Canadian Technician June 2010

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Readers’Issue II

Canadian Mail Sales Product Agreement #40063170 Registration 10833. Return postage guaranteed. Newcom Business Media Inc., 451 Attwell Drive, Toronto, ON M9W 5C4

With valuable contributions from you – our cherished subscribers

www.canadiantechnician.ca

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JUNE

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VOL. 15 NO. 5

Departments Editorial . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Service Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Survey Says . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Auto Puzzle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

14

Columnists The Car Side . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

By Rick Cogbill

Features Drive Clean: If it Ain’t Broke, Why Fix it? . . 8

By Takeshi P. Takaki

The Damage of Negativity . . . . . . . . . . . . . 12

25

By Zana Wishloff

For the Love of Saab . . . . . . . . . . . . . . . . . . 14

By Christian Skovbjerg

A Matter of Trust . . . . . . . . . . . . . . . . . . . . . 18

By Jordan Clampitt

Targeting the A-List Customers . . . . . . . . 20

By Bruce Eccles

When the Dream Dies . . . . . . . . . . . . . . . . . 22

By LaurieAnn Campbell

Rust Never Sleeps . . . . . . . . . . . . . . . . . . . . 25

30

By Clay Downes

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Editorial

SuperTechnician Holy horsepower! In the eyes of many motorists, technicians aren’t just auto mechanics – they’re superheroes.

By David Menzies

I think Pattengale’s anecdote is especially The other day, I was gabbing with Bob Pattengale, endearing because, let’s face it: the image this a field sales technical trainer with Bosch’s industry is saddled with isn’t exactly pristine.

Diagnostics Business Unit. At one point during Indeed, every so often, some polling organizathe discussion, Pattengale said something quite tion will release a list ranking how the public perprofound. Namely, he noted that most automotive ceives various professions from an ethical standtechnicians have no idea that numerous cuspoint.

The top of the list is usually occupied by tomers look upon them as bona fide “heroes” such professionals as doctors, firefighters, and rather than “just mechanics.” police officers.

At the bottom are the usual susI’ll allow Pattengale to explain in his own pects: politicians, lawyers, used car salesmen, words: auto mechanics and journalists.

(Golly, as a jour“Let’s say there’s a single mom with a couple of nalist who covers mechanics, I must rank as the absolute lowest kids. She gets in her car, cranks the ignition, and nothing hapof the low.

But I digress… ) pens. Her day is now shot, because she relies on that car. She Yet, as Public Enemy would croon, needs her car to drive her kids to school, “Don’t believe the hype.” she’s gotta get to work, she uses her car to True, there are some members of the get groceries. That car is a lifeline for her public who unfairly look upon automotive in so many ways. mechanics being nothing more than blue“OK, pretty soon the kids are crying collar shysters. And, granted, like any proand she’s completely stressed out. The car fession, there are a few shady operators is towed to a shop. As it turns out, all it out there who shouldn’t be in this business. needs is a new battery. In less than an But for the most part, you guys (and hour, her car is good to go. gals) toiling in the bays comprise a legion “But here’s the thing: the tech that of Supermen and Wonder Women. Your installed the new battery doesn’t get to daily regimen may consist of carrying out see her elation; he doesn’t get to hear her routine repairs. But to the stressed-out say, ‘Thank you’ because she’s dealing motorist separated from her beloved charwith the service advisor. iot, you’re resurrecting a vanquished vehi“For the technician, installing that batcle that is both much-needed and sorelytery was just a routine job, no big deal. missed.

But to her, whoever did this work, well, Such customers comprise the silent that guy is Superman, because he literally majority. Although not many technicians saved the day.” get an opportunity to directly interact I think Pattengale is bang-on with his with customers, make no mistake: your observation. The fact is, the vast majority efforts in making vehicles roadworthy of motorists wouldn’t dare to even As you may have noticed, this is our again is often cause for celebration. attempt repairing their vehicles given the second Readers’ Issue. As the cover Bottom line: give yourself a pat on the inherent complexity of today’s modern line implies, virtually all of the back and hold your head high. Just kindly cars. And given that many people are lost content was submitted by you, refrain from wearing a red cape in the without their wheels if something goes on service bay, won’t you? After all, it’s never the fritz, a customer who depends on his our cherished readers. a good idea to wear loose-fitting garments car can be downright ecstatic when things Enjoy! around mechanical devices. are set right again.

JUNE 2010

CANADIAN TECHNICIAN 5

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Service Notes VOLUME 15

How to sell aftermarket parts With such a wide variety of parts available to consumers, price should not be the most important consideration.

By Allan Janssen Is the choice between OE parts and aftermarket parts the same as the choice between name-brand drugs and their generic equivalents? I don’t think so.

To me, generic drugs are not necessarily better than the name brand drugs they copy.

They merely capitalize on the years of scientific study and testing that went into the original without adding any extra value.

Aftermarket parts, on the other hand, don’t have the same kind of limitations imposed by a watchdog agency like Health Canada or the U.S. Food and Drug Administration, and they often undergo additional engineering to eliminate design flaws in the original.

Like generic drugs, however, they are often significantly less expensive – which is a real asset when dealing with 12-yearold vehicles, or car owners who are feeling the pinch of economic hardship.

Whether you like it or not, most consumers are looking for a deal, and it’s definitely worth your while to make sure your service writers know how to sell aftermarket parts. With the right supply, you can offer customers an opportunity for savings without installing inferior quality or damaging your margins.

Here are some talking points: Price: For many customers, this is the first question. They probably expect to save 25% to 50% on an aftermarket part… and you know of cases where they’ll save even more. But it’s not the most important question.

OE companies show no flexibility on parts pricing. In fact, their price often bears little relation to the actual cost of the part because they bear the invisible cost of research and development, as well as the complexity of buying parts from a number of different suppliers.

While the best aftermarket companies maintain their own R&D departments, it’s JUNE 2010

true that they generally have more options for sourcing their wares and controlling those development costs. Yes, they price their products to compete, but when the price is unreasonably low, warning flags should go up.

Fit, Form & Function: We all know there are fly-by-night companies out there cutting crucial corners to get a radically inexpensive part on the market.

But an unreliable part is a bad deal at any price. OE parts don’t have anything to prove on this front. Aftermarket parts, however, have to jump through the hoops of fit, form, and function, to prove their true value. The best aftermarket companies have products that easily meet the standards set by the OEs. Consumers need to know that you vet the parts you use, and you track your comebacks.

Reliability: This is where the aftermarket has an opportunity to shine. Learning from the carmakers’ mistakes, aftermarket part manufacturers can often add value to their products, whether it’s a more durable construction or a more effective design. There are many examples where the aftermarket part corrects an OE oversight, performs better than the original, and lasts longer. This needs to be communicated to your customers.

Availability: Today’s supply chain is so sophisticated that this is not going to be an issue for 99% of the vehicles you deal with.

That last per cent, however, may be more of a challenge finding replacement parts.

Warranty: OE parts come with warranties.

The best aftermarket parts do too. The ones that are not backed up are the ones you really have to be worried about.

When it comes to replacement automotive parts, shops and consumers have ample choice, from OE to high-grade aftermarket to “white box” alternatives.

But price should never be the only consideration.

NUMBER 5

EDITOR David Menzies david@canadiantechnician.ca (416) 614-5824 EDITORIAL DIRECTOR Allan Janssen ajanssen@newcom.ca (416) 614-5814 PUBLISHER Martyn Johns mjohns@newcom.ca (416) 614-5826 CIRCULATION MANAGER Lilianna Kantor lkantor@newcom.ca (416) 614-5815 DESIGN & PRODUCTION Tim Norton production@canadiantechnician.ca (416) 614-5810 GROUP PUBLISHER Mark Vreugdenhil mark@canadiantechnician.ca (416) 614-5819 DIRECTOR, QUEBEC OPERATIONS Joe Glionna PRESIDENT Jim Glionna PUBLISHED BY Newcom Business Media 451 Attwell Drive Toronto, Ont. M9W 5C4 Canadian Technician is published monthly except for January and July by Newcom Business Media, Inc., 451 Attwell Drive, Toronto, Ont. M9W 5C4. The magazine serves the Canadian automotive repair and service industry. Subscriptions are free to those who meet the criteria. For others: single copy price: $5.30; one-year subscription in Canada: $42.00 ($40.00 plus $2.00 GST); one-year subscription in U.S.: US$60; one-year subscription in all other countries: US$90.

Copyright 2010. All rights reserved. The contents of this publication may not be reproduced by any means, in whole or in part, without prior written consent of the publisher. The advertiser agrees to protect the publisher against legal action based upon libelous or inaccurate statements, unauthorized use of photographs, or other material in connection with advertisements placed in Canadian Technician. The publisher reserves the right to refuse any advertising which in his opinion is misleading, scatological, or in poor taste. Postmaster: Send address changes to Canadian Technician, 451 Attwell Drive, Toronto, Ont., M9W 5C4. Printed in Canada. Second class mail: Postage paid at Toronto. Canadian Publications Mail Sales Agreement #40063170. ISSN 1710-7644.

We acknowledge the financial support of the Government of Canada through the Publications Assistance Program toward our mailing costs. PAP Registration No. 10833.

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“A Dark and Stormy Night” by Wayne Moore Phone (905) 632-8772 www.canadiantechnican.ca/covers CANADIAN TECHNICIAN 7

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Drive Clean: If it ain't broke, why fix it?

Eliminating dynamometer testing in Ontario would be a big mistake.

By Takeshi P. Takaki

Please consider this submission as an open letter to the Honourable Dalton McGuinty, Premier of Ontario.

Dear Premier: I head up an Ottawa-based automotive repair shop that has operated the Drive Clean emissions testing program since its inception in 2001. But I’m now extremely concerned about a recent proposal by the Ministry of the Environment to phase-out dynamometer tests.

I believe such a move would be a monumental mistake. My shop is very supportive of Drive Clean and we’re proud of the way we’ve managed the program. I fully support the proposal to add OnBoard Diagnostic (ODB) testing, but I feel the removal of the dynamometer testing should be reconsidered.

Allow me to reference a direct quote from a letter we received, the contents of which are also posted on the website www.ebr.gov.on.ca (reg#010-8137): “The proposed regulatory amendments will ensure that the program continues to be effective in reducing harmful vehicle emissions of smog-causing pollutants such as nitrogen oxides (NOx), hydrocarbons (HCs) and particulate matter, as well as carbon dioxide, which is a greenhouse gas...”

This statement is supplemented by the following notation: “1. Eliminate the current Acceleration Simulation Mode (or dynamometer) tailpipe test and emission standards and... replace it with: “a) On-Board Diagnostic (OBD) test...

Rationale: Since 1998, all light duty vehicles manufactured for sale in Canada have been built with OBD technology that can be scanned to identify all emissions system faults. OBD is a more accurate test than the current tailpipe 8 CANADIAN TECHNICIAN

test and would result in a greater number of vehicles meeting manufacturers’ standards, with a greater benefit to the environment. “b) Two Speed Idle (TSI) tailpipe test for 1988 through 1997 light duty vehicles and those vehicles that cannot be OBD tested... ”

So, what’s not to love?

Well, any technician who has worked with emissions, automotive repair service, and diagnosis will likely disagree with the above rationale for eliminating tailpipe testing. The statement may be true when dealing with evaporative emissions, but it rings false when dealing with tailpipe emissions.

Simply put, OBD is far from perfect and it cannot identify all emission system faults.

During the nine years in which my shop has been involved with Drive Clean, we’ve encountered numerous vehicles that fail to meet tailpipe emissions stan-

dards where the OBD system detects no faults (and vice-versa.)

Basically, emissions-related faults that get stored into the OBD system are based on the computer’s interpretation of what’s occurring with the emissions and related components. But a tailpipe test will show actual emissions. Therefore, to state that any OBD test is more accurate at testing tailpipe emissions than an actual ASM tailpipe emissions test truly defies logic.

Indeed, the only way to accurately test, diagnose, service, and repair NOx emissions is with a dynamometer/ASM test.

The proposed elimination of the ASM test is actually a direct contradiction of the first quoted passage, which promises to be effective in reducing NOx gas.

The fact of the matter is the ASM test is a simulated driving test whereas tailpipe emissions are measured while the car is in a stationary position using a dynamometer. Idle or TSI tests do not – and cannot – measure NOx since these gases cannot be created without load.

We hope the proposed elimination of the dynamometer tests will be reconsidered. It is important the dynamometer test must be kept “as is” with the addition of the OBD test. All necessary equipment, software, and training for current test procedures are in place today without any further costs to the public, government, and testing facilities.

Bottom line: it is my hope the ASMtesting will continue normally. While I welcome the addition of OBD-testing to accompany current test procedures, I also strongly believe the only way to stay true to the Environment Ministry’s clean air mandate is to keep ASM testing in place.

After all, as Henry Ford once opined, “If it ain’t broke, don’t fix it.”

Takeshi P. Takaki is with Ottawa-based Takaki Automotive Corp.

JUNE 2010

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SURVEY SAYS: During the last several months, we’ve asked questions. And you’ve provided answers.

Question: When a garage goes out of business, what is likely to be the main reason?

“Equal parts mismanagement and a lack of commitment from technicians.”

Rod Campbell, Fountain Tire, Regina, Sask.

“Poor management, illness, personal problems (i.e., drug abuse, alcoholism). This is what I’ve seen at small shops.”

Michael Hoffman, Automotive Brake Renew, Kelowna, B.C. “Loss of productivity leading to loss of profit.”

Bob Irvine, J & B Raceworks, London, Ont. “No computer systems in the shop.”

Alexsander Koziol, Active Green & Ross, Mississauga, Ont. “Mismanagement.”

Chad Fournier, Connell Chrysler, Woodstock, N.B. “Accounts receivable.”

Kevin De Hoan, John’s Auto Supply, Smithville, Ont. “Poor management.”

Sullivan Motor Products, Houston, B.C. “Money, money, money!”

Dave Wagstaff, Main Street Auto, Sussex, N.B. Question: What is the least dependable car on the market?

“Hyundai Accent. Notorious for brakes, wheel bearings and various sensors.”

Joseph Champion, Triple C Automotive, Bishop’s Falls, Nfld.

“There was a car called Fix Or Repair Daily or Found On Road Dead. I bought a few at a good price and fixed them myself.”

Gary D. Ashcroft, Best Buy Auto, Oakbank, Man. “Any Chrysler product.”

Perry Vandergulik, Jem Auto Services, Coquitlam, B.C. “Dodge Neon.”

Duaine Fisher, Sapperton Motors, Maple Ridge, B.C. “Chevrolet Malibu from 1997 to 2003 and anything with a late-model 3.1-litre GM engine.”

Chris Kosh, Fountain Tire, Regina, Sask.

“I think they are all about equal, except Camry and Civic.”

Jeff Jordan, Jordans Auto Repair, Sorrento, B.C. Question: What do you do for fun away from the shop?

“Spending time with my granddaughter. She is the highlight of every moment.”

Charlene Doberstein, Surrey, B.C. “Snowmobiling.”

Gerry Vandergulik, Jem Auto Service, Coquitlam, B.C. “Fishing and camping with my daughter.”

Jim Pettigrew, Fountain Tire, Calgary “I like to shop and hang out with friends and family.”

Angie Nugent, Pro-Tech Automotive, Windsor, Ont. “I enjoy socializing with friends and co-workers. I also enjoy go-karting at the local track.”

Colette Mason, Serbu Tire, Windsor, Ont. “Go to drag racing events.”

Bert Sinkgraven, Windmill Automotive, Brampton, Ont. JUNE 2010

11:38 AM

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“I read quite a bit and play with my kids. My son is two and my daughter is nine.”

Rod Campbell, Fountain Tire, Regina, Sask.

“Fun away from the shop? What’s that?”

Mary Wery, Par-Car Service, Toronto Question: What is the biggest bill you ever got stuck with?

“Approximately $3,000 for an engine replacement. The customer refused to pay and it went to small claims court.

Still waiting.”

Greg Hyes, Main Street Auto Service, Sussex, N.B.

“The biggest bill was in the thousands – and it was for an account that went bankrupt on us.”

Bob Gammon, Serbu Tire, Windsor, Ont. “A long-time regular customer decided to declare personal bankruptcy, leaving us whistling Dixie to the tune of $930.”

Joseph Champion, Triple C Automotive, Bishop’s Falls, Nfld.

“I’ve lost count of the number of times and dollar amounts lost for being sympathetic to a customer’s situation.”

Mike Hoffman, Automotive Brake Renew, Kelowna, B.C.

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The Damage of Negativity Embracing negative advertising is both wrong and self-defeating.

By Zara Wishloff The NHL playoffs this year have produced some of the best hockey I’ve watched in a long time. I even get a kick out of the great commercials airing on the TV and radio broadcasts.

The good news: automotive service providers, OEM dealerships, and quick lubes have all increased their advertising time.

The bad news: when it comes to delivering the message, they just don’t get it.

Unfortunately, 80% of the ads I hear are negative attacks. In fact, you’d think a U.S. election campaign was underway.

From what I can tell, very few companies are delivering a message pertaining to how auto repair shops can remove stress from the lives of consumers.

Rather, most of the ads simply focus on what’s wrong with the competition.

Interestingly, many of these negative ads embrace humour to mock the frustrations and anxiety consumers have about servicing their vehicles. However such messages ultimately end up hurting everyone – including those who are responsible for the negativity.

Mr. Lube has won several marketing awards in Canada with its “Ready for a Change?” campaign. Mr. Lube boldly took on dealers directly by using humourous ads poking fun at the dealership experience many consumers endure. It was something the aftermarket was screaming for and, the campaign was a welcome change to the dealership mantra of, “We’re the only place to properly service your vehicle” that has bombarded the airwaves for years.

However, what began as a refreshing change has morphed into a template for automotive service advertisements… and it’s starting to backfire.

Indeed, dealers have fought back with their own negative ad campaigns. Other service providers are showing up with their attack ads as well.

Some of the fear-mongering messages 12 CANADIAN TECHNICIAN

have been along the following themes: “Don’t bring your car anywhere else, they can’t fix it properly;” “Don’t listen when they say they have to work on your car… they don’t value your business and charge you too much;” “Everyone is out to get you, except us!”

Quite frankly, I could pick apart and

It sometimes seems as if Dr. No is the creator of many auto shop ad campaigns.

find shortcomings in the advertising embraced by so many companies. And guess what? Consumers can, too. (Put another way, consumers aren’t stupid.)

I’m just waiting for this ad: SCENE: A quick-lube lineup is backed up to the freeway. A young, inexperienced service writer spills coffee on the lap of an elderly lady. He then proceeds to oversell unneeded services. As the car drives away, the drain plug falls out. Fade out with an OE logo and copy that states: “See we told you so! You should’ve stayed away from strangers who don’t know you’re your car.”

I’m by no means suggesting the negative advertising landscape is that bad.

But this seems to be the only way auto service marketers know how to communicate. The message is not, “Here’s why you should trust us;” rather, it’s more like, “Here’s why you can’t trust the OTHER guys.”

The inherent message is that no matter where you bring your car for servicing, you’d better be on high alert because chances are you are getting scammed one way or another. And even if you feel comfortable, you’re probably too dumb to realize you’re being hosed.

Is it any wonder that recent market demand studies have revealed that consumers have forgone billions of dollars in underperformed maintenance each year?

While some people in the industry might blame their closing skills, the problem is planted into the consumer’s head thanks to a constant barrage of negative advertising. Simply put, service providers and dealers have managed to “market” themselves into a corner in which the consumer doesn’t trust anyone.

All of which is unfortunate. If marketers want to harness the power of fear, why not craft an ad that shows how fearful it can be to encounter a breakdown thanks to ignoring your vehicle maintenance as opposed to the fear of getting one’s vehicle serviced at the wrong place?

Heck, in this economy, we should be thankful that consumers are getting any work done!

Look, we can no longer blame consumers for keeping their wallets closed and casting skeptical sideways glances when a service writer makes suggestions.

They are just behaving in a way that we’ve trained them. Hey advertising agencies – enough is enough. We’re more than ready for a change!

Zara Wishloff is a sales manager with Warehouse Services Inc. in Edmonton.

JUNE 2010

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For the Love of Saab A shop owner explains his passion for the Saab brand.

By Christian Skovbjerg

Definitely not the same old Saab story: Christian Skovbjerg proudly displays his baby – a ’74 Saab Sonet.

Recently, an inquisitive journalist asked me: “What’s the deal with Saab?”

In other words, what is it about this particular automotive brand that resulted in thousands of Saab owners the world over staging rallies to save this brand when it seemed as though Saab was going to suffer the same fate as Pontiac, Saturn and Hummer?

To begin with, Saab is truly a unique car. The company’s history began on a cold winter night in Trollhättan, Sweden, just as World War II was coming to an end.

That’s when a group of engineers and designers decided to make cars instead of fighter planes.

The idea was to make a small car that would be fun to drive, safe, and affordable. Since Saab’s inception, many unique designs and innovations have emerged from Trollhättan.

The first Saab design was a crosscut of an airplane wing. This resulted in a very stable body with an air drag coefficient of 0.30 – a benchmark many automakers strive to achieve today.

But Saab has always been an innova14 CANADIAN TECHNICIAN

tor, from the adoption of seatbelts to a two circuit diagonal brake system (developed in the early ’60s and now widely used by most manufacturers.)

Headlight wipers – a goofy-looking gimmick in the eyes of many people – are anything but silly when one is driving during a nighttime blizzard. In fact, the headlight wipers have been so successful that Sweden has since passed a law mandating that every car must have mandatory headlight cleaners.

Cabin filters (1978) are another innovation. Filters have nothing to do with safety, but these devices allow occupants to breathe clean air while driving (Volvo embraced this idea some 20 years later.)

By then, the Saab 9-5 had gone a step further by having all air filtered in the cabin, both fresh and re-circulated.

Saab’s headrest restraint system is a true jewel that has prevented many head and neck injuries. The headrest is on a pivot attached to the backrest, which flexes according to weight and speed.

The more you sink into the backrest, the more in proportion the headrest flexes

forward. It adjusts automatically to size and weight and since it’s mechanical the headrest will actually flex multiple times.

Other innovations: a direct ignition system (late ’80s), turbo-charging (late ’70s) and in 1994, the Trionic fuel management system (please check out www.saabmuseum.se for a full rundown on Saab’s accomplishments.)

As well, before “going green” became trendy, Saab was already an environmental champion. An example of this is the introduction of water-based paint in 1994, in which 90% of the paint and solvents used by Saab are recyclable.

Saab was also the first automaker to use R134 chlorine-free refrigerant. This required manufacturing new O-rings, hoses, and oil to cut the emission of ozone layer-depleting chlorine molecules.

Just imagine the undertaking of a small manufacturer to create a super engine fuel management system. In 1994, this system had a 32-bit computer capable of handling over 1 million calculations per second (this compares very favourably to a conventional fuel system of the time that handled about 50,000 calculations per second.)

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You may ask: why make it so powerful?

The answer: by joining this system to a lightweight 4-cylinder Saab 2.3-litre turbocharged engine, you will have a Saab engine that will produce upwards of 250 horsepower and a steady max 350NM torque below 1,900 rpm.

This is very powerful, and yet fuel consumption is only about 7.5 L/100 km (even though this engine produces a higher output than most 350 cu. in. V8 engines.)

Most manufacturers focus on passive safety with air bags and crumple zones, but Saab also uses anti-submarine seats (which prevent occupants from sliding under the seatbelt in a collision), Saab has even taken measures to protect occupants from being hurt in a car/moose collision. A moose can literally weigh a ton and such an animal will adversely alter your life in a nanosecond should you have the misfortune of colliding with one.

Good thing, then, that Saabs have extrastrong roofs and windshield frames – which can be lifesavers in such a scenario. (Believe it or not Saab actually has a “Moose Facility” in Sweden.)

Active safety is yet another way Saab pays special attention to safety. I believe active safety begins in the driveway. For example, consider Saab’s large doors that open wide for easy access (especially important when the driver is wearing bulky winter clothes.) The driver slides into a very comfortable orthopedicallydesigned seat that is both heated and vented. There’s also a multi-zone climate system that keeps the car’s windows from fogging up. After all, the best safety game plan you can have starts with a comfortable and alert driver.

And when the driver overextends his driving skill-set, a Saab can help mitigate the situation. A Saab constantly communicates with the driver, and the car is so well-balanced that the character of the car doesn’t change, even when engaged in extremely heavy cornering or braking.

I’ve never thought twice about driving my Saabs even in the worst Canadian winter conditions.

As you can tell, my enthusiasm for Saab speaks for itself: I’ve had the opportunity to work with Saab for many years in three continents. This is also why I started Aktive Motors – so that I can offer all Saab owners a place of enthusiasm and a service and sales centre where they can experience the Swedish Saab spirit.

JUNE 2010

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Thanks to numerous loyal clients, my company continues to rapidly expand.

Indeed, we are in constant need of new people that can follow in my footsteps.

Bottom line: Saab is a superbly-made and safe product – a true performer that is loaded to the gills with originality and innovations.

This is why so many Saab aficionados rallied to save the company when it appeared the General Motors was putting Saab out to pasture a few months ago.

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Sure, there are many other cars on the market, but most Saab owners don’t want to drive anything else.

So, thank you, Victor Muller, CEO of Spyker Cars, for giving Saab a new lease on life. Hopefully Saab will continue to be an innovative car company in the years ahead.

Christian Skovbjerg is a Saab Master Technician and the owner of Aktive Motors Inc. in Oakville, Ont.

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CANADIAN TECHNICIAN 15

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A Matter of Trust In this fragile economy, we must be careful when it comes to dealing with customers.

By Jordan Clampitt

They will enjoy peace of mind; they will properly convey that info to the customer Like many other technicians, I enjoy the trust you. And we all know that a trusting to make them feel comfortable and secure articles in the various automotive magacustomer is a lifelong customer. in buying what you are selling. zines that find their way into our shops. I Given that communication is a key A good computerized invoice and work find the technical information both interaspect of a service advisor’s job, service order system provides an excellent means esting and insightful. The only thing I don’t advisors can’t always speak in terms of logging your customers’ vehicle maintelike: each article ends up with the same that the customer will understand. And nance history as well as previous services undertone of this huge selling market that not understanding can instill doubt and services that have been recommendwe in the industry are missing out on. about whether you’re giving them the ed.

This can give you a good idea of what All the technical articles I’ve read do a straight goods. your sales approach should be before the great job of explaining the product or Educating the customer is a constant customer even gets in the door. You can component and the internal workings of challenge in our industry. Consider these also gain good insight into the spending these items. But they all end with the suggestions: in your waitsame theory – that we ing area, leave out any of should be selling the custhe automotive magazines tomer the product before you have – if that’s all there it’s actually worn-out or is to read as they pass the broken. time, believe me, they’ll A recent article on susread ’em. Hopefully, an endpension systems noted how result is that they’ll learn a at 80,000 km the dampers on bit about vehicles and vehithe shock or strut are basicle maintenance. cally worn enough that they Also having some differdon’t perform as well as ent vehicle components new. While technicians cerhandy, such as a shock, tainly know this is true, it’s a strut, brake caliper or an bit of a leap convincing the electrical component will average customer that serve as a visual aid when based solely on mileage, explaining to customers replacement parts are need- Having some different vehicle components handy, such as a shock, strut, what they need and why ed. Especially when we brake caliper or an electrical component will serve as a visual aid when they need it. can’t show them a broken or explaining to customers what they need and why they need it.

Another useful tactic is leaking part and they can’t displaying a symptom/probable cause wall habits of your customers. If you notice a feel a significant change in the ride of the chart. This will allow your customers to decline in the way a regular customer servvehicle. The automotive industry has long highlight the more common issues every ices his car, perhaps something profound fought to shake off the dishonest moneycar encounters. And this might help the has happened in his life (divorce, job loss, hungry stereotype. customer better explain the problem to etc.) that has affected their ability to mainIn the current fragile economy, we need service advisors. tain the vehicle the way he once did. to be very careful how we approach cusIn summary: remember to treat cusThis is when we should further adjust tomers. And we have to be careful regardtomers like people (not bags of money) our selling approach – i.e., lowering the ing the way in which we relay information and help them get to know their vehicles sales pressure or making a list of services to them when it comes to properly mainbetter. By doing so, you will earn their that need to be done in order of importaining their vehicles. It’s my opinion that trust – and their repeat business. tance. Letting them know they have time in conjunction with qualified technicians to save up and that you will only do the in the shop you need capable service adviJordan Clampitt is a technician work absolutely necessary to keep their sors at the front counter. All the technical with Neighbourhood Auto Plus in vehicle running safely on the road will articles give a very good base of informaLondon, Ont. score major points with most customers. tion, but it is the service advisor’s job to 18 CANADIAN TECHNICIAN

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Targeting A-List Customers Enticing the cream of the client crop isn’t all that complicated – just make certain you deliver on your promises.

By Bruce Eccles

In the quest to get more clients in the door, numerous shops come up with interesting marketing initiatives. At my shop, we’ve pretty much tried everything in the last 35 years, from radio ads to newspaper discount coupons.

How effective were these efforts?

Well, I’ll answer that question by referencing the famous Henry Ford quotation: “Only 50% of my advertising is any good. The problem is, I don’t know which 50%.”

Even so, the obvious goal behind any marketing plan is to increase sales and build a client list. Keeping your service bays busy and following best business practices will typically result in more money being generated.

You can commission all kinds of studies and perhaps even come up with some unique sidebar services, ranging from a barber shop and spa to a daycare service (I’ve seen it all!)

And after you’ve identified your target market, designed a website, and advertised your services, all that’s left to do is wait for customers to come or your phone to ring.

No doubt you’ll see some results. But being in the auto service business since 1975, I can tell say from experience you’ll never please everyone. For starters, there’s a customer hierarchy. “B” and “C” clients will go from shop to shop and will tend to find your place regardless of any marketing plan. In fact, they may have been turfed by their last service provider because they weren’t worth the trouble.

So, what you really want to do is build or increase your A-list clients. A-listers are people who are loyal to your shop. Ideally, these are the people who should represent the bulk of your clientele.

Indeed, the A-list client knows why 20 CANADIAN TECHNICIAN

Angelina Jolie and Brad Pitt are A-List stars. What your shop needs is A-List customers.

he’s chosen to do business with you. He specifically wants you to service and repair his vehicle. Such clients aren’t necessarily more educated, but they’re often smarter when it comes to their vehicles’ maintenance and service requirements.

So, just when does your marketing plan fizzle? One tell-tale sign is when your shop is chock full of the wrong kind of clients.

It’s been my experience that most A clients aren’t enticed by something like a haircut when they come by for an oil change. They no doubt have a barber already – keep in mind these people are loyal to their service providers. Besides, I’d rather hear the sound of an air gun

making money for my shop as opposed to a hair dryer.

However, the wheels will really fall off your marketing plan when you fail to meet your A clients’ expectations. I’m talking about not having the tools or training to diagnose and repair vehicles in a timely fashion.

Simply put, before you drop a bundle on any marketing scheme, make certain you’re prepared.

Our shop currently has 10 scan tools plus three laptops and attachments. As well, there’s a desktop perched upon every technician’s toolbox. We have in-house training and a web-based training program that all techs are required to utilize. Our lead technician is the shop foreman and training coordinator. We subscribe to numerous technicians’ websites and blogs, use the AllData and Mitchell programs and yet we still can’t get all the info we need!

But here’s the reality. We make our money on the brakes and suspension as always, but we also market our business by repairing the “check engine light.”

If you want to be a player, you must increase your A clients; otherwise, continue targeting the B and C listers just like the big box boys do.

My formula, incidentally, is simplistic: just fix it right the first time and deliver the results when promised – no excuses.

After all, the cardinal sin in marketing is to over-promise and under-deliver.

If you can master that game plan, then your marketing will be self-generating and free-of-charge. In other words, you will reap the benefits of good ol’ fashioned word of mouth.

Bruce Eccles s the owner of Eccles Auto Service in Dundas, Ont. JUNE 2010

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When the Dream Dies As one door slams shut, find another to open.

By LaurieAnn Campbell

Over the course of the last 12 months, it became apparent that my auto shop business was bleeding away my retirement fund at an alarming rate. The end result: I’m out of the automotive aftermarket game.

By way of background, in 2007 I bought an existing shop that had been operating for almost a decade. Prior to the purchase, I spent a good part of six months conducting research to make sure I was making the right decision. My fact-finding mission included checking out the town and its economic development plan and formulating a workable business plan.

Everything seemed to check out.

My move to Stirling, Ont. was like the storyline of The Beverly Hillbillies in reverse. I loaded up the truck (with all my belongings plus four canines) and moved from the city to the country, abandoning my comfortable lifestyle in Oakville, Ont. I soon felt like another fish out of water, Elly May Clampett, especially since I ended up inheriting more critters.

But back to business…

The first year was reasonably good.

However, unbeknownst to me during my fact-finding mission, there was another independent auto shop that opened in the area. This, of course, further divided the customer base. Nevertheless, I stood proud and kept going… only to discover another independent shop had opened.

By this point, the auto repair landscape was radically different as there were four shops servicing a town of 5,000.

Naturally, our wonderful government didn’t make things easier thanks to minimum wage increases and added tax hits.

It all resulted in the perfect storm, especially since my overhead was greater than all the other independents.

22 CANADIAN TECHNICIAN

I’ll always love cars, mind you. But as Kenny Rogers would croon, “You’ve got to know when to hold ’em, know when to fold ’em; know when to walk away, know when to run.”

I eventually swallowed my pride, shuttering my shop in March.

Alas, I did give it my best shot. I sent handwritten letters to my customers; I gave generously to the community (including 100 teddy bears to the fire department’s toy drive and more than $1,000 to the local food bank); I took on several co-op students… but in the final analysis, it just wasn’t good enough.

What was most upsetting was letting my employees go. I employed the best mechanic I’ve ever met. At least he has enough training now to start over on his own. I guess it makes me feel better that I granted a young man the ability to learn about accounting, customer service, and how to run a business (and what not to do.) He also understands that a low over-

head business model is the only way to go in a small town. He just opened a new shop and I wish him well (check out www.scottysautoservice.ca).

As for me, I’m moving on, too.

In fact, I just launched two new ventures (both of which have radically lower overhead than an auto shop.) These days, I’m keeping busy running an online dating service that facilitates platonic relationships. Check it out (and join up, if you wish): www.simplyarentadate.com.

As well, I’ve started Campbell’s One Stop Small Business Shop, which provides small business services and handwriting analysis (www.campbellsonestop.com.)

Hey, once an entrepreneur, always an entrepreneur – regardless of the chosen field.

I’ll always love cars, mind you. But as Kenny Rogers would croon, “You’ve got to know when to hold ’em, know when to fold ’em; Know when to walk away, know when to run.”

As a final word, I’m proud of what I accomplished and will never feel as though the closure of my shop was an utter “failure” – more like a life lesson.

After all, the shop was my first experience with a bricks and mortar business.

As well, I feel for the other people out there who have been adversely impacted by a brutal economy. In fact, just minutes away from where I was located, another auto shop had to close after 30 years in business. Clearly I’m not the only casualty.

To conclude, I’ll always have my dignity and integrity and drive – nobody can take that away from me. Zoom-zoom – I’m off on another path. Here’s to new beginnings.

LaurieAnn Campbell was the owner of Molloy’s Auto in Stirling, Ont. JUNE 2010

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Rust Never Sleeps Here’s what shop owners and technicians should know about the never-ending war on corrosion.

By Clay Downes Most technicians repeatedly preach the merits of preventive maintenance to their customers. Regular oil changes, tune-ups, brake inspections, tire rotations… the list goes on. We do this because we know how important regular maintenance is and we want our customers’ vehicles to be both safe and reliable.

But what about body maintenance? As long as our customers’ vehicles are rust-free you can repair them mechanically. The longer customers keep their vehicles, the more service and maintenance will be required. That means more business over the long run. So, from a business standpoint, it’s in your best interest to keep the integrity of the body panels and frame looking good by recommending the best rust-proofing available.

There are two main kinds of rust-proofing. Firstly, there is the one-time rust-proofing most dealers sell. In the majority of cases this requires going back once a year for inspections for the life of

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the vehicle to keep the warranty in place.

But check out the fine print. Unfortunately, most of these warranties come with a clause with words along the lines of, “Lifetime warranty where the product is applied.” Translation: if the rocker panels, doors, fenders and other areas not easily reached aren’t treated, the warranty does not apply. And we know from years of experience that these particular areas are indeed susceptible to corrosion.

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The other kind of rust-proofing is an annual spray with oil formulated for application on vehicles. Applicators who are well-trained will ensure that all boxed-in areas such as doors, fenders, rockers, hoods, trunks and tailgates are treated properly. This requires access holes to be drilled. Anyone who says they can properly spray a vehicle without drilling access holes is either inexperienced or is not being completely honest

with you. The same procedure is done to the underside of the vehicle, covering brake lines, gas lines, fuel tanks, floor panels and bumpers.

When servicing these vehicles, you might find this kind of spraying can be a little messy. But a good rust control applicator will actually save you time and money because you will not encounter rust. There’s nothing more frustrating than giving a quote for a job and then finding rust has compromised the integrity of the metal parts you are working on.

The customer doesn’t want to hear later about your problems and he will not be happy if the cost for the job changes.

Anyone who says they can properly spray a vehicle without drilling access holes is either inexperienced or is not being completely honest with you.

Other major areas of concern are electrical components, wiring harnesses and sensors which suffer from corrosion. A good rust control method will treat these. The advantage to the technician?

Fewer intermittent problems, less greening of wires and vehicles that are easier to repair.

When choosing an annual rust prevention program choose a reputable company that is endorsed by the Canadian Automobile Association or the Automobile Protection Association. Make sure that the person doing the application produces documentation that the product being used is non-flammable, non-toxic and environmentally friendly.

Remember, the longer your customers are able to keep their vehicles on the road (and looking good) will mean more business for your shop.

Clay Downes is the owner of Quik Auto Repair in Georgetown, Ont. 26 CANADIAN TECHNICIAN

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AUTO PUZZLE June 2010 1

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continued from page 30 The guys went off to work, and I returned to my paperwork.

It was good to be back in my comfort zone.

Half an hour later I gasped as my computer screen went blank, and then returned in a blaze of swirling colours. I recognized it as the Star Gate scene from the Space Odyssey movie. An ethereal electronic voice arose from the shop intercom.

“Hello, Dave; this is HAL.” “Hey, what’s going on,” I yelled, banging on the monitor with one hand. “My name’s not Dave, and give me back my data!”

“I’m sorry, Dave. I’m afraid I can’t do that,” droned the voice.

I shrieked and fell off my stool as I put some distance between me and the hard drive. I wasn’t gonna let any machine disconnect my life support system.

At that moment, the sound of raucous laughter erupted from the parts room, and then it hit me – the crew was pulling a fast one on me. Somehow Beanie had commandeered my monitor via the shop computer, and was taking great liberties with my sanity.

“Okay, wise guys.” I stormed into the parts room. “Quit horsing around! Now put that computer to better use and try to find an answer to this Odyssey van problem.”

“Sure thing, ‘Dave.’” Tooner chuckled. “Hey Beanie, see what help you can find on the forums.”

As it turned out, it didn’t take long for a number of technicians to come to our rescue with a solution we’d totally missed.

“Your exhaust valves are too tight,” we were told over and over again. “And be sure to adjust them when they’re nice and cold.”

Apparently it’s a common problem on Honda’s J-series V6 engines when they begin to accumulate higher mileage.

Getting access to the valves was tedious – I was glad I wasn’t doing it – but at least it didn’t require any special tools.

Before long the Odyssey was running as smoothly as a space shuttle through the stratosphere. Tooner came into the front office with the keys.

“I’m a little busy, Quig. Why don’t you take this out for a test run? Look’s like you could use some quiet time.”

Running a hand through my frazzled hair, I grabbed a seat cover and hoofed it out to the parking lot. Can’t wait to get away from this crazy crew, I muttered to myself. But as I hit the road, I made the mistake of turning on the CD player. Strains of Also Sprach Zarathustra filled my ears as I drove down the street, the iconic opening theme song from 2001.

I can’t wait for Slim to get back…

Page 29

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Rick Cogbill is a licensed technician and former shop owner in Summerland, B.C. To read more about Slim and the gang, check out Rick’s book A Fine Day for a Drive at www.thecarside.com.

JUNE 2010

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The Car Side

Page 30

By Quigley (filling in for Rick Cogbill)

Repairing a 2005 Honda Odyssey turns out to be more frustrating than trying to make sense of 2001: A Space Odyssey.

I hate it when the boss goes on holiday – for two reasons. First off, all the real gnarly jobs wait until Slim leaves the building before landing on our doorstep, and secondly, I become the target of completely undeserved abuse. Such is life for a service writer.

Basil poured himself a cup of my freshly made coffee, added a touch of powdered whitener, and took a cautious sip.

“Ah, just the way I like it, Quigley,” he announced with a grimace. “The enticing aroma of burnt brake material, followed by a slightly acidic aftertaste, and visually enhanced by a multi-colored oil slick shimmering on the top.”

“Hey, quit complaining,” I snapped. “I never said I could make coffee as good as Slim’s. Besides, I got other things on my mind – like that 2005 Odyssey van Tooner’s been wasting time on all week.”

The grizzled technician of whom I spoke wandered into the front office.

“Anythin’ good in that pot?”

Tooner yawned and jerked his thumb in the direction of our ancient coffee maker.

Basil added three more sugar cubes.

“There is for those who like to live dangerously.”

Tooner shrugged.

“Mebbe it’ll kick start my brain – I’m runnin’ out of ideas on that Honda van.

I’ve tried new OEM spark plugs, new coils, and even cleaned the injectors. I’m startin’ to wonder if there’s a glitch in the electronics.”

He poured some thick brew into a mug and studied it closely.

“How ’bout you, Quig – got any suggestions?”

“Don’t look at me,” I gasped. “I’m just the service writer!”

Indeed, juggling schedules, ordering parts, and keeping customers mollified was tough enough; I didn’t need demonpossessed minivans further complicating my life.

30 CANADIAN TECHNICIAN

2005 Honda: A Spaced-Out Odyssey

“But I wish you’d hurry up and fix that thing. The owner’s starting to wonder if we know what we’re doing.”

The quirky Odyssey was throwing random misfire codes on all six cylinders – po300 through 306. It ran rough when cold, and Tooner could barely get it over 65 km/h on a test drive. Once it warmed up, however, it ran fairly smooth. So far, nothing he’d tried had done a lick of good.

Tooner swilled some coffee around in his mouth like he was sampling a fine wine.

“Hey, not bad, Quig. I think yer gettin’

the hang of this.” He thought for a moment. “Y’know, that van reminds me of an old space movie, where the computer had a mind of its own.”

Basil raised his eyebrows. “You mean Stanley Kubrick’s 2001: A Space Odyssey?

It’s been years since I’ve seen that classic.

I believe the computer you’re referring to was nicknamed HAL. It tried to take over the space ship, and if memory serves me, it killed off most of the crew.”

“I remember that!” I shuddered. “That was one freaky movie – scared me to death.” continued on page 29 JUNE 2010

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