Jobber News February 2012

Jobber News Consumer Delight with DIY Wanes • Bestbuy Signs New Shareholders • Cardone Deal Called Off

MAGAZINE

FEBRUARY

2012

Serving the Automotive Aftermarket Since 1931

SHOP SURVEY: HOW TO BE A FIRST-CALL JOBBER BUILDING WINTER BUSINESS: KEEPING YOUR CUSTOMERS BUSY TECH: EMISSIONS COMPONENT FAILURE AND DIAGNOSIS

DYNAMIC

DUO

Selling Brake Friction and Rotors

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This Month

Contents

February 2012

Vol. 80,

DYNAMIC

No. 2

16 COVER

DUO

Selling Brake Friction and Rotors The importance of both brake friction and rotors to the proper and safe performance of a braking system would seem obvious. What is not so obvious is how the performance can be affected by factors that aren’t so apparent to the naked eye.

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Over the Counter

U.S. Consumers’ Love Affair with DIY Fading; Bestbuy Signs Two Shareholders; Cardone Family to Retain Control of Company; Total Lubricants Sees Distribution Change in B.C.; Federal-Mogul Launches Information Site; Tenneco Introduces Ride Control Sales Tool; ACDelco Approves V2V Shop Management for TSS Members; Saskatchewan Technician Award Announced.

24 Winter Business Building: Building Your

Customers’ Business, One Oil Change At a Time

When it comes to getting consumers into the service bay, the oil change is still king. But it’s what happens next that really matters.

Bodyshop News

I-CAR Courses To Be Translated into French; Silver Sails Products Launch in Canada; CARSTAR Adds B.C. Regional Manager; Ingersoll Rand Garners Award; Ronald Morton, Founder of Dominion Sure Seal, Passes. Away.

28 Winter Business Building: Keeping Visibility Visible

Tracker 12 Market How to Become and Stay a First-Call Jobber

The results of a joint Jobber News-AutoServiceWorld.com survey of Canadian automotive service providers has revealed telling details of what jobbers have to gain by being a first call. It also reveals what jobbers do to spoil this important relationship.

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Money & Management

Six Simple Steps to Keeping the Peace One of the most challenging roles of an effective manager is that of “peacekeeper.” Resolving conflicts in the workplace takes negotiation skills, patience, and a healthy dose of emotional intelligence.

Long winter nights and poor driving conditions put a premium on lighting and wiper performance. Getting consumers to know their options is the challenge.

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Knowledge Building: Basic Catalytic Converter Failure and Diagnostics Catalytic converters rarely fail on their own.

37 Autoserviceworld.com Internet Directory 38 Comment TALES FROM THE DARKSIDE

Departments Appointments................................................................ 8 JOBBER NEWS / FEBRUARY 2012

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Website Offers Expanded Technical Content Airtex Vehicle Electronics has introduced a new website, www.airtexVE.com, that features extensive new technical content and user-friendly interactive features designed to help customers diagnose and fix drivability issues and other problems on virtually any popular domestic or foreign nameplate application.

The new www.airtexVE. com site features the company’s continually updated electronic catalogue, as well as an extensive new “Tech Tools” library of diagnostic and repair resources.

For more information concerning Airtex Vehicle Electronics, visit the www. airtexVE.com website.

Follow us on Twitter.

Get AutoServiceWorld.com News and more by following JobberNews on Twitter.

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U.S. Consumers Not as Hot on DIY Vehicle Maintenance According to a new U.S. study, most people don’t like working on their cars. While the recent economic downturn drove many consumers to the do-it-yourself car repair option, that trend is proving to be short-lived.

The study, by the Automotive Aftermarket Suppliers Association (AASA), indicated that all types of do-it-yourself (DIY) activity decreased in the U.S. in 2010.

“After a spike in DIY maintenance during the most recent economic downturn, the market It seems that U.S. consumers love affair with DIY is on the wane. is shifting back to DIFM [do it for me] growth,” observes Paul McCarthy, AASA DIY category require the most knowledge and vice-president of industry analysis, planning, and level of expertise and include replacing fuel member services, in the report. “The increase injectors or water pumps. in DIFM activity is a response to a gradual ecoThe data reveals that in 2010, 48.5% of nomic recovery, as well as consumers becoming easy category work was performed by vehiincreasingly willing to put money into keeping cle maintainers, compared to 52.6% in 2009. aging vehicles on the road.”

Moderately complex tasks saw a decrease in DIY A detailed analysis, based on research from market share to 26.7% in 2010 from 30.0% in automotive market research firm IMR Inc., of 2009, and DIY’s share of more difficult repairs the DIY market is included in the 2012 AASA fell to 19.2% in 2010 from 21.4% in 2009.

Automotive Aftermarket Status Report.

“As illustrated in the following chart, ‘DIY Based on consumer surveys of vehicle main- Share by Difficulty of Repair,’ the trend line tainers conducted by IMR Inc., AASA grouped over time shows a clear decline in all types of service jobs into easy, moderate, or difficult DIY DIY,” says McCarthy. “The move toward ever categories. more complex and technically sophisticated Examples of easy DIY include replacing car vehicles has led to a long-term shift in favour of batteries, adding antifreeze, and installing a the do-it-for-me (DIFM) market.” new air filter. Jobs in the moderate DIY category AASA members can download the report at are more involved and include installing items no charge from the association’s website, www. such as brake shoes and pads. Jobs in the difficult aftermarketsuppliers.org.

Bestbuy Signs Two More Shareholders

Bestbuy Distributors has announced the addition of City Auto Parts and JD Performance to its growing list of shareholders.

City Auto Parts is located at 2359 Royal Windsor Drive in Mississauga, Ont., and is owned and operated by Rick Bacchus and Owen (Chris) Walker.

“We are happy to become a Bestbuy shareholder and look forward to a long and profitable relationship within the Bestbuy family,” say Bacchus and Walker.

“We are very happy to have the City Auto Parts team join Bestbuy,” says Bestbuy president Jeff VandeSande.

JD Performance is situated at 460 Rte. du President-Kennedy in Scott, Que. “We are very excited about joining Bestbuy, and believe it is the next step in aggressively growing our business,” says Jessy Moreau, owner of JD Performance Inc. “Another great addition to the Bestbuy family,” states VandeSande.

Total Lubricants Sees Distribution Change in B.C.

Total Lubricants has awarded its B.C. bulk distribution business to Auto-Camping Ltd., as its previous distributor, M&R Environmental, has withdrawn to focus its business on the waste petroleum-related environmental services business.

The change became effective February 1, 2012.

Auto-Camping has 16 locations across Canada, with four locations in British Columbia.

In order to make the change as seamless as possible, a small group from M&R’s sales and operational departments will be transitioning to Auto-Camping.

This will include Sunny Denison, who will continue as sales representative, and Bill Powell, who will continue as delivery driver.

Customers can reach the Auto-Camping B.C. Customer Service Centre at 604-572-9787 or 1-888-572-9787.

Sunny Denison, Lubricants Division manager, can be reached at 604-753-9276. For more Continued on page 6 JOBBER NEWS / FEBRUARY 2012

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Federal-Mogul Launches Mobile Training for Auto Technicians Across North America Federal-Mogul is enhancing its training and technician support with the launch of a fleet of mobile training units. The Market Connect training program makes technician training more accessible and more affordable, and creates a competitive advantage for Federal-Mogul’s customers, especially at the technician level.

“We are leveraging our extensive technician training programs, delivered at our central training centre in St. Louis, by taking the training, resources, and experts on the road, with a phased roll-out of a fleet of fully equipped mobile training units throughout the United States and Canada. The result will be enhanced training accessibility, less time away from the shop, and greater return on investment for technicians and shop owners,” says Paul Johnson, vice-president, FederalMogul North American Aftermarket.

Continued on page 8

information on M&R, visit www.mrenviro.com or contact Harold Winberg at 604-876-0506 or 778-883-1501.

V2V Technologies, the developer of Gem-Car Shop Management Software, has announced that it is working with ACDelco Corporate to sell and support the Gem-Car Management Software product for use by ACDelco TSS and ACE members.

“The Gem-Car team is very excited about working with ACDelco distributors across Canada and to supporting the TSS members,” says Mathieu Brunel, president of V2V Technologies and Gem-Car. “To have such a top-quality network of service businesses approve Gem-Car is a real vote of confidence for the package.”

The Gem-Car Shop Management Software offers a bilingual, full-featured management tool designed to get shops up and running quickly.

“The majority of daily functions can be accessed from the Point of Sale screen, so there is no need to move from one function to another,” says Bob Worts, director of sales and marketing for Gem-Car. “Gem-Car is very excited about working with ACDelco as we introduce Gem-Car product to ACDelco TSS members across Canada.”

Gem-Car offers an easy-to-use punch clock system, which allows the owner to charge the correct repair time on every invoice. In addition, Gem-Car provides a number of professionally designed inspection forms that allow mechanics to inspect the vehicle properly and record the information so customers can see what is required on their vehicle. One of the critical functions within Gem-Car is the use of “Reminder Letters,” which are mailed out to the owner of the vehicle.

“After each mailing, there are follow-up calls made within a few days, and on average, 83% of customers have returned to the shop for further

Jobber News FOUNDED 1931

Jobber News is Canada’s longestestablished 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.

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ACDelco Approves V2V Technologies’ Shop Management System

Editor and Publisher Andrew Ross (416) 510-6763 E-Mail: aross@jobbernews.com Associate Editor Noelle Stapinsky (416) 510-6839 E-Mail: nstapinsky@jobbernews.com Contributing Editor Emeritus Bob Blans Contributing Editor Martha Uniacke Breen Contributing Writers Mark Borkowski, John G. Smith Sales Manager Jay Armstrong (416) 510-6745 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

work. This has generated up to $1,000 in additional labour revenue per month,” says Worts.

Cardone Family to Retain Ownership and Control of Cardone Industries, Inc.

Cardone Industries, a global automotive parts remanufacturer, and TPG Capital, L.P., a global private investment firm, have mutually agreed to end acquisition discussions relating to Cardone Industries’ North American operations.

The Cardone family will retain ownership and control of the company.

“Cardone and TPG agree that the automotive aftermarket and the remanufacturing industry are fundamentally strong and represent tremendous potential for future growth, particularly through the strategic platform that we have developed,” said Michael Cardone, Jr., chairman and CEO of Cardone Industries, in a statement. “We also agree that the timing for the acquisition is not appropriate. Accordingly, we have mutually agreed to end our discussions.”

The Cardone family will continue to remain actively involved in the company’s operations.

Cardone recently divested its European operations in a separate transaction, and will focus its efforts on its profitable North American operations, the optimization of its remanufacturing site in Mexico, and the completion of its new Dallas logistics hub.

“We look forward to continuing the strong relationships with our customers that we have built on a foundation of high quality products and service excellence,” said Cardone.

“Cardone’s reputation for quality products and reliability is unmatched in the remanufactured automotive industry, and we remain impressed with the company that the Cardone family and its employees have built over the past several decades,” said Kevin Burns, partner at TPG Capital. “We wish them the best as they continue to move forward and build upon their achievements.”

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.

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Tenneco adds Interactive Shock Counter Display to Expert Plus Program

The 2012 Expert Plus service dealer loyalty program from Tenneco Inc. will include a brand-new, interactive shock comparison counter display, making it easy for consumers to experience the difference between a worn and a new shock.

“After receiving input from our trade partners, the new Expert Plus includes the Monroe shock counter display, a useful and exclusive point-of-sale tool,” says Sheryl Bomia, North America aftermarket programs manager, Tenneco.

“This exciting new addition is sure to please members and help support their growth in the ride control category.”

The 2012 Expert Plus Program, designed to help automotive service businesses increase their share of the undercar service market, is in its 15th year and benefits shops that rely on industry-leading brands like Monroe shocks and struts, Monroe brakes, and Walker exhaust systems. Expert Plus membership provides access to popular consumer promotions and exclusive trade reward offers available throughout the year.

The new 2012 Expert Plus membership package also includes a valuable Expert Plus “Preferred Customer” rebate book that allows service professionals to extend promotion offers on Tenneco products outside of the standard program periods. The mail-in rebates in the coupon book include four Monroe “Buy 3” ride control offers; three Monroe “$75 back” offers; and three Walker Quiet-Flow SS muffler “$50 back” offers.

Expert Plus member shops also will receive an entire package of merchandising tools, including a full-colour, 22.5-inch by 35-inch shop floor decal and 18-inch by 25-inch window decal that feature the “Stop up to 10 feet sooner” message and 50,000-mile/80,000kilometre replacement recommendation; a pair of Monroe and Walker “Flip Books” for consumers; Tenneco’s popular ERIS electronic catalog CD; and increasing reward opportunities for the year.

Federal-Mogul Launches Electronic Information System for Aftermarket Customers

Federal-Mogul’s new comprehensive electronic communication platform allows any Web-enabled aftermarket customer to receive the latest news regarding the company’s products and programs.

Continued on page 8

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For more on these and other stories, log on daily to autoserviceworld.com JOBBER NEWS / FEBRUARY 2012

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The mobile units will be centrally scheduled and dispatched over several geographic territories throughout the U.S. and Canada.

They will deliver core training to technicians using experiential, onsite instruction and new Web-based and virtual training technologies.

Through mobile training, Federal-Mogul will deploy resources directly into the market on demand, providing flexibility to address market and customer requirements and increasing successful service visits in the most efficient manner possible.

The mobile training units are part of a broader strategy of bringing turnkey training services to the market, increasing curriculum penetration and maximizing customer value by delivering the best possible FederalMogul customer experience. The fleet will leverage and supplement the Federal-Mogul TEC, as well as its online class offerings and technical hotline, to bring FederalMogul training and innovations directly to the technician in the most efficient manner possible, raising training ROI for the installer community.

Continued from page 7

The resource also allows users to access an extensive library of technical resources and other business tools.

“The FM e360 platform establishes an important new benchmark for customer connectivity and support within the North American aftermarket industry,” says Jay Burkhart, senior vicepresident, Federal-Mogul Global Aftermarket.

“This single touch point enables any distributor, front-line parts professional, or service shop employee to connect with the latest and best information tools covering every Federal-Mogul product line. It also serves as a convenient portal through which users can access our industryleading electronic catalogue and eCommerce systems.”

The Federal-Mogul e360 system includes a continuous feed of news regarding the company’s products and programs for the aftermarket.

Users can also access real-time information

Saskatchewan Technician Award Winner Announced

Malcolm Flowers accepts the SIAST award from Ed Niska, APD territory manager.

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Automotive Parts Distributors (APD) has announced the winner of the Saskatchewan Institute of Applied Science & Technology (SIAST) “Highest Overall Achievement Award” for its Automotive Service Technician Program 2010-2011.

The winner of the Fourth Year Award was Malcolm Flowers of CAA Car Care Plus, Millar Ave., Saskatoon, Sask. APD sponsors the award, which recognizes the hard work of fourth-year automotive students enrolled in the SIAST program. The selection is based on academic achievement, work attitudes, and work habits demonstrated in shop and lab work.

APPOINTMENTS

Mevotech Inc. has named Charles Touchette as its new regional manager for Quebec.

Touchette joins Mevotech with more than 30 years of industry experience in the brake and chassis categories. In his position, Touchette will lead Mevotech’s sales efforts throughout the region and will continue to develop the company’s programs, working with all of its customers and brands in Quebec.

Quick Cable Canada has hired a new operations manager to oversee production operations for all Quick Cable Canada’s locations. Mark Schubert joins the Quick Cable Canada team with over 20 years’ experience in materials management,

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regarding product orders, manage their participation in promotional programs, look up parts, and tap into the company’s ever-growing library of technical information, including Web-streaming diagnostic and repair videos, data sheets, technical service bulletins, and more.

“Not only does this system allow customers to instantly connect with any of our brands, products, technical tools, and other services, but it also provides Federal-Mogul sales professionals with all of the new resources they need to better support their customers’ businesses,” Burkhart says.

“The new system features an open architecture based on proven, practical technologies that help ensure widespread adoption by customers at every level of the aftermarket,” says Brent Berman, manager of e-data and digital marketing, North America, for Federal-Mogul.

The system is available at www.fme360.com.

purchasing, and operations management with a number of large Canadian manufacturing and distribution companies.

CORRECTION The “Driving Driveline Sales” cover story in the January 2012 issue of Jobber News incorrectly stated that Jerry Friesen was general manager, Canada-Wide Distributors.

Jerry Friesen is in fact the general manager of Pat’s Driveline. Jobber News regrets the error.

JOBBER NEWS / FEBRUARY 2012

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NEW NAME. SAME AWESOME. CASTROL SYNTEC IS NOW CASTROL EDGE. WE CHANGED THE NAME, NOT THE OIL. WE’LL LEAVE THAT PART TO YOU.

For more on Castrol EDGE products, visit us at WakefieldCanada.ca, call 1-888-CASTROL, or call your Wakefield Canada representative today.

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BODYSHOP NEWS

I-CAR Programs Available En Français

The Government of Quebec and CSMO-Auto have agreed to translate 10 I-CAR courses into French. Throughout the year, the translated courses will be made available to the Quebec collision industry, along with additional new courses in 2013.

CSMO-Auto, which unites labour and management in the automotive industry in Quebec, has partnered with the Automotive Industry Association of Canada (AIA) and I-CAR to bring these courses to Quebec.

“This agreement directly benefits our industry; the collision sector is in need of advanced training,” says Danielle Le Chasseur, director of CSMO-Auto. “Remaining competitive and viable in an ever-evolving industry requires constant training, and it’s important that it’s offered in the language of their choice.”

The original proposal was prepared by AIA Canada, I-CAR Canada, and the Quebec I-CAR Committee, which is headed by Patrice Marcile of Dupont Canada.

“This agreement is terrific news for the industry in Quebec—our shops, insurance people, recyclers, and distributors will all benefit from the most up-to-date information in both official languages,” says Marcile. “Part of the agreement is to also make the curriculum available to trade schools throughout Quebec.”

CARSTAR Welcomes Gerry Hughes

CARSTAR Automotive Canada recently appointed Gerry Hughes as its new regional manager in British Columbia.

Hughes will be responsible for heading up the automotive network’s store sales efforts in the province, as well as working to build and maintain strong relationships with CARSTAR’s existing franchise, insurance, and fleet partners.

“This appointment is very important for our B.C. market,” says Larry Jefferies, executive vice-president of CARSTAR. “Gerry’s experience and expertise will be invaluable to our current and future partners in the B.C. area.”

Having worked for companies such as Akzo Nobel, Lordco, and BASF, Hughes has over 25 years of experience in sales and account management in the B.C. collision marketplace.

Ingersoll Rand Lands Innovation Award

Ingersoll Rand, a global manufacturer of vehicle service tools and equipment, has been awarded the Professional Tool and Equipment News Innovation Award for its 2015MAX and 2025MAX Hammerhead low-profile Impactools.

This annual award recognizes new products that help automotive technicians complete their jobs more quickly and efficiently.

Ingersoll Rand won in the power tool category, and was presented with the award during the 2011 Automotive Aftermarket Industry Week in Las Vegas.

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“We wanted to create a revolutionary product that improved productivity for technicians and made it easier to do their jobs,” says Nate Schmid, marketing manager for vehicle services with Ingersoll Rand.

Hammerhead low-profile Impactools are designed for optimal performance even in extremely confined spaces, delivering 180 ft-lb of torque. They also feature a conveniently located forward/reverse collar, and a knucklesaver reactionless torque to eliminate kickback.

Silver Sails Products Launching in Canada

Silver Sails Automotive Refinishing Products are being introduced to Canada.

With efforts being headed up by industry veteran Larry Wagreich, sales director for the Americas, the products are being imported

by Jovial Inc., of River Vale, New Jersey. The organization is currently seeking distributors in Canada.

The manufacturer of Silver Sails is globally recognized as a supplier of quality, reasonably priced auto paint products.

Manufactured in China by the Guangdong Yin Fan Chemistry Co. Ltd., the company says it is the first Chinese auto paints manufacturer to enter the North American market with SGS International Environmental standards qualifications.

The product line includes primers, clearcoats, and toners in environmentally friendly low-VOC formulas.

Wagreich says that the organization has worked hard to ensure that product quality meets the high standards that North American bodyshop facilities demand. In particular, its offerings in Canada are designed to provide excellent results and still meet low-VOC environmental imperatives.

For more information, please contact Larry Wagreich, sales director for the Americas, at sales@silversails-paints.com, or by phone at (201) 873-9395.

Trailblazer Ronald Bryson Morton Passes Away

Ronald Bryson Morton, founder of Dominion Sure Seal, passed way December 29, 2011.

He was 71.

Born in Glasgow, Scotland in 1940, Morton was a well-known figure in the automotive aftermarket. He was known to attend formal industry functions in full Scottish regalia.

Dominion Sure Seal, a supplier of many products for the aftermarket and in particular the collision repair industry, grew to be an international player under his leadership.

He is survived by wife Anna, children Cara (Bruce), Greg (Sonia), and Derek. He was proud grandfather of Aila, Calen, Adrian and Ryan. Survived also by brother Brian (Marion) of New South Wales, Australia.

He will be sadly missed by all whose lives he touched.

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MARKET TRACKER

Shop Survey: How to Become and

Stay a First-Call Jobber

Canadian automotive aftermarket service providers say why they stay, and why they leave.

By Andrew Ross

T

he results of a joint Jobber News-AutoServiceWorld.com survey of Canadian automotive service providers has revealed telling details of what jobbers have to gain by being a first call. It also reveals what jobbers do to spoil this important status.

While the number of respondents—approximately 180— makes the survey less than comprehensively scientific, it does provide insights into the benefits of being the first-call jobber, as well as the traps that jobbers can fall into if they or their staff fail to respect this relationship. In discussing the relationship between the jobber and his key customers, it is also critical to recognize that it is not a one-to-one relationship, nor is it onedimensional.

There are, as they say, a lot of moving parts.

Among the most recognizable, and most disputed, factors is the role of price in this supplier-client relationship.

Survey after survey has been conducted with results showing

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that price is less important than other factors. These results are often dismissed by those on the front lines, as their days can be filled by price checks and tire kickers.

Even anecdotally there are stories trotted out to cast into doubt the notion that price is not the most important factor.

There are reasons to explain this seeming contradiction.

But first the results of the Jobber News-AutoServiceWorld. com survey.

We asked service providers to rate from one to five the importance of a number of factors in determining which jobber they made their first-call source: Price/Discount, Availability/Inventory, Location, Brands Sold, Counterperson, Online Ordering Capabilities, and Program Availability (Banner/Marketing, etc.).

We also asked them how many jobbers they buy from on a regular monthly basis and what percentage of their business their first-call jobber received, but first things first.

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Inventory is King

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On a scale of one to five, the most important factor was available inventory with an average importance rating of 4.61 out of 5. In fact, some 68% of respondents said that this was the most important factor in determining where they go first for parts.

Why this would make a jobber a reliable first call should be obvious.

The second most important factor in determining where a service provider takes most of his business is the counterperson. While this point is also not a great surprise, those who have worked in the industry for any considerable time at all will have seen the impact a good counterperson can have on their business. What might not be fully appreciated is the depth of commitment that service providers will have to a jobber who has knowledgeable counterpeople with a strong sense of customer service.

Conversely, jobbers might not realize how quickly a loyal customer can bolt to the competition if they fail to live up to expectations.

We asked shops why they left a first-call jobber. There were many answers, but a common theme: commitments not kept.

“Poor quality of product and poor pick up and return policy,” wrote one respondent.

“The salesman would write it up and no one would pick it up.”

“Poor services at the counter and they kept forgetting negotiated discounts,” wrote another.

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One comment—“Lack of concern for wrong quotes and wrong parts.”—was particularly telling.

One respondent’s tale stood above all else: “The last jobber was not producing credits fast enough. We had one instance where we made a return and had to hound them for the credit three to four months later. We heard from a driver that they were instructed by management to put the return in a corner in the basement and we would eventually forget about it. Wrong. We keep a close eye on these things. The manager was new and not there for long.”

Coming in a close third as most important factor was Brands Sold at 3.90 average importance, which should be understandable considering how high a premium service providers place on using quality parts as a reflection of their own reputation due to the effect on a reliable repair.

Further to this point, when a jobber does not deliver as promised on this front— literally, by sending a different part than ordered—service providers can react by taking their business elsewhere.

Price and Location were in a dead heat for fourth with an average rating of 3.59.

So these things are still important, but not the most important.

The last two offerings on our list provided some interesting results. Online Ordering, which is being cited by some service providers as very important, is also regarded as the least important by the second highest number of respondents of any other factor (15%). And 28% saw it as the most important factor. Clearly the importance of online ordering is very much an individual, shop-by-shop decision.

The message for jobbers on this point is, at least in part, that if you don’t have the kind of participation in an online ordering system that you might have hoped, perhaps you’re talking to the wrong shops.

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G U A R A N T E E

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*Limited lifetime warranty valid as long as you own the vehicle.

Terms and conditions available at: www.walkerexhaust .com ©2012 Tenneco

Continued on page 14 JOBBER NEWS / FEBRUARY 2012

P12,13,14 FEB TRACKER.indd 13

13

09/02/12 11:22 AM

MARKET TRACKER

Continued from page 13

At the bottom of what is admittedly a short list is the importance of Program Availability (Banner/ Marketing). It’s just not a factor, say the responding shops.

With an average of 2.69, 23.1% of shops stated that it was the least important factor.

First-Call Benefits All of this is, of course, only of value when you start to understand what is at stake.

Two-thirds of the respondents to our survey indicated that they use three jobbers regularly; 25% say they use four.

More than 70% of respondents say that the first-call jobber gets 70% or more of their business. Some 40% say they send 80% of their orders to their number-one jobber.

The remaining 30% of business gets split amongst the remaining two, three, or more jobbers.

In considering the impact of this fact on the perceptions of those jobbers who may not be on the first-call list, it is easy to understand how the prevailing attitude that there is little or no loyalty by the service provider sector could find much support.

Jobbers can be, of course, the first call of some service providers, but not others. In fact they are probably further down the list of suppliers for most of the service providers they do business with.

Hence the majority of the commerce and conversations are with customers/clients who have no real relationship with that jobber. They are only calling because their preferred supplier has come up short.

In a sense, the volume of calls that virtually any jobber and his counterpeople get are probably in this category, effectively masking the benefits of making the kind of commitment to a service provider needed to become their primary supplier.

And, while many respondents indicated that they had never changed their first-call jobber, or hadn’t done so in years— although a couple did say that they had pulled their business for a couple of days just to make a point—some were clearly frustrated by changes significant enough to convince them to take their business elsewhere.

“Please keep your quality counterpersons happy,” wrote one. “Nothing upsets me more than to call/visit your location and find that my regular, knowledgeable counterperson is no longer working there and the replacement cannot answer my questions, whether they are general parts-related, or brandrelated. If I come in, don’t have your counterperson tell me that they are too busy to speak to me and then pick up the phone. Please keep your delivery promises. I do not want to have to phone and check on the status of my order and be told that I will be called back and then not receive a phone call and have to call back again. Teach your counterpersons how to use a catalogue. Not just enter info into a computer and hope that the right part/product comes up. This unfortunately has been my experience at two separate jobbers.”

But shops are equally clear about what they want jobbers to do to become their first-call supplier.

“Service the heck out of your shops. The jobber I deal with is about 60 km away from us and they come out to us two times a day guaranteed and a third when really needed,” offered one respondent. “They will also bring me product from other suppliers if it is something they cannot supply. There is a jobber that is in our own town about two blocks away that only gets shorts due to the fact that he sells over the counter to most people for the same as he does to the commercial guys.”

And, while respondents were anonymous, we did invite 14

P12,13,14 FEB TRACKER.indd 14

respondents to include their contact information if they wanted it included in this report. Two of the most telling comments were among this group.

“Please look after your clients as we installers look after our clients,” wrote Steve Bowles of Steve Bowles Auto Centre Dufferin County Inc., Shelburne, Ont. “This is a win-win situation and [how] the best relationships are built.”

“Provide exceptional service, have the ‘right’ inventory mix, source non-stocked parts fast, deliver on your promised delivery times,” offered Curtis Moggey, Panda Tire & Auto in Moose Jaw, Sask. “Price competitively, and have knowledgeable counter staff who are pleasant to deal with and helpful.

Offer early payment discounts on accounts. Labour warranty programs are helpful. Most of all, it comes down to building a relationship of trust and open communication,” In essence though, what the survey reveals in both raw statistics and in the depth of comments is that service providers want to do business with companies that invest in their people and their inventories, and behave in an upfront, honest way.

The benefits of winning and maintaining the confidence of the service provider are considerable.

JOBBER NEWS / FEBRUARY 2012

09/02/12 1:27 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

supplied_ad_template.indd 1 valvoline p15.indd 15

6/4/09 4:22:24 PM 07/02/12 7:38 AM

COVER STORY

DYNAMIC

DUO

Selling Brake Friction and Rotors Are you still reaching for economy-line friction and rotors as a first choice? You may be shortchanging your business.

By John G. Smith

P

rice plays a role in every purchase. Ask anyone who ever worked the counter. But a focus on price alone can lead to costs of another sort, particularly when it comes to the choice of economy-line rotors or friction material.

The cheaper options always seem like a good idea, until the products begin to warp or coat wheels in a layer of unwanted dust.

“Jobbers have it tough out there,” observes Ed Demirci, vice-president of Durotech, which supplies cross-drilled and slotted brake rotors. “They are supplying what they perceive to be the demand. But who’s carrying the bag on the warranty?

The jobber is.”

16

P16,18,20 FEB STORY.indd 16

“Quality brake parts are extremely important for professional trade,” offers Ramzi Yako, president of Promax Auto Parts Depot. “These professionals offer quality parts, service, and warranty to their customers so they don’t want to do a brake job that will come back after a few weeks or months for warranty.

“The major cost of a brake job for professionals,” he adds, “is not the cost of the parts. It is the labour cost,” which is part of what they offer as service and warranty.

Yako admits that determining quality is difficult for those working in the field.

Continued on page 18 JOBBER NEWS / FEBRUARY 2012

09/02/12 11:24 AM

Tenneco p17.indd 17

10/02/12 1:50 PM

COVER STORY

Continued from page 16

Would you sell these guys an economy line brake and rotor package?

“It is difficult for a jobber to tell the quality of friction and rotors by just looking at them,” he says. “You need to have a lot of experience to identify quality brake parts by physically looking at them. But what jobbers can do is find out if any quality test reports are available that can assure the quality of the parts. Most quality friction and rotor suppliers do have test reports to prove quality and performance. At Promax we have a few tests done on our friction that prove the quality, life, and performance of our product. We educate our clients on the quality of our parts and hope they can pass that information on to their customers.”

Still, Demerci questions whether some jobbers are overlooking premium products out of habit. “They’ve become conditioned to assuming the number-one thing the caller is looking for is the best possible price,” he says.

A buyer may be more than ready to talk about features like performance and warranty, especially after struggling with brake performance issues.

There can certainly be large differences between one product line and the next.

While every rotor needs to be made of a metal with a G3000 tensile strength, and offer the common heights that will ensure a proper fit, there are plenty of opportunities to play with the meat in the middle of this metal sandwich.

The volume of metal represents one of a rotor’s leading costs. Those looking to reduce prices might choose to remove every second or third rib, or account for a thinner braking surface by increasing the height of the ribs in the middle.

Steps like these can reduce weights by 25% or more.

The problem is that this lower metal content makes it harder to dissipate the heat that becomes a reality every time someone applies the brakes. “The world of braking is a world of absorbing and handling and dissipating heat,” explains Demirci. “The metallurgy, the mass, the design of the structure: these are critical components.”

Lacking the right amount of metal, the components can begin to warp in a matter of weeks, says Pierre Lalonde, who oversees technical services in Canada for Affinia, which is responsible for the Raybestos brand. The Affinia team tested one economy-line rotor that displayed a runout of eight onethousandths of an inch after a mere month of use.

The differences between a premium rotor and its secondline counterpart are not limited to the volume of metal, either.

Some of the issues are linked to the production process.

Unwanted metal flashing or a rough surface will wreak havoc with the all-important flow of air, Lalonde says.

Consistent quality between one batch of products and the next should play a role in choices as well.

18

P16,18,20 FEB STORY.indd 18

“By meticulously reviewing and ensuring best-in-class processes and materials, manufacturers of premium brake pads and rotors provide the consistency and peace of mind that others might not integrate into their products,” says Walt Keating, product manager, North American friction for Federal-Mogul, which produces Wagner ThermoQuiet brake products.

And don’t automatically look at Asia as a source of inferior parts.

True, the region’s earliest rotors were quick to warp, leading to complaints ranging from pedal feel to a general shudder.

But many of today’s production facilities are linked to original equipment manufacturers, and equipped with high-tech engineering support to ensure closer tolerances.

Demirci even stresses that Chinese suppliers were unfairly blamed for producing the weaker designs in the first place.

The region was simply responding to market forces in the early 1990s, he says. “The right factories that do it the right way have some fantastic product.”

Besides that, the market’s pendulum is swinging back to premium products. While 90% of rotor sales were linked to economy-line products in the early 1990s, the market for premium rotors is expected to hit 50% of sales by the middle of 2020, he adds, referring to 2002 research by Frost & Sullivan.

As important as premium rotors may be, they still need to be married to a premium friction material to perform as designed, and every formula promises different attributes.

Lalonde, for example, stresses how ceramic brake pads can help to reduce noise and dust alike.

The NAO/ceramic brake pads are playing a larger role in sales now that they are being installed on more vehicles on the production lines, Keating says. “The car park has been shifting over the past few years to smaller vehicles, which do not demand more aggressive semi-metallic formulations. Ceramic formulations are a better fit for vehicles that are lighter and driven less aggressively.”

But the differences between premium and economy-line friction products are not limited to options like ceramic or semi-met chemistry.

Economy-line versions can wilt under the typical heats that make inferior materials malleable, or glaze, crack, or shear.

Worse still, says Lalonde, if you’re in a panic situation, they won’t stop the vehicle. The same factors can lead to everything from noise complaints to uneven wear. “I’ve seen chips off the puck itself coming apart,” he adds, noting how the economy-priced offerings can struggle.

Differences even extend to hardware. Lalonde, for example, refers to shims and rivets that all play a role in securing a puck Continued on page 20 JOBBER NEWS / FEBRUARY 2012

09/02/12 11:26 AM

NGK 164 Akebono brake ad white bkgrounds_FNL 12/04/11 2:49 PM Page 1

Some things are meant to be loud and noisy.

Your brakes are not one of them. As OEM equipment on a wide range of models, Akebono ultra premium brake products are specifically engineered for superior performance. With their low dust, reduced brake fade and ultra quiet formulations, these true* ceramic pads give you ultra premium brake product backed by the industry’s most comprehensive research and development.

The result is higher margins, fewer comebacks, and the perfect OEM fit every time.

Ask your NGK distributor for Akebono ultra premium brake parts today!

Premium Brake Products

Now available from NGK Spark Plugs Canada Limited Contact us at: 1-877-277-2759

www.ngksparkplugs.ca

ÂŽ

*Akebono is the originator of true ceramic brake pads.

NGK P19.indd 19

07/02/12 7:23 AM

Continued from page 18

of material in the right location. Premium products also enjoy a better fit, and come complete with new hardware and lubricants. Of course, the new mounting hardware needs to be used to do its job. Old clips will lose their tension in the face of ongoing use, eventually leading to unwanted noise and vibrations no matter what they hold. “Some people will return the part with the lube there, even the hardware,” he says.

Demirci insists that the biggest difference of all comes down to the manufacturing process. Producers who limit themselves to a flash-moulding process might apply a 400-ton press to a mixture of graphite, carbon, and semi-metallic material, he explains. A positive-moulding process builds on that, baking and cooling the shaped material in a series of ovens, gradually heat-treating the product. Flash-moulded products compensate with more resins as a bonding agent, but these tend to pull to the surface of the brake pad in the face of higher heats, he says.

The resulting pad becomes dry and brittle. “It dusts like crazy.”

“You need to deal with the right weight [of] product, and you also need the right composition, the right formula, and the right process,” Demirci continues. Coupled with an aggressive rotor, weak friction products are sure to see a short life. And the higher heats generated by a second-line brake rotor can exceed the pad’s operating range.

Durotech and Agna have gone so far as to respond with a “matched pair” program of friction material and rotors, under the Xtreme Stop brand. “Historically, some people viewed it as a rotor or a pad. It’s a unit. [The two components are] married to each other,” Demirci says.

Jobbers need to consider three factors for all the levels of brake products they offer in the market.

“Noise, life, and performance are three key elements that jobbers should understand and be aware in regards to quality of friction product,” says Yako. “They need to know and under-

stand the noise level on the brake parts. If brake pads are noisy, what is the noise level and how quiet are they compared to original equipment product?

“Life expectancy of brake parts is also critical and jobbers should understand and know how long the product will last on a vehicle as this will help them to provide the proper warranty on the product.

“Performance is a key element when it comes to brake products, stopping power, durability and consistent performance.”

Ultimately, rotors and friction material are also designed to meet the needs of a specific vehicle, and the match is hardly limited to size alone.

“Understanding the end user’s driving environment is most important when recommending pads and rotors. Will the vehicle be loaded? Will it tow a boat or other vehicle? Ceramic/ NAO and semi-metallic brake pads have different attributes and perform better for certain drivers and vehicles,” Keating says. “Understanding the needs of the end consumer and fitting the pads to meet their needs is extremely important. By understanding and matching the needs and requirements of the customer, the shop can provide the greatest level of value, which will help bring that customer back for other services.”

A customer with a 2000 Toyota Tercel is more likely to live with economy-priced brake products, particularly given the car’s light weight and limited power. But if someone wants a rotor for a Ford F-250, Demirci wouldn’t even mention the economy line. “They are going to show their warts horribly and instantaneously because of the power and weight.

“The key to growing your sales in any category is to consistently offer a quality product that meets the customer’s performance expectations at a fair price. For some customers who are looking to minimize repair costs on an older vehicle, a value-priced rotor might be the best overall choice.”

KEEP YOUR BRAKE PAD SALES ON TRACK

20

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JOBBER NEWS / FEBRUARY 2012

09/02/12 11:27 AM

WEʻRE MAKING A DIFFERENCE

Shad’s Chairman John Vanstone and board member Ray Osika accepting the first Annual Fred Shaddick Community Service Award.

Your continued support of SHAD’s and the almost $4M in donations has had a profound impact on MDC. So much so that MDC has recognized our efforts by creating the Annual Fred Shaddick Community Service Award.

Awarded annually, the Fred Shaddick Community Service Award will recognize outstanding contribution in the community.

Won’t you consider joining us in pushing SHAD’s over the $4M mark this year ?

Since 1954, Muscular Dystrophy Canada has been committed to improving the quality of life, mainly through donations, for the tens of thousands of Canadians with neuromuscular disorders and leading research for the discovery of therapies and cures.

Shad’s R&R has continually supported these efforts since 1973 by donating over $3.8M to Muscular Dystrophy Canada. Now entering its’ 39th year, the automotive aftermarket continues to fulfill founder Fred Shaddick’s original mission of “For the Kids”.

Mark your calendars for the 39th Annual Shad’s R&R Golf Tournament on June 14th with all proceeds to Muscular Dystrophy Canada.

Station Creek Golf & Country Club – Stouffville, ON If you would like to become a sponsor or make a donation to SHAD’s R&R “For the Kids”, please contact one of our board members directly.

Shad’s Board of Directors: John Vanstone, Chairman Luc Champagne Ken Coulter Mike Fazackerley Steve Gushie Mike Holland Ray Osika Brad Shaddick Scott Stone Cameron Young

john.vanstone@modernsales.ca luc.champagne@autosphere.ca ken.coulter@specialtysales.ca mike.fazackerley@matthewscott.com steve.gushie@carquest.com holland-m@hotmail.com ro8997@gates.com brad.shaddick@federalmogul.com sstone@mevotech.com cameron.young@ca.bosch.com This ad space generously donated by Rousseau Automotive Communication.

AD p21.indd 21

09/02/12 1:00 PM

MONEY & MANAGEMENT

Resolving Conflict: Six Simple

Steps to Keeping the Peace O

Mark Borkowski is president of Mercantile Mergers & Acquisitions Corporation, a mid market M&A brokerage firm – contact www.mercantilemergersacquisitions.com.

Susan Steinbrecher, executive coach, speaker, and author, is CEO of Steinbrecher And Associates, Inc., a management consulting firm that provides professional development services in the areas of conflict resolution, executive coaching, group facilitation, and leadership training. She is also the author of several leadership and personal development books, including the Amazon bestseller, Kensho: A Modern Awakening.

To learn more, visit www. steinbrecher.com.

ne of the most challenging roles of an effective manager is that of “peacekeeper.”

Resolving conflicts in the workplace takes negotiation skills, patience, and a healthy dose of emotional intelligence (see http://en.wikipedia. org/wiki/Emotional_intelligence).

Recently, I interviewed Susan Steinbrecher, an author, executive coach, and speaker who is CEO of Steinbrecher and Associates, a management consulting firm, to gain further insight into the tumultuous world of conflict resolution.

A licensed mediator, Steinbrecher recommends a conflict resolution model that involves six basic steps and three golden rules.

“In any dialogue, there are two fundamental needs that must be met: the ‘ego’ need and the ‘practical’ need,” says Steinbrecher. The ‘ego’ needs are to be listened to, valued, appreciated, empathized with, involved, and empowered.

The ‘practical’ need refers to the obvious: the reason for having the discussion that focuses on the conflict that needs to be resolved.

To address both needs, employ the three golden rules of engagement: Listen and respond with empathy Be involved; ask for the other person’s opinions, ideas, and thoughts Maintain and affirm self-esteem Remember, 55% of a message from sender to receiver is transmitted via body language. Some 35% is conveyed by tone of voice, and only 7% by word choice.

The body, soul, and heart cannot lie—unless you are a diagnosed sociopath! So keep these things in mind when responding.

Steinbrecher uses the example of the employer or manager and employee. The most important thing to keep in mind is that if the employee doesn’t feel that he was heard or that he has achieved a “win” out of the discussion, then he will not be motivated or resolve to change.

“It comes down to compliance versus commitment,” says Steinbrecher. “Without question, the person involved in the discussion or conflict resolution will be far more committed to the outcome if he feels empowered by it.”

As you go through the six-step process, look for ways to weave in the golden rules: listening and responding with empathy, maintaining or affirming self-esteem, and involving the person.

Six Steps to Conflict Resolution

1. Discuss the situation in a respectful manner.

Example: “John, I noticed you’ve been late a few times this week, which seems out of character for you; you’re always so reliable!”

Don’t say, “You are always late.” This just gets the person’s back up.

2. Be specific. If you say, “I noticed that on Tuesday, Thursday, and Friday you were 30 22

P22 FEB Finance.indd 22

minutes late,” the person realizes you are aware of the situation and that he will have to address the issue. His explanation is a perfect opportunity for you to listen and respond with empathy. Remember: you do not necessarily have to agree with someone to empathize with him. You are simply attempting to put yourself in that person’s shoes—if only for a moment—not condemning or condoning the behaviour.

3. Discuss how a conflict (or problem) impacts you, the work group, or the project. “John, I am not sure you are aware of the full impact of the conflict between you and Steve. The other employees are witnessing this, and it is making them uncomfortable…What do you feel is going on?” Remember, you are asking, not telling.

4. Ask for the specific cause of the conflict.

“John, from your perspective, what is happening here? You get along well with most everyone here, so what is causing the conflict?”

Remember to empathize again after the response, rather than say, “Yes, but you’ve got to get along.” The word “but” negates everything positive you just said.

If you have to fall back on a conjunction, pick “and.” “Yes, I can imagine the challenge this presents—and we need to come up with a solution. What ideas might you have?”

5. Ask for the solution. For instance, “What do you think you need to do to help solve this situation? What is your next step?” This brings in accountability.

6. Agree on the action to be taken. This step is often missed, and it’s the most important one. Think of it as a recap. “So John, what I am hearing you say is that you are going to talk to Steve (discuss details). By when were you thinking of doing that?” The last step is to close on a positive note and ask the person to get back to you on the outcome.

JOBBER NEWS / FEBRUARY 2012

09/02/12 11:29 AM

Transit p23.indd 23

07/02/12 7:34 AM

MARKET FEATURE

HELP SHOPS BUILD

THEIR BUSINESS One Oil Change At a Time

By Andrew Ross

A

lthough the importance of the point inspection. It’s not a groundwinter-summer tire changebreaking approach, but it works. over business has grown in importance over the past few years, Offer High Value Options the oil change remains king when it Advise your customers to consider comes to bringing consumers into their customer base when putting service bays. together an oil change offer. If their And nearly a quarter of all customer base is strongly planted Canadians seek this service from in the import market, include this the independent service provider. in the special, e.g., “Euro Spec Oil According to J.D. Power Change,” and not just in the fine and Associates’ 2011 Customer print. This will allow pricing to be Commitment Survey, independent higher, deflects price competition, service providers held a 24% share, and allows for a more targeted and more than twice that of quick lubes likely more successful approach.

(11%).

Both, however, are well behind Target Higher-Mileage the car dealers, who have a 46% Cars overall share.

Notwithstanding the last point, the At least as important as this is the older-car makeup of the vehicles on age of the vehicles that are finding the road deserves its own focus. J.D. their way to the service bay. While Power and Associates’ findings are car dealers have a predictably high that independent repair shops see share of the four- to seven-year-old the oldest average mileage vehicles market (57%), they also have a of any channel—more than 147,000 An oil change without an inspection is an opportunity strong share of the eight- to 12-year- missed. And inspection without follow-up isn’t much better. km on the clock. old market at 33%, which is actually This has significant implications two percentage points ahead of the for the type of service your customindependent service share of 31%. ers see, and presents an excellent opportunity for them to Those numbers, of course, reflect the overall national offer “high mileage” products specifically formulated to offer picture; the picture can be very different from a local market benefits to these vehicles. perspective, driven by economic factors, vehicle population profile, and the approach to the market of the businesses Attract, Inspect, Follow Up vying for their share.

To make an oil change promotion work beyond the oil Everything from more subtle issues, such as whether there change requires planning and process. are local independent service players that are active marketEven savvy shops can fall into the trap of offering an oil ers, to more overriding factors such as whether there is a new change and inspection special to attract business, but failing car dealer in town, will affect the success of businesses in their to maximize the opportunity. market.

Inspection is seen as a way to secure additional repairs With this in mind, the most important number to realize is while the car is on the hoist, generating the work to make that oil changes make up 50% of service occasions; consumthe promotional offer pay; but many shops fail to execute it ers show up in somebody’s service bay for this service more properly. than any other service.

Shops are advised not to promote an “oil change while you Here are some tips to help you help your customers make wait.” A proper inspection is neither likely nor possible when the most of it. a technician is under pressure to deliver the car to a waiting customer.

Promote Spring Service And shops should also be sensitive but honest in how they Work with key customers and suppliers to advertise “Spring report the results of an inspection. Shops should be aware Service” or “Oil Change Special” in the local newspapers Continued on page 26 and, perhaps, by using flyers. This should include a multi24

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JOBBER NEWS / FEBRUARY 2012

09/02/12 11:31 AM

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07/02/12 7:18 AM

Continued from page 24

Establishment Used for LOF by Vehicle Age 2011 0

10

20

30

16 19

24

www.redi-sensor.com

• Works with all major TPMS scan tools • No training required designed to follow existing OE relearn procedures

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31

that consumers can see it as only a money grab, a bait and switch, if they feel pressured to have additional work done then and there.

So shops should schedule oil changes with pickup at day’s end, to allow proper time for inspection and smooth workflow.

Employing recognized inspection and communication methods, such as those included in the Motorist Assurance Program of Canada (www.mapcanada.org), where the condition of components are divided into three categories (Acceptable, Replacement Suggested, Replacement Required), is a good strategy.

Regardless of the findings, some customers will opt to delay repairs.

It is at this point that many shops lose contact with the customer, and following up is not always easy.

All shops should be encouraged to use the capabilities of their management system to ensure that follow-up occurs.

Most if not all management systems have customer relationship management functionality. These can generate labels, emails, and other materials to help keep in touch with customers.

For those who have chronic difficulty employing these capabilities, there are third-party services available to help.

Mechanic Net (www.mechanicnet.com), for example, can use the service and driving history stored in a shop management system to send service reminders to customers. Service reminders can be sent based on factory maintenance intervals, oil change reminders, or specific shop recommendations for a customer’s vehicle.

In the end, promoting oil changes, especially high value oil changes, is really about promoting maintenance. And that’s in season year-round.

• Faster TPMS scan tool hunt mode • Reduces SKUs

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P24,26 FEB winter.indd 26

2010

147,967

Ind. Repair Shops

Industry Avg.

2011

149,339 128,176 121,516

JOBBER NEWS / FEBRUARY 2012

09/02/12 11:32 AM

MARKET FEATURE

Make Visibility

Products Visible

By Andrew Ross

R

egardless of the temperature outside (and some parts of Canada have seen milder than normal conditions this winter), the shorter days and occasional bout of sloppy conditions are unavoidable.

Factors such as these put wipers and lighting top of mind for consumers, but their effect can be fleeting. As soon as the weather clears up, consumers forget how poor their lighting and wipers were on that slush-ridden, dark night. So it’s good to remind them at every turn.

“The key to driving sales in wipers is to remind the consumer as soon as they walk in the door and while they’re standing at the counter,” says Tracy Neil,

brand manager, visibility products, FederalMogul Corp. “Also emphasize the important safety and convenience benefits of winter blades. Most vehicle owners at one time or another have struggled with conventional blades that are caked with ice, so they can easily understand how a winter blade can help make life easier.”

“Toward their efforts to build automotive lighting sales in mid-winter, jobbers should first be sure to remind drivers that wintertime driving conditions can quickly turn Continued on page 30

Visibility technology has changed dramatically since Ford featured this image in 1960. Humans have not.

That’s where you come in.

WINNER of the

AAPEX INNOVATION AWARD 2011

HEATED WINDSHIELD WIPERS ICE & SNOW MELT AWAY IN MINUTES Heat N Clean Products Inc., 170 Wilkinson Road, Unit 18 Brampton, Ontario, Canada L6T 4Z5

1-866-793-7874

www.heat-clean.com 28

Automatically Turns On in Cold Weather • Graphite Coating • Easy Installation JOBBER NEWS / FEBRUARY 2012

JOBBER NEWS_1/2 pg horizontal_Trim 8.125 x 4.875”_BLEED 8.375 x 4.875” P28,30 FEB winter.indd 28

09/02/12 11:34 AM

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MARKET FEATURE

Continued from page 28

hazardous with a sudden build-up of snow, ice, and sleet on the road. And, because the hours of daylight are shorter during winter months such as February, drivers can expect to spend more time contending with poor road conditions in the dark of evening, which makes auxiliary automotive lighting more important than usual,” says Rodger L. Wagner, executive vice-president, PIAA Corporation, USA. Even for those consumers who might not want to take advantage of the additional lighting capabilities of fog and/or driving lights, there are many options in terms of improved lighting from upgraded bulbs.

Most consumers will, however, have to be walked through

the options available. For the uninformed, the variety of lighting bulbs can be confusing.

And, according to a survey commissioned by Osram Sylvania, while most consumers are concerned about nighttime visibility, they know little about their options.

The online survey was conducted from September 16-20th, 2011 by Harris Interactive on behalf of Sylvania among 2,284 U.S. adults aged 18+, of which 2,079 drive at night.

Some 90% of licensed drivers who take to the road after dark are concerned with potential nighttime hazards.

Almost half (48%) noted animals darting out into the road as their primary concern, while 42% indicated poor visibility and 35% named bad weather conditions. A much smaller amount identified car-related troubles—nearly one in four reported being concerned about breaking down at night, and less than one in five ® worried about getting into a car accident.

Yet 55% of drivers indicated they either have never changed their bulbs or didn’t know the last time they were changed on the vehicle they most often drive. Sylvania sees this as an opportunity for aftermarket retailers to talk to drivers about their nighttime driving needs and whether a bulb replacement is in order.

“What is very clear as a result of this survey is that most drivers have real, tangible fears associated with nighttime driving,” says Joe Verbanic, marketing manager for Sylvania Automotive Lighting in the U.S. “But by simply upgrading to better, brighter headlight bulbs, drivers can ease many of their concerns—especially those that topped the list.”

“Since headlight bulbs can dim up to 20% in two years—a fact of which more than half of drivers were unaware—each year they go unchanged makes night driving increasingly more dangerous for drivers and passengers,” says Verbanic. “We recommend checking your headlight performance once a year, and replacing them every two years for best performance.”

All suppliers provide ample resources to merchandise products and educate consumers.

But they won’t quite sell themselves.

So put visibility products in a hightraffic area and talk to your customers about doing the same. And make upgrade options part of the regular conversation about visibility products.

It will build customer satisfaction and the bottom line.

You’ll be glad you chose TRICO.

now.

TRICO® wipers perform when your customers need them most.

Here’s what makes our wiper products profitable for you: • Quality: Providing maximum driving visibility for your customers.

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• Comprehensive Line: More styles and sizes, including basic conventional, premium beam, factory replacement, universal fit and specialty blades.

• Technology: Our unparalleled R&D facilities allow us to provide innovative solutions that lead the global marketplace.

tricoproducts.com TEFLON® is a registered trademark of DuPont and is used under license

by Trico Products and its affiliates.

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09/02/12 11:35 AM

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NEW PRODUCTS Vehicle Air Purifier

Cliplight Manufacturing Co. has introduced The Purifier air purification system. The Purifier Fresh Air Ozone Machine incorporates the latest in ozone purification technology.

The machine eliminates mould, mildew, and bacteria from mobile air conditioning systems and cabin interiors. Removes harmful odours naturally—even the most offensive and stubborn odours such as tobacco smoke are eliminated at their source, not masked. Purified air means a healthier and more comfortable cabin environment. Convenience of portable design, AC and DC power, and programmable timer. Safely completes most jobs in only 20 minutes. Perfect for automobiles, RVs, boats, or other spaces with lingering odours or bacteria. Ozone is the most powerful commercially available substance to kill bacteria, viruses, odours, and mould spores.

Cliplight Manufacturing Co. www.cliplight.com Asian Pre-Diluted Pink Beck/Arnley has added premium OE extended life pink (50/50 pre-diluted) antifreeze/coolant to its line of OE fluids specifically designed for Asian vehicles. This new ethylene glycol-based antifreeze/coolant is formulated for Lexus, Scion, and Toyota engine cooling systems that specify the use of extended life pink antifreeze/coolant.

The antifreeze/coolant utilizes Phosphated Organic Acid Technology, also known as Hybrid Organic Acid Technology (HOAT), contains no amines or borates, and is free of silicates that may harm water pump seals and cause gel formation that could clog the radiator.

Beck/Arnley www.genuineoefluids.com Hand Cleaner For Heavy Dirt Gojo has introduced Cherry Gel Pumice Hand Cleaner, a heavy-duty hand cleaner with pumice scrubbers that cleans the heaviest dirt while leaving skin feeling refreshed. With a unique combination of skin conditioners, Gojo Cherry Gel Pumice Hand Cleaner is pH balanced for skin comfort. The cleaner’s gel formula spreads evenly and clings to hands and arms 32

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to deliver maximum cleaning power on heavy dirt, grease and oil. It also provides a quick, easy and complete rinse. Gojo Cherry Gel Pumice Hand Cleaner is available in portable 6 fl. oz. and 10 fl. oz. squeeze bottles, half gallon and one gallon pump-top bottles and the Gojo Pro TDX Dispensing System in 2000 mL and 5000 mL sizes.

Gojo USA www.gojo.com/canada 2012 Lighting Catalogue Hella, Inc.’s 2012 OE Quality Spare Parts Lighting Catalogue features an expanded line of OE lighting replacement parts for Audi, BMW, MercedesBenz, and Mini. More than 72 new headlamps, taillamps, and fog lamps have been added to the Hella range as follows: 22 new parts for Audi, 30 for BMW, 18 for MercedesBenz, and eight for Mini. Hella’s program also features special packaging that is designed to significantly reduce shipping damage. All of the replacement parts are made to the same specifications and quality standards as the parts Hella makes for its OE customers.

Hella Inc. www.hella.com New Foreign Nameplate and Domestic SKUs The Wagner ThermoQuiet line of replacement brake pads now includes ceramic rear disc pad sets for the 2012 Fiat 500 and Ford Focus. The company also has introduced ThermoQuiet semi-metallic front pad sets for 2011 Ford F250 Super Duty models and Wagner SevereDuty disc pads for 2012 Nissan NV1500 models. Wagner ThermoQuiet pads feature proprietary, application-specific formulations developed within Federal-Mogul’s global friction technology network. Each pad also includes the company’s Integrally Molded Insulator (IMI) one-piece design and unique Wagner Edge Laser-Shaped Friction technology, which help ensure superior stopping performance and quieter operation on a full range of foreign nameplate and domestic models.

Federal-Mogul www.TQbrakepads.com

JOBBER NEWS / FEBRUARY 2012

09/02/12 1:33 PM

Multi-Mode Welding System Thermal Arc has launched the Fabricator 252i “3-in-1” MIG-Stick-TIG welding system. Weighing 66 lbs. and with an output range of 5 to 300 amps (250 amps at 40% duty cycle). The Fabricator 252i enables users to choose the best process for the application at hand. For example, its MIG and gas-shielded flux cored outputs provide maximum productivity in the shop. The Stick and self-shielded flux cored processes work better in windy and outdoor conditions, as well as on rusty or dirty metal, while the DC TIG process enables users to weld stainless, copper, nickel, bronze, or brass alloys or on applications requiring precise control over heat input and weld bead placement.

Thermal Arc www.thermalarc.com

Levels Suspension, Improves Ride The Ultra Coil Cushion not only helps maintain a level stance for loaded vehicles, it also improves the vehicle’s suspension performance by reducing body roll and assisting in absorbing impacts from rough roads and potholes, improving ride and handling characteristics. Kits are available for small, mid and full size vehicles, domestic and import, equipped with coil springs. The units are simple to install and require no maintenance.

RAD Limited www.radlimited.com

Vacuum Pumps with Pre-installed Pulleys Cardone’s exclusive A1 Cardone remanufactured vacuum pumps with pre-installed pulley save installation time and prevent comebacks, says the company. These vacuum pumps eliminate the need for special tools to ensure the correct press-fit between the replacement pump and the old pulley—and you don’t have to worry about damaging the pump shaft in the process. For those who want a new pulley, but prefer to install it themselves, the vacuum pump pulleys are also available separately.

Cardone www.cardone.com Drag Racing Valve Springs Lunati’s new Signature Series Valve Springs deliver maximum performance plus reliability for Pro or Sportsman drag racing classes. Signature Series Springs feature chrome silicon, steel alloy spring wire that has been carefully inspected and cleaned to eliminate dirt and foreign matter. Each spring is precision wound to exact print specs, micro-shot peened to relieve surface stress risers, and carefully heat treated for reduced tension loss. Select Lunati Signature Series Springs are also nitride processed for added valve lift loading and increased spring life. Signature Series Springs are available in a variety of designs and outside diameters to suit almost any engine application.

Lunati www.lunatipower.com JOBBER NEWS / FEBRUARY 2012

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®

THE NAME YOU TRUST FOR SHOCKS.

QUALITY YOU CAN TRUST IN BRAKES. The leader in ride control technology is proud to introduce two new lines of brake pads with vehicle-specific formulations that meet or exceed O.E. specifications.

Monroe Ceramics ® and Monroe Dynamics ® come complete with pads, noise elimination clips, rubberized shims, wire wear sensors and moly-base lubricant for faster, easier installation*.

®

www.monroebrakes.com * as required by application © 2012 Tenneco

33

09/02/12 11:37 AM

For the Counterperson

February 2012

Knowledge Building:

Basics of Catalytic Converter

Failure and Diagnostics E

very counterperson should know that catalytic converter failure is of ten caused by a malfunction upstream in the emissions system or by engine-related problems.

And as such, they should make it a habit to ask techs if they know what has caused the failure.

Too often, there are no signs or symptoms that a converter is not functioning, and the vehicle performance seems normal. But obviously, if exhaust

gas conversion is not taking place, the vehicle will not pass an emissions test.

Although converter failure issues can be caused by a wide variety of engine malfunctions, it’s important that technicians find the source to avoid recurring problems.

Typically, converter damage falls into four categories: plugged or contaminated substrate, thermal damage, physical damage, and thermal shock.

Contamination

The substrate, the ceramic material found inside the converter, can become contaminated or plugged if raw fuel, such as a rich air/fuel mix, oil, antifreeze, or radiator sealant, enters the exhaust flow. This can result in a carbon deposit coating the substrate, preventing a chemical conversion.

If this is the case, there could be a problem with the fuel system or ignition, such as a malfunctioning O2 sensor, leaking head gasket, plugged fuel injectors, piston blow-by, or, perhaps, the vehicle owner has run out of gas too many times.

Thermal Failure

Catalytic converters don’t often fail on their own. When you see how reliant they are on other systems and sensors, like on this Vortec 2800 I4 engine, it is easy to understand why.

Thermal failure is a similar issue. If raw fuel comes into contact with the catalyst, burning inside the converter rather than the Continued on page 36

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Visit www.carsability.ca/promo today for your FREE assessment!

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34

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JOBBER OF THE YEAR AWARD Named after the founders of Jobber News Magazine, E.J. & A.E. Wadham Memorial Award recipients are a who’s who of the best in the Canadian automotive aftermarket, representing aftermarket auto parts wholesalers from across Canada, from businesses large and small, and of all affiliations.

Since 1984, the award has recognized those who epitomize the values of the automotive aftermarket through business excellence, community service, and industry contributions.

N O M I N AT E S O M E O N E T O D AY !

YOUR NAME:_________________________________ YOUR COMPANY NAME:____________________________________________ YOUR COMPANY ADDRESS:_____________________________________________PHONE NUMBER:(____) ____________________ I NOMINATE_________________________________________ WHO OWNS______________________________________________ AND IS LOCATED AT THE FOLLOWING ADDRESS:____________________________________________________________________ BUSINESS PHONE:(____)_________________________ HE/SHE HAS BEEN IN BUSINESS FOR APPROXIMATELY___________YEARS AND I NOMINATE THIS PERSON FOR THE FOLLOWING REASONS: (attach a separate sheet if necessary) BUSINESS SUCCESS: ___________________________________________________________________________________________ ____________________________________________________________________________________________________________ ____________________________________________________________________________________________________________ INDUSTRY INVOLVEMENT: ____________________________________________________________________________________________________________ ___________________________________________________________________________________________________________ COMMUNITY SERVICE: _________________________________________________________________________________________ ____________________________________________________________________________________________________________ ___________________________________________________________________________________________________________

(Your Signature) _________________________________

(Date) ____________________________________________

a l s o o n l i n e a t w w w. a u to s e r v i c ewo rl d . c o m

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Continued from page 34

Shop Talk

engine, the ceramic monolith can melt down. This can block the exhaust path, making the vehicle response seem sluggish.

Again, it could be the O2 sensor or issues with the fuel delivery system, settings, and a malfunctioning engine control unit (ECU). To quickly identify thermal failure, check the converter shell for heat-related discolouration.

T

enneco’s Walker Emissions Control team suggests talking to the customer about the vehicle’s history

before beginning the diagnostic process.

Physical Damage

The technician should obtain an accurate vehicle

Physical damage is possibly the easiest to identify, as the converter can have dings and dents on it from coming into contact with road debris. Such impact is capable of breaking the ceramic substrate or can cause changes to the flow properties of the converter.

history report. You can learn a great deal about the root of an emissions problem simply by asking the customer a few quick questions. For example: Is this the vehicle’s first emission issue? How long

Thermal Shock

has the MIL light been on? Has

Lastly, if you tap the converter mallet and hear a rattling sound, the converter may have been doused with cold water or snow while fully heated, causing thermal shock. The cold temperature liquids can cause the converter housing to contract, developing cracks and damage to the ceramic substrate.

It’s important to remember that a catalytic converter doesn’t fail on its own. It’s vital for technicians to discover what is causing the converter to malfunction and repair the necessary engine issues before installing a new converter.

Failure to do so will certainly mean repeat breakdowns and unhappy customers.

the converter been replaced in the past? If so, when?

Asking simple questions about the history of the vehicle could help lead the technician to the problem.

Enter the Jobber News

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09/02/12 11:41 AM

probably clean up some emissions off-throttle, which is good and healthy for the sport. When you also consider the change NASCAR made this year with the E15 fuel, the sport is definitely heading in the right direction and doing some really good things.”

engineers are second to none, and it is that realization by NASCAR that kept fuel injection on the sidelines; the NASCAR people know how to monitor cheating with carbs, but they weren’t so confident about being able to do it with fuel injection.

“Almost all of the engineers that work in Dodge Motorsports

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 Carcone’s Auto Recycling and Wheel Refinishing www.carcone.com With over 32 years of experience Carcone’s Auto Recycling & Wheel Refinishing is your one stop for quality recycled products and wheel refinishing needs. Call today at 1-800-263-2022 or visit us on line at www.carcone.com Standard Auto Wreckers View Our Online Inventory @ www. standardautowreckers. com or call 416-286-8686.

Experienced Shipping Department to Ensure Parts Arrive Safely.

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.

WAREHOUSE DISTRIBUTORS & BUYING GROUPS The E.R.I. Group

www.theerigroup.com Canada’s Premier Machine Shop Buying Group

Kerr Machine Shop Group Inc.

REFRIGERANT Duracool Refrigerants

www.duracool.com Nationally Distributed by: Deepfreeze Refrigerants Inc. The Leaders in Hydrocarbon Refrigerant Technology. Guaranteed In writing not to harm any Mobile A/C System. You can feel the Difference that Quality Makes. “Our Formula Never Changes”.

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

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.

Marketplace

28 ADVERTISERS INDEX Company

Page #

AUGUST COUNTER p26,28.indd 28 Agna Brakes (www.agnabrakes.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

IFC AIA Canada (www.aiacanada.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 CARS OnDemand (www.cars-council.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Chevron Global Lubricants (www.chevronlubricants.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Continental Corporation (www.conti-online.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Denso Sales (www.densoaftermarket.com/jn) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . OBC Dominion Sure Seal (www.dominionsureseal.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Heat N Clean Products Inc. (www.heat-clean.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Jobber News Jobber of the Year Nomination Form (www.autoserviceworld.com/awards/jobber) . . . . 35 NGK Spark Plugs Canada Ltd (www.ngksparkplugs.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 OE Quality Friction (www.oeqf.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Osram Sylvania (www.sylvania.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Pat’s Driveline (www.patsdriveline.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Promax Auto Parts Depot (www.autopartsdepot.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Schaeffler Group USA Inc. (www.Schaeffler-Aftermarket.us) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Taipei AMPA & AutoTronics Taipei (www.taipeiampa.com.tw) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Tenneco, Monroe Brakes (www.monroebrakes.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17, 34 Tenneco, Monroe Shocks & Struts (www.monroe.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IBC Tenneco, Walker Exhaust (www.walkerexhaust.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Transit Warehouse Distributor (www.transitwarehouse.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . `23 Trico Products (www.tricoproducts.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Valvoline Canada Limited (www.valvoline.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Valvoline Motor Oil Mythbusters Quiz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Wakefield Canada (www.wakefieldcanada.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

JOBBER NEWS / FEBRUARY 2012

p37 FEB INTERNET.indd 37

Buy. Sell. Employ.

Search.

03/08/11 8:11 AM

Jobber News Marketplace Classifieds Reach Key Aftermarket Players.

Across Canada.

Every month.

From less than $150 a month.

For more info, contact the publisher at aross@jobbernews.com or call toll free from Canada 1-800-268-7742 ext. 6763, or from the U.S. 1-800-387-0273 ext. 6763.

37

09/02/12 11:48 AM

Editorial Comment

TALES FROM THE DARKSIDE

I

NEXT MONTH

Effective Sales Strategies populate March: We’ll help you sell more Undercar And Underhood Components.

38

p38 FEB EDITORIAL.indd 38

n poring over the responses to the shop survey reviewed in this issue, two things became abundantly clear.

One is that, contrary to popular belief, there is a great deal of loyalty displayed by the service providers that form the front lines of the aftermarket industry.

The other unmistakable fact is that sometimes jobbers can do the most incredibly dumb things.

I know full well that the prevailing attitude is that there is little or no loyalty among the service provider community; that they’re often focused on price shopping, and will drop their key jobber as fast as rain off a windshield for little more than a few pennies on a part.

No doubt, there are shops, technicians, and service business owners who behave precisely that way. The fact is that only one jobber can be any given shop’s first call.

While that jobber is still enjoying the benefits of loyalty, the rest of the jobbers in the market, who may get only the occasional call from that service provider, see a price shopper with little loyalty.

Regardless, a service provider is only going to be as loyal to any jobber for as long as it does not put his relationship with his customer at risk.

All this would seem to me to be self-evident to anyone who understood the pressures to produce that exist in the service bay. A trusted customer may be loyal to you, but that relationship will almost surely come second to his commitment to the car owner.

And frankly, it should be equally obvious that anything that you can do to help him strengthen that relationship—by ensuring an effective, lasting repair through providing top-quality products and strong training and advice, for example—will go far toward making you a first-call jobber for your market.

That is precisely what those jobbers who have been able to carve themselves a position as the first-call jobber for the leading shops in their market have done.

And so our survey also revealed the kinds of things that jobbers have done to lose the confidence of their trusted customers.

There is of course the usual litany of complaints about poor service and poor attitude, staff leaving etc., but there are some truly bothersome tales of poor behaviour that turned jobbers from hero to zero in the minds of a formerly trusted customer.

Take this one: “Parts not being delivered on time and cost of parts changing once they arrive.” Not good, but hardly a hanging offense as a single instance. To drive a customer away it must have been a truly chronic situation.

Or this: “Counterperson does not understand that I come before the customer that walks in the front door of his store. Don’t make me wait because someone just came through the front door.” Why do people do this over and over?

Then there’s this, more deeply seated issue: “Had to wait too long for parts delivery.

I was getting better service from a jobber 65 km away than I was from two jobbers 15 km away.” Astounding!

And then there’s the granddaddy of them all, which rolls several failings into one: “The last jobber was not producing credits fast enough. We had one instance where we made a return and had to hound [him] for the credit three to four months later. We heard from a driver that they were instructed by management to put the return in a corner in the basement and we would eventually forget about it. Wrong.”

Disrespect for the customer, the staff, and the dollar in one nasty package.

Flipped on its head, getting these things right is exactly what you need to do to win and keep that first-call customer.

So I’ll finish off on a positive note from a service provider.

“Work with me in order to learn my business and I will work with you to learn your business. When we understand the other’s business, then it’s easy to work together towards a common goal.”

That should tell you everything you need to know.

Andrew Ross, Publisher and Editor aross@jobbernews.com JOBBER NEWS / FEBRUARY 2012

09/02/12 11:42 AM

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It started with a spark... but it’s our entire product line that has everybody talking.

For more information, visit densoaftermarket.com/jn ©2011 DENSO Sales California, Inc. All rights reserved. First Time Fit® is a registered trademark of DENSO Sales California, Inc.

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