The MSO Project - September 2023

SATA® RPS® Multi-purpose Cups save not only time, but paint and cleaning materials too.

The SATA RPS cups have a unique venting system that plays into the efficiency of the overall SATA system. The vents allow for an even flow rate through the cup—so, whether the cup is entirely full, half full, or just has a couple ounces in it, the flow rate will stay the same. The vented RPS cups allow for ALL of the paint and other materials to be sprayed from the cup, with a constant color match and film build. No costly ounces of left over unused material. Mix only what you need, and spray it to the last drop.

BENDABLE

RPS cups have a built-in flexibility of the cup lid “neck” which allows painters to tilt the cups forward or side to side to spray at many different angles, on parts, rocker panels, and bumper covers. This flexibility assists in making the RPS a great solution for more difficult paint jobs. Excluding the 0.3 L minijet version.

Occasionally during the paint process the material cup may accidentally knock into the vehicle or panel stand. Due to the robust threaded connection between the cup and the lid, any chance of the cup becoming detached is avoided, as is the chance to spill paint.

With SATA RPS, removing the cup from the spray gun becomes a clean and safe process. When the paint job is finished, squeeze the RPS cup and close the vent cap on the bottom of the cup to create a vacuum inside. Now turn the spray gun upside down and pull the trigger to empty the material passage ensuring easy gun cleaning and a tidy workplace.

REFILLABLE

Refilling paint during the application process is sometimes necessary. The design of the cup allows the simple and clean topping off and the easy exchange of the material filter, if required.

How Do We Get Started?

Gas-catalytic, medium-wave infrared curing is adaptable to a broad range of applications.

To determine how US Autocure systems can help you, we start with 3 simple steps: 3

1 PAINT: Our chemist will review a list of the coatings products and other technologies you use and their response to infrared curing.

2

PROFITABILITY: We’ll work with you to determine the areas of savings and gains that infrared curing can provide.

BOOTH: Some basic spray booth information is all that is needed to help us determine the best system for you.

There are no costs associated with these steps and we will not share this information with anyone but you. These activities can be completed quickly, but we won’t rush you.

We believe in our technology. We want you to be comfortable that it’s right for you.

DON'T GAMBLE WITH THE IRS:

ACQUISITIONS

CLASSIC COLLISION ACQUIRES TWO FLORIDA LOCATIONS

Classic Collision has just acquired two new Florida locations, according to a press release.

Buchholz Paint & Auto Body is located in Gainesville, Florida, and has served the area for more than 30 years. The business has been family owned and operated and has two locations.

Classic Collision CEO Toan Nguyen credits the business with having built an impressive reputation over the years as well as strongly valuing customer satisfaction, making them a great candidate for Classic Collison expansion in the state.

“We are a family business and believe that our customer needs to be treated as family,” said Brad Buchholz, former owner of Buchholz Paint & Auto Body. “I’ve seen firsthand that Classic Collision treats everyone like family.”

NEW PROCOLOR COLLISION OPENS IN CALIFORNIA

A ProColor Collison franchise owner in California is opening their third location, according to a press release.

The new ProColor Collision Shingle Springs is located at 4213 Sunset Lane in Shingle Springs, California, where 49ER Auto Body formerly operated. Owned by Tony Buryakov, the new store is the third franchise he’s opened in the Sacramento area.

Equipped with the latest dustless sanding system, Car-O-Liner frame machine, 3D frame measuring system, aluminum rivet guns, two post lifts, spot welders, and downdraft paint booths, the shop is I-CAR Gold certified staffed with certified technicians that will perform work ranging from minor details to major collision repairs on a variety of vehicles, including boron steel, aluminum, and hybrid vehicles.

“Even with my more than 25 years of collision repair industry experience, ProColor Collision’s proven training, business management, supplier relationships, and employee engagement support have a real and lasting impact on both the growth of my business and the leadingedge services we provide our customers,” said Buryakov.

CRASH CHAMPIONS ACQUIRES FLORIDA LOCATION

Crash Champions is expanding its presence in Florida with the acquisition of Ideal Auto Collision, according to a press release.

Located in Hollywood, Florida, Ideal Auto Collision performs repair and refinishing work within a facility measuring over 17,500 square feet.

Having been in the area for over 40 years, Crash Champions Founder and CEO Matt Ebert cites the store’s reputation and legacy as what the organization is looking for in its

future acquisitions and called it an important step in his company’s growth.

With the acquisition officially closing on August 4, Crash Champions now operates more than 50 Florida locations–only part of the company’s nationwide network of over 600 repair facilities.

“As we take the next step in our journey, we couldn’t be prouder to join a like-minded organization like Crash Champions, which shares the same passion for operational excellence, investing in team members, and connecting with local communities,” stated Ideal Auto Collision Owner Mike Pierro.

1COLLISION WELCOMES TEXAS MSO TO NETWORK

1Collision has announced On the Road Garage as the newest addition to its network, according to a press release.

The Texas-based company has two locations: one in Irving, Texas which was first opened in 2020, and another in Dallas which was opened two years after. The company currently employs 40 full-time staff members altogether.

On the Road Garage offers five apprenticeship programs registered with the Department of Labor, each covering topics including estimatics, collision repair technician, refinisher, office manager/ administration and automotive

technician specialist, respectively, which Vice President of Operations Roy Villarreal believes separates them from most other collision facilities.

The business hopes to expand to more locations in the future and decided to pursue 1Collision membership based on the support it offers to its members.

“We have created a culture of training and learning,” said Villarreal. “We do not hire anyone who is not willing to train someone or that’s not interested in continuing education.”

CRASH CHAMPIONS ACQUIRES CALIFORNIA LOCATION

Crash Champions has announced the acquisition of Autobahn Collision Center in Studio City, California, according to a press release.

The location at 11511 Ventura Boulevard measures 40,000 square feet and has served the Southern California region with I-CAR Gold Class certification for over 30 years now.

The business was officially acquired on July 28, becoming part of the Crash Champions network at once. It will join over 100 other Crash Champions locations in California, and more than 600 nationwide.

“I’m proud of the business we built and look forward to the next chapter of our story as a member of the Crash Champions Collision Repair Team,” Autobahn Collision Owner David Gushansky.

Automated Systems on Roads Less Traveled

HOW DOES SELF-DRIVING TECHNOLOGY WORK WHEN THE PAVEMENT RUNS OUT?

BY MARAYA KING

Autonomous vehicles are currently being tested in some of America’s biggest cities and lauded for their advanced technologies, but have yet to conquer a gravel road.

An archived webinar from Partners for Automated Vehicle Education discussed the shortcomings of autonomous technology in rural areas and how they must be addressed in order to serve the populations that stand to benefit the most from advanced vehicle technology.

Rich Granger, managing director of workforce and economic development for DriveOhio, an initiative committed to the development and testing of smart and connected vehicles, said “Transportation and mobility are so central to how people get access to jobs, healthcare, and education.”

Autonomous transit systems could be a game changer for wheelchair users, elderly residents, and other underserved communities that have been routinely overlooked by the latest advancements in technology. But that’s already starting to change.

WHAT’S THE BIG DEAL?

For human drivers, there are noticeable differences between rural and urban settings, even if you’re just behind the wheel. Urban settings often have lower speed limits, more crosswalks, clear lane markings, and even fresh signage.

Jiaqi Ma, associate professor of civil and environmental engineering at the University of California Los Angeles said urban infrastructure is often maintained very well in comparison to rural infrastructure, which can pose an issue for autonomous vehicles that rely on camera and radar sensors to decipher its surroundings.

Rural areas are known for their rugged terrain, said Alex Lybarger, assistant director of advanced mobility for the Transportation Research Center Inc.

“Some rural roadways don’t even have lane markings or they go straight from asphalt to grass or asphalt to gravel,” he said, a nightmare for autonomous systems that rely on relatively predictable road conditions to operate.

WHAT’S THE SOLUTION? Collaboration

In order for rural areas to be traversed by autonomous technology, the private and public

sector will need to work together. Granger said residents of rural areas need to be included in the conversation as well as city officials.

Even academia has its place in this space, Granger said, referencing the Automated Driving Systems for Rural America project being conducted at the University of Iowa currently.

Infrastructure

Ma said if cities were to invest in infrastructure for autonomous mobility, it would look like clearer lane markings, legible signage, and even codes embedded into signs that are naked to the human eye, but helpful to autonomous systems.

Granger said as the industry pivots toward electric vehicles, charging infrastructure will also become increasingly more important, “since so many automated vehicles are also electric.”

Data

While there has yet to be a level 5, fully autonomous vehicle, Lybarger said the way of the future is discovered through data.

“Everyone says level 5 is way off into the distance, but it starts by collecting data,” he said.

The ADS for Rural America Project, which is deploying automated shuttles this summer, is just one example of how data is being collected to better inform the operation of autonomous systems.

“The goal is not to connect urban communities with rural ones,” Granger said. “The goal is to meet them where they’re at.”

PLANES, BRAINS, AND AUTOMOBILES

WITH MORE THAN 30 OEM CERTIFICATIONS, THIS MSO TAKES QUALITY REPAIRS SERIOUSLY

By Carol Badaracco Padgett

Metals have always been my passion,” Reichen states. He’s now president of Precision Body and Paint Inc., with headquarters in Beaverton, Oregon, and multiple locations across the state—five collision repair shops and one calibration center that recently opened.

Reichen’s repair shops represent the only Audi, Porsche, Mercedes Benz, Maserati, Subaru, Volkswagen, Volvo, and Cadillac CT6 certified aluminum repair facilities in Oregon. Recent additions to his fleet of certifications include Lucid luxury electric cars, GM’s new electric vans, Rivian electric adventure vehicles, and aluminum vans for Amazon.

“As the substructures and new substrates have changed, physics says it takes less energy to move lighter objects,” the multi-shop owner notes. “So [in the automotive industry] we want vehicles to be as light as possible and still meet the durability requirements.”

Reichen learned a great deal about metals, energy, and motion through his studies in aviation. “Understanding how energy transfers in aircrafts and how we direct energy to protect occupants has come into good use in my work on aluminum vehicles,” he confirms.

All this, from a guy who grew up on a dairy farm.

Ron Reichen got his start in the aircraft industry studying molecular structural engineering.

THE ROAD TO AUTO REPAIR

Reichen’s parents were Swiss immigrants, his grandfather a cheesemaker in Switzerland who brought the trade to America during the Great Depression.

“I was brought up [being] told that if something is good enough to do, it’s good enough to overdo,” he states.

As a child, Reichen worked on his parents’ farm and spent time in the forge, mesmerized by the heating of metal. And since there are many things that break and require maintenance on a farm, the boy learned a great deal about working with metals.

He also gleaned a strong work ethic from his parents, who set the bar high and consistently encouraged productivity and efficiency.

Reichen remembers, “You didn’t walk from one place to another without carrying something.”

By the time he hit his teens, he’d taken what he learned and started his own business building gliders.

“I started the company at age 14, sold stock,

and [was] working with aluminum, reading blueprints, and riveting,” Reichen shares.

Then Vietnam came along and he was granted a scholarship to study molecular structural engineering. When his father became ill, though, his path changed course.

“I went to body school,” Reichen says, and he quickly realized the work was a great fit with his background in metallurgy. So he worked hard, graduated early, and took a job at a shop for about three months.

Then, the day after he turned 21, he started his own auto body business.

SLEEK SHOP OPERATIONS & DESIGN

Precision Body and Paint’s services today always begin the same way: with a consultation to make sure there’s a good fit between the customer, their vehicle, and the shop.

“We make it very clear that our business model is certification (they hold more than 30 OEM certifications). We don’t write estimates,” Reichen says. “The vehicle determines the cost of the

repair. Our loyalty is to the manufacturer’s repair procedures.”

He adds, “We build a relationship right up front and set an expectation at the point of contact: anything insurance doesn’t pay for the owner will be expected to pay.”

Every two hours Reichen’s shops handle consultations, where customers leave their vehicles for evaluation. The Precision team then examines the vehicle and puts together a repair plan (applying its fee toward the repair).

When it comes to the design and infrastructure of his sophisticated shops, Reichen reports, “We have clean buildings, so there is no cross-contamination of ferrous and non-ferrous metals.”

As part of this standard, welders and workers have a contaminate-free environment. Under these favorable conditions, Reichen is able to add other lines to his certifications as needed.

To scale the intricate work and handle it correctly, Precision Body and Paint’s departments include mechanical, machine and refinish, and body teams. Each

shop also employs a master technician who’s versed in every phase of repair and can delegate well.

In addition, Reichen’s business runs a mentoring program. “We’re a training hospital,” as he puts it.

In an industry where it’s difficult to find skilled, reliable, long-term employees of any kind, it’s definitely tricky for Reichen to staff his high-end shops.

“We are not a trade,” he says. “We are a skilled profession. These are highly technical cars, they’re computerized, we’re analyzing the vehicle, doing pre- and post-scans, and calibrating cameras.”

To find promising candidates and train them, Reichen’s business works with local community college trade programs and the SkillsUSA program to steer in a new crop of talent.

“It’s a challenge,” Reichen admits. “I could do 30% more work, but I don’t have the staff.”

To handle running the business as a whole, he relies on a hierarchical structure.

“We have a CFO, a VP of operations, and each location has a general manager,” Reichen describes.

The GMs report to the VP of operations, who reports to Reichen, as does the CFO. “So I only supervise two people,” he notes.

In addition to a VP and CFO to handle day-to-day business functions, the multi-shop owner says, “I would encourage any owner to have a phenomenal public accountant and an excellent business attorney.”

Reichen holds quarterly meetings with his team to check on the health of the company and the profits and loses of its individual shops.

GEOGRAPHY DRIVES BUSINESS

Reichen has considered every inch of the terrain and the area’s weather conditions.

Work comes seasonally in Oregon, which is rainy nine months out of the year. And the accidents are different

in those nine months versus the three months of summer.

“There’s a hustle and bustle when kids are out of school, and we’re close to both the mountains and the sea,” Reichen describes.

During the rainy months, “collisions are higher impact, higher speeds, and it’s dark in the morning when people leave their homes and dark again at evening when they return.”

With holiday parking, Reichen’s shops get an influx of vehicles due to parking lot damage.

“Then, bad visibility rainy gray days may bring in different types of collisions,” he finds, “maybe not as severe, but more cosmetic.”

The area’s weather and road conditions coexist with an especially affluent region. As an example, Reichen’s Beaverton location is 3.5 miles from Nike’s headquarters, where drivers’ six-figure incomes afford Precision Body and Paint the opportunity to service the kinds of vehicles people there can drive.

In the process of choosing individual shop locations in Oregon, Reichen and his team dig deep into the nuances of each geographic territory before they target it.

When shop owners are wondering what certifications they should get, for example, Reichen suggests: Sunday morning look around the church parking lot and see what’s parked there. Then go to Costco and to soccer games.

“Rural areas don’t need big fancy vehicles, and people in certain areas don’t need a Ford F-150,” he states.

He adds that if a geographic area has outdoor recreation spots, Subaru certifications make good sense.

Another Reichen tip: always consider the geography of the roadway intersections where you plan to set up shop.

“In a four-way stop, two businesses are successful and two are not,” he reminds. “Make ingress and egress simple to do.” Along with that, position your signage so that when people leave your place of business they can see it.

Another invaluable tip for shops with certifications: “Put yourself close to the car dealership.”

At the end of the day, whether opening first shops or multiples, “Under the umbrella of calculated risk, do your due diligence,” Reichen stresses.

Part of that includes thinking of the customers’ hours, as well. “We’re open 7 a.m. till 6 p.m. on weekdays and 9 a.m. till 2 p.m. on Saturdays.”

Reichen’s overarching idea is to think about each business in a customer-interfacing manner.

“We don’t have something for everyone,” he has found of his own businesses. “[But] in some cases, we’re the only girl at the dance. Our capture rate is well into the 90th percentile and we are the only Audi, Lucid, Rivian, and Maserati certified structural facilities in Oregon.”

CUSTOMERS: THE MOST COMPLICATED COMPONENTS

Understanding people, perhaps as well as metals and high-performance cars, Reichen notes, “The reason happy hours are so successful is because people need engagement.” And he adds, “Marketing is so simple it’s complicated. [So] Wednesday is our hump day to have those conversations and do marketing maintenance, as I call it, to work on maintaining our market share.”

Today’s prevalence of interactions via social media and texting concerns the

successful multi-shop owner. “You don’t get to read people’s body language, are they smiling or frowning, and people will be brazen by text, but if you put them one-on-one they melt,” he observes.

Another important thing Reichen realizes about customers is that they’re looking at the world from a very different vantage point.

“I look at things from the inside out,” he says of his business and the automobiles it repairs. “The average customer has no idea what’s underneath the skin; [they look] inside and think, ‘That’s a nicelooking car.’”

At the end of the day, Reichen finds, “We’re in the people business. We fix cars as a sideline. When the customer comes in, they’re the only duck in the puddle.”

To ensure that each customer gets top-of-the-line attention, Reichen’s shops follow a system of checks and balances all along the way to help avoid mistakes.

“But when they do happen,” he emphasizes, “we admit it and correct it quickly. That’s just part of life.”

A life that, for Reichen, includes a love of metals and planes, the good fortune of considerable brains, and a part of the country where people drive extravagant automobiles.

Are You Too Hands-On?

LEARN WHEN TO MICROMANAGE, AND WHEN TO HAND OFF TASKS AND RESPONSIBILITIES TO YOUR STAFF TO CREATE BETTER WORKFLOW

BY ENID BURNS

As a small business owner, it is all too easy to want to retain control of every aspect of the business. Sometimes, however, it is beneficial to hand off certain tasks or responsibilities to the staff. Not only does it free up time from the day-to-day operations of a shop, but it also helps employees grow professionally.

There are times when micromanaging is necessary. Such times occur with new employees or when new tools or procedures are introduced to the shop. It is important to pay attention to how the staff handles these new routines, and see where you can loosen your grip on their movement.

Identify Your Micromanaging Style

When it comes to micromanaging, small business owners and managers tend to fall into one of three styles, according to organizational psychologist Barbara Trautlein, owner of Change Catalysts.

"(There are) three different styles

leaders have when they lead change," Trautlein says.

The three types are those who lead from the head, those who lead from the heart, and those who lead with their hands.

Those who lead from their head are often focused on business goals and objectives. This type of leader focuses on the "what and the why," Trautlein explains.

Leaders from the heart concentrate on the "who." That is "how to take care of people," says Trautlein. "It's a focus on communicating, collaborating, engaging."

"How" is the focus for managers who lead with their hands. The focus is on the plans, tools, processes, and training.

"People who lead from the hands are most likely to micromanage," Trautlein finds. "They really want to get it done."

That said, each style of leadership can result in micromanaging, and each has its benefits and disadvantages. There are times when each type can help a situation, though each approach can also cause friction with employees when used too closely or for too long.

Know When to Micromanage

Owners and managers have to gauge when employees need more guidance, and when they can be given more freedom. A quick assessment of each worker, or the group, can help determine how much management is right for the team. Trautlein refers to the Skill-Will Matrix, created by leadership consultant Ken Blanchard.

The Skill-Will Matrix is a two-by-two grid with high- and low-will on the X-axis, and low- and high-skill on the Y-axis. If an employee has low skill and low will, they require direct supervision, tools, and training to build skills, plus encouragement. Guidance is key.

A worker with low skill but high will benefits from coaching, guidance, and training to bring the employee up to speed. Engagement to get an employee excited about tasks and responsibilities is helpful for employees with high skill yet low will.

Workers with both high skill and high will require a lighter touch. This is an employee whom you can empower with some freedom and responsibility. You can delegate tasks, and even give this worker ownership of this area of work.

Sometimes Shop Owners Micromanage to a Fault

It is often necessary to manage your team closely. New employees need supervision to ensure they know where all the tools are,

how to complete tasks, and to be sure they are meeting all expectations. Once a worker gets up to speed on shop practices, it might be time to lighten that management grip.

Micromanagement can actually lower employee motivation and morale. Trautlein calls it a vicious cycle when the leader micromanages. "The employee doesn't do activities anymore. Over time it actually creates and perpetuates the situation the leader doesn't want. [A worker] takes less ownership and accountability."

Employees might feel like the manager doesn't trust them, or they may assume the manager is just going to do the task, so why bother.

Lead Through Empowerment

By empowering employees to do their jobs, and even take ownership of certain responsibilities, a shop owner can raise morale and encourage a smooth workflow. When workers take more ownership of responsibilities, a shop owner can then concentrate on the business end, or other tasks.

Workers can take pride in their job when they have more leeway and responsibilities. They can also be encouraged to learn new skills and grow at their job.

Shop owners and managers can gain insight on when employees need more guidance and coaching by asking questions.

"The big thing is they observe their people, and ask powerful questions to understand their needs, opportunities, and issues," Trautlein advises.

Managers can also ask themselves questions. "What's my intent? Why am I thinking about stepping in? What is the impact on that?" explains Trautlein.

Sometimes the problem isn't an employee issue, but a system issue, explains Trautlein. Shop owners might look to evaluate the businesses' operations, communications, training, and reward systems. Support and encouragement go a long way to leading employees without holding their hands too tightly.

Your Guide to Outsourcing HR

BY NOLAN O’HARA

Chuck Simikian grew up working in a car dealership. His father was a mechanic, so Simikian—the lead consultant and president of Alliance HR Partners—has familiarity with the automotive industry and what shops need in human resources services.

Simikian, who’s worked as a freelance HR consultant for the last couple of years, knows that not every shop or business needs a full-time HR professional in-house, however, every business does still have HR needs.

For many shops, outsourcing HR is often a better fit. But when does a shop know it’s time to bring someone in, and what do they need to look for in an HR consultant or company?

Here’s your guide to outsourcing HR.

WHEN YOU KNOW

While there are employee thresholds that can certainly help a shop owner decide when they need that extra help, there ultimately isn’t an exact science to bringing in an HR consultant. Simikian says it comes down to the owner.

“If [a] shop owner finds themselves spending more than maybe a couple hours a week on that type of stuff, more than what their core business is, then they will know when it’s time,” Simikian says.

“There’s not science with it as much as there’s art … The art is going to be a little less in your face until they realize, ‘Oh my gosh, I’m spending so much time, I don’t have time to be in business anymore,’” Simikian adds.

OUTSOURCING HR MIGHT BE THE RIGHT MOVE FOR YOUR SHOP. HERE’S WHAT TO LOOK FOR IN A CONSULTANT

Despite it not being an exact science, certain employee thresholds may end up tipping a shop owner’s hand, and they’re a beneficial indicator for when it’s time to consider bringing in some help.

It starts at the 11- and 15-employee thresholds. Simikian explains that once a business hits 11 employees, Occupation Safety and Health Administration (OSHA) requirements for hazard prevention, fire prevention and emergency action plans kick in.

At 15 employees, Equal Employment Opportunity Commission (EEOC) laws kick in. By the time a company reaches 15 employees, Simikian says it’s probably time to keep an HR consultant on retainer.

“At 15 employees, you need to have your employee handbook. You need to have your policies and procedures,” Simikian says.

Before that 15-employee threshold, Simikian says a shop owner can probably handle it, but it’s not an exact science because a shop owner could still be overwhelmed by HR dealings prior to that point. It could be helpful to have a consultant at the 11-employee threshold.

“Don’t forget, you know, what is the shop owner best at? They’re best at running the shop,” Simikian says. “They’re best at customer service. They want to focus on sales, they want to focus that they’re doing a great job, so they get a great reputation in the community.”

At 20 employees, an owner would have to deal with laws concerning age discrimination. By 50 employees, Simikian says, you’d need to have a full-time HR professional in-house.

THE RIGHT SERVICES

The great thing about outsourcing is that you can cater the services to your business’ needs. You can keep costs pretty low if you’re only in need of the basics.

So, if you’ve hit that 11- or 15-employee threshold and are looking for an HR consultant to help navigate OSHA and EEOC regulations, you can put someone on retainer for when you need them. But

if you’re looking for more services, you can always outsource those, too.

While it’s not particularly common, payroll is something that can be outsourced to an HR company. Most shop owners will handle payroll in-house, but if a shop is growing or if an owner is feeling overwhelmed with other duties, the option to outsource payroll is there.

Recruiting can be a bear, and consulting with an HR company can ease that burden. They can post ads on job boards like Indeed or LinkedIn, send messages to potential interviewees and even handle the interview process itself.

Simikian also notes that when an employer reaches 15 employees, they’re required to write job descriptions—something that can be handled by an HR consult.

An HR company can guide you through the entire hiring process, even handling all the paperwork associated with the onboarding process. And once hired, if an employee has questions about benefits, the HR consultant can answer those as well.

In addition to compliance, payroll, and hiring, outsourced HR services can provide training, such as safety, sexual harassment, and risk management classes.

Simikian notes that many states require sexual harassment training—something businesses might not be aware of.

GETTING STARTED

Maybe you’ve hit that 11- or 15- employee threshold and are considering bringing in some outside human resources help. But what do you need to look for in an HR consultant?

It’s completely dependent on the services your business needs. If it’s just the basics your shop needs, you should be in pretty good shape to handle the responsibilities. But, if your shop is looking to outsource payroll or hiring, you’ll likely need more than just one person on retainer and costs will increase.

Once you’ve just hit the 15-employee threshold where Simikian recommends

keeping someone on retainer, you may just need help navigating OSHA and EEOC regulations and help establishing your company’s handbook—its policies and procedures.

Simikian says this is relatively low cost, perhaps a couple hundred dollars each month, and there are numerous HR companies that can provide that service.

OUTSIDE BENEFITS

One of the main benefits of outscoring HR is cost. It’s significantly cheaper than having someone in-house, and it makes a lot more sense for shops that wouldn’t need that many services.

As Simikian notes, that might be a couple hundred dollars each month to keep an HR consultant on retainer, as opposed to a full-time employee in-house, which would include you providing an annual salary and benefits.

“If you’re going to look at the benefit of just having an outsourced person—you’re only using them for when you need them for that specific task,” Simikian says. “They’re not sitting around twiddling their thumbs.”

And working with an outsourced HR consultant can be so easy and simple. All you need to do is hop on a phone or Zoom call. Simikian is based in Orlando, Florida, but has clients in Chicago, Illinois, who keep him on a virtual retainer. As needs arise, Simikian can help hop online and help them. When he works with local establishments, Simikian stops by the business.

Ultimately, the best benefit of all for a shop owner is no longer having to worry about all that HR paperwork, compliance, and training.

“It’s one thing to be a manager—you’re a shop owner, but you’re also a manager— it’s another thing to be a shop owner, manager, and now you’re the human resources personnel,” Simikian says.

It’s time to get back to what you’re best at—running the shop, driving sales, and building a great reputation in the community.

THE KECO L2E

GPR Collision System

The KECO GPR system is not an add-on to a stud welding system... it is a complete replacement for stud welding.

Multimedia Mastery

GIVE YOUR SHOP A NEW DIMENSION ONLINE WITH THESE EXPERT VIDEO SKILLS

BY DANIEL PEARSON

The way people market their shops has changed a lot since the 2020 Covid outbreak with many businesses leaning into their use of social media to continue to reach customers during a period when foot traffic and one-on-one interactions were slim to none.

The best part of social media marketing has always been that business owners don’t have to reinvent the wheel in order to drive new business and growth. While simple posts on social media allow shop owners to convey short messages to customers, there now are better, more efficient ways to create marketing materials and messaging that allow a business to stand out from its competition.

Many shop owners understand the basics of how to use social media marketing—creating a short story using photos, text, and short cell phone-shot videos— but creating professional-looking videos, or multimedia, can seem a much more challenging task.

The term “multimedia” may sound daunting to some shop owners, but really it’s just about using different combinations of content, such as audio, photos, text, and video, to have a conversation with customers, said Kamyar

Shah, chief executive officer of World Consulting Group.

“The reason multimedia is such a useful tool for any company is because of time,” Shah said. “While writing for social media posts is a great tool for engagement with an already interested audience who are keen followers of a business, product, or service, it can be hard to convince a more casual or new audience member to jump straight in and read your content. Multimedia, especially videos and photos, can be used as a short

introduction to people with slightly less knowledge … to help them build their interest level. It’s a quick way for a new customer to learn about you, especially if they are short on time.”

With a minor investment in gear to get started — mainly a decent camera — or just by using a smartphone and applying a few techniques for creating compelling videos anyone can quickly be on their way to creating their own multimedia content to post on YouTube, their own shop’s website, or in existing social media streams.

GEARING UP

Shop owners can go all in and spend $2,000 or more investing in professional video creation equipment and film editing software, or simply use the video camera available on smartphones and get started creating multimedia content. Here are a few tips on what is needed, how to use it, and how to create professional-looking videos.

CAMERA

This can be a more expensive option, like a $400 GoPro camera, or you can just use the high-definition camera that comes with

most smartphones these days. The options available these days are nearly endless.

CONDENSER MICROPHONE

These are built to record vocals and other delicate noises and are definitely best for capturing voices. You can find a condenser microphone, like the Blue Yeti, which is designed for recording and streaming video and comes with USB plug-and-play operability, at online retailers for about $80. Variations include desktop versions and others that require the use of a microphone stand or handheld “boom.”

VIDEO EDITING SOFTWARE

For those more experienced with video editing, computer-level software, Final Cut Pro, or Logic Pro X can be purchased online at various retailers at prices ranging anywhere from about $25 to $80. For cell phone users, there are paid and free apps that exist for use with specific online platforms, such as Instagram and YouTube, or versions for more universal use.

All video editing software or apps allow users to “scrub” through video as they edit (meaning fast-forwarding or rewinding an audio or video track to a specific location), choose a video size that fits with one’s target platforms, such as Facebook or TikTok, add text, shapes, and professional transitions through each shot, export video in quality as high as 4k, and add music to the video using your own music library or by purchasing stock music.

ELEMENTS OF A GOOD VIDEO

Remember that the same basic principles for taking exceptional photographs apply to shooting good multimedia videos. For those unaware of the basic principles of photography, there is plenty of information available on the internet. Here are a few strategic approaches to take when creating multimedia content that will allow for the creation of excellent videos to share with or present to customers in no time.

WRITING A SCRIPT

There are many websites that provide the

proper format for writing a script for a short video. Writing out a script is a good way to flesh out your ideas by coming up with specific shots and scenes, and the narration that will be used to convey the marketing message to viewers. There are many websites that provide step-by-step instructions for how to do this, such as this one. Remember that generally a script consists of a beginning, three distinct points, and an ending. It’s also OK to speak to the camera off the top of your head, naturally, using bullet points so that it’s easy to remember all of the information that needs to be delivered, and later editing down what was said in order to remove any mistakes from the final product so the dialogue flows smoothly throughout the presentation.

FRAMING A SHOT

Framing refers to how one chooses to compose an image for a specific photograph or scene in order to draw focus to its subject. It is the most important element in photography or making videos as it allows the creator to convey their intentions, messaging, emotions, and ideas to the viewer. Probably, the two most important principles of photography that can be employed when creating videos are using the “Rule of Thirds”—placing the subject in either the left, center, or right third of the frame—and avoiding using solid white backgrounds in shots.

LINING UP A SHOT

This refers to thinking in terms of how a subject will appear in the photo or video. For videos, start with one extra-long (three to five seconds), wide-angle shot of the subject from a distance in order to set the scene for the viewer. Follow that with a shorter, more focused long shot (two to three seconds) that shows a person in the frame but with plenty of space around them. Use the third shot to begin linking the video’s narration with the subject, which allows viewers to see who they are going to focus on and to begin to understand the information that is being conveyed.

USING MEDIUM SHOTS

Medium shots feature a subject typically framed in the center from the waist up speaking to the viewer, or they feature two or more people talking to each other with one framed in the foreground from the waist up with their back to the camera and whoever is talking facing the camera. If two people are going to speak back and forth, use close-ups from the chest up featuring each person individually each time they are speaking.

EXTREME CLOSE-UPS

Zoom in on the subject when it’s necessary to show the viewer someone displaying specific emotions or when an object, which could be something like a product, needs to be highlighted. This is a good tool to use when a narrator is talking about the object being framed in the shot and as it allows the viewer to see the object more closely.

USING CUE CARDS OR A TELEPROMPTER

Rather than memorizing an entire script, write it down on individual pieces of paper or poster board, using one sentence per piece and writing the words as large as possible (a laptop, tablet, or another device can be used in place of individual pieces). Place these cue cards right behind the camera, or if using a smartphone write them on a small piece of paper and tape it to the screen next to the lens so that the subject’s attention remains focused on the lens while speaking. Remember, viewers always feel they are being directly spoken to when the subject looks directly into the camera lens when talking.

Making professional-looking multimedia content will take some practice, but it isn’t something that needs to be studied at length or that requires hiring a consultant to explain in depth the process. Shop owners can increase the quality of their multimedia content and step up their social media posts by following the advice and applying the techniques listed in this article.