AASP of Minnesota is an association of independently-owned automotive service businesses and industry suppliers dedicated to improving the state’s automotive service industry and the success of its members.
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A MESSAGE FROM AASPMN
4 Templates to Address Legal Needs of Members
AASPMN tries to make this process easier by providing members with general resources and templates.
LEGISLATIVE UPDATE
5 Minnesota Consumer Data
Privacy Act – What AASPMN Members Need to Know
This law provides Minnesota consumers with comprehensive privacy protections.
ASSOCIATION UPDATES
6 AASPMN’s Night Out with the St. Paul Saints & Minnesota’s AWAIR Program Requirement.
ST. PAUL SAINTS EVENT
8 The St. Paul Saints are Ready to Swing for the Fences!
Join AASPMN and cheer on the St. Paul Saints on Thursday, August 21 @ 7pm. Tailgate party prior ro game at Lancer Service.
NATIONAL NEWS
10 Vehicle Average Age Hits Record High, With Big Aftermarket Impact Updates from the 2026 Lang Aftermarket Annual
HEALTH, SAFETY & ENVIRONMENTAL UPDATES
18 Air Quality Best Practices: Protecting Workers and the Environment
How to maintain a safe and healthy workplace.
22 D.E.G. ESTIMATING TIPS
Section Panel Refinish Time and Mitchell and Solera updates.
23 AASPMN MEMBER BENEFITS
Learn about AASPMN member benefits, services and programs.
Joe Greco joe@grecopublishing.com Alerting customers to why your shop is the best choice.
by Linden Wicklund, AASPMN Executive Director
requires considerable time spent navigating through legal requirements and best practices. One of the many goals of AASPMN is to make this process a bit easier for members by providing general resources and templates. Some of the newest resources include a privacy policy, website terms and conditions and an updated hazard notice. As a member, you have access to these templates, which are worth thousands of dollars, at no cost!
This month’s Legislative Update (see page 5) focuses on Minnesota’s new privacy law, which is actively being rolled out. Both the privacy policy and website terms and conditions templates have been created to be compliant with the new regulations. Privacy is a particularly big deal for shops because of vehicle data. It is widely known in the industry that the data transmitted through scans and parts searches is sold. Unfortunately, there is little understanding of who is selling it and at what step in the process. Having a privacy policy means you are clearly telling your customers that you are doing all you can to protect their privacy, but that it is outside of your control if that data is sold by a different entity. Clearly disclosing this information is critical in protecting your shop from
times in last month’s feature, Exploring Shop Liability: Is a Partial Repair Ever Acceptable? (See grecopublishing. com/aasp0725coverstory/) The point of that article was to help shops navigate the very real and frequent issue of repairs being turned down. The vehicle hazard notice is designed to be used when a vehicle is in disrepair to the point that the safety of passengers or others on the road is in question. A signature by the customer and good shop notes are key for protecting a shop if something does go wrong. When and how to start using this form is a judgement call for each shop. The AASPMN legal team at Larkin Hoffman can help shops further tailor the form to meet specific needs and answer questions.
There are several other templates available and there will continue to be others added as needs from members arise. Let us know what you would like to see or are struggling with!
If you would like a copy of these valuable templates, please reach out to the AASPMN team at aasp@aaspmn. org or call (612) 623-1110.
Minnesota Consumer Data Privacy Act –What AASPMN Members Need to Know
On July 31, 2025, the Minnesota Consumer Data Privacy Act of 2024 (MNCDPA) went into effect. This law provides Minnesota consumers with comprehensive privacy protections. This article provides an overview of the key provisions of the MNCDPA and what and how AASPMN members can comply with the requirements.
Scope of the MNCDPA
The MNCDPA applies to legal entities that conduct business in Minnesota or provide products and services targeted to Minnesota residents that control or process personal data of:
• 100,000 or more Minnesota consumers during a calendar year, excluding personal data processed solely to complete a payment transaction; or
• 25,000 or more Minnesota consumers, if they also derive more than 25 percent of their gross personal data sales.
As the law excludes entities that process Minnesota consumers’ personal data solely for the purpose of completing a payment transaction, many businesses are likely to be exempt from this law. However, if your business collects personal data for any other purposes and you meet the threshold of consumers, you are subject to the MNCDPA. For the purposes of this law, “personal data” includes any information that is linked or reasonably linkable to an identified or identifiable individual or household. Some examples of personal data include names, email addresses, phone numbers, financial information, device identifiers, geolocation data and biometric data.
Consumer Rights
Under the MNCDPA, consumers are afforded certain rights regarding their personal data. These rights include:
• Access: Consumers can request confirmation from a business about how a business is processing their data, access the data and obtain a list of specific parties to whom its data has been disclosed.
• Correction: Consumers can request corrections to any inaccurate personal data collected by a business.
• Deletion: Consumers can require deletion of their personal data at any time.
• Data portability: Consumers can request a copy of their data in an accessible format.
• Opt-Out: Consumers can opt out of any personal data sales, targeted advertising and profiling activities.
• Appeal: If a business denies any personal data
by Sam Richie, AASPMN Lobbyist
request from a consumer, the consumer can appeal this decision.
One unique aspect of the MNCDPA is the right for consumers to question the results of any decision, including the reasoning behind the decision.
What Businesses Need to Do to Comply with the MNCDPA
If you are subject to the MNCDPA, you must take several actions to remain in compliance:
• Provide transparent and accessible privacy notices detailing your business’s data collection practices and the consumer’s rights.
• Limit personal data collection to what is adequate, relevant and reasonably necessary to perform the processing as disclosed.
• Not retain any personal data that is no longer relevant or for a period not reasonably necessary for its original collection.
• Implement reasonable administrative, technical and physical data security procedures to protect the personal data’s confidentiality and accessibility.
• Obtain consent before processing sensitive data.
• Obtain consent from a parent or guardian before processing the data of a known child (under 13).
• Maintain comprehensive records of collected/ processed personal data.
• Enable, act on, and respond to a consumer’s data rights requests.
• Conduct regular assessments to determine if activities present heightened risks, including targeted advertising or processing sensitive data.
• Establish contracts with data processors outlining all processing instructions, confidentiality obligations, and compliance.
Businesses must respond to any consumer request within 45 days. If it is reasonably necessary to handle a complex request, a business may extend that response by 45 more days. However, consumers must be informed of any extension and its reason within the initial 45-day period.
Next Steps
Penalties for non-compliance can reach up to $7,500 per each individual violation. Until January 31, 2026, businesses have a 30-day period to cure any alleged violations before official enforcement actions begin. Given these steep penalties for violations and the approaching date of effect, AASPMN members
AASPMN Hosts End of Summer Saints Game Outing
AASPMN is pleased to announce an end of summer Saints game and tailgate party, Thursday, August 21. The game begins at 7pm at CHS Field and will feature the St. Paul Saints as they take on the Round Rock Express. Prior to the game, AASPMN members, Carl and Angie Thomas (Lancer Service; St. Paul), will host a tailgate party for those that attend. “This outing is a great way to get AASPMN members, their employees and families together in an informal setting and have a little fun before the kids go back to school,” said AASPMN Executive Director Linden Wicklund.
This event is sponsored in part by the following AASPMN year-long sponsors: 3M Automotive Trades Division, Auto Value Parts Stores/ Benco Equipment, Axalta Coating Systems, BASF, Colonial Life, Enterprise Mobility, LKQ-Minnesota, Lube-Tech, NCS/Single Source, O’Reilly Auto Parts, PPG Automotive Finishes, Sherwin-Williams, Suburban GM Parts and Vestis.
For additional information see page 8, contact the AASPMN office at (612) 623-1110 or visit aaspmn.org.
AWAIR Program Required in Minnesota
All automotive repair facilities in Minnesota are required to have A Workplace Accident and Injury Reduction (AWAIR) program. The Minnesota legislature has also added a requirement for a safety committee
to any company that needs an AWAIR program. Any auto repair facility in Minnesota that does not have a current AWAIR program could be cited, and the penalties have increased substantially.
AASPMN, in conjunction with its partner, Complete Health Environmental & Safety Services (CHESS), developed “Creating an AWAIR Program for Your Shop.” This webinar helps members understand the components of an AWAIR program and helps them create an AWAIR program for their own facility.
The cost for the webinar is $100 and it includes a 20-minute phone consultation with a representative from CHESS to review the program you draft for your company.
To view the “Creating an AWAIR Program for Your Shop” webinar, contact the AASPMN office at aasp@ aaspmn.org or (612) 623-1110.
2025 Minnesota I-CAR/ SkillsUSA Fall Golf Event
Announced
The Minnesota I-CAR/SkillsUSA Volunteer Committee invites golfers and sponsors to Oak Glen Golf Club in Stillwater, Wednesday, September 17 for a fun-filled day of golf and networking. All proceeds from the event go towards scholarships for future technicians, equipment for technical colleges and other collision industry training needs in Minnesota. The event includes a four-person scramble, grilled dinner and awards reception following the golf. In addition, there will be complimentary
refreshments on several holes around the course, as well as unique contests for prizes.
This is a great opportunity for vendors to market their business, products and/or services, while supporting the industry and enjoying a round of golf with industry leaders.
Registration and payment for golfers and/or sponsors can be found on the event’s website, icargolf.com
For more information, contact tournament director Jamison Randall at jrandall@latuffbrothers.com or (651) 796-8003.
THANK YOU AASPMN 2025 SPONSORS!
PLATINUM
LKQ Minnesota Lube-Tech
Optimize Digital Marketing GOLD 3M
Auto Value/Benco Equipment BASF
NCS/Single Source PPG Automotive Finishes
SILVER
Axalta Coating Systems
Colonial Life Enterprise Mobility
O’Reilly Auto Parts
Sherwin Williams
Suburban GM Parts Vestis
BRONZE
aaa Auto Parts
Apple Ford White Bear Lake
C.H.E.S.S.
Dentsmart PDR Gallagher
Heartman Insurance
Langer Construction Precision Diagnostics
AASPMN UPCOMING EVENTS
Northern MN Collision Shop Meeting
1st Tuesday Each Month, 6 - 8pm
TBA Northern MN
Southern Metro Collision Shop Meeting
1st Wednesday Each Month, 8 – 9:30am MN ADAS, Bloomington
Central MN Area Collision Shop Meeting
2nd Wednesday Each Month, 7:30 – 9:30am
APH Headquarters, St. Cloud
Mechanical Zoom Meetup
3rd Tuesday Each Month 9 - 10am
Collision Zoom Meetup
3rd Thursday Each Month, 9 - 10am
A Night Out with the St. Paul Saints
August 21
CHS Field, St. Paul
continued from pg. 5
are encouraged to take the steps to comply with the law:
1. Assess whether they fall within the scope of the MNCDPA.
2. Review and update data collection and processing practices.
3. Develop or revise privacy policies to align with the MNCDPA requirements.
4. Implement mechanisms for consumers to exercise their rights. This could include the proper optout language on all emails, as well as a designated privacy email address where consumers can address their concerns and submit their requests.
AASPMN is committed to providing its members with resources to implement these actions, including a template Privacy Policy that conforms to the MNCDPA requirements, and can be tailored to fit your specific website and business.
ATTENTION MINNESOTA REPAIRERS:
Help us create stronger laws to better protect your customers
Are you unhappy with how your insurance company is handling your claim?
Over 200 people in 74 cities have utilized the information below this year to file a complaint with the MN Department of Commerce. The more customers that complain, the stronger the laws that get passed! Cut out the graphic below, give it to your customers, and urge them to speak up!
● Refusing safety repairs?
● Underpaying your claim?
CUT THIS OUT & GIVE IT TO YOUR CUSTOMERS!
Are you unhappy with how your insurance company is handling your claim?
● Lack of responsiveness?
ARE YOU UNHAPPY WITH HOW YOUR INSURANCE COMPANY IS HANDLING YOUR CLAIM?
● Refusing safety repairs?
● Underpaying your claim?
● Lack of responsiveness?
• Refusing safety repairs?
• Underpaying your claim?
• Lack of responsiveness?
Scan to share your experience!
SCAN TO SHARE YOUR
EXPERIENCE!
The Minnesota Department of Commerce wants to hear from you! Auto insurance is expensive and the people inside your vehicle are not replaceable.
The Minnesota Department of Commerce wants to hear from you! Auto insurance is expensive and the people inside your vehicle are not replaceable.
651-539-1600
Mn.gov/commerce
651-539-1600 Mn.gov/commerce
The Minnesota
Vehicle Average Age Hits Record High, With Big Aftermarket Impact
On January 1, 2025, light vehicles on U.S. roads reached a record-high average age. However, that was nothing new. Each year, for more than two decades, the average age of light vehicles in the U.S. has either increased or stayed at a record-high level. In that time, not once has the average vehicle’s age declined in the U.S.
The long-term surge in vehicle average age has been widely reported, but little attention has been given to the significant differences in the average ages of major types of vehicles and the aftermarket impact of these age differences. Only the 2026 Lang Aftermarket Annual presents the breakdown of the average ages of the four key segments of the vehicle population, along with a 10-year history.
Record-Breaking Average Age
The average age of cars and light trucks reached 12.8 years at the beginning of 2025, marking the oldest mix of light vehicles ever on U.S. roads.
The overall average age of vehicles is significant. Nevertheless, it does not reveal the dramatic differences in the average ages and rates of age growth among the four major types of vehicles: cars, light trucks, and domestic and foreign nameplates.
Cars Versus Light Trucks
Cars have accounted for a diminishing share of new vehicle sales in the U.S. over the past two decades. Accordingly, the average age of passenger cars has soared faster than that of light trucks, especially among domestic nameplates.
Passenger cars, especially domestic nameplates, represent a larger share of older vehicles in the nation’s VIO than younger ones. The opposite is true of light trucks, which have dominated new vehicle sales in the past few decades.
Foreign & Domestic Nameplates’ Ages Differ
Domestic nameplates on U.S. roads have a significantly higher average age than foreign nameplates. This reflects the decreasing share of new sales generated by domestic nameplates over the past two decades, as well as their growing share of older cars in operation.
At the beginning of 2025, domestic nameplates averaged approximately 3.0 years older than foreign nameplates. Additionally, domestic nameplates accounted for a significantly larger share of older vehicles, particularly those over 15 years old, compared to foreign nameplates.
Average Age Projections
Lang Marketing projects that the average age of light vehicles on U.S. roads will continue to increase, as annual new light vehicle sales struggle to match the record-high sales between 2015 and 2019. Meanwhile, advanced materials and manufacturing techniques have significantly
extended the life span of vehicles.
The difference in average age is expected to continue increasing between cars and light trucks. The same will occur between domestic and foreign nameplate light vehicles.
Finally, Lang Marketing expects that domestic cars will remain significantly older on average than domestic light trucks, and that the age difference between them will continue to increase from 2025 to 2028.
Impact of Soaring Vehicle Average Age
The aging vehicle population, along with the differing rates at which the ages of major vehicle types are changing, is affecting the usage rates of many product brands and reshaping aftermarket distribution patterns.
Impact Brands
The aging vehicle population and the rapidly growing number of cars and light trucks at least 15 years old are restructuring the mix of aftermarket products sold. “Value Products,” which provide reasonable quality at moderate prices, are gaining DIFM and DIY volume share as consumers opt for lower-priced products to repair older vehicles.
Due to the differing ages of major vehicle types, Value Brand usage is growing fastest among cars, particularly domestic nameplate passenger cars. It is generally more prevalent among domestic nameplates than foreign nameplates.
Aftermarket Brands Versus OE Brands
The increasing age of the vehicle population is generally positive for aftermarket (non-OE) brands. They are less expensive than OE brands, and owners of older vehicles are often price-sensitive regarding vehicle repair costs.
In contrast, OE brands are widely preferred by owners of foreign nameplates, which have significantly lower average ages than domestic nameplates.
Where Auto Parts Are Sold & Installed
Consumers with older vehicles are more likely to have them repaired at Independent (non-Dealer) outlets than Dealer service bays. This is positive for independent aftermarket growth, as evidenced by both increased repair outlet strength and aftermarket brand share. In response to this trend, many Dealers are marketing their service bays to all makes and all age groups of vehicles. To appeal to owners of older vehicles and nameplates that they do not sell new, many Dealers are offering a wider range of product brands (beyond OE brands) and adjusting labor rates for older vehicles to be more price-competitive with independent repair outlets.
How Products & Brands Are Distributed
The greater use of aftermarket brands in the repair of older vehicles is influencing how products are distributed.
Aftermarket (non-Dealer) product brands are most frequently distributed by three channels: Integrated, Traditional, and Import. This has helped boost the product volume and share of these channels in the light vehicle aftermarket.
Future Developments
The increasing average age of vehicles, combined with the increase in the number of older cars and light trucks, will generally lead to a rise in aftermarket product volume.
This trend is being boosted by the reduction in new vehicle sales since 2020, which has shifted annual miles driven from newer to older cars and light trucks. Older vehicles have higher rates of aftermarket product use per mile than newer models.
Six Major Takeaways
• Light vehicles on U.S. roads reached a record-high average age of 12.8 years on January 1, 2025. As the average age of cars and light trucks has increased, there have been significant changes in the average ages and rates of age growth of the four major vehicle types: cars, light trucks, domestic nameplates and foreign nameplates.
• Value Brands are growing in use among passenger cars, particularly domestic nameplates, domestic nameplates in general and among older foreign nameplates.
• The increasing age of vehicles is generally positive for aftermarket (non-OE) brands. OE brands are finding greater acceptance among owners of foreign nameplates, which are significantly lower in average age than domestic cars and light trucks.
• The increasing age of vehicles is positive for Independent (non-Dealer) outlets, which traditionally have been most successful in competing for the repair of light vehicles over five years old. This shift in the age profile of the nation’s VIO has also prompted many Dealers to market their service bays to older cars and light trucks.
• Aftermarket (non-Dealer) brands benefit from the growth of older vehicles. They are frequently supplied to repair outlets and DIYers by three channels: Integrated, Traditional and Import. This is shifting the product share strength among the five primary distribution channels that supply the light vehicle aftermarket.
• The increasing average age of vehicles and the age growth differences between cars, light trucks, domestic nameplates, and foreign nameplates will have significant implications for aftermarket product volume from 2025 to 2028. See the just-released 2026 Lang Aftermarket Annual for a 10-year history of the average ages and the rates of age growth of the four major types of vehicles. The Table of Contents can be found here: bit.ly/4luH7CN. The 2026 Lang Aftermarket Annual order form can be found here: bit.ly/4nUbnZk
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Marketing in the Digital Age
It’s impossible to operate a repair shop (mechanical or collision) without vehicles to work on, and that means convincing drivers that your shop is the best choice for their needs through a marketing strategy tailored not only to your business but also to the customers you’re hoping to attract. Because that strategy needs to extend beyond that initial interaction to keep them coming back, a digital presence is imperative to remain relevant in today’s market.
With society relying more and more on technology in every activity, the way that consumers select a repair shop has changed over the years…yet it’s not that different in some ways.
“Word of mouth has always been one of the best ways for shops to attract new customers, but these days, no one is asking their neighbor for recommendations,” observes Joanna Knox (Tekmetric). “Now, they’re talking to the entire online community, so it’s imperative that shops are maintaining their digital presence. A professional website is key, and even more importantly, shops should be asking for reviews since that’s the modern ‘word of mouth.’”
According to Micki Woods (Micki Woods Marketing), the biggest drivers for attracting new customers are Google Ads, a Google Business Profile and SEO (search engine optimization). “Go where your customers are…and that is Google! According to multiple studies and our real world experience, this is where our guests are going to find
a shop or investigate a shop.”
Max Gamm (Optimize Digital Marketing) believes that shops must have “an SEO and user-friendly website which makes it easier to be found online within search engines, gives the shop a more professional look and provides users with the information they are seeking. Don’t forget to update your website too! The digital world changes every day, and if there are no updates going on the website, search engines will see that the website is never updated and start dropping you in the organic rankings.”
“Using real photos instead of generic photos on your website tells the shop’s story and lets customers know what to expect,” Gregg Rainville (Steer CRM) adds. He also stresses the value of being just as meticulous with other places the business is listed. “Optimize your Google Business Profile to stand out. Ask for reviews, respond to reviews and add a scheduling button to make it easier for customers to do business with you.”
“Having a good scheduling tool that can be linked to all your platforms makes it easier for your customers to schedule a time that works for them without calling you,” Gamm agrees. He suggests claiming your shop’s Yelp page as well. “Yelp is a very important tool every auto shop should be utilizing. Their data not only drives more than 50 percent of car dashboard systems but also drives searches on iPhones.” He also stresses the importance of “answering
all reviews on all platforms. Incorporating key words into the review responses will help enhance SEO and build trust with future clients before they step into the door.”
However, shops should be careful to avoid getting too personal when answering negative reviews, Gamm cautions. “When putting something out on the internet, it stays there forever. We want to make sure to answer reviews politely while getting the point across, so future customers reading these reviews don’t get pushed away.”
Social media is a part of daily life for many, so establishing a presence on various platforms can also drive new business. Gamm recommends, “being active on Facebook and posting several times per week. Organic reach is less than two percent of their current following, so the reality of someone seeing every post is very slim, so if you only post once every other week, you will not reach your whole audience.”
Although shops need to maintain a digital presence, they should still be taking a more traditional approach as well since automotive repair is such a localized service; a resident of Grand Rapids is unlikely to drive to Minneapolis for an oil change!
“Get involved in your community by sponsoring local teams and visiting high school career days,” Knox recommends, suggesting that co-marketing with another business also offers a “really cost-effective way to build your brand and attract new customers.”
“Postcards still work for shops in some markets,” Rainville acknowledges. “It’s worth trying to see if your customers respond, and it’s easy to track since customers often bring the postcard to their appointment.”
Acquiring new customers is actually the most expensive part of any marketing strategy, so it’s vital that shops also establish methods for retaining those customers. Fortunately, technology works to shops’ benefit in this circumstance, due to the availability of good customer retention management (CRM) programs that will automate many processes.
However, Woods warns shops to “be careful about inserting automated tools into the entire communications process. People are looking for safety and comfort and want to speak to a real person. Those real people need to be thoughtful and empathetic for the customer and then use a scheduler that will prompt texts of their upcoming appointments and reminders as customers are more than 50 percent more likely to show up if given reminders for their appointments.”
“A CRM program sends email and text reminders that coincide with your social media posts and advertising,” Gamm explains. “It can also request more reviews from customers and provide valuable data about your marketing efforts by tracking where incoming calls are generated from, which allows shops to track calls from ads and determine more accurate ROI on their ad spend, plus it enables shops to track their marketing funds throughout the planning, executive, feedback and analytics stages of each campaign.”
“Knowing the cost of acquisition is important for businesses,” Knox weighs in. “If it costs $10,000 to run an ad for a year, how many customers need to schedule services to see a return on that investment?”
For the CRM to work effectively, shops first need to make sure they are collecting their customers’ data, something shops forget to do entirely too often, according
to Rainville. “Ask for their email and cell number, so you can curate the customer journey – check in after the visit, ask for reviews, send reminders and share specials. Most CRMs can automate that journey, but you have to input the data for it to do the job.”
He warns that data hygiene is also extremely important. “Make sure you’re typing the customer’s name correctly; no one wants to receive a text that clearly demonstrates you couldn’t even take the time to spell their name right!”
Instead of assuming customers want to do business the way you do business, asking about their preferences is another great way to build loyalty and make the customer journey much more palatable. “Send an email if that’s the customer’s preference. Or maybe they would rather all reminders come only through text,” Rainville points out. “Being open-minded and meeting their needs and desires establishes trust and makes it much more likely that they’ll continue seeking services with your shop.”
“Always think about how your processes are making your customer FEEL,” Woods contributes.
Streamlining communications makes it easier to market to customers as it relates specifically to their vehicle, but opening up that “dialogue” also enhances the opportunity to tackle a different type of promotion that has become increasingly relevant with the escalating complexity of vehicles: education. Today’s consumers don’t want to be simply told what to do; they want to know why it’s necessary.
“Instead of simply telling a customer that a sprocket needs to be replaced, having the technician point out the leak creates buy-in,” Knox insists, recommending that mechanical shops provide customers with a “report card” that clearly shows the work performed, declined services and upcoming maintenance work. “The goal is to have more high-margin work coming in because you’re taking care of your customers’ cars for the long term.”
This is a little different for collision shops, Knox acknowledges. “Collision is a rare beast because, hopefully, your customers aren’t visiting all that frequently, so marketing efforts should focus on establishing trust and expertise that will convince consumers to tell insurers where they’re taking their car after an accident, instead of relying on the insurance carrier to suggest a shop.”
She suggests creating that reputation by participating in local networking events to “explain the difference between high-quality repairs and the alternative, including how that affects the vehicle’s safety.”
“Stop and take the time to discuss what makes your shop different, if you have any certifications – what does that really mean – and also what the repair process will look like without sounding like you are just complaining about the insurance company,” Woods advises. “Be a partner to your guests, and let them feel like you have their best interest in mind!”
Utilizing social media is another effective way to educate consumers. “Pin a post to your Facebook page regarding insurance policies to help customers know what to expect,” Gamm offers. “You can also add this information to a page on your website for customers to access.”
Distributing a monthly e-newsletter that targets a continued on pg. 16 by
specific type of maintenance or repair is another way to create an educational touchpoint with customers, according to Rainville, whose company has also designed a way to personalize education by creating vehicle profile pages that provide customers with a maintenance schedule along with videos that explain the importance of those services.
Although many customers prefer a more automated scheduling process, it’s still imperative to remain a “personal touch.”
“Go where your customers are,” Woods says. “Don’t assume you know what their journey looks like. Look at your marketing through the lens of your customer and what they want to feel from you in that moment.”
“Meet customers where they are,” Knox advises. “No matter what you’re selling, the goal is to make the buying decision easier. Every individual has different needs, and you must be prepared to fulfill those needs; some may want to ask questions of a live person over the phone, while another simply wants to book online without contending with hold times, and those needs may vary based on their current situation – a driver broken down on the side of the road will have a different sense of urgency than the customer scheduling general maintenance. Failing to offer various options can be detrimental to a business because the average consumer wants to do things the way they’re most comfortable, and if you don’t provide a way for them to do that, they’ll forget to schedule the appointment. Imagine if frequency was cut in half with just 10 percent of your client base…that’s a lot of lost revenue!”
“Stronger, personalized communication creates a more engaged customer, so while shops should be automating a lot of this communication, they should set it up to include the customer’s name and vehicle information, ensuring it goes out at the appropriate time for the services needed,” Rainville says, cautioning multi-shop operators to be sure their CRM clearly communicates with all locations to avoid sending multiple communications from different locations or having one location remind a customer that a service is needed after they just performed that maintenance at one of the company’s other sites. “No one wants to be spammed with marketing.”
With technological advancements constantly bombarding us, it may seem overwhelming to shift advertising gears, but it doesn’t have to be that difficult. Start by establishing your goals. “Do you want to increase car count, hire new techs, be more involved in the community or something else?” Gamm asks. “Figure out your goals, and then post information to help achieve those goals. If a shop is not consistently posting or being active on these platforms, it will be hard for new customers to find them and current customers to keep them at top of mind. People like to try different shops to see what the best deal is, and if you are not keeping them informed about you, they could try another place.”
How a shop presents itself is also important. “Make sure your marketing is targeted and in your voice,” Knox emphasizes. “Your brand should be presented in a tone that attracts the customers you want to work with.
continued on pg. 19
Air Quality Best Practices: Protecting Workers and the Environment
The familiar sounds of hydraulic lifts, scents of fresh paint and grinding metals are indications of a busy auto body shop. While these indicate productivity, they also highlight potential air quality concerns. As members of the Alliance of Automotive Service Providers, you understand the importance of maintaining a safe and healthy workplace. This article outlines key regulations and suggests best practices for your auto body shops to protect both your employees and the environment.
Automotive service and body shops often use materials and processes that release air pollutants. These pollutants include Volatile Organic Compounds (VOCs) from paints, solvents and degreasers, which contribute to smog formation and can negatively impact workers health. Hazardous air pollutants (HAPs) like methylene chloride commonly used in paint stripping, pose serious health risks. Additionally, particulate matter generated during sanding, grinding and other operations can become airborne, leading to respiratory issues. Beyond worker health, these air emissions contribute to air pollution.
Minnesota Pollution Control Agency (MPCA) Requirements
The MPCA regulates air emissions to ensure Minnesota’s air quality remains within state and federal standards. The specific regulations that apply to your shop will depend on the materials used:
• Insignificant Facilities: Very small shops with extremely low potential air emissions may not require an air permit. However, facilities must determine whether they qualify as an insignificant facility.
• Conditionally Exempt Sources: Auto body shops
and similar businesses can benefit from a conditional exemption, potentially eliminating the need for a full air permit. To qualify, they must meet specific technical standards, which include purchasing or using under 2,000 gallons of coatings and cleaners annually or emitting less than 20,000 lbs of VOCs and 12,000 lbs of HAPs per year. Qualifying shops are required to submit an exempt source notification and follow streamlined operational and record-keeping requirements, many of which are already considered best practices.
• Air Permits: Facilities exceeding permitting thresholds, and not qualifying as insignificant or conditionally exempt, will require an air permit. The specific permit type (registration, capped or individual permit) depends on the facility’s actual emissions. For more information, see our Do I need an air permit? webpage at pca.state. mn.us/business-with-us/do-i-need-an-air-permit
Air Quality Best Practices
Implementing the following best practices can improve air quality at your shop:
• Material Selection: Choose products (paints, primers, solvents and cleaning solutions) with lower VOC and HAP contents.
• Less Hazardous Alternatives: Consult with suppliers or organizations like the Minnesota Technical Assistance Program (MnTAP) for safer alternatives.
• High-Efficiency Spray Guns: Utilize spray guns with higher transfer efficiency, which means more paint lands on the vehicle surface and less becomes overspray, reducing waste and emissions.
• Proper Paint Booth Installation: Ensure your paint booth is correctly installed and direct overspray to powered, filtered ventilation systems.
• Equipment Maintenance: Regularly clean and maintain spray coating equipment according to manufacturer specifications.
• Sealed Containers: Keep drums, equipment and waste containers tightly sealed to prevent evaporation of VOCs and HAPs.
• Proper Rag Disposal: Store used rags in sealed containers to prevent evaporation of VOCs and HAPs.
• Parts Washer Solutions: Consider switching to a waterbased parts washer instead of solvent-based options to reduce emissions and improve worker safety.
• Comprehensive Training: Ensure all painters are trained in proper setup and maintenance of spray coating equipment, application techniques, and safe handling of materials, including the use of personal protective equipment.
•
These best practices are more than just compliance; they are about responsible business practices and a commitment to a cleaner environment for all Minnesotans. For additional information, contact the MPCA’s Small Business Environmental Assistance Program for confidential assistance on regulatory matters at: (651) 282-6143 or e-mail smallbizhelp.pca@state.mn.us.
Not everyone is going to be your best customer, but you’ll see more profitability and enjoy life more if you’re attracting the customers who resonate with your brand’s promises.
“Whether you promote yourself as the cheapest, the cleanest or the highest quality shop around, follow through on what you promise to maintain and build your reputation,” she continues. “Do what you do really well and consistently. Find your brand, stick with it and have fun!”
“Marketing is not for your ego; it’s to help your guest through a tragic event,” Woods reminds shops. “Most people forget the ‘why,’ and then nothing else falls into place. If we remember WHY we are doing what we are doing, we can start to shift our heart posture in all that we do. Customers will feel that when they read an ad, call your shop or come in – if we are coming from the right place – which is to be a help to them and be an advocate for them.”
PRESENTS
Join Reliable Automotive Equipment’s Dave Gruskos for conversations with industry leaders sharing their insights and the latest from the world of certified collision repair. This month, Dave sits down with Mike Anderson of Collision Advice.
Certified Collision Repair Q&A With: MIKE ANDERSON COLLISION ADVICE
Dave Gruskos: In your experience, what would you say are the biggest advantages to a repair facility obtaining OEM certification?
Mike Anderson: First of all, with the European manufacturers, the restricted parts sales certainly help to drive more work, which is always a good thing. Another benefit is getting listed on the OEM shop locators. Recently, we’ve seen OEMs like General Motors, BMW, Honda and Acura rolling out things like accident assistance apps, which will also drive more work to certified shops. Another advantage is the access to training; some OEMs even include free subscriptions to their OEM repair procedures, and training on how to properly navigate those. Obviously, if training helps your staff improve their skill set and they become more efficient and knowledgeable, hopefully that results in positive outcomes for the business as well. A lot of people think that if they just get OEM certified, all this work will come to their door. You’ve got to know how to leverage it and how to market it; it doesn’t happen organically. You have to put the work in.
DG: What are some common misconceptions you see among shops regarding the necessity of specific OEM required tools and equipment?
MA: I often see where a shop will go out and buy equipment and then apply for the OEM certification, and they’re not aware of the fact that, sometimes, OEM equipment has to be purchased from a specific vendor. I always tell people, before you go out and buy equipment, do the research; learn which equipment is going to have the most OEM certification requirements. With some OEMs, their equipment requirements are step-based. Others require a very specific brand, or a very specific vendor. I think it’s just always important to do your research before you make any purchasing decisions. Service, support and training are also very important. A lot of the misconceptions are where people just think that all equipment is approved. It will vary based on the OEM, and you’ve got to be careful who you buy from.
ABOUT MIKE
As one of the most knowledgeable people in his field, Mike Anderson is a sought-after speaker, author and consultant. A former owner of multiple collision repair centers in Alexandria, VA, Mike currently owns and operates Collision Advice, an industry research, reference and consulting business. He also serves as a facilitator for Axalta’s highly recognized Business Council 20 Groups in both the US and Canada, as well as independent 20 groups through Collision Advice, and facilitates numerous courses for Axalta, Toyota, Nissan and other OEMs.
DG: Can you share any strategies for shops to effectively balance the investment in pursuing or maintaining OEM certification versus ongoing responsibilities in other areas of the business?
MA: I’ve seen it happen, unfortunately, where shops will go and pursue all these OEM certifications, spending all this money on training and equipment, and next thing you know, they’ve overextended themselves financially. I think you have to be very intentional with what you do. You’ve got to understand at the beginning whether you’re going to lease the equipment, buy it outright, or finance it; you’ve got to know what that payment is going to be, and make sure you’re budgeting for that as well as additional expenses. I always like to build out a pro forma: If I’m going to spend X on training and Y for my technician to travel and Z for equipment, maybe I’ve got to assess my labor rates to ensure we get the ROI. Make sure you’re taking into account the financial implications on your business, which includes managing cash flow and things of that nature.
DG: What advice do you have for navigating potential conflicts between OEM procedures and insurer pushback?
MA: It 100 percent starts with educating the consumer. I just think that is so critical. You can’t just say that you’re going to spend five or 10 minutes with a consumer. I think you’ve got to be spending 45 minutes to an hour with a consumer. It really is about not only educating them, but educating them in a way that they understand it. There is nothing better than a well informed customer and involving the customer in all your communications or discussions with the third party payer.
Mike Anderson Collision Advice
ESTIMATING TIPS
HELPING TO IMPROVE COLLISION REPAIR
ESTIMATE INFO THROUGH REPAIRER FEEDBACK
If you’re performing automotive repairs of ANY kind, you need to utilize the DEG! Check out some recent Database Inquiries - and their resolutions - below!
Recent DEG Inquiry 39351 provides MOTOR Feedback regarding refinish times on sectioned panels - “After review, the estimated refinish time of 1.2 hours applied to the Front Lower Wheel Arch sectioning operation is appropriate. If the entire quarter panel is being refinished a manual entry will have to be applied to the estimate.”
CCC: Section Panel Refinish Time - When sectioning a panel, the refinish time for the entire service part may automatically adjust to refinish the section portion only. If the entire panel requires refinishing, a manual entry adjustment would be applied.
Mitchell: Capping Fluid Lines and Electrical Connectors - DEG Inquiry 39088 shares feedback from Mitchell about masking and capping open fluid lines and electrical connectors.
“Masking & Capping Electrical Connections is NOT INCLUDED.”
“Masking & Capping open AC & Cooling Lines is INCLUDED.”
Solera Qapter (Audatex): Weld Burn Damage - Solera Qapter DBRM Section 4-4 Refinish Guidelines on page 145 states: “Audatex base refinish labor does not include additional time to refinish adjacent panels that may be damaged by welding.”
Solera Qapter (Audatex): Expand Damage View ListSolera Qapter users can click on the expand view button to see additional damage list lines vs the 5 line operations that are visible in standard view.
AASPMN MEMBER PREFERRED PROVIDER PROGRAMS
INSURANCES
Gallagher Contact: William Knopick
612-412-30413 / william_knopick@ajg.com
Gallagher is your one stop shop for all types of insurance. From garage liability and workers’ compensation to health and dental, Gallagher will develop an insurance program that delivers better product and pricing for AASPMN members.
REPAIR SHOP PRODUCTS/SERVICES DISCOUNTS
CARS Cooperative
Contact: Stephenie Sheppard 405-547-4077
membersupport@cars.coop
Members receive discounts on a variety of products and services they use every day! From discounts on paint and rental cars to office supplies and phone services. Over 50 programs available!
EMPLOYEE VOLUNTARY BENEFITS
Colonial Life
Contact: Deb Ferrao
612-600-4135 / deb.ferrao@coloniallifesales.com or Tracy Bailey
612-801-0139 / tracy.coloniallife@gmail.com
Dedicated representatives can help members transform their benefit package with competitive rates, value added services at no cost and complimentary legal document preparation service. Colonial Life has the tools and flexibility to create a plan to fit everyone’s needs.
UNIFORM & LINEN SUPPLIES
Vestis
Contact: Ryan Vick
612-269-2303 /ryan.vick@vestis.com
Discounted pricing to members on rental of uniforms, entrance mats, shop rags, etc. Purchases are also discounted. Members receive annual rebate equal to 10% of their business with Vestis each year.
LEGAL CONSULTATION
Larkin Hoffman
Contact: Sam Richie srichie@larkinhoffman.com
Members receive free, over-the-phone legal assessment and consultation (some restrictions apply) with an attorney who specializes in the area of law that is the subject of the call.
WEBSITE AND INTERNET MARKETING SOLUTIONS
Optimize Digital Marketing
Contact: Max Gamm
651-217-8152 / mgamm@whyoptimize.com
All-in-one Digital Marketing Solutions: Expert social media, digital advertising, website and software solutions that keep you present online so you can be present offline!
Mitchell 1 offers AASP members a $10 per month discount on any eligible Mitchell 1 subscription.
Mitchell International
Contact: Mitchell International Representative 800-238-9111
AASP members receive $350 off Mitchell's MD-500 all-in-one solution for scanning, calibration, estimating, and blueprinting.
TECHNICAL INFORMATION
HOTLINE
IDENTIFIX
800-745-9649
Members enjoy a 20% annual savings on Direct-Hit and Direct-Help subscriptions, the industry's most reliable source for experience-based repair information.
Contact: Carol Keyes 651-481-9787 / carkey@chess-safety.com
AASPMN members receive a 20% discount on Safety Data Sheet Management (SDSLinks), Right to Know(RTK)/Hazard Communication program customized for your facility and monthly safety reminders, and other safety, OSHA or environmental assistance.
CHECK GUARANTEE SERVICES
Certegy Check Services
877-520-2987
Discount rate of .75% to AASPMN members. Use existing credit card terminal. Fast claim payments.
Designed to help facilitate and enhance hiring decisions. AASPMN members receive 50% off retail price, starting as low as $15 per assessment.
LIVE-ONLINE & ON-DEMAND TECHNICAL TRAINING
Automotive Seminars
Contact: Tim Houghtaling 920-866-9813 / tim@automotiveseminars.com
Discounted pricing to AASPMN members on all live-online events, as well as ondemand training videos. Automotive Seminars specializes in diagnostic training that provides automotive technicians with knowledge, testing techniques and data interpretation skills needed to diagnose today’s vehicles. The live-online events and on-demand training videos focus on automotive electronics and engine management systems and are written and created by some of the industry’s leading diagnostic technicians.
BUSINESS COACHING 180BIZ
540-833-2014 / info@180biz.com
Members receive a 25% discount on Rick White's Pocket Business Genius subscription, offering independent auto shop owners fast access to actionable business advice from a leading industry expert.
AASPMN members receive free in-depth project consultation with general project concepting and guidance to help members with both small- and large-scale projects and maintenance.
