BodyShop Business, August 2013 by Babcox Media

Induction Heating » Job Costing Basics » Spray Guns

August 2013//Vol. 32 No. 8

KO’ing the

Competition

After achieving success in collision, Mark Cipparone is now taking on the boxing world.

Circle 1 for Reader Service

Inside

August August 2013

Vol. 32 No. 8

ON THE COVER Knocking Out the Competition Mark Cipparone has licked the collision competition in his area, and now he’s trying to make his mark as a boxing manager.

FEATURES

50 Feeling the Heat TECHNICAL

Cold straightening rails with an induction heater is becoming the procedure of choice on today’s advanced metals.

62 Winning the Keys BUSINESS

Estimators need to learn to sell first, estimate second in order to convert people into paying customers.

SHOP TALK Editor’s Notes

6 8 Publisher’s Perspective 14 Clark’s Corner 20 Web Presence Management 24 Viewpoint

Don’t panic just yet over collision avoidance and driverless cars.

See you at NACE and SEMA!

Cycle Time Savers Guide Schedule to Reduce Cycle Time ..............................74 Reduce Cycle Time with These Products.................80

Become a job-costing wizard.

Dealer body shops should consider stand-alone Web domains.

Lone wolves need to watch out for bad weather.

DEPARTMENTS

Paint—it’s what you do.

It’s all we do. See our ad on page 45

Guess the Car ....................................................................................4 Tech Focus ......................................................................................10 Industry Update ..............................................................................12 NASCAR Performance ......................................................................32 Product Showcase............................................................................92 The Shop ......................................................................................100 BODYSHOP BUSINESS (ISSN 0730-7241) (August 2013, Volume 32, Number 8): Published monthly by Babcox Media, Inc., 3550 Embassy Parkway, Akron, OH 44333 U.S.A. Phone (330) 670-1234, FAX (330) 670-0874. Copyright 2013 Babcox Media, Inc. All Rights Reserved. Periodical postage paid at Akron, OH 44333 and additional mailing offices. POSTMASTER: Send address changes to BODYSHOP BUSINESS, P.O. Box 13260, Akron, OH 44334-3912. Member, BPA Worldwide

Circle 3 for Reader Service

Guess

the Car

VED! SOSeeLthe

Reader Contest! Win $50! What vehicle MODEL does this picture represent? Fax your guess to (330) 670-0874. Include name, title, shop name, city, state and phone number. Or submit your guess with our online contest form by visiting bodyshopbusiness.com/guessthecar. The winner will be randomly selected from correct entries and awarded $50. Entries must be received by Aug. 31.

#124

“Let’s get physical!”

Physically fit = (Honda) Fit #123

*Only one winner will be selected. Chances of winning are dependent upon the number of correct entries received. Employees of Babcox, industry manufacturers and BSB advertisers are not eligible to enter.

WINNER #125

“ I’m going for the gold!”

September issue for winner of Guess the Car #124.

August 2013 | BodyShop Business

Circle 4 for Reader Service

Rob Kehl, owner, Kehl’s Body Shop, Coshocton, Ohio

Scent-Uri = (Buick) Century

Circle 5 for Reader Service

Editor’s

Notes

Publisher

S. Scott Shriber, ext. 229 sshriber@babcox.com Editor

Jason Stahl, ext. 226 jstahl@babcox.com

Don’t Panic!

Associate Editor

just got back from the I-CAR Conference in Boston. Were you there? It’s a shame if you weren’t. Truth be told, I wish the entire industry could have been there to hear about the “technical tsunami” coming our way. That is, collision avoidance systems, advanced materials, vehicle-tovehicle communication and driverless cars.

And it truly was like a tsunami – a tsunami of information. Representatives of the National Highway Traffic Safety Administration (NHTSA), the Insurance Institute for Highway Safety (IIHS) and The Center for Automotive Research (CAR) teamed up to tell the audience everything and anything they ever wanted to know about the vehicle technology coming down the pike. One of the interesting things David Zuby of IIHS said is that it won’t be until 2050 that 100 percent of the cars on the road will have collision avoidance technology. You could almost hear the collective

sigh of relief from the repairers in the room. If there are no collisions, we have no jobs, right? Well, no one is predicting that auto accidents will go away any time soon. But collision avoidance technology could reduce their number in the future. After hearing Zuby’s declaration, repairers might have thought they were off the hook as far as training goes. Not so. There are cars on the road today with collision avoidance systems, and not just high-end cars anymore. Plus, 80 percent or more of vehicles coming off assembly lines today contain advanced materials: aluminum, high-strength steel, ultra high-strength steel, carbon fiber, etc. Do you know what you’re working on? Do you know what the automakers’ repair recommendations are? In some cases, it might be to not repair at all but replace. It was said at the conference that only 10 percent of body shops have the equipment necessary to fix today’s cars. A shameful number! While 2050 may seem far away, it’s time to tool up and train now. Those who don’t will be left behind or litigated out of business.

Jason Stahl, Editor Email comments to jstahl@babcox.com

Gina Kuzmick, ext. 244 gkuzmick@babcox.com Contributing Editors

Charlie Barone, Mitch Becker, Mark Clark, Mark Claypool, Erica Eversman, Tom Ferry, Curt Harler, John D. Lyman Sr., Hank Nunn, Carl Wilson Graphic Designer

Lisa DiPaolo, ext. 281 ldipaolo@babcox.com Advertising Services

Kelly McAleese, ext. 284 kmcaleese@babcox.com Director of Circulation

Pat Robinson, ext. 276 probinson@babcox.com Director of eMedia & Audience Development

Brad Mitchell, ext. 277 bmitchell@babcox.com Subscription Services

Ellen Mays, ext. 275 emays@babcox.com Tel: (330) 670-1234 Fax: (330) 670-0874 Website: bodyshopbusiness.com Corporate

Bill Babcox, President Gregory Cira, Vice President, Chief Financial Officer Jeff Stankard, Vice President Beth Scheetz, Controller A limited number of complimentary subscriptions are available to those who qualify. Call (330) 670-1234, ext. 288, or fax us at (330) 6705335. Paid subscriptions are available for nonqualified subscribers at: U.S.: $69 for one year. Canada/Mexico: $89 for one year. Canadian rates include GST. Ohio residents add current county sales tax. Other foreign rates/via air mail: $129 for one year. Payable in advance in U.S. funds. Mail payment to BodyShop Business, P.O. Box 75692, Cleveland, OH 44101-4755. VISA, MasterCard or American Express accepted.

Circle 7 for Reader Service

Publisher’s

Perspective I’ll See You There...

Right?

n the past few weeks, there has been some exciting news pulsating throughout our industry: the 2014 NACE/ASRW gathering will be in Detroit. That is bold and exciting news for all of us. Having spent much of my automotive career in and around Detroit, I can tell you that if it’s about automobiles either past or present, it goes on in Detroit. I’m certain that we’ll all be amazed and inspired by the things that are planned for us.

Now let’s talk about today’s reality. It’s 2013, and we have issues and business to conduct here and now. There are two upcoming events that are being held in Las Vegas this year that we need to get behind and support. Our industry is chock-full of things that need to be decided, debated and fixed. Networking and being with one another is the best if not the only way to get these things hashed out. Our industry shows and the associations that put them on do so for all of us. They provide us with training, product information, technical data and an opportunity to congregate together and learn from each other. These are important aspects of increasing our businesses’

efficiencies as well as learning about potential outside forces that could have an impact on them. It’s far too easy for each of us to get buried in the day-to-day routine and dismiss the notion of going to these gatherings. I challenge you that it may be the most important thing you do for yourself, your employees and your business all year. Nowhere else will you have answers to your concerns, the latest equipment available and the ability to network with your peers who are experiencing the same issues as you. I listen to so many shop owners talk about business being too difficult for them to take time off. But going to an event like this is anything but time off if you’re truly going for business purposes. You can fill your days with learning and networking from sunup till sundown. It’s business – and a darn good way to conduct it. Make up your mind to go for business and make it worth your trip. See you there!

S. Scott Shriber, Publisher Email comments to sshriber@babcox.com

Circle 9 for Reader Service

Technology

Focus Spray Guns Select the Air Cap for You DeVilbiss spray guns come equipped with two high efficiency air caps and three tips. Depending on the package selected, painters can customize their guns to fit their needs. For instance, a painter might prefer the TE10 air cap if they’re looking for lower air consumption, a softer pattern and bigger droplet sizes. Droplet size really comes into play when spraying waterborne. The air cap also works well in low-humidity/very dry areas because of the larger droplet size. Painters in Florida, where it’s 100 degrees with 95 percent humidity, might have better luck with an HV30. The HV30 provides a small droplet size and will help the paint dry faster in high humidity.

Dual Atomization The Walcom GEO TOPLINE spray gun nozzle features a dual atomization process that guarantees a superior level of paint atomization. Double atomization happens as such: the first in the six-hole nozzle goblet, the second outside the air cap, producing an environment where low air pressure (29 PSI) and reduced air consumption (9.8 CFM) are ideal for HVLP performance. This process atomizes the material to a higher degree with less pressure, which results in a more controllable fan for the technician at a higher transfer efficiency rate to the panel. Coverage is uniform due to the dual atomization process, creating a finer mist in the spray pattern and requiring less overlap to achieve even coverage of the panel. 10

August 2013 | BodyShop Business

Genuine LV Technology ANEST IWATA’s Genuine LV Technology nozzle design allows the air stream to change direction and speed, thus colliding with the fluid stream earlier and at an oblique angle. This bursts the fluid stream to many times its original size, making complete atomization possible at very low pressure. This also allows the horn air on the air cap to do what it was intended to do: form ANEST IWATA’s tulip spray pattern. Many other spray guns rely on the horn air to complete atomization, resulting in poor particle distribution and uneven patterns. ANEST IWATA’s technology results in a softer spray, reduction of overspray and significant reduction in material consumption.

No Readjustment Necessary Readjusting the spray gun each time it’s broken down for cleaning is a tedious and time consuming operation. The New Optima Trifinity from Motor Guard maximizes time in the spraybooth with technology called QuickClip. Quick-Clip is a quarter-turn bayonet-style connector on the fluid needle that allows for the removal and replacement of the needle quickly without losing your adjustment. A bayonet connector on the air cap allows for quick removal and cleaning as well.

Close Together Droplets for Fast Dry The SATAjet 4000 B HVLP and RP guns have the unique technological advantage of the atomization not only being very fine, but the droplets being very close together. With the droplets so close together, it helps to dry the paint much faster. There is no room for water or solvent to “lay” between the droplets, so the water or solvent is forced out faster, which speeds up flash and cure times dramatically. With the added atomization and droplet density, it’s best during applications to spray these guns at around the 25 to 26 psi range. The fan will wet up nicely at that pressure, and you’ll lay down a great finish result, achieving high film build with very little paint.

Circle 11 for Reader Service

Industry

Update I-CAR Launches Initiative to

Enhance Technical Support n a move aimed to improve technical support for the industry, I-CAR has announced the intention to expand its technical team and address gaps in repair procedures and processes. The organization says this enhancement will strengthen technical communications across the industry

and between vehicle OEMs. “I-CAR’s Repairability Technical Support and Knowledge initiative represents a bold step forward in I-CAR’s plan to contribute broader value to the industry through education, knowledge and collision repair solutions,” said John Van Alstyne, I-CAR CEO and

president. “The initiative builds with intent on the baseline work that I-CAR has done for years, taking its impact to the next level. The knowledge sharing and repair practice improvements it targets will directly support the industry’s quest to perform complete and safe repairs for the ultimate benefit of the consumer.”

The initiative integrates four key actions: 1. Creation of the “Technical Knowledge” portal: This portal will offer expanded relevant technical information, such as technical newsletters, a continuation of the airbag matrix, expansion of the partial replacement matrix, technical inquiry support, enhanced website search functionality, and links to OEM and other industry repair information. Also planned are daily tech briefs via Twitter feed. 2. Expansion of OEM relations: I-CAR will be positioned as the technical “linking pin” between

NACE, I-CAR and CIC Combine to Form Industry Week 2014 ACE (the International Autobody Congress & Exposition), I-CAR (the Inter-Industry Conference on Auto Collision Repair) and CIC (Collision Industry Conference) have announced the formation of Industry Week 2014, uniting several of the industry’s key events. The weeklong event will take place July 28-Aug. 2, 2014, at Detroit’s Cobo Center. The preliminary schedule of events is as follows: Tuesday, July 29 – CIC Meeting & Reception Wednesday, July 30 – I-CAR Conference & Reception Thursday, July 31 – Collision Repair Education Foundation Golf Outing Thursday, July 31 and Friday, Aug. 1 – NACE Education & Expo Saturday, Aug. 2 – Education and Industry Tours “Co-locating NACE with the I-CAR and CIC conferences in July and creating Industry Week represents the beginning of a new era for our industry, and this is extremely exciting,” said Dan Risley, ASA executive director. “Professionals in the industry can now truly take one week and participate in all the meetings they need involving the industry’s most influential individuals and organizations, attend all the conferences, walk the show, network

August 2013 | BodyShop Business

and receive the education critical to their business success. “Beyond the events already mentioned, there will be innumerable opportunities for attendees and exhibitors because it’s located in Detroit, the heart of the automotive industry,” he continued. “Additional announcements will be forthcoming in the ensuing months but suffice it to say, if you are a ‘car person,’ you will not leave the city disappointed.” John Van Alstyne, I-CAR CEO and president, also shared his enthusiasm. “Industry Week is an opportunity to bring more of the industry together and simplify coordination of scheduling for all events, which we believe will be valued by the industry. [It] will present attendees with excellent educational, knowledge-building and networking opportunities. I-CAR’s longstanding July Conference, which has been aligned with CIC for many years, will remain an independent event that will now take place under the new umbrella of Industry Week. “Additionally, the annual fundraiser for the Collision Repair Education Foundation will continue to be held the same week, offering a fantastic social netContinued on pg. 82

»| Industry Update |« the inter-industry and OEMs. Key goals are to identify and address gaps in repair procedures and related repair information initiatives. 3. Continuation and expansion of I-CAR Repairability Summits: The goal of the summit is to gather industry experts to address repair issues and establish best practices. Two events have been held thus far in 2013, focused on today’s advanced steels and standardization of collision repair information. 4. The establishment of at least two new Industry Segment Advisory Councils (ISACs):

The first will be an OEM ISAC composed of OEM repair technical leaders, and the second will be a Tool and Equipment ISAC. Through these ISACs, I-CAR plans to advance themes of common interest across the participants and gain valuable feedback to guide technical initiatives. In support of this overhaul, I-CAR has expanded its technical leadership team. Jason Bartanen, former I-CAR technical director, has taken on the newly created role of director, industry technical relations. In addition, Josh McFarlin

joined I-CAR in June 2013 as director, curriculum and product development, focusing on I-CAR’s Professional Development Program and all other product lines. “The Repairability Technical Support and Knowledge initiative will complement I-CAR’s ongoing focus on training and add more value to the industry through technical support and knowledge,” said Bartanen. “I look forward to drawing upon my experience and my relationships throughout the inter-industry in service of this important effort.”

SCRS Reports 250 Percent Increase in Attendance for

SEMA Show RDE Series he Society of Collision Repair Specialists (SCRS) has announced it is once again offering the Repairer Driven Education (RDE) series at the SEMA Show Nov. 5-8, 2013 in Las Vegas. SCRS has held RDE since 2010, attracting more and more attendees each year. As of July 1, SCRS reports an attendee registration increase of more than 250 percent compared to the previous year. Also, show management numbers through the end of June indicated an increase in collision industry exhibitor counts, square footage occupied by exhibiting collision industry companies, and both overall and collision-focused attendee registration. “We are extremely proud of the series we have developed this year, and still have some additional programming we are working on to even fur-

ther amplify the experience this fall,” said SCRS Chairman Ron Reichen. “Attendee reaction to our events is always the best indicator of whether or not we are delivering what the industry is looking for in our series. Based on the feedback we have received so far, and the extremely compelling numbers, we are confident that the varied content is going to provide very tangible value to all involved.” While the primary activities for the collision repair industry take place in the Collision Repair & Refinish section of the show in the North Hall of the Las Vegas Convention Center, industry meetings, forums and newly expanded show floor space also extend into the Las Vegas Hotel & Casino (LVH). In addition, many collision industry companies take advantage of other space at the show, including Continued on pg. 82

National Auto Body Council Still Accepting Nominations for 2013 Body Shop Image Award he National Auto Body Council (NABC) has announced that it is still accepting nominations for its 2013 Body Shop Image award. The competition, which runs through early September, applies to any body shop remodeling project completed during 2012 and 2013. One winner and three runners-up will be recognized. Each will receive visual recognition on the NABC website, and the winner will receive an expenses-paid trip for two in the continental U.S., a twonight stay at a hotel and some spending money, with the trip package capped at $1,500. “Our industry continues to exhibit its determination to continually improve its professionalism,” said NABC Executive Director Chuck Sulkala. “The remarkable visual and functional improvements in our places of business symbolize this advance, and they need to be shared with the general public. Not only is it important, it’s going to be a lot of fun. We’re really looking forward to it.” Those interested should submit a nomination form to the NABC with three exterior images and one interior image of the facility before and after the remodel for a total of eight images. The deadline to apply is Sept. 15, 2013.

www.bodyshopbusiness.com 13

Clark’s

Corner

By Mark Clark

Become a

Job Costing Wizard ention “job costing” to non-accountants and most folks will immediately and resolutely tune out whatever numberintensive information comes next. I can sympathize; lots of multiplication, decimal points, percentages and medians sounds like no fun at all. Can’t we just fix cars? Thousands of body shop owners do indeed just fix cars and let someone else crunch the numbers. Or, worst case, they just fix cars and hope the numbers somehow leave something at the end of the month. In my 43 years in our industry, the most successful shop owners I’ve met have all understood how important numbers were to a profitable business. In my opinion, the most useful measurements for any businessperson come from comparing their individual firm to industry benchmarks. Industry benchmarks are established when lots (the more input, the more accurate the benchmark) of similar businesses calculate the same set of business numbers using the same math formulas.

Benchmarks » Collision repair benchmarks are available from numerous sources. Paint manufacturers, trade associations, published surveys, your local PBE jobber and BodyShop Business can all provide accurate benchmarks about successful collision repair. Not surprisingly, their individual yardsticks closely mimic each other as they’re all gathering data about the same industry. These benchmarks 14

August 2013 | BodyShop Business

are almost always within a few percentage points of each other. Reading all about some other body shop’s median numbers for some statistic is meaningless unless you know your own shop’s number for the same statistic. All you need is a pocket calculator, the math formula and some paper to jot down the answers (and enough uninterrupted time to gather the data and do the math – not to mention the additional time to make the changes necessary to improve your shop’s results.) Too busy fixing cars to make any money at it? The answers possibly lie in the numbers.

Close Rate » There are no shortages of collision repair issues to compare, but one that always comes to the top of my list is close rate. It won’t matter how cool your shop’s equipment is or how fast your techs work if the car is repaired in someone else’s shop. The formula is simple: the number of ROs completed divided by the number of estimates written for some time period (week, month, year.) In BodyShop Business’s 2013 Industry Profile, survey respondents said that 62 percent of their written estimates became repair orders. Surely your shop is as good as the average shop out there, right? Find out right now; pull last month’s estimates and last month’s finalized invoices. Divide ROs by estimates. Higher numbers are better!

Circle 15 for Reader Service

»| Clark’s Corner |« Parts to Labor » Parts-to-labor

Sales Mix » Another benchmark

ratio is another key body shop benchmark. BodyShop Business’s 2013 Industry Profile said the average parts-to-labor is 75 percent. Selling more crash parts and less labor is a very profitable repair strategy if there is new work waiting for the stall. If there is nothing outside, repair everything (until you spend so long on the repairs that you lose your DRP status!). Profitable shops often have P-to-L ratios in the mid-80s, and top shops push 100 percent (1:1 P-to-L). How does your shop compare? Simply total up your labor sales and your parts sales for a given time period. Divide the parts sale by the labor sale. Using the 2013 BodyShop Business survey numbers: 41 percent of the sales in parts and 55 percent of the sales in labor, so 41 divided by 55 = 74.5 percent parts-to-labor ratio.

that naturally follows the parts-tolabor calculation is sales mix. What does your body shop sell? One simple answer says you sell labor, parts, paint and material, and sublet services. What percentage does each category contribute to 100 percent? The answer is your sales mix. Many industry sources offer a benchmark for body shop sales mix, and they’re generally within a narrow range. Labor sales are typically 45 to 55 percent of the invoice, parts sales are 35 to 45 percent, paint and material sales are 5 to 10 percent and sublet is whatever is left over to make 100 percent. One thing your paint jobber will be happy to remind you about is that your shop’s cost on paint and material is typically (yet another benchmark!) 5 to 7 percent of shop sales. If your estimators are only selling 6 percent of the ROs in

August 2013 | BodyShop Business

Circle 16 for Reader Service

P&M, you’ll never make any money, no matter the jobber’s discount. Do your best to add refinish hours to future repairs until P&M is 9 to 10 percent of your sales to ensure that you’re making a nice gross profit. How will your shop find out its sales mix percentage? Simple. Pull six consecutive estimates written by any individual estimator. Simply total all the labor dollars from all six, then all the parts dollars, P&M and sublet. No sales tax. Total them all (L+P+M+S=100%) and then divide each category by the total of all the invoices. For example, I grabbed six estimates from any drawer in the file (as long as they were all written by the same author). The six sheets totaled $14,402 before sales tax. Labor sales totaled $6,604, parts were $5,480, P&M was $1,265 and sublet was $703. I took my calculator and divid-

Circle 17 for Reader Service

»| Clark’s Corner |« ed each category by the $14,502 total. In this example, labor was 47 percent of the total, parts were 39 percent, P&M was 9 percent and sublet was 5 percent. These all were within the industry benchmarks and resulted in a pretty profitable P-to-L of 83 percent. And at 9 percent of sales, the shop is making good money on paint.

conceivable body shop issue. Now that the entire auto claims industry seems headed for repair assignments based on scorecards and demonstrated performance and not the shop’s relationship with the local adjustors, knowing how your shop compares to their standards is key to getting more insurance work.

Numbers and Insurers » Never

Gross Profit » The job costing math mentioned in the beginning of this column takes just one more trip to the calculator. For each RO category sale previously mentioned ($6,604, $5,480, $1,265 and $703), multiply by each item’s gross profit. Got a benchmark for each sale’s gross profit? Yup. Shops should make 55 to 60 percent on labor, 25 to 35 percent on parts, 25 to 40 percent on paint and whatever they will let you charge these days (10 to 15 percent?) on sublet. Add the gross profit dollars for

forget that the insurance industry is based on number crunching. They employ super sophisticated math to predict the probability of a loss, the severity and the frequency. From those results, they establish a market competitive dollar cost for an annual insurance premium. They have buildings full of actuaries who have tracked all the insurance claims their company has ever settled. From that vast resource, they were able to find a measurement benchmark for every

August 2013 | BodyShop Business

Circle 18 for Reader Service

each category and you have successfully job-costed that invoice.

Take Some Time » Take some time each week to compare your shop’s performance to industry benchmarks. While someone in your shop certainly needs to be focused on fixing cars, someone better be managing the finances as well. Set your initial goals to be at least as good as the benchmark, and set your longer term goal to be best! BSB Mark R. Clark is the owner of Professional PBE Systems in Waterloo, Iowa; he is a well-known industry speaker and consultant. He is celebrating his 25th year as a contributing editor to BodyShop Business.

Circle 19 for Reader Service

Web Presence

Management

By Mark Claypool

Dealer Shops Should Consider

Stand-Alone Domains ar dealerships are a different breed when it comes to body shops. Their shops are often hidden away from public view in the back of the property. Dealer principals often view the body shop as revenue neutral or worse, and many don’t have body shops at all. Dealers don’t like to be told what they can charge for labor when they charge two to three times that for mechanical work. Who can blame them? But when they do decide to have a body shop, you may be hard-pressed to find them online, and here’s why.

Selling Cars » Car dealerships are in the business of selling cars. Their service/parts departments are profitable, but their body shops aren’t usually anywhere near as profitable as the rest of their operations. Online, they usually include a page within their dealer site. Some of these body shop pages are hard to find. These are called “subdomains,” or pages within a main domain. For example: 䡲 Main dealership domain: www.cardealership.com 䡲 Sub-domain for body shop: www.cardealership.com/bodyshop Sub-domains rarely rank as well as local domains, which is good news for independents. These body shop pages are buried within a site dedicated primarily to car sales and auto service. They’re usually basic and seen mostly by loyal dealership customers, who are often referred by their sales or service rep. Often, the public assumes the dealership only works on the makes they sell. This is not true, of course, but perception is reality. Stand-Alone Domain » To combat this, dealerships should seriously think about 20

August 2013 | BodyShop Business

creating their own stand-alone domains for their body shops. That’s exactly what DPatrick, a group of six car dealer locations in Evansville, Ind., did with their website. Their original approach was sub-domain pages. They had a navigation button to their body shop pages that included a dropdown to each of their locations. The location pages themselves were welldesigned and included “calls to action” such as “request an estimate.” They were pretty impressive when compared to most dealership sites, but as sub-domains they still weren’t ranking all that well. D-Patrick’s Body Shop Group Director Greg Hagan had his eyes opened at a NAPA Auto Care Conference when a Web specialist showed him his company website’s “word cloud,” a tool that shows the emphasis the dealer page paid to particular words (the bigger the words on this graphic, the more they appear on the homepage and D-Patrick’s original word cloud (top) and new word cloud (bottom). The bigger the words, the more they appear on the company’s homepage.

Circle 21 for Reader Service

»| Web Presence |«

D-Patrick’s new website (left) vs. its old website (below).

thus the more search engines understand what this site is all about). It certainly wasn’t “auto body.”

A New Approach » Hagan took what he learned at this meeting to the owner of the dealership and showed him that the body shop Web presence was virtually invisible to searches. D-Patrick bought the rights to several domain names in order to corner the market on

the terms the public uses most to search for the collision repair services they perform. Since the public uses the term “auto body” the most, followed by the town they live in, D-Patrick chose www.autobodyevansville.com as their main domain. When someone searches “auto body Evansville,” that exactly matches the domain name and will almost always come up No. 1 on the first page of a search. That’s powerful! A new design was created and set up online in test mode, where the details of the site were ironed out. The end result was a site that launched in June 2013. Each of DPatrick’s four shop locations was highlighted effectively on the top half of their homepage, and each has its own dedicated page. Calls to action included their phone numbers and a link to their hours and maps. The homepage includes links to all their well-managed social media accounts dedicated to the body shops, not car sales. There’s also a link to a YouTube video. Google loves it when you use their stuff, and since they own YouTube, this is already helping this new site’s rankings.

More Visibility » In less than a month, this well-optimized site is enjoying some page-one rankings, Circle 22 for Reader Service

August 2013 | BodyShop Business

including some No. 1s. And they’re starting to rank in surrounding towns as well, something they weren’t doing as sub-domains under the dealership page. “This is exactly what we wanted when we hired a specialist to do our site: visibility,” said Hagan. The individual location pages feature their shop managers, complete with photos of them. Also included is a photo of the location, hours of operation, a map, a directions button and a “Schedule An Appointment” button. Their new word cloud shows why they’re getting good rankings. Note the emphasis on auto body, their hometown and surrounding towns. The site makes it easy for search engines to determine who they are, what they do and where they do it. As Greg Hagan puts it, “We want to be found in a search, ideally on page one.” A website should bring you cars to fix, and this new approach will certainly help accomplish that. BSB BSB Contributing Editor Mark Claypool has more than 30 years of experience in the fields of workforce development, business/education partnerships, apprenticeships and Web presence management. He is the CEO of Optima Automotive (www.optimaautomotive.com), which provides website design, development, search engine optimization (SEO) services and social media management services. Claypool’s work history includes stints at Metro Paint Supplies, VeriFacts Automotive, the National Auto Body Council (NABC), the I-CAR Education Foundation and SkillsUSA. He is the founder of Mentors At Work and co-founder of the Collision Industry Foundation. He served, on a volunteer basis, as the SkillsUSA World Team Leader for the WorldSkills Championships from 2003 to 2011.

Circle 23 for Reader Service

Viewpoint Lone Wolves Need to Watch Out

for Bad Weather f you do what you’ve always done, you’ll get what you always got. It works in math and physics. But in business, if you do what you’ve always done long enough, what you get changes – it gets worse.

If all that doesn’t jolt you out of a “do what we’ve always done” nap, try on these three scenarios: The DRP nuclear option. Vehicle owners are entitled to choose their own repairers… but they’re also entitled not to, as when they comply with insurers’ “suggestions” Eight Signs » Nothing about collision reand become a DRP assignment. But they pair is going to get easier. Here can also make that free choice for are eight signs of heavy weather an economic benefit. Two major ahead for the “lone wolf” indeinsurers have already experipendent repairer who “does mented with a premium discount what he has always done”: option or a lowered deductible in 䡲 Direct repair penetration exchange for using their “netcontinues its steady rise, with works.” No appellate court is gosome insurers approaching ing to uphold an insurance 50 percent. commissioner’s interference in a 䡲 Ford Motor Company just voluntary, lawful civil contract announced advanced testing of that’s conceptually no different By Dale Delmege than a health care PPO. Are you a self-driving, collision avoidance car. ready for that little innovation? 䡲 The largest insurer maintains full speed The price earthquake. One (or more) of ahead with its controversial parts initiative. the mega-consolidators deliberately starts 䡲 Eleven insurers’ DRP applications now tweaking the average repair order dollar have a question about “independent qualiseverity downward. If there was ever a moty verification.” ment for that strategy, we’re hard upon it. 䡲 Major insurers are slashing field claims Strave independents at their already anepersonnel head counts and overhead costs mic top line, and drown them in their overnationally. capacity-driven, underabsorbed fixed cost. 䡲 The same insurers spend tens of milI see no reason why these giants won’t start lions on TV fighting for market share with sucking great chunks of volume off the policy pricing. street with aggressive pricing, i.e. severity 䡲 The Carlyle Group, the world’s largest numbers irresistibly seductive to insurers private equity firm, buys collision repairer struggling with claims-side cost pressures. Service King. Price cut? Heavens, no! They’ll probably 䡲 Month after month, a handful of mega- call it a “volume efficiency allowance.” For consolidators gobble up MSOs across the the mega-consolidators, if there was ever a country. moment for that strategy, this is it: starve

The views expressed in this editorial do not neccessarily reflect those of BodyShop Business magazine.

August 2013 | BodyShop Business

Circle 25 for Reader Service

»| Viewpoint |« independents at their already anemic top line, and drown them in their overcapacity-driven, underabsorbed fixed costs. (Only in our isolated industry would this seem like something new. It has been a basic strategy in the history of every market-dominant private sector entity since World War II. Volume absorbs cost, which funds share acquisition, yielding more volume, etc. In a halfempty factory, there’s a point on that physical volume up-curve where you trade gross margin percentage points for more-than-offsetting real dollars at the operating line. You only get it once per budget, but when the music stops, you’re bigger and your competitors are sicker, usually permanently. Even if that move isn’t already in their leveraged models, the second the Fed allows rates to start quiver-

ing upward, a couple of mega-consolidators will have no choice. Has it already quietly begun? You tell me. Know anybody who has lost a perfectly good DRP for no good reason lately? My point with these scenarios and the eight recent developments listed earlier is that the pressure on the remaining independents who do not change their operational thinking will ultimately become unendurable. What can they do? In my view, several things. For a start, they need to take a hard look at where they direct their energies.

The Quest » Many of us remember fondly the scrappy heroes who “spoke truth to power” at CIC in the late ‘80s and early ‘90s: Sal Donzella, Franny Monaghan, Mike Porcelli and many others. It was a wonderful time. But I also remem-

August 2013 | BodyShop Business

Circle 26 for Reader Service

ber a quieter group: the repairers in the back row, nodding and smiling, who had “figured it out”: get the keys, fix the car, get the money and don’t go home angry. In the fullness of time, working with exactly the same insurers as everyone else, these are the guys who have done very well. Behind each of those smiles was – and still is – a cold and unrelentingly tough competitor defending his own business. Ask the shops around them. Today, a quarter century later, a vigorous aggregation of repairers are organizing, speechifying and lobbying on how they are to be paid by insurers, just as if it was still 1989. With the exception of the few whose paychecks are perpetuated by keeping the fight (any fight, actually) alive, many of the finest men I’ve ever known are still deeply involved and com-

Circle 27 for Reader Service

»| Viewpoint |« mitted. My heartfelt sympathies are with them. But I am a realist. I’ve been waiting since 1948 for Cleveland to win another World Series, but I know the difference between what I like and what is likely. “The Quest” is great righteous fun, but I have trouble visualizing a victory scenario. How does any business benefit by joining with its own competitors to make their common revenue sources their common adversaries?

An Alternative View » It’s not just that it won’t work; it’s a false substitute for calm, critical, smallbusiness strategic clarity. You picked a profession where most of the money comes from fewer than 30 companies and there are more than 30,000 of you. The American market will never need even a

third of that to fix all auto claims. Ever. There will be no growth in auto claims, and probably a steady contraction. Do you think the megaconsolidators will compete for that business ruthlessly, or do you think they’ll announce a list of demands on insurers? There are situations where passionate convictions are not a substitute for knowing what you’re doing. If you own an independent body shop, or two or three, it’s my respectful opinion that you have some serious thinking to do right now. It’s not your job or in your interest to save every person who ever picked up a tool to work on a car. It seems to me your first obligation is to protect and strengthen a secure future for your family and your employees’ families. I don’t see how that gets done by going to

August 2013 | BodyShop Business

Circle 28 for Reader Service

meetings and suing the people who write the checks.

A Modest Proposal » Please give some serious consideration to how to deal with the profound changes affecting your business environment and your future. First, if you’re not up for what’s coming, get out while you still have something left of your money, your mind and your marriage. In about 15 minutes, you’ll be 70 – that’s how fast it will seem to happen. Take what you can get now and live a happy, sensible life in the time you have left. If you don’t have the energy and the discipline for the battle to come, staying in will be like being forced to eat $100 bills at gunpoint until all your money is gone. That said, if you’re staying in, here are four things to think about:

Circle 29 for Reader Service

»| Viewpoint |« 1. You’re not a defense contractor. Unless you’re deliberately liquidating your business, stop incentivizing employees for finding ways to increase the invoice. It just makes you more vulnerable to a competitor’s productivity and/or willingness to buy share. Instead, spend bonuses on employees who reduce cost. Crawl over that P&L like a fly. Take a hard, serious look at lean manufacturing. For awhile, anyway, you have a tactical advantage over the consolidator. As an onsite owner, you actually have a temporary tactical advantage over the consolidator. You can attack cost in real time to fund any price edge you may need. They have to reach out and execute among dozens – even hundreds – of still widely dissimilar and as-yet undigested acquisitions. Use some of what you find to ring up a detectable value difference for your most indispensable DRP. You will be training for the big game. 2. If your shop is half empty, your costs are out of control. You will not survive what’s coming while renting, lighting and insuring dormant square feet and a second paint booth that some days doesn’t see a car. Either move to a smaller shop or fill your machine with cars with aggressive pricing based on productivity and incremental operating dollars. If the whole price idea makes you a little queasy, please consider that your natural geographic market almost certainly contains triple the nominal collision repair capacity that it will ever need. Concentrating the claims among much fewer locations isn’t just an experiment for the insurers; sheer economics is forcing it on them. If you’re unwilling or afraid to become a tough, formidable competitor to protect your family’s future and your employees’ jobs, no one can help you preserve your business. Put on your jamCircle 30 for Reader Service

August 2013 | BodyShop Business

mies and I’ll read you a story. No one will be able to help you preserve your business. 3. Lone wolves die young. Create an alliance or join one. Make sure it’s with other repairers who are determined to inherit the auto claims on sheer business merit: providing value. Become part of what the insurers have to have, and will obtain somewhere from someone. 4. No one I know believes we have even half the equipment, training and space-age quality controls needed to fix – correctly and safely – a million 21st century unibodies a month. The major insurers are acutely aware of this, but if you wait for them to say it aloud, you’ll wait forever. Risk aversion is their business. Clean restrooms won’t cut it anymore. They’re going to select (and unselect) DRPs on the basis of rigorously documented equipment and training to fix cars properly. They have nothing to lose and everything to gain. Get yourself in that position.

Have the Future You Earned » Virtually without exception, the shop owners I have met and worked with over the past 24 years in 40 American states are the hardest-working, most honest, modest, bravest people I’ve ever been associated with. I just want you to have the future you have earned. BSB Dale Delmege served as senior VP, sales, marketing and R&D, and executive VP, operations, at Mitchell International. Prior to its sale, he was also a principal in AutocheX. He was CIC chairman from 2000-2001, founder, director and past chairman of CIECA, founder and past director of the National Auto Body Council, and an elected member of the Hall of Eagles. In 2001, he was appointed Lifetime Member of the Society of Collision Repair Specialists.

Circle 31 for Reader Service

Track Talk #BeAContender: Drive Home with the New 2014 Toyota Tundra CrewMax Pickup-truck lovers never had it so good. When Toyota unveiled the new 2014 Toyota Tundra CrewMax at the 2013 Chicago Auto Show in February, the redesigned truck made big waves with its new, larger-thanlife, chiseled persona. “Toyota prides itself on listening to its customers, and the development of the 2014 American-born Tundra is a perfect example,” said Bill Fay, group vice president and general manager, Toyota Division. The 2014 redesign represents the first major change since the launch of the current generation in 2007. Per consumer feedback, Toyota gave the new generation Tundra a more chiseled exterior and refined interior with easy-to-use technology. Combined with perform-

ance enhancements, the allnew Tundra is more of what motorists want in a fullsize pickup, in addition to what they need. Translation: upgrades galore. Among them, Toyota designers increased the size of the front fascia and tightened up the character lines to punctuate Tundra’s pulling power. For improved performance, shock absorber valving has been re-tuned to improve Tundra ride quality over harsh surfaces. Visually speaking, the chrome grille has a taller, bolder look, visually connecting the upper intake to the lower bumper. The front lower bumpers are now a three-piece design, while the fenders and wheel wells have been squaredoff for a wide, sturdy stance.

The integrated spoiler in the deck helps with fuel efficiency, while the tail lamps express a tool-like quality to match the appearance of the body. An all-new bed design helps carry the chiseled character lines all the way down the profile, leading to a rugged new bed and tailgate. Perhaps best of all, passenger comfort was improved with an all-new front and rear seat design with improved front seat ventilation. CrewMax rear seats are now foldable for additional cargo carrying capability. The interior is equipped with an all-new instrument panel any gearhead would enjoy, plus a number of segment firsts, including a new blind spot monitor with rear cross traffic alert and standard Bluetooth. The new 2014 Tundra will reach Toyota dealers in September. And that’s just in time for the redesigned truck to take center stage at one of

NASCAR’s most popular events – NASCAR Contenders Live Sponsored by Toyota & Sprint – just days before the first race of the 2013 Chase for the NASCAR Sprint Cup at Chicagoland Speedway. NASCAR Contenders Live, which will feature the Top 12 Chase for the NASCAR Sprint Cup drivers, will take place Sept. 12 at the Grand Ballroom at Chicago’s famed Navy Pier from 1:30-3 p.m. CT. In conjunction with the event, Toyota is giving one lucky pickup aficionado the chance to take home the new 2014 Tundra CrewMax. “NASCAR Contenders Live gives Toyota a grand stage on which to connect with the fiercely loyal NASCAR fan base,” said Keith Dahl, Toyota national manager of motorsports and engagement marketing. While the Top 12 NASCAR drivers lay out their strategies to claim the ultimate prize – a NASCAR Sprint Cup Series championship – a lucky motorist will drive away with the ultimate prize: the allnew Tundra. Enter to win the new 2014 Toyota Tundra CrewMax now through Aug. 23, 2013, plus tickets are available starting at $10 by visiting NASCAR.com/ contenderslive.

For fans following NASCAR Contenders Live Sponsored by Toyota and Sprint on Twitter, use the hashtag #BeAContender. By: Kimberly Hyde, NASCAR Follow NASCAR Performance on Twitter and Facebook www.twitter.com/NASCARauto ■ www.facebook.com/NASCARPerformance

Circle 33 for Reader Service

COVER STORY

By Jason Stahl ’m sitting in Mark Cipparone’s office listening to the bass beat of a rap song thrumming through an adjacent wall. Behind me is the office of his videographer, strewn with cameras, wires and other stuff I’m too technologically incompetent to identify. Videos play on a loop on flat screens all around me, with some set to hip hop music. I also hear the faint sounds of exertion, someone pushing air through clenched teeth as if they’re participating in a rigorous workout. That’s coming from the boxing training facility Cipparone recently built on to the corporate headquarters of Rocco’s Collision Centers in Blackwood, N.J. And I have to wonder: am I really sitting in the headquarters of a collision repair operation, or some sort of entertainment/talent agency? What’s the deal here? And then there is the don. The king. The big man himself, Cipparone, sitting behind his desk and looking very much like a rap star or entertainment mogul with his polished bald head and trendy sunglasses. Everything matches, from the red of his sunglasses, to his red

Knocking the

Competition

Mark Cipparone has conquered Philadelphia-New Jersey with his five-store collision operation, and now he hopes to conquer the world of boxing as manager of lightweight contender Tevin Farmer. 34

August 2013 | BodyShop Business

COVER STORY » KO’ing the Competition

and blue-striped belt and red, white and blue golf shirt, blue pinstriped pants and blue shoes. He is as much of a billboard as his elaborately painted Hummers and pickup trucks that advertise his collision business. But that is Mark: bold, detailed, neat, showy, patriotic and proud. Proud of the country that gave his dad, Rocco, the opportunity to start a thriving body shop in downtown Philadelphia, and him the opportunity to grow it to five stores, dominating the New Jersey/Philadelphia area.

A New Venture » Cipparone’s foray into the boxing universe began simply from an effort to help one of his loyal employees, Mel. He first met Mel 30 years ago when Mel’s dad, who worked for the original Rocco’s shop, decided to bring Mel to work. Every other Saturday from that point on, Mel would visit the shop, eventually doing odd jobs here and there. Today, Mel is Rocco’s head painter and probably the most dedicated employee they have, hardly ever taking time off.

Out

Rocco’s Collision Centers Locations: Sewell, N.J.; Blackwood, N.J.; Berlin, N.J.; Reed St., Pa.; Snyder Ave., Pa. Established: 1957 Square Footage: 10,500 (avg.) Owner: Mark Cipparone No. of Employees: 53 (5 estimators/shop managers, 5 front office, 5 painters, 20 body techs, 6 detailers, 1 production manager, 1 regional manager, 1 regional controller, 1 corporate development, 1 IT maintenance, 1 glass specialist, 1 videographer, 1 janitorial, 3 drivers Repair Volume/Cars per Month: 250 Average Repair Cost: $1,642 DRPs: State Farm, Progressive, Travelers, Allstate, AAA, Nationwide, New Jersey Manufacturers, Hanover, American Commerce

Behind the Bays Estimating System: CCC One Management System: ProfitNet Spraybooth: 6 Global Finishing Solution, 1 Binks, 3 Spray Tech Total Lifts: 8 Rotary Measuring/Dimensioning System: 2 Car-O-Liner Vision, 3 Chief Velocity Welding Equipment: 5 Pro Spot, various Miller and Lincoln welders Paint Mixing System: Axalta Coating Systems Paint: Axalta Cromax Pro

www.bodyshopbusiness.com 35

COVER STORY » Knocking Out the Competition One day, Mel approached Cipparone and asked if he could help out his brother, Tevin, who aspired to be a professional boxer. At the time, Cipparone was busy with many different business ventures and didn’t have the time to devote to yet another one. But Mel persisted, and months down the road

asked Cipparone again for his assistance. “I finally had some time, so I sat and talked with Tevin, and by the end of the meeting, I fell in love with the person Tevin is,” says Cipparone. “I had no clue whether he was a legitimate boxer or not; I just knew I was interested in him. My

only purpose at that point was to see if I could help this wonderful person I just met reach his goal in life, which we are now on a journey toward. After spending a lot of time with Tevin’s family, it was a great surprise to find out that not only was Tevin the great individual I thought he was, but that he had this super talent and natural athletic ability. And his goals are now my goals.”

Big Learning Curve » Cipparone dove headfirst into learning everything he could about boxing and managing fighters, spending 14 to 16 hours a day trying to understand it. Eight months in, Cipparone believes that because of his dedication, he’s probably further along the learning curve than some people who have been in boxing for years. “I might not be the ultimate expert today in boxing, but what I am an expert in is developing a team and bringing greatness together and understanding how to get that,” he says. “The plus side is that I’ve been able to surround myself with some of the smartest people in boxing very quickly. To take advice and act on it is something I do well. Being someone’s business manager shouldn’t be taken lightly. I understand that every step along the way can be critical in [Tevin Farmer’s] career, so I move wisely and with great precision.”

A local aspiring boxer works out at the gym at Rocco’s Collision. Circle 36 for Reader Service

August 2013 | BodyShop Business

Circle 37 for Reader Service

COVER STORY » Knocking Out the Competition

Tevin Farmer (right) squares off with another boxer during a sparring exhibition May 17 at Rocco’s corporate headquarters.

August 2013 | BodyShop Business

Circle 38 for Reader Service

Immersing himself in the boxing world, Cipparone had the great fortune to meet light-welterweight world champion Danny Garcia, who happens to live in Philadelphia. He met him through a photographer acquaintance, and the meeting resulted in Rocco’s signing on as one of Garcia’s sponsors. “To have Rocco’s sponsoring the world champ and me breaking into the world of boxing at the same moment created a phenomenal dynamic for my company,” Cipparone says. “The whole company has a new life because we built this boxing ring and private gym for Tevin, and now we’re sponsoring the world champ Garcia.” Teaming up with Garcia gave Tevin the opportunity to spar with him many times, which proved to be great experience for the young and upcoming fighter.

Circle 39 for Reader Service

COVER STORY » Knocking Out the Competition

“After spending a lot of time with Tevin’s family, it was a great surprise to find out that not only was he the great individual I thought he was, but he had this super talent and natural athletic ability. And his goals are now my goals.” “That experience was more valuable to Tevin than the experience he had in his entire career, because when he walked out of the gym that day, he was able to say he sparred with the world champ, and that’s amazing,” Cipparone says. Tevin “The American Idol” Farmer won his last fight by TKO over Victor Vasquez in the eighth round in June, making his record 11-4-1. According to Cipparone, once he reaches 15 wins, he will be challenged by boxers

in the Top 10, and that’s where the money is. And while Cipparone the businessman would love to see a return on his investment, he said it’s not just about the money. “It’s about helping Tevin reach his goals in life and get to his dream, which is to be world champ.” Cipparone says the excitement of boxing and molding a young man’s future has gotten into his blood. He has really embraced the pageantry, hype and adrenaline of

August 2013 | BodyShop Business

Circle 40 for Reader Service

the matches, and the camaraderie felt among his team. “When I’m in the back room and we’re getting ready to walk out, that level of [Tevin’s transformation from a gentle human being to a monster in the ring] is something I can’t get enough of,” he says. “There are some great moments in that room. And when we come out, we’re so fired up that I know when Tevin walks into the ring he’s 10 times stronger due to the dynamic that happens among all of us.” Cipparone has since signed another fighter, Eric “Outlaw” Hunter, who is 17-2 and more than likely will fight for the world title in September. If he wins, he’ll be ranked No. 10 in the world. “What this team needs and every team needs is people who care and are qualified to react and act on every circumstance,” says Cipparone.

Circle 41 for Reader Service

COVER STORY » Knocking Out the Competition

“The whole company has a new life

because we built this boxing ring and private gym for Tevin.”

“If you want to be a world champ or at the top at anything you do, you better be ready to make great decisions, and make them often.”

Crunching the Numbers » Cipparone hopes he is as successful with boxing as he has been with collision. He credits his success in the auto body world to many things. One is starting out as a technician working for his father, then managing the original store. He doesn’t claim to have any fancy business education, just an attention to the “numbers.” “I was maybe one of those mechanics or people who had minimal business skills other than knowing the ins and outs of collision as far as fixing cars,” he says. “For me, statistics was where it was at. Do I

Meeting rooms like this at Rocco’s headquarters shows the style and attention to detail Cipparone has bestowed on the business.

have a tolerance level that goes beyond where it should at moments? Absolutely. But when I want to bring it back to a palatable, profitable existence, I go to the statistics. If you don’t manage your company by statistics, at the end of the day, you won’t have a company.” The numbers at Rocco’s get crunched weekly, not every 30 days or every quarter. That way, if they catch something in the first seven days, they can maybe make it up in the next three weeks.

Keeping It Light » Cipparone likes to have fun, and believes it’s an integral part of his company’s success. Circle 42 for Reader Service

August 2013 | BodyShop Business

Circle 43 for Reader Service

COVER STORY » Knocking Out the Competition Whether it’s hosting a ’70s disco party or videotaping everyone dancing crazily and putting it on YouTube as part of the “Harlem Shake” craze, he likes to keep things light and feels it contributes to a happy environment. “Everyone knows I’m a silly guy and I like to have fun,” he says. “If

you worked for me in my shop, you would never work harder in your life, but you would never have a happier day as well. I make everyone have fun, although everyone knows how serious I hold this company.” Cipparone says fun is a great thing if you know how to use it. He’s also not scared of being friends with his

Cipparone is the king of promotion, so true to his form, he advertised his Disco Inferno ’70s-themed party throughout his company.

employees because he believes he has the ability to walk the fine line of being both a boss and a buddy. “I’m friends with everyone and I can have them over for dinner and we can go out for drinks no matter who in my company it is,” he says. “But the second I say it’s time to be boss, I’m their boss. But it’s a very hard thing to train, show or teach someone to do. As I get older in life, I realize it makes me very unique – and also allows people to stay in my company for a long time.”

Bonuses » When I asked if he gives out bonuses to employees, Cipparone said he can count on one hand how many he has given out in the last 12 years. The reason, he says, is because he pays extremely well. “I know people incentivize in different businesses, but I think I keep a team together good and strong and connect at that level,” he says. “But more importantly, there is a mutual respect for where they need to be in this organization to keep things moving along.” What it comes down to, says Cipparone, is that you either get a raise at the end of the year or you don’t. He figures that with all the longterm employees he has, he must be doing something right. “I’ve been consistent [in paying people] in that if you improve on who you are from last year, you will be in line for a raise,” he says. “I have not done anyone any inCircle 44 for Reader Service

August 2013 | BodyShop Business

Circle 45 for Reader Service

COVER STORY » Knocking Out the Competition justices ever based on their performance, and that is a word that’s spread throughout the company. Nobody talks salary; they’re not supposed to. But everyone knows who I am as an employer. I come through for the right people, and they motivate themselves.”

Marketing » One would think that having 23 DRPs, Rocco’s Collision wouldn’t need to advertise. In fact, a glut of DRP work in the past seemed to kill the marketing spirit of many shops, and then when that DRP work dried up, they were in trouble. Not Rocco’s. Cipparone would probably admit he’s flashy and showy and proud of his shop. That’s why he sometimes has three to four billboards on major highways at one time that get seen by 90,000 people daily. He admits that he got taken advantage

of when he first looked into billboard advertising, realizing after the fact that he could have bought the property the billboard was on for $60,000 rather than spend $60,000 on vinyl that he wouldn’t own and thus would be replaced or taken down at some point. “One person told me not to do it, but I just had to be on the frontier,” he says. “There were so many naysayers. But still I took a chance, and I don’t know if it helped or not but I do know that everywhere I went, people would stop me and tell me they saw the billboard. It may have felt special and important, but soon enough, that translated into more business.” Cipparone is obviously proud of some of the ads his team has come up with as they are displayed in large black-and-white posters in one of his shops. One shows the

August 2013 | BodyShop Business

Circle 46 for Reader Service

One of Rocco’s clever advertisements, giving customers the impression that they do work you could fall in love with.

inside of a sparkling clean spraybooth, and it simply says: “Autobody ER.” Another shows a beaming young boy being handed

Circle 47 for Reader Service

COVER STORY » Knocking Out the Competition his toy car by his dad, and it says, “Rocco’s Collision: the best guy to fix your toy since dad.” Still another shows a beautiful woman who looks as though she is about to plant a passionate kiss onto the hood of her car. It says: “Developing strong relationships.”

“All of these ads in different magazines and TV and now boxing venues have made us the most well-known shop in the tri-state area,” says Cipparone. His 36 company vehicles ranging from pickup trucks to Hummers to SUVs to sedans are all wildly painted

and customized and draw looks all over town. And then there are the YouTube videos: one showing his technicians and crew doing the “Harlem Shake,” a wild dance touched off by a rap song that millions of people worldwide emulated when it went viral this year; Cipparone getting his beard shaved off at a local barber; Cipparone getting a tattoo; a holiday greeting from various staffers; and many others. Cipparone himself is self-promotional, and that carries over to his business. And while to some it might seem outlandish or a cry for attention, he says it’s all for the greater good of the business and having fun. He simply says, “I am not conventional by any means.”

All About Image » From the floors to the desks to the walls, all of Rocco’s shops are immaculate and sharp. It’s as though no detail has been neglected. There is even a custom car on a rotating floor in the Blackwood facility. Cipparone believes this thought to the image they portray gives them “free opportunities.” “I’m one of those people who likes the free opportunities it gives us,” he says. “When you meet someone for the first time, before they say any word you see they’re clean and dressed sharp. I more than encourage my staff to stay sharp, and that is one free opportunity. Maybe there is some forgiveness for a sharp individual, and maybe also when there is a granite floor and countertop. But I’m not necessarily looking for forgiveness because I hold everyone to the highest level of customer service and satisfaction. I want all that image there. We’re in your face. We’re flash all the way, but you can’t be flash and not back it up. We’re not cocky and arrogant, we just want to be recognized and known. Our competitors may not like that, but that’s who we are: loud and proud and just as strong to back it up.” BSB Circle 48 for Reader Service

August 2013 | BodyShop Business

Circle 49 for Reader Service

TECHNICAL

Using a torch to heat and straighten frame rails can compromise the structural integrity of today’s advanced metals. Cold straightening with an induction heater is the better choice. By Mitch Becker hanges in vehicle design have created some interesting challenges in the collision repair industry, such as finding the proper repair procedure for the specific vehicle being repaired. Another challenge is making sure the technician follows that procedure. With the introduction of highstrength steels, we had to start reexamining the “old” ways of doing things. Are the old ways still applicable with the new, stronger steels and the automakers’ increasing use of them to where they’re comprising a larger percentage of the metals used in vehicles? The old ways may become obsolete very quickly.

or the damage to parts not damaged by the collision but by the repair process. Some damage may be unavoidable during the repair. Damage also may be due to technician error in planning. When extremely strong

This is a bent rail where heat could be applied. Damage to the tube will require sectioning of the rail. Here, heat would not be much of a factor to consider.

Straightening » Yet another challenge these advanced metals present is straightening. The vehicle manufacturers’ procedures and I-CAR’s SPS07 class show us how strong these parts are and how heat affects their strength. A major concern for any technician repairing vehicles with these highstrength steels is collateral damage, 50

steels are being straightened or a vehicle is being pulled to correct dimensions, anchoring points or adjoining parts may be damaged from the force required to straighten the damaged parts. In many cases, this

August 2013 | BodyShop Business

Circle 51 for Reader Service

TECHNICAL » Feeling the Heat collateral damage may be avoided through proper planning.

Stronger Steels » The steels being used today are much stronger. With this strength, there has been a change in the brittleness of the steel. The stronger the steel, the more brittle and prone to cracking it is during

collision and the repair process. This could make for dangerous snapping of parts while on a frame rack. The practice of using safety chains or cables while pulling is something few shops practice. A common practice to make steel more pliable and easier to work with is to apply heat. This practice used

for straightening frame rails has saved many vehicles from the salvage cycle. With high-strength steels, this may not be a recommended procedure on metal that is not to be replaced. Heat may damage the steel strength and possibly produce a disastrous effect if the vehicle were to be involved in another crash. The procedure of “cold straightening” or not using heat is becoming the norm on many frame rails and reinforcements. In this procedure, heat is used in the repair but it may be limited in temperature and/or time heated. The statement “cold straighten only” requires that if heat was or is applied, the part must be replaced. This would include steels not intentionally heated during repairs. Looking up welding and repair procedures is critical in today’s repair industry. Reference car manufacturer websites for heat recommendations. Also, take a look at I-CAR classes DAM08, SPS07, SPS01, SPS02, SPS09, GEN03, FOR05, TOY01, HON01, WCS04 and the new SPS10 this year.

Replacement » What if the steel in question was not to be part of the repair but be replaced? May heat be used then? The answer is yes and no. Confusing, but true. Heat may be used, but it must be used in a controlled fashion. This means the Heat Affect Zone (HAZ) needs to be addressed.

Here, heat might be factor to other parts if not regulated to control the Heat Affect Zone. Circle 52 for Reader Service

August 2013 | BodyShop Business

Circle 53 for Reader Service

TECHNICAL » Feeling the Heat Heat from sources may be hard to regulate or control. This heat would radiate out and possibly damage surrounding parts. A technician needs to address these concerns before applying heat of any kind to straighten steel, including: 䡲 Is it recommended?: Looking up the information on manufacturer websites or ALLDATA, CCC, Audatex or Mitchell is a good place to start. If heat is allowed, how much and how long must be addressed. 䡲 Adhesives: Are there any adhesives in the area that could be damaged or catch fire? 䡲 Foams: Are there any foams in the area that could be damaged or start on fire ? 䡲 Corrosion protection: Will the technician destroy the corrosion protection in the area heat is to be applied? The area must be accessible to reapply corrosion protection if damaged.

䡲 Monitoring HAZ: Temperature crayons and paints or a non-contact thermometer should be used to not allow heat to radiate into parts that are not to be replaced.

Applying

Heat

Applying heat to damaged parts can be done in numerous ways. The Here, heat from straightening or welding could damage or two most common are ignite foams in hidden areas. open flame via an oxyacetylene torch or even propane, outward at a rapid rate, which can and induction heating. Each has be difficult to control and could heat advantages and disadvantages. outside the area desired. It could Oxyacetylene is a cheap and fast have some damaging effects on surway to produce heat, and is fairly rounding parts. The open flame also portable and familiar to most tech- raises concern for fires and injuries. Induction heaters are not necesnicians. One of the drawbacks is that heat from the torch is applied sarily new, but less familiar to techto the surface, and the heat must ra- nicians. An induction heater uses diate into the steel to allow for move- an RF or magnetic field to create ment. This same heat also radiates heat. Due to the heat radiating from

August 2013 | BodyShop Business

Circle 54 for Reader Service

Circle 55 for Reader Service

TECHNICAL » Feeling the Heat

Using an induction heater or a torch where the outer, inner and reinforcement all come together could damage HSS and UHSS. Also, adhesive used in weld bonding on many vehicles would be released – all of which could possibly compromise vehicle integrity and corrosion protection.

within the metal and the magnetic field being very narrowly focused, it’s easier for technicians to control the heat. The magnetic field may

also be moved to create a larger HAZ if needed. The time it takes for an induction heater to heat the metal is considerably short, which helps limit the damage that could be caused by heat radiating outward. Many machines can achieve up to 1,300° F in seconds. With a non-contact thermometer, a technician can control the HAZ fairly easy. Once the metal is softened, the collateral damage or stresses on undamaged parts or anchor points of the vehicle are dramatically reduced. The speed and control make this an easy process for shops.

Other Uses » Induction heaters also have other uses that make them valuable tools. One is loosening or working with rusted or seized fasteners. Unlike a torch, induction heaters can be focused just to a nut

August 2013 | BodyShop Business

Circle 56 for Reader Service

This is a good place to use heat to make straightening easier as all the metal will be replaced during sectioning. Caution should be used to not let heat radiate past the section joint.

or fastener without heating surrounding parts. They can also remove moldings or emblems. As with any tools, there are some cautions. When removing an emblem or molding, be conscious of what’s

Circle 57 for Reader Service

TECHNICAL » Feeling the Heat Induction Heaters: Multi-Use Tools teve Gough more than anybody knows the value of induction heating on today’s advanced materials. As vice president of Induction Innovations, he has seen firsthand the benefits of going flameless when straightening. “As far as the advanced metals, you have to watch the temperature you get up to because, if you heat it up too much, you're going to change the molecular structure of the metal,” says Gough. “That’s why it’s even more important to reference the manufacturers’ Steve Gough recommendations.” Induction heating is much safer than using an oxyacetylene torch, says Gough, for a variety of reasons. But he also understands why some in the industry won’t let torches go. “There are definitely some old-timers out there who have been using a torch long enough that they've perfected it, but it's not a perfect tool,” he says. “You can heat other things nearby and you can start fires. There was one shop

in California that lost their shop several years ago to a fire that was started by a torch. Several months later, they heard about our product and they were kicking themselves in the butt.” Gough says shops that ditch the torch can also benefit from saving 15 percent or more on their insurance premiums. Another benefit to induction heating is the many applications beyond the safe straightening of advanced metals that it offers. Examples include the removal of adhesively bonded parts, paintless dent repair (as long as there isn’t a crease in the metal) and the removal of rusted nuts and bolts. “You can literally heat up a nut right next to a fuel line because that field goes to the nut that’s inside the coil,” Gough says. “We can heat up a 3/4-inch nut cherry red in about 15 seconds. With bolts, it's a different procedure in that once you heat them up, they expand and then you have to wait about 15 minutes for them to cool back down. Then, you can zip them right out.” Induction heating also eliminates the use of chemicals that are bad for the environment. For example, with side molding, you would traditionally rip it off and then soak it in chemicals to remove the foam backing. “What do you do with the chemicals when you’re done?” Gough asks. “Our method doesn’t use chemicals. It takes off the foam backing with the molding, leaving the sheet metal clean.” So why hasn’t every single shop caught on to the multi-use advantages of induction heating? Gough has a few theories. “The OEM repair procedures are still being discovered and acknowledged,” he says. “The OEMs cannot tell you every way on how to fix their own vehicles, but they will approve some of the best ways that shops are doing it, so they're still looking into a lot of that and we're working with them now to do that. How do we reach out to people? There isn't necessarily one simple answer on how to change it all, other than to just start talking about it more.”

on the other side. Flutter foams in doors or adhesives will release on both sides of the heated surface. Many induction heaters can remove glass as well. The coil is used on the outside of the glass, and the magnetic field travels through the Circle 58 for Reader Service

August 2013 | BodyShop Business

Circle 59 for Reader Service

TECHNICAL » Feeling the Heat non-metallic glass and heats the pinchweld. This heat releases the bond of either the primer, paint or urethane, whichever releases first. When removing glass from a salvage vehicle or from a total loss, the procedure is pretty straightforward. When doing an R&I of glass, there are some precautions technicians need to be aware of.

Glass R & I » Why is glass to be R&I’d? If for the replacement of sheet metal, such as quarter panels and roofs, induction heaters are an excellent choice. For panels not to be replaced, we need to look at other issues: 䡲 Heat applied to the steels. Will the tool create too much heat and damage high-strength steels? Is there ultra high-strength steel reinforcements welded into the zone? 䡲 Will heat damage these welds?

䡲 Will other adhesives not to be removed be affected? 䡲 Is the paint original? 䡲 Is the roof or panels attached to the steel aluminum or magnesium? These questions must be addressed before using any type of tool that creates heat. Glass may be removed to replace the roof, but will the reinforcements welded in the HAZ be compromised? Are the quarter panels to be removed? If quarter panels are to remain, will heat affect these steels? Many vehicles are manufactured using weld bonding, or squeeze type resistance spot welds with adhesive. The adhesive adds to vehicle rigidity and is a major part of corrosion protection. When the glass adhesive, body primer or paint releases from the heat generated, so does the adhesive on the other side of the pinchweld. Once this adhesive is released,

Using heat to remove back glass would possibly damage the plastic mounts for the taillight or third eye light. Also, adhesive would be released that’s needed for the weld bonding. This glass was removed for painting.

the integrity of the vehicle may be compromised directly or indirectly. While removing a windshield, a roof panel that’s adhesively bonded would also be removed. This might not be the desired outcome. Primers and paints might also be affected by heat. If a technician isn’t watching closely, the paint may blister. If the paint doesn’t blister and the glass is removed, the primer or paint may be still on urethane that’s still on the glass. Compromising the primer and paint would require the pinchweld to be completely sanded to bare metal and primed with an epoxy primer. Follow manufacturer guidelines as to proper procedures for pinchwelds regarding glass. The material is also covered in I-CAR’s GLA02 course. Failure to follow the correct procedures could cause possible leaks or failure to hold the glass in the vehicle.

Proper Training » As with any tool or procedure, a technician properly trained or educated on proper repair procedures and considerations will have consistent quality repairs. Failure to recognize the proper use of tools and failure to follow proper procedures can cost time, labor and customers…none of which any of us can afford. BSB Mitch Becker is a technical instructor for ABRA Auto Body & Glass. Contact him at (763) 585-6411 or mbecker@abraauto.com. Circle 60 for Reader Service

August 2013 | BodyShop Business

Product

Spotlight Don’t Replace Plastic Parts,

Repair Them! he NP-3 Plastic Welder is very easy to use with a very short learning curve. The repair process is faster than any other plastic repair method. With the NP-3, you can create mounting tabs or repair broken tabs on headlight inserts, etc., even on plastics other than automotive parts. Often, a broken tab requires replacing an entire bumper, which involves the possibility of aftermarket parts being installed. Keep the original and save on costs! Insurance companies want it repaired to keep replacement costs down, preventing further possible losses. More and more plastics are being used in today’s automobiles to reduce their weight, so be prepared for more plastic repair opportunities in the future – repair instead of replace! The NP-3 plastic welder is designed to use nitrogen gas as a heating source. By using nitrogen instead of compressed air, we accomplish a much cleaner bond of the plastic with no contamination such as oxygen. The weld strength is much stronger than using air or any adhesive. By melting the plastics and fusing the repair with the same material as the base material, there is no contamination or oxidation problems, thus achieving very strong repairs. The unique feature with the NP-3 is that it is designed to save nitrogen gas costs. Because the unit requires a constant flow of air through the heating tube (or it will overheat and damage the heating element), the NP-3 blows compressed air through the gun until you push the weld trigger. Then, it automatically switches to nitrogen gas.

www.prospot.com info@prospot.com Toll Free: 1-877-PRO-SPOT (776-7768) Circle 61 for Reader Service

www.bodyshopbusiness.com 61

BUSINESS

“Everyone lives by selling something.” — Robert Louis Stevenson

Winning the Keys Estimators must sell first, estimate second in order to convert the person with a damaged vehicle into a paying customer.

By Hank Nunn

customer enters the office of a local collision center, approaches the counter and says, “I need an estimate.”

The receptionist places her hand over the phone, nods to the customer, picks up the shop’s PA and says, “Bob, estimate up front.” She turns to the customer and says, “Bob will be right with you. Have a seat.” Then she returns to her phone conversation. Bob comes up with an estimate pad and asks the customer, “You the one who wants an estimate?” “Yes.” “Which car is yours? Where is it hit? Who is your insurance company? Oh, I need your name for the estimate.” “My name is Beth Jones. It’s the silver Honda. I hit a pole with the right front and I’m insured by Steak Form Insurance.” “Got it. Give me a few minutes and I’ll have that estimate for you,” Bob remarks as he walks out the door with clipboard in hand.

August 2013 | BodyShop Business

A few minutes later, Bob returns to Ms. Jones and hands her an estimate for $1,700. “Here you go, Ms. Jones. I see about $1,700 in damages. Could be worse depending on what we find when we take it apart. Give this to your adjuster and call me when you’re ready to get that fixed. I’ve stapled my card to the estimate.” And so it goes. Ms. Jones walks away with an estimate. That’s exactly what she asked for! But she still needs to have her Honda repaired. Bob did not get her commitment to repair the vehicle. He simply wrote an estimate. The shop did not get the repair. Body and paint techs did not get to earn their flat rate. Bob did not earn a commission. When asked, Bob will probably blame the loss of the sale on Steak Form and their DRP.

“Doesn’t Happen Here” » Many of us read this and chuckle, knowing, “That doesn’t happen here.” But it probably does! A couple Augusts ago, my daughter’s late model Toyota

Circle 63 for Reader Service

BUSINESS » Winning the Keys was hit in a parking lot. I asked her to take it to a few shops for estimates and let me know what happened. A version of the above scenario happened at each of the four shops she visited for an estimate. Not one estimator asked for the keys! No one followed up! In mystery shopping samples across the country, the above scenario plays out time after time. Most collision centers assign the responsibility for selling repair work to the estimator. Estimators need to understand that their job is to sell first, estimate second. Estimators don’t get paid by their estimate volume; they get paid for their sales volume. We have to win the keys. Once we’ve won the keys, or gained the customer’s commitment to allow our shop to repair their vehicle, we can write damage evaluations, work with adjusters, order parts, repair vehicles, deliver to customers and get paid. Successful collision center estimators understand that selling is a process, and their job is to manage the sales process. There are many sales seminars, books, CDs and DVDs available online. If you prefer collision-specific sales training, that’s also available (insert shameless plug for my “Back to Basics Selling” seminar here). But selling is selling. The process for

selling collision repair is not much different from selling anything, from cars to dental work.

The Sales Process » The sales process is composed of six steps: 䡲 Qualification 䡲 Presentation 䡲 Close 䡲 Educate Objections 䡲 Close 䡲 Satisfaction Closing a sale is simply obtaining the customer’s commitment to have your facility repair their damaged vehicle. While closing the sale is the third and fifth step in the sales process, the close can happen any time. Every great salesperson knows that if you don’t ask for the sale, you probably won’t get it! So, throughout the sales process, remember the ABCs of selling: Always Be Closing! Find ways to ask for the job several times during the initial customer interaction. Use phrases such as: “Would Tuesday be a good day to bring this in, or would Wednesday be better for you?” or “May I call your adjuster for you and schedule a reinspection here at the shop?” These are “soft” closing questions that can be asked at any time during the process to obtain the customer’s commitment.

August 2013 | BodyShop Business

Circle 64 for Reader Service

After asking a couple of “soft” closing questions, go ahead and ask some more pointed closing questions such as: “May I schedule your repair for next week?” or “All we need to get started is your signature right here on the RO” or “Mrs. Smith, I would be honored if you would allow me to handle the repairs to your Honda. May I repair your car?” I don’t suggest pounding the customer with closing questions like a used car salesman, but go ahead and ask for the job several times during the initial customer interaction. Most sales happen after the customer has been asked more than one closing question.

Step 1: Qualification » Qualification is the first and most important step in the sales process. It allows you to build a relationship with the customer and conduct a “needs” assessment, and forms the foundation for the ultimate sale. Remember, the customer asked for an estimate, but she needs to have her damaged vehicle repaired! In Bob’s example above, the qualification consisted of asking, “Who are you, which car is yours, who has your insurance?” Then, he left the customer to generate the estimate. No wonder he didn’t get the job; he didn’t address the customer’s real needs! Qualification

Product

Spotlight Steel and Aluminum Cebotech is the best source for welding and cutting solutions. or the past 27 years, we have specialized in welding and cutting solutions for collision repair, and offer a complete line of welding and cutting equipment with the most OEM approvals. The right equipment can save time and money. Cebotech’s line of welding and cutting equipment can save you time and improve your bottom line. Cebotech’s OEM-approved welders and plasma cutters will help to make the job easier, quicker, and right the first time. From the fully automatic market-leading TECNA Smart-Plus spot welders and CEBORA Double-Pulse Mig welders for aluminum and plasma cutters, Cebotech has the right equipment for your shop. Cebotech offers a complete line of equipment for welding aluminum, Mig brazing, ultra high strength steels such as Boron and dual phase steels, dent pulling accessories and SPR tools. Sales consulting and after-sales training and support are provided quickly through a national network of trained distributors capable of demonstrating the equipment in your shop. For more immediate information, contact us directly or access our website.

(386) 255-7090 www.cebotechusa.com sales@cebotechusa.com

utor b i r t Dis itories Terr ilable Ava

Circle 65 for Reader Service

www.bodyshopbusiness.com 65

BUSINESS » Winning the Keys allows the estimator an opportunity to conduct an analysis to discover the customer’s unique needs. If the customer’s primary concern is the availability of substitute transportation, why spend time discussing color match? It would be better to arrange a rental car, get the customer’s keys and repair their car. Collision customers want empathy, trust and direction. They want you to care about them and demonstrate compassion for their situation. They need direction (as collision repair isn’t something they’re familiar or comfortable with) and they want to feel that they can trust you to fulfill your promises. This is best done during the qualification step of the sales process. There are many ways to qualify a customer, from a simple conversation while walking to the damaged vehicle to completing information on a computer screen. The most common is to use a Customer Information Form (CIF). Many repairers hand the CIF to the customer and ask them to complete the form. That does not demonstrate empathy! It’s best to complete the information on the form with and for the customer, allowing plenty of opportunity to ask meaningful questions and demonstrate empathy by truly listening to what the customer tells you so you can discover their true needs and respond in a positive manner. There are plenty of preprinted CIFs available. If you’re using one, take a good look at it. Most ask for too much information, and filling in all of the boxes takes too much time. Consider using a simple form that doesn’t require any information that must be recorded to generate a damage evaluation. You really don’t need VIN number, license and mileage on the CIF as you’ll be getting those items at the vehicle. Remember: always ask the customer a closing question at the end of the qualification process. It’s great to gain customer commitment before writing the damage evaluation.

Step 2: Presentation » Frequently, collision estimators think of a presenCircle 66 for Reader Service

August 2013 | BodyShop Business

tation as presenting the estimate. To effectively win the keys, a presentation should be a statement of why the customer should decide to purchase collision repairs from your shop. This presentation is delivered after the qualification process and prior to actually beginning the damage evaluation. Some refer to this as a 90-second “elevator” speech. Pretend you’re on an elevator and have 90 seconds to tell others on the elevator why they should buy from you. “Mrs. Jones, I’m glad you came by our shop today for an estimate. We’ve built our business by providing the highest quality repairs. We work with all insurance companies, and my personal goal is to exceed your collision repair expectations. We truly care about our customers; that’s why most of them are either repeat customers or direct referrals from previous customers. Mrs. Jones, I look forward to handling this for you.” Create a couple of different presentations for your business. Every collision repair shop needs a presentation to use for non-DRP business. If you choose to participate in DRPs, you need a good presentation for those customers as well. Keep the presentation short! Many 90-second elevator speeches actually run for three minutes! That’s too long.

Step 3: Close » As noted above, ask for the sale at the end of the qualification process…every time! If the customer’s vehicle needs to be dismantled to generate an accurate blueprint, explain the process and ask for permission to dismantle it for a blueprint. “Closing to teardown” is a highly successful closing technique in a collision center. We’ve discussed closing the sale already. Just remember to ask for the sale before you write the estimate. Some customers will want an estimate. If they want one, and it makes sense to generate an estimate, go ahead and write one. But it’s best if the customer has at least made some confirmation that your shop will repair the damage prior to writing the estimate.

Circle 67 for Reader Service

BUSINESS » Winning the Keys Step 4: Educate Objections » Sometimes, the customer says “No” when asked for the repair. Think of those objections as steps in the sales process. An objection is usually a request for more information. That’s why we need to learn to educate objection. Great collision estimators win keys by properly educating objections in a standard process: 䡲 Listen 䡲 Restate 䡲 Educate 䡲 Confirm 䡲 Close When a customer offers an objection, truly listen to what they’re saying. Many of us hear the first few words, then begin to formulate a response. So pause and listen to the customer’s comments. Restate the comments to ensure that you heard their concern properly. Restating the objection also demonstrates respect.

Most objections require additional customer education, such as an explanation of the process for matching color. Others require additional information from the customer for the estimator, such as a more complete explanation of their concerns. Once the objection has been clarified by additional education, the estimator should confirm that the customer understands the explanation. When the customer confirms their understanding, be sure to ask a closing question. Always try to win the keys after handling any objection!

Step 5: Satisfaction » The final step in the sales process is satisfaction. Once you’ve won the keys, you must fulfill your promises to the customer. The important thing is to keep the customer informed about the repair progress. When repairs are on schedule, email or text updates are fine. If there are

Circle 68 for Reader Service

August 2013 | BodyShop Business

delays or additional damage, make sure to call the customer as soon as the issue is discovered. Personally deliver the repaired vehicle to every customer. Point out everything that has been corrected and that the vehicle has been cleaned, and also point out any extra work that was done. Then, confirm the customer’s satisfaction. If they’re not satisfied, correct any issues immediately.

Measure to Manage » Success at winning the keys is measured by tracking close ratio, or “batting average.” Either way, this is a measurement of the number of estimates that are converted to repair orders. The math is simple: Number of repair orders written over a time period / number of estimates for the same time period x 100 = close ratio Example: Bob wrote 60 repair orders and 110 estimates last August. His

Circle 103 for Reader Service

Circle 69 for Reader Service

BUSINESS » Winning the Keys close ratio is 60 ROs / 110 estimates x 100 = 54.5%. Close ratio is an important key performance indicator (KPI). In most situations, estimators who are able to increase close ratio by 10 points will see annual sales increases of $250,000! Track close ratio by estimator and by referral source to increase sales. As a guide, overall close ratios should be 75 percent. DRP close ratio should be 90 percent and non-DRP close ratio should be 60 percent. WARNING: To obtain an accurate close ratio, count all sales opportunities as estimates. Count the customer who comes in with an estimate. If you have a customer come in and you don’t write an estimate because they’re going to a drive-in estimator, count that as a sales opportunity, too. If you’re using a computerized management system, make sure all estimates are being imported into the

system or your close ratio numbers won’t be correct. I’ve worked with many shop owners who didn’t feel that they had a sales issue because the close ratio as stated by their management system was high. Digging a little deeper showed lots of “pending estimates.” Those estimates hadn’t been imported into the system, so the close ratio was artificially high.

Follow Up Unsold Estimates » All shops should have a standard process to follow up on all unsold estimates. Phone calls and follow-up letters should follow the estimate or sales opportunity immediately, and again after three days. Owners and managers should call unsold estimates one week after the estimate. This process will capture 20 percent of the unsold estimates, converting them into sales. This won’t work if you only do it when you’re slow. It must be done constantly!

Circle 70 for Reader Service

August 2013 | BodyShop Business

In Bob’s case above, he has 45 unsold estimates from the past August. If he consistently utilized a follow-up program for unsold estimates, he would have closed nine additional estimates!

Practice! » I’ve conducted many sales seminars over the years. In every seminar, we practice qualification, closing sales and educating objection skills. Sadly, that’s usually the end of practice. Shops should hold short sales meetings among those who are employed in customer contact roles. Practice qualification processes, presentations, closing techniques and handling different objections. The result will be improved sales efficiency and increased customer satisfaction. BSB Hank Nunn is a 37-year collision industry veteran. He may be reached at h_nunn@ msn.com or www.hanknunn.com.

Circle 104 for Reader Service

Product

Spotlight Waterborne-Breathable Air Combo System s the use of waterborne paints becomes more popular and in some areas, required, the need for clean and dry compressed sprayable air is a critical component. The need for the proper filtration to remove moisture, oil vapors, gaseous hydrocarbons, dirt, rust, scale, and other potentially dangerous contaminants is the minimum at best. Then if the dew point and relative humidity can be drastically lowered, you can create a quality of spray air necessary to properly apply today’s waterborne paint products.

Model 50-WB

The convenience of having a solution to comply with OSHA regulations for proper air supplied respiratory protection, and delivering Ultra Clean & Ultra Dry Air from a single system, is cost effective and efficient. The Model 50-WB can process up to 50 SCFM of Breathable Air or 35 SCFM of Ultra Clean & Ultra Dry Air, or any combination within those parameters.

Martech Services Company has been manufacturing

The Model 50-WB is designed to work with your existing compressed air source to properly filter and monitor the compressed air for Grade “D” Breathable Air, plus this system also provides Ultra Clean & Ultra Dry Air for use in spraying waterborne or solvent-based paints.

Quality Air Breathing Systems

This system can handle up to two painters at the same time. The Model 50-WB is a 50 SCFM system, and is also available in an 80 SCFM system.

Since 1991

MARTECH SERVICES

For more information, contact your local jobber/dealer or

C O M PA N Y We’re serious about the air you breathe.

800-831-1525 www.breathingsystems.com

Circle 71 for Reader Service

www.bodyshopbusiness.com 71

Circle 72 for Reader Service

74 80

Schedule to Reduce Cycle Time Reduce Cycle Time with These Products

CYCLE TIME SAVERS

Schedule to

Reduce Cycle Time

Sit back and let me tell you the story of a shop that improved its scheduling processes…and improved its cycle time. By Hank Nunn he collision industry continues to focus on reducing repair cycle time. While some have found great success, others are stuck. What’s the key to reducing repair time? Well, there isn’t any one thing, but if pushed, I would say that cycle time, in many shops, can be significantly reduced through improved scheduling processes. NOTE: I said processes, plural. Highly efficient repair facilities schedule everything, not just dropoff dates.

A Quick Fix » To illustrate the concept, we’ll sit in with Brian, owner of Logjam Collision, and Bill, the manager. They’re meeting with Mike, an industry consultant. Brian and Bill agree that they need to reduce repair cycle time. Brian explains that his customers, insurance carriers and employees are all frustrated by his high, double-digit cycle time. He has met with other consultants, and one suggested a “lean implementation” beginning with a “5S” process for the entire shop. Another explained the Theory of Constraints (TOC). Brian explains, “That’s all good 74

August 2013 | BodyShop Business

Circle 75 for Reader Service

CYCLE TIME SAVERS » Schedule stuff. We 5S’d the place, but cycle time didn’t improve and a month later we were right back where we started. I understand the Theory of Constraints, but I don’t have the time or patience for it. I need a quick fix!” Mike responds, “Brian, lean concepts and the systematic elimination of constraints are good and valid concepts. Sadly, I’m not aware of a ‘quick fix.’ But let me look around, talk with your people and we’ll see what we can suggest.” First, Mike spoke with Logjam’s lead estimator, Lindsay. Lindsay is selling $80,000 per month. She explains, “Honestly, I’m about ready to quit. I mean, the pressure to get more out is unbearable. Everyone wants it faster, but I just can’t do any more!” “Okay, Lindsay, I understand. There’s a lot of pressure. But if we

think about it, $80,000 per month is $4,000 per day if we’re working a 20-day month. At an average RO of $2,000, that’s only two ROs per day. You can do that pretty easily, correct?” Mike reasons. “Sure, two per day would be great. But that’s not what we do here. It’s more like 15 on Monday, a few more during the week, then close the ROs and deliver cars all day Friday. With calls to angry customers, dealing with parts, adjusters and supplements, plus techs who complain about not getting supplements in time, it’s too much.” Mike speaks with the lead painter, Chuck, who says, “Man, they all want it yesterday! Most of these jobs are late before I even get them. Then the pressure is on me to get ’em done quick! With our booth, I can paint five per day, but they want me to get 10 shot on Thursday!

August 2013 | BodyShop Business

Circle 76 for Reader Service

Seems like every week, I have one ready to shoot and Brian or Bill comes out and wants me to do another ‘hot’ one first. No wonder we have quality issues.” Bob, a metal tech, shares his frustration. “I mean, cars come in, I tear them down, then they sit for three or four days before I get my supplement. Then there are parts delays. I’ve got 16 ROs in process right now. And they all have to go Friday.” Mike shares these concerns with Brian and Bill. “It sounds like we’ve got some problems here at Logjam Collision. I’ve asked a lot of questions and performed some root cause analysis. The root cause of a lot of the problems here is with the way work is scheduled. How do you guys schedule repairs?” Bill answers, “We don’t. I mean, you can’t really. Everyone wants to

Circle 77 for Reader Service

CYCLE TIME SAVERS » Schedule drop off Monday and pick up Friday. Insurance companies don’t want cars here over weekends, and you have to maintain a backlog so that you can work through parts problems. We tried scheduling once and it didn’t work.” “Bill, what do you mean, ‘tried’ it?” Mike asks. “Well, we tried to schedule eight per day Monday through Wednesday. But my estimators are on commission and they just grabbed the keys and ignored the schedule. Scheduling just doesn’t work in an auto body shop. Heck, look at Lindsay. She’s coming apart writing $80,000 per month. I know estimators who write double that! A lot of our problems start with her. She should be able to do better!” “Yes, Bill, I know estimators who write over $200,000 per month and maintain great CSI. I could have told Lindsay that, and a few years ago I would have. Today, I understand that’s not relevant to her. She is stressed. I can tell you how those high achievers make it happen.” “Okay, I’ll bite. How do they do it?” “They control their workload through efficient scheduling. Like I said, there is no quick fix. But efficient scheduling is the key to improving repair cycle time. I know, you tried it and it didn’t work. That’s good! You learned that the way you tried it did not work. Shops with low repair cycle time schedule everything.” Showing his frustration, Brian responds, “Mike, you didn’t hear Bill! We tried it and it didn’t work!” “Brian, you learned that the way you did it did not work. Think of it like this. Your doctor just found a suspicious spot on your skin. He tried to freeze it off with liquid nitrogen. You go back six weeks later and find that the spot came back. They do a biopsy and find that spot is skin cancer. Do you just give up because you tried something once and it didn’t work? Nope, you try 78

something else, and something else until the cancer is gone. This business has cancer and you need to treat it right now!” Concerned, Brian responds,“Mike, I see what you’re saying. So, tell me what we need to do.” “Brian, it’s not that simple. Every shop is different. If I tell you what to do, your team will feel like something is getting rammed down their throat. We need to have a meeting and draw some ideas from within your team. Your people will support what they help create. Let’s have a meeting with Lindsay, Bill, Chuck and Bob. I will run the meeting. We’ll come out of the meeting with some ideas for scheduling work, estimator scheduling, scheduling parts, scheduling blueprints and scheduling the booth.” Mike continued, “Brian and Bill, your job is discipline. At the end of the meeting, everyone will agree to some systems. Your job is to discipline the systems for 30 days. That’s how long it takes to establish a habit. No cheating! Each process will be outlined on a flip chart. Each will be simple. Accountability will be assigned and consequences spelled out for violations of the process. You really need to commit to that!” The meeting takes place the following morning. The shop’s team comes up with several processes, all handwritten on a flip chart pad:

Incoming Work Schedule Process

䡲 The goal is to schedule 20 ROs per week. 䡲 A schedule board will be hung in the office. 䡲 There will be six available schedule openings Monday and Tuesday. 䡲 There will be four available schedule openings Wednesday through Thursday. 䡲 If a date is fully booked, no additional work will be scheduled that day. 䡲 If anyone schedules an additional RO, that person must wash the car for delivery.

August 2013 | BodyShop Business

Estimator Daily Schedule

䡲 Estimators to attend morning release meeting at 8 a.m. daily. 䡲 At release meeting, status of inprocess ROs is reviewed. 䡲 Go list for today and tomorrow is created and updated. 䡲 Following release meeting, estimators to call all customers and update status. 䡲 Following update calls, estimator to create blueprints. 䡲 Estimators pre-close all scheduled deliveries. 䡲 Drive-in estimates to be scheduled by receptionist, one per hour per estimator. 䡲 Avoid scheduling estimates before 9 a.m.

Parts Process

䡲 All parts deliveries to be scheduled after 10 a.m. 䡲 All parts orders to be filed electronically. 䡲 After blueprint, goal is one parts order. 䡲 Partial orders will not be accepted. 䡲 All incoming parts to be checked in to assure they’re correct. 䡲 Incorrect parts will not be accepted; replacement invoice to be issued.

Blueprint Process

䡲 Body techs to be given a list of ROs to be torn down for blueprint at end of shift. 䡲 ROs requiring teardown for blueprint will be torn down first thing in the morning. 䡲 Estimator to work with body tech to create complete blueprint immediately after status updates. 䡲 Repairs will not begin until all parts are in and correct.

Booth Schedule

䡲 Manager to provide list of ROs to be painted next day by 3 p.m. every day. 䡲 Changes to the list are allowed, with at least two hours prior notice 䡲 Goal is to have two vehicles prepped at all times.

CYCLE TIME SAVERS » Schedule 䡲 If a vehicle is moved in front of others, manager making the move must call delayed customers to tell them their car has gone off schedule. Brian and Mike review the results of the meeting. Brian comments, “Mike, this is pretty simple stuff. I mean, there are a lot of questions in my mind. I don’t see how this is going to work.” “Brian, I hear you. But what you have is just the start. You and your team will grow from this. But the important thing is to stick to it. Keep a chart of problems that occur with these systems, then review the issues every month. You can change any of it, but not until you’ve done it this way for a month.” “Mike, where do we go from here?” “Brian, I know shops that schedule for vehicle movement between work stations every 45 minutes! You’re just getting started, and you’re headed in a good direction. It won’t be long before you’ll use your management system’s scheduling program and refine everything. Remember, it’s a continuous improvement plan. That means you’ll constantly be reviewing what works and what doesn’t. Your job is the most important one. You have to lead by example. I mean, you have to discipline the process. You, especially you, cannot break any of those rules just because you’re the boss.”

Two Months Later » Two months later, Mike returned to Logjam Collision. The first person he spoke to was Lindsay. “How are things going, Lindsay? Are you still planning to quit? Lindsay laughs. “No, still here. The changes have been kind of tough. Every day, we’re tempted to squeeze one more in. So we adjusted the process so that we can bring in an additional small job with Bill’s OK. To be honest, I’ve had to wash

a few cars. Calling customers in the morning really eliminated most of the incoming customer status calls. Getting out to blueprint first thing in the morning has cut the amount of time cars wait for estimates, and my supplement ratio is down. But let me tell you about the best thing: I have over $100,000 scheduled to go this month!” “Lindsay, great job! Keep it going!” Mike moves on to see how things are in the paint shop. Chuck reports, “Man, that schedule really helps us spend our time more efficiently. I can see what’s coming and the order it’s coming in the day before it hits. We’ve got the time to do it right! Brian and Bill still try to slip one in at the last minute, but when I remind them that they will have to call the delayed customer, they usually take a look at the schedule and we work those hot ones in.” Bob, the metal tech, is still not convinced. “Mike, things seem better. At least we’re getting better estimates from the blueprint process and the supplements are down. I don’t have a big backlog anymore. To be honest, I look at that backlog as job security. It’s not there, and I’m not feeling very secure.” Mike listened to Bob and asked, “How are your flagged hours looking?” “Hey, they’re up about 10 percent. That’s the good thing. The cars are moving faster and I’m making more money, but I’m just not sure, you know? I don’t know.” Mike paused and commented, “Yeah, I know. Bob, I think you need to stick with it. You’re flagging more hours and the cars are moving faster. That’s probably why your backlog is down. But I checked the schedule board in the office and the next couple of weeks are booked! I think you’ll be fine!” Finally, Mike sat with Brian and Bill. “So guys,” he began, “how’s it going?”

Bill was the first to talk. “Well, Mike, the scheduling process seems to be helping. I mean we still have problems and it’s hard to schedule cars on Thursday. Some of the adjusters are upset that we’re writing better estimates. We still have issues, but things seem better.” Brian offered, “The big issue is cycle time. We’ve knocked two days off of our cycle time in the past two months! Yeah, some adjusters want to blackball us for writing better estimates, but others are thrilled to see the supplement ratio go down. Our DRP coordinator came in and told me that he was glad he didn’t have to take us off the program because we’re improving our cycle time. Oh yeah, and our CSI is up. Best of all, it looks like we’ve got a record month scheduled!” Brian asked, “Mike, I’ve heard a lot about lean. When can we start implementing it?” “You already have. Leveling the workflow is one of the basics of lean. So is gathering ideas from your team and looking for ways to constantly improve. You’re trying new things and writing processes but not casting those processes in stone. That’s all lean stuff! Remember, lean is a journey. In your case, the journey began because you needed to improve cycle time through scheduling.”

The End » So our story ends…or begins. Perhaps it’s time to change the shop name from Logjam Collision to Rapid Repair Collision Center? Logjam Collision is a fictitious business. But the people, problems and solutions are real. For most in the collision repair industry, improved scheduling of work processes has an immediate and positive effect on repair cycle time. BSB Hank Nunn is a 37-year collision industry veteran. He may be reached at h_nunn@msn.com. www.bodyshopbusiness.com 79

Cycle Time Savers

Showcase Mobile 6H Compliant Spraybooth For more than 20 years, the Mobile Work Station has helped add capacity and productivity to shop operations. Reducing car shuffling and breaking the paint booth bottleneck, it can help to significantly reduce cycle times. This portable, certified EPA 6H compliant booth, with its multi-stage filtration and self-contained enclosure, works where the work is. Whether it’s on- or off-vehicle panel prep, priming or refinishing, or cutting-in parts, this mobile unit will provide a clean, enclosed atmosphere wherever it’s needed – instantly. Using the Mobile Work Station, core supports can be sprayed while on the frame rack, eliminating the need to move a disabled vehicle to the fixed paint booth to meet EPA 6H requirements. Running on a standard 115V outlet, it can provide significant savings on energy costs by using existing heated or cooled air. There are no building modifications or dedicated shop space required. Utilizing carbon filtration, the Mobile Work Station removes odors and VOCs in addition to dust and overspray, providing a cleaner, healthier work environment. The Mobile Work Station saves time, space and money. For more information, call (800) 242-6870 or visit www.shop-pro.com/portable-paint-booth.

Don’t Let Paint Drying Time Hold You Back The Xcelerator was developed in order to help high-production collision centers meet and surpass their financial goals. Often times, productivity is held back by paint drying time. Even the best managed collision center will eventually reach a production limit due to the finishing and drying process. The Accudraft Xcelerator can nearly double finishing speeds overnight, turning any new or existing spraybooth into a high performance machine. The system is designed to drastically reduce your curing times by creating convection in the spray environment and drying coatings in one step instead of two. There are two specific issues that can slow down the curing process in a traditional automotive spraybooth: formation of a boundary layer around the vehicle surface, and heat losses within the workspace and around the vehicle. By drying in one step and increasing your booth’s heat efficiency, paint jobs can be completed in almost half the time, saving you up to 50 percent in total energy used. Visit www.accudraftpaintbooths.com.

Eliminate Wasted Time with 360-Degree Pulling The American-made frame machine lines, Star-A-Liner and Signature, are quality, time-saving machines that work for you. While these two lines have their differences, one thing remains the same: they’re built here in the USA. What does this mean for you? It means that they’re made of high quality materials, from the hydraulics down to the decals, giving the consumer increased life span on critical components and reducing lost time spent making repairs and chasing down parts. Other features include 360-degree pulling capability (which eliminates time wasted repositioning vehicles on the frame machine) and 10-ton high pressure hydraulics (which allow you to have all the power you need to get the job done the first time). Whether you’re using a Cheetah, Signature or an American Freedom frame machine, you’re giving yourself the opportunity to maximize your shop’s capacity. Idle time is decreased by no longer outsourcing to other shops; your work stays in your business. Check out all the quality frame machines built by CJJ Inc. at www.staraliner.com and www.autobodyshop.com.

Finish Sand 4:1 Reduces Cycle Times Finish Sand 4:1 (#738) polyester primer from Evercoat sprays with little to no surface texture, reducing the amount of sanding time needed to get a flat surface. It passes 500 hours in salt spray (ASTM B117) and can be applied over properly prepared bare metal, eliminating the need for epoxy or self-etch primer. Finish Sand 4:1 is compatible with waterborne coatings and is VOC compliant. For more information, visit www.evercoat.com. 80

August 2013 | BodyShop Business

Circle 81 for Reader Service

»| Industry Update |« NACE continued from pg. 12 working opportunity while raising money for a great cause that helps us to sustain the future of our industry,” he said.

Added George Avery, CIC chairman, “The Collision Industry Conference looks forward to building upon our longtime alignment with I-CAR to welcome ASA into the fold and offer our collision indus-

try stakeholders the opportunity to attain even more industry knowledge, make even more valuable industry connections, and conduct even more business. Better yet, Industry Week lets them do it all in one week, under one roof, and in the heart of the Motor City to enable everyone to maximize their time and travel.” Additional details on each event taking place during Industry Week 2014 will be released in the coming months. Hotel details will be available in the near future.

SEMA continued from pg. 13

Circle 82 for Reader Service

Circle 105 for Reader Service

August 2013 | BodyShop Business

Tools & Equipment (North Hall), Restyling & Car Care Accessories (North Hall), Racing & Performance (Central Hall), Hot Rod Alley (Central Hall) and the First Time & Featured Exhibitors (LVH). “Since the early stages of our discussions, our partnership with SCRS has focused on providing opportunity to the industries we each represent,” said Peter MacGillivray, VP, events and communications for SEMA. “The fact that the collision repair community has become such an integral part of so many areas of the show, and has demonstrated such annual growth, really emphasizes the benefits derived from industry involvement in the premier global automotive specialty destination in the world. We are proud to boast that SEMA Show attendees will be exposed to educational seminars, product demonstrations, special events and networking opportunities, and believe that our collaboration with SCRS has been a leading contribution to those opportunities.”

Circle 83 for Reader Service

»| Industry Update |«

Corporate Honda Optimizes Airbag Awareness Site

for Mobile Devices merican Honda Motor Co. Inc. has announced that AirbagAware.Honda.com, a consumer-oriented website, is now optimized for viewing via smartphone or tablet. The site can be accessed by typing the URL into the phone or tablet’s Web browser. Originally launched in December 2012, the site is designed to increase awareness among consumers about the growing problem of counterfeit airbags. Included on the site is the original October 2012 NHTSA Counterfeit Air Bag Consumer Alert, a dramatic video showing the deployment of several counterfeit airbags ver-

sus Honda Genuine airbags. “Counterfeit airbags are a serious threat to Honda owners and the driving public,” said Steve Osborne, assistant vice president for American Honda Brand Protection. “It’s hard to tell if a deployed airbag, and related components, have been replaced with Honda Genuine parts, or something else. We want people to be aware of the issues and ask the right questions about their cars’ repair.” To promote the website and increase consumer awareness, consumer information kits are available to shops free of charge by calling (440) 572-7266 and ordering item No. CPHABK12.

Circle 84 for Reader Service

August 2013 | BodyShop Business

Herkules Named Vendor of the Year by International Autobody Marketing Group erkules Equipment Corporation has been named “Vendor of the Year” by the International Autobody Marketing Group (IAMG). The announcement was made at the annual IAMG Vendor/Warehouse Distributor meeting banquet. “Herkules Equipment Corporation is a top-notch proactive partner to the Group, and we honor them for their outstanding service, support and professionalism,” said Lloyd Fields, president of IAMG. “They offer exceptional products, continued marketing efforts and excellent value to our industry with a dedicated commitment to their customers. We are pleased to award them with our 2012 Vendor of the Year Award.” Kevin Prost, vice president of Herkules, accepted the award from Lloyd Fields. “We are deeply honored to be presented with this award, and we are proud to be part of a very special industry. This award recognizes the efforts of Russ Terry, our national sales manager; Kris Fairbrother, our director of marketing; our sales reps; and our production staff that builds high quality products here in the USA.”

Circle 85 for Reader Service

»| Industry Update |«

Evercoat Celebrates 60th Anniversary vercoat has announced that it is celebrating its 60th anniversary this year. Founded in 1953, Evercoat (formerly Fibre Glass-Evercoat) began producing a fiberglass resin material to recover and repair wooden boats. By the mid-1970s, Evercoat entered the professional auto body repair market with polyester body fillers and putties. In 1995, Evercoat was acquired by Illinois Tool Works Inc. (ITW) and became part of ITW’s Automotive Aftermarket Group. Today, Evercoat is one of the leading U.S. manufacturer of auto body repair fillers and putties in the automotive refinish industry, and patch and repair products for the recreational marine market.

The company’s reach is global, as it currently provides products to distributors in all of North America, much of South America, Europe, Africa, Australia and several Asian countries. “Evercoat works very hard to earn and maintain its reputation as one of the most innovative companies in the automotive aftermarket,” the company said in a statement. “We accomplish this by listening to our customers’ needs and continuously challenging ourselves to improve the quality of our products and maximize the efficiency of the processes used by body repair professionals. “Evercoat’s product innovation has always been a dominating force in the automotive industry.

Circle 86 for Reader Service

August 2013 | BodyShop Business

Beginning in 1961, the company introduced the first colored catalysts for polyester body filler, which assured the body man of a thoroughly mixed product. The subsequent years brought many technologically-advanced products that were also firsts in the industry, such as Feather Fill, Metal Glaze, Rage and the Metalworks system. “Innovative technology continues with the introduction of cutting edge products such as Rage Ultra, Metal Glaze Ultra, Quantum1, Fiber Tech and Super Build, to name a few. With the introduction of Rage Ultra and Metal Glaze Ultra, Evercoat pioneered a patent pending eco-resin, bringing ‘green’ technology to the inContinued on pg. 88

Circle 106 for Reader Service

Product

Spotlight Repair Procedure Data From Major OEMs Is Just A Few Mouse Clicks Away CCC ONE™ Repair Methods Integrates Repair Procedures with Estimating

he popularity of hybrids and the growing use data, when and where it’s required. Compliance with of technology and sophisticated materials in DRP partner and regulatory guidelines for repairers vehicle manufacturing have made the repair is a snap. process more complex and specialized. New and updated repair procedures are published regularly CCC ONE Repair Methods offers: to account for manufacturing advancements, yet keep● Automated indicators tell a repairer when OEM ing up with these changes can feel like a full time job. data is available and the type of data it is. When looking up a repair procedure today, repairers ● Bookmarking features allow repairers to flag are on virtual scavenger hunt, pulling bits of repair relevant data for future reference and for future data from multiple, unconnected systems, databases users so technicians are automatically prompted and manuals. This is time-consuming and can lead to to review data when they clock into a job. rekeying errors and errors in pulling the wrong infor● As part of the CCC ONE® hosted model, data is mation needed for a specific repair. These errors are updated online, keeping information current and costly – to the bottom line, to the shop’s reputation ready to use without the need for manual CD and to a relationship with a DRP partner. and DVD updates. ● Information and procedure details are available CCC ONE™ Repair Methods – Repair Data to solve any repair.

Where You Need CCC is able to offer CCC ONE™ Repair Methods, a fully integrated automotive shop software solution that embeds repair procedures data from major OEMs into its CCC ONE™ Estimating. Now, all of the procedure information you need is available when the estimate is being written and when the repair is being done. By offering visual cues and prompts, repairers and technicians are alerted when OEM information is available or needed for a job. And CCC ONE Repair Methods helps guide repairers in the use of OEM

To learn more about CCC ONE Repair Methods and to start your free 30-day trial, please contact your account manager or visit: www.ccc-one.com/repairmethods

Circle 87 for Reader Service

www.bodyshopbusiness.com 87

»| Industry Update |« PPG’s PaintManager Program Reaches Web User Milestone PG Automotive Refinish has announced that 5,000 subscribers of the PaintManager software color retrieval and management program have chosen to use the Internet instead of traditional CD releases to update their systems. The announcement of this

milestone achievement was made by Mary Kimbro, PPG global color director. “Getting fast and accurate color and program updates is critical, and we are very pleased to see our customers embracing this online option to enhance their PaintMan-

Evercoat continued from pg. 86 dustry for the first time. Quantum1 is the industry’s first 10:1 singlestep dent repair technology that fills like body filler and finishes like putty. Fiber Tech addresses repair mapping and bond line swelling problems on today’s SMC and rigid composites. Super Build is a twocomponent primer surfacer that has exceptional filling capabilities and patented 4:1 mix ratio technology. “At Evercoat, we are just as optimistic about the future as we are proud of our history. We look forward to serving our customers for the next 60 years!” Evercoat is headquartered in Cincinnati, Ohio, and has distribution warehouses in Ohio, California and Spain.

Circle 88 for Reader Service

Circle 107 for Reader Service

August 2013 | BodyShop Business

ager software,” said Kimbro in her announcement. The PaintManager network-capable software program is a proven platform that can be configured to meet the needs of any distributor or collision center. This industry-leading software delivers color formulas targeted to match OEM colors and manages the paint mixing operation through exclusive touch screen technology. “PaintManager software is a stateof-the-art system that brings the Internet into the mixing room to make paint operations as productive and profitable as possible,” added Kimbro. “Five thousand users across North America have now recognized the value of this remarkable tool, its connectivity capabilities and the management services it provides. With PaintManager software, shops are getting fast network access to color information, new products and program improvements. Equally important, they’re getting the data that keeps their managers and technicians aware of all aspects of the repair business.” The network capability and Internet connectivity of PaintManager software provide instant access to all the information required to make informed decisions on job costs, material usage, mixing efficiency, inventory and more. The company says PaintManager software combines the accuracy and efficiency of computerized color mixing with comprehensive reporting and tracking features designed to help monitor and manage paint operations. After a one-time installation process, PaintManager software updates are regularly downloaded, eliminating the need for CD usage and storage. In addition, through PaintManager software’s secure two-way communication with PPG, HelpDesk technicians can remotely access the mixing room computer and provide real-time technical support.

Circle 89 for Reader Service

»| Industry Update |«

Consolidation The Boyd Group Opens New Repair Center in Georgia he Boyd Group Inc. (the “Boyd Group”) has announced the opening of a new repair center in Newnan, Ga., which will operate under the Gerber Collision & Glass trade name. Formerly known as Shenandoah Collision Center, the new center is 12,500 square feet in size and located about 30 miles southwest of Atlanta. With this addition, the Boyd Group owns and operates 14 repair centers in Georgia, which brings the total current number of U.S. locations in operation to 187. “This new addition to the Boyd Group is indicative of our commitment to our strategy to achieve 6 to 10 percent growth in number of centers through

Circle 90 for Reader Service

single-location additions,” said Tim O’Day, president and COO of the Boyd Group’s U.S. operations. “We continue to look for opportunities to expand within our current markets, and will continue to capitalize on accretive opportunities.” In addition to this new opening, the Boyd Group recently merged two of its existing locations in Schaumburg, Ill., into one facility to improve efficiency. The Boyd Group is continuously looking to add new collision repair locations to its existing network in Canada and the U.S. Interested collision repair center owners should contact Kim Allen at kim.allen@gerbercollision.com.

ABRA Expands Auto Glass Repair Operations in Indiana ABRA Auto Body and Glass has announced the acquisition of Royal Auto Glass in Indianapolis, Ind. ABRA purchased Royal Auto Glass for undisclosed terms from owner Steve Hoyt, who founded the business and offers more than 20 years of auto glass industry experience. Royal Auto Glass owner Steve Hoyt will join ABRA and assume a leadership role in the company to maintain and manage auto glass operations in the Indianapolis market. “This is a great cultural fit and an exceptional opportunity for our employees,” said Hoyt. “ABRA has all the ingredients of a successful company – integrity, a culture of ethics, a well-respected reputation and teamwork with a strong focus on customer service.” ABRA plans to continue expanding in the years ahead and is actively seeking new opportunities to acquire collision and glass repair centers. Interested parties should contact Scott Gerling, vice president of corporate development, at sgerling@abraauto.com or (763) 585-6210. For franchise opportunities in small and midsize markets, contact Mark Wahlin, vice president of franchise development and operations, at mwahlin@abraauto. com or (763) 585-6315.

Circle 108 for Reader Service

Circle 91 for Reader Service

Product

Showcase Work More Comfortably BendPak/Rangerâ&#x20AC;&#x2122;s TS-150 Height Adjustable Tire Spreader quickly lifts tires to a convenient work height to make repairs more comfortable for the technician. The heavy-duty rollers permit tires to rotate freely, while the adjustable spreader forks accommodate both narrow- or wide-tread widths. Control operations, including tire lift and spread, are air-powered and use simple ergonomic air valves for operation. BendPak/Ranger www.bendpak.com Circle 150 for Reader Service

All-in-One Wheel Station The Technocure Down Draft Wheel Station draws air down around the wheel and through a premium blanket filter to the outside of a shop using a powerful tube axial fan. The panels are white powdercoated 18gauge galvanized steel, and the wheel table is made from heavy-duty structural steel tubing with durable, heavy-duty rollers. A sliding light bar illuminates your work with LED technology, while a custom tool board keeps all necessary tools in one place.

Quickly Switch from Glasses to Goggles With three lens color options, Gloggles allow techs to switch from glasses to goggles with a simple push, pull and snap. The product features a foam padding that forms a snug fit to keep out dust and airborne particles while providing 99.9 percent protection against UV rays along with anti-fog and scratch-resistant coating on the lenses. SAS Safety Corp. www.sassafety.com Circle 153 for Reader Service

Pro Tools & Equipment, Inc. www.protools.ws Circle 151 for Reader Service

Low-VOC Solventborne Basecoat The ONYX HD Low VOC Productive System produces low-VOC basecoats that are either waterborne or solventborne. The product is easy to spray, offers enhanced denibbing, and dries quickly under common humidity and temperature conditions compared to other systems. It meets all VOC regulations in North America. BASF www.basf.com Circle 152 for Reader Service

August 2013 | BodyShop Business

Foaming Pre-Cleaner This water-based foaming precleaner contains no alcohol and zero VOCs. It works as a foaming wax and grease remover prior to paint, as well as a great tool for removing road grime, salt and rubbing compound. RBL Products Inc. www.rblproductsinc.com Circle 154 for Reader Service

Circle 93 for Reader Service

»| Product Showcase |« Anti-Static Lab Coat Use Nitrogen to Produce Long-lasting Welds The Nitrogen Plastic Welder uses hot nitrogen gas to restructure common plastic components in automotive repair – from cracked bumper cover surfaces to hinged tabs. Nitrogen is used as a shielding gas to prevent the plastic from burning during the weld process, producing a strong, lasting weld. Pro Spot International, Inc. www.prospot.com Circle 155 for Reader Service

Retro Black Topcoat PPG’s DITZLER Hot Rod Black Topcoat provides a uniform, low-gloss and deeplooking black finish designed to replicate the glory days of street rods and muscle cars. It is available in a convenient package that includes a quart of Hot Rod Black and a half pint of hardener. This topcoat is also VOC compliant for all regions based on reducer selection.

E-Z MIX www.ezmix.com Circle 158 for Reader Service

Use Heat to Extract Difficult Parts

PPG www.ppgrefinish.com Circle 156 for Reader Service

Scan QR Code for Additional Product Info Spectra Premium’s product labels now include QR codes, providing customers instant access to partspecific information. The simple scan redirects the customer to the mobile-friendly eCatalog, where they can access product images, specifications, videos, installation and technical instructions. Spectra Premium www.spectrapremium.com Circle 157 for Reader Service

This white Anti-Static Lab Coat features a detachable hood and uses carbon fiber threading to dissipate static charges in the paint booth. It’s made of a lightweight, breathable material and features pockets, a banded waist and comfortable ventilation.

August 2013 | BodyShop Business

Using Invisible Heat to quickly release hard-to-remove, corroded parts, the Mini-Ductor II can heat a half-inch nut red hot in seconds. The heat is localized on the frozen part, making for a faster and safer extraction. It can be used on all undercar areas including body mount bolts, tie rod ends, control arm ends, ball joints, wishbone bolts, brake lines and stabilizer bars. The Inductor www.theinductor.com Circle 159 for Reader Service

Circle 95 for Reader Service

»| Product Showcase |« Versatile Euro-Style Clearcoats MS-78 and MSV-23 are medium solid Euro style clears with a 2to-1 mix ratio. When used with Matrix System basecoats, these clears give shops a high gloss appearance and VOC compliance. They offer a conventional two-coat application and can be used over a wide range of weather and booth conditions. Quest Automotive Products www.quest-ap.com Circle 160 for Reader Service

Heat-Resistant Masking Tape 3M’s new Specialty High Temperature Masking Tape 501+ is designed for paint bake operations where higher temperatures are required and withstands temperatures of up to 300 degrees F for 30 minutes. Its extra-strong crepe-paper backing conforms to irregular surfaces, resists bleed-through from most industrial paint systems, improves visibility during the paint masking process and offers super sharp paint lines.

Prevent Pipe Sweating and Condensation The Refrigerated Air Dryer provides reduced dewpoint temperature and air line filtration for a wide variety of compressed air applications. It uses a 3-in-1 heat exchanger to first pre-cool the air, then refrigerate and condense out all liquid vapors, and final return heat to the air to prevent downstream pipe sweating and condensation. LA-MAN Corporation www.laman.com Circle 164 for Reader Service

3M www.3M.com/maskingmadesimple Circle 161 for Reader Service

Generate Clean Air The Quality Air Breathing System works with the existing compressed air supply to generate Grade “D” Breathable Air. The four-stage filtration filters the air, while the on-board carbon monoxide monitor continuously checks the air quality for compliance with current OSHA standards. Martech Services Company www.breathingsystems.com Circle 162 for Reader Service

Flexible Waterborne Primer for Plastics Hydroflex Plus Primer is a unique waterborne acrylic urethane primer surface designed for a wide range of plastics. It can withstand abuse and impact on a bumper cover and prevent cracking while providing excellent fill. It comes ready to spray, with no mixing or reducer required. Transtar Autobody Technologies www.tat-co.com Circle 163 for Reader Service

August 2013 | BodyShop Business

High-Gloss Clearcoat METALUX MX2 MS Clearcoat 9090 is a two-pack, high-build, medium solids clearcoat formulated for the METALUX basecoat system. It features excellent flow characteristics and a high-gloss, crystal-clear finish. A high-film build is established after only two full coats. ChemSpec USA, Inc. www.chemspecpaint.com Circle 165 for Reader Service

Classifieds MIG / TIG / PLASMA / SPOT * Fixed & Flex-Neck Torches * Tips / Nozzles / Caps / Diffusers

* Wire / Rods / Tungsten * Helmets / Gloves / Safety Gear

The Body Shop Specialists Toll-Free 1-866-568-3170

WELDINGDIRECT.COM

www.bodyshopbusiness.com

• Original Equipment Wheels In Stock • Limited Lifetime Guarantee • 1000s of Wheels In Stock • Affordable Prices

We ship from eight different locations: Dallas, Houston, San Antonio, Los Angeles, Philadelphia, San Francisco, Chicago, Miami

Alloy Wheel Remanufacturing Order your Wheels at:

www.newwheel.com or 800-486-0931

»| Classifieds |«

Body Shop Inventory & Web Software by Rossknecht Software www.rossknecht.com

A Windows® inventory system for Body Shops that also salvage vehicles or have new/used parts to sell – vehicle and parts inventory, invoicing, reports, instant sales totals, bar-code labels, digital pictures, electronic catalog of body parts. NEW: Put your inventory on your Website included. No monthly fees. $895 complete. Free Demo CD. bpsales@rossknecht.com phone 303-884-5315

MarkiNgpeNdepot.coM Collision Shops, Towing, Auction Sites, Dealers, Recyclers, OEMs

Quality Solutions for the Collision Industry

1.800.529.2640

Tow Pro $2.50 Autowriter $3.50 Posca $3.50 Bopagla $2.00 Unipaint $3.86 MPD-15 $1.30 Volume Discounts! Call 888-906-9370 or online at

markingpendepot.com

W W W . K AY C O S P R AY B O O T H S . C O M

BodyShop Business Classified Help wanted • Business for sale Equipment for sale • Software... and so much more! Call Tom Staab today at 330-670-1234 ext. 224

The

Shop Dale Williamson Collision Service Adviser Sterling Autobody Centers – West Chester Philadelphia, Pa.

How long have you lived in Philadelphia? My whole life – 48 years!

Are you a Phillies fan? Yes. I just got my picture taken with Phillies legend Dutch Daulton, who unfortunately just got diagnosed with brain cancer. He got diagnosed five days after we hung out. I’ve always been a big fan of Dutch.

Are the Phillies your favorite team? No, the Eagles are. My house is all Eagled up – banners, signatures, helmets, stuffed animals, etc.

Do you have the Eagles mailbox, too? I do not. But I do have the Eagles foam brick that you can throw at the TV when they make a bad play. You don’t want to throw a real brick through your 70-inch flat screen.

What did you think of Michael Vick? I was not a fan. I’m a dog lover, so that stuff that happened with him turned me off.

Do you own a dog? I did in the past: Danny, died Oct. 23, 1977. Dogs need devotion and time, and I work 12 to 13 hours a day, sometimes seven days a week. My wife is a cat person so we’re doing the cats until the day comes when we can devote the time a dog needs.

100

August 2013 | BodyShop Business

How long have you and your wife been married? Going on 30 years now. We got married on St. Patrick’s Day. I’m a little Irish, she’s half Irish. Philadelphia has a parade, but we don’t go. Everyone parties on our anniversary, we say, not St. Patrick’s Day.

As far as cheesesteaks go, is it Geno’s or Pat’s for you? Neither. Jim’s is my preference. But I like them all to be honest – I’m a big fan of the cheesesteak in general.

We hear you had a restoration project at one time. Yes, it was a 1973 Sun Bug. I had it for 15 to 20 years but then recently sold it to someone because I didn’t have the time to devote to it and figured I would let someone else enjoy it. The good thing was I got my garage back!

What is your favorite part of your job? The people. One time, I had just finished cutting the grass when an elderly woman I call my ‘third mother’ called and told me she ran over a big stick and her car was leaking fluid everywhere. I told her to meet me at work, so I went over there in my street clothes and handled the claim for her and got her a rental and off she went. She was thrilled. And that’s what I live for. BSB

Circle 101 for Reader Service

Circle 102 for Reader Service