job. While some

shops don’t train at all, most owners and their technicians train annually with many getting educational opportunities quarterly.

Frequency of Technician Training Monthly or more 13%

Never 12%

Within last five years 16%

Quarterly 29%

Anually 30%

Frequency of Owner Training

Quarterly 17% Monthly or more 16%

Never 18%

Within last five years 22%

Anually 27%

0 6 . 2 3 / R + W / 13

STARTs

ENDs

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J U M P S TA R T / A D A P T

THE ELECTRIC CLASSROOM Preparing the next generation of technicians

BY KACEY FREDERICK

As shops grapple with vehicles changing and becoming more electric,

finding technicians who are equipped to work on EVs becomes essential in a pool of talent that is already limited.

Ratchet+Wrench sat down with Troy Lachance, an instructor in the automotive program at White Mountains Community College in Berlin, New Hampshire, to talk about what technicians entering the workforce need to know and what is needed in the industry from the next generation.

EVS, SHMEE-VEES

AN UNEXPECTED CALLING Lachance graduated in 1993 from the program he currently teaches and then went on to work as a full-time world-class General Motors technician until 2013.

Lachance never intended to become a teacher, but in 2011, he was approached by a former teacher who encouraged him to apply for a vacant position at the school.

“I just happen to get a visit from him one day saying, ‘Hey, one of the other instructors is retiring. I think you’ve got a good personality and would be a good fit,’” Lachance recounts. “And I applied for the job and the rest is history. So you just never know where life is going to take you right?”

Since then, Lachance has run his own repair shop from his home and pushed for the automotive program at WMCC to create classes dedicated to electric vehicles.

PREPARING FOR AN ELECTRIC FUTURE The school offers students a 15-week EV course in the traditional automotive program or a one-year accelerated electric vehicle program, which Lachance had a part in helping create.

There’s much that students need to learn before they are able to build an EV successfully, but the biggest point Lachance hammers home for them is attention to safety.

“It’s no different than a lineman working out on the pole, you know, (on) your street corner, there’s a lot of safety protocol that has to happen,” Lachance says.

Lachance goes over essential topics related to EVs with his class: different drive systems that hybrids and EVs have, battery technology, inverters, converters and charging technology—Lachance says that the students get a look at nearly everything related to EVs. Students listen to lessons as well as perform hands-on work. In the one-year EV program students actually have the chance to build

an EV in the class shop, which is a great opportunity for students to work on something new without potentially endangering a driver.

Lachance encounters many students that aren’t interested in learning about EVs. Regardless of anyone’s feelings on the existence of EVs, technicians will have to know how to deal with them as they grow in popularity.

“You don’t have to like EVs,” Lachance states. “I’m neutral. But you’d be silly if you didn’t recognize the increased popularity and the fact that you can make a bunch of money fixing them.”

With most manufacturers having an electric or hybrid option now, technicians who are qualified to work on EVs become an asset to any shop.

“The EV techs are short, there’s not many of them out there. So you can work wherever you want–more or less name your price, as long as you are, you know, asking reasonable wages—you’ll be in high demand,” Lachance says.

CULTIVATING A CAPABLE CREW Shops looking to attract talent that can work with this emerging technology must show that they can have a fulfilling career. If students see that they can make a comfortable living working in the industry, the industry will draw in intuitive minds.

“We need intelligent, intellectual people to work on vehicles,” he asserts. “Younger people need to understand that there’s a lot that emulates what they already know, right? Whether it’s video games, and computers and cell phones … there’s a lot of modern electronics and computerized components that require the interest and expertise of the younger generation.”

Technicians that are aware of and willing to adapt to the changes in the coming years, such as battery technology changing and improving, will be able to help support a shop navigating incoming changes.

Regardless of the direction the industry and the future of EVs go, Lachance’s goal is to prepare his students to have the best opportunities and to keep drivers safe with the work they do. Though he doubts many proposed EV transition goals will be met, EVs are nonetheless established in the industry and will only become more prominent.

As shops look for talent to build their teams, they need to be sure their technicians can handle what is becoming an established market in the industry by investing time and resources into preparing their staff for the work they will see in the shop in the coming years.

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J U M P S TA R T / S H O P V I E W

OCEANSIDE AUTO LLC An auto repair shop that fits seamlessly into its neighborhood

BY CHRIS JONES PH OTO S BY L AV E N T PH OTO G R A PH Y

Oceanside Auto, founded in 1999 in

Old Saybrook, Connecticut, is a stone’s throw or more from Long Island Sound.

The shop, deliberately designed to look similar to a beach house, uses a combination of purposeful color and modern architecture to match the aesthetic of the town it serves.

“It’s kind of like that Nantucket style.

It fits into the beach area that we’re in,” Service Manager Daniel Stewart says.

“We wanted something that looks similar to the houses in the area.”

A PLETHORA OF PARKING In keeping with the neighborhood standard, Oceanside has a few parking spaces in front of the shop designated for waiters and emissions test customers. The bulk of the parking is tucked away behind the shop.

“We have a pretty big lot out back where we have about 60 to 70 (cars).

Typically, what will happen is cars will come in and then they’ll get moved right out back because there’s only so many spaces up top,” Stewart says.

JUST BEACHY Inside the waiting area you’ll find a pair of service advisors, a parts manager and Stewart. The décor reflects the coziness of a vacation house complete with a scent diffuser, snacks and beverages and framed Art Nouveau prints on the walls.

“It revolves around feeling homey because when you walk into an auto repair shop ... you want them to feel as comfortable as possible,” says Stewart, adding that the shop offers shuttle service, as well.

16 / R + W / 0 6 . 2 3

OCEANSIDE AUTO LLC Owner: Gina Stewart Location: Old Saybrook, Connecticut Staff Size: 13 Shop Size: 2,750 square feet Number of Bays: 5 working bays, 1 emissions bay Average Monthly Car Count: 385 Annual Revenue: $2.7 Million

HAVE AN OUTSTANDING SHOP? Send a few photos and a brief description to submissions@ ratchetandwrench. com and we might feature it here.

FROM THE SOUND TO THE BAY Oceanside Auto has five active bays, each responsible for a different service.

“Our first bay is emissions testing only. There’s one guy who just does emissions all day long. The second bay is our alignment rack. On that we’re doing a lot of tires, a lot of oil changes, a lot of brakes. The third bay opens up to four lifts. They’re in front of each other.” says Stewart.

FUTURE PREP A few years ago, Stewart sent his shop master technician to hybrid school with Craig van Batenburg in Massachusetts to train on hybrids and EVs to ready the other shop techs for electrification.

“Our next process is to start getting hooked up with Tesla. You can lease Tesla’s equipment and scan tools. You can lease their data information and repair data. That’s on the list within the next year,” Stewart says.

0 6 . 2 3 / R + W / 17

EDUCATE & ELEVATE CONNECTING LEADERS IN AUTOMOTIVE REPAIR

SEPTEMBER 20-23, 2023 • AURORA, CO HYATT REGENCY AURORA CONFERENCE CENTER RWCONFERENCE.COM

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Columns

STRAIGHT TALK Joe Marconi

Great Customer Service Must Be Taught I stood there, in my doctor’s office, for

what felt like an eternity. After 30 seconds, in a low monotone voice and without ever taking her eyes off the computer screen, the woman behind the desk said, “Can I help you?” I wanted to reply, “Sure, can I get a burger and fries?” but I decided to be nice and replied, “Yes, my name is Joe Marconi, and I have a 10 a.m. appointment.” She stared at her screen for another 15 seconds before continuing, “Hmm, Marconi. Let me see, appointment, hmm. OK, have a seat.”

Not once did she look my way, make eye contact or make me feel welcome.

A few minutes later, a nurse came out to greet me. She had a big smile on her face, spoke in a cheery voice and engaged in conversation. I could feel my anxiety begin to fade. When we got to the examination room, she continued her pleasant conversation as she took my blood pressure and checked other vital signs. When she was finished, she said, “Mr. Marconi, I hope you have a great week. The doctor will be right in. Do you have any questions for me?” All I could say was, “Thank you.”

As you can see, there was a totally different experience between the nurse and the lady at the front desk. But why the difference? Is the nurse naturally more friendly?

Was she born with the ability to connect with people and make them feel welcome and special? Maybe. But the reason may simply be that the woman in the reception area was never taught how to conduct a proper meet and greet or how to deliver world-class customer service.

Here’s the reality. No one is born with the skills needed to create an amazing customer experience. Just as no one is born knowing how to play the piano. A person may have the aptitude, but becoming a great pianist

requires being taught and a lot of practice.

The same holds true for your employees.

Delivering a world-class customer experience requires that your employees understand how to deliver a world-class customer experience. This must be taught, practiced and reinforced each day. It also must be part of your culture. Another thing, everyone in your company plays a part in delivering a world-class customer experience; from technicians to shuttle drivers to lot attendants and your service staff. A simple thing like making eye contact and saying hello when an employee passes a customer in the parking lot will greatly enhance the overall customer experience.

Consistency is also crucial. No matter how many times a customer has visited your company in the past, there is a level of anxiety that exists. Your job is to reduce that stress, at every visit, and fast. If not, the entire customer experience may be in jeopardy.

Another strategy is to learn something unique about each customer. Do they have children, or pets or play golf? Put that information into your business system so that anyone behind the counter can recall it in the future. Then make it part of your process to prepare for all arriving customers and by also reviewing the customer’s unique characteristics. Wouldn’t it be great to greet Mrs. Jones by saying, “Good morning Mrs. Jones. I see that you’re dropping off your Camry today for the 30,000-mile service. How are your kids, and your dog, Duke?” Bottom line: The world must stop when a customer is either in front of you or on the phone. And again, this must be taught.

As I walked out of the doctor’s office, I said goodbye to the woman behind the front desk. Still staring at her screen, she remained silent. Amazing.

MICHAEL HOEWELER

Helping customers feel welcome and wanted is a team effort

Joe Marconi has more than four decades of experience in the automotive repair industry.

He is the owner of Osceola Garage in Baldwin Place, N.Y., a business development coach for Elite Worldwide, and cofounder of autoshopowner.com. j.marconi@eliteworldwide.com ratchetandwrench.com/marconi

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20 / R+W / 06.23

OF HIGHLY-EFFICIEN T T ECHNICIA NS

BY CHRIS JONES PHOTOGRAPHY BY ZELIAS DESIGNS ARTS

National ly-re c ognize d and honore d te chnicians share their suc c e s s tip s As stated by the late Stephen Covey, “An

empowered organization is one in which individuals have the knowledge, skill, desire and opportunity to personally succeed in a way that leads to collective organizational success.” While this could be true of service advisors, parts managers and customer service representatives, it rings truest of the automotive technician— the backbone of shop service.

Their ability to apply acquired knowledge and convert it into new skills, and then use those broadened skills to improve the shop’s customer experience, adds importance to their role that makes the entire shop successful.

Along with a student’s hunger for knowledge, Ratchet+Wrench spoke to two nationally-recognized auto technicians about four other skills top auto repair technicians should possess. Here are the abilities they say make technicians exceptional in the bay.

Thirsty for Knowledge

Meg Lewis of BJ’s Automotive Diagnostic Center in Belfast, Maine, and 2022 NAPA Technician of the Year, began working on cars with her father at an early age. She jumped at the chance to learn automotive throughout high school and once deciding it was a career for her, got a college degree. She said continuous training is the pinnacle of her success as an auto technician.

“Training is absolutely crucial. I mean, our world is changing on a day-to-day basis sometimes, and if you do not take the time to invest in yourself as far as knowledge, tools and different training opportunities, you will very quickly fall behind. So training is one of those things that I take incredibly seriously,” Lewis says.

Meg says that a tech committed to being the best they can be needs to have a hunger to learn that transcends going only to employer-financed structured training sessions and conferences.

Learning needs to be something to do on their own in their spare time.

“I’ve done basic belts and hoses training on my own; little half-an-hour online book courses. You learn some different pointers and things to look for, especially with the changing technology. It’s just (knowing) the little odds and ends. It’s not big enough to be covered in the more indepth courses,” Lewis says.

Brandon Sadler of American Pride Automotive in Williamsburg, Virginia, the 2022 AAPEX Technician of the Year, agrees. He says that as the industry is transitioning at such a rapid pace, top techs are those who keep up and who don’t shun learning.

“I’ve always said the second you stop pursuing education in this trade is the second you should get out of it. Education is probably the biggest thing to pursue in this field; turning the bolts is only 10% of the job,” he says. “(The best techs) are the ones that are going to spend hours off the clock researching or reading about whatever their interests are in this trade.”

Focused on Customer Safety

When a customer brings their vehicle into the shop for a particular problem, the technician has to ensure that not only is the problem addressed, but that the entire vehicle is safe for the road. Lewis says the best technicians develop systems that, though may seem repetitive, are thorough and have the customer’s safety at the top of their mind.

“It is probably our No. 1 priority, especially when it comes to safety. I mean, we are all human and we will miss things.

That’s just the name of the game. However, if you have a good system in place for good work habits and a system for looking over the vehicle in the same way every single time, you’re less likely to miss something, especially when it comes to safety concerns. Nobody likes a vehicle that you just looked at coming back into the yard on a back of a tow truck or, worst-case scenario, involved in an accident because of something you missed,” Lewis says.

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F E AT U R E

Seeks Collaboration

Lewis says as shops grow and add new technicians, top technicians look for opportunities to help mentor and train new hires in the shop to get them performing at a higher level faster.

“It’s huge especially when you have incoming technicians who may not have as much experience as you have. We are an industry that is severely short on the mechanical technician part of it. We need to be able to take the time to show the next generation of technicians how to do their job, how to do their job well and also be able to fine-tune those skills so that as they get older and move up in the industry there are people to replace us when we retire,” Lewis says.

She says the only challenge with collaboration can happen when the pay plan makes it harder for a high performer to stop their work to lend a hand. It’s not something she must concern herself with, but she acknowledges it exists.

“It depends on how the shop is set up.

If your shop pays your technicians a flat rate, then you have a technician environment that is less conducive to being helpful, let alone training. We are a very small, close-knit family so to speak. So, we have a very teaching and helpful environment to be able to support that,” Lewis says.

Overcommunicates

Sadler says his shop’s ability to give customers top-level service rises and falls on the technician’s ability to provide clear and specific communication to the front of the house so that the customer has a clear understanding of the technician’s recommendations and to help the advisor source the correct parts for the repair.

“Thorough text and wording go a long way. As a diagnostic technician, which was a majority of my career, I spent a majority of my time typing up a thorough explanation of what tests I did, what tests need to still be done, what direction we need to go with the car next or what components I’ve tested and that have tested

good. It would be nothing for me to type up 1,000 words or 1,200 words just to explain what testing I’ve done so I can be as thorough to my service department as I could be and as thorough to my customer as I can be,” Sadler says.

A Time Management Wizard

One of the best qualities of top-performing technicians is being situationally aware. They know what’s on the board and they know mentally how much time each repair will take to get the vehicle back to the customer in a timely fashion.

“I know here at our shop, we do anywhere from 20 to 25 cars a day with four people. So, I mean, it’s virtually impossible for one of those guys to only have one car in their bay at a time. In a trade where you’re juggling two to three cars at a time, it is very important for a technician to have an understanding of what job they’re being assigned, how much time does that pay and what is the best course of action to not only finishing that BJ’s Automotive in Belfast, Maine.

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Meg Lewis says techs teaching techs in-shop is a rapid way to speed the learning curve.

job but how can I finish that other job that’s next to it?” says Sadler.

He says techs and management should come to a consensus on how much time each vehicle should take so they’re on the same sheet of music and can accurately relay that information to the customer.

“It definitely takes a working mind to be able to prioritize things in a manner that suits the customer and the company,” says Sadler. “It also takes a little bit of diligence to make sure that you maintain that mindset of being able to repair multiple cars at one time. You have to have that mindset of just really paying attention.”

Lewis says as a new technician grows into the job and wants to excel, learning to identify those weaknesses in time management goes a long way to ensuring career-long success.

“Once that time is gone, you cannot get it back,” Lewis says. “So, if you are working on a job and you are starting to fall behind, it is so easy to get frustrated and not be able to recognize why did I fall behind on this job. Was it because I didn’t have the knowledge to do this job? Was it because, you know, some components were missing? Did I not get the right components? So being able to identify what makes you efficient as a technician does play a significant role in our day-to-day life.”

Brandon Sadler says that a technian has to be career-minded and engaged to excel at the position.

06.23 / R+W / 23

24 / R + W / 0 6 . 2 3

Kenneth Wood purchased the historic building in 1962, which once served as a one-room schoolhouse and a public library

BY ALISON JOHNSON

Every day at Kenwood Tire Company, the past and the present blend together.

Daily business specials appear on an original chalkboard from a 19th-century schoolhouse in West Bridgewater, Massachusetts. Squeaky wooden floorboards in the waiting area have supported students and, when the building became the town library in the early 1900s, book lovers.

And now, as for the past 60 years, automotive customers tread there.

Earlier this year, owner Spencer Carruthers spotted a signature from 1883 on an attic roof truss, presumably scribbled by a construction worker.

“It’s the building that keeps on giving,” Carruthers says. “It’s such a piece of history in this community. It’s creaky and sometimes challenging, but’s still going strong.”

While Kenwood Tire has an entirely modern shop–plus 21st-century customer perks such as Wi-Fi and phonecharging stations–its counter, showroom and waiting room occupy the oldest part of the structure.

Carruthers’ artist wife, Holly Carruthers, has decorated those areas with eclectic paintings, vintage black-andwhite photographs and plenty of plants, including an orchid cactus passed down from her great-grandmother.

So how did a family-owned tire business end up in a former school/library about 35 minutes from Plymouth, Massachusetts, where the Pilgrims landed in 1620? And how did Spencer Carruthers, who grew up in England and planned to be a land surveyor, end up managing it?

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PROFILE

The story goes back to 1962, when Holly’s father, tire salesman Kenneth Wood, heard the West Bridgewater Public Library would be demolished to make way for a new school. The building had been a library since 1908, after housing the Center Primary School for 20-plus years.

Spotting a potential deal, Wood offered to buy the 2,050-square-foot structure from West Bridgewater and move it to land he owned nearby, thereby sparing the town any expenses. The purchase price: $1.

On a cold December day, adults and children lined the streets to watch the building travel about a half-mile on a towed flatbed to Kenwood Tire’s current location. Town officials had carefully mapped out a route to avoid hitting trees, overhead wires and fire hydrants.

Wood, who eventually operated several other (since-sold) tire shops in Massachusetts, added enough square footage for three service bays, offices and warehouse space. Today, the yellow shop has three levels and is about 5,000 square feet.

Wood’s daughter, Holly, meanwhile, met Spencer Carruthers in 1989 when she was a student at Syracuse University and traveled to London for an art class. After she left, they exchanged letters and she visited him in South Africa, where his parents had moved.

In 1991, Spencer came to see Holly in the United States on a three-month visa.

During his stay, he helped Wood with painting at his shop and began to learn the tire trade from the ground up, starting with changing tires.

Back then, the building had no heat; 26 / R+W / 06.23

employees often changed tires in freezer suits. Technicians communicated with counter staff by hitting a metal support column with a wrench, twice to signal that a vehicle was done and three times to ask for help.

While Spencer was in the country, Wood grew ill with cancer. Since Spencer knew he wanted to stay with Holly, he married her on December 29, 1991–the day before his visa was set to expire–and dove into the family business.

“Life changed fast, but it was all great,” Spencer recalls. “This was an accidental career that I’ve always enjoyed, especially the customer service side of it.”

Wood died in 1997, and Spencer and Holly have owned Kenwood Tire since 1999. With three technicians, the company specializes in tires, alignments, brakes and oil changes.

Spencer has assumed the bulk of daily management duties, with Holly handling bank deposits.

“The fact that it’s still in my family, with my dad’s name on it, is so cool,” Holly shares. “It could have been reduced to rubble or sold and turned into something very different.”

Holly keeps a studio on the third floor of the shop, which has hosted art shows through the years. She also displays her collection of antique photographs called “yard-longs”, or rectangular images of groups of people such as policemen or con-

struction workers; some are more than 100 years old.

“They suit the history of the building,” Holly notes. “I want it to have a cozy but quirky feel.”

Another of Holly’s interests is horticulture, and she has brought about 20 tropical plants into the well-lit showroom. According to family lore, one cactus traveled from Sweden with Holly’s great-grandmother when she immigrated to America in the mid-1800s.

“It was something her mother had given her, so one of her most prized possessions,” Holly relates. “It blooms with these beautiful bright red flowers that are, for me anyway, another nice connection to the past.”

Of course, running a modern business out of a historic building with its original bones does pose some challenges. Running wiring isn’t easy, for example, and ongoing repairs and strange noises are part of life.

“A couple years back, I had a contractor nail down the floorboards in the waiting room because the squeaking was driving me nuts,” Spencer says with a laugh.

Spencer and Holly have a 26-yearold daughter who recently got married, although no apparent family heir to the business yet. But at age 56 and 58, respectively, they have no plans to leave their successful tire shop anytime soon.

Make that their school-library-tire shop.

“The history and just the surprise of how we look are good talking points,” Spencer says. “In the tire business, you’ve got to be memorable and trustworthy, and I think this all helps people feel we’re both.”

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TOM MERTON \ OJO IMAGES / GETTY IMAGES

T O O L B OX / F I N A N C E + O P E R AT I O N S

IS IT TIME TO CLOSE SHOP? Thinking about selling your shop? Here’s what the process might look like

BY NOLAN O’HARA

When Marty Long opened Hills and Dales Auto Care in Canton, Ohio, his

focus was on building a business based on honesty, integrity and ethics.

Long previously ran a service facility 28 / R+W / 06.23

for a larger auto chain, which he felt didn’t live up to those principles. “They were pretty ruthless with their labor rate … A lot of it just didn’t feel ethical,” he says.

So, Hills and Dales Auto Care was born.

And when it came time for Long to begin the process of selling his business—he had always intended to step away after 25 years, after his current lease ended and his daughter was out of college—those principles continued to be a guide.

Whoever would take his place had to be the right person for the job, someone who would take care of his employees, treat his customers right and take care of business responsibly.

Long eventually found the right fit,

and after months of meetings, months of negotiation and months of working through the legal paperwork, Long sold his business—a few years ahead of his May 2025 out date.

“The numbers were right, so I decided I’d take an early out,” he says.

Long always intended to sell his shop when the time was right, but deciding to sell the business—and when—can be murky for many shop owners. It can be an arduous process that can be difficult to navigate, but there are many indicators to tell that it’s the right time.

What’s Your Situation Ron Ipach, the co-founder of Maverick

Shop Owner and a longtime industry coach, describes a few different types of owners looking to sell: There’s the shop owner who finds out that owning a business just isn’t for them.

There’s the owner who’s struggling to stay af loat. And there’s the owner like Long, who had a successful and profitable business but has decided that it’s time for a new chapter.

Your situation, in part, dictates your options when it comes time to sell.

But before any of that, Ipach recommends that an owner should take some time away when they’re considering selling. Make sure it’s what you really want, and not a decision made on impulse.

When times are tough, it’s natural to look for an escape, and it can make it easy to walk away. But it’s crucial to come to a decision that’s best for everyone long term.

‘Get Your Books in Order’ Selling a business can be a learning experience, and among the things Long learned through the process was to make sure you know your numbers.

He says you have to be able to show a profitable business. You can’t pocket all the cash you’re making or have liens on your equipment. Take care of your vendors and ensure you don’t have outstanding money owed.

Ipach agrees with that assessment.

“You got to get your books in order because, as somebody who’s in the process of buying businesses, you want to know the health of this business, so I can make an offer,” he says.

Ipach also notes the importance of normalizing your profit and loss statements, including avoiding using the business to pay for personal things like your phone bill. Any costs that could potentially reduce your profits can devalue your business as its valuation is based on a multiple of profit.

“If your business is not doing well or it’s been going downhill, you’re just not going to get a lot of money,” Ipach says.

You have to be able to show that’s not the case.

Take Your Time Long’s search for a buyer was directed by his principles. He had to know any

potential buyer was above board and didn’t have any red f lags. When going through the process, he’d regularly have lunch with his eventual buyer to ensure he’d be the right fit.

“I would grill him, and you know, I call it dating because it’s like I just want to make sure,” Long says. “And after a couple of months, two or three months of meeting, I could tell he was a good guy and he was gonna do the right thing for my employees and the right thing for my customers.”

“It’s all about relationships when it’s time to sell,” he adds. “You just have to start asking good quality people if they know anybody that’s interested in buying.”

For Long, it was his accountant who directed him toward his eventual buyer.

And remember, it’s not a race to the finish. Ipach says the typical timeframe for a sale should be three to five years.

You take time to consider the decision, vet potential buyers and, perhaps most importantly, make sure your numbers are where they need to be.

“I always suggest to everybody that you start marketing like crazy and build your business so it’s never looked better and more attractive to the potential buyer,” Ipach says.

Telling Your Team Once the decision is made comes an important step: telling your employees and making sure they’re taken care of.

When Long was going through the sales process, he wanted to make sure his employees were hearing it from him and not through the grapevine. That was in part because it came as a surprise, as Long was always very open about his timetable of intending to sell around May of 2025 when in reality it came about two-and-a-half years earlier.

Long’s sale was a good example of a success story: All of his employees stayed after the ownership switched hands.

Like Long, most owners would like to ensure their employees will be taken care of. A benefit of working in the auto industry, at least in the current market, Ipach says, is that potential buyers are likely to retain a majority, if not all, of the current staff.

Ipach notes the demand for techs, and even front-of-office staff and service advisors, is so great that any em-

ployees who would need to find new employment after a sale, should it go that route, would pretty quickly find a new opportunity.

Lessons Learned After selling your business, there are always going to be things you’ll see in hindsight. When you’re no longer in the thick of it, it’s easier to see things through a different lens and oftentimes owners may ask themselves why they didn’t do this or that.

It can turn into guilt or regret; an owner might go down a rabbit hole of ideas, seeing all the things they could have done to improve the business once they’re out of the everyday grind. They could even have been simple things.

The lessons learned are going to be different for every shop owner. Some may learn that they don’t want to be a business owner ever again and would rather work for a paycheck. Others may have loved being a business owner but were in the wrong line of work.

Sometimes, it’s just time to sell.

And that’s OK. “One of the things I tell people is: ‘Don’t feel like a failure if you have to close the doors and get out of business,’” Ipach says. “Because, as the saying goes … ‘Failure is an event, it’s not a person.’”

And sometimes, it’s not a failure at all. In Long’s case, he always knew the day would come when he’d sell his business, and he found the right person at the right time, even if he had expected to be owning and running his shop for a few more years.

While he’s no longer dealing with the everyday grind, he remains involved at Hills and Dales Auto Care as a consultant for the new owner.

It’s a change. And while change can be nerve-wracking—it’s natural to be fearful of the unknown—a lot of the time it can be for the better.

“It’s really odd. It’s really different.

You know, it’s hard stepping down and not being the guy in charge,” Long says.

“But it’s—between myself and the new owner, we have a really, really good working relationship. And you know, it’s just a perfect—it’s a perfect situation for the both of us.”

06.23 / R+W / 29

SPONSORED CONTENT

FROM OUR PARTNERS

The Modern Connected Shop: Steps to Ensure a Thriving Shop from the Counter to the Bay

Over the past two years, automotive repair shops have experienced unparalleled challenges. However, despite the challenges, they have adapted their businesses to endure and thrive through a pandemic while facing unique supply chain issues, inflation, staffing shortages, evolving motorist expectations and shifting vehicle trends. With all the changes, one trend that continues to grow in demand is the importance of modern, integrated technology solutions that help shops build efficiencies within their operational process while creating an enhanced customer experience.

With the right technologies, an automotive repair shop can become a shop of the future, prepared to adjust to any circumstance the market might bring. The shop owner can streamline the shop’s processes to increase efficiency, analyze key metrics to improve internal processes and grow revenue and create better customer experiences. The result? Happier, more loyal customers and greater long-term revenue generation.

Future Technologies – Leveraging Solutions of the Future to Build and Retain Customer Relationships The future repair shop will have to provide great customer communication, transparency throughout the repair process and a digital experience that meets the needs of the ever-changing customer. To say that’s a tall order is an understatement. However, with the right technology, it can be possible to provide an excellent customer experience that results in both increased customer loyalty and business growth.

Rising acquisition costs and increased competition will make customer retention more critical than ever. According to the American Automobile Association (A A A), approximately two-thirds of customers that enter a repair shop state they would try another shop. Furthermore, A A A reveals that 66% of U.S. drivers do not trust their auto repair shop. Despite these statistics, customer loyalty and retention are issues that many shops have yet to address.

To be successful in the future, repair shops will need to excel at customer retention by evolving with the changing needs of their

30 / R+W / 06.23

customers, as well as focus on building relationships with their customers that foster transparency and trust.

Today’s digital solutions for the repair shop allow the customer to take an active role in their vehicle’s repair, ranging from approving estimates to scheduling appointments online and reviewing digital service histories.

Every shop looking to build a modern, connected business will face its own unique challenges. However, keeping an open mind and pursuing creative solutions can help a shop owner overcome their challenges to put their business on the path toward significant growth.

Building Your Own Modern Shop The modern connected shop is data-driven, customer-centric and future-oriented. Measuring shop performance metrics and customer communication are both key to a shop’s ability to thrive in the market — no matter what challenges might come.

A s shops work to build their own shop of the future, it is crucial that they use digital solutions and technology to their advantage – from the counter to the bay and beyond. This not only makes internal processes more efficient, it also creates an excellent customer experience that encourages customers to return time and time again. Together, these elements create more effective dayto-day operations, ultimately increasing the bottom line to grow revenue exponentially.

Modern business and technology solutions from Advance Professional, Steer by Mechanic Advisor, and Tekmetric can help place a shop ahead of the curve and meet the evolving needs of customers. Shop owners can decide what’s right for their shop from a suite of solutions engineered to take them to the next level.

From technical and business training to cloud-based shop management systems and more, Advance Professional is committed to strong partnerships that elevate businesses and give them a competitive advantage in a marketplace where needing to adapt to change is the only constant.

Find out more at www.advancepro.com

SPONSORED CONTENT

FROM OUR PARTNERS

Your Partner Beyond Products™

From Confusion to Clarity: 5 Tips for Writing Great Repair Orders

BY DALE SMITH, BG TRAINING PROGRAM MANAGER AND BGU INSTRUCTOR

A s a service advisor in the automotive industr y, one of the most critical tasks is writing thorough repair orders. A well-written repair order is crucial for ensuring that the technician knows exactly what the customer is experiencing to make a more accurate diagnosis.

This can help prevent misunderstandings and miscommunications between the customer, the ser vice advisor, and the technician and ensure the vehicle is repaired correctly the first time.

So, what are some tips for writing excellent repair orders? Here are a few key points to keep in mind: 1.

Be specific and detailed: When describing the problem or concern that the customer is experiencing, be as specific and detailed as possible. Don’t hesitate to use customer-supplied phrases or descriptions to demonstrate you heard the customer’s concerns, and avoid technical jargon or acronyms that the customer may not understand. Include any relevant information that the customer has provided, such as when the problem first occurred or whether it only happens under certain conditions.

2. Use diagrams or photos: If possible, include diagrams or photos to help illustrate the problem or concern. This can be especially helpful for hard to see areas under the vehicle or more complex issues. Some situations can be difficult to describe in words alone. If you’re not sure how to create a diagram or take a photo that accurately represents the issue, don’t hesitate to ask the technician for assistance.

3.

Prioritize the repairs: If the customer has multiple concerns

4.

5.

6.

or issues with their vehicle, be sure to prioritize them based on vehicle safety. This will help the technician focus on the most critical repairs first and ensure that the customer’s vehicle is safe and drivable.

Include all necessar y information: In addition to describing the problem or concern, be sure to include all relevant information on the repair order, such as the make and model of the vehicle, the VIN number, and the customer’s contact information. This will make it easier to track the progress of the repair.

Review and confirm: Before generating the repair order and dispatching to the technician, t ake a few moment s to review it and confirm that all the information is accurate and complete. Don’t forget to check time, mileage, and histor y to see what preventive maintenance is due. Double-check any technical det ail s or specifications to ensure that they are correc t, and make sure that the customer’s cont ac t information is up-to-date.

By following these tips, you can ensure that your repair orders are clear, concise, and accurate, which will help the technician diagnose and fix the customer’s vehicle more efficiently. This, in turn, will help build trust and confidence with the customer, and ultimately lead to greater customer satisfaction and loyalty. So, take the time to write excellent repair orders, and you’ll be well on your way to providing exceptional ser vice to your customers.

0 6 . 2 3 / R + W / 31

SPONSORED CONTENT

FROM OUR PARTNERS

How To Get and Retain Customers: A Growing Shop Story You want your shop to be successful. WE want your shop to be successful. Now that we’ve got that figured out, let’s break down how we can make that happen. Spoiler alert: it all comes down to your customers.

Who should you be looking for when it comes to customers?

You may be thinking, “Well, I want any customer who is willing to pay.” Yes, getting new customers is a great start when it comes to growing your business and getting your name out there. But hear us out: not every customer is created equal.

Everyone’s shop and business are different, and needs vary greatly between each business. At ETE REMAN, after over 35 years in the industry, we know our business goals and what we want to provide to customers – the best remanufactured transmissions and the support to go with them. However, I can’t decide what the main goals of your business should be, so your first step is getting a solid idea of what you want in a customer. Once you have an idea of what you are looking for, let’s take it to the next level!

I know generally what my business is looking for, but who are truly the best customers?

The best type of customers? Repeat customers! Have you had a friend or colleague recommend a certain product or service? Chances are they aren’t singing the praises of this product or service after one use. They are hyping up this recommendation because they have consistently and repeatedly had good experiences. Even though goals between each business vary, loyal customers will always build your brand. Reputation is huge when it comes to growing your business. Loyalty and reputation go together like peanut butter and jelly (unless you are allergic to nuts…you get the point) and even one loyal customer can skyrocket your shop.

What are next steps for my shop?

There’s the ever-present debate of quantity versus quality. No

32 / R+W / 06.23

one seems to stop and wonder, why not both? To put it simply, the number of repairs and services you provide is what brings in the big bucks. We know this is easier said than done. You can’t magically increase the quantity of repairs – or can you? This is where quality comes into play. If you are providing the absolute best to your customers, they are sure to keep coming back. When you provide the best quality remanufactured transmissions from ETE REMAN, they’ll want to stick around for any repairs or maintenance. Ah, we love when things come full circle.

At this point, think about what your customers would want that is mutually beneficial to your shop. Efficiency is one of the top ways to grow this customer base. They don’t want to be waiting for an extended period for diagnostics and service. You don’t want to waste valuable time and space in your shop due to a lack of efficiency in your work. When you confidently display how knowledgeable and efficient your shop is, those customers are sure to come back and spread the word of your awesome-ness.

This one might sound simple, but make sure you get the customers what they need. A robust catalog and good relationships with suppliers are reflected in your work. You want to get your customers back on the road, and that’s exactly what they came to you to solve.

Customers are happy, you are happy –sounds like a pretty sweet deal to us.

Wrap It Up Didn’t read the whole article? That’s ok, we get it (though we’re just trying to help!). Here’s what you need to know: Happy customers make a successful shop. Keeping these customers and their repeat business for products, repairs, maintenance, etc. keeps you in business and gets your customers back on the road.

Want to learn more about ETE REMAN or see our full catalog of the world’s best remanufactured transmissions? Check us out at https:// etereman.link/buyete.

SPONSORED CONTENT

FROM OUR PARTNERS

The 3 Keys to Fundamental Profit There is a new empowered consumer. This savvy consumer shops and compares internet parts prices before authorizing a sale. The traditional markup that many shops use is no longer effective. It is a common misconception that hitting gross traditional profit targets will deliver the desired result. Gross profit targets focus on a topdown financial model that may not account for the total cost of the job.

Alternatively, a bottom-up financial model that starts with net profit and accounts for all expenses will produce the desired profitability.

The key to creating a bottom-up profit strategy and winning with the consumers lies in 3 fundamental concepts.

Second, over 85% of consumers will check pricing on a repair either before, during, or after the transaction. A savvy consumer has access to parts pricing. Now we have a consumer that can judge the value of a transaction based on a perceived mark-up. If the internet is going to set the market value on parts, it will lead to a lack of trust, lower profit margins, and more customer turnover. When the parts sales do not generate the profit forecasted, profitability suffers. Repair shops cannot count on the parts profit to cover the shortfalls of labor slippage.

It is time to consider shifting the revenue split to a labor-biased ratio.

For example, 65/35, where 65% of the revenue is labor sales.

1. Labor Sales Must Carry the Weight of Profitability Many shops use a 50/50 blend of part sales vs. labor sales.

The shop owner is then counting on the parts sales to create half of the profit. The problem with this method is two-fold.

First, most shop management programs do not catch part slippage. Part slippage is the money lost by inefficient inventory management and not every part installed on a car gets billed out.

2. The New Labor Force The team your shop has assembled is a unique labor force that cannot be duplicated. We must value the time invested in delivering the finished product. This includes every front-line person involved in the process.

A service advisor who invests 30 minutes to build an estimate, source parts, receive parts, dispatch parts, organize the workflow, communicate with the customer and technician, finalize the repair order, quality inspect the vehicle, and deliver the vehicle is the real labor revenue. This is lost revenue many shop owners do not build into their invoice.

3. A Labor Rate to Sustain Profitability Statistically, many shops in the United States are substantially below the labor rate they should be charging. To attract the talent needed to thrive in the future, automotive technicians need to be paid significantly more per hour, plus benefits. Would we have a technician shortage if our techs could earn a six-figure income? To pay these salaries and benefits, it will require a much higher labor rate to maintain profitability and a comfortable lifestyle.

This is the direction the top shops are heading towards. By placing more weight on the labor side of the invoice and less on the parts side, you will retain increased profit margins, attract a better pool of techs, and the customer will perceive a greater value.

To learn more visit Worldpac Training Institute, wtitraining.com. To learn more about Worldpac or become a customer, contact 855-878-8750 or visit worldpac.com.

06.23 / R+W / 33

UGURHAN / E+ / GETTY IMAGES

T O O L B OX / C A S E S T U DY

OFFERING FINANCIAL SUPPORT

BY TESS COLLINS

A five -minute phone call was all it took for a loyal customer to get the financing needed to make a major repair on their family vehicle.

For five years, a hardworking family has been taking advantage of Advanced Auto Clinic’s in-house financing. Recently, they were in a situation where their transmission 34 / R+W / 06.23

went out and it was going to cost them more than what their NAPA EasyPay credit card through Synchrony Bank’s limit was. Tony Lynn, the owner of the Delavan, Wisconsin, shop knew he had to do something about it.

“We have this customer and they’re a good client. They have a

repair that they can’t afford. Can we up the limit?” Lynn says.

He called up the bank and a few minutes later, the family’s previous limit of $1,500 was increased to $8,000 and they were able to make the needed repair to their vehicle.

Offering in-house financing allowed Lynn to retain this customer and

unknown expense —such as an unexpected repair to a vehicle — pops up. When COVID hit and the future became even more uncertain for many hardworking customers and the importance of financial assistance became even more clear for Lynn.

SOLUTION

helped the family budget for a muchneeded expense. This is just one example of how offering financing to customers has benefitted both the shop and its customers.

BACKSTORY Lynn worked at a dealership and in independent shops before purchasing his own shop in 2003.

He has been in his current four- bay shop since 2006 and is currently in the process of building a 14 - bay shop with a goal of expanding even more in the future.

PROBLEM Not ever y customer has a $100,000 per year income, Lynn explains. Because of this, many customers struggle when an

For the last decade, Lynn has offered this financing solution to allow his customers to pay for unanticipated repairs. There are two options: six months, 0% financing on purchases of $199 or more, and 12 months on purchases of $750 or more. Customers are required to fill out an application, which can be done ahead of time online, and be approved by the bank beforehand.

When approved, customers receive a credit card that is good at any NAPA AutoCare center that accepts EasyPay, as well as certain gas stations and NAPA stores.

“The main reason I decided to do it was to give customers options,” Lynn says. “The more options, the more people we can cater to. We promote it to all customers. It gives our customers a lot more freedom and options.”

Lynn estimates that 8% -10% of his customer base takes advantage of the financing option.

He is sure to warn his customers about the crazy interest rate. He doesn’t want his customers to get shocked with an over whelming bill if they’re not paying attention to the rules and paying off the repair.

AFTERMATH Lynn says that of fering to finance has helped with customer retention and loyalt y. It ’s rare that someone will sign up for it the first time they come into the shop, but once they ’ve gone there four or five times or the first time they run into a large repair, they tend to take advantage.

It ’s also helped with the shop’s bot tom line — Lynn says that it ’s upped the ticket average.

“Let’s say you present $1,500

worth of work that’s safety and there’s another $800 of maintenance work. People say they’ll wait on maintenance.

(Financing) allows us to up the average (repair order) because they have more time to pay for it,” Lynn says.

Just a week prior, Lynn says a customer came in for an oil change and found out they needed new tires. They didn’t have the money at the time, so the financing option was presented to them and they got the tires.

Not only does it help with customer retention and bring in more money, but customers having a card with Advanced Auto Clinic on it is great advertising.

TAKEAWAY Lynn’s advice to anyone on the fence about offering financing options is this: “Absolutely offer it.”

Lynn says that it’s helped set his shop apart in the community, as he believes he is the only shop in his area that offers it. The one warning Lynn has is to make sure and explain how it works and educate them on the high - interest rate if it’s not paid off in time. If you don’t do this, he says, you’re doing your customers a disser vice.

After all, it’s easy to sell 0% financing, but you have to follow the rules.

“It’s a tool to set you aside from others and make the experience for the customer a positive one and make it easier on their checkbook,” Lynn says.

MAKE IN - HOUSE FINANC ING WORK FOR YOU No matter how you decide to offer it, Tony Lynn, owner of Advanced Auto Clinic, shares his tips to make it easy for you and your customers.

• Advertise it on the website • Make the application available on the website • Don’t be afraid to present it to ever y customer • Use it as a tool to separate yourself from your competition 06.23 / R+W / 35

THE DRIVING FORCE FOR AUTOMOTIVE SERVICE PROFESSIONALS

Management & Technical Training Shop Management Software Parts Rebate Programs Mentorship and Support Marketing Resources EPA & OSHA Hotline Wage and Hour Hotline Employee Assistance Program

Nationwide AND IN YOUR AREA

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TOOLS, TECHNOLOGY & MORE TABLE OF CONTENTS 38 AU T EL 40 AU T OSERV E1 42 AU T OZONE 44 D OR M A N OE 46 KUKUI 48 L E A DS NE A R ME 50 T ECHNE T

There are always services and products that can be improved upon that will take your shop to the next level and to help face new challenges with confidence and resolve.

Whether that’s marketing more effectively in your front office, communicating more directly with your customers or making use of the most cutting-edge tools on the shop floor, there’s always an opportunity to improve

your bottom line. Ratchet+Wrench's Shop Goods section has compiled several products to help foster relationships with your vendors, increase clarity with your customers and bolster efficiency, productivity and revenue.

Inside, you’ll find companies that have found strategies to better the industry through their goods and services. Take a look for the tools and technology for your shop and for your future.

0 6 . 2 3 / R + W / 37

MaxiFLASH

3 IN 1

COMMUNICATIONS & PROGRAMMING DEVICE

REMOTE PROGRAMMING READY DEVICE Connect with module programmers, automotive diagnosticians, and system experts for tasks requiring OE data, software, or tools.

DUAL CHANNELS FOR DATA TRANSFER EFFICIENCY

J2534 PASS-THRU PROGRAMMER

• Server & Point-to-Point Dual Channel Communication • Hard-Wired & Wi-Fi Network Communication Modes

MULTI-PROTOCOL ENHANCED VCI

• Update Software via Internet Connection

Including CAN, CAN FD & DoIP

Technicians post orders to the Remote Expert platform via the Autel MaxiFix mobile app

REMOTE OEM SOLUTIONS COMING SOON! WEB: AUTEL.COM | SUPPORT: 1.855.288.3587 EMAIL: USSUPPORT@AUTEL.COM 38 / R+W / 06.23

FOLLOW US @AUTELTOOLS

AUTEL

REMOTE EXPERT: OE-SERVICES ARE JUST A TAP AWAY

COURTESY OF AUTEL

AUTEL'S REMOTE EXPERT IN COLLABORATION WITH REPAIRIFY PROVIDE YOU A SEAMLESS USER EXPERIENCE Today, vehicles are increasingly sophisticated, with eighty or more electronic control units running software with lines of code in the tens of millions and safety systems employing lidar, multi-distance radar, sonar, and numerous cameras conversing over layers of multiple communication networks. The ability to update the software on these "computers on wheels" is essential to any shop's success. Autel's Remote Expert platform is the solution tech-weary technicians have been begging for.

The platform connects technicians with remote module programmers, automotive diagnosticians, and system experts to complete tasks requiring OE data, software, or tools through a peer-to-peer network.

Remote Expert capitalizes on the tremendous advancements in multi-server networks and transmission speeds. These advancements enable Experts to transmit software to the control module of a Technician's vehicle with sustained low latency. No matter if the vehicle is down the block or thousands of miles away.

Autel developed the Remote Expert from the realization that sometimes even the most adept automotive technicians with one of the most advanced diagnostics tablets available cannot complete a repair on a customer's vehicle without the help of a technician more experienced in the applicable task or with access to OE software and the latest OE specifications. "Remote Expert is like a virtual lifeline from the Technician to an Expert. Whatever the challenge, from a tricky diagnosis to module programming, a technician can use the platform to reach out to an Expert," Autel's Director of Technical Operations, Maurice Miller, said of the platform at its launch just over a year ago...

Remote Expert has seen true success, with monthly orders for module programming, TSB-directed software updates, maintenance, and retrofitting tasks requiring OE data or software now averaging over 1,600. More than 50 independent Remote Experts (insured

and vetted for their experience) currently service the platform.

And just this past March, Autel announced its partnership with Reparify Inc., whereby Autel Remote Expert users can use Repairify services. Repairify is well known and well respected within the industry for its success in providing OEM remote diagnostics, calibrations, and programming solutions to collision-plus industry shops, "We are very proud that Remote Expert's success drew the attention of a company of such quality and industry success as Repairify, said Autel U.S. CEO Chloe Hung at the time of the announcement. We are confident that this partnership will benefit both companies and, most importantly, be of immense value to our users."

Combining Repairify's patented remote services solutions program with the Autel Remote Expert Platform delivers what automotive repair professionals have requested for years, a seamless experience that delivers fast, accurate, certified, and safe vehicle repairs with the choice of aftermarket or OEM tool support.

Previously available only on the Autel MaxiSYS Ultra series of tablets, Remote Expert is now available on the just-released MaxiFlash X-Link standalone touchscreen 3-in1 programming and communication device.

The X-Link is a Remote Expert-ready device, a J2534 pass-thru programmer, and an enhanced VCI offering the latest vehicle communication protocols, including CANFD and DoIP. Pair with any Autel MaxiSYS Tablet to Perform Advanced Diagnostics or connect with a Windows-based PC and the applicable OE software to execute module programming or software updates. With the X-Link and Remote Expert, "Techs can connect with Experts remotely from as close as down the street to thousands of miles away," Miller said.

Here's how it works with the X-Link device: Via the MaxiFix app, compatible with

Apple and Android devices, technicians post an order with vehicle identification and the vehicle issue and submit it to the Remote Expert community. The Expert sends a quote on the job. Once the price is set, the Expert connects his hardware, X-link device, or remote Expert box to one of Autel's multiple pass-through servers. The servers are strategically located throughout the United States to ensure communication from the Expert's systems to the Technician's equipment and vehicle is sent efficiently with the least latency or delay. The Technician attaches the X-Link to the vehicle, and the Expert completes the task. Payment is processed electronically.

With Remote Expert, shops don't need to sublet work, wait for a mobile programmer, or spend thousands on OE data and software subscriptions. With Remote Expert, help is just a tap away.

06.23 / R+W / 39

Winning Shops Choose AutoServe1

DIGITAL INSPECTIONS FAST PROFITABLE 22% SALES LIFT

EASY

BOOK A DEMO

Creating Trust at the Point of Decision

TM

800-268-3437 autoserve1.com 40 / R+W / 06.23

A U TOS E RV E 1

CREATING TRUST THROUGH CRYSTAL CLEAR COMMUNICATION

COURTESY OF AUTOSERVE1

AUTOSERVE1 OFFERS THE EASIEST-TO-USE, AWARDWINNING DVI ON THE MARKET, HELPING SHOPS SAVE TIME, INCREASE REVENUE, AND BUILD TRUST WITH CUSTOMERS. What happens when you compare over 500,000 work orders in shops using paper inspections versus digital inspections using tablets? Shops using paper inspections have a 22% lower sales per customer than tablet inspections according to AutoServe1 CEO, Jamie Cuthbert. 22% can make or break a shop. AutoServe1’s beautiful photo vehicle inspection reports help remove customer guesswork and place the decision power confidently back in your customer’s hands. Empowering your customers to make informed decisions builds trust with your technicians and service advisors and strengthens trust in your business and our industry.

Given the AAA research study that found two out of three drivers distrust auto service, auto shops need to find a way to build clearer communication methods that build trust more easily. As our world becomes more technologically advanced, so do our vehicles, leaving drivers increasingly uninformed and overwhelmed. Shop owners that prioritize building trust experiences with their customers will be the shops with the highest profits and the longest life.

“Trust is more important today than ever because we have more complex vehicle technology, but less technology is understood about the vehicle by the driver,” said Jamie Cuthbert. “No customer wants to feel as if they don't have enough information to make an informed decision. If there's a lack of understanding, there is a lack of trust in the service recommendations. This is one of the biggest challenges in the industry — creating a trusting experience through crystal clear communication.”

Providing concise reports to your customers can be difficult when your team is passing chicken scratch notes on paperwork or inspection sheets. It’s a time-

wasting game that can result in confusion and frustration for everyone.

“Your technicians work hard to understand vehicle technology, but getting the recommendations and the findings clearly communicated consistently is the challenge,” said Cuthbert. “It's more of a communication process problem.

Customers are looking for a shop that will decipher complex technology and convert it into easy-to-understand recommendations. This crucial step will allow them to trust you more easily.”

AutoServe1’s DVI findings with technician photos, videos, and measurements come straight to the service advisors’ desks in seconds so they can estimate the job more quickly and accurately. Then they send the report to the consumer’s phone, making your shop’s recommendations easy to understand and eliminating confusion. Phone calls can then proceed on a much more friendly basis and take less time.

“Our job at AutoServe1 is to help translate the technical smarts of technicians and service advisors into easy-to-understand language with photos, videos, and animations — this is where the consumer lives with their phone,” said Cuthbert.

Based on the core values of simplicity and clarity, AutoServe1 is easy to use and easy to understand for the technician, the service advisor, and most importantly, the customer.

“We know the shop is a busy place and the secret to a really good DVI is that any staff can learn to use it in under 30 minutes,” said Cuthbert.

AutoServe1 is the preferred choice for award-winning shops because it offers one of the most powerful digital inspection platforms in a tool that integrates with the shop management system to save keystrokes. By eliminating the need for weeks of training,

Jamie Cuthbert, AutoServe1 founder and CEO

AutoServe1 saves time and improves efficiency by preventing technicians from repeatedly leaving the shop to explain diagnostic results to customers and service advisors.

“It lets the technicians work uninterrupted because they can inspect the vehicle once, and they're done,” said Cuthbert. “They move on to the next vehicle. They don't have to go and explain it to a service advisor.

They don't have somebody coming back later to interrupt their flow.”

“AutoServe1 turns into your customer storytelling machine,” said Cuthbert.

“It helps boost the productivity of your technicians and improves the communication flow with your customers.

When we speak to the consumer in a method they understand easily, they're going to trust you, and they will tell two friends, who then tell two friends. When you deliver this new, higher level of customer experience, it will become your most powerful word-of-mouth marketing machine. Happier customers and higher profits — ­­ a win-win for any shop who wants to be a leader in their market."

0 6 . 2 3 / R + W / 41

FAST TRACK YOUR BAY TURNS. THOUSANDS OF PARTS AVAILABLE JUST UP THE ROAD.

MORE PARTS

EASY ORDERING

FAST DELIVERY

You’ve got a thousand and one things to track and zero minutes to slow down. AutoZone gets that, and is here to help shops across the country keep their business moving.

Try out our in-stock late model and expanded import coverage, easy-to-track online orders, cutting-edge search functions, and upgraded mobile app.

KEEP IT MOVING.

AUTOZONEPRO.COM

©2023 AutoZone, Inc. All Rights Reserved. AutoZone and AutoZone & Design are registered marks of AutoZone IP LLC or one of its affiliates. All other marks are property of their respective owners. All photographic, clerical, typographical, and printing errors are subject to correction.

42 / R + W / 0 6 . 2 3

A U TO Z O N E

GET MORE DONE IN YOUR DAY WITH AUTOZONE’S PROFESSIONAL EDGE GET EXACTLY WHAT YOU NEED WITH BROAD AVAILABILITY, EASY ORDERING, AND FAST DELIVERY. Ordering parts can be one of your shop's most time-consuming and potentially frustrating processes. Fortunately, there is an easier way to give your shop an advantage by utilizing the business tools and features from AutoZone’s Professional Edge — a series of professional-focused solutions and technological advancements all designed to improve efficiency and profitability for the shop. For the past few years, AutoZone has made considerable investments in resources developing these upgrades to respond to the daily opportunities and challenges shops face. With these upgrades now in place, you have easy access to more parts and faster delivery, saving you time and increasing your shop’s productivity.

COURTESY OF AUTOZONE

More Parts Find exactly what you need with AutoZone’s increased store stock of late-model coverage across all product lines with over 140,000 SKUs. AutoZone also has an expanded catalog, including engines, transmissions, exhaust, heads, and more.

Fast Delivery With so many parts stocked locally near your shop, you’ll not only get what you need, but you’ll get it faster.

Once ordered — online or by phone — parts can be easily tracked through the new order tracking function on AutoZonePro.com. Avoid idle tech time and better manage customers’ expectations. Accurately track multiple part orders to help optimize productivity.

The Professional Edge upgrades also included GPS technology that digitally maps out the fastest routes to your shop to ensure shorter, more efficient drive times from AutoZone stores and hubs to your shop.

Easy Parts Ordering AutoZone has taken ordering parts to a new level of ease, making searching, selecting, and estimating part orders effortless. For example, the AutoZonePro.com website includes cutting-edge search functionalities that allow users to search for multiple parts at one time. Search by images, keywords, or frequently ordered products. The search results will show everything on one easy-to-read page; you can select what you need from there. The upgraded AutoZonePro mobile app lets you search and order parts anywhere.

You can also use the VIN scanner and License plate look-up to quickly look up VINs or plates to ensure you get the absolute right part delivered the

first time. Search results have accurate, multi-view images to verify that you get the right part the first time.

AutoZonePro.com users can also search all the extended parts catalogs online, including non-stocked parts and parts from the Vendor Direct (VDP) catalog.

To take advantage of or learn about all the new AutoZone Professional Edge innovations, visit AutoZonePro.com.

06.23 / R+W / 43

TM

TM

Dorman OE FIX parts are designed to improve reliability or simplify service.

AutoZone and Dorman puts repair professionals and vehicle owners first. Whenever an OEM doesn’t offer the service solution you deserve, Dorman develops a better solution—an OE FIX™ solution.

AutoZone® carries thousands of Dorman OE FIX™ parts that come in countless varieties, featuring: Upgraded materials to increase reliability Time-saving designs, such as multi-piece and flexible features, separately serviceable components, etc.

Smarter electronics, featuring plug-and-play modules, included programmer tools, faster processors, etc Serviceable components to simplify future maintenance

Scan to learn more or visit DormanProducts.com/AZ

Oil filter adapters for Pentastar engines that feature upgraded metal designs to eliminate leaking common in plastic original units Expanded Availability, Delivered Fast

44 / R+W / 06.23

DORMAN OE FIX

TM

WHEN YOU SEE AN OE FIX™ SOLUTION YOU KNOW IT’S BETTER THAN OEM. TWO STRONG BRANDS PARTNERING TO DELIVER TECHNICIANS BETTER REPAIR SOLUTIONS: or selling parts individually for a simple fix.

While the dealer may sell you parts as a part of a larger assembly bundle, OE FIX™ is able to provide simple replacements for failureprone parts and sell them to you as an individual component, simplifying the repair for technicians and saving drivers money.

One OE FIX™ solution that has successfully sped up installation processes in the 950-004 Pre-Pressed Hub Assembly for Toyota 4Runners, FJ Cruisers and Tacomas between 2003-21. While fixing a worn wheel bearing typically is a complicated process requiring a shop press and multiple parts, Dorman’s OE FIX™ pre-pressed hub includes all critical components pre-assembled for a fast, simple, safe installation right out of the box. This not only saves techs time during installation, but it also prevents them from having to track down multiple parts or risk missing a crucial element.

OE FIX™ not only provides an easy fix, but also ensures a quality repair. One part of what makes Dorman’s products unique are their use of upgraded materials. By upgrading from plastic to metal, steel to stainless steel, and low-grade to

high-grade iron, Dorman increases the durability of parts, and extends their service life longevity.

In the 926-959 Engine Oil Filter Adapter for CDJR applications between 2011-22. The OEM oil filter adapter on millions of Chrysler, Dodge, Jeep and Ram V6-powered vehicles often leaks oil when its plastic housing warps from harsh under-hood conditions.

As the original plastic degrades, it may also crack simply from the oil filter cap tightening during oil changes. The Dorman OE FIX™ filter housing is made entirely of aluminum for a more durable replacement that helps prevent future leaks and includes all the necessary gaskets, hardware, and new filter for a complete repair.

Along with their upgraded materials and time-saving designs, Dorman OE FIX™ products include protective features, smarter electronics, and preventative solutions to get save you time and money.

There’s no doubt OE FIX™ provides you with the best solution for your repair.

For industry-leading availability and fast delivery of Dorman OE FIX™ solutions call your local AutoZone or visit: www.dormanproducts.com/az

COURTESY OF AUTOZONE

With the average age of cars on the road continuing to increase, more and more customers are looking for reliable repairs.

Most installers confidently choose original equipment manufactured parts assuming they are top quality, but they may not know there is a better solution: OE FIX™.

While original equipment manufacturers might provide exact replacement parts, Dorman does one better. With OE FIX™, Dorman provides parts reengineered to save you time and money by creating durable, easy to install parts that correct OEM design flaws.

Partnering with AutoZone®, OE FIX™ can save your time and your customers money during the installation process, but also provide fast delivery and industry-leading parts availability.

AutoZone® offers thousands of Dorman OE FIX™ parts, available with fast delivery to get your customers’ car back on the road.

Dorman has worked hard to find the solution you need, whether it involves complex engineering to improve reliability

06.23 / R+W / 45

The #1 Marketing Platform for Your Auto Repair Shop Request a demo of our platform to see how KUKUI can help transform your auto repair business and drive more customers to your shop.

Scan the QR CODE to request your FREE demo...

The 10 ways KUKUI will change the way you do business...

Branded Websites

Follow Up

Advanced CRM

Review Digital Ad Management Management

(877) 695-6008 46 / R+W / 06.23

Postcards

Analytics

Text Marketing

Shop Videos

www.KUKUI.com

Digital Vehicle Inspections

KU KU I

FIND EFFICIENCY WITH KUKUI'S ALL-IN-ONE SUCCESS PL ATFORM® HOW KUKUI'S PLATFORM HELPS SHOPS BUILD TRUST EFFICIENTLY AND EFFECTIVELY WITH THEIR CUSTOMERS KUKUI's All-in-One Success Platform® is the ultimate solution for auto repair shop owners who demand top-notch performance and seamless functionality.

This platform was purpose-built by industry professionals who understand the challenges and complexities of the automotive repair industry.

KUKUI's design prioritizes the needs of shop owners, providing them with a simplified approach that streamlines their marketing and tracking processes.

By using KUKUI, auto shop owners can enhance their communication, originality, and reputation with customers in one powerful success platform.

COURTESY OF KUKUI

Communication Communication between the customer and the repair shop is essential both during and after a service is performed.

If done right, communication can increase the number of strong customers at your shop. Yet, communicating with the customer is one of the most time-consuming tasks for shop owners and service writers. KUKUI’s platform allows quick and easy communication through direct emails, live web chats, text promotions, help with follow-up, call tracking and recording, all contained within their advanced CRM. KUKUI's communication features ensure that communication between the customer and the shop is consistent and effective.

Originality In today's market, where there is an abundance of auto repair shops offering services to car owners, shops must distinguish themselves from one another.

Without unique defining characteristics, auto repair shops tend to blend in with their competitors, making it difficult for

potential customers to decide based on essential factors. Instead, they may rely on details such as proximity to their location. To stand out, auto repair shops can employ advertising and marketing strategies that target their audience in personalized ways. KUKUI's suite of tools can aid shops in developing effective marketing plans that will capture the attention of potential customers. With assistance in custom email, texting, and postcard campaigns, to branded website creation, KUKUI can help shops differentiate themselves from the rest of the market, making them more appealing to prospective clients.

Reputation Because of the nature of the business, the auto repair shop industry's reputation has created distrust between

customers and auto repair shops.

Unfortunately, this means that auto repair shops must work ten times harder to build a foundation of trust with the customer, which is built throughout every step in the customer's journey.

With KUKUI, auto repair shops can easily manage their online reviews, respond to customer inquiries, and communicate service updates through various channels. The platform's comprehensive marketing tools and customer insights also allow shops to tailor their services to meet customer needs and preferences, further building trust and loyalty. By utilizing KUKUI's platform, auto repair shops can ensure that every interaction with their customers is efficient, professional, and transparent, helping to build and maintain trust throughout the customer's journey.

0 6 . 2 3 / R + W / 47

48 / R+W / 06.23

L E A DS N E A R M E

LEADS NEAR ME CONNECTS AUTO REPAIR SHOPS AND CUSTOMERS WITH CARE THAT COUNTS WE FOCUS ON LEADS SO AUTO REPAIR SHOPS CAN FOCUS ON RUNNING THEIR BUSINESS.

COURTESY OF LEADS NEAR ME

Ryan Burton, CEO of Leads Near Me, explains why the digital marketing agency is tops in the auto marketing field. “We’re a Google Premier Partner, we do all our marketing in-house, and we purposefully make ourselves available to auto repair shops to help them find and connect with customers.”

On Being a Google Premier Partner “Just 3% of agencies like ours are Google Premier partners worldwide,” Burton says.

“High expertise means everything. We manage a significant amount of Google ad spending on an annual basis. This takes both skill and experience to create campaigns that deliver strong results.”

Burton takes pride in the fact that Leads Near Me has become a leader at getting results with Google ads for shops.

“We have tremendous expertise in managing Google ads and all things Google. Our expertise means that we're the best suited to advise shop owners about lead generation through Google.

This sets us apart from our competition.”

Burton adds that most of Leads Near Me competitors aren’t dealing with Google ads at the level they are.

“Google ads are a huge lead generator for auto repair shops,” Burton continues.

“Not only are most of our competitors not familiar with Google; but even for those who are, they aren’t even managing Google ads themselves. They're using a white-label third party and not even doing the job they were hired by the auto repair shop for. That’s not hands-on. That’s not getting to know your customer.”

On Doing Everything In-House “Leads Near Me does everything inhouse,” says Burton. “We manage the marketing ourselves, which means we can spot what does and doesn’t work

for shops. Because we take that kind of care and attention, we get to know our customers on every level because we work with them on every level.”

On Being Available—and Actionable Burton doesn’t know of another company that’s so immediately available to its shops. "When our customers find themselves in a tricky situation, we're here for them. Meeting and exceeding our customer’s expectations is not only good business--it’s the right thing to do and doing the right thing is important to us.”

“When we show up, we're talking about the customer. We're working for them. They understand that they have our commitment and our guarantee that when the ‘you know what’ hits the fan, our employees are there, tirelessly working, to gear them into action.”

“Being actionable isn’t a one-time fix.

Our shop owners appreciate that and so do we.”

Marketing Conference coming November 29 through December 1.

For more information on the one-of-a-kind event, head over to highgearconference.com.

On the Recipe that Counts Leads Near Me never forgets that ultimately success boils down to providing for families on both sides of the coin.

“I always tell our clients that we work for their families and their kids just like we work for our own,” Burton says. “It’s a recipe that we take seriously so no shop owner ever has to go home and tell their family that they cannot provide for them because they can’t get the car counts that they need to succeed.”

We focus on leads so auto repair shops can focus on running their business and providing for their families.

Sharing that expertise with shop owners is a passion that Burton and his team have developed into the High Gear Auto Repair

Ryan Burton - CEO Leads Near Me 06.23 / R+W / 49

“I’M A TECHNET SHOP BECAUSE...

TechNet offers so many business solutions and services designed to help my garage grow and lets me provide peace of mind to my customers with great benefits like a nationwide warranty.

”

JEFFREY FURROW Wellsboro Automotive, Wellsboro, PA TechNet Member Since 2020

NATIONWIDE WARRANTY

ROADSIDE ASSISTANCE

ROAD HAZARD TIRE PROTECTION

LOCAL SHOPS, NATIONWIDE NETWORK Level up your shop and get access to exclusive business and marketing solutions, including motorist programs like Nationwide Warranty, Roadside Assistance and Road Hazard Tire Protection.

Scan the QR code or visit technetprofessional.com/membership to learn more.

Follow Us @TechNetPros 50 / R+W / 06.23

TECHNET

MORE FOR YOUR SHOP, MORE FOR YOUR CUSTOMERS WITH TECHNET PROFESSIONAL HOW TECHNET CAN HELP YOUR SHOP The challenges for businesses never seem to end. That’s part of why Jeffrey Furrow of Wellsboro Automotive (Wellsboro, PA) chose to have the support of TechNet Professional in his shop’s corner. “They offer me so many business solutions and services designed to help my garage grow, gain, and retain more customers while staying competitive.”

TechNet Professional Automotive Services provides Wellsboro Automotive the benefits of an elite, nationwide network of shops while keeping the unique character and attributes of a locally owned and operated shop. It’s a combination that is truly the best of both worlds. As Furrow puts it, in short, “Partnering with TechNet Professional was one of the best business decisions I have made.”

COURTESY OF TECHNET

Industry-Leading Training Staff development is a key component to ensuring shops have and retain an expert team to serve customers. As Furrow notes of TechNet, “The program includes industry-leading training for myself, the staff, my apprentices and master technicians through the Carquest Technical Institute.”

Through CTI+WTI, TechNet members have access to a full roster of in-person and virtual courses with live instructors on both technical and business topics.

From tips that can make shop basics more efficient to the latest in automotive technology, TechNet understands that knowledge and skill building set shops up for success.

The 36-month/36,000-mile warranty and roadside assistance coverage ensure that peace of mind, as well as acting as a powerful marketing tool to attract and retain customers on a level playing field with regional and national chains.

The coverage that Wellsboro Automotive offers to its customers through TechNet helps it stand apart from other shops in the area. Their commitment to customer care and superior work, combined with the added warranties, cultivates lifetime relationships.

A Network of Support With TechNet, the support the 16,000+ members get isn’t just a name and an organization. Furrow feels, “there is also an abundance of support through TechNet Nation with the comradery and guidance of thousands of other garage owners.”

The member-exclusive TechNet Nation Facebook group allows members to interact with each other. They can share ideas, trade tips, ask questions and help their customers connect with reliable shops even when they’re far from home.

Members also come together for professional events that help advance their shops’ goals and build connections among shops in the network. Members are looking forward to an exclusive TechNet Nation LIVE event to kick off STX 2024 in Nashville, TN.

Your Brand, Your Way The TechNet brand is designed to support, not replace, a local shop’s own branding. A variety of materials and options are available to help shops market themselves as part of the network, without giving up their own identity. Furrow says, “our shop image is enhanced by the nationally recognized TechNet Professional image and branding, while retaining the independence and freedom to run our shop the way we choose.”

Shop owners choose the impact they want to make. This includes the subtle touches of marketing materials to make customers aware of the warranty, financing options, promotions and other benefits their purchase includes. Shops can also make a bigger brand statement with customized exterior signage and interior fixtures through the TechNet Impressions program.

TechNet Impressions is a shopfocused, customized branding solution that unleashes the power of TechNet Nation with options both small and large. There are options to fit every shop’s needs and help them stand out from the crowd.

For more information on the benefits that TechNet Professional Automotive Service provides, visit technetprofessional.com.

Nationwide Warranty Satisfied customers and a good reputation are priceless for local shops. Furrow appreciates how TechNet plays a role in that. “TechNet gives us the ability to provide a nationwide warranty for our customers' peace of mind.”

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T O O L B OX / S A L E S + M A R K E T I N G

CREATING A LASTING IMPRESSION Northern Virginia-based Wiygul Automotive rebranded its shop as a signal of its commitment to its customers

BY NOAH BROWN

PHOTOS COURTESY OF CONCEPTUAL MINDS

When you think of the term “branding,” your first thought is probably your shop’s logo. It’s the visual representation of your shop and the first thing a customer sees when they walk in.

A good logo is important, but it only scratches the surface of what branding is and what it can do for your shop.

Taran Sodhi, owner and CEO of the Virginia-based auto repair shop marketing agency Conceptual Minds, says branding is key because of an uncomfortable truth that shops need to face.

“The auto repair industry is highly saturated and has a lot of competition,” he says. “The reality is that the consumer may not see much of a difference between auto shops, which might result in a lower level of loyalty.”

Because of this, oftentimes a shop’s first response is to cut prices in order to stand out. However, that isn’t a sustainable operating model and can only get you so far.

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This is where branding comes in.

“Branding is a way of creating a differentiation between your business and the competition, and connecting with your targeting audience,” Sodhi says. “It’s about communicating your company’s values and creating a memorable experience so people want to come back.”

While a company logo is a key part of branding, it isn’t the only part. Everything from the color scheme and web design to the furniture and feel in your physical

storefront plays a key role in communicating to your customers what your shop’s core values are. Having a good understanding of what your brand is and how to effectively share that with customers is essential to surviving in an increasingly crowded auto repair industry.

When Should You Consider a Rebrand?

If branding hasn’t been a priority for your shop in the past, or if you haven’t had meaningful discussions about how your brand represents your shop, Sodhi says that needs to change.

“Every shop operator should be thinking about branding at some level,” he says.

“It plays a critical role in the long-term success of the business.”

Recently, Conceptual Minds was hired by Wiygul Automotive Clinic, an eight-store operation in the Washington, D.C., metro area, to help with a rebrand and logo overhaul.

“We knew it was time to become more current, more consistent in our messaging and with our branding,” Wiygul Automotive Manager Dave Krukowski says. “We want to be very easy to do business with and we want that to be evident on all platforms. We wanted to separate ourselves from the area competition.”

BEFORE

Initially, Wiygul had a small assessment done for their old logo and website that let them know their logo was outdated and hard to read. Though that seems to be a small fix on the surface, once you get a logo updated, that then has to be applied across physical and digital signage, storefronts, vehicles, websites, business cards and every other place where your logo might be featured.

That, Sodhi says, is not something that can be rushed.

“Everything good doesn’t happen overnight. It takes planning, execution.

There’s a vision and a goal that’s associated with it,” Sodhi says. “It’s taken several years to get (Wiygul) there.”

What to Think About in a Rebrand Because a rebrand and updating your company’s image can be a years-long process, Sodhi says you have to be ready to make a continual investment.

“It’s like renovating your home,” he says.

“You start with painting one room and you say ‘Wow, that looks great,’ so it turns into another room and another room, and suddenly, you’re doing the whole house.”

And it’s not just an investment for your shop, either—ultimately, it’s an investment to help your customers feel more comfortable and trusting with your business. Krukowski

says Conceptual Minds really helped his team identify their long-term goals and conduct survey research to know what the shop’s customers liked and didn’t like.

The first room of Wiygul’s proverbial house that needed to be renovated was the logo. The old version featured a hardto-read blind pattern, a color scheme that highlighted the shop’s relationship with Goodyear and an overall aesthetic ripped straight from the ‘80s.

“Not only was it hard enough to read the name, but the logo made it even harder,” Sodhi says.

Conceptual Minds workshopped several logo refreshes with the Wiygul team and ultimately came up with a logo and font that had a refreshingly modern feel, and a color scheme that helped give the auto shop its own identity.

“The creative ideas that came out of our collaborative sessions with Conceptual Minds really set the tone for the rebrand,” Krukowski says.

Once the logo was updated, Sodhi’s team set their sights on the shop’s website.

“That is their digital storefront,” Sodhi says. “A lot of people go there to check a shop’s credibility first before going to the shop.”

Making sure the website was easy to navigate was crucial; so was having easyto-use scheduling tools and having photos that featured actual shop employees.

After that, Sodhi says, it snowballs into making sure that your refreshed brand is reflected on all signs, vehicles and other places where your logo is featured. Even making sure the physical space of your shop reflects what you’re trying to convey with your brand is an important step in conveying a consistent message.

AFTER “Our approach to our marketing plan is more calculated, thoughtful and measurable than it has ever been,” Krukowski says. “Planning out the marketing calendar 12 months in advance is something that we didn’t consider until we solidified this partnership. This approach helps us to create more awareness both internally and externally.”

A Worthwhile Investment Wiygul Automotive aims to be a comfortable and easy-to-work-with shop that rivals a dealership environment. Before the rebrand, Krukowski says his shop was disconnected from its customers in terms of the overall shop experience.

“We’ve always tried to obtain feedback from our customers on the quality of their experiences,” he says, “but we really never gave them an open platform to provide feedback until Conceptual Minds helped us in this area.”

With the help of Sodhi’s team, Wiygul has now achieved their goal and is seeing a strong return on their investment.

“Within the same footprint of stores, they’ve grown organically through simple marketing and good execution,” Sodhi says. “We’ve been able to build trust with people and create a brand name for them where people recognize them as the dominant player in the market.”

Branding is a long-term investment, but for shop owners that are planning on staying in the business for the next several years, Sodhi says it will pay off if done right.

“You may not have as much loyalty with a customer base because they don’t know you as anyone,” Sodhi says. “You have to be able to start standing out so you can have your own personality and presence.”

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Columns

THE FIXER Aaron Stokes

SAVING THE INDUSTRY BY HONORING OUR TECHS

It’s time to recommit to training and caring for these valuable team members

BY AARON STOKES

esting period—three years of being in high demand. Now, they find themselves falling back into the normal cycle. Some technicians are hunting to make the money they were making before only to not be able to find it. Other technicians have an amazing gig making more money than ever. Every technician needs to be thankful for the opportunity they currently have and continue to improve because it’s not the same market.

That was a temporary market, a hot market.

It was an amazing time.

FOCUSING ON THE RIGHT TECHS There are some technicians who took advantage of this situation and made money they didn’t deserve. Eventually, those technicians will be outed when they begin having comebacks making it obvious that they didn’t diagnose well. Others bounced from shop to shop and developed a reputation for that behavior. This will put a demand on training for those technicians who chose to improve and who worked on their skills.

I’m very happy that wages have gone up for technicians. I believe this will attract more talent to the industry. This also means technicians are never going to have the same market value as they did before, and they shouldn’t. Those technicians were buying their own tools and most of them on a pretty strong commission. They need to be taken care of and honored for the craftsmen they are. At the same time, all technicians have to step up and prove they’re deserving of the money they’re now making. They’re going to have to study more and learn more.

USING GOOD TECHS TO MODEL SUCCESS Technicians are some of the most intelligent people on the planet, knowing about 54 / R+W / 06.23

all kinds of systems from hydraulic to suspension, mechanical to electrical. They’re still underpaid to a degree in certain markets across the country, but I think on this next wave, we’re going to see a shift that we’ve never seen before. As the market settles, you’re going to see some of the top technicians making even more money.

You’ll see some technicians who shouldn’t have been making what they were earning less, but you will see a huge difference between entry-level and top technicians. This will give a very clear path for newer technicians in our industry to go, “I can make $10,000 doing this, I can make $10,000 doing that. And, as I get each of these skills, make another 10 grand here and there.” These young techs will see the steps it takes to get to this big money. And I think we will see an influx and technicians like we haven’t seen before. This is what we need to solve the technician shortage.

It’s plagued this industry for decades. We can turn this entire thing around by paying these guys what they’re worth and giving them the benefits they need.

OWNERS NEED TO STEP UP That said, owners must decide to run the type of shop that technicians want to work in, especially up-and-coming techs. We’ve got to attract those young men and women and provide a place for them to be successful. If we do this, we’ll take them to a level they’ve never been at before, and it’s going to be amazing. If some owners start taking advantage and don’t keep up, it’s going to cause major issues and we’re going to see technicians leave the market again. We can’t screw it up this time. We need to bring all these technicians back into the fold and welcome them. If we work together and join nonprofits and other organizations to en-

courage people to train technicians, we can get this problem solved for our industry for the betterment of our customers.

If we can continue to honor this trade, we will attract kids who love cars and who have wanted to be in this field but haven’t because of the lack of money and potential.

I think if we can do all of this, we can turn things around and we see an increase in interest like we’ve never seen.

Aaron Stokes A nearly 20-year veteran of the automotive repair industry, Aaron Stokes grew his business, AutoFix, from a onecar garage to a six-shop operation that is widely regarded as one of the top repair businesses in the country. Stokes, the founder of Shop Fix Academy, is an operational guru with a unique business and leadership philosophy that has led his business to great heights. aaron@shopfixacademy.com ratchetandwrench.com/stokes

FUE VANG

Technicians have gone through an inter-

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