Uniscoop Spring 2013

Spring 2013

THE UNI-SELECT BUSINESS MAGAZINE

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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/uniscoop ©2012 DENSO Sales California, Inc. All rights reserved. First Time Fit® is a registered trademark of DENSO Sales California, Inc.

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CONTENTS

Spring 2013

THE UNI-SELECT BUSINESS MAGAZINE

Directors’ Comment 4

LED Light Technologies

News Clay Buzzard Honoured NHRA Update

Growth Opportunties Product Showcase 30

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U.S. Banner Program Update

10 12

Growing Your Business Online with Uni-Select USA

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AUTO SELECT Enhancements

Web Column Embracing the Web

Member Profiles Great West Auto Electric, A 60-Year Tradition

Major Accounts Fleets Offer Growth Opportunities

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Nolt’s Auto Parts Bucks Recession Blues

20

Inventory Management Tools for Increasing Profit, Customer Satisfaction

Market Report Glimmers of Hope for the Aftermarket

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Editor Tom Venetis (416) 510-6790 tvenetis@uniscoopmag.com

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Contributing Editors Aïda Benzakour (450) 641-3637 ext: 1205 abenzakour@uniselect.com Linda Donnini 450-641-6537 ldonnini@uniselect.com Joanna Kufedjian (450) 641-3637 ext: 1600 jkufedjian@uniselect.com

26 Freelance Editors Andrew Brooks, Noelle Stapinsky Publisher Jim Petsis (416) 510-6842 jpetsis@uniscoopmag.com Art Director Ellie Robinson (416)442-5600 ext 3590 erobinson@bizinfogroup.ca

Production Manager Kimberly Collins (416) 510-6779 kcollins@bizinfogroup.com Vice-President Canadian Publishing Alex Papanou President Business Information Group Bruce Creighton

Uni-Scoop is published by BIG Magazines LP, a division of Glacier BIG Holdings Company Ltd., a leading Canadian information company with interest in daily and community newspapers and business-to-business information services. Business Information Group is located at 80 Valleybrook Drive, Toronto, Ontario, M3B 2S9

For any questions or comments, please contact your Uni-Select representative.

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DIRECTORS’ COMMENT

SPRING IS IN THE AIR… You can feel it everywhere you go – and certainly in many results we have been seeing since January. And we feel very confident that the rest of the year will keep going in the same direction!

For all those individuals who attended our first ever North American Convention, we are sure you have taken home many tips and tricks – little things really – that will make a difference in your day-to-day work and help you to keep improving your business! Whether it’s giving your customers that Starbucks experience, going that extra mile, thinking outside the box or embracing technology; these are all the things we need to do to keep growing, to stay competitive and gain market share!

And don’t worry, if you don’t remember everything, or if you happened to have missed this event (and regret it!!), you will be able to get a full recap in our next edition of the Uni-Scoop business magazine – so look out for it in your mail this summer!

From the upcoming trends in the industry to the diversification of our marketplace, we have many opportunities right at our fingertips, some of which we are covering in this very issue.

So keep reading and enjoy growing your business!

And if you would like to share your thoughts or comments, please do so by emailing either myself or Mike at ldonnini@ uniselect.com or mbuzzard@uniselect.com Regards,

Linda Donnini Senior Director of Marketing, Uni-Select Canada

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Mike Buzzard Sr. Director Marketing & Technology, USA Automotive Group

UNI-SCOOP

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NEWS

CLAY E. BUZZARD, FORMER UNI-SELECT BOARD MEMBER, AWARDED THE FRENCH LEGION MEDAL OF HONOR

Below: Clay with Nicole Hirsch, Vice President, American Society of the French Légion d’honneur

Above: Gaël de Maisonneuve, Consul General, Republic of France congratulating Clay Above: Recipients of the Legion of Honor Medal, WWII veterans.

C

lay Buzzard, along with 17 of his fellow veterans, was awarded the French Legion of Honor medal on January 10th, 2013. The French Legion of Honor medal is given to US veterans who helped in the liberation of France during World War II. This medal was created to celebrate extraordinary contributions to the country, and is France’s highest distinction.

Gaël de Maisonneuve, Counsul General, Republic of France and Nicole Hirsch, Vice-President, American Society of the French Legion of Honor presented the medals to the 17 veterans in a patriotic and heartfelt ceremony at the Boynton Beach Civic Center.

Clay entered the US army in 1943 at the age of 18 and served in the 29th infantry division. He was a member of the 175th battalion which entered France on Omaha Beach a few weeks after D-Day. Clay’s battalion came under heavy fire during “The Breakout” at Saint-Lô where he was wounded in July 1944. Saint-Lô was one of the key cities in the opening of the Falaise Gap, which ultimately allowed the Allies to expel German forces

from northern France. After being injured, Clay spent eight months in various hospitals before being honorably discharged from the Army in April 1945. He was awarded the Purple Heart.

Clay was the CEO and Chairman of the Board of Middle Atlantic Warehouse Distributor Inc (MAWDI) until 2004, when Uni-Select purchased the company.

After the sale, Clay served on Uni-Select’s Board from 2005 to 2012 and remained very active in the business during this time. Clay was often seen at customer shows across the country and maintained close relationships with customers and employees alike.

Uni-Select would like to congratulate Clay for this important recognition!

Unfortunately, Clay passed away on February 7th 2013, at the age of 87. After serving in the US Army, he married his beloved wife Rita and shared 64 wonderful years of marriage with her. He was blessed with a loving family of six children, sixteen grandchildren, and eight great grandchildren who loved him with all their hearts.

UNI-SCOOP

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NHRA UPDATE

EXTRAVELOCITY Auto-Plus sets the pace with an accelerated 2013 NHRA race schedule

BY ANDREW BROOKS

F

ollowing up on its successful schedule of races in 2012, Uni-Select has unveiled a full slate of ten National Hot Rod Association (NHRA) races across the United States for 2013 that will feature an Auto-Plus presence and, in four cases, actual race sponsorship. Auto Service Plus race car driver Blake Alexander will pick up where he left off last year, competing under the banner “Auto Ser6

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vice Plus powered by Auto Plus.”

Alexander will also take part in customer and company events as his schedule allows.

This year, guests will be treated to a unique, up-close perspective on what goes into preparing and staging an NHRA race event. The Auto Service Plus branded hospitality areas will be located right inside the track pit areas, between the Blake Alexander trailer and the

Auto-Plus trailer. The venues will accommodate seating areas, the race car preparation area and hospitality tables where food will be served to the guests.

“We’re very excited about the 2013 season,” says Mary Olson, UniSelect USA promotions manager.

“With our hospitality events right in the pits, attendees will enjoy a really personal experience. We’re going to be right next to Blake’s car

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NHRA UPDATE

continued on page 8

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NHRA UPDATE continued from page 7

and trailer, which means that our hospitality guests will get a really close look at how he sets his car up before a race.” As in past years, some 100 attendees will be accommodated in the hospitality area on each race day.

The first race will be the NHRA Gatornationals in Gainesville Florida, March 14-17. At that event, Standard Motor Products is partnering with Auto-Plus and will have a presence next to Auto-Plus on the midway. This will set the pattern for all the races, Olson says. “We’re going to be working all the races in the same way – we hope to have a vendor partner at every event this year,” she says.

Two of the races are new to the lineup this time around – the New England NHRA Nationals at the New England Dragway and Motorsports Park in Epping, New Hampshire in June and the Lucas Oil NHRA Nationals at the Brainerd International Raceway in Brainerd, Minnesota in August.

Auto-Plus did have a presence at the race in Brainerd last year, but it was a limited, customer-centered event. Not so for 2013: this time around Auto-Plus will be on hand in full force for the full weekend.

The New England NHRA Nationals in Epping New Hampshire is also a signal event for Auto Plus, for a number of reasons. One is that this is the first time that an NHRA event has been held at this track. Olson herself got the chance to see some of the preparation work that went on in advance of the NHRA debut here, and she says that the amount of work done to the track to make it NHRA-ready was truly impressive.

“This is a huge market for our Consumer Auto Parts [CAP] stores,” Olson says. “Having a presence here is a great way to connect with the New England customer base. And of course it’s exciting to be having an NHRA Nationals event

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NHRA Schedule for 2013: March 14 – 17 NHRA Gatornationals, Gainesville, FL May 3 – 5 Summit Racing Equipment NHRA Southern Nationals, Atlanta, GA May 30 – June 2 Toyota NHRA Summernationals, Englishtown, NJ

July 4 – 7 Summit Racing Equipment NHRA Nationals, Norwalk, OH August 15 – 18 Lucas Oil NHRA Nationals, Brainerd, MN August 28 – September 2 NHRA US Nationals, Indianapolis, IN

June 14 – 16 Ford Thunder Valley NHRA Nationals, Bristol, TN

September 19 – 22 AAA Texas NHRA Fall Nationals, Dallas, TX

June 20 – 23 New England NHRA Nationals, Epping, NH

October 3 – 6 Auto-Plus NHRA Nationals, Reading, PA

©Comstock/Thinkstock

here for the very first time.”

The Auto-Plus hospitality events at the Summit Racing Equipment NHRA Nationals in Norwalk, Ohio and the Auto-Plus NHRA Nationals in Reading Pennsylvania will be on an especially large scale this year, Olson says. And for all races, reserve seating tickets will also be secured in advance to ensure that more Auto-Plus guests can attend the races.

When Uni-Scoop spoke with Olson, the promotional activity for the first of the season’s races was in full swing. “We hope to attract the owners and managers of the shops and of the store locations to have a strong presence with us at our hos-

pitality events this year,” she says.

This year’s promotions will be more focused on the different levels of customers Auto-Plus members deal with on a regular basis, Olson says. The entire promotional program will be closely focused on bottom line sales, and program goals will be within reach. Race promotions will be closely managed, tying together logos displayed on the cars, crew member and VIP experiences and ways for members and the general racing public to stay involved throughout the season in the run-up to the final event in Reading.

So rev up your engines for another great race year!

UNI-SCOOP

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2000

1965

Valvoline launches MaxLife®, the first motor oil for high mileage engines

Valvoline introduces the first & best selling racing oil of all time

1866

Dr. John Ellis invents motor oil

1939

Valvoline develops X-18, a single grade oil which could be used in place of 18 different specified automotive lubricants

1996

Valvoline launches DuraBlend™, the first synthetic blend motor oil

2012

Valvoline launches NextGen™, the first national branded recycled motor oil

Valvoline invented the engine oil category almost 150 years ago – and we haven’t stopped pushing new innovations since.

NextGen™ motor oil is the latest in a long line of category-changing introductions.

Made with 50% recycled oil, NextGen™ delivers 100% Valvoline engine protection. NextGen™ motor oil is great for engines and better for the environment, it exceeds industry specifications with reduced environmental impact compared to non-recycled motor oil.

Naturally, NextGen™ is supported by the full force of Valvoline’s innovative marketing programs.

Welcome to the Next Generation in motor oil.

Learn more about NextGen™ at NextGenMotorOil.ca © 2013, Ashland Inc. TM Trademark of Ashland or its subsidiaries in various countries.

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NEWS

U

ni-Select now offers the most advanced and comprehensive banner program ever; a banner that answers independent shop owners’ needs with progressive and forward-thinking approaches, helping them to take their business to a new level.

Faced with a unique business opportunity, Uni-Select Canada set up a brand new banner program that fulfills the needs of today’s shops better than ever before. “The goal was to create a high-end program for growth-oriented shops looking for business solutions and tools that will help them be more efficient,” explains Steve Bujold, director of ASP Business Solutions for Uni-Select Canada. By choosing AUTO SELECT, shops receive superior business support, which cannot be rivalled by any other industry offering; all this while exhibiting a high-end banner that reflects quality.

Touchdown! The AUTO SELECT banner includes all the technology tools needed to be productive, but additionally, it also includes comprehensive coaching and training programs, marketing tools, digital signage, consumer protection and many financial benefits! “With the program, shop owners will have access to all the tools and business solutions they need to operate a shop. AUTO SELECT is designed for those who want to enhance their customer service and improve their efficiency,” says Bujold.

By choosing AUTO SELECT, shops remain independent while joining a strong network that spreads its high-end brand image to the web and social media.

WHAT DOES THIS MEAN FOR YOU? Did you know that shops participating in the various programs and banners offered by the Uni-Select network increase their loyalty level towards jobber members year after year? According to Steve Bujold, the average purchase for a Canadian shop in the SAX program totals $43K, 1Stop and The Specialist $75K, Uni-Pro $90K and AUTO SELECT nearly $185K. Clearly, Uni-Select’s business solution programs con-

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tribute to your everyday development by increasing customer loyalty and promoting steady sales growth.

AUTO SELECT = NEW OPPORTUNITIES AUTO SELECT’s leading edge, efficient, turnkey approach is one-of-a-kind in our industry, says Bujold. This innovative approach helps Uni-Select jobber members explore new growth opportunities in order to recruit shops with high parts purchase volume and experienced entrepreneurs with a long term vision for their shop. “As part of a rapidly changing market, we must learn to adapt to new realities and contribute to the growth and success of our customers. AUTO SELECT is a golden opportunity to build long-lasting and profitable partnerships with the best shops out there,” adds Bujold.

HOW DOES IT WORK? “In order to pin point the potential shops in the area, members have to contact their Sales Development Manager (SDM); they are the key element to success. The SDM will tell them all about the benefits of the AUTO SELECT banner to help increase sales and offer an exceptional customer experience. Plus, he will guide them through the entire development process, assess their needs and make sure they meet all the selection criteria. To join the network, shops have to meet some basic criteria: a quality infrastructure and environment, a minimum of three qualified technicians, one full-time qualified service writer, a full shop management system solution, and a $10K monthly purchase volume with a Uni-Select member. If all criteria are satisfied, the SDM schedules a meeting with the member and the shop owner to present the program and encourage them to join the AUTO SELECT network,”explains Bujold.

Uni-Select’s goal is to make sure AUTO SELECT becomes THE business solution for modern shop owners.

To achieve this, the marketing team is dedicated to enhancing brand positioning and promotion, as well as offering all the tools and support needed so that members can count on another excellent growth tool.

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NEWS

BY ANDREW BROOKS

A BETTER SELECTION

U

UNI-SELECT USA NEVER STOPS WORKING TO MAKE ITS BANNER PROGRAMS BETTER

ni-Select USA already offers its huge network of jobber and installer members access to the most comprehensive range of products and services on the automotive market through its AutoPlus and Auto Service Plus banners and SelectAutoXpert (SAX) program. And it continues to make the programs easier to use and access, as a number of recent and forthcoming changes demonstrate.

One recent change has seen member binders converted from hard-copy to digital format. Amber Mathe, marketing manager – banner programs for Uni-Select USA, says this change was made not only as a way to make operations more environmentally friendly, but also to add to efficiency and member responsiveness.

“It has helped us with our overall strategy of going green,” Mathe says, “but it’s an improvement in other ways too. Now we can have changes made to the binders instantaneously. In the past, when we made a change members wouldn’t see it until they got their new inserts once a year. Now when new information is entered they can see it immediately.”

Mathe says feedback has been positive on this step, particularly because now members can just print off the sections they need instead of having to store an entire binder, some of which might never be referenced.

A change has also been made to the consumer rebate process. Four rebates are offered annually, inviting consumers to go to an Auto Service Plus or SAX location during the promotion period and get rebates for products and services. Formerly, consumers would mail in their rebate request and it could take six to eight weeks before they received the mailed check.

Now, consumers can go to the consumer-driven www.autoserviceplus.biz site during promotion periods and enter the information required in order to receive their rebate payment. They select the qualifying category based on their invoice and submit the rebate. They can then keep tabs on how the payment is proceeding.

“During every step they’re notified where the ven-

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dor is with getting them their funds back,” Mathe says.

“The consumer gets an email when we’ve received the rebate submission and they can then scan, email, fax or mail the supporting documentation. Once that’s received they’re notified by email – and they get another notification when the check is put in the mail.”

Of course more than the processing side is being improved upon. One example is the new Repair Assurance program, part of the ASP and SAX banner programs. Mathe defines Repair Assurance as a form of travel insurance for consumers, which guarantees the soundness of certain repair work for a given time period and mileage.

For SAX it is 18 months or 18,000 miles, and for ASP it is 36 months or 36,000 miles, making the ASP program the best in the industry, Mathe says.

Enhancements to the ASP Techcenter website are also slated for rollout later this year. Already a highly useful training and technology resource, ASP Techcenter will be integrated with single-source diagnostic and repair information center Identifix, bringing Techcenter exceptional additional resources to support auto repair specialists.

Another enhancement – the recently unveiled social media program – is described elsewhere in this issue (see page 28).

By continuing to upgrade its programs and business solutions, Uni-Select USA allows its jobbers to not only take advantage of turn-key solutions for their customers, but to also increase their efficiency and develop their business.

The goal is to help them help their customers succeed.

Mathe points out that they are always interested in suggestions from the field on how the banner programs can be further improved, and encourages readers to contribute their ideas at marketing@uniselect.com.

UNI-SCOOP

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PROFILE

GREAT WEST AUTO ELECTRIC 0 CONTINUES A 6 -YEAR TRADITION

BY CHRIS TALBOT

SCBEX award in Swift Current. Left to right: Randy Wiebe, Leanne Tuntland-Wiebe, Mayor of Swift Current Jared Schrafer, George Wiebe, Marge Wiebe, Sharon Walde (Wiebe), Chamber of Commerce Representative Jennifer Lyster.

A

fter six decades, Great West Auto Electric’s business and customers have changed considerably. Only one thing has not changed – the mission of this family-run business: ‘Helping You Get It Done.’ This translates into having the part on the shelf, or having quick access to it, and having the resources to help the customer. With up to three generations of the family working at times, in various levels of the business, Great West is an after-market auto parts supplier located in Swift Current, Saskatchewan with a second location in Assiniboia, serving the areas lying between Moose Jaw, Rosetown, Maple Creek and the United States border.

The Wiebe family has been involved in Great West ever since the after-market auto parts supplier first opened its doors in July 1951. At that time, it was a young George Wiebe who took an entry level job with the business and began to work his way up into management and, eventually, an ownership role.

The elder Wiebe, now 81, still works at Great West every day, but the ownership and management of the company has evolved to include his son Randy, daughter-inlaw Leanne and daughter Sharon. Sharon’s husband Jon is an electrical specialist in the business and youngest

son Darcy is a salesman. Great West has enjoyed fantastic employee loyalty with staff members working there anywhere from 20 to 40 years. This has added a personal dimension of caring relationships with customers.

What’s more, Great West Auto Electric was inducted into the city’s (Swift Current) Business Hall of Fame last fall.

Times have changed since the 1950s. Leanne TuntlandWiebe manages the store alongside her husband, and she noted that when the business first opened, its main customers were farmers and garages in the small surrounding communities. Wiebe said, “Those garages have continued on page 14

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UniScoopAd_

PROFILE continued from page 13 Top: (from left) Vince Flaterud, electrical technician; Gord Frank, shipper/receiver; Randy Wiebe, co-owner/manager; Don Beyer, parts specialist of 40 years; Josh Hudec, shipper/receiver; Edlaine Hamill, bookkeeper; and Jon Walde, electrical technician. Missing from photo are Stacy Rathwell, parts specialist and Deana Zacharias, sales and parts specialist.

Bottom: (from left) Sharon Walde, daughter and parts specialist; Leanne Tuntland-Wiebe, daughterin-law, office manager; Randy Wiebe, co-owner and manager and son; and George Wiebe and Darcy Wiebe, son and sales and parts specialist.

thinned out over time as small family-run shops closed.”

This means the bulk of the business comes from service centers that are now within the small city’s limits along with the agriculture community, and at times, the oil industry, and the walk-in customers looking for aftermarket parts. A critical part of the business since the beginning has been local farmers who require parts to fix their machinery, and that hasn’t changed. “The agriculture community keeps the business alive. Many of those farmers, along with the small shop owners that are left in the outlying community are not just customers, but lifelong friends.”

It is customer service and ease of doing business that help make the business successful. Great West Auto Electric became a Uni-Select customer 12 years ago because of the group buying power and the accessibility and availability of parts, as well as the national presence with warehouses all across the country. “Great West orders daily from Uni-Select’s warehouses in Saskatoon, Edmonton, Calgary and Winnipeg, ensuring we are putting the parts in our customer’s hands in one or two days. In today’s world, you have to have access to the parts. Having that availability is a tremendous benefit,” Wiebe added.

The last of the independent suppliers in the region, Great West relies on Uni-Select as its only national part-

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ner. Going head-to-head against the larger national chains in southern Saskatchewan, an independent like Great West could easily be edged out, but it has remained competitive by providing excellent customer service and engaging with Uni-Select’s banner programs, including the Select Auto Xpert (SAX) program and The Specialist shop banner. “These programs basically open the doors when we’re discussing future partnerships with the repair shops,” said Randy Wiebe. “We use them as marketing and sales tools, which allow us to increase our customer loyalty and retention, and enable us to serve our customers better. The SAX and The Specialist programs really allow our repair shops to compete on the same level with the dealerships and some of the national chains.”

In a highly competitive market, it’s the edge many of them need.

As George Wiebe looks at it, the SAX program and The Specialist banner create a trickle-down effect. By providing him with the ability to give his customers better customer service, it gives his repair shops the same ability. “We also encourage our customers to make use of the online catalogue system. They know what their cost is and they know if we have a part in stock. When we save them time, it results in increasing their efficiency and profitability.”

“Since Uni-Select has warehouses from coast to coast, it also provides the end-customer with some peace of mind. If a customer gets a repair job done by one of the repair shops Great West serves in Swift Current and that repair breaks down in Toronto, the Uni-Select network makes it as simple as possible for the end-customer to get back on the road,” he added. “At the end of the day, the partnership with Uni-Select allows us to improve our service to all of our customers, and our motto remains, ‘Helping You Get It Done.’”

UNI-SCOOP

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Mechan

PROFILE

AUTO PARTS IN AMISH COUNTRY AUTO-PLUS IS A BIG REASON FOR RECESSION-BUCKING GROWTH AT NOLT’S AUTO PARTS

BY NESTOR GULA

W

ith a company based in Pennsylvania’s Amish country, modesty, hard work and a sensible approach to affairs are acquired through osmosis. Jim Miller, General Manager and CFO of Nolt’s Auto Parts, is modest when detailing the success of this business. He attributes a large amount of credit for his company’s success to Uni-Select’s Auto-Plus banner program and a dedicated core of Nolt’s employees willing to do what it takes to succeed.

“We have been with Uni-Select for three years,” he said.

“It gives us access to more parts than we could ever carry on our own. The thing I like about Uni-Select, you are not stuck with one brand or one warehouse. They have warehouses all over Pennsylvania and the country. So if the main location does not have the part, chances are they will have it in another location and they have a network to get that part to you in a reasonable amount of time. I think that is one of the biggest advantages.”

Miller explained that for a company the size of Nolt’s, being a member of Uni-Select’s Auto-Plus banner means, “they have a lot more inventory than we could ever carry and it gives us access to this inventory as if it was ours. Plus, we have the advantage of ordering the drop shipments from them and at a much better price point. So it’s a win-win situation for everybody,” he said.

Miller has a long history in the auto parts sector of the economy. “I pretty much grew up in the business. My father was the store manager of an auto parts store, Harrisburg auto parts chain back in the 1950s, and I pretty much grew up helping him,” he said. “In 1974, I went into business for myself in the auto parts sector. I opened a store in Lebanon Pennsylvania.” He had his own store,

Miller and Bixler Auto Parts for 15 years. “In 1997, Nolt’s was looking for someone to manage and grow their business. At that time they had three stores and they contacted me and I came to work for them and over the last 16 years we have expanded to 9 stores,” he said.

Nolt’s Auto Parts has been in business selling auto parts since 1959 when the company started out selling automotive batteries. Still owned by the Nolt family, there are nine company-owned locations concentrated in south central Pennsylvania - seven locations in Lancaster county, where a large community of Amish live, one location in Lebanon county and another in Dauphin county.

The popular perception is that the Amish are averse to technology, but Miller said he counts that community among his customers. “Surprisingly we do a lot of business with the Amish community,” he said. “It is now law in Pennsylvania that they need turn signals, brake lights and reflectors on their buggies.”

When Miller joined Nolt’s, “we had six banner installers and now we have 65. We have had growth every year for the past 15 years. Even through the recession. 2011 was a super year - it was phenomenal.” Despite all the economic doom and gloom, 2012 was better than 2011. He continued on page 18

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PROFILE continued from page 16

notes that in today’s economy it is very easy to just throw up your hands if you will and sell the lowest price products you have, to compete on the price point alone. “You get what you paid for,” Miller emphasised. “The problem with this whole market is that the consumer is not aware of the difference in the quality involved in the product. We try to educate our installers to the difference in the product, and they in turn can educate the consumer with the quality of the product and therefore we sell a higher ratio of premium product than we do of the economy brand.”

To maintain their competitive edge, the whole staff at Nolt’s and their customers get training.“We provide some of the best training in the area for the installers through Uni-Select, said Miller. “We do some web seminars, some training after hours and that is strictly on a voluntary basis. You would be surprised at the turn out we get.”

He gives great credit to the sales team at Nolt’s.“They are very professional and we probably have the best jobber sales team in Central-Pennsylvania,” he said. We go out and we promote the premium lines along with our marketing plan provided by Uni-Select. It is like a hand in a glove - the two fit perfectly. People do not go to our banner installers because they are the cheapest.

They go because they know their vehicle will get fixed properly and they will not have to worry.” Back in 2009-

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2010 Nolt’s converted over from being Parts Plus members to the Uni-Select banner program and became an Auto-Plus store. “We feel the marketing plan that UniSelect has to offer is probably the best business plan out there for the independent jobber and the installer nation-wide,” said Miller. “We believe in the program and distribution and we believe in carrying the premium product lines. We do the economy lines, but we push the premium lines.”

The buying power of the Auto-Plus banner program is a big advantage for Nolt’s according to Miller. “It makes it a lot easier for us to negotiate with Uni-Select in buying our different product lines instead of going outside and trying to negotiate with each manufacturer and buying on a direct basis. We probably do about 60-70 per cent of our buying through the Uni-Select Auto-Plus banner program,” said Miller. “We do a lot of drop ships and we handle three full time shuttle trucks that supply our regular stores twice a day.

We use two locations to distribute our product. It gives us a real edge for the price points. We also have access to dealing and buying from their warehouse and we can pick up from their warehouse in three different locations any time during the day.”

Competitive price, strong programs, and excellent service are the keys to success.

UNI-SCOOP

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MAJOR ACCOUNTS

FLEETS REPRESENT THE NEXT WAVE OF OPPORTUNITY

BY CHRIS TALBOT

U

ni-Select Canada is looking ahead to the next growth opportunity within its major accounts category. As the company has been successful in forging strong relationships with the national and regional account networks, the next step in major account growth will be in the emerging fleets category.

“Fleets are more engaged than ever with the vehicles in the market and starting to make a lot of waves in the industry,” said Denis Fauvelle, major account director at UniSelect Canada.

With most traditional national and regional accounts already part of the Uni-Select network, growth in new customers will likely come from commercial and institutional fleets that are examining new ways to do things and find opportunities to reduce their own expenses, Fauvelle said.

Much as Uni-Select has expounded on the benefits of joining a buying network to traditional national accounts such as Speedy, Midas and Canadian Tire, the same is being done with fleets. According to Fauvelle, both commercial and institutional fleets have recognized that having their own garages and repair facilities is a cost centre that doesn’t necessarily provide them with the savings they had hoped for.

“They’re starting to look at how to change the way they do things, and they turn to companies like us to get supply agreements in place,” Fauvelle said. “That’s a new wave that has been arising over the last three or four years. We’re working on that. This is probably the next wave of growth in the major accounts sector.”

As an emerging market opportunity for Uni-Select Canadian members, fleets are growing by leaps and bounds. Uni-Select’s account managers have already signed commercial and institutional fleets to the network, and more fleets are expected to join over time,

Fauvelle said. Deals are in the works.

Part of the opportunity will come from selling parts to the fleets, but Fauvelle noted an additional opportunity for Uni-Select’s network of installers is to provide outsourcing repair services.

That’s not to suggest traditional major accounts are stagnant in any way. Quite the opposite, in fact. Michael Raven, major account director at Uni-Select Canada, explained that all categories of national accounts – the cross-Canada chains, commercial and institutional fleets, and dealer groups – have a strong future.

“They typically outpace the market growth. In a challenging market, these are usually the bigger and key players that hang in there. They’ve got support from their corporate franchisees. Definitely the category is showing some growth,” Raven said.

Just as the “think global, buy local” concept emerged and changed the way people do business a decade ago, Uni-Select’s customers can capture opportunities by thinking on a similar scale. Uni-Select provides members with everything they need to use the national scope of the business and parts availability, but there is new business to be found by working in the local markets, Raven said.

“The national programs need local execution,” he added.

“Show them that you’re part of the bigger picture and have Uni-Select helping you lead the way, whether it be contract negotiations or rebate programs or central billing – things that make it easier than dealing with an independent.”

National account aggreement for Canada only.

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UNI-SCOOP

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INVENTORY MANAGEMENT

MAXIMIZING

YOUR INVENTORY’S PROFITABILITY

BY TOM VENETIS

T

o be successful in today’s aftermarket, one needs to keep a close eye on one’s inventory. You don’t want to carry inventory that has a low turn rate. The idea is to keep your inventory fresh with parts that meet the needs of your installer customers and their customers. The challenge is trying to figure out exactly what those parts are and how much to carry.

Raymond Savard, national sales manager in Canada with Beck/Arnley knows those challenges well and understands how difficult it can be, which is why Uni-Select is now giving its members access to the most accurate Polk sales and vehicle numbers, along with Uni-Select’s own e-Modeling solution to create regionalized inventories.

What is a regionalized inventory? Savard explains it this way: instead of trying to figure out what one should carry by trying to extrapolate from national part sales data, one instead focuses on what vehicles and parts are being sold at the level of regions or cities, or even in an a member’s zip-code.

“Let’s take a country like Canada where you have some 24-25 million vehicles on the road,” Savard continues. “Now, when we look at things at first, you will find that 70 per cent of all of our members’ inventory will be the same across the country. That’s pretty standard because there are a lot of similar vehicles on the road. But, when you start drilling down, you begin to find that on some vehicle makes and models, say the foreign nameplate ones, those can differ greatly across regions, and even across cities and zip-codes in those cities. What

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[ SPRING 2013]

we need to do is identify what is happening on that level of car sales and ownership in order to better tailor the inventory to match what is happening at that kind of regional level and zip-code level.”

Savard says using continuously updated Polk data and Uni-Select’s e-Modeling solution, a jobber member can now find out what kinds of vehicles are in their area, what parts are moving and then tailor their inventory to be able to quickly supply what their installer customers need to maintain and fix their customers’ vehicles.

“That way, the member has the right inventory that is needed for their territory so they avoid putting together a generalized inventory hoping they have the parts they need for their customers,” he adds. “Ultimately, what we want to give to our customers is a means of avoiding carrying lines that do not generate sales for them, of having lots of returns on parts that don’t move. What one wants is to identify those parts that have lots of turn and to make sure they have them. If a member has the right inventory and carries lines that turn frequently, then they will increase their sales and profits. It allows them to look upon their inventory as an investment rather than an expense.”

UNI-SCOOP

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MARKET REPORT

SOME

BY TOM VENETIS

LIGHT

AMIDST

THE

GLOOM RECENT STUDIES FROM CANADA, U.S. POINT TO SOME POSITIVE TRENDS FOR R THE NORTH R RTH AMERICAN AFTERMARKET

S

ometimes it is hard to know what to make of the news. One day there will be reports of positive job growth, a recovering stock market and a growing optimism amongst North American consumers. Wait a few days and another report suggests job growth is sluggish, the stock market tanks on some bit of financial news and consumers are a miserable lot, seeing gloom and despair on the horizon. It is enough to make anyone in the aftermarket wonder what exactly is going on.

While the last few years have been difficult ones for the aftermarket parts and service provider industry as a whole, recent market studies out of Canada and the United States point to a more positive picture for the industry. The 2012 Outlook Study from the Automotive Industries Association (AIA) of Canada finds Canadians are holding onto their vehicles longer with the average age of light vehicles on the road around 9.26 years. These figures are mirrored in the United States. The NPD Group’s Car Care Track survey found in 2011, 59 per cent of people reported they owned a car that was eight years old or older, up from 51 per cent in 2007. The U.S.-based R.L. Polk & Co. finds similar ownership trends with average vehicle age on the roads being 10 years and up in their studies. continued on page 24

ŠiStockphoto/Thinkstock

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MARKET REPORT continued from page 23

ing electrical and ignition What should really catch Type of Vehicle Acquired (2004-2010) systems and powertrain. one’s attention is that in CanThe NPD Group found ada and the United States, similar trends for the United people are now more likely States, as the shift to older to also be buying a used vevehicles is translating into hicle rather than a new one. steady, rising sale in appliIn the United States, CNW cation parts, such as shocks Market Research says some and struts. According to The 40 million used vehicles NPD Group, sales of parts were sold in 2012 and some for suspension, steering 41 million are expected to and application electrical be sold in 2013. In Canada, Channel of Vehicle Acquisition grew by six per cent.

DesRosiers Automotive (2010) One area that should Consultants Inc. finds the be of particular interest majority of the 2,500 light to parts suppliers and invehicle owners it surveyed stallers is how changing -- 51.2 per cent to be exdemographics will impact act -- said the vehicle they the aftermarket. Canada purchased was used. New and the United States are vehicle sales accounted for experiencing profound only 43.5 per cent. So what demographic shifts with does this mean for the afterincreasing immigration. market, both to those who The NPD Group put out a sell parts and those who instudy looking at the afterstall them? Simply, owners market opportunities in the of older vehicles are going Hispanic market. With the to be spending money to Shocks & Struts - DIFM Channel Hispanic population nearly keep those vehicles on the Share (2010) doubling by 2050, The NPD road. While some may have Group finds that for Hispanpostponed work due to ecoic vehicle owners, known nomic circumstances, vehiand respected aftermarcle maintenance and repair ket brands are important cannot be put-off forever. to them when it comes to There are several catmaking a buying decision. egories of parts sales and Hispanics demand that service that are likely goemployees at independent ing to be profit centres for shops and front-counter this year. One will be unstaff at parts suppliers have dercar, specifically brakes, Time Until Next Vehicle Acquisition a high-degree of product shocks and struts. DesRo(2004-2010) knowledge and value desiers finds independent veloping strong personal repair shops in Canada relationships with those capture the near majority they do business with, of full-service brake repair which translates into longwork largely because they term business for those are able to capture and reparts sellers and installers tain a large portion of the that provide front-line staff older vehicle market. In that can speak Spanish and terms of shocks and struts, display knowledge of what independents once again is important to this significant demographic. lead the way in capturing this part of the business Parts suppliers and installers who understand what with nearly 60 per cent of people who owned an older these changes mean and how to better server these vehicle preferring to take the work to an independent groups will see continuing success in the future. service operation. The same is true for work involv-

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[ SPRING 2013]

UNI-SCOOP

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p23-25 Spring13 UniScoop_Market.indd 25

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GROWTH OPPORTUNITIES

CUSTOMER AND PRODUCT DIVERSIFICATION LED LIGHT TECHNOLOGY OFFERS A PROFITABLE UPGRADE OPPORTUNITY

BY NESTOR GULA

E

very business owner knows that the hardest part of becoming successful is the initial period where the business is first established. The second hardest part is growing the business.

While there are many strategies for growth, one of the best is to take stock of the business and see where one can bring in a more diversified clientele. Automotive parts is known as a seasonal business and during the offseasons there are a whole bunch of products that auto parts suppliers already have in stock that could be sold to a non-traditional client. Many owners and managers will be hesitant to do this because they believe that they will have to accept completely new lines of inventory and new suppliers to accommodate new clients.

“There are times we don’t really have to add inventory,” said Stéphane Lamarche, price and category manager for Uni-Select. He said the key is to capture more people coming into the store. “We already have the suppliers and we have the stock in the store/DC, we have to get out of our comfort zone and visit new markets. If you look at batteries, lights or belts for a car, an ATV or a boat it is still the same products with different specs.”

Many non-traditional businesses have equipment that use products you may already have in your store or local DC. Municipalities, construction, agriculture, mines, forestry, marine, ATVs, ski centres, outfitters are all using batteries, lighting, filtration and belts, all categories

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[ SPRING 2013]

with great opportunities to open doors to these markets.

Some of your closest potential customers don’t even know you have or can get these at their level. Make sure you let them know that you can provide services to them.

Trilliant LED lights from Grote are a very good example of diversifying the customer base according to Lamarche.

“The Trilliant white light series is a new technology,” said Bob Lauzon, national accounts manager for Grote Industries Inc. “It has only been around since 2006, but it really has not taken off since 2010.We have had some pretty solid positive experiences from members of Uni-Select and we want to take them out of their natural comfort zones.”

The Trilliant series of LED white lights are six high-performance Lamps that offer light output ranging from 400 to 3,200 lumens. Any type of equipment that is running a work lamp, an incandescent work lamp or halogen can be upgraded to the Trilliant work lamps. “There are millions of pieces of equipment around the world that have to move from incandescent to this technology,” said Lauzon. Municipalities, ambulances, fire trucks, garbage collection companies, ski centres, construction and mining, are just some of the industries that Lamarche identifies that have benefited from these lights.“Any form of agricultural, because agricul-

UNI-SCOOP

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GROWTH OPPORTUNITIES

ture is a huge market, outfitters, anybody who needs to work in the dark,” he stated. “A lot of road construction is done at night now.” He also identified the RV market where Trilliant lights have been enthusiastically adopted.

According to Lamarche, demand for this type of product has increased significantly over the past few years. “LED products are generally high ticket items and are great opportunities for your business growth.”

One of the main benefits of LED lights is the intense pure white light that they produce. They feature minimal power consumption, provide ample light

and do not fade over time, and last up to 25 times longer than HID technology. This is really significant for some industries where down time is costly.

Do not let the weather or changes in the season drive your business decisions. It is better to take advantage of different market opportunities to drive growth, even during those times when sales slow down. There are multiple opportunities. Uni-Select introduced new EXIDE batteries kits in March, to cover Marine, Lawn & Garden & PowerSport and will feature products throughout the months of 2013, to give you tools to diversify your customer base.

UNI-SCOOP

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NEWS

DIGITAL DELIVERY

UNI-SELECT USA MAKES IT EASIER THAN EVER FOR YOUR SHOPS TO BUILD BUSINESS ONLINE

BY ANDREW BROOKS

T

he social media and online landscape just got a whole lot friendlier and easier to access for installers thanks to a comprehensive new package Uni-Select USA is offering exclusively through the Auto Service Plus (ASP) and SelectAutoXpert (SAX) brands under the Auto-Plus banner, yet another advantage thanks to your affiliation with Uni-Select!

The new package ties together several distinct elements that are all on the market already and battletested, says Amber Mathe, marketing manager – banner programs for Uni-Select USA. What makes the new program unique is that it offers everything in a single package, providing a comprehensive one-stop entry point for those who don’t yet have an online or social media presence – and offering an improved quality of service even for those who already connect with customers through the Internet, Facebook and Twitter. An added plus: it comes with a much lower price tag.

“This is designed for installers,” Mathe says, “but anytime we launch anything that drives business to the bays of our installers, it delivers real benefits for YOU, the jobber. It means increased sales for you!”

Uni-Select USA has partnered with CustomerLink, a customer technology and marketing company dedicated to helping independent auto shops market their businesses through a variety of channels, from direct mail to social media. Shops can already purchase any or all of these services from CustomerLink on their own, but the new program makes everything easier and much more affordable.

It’s a hard deal to beat, Mathe says, describing the new program as “one of the best and most complete programs in the industry.” In addition to the benefits to installers, the program will also help to develop and maintain loyalty to Auto-Plus, she says.

“The goal in setting this up was to find a way to in-

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[ SPRING 2013]

crease your relationship with your customers, by letting our ASP and SAX members manage their social media and web presence without having to do much. A lot of them are very new to this and even for those who have gotten into it, it’s still very hard for them to take time away from their business to keep a website or social media account active and fresh.”

Probably around 20-25 per cent of the installer membership is already active with social media, but the complexity (perceived as much as actual), expense and time required getting up and running with an online presence can be a real barrier to entry for those who are new to the game. And in many cases they’re not fully aware of how an active web and social media presence can benefit their bottom line. But the figures are in, and that presence does bring genuine value in terms of customer engagement and long-term added revenue.

A BARRIER-FREE ENTRY POINT One of the main components of this new program is “automated social media.” Simply put, this means that shops that sign up can take advantage of specially developed content that can be added to their website and posted to their social media accounts on Facebook and Twitter. This includes the collection of reviews directly from their customers automatically, and the sharing of those reviews for search engines, Facebook and Twitter – all on auto-pilot.

Automated social media allows shops to build and

UNI-SCOOP

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NEWS

develop an online presence and reputation as experts in their field. Content can run the gamut, ranging from images, articles and helpful maintenance tips to special offers and promotions, and everything is added automatically, with no effort or input required from the shop, including seasonal promotions and specials directly from your Auto-Plus marketing department.

The real advantage to getting any business name and expert content into online channels is the multiplier effect.

Not only do established and pro-spective customers see the shop name and expertise, but everyone they’re linked to through online channels does too.

There’s another multiplier effect at work too, Mathe says. “If there’s someone out there who needs the kind of auto service a shop provides and they don’t know who to go to, when they go online to do a search for the right shop to do the work, chances are your customer’s shop name will pop up high on the list of search engine results. They can wind up having a brand new customer call or send them an email or Facebook message out of the blue. Your shop customer didn’t need to do any extra work or spend time marketing themselves to get that new business.”

Managing one’s online reputation is critical, and so another part of the package allows a shop’s customers to post their reviews online. The shop has the opportunity to monitor the review before it’s posted. If the customer indicates that there was a problem, the shop has a chance to get in touch with that customer and resolve the difficulty before the review goes up – and a public airing of a problem that has been successfully resolved is an even better recommendation as it gives other prospective customers the confidence that there is minimal risk involved.

The email campaign builder service includes an integrated Customer Relationship Management (CRM) application, which enables shops to target their email marketing campaigns more effectively. “The installer can break down their customer base into categories, select

the category they want, then produce professional email campaigns tailored to those dif different segments,” Mathe says. “It integrates with their shop man management system and it’s super easy to use – they don’t have to know how to do HTML coding at all. They tell it what they want and it creates the email for them.” The return provided for the effort put in is increased as shops can focus their marketing on high-value customers, or develop the amount of business they do with other customer segments.

Additionally, for those who need it, the program also offers free website design and hosting services. This resolves one of the most persistent barriers to entry – the belief that setting up a web presence is too complicated for anyone who doesn’t make their living at it. The websites are fast, simple and affordable and are optimized to generate positive search engine results. And the websites aren’t just PC-based. As more and more people connect via smartphones, CustomerLink can set up a website for mobile access too.

The basic package offers a personalized URL and a customized home page with essential information such as address, contact details, hours of operation, directions, facility photos, mission statement, information on qualifications and membership in professional organizations, a list of services provided, and a place where customers can provide feedback. The premier version adds additional tools such as an appointment scheduling application, coupon design, setup and activation, the ability to add video content and additional web pages as needed.

The pricing on this package is special too. Shops that take advantage of the self-serve signup online before May 31, 2013 can have the whole package for US$129 a month, around half of what it would normally cost.

“And because we’re so confident in this program, UniSelect USA, on behalf of Auto-Plus is waiving the normal one-time setup fee as well, so shops save even more,” Mathe says. “We felt we really needed to help people get started with their social media and online presence.

It’s all about driving the consumer to the bay.”

Note: In Canada, the CRM provider for shops is MechanicNet

UNI-SCOOP

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PRODUCTS

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MECHANIX WEAR 0.5 ORIGINAL GLOVE

Valvoline, a brand of Ashland Inc., announced the wide-scale availability of NextGen motor oil. The new formula is made from 50 per cent recycled oil and delivers 100 per cent Valvoline engine protection. NextGen motor oil is great for engines and better for the environment, exceeding industry specifications with reduced environmental impact compared to non-recycled motor oil.

When you need the tactile control of bare hands while still wearing gloves, get the Original 0.5. The Original 0.5 features a supple 0.5 mm synthetic leather palm, fingertips and thumb, allowing for superior feel and pinpoint precision.

Non-lined, four-way stretch spandex finger gussets and thumb panel and stretch Lycra finger panels provide ultimate flexibility.

MECHANIX WEAR FASTFIT GLOVE With improved contours for a better fit, the FastFit Glove from Mechanix Wear is the tool for everyday jobs. The glove incorporates a Clarino Synthetic Leather palm, stretch panels between the fingers, two-way stretch Spandex padded back increases protection. A new taller cuff has been added to provide for additional protection and a more secure fit.

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DENSO FIRST TIME FIT OXYGEN SENSORS Denso First Time Fit Oxygen Sensors are designed to meet the increasing demands of today’s engines. Made of the highest quality materials, they are manufactured to the strictest OE standards and subjected to rigorous safety and performance tests. All Denso Oxygen Sensors are checked for high temperature signal output, air tightness, continuity and heat resistance for optimal efficiency.

Denso www.densoaftermarket.com

[ DECEMBER 2012]

The 3M Fuel System Tune-Up Kit is formulated to provide a professional fuel system cleaning to improve vehicle performance using a simple, three-step process. As easy to perform as an oil change and without the need of special tools.

3M www.3M.com

Mechanix Wear www.mechanix.com

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30

3M FUEL SYSTEM TUNE-UP KIT

CRC MASS AIR FLOW SENSOR CLEANE, THROTTLE BODY/AIR-INTAKE CLEANER TWINPACK CRC Mass Air Flow Sensor Cleaner & Throttle Body/Air-Intake Cleaner Twinpack are single-use cleaners that give just the right amount of product needed to remove gum and varnish from throttle valves, throttle body, sensors, rubber Orings and painted parts for easier starting and smoother engine performance.

CRC www.crc-canada.ca

UNI-SCOOP

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PRODUCTS

SPECTRA PREMIUM FUEL PUMP ASSEMBLY Spectra Premium offers extensive model coverage on Fuel Pump Assemblies are designed to OE fit, form and function. The product comes with all applicable installation hardware. Engineered & tested in Canada, this product is 100 per cent performance tested for voltage, amperage, resistance, pressure and volume to guarantee performance and quality.

SCOTT GLASS TOWELS

3M BONDO METAL FILL

SCOTT Glass Towels offer proprietary absorbent UCTAD technology, use no binders or glues in basesheet and are ideal for cleaning glass, windows, windshields and mirrors.

Bondo Metal Fill Single is meant for a one-time use to repair dents, patch holes and leaks and restore chips quickly and easily. It is specially formulated with metallic aluminum flakes to produce a metal-like finished appearance.

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SCOTT PRO SHOP TOWELS

SATA MINIJET 1000 H

SATA MINIJET 1000 K

SCOTT PRO Strength towels are designed to be three-times stronger when wet than Original SCOTT Shop Towels. They are ideal for cleaning up grease, grime and solvents and for such heavy-duty tasks as cleaning greasy tools and parts, absorbing oil and grease spills and applying solvents and fluids.

The SATA minijet 1000 H is the same gun as the new SATA minijet 1000K. Versatile for cabinets, tables, spindles and especially stripes and graphics on motorhomes and trailers. But it has an adapter to be used to connect the gun to a disposable RPS cup. This makes a perfect siphon gun for touching up or doing smaller batches than the pressure feed model.

SATA minijet 1000 K is the perfect pressure feed spray gun. It is light-weight, comfortable in the hand, and has a wide range of nozzle sizes for most viscosity paints. It has a perfectly shaped fan that allows you to paint anything from small parts and pieces to cabinets, tables, spindles and especially stripes and graphics on motorhomes and trailers. A must have for any woodworking shop or fleet painter.

SCOTT www.scottproshoptowels.com

SATA www.sata.com

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UNI-SCOOP

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PRODUCTS

MEGUIAR’S TIRE & TRIM GEL This 32 oz. Tire & Trim Gel from Meguiar’s Inc. provides a deep satin black look to a vehicle’s tires. It’s non-streaking, thick consistency offers no runs or drips.

Meguiar’s Inc. www.meguiars.com

MEGUIAR’S RINSE FREE EXPRESS WASH This one gallon Rinse Free Express Wash from Meguiar’s Inc. cleans all exterior vehicle surfaces with no need for rinsing.

It is a non-scratch, non-streak formulation that wipes off easily and is biodegradable.

Meguiar’s Inc. www.meguiars.com

CRC INDUSTRIES OFFERS FUEL SYSTEM, COMBUSTION CHAMBER CLEANER CRC Industries’ Complete Fuel System & Combustion Chamber Cleaner cleans fuel system components, including the combustion chamber.

CRC Industries www.crcindustries.com/auto/automotive

THE COMPLETE REPAIR INCREASING VEHICLE EFFICIENCY, WHILE REDUCING FUEL SYSTEM CONTAMINATION

DETERIORATION OF THE FUEL TANK AND FILLER NECK LEADS TO: D • Premature fuel pump failure • Fuel filter and injectors clogging • Clogging of the fuel pump strainer • Damage to the electrical wiring

2 4

A High Quality Spectra Premium Fuel Tank Straps

A High Quality Spectra Premium Fuel Pump Assembly

• Erratic fuel level indicator • Illumination of check engine warning light

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A High Quality Corrosion Resistant Spectra Premium Fuel Tank A High Quality Corrosion Resistant Spectra Premium Filler Neck

MORE INFO

www.spectrapremium.com

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WEB COLUMN

Embrace the web and social media as a B2B business... what used to be a nice to have is now a must!

O

f course we often associate the web and social media to B2C (Business-to-Consumer) businesses, but the fact is the way we are communicating has fundamentally changed over the last few years. We can no longer deny that B2B businesses too are being impacted by the evolution of communication. For instance, we have gone mobile in the way we share and receive information; and don’t be fooled....only five per cent of our mobile usage is for phone purposes! The remaining 95 per cent of our time is spent on the web and mobile applications because companies are making it easier and more interesting to interact with them.

Consequently, we are getting quickly accustomed to more personal interactions and relationships online as a consumer and as a business person.

As a B2B business owner, this new concept becomes important since you will agree that the relationships you work so hard to build with your customers are at the core of your success. It is therefore becoming essential to adapt to the new ways of communication and extend those interactions online.

We may be tempted to say that we are not there yet, that our business has been thriving without, that we don’t believe it is for us and that we don’t know how to get started, etc. But all these conversations are useless because whether we jump in or not, one thing remains certain: the train will keep moving forward and its speed will only increase.

When communication changes, business and marketing must change too...and therefore if you want to, at the very least, keep the status quo (your current success, sales, etc.), then things must change.

THE ABC OF EMBRACING CHANGE! COMPANY WEBSITE – [A] YOUR FIVE THINGS IT MUST ACCOMPLISH

Å Ç

Convey a clear message! You only have a few seconds to get their attention so make those seconds count.

Speak to them, and not about you! Don’t make it about how great you are but rather about how you can fulfill their business needs.

BY AIDA BENZAKOUR DIRECTOR OF COMMUNICATIONS, UNI-SELECT CANADA

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Make sure you have a clear path to the information! Ask yourself: is your path to the information intuitive and does it makes sense?

Give them what they want! Your content has to make sense to your audience. Remember what matters to them and build your content with that notion in mind.

Be sure to “engage” your visitors! The “Contact Us” section is the most basic form of engagement on a website nowadays. Go further and allow them to post feedback and interact with you easily. Include credible testimonials. Remember that people find peer recommendations more trustworthy than a sales pitch from a company.

One of the most important factors when building or revamping your website is to make sure that its content and code is properly optimized so that the site ranks highly on search engines such as Google and Bing.

Also, make sure you are registered on Google Maps and Google Places so that people can easily locate you.

HAVE TO [B] YOU BE ON FACEBOOK! Why? To establish an interactive community platform for your existing and potential customers, where you can foster a climate of trust by bonding via topics that matter to them. How? Here are some ways that will bring value to your Facebook business page and potentially convert leads into customers:

Å

Ç

Identify a spokesperson in your team that knows about products and who can provide his own remarks and reviews on specific products: things to know, to look for, etc. Become a reference for both your existing and potential customers. You can also discuss the latest trends, industry news, etc.

Share relevant and pertinent videos to keep your audience entertained. continued on page 34 UNI-SCOOP

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WEB COLUMN continued from page 33

Showcase experts: you can ask suppliers to contribute by sharing technical insight on their products. Ñ You can focus the content of your Facebook “community” on technical training (its importance, the new trends – invite people to share their challenges, tips and advice, etc.).

IMPORTANT: You may showcase promotions in between engaging with your audience but don’t oversell, keep a very human approach and speak to your audience in a conversational tone – this is how you can make the most of the “new way of communicating.”

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– A SITE WHERE PROFESSION[C] LINKEDIN ALS AND BUSINESSES CONNECT! What is LinkedIn? It is a social network that targets professionals who want to develop their business connections and promote either themselves or their organisation.

How can LinkedIn help your B2B business?

First and foremost you must know that LinkedIn is a wellestablished and highly regarded professional network of over 100 million members. Through this network, you can therefore connect with industry leaders, experts and potential customers that will help you take your business to the next level. Through the various tools offered, it has a proven track record of enhancing your visibility as a company (whether big or small) but also as an entrepreneur!

Take the time to check-it out. The opportunities are countless. If you want to know how to get started, refer to this link http://www.smallbusinessnewz.com/25awesome-linkedin-tips-for-b2b-2012-05 which highlights 25 tips that will help you get started and show you how to get the most out of the network!

Yes I know. I am asking you to step out of your comfort zone. Just remember that you will have to take that leap eventually, so why not now?

Sources: http://www.smallcompanybigimage.com/recreate-your-b2b-website-into-a-hub-of-engagement/ http://blog.hubspot.com/blog/tabid/6307/bid/25498/6-Ways-B2B-Companies-Are-Using-Facebook.aspx http://marketinginteractions.typepad.com/marketing_interactions/2011/10/5-things-a-b2b-website-must-accomplish.html http://www.haggie-partners.com/why-b2b-social-media/ http://www.rjmichaels.com/index.php/blog/the-importance-of-being-linked-in http://www.smallbusinessnewz.com/25-awesome-linkedin-tips-for-b2b-2012-05

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STARTER KITS

Kit Includes:

2 ea. DA Microfiber Cutting Discs - DMC6 2 ea DA Microfiber Finishing Discs - DMF6 Backing Plate - S6BP DA Microfiber Correction Compound 16oz.

DA Microfiber Finishing Wax 16oz.

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