CARS Septermber/October 2023

SEPTEMBER / OCTOBER 2023

2023

TRAINING REPORT Top management, advisor and technician training insights

WHY YOU NEED TO INVEST IN YOURSELF Turnkey Media Solutions Inc. 48 Lumsden Crescent, Whitby, Ontario, Canada L1R 1G5

ARE ADVISORS OFF-PUT BY CUSTOMERS? OVERCOMING THE NEGATIVE REVIEW

Canada Post Publications Mail Agreement No. 43734062

Parts so future-forward they may shatter the space-time continuum.

Right for today. Ready for tomorrow.

The O.E.-backed parts with the coverage you need today. The advanced technology you’ll need tomorrow. bproauto® parts meet high testing and regulatory standards to ensure the right fit across most makes and models.

They’re the perfect mix of quality and competitive price.

Parts available now

Rotors

Oil

Brake Pads

TPMS

Air Filters

Struts

Hub Bearings

Oil Filters

Over 40 parts coming soon

Scan or visit bproautoparts.com

See us at AAPEX booth A3233 ©2023 PSA Automobiles SA. All Rights Reserved. bproauto is a trademark of PSA Automobiles SA.

CONTENTS September / October 2023 • Volume 9, No. 5

Features

Columns

COVER FEATURE

The Training Report

The way shop owners manage staff, service advisors handle customers and the skills technicians need are changing.

Experts share insights on being better in all aspects

16

16

5

Service Notes

14

Business Management

14

Marketing Insights

24

Coaching

Keeping up with the times Investing in yourself

The digital minefield of Google reviews Unravelling the customer service paradox

24

EDUCATION

Class Act

Holland College, Summerside, PEI

10 @myCARSmag

Departments

10 6

Letters

7

News

8

EyeSpy

13

By the Numbers

27

On The Road

28

Baywatch

30

Car-Toon

myCARSmagazine w w w. a u t o s e r v i c e w o r l d . c o m

SEPTEMBER / OCTOBER 2023

3

A powerhouse lineup of repair solutions from the global leader in diagnostics

Professional Diagnostics The next generation of scan tools with the most advanced OE level vehicle coverage supporting scanning, live data access and complete bi-directional functions.

Heavy Duty Diagnostics Heavy duty solutions to help you get the repair done right and the vehicle back in operation.

ADAS Recalibration A seamless, full-system solution that guides you from setup through calibration in half the time.

Solutions for every job.

Test, Tune and Analyze Test, analyze and diagnose your vehicle electrical and mechanical systems.

boschdiagnostics.com

SERVICE NOTES

SUBSCRIPTION PRICE: $4.95 PER ISSUE

KEEPING UP WITH THE TIMES

Publisher | Peter Bulmer

(585) 653-6768 peter@turnkey.media Managing Editor | Adam Malik

(647) 988-3800 adam@turnkey.media Contributing Writers | Greg Aguilera, Joe

Flammer, Alan Beech Creative Director | Samantha Jackson Video / Audio Engineer | Ashley Mikalauskas,

Nicholas Paddison Sales | Peter Bulmer, (585) 653-6768 peter@turnkey.media

Delon Rashid, (416) 459-0063 delon@turnkey.media Production and Circulation |

Delon Rashid, (416) 459-0063 delon@turnkey.media

CARS magazine is published by Turnkey Media Solutions Inc. All rights reserved. Printed in Canada. The contents of this publication may not be reproduced or transmitted in any form, either in part or full, including photocopying and recording, without the written consent of the copyright owner. Nor may any part of this publication be stored in a retrieval system of any nature without prior consent.

Canada Post Canadian Publications Mail Sales Product Agreement No. 43734062 “Return Postage Guaranteed” Send change of address notices, undeliverable copies and subscription orders to: Circulation Dept., CARS magazine, 48 Lumsden Crescent, Whitby, ON, L1R 1G5 CARS magazine (ISSN# 2368-9129) is published six times per year by Turnkey Media Solutions Inc., 48 Lumsden Crescent, Whitby, ON, L1R 1G5 From time to time we make our subscription list available to select companies and organizations whose product or service may interest you. If you do not wish your contact information to be made available, please contact us.

President & Managing Partner | Delon Rashid Head of Sales & Managing Partner | Peter Bulmer Corporate Office

I

t’s interesting to hear how businesses outside of automotive repair and service are adapting to changing times — and then realizing how much catching up there is to do in this industry.

It has long been said that customers expect to have the same experiences in the automotive aftermarket that they do with the Amazons of the world. This has mostly leaned towards the distribution side with e-commerce and online ordering.

But the same needs to be applied to repair shops. Forget the tech giants — the enhanced customer service options from chiropractors, dentists and banks make many repair shops appear to be far behind the times.

Here’s an example: I bumped into my chiropractor the other day. We got to talking about his business. He started a multi-disciplinary clinic years ago with chiropractic, physio and massage therapy. I’ve been going since almost Day 1 — a good massage therapist is worth their weight in gold.

He was very involved at the start, seeing patients regularly. Recently, though, he’s been moving away from seeing patients as often. Why? He’s focusing on running the clinic, rather than being involved with the daily grind.

He enjoys doing the chiropractic work but he realizes he’s running a business that needs to grow. He’s been working on attracting more professionals — he’s added more massage therapists and another chiropractor. The clinic now offers an acupuncturist and skincare pro, among other services.

But what caught my attention during our chat was that he mentioned adding features to make it easier to connect with clients, especially online booking.

He more or less had an epiphany when someone looked at him like he had three heads when told to call to book an appointment. “No one calls anymore,” he was told. People want to go to the website and pick a time themselves.

So he’s looking at how to implement that, and other features, to be more with the times. Millennials and Gen Zers — the most tech-savvy of consumers — are becoming the dominant age group and services need to be catered to them.

As an aside, it’s also worth mentioning that he’s set up his clinic to run without him constantly watching over it — he took much of the summer off to spend time with his kids. The clinic ran just fine.

It’s a glimpse into what’s possible for automotive repair and service shops. If customers can book their chiropractor, banking and doctor appointments online, they want to be able to do the same for an oil change, brake service or tire swap. It’s an experience they find elsewhere and expect to find when they contact their automotive service provider.

And that’s just the tip of the iceberg. Texting clients and allowing them to pay by phone are more examples of services they’re looking for.

With so few shops offering such services, those that do — and those that get out ahead and implement them in the near future — will have a competitive advantage.

48 Lumsden Crescent, Whitby, ON, L1R 1G5

Adam Malik Managing Editor, CARS ISSN 2368-9129 Online 2368-9137

w w w. a u t o s e r v i c e w o r l d . c o m

Let me know what you think.

You can reach me at adam@turnkey.media

SEPTEMBER / OCTOBER 2023

5

What’s on your mind?

LETTERS

We want to hear from you about anything you read in CARS magazine. Send your email to adam@turnkey.media

THE SHOP OWNER’S SELF-ESTEEM PROBLEM

and benefits. Charging what your services are worth is a step in the right direction.

I will add this: Don’t get too arrogant. I’ve seen it happen and those shops also don’t last long. They spring up, promise the world and are gone in a short time, leaving customers with no recourse if anything goes wrong with the repairs or parts warranty.

Tom Broxholm, Skyline College

Tim Blaine, Queens Line Automotive

I agree but I’m not sure I would call it self-esteem but instead self-worth. This causes a trickle-down effect because the business that doesn’t charge enough won’t be able to afford to pay a topnotch technician what they are worth and that technician won’t stay. If that leaves the business with a subpar technician, the work quality will suffer causing a reduction in return business.

It’s a downward spiral that our aftermarket industry must fight to avoid. There may be room to talk to the shop down the street.

Not price fixing but an understanding that makes them both competitive and also allows them to be profitable and attract top-quality technicians. We have a huge problem attracting new people into this industry and one (not the only one) reason is pay

LET’S TALK LABOUR RATE With the costs of overhead, insurance, mortgage, equipment purchase, utilities and of course wages for all staff, not just the techs but the service writers, reception and techs — all those are increasing so it has to be recouped. Let's face it: We're here to help customers but we're also doing it to make a good living for ourselves and staff. I was at $95 per hour for a general shop with three bays and three techs two years ago. We did OK but just getting by. Fearing the idea of raising the door rate and losing customers, I finally gave in. I raised the rate to $115 which may still be a bit low, but not one customer even batted an eye. It made a world of difference. Next year we will look into it again and justify our rates.

Al Sauve, Al's Auto Repair

“YOU NEED IT, WE’VE GOT IT”.

THAT’S NAPA KNOW-HOW. Over 500,000 vehicle parts and products in inventory, all ready for delivery: that’s over 500,000 good reasons to make us your number one partner. napacanada.com 6 SEPTEMBER / OCTOBER 2023

w w w. a u t o s e r v i c e w o r l d . c o m

NEWS

TECH SHORTAGE COMES WITH HEAVY COST ACCORDING TO A new study, the ongoing automotive technician shortage is costing Ontario dealerships around a half million dollars a year per missing tech.

A study from business advisory firm MNP about the skilled labour shortage of technicians conducted for the Motor Vehicle Retailers of Ontario (MVRO), with support from the Canadian Automobile Dealers Association (CADA), reported that there were 3,000 vacancies as of Q1 2023.

Depending on labour rate, the estimated annual revenue loss of one technician vacancy for a dealership is between $429,600 and $644,440 per year.

Not just an Ontario problem but a Canada-wide one is the aging labour force of the automotive trade with a declining number of people entering apprenticeships.

“As a result, the number of people in the automotive trades labour force is declining and vacancies are increasing,” the report said.

Employers are training apprentices and recognize the need to attract youth to the industry, the report observed, but acknowledged that it takes time to train technicians. There is concern that there are not enough apprentices to fill current and future labour needs.

SALES UP BUT IT HASN’T BEEN EASY AS SHOPS REPORT increased sales

and predict numbers to continue trending upwards, there are some challenges getting in their way.

Parts supply is an issue facing most shops as they face delays in getting what they need from their jobber.

The situation has improved, noted

DesRosiers Automotive Consultants, which reported that more than two-thirds (67.3 per cent) of Automotive Aftermarket Retailers of Ontario members cited sourcing issues from jobbers. Even more (84.6 per cent) said they were having trouble sourcing parts from new vehicle dealers.

These are still “obviously troubling” numbers, DesRosiers noted but an improvement from earlier this year. When polling AARO members earlier this year, 88.7 per cent reported issues from jobbers and 94.3 per cent had sourcing troubles from new car dealers.

READY TO MAKE DORMAN GROW? YOUR FIRST-CALL SUPPLIER. AUTOMOTIVE EXPERTISE

One of most trusted companies in the aftermarket.

SUPERIOR INNOVATION

Growing the aftermarket with cross-category exclusives.

360o SUPPORT Surrounding your business with market-leading, crossfunctional partnership.

w w w. a u t o s e r v i c e w o r l d . c o m

For over 100 years, we have been helping our retail and distributor partners drive significant growth in the aftermarket.

LET US HELP YOU WRITE YOUR SUCCESS STORY.

LEARN MORE AT DORMANPRODUCTS.COM/TOUR

SEPTEMBER / OCTOBER 2023

7

NEWS

EyeSpy

Technology driven

Have an interesting picture to share?

Send a high-resolution image to adam@turnkey.media

HOUSE OF MOUSE Chris Williams, a lube tech at Jiffy Lube in Leduc, Alberta, had a customer come in for an oil change. When checking the air filter, he found some baby mice. All were alive and set free in a nearby field. The vehicle’s owner had no idea the mice were there.

Parts prices have also gone up, no matter from whom they’re being sourced. The bulk (55.8 per cent) of AARO members reported jobber prices up 6-10 per cent in the first half of this year — with another 32.7 per cent saying they’ve seen prices up more than 11 per cent.

When turning to dealers, fewer than half (48.1 per cent) said they’re seeing a 6-10 per cent price increase while 38.5 per cent reported 11-plus per cent increases.

That said, sales are significantly up for shops. While 13.6 per cent said they’ve seen no change, 40.7 per cent said sales are up 1-10 per cent and another 35.6 per cent are seeing sales up more than 11 per cent.

Compared to pre-pandemic times, 71.2 per cent are seeing more sales. At the start of the year, about 52 per cent said their sales were up from before the pandmic started.

And the vast majority expect sales growth to carry through as 53.5 per cent see a sales increase of up to 10 per cent in 2023 compared to the year before — 29.3 expect sales to be up at least 11 per cent from 2022.

Help ensure fast starts, consistent engine performance and optimized fuel efficiency with Delphi ignition coils. Delphi makes more than 10 million ignition coils for North America each year, and each one is engineered to OE design specifications for vehicles from BMW, Ford, VW, Chevrolet, Dodge, Honda, Toyota, Hyundai and more.

Visit the Delphi booth #A5027 during AAPEX 2023, Oct. 31 - Nov. 2.

USED VEHICLES STILL FACING CHALLENGES

delphiaftermarket.com

A PROBLEM SOURCING used vehicles and historically high 8 SEPTEMBER / OCTOBER 2023

w w w. a u t o s e r v i c e w o r l d . c o m

pricing continues to be the name of the game in the used vehicle sector.

Analysis from both DesRosier Automotive Consultants and Canadian Black Book show a reduction in pricing at this point in 2023 compared to the same time last year — though not by very much.

Year-over-year, Canadian Black Book’s Used Vehicle Retention Index for July 2023 showed a 1.4 per cent decrease following a 0.3 per cent month-overmonth decrease from June.

“Canadian wholesale price remain high as we pass the mid-point of summer,” said David Robins, Principal Automotive Analyst and Head of Canadian Vehicle Valuations at Canadian Black Book.

“Trucks and SUV’s continue to decrease at an above average rate as consumers look to lower-cost vehicles.”

In its poll of Used Car Dealers Association members, DesRosiers found sales results are on pace with last year for independent dealers with 67 units on average sold — that’s equal to the average amount sold during the same period last year.

“The latter parts of 2022 and the first half of 2023 saw some moderation in used vehicle prices as improved new vehicle supply began to partially alleviate some pressure from used vehicle demand,” said DesRosiers managing partner Andrew King in a press release.

But new vehicle dealers’ used departments are tracking a bit higher with an average of 155 sales, up from 148 a year ago. The boost is coming from tradeins as new vehicle sales increase.

That said, DesRosiers pegged fullyear sales expectations at 305 units for franchised new dealers and 140 for independents, which is lower than forecasted at the start of the year.

Trouble sourcing vehicles hit independent members harder with 51 per cent saying these challenges have gotten worse — just 12 per cent saw improvement. They’ve been using auctions for the most part to source vehicles, compared to dealers who’ve been buoyed by trade-ins.

LKQ COMPLETES UNI-SELECT ACQUISITION UNI-SELECT HAS BEEN officially acquired by based LKQ Corporation.

News of the deal first sprouted in late February. After getting regulatory and shareholder clearance, as well as LKQ waiving some conditions, the deal was completed under the provisions of the Business Corporations Act (Québec).

As outlined from the start, Chicago-based LKQ will buy all of Boucherville, Quebec-based

Change tires like you mean it.

Designed and built in the USA Fully variable controls Unique SmartSet™ toolhead Hydraulic speed and accuracy Smart safety features Automatic InflationStation™

Scan or visit

hunter.com/maverick

w w w. a u t o s e r v i c e w o r l d . c o m

SEPTEMBER / OCTOBER 2023

9

NEWS

Uni-Select’s issued and outstanding shares for $48 per share in cash, valuing the transaction at about CAN$2.8 billion.

Former shareholders will be paid out “as soon as reasonably practicable after the date hereof” or after other steps are completed, in the case of registered shareholders.

LKQ provides alternative and specialty parts to repair and accessorize vehicles. Uni-Select distributes automotive aftermarket parts and automotive refinishing products in Canada under the Bumper to Bumper, Auto Parts Plus and FinishMaster banners.

In the U.K., Uni-Select, distributes automotive parts through GSF Car Parts, though LKQ has stated it will sell off the division.

The deal was looking at delays following the U.K. Competition and Markets Authority’s request for a remedy (known as “undertakings in lieu of reference”). The regulator made the request to address concerns it has identified about the impact on markets in the United Kingdom.

Days before the deal was signed off, Uni-Select announced that LKQ was formally waiving the closing condition relating to gaining merger clearance in the U.K. That being the final hurdle, all closing conditions were either satisfied or waived, opening the door to officially closing the deal.

Shareholders gave the deal the go-ahead in May.

10 S E P T E M B E R / O C T O B E R 2 0 2 3

w w w. a u t o s e r v i c e w o r l d . c o m

NAPA ADDS TWO TO JOBBER NETWORK TWO JOBBERS IN QUEBEC are now members of the NAPA Auto Parts network.

Pièces d’auto Ste-Agathe and Pièces d’auto des Sommets in the Laurentians region of Quebec are the newest members. The deal was effective Aug. 7.

Both stores were Uni-Select members as Bumper to Bumper banner stores.

“This partnership will allow NAPA to consolidate its position as a leader in the Laurentians region,” the company’s announcement said. “NAPA now serves the entire territory between Montreal and Mont-Laurier.”

Pièces d’auto des Sommets is in Saint-Sauveur, about an hour north of Montreal. Pièces d’auto Ste-Agathe is about 20 minutes further north, about 20 minutes south of Mont-Tremblant.

Pièces d’auto Ste-Agathe has been around since 1994. NAPA described the business as one that “has an enviable regional reputation and a well-established customer base.”

Pièces d’auto des Sommets is much newer, opening in 2017 to meet growing customer demand. Still, NAPA said it could be

QUALITY | PRODUCTIVITY | PRECISION

ONE KIT 20 ENGINES $300 IN SAVINGS!

THE INDUSTRY LEADER

EXHAUST MANIFOLD BOLT REPAIR

High Fives gets boost

(l-r) Nelson Estrela, Sean Seepersad, Stephen Azzopardi, Ana Tavares, Mauro Cifelli, Raymond Proulx, Steve Bujold, Jeff Cunningham, Jean-François Champagne, Tony Del Vasto, Colin McFarlane, Daniel Malandruccolo (missing: Julie Paquette)

CHARLIE

POWERTECH PROKIT

described the same way as Pièces d’auto Ste-Agathe.

“We’re delighted to be joining the NAPA banner as we enter the next stage in our growth,” said co-owners, Yanik St-Jean and Ghislain Millette. “The strength and range of NAPA’s programs will allow us to provide our customers with exceptional service while developing our partnerships with them. Our entire team at both stores is thrilled about the new direction we’re taking today.”

DLY MA OU

.

A

IN

TH

.

DE

PR

Part #: PMXPWT220PRO

E U.S

VAST-AUTO EXPANDS IN QUEBEC A TRIO OF JOBBER STORES are being added to the Vast-Auto network.

Vast-Auto Distribution announced that it entered into an agreement to acquire all substantial assets of Pièces d’Autos Victo and Freins Démarreurs Plessis, as well as the shares of Pièces d’Autos Thetford.

Vast-Auto is a subsidiary Groupe Del Vasto and is a shareholder of the Aftermarket Auto Parts Alliance.

The three are located in south-central Quebec, about midway between Montreal and Quebec City. Pièces d’Autos Victo is in Victoriaville, Freins Demarreurs Plessis is in Plessisville and Pièces d’Autos Thetford is in Thetford Mines.

The automotive parts wholesaler and retailer automotive parts wholesaler and retailer was founded in 2008 by Normand Roy. His sons, Jordan and Raphaël, will continue to manage the operations as assistant managers at the Victoriaville and Plessisville stores, respectively. Nicolas Lévesque will continue as manager at the Thetford Mines location.

An announcement highlighted the company’s commitment to “serving professional service centers through a wide product assortment and an exceptionally qualified staff of parts specialists.”

Roy noted the common vision Vast-Auto has with him.

“We have always worked hard to ensure we achieve the highest level of customer satisfaction by offering a vast inventory of high-quality parts with a strong focus on service,” he said in the announcement. “Groupe Del Vasto has clearly established itself as a leading Canadian distributor within the automotive aftermarket and I know they are the best choice for the future of my business, loyal customers, and dedicated employees. I am confident that Groupe Del Vasto will continue to build on our success.”

w w w. a u t o s e r v i c e w o r l d . c o m

SEPTEMBER / OCTOBER 2023

11

CHARLIE INCLUDES • ¼” DRIVE ADAPTER (PMXPDT250A) • ⅛” THREADED COBALT DRILL BIT (PMXPSSC125) Also Sold Separately

Adapter Turns 1/4″ Drive Ratchet To A Drill

OIL SEAL EXTRACTOR

Quickly pull oil seals, plastic dip sticks, glow plug seals and more.

Includes slide hammer and replaceable AVAILABLE IN screw tip.

6″, 11″ & 18″

6″ Part #: PMXPHO106KIT

TECHNICAL SUPPORT

(724) 941-0941

promaxxtool.com

Proudly brought to you by

EDUCATION

Class act

A special section dedicated to showcasing automotive trade schools

CARS will regularly feature automotive schools across Canada. In this issue, we learn more about Holland College.

If you’d like your school featured, reach out to adam@turnkey.media.

Name of school: City: Head of program: Learning managers:

Saskatchewan Polytechnic Summerside Waterfront Campus, Summerside, Prince Edward Island Craig Roche, Program Manager — Industrial Technology & Trades Schlamp (acting) Jonathan Cook, Jeffery Dingwell, Clifford Murray

Tell us about your school. What do you offer? How many students do you have?

How are you preparing today’s students to be tomorrow’s automotive service professionals?

Saskatchewan Polytechnic offers several paths of Holland College offers more than 60 credentials in a wide variety of areas including culinary, policing, marine training, applied sciences and engineering technology, industrial technology and trades, health and community services, communications and media studies, computer studies, business studies, sport and recreation studies, performing arts, and tourism in 13 campuses and centres across the province. On average, the college has over 2,500 full-time students annually.

Program instructors work closely with industry to follow the emergence of new technologies and trends in the automotive industry. A robust work-integrated learning aspect of the program gives students the opportunity to work closely with industry technicians while attending college. Students not only get to practice the skills they have learned in school, they also learn new skills from industry experts.

What unique experiences are available to students?

Our students receive a blend of theoretical and hands-on learning to prepare them for the workforce. Our programs are developed in consultation with industry experts to ensure that our graduates have received the training they need to begin their careers with confidence. Almost all of our two-year diploma programs have at least one degree pathway, giving graduates the opportunity to continue their education to earn a university degree.

12 S E P T E M B E R / O C T O B E R 2 0 2 3

w w w. a u t o s e r v i c e w o r l d . c o m

Why is this an exciting time to be a student in an automotive trade school?

The automotive trade has always been a rapidly evolving industry, and currently it appears to be evolving and changing at a pace never seen before. With the growing demand for driver assistance systems and battery electric and hybrid electric vehicles, we are on the verge of a shift from internal combustion to autonomous electric vehicles. Our students are not only taught the basics of automobile systems such as brakes, steering and suspension, but they are also taught how these systems have evolved over time into the advanced adaptive systems we see today.

By The Numbers

Stats that put the North American automotive aftermarket into perspective

Many EV drivers still have a gas-powered vehicle in their driveways. They are more likely to use it for longer journeys.

Canadian Automobile Association

Fewer Canadians will buy a new car in the next 12 months compared to 47 per cent who are unlikely to do so.

Canadian Black Book

$2.8 billion The selling price, including debt, of Uni-Select to LKQ Corporation. The deal was finalized August 1 after being announced in late February.

26.46% The number of out-of-stock products in the global automotive eCommerce market as of late February — a reduction of more than half 10 months prior.

DataFeedWatch

$66,288 A new vehicle in Canada cost 21.3 per cent more in June 2023 compared to 2022. Even as prices rise, dealers are seeing “robust consumer demand.”

AutoTrader

Uni-Select

46%

Purchase price is the most important factor when buying a new car for Canadians.

12% said brand preference was most important.

Canadian Black Book

39% Inflation concerns mean many Canadians are less likely to buy or lease a vehicle this year. Monthly payments are the main reason for ending ownership.

Nearly half of those who are planning on travelling this summer plan to do with their car. Another 44 per cent will travel by plane.

Grand Welcome

18% Fewer Baby Boomers are willing to undertake minor car repairs than younger generations.

More than a quarter of Millennials and 23% of Gen Zers said they would. eBay

Turo

w w w. a u t o s e r v i c e w o r l d . c o m

SEPTEMBER / OCTOBER 2023

13

BUSINESS MANAGEMENT

INVESTING IN YOURSELF

Don’t forget about taking care of you, the shop owner

I

t’s time to put some focus on something closer to home: You, the shop owner.

You invest time and money in training your teams to enhance their skills and provide excellent service to your customers. But how much time and effort do you invest in yourself, your skills and your ongoing development?

People tend to rely on what they know until they’re exposed to something different. Unfortunately for many business owners, their lack of leadership skills often stems from a pattern of imitation.

We tend to manage as we were managed and lead as we were led, adopting the habits and rituals of those who managed us. This often leads to a lack of deep understanding of how to become truly inspirational leaders for ourselves and our teams.

I’d guess 80-90 per cent of shop owners find themselves in this situation, which is quite ironic when you consider that many of us have our shops specifically to escape such limitations, don’t you think?

As a result, we are misinformed about the difference between

WE’RE SO CLUTCH.

Exactly what you need when you need it.

Innovation. Technology. Quality. www.aftermarket.schaeffler.us

14 S E P T E M B E R / O C T O B E R 2 0 2 3

w w w. a u t o s e r v i c e w o r l d . c o m

If you don’t have a manager yet, this means that you get to wear both hats.

But unless your default hat is the leadership one then a change is in order." management and leadership, and we confuse hard work for leadership. We then attend management training, with no leadership elements, regardless of the name of the course.

Both management and leadership are important for the growth and sustainability of the business, but in the long term, inspirational leadership becomes crucial.

Leadership starts with you — all of you; not just the work-based elements. Of course, these are important, but at some point, you’ve had a bad day at the office and taken it into your evening, your family or other areas of your life or vice versa.

This is where holistic leadership coaching comes into play. Yes, it may sound a bit out there, but bear with me. This approach examines all facets of your life, from your business and your health and wellness to your relationships with friends and family. It’s founded on the principle that how we do one thing influences every aspect of our lives.

Numerous business owners are super successful in the money game but completely miserable in all other aspects of life. We know that money doesn’t make us happy but what it does is enable us to enjoy life. Therefore, holistic coaching helps to see the path to getting your life on track in every area meaning that you can earn more money and have a better life.

This does not detract from the hard elements that are required for running a business, such as bookkeeping, accounting and daily management of teams. But as your business grows and you have a manager, these are the elements that they will take over, allowing you to elevate yourself in the leadership game. If you don’t have a manager yet, this means that you get to wear both hats. But unless your default hat is the leadership one then a change is in order.

Returning to the shop and business, how many of you are planning or developing marketing and actions for January or even the next tire season?

Are you making budget plans right now?

What about your conquest customers, as well as your social media and advertising strategies?

Most of you fall into one of two categories: One, you offer a slew of discount deals; two, you haven’t thought about it yet and are thus waiting for business to come in rather than going out and getting it.

In a changing marketplace, there is no space for people who are sitting still or not growing; they will be simply erased by the marketplace or end up at the bottom of the pond, which is a busy, cutthroat place full of customers you don’t want.

It’s time to think about how you will change yourself and how you will have a successful business going forward.

Greg Aguilera

is a director of IAC Canada, an organization dedicated to the management development of repair shops in Canada. He can be reached at greg@intautoconsulting.com.

Franchise Opportunity available, email Sales@hotspotautoparts.com

Brake Rotors and Drums Brake Pads and Shoes Brake Calipers Hub Bearings CV Axles Chassis Parts Complete Strut Assembly Shock Absorbers Strut mounts Radiators Water Pumps Steering Pumps and Racks and Pinions Steering Gears Starters and Alternators Batteries Oil Pans Fuel Pumps Wiper Blades Ignition Parts and Coils Fuel lines Exhaust Parts, Universal Converter, and Flex Pipes Misc Automotive Parts

HOTSPOT AUTO PARTS 939 Warden Ave Scarborough ON M1L 4C5 Info@hotspotAutoparts.com | www.hotspotautoparts.com

An Automotive Warehouse Distributor w w w. a u t o s e r v i c e w o r l d . c o m

EXCLUSIVE DISTRIBUTOR SEPTEMBER / OCTOBER 2023

15

COVER FEATURE

THE MANAGEMENT

TRAINING REPORT Whether you’re managing the shop, the front counter or inside the bays, experts from across the industry weigh in on what shop owners, service advisors and technicians need to know to stay on top of their game // By Adam Malik MUCH HAS CHANGED IN the way automotive aftermarket service and repair shops are run. From the way shop owners should be running their dayto-day operations to the way they manage staff, it’s different from even just a few days ago.

But the amount of adaptation doesn’t stop with the owner. The way service advisors work the front of the shop and the way they work with customers and ensure the smooth flow of everything behind them has changed.

And for technicians, the skills they need to be successful in the bays call for attention in areas they may have never given a moment’s consideration.

Expectations have changed as well for those working in shops. Employees, including technicians and service advisors, want more out of their careers and their time in the shop. They are turning to their shop owner to help provide those missing links.

Shop coaches, industry leaders, observers and experts have shared their thoughts on how everyone under the roof of the shop can be successful. Their thoughts have been collected and are presented here…

FOR RICK WHITE, founder and president of shop management consultancy 180Biz,

Shop Owner 16 S E P T E M B E R / O C T O B E R 2 0 2 3

everything in a shop starts with trust.

Shop owners need to trust their employees. Employees need to trust their boss. And everyone needs to trust each other.

“If you don’t have trust, you don’t make sales. If you don’t have trust, you don’t have a team. So it makes it harder to work with people,” White said during the Midwest Auto Care Alliance’s Vision Hi-Tech Training & Expo 2023.

There are two types of trust: Practical and emotional. The former is relatively straightforward — it’s earned by doing what you say you’re going to do and being dependable, competent and consistent while exceeding expectations.

Emotional trust, on the other hand, is more difficult to achieve. It’s more personal. You treat those around you with dignity and respect.

The biggest difference between practical and emotional trust is that the former is the feeling of being safe. “Emotional trust is safe,” according to White. “Your goal is emotional trust. It’s also the hardest trust to build.”

He also urged shop owners to shy away from phrases like, “Just trust me.” That’s demanding the trust of someone. It can’t be demanded and staff won’t give it to you.

Unfortunately, many have had bosses and owners lie to them or fail to come through when giving them their trust.

“We sit down to talk with somebody and we expect trust,” he said. “But we don’t understand the experiences they’ve gone through. And we don’t understand why they’re skeptical. It also isn’t something you earn.”

Remember: Trust isn’t affirmation. It’s not about developing a yes-man culture. You want to develop an environment where people feel comfortable holding you accountable.

That’s your goal, White said.

w w w. a u t o s e r v i c e w o r l d . c o m

Accountability

Accountability is crucial for a shop owner. Just as a shop owner would expect their technicians and service advisor to hold up to their promises, staff are expecting the same of the owner. The owner needs to hold themselves accountable.

But what will often happen is that the shop owner will rationalize and excuse their mistake, saying they got distracted to help up by other things, White pointed out.

“How many have done that? We all have,” White said. “So what I want you to start to do is hold yourself to the same standard as you do other people.”

And the more you miss your promises, the more that’s withdrawn from your staff’s trust account. Do it often enough and there’s nothing left, leaving your staff unable to trust you for anything.

Here’s a tip from White: Promise less. If you’re saying yes to something, make sure you mean it and can back it up. If not, don’t.

He’s seen shop owners come up with a huge list of their plans.

They say they’re going to get so much done. But at the end of the day, they hang their head because they got nothing off that list done or barely made a dent.

“The reality is there’s going to be crap going on in your day.

Make room for it,” White said.

He doesn’t make more than three commitments a day. Those commitments centre around deliverables, like ensuring a document is completed, not meeting with clients.

“I can’t do everything my mind thinks I can. It doesn’t work that way,” White said.

Arm around the shoulder

Technicians and service advisors are feeling the pinch these days. With the typical shop short-staffed — the auto repair industry is 3,000 technicians short these days, double from a few years ago. So more work is falling on fewer hands.

So when a technician makes a mistake, say forgetting to put oil in the vehicle and the engine blows shortly after the customer leaves the shop, owners need to resist the urge to march out in the bays and yell at them.

But that’s different from what you should do. Take a step back.

Consider how the tech is feeling, knowing his blunder just cost a customer their vehicle and the shop a wad of cash.

“He’s feeling horrible, would you agree? I mean, he’s going to look up to see the top of the curb,” White said.

A strong reaction — the wrong kind — will only bring conflict.

Only the owner will feel good after reading him the Riot Act. Not only is the tech feeling terrible but now he’s been pushed away and is less engaged with the business than before.

So think about your approach before you go out there, White advised.

“The first thing I’m going to do is get him to understand that he’s a good tech,” he said. “We’re not going to let one event define how he sees himself. We are all bigger than one event.”

What caused the issue? Was he interrupted and that’s why he forgot? That could be a teachable moment for the team to not interrupt someone while doing critical tasks.

“Confronting behaviour is something you want to do immediately and without reserve,” White added.

Service advisor CUSTOMERS THESE DAYS are different. They are expecting a distinct experience when they call or walk into an auto repair shop than they did before. And if the service advisor — the first line of customer service — can’t deliver what they expect, then that customer is out the door.

“If you treat people like they’re human beings, if you actually care for them, they can feel it,” Darrin Barney, president of Elite Worldwide, a training company for the automotive aftermarket.

Shops and their service advisors who can really get to know their customers will easily stand out. A good hairdresser, dentist, banking rep and so on knows their clients — it’s crucial to developing a trusting and long-lasting relationship.

It starts with knowing your customers’ names when they walk through the door.

“When they come in and you don’t you don’t know their first name and they’ve been coming to you for a couple years, you got an issue,” Barney said at the Expo. “Learn their names. Watch what happens when they walk in the door and you’re like, ‘Hey, Steve, how’s it going?’ All of a sudden, he’s beaming because you knew his name.”

Remember, said Tom Amero, Elite’s director of operations, the customer is buying from you, not the shop.

“So you have to realize the influence and the impact that you have and how you treat them has everything to do with that decision,” he said Have a conversation while they’re on the phone or standing in front of you. Avoid any dead air. Have questions lined up.

Amero loves Mondays, Fridays and holidays. It’s easy to get the conversation started based on what someone did over the weekend or what their holidays plans are.

“Then when they start sharing and answer those questions with some personal stuff, you capitalize on it,” Amero said.

You’re almost a detective. You want to be on the lookout for things to talk about.

Staying upbeat

It’s critical to always have an upbeat demeanour when answering the phone — you never know what state of mind the person on the other end of the phone is in.

Part of the service advisor’s job is to sell themselves. The customer wants to know you have their back.

“Your job is to be the credible expert to teach people and educate people of what’s going on and help them make the best decision that’s right,” Amero said.

Furthermore, customers need to figure out a time to see you in between work and their kids’ dance recitals and soccer practice. They’re anxious before they even pick up the phone, Barney pointed out.

“Do you really think they want to be calling you? No. So we

w w w. a u t o s e r v i c e w o r l d . c o m

SEPTEMBER / OCTOBER 2023

17

got to answer it nicely. We got to smile when we answer the phone,” he said.

Speeding up the process

Slow productivity will drive a shop owner crazy. If a service advisor can find ways to speed things up, the shop as a whole will benefit.

Find efficiencies, urged Bill Haas, president and Owner of Haas Performance Consulting. Techs can’t be waiting around on parts — so if a customer calls in advance to make an appointment for brake service, you generally know what parts are needed. Order them ahead of time so they’re ready to go.

"If a customer calls in complaining about a noise every time they hit the brakes, the shop should order everything they may need, from caliper to rotors. So when the tech gets the wheels off and finds the issue, they have everything that’s needed.

“I’ve got the parts there, I fix it, bang, it’s out the door,” Haas said.

Waiting for work authorization is another peeve for Haas. Learn how your customers prefer to communicate. Ask them how they want to be contacted.

“I can sit and call people all day long but if they’re in a meeting, they can’t answer the phone,” Hass explained. But they’ll probably take a look at their phone during their meeting and see a text or email come in from you.

“If somebody’s absolutely unavailable, why don’t you get a preauthorization that says, ‘If I can fix your car today, for less than $800, will it be okay to just go ahead? Do I have your permission?’” Haas added.

“Your job is to be the credible expert to teach people and educate people of what’s going on and help them make the best decision that’s right.”

FROM THE FIRST FILL TO THE LAST. PENTOSIN FLUIDS ARE DESIGNED TO MEET THE STRICT OE STANDARDS OF THE WORLD’S FINEST IMPORTS. CHECK OUT OUR FULL LINEUP OF HIGH-QUALITY FLUIDS AT CRPAUTOMOTIVE.COM OR VISIT OUR ONLINE CATALOG AT SHOWMETHEPARTS.COM/CRP. © CRP Industries® Inc. All rights reserved.

18 S E P T E M B E R / O C T O B E R 2 0 2 3

w w w. a u t o s e r v i c e w o r l d . c o m

Technicians THERE ARE whole new sets of skills

technicians need going forward.

The hard, technical skills will always be there. But it’s the softer ones that will take technicians farther in their careers.

One is a positive attitude and willingness to embrace new technology. Pierre-Hugues Comiré, regional field technical manager at Hyundai Canada, can easily tell which technicians have embraced new technology and those who haven’t.

“If you embrace it, you’re going to read up about it, you’re going to watch [what’s coming]. There’s so much available information online,” he said, adding that information can be had just by asking for it.

“So what we need are critical thinking men and women with a passion for this work,” Comiré said during Centennial College’s Driving the Future 2.0 event.

Being able to work as a team is a critical skill for technicians. No one works in a shop alone, noted Chris Chinn, network operations manager at Consolidated Collision Services.

Someone is taking in that customer, work is being built, someone is working on the car, the customer is being contacted and the vehicle is being returned to them.

“Everybody needs to communicate.

So you need those skills of communication,” Chinn said.

He added problem-solving skills to the list. “There’s no one way to fix a car, other than properly and safely. But you need that problem-solving skill because every shop is different. You may not have all the same equipment; you may need to think outside of the box to be able to repair that vehicle.”

David Cochrane, regional sales manager at Delphi, pointed to critical thinking and reasoning skills.

He referenced an old adage that you need to be good with your hands to get involved in the trades and that simply being good with your hands was enough to move you forward. But now diagnosing skills are necessary.

That calls for technicians to be thinking more about what’s happening under the hood.

“So critical thinking and reasoning skills, knowing what’s in front of you, and knowing how to be able to take it to the next level, and to work your way through it are very important,” he said.

Rob Morrison, Canadian fixed operations manager at Phaff/Lithia, agreed but even urged technicians to just flat-out think.

“Get rid of the word ‘critical.’ Just think. We are a process-driven industry. We follow process, we have repair manuals that start at A and end at Z. We train everybody to follow that process,” he said.

To just “think” is “the ability to go, ‘Wait a minute, Step B doesn’t make sense. What’s another step that could go into it?” Morrison said.

NUTS & BOLTS

BEDLINERS

AUTO GLASS

The Inductor® Pro-Max uses

high frequency magnetic fields to generate Invisible Heat® in metallic car parts without the collateral damage of an open flame to nearby parts.

Quickly and easily remove vinyl graphics, moldings, auto glass, windshields, mechanical and suspension parts.

www.theinductor.com

This tool is manufactured in the USA with genuine OEM parts.

Tag us in your photos #InductionInnovations

877-688-9633

w w w. a u t o s e r v i c e w o r l d . c o m

SEPTEMBER / OCTOBER 2023

19

SPONSORED

MEET AUTO VALUE’S CANADIAN TECHN OF THE YEAR Nick Zieger has been bestowed the prestigious honour of winning the 2023 Canadian Auto Value Technician of the Year.

Zeiger is a technician with Driven Automotive in Regina, an Auto Value Certified Service Center member and customer of Auto Electric Service Ltd. This past June he was officially named the Canadian Champion at an event in Dearborn, MI, along with winners from the U.S. and Latin America.

Driven Automotive has been open since March 2005 with six bays but they moved in 2011 to a bigger facility with nine bays, said owners Jason Mancinelli and James Lewko. The team services all makes and all models. They also offer fullservice auto repair specializing in factory diagnostics and advanced driver assistance systems (ADAS). It has been an Auto Value Certified Service Center since Day 1.

The co-owners nominated Zieger for the award, who recognized his passion for his job.

“I enjoy being a tech for many reasons,” Zieger said.

“Helping people repair and maintain their vehicle, figuring out complex problems is always a challenge and learning about new technology even though I’m not currently thrilled with electric vehicles. Also learning about the business side of things is what motivates me.”

DRiV — which has the brands Garage Gurus, Champion, Fel-Pro, Monroe, Moog, Walker and Wagner under its roof — was the primary sponsor, something Zieger was thankful for. “They are absolutely amazing,” he said. “DRiV knows how to celebrate amazing techs and throws one hell of a party. They take care of everything very well and ensure you are having the best time you possibly could.

“They are a fantastic group of people that made the once-in-a-lifetime experience absolutely perfect.”

The event included a variety of activities with the technicians and their guests hitting an afternoon of racing at Champion Motor Speedway in the M1 Concourse, seeing assembly line at the Ford Rouge Factory Tour, enjoying Greenfield Village and concluding with an exclusive awards reception and dinner at Henry Ford Museum.

“Being declared the 2023 Canadian Auto Value Technician of the Year is a great honor,” Zieger said. “I appreciate the recognition, but more so thankful of the partnership with our parts supplier Auto Electric Service Ltd. Being an Auto Value Certified Service Center is an important part of what makes us successful.”

Nick Zieger, Driven Automotive

S NICIAN

2023 Canadian Auto Value of the Year Trophy

PARTS SUPPLIER RELATIONSHIP It’s a close relationship with Auto Electric Service Ltd. that started the day the shop opened that not just makes Zieger’s job easier, but for Driven to best serve their clients.

“We feel that we have a very strong relationship with Auto Electric Service Ltd.,” Zieger said. “They always listen and support us when we have any customer or service concerns which is critical in serving customers in a fast-paced business.”

He credited Auto Electric’s inventory of quality brands that are always stocked at the levels required to service their needs.

“They focus on quality training both technical and business related to help to keep us up to date. In general, they are always there for us and that makes a great partnership,” Zieger said.

And what specifically does he like about Auto Electric Service Ltd.? “The warranty program they provide, customer appreciation BBQs, in person and online training and priority deliveries,” Zieger said.

Being an Auto Value Certified Service Center is also a boost. “The North American-wide warranty is a great program to offer,” Zieger pointed out. “It is a very recognizable repair network brand no matter where you are.”

From left, J.C. Washbish, VP of sales and marketing at The Alliance, Technician of the Year Nick Zeiger, Kevin Reamer, director of program groups with DRiV, and Mike Hinderer, technical product specialist field manager with DRiV

ABOUT THE SHOP Driven Automotive has four journeyperson technicians and two second-year apprentices. The shop is salary/hourly based with performance bonuses.

Training is essential, Mancinelli and Lewko said.

“All techs are encouraged to go for training at all stages of there career,” They said “At least one tech signs up for training whenever it is offered by Auto Electric Service Ltd. We also travel internationally for training occasionally depending on courses offered and availability as well as participate in on-line training where applicable.”

The shop is a customer of Auto Electric Ltd., an Auto Value member of the Aftermarket Auto Parts Alliance. Auto Value is part of the independent member network of the Aftermarket Auto Parts Alliance, Inc., the premier aftermarket distribution and marketing program group in the world. As a network of independent warehouse distributors, it is the industry choice for quality parts and service with thousands of parts stores and professional repair shops across North America, Mexico, Honduras, El Salvador, Columbia, Europe and China. Members pride themselves on responding to the individual needs of each customer and providing unequaled products and services throughout the Alliance’s global network.

The shop’s great reputation is what brings them customers. “We advertise on radio and some social media platforms but mainly word of mouth and our honest reputation are what help us retain and attract new customers,” Mancinelli and Lewko said.

It helps that there is a good collection of shop programs, including a locator service, reputation management, and SEO offered as a member of the Auto Value CSC program.

One of their successful customer service programs is their seasonal maintenance inspections.

“Twice a year, spring and fall, we offer a discounted full vehicle inspection paired with an oil change and tire rotation.

We check everything under the hood, full suspension inspection and a full brake inspection as well as check lights, filters, wiper blades, block heater and either rotate if needed or swap summer to or from winter tires while the tires are off for no additional charge,” they said.

That’s just the start of what sets them apart from the competition.

“When the shop first opened it started as salary/hourly based meaning technicians could spend a little more time with customers vehicles to assure we provided the best and honest service capable,” Mancinelli and Lewko said. “We also offered factory diagnostics before the tools were readily available, we offer alternative fuel conversions and invested in ADAS equipment to perform calibrations for our customers and other businesses in the city.”

w w w. a u t o s e r v i c e w o r l d . c o m

SEPTEMBER / OCTOBER 2023

21

MARKETING INSIGHTS

PLUGS AND COILS GO TOGETHER LIKE EMPTY PARKING LOTS AND BURNOUTS.

THE DIGITAL MINEFIELD OF GOOGLE REVIEWS How to navigate your response to bad feedback

O Some things are just better together.

Replacing the ignition coils when you change your spark plugs will help boost performance and efficiency — so you will always get the most out of your engine.

NGK now carries a full line of ignition coils to cover most applications. Visit ngksparkplugs.ca to learn more.

nline reviews can make or break a business.

Google Reviews, specifically, powerfully shape potential customers’ opinions. Racking up a few hundred four- and five-star reviews shows you’re a shop that delivers on its promises and builds trust with customers.

But dealing with a bad Google review is something every business eventually faces. The fact is, you’re going to get bad reviews.

More important than the bad review itself, though, is the way you respond to it.

Sometimes they come from a technician’s disgruntled ex-girlfriend or a bargain-seeking customer with unrealistic expectations. Sometimes they come from a customer with a legitimate gripe when your team dropped the ball.

Either way, those negative reviews give you and your team an opportunity to grow and even excel.

Legitimate negative reviews

These are the reviews that keep us up at night.

They point out the weaknesses in our shop that we’d rather ignore. They can feel like the proverbial acorn that fell on Chicken Little’s head, causing us to worry that the sky is falling and the business we have worked so hard to build is going to fall apart.

As the leader of your business, you can choose to respond to negative reviews in a way that sets you up for success.

Learn from it. Every person — and every business — makes mistakes. When your team drops the ball and a customer leaves a bad review, ask yourself and your team

what you can learn from this experience and how you can get better.

Respond with empathy and sincerity. Remember that you’ve had frustrating experiences with businesses that you’ve hired for goods or services. Some of those companies listened to your concerns and solved the problems. Those companies likely deepened your trust and admiration for them. You can do the same for customers who have legitimate concerns. Keep in mind that your response isn’t just for this one customer — the community will look at what you say.

Write for your future customers. Many customers look specifically at negative reviews to decide whether they’ll do business with you. They want to know what led to the negative review and then consider if they’ll have the same problem. When future customers see a thoughtful, solution-focused response, it’s a signal that your company cares and the small percentage of concerns are dealt with in a helpful way.

Solve the problem. When a customer has a real concern, do what it takes to fix that concern. Brakes are still squeaking? Fix the brakes. Your new GS got the car dirty? Offer to clean the car and their next oil change is free. Sometimes you’ll need to write a check to reimburse a customer. Go above and beyond and you’ll turn your critics into raving fans.

You won’t turn all your detractors into delighted, loyal customers. But your positive attitude and proactive problem-solving will do more to keep and attract new customers than ignoring a bad review or, worse, tit-for-tat arguing.

Illegitimate negative reviews

For every justified negative review, you’re also going to see fake

ones — people sharing negative reviews without a good reason.

First, refer back to the point of ‘writing for your future customers.’

State the facts. If you don’t have any record of the reviewer having their vehicle serviced at your shop, say that. Maybe the review was left for another shop with a similar name. Also, if this is the case, you are able to ask Google to remove that review.

Be concise and professional. You don’t need to get into an argument. All you need to do is show that there’s another side to this story. Again, stick to the facts and don’t inject emotion. Take the high ground and trust those future customers to see your side.

Great service: The antidote to bad reviews

Whether it’s a legitimate or phony negative review, you don’t have to lose sleep over it. Do your best to respond. But in the end, a few negative reviews aren’t the end of the world.

Realistically, people are suspicious of five-star businesses because they know that almost no one can live up to that standard. Work toward, 4.7 stars on the review sites and you’ll do fine.

In the end, the best thing you can do to combat negative reviews is provide great service and bury the bad reviews with great reviews. When you do that, your shop will continue to grow and flourish.

Joe Flammer

is a director of marketing for Turnkey Marketing. Based in Kansas City, he serves as outsourced director of marketing for auto repair shops.

Learn more at www.turnkeyautomarketing.com.

JAMES HINCHCLIFFE Canadian IndyCar Driver and 6 time race winner

FOR QUALITY THE PROS COUNT ON,

James Hinchcliffe trusts in PRO-SERIES

w w w. a u t o s e r v i c e w o r l d . c o m

SEPTEMBER / OCTOBER 2023

23

COACHING

Celebrating 60 years as your friend

UNRAVELING THE CUSTOMER SERVICE PARADOX QUALITY WORK BACKED

BY CANADA’S BEST NATION-WIDE WARRANTY FAST & RELIABLE SERVICE PREFERRED PRICING TECHNICAL TIPS FROM INDUSTRY LEADING EXPERTS

A field test found that our advisors seem off-put by customers.

We need to change that

T

he recent experience of shop advisors during a training class shows the gap in what customer service should feel like in our industry.

I recently wrapped up the class with advisors where my goal was to equip them — some new to the industry, others seasoned — with the finesse and skills needed to deliver top-tier customer experiences.

Before they left to put their new insights into practice in their shop, there was one final step: I sent them out for an exercise to masquerade as tire buyers in order to compare their new skills with those of fellow service advisors and to experience what it’s like to be a customer of service advisors.

There are five steps to a tire sale: Give a warm and inviting greeting, understand the customer’s needs, show the perfect tire, explain the tire’s benefits and boldly ask for the sale.

But this was not their experience. Far from it, in fact. When my students returned to report on their experience as customers, I’m sad to say it was quite an indictment of what customer service feels and looks like in the automotive aftermarket.

Let’s take a deeper dive into those five steps.

The welcoming moment

I’m a big advocate for advisors to give customers a warm welcome within 15 seconds of their arrival. But my students told me some advisors behind the counters looked like they’d bitten into some tart lemons. It was as though these potential patrons were unwelcome guests, rather than the lifeblood of their business. Isn’t that a headscratcher? They should be downright thrilled about customers entering their domain.

Understanding the need

I have a golden rule: Get out from behind the counter, go to the customer’s car to look at their tires, strike up a genuine conversation and potentially forge a new client relationship. You never know, this stranger today could very well become a devoted long-term client, bringing their family and friends to your shop.

24 S E P T E M B E R / O C T O B E R 2 0 2 3

w w w. a u t o s e r v i c e w o r l d . c o m

But here’s what went down: Getting some of these advisors out of their comfy chairs was like pulling teeth. And when they did venture out, the vibe was more “Do you not even know your own tire size?” than a friendly chat. It was almost as if these customers were trespassers on their territory.

Celebrating 60 years as your friend

Selling like a pro

Showing the perfect tire and explaining the tire’s benefits are a dynamic duo. First, you decode the customer’s needs, then you pitch the tire that will meet their needs.

But in this real-life tire-selling drama, things took a different turn. Advisors seemed to have misplaced their investigative hats; they didn’t even bother going into a differential benefits conversation. It was as if the shops had one single tire crush that they wanted to set up with everyone. Not exactly a masterclass in sales strategy.

Asking for the sale

This is the climactic moment. Picture this as the grand finale: The moment you pop the question and seek commitment. But not in this scenario. Advisors just dropped it. It was like riding a roller coaster missing a loop. My students came back completely bemused and perplexed, as they should have. They couldn’t understand how sales were ever taking place if service advisors weren’t even willing to ask if customers wanted the tires or not.

So, did this wacky tire-shopping escapade dampen the spirits of my service advisors in training? Far from it. It was like their engines got a supercharge. Seeing what not to do with customers was like lighting a fire under them. They headed back to their shops with a renewed vigour, determined to ensure no customer would be met with a grumpy face, an indifferent sales approach, and a half-hearted interest in getting the sale that puts the right equipment on people’s cars

The unsung hero

In my playbook, training is the unsung hero, turning a mundane customer experience into pure magic. Training service advisors is not just about sharing tricks; it’s about teaching them to create a culture where customers feel welcomed and wanted.

Customers’ questions and concerns are treated with the respect and consideration they deserve and the belief that each new customer is a potential long-term client.

The unfortunate part? Training often takes a back seat because owners often assume that service advisors arrive with this training under their belt to begin with. Or they hope to be able to teach it through osmosis or through instructions doled out in dribs and drabs over the course of the day.

But, we all know the reality: Owners are far too busy working on their business to devote the time needed to properly train their staff. In my experience, owners themselves haven’t had to opportunity or time to receive this training themselves. So, how can they possibly hand it off?

It’s time to face the truth: Your new hire hasn’t received this training elsewhere and your seasoned advisor is likely unknowingly stuck in a rut of outdated ways of thinking and interacting with your customers.

Here’s the deal: Annual training should be as standard as buckling up. The auto landscape evolves, customer expectations shift and we must evolve with them. It’s not just about fixing cars; it’s about weaving connections. Turning a routine transaction into a story worth telling that brings your new customer back again and again.

The tire-shopping caper shines a spotlight on the need for regular training in the auto service world. Let’s bridge the gap between knowing and doing with training sessions that keep the customer service engine humming. A committed customer is a customer for life — and that’s a win that never gets old.

Alan Beech

started Beech Consulting in 2010 and focuses on coaching, consulting and training with shop owners/ advisors and corporations in the automotive service sector.

w w w. a u t o s e r v i c e w o r l d . c o m

SEPTEMBER / OCTOBER 2023

25

Would you like to have a confidential conversation about how Mister Transmission might help you MAKE THE SHIFT into retirement?

UNLEASH YOUR POTENTIAL WITH CORDLESS FREEDOM. GET THE JOB DONE FASTER, SAFER, AND EASIER.

NEW 1/2" HIGH TORQUE IMPACT WRENCH W/ FRICTION RING KIT

INSIDER™ EXTENDED REACH BOX RATCHET

2967-22

§ Up to 1,500 ft-lbs Nut-Busting Torque § AUTO-SHUTOFF™ Control Prevents Over Tightening § Most Access in Tight Spaces

SHOP

MILWAUKEE®

TOOLS & SYSTEMS

3050-20

§ Unrivaled Access § Up to 60 ft-lbs Max Torque § Ultimate Versatility

Onthe Road Milwaukee Pipeline August 8, 2023 Milwaukee, Wisconsin

See the event reel on Instagram

Milwaukee Tool hosted professionals from trades across the spectrum at its new facility in Milwaukee to make announcements about new products and showcase new tools that pros could try first-hand. Some items were recent announcements while others will be released in the coming months. Several tools for automotive and equipment maintenance were unveiled, including taps and dies and a new borescope, Milwaukee’s first venture into the diagnostic space. Attendees also go to tour Milwaukee’s new downtown head office.

w w w. a u t o s e r v i c e w o r l d . c o m

SEPTEMBER / OCTOBER 2023

27

BAYWATCH TMPS TOOLS, SENSORS BUNDLE

Windows PC and OE subscriptions onsite, and an enhanced VCI that supports the latest communication protocols.

Automotive service professionals can get Continental TPMS ‘Tool Bundles’ that combine the company’s Autodiagnos TPMS Tools with Continental’s REDI-Sensor TPMS Sensors. One bundle combines the Autodiagnos TPMS D Tool with a mix of 24 REDI-Sensors — four each of the SE10005 and SE10008 and eight each of the SE10006 and SE10007.

The other bundle includes the Autodiagnos TPMS SE Tool with a mix of 12 REDI-Sensors: two each of the SE10005 and SE10008 and four each of the SE10006 and SE10007.

www.autel.com

ADAS CALIBRATION TOOL UPDATE

A software update from John Bean is giving Tru-Point users new features and procedures. The advanced driver assistance system (ADAS) calibration tool’s new features include: Initial remote scanner vendor integration; target subscription expiration message on the home page; activation on first boot and network connection; send messages and promotions to the home page; add pointer target measurements to manual mode; and customer information is now available on the menu after selecting a vehicle.

www.autodiagnosTPMS.com

3-IN-1 DEVICE

Autel released the MaxiFlash XLink, a 3-in-1 programming, communication, and Remote Expert-ready touchscreen device. Technicians can use the Remote Expert platform to contract experienced programmers and diagnosticians with OE software subscriptions and tools to complete needed tasks. The XLink allows techs via the Remote Expert platform to obtain expert help and access to OE data remotely, a J2534 pass-thru programming capability allows techs to flash modules with a

www.JohnBean.com

EXHAUST MANIFOLD REPAIR KIT

ProMaxx Tool introduced a new tool for broken exhaust manifold bolts on Dodge/ RAM 6.4L HEMI V8 gas engines. Model name Chad (PMXCD200PRO), the kit

Quartz Ineo Xtra,

Engineered for European vehicles Quartz Ineo Xtra engine oil with Eco-Science technology.

EC

TE

It ensures outstanding wear protection, strong durability and exceptional fuel economy performance whilst maintaining efficiency of emission systems in latest diesel and petrol engines of European vehicles requiring SAE 0W-20 viscosity grade.

O• S C I E N C E

CH

NOLOG

Y

totalenergies.ca

EN_TEMCA_Ad CARS v1 06072023.indd 1 28 S E P T E M B E R / O C T O B E R 2 0 2 3

TOTAL TOT_21_00008_TotalEnergies_Logo_RGB JFB

30-34 Rue du Chemin Vert 75011 Paris +33 (0)1 85 56 97 00 www.carrenoir.com

w w w. a u t o s e r v i c e w o r l d . c o m

TONS RECOMMANDÉS

RED

GREEN

BLUE

Ce fichier est un document d’exécution créé sur Illustrator version CS6.

Date : 26/05/2021

TECHNIQUE

2023-08-04 09:08:36

BAYWATCH ADVERTISER INDEX AutoTec Careers www.autoteccareers.com. . . . . . . . . . . . . . . . . . . . . . . . . . 12

allows technicians to quickly and accurately remove and repair broken exhaust manifold bolts. With a focus on book time saved, return on investment and increased productivity, these kits can make the repair in less than 15 minutes per bolt. www.promaxxtool.com

Bosch www.boschdiagnostics.com. . . . . . . . . . . . . . . . . . . . . . . . 4 bproauto www.autoteccareers.com. . . . . . . . . . . . . . . . . . . . . . . . . . . 2 CAS www.launcherlube.com.. . . . . . . . . . . . . . . . . . . . . . . . . . . 10 CRP www.crpautomotive.com.. . . . . . . . . . . . . . . . . . . . . . . . . . 18 Delphi Technologies www.delphiafetrmath.com. . . . . . . . . . . . . . . . . . . . . . . . . . 8 Dorman www.dormanproducts.com/tour.. . . . . . . . . . . . . . . . . . 7 HotSpot www.hotspotautoparts.com.. . . . . . . . . . . . . . . . . . . . . 15

FRONT AND REAR WIPER BLADES

Continental has released the ClearContact Premium Beam Wiper Blades with a blade composition that resists UV light and harsh environmental conditions to remain flexible and provide exceptionally long service life. The synthetic rubber formula delivers all-weather performance, even at high speeds and extreme temperatures. The wiper blades are available for front and rear applications and are designed to be year/make/model-specific, so no adapters are needed. Front wiper coverage includes 14 part numbers with sizes from 15-28 inches, while rear wiper coverage consists of 19 part numbers available in 10-16-inch sizes. www.clearcontact.com

22_0470_Box_BoltCutter_QtrVert_US Mod: September 25, 2023 11:13 AM Print: 09/25/23 11:13:52 AM page 1 v7

Hunter Engineering Company www.hunter.com/maverick. . . . . . . . . . . . . . . . . . . . . . . . . . 9

π

Induction www.theinductor.com.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 LaunchTech USA www.launchtechusa.com.. . . . . . . . . . . . . . . . . . . . . . . . . 31

SHIPPING SUPPLY SPECIALISTS

QUALITY BOXES

Milwaukee www.milwaukeetool.ca.. . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Mister Transmission www.mrtransmission.com.. . . . . . . . . . . . . . . . . . . 24,25 NAPA www.napacanada.com.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 NGK www.ngksparkplugs.ca.. . . . . . . . . . . . . . . . . . . . . . . . . . 22 PartSource www.partsource.ca.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Promaxx Tool www.promaxxtool.com.. . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Schaeffler www.aftermath.schaeffler.us.. . . . . . . . . . . . . . . . . . . . 14

ORDER BY 6 PM FOR SAME DAY SHIPPING

The Alliance www.alliance1.com/.. . . . . . . . . . . . . . . . . . . . . . . . . . . 20-21 Total Energy www.totalenergies.ca.. . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Uline www.uline.ca.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

COMPLETE CATALOG

1-800-295-5510

Worldpac www.worldpac.ca.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

w w w. a u t o s e r v i c e w o r l d . c o m

SEPTEMBER / OCTOBER 2023

29

CAR-TOONS

BAYWATCH BELT TENSIONER

ERS AI PLATFORM

Schaeffler introduced a new belt tensioner, the FT0800, under its INA brand product line. It provides coverage for Honda L15BE, L15B7 and L15BY engines in Accord, Civic and CR-V models in the U.S. and Canada. As a hydraulic damped tensioner, it contains optimized belt pre-tension due to its rotatable fixing eyes and is suitable for modern Honda engines with cylinder deactivation that targets fuel reduction. In general, hydraulic tensioners such as FT08000 can be used to lower the belt pre-tension to a minimum by still controlling front-end auxiliary drive performance.

Tirecraft Atlantic Canada has launched a new emergency roadside service artificial intelligence platform, in partnership with Atrium Solutions, which provides AI solutions. The Commercial Tire ERS platform leverages Atrium's AI capabilities to provide roadside assistance to commercial vehicle operators. The AI system analyzes incoming service requests, identifies the most appropriate service provider and dispatches them to the stranded commercial vehicles. The platform chooses the most optimal allocation of resources and reduces response times to minimize downtime for businesses and drivers.

www.schaeffler.us

www.tirecraft.com

30 S E P T E M B E R / O C T O B E R 2 0 2 3

w w w. a u t o s e r v i c e w o r l d . c o m

BAYWATCH

PROPANE HEATER

HEADLAMP

Lumileds introduced the new Philips Xperion 6000 Headlamp.

An LED light strip along the front provides up to 300 lumens in ‘boost’ mode and up to 150 lumens in ‘eco’ mode. A side-mounted spotlight provides a narrow, intense beam of up to 120 lumens. It’s equipped with a hands-free motion detection feature that allows the user to turn the light on and off without touching it. It’s powered by a rechargeable lithium battery, fully charging within 2.5 hours using the USB-C charger that’s included with the Headlamp. Battery run time is up to 4.5 hours in Spotlight light mode, up to 4 hours in Eco mode, and up to 2.5 hours in Boost mode. www.lumileds.com

Milwaukee Tool has introduced a cordless propane heater. The M18 70,000 BTU Forced Air Propane Heater is ideal for heating well-ventilated small to mid-sized spaces. A variable temperature dial for output control and a forced air fan allows users optimal heat in cold weather conditions. With a M18 Redlithium XC 5.0 battery, the heater delivers over eight hours of run-time. It can also be transported around the shop and has onboard storage to securely wrap and store the hose and regulator. www.milwaukeetool.ca

INTRODUCING -881 PRO PROFESSIONAL MOBILE 3D WHEEL ALIGNER • WORkS ON 2 POST LIFTS Latest technology capabilities of monitoring and adjusting wheel measurements while vehicle jacked on 2 post lift.

• COMPAtIBLE WITH ALL

OtHER TyPES OF LIFTS

• PRE ADAS CALIBRAtION ALIGNMENT READINGS

• MOBILE ALIGNER, SPACE SavER

• SEAMLESS SOFTWARE MB V-CLASS COILOVER

• INTEGRAtED OE DAtABASE

KW Automotive has introduced the KW V3 Leveling coilover suspension kit for the MercedesBenz V-Class. The kit maintains the driving characteristics and comfort features of its popular KW V3 coilovers while maintaining nearly the original ground clearance.

It allows for discreet lowering or raising of the chassis by a few millimetres at the front and rear axles. The kit is available for Mercedes with rear-wheel drive and all-wheel drive.

• INStANT vIN DECODING

www.kwsuspensions.net

Follow Us

1-877-528-6249

www.launchtechusa.com

w w w. a u t o s e r v i c e w o r l d . c o m

sales@launchtechusa.com

SEPTEMBER / OCTOBER 2023

31

YOU’RE COVERED Evolve your technical skills for the future with training from Carquest Technical Institute® and Worldpac Training Institute®.

STEERING SPECIALISTS

by Honeywell

worldpac.com | worldpac.ca

Access technical training, quality brands and business solutions all in one place.