Jobber News March 2011

Jobber News Aftermarket Conference for Executives Preview Inside

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Interview with Joel Bernard: the AIA’s New Man on the Hill

MAGAZINE

MARCH

2011

Serving the Automotive Aftermarket for more than 75 Years

EXHAUST AND EMISSIONS PARTS SALES THE GROWING RIDE CONTROL MARKET MANAGING SALES TEAMS FOR SUCCESS CONTROL ARMS VERSUS BALL JOINTS

ONE TOUGH

CUSTOMER How to Get Hard-to-Please Customers Buying From You Every Day

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This Month

Contents

March 2011

Vol. 79,

No. 3

ONE TOUGH

CUSTOMER

Getting Hard-to-Please Customers Buying

There is no doubt that we have all experienced the customer who puts everyone on your staff through their paces and pushes your resources, and sometimes your

16 4

patience, to the limit. Learn how to keep them

COVER

happy and why you should love them.

Over the Counter

Joel Bernard, the AIA’s new man on Parliament Hill; AIA Canada Signs on to Service Information Agreement; Town Hall Meeting Focused on How Shops Can Work Together; Transit Becomes Exclusive Canadian Distributor of Prototal Drill Bits; Mevotech Recognized for Largest Regional Sales Increase by Uni-Select; Winner of Raybestos Brand Promotion Takes Delivery of Grand Prize; Aftermarket Leaders to Address Catalogue Issues.

18 Market Feature: Control Arms Versus Ball Joints

In an aftermarket where assemblies are becoming a more common option, knowing when you should be recommending compete control arm replacements or sticking with the ball joint approach will build customer confidence and satisfaction.

24 Exhaust, Emissions, and Tune-Up: The Systems Approach

With the emerging needs of inspection programs and the presence of OBD-II, it is difficult to separate spark plugs and wires from those components that regulate combustion and handle its byproducts.

10 Preview: Aftermarket Conference for Executives

The annual top-level executive event promises strong, thought-provoking lineup for Ottawa, Ont., April 20.

12 Market Tracker:

The Growing Ride Control Market

According to the most recent research, the North American ride control market is expected to experience its first growth in years, with some interesting dynamics driving changes in this important segment.

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Knowledge Building: Managing A High Performance Sales Team

In the new global economy you cannot afford to live with below-average results from below-average salespeople.

29 Autoserviceworld.com Internet Directory 30 Comment THE ANSWER MAN

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AIA Canada Signs on to Service Information Agreement The Automotive Industries Association of Canada (AIA Canada) has announced that it has reached an agreement to sign on to the Canadian Automotive Service Information Standard (CASIS), the voluntary agreement governing access to automaker service information websites in Canada.

The agreement is targeted at ensuring the automotive aftermarket has access to emission and non-emission related service information, diagnostic tools, and training information from all vehicle manufacturers in Canada.

The CASIS agreement is supported by the Canadian Vehicle Manufacturers Association (CVMA), the Association of International Automobile Manufacturers of Canada (AIAMC), and the National Automotive Trades Association (NATA).

AIA Canada president Marc Brazeau states that the CASIS agreement represents a significant achievement for Canada’s automotive aftermarket industry and is confident that AIA members will benefit greatly from the voluntary access to information that is being provided by all vehicle manufacturers.

“We are very pleased to be working side by side with the CVMA, AIAMC, and NATA for the benefit of the entire automotive industry. This is a great day for AIA members and their customers across Canada,” states Brazeau.

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AFTER THE BATTLE, A NEW PLAN With an agreement on access to original equipment repair information and tools in place, a new strategy and a new flag-bearer marches in.

By Andrew Ross

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happen two or three years or years, the Automotive down the road? My suggestion Industries Association of is that we invest more time Canada’s near-obsession was building relationships now. in gaining access to original These relationships will pay equipment repair information off if we maintain them, and and tools for the independent in government things change aftermarket: Right to Repair. regularly.”

The big push by the AIA was His view is that the AIA for a legislative remedy, but has done a very strong job of with that swept aside and a volbuilding relationships already, untary Canadian Automotive but that there is an opportunity Service Information Standard to deepen and broaden the (CASIS) agreement in place, influence of the association what lies ahead for the govand the industry by building ernment relations portfolio at on this groundwork.

Canada’s largest automotive “My experience on the Hill aftermarket association?

Into this backdrop comes Joel Bernard, the AIA’s new director, is that you get to see all sorts of groups and associations; Joel Bernard, who takes over public affairs, has relationship they all perform some sort of for Scott Smith who provided building as his key focus. government relations. Some key governmental relations functions for the AIA before his departure to a are better at it; some invest more time and non-automotive association at the end of 2010. resources.”

You can, he says, see the difference in results.

However, Bernard takes a slightly different posi“The point is that in government relations, tion within the association. Where Smith was director of government and industry relations, different groups spend more energy building these relationships. Other groups spend no Bernard is director, public affairs.

Bernard is a seasoned political operative time at all, and when legislation comes down at both the provincial and federal levels; he the pipe, they aren’t prepared, and they don’t recently served as senior policy advisor to both react well to it.

“If you have a relationship with the bureauIndustry Minister Tony Clement and Public cracy, sometimes you’ll go to lunch with officials Safety Minister Stockwell Day. His experience has taught him that even and during the discussion they will ask what without an issue of singular focus like the your position on an issue is. Just by maintaining repair information issue—which galvanized these relationships, in the natural flow of events and mobilized the industry on both sides of you have access to information that you would the legislation-voluntary agreement debate— not have otherwise.

“Maintaining these relationships can make government relations cannot be ignored. On the contrary, getting and keeping the ear of your group, your association, better prepared. If government officials at all levels before issues you know the information ahead of time, it gives you a chance to respond.” emerge is more critical.

And as he sees it, those responses can be at “I am putting together a strategy to propose to the AIA that will seek to increase the AIA’s the national level, or by using the influence of influence over all levels of government. Right AIA members in their local communities on now, the AIA has good relationships in the individual elected officials.

“When you think about it, it is really a noindustry and at different levels of government, but most definitely we can increase its influence brainer, but it’s a long-term process where everybody has to be patient. As we build on these and improve our government relations.”

A key part of his plans is to build strong ties relationships, we can expect to see the benefits and relationships at all levels of government of it in the short and long term.”

He declares his enthusiasm for the path across Canada, and at key levels within each government, with elected officials as well as ahead.

“I am very excited, because I see the potential. staffers and bureaucrats.

“They can be a great resource in terms of the The AIA is a very good organization. We are a AIA being better prepared for new regulations national association and we represent a major and policies,” says Bernard. It is, he adds, a long- segment of the industry. It is gratifying to be able to work at this level, and it is fun to work term strategy.

“Take, for example, someone who is now with people who are so passionate about the a private member. He or she may not be industry.” a minister now, but who knows what may JOBBER NEWS / MARCH 2011

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Transit Becomes Exclusive Canadian Distributor of Prototal Drill Bits Transit Warehouse has announced that it has become the exclusive distributor of Prototal’s high-performance drill bits for all Canada. g

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Mevotech Recognized for Largest Regional Sales Increase by Uni-Select Mevotech has been recognized by Uni-Select as the representative with the largest sales increase in the Quebec region.

Announced during a recent ceremony attended by approximately 400 Uni-select members, management, and suppliers, Mevotech was presented with an award and trophy.

“It was very exciting for us,” says André Dufour, regional sales manager. “It is a very competitive market and for us to come out on top, it speaks not only of the fantastic quality of our product, but our amazing team as well.”

Mevotech has also announced plans for new products and programs in the coming year to continue growth and expansion in the Quebec region. g

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Affinia Expands Western U.S. And Canadian Distribution Operations Affinia Group Inc., known to many as the makers of the Raybestos brand brake and chassis products, has relocated and expanded its west coast Global Brake & Chassis distribution centre.

Due to ever-increasing growth in the western United States and Canada, as well as new and expanded product offerings, distribution services that had been located in a 150,000-square-foot facility in Modesto, Calif. have been moved to a new 390,000-square-foot facility in Patterson, Calif.

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Town Hall Meeting Focused on How Shops Can Work Together

Automotive Parts Distributors (APD) held a town hall meeting for service providers in Saskatoon to positive reviews and plans for future meetings.

Automotive Parts Distributors brought independent shops together for a town hall-style meeting in Saskatoon, Sask., to discuss how to enhance their marketplace position and work together for common benefit.

Facilitated by noted consultant Bob Greenwood, more than 40 attendees representing 25 independent shops attended the morning working session.

The morning was deemed a huge success with positive discussion, suggestions for action, and excellent feedback, which will elevate the independent sector in the city of Saskatoon and surrounding area.

The morning ended with future meetings to be planned with the attending shop owners, and everything was topped off with a relaxing lunch sponsored by APD.

Winner of Raybestos Brand Promotion Takes Delivery of Grand Prize

Ken Matheson of KM Repairs in Thornton, Ont., was awarded a Yamaha Home Theatre Home Entertainment Surround Sound System as the grand prize winner in the Raybestos Fall Promotion.

The award was presented by John McArthur, district manager for Raybestos brand brake and chassis, a member of the Affinia family of brands.

“I always try to give my customers the best service and quality by installing Raybestos Brand brake products. Winning a fantastic home entertainment system just proves that it pays to install the best parts in the business,” says Ken Matheson, owner of KM Repairs.

Parts store counter personnel, automotive service providers, and technicians who sold and installed qualifying Raybestos Advanced Technology and Professional Grade parts were rewarded with cash and other prizes.

Auto parts store counter personnel were rewarded in two ways.

They received a $1.00 spiff for every set of Raybestos Advanced Technology and Professional Grade friction sold. They received the same reward for also selling premium Raybestos ball joints, idler arms, and tie rods. In addition, every tally card completed and submitted to Raybestos headquarters before December 15, 2010 was entered in a draw to win one of 50 touchscreen iPods.

For more on these and other stories, log on daily to autoserviceworld.com

Jobber News Editor and Publisher Andrew Ross (416) 510-6763 E-Mail: aross@jobbernews.com Contributing Editor Emeritus Bob Blans Contributing Writers Mark Borkowski, Dennis Mellersh, John G. Smith Sales Manager Jay Armstrong (416) 510-6745 Account Manager Jim Petsis (416) 510-6842 Circulation Manager Selina Rahaman (416) 442-5600 ext 3528.

Customer Service Roshni Thava (416) 442-5600 ext 3555 Art Director Choo Hwee Kuan Production Manager Steven K Hofmann (416) 510-6757 Vice-President Alex Papanou President Bruce Creighton Jobber News is Canada’s longest-established publication serving the distribution segment of the Canadian automotive aftermarket.

It is specifically directed to warehouse distributors, wholesalers, machine shops and national accounts.

Subscription rates*: Canada $49.95 + $3.50 GST + Applicable Taxes per year; $79.95 + $5.60 GST + Applicable Taxes for 2 years; Single Copy Price $6.00 + $0.42 + Applicable Taxes. U.S.A. & Foreign: $62.95 U.S. per year; Single Copy Price $8.00 U.S. * Yearly rates include Annual Marketing Guide (single copy price $72.95 plus $5.00 shipping plus GST $5.46)(U.S. orders payable in U.S. funds). Ontario residents add 8% PST. U.S. & Foreign $77.95 +$5.00 Shipping US Funds.

Jobber News is published by BIG Magazines LP, a div. of Glacier BIG Holdings Company Ltd. a leading Canadian information company with interests in daily and community newspapers, and business-to-business information services. 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. 40069240 “Return Postage Guaranteed” Send change of address notices, undeliverable copies and subscription orders to: Circulation Dept., Jobber News, 12 Concorde Place, Suite 800 Toronto, ON M3C 4J2 Jobber News Magazine (ISSN#0021-7050) is published monthly by the Business Information Group, 12 Concorde Place, Suite 800, Toronto, ON M3C 4J2 US office of publication: 2424 Niagara Falls Blvd, Niagara Falls, NY 14304. Periodicals Postage Paid at Niagara Falls, NY. US postmaster: Send address changes to Jobber News Magazine PO Box 1118, Niagara Falls, NY 14304-1118.

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Fuel Delivery Products Promotion Spectra Premium Industries’ “Fueling Your Success” Fuel Delivery Promotion runs in Canada until April 30th, 2011 and is an opportunity for technicians and counterpeople to receive cash back for all their qualifying fuel delivery purchases and sales.

There is no limit to how much technicians and counterpeople can earn during the promotional period. Download the promotional flyer with instructions at www.spectrapremium.com/fueling and submit it with copies of sales or purchases invoices. At the conclusion of the promotional period cheques will then be mailed to all qualifying participants.

For complete promotional rules and information, please review the entire “Fueling Your Success” promotional flyer at www. spectrapremium.com/ fueling.

Aftermarket Leaders to Address Catalogue Issues

Product data and catalogue issues will bring together some of the aftermarket industry’s leading executives this April.

The 39th annual conference of the National Catalogue Managers Association (NCMA) will feature keynote presentations from respected industry leaders addressing today’s catalogue and product data issues. The NCMA Knowledge Exchange conference is scheduled for April 9-12 at the

Renaissance Vinoy Hotel in St. Petersburg, Fla. Scheduled speakers at the conference include Bob Egan, VP, customer relations, global aftermarket, Federal-Mogul Corp.; Ed Rammel, VP marketing, Dayco Products; Thomas Beer, president and CEO, Interamerican Motor Corp.

(IMC); and Jon Dehne, VP, merchandising operations and process development, Advance Auto Parts. The full Knowledge Exchange conference agenda and online registration is available at www.ncmacat.org.

APPOINTMENTS

Ride Control, LLC has announced that James (Jim) Neelley has been appointed vice-president, finance, while Michael (Mike) Lipski has been appointed vice-president, sales and marketing. Neelley supervises the management of all financial transactions related to aftermarket and OE businesses for the U.S., Mexico, and Canada, as well as forecasting and budgeting future results. Lipski will be responsible for aftermarket and original equipment sales as well as business strategy and marketing in the U.S., Canada, and Mexico.

Affinia Group Inc. has announced the appointment of Jeff Blocher as the new vice-president of sales - Wix Filters and Lori Tremonti as vice-

president, Global IT Strategy & Sourcing - Affinia Group. Blocher previously served as marketing brand manager for Wix Filters. Tremonti will coordinate and implement initiatives designed to improve Affinia’s global operating efficiency.

Automotive Industries Association of Canada president Marc Brazeau has announced that Joel Bernard has assumed the position of director, public affairs. Bernard, a fluently bilingual native of New Brunswick, joins AIA following a successful career in government at the provincial and federal level. Also, Deborah Moynes-Keshen has been promoted to executive vice-president, while Therese Santostefano has been promoted to the position of director, operations and finance.

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EVENT PREVIEW

Politics and Economics Headline

Executive Conference Aftermarket Conference for Executives, April 19 and 20, Ottawa, Ont.

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he 2011 Aftermarket Conference for Executives has developed a reputation as a premier event for senior level automotive aftermarket executives, and this year’s lineup promises to continue that tradition.

Being held this year at the Westin Hotel in Ottawa, Ont., April 19 and 20, the conference offers senior executives a unique opportunity to take in professional development specifically focused on their career level.

Organized by the Automotive Industries Association of Canada, this year’s line-up of high-calibre, professional speakers will offer insights on the economy, the political scene, and new business frameworks.

THE SPEAKERS Author and broadcaster Rex Murphy is one of Canada’s most respected opinion leaders—and one of the most controversial—because of his witty intellect and profound insights into issues affecting Canadians. Murphy has a unique ability to examine a topic and articulate it in the most profound yet digestible way.

Murphy writes a weekly column for the Globe and Mail and is the author of the book Points of View, a collection of Rex Murphy his columns and commentaries.

Murphy also hosts Canada’s only national open-line radio program, CBC Radio’s Cross Country Checkup, with close to half a million listeners tuning in every Sunday afternoon.

The program is broadcast live across Canada on CBC Radio One, on Sirius satellite radio, and around the world on the Internet.

Jeremy Gutsche, MBA, CFA, is an innovation expert and award-winning author of Exploiting Chaos. As host of Trend Hunter TV, Jeremy is billed as “one of North America’s most requested keynote speakers.”

Gutshe is a frequent media source whose broad appeal ranges from The Economist and CNN to Entertainment Tonight and The New York Times. He has been described as “a new breed of trend spotter” by The Guardian, “an Jeremy Gutsche eagle eye” by Global TV, an “Oracle” by the Globe and Mail, an “intellectual can of Red Bull” by Association Week and “on the forefront of cool” by MTV. His keynote presentation will focus on cutting-edge frameworks and powerful ideas that will empower you and your organization.

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Kevin G. Lynch, vice-chair, BMO Financial Group, is a key strategic advisor to senior management. He represents BMO in domestic and international markets, helps broaden BMO’s global networks, and focuses on strategic issues and opportunities.

With so many Canadians identifying the economy as a potential key election issue and continued uncertainty about the recovery both here and in the U.S., Kevin will deliver a Kevin G. Lynch very timely and essential update on what we should expect from the economy.

PROGRAM AT A GLANCE April 19th 6:00 p.m. – 7:30 p.m.

ACE Welcome Reception

April 20th 8:00 a.m.

9:00 a.m.

9:30 a.m.

10:30 a.m.

11:00 a.m.

Noon 1:00 p.m.

2:00 p.m.

Breakfast & Annual General Meeting Conference Open • Young Leadership Award • Distinguished Service Award Speaker - Rex Murphy Refreshment Break Speaker - Kevin Lynch Lunch Speaker - Jeremy Gutsche Conference Close

YOUNG EXECUTIVES SOCIETY CONFERENCE APRIL 19

Also on tap for aftermarket executives is the Young Executives Society (YES) Conference on April 19, also at the Westin in Ottawa.

The YES Conference kicks off at 1:00 p.m. and runs till 4:30 p.m., with sessions on mentoring and effective use of social media.

The ACE networking event follows the conference schedule.

Visit www.aiacanada.com for more information.

HOTEL ACCOMMODATIONS

AIA has arranged for significant accommodation savings for 2011 ACE participants.

The Westin Ottawa rooms are available at a rate of: • $179 (traditional) • $219 (deluxe) • $304 (suites) Rates are guaranteed until March 28, 2011. Attendees make their own room reservation by calling 1-800-937-8461. Quote code AEEF6Z or mention that you are attending the AIA Conference to receive the special rate.

You can register online for ACE at www.aiacanada.com. AIA members should make sure you are logged in as an AIA member to take advantage of member pricing.

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MARKET TRACKER

Growth in Ride Control

Market Expected

Education Still Seen As Key to Capitalizing on Market Rebound

By Andrew Ross

T

he ride control market is poised to experience its first real growth in years, but don’t expect to just ride the market upwards; it is still expected to be a competitive, market-share game.

“It has generally followed a downward trend for ride control maintenance,” says Matthew Scruggs, industry analyst at market research firm Frost & Sullivan, from his office in San Antonio, Tex. “And what we are seeing is not a permanent growth rate as much as a bubble. The primary driver is deferred repairs. A lot of people will put off ride control maintenance.”

According to the research firm’s report, “Strategic Analysis of the North American Light Vehicle Ride Control Aftermarket,” released this past December, a number of factors are combining to shift the dynamics in the market, however slightly.

Growth is expected through to 2016, it says, but there are really two sides to this growth story.

On the one hand, even though growth is predicted, Frost & Sullivan is only pegging it at less than 1%. But on the other hand, any growth is good, and with people “returning” to the maintenance market, opportunity for an individual business to grow also improves.

Scruggs says that the recent economic downturn, and the market’s emergence from it, has brought some key factors to the fore.

“Lack of consumer maintenance is a big restraint on the market. So when money gets tight they are only going to do the critical repairs.” And, he adds, ride control replacement is often not perceived by consumers to be critical, which feeds into the next factor.

“Also driving it is consumer willingness. Maintenance spending is going back up. We see that growing, and it will also tie in to the fact that people are keeping their vehicles longer.”

The overriding influence of the economy picking back up, with car sales still staying relatively soft, translates into an aging vehicle population, and that, he says, points to an

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increase in a number of product categories for the aftermarket.

“It is true that this is over the short term, but this is growth nonetheless.”

And as small as the growth might appear to be for the ride control market, Scruggs believes that the main takeaway for players in the market is the stability and confidence in the market that it should instil.

“The industry is not nearly as threatened as it was in the past few years.”

None of this is to say that the ride control market is immune to the ongoing consumer penchant for getting the most bang for their buck, but there is a bit more room to manoeuvre.

“The keyword is value, of course. I don’t think anything has changed in that. We see a lot of major manufacturers coming out with value-line products. They don’t carry all the features and functionality or the extended warranty support, but they are lower priced.

“From the distribution perspective, anyone who can capitalize on that will do well. And we are also seeing that, because there is a willingness to spend money, there is an increased demand for the middle-ground product, instead of the extreme, cost-only end of the spectrum.”

Continued on page 14 JOBBER NEWS / MARCH 2011

01/03/11 9:51 AM

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MARKET TRACKER

Continued from page 12

To take advantage of these market realities, he advises a strong focus on consumer awareness, emphasizing the safety benefits, to overcome the “out of sight, out of mind” barrier.

“The WDs and the jobbers won’t have the financial resources to put on large-scale campaigns, but even communicating with the individual consumer on the effect of underperformed ride control would help.”

Most major ride control manufacturers have resources to help aftermarket players at the distribution and service levels to do just that.

While there are face-to-face programs to help jobbers and their service provider customers learn the right messages and how to deliver them to consumers, the tools available through the Internet are easily accessible and very helpful.

Ride Control LLC, makers of Gabriel brand shocks and struts, has a wealth of resources at www.gabriel.com: “Every time a customer walks into your shop, they put their trust in you,” says the company in its message to service providers.

“Their safety and the safety of their passengers depends on your ability to keep their vehicle in prime condition.

“They already know the dangers of driving on bald tires or using brakes that are past their prime. But do they know the risk they are taking when they get behind the wheel of a car with worn shocks?

“The answer is probably not. Unless you tell them.”

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The company also has an Education portion of its website that provides consumers with self-study information that can also be used by a counterperson or a service advisor as a useful addition to their own conversation with a customer. The section covers The Basics, Shocks & Braking, Warning Signs, and Self-Inspection, the last containing instruction on performing a bounce test and a printable inspection checklist.

KYB America LLC also has some strong consumer-geared information at its site, www.kyb.com, with the addition of video resources, covering product information and tech, most of which is geared to helping the aftermarket professional work with the consumer.

Tenneco also has useful information available for jobbers and their installer customers, though its big push is through its Technology Tour. It houses its ride control discussions in its Monroe-branded websites. Information directed at the trade can be found at www.monroe.com (general information and some tech as well as loyalty program info), while the more consumer-oriented information can be found at 80000.monroe.com, so named to emphasize the 80,000 km recommended replacement interval that, it should be noted, has been generally agreed upon by the ride control industry as the best recommendation: “Experts recommend replacement of automotive shocks and struts at 80,000 kilometres. Testing has shown that original equipment gas-charged shocks and struts degrade measurably by 80,000 kilometres. For many popular-selling vehicles, replacing these worn shocks and struts can improve the vehicle’s handling characteristics and comfort.”

Within the market, one of the most recent developments of late has been the growth of the strut assembly, simplifying installation and ensuring that a new spring and other parts are also replaced.

“We are finding that a lot of the areas where the strut and spring assemblies are really shining is where there is limited stocking space,” says Scruggs.

“So you are getting higher prices, which generally turns into higher margins. There is definitely a trend there, plus there is a convenience factor.”

Scruggs says that while he does not see a drastic growth in the number of applications catered to by strut assemblies— the higher unit price limits the market potential over the bare strut unit—the benefits of this approach reach out to both the do-it-yourself market and the professional installer.

“Certainly in the DIY market, strut assemblies are the way to go. But it also reduces repair time for the installer, which is a big factor.”

The big message for the distribution segment is that the market has shifted some, and shifted for the better.

Even price-conscious consumers are more likely to listen to the mid-grade option than they were in the deepest economic trough of only a short time ago.

This, combined with the pent-up demand that has resulted from postponed maintenance and the ongoing desire to hang on to aging vehicles, will spell a period of growth in ride control sales for those aftermarket players agile enough and energetic enough to inform service providers and consumers about the benefits to be had from replacing their old worn shocks and struts.

It’s not a new message, but it would seem it’s one that the market is ripe to listen more intently than it has for a very long time.

JOBBER NEWS / MARCH 2011

04/03/11 2:06 PM

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04/03/11 11:22 AM

COVER STORY

By Andrew Ross

T

oo often when articles talk about tough customers, they’re really talking about unhappy, angry customers. But taking care of them is really about damage control; it does nothing to build your business.

In our world, a tough customer is one who is constantly on the prowl for your weakness to exploit, a way to pay less, or a way to demand more. These are the ones who make you prove yourself and your company’s capabilities.

You should love tough customers; they help you to serve all of your customers better.

Still, when you do have to face a heated situation, it certainly focuses your attention; understanding how best to deal with this customer, and to the greatest advantage for all concerned, is key to a successful outcome.

The Price Shopper The Price Shopper is a customer every jobber knows well. Who hasn’t had a call saying that they can get the same part you sell at $60 for $35 from the guy down the road?

My favourite recent response? “I told him to buy six,” says Ken Brown from Bestbuy shareholder Brown’s Auto Supply in Pembroke, Ont. “I knew that the competition was just doing it to get to me, and my customer had a good idea of it too, which is why he called me.”

And, says Brown, the customer ended up buying from him in the end.

Okay, so maybe that’s not such a tough customer—actually, more of a very loyal customer—but when you do encounter the price shopper, it is important to remember that unless you have a reputation as a price-cutting jobber, there is a reason he’s calling you that goes beyond price.

Assuming that you’re not way out of step with your pricing (sometimes it happens), you have to have the courage to stand your ground on pricing and sell the benefits of what you have to offer.

Does what the competition have to sell include all the additional components, like bushings, hardware, housing, pulley, etc.? Are they comparing apples to apples?

You may not get the buy-in right away, but if he keeps calling, it’s because something is amiss with the other suppliers in town. That’s leverage you can use.

And the reaction is the same, regardless of whether it is a wheel bearing, set of pads, an entire ride control assembly, $100 or $20: he wants his “special discount.”

If you feel he’s going to react the same way whether you lead with premium or entry level, maybe it’s just a strategy he has to get a lower price. Some customers see every call for parts as a 30-second negotiation for a better deal. It’s about ego, not price.

Consider taking entry level off the table and selling the benefits of doing more business with you to get him a better deal; more volume might mean he gets the best price on mid-grade options.

The Reputation Protector Even if customers display some of the characteristics of the previous two types, most technicians and shop owners value their reputation above all else.

They know an unhappy customer means having to redo a job, and risk losing one of their customers forever.

To keep these customers happy requires that you get them the right parts, on time, and at a reasonable price. And because reputation is critical, these customers are your best bet to sell the benefits of premium lines and items like assemblies versus separate components.

A quality repair that will be ready when the customer was told it would be ready is what they want you to help them do.

If you have had and lost one of these customers, understand that he likely went away because a promise, made or understood, was violated: a part was late, the wrong part arrived, or it did not perform the way it was expected to.

The way to win back this reputation-first customer is to do what you can to reaffirm your commitment to his reputation with his customer; it is not by calling to tell him you have a new entry-level line in stock.

Focus on quality parts, the due diligence you perform in selecting suppliers, admit any mistakes and put them in the past, and get on with promoting your quality lines, resources, tech support, and team of professionals.

How to Get Hard-to-Please Customers Buying From You Every Day

Sticker-Shocked You know this customer: when you mention the price, he acts like you’ve stolen his dog, gasping in shocked dismay at the quote—but still not hanging up, right?

In the end, a tough customer is really a customer who has certain demands that should be able to be met by a conscientious jobber and a team of sales professionals.

Don’t be afraid of them; welcome the challenge.

A tough customer can raise the bar for everyone in your organization, giving you greater potential to win more customers, especially those who are less tough to please.

16

MARCH STORY p16,17.indd 16

03/03/11 2:09 PM

ONE TOUGH

CUSTOMER

17

MARCH STORY p16,17.indd 17

03/03/11 2:10 PM

COVER STORY

Control Arms Versus Ball Joints:

Making The Right Recommendation

By Andrew Ross

K

eep it all together or take the component approach? This is the question that technicians are increasingly faced with when it comes to replacing worn ball joints.

Do they opt for the control-arm approach, or put their press to work and change only the ball joint?

Helping them make the right decision for each job is one way that jobbers and their sales teams can improve overall satisfaction with the job, as well as adding to the profit column of both the jobber and the service shop owner.

“From a counterperson’s perspective, I would look at it the same way as you would strut assemblies and loaded calipers,” says Matt Gorski, control arm product manager, Affinia Group, suppliers of Raybestos brand chassis parts. “It is about ease of installation, fewer steps, and less chance of human error.”

The fact is that the industry has seen an unprecedented influx of control-arm applications in the past few years, as a result of changing OE build practices. While almost unheard-of just over a decade ago, control arms with integral ball joints are now an important part of the chassis parts mix.

But, as John Thody, president of XRF Inc., offers, it’s not just a question of loading up your shelves with control arms and watching them walk out the door.

“I just came back from switching over a customer in Wichita.

He bought 300 control arms and they weren’t selling; he wanted to know what he should do with them. Well, there is a mountain of control arms out there, but some applications just aren’t in demand.”

Still, he says, it is an important market to get right.

“On some Fords,” he says, “the control arm is a heavy, forged piece and doesn’t wear out. We modified a lot of those to accept a ball joint for retrofit.” So the first replacement may be of the whole control arm, but subsequently a ball joint replacement can be made. It should be noted that this approach is available from a number of suppliers. It is likely of greatest interest to fleet customers, who expect to be changing those units more than once in the useful life of the truck.

“The argument that the installer makes is that it takes less time to replace the control arm with the ball joint [included].”

Of course, there are some applications where you can press out an integral ball joint, but risk distorting the control arm when you do so. This leads to other concerns about the quality of the job and the longevity of the unit from that point onward.

“Control-arm assemblies, when replaced (in particular in pairs), ensure proper vehicle suspension stability and structural integrity,” says Robert Rego, product manager, Mevotech Inc. 18

MARCH CONTROL p18,22.indd 18

“By only replacing ball joints or bushings, worn items not replaced in the assembly will reach the end of their life, causing excessive loading and/ or displacement [and] compromising overall assembly performance.”

Adam Richardson, product manager, Moog Steering and Suspension Parts, Federal-Mogul Corp., says that while there will continue to be applications where replacing only the ball joint will be the obvious choice, some vehicles can benefit from replacing the entire control arm, due to rust factors or damage, control arm bushing failure, or the time needed to complete the job. There are also instances where the shop might not have the appropriate ball joint press collar, making ball joint replacement very difficult.

“The consumer is expecting a complete, reliable repair using quality products,” he says. “While it’s true that a complete assembly carries a higher acquisition cost, that all-in-one solution might bring a better overall outcome in terms of performance and longevity, by eliminating any guesswork about which components can be reused and which should be replaced. There’s also a good chance that the complete assembly will help speed the job and reduce labour costs.”

Of course, not every technician sees things the same way, and it is up to the counterperson to properly present the options as well as the benefits.

“Particularly on ball joints riveted into OEM control arms, the assembly approach is of great advantage. Removing rivets and ensuring this process is properly done takes a long time, and for sure is not a fun experience. Just ask the ones that have to do it,” offers Mevotech’s Rego.

“There’s an interesting generational factor that deserves the jobber’s attention,” says Richardson. “Older technicians, who were trained in an era when tearing apart a component such as an alternator, starter, engine, or wheel cylinder was the accepted practice, are going to be more likely to want to install only a ball joint if that’s all the vehicle needs. There’s a real pride of craftsmanship among these techs, and they are very reluctant to sell parts they believe aren’t really needed, even if the complete assembly might save time and hassle. Younger techs, on the other hand, are more accepting of complete assemblies because they have grown up in an era when parts and assemblies are replaced rather than being torn apart and rebuilt.”

Of course, both can get into unwelcome situations if they don’t distinguish between those where a control arm is the right route and where the ball joint replacement is most efficient.

Richardson offers some examples.

Continued on page 22 JOBBER NEWS / MARCH 2011

07/03/11 10:12 AM

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01/03/11 8:22 AM

COVER STORY

Continued from page 18

“The lower control arms on front-wheel-drive Chevrolet Malibu models are a great example of the benefit of going with a complete assembly. The bushings are typically also worn, and using an assembly makes for a much easier and faster repair.

“On many late-model Ford light trucks and SUVs, the shop typically has no choice but to use a complete upper control arm assembly on the first replacement, because that’s all that is available.”

He says that Federal-Mogul does offer a Moog Problem Solver part that is equipped with a replaceable ball joint. “This will help the customer avoid paying for a complete assembly again the next time.”

Gorski offers much the same perspective on the right time to recommend a control arm replacement.

Using Alldata information and U.S. OE pricing, he offers the example of a Pontiac GrandAm. “To change the ball joint, the OE is $110 for the ball joint and it calls for 1.3 hours. Now the OE control arm is $110 (or $91 for the sport suspension) and it calls for 1.1 hours.

“So, the cost is the same or less for the control arm and it takes less time to change a control arm than to do the ball joint. And if you are talking two-tenths of an hour times five vehicles a day, in a week that can be five to seven hours. It is absolutely going to speed things along and reduce the potential for human error.

“And there are fewer variables. Pressing in a ball joint requires skill and training, having the right cup and receiver, and there are a whole lot of other issues. Plus with a new arm you don’t have a fatigued, rusted metal arm that you are trying to press new parts into and that might not hold as tightly as

22

MARCH CONTROL p18,22.indd 22

they should.” He says he’s seen a ball joint take up a bay for the better part of a day when the job went sideways.

“I was an installer and a counterman, and also a service writer. [Replacement] control arms were faster, and I didn’t have to mess around with rusty parts. So it’s preferred from the installer’s standpoint, and the service manager is going to like it because his guys can get jobs done faster.”

There are, however, cases where it’s not, he acknowledges.

“Where it’s not advantageous are lower control arms on trucks, where it is the loaded arm with the big coil-over, where you have unload the arm to replace it. On the Chevy Silverado, for example, we sell lower arms, but not a lot of them, because they are huge and heavy. It is a lot easier to press in a ball joint, because there is a lot involved in taking that control arm off.”

He says probably one-third of applications fall into that category, but getting the right information to customers means knowing your stuff and avoiding the reflex response of just quoting price.

“It comes down to how much knowledge the counterperson has about vehicles in general. If he was flipping burgers the week before, he’s going to say ball joint or control arm and scream out a price. If he does know, he’s going to talk about the rivets, and grinding them off, and then opening them up to 12mm because that’s the size of the bolts the kit comes with, and so on.

“He should know this, but in order to sum it all up, if it is integral it is a no-brainer for a control arm. If there is an option, is it on a car or truck? Is it riveted or pressed in? Does the shop have the tools to replace the ball joint and do they know how to use them?

“Not everyone has a press with all the cups and receivers, but they do have the tools to do a control arm.”

JOBBER NEWS / MARCH 2011

07/03/11 10:13 AM

XRF p23.indd 23

04/03/11 10:42 AM

COVER STORY

Exhaust, Emissions, and Tune-Up:

The Systems

Approach

By Andrew Ross

W

hile it is not always the case that your customers will think of exhaust in the same breath as tune-up parts, with the emerging needs of inspection programs and the presence of OBD-II, it is difficult to separate spark plugs and wires from those components that regulate combustion and handle its byproducts.

And yet these components continue to be sold in isolation, sometimes creating a repair chain, rather than a single, comprehensive repair.

From a counterperson’s perspective, then, here are some points to raise when you get a call for parts.

SPARK PLUG ORDERS When a customer calls for plugs, particularly those at the entry-level end of the price spectrum, inquire as to whether upgrades—platinum, double platinum, iridium, etc.—might be more desirable. While the tendency is to use lower-priced products on older vehicles, these are often the cars and trucks that need the extra firing power of premium plugs most.

And, just to be clear, there are very few applications these days that have non-precious metal plugs specified for them.

Platinum often isn’t an upgrade anymore; it’s the replacement standard.

SPARK PLUG WIRES/COIL PACK/ COIL-ON-PLUG ORDERS The failure of these is hard to overlook—going from rough 24

MARCH Emissions 24,25.indd 24

running due to one or more degraded plug wires, to a withoutwarning no-start when a coil pack fails. There is little room to offer much to your customers here, but there are always options.

For example, with the proliferation of parts on the market, ensure that what you are selling and sending out the door has the proper boot configuration and will fit properly over the spark plugs for the application. The failure to do this has, in the past, caused grief for techs because a misfire condition can persist due to poor contact, even though everything looks fine. While you should always be careful to not appear to second-guess the technician, you might find it useful to ask if they are sure the coil is bad or that it is getting power. Many of these units are served by a single fuse or relay, and if this fuse is blown, replacing the coil pack isn’t going to do anything; they’ll still have a no-start.

For situations like this, you can always invoke the mystery tech: “Hey, I know it sounds crazy but I had a tech replace three before he checked.”

OXYGEN SENSOR ORDERS This is a component that used to be barely acknowledged in the aftermarket, but is now regarded as a category all its own by many suppliers. There are some significant differences in the technologies of yesterday and today, with an increasing trend of having current oxygen sensor technology applied to older applications.

The oxygen (O2) sensor is, as its name would imply, a JOBBER NEWS / MARCH 2011

07/03/11 10:41 AM

device for measuring the oxygen content in the exhaust manifold or exhaust pipe. It supplies a varying voltage signal to the ECM to control the air-fuel ratio. Pre-converterpositioned O2 sensors measure combustion; post-catalyticconverter O2 sensors measure catalytic converter efficiency.

Key points to remember here are that there are different types and technologies out there, each with their own price points. It may also be useful to remember that even the original equipment service channel has consolidated parts offerings, a point that you may need to raise if a customer is considering going to the dealer for his purchase.

At the front end, your sales efforts would be greatly helped if you have the correct inventory. While one- and two-wire unheated units counted for 30% of the market about seven years ago, they’re surely well below 10% now, while new applications and new wideband technology sensors may be taking a bit longer to show up in service bays than initially thought. Coordinate with your supplier to ensure that you have the right mix on your shelves.

CATALYTIC CONVERTER ORDERS This used to be simple stuff, but as vehicle systems have become more sophisticated, converters to meet special requirements of certain vehicles have emerged. A number of suppliers have introduced GM-specific units to combat a recurring MIL light issue.

In all cases, though, a cat uses precious metals in a honeycomb-type structure or as beads to convert exhaust gases to less harmful gases and water. There are two types: single-bed and dual-bed, also referred to as three-way. In both, a chemical

JOBBER NEWS / MARCH 2011

MARCH Emissions 24,25.indd 25

reaction involving these precious metals works to cause oxygen (O2 ) to be combined with unburned hydrocarbons (HC, essentially unburned fuel) and carbon monoxide (CO) to produce water (H2O) and carbon dioxide (CO2) as well as nitrogen (N2). The dual-bed type adds a stage ahead of this to convert nitrogen oxides (NOx ) and oxygen. These gases then travel along with the HC and CO to the oxidation catalyst, where the reaction mentioned first takes place.

Why should you know this?

One, because it will help you understand why they cost what they do even though they look like a metal box, and two, so you can understand that anything that coats or damages the internal surfaces will hurt its ability to reduce emissions.

Very dirty combustion and excessive unburned hydrocarbons in the exhaust stream can contaminate and overheat the converter respectively.

The fact is that converters can last a very long time, and when they do fail it is often the result of an upstream failure of another component. Failing to replace that component or repair the malfunction will surely lead to a repeat catalytic converter failure, which is bad for your reputation and that of the service provider. Whenever possible, get the technician thinking about what caused the cat to fail, or prepare to see it back again in very short order.

25

07/03/11 10:42 AM

For the Counterperson

March 2011

Knowledge Building:

Managing A High-Performance Sales Team Laurie Izgerean, Curriculum Developer, Durham College

I

Without prospecting, you have no leads. Without leads, you have no appointments. Without appointments there are no presentations, no closes, no sales, and no revenue.

Great managers know and promote high degrees of product and industry knowledge. Not only do they know their products inside and out, they know their markets and they stay on top of industry and competitive trends. In addition, they consistently feed new information to their teams.

Great managers see training as an investment, and they understand that a high-performing salesperson’s level of education is never finished. A great leader will encourage and challenge his sales force to always be learning.

Great managers have clarity and focus in the direction of their departments. They should have their eyes fixed on their semi-annual or annual budgets, and do whatever they can to advance their team towards those goals with consistent encouragement and action.

n the new global economy, you cannot afford to live with below-average results from below-average salespeople. The landscape of sales has changed. There are longer sales cycles, shorter product cycles, more competition, and less consumer loyalty.

In the book Sales Management Demystified, A Self-Teaching Guide, author Robert Calvin suggests that, “Business is a dynamic environment and the future is a moving target. Sales managers are agents of change and must manage that change.

We are paid for managing the future, not the past.”

The role of a sales manager is not an easy one. You have to balance your day between motivating your sales force and balancing the budget. Not only do you set the goals for your team according to what the president or CEO tasks you with, you also have to inspire many different personality types if you want to reach them.

Great managers know the sales process inside and out and they guide their top performers into never skipping steps.

Continued on page 28

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04/03/11 11:26 AM

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2/23/11 4:11 PM 04/03/11 10:39 AM

Continued from page 26

Also, great managers have and exercise patience.

They should be experienced in the ebb and flow of sales to know that there are good days and bad days, good quarters and not-so-good ones. Great sales managers have the ability to step back and keep an eye on the big picture, and do not become negatively affected by temporary setbacks.

Stepping into the trenches with your sales team is another way to define a great sales manager. Shadow salespeople periodically to see them in action, and guide them accordingly.

Have some degree of firsthand sales experience somewhere in your professional history, so you can draw parallel experiences from it. Try to be available on a consistent and continual basis for difficult closes, proposals, and customer meetings, so your team will know they can depend on you for field support when needed.

Perhaps one of the most important job functions of a sales manager is his ability to obtain and retain the right people for the job—because no one wants to have to deal with high employee turnover, especially on a sales team. Turnover is costly in resources, customers, time, and profits. Here are some of the most common hiring mistakes that can potentially lead to high turnover in a sales department: Hiring the best of a bad bunch Hiring under pressure/snap decisions Hiring people we like—as opposed to the most qualified or right personality for the job Using limited resources Not thoroughly checking references

When it comes to the orientation and training of new and veteran sales staff, much of this can be accomplished through individual one-on-one coaching sessions according to their level of expertise, in addition to the weekly sales meetings.

Whatever the platform, remember the essential Four Ts of a successful presentation: 1. Tell them what you’re going to tell them 2. Tell them 3. Test them—recall the information through question/ answer periods 4. Tell them what you told them A successful sales meeting means that staff leave feeling “up” and ready to take on the world. Meetings need to be motivating, and salespeople need valuable information. These two goals can be done through a variety of topics.

Share success stories—everyone loves to hear about great deals being made, new customers on board, or a customer service win.

Introduce friendly competition—the winners get free coffee and the losers have to buy it.

Balance the topics—some successful sales managers dedicate an equal portion of each meeting to skills development, customer issues, competitive knowledge, and administration.

Bring in a competitor’s product—where, collectively, your team can discuss and debate strengths, weaknesses, and opportunities.

Bring in a supplier for a presentation—for upcoming products or for specific training purposes. Having guest speakers is a nice change and gives the manager a bit of a break as well.

When you have the right type of people on your team, understand and promote the importance of ongoing training, and run effective meetings that are informative and motivational, chances are you’ll end up with a winning team who have the desire and confidence they’ll need to succeed. When they’re happy and successful, you and the entire organization will be as well.

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28

MARCH COUNTER p26,28.indd 28

04/03/11 9:48 AM

Automotive Internet Directory

Visit these companies directly at their web addresses or check out the growing list of Hot Links at www.autoserviceworld.com. To find out how your organization can be included in this directory and on the web, contact aross@jobbernews.com

AUTOMOTIVE PARTS & ACCESSORIES Goodyear Engineered Products www.goodyearep.com/aftermarket www.goodyearbeltsandhose.com The officially licensed belt of NASCAR. Gatorback, the quiet belt. You can never replace Goodyear quality.

NGK Spark Plugs Canada Limited www.ngksparkplugs.ca The World Leader in Spark Plugs, Oxygen Sensors and Ignition Wire Sets.

Used by 87% of the World’s OE Manufacturers S.B International Inc. www.sbintl.com “We keep engines humming”

AUTOMOTIVE RECYCLERS Standard Auto Wreckers View Our Online Inventory @ www.standardautowreckers. com or call 416-286-8686.

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HAND CLEANERS GOJO Industries, Inc. www.automotive.gojo.com GOJO is a leading manufacturer of skin care products and services for many marketing including automotive and manufacturing. GOJO continues to pursue a commitment of creating well-being through hand hygiene and healthy skin.

REFRIGERANT Duracool Refrigerants www.duracool.com Nationally Distributed by: Deepfreeze Refrigerants Inc. The Leaders in Hydrocarbon Refrigerant Technology.

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TOOLS & EQUIPMENT AIR LIQUIDE CANADA INC. www.airliquide.ca Your one-stop shop for all your industrial gases and welding supplies.

WAREHOUSE DISTRIBUTORS & BUYING GROUPS Bestbuy Distributors Limited

www.bestbuyautoparts.ca Independent buying group and warehouse distributor that allocates its profits to member shareholders and provides unbeatable value for independent jobbers.

The E.R.I. Group www.theerigroup.com Canada’s Premier Machine Shop Buying Group Kerr Machine Shop Group Inc.

www.kerrmachineshopgroup.com Buying group for machine shops and performance shops.

ADVERTISERS INDEX Company

Page #

Affinia Group (www.raybestoschassis.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 ACI Agri-Cover Inc (www.agricover.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Agna Brakes (www.agnabrakes.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . OBC

Marketplace

Airtex Fuel Delivery Systems (www.airtexproducts.com) . . . . . . . . . . . . . . . . . . 27 CARS OnDemand (www.cars-council.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Equus Products Inc. (www.equus.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Federal-Mogul Corp. (www.federalmogul.com) . . . . . . . . . . . . . . . . . . . . . . 20, 21 Honeywell CPG (www.honeywellcpg.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Jones Exhaust Systems (www.jonesexhaust.com) . . . . . . . . . . . . . . . . . . . . . . 25 Mevotech Inc. (www.mevotech.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 NGK Spark Plugs Canada Ltd (www.ngksparkplugs.ca) . . . . . . . . . . . . . . . . . . . 7 Nova East (www.novaeast.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 OE Quality Friction (www.oeqf.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Promax Auto Parts Depot (www.autopartsdepot.ca) . . . . . . . . . . . . . . . . . . . . . . 5

Since 1879, Wolf’s Head Oil Company has been producing lubricating products that have continually met or exceeded accepted industry standards.

Wolf’s Head lubricants are made from quality base stocks and additives that are blended under the controlled formulations of Wolf’s Head chemists and engineers, and are offered at competitive prices.

Big Red Oil Products is looking for Canadian jobbers and distributors to market Wolf’s Head products.

Ride Control LLC (www.gabriel.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Valvoline Canada Limited (www.valvoline.com) . . . . . . . . . . . . . . . . . . . . . . . . IBC Valvoline Motor Oil Mythbusters Quiz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Wakefield Canada (www.wakefieldcanada.ca) . . . . . . . . . . . . . . . . . . . . . . . . IFC XRF Chassis (www.xrfchassis.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

JOBBER NEWS / MARCH 2011

MARCH INTERNET p29.indd 29

For information please contact: 1735 Bayly Street, Suite11, Pickering, ON L1W 3G7 Toll free: 888 217-0001 Fax: 905 420-0111 www.Bigredoil.ca

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07/03/11 10:37 AM

Editorial Comment

THE ANSWER MAN

W

NEXT MONTH

Our interview with the Incoming AIA Chairman headlines April. Plus Building Premium Parts Sales, our Special Report on A/C, and more.

30

MARCH EDITORIAL p30.indd 30

hile I certainly spent my formative years at the racetrack and have the scarred knuckles to show for it, the fact is that I am a journalist by training, with a degree earned in the age of the IBM Selectric (if you don’t know what that is, go ask someone with grey hair), well before the Internet.

Back then, I was told that when governments want to hide something, they put it in the public record. The sheer volume of information to pore through hides evidence of even the most indictable offenses from all but the most dogged investigator.

Even with the power of the Internet at our fingertips, they could very easily have been talking about the information you and your customers need to do the jobs you do today.

Those who have been able to maintain the curiosity, drive, and patience to wade through dozens of Web pages to find what they want are in a shrinking minority.

And that’s just too bad, because there is a wealth of information out there to help everyone do their job more effectively and efficiently, and the same goes for any retail walk-in that you might have.

Take a very recent example from my own driveway.

My car recently suffered from a water backup into the blower motor—courtesy of a blocked drain port (darn leaves!)—and as it had occurred before, I was able to recognize the gurgling sound. What I also remembered was the fact that my regular techs, whom I trust greatly, had been well and truly unhappy with having to perform the awkward, spine-bending, under-dash job the last time.

Thirdly, I remembered how much it cost, which was a pain in the wallet I didn’t want to incur without some investigation.

Being the weekend, I put these fingertips to work on the Internet and found a blog posting from the U.K. that described in detail the steps required to remove the panels, ductwork, etc., as well as a number of caveats.

What it didn’t describe was how the best position to do all this in is totally upside down with your head in the passenger side footwell—did I mention this was outside and it was minus 20? It must have been quite a sight, as it attracted the concerned attention of one passerby and two of Toronto’s finest, asking if everything was okay.

My sympathies go out to every tech faced with one of these jobs as part of a long day, never mind as the only job to do on a weekend.

As it turned out, the water froze almost immediately, so all I had to do was thaw everything, dry it out, and put it back together.

I was lucky, but there are a couple of messages here. One, the information is out there, but certainly where more complicated jobs are concerned, it will take some looking. Two, aftermarket professionals are supposed to be experts, so when faced with a situation you don’t have the answer to, start looking, because it’s out there somewhere. Three, locate the best resources and get that information to your customers.

Even OE repair information is available on the Web to everyone (see AutoServiceWorld.com for the links).

The fact is that having all the answers in your head is simply impossible these days.

Knowing where to find them is not; it’s just really tough. And, when the going gets tough, the tough get surfing.

And come to think of it, rather than asking what a Selectric was, why don’t you just Google it?

Andrew Ross, Publisher and Editor aross@jobbernews.com JOBBER NEWS / MARCH 2011

01/03/11 2:37 PM

Š 2009, Ashland Canada Corp. *Source: Thomas Penway Research Poll of ASE Mechanics in the United States

www.v a lv o li n e . c o m

Only one person works on his car.

And only one oil works in his engine.

More ASE-certified top mechanics use Valvoline in their own cars.* Mechanics can use any oil they want. They choose the one with a proven reputation for quality, protection and a history of innovation. Valvoline.

100 YEARS UNDER THE HOOD.

TM

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