Hammer & Dolly August 2016

August 2016 Volume 10, No. 8 $5.95

www.wmaba.com

SEMA 2016 PREVIEW SMARTER ESTIMATING LOCAL SEO EXPLAINED www.grecopublishing.com

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Ask about our next-day UPS delivery.

Email: parts@bmwoffairfax.com Visit us on the web: www.bmwoffairfax.com August 2016

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August 2016

CONTENTS August 2016

COVER STORY COVERAGE BY ALICIA FIGURELLI 34 2016 WMABA GOLF OUTING HIGHLIGHTS Celebrating WMABA’s biggest annual event

Featured on this month’s cover is the Mark’s Body Shop team: Mark Schaech, Jr., Jason McLaughlin, Dave Harris

LOCAL NEWS BY CHLOE DURANTE 19 BEST AND BRIGHTEST ATTEND CALIBER A major repairer works to grow a future workforce.

COLLISION JOB FAIR

DEPARTMENTS

NATIONAL FEATURE BY JOEL GAUSTEN 22 THE BIGGEST GETS BETTER:

6

SCRS helps build the year’s largest collision event.

SEMA 2016 TAKES SHAPE

8

8 10

TECHNICAL FEATURE BY LARRY MONTANEZ III, CDA AND JEFF LANGE, PE 30 THE ISSUES WITH ESTIMATORS NOT Processes and resources for a better damage assessment.

12

HAVING REPAIR KNOWLEDGE

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15

20

MARKETING FEATURE BY LEE EMMONS 38 LOCAL SEO BASICS

Making your website a success in your area.

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46

Calendar of Events In Memoriam: Dave Henderson NewsFlash

Editor’s Message JOEL GAUSTEN Executive Director’s Message JORDAN HENDLER WMABA Sponsorship Page WMABA Membership Application

Technicians of the Month: John and Justin Hatton CHLOE DURANTE President’s Message MARK SCHAECH, JR. Advertisers’ Index

Stock Images © www.istockphoto.com

August 2016

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CALENDAR OF

EVENTS

CLASS LISTINGS

August 3, 2016

HazaRDouS MateRiaLS, peRSonaL SaFety & ReFiniSH SaFety

State Farm - Silver Spring, Silver Spring, MD

SteeRing & SuSpenSion DaMage anaLySiS

N T Auto Body Inc., Alexandria, VA

WeLDeD & aDHeSiVeLy BonDeD paneL RepLaCeMent

Finish Masters (formerly Refinish Solutions), Springfield, VA

August 4, 2016

aLuMinuM exteRioR paneL RepaiR & RepLaCeMent

Criswell Collision Center, Annapolis, MD pLaStiC & CoMpoSite RepaiR

Collision Works of Glen Burnie, Glen Burnie, MD CoLoR tHeoRy, Mixing toneRS & tinting

ACT-A Caliber Collision Center, Randallstown, MD

August 9, 2016

autoMotiVe FoaMS

Collision Works of Glen Burnie, Glen Burnie, MD CoLoR tHeoRy, Mixing toneRS & tinting

Jones Body Shop, Bel Air, MD

Squeeze-type ReSiStanCe Spot WeLDing

Virginia Farm Bureau, Lexington, VA

August 11, 2016

aDHeSiVe BonDing

Criswell Collision Center, Annapolis, MD pLaStiC & CoMpoSite RepaiR

Waldorf Toyota, Waldorf, MD

HazaRDouS MateRiaLS, peRSonaL SaFety & ReFiniSH SaFety

Uni-Select USA, Baltimore, MD

August 16, 2016

CoLLiSion RepaiR FoR toyota, LexuS & SCion VeHiCLeS

Keystone-Linthicum, Linthicum, MD

August 17, 2016

VeHiCLe teCHnoLogy & tRenDS 2015

Salisbury University, Salisbury, MD autoMotiVe FoaMS

Finish Masters (formerly Refinish Solutions), Springfield, VA SteeL unitizeD StRuCtuReS teCHnoLogieS & RepaiR

N T Auto Body Inc., Alexandria, VA

August 18, 2016

CoRRoSion pRoteCtion

Salisbury University, Salisbury, MD

oVeRVieW oF CyCLe tiMe iMpRoVeMentS FoR tHe CoLLiSion RepaiR pRoCeSS

Salisbury University, Salisbury, MD autoMotiVe FoaMS

Salisbury University, Salisbury, MD

August 19, 2016

inSpeCting RepaiRS FoR quaLity ContRoL

Salisbury University, Salisbury, MD

HazaRDouS MateRiaLS, peRSonaL SaFety & ReFiniSH SaFety

Salisbury University, Salisbury, MD

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August 2016

Industry training opportunities and don't-miss events.

August 9, 2016 SCRS BoaRD oF DiReCtoRS’ open Meeti ng Anaheim Marriott, Anaheim, CA For more info, visit scrs.com

August 9-10, 2016 CoLLiSion inDuStRy ConFeRenCe (CiC) Anaheim Marriott (Convention Center), Anahei m, CA For more info, visit ciclink.com

August 20, 2016

SteeRing & SuSpenSion DaMage anaLySiS

Salisbury University, Salisbury, MD

aDVanCeD SteeRing & SuSpenSion SySteMS DaMage anaLySiS

Salisbury University, Salisbury, MD

August 23, 2016 MeaSuRing

Collision Works of Glen Burnie, Glen Burnie, MD

August 24, 2016

inSpeCting RepaiRS FoR quaLity ContRoL

King Volkswagen, Gaithersburg, MD

August 30, 2016

pLaStiC & CoMpoSite RepaiR

Virginia Farm Bureau, Lexington, VA

September 1, 2016 MeaSuRing

Finish Masters (formerly Refinish Solutions), Springfield, VA

September 6, 2016

HazaRDouS MateRiaLS, peRSonaL SaFety & ReFiniSH SaFety

Virginia Farm Bureau, Lexington, VA

September 7, 2016

CoLoR tHeoRy, Mixing toneRS & tinting

State Farm - Silver Spring, Silver Spring, MD pLaStiC & CoMpoSite RepaiR

Finish Masters (formerly Refinish Solutions), Springfield, VA SuSpenSion SySteMS

N T Auto Body Inc., Alexandria, VA

September 8, 2016

aDHeSiVe BonDing

Frederick Co. Career & Tech, Frederick, MD FuLL-FRaMe paRtiaL RepLaCeMent

Criswell Collision Center, Annapolis, MD

WHeeL aLignMent & DiagnoStiC angLeS

ACT- A Caliber Collision Center, Randallstown, MD

September 13, 2016

RepLaCeMent oF SteeL unitizeD StRuCtuReS

Canby Motors Collision Repair, Aberdeen, MD

September 14, 2016

HazaRDouS MateRiaLS, peRSonaL SaFety & ReFiniSH SaFety

WHeeL aLignMent & DiagnoStiC angLeS

King Volkswagen, Gaithersburg, MD

HazaRDouS MateRiaLS, peRSonaL SaFety & ReFiniSH SaFety

Frederick Co. Career & Tech, Frederick, MD

September 17, 2016

RepLaCeMent oF SteeL unitizeD StRuCtuReS

Pohanka Toyota, Salisbury, MD

SeCtioning oF SteeL unitizeD StRuCtuReS

Pohanka Toyota, Salisbury, MD

September 20, 2016

VeHiCLe teCHnoLogy & tRenDS 2016

Keystone Linthicum, Linthicum, MD

September 21, 2016

CoRRoSion pRoteCtion

King Volkswagen, Gaithersburg, MD

RaCk & pinion & paRaLLeLogRaM SteeRing SySteMS

N T Auto Body Inc., Alexandria, VA

September 22, 2016

CoLoR tHeoRy, Mixing toneRS & tinting

Criswell Collision Center, Annapolis, MD

September 28, 2016

CoRRoSion pRoteCtion

Waldorf Toyota, Waldorf, MD

WHeeL aLignMent & DiagnoStiC angLeS

Finish Masters (formerly Refinish Solutions), Springfield, VA

September 29, 2016

aLuMinuM exteRioR paneL RepaiR & RepLaCeMent

Frederick Co. Career & Tech, Frederick, MD

SeCtioning oF SteeL unitizeD StRuCtuReS

Pohanka Toyota, Salisbury, MD

Squeeze-type ReSiStanCe Spot WeLDing

Criswell Collision Center, Annapolis, MD

Waldorf Toyota, Waldorf, MD

RepLaCeMent oF SteeL unitizeD StRuCtuReS

Finish Masters (formerly Refinish Solutions), Springfield, VA

September 15, 2016

pLaStiC & CoMpoSite RepaiR

Criswell Collision Center, Annapolis, MD

SeCtioning oF SteeL unitizeD StRuCtuReS

Uni-Select USA, Baltimore, MD

www.i-car.com or (800) 422-7872 for info

August 2016

7

In Memoriam

NEWSFLASH

Industry Veteran Dave Henderson Passes On June 20, the national automotive community said goodbye to industry veteran Dave Henderson, who passed away at 62.

Henderson was the founder, owner and operator of AutoWatch, a company that specialized in websites for the collision repair field. His industry activities included work with a number of organizations including I-CAR, the Collision Industry Foundation (CIF), the National Auto Body Council (NABC) and the Collision Industry Electronic Commerce Association (CIECA).

Henderson is survived by his wife, Sharon; children Bryan, Daniel, Jason and Melissa; and several siblings and grandchildren.

WMABA and Hammer & Dolly offer Dave’s family, friends and colleagues our deepest condolences. H&D

Photo courtesy of coatsfuneralhome.com

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August 2016

Navy Vet Killed in Self-Driving Car Accident According to a June 30 story by the Associated Press (tinyurl.com/zzbhjma), Navy SEAL veteran Joshua D. Brown of Canton, OH was killed on May 7 in the first major US accident using self-driving technology. Brown was driving a Tesla S sports car in Williston, FL while operating the vehicle’s “Autopilot” assist feature, which subsequently failed when a large tractor-trailer attempted to intersect with him. Neither Brown nor the assist feature applied the brakes to the vehicle, causing Brown to crash directly into the side of the tractor-trailer. According to the National Highway Traffic Safety Administration (NHTSA), the white side of the trailer (which was perpendicular to the Model S) was against the brightly lit sky, making it very difficult to differentiate between the two surfaces. In addition, Tesla says that before Autopilot can be used, drivers have to realize that the system requires both hands to be placed on the wheel at all times.

While Tesla acknowledges the feature is not perfect, they said, “When used in conjunction with driver oversight, the data is unequivocal that Autopilot reduces driver workload and results in a statistically significant improvement in safety.” NHTSA’s Office of Defects is continuing the investigation. H&D

Nod up, nod down.

That’s not what we call parts certification.

Maybe we should forget about testing replacement parts completely.

Skip developing those time-consuming strict standards. Get rid of our testing labs. And hand out pink slips to all our trained technicians.

Maybe we should just call parts “certified”—and leave it at that. What could be easier?

No, we can’t do that. We’ve always been sticklers for quality. Doing things the right way is in our DNA. We can’t fake it.

It’s why CAPA invented crash part testing and certification over 29 years ago. And why we’ve become the gold standard for quality replacement parts.

So we’ll keep testing to identify high quality parts and leave the rest for others to “certify.” Because we aren’t the only ones who care about quality.

So do you.

TM

If it isn’t CAPA Certified, it isn’t a genuine replacement part. capacertified.org

August 2016

9

Joel gausten

EDITOR’S

(973) 600-9288 tgpjoel@verizon.net

MESSAGE TALES OF DEDICATION

Way back in 2000, one of the first stories I ever wrote about the collision repair industry was on a longtime shop owner in New Jersey who decided to sell his business and become an educator at an area vocational school.

Considering that he had been in the industry a good 35 years at that point, it would have been a natural assumption for anyone to make that this individual was simply looking for a smooth ride to retirement instead of rolling up his sleeves and getting his hands dirty. But this was not the case at all. Over the years, this person has done everything from re-writing the auto body textbook used in his school to producing very successful SkillsUSA competitors. He wasn’t looking for an easy job; he was looking to help his industry by revolutionizing the educational opportunities available to students in his area.

He succeeded.

In 2008, I got to know a young lady who won the SkillsUSA competition in Massachusetts and later competed at the National Leadership Conference. This past April, I had a chance to catch up with her when she returned to the site of her original SkillsUSA victory to volunteer her time at the 2016 edition. Not only is she working in the industry (and at a very prominent facility, I WMaBa oFFiCeRS pReSiDent

ViCe pReSiDent

tReaSuReR SeCRetaRy

iMMeDiate paSt pReSiDent

Mark Schaech, Jr. mark@marksbodyshop.com 410-358-5155 torchy Chandler torchy.chandler@gmail.com 410-309-2242 Barry Dorn bdorn@dornsbodyandpaint.com 804-746-3928 phil Rice phil@ricewoods.com 540-846-6617 Don Beaver Dbeaver@antwerpenauto.com 443-539-4200 ext. 17061

BoaRD oF DiReCtoRS

Rodney Bolton (rbolton@aacps.org) 443-386-0066 Kevin Burt (kevinburt@walkermillcollision.com) 301-336-1140 RT Plate (rt@pcirepair.com) 703-929-8050

Barbara Chase (barbara@siskautobody.com) 301-855-5525 Ben Gibson (bgibson@harrisonbodyworks.com) 804-355-8151

aDMiniStRation

exeCutiVe DiReCtoR Jordan Hendler (jordanhendler@wmaba.com) 804-789-9649 WMaBa CoRpoRate oFFiCe P.O. Box 3157 • Mechanicsville, VA 23116

10

should add), but also recently earned her law degree in the hopes of using her legal knowledge to help the industry she loves.

My reason for sharing these stories is to demonstrate that some of the finest, most dedicated people in the collision repair field can be found at the education level. In a few weeks, vocational school programs throughout the WMABA region will be opening their doors to students. Once the school year is in session, do yourself a favor and find the time to become involved in your area school’s Advisory Committee and meet with instructors or volunteer to have your shop serve as the location of a live tour. I guarantee that this will not only strengthen your ties to your future workforce, but will also put you in direct contact with extraordinary folks working to shape the future of this industry. H&D

August 2016

StaFF

puBLiSHeR DiReCtoR oF SaLeS eDitoRiaL DiReCtoR CReatiVe DiReCtoR eDitoRiaL aSSiStant oFFiCe ManageR

thomas greco thomas@grecopublishing.com

alicia Figurelli alicia@grecopublishing.com

Joel gausten joel@grecopublishing.com

Lea Velocci lea@grecopublishing.com

Chloe Durante chloe@grecopublishing.com

Donna greco donna@grecopublishing.com

PUBLISHED BY TGP, Inc. 244 Chestnut St., Suite 202 Nutley, NJ 07110 973-667-6922 FAX 973-235-1963 Reproduction of any portions of this publication is specifically prohibited without written permission from the publisher. The opinions and ideas appearing in this magazine are not necessarily representations of TGP Inc. or of the Washington Metropolitan Auto Body Association (WMABA). Copyright © 2016 Thomas Greco Publishing, Inc.

August 2016

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EXECUTIVE DIRECTOR’S

MESSAGE

Jordan Hendler

(804) 789-9649 jordanhendler@wmaba.com

LEADERS SOMETIMES EMERGE

When you look at someone, do you ever ask the question, “What kind of leader would this person be?” Truly, I do this all the time. Internally, I size up the personality I’m engaged with to find out if they would be a team player, micro-manager, “seagull” or maybe even a friend. What comes to me most often is how they could be as a WMABA leader.

In my line of work, the best leader has your back when the going gets rough. Not just to console, but to push you to be better and do better with their advice and support.

I have to tell you that the folks we work with as WMABA Board members are as great as they come. They have wonderful ideas, are dedicated, play well with others and genuinely want to see a better industry. How do we get such luck?

At the Golf Outing, we had a “surprise prize” for Immediate Past President Don Beaver. It was his President’s Plaque for serving as our captain for two terms. Anyone who knows him knows he’s just the best mix of kindest and spitfire you’ll ever find. I tell him every time we talk that he’s my favorite person. He laughs, but it’s actually true. We’ve had ups and downs in legislation together, been through difficult parts discussions and held plenty of WMABA meetings, and he’s led us through some of our most trying times as our industry shifts and changes by the millisecond.

Former WMaBa president Don Beaver (center, pictured with phil Rice and Jordan Hendler) was honored for his efforts on behalf of the association.

He already has a full-time job. Just like all of you, he puts in 40-plus hours a week while still having a three-to four-hour daily commute. Do you also know him as your I-CAR instructor? Well, he does that, too.

Even though his term has passed, he still attends our events, participates on the Board and works with me on particular issues that he has experience with.

Every year, we ask for support of people on the Board and vendors as sponsors. Every

time, I am so pleasantly humbled by those willing to step up and help us continue forward with our mission. I hope that in my lifetime, we can see a vibrant young group of people enthusiastically producing in our field while also giving of themselves for the betterment of all.

Don is a shining example of what we can all do when we set our hearts on such a course. Thank you, Don, for all that you do for all of us! H&D

Check the WMABA website and newsletters for regular updates and reports from the Executive Director’s perspective.

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August 2016

THANKS

YOU WMABA thanks their generous supporters of the

LEVEL 1

Corporate Sponsor Program for 2016!

We encourage YOUR SUPPORT of those who SUPPORT US! For more information about the sponsorship program, please contact Executive Director Jordan Hendler at (804) 789-9649 or email jordanhendler@wmaba.com

www.wmaba.com

LEVEL 2 Automotive Training Institute Certified Automotive Parts Association FinishMaster Mid-Atlantic Paint & Supply National Coatings and Supplies WheelsOnsite

August 2016

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WE KNOW WHAT YOU’RE THINKING. YOU WANT TO KNOW IF THE PART’S IN STOCK, HOW MUCH IT COSTS, AND WHEN IT’S GONNA GET THERE. We get it.

You want the best part for a Toyota, but you’ve got to know when and how much.

Well, now you can. In addition to tools that can help you find and order the right VIN-based parts, now you can see if it’s in stock, schedule the delivery, even see your shop’s net price from your participating Toyota Dealer.* Now you’re thinking: “Cool!”

ToyotaPartsAndService.com

©2014 Toyota Motor Sales, U.S.A., Inc.

For Toyota Genuine Parts please call one of these authorized local Toyota Dealers: Jerry’s Toyota 8001 Belair Road Baltimore, MD 21236 Toll Free: 877-838-5114 Direct: 410-661-4610 FAX: 443-455-1453 www.jerrystoyota.com

Koons Tysons Toyota 8610 Leesburg Pike Vienna, VA 22182 Phone: 703-790-8310 Fax: 703-356-9081 www.koons.com

R&H Toyota 15 Music Fair Road Owings Mills, MD 21117 Direct: 410-363-4502 Toll Free: 1-866-692-2787 Fax: 410-902-1998 toyotawholesale@rhemail.com

Alexandria Toyota 3750 Jefferson Davis Highway Alexandria, VA 22305 Toll Free: 800-766-9767 Phone: 703-836-8476 Fax: 703-684-3468 www.alexandriatoyota.com

Antwerpen Toyota 12420 Auto Drive Clarksville, MD 21029 Phone: 410-988-9272 Fax: 443-539-4022 darnold@antwerpenauto.com

Checkered Flag Toyota 5301 Virginia Beach Boulevard Virginia Beach, VA 23462 PH: 757-687-3443 FAX: 757-687-3437 www.checkeredflag.com

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Ourisman Fairfax Toyota 10441 Lee Highway Fairfax, VA 22030 Toll Free: 800-626-2236 Direct: 703-273-2236 Fax: 703-385-8411 fairfaxparts@ourismanva.com www.ourismanva.com Younger Toyota 1935 Dual Highway Hagerstown, MD 21740 Phone: 800-296-1190 Fax: 301-733-5465 dthompson@youngertoyota.com

August 2016

Koons Toyota Annapolis 1107 West Street Annapolis,MD 21401 Phone:(800)262-3330 Fax:(410)280-6361 roy.easter@koons.com

Y! JOIN TODA

August 2016

15

NEWSFLASH Greco Publishing Welcomes Editorial Assistant Chloe Durante Thomas Greco Publishing, Inc., publishers of Hammer & Dolly, New Jersey Automotive, New England Automotive Report, AASP-MN News and Wisconsin Automotive News, is pleased to announce the addition of Chloe Durante as the company’s editorial assistant.

A 2013 graduate of Montclair State University, Durante will assist Editorial Director Joel Gausten in developing editorial content for Hammer & Dolly, covering industry events and interviewing members of the WMABA community.

“It’s always great to welcome new blood into the company,” offers TGP, Inc. President Thomas Greco. “Chloe brings a fresh perspective into TGP, and I’m sure she will do the same with the automotive repair industry.”

Chloe Durante can be reached at (973) 667-6922 or chloe@grecopublishing.com. H&D

It Takes Genuine Honda Collision Repair Parts To Achieve a Genuine Honda Fit. Honda collision repair parts are engineered and manufactured to Honda standards.

In the collision-repair business, time is money, and you can’t waste time on parts that almost fit properly. Use Genuine Honda replacement parts. Your reputation depends on it.

For Genuine Honda parts, contact these Authorized Honda dealers.

Criswell Honda 19525 Amaranth Rd. Germantown, MD 20874-1201 PH: 866-562-2898 FAX:240-864-7165 www.criswellauto.com

Hendrick Honda 14201 Jefferson Davis Hwy Woodbridge, VA 22191 Direct: 703-690-7777 FAX: 703-490-2058 www.hendrickonline.com

Miller Honda 3985 Valley Pike Winchester, VA 22602 Direct: 800-296-5020 Direct Local: 540-868-9916 Fax: 540-869-1074

Honda of Tysons Corner 1580 Spring Hill Rd. Vienna, VA 22182 PH: 703-749-6651 Direct: 866-658-0841 FAX: 703-821-4229 www.hondatysonscorner.com

E-mail: bmorgan@drivemiller.com

E-mail:juan.hidalgo@hondaoftysonscorner.com

Koons Honda 7105 Sudley Rd. Manassas, VA 20109 PH: 703-366-1010 FAX: 703-365-8117 www.koonshonda.com

Ourisman Honda 3371 Ft. Meade Rd. Laurel, MD 20724 Direct: 301-498-6050 Fax: 301-498-0157 www.laurelhonda.com

August 2016

17

LOCAL

NEWS

Reaching out to potential employees.

By CHLoe DuRante

Best and Brightest Attend Caliber Collision Job Fair

From body technicians to painters to customer service representatives, Caliber Collision was more than pleased with the turnout of potential candidates who attended their Job Fair in Randallstown, MD on June 25.

According to Kimberly Parson, regional manager of Caliber Collision, “The desirable employee appeared passionate about restoring vehicles and was looking for an opportunity to drive their career forward by meeting with current team members.”

Throughout the Saturday event, possible new hires were given the opportunity to interview on-site for open or upcoming positions.

Parson stresses that Caliber Collision is adamant about “doing the right thing” when it comes to their customers.

“The Job Fair was an inspiration to the neighborhood and the community,” she says.

Of course, the only way to achieve customer satisfaction is by hiring only the best employees who truly want to be there. From the very start, Caliber Collision offers extensive incentives and benefits to joining their team, including various health insurance plans, company paid life insurance, automatic enrollment in 401(k) Fidelity Investments, flexible spending accounts and paid time off.

“Caliber is committed to restoring the rhythm of your life, and I felt that the Baltimore Job Fair restored the rhythm of the future of our industry,” offers Parson.

“We touched lives today and are empowered by the fact that we can hire and fill others’ lives with the culture of Caliber. BALTIMORE, here we GROW!” Various Caliber Collision Job Fairs are offered every other month in different locations based upon areas of growth; however, those who were unable to attend the event or any other upcoming events are encouraged to apply via calibercollision. com/employment. H&D

YOUR ROAD TO

SUCCESS

STARTS HERE. Caliber Collision is rapidly growing with 400+ centers nationwide including 50+ here in the Mid Atlantic.

Join us, as we “restore our customers to the rhythm of their lives”.

Potential for sign on bonus for qualified techs.

Following are the job categories: Body Technicians Collision Repair Estimators

Please visit CaliberCollision.com for more information.

Contact Monte Sanchez for confidential consideration.

571-589-5670 monte.sanchez@calibercollision.com

Caliber’s Job Fair provided a fun atmosphere for company reps and potential employees alike.

Caliber Collision embraces diversity in the workplace and is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, national origin, age, sex, religion, disability, sexual orientation, marital status, veteran status, gender identity or expression, or any other basis protected by local, state or federal law.

August 2016

19

TECHNICIANS OF

THE MONTH

Hammer & Dolly chats with the WMABA community’s most inspiring repairers.

By CHLoe DuRante

If you would like to nominate someone as Technician of the Month, please contact Hammer & Dolly Editorial Assistant Chloe Durante at chloe@grecopublishing.com

JOHN AND JUSTIN HATTON We all know the familiar saying, “There’s no ‘I’ in team.” But for father-and-son technicians John and Justin Hatton of Sisk Auto Body, being a team is simply their way of life. With John having over 35 years of collision repair experience under his belt, it was inevitable for his son, Justin, to follow in his footsteps.

Justin hadn’t always had the privilege of working at the same auto body shop as his dad prior to them both starting at Sisk in December of 2014. Before Sisk, the Hattons spent years working on and off together at various shops, but they both agree that there really is nothing better than working for a family-run business.

“We wish we would have come here 30 years ago,” Justin says. “It’s a great working environment. They make you feel appreciated, and they have lived up to everything they said.

There are a lot of places out there where you’re treated like just a number.”

Some people think that working side-byside with a parent has the potential to propose some serious challenges, but Justin says that he “wouldn’t have it any other way.” He grew up watching his father transform helpless dings, scratches and major dents into beautifully finished vehicles with patience and care.

“I’ve been very successful because of my father,” he shares. “There’s no other person I would rather learn from than him. I’m not just saying that because he’s my dad, but because of his work ethic and how thorough he is. He cares about what he does and takes great pride in his work. That alone goes a long way.

My dad and I take our time with every project presented to us, and that is how we are so successful.” John has taught his son everything he knows about the industry. In fact, they get along so well that John entrusted his son to do all the talking for this piece.

Over the years, Justin and his father have adapted to an ever-changing industry with ease. As vehicles transition to being

20

August 2016

electronic-based, technicians must become more technologically savvy. Justin believes the quality of the technicians depends on the efficiency of the body shop to provide them with the updated tools and training needed for these more complicated vehicles.

“As a shop, you have to be prepared for anything,” he observes.

When he’s not repairing cars at the shop, Justin spends most of his time with his wife, Ashley, and their three children, McKenzie, Sheyenne and Luke. A sports fanatic, his hobbies

include going to autograph shows with Ashley.

When they do find the time for a weekend getaway to a Redskins game, Grandpa John is there to spend some quality time with his grandkids.

The relationship between father and son can be a complicated one, but not for John and Justin. They go above and beyond for their customers, team members at Sisk Auto Body and, of course, each other. H&D

Justin (left) and John Hatton are an inspiring father-and-son team.

August 2016

21

NATIONAL FEATURE

THE BIGGEST GETS BETTER:

SEMA 2016

TAKES SHAPE

The largest collision industry event of 2016 will soon be here.

During the first four days of November, over 100,000 automotive enthusiasts from around the globe will gather at the Las Vegas Convention Center for the 2016 SEMA Show.

Once again, the WMABA-affiliated Society of Collision Repair Specialists (SCRS) will host an extensive auto body industry program at the Show, including more than two dozen classes in its Repairer Driven Education (RDE) Series.

Speaking with Hammer & Dolly at the start of the summer, SCRS Executive Director Aaron Schulenburg was anticipating another recordbreaking event in terms of attendance and exhibitor support.

“Our projections are up from where we were at this time last year,” he says. “It shows that SEMA is continuing to grow from a collision standpoint, and it’s exciting to watch.”

The ongoing success and popularity of the RDE Series has been due to its commitment to providing relevant content. This year’s RDE

By JoeL gauSten courses have been individually selected or crafted by SCRS because the content specifically focuses on information and issues that are relevant to collision repair professionals operating in today’s marketplace.

“The key has been listening to feedback and communicating with our members and shops that attend the programs,” explains Schulenburg.

“We’re able to find out what resonates with them and what issues they’re facing in the businesses, and then we identify sessions that help to address those things.”

With growing use of accident avoidance systems, 80 percent of all repairs are limited to one to three non-structural panels. So how will shops investing in delivering high quality, OEM-quality repairs contend with insurers seeking fast track, low-cost repair solutions? How can you optimize your opportunities, and what preparation is necessary to tap into future trends? During “The Future Landscape of Accident Repairs” on November 1, automotive equipment expert and current SCRS Board member Dave Gruskos (Reliable Automotive Equipment, Inc.) will update attendees on future automaker programs that will work with the collision repair facility to build a bridge in order to increase consumers’ satisfaction.

Another SCRS Board member, Tim Ronak of AkzoNobel Automotive and Aerospace Coatings NA, will be on hand to present “You Charge ‘How Much’ Per Hour?”(also on November 1). This session will explore the rapidly declining labor gross profit percentage due directly to the required additional costs of investment in equipment, facility and training for technicians to remain capable of safe repairs. Strategies will be explored to understand the pricing mechanisms at shops’ disposal to offset these rising business costs to justify a return on that capital expenditure. Attendees will learn: What the collision industry labor profitability trends look like now (and looked like over the last several years); Why to invest in additional facility, equipment or training (and how much total money is necessary); How to identify the real opportunity cost to the business with technical staff away for training (and how to quantify that cost); How to define and calculate ROI on the capital investment required for training and tooling (and what level of return is reasonable to expect); How to equate the additional capital expense for facility, equipment and training into a reimbursable charge; and How to rectify if additional invested costs of training should be passed on to customers or if they are “just a cost of doing business.”

Have you ever heard an insurance appraiser say, “You are the only one who asks to be paid for that”? Well, this year’s RDE attendees will find out the truth of who pays for what, based on quarterly surveys conducted

by WMABA mainstay Mike Anderson (Collision Advice) and the CRASH Network, during “Who Pays for What? Interpreting the Results for Your Business” on November 2.

“Mike is one of the most dynamic presenters and speakers in this industry, and that’s because of his energy and passion for helping people succeed and be better in business,” Schulenburg says. “He has done a lot of research surrounding what the industry looks like, from the surveys he’s conducting with [CRASH Network’s] John Yoswick. Through doing

that research and study, he is dedicated to helping people understand what’s going on in the market.”

With technology rapidly changing throughout the industry, SCRS aims to use SEMA 2016 as a way to showcase crucial developments in the collision repair field. During “Advanced Vehicle Systems: Are We Ready?” Jake Rodenroth of Collision Diagnostic Services will help attendees put an action plan in place to properly handle today’s vehicles and keep business partners and consumers informed. The presentation will explore the role that diagnostics play in a collision repair environment, including providing an overview of a variety of advanced vehicle systems and how a shop should react when these systems are encountered. In Schulenburg’s mind, the goal of this content is to educate all collision industry stakeholders on the need, role and outcome of collision diagnostics.

“Scanning is a topic that is only now just exploding in the industry.

Anyone who reads Hammer & Dolly or Repairer Driven News is seeing a lot of content surrounding that. As of late, there’s been a blossoming of supporting documents for shops – from automakers, SCRS and organizations like Collison Diagnostic Services – that are providing resources for them to help demonstrate why both pre- and postscanning is necessary. We want to do everything in our control to be able to bring that information to the shops and help them understand the full scope of how this impacts their customers, as well as how it impacts them as a business.”

In addition to encouraging attendees to register for SEMA and book their hotel stays now to ensure the best deal possible, Schulenburg recommends that they also purchase an RDE Full Series Pass.

“It’s going to give the most flexible options for the best price,” he says. “It gives the attendee the opportunity to go to any of the SCRS functions that are going on.”

Of course, there’s more to SCRS’ participation at SEMA than the exceptional educational opportunities. The association will once again host the all-day OEM Collison Repair Summit on November 3, followed that evening by the RDE Sky Villa After-party. Details on the Summit had not yet been released at press time and will be featured (along with previews of more RDE classes) in next month’s Hammer & Dolly.

With only a few short months to go before SEMA 2016 touches down at one of the most exciting cities in the world, Schulenburg is confident that every person who invests the time to be there will have an experience like no other.

“There’s no other place available to this industry that makes you feel so invigorated, alive and inspired to be in this business.”

For registration and more information on SCRS’ activities and events at SEMA, visit scrs.com/rde. H&D

Executive Director’s Thoughts

SEMA is a great place to get educated on the latest in repair technologies and vendor offerings and connect with your greater industry. Plan now, and this year make it happen!

- Jordan Hendler

August 2016

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Photos courtesy of semashow.com

Repairers prep for Vegas.

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TECHNICAL

FEATURE THE ISSUES WITH ESTIMATORS NOT HAVING REPAIR KNOWLEDGE Welcome to the age of “Millennials meet the Dinosaurs” in the collision repair industry.

To be frank, we need to include the auto insurance industry adjusters in this scenario, too. Millennials or Generation Y (sometimes the Trophy Generation) are those born from about 1982 to 2004. The world often refers to this generation by their negative traits, like narcissism, entitlement, laziness, selfishness, rudeness, low work ethic and, of course, wanting everything to be easy. Now, the dinosaurs, or Baby Boomers, are those who refuse to acknowledge new technology and repair procedures. They say things like: “I have been doing this for years and never had an issue;” “Real techs can fix that;” and (my all-time favorite) “When I was a tech, I could fix that.”

The old dinosaurs don’t want to learn or change, and the new puppies think they know it all.

With our work at P&L Consultants, we see about 200 estimators or “damage assessors” (as we feel they should be called) a year, and our observations are that more than a few have become data entry slaves with poor time management skills. They get inundated with writing vehicles instead of analyzing them. For many, there is little time (and, in some cases, maybe a lack of will) to excel and improve their conditions. In their defense, most have not been trained in time management and damage analysis, and they have been subjected to increasingly unrealistic demands from their superiors. In this article, we will try to give standard operating procedures (SOPs) to help these professionals eliminate the waste and gain more time by doing it once correctly.

There are some in the damage appraisal industry who have become number counters, who pay little or no attention to detail and just point and click when writing an estimate. We

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believe that in order to fully blueprint or triage a vehicle, you must include pre-measure and a check of the OEM procedures. I cannot tell you how many times we walk into a shop and see antiquated frame or measuring equipment (or no electronic measuring at all), but see a big estimating cart. Many know I am affiliated with shops that are very successful, and there are common denominators between them all. These facilities:

are heavily OEM-certified with aluminum; have electronic measuring; perform full triage and pre-measuring; ensure OEM repair information is referenced; conduct a group meeting prior to moving the vehicle to the holding area; and send inquiries to the Database Enhancement Gateway (DEGWeb.org).

There is no denominator that requires you to have an estimating cart.

The following are key SOPs that these shops use to help eliminate waste, know what needs to be done, know what is required and gain more time by being efficient:

1. Wash the vehicle. This will remove any dirt, grease, grim, waxes and foreign substances. Additionally, this will make the sustained damage more visible.

2. Take photos. The basics should be public VIN plate, VIN label, mileage, license plate, four corners, the front, rear, damaged area overall and damaged area close-ups.

3. Scan the vehicle through the data link connector (DLC). Most diagnostic trouble codes (DTCs) will not illuminate a malfunction indicator lamp (MIL). The only way to ensure the vehicle systems are operating correctly is to scan the

system. Additionally, you will need to check the supplement restraint system (SRS) for faults and see if the occupant weight classification system (OWCS) is out of parameters.

4. Disassemble the vehicle to prepare for pre-measuring and take more photos of the vehicle and disassembly.

5. Wrap and store all non-damaged removed components in bubble wrap.

6. Measure the vehicle threedimensionally to determine the extent of the sustained damage to the structure and suspension components. Examine the data readings to determine the repair plan and which components are repairable or require replacement.

7. Begin the damage report with analysis followed by writing (estimating). You can’t write the car until you’ve determined what must be done and how to do it.

8. Now here is the key. Have two screens (minimum); three screens are better. Open the estimating system on one screen and the OEM technician collision repair information site (second choice is ALLDATA) on another. On the last screen, open your document folder with the position statements. First, on the OEM repair information site, check the construction materials information to determine what the substrates are (steel, aluminum, carbon, composite) and their strength classification (mild steel [MS], high-strength steel [HSS], high-strength low alloy steel [HSLA], dual phase [DP] or ultra/advanced high-strength steel [martensitic, boronalloy]). Review the required replacement procedures for the replacement components and the additional materials required (rivets, adhesives, foams, chip guard,

SOPs and straight talk from industry experts.

By LaRRy Montanez iii, CDa & JeFF Lange, pe one-time-use components and hardware and so on). Once you are done with your research, go to the estimating database and start writing your damage report.

Remember to keep with the family component that you are writing in, and add all the required materials and “not included” procedures in that section. Then, move to the next family component section. Add all your additional required procedures and operations under the “Miscellaneous” section. Additionally, determine the required labor time for set up on the structural repair bench, structural repair time (if allowed by the OEM), premeasuring, measuring and anchor damage repair/primer/refinishing. During the damage report writing, check with the OEM procedures. If, during the damage report writing, there is any labor time missing (or if the labor times listed are insufficient during the repair process), make an inquiry to DEGWeb.org.

9. After the damage report is completed, review the report with the foreman, structural repair technician and parts manager and make any changes as necessary on the spot.

10. Once the group meeting has concluded, print or eFax your parts list to the OEM dealer for parts price verification. When the parts prices are verified, make any changes necessary and then your damage report can be completed. Studies have shown that this ultimately will become your final invoice. If written accurately, it should not change much at all.

11. The vehicle can now be placed into the holding area waiting for the parts to arrive and inspection by the insurer, if necessary. After the parts arrive, the foreman then can move forward with the repairs.

12. Morning meetings on progress will keep the customer service representatives (CSRs) up to date to better inform the vehicle owners. Additionally, the morning meetings will determine if any unforeseen issues have occurred during the repair.

Remember that if the vehicle was properly blueprinted, there should be no unknown damage, unknown damaged components

or need for a supplement. Also, there should be no parts delays, because you should not have started repairs until all the parts arrived. The only issues that could arise are damage to a component during the repair (mistake), a “sunsetted” component, an additional component being required for the opposite side or a failure in shop equipment.

Now we know this sounds easy (and it is), but change is hard. The personnel must want to change, and the management in the facility must lead the way. How can you start change?

The best advice we can give you is to follow the SOPs in this feature. You also need to TRAIN, READ (and READ again), PRACTICE and, when necessary, COMPLAIN.

TRAIN by taking classes on automotive repair (I-CAR, P&L Consultants workshops, Collision Advice courses, videos by Repair University). Take the equipment manufacturer’s class for electronic measuring, wheel alignments, etc. Even if

you do not or cannot actually repair the vehicles or perform wheel alignments, you will be able to read and understand the printout of the data.

READ the OEM procedures over and over if you’re a damage assessor. Understand the processes and protocols, and never assume. If you have any questions, ask the technician. Read the technical articles in Hammer & Dolly. Subscribe to and read Repairer Driven News by SCRS (repairerdrivennews.org).

READ the equipment manufacturers’ manuals, the Procedural Pages (P-Pages) for all three systems and the laws for insurance and repair facilities for your state.

PRACTICE like when you first learned the estimating database system you currently use. You may have hated it, but you kept doing it and eventually learned the system. Now, you will need to practice measuring vehicles, scanning vehicles continued on page 40

August 2016

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Woodbridge, VA 22191 Parts Direct: 703-490-8263 Fax: 703-490-3864 E-mail: hmkparts@aol.com

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Checkered Flag Hyundai 3033 Virginia Beach Blvd.

Virginia Beach, VA 23452 Phone: 757-687-3463 Fax: 757-687-3468 hyundai.checkeredflag.com

August 2016

Bob Bell Hyundai 7125 Ritchie Highway Glen Burnie, MD 20161 Phone: 410-689-3038 Fax: 410-766-1275 www.bobbellhyundai.com

August 2016

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COVER STORY 2016 WMABA Golf Outing HIGHLIGHTS

A look back on a great day.

June 22, 2016 Virginia Oaks Golf Club, Gainesville, VA Benefiting the Jerry Dalton Memorial Education Fund Always, in Memory of John A. Mattos

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Left to Right:

1 Mark’s Body Shop team: Mark Schaech, Jr.,

3 Chesapeake automotive equipment team:

Jason McLaughlin, Dave Harris

Don kim, James Boggs

Joe Vitale, tom price, Jet taylor, Dalton taylor

4 auto paint Supply team: Ross Mountcasel, Bob amos, Randy Lewis, Lee arms

5 auto paint Supply team (2): tom Dixon, paul Cook, troy Bartz, Ron Mountcasel

6 akzo nobel team: Jim turpin, Larry Storck, Jim aldrich

7 akzo nobel team (2): andrew Boehm, artr

nantabutr, RJ Henderson, Mike paul

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2 FinishMaster team: Bruce Black, Michelle Lilja,

August 2016

8 akzo nobel team (3): Lance ellison, tom

Butterworth, Steve McMahon

9 Sherwin-Williams team: Stephen Haney, Jake

Wren, Brandon Meyer, David Fisher

Photos by Alicia Figurelli

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10 insurance auto auctions team: keith egan,

Michael Jordan, Bill Mayer, Joe Lacy

11 Wheelsonsite team: ethan zavacky, Mark

zavacky, austin zavacky, arnie Wetzel

12 Single Source team: Wayne anderson, Chris

Laflame, ed Carlisle, Walter Hughes

13 ppg team (pictured with Jeff Hendler at far left): Mark Miller, Jason gimesky

14 ppg team (2): James Coggins, Jr., eugene Cayton, Matt kessler, James Coggins V

15 ppg team (3): glenn ellison, John Choi, kevin Jin, zack Driskill

19 Mid-atlantic paint & Supply team: phillip Wil-

20 BaSF team: Craig Schiffbauer, gary Miller, thad

21 BaSF team (2): John Morris, Jack Vogel, John

16 Service king team: kirk Robinson, Raymond Sanchez, Jim Fore, Justin Baxter son, Ralph krzielec, Scott Cottrell, Sam Chase

17 packer norris parts team: Dennis elliott, paul Remson, Dennis Boyle

green

18 national Coatings & Supplies team: Jerry kerns, Rick plum, Jason Munro

poole

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COVER STORY

WMABA would like to thank these sponsors for making this year’s Golf Outing such a success: LEVEL 1 SPONSORS

LEVEL 2 SPONSORS

automotive training institute Certified automotive parts association FinishMaster

Mid-atlantic paint & Supply

national Coatings & Supplies Wheelsonsite

2016 HOLE SPONSORS

Chandler’s Collision Center Hammer & Dolly insurance auto auctions karen Radley acura Volkswagen Mark’s Body Shop Springfield auto Body thomas greco publishing, inc.

BEVERAGE CART SPONSOR Mid-atlantic paint & Supply

CLOSEST-TO-THE-PIN SPONSOR B&R associates

BEAT THE PRO SPONSOR Brandywine automotive parts

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tournament Winner ppg team

Closest-to-the-pin Winner Mark zavacky (hole #15) Closest-to-the-pin Winner artr nantabutr (hole #5)

Closest-to-the-pin Winner James Coggins V (hole #11) pro-assist Raffle Winner paul Remson

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MARKETING FEATURE

Local SEO Basics

If you’re putting together a marketing strategy for a body shop, Local SEO (Search Engine Optimization) needs to be at the top of your to-do list. Local SEO isn’t just about traffic to your website; it’s also about managing your company’s reputation in your service area.

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What is Local SEO? Even if this is the first time you’re hearing about Local SEO, you’ve probably gathered that this has something to do with getting more traffic to your company website by improving your rankings in search engines. The word “Local” probably tips you off to the fact that we’re talking about getting more website traffic from customers searching for services in your local area. However, being successful with Local SEO goes beyond adding the name of your city to the keywords you’re trying to rank for. Local SEO has a different algorithm than “traditional” SEO and therefore requires different strategies for success.

What Are the Rules?

While traditional SEO is heavily influenced by inbound links coming from other websites, Local SEO relies heavily on a ranking factor called “citations.” Citations come from any other website that has your business name, address and phone number, and don’t necessarily need to include a clickable hyperlink to your website to have a positive (or negative) impact on your Local SEO.

NAP Consistency Another way that Local SEO is different from Traditional SEO is in the importance of your Google My Business listing. When we talk about name, address and phone number (or NAP) consistency, what we’re really talking about is having your citations have information that matches your Google My Business listing.

If you’re hoping to get started with Local SEO but you haven’t verified your Google My Business listing, that should be what you do before you try to do anything else. If you have a multiple location organization, you need to make sure you have different Google My Business listings for each of your locations.

PRO TIP: Add a unique UTM (urchin tracking module) code to your Google My Business URL to track traffic to your website from this source in Google Analytics. If you don’t, Google shows this as direct traffic to your website. Google provides an online URL builder (tinyurl.com/ln4nx7z) to make this process easier.

Unlike Traditional SEO, we aren’t just optimizing the website for search traffic; we’re also optimizing your Google My Business listing to achieve higher search rankings.

Maximizing your Web potential.

The more citations that exist online that include the name, address and phone number information of your business that is consistent with your Google My Business listing, the more verified and trustworthy Google considers your listing to be. If Google feels that your listing is trustworthy, it is more likely to show that listing in what is called the local “map pack.”

The map pack takes up valuable real estate on the SERP (Search Engine Results Page), and usually trumps organic results.

In other words, you can be #1 on page one organically, but still be at least four results down. And if you’re only #4 on page one, that means you were very lucky because Google decided not to deliver any AdWords ads (more on this later).

If you’ve made sure that your Google My Business listing is accurate, you can move on to step 2, which is to put a plan in place to make sure that your other business listings are accurate. If you haven’t nailed your NAP consistency, you’re going to have a very tough time having any success from Local SEO. PRO TIP: “What about call tracking?”

Good question. I am a strong advocate of call tracking and have spoken of its importance previously in this publication. Some might ask if call tracking ruins NAP consistency. The answer is yes, it can, if you do it wrong. The key is to use a dynamic script (also called “Dynamic Number Insertion”) that allows you to hard-code the correct number on your website while changing the appearance of that number for

people who visit your website from a lead source. As long as the correct number is hardcoded, Google and other data providers will recognize this as the number for your business.

This has been proven to be Local SEO-safe, as none of the other tracking numbers will be indexed with Dynamic Number Insertion.1 Some directories (like Yelp and Kudzu) suggest hard-coded call tracking numbers.

This, unfortunately, does cause NAP inconsistencies and should be turned off. An inconsistent phone number on a citation as important as Yelp is significant.

How Do You Correct Your Business Information on All Those Websites?

You might be thinking, “How can I possibly make sure my information is correct on all of the hundreds of business directories that are out there?” Fortunately, there are scalable solutions.

First and foremost, make sure your information is correct with the four main data aggregators: Neustar/Localeze, Factual, Acziom and Infogroup. Hundreds of directories pull their information from these providers. If your information is correct here, you’ve created conditions for long-term data accuracy.

Second, there are services that synchronize and correct your listings.

I have worked (and currently work) with a number of these services. The one that we prefer covers the main data providers a large number of important directories and synchronizes business information on GPS systems and navigation systems for major vehicle manufacturers (which I feel is great for body shops).

Reviews The quantity of reviews with text on your Google My Business page is another important ranking factor for that Google listing.2 Generating positive reviews should be considered

By Lee eMMonS

a vital component in your Local SEO strategy.

Not only does it help to optimize your business listings so that they show up in search algorithms, but it optimizes the experience for the user.

Studies show that 88 percent of consumers have read reviews to determine the quality of a local business.3 One of the most important reasons that they are searching for you in local results in the first place is to find these reviews to determine if they can trust you with the second largest investment they are likely to make – their car.

If you aren’t actively trying to encourage reviews, you may be allowing disgruntled or difficult customers to take control of your online presence. Every business, no matter how well-run, has bad experiences with customers. Most consumers understand this; however, they do expect your overall star rating to be high and the negative feedback to be relatively rare. A study by Harvard Business School found that for each star you don’t have in your Yelp rating, you could be losing out on five to nine percent of annual revenue.4

On-Page Optimization and Local Link Building Even though there are things that are unique to Local SEO, some of the rules of Traditional SEO still do apply, although with slight differences. Make sure you don’t forget the rules of good traditional SEO, and be conscious of the following:

Your website’s on-page keyword optimization is as good as it can be. The slight difference here is that you’ll be adding your target city to your keyword.

Your website’s speed and user experience are optimized. Make sure you have great content that serves the needs of the visitors to your website. The local twist on this is that you should take into consideration that you’re speaking directly to a local audience. Include information that’s useful continued on page 41

Lee Emmons is chief marketing officer of AP Media based in Sykesville, MD. His public relations and marketing efforts on behalf of collision repair shops throughout the Mid-Atlantic have gained industry press coverage for those shops in trade publications and local media. He and his agency are certified Google Partners, with certifications in AdWords and in Google’s Video Advertising Advanced Certification. Marketing for auto body shops has become his passion and personal area of expertise. You can visit his company’s website at absoluteperfectionMedia.com.

August 2016

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TECHNICAL FEATURE continued from page 31

and reading wheel alignment readouts, measuring data and scan codes.

COMPLAIN when you review your damage reports and management systems, speak with your technicians and find inadequate labor charges, efficiencies and/or no labor time at all on procedures.

This is when you will need to make an inquiry to DEGWeb.org to have them assist in correcting the mistake.

We hope this article helps you set up SOPs and make the necessary changes to become a more successful, efficient and knowledgeable damage assessor. H&D

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Larry Montanez, CDA is co-owner of P&L Consultants with Peter Pratti Jr. P&L Consultants work with collision repair shops on estimating, production and proper repair procedures. P&L conducts repair workshops on MIG & Resistance Welding, Measuring for Estimating and Advanced Estimating Skills. P&L also conducts investigations for insurers and repair shops for improper repairs, collision reparability and estimating issues. Larry is ISO 9606-2 Certified for Audi and Mercedes-Benz and is a certified technician for multiple OEM Collision Repair Programs.

P&L can be reached by contacting Larry at (718) 891-4018 (office), (917) 860-3588 (cell) or info@PnLEstimology.com.

Jeff Lange, PE is president of Lange Technical Services, Ltd. of Deer Park, NY (www.Lange Tech.net). Jeff is a Licensed New York State Professional Engineer who specializes in investigating vehicle and component failures.

Lange Technical Services, Ltd. is an investigative engineering firm performing forensic vehicle examinations and analysis for accident reconstruction, products liability and insurance issues. Jeff can be reached at (631) 667-6128 or by email at Jeff.Lange@LangeTech.net.

Executive Director’s Thoughts

The article, while sometimes harsh, is our harsh reality. Larry and Jeff see this on a daily basis. What’s worse, shops that need help the most probably have no idea how much better they could be.

- Jordan Hendler

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August 2016

MARKETING FEATURE continued from page 39

to people who want to understand more about the market or even the neighborhood you’re in. Create content that might attract links from other local websites.

Link-building is also still important for Local SEO. There are several local twists on this ranking factor. For one, the authority of the website linking to you is not as important as the local relevance.

If you have a very low-authority local school website that wants you to do an affordable sponsorship of an event, and this will create a link back to you, you should go for it! The fact that it’s a local school will help you with local results.

AdWords Finally, I’d like to discuss AdWords.

Some Local SEO enthusiasts are lamenting recent and upcoming changes to AdWords in which paid Google advertising is beginning to show up in the map pack5 and other places that were considered Local SEO “territory.”6 The truth is, even without these changes, AdWords has been a part of Local SEO for years. Any valuable commercial search, including local searches, will have up to four AdWords results at the top of the SERP. That means above the map pack and way above organic results.

So, yes, paid advertising on Google is a necessary and important component to having an effective Local SEO strategy. The good news is that if you cover all your bases – listings, reputation management and AdWords – you’ll see a significant return on your investment. H&D 1. searchenginejournal.com/truth-seo-call-tracking/67877/ 2. moz.com/blog/local-search-ranking-factors-2015 3. searchengineland.com/88-consumers-trust-online-reviewsmuch-personal-recommendations-195803 4. hbswk.hbs.edu/item/reviews-reputation-and-revenue-thecase-of-yelp-com 5. searchengineland.com/google-confirms-ads-coming-localpack-252407 6. searchengineland.com/google-ads-local-finder-results-mapsnot-search-partner-247779

Executive Director’s Thoughts

As if management of a collision shop wasn’t hard enough, now you need to manage an online version of it as well. That aside, it really is vital to your success to manage and mitigate your online presence. You cannot rely on insurer relationships to keep a referred customer who sees terrible online reviews.

- Jordan Hendler

YOUR WHOLESALE PARTS DEALER! Total Customer Satisfaction is our #1 Goal Fast and Friendly Delivery Service Knowledgeable Sales Staff Maximum Discounts Given No Hassle Return Policy We’re #1 in Customer Service

Toll Free: 800-766-9767 30 Consecutive Years

Direct: 703-836-8476 Fax: 703-684-3468 Web: www.alexandriatoyota.com E-mail: parts@alexandriatoyota.com

HourS of oPErATion: Mon-fri: 7am - 7pm Sat: 8am - 5pm 3750 Jefferson Davis Hwy., Alexandria, VA 22305 *Mention this ad for additional savings August 2016

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Mark Schaech, Jr.

(410) 358-5155 mark@marksbodyshop.com

PRESIDENT’S

MESSAGE “How Can I Make the Insurance Company Pay?”

I recently read an article written by my old career coach, Barrett Smith from Auto Damage Experts (ADE). He used to tell me all the time, “YOU cannot make an insurance company pay anything because they do not owe YOU anything.” All we can do is identify our true customers (the vehicle owners) and offer quality parts and labor procedures that restore their vehicles to pre-loss condition with respect to safety, function and appearance. We do this by strictly adhering to the manufacturer’s guidelines and recommendations.

As humble service providers, we can only make recommendations based on our expert opinions and experiences and offer reasonable prices that reflect our level of quality, service and expertise. After that, the rest is up to the customer. Day in and day out, we interact with dozens of different

insurance companies (some good and some bad), but we do not argue, because it’s not our vehicle and not our insurance policy.

We educate consumers and do our best to educate insurance representatives who want to learn.

If your doctor said, “You need a heart transplant or you may die,” but your insurance

company said they were “only going to pay for blood thinners,” what would you do? We are faced with similar issues daily. Do what’s right for your customer and let him or her make the final decision to deal with his or her own insurance company. In the end, your customer will respect your honesty and integrity.

H&D

WE NEED YOUR LEGISLATIVE CONTRIBUTION! I appreciate WMABA working on my behalf at the state capitol(s)!

Here is my contribution to the legislative efforts.

P.O. Box 3157 • Mechanicsville, VA 23116

Name: ______________________________________Company: __________________________________ Address: __________________________________________________________________________________ City:____________________________________________State: ______________________Zip: ________ Phone:

______________________________Email:

Donation Amount: Check Enclosed

$50

$100

____________________________________________ $500

Other ________________

Credit Card (Visa, Amex, MC)# __________________________________________________________ Exp: ________

Name on Card: ______________________________Signature: __________________________________ 44

August 2016

Superior service starts with superior parts.

Rely on what Mazda drivers already know-Genuine Mazda parts extend a car's life.

Designed specifically for Mazda vehicles Get the right part the first time We're an accurate, trusted resource as close as your phone Give us the opportunity to serve you

Contact these Mazda dealers for all your parts needs: Brown’s Fairfax Mazda 10570 Lee Hwy. Fairfax, VA 22030 Toll Free: 800-234-8642 Phone: 703-385-3994 Fax: 703-591-5348

Nu Car Mazda 172 North Dupont Hwy. New Castle, DE 19720 Toll Free: 800-346-5283 Fax: 302-322-7135

Fitzgerald Mazda of Annapolis 1930 West Street Annapolis, MD 21401 Toll Free: 866-280-8022 Phone: 410-224-4636 Fax: 410-224-4264 www.fitzmall.com

Fitzgerald Mazda 114 Baughmans Lane Frederick, MD 21702 Toll Free: 800-545-4745 Fax 877-696-1841

Priority Mazda 8525 Leesburg Turnpike Vienna, VA 22182 Phone: 703-749-6500 Fax: 703-749-6478

E-mail parts@fitzmall.com www.fitzparts.com

e-mail: dbanks@priorityauto.com

Ourisman Mazda of Rockville 801 Rockville Pike Rockville, MD 20852 Parts Direct: 301-340-7668 Phone: 855-417-4511 Fax: 240-499-2488 e-mail: rockvilleparts@ourismanautomotive.com www.ourismanmazdaofrockville.com

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ADVERTISERS’ INDEX

Alexandria Toyota ................................41 AP Media ............................................38

Audi Group ..........................................37

Axalta Coating Systems ......................OBC

BMW Group ........................................24-25 BMW of Fairfax....................................3

Caliber Collision ..................................19 CAPA ..................................................9

Chesapeake Automotive Equipment ..46

Collision Equipment Company ............IBC Empire Auto Parts................................40 Ford Group ..........................................27 GM Parts Group ..................................21 Honda Group ......................................17 Hyundai Group ....................................32 Koons Ford ..........................................8

Malloy Hyundai ....................................26

Mazda Group ......................................45 MINI Group ..........................................29 Mitsubishi Group..................................28 Mopar Group ........................................16

Nissan Group ......................................33 Nucar ..................................................7

O’Donnell Honda ................................40

P&L Consultants ..................................31 Packer Norris Parts ............................4

Polyvance ............................................18 Porsche Group ....................................11

PPG ....................................................IFC Safety Regulations ..............................41 Subaru Group ......................................42 Toyota Group ......................................14 USI of North America ..........................16 VW Group............................................43 Wheel Collision Center ........................46

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