NURTURING GROWTH AT VISION
CREATE A POSITIVE CUSTOMER EXPERIENCE
PREP YOUR SHOP WITH PROFIT FIRST
PAGE 8
PAGE 17
PAGE 19
The Driving Force for Automotive Service Professionals
MAGAZINE Following a lifechanging diagnosis, Summer and Mark took control of their careers and became business owners
SUPPORTING ROLES HOW SUMMER AND MARK GUERRERO, OWNERS OF AFFINITY AUTOMOTIVE SERVICES INC., SUPPORTED ONE ANOTHER TO MEET THEIR CAREER GOALS PAGE 12 T H E OFFIC IAL P U BL IC AT ION OF
W INT E R 2 0 2 3
MWACA_1223.indd 1
11/22/23 12:05 PM
First impressions happen online now. Whfifififififififiufifififigfififififififififififififififififififigfi fibfiufifififiufifibufifififififi?fi ODMfififivfifififififififififiufifibfifififififififigfivfifififiufififififififififififififififififififififififififififififififi fifififififififififififififififififififififififififififififififififififififififififififififififififififififififififififififi
Scan here to schedule a Demo:
To learn more visit WhyOptimize.com 888-361-5756|@z. 2
MWACA_1223.indd 2 2312MWACA_OptimizeDigitalMarketing.indd 1
11/21/23 11:12 AM 11/3/23 9:44 AM
2312MW
LESS CLICKING. MORE FIXING.
EASY!
LESS TIME CLICKING. MORE TIME FOR FIXING. MYPLACE4PARTS is the easiest, fastest parts ordering platform for professional technicians. info.myplace4parts.com 3
9:44 AM
MWACA_1223.indd 3 2312MWACA_AAPA.indd 1
11/21/23 11:12 AM 10/25/23 4:39 PM
CONTENTS
ISSUE 05 NUMBER 04
5
FROM THE PRESIDENT’S DESK Together We Succeed
7
MWACA MOMENTS
8
LEAD FEATURE Your Path to Automotive Excellence
12 17
ACTION PLAN: DRIVING PROFITS THROUGH THE CUSTOMER EXPERIENCE How to Successfully Sell to the Customer
19
PHOTO BY RIVER CITY VISUALS
MEMBER SPOTLIGHT From Dreams to Reality
12
ACTION PLAN: EMBRACE PROFIT MANGEMENT IN YOUR SHOP Implementing "Profit First"
21
Q&A Fighting for Your Right to Repair
22
MEMBER COLUMN Preparing for Economic Downturn
16
18
The driving force for today’s independent service professionals. As a leading association in the industry, MWACA created the Auto Care Alliance (ACA) in January 2022. Joined by other previous affiliates of ASA, the state and regional associations collaborate on new and innovative benefits, resources, and support for shop owners and managers. Visit mwaca.org or autocarealliance.org to find out more and become a member today.
4
MWACA_1223.indd 4
11/22/23 12:04 PM
FROM THE PRESIDENT’S DESK
MWACA: TOGETHER WE SUCCEED PRODUCTION ART DIRECTOR
Emme Osmonson
Auto Care Alliance (MWACA). As a founding member, my passion and focus mirrors our association's. In my first letter, I want to share my
SPECIAL PROJECT EDITORS
journey, struggles, and unwavering commitment to our industry as a
PRODUCTION MANAGER
repair shop owner.
Emily Kline, Leah Marxhausen Mariah Straub
AD SERVICES MANAGER
Jen George
SALES
My first encounter repairing a car consisted of a large oak tree and a come-along to pull the engine out of my husband Mark’s 1971 Chevrolet Nova. Mark's gift of educating others through his passion for
VP AND PUBLISHER
the automotive industry empowered me to be an independent woman
ASSOCIATE PUBLISHER
I found my passion for helping others and advocating for the consumer.
Chris Messer 651.846.9462 cmesser@endeavorb2b.com Andrew Johnson 651.846.9459 ajohnson@endeavorb2b.com MARKETING STRATEGISTS
Chad Hjellming 651.846.9463 chjellming@endeavorb2b.com Dan Thornton 734.676.9135 dthornton@endeavorb2b.com Kyle Shaw 651.846.9490 kshaw@endeavorb2b.com Marianne Dyal 706.344.1388 mdyal@endeavorb2b.com Martha Severson 651.846.9452 mseverson@endeavorb2b.com Sean Thornton 269.449.0257 sthornton@endeavorb2b.com
MWACA LEADERSHIP PRESIDENT
Summer Guerrero 316.425.8684 summer@affinityautomotiveservices.com EXECUTIVE DIRECTOR
Sheri Hamilton 816.413.9800 sheri@mwaca.org OTHER EXECUTIVE COMMITTEE:
Travis Troy – Vice President Kim Auernheimer – Secretary James Copeland – Treasurer Jerry Holcom – Past President
MWACA MAGAZINE ADVISORY BOARD
Summer Guerrero Jerry Holcom Scott Pelava Devin Kelley
MWACA SUPPORT STAFF
COURTESY SUMMER GUERRERO
I AM HONORED to address you as the first female president of the Midwest
Heather Sebben Anna Tiemann Brady Netzel Val Cadabunda Jody Adams
in doing my repairs and helping others. Performing my repairs is where Mark and I opened our shop, Affinity Automotive, in Wichita, Kansas, in 2008 and quickly learned we did not know how to grow a business and would need industry-specific help if we were going to succeed. With the help of MWACA, we learned how to grow our business through industry-specific coaches, training to keep up with the technology of vehicles, peer groups, industry networking events, mentorships, and friendships with other shop owners nationwide. MWACA also helped by allowing us to combine our membership power to get better pricing and tremendous opportunities. It’s exciting to know that the knowledge Mark and I have gained through the years can help grow the next generation as we pass on our own experiences and prevent others from making the same mistakes. If you have an area in the automotive industry that interests you more than others, please consider volunteering at the local or executive levels of MWACA. Over the years, through my involvement with MWACA and the local chapters, I have discovered my calling beyond the repair shop. I have become a motivational speaker, a business mentor, and an advocate for the future of the automotive industry. My mission is to be a great leader within our company and empower other shop owners to break through their own barriers and thrive in this ever-evolving industry. I am excited about the opportunities ahead as we look to the future. Our industry will continue to evolve, and we must grow with it. Let us use this opportunity to adapt to change and support one another on this journey. Together, we will survive and thrive in the independent
MWACA HEADQUARTERS
automotive repair industry.
816.413.9800
importance of unity within our organization. We are stronger and can
5950 N Oak Trafficway, Suite 201 Gladstone, MO 64118
mwacamagazine.com and visionkc.com mwaca.org
SUMMER GUERRERO PRESIDENT
Today, as I take the role of president, I want to emphasize the overcome the challenges that lie ahead. We must remain neutral to the obstacles and differences that may try to divide us and instead focus on what unites us. 5
MWACA_1223.indd 5
11/21/23 12:38 PM
3,500+ ATTENDEES
◉ 43+ STATES ◉ 60,000+ sq FT exhibit hall ◉ 100+ COURSES ◉ 140+ exhibitors
Feb 29 - MAr 3, 2024
Kansas City
www.visionkc.com Management and Technical training including live car and hands-on tradeshow and networking
REGISTER NOW!
THURSDAY ALL-DAY PACKAGE
FRIDAY ALL-DAY PACKAGE
Thursday Courses Thursday General Session & Breakfast Refreshment Breaks Lunch Expo Registration
Friday Courses Refreshment Breaks Lunch Expo Registration
early bird
$250
regular
$260
early bird
$240
WEEKEND TRAINING PACKAGE
4-DAY POWER PASS
All Management and/or Technical Courses offered Sat. & Sun Refreshment Breaks Saturday General Session Breakfast & Lunch Sunday Breakfast Expo Registration.
4 days of Management and/or Technical Courses, Refreshment Breaks, Thursday General Session & Breakfast, Thursday Lunch, Friday Continental Breakfast & Lunch, Saturday General Session & Breakfast, Saturday Lunch, Sunday Continental Breakfast. Also includes Expo Registration.
BONUS...Add Awards Dinner/Comedy Night for only $50
BONUS...Add Awards Dinner/Comedy Night for only $50
regular
early bird
$250
$430
regular
$450
early bird
$750
regular
$775
hosted by
The industry’s premier automotive service event MWACA_1223.indd 6
11/21/23 11:48 AM
ISSUE 01
MOMENTS SHOPCARE: YOUR KEY TO A HAPPIER, HEALTHIER WORKFORCE FOR ONLY $30/YEAR
ity, enhance engagement, and address critical safety and security issues. Moreover, integrating ShopCare into your benefits program can significantly reduce costs related to employee turnover, absenteeism, workers' comp claims, healthcare, accidents, and grievances. This program is not just an investment in your employees' well-being;
IN TODAY'S FAST-PACED SHOPS, the well-being of employees is para-
it's an investment in the sustainability and success of your business.
mount. Auto Care Alliance proudly offers ShopCare, an Employee
For only $30 per year per employee, ShopCare offers an unparalleled
Assistance Program (EAP) specifically tailored for shop owners,
opportunity to enrich your benefits program. It's time to make a
service advisors, technicians, and their families. Available to ACA
positive change in your workplace and show your employees that their
Shop Members and Allied Members, ShopCare is more than just a
health and happiness are your top priorities. Visit autocarealliance.
program; it's a commitment to enhancing the life quality of your team.
org/shopcare for more info and drive your business towards a brighter,
Why ShopCare? The answer is simple. This innovative EAP offers
healthier future.
solutions for mental and whole health, ensuring that your team and their household family members have access to crucial support services. These services include 24/7/365 live immediate assistance, telephonic mental health support, counseling options (in-person, telephonic, video, or chat), and a vast network of over 20,000 approved counselors nationwide. But ShopCare goes beyond traditional EAPs. It includes a member portal and mobile app, virtual program orientation, training, worklife resources, legal and financial referrals, life coaching, a personal
MWACA SPRINGFIELD CHAPTER AT TENDEES AT TEND AN ELECTRICAL DIAGNOSTICS CLASS BY DUSTIN ATWOOD.
assistant, and medical advocacy. These comprehensive features are designed to improve your shop's culture, boost employee productiv-
M WA C A U P D AT E S & N E W S
UPCOMING EVENTS
NEW MEMBERS SINCE FALL 2023
Mark your calendar for these upcoming events. To register or find out more information about these and other MWACA events, visit mwaca.org/events
Only $275/year. For more information about joining, please visit mwaca.org/join.
WICHITA CHAPTER
CEDAR RAPIDS CHAPTER
EVENT NAME
EVENT NAME
ANTERO AUTOMOTIVE Andy Emery Greenwood Village, CO
GLENWOOD AUTO SERVICE Kurt Blight Saskatoon, SK
Practical Labscope Application Testing with Jim Wilson
PicoScope: Tests and Techniques with Matt Fanslow
MC FLEETS LLC Missy Cottle Columbia, MO
PRO TRUCK & TRAILER REPAIR LLC. Sam Wallace Burleson, TX
DATE
DATE
WASHINGTON AUTO CENTER Jim Zieglowsky Washington, IA
GEARHEADS AUTO & DIESEL REPAIR Amy Ybarra Jackson, MO
AZTEK ENTERPRISES LLC Roberto Ibarra Fremont, CA
THE MOTOR WORKS OF DEKALB INC Meghan Huber DeKalb, IL
PLATINUM AUTOMOTIVE LLC Matt Reid Lansing, KS
JAR PERFORMANCE AUTOMOTIVE Jeffery Reitz McPherson, KS
January 9, 2024 5:30-9pm
EVENT NAME
Take Your Business to the Next Level with Shop Coaching – Virtual DATE
February 10, 2024 9am-3pm
January 9, 2024 6:30-8:30pm
7
MWACA_1223.indd 7
11/21/23 3:10 PM
F E AT U R E
YOUR PATH TO
AUTOMOTIVE EXCELLENCE
2 024 V IS ION HI-TECH TR AININ G AND E X PO BY
E M I LY
K L I N E
8
MWACA_1223.indd 8
11/21/23 11:12 AM
FOR THE 32ND CONSECUTIVE YEAR, the Midwest Auto Care Alliance (MWACA) will host its VISION Hi-Tech Training and Expo in Kansas City. VISION is a must-attend event for automotive
general service technicians to re-learn/learn the basics of auto repair. The General Service Technician Academy will cover the following topics:
industry professionals because it aims to help them gain knowledge about the technical and service sides of the industry, build a
• OSHA and Shop Safety
network of experts, and teach the importance of professionalism.
• Tire Safety
MWACA can effectively assist automotive industry professionals
• Tire Pressure Monitor Basics
in achieving these goals, leveraging its extensive experience built
• Lift Safety
over 32 years of VISION.
• Basic Air Conditioning
THE EVOLUTION OF VISION In 1992, VISION started as VISION 2000 — a local training event
• Fluid Identification and Proper Use • Basic Electricity • Digital Vehicle Inspections
for automotive professionals in the Kansas City area. Only three classes were offered over two days. No one foresaw its success or
All the classes, including the General Service Technician
the demand it would generate among automotive service profes-
Academy, will kick off on the first day of the event after the
sionals for additional training.
opening general session. This will be the first time in 25 years that
When Sheri Hamilton started as MWACA’s executive director in 1998, VISION 2000 had grown from a small, local event to a
VISION will have its general session on Thursday — in the past, the session didn’t occur until Saturday.
national four-day event with over 350 attendees. Since VISION
“Attendees will want to be part of this year's opening event
2000 surpassed the year 2000, the MWACA board changed its
because we have a phenomenal keynote speaker who is coming in,
title to VISION Hi-Tech Training and Expo. In 2023, VISION had
and this will finally be an actual kick-off to the event,” Hamilton said.
over 3,500 attendees and more than 100 courses on technical
“The excitement and energy we plan to build at the opening session
training, management, and service advisor training.
will keep everyone motivated throughout the rest of the event.”
TRAINING OPPORTUNITIES For the 2024 VISION, MWACA plans to host training sessions for technicians, shop owners, and service advisors throughout the event. For each of the sessions, MWACA will offer entry-level, B-level, and advanced training courses for all shop employees. “We want to ensure that there are growth opportunities for our attendees and that people can experience VISION for many years and always come away with new knowledge, which is why there are different course levels,” Hamilton said. There will be a variety of topics covered in the classes, including how shop owners can successfully manage succession planning, scheduling and workflow, and marketing and communication needs. Many of the technical sessions will address hot topics such as Asian/European vehicles, electric vehicles, and ADAS, helping attendees to stay well-informed about present and future changes in the industry.
GENERAL SERVICE TECHNICIAN ACADEMY In addition to the topics mentioned above, VISION plans to offer the General Service Technician Academy for the second year. This two-day program enables shops to send their less experienced
9
MWACA_1223.indd 9
11/21/23 11:12 AM
F E AT U R E
SECURE YOUR SPOT To ensure your spot at the opening session and in your preferred classes, visit visionkc.com and click on the registration tab. It is important to register as soon as possible as classes are filling quickly after experiencing a record-breaking opening to registration with over 700 registering in the first 32 hours of opening. “As far as registration options go, we have what’s called a four-day power pass, and that's where you will get the best value,” Hamilton said. “The four-day power pass allows you to register for classes each of the four days for a set price. If you can’t attend all four days, then you can also choose a specific day or weekend package.” If you opt for individual sessions, instead of purchasing one of the packages, you won’t be able to register for classes until February when individual class registration opens. “We don’t open à la carte registration until a month before VISION because we want to ensure there is space available for people coming in for the entire event,” Hamilton said. “We want to make sure that prime classes have availability and they're not taken up by people who come and attend a single class.”
MAXIMIZE YOUR EXPERIENCE If you are new to VISION, registering early will enable you to get the most out of your experience. Coming well-rested and with an open mind will help you feel more prepared and ensure growth in your professional life, so you can become a better employee or employer within the automotive industry. An additional way you can prepare for VISION is by joining the Facebook VISION alumni group. “Even though you're not alumni, you will soon be,” Hamilton said. “It's an opportunity to connect with other attendees, ask questions, and establish relationships so when you come on-site, you’ll be able to put faces with names.” Instead of immediately returning to your hotel room after class, make sure you’re available for the training and networking that
motive service professionals as the professionals that they are,”
happens in the hallways, bars, and restaurants after sessions
Hamilton said. “So, when they come to VISION, every experience
and into the evenings. When talking to others remember that
from their registration, every connection that they make through-
networking with peers is just as important as networking with
out the event with our team — with any part of the program
superiors. Sometimes peers can help teach you things that your
— they're treated as professionals. We hope that they go back
superiors can’t.
to their shops and feel respected and appreciate being treated
TRANSFORMING PROFESSIONAL STANDARDS
that way.” VISION didn’t always have such high expectations for profes-
MWACA understands the importance of dressing the part and treat-
sional wear. It wasn’t until MWACA held its Best Dressed Contest
ing others as professionals — and the impact this has on careers.
at the event that attendees started to hold themselves and others
“Our philosophy for VISION has always been to treat auto-
in a higher regard. Those who participated in the contest were
10
MWACA_1223.indd 10
11/21/23 11:12 AM
asked to dress professionally as a business, which meant that
Dressed Contest helped to blend the two concepts that we
company employees all had to be wearing similar — if not match-
value: Treating our attendees like professionals and helping
ing — professional attire. By hosting this contest, VISION encour-
support the shops in becoming the professionals they are when
aged automotive industry attendees to master their business
they return home.”
aptitude at the Expo and to take it home to their shops. MWACA
Encouraging professionalism is one of the many ways MWACA
eventually had to stop holding the Best Dressed Contest because
helps attendees build their reputations and develop new skills at
many shops came well-dressed, which made it difficult to find a
VISION. By providing an educational space for networking and
group that stood out.
learning, VISION is a must for any automotive professional who is
“The progress in professionalism from the year we started
looking to grow their career in the industry.
the contest to when we ended it 10 years later was outstand-
To learn more about VISION Hi-Tech Training and Expo and
ing. We upped the dress code game and level of professional-
get more information on the different courses offered, visit
ism within the entire event,” Hamilton said. “Starting the Best
visionkc.com. 11
MWACA_1223.indd 11
11/21/23 11:12 AM
FROM DREAMS TO REALITY:
A Family's Inspiring Journey to Business Ownership HOW A TRAGIC LIFE EVENT ACTED AS A CATALYST FOR CHANGE FOR THE GUERRERO FAMILY BY
L E A H
P H O T O S
M A R X H AU S E N BY
R I V E R
C I T Y
V I S UA L S
A N D
J E N N I F E R
RU G G L E S
P H O T O G R A P H Y
12
MWACA_1223.indd 12
11/21/23 11:12 AM
SUMMER AND MARK GUERRERO HAVE DREAMT OF OWNING A BUSINESS since they started dating
in high school. As they grew older and started
a family, their priorities shifted, and their
goal of business ownership was placed on the back burner.
Summer was working as a firefighter —
something she had always hoped to accom-
plish — while Mark had used his skills as a technician to work at a dealership. Despite
his discontentment at work, they were doing
what they needed to do to support their family.
LIFE CHANGES
The Guerreros' life turned upside down when
Summer was diagnosed with stage 4 breast
cancer. After recovering from an aggressive chemotherapy treatment plan, Summer gained a new perspective.
“Mark supported me in my dream to be
a firefighter,” said Summer. “Following my treatments, I realized the path that I was
taking was not our true path. It wasn't our dream. Once I was well enough to think straight again, I realized that Mark had supported me to live my dream and follow
a career path I was passionate about, and I wasn’t helping him live his dream. That became our main goal. You realize that life is short, and you have to go and get it.”
STARTING THE FAMILY BUSINESS
This realization prompted Summer to take the first step towards business ownership.
“One day, I surprised Mark at his work,”
said Summer. “Mark was at the dealership and frustrated with how things were going, and I said, ‘You know, I think it's time we
found a building.’ There was a building we
always looked at as we passed by every day. It was a two-bay shop, and we knew that'd be a great startup. I put the money down one
day, grabbed the keys, and headed to the dealership. I told Mark to pick up his toolbox
13
MWACA_1223.indd 13
11/21/23 11:12 AM
M E M B E R
S POT LI GH T
and handed him the keys and said, ‘This is your new job.’”
Although this was a huge step forward,
Summer and Mark had a long road ahead. They would have to build their shop from
the floor up before they could fully open for business.
“When we first opened, there was nothing
in this shop,” said Mark. “We had to cash out our 401(k) to purchase everything to get up and running. I felt like we needed to start
without any loans right out of the gate. I knew
if something happened and the shop didn't do very well, I could go back to working and still maintain what we had taken on finan-
cially. We spent the first two months getting the shop set up.”
The first few months were slow. Being
first-time business owners, Summer and
Mark didn’t know how to manage the workload and build a customer base.
“We didn't know anything about adver-
tising,” said Mark. “We didn't know anything
about getting the word out. It took probably three months or so before it was consistent. I learned pretty quickly that we can't do it
with just one person. Answering the phone
and getting cars checked in and worked on was impossible. We still didn't hire anybody because we didn’t have the funds. Had I
14
MWACA_1223.indd 14
11/21/23 11:12 AM
known then what I know now, I would have hired somebody — that would have helped bring the funds in much faster.”
Mark worked long and hard to keep the
shop in business, while Summer worked as a firefighter to support them.
“I worked from anywhere from four in the
morning until midnight, seven days a week, just to keep work moving along,” said Mark, “I
was reaching burnout pretty quickly because it was a lot of work.”
CALLING FOR HELP
With little energy left and an uncertainty of what to do next, they knew they needed help. “Within six months, we had exhausted our
knowledge,” said Summer. “We didn’t know the next steps. We didn't know how to get
employees, the right time to get employees,
or how you know that you can afford to add staff. We had so many questions.”
One day, Summer and Mark received an
advertisement for a consulting agency.
“We are firm believers that things happen
for a reason,” said Summer. “We got a mailer for an industry-specific consulting company.
We thought it was too good to be true. It was so amazing that I threw it away.”
After thinking about it, they decided
this was what they needed. They pulled the pamphlet out of the trash and called their new business coach.
“If you feel like you have plateaued and
don't know what to do next or where to get answers, you know it's time for someone industry-specific to guide you,” said Summer. It wasn’t always easy to take their coach’s
advice. The first few meetings were filled with disagreements. Mark felt he knew what was best for the business and didn’t trust an
outsider to guide his decisions. The coach
provided useful insight to help guide their staffing decisions, a problem they had been experiencing for far too long. After this
advice proved helpful, they built a healthy
15
MWACA_1223.indd 15
11/21/23 11:12 AM
M EM BER
SPOTLIGHT
relationship with their coach and started to see real change in their business.
“If they're not being blunt, then they're not
the right coach for you,” said Summer. “Since
our first coach, we had some coaches that were not holding us accountable to the degree we needed, so we didn’t progress.”
By 2011, Summer and Mark moved to a
six-bay location, and two years later, Summer came to work at the shop full-time.
CONTINUING TO GROW
Summer and Mark hope to continue to grow
their business and add additional locations in the area.
The Guerreros credit MWACA and its
support for all independent shop owners
in the Midwest for continued success. The training and peer support available to inde-
pendent shop owners are valuable tools that can help change the industry.
Summer and Mark have been involved
with MWACA since 2000, and Summer is thrilled to continue to support the industry through her role as MWACA president.
“I love this industry, and I love the busi-
ness owners — they're so smart,” said Summer. “It's crazy to see all the different visions and ideas they can come up with.”
With an insider perspective of the indus-
try, Summer understands the impact organizations like MWACA have on its members.
“We do not always get the recognition
we deserve,” said Summer. “MWACA does
a good job of showing us how to keep going and to be better and to be the leaders of this industry and make changes for the better.”
Whatever your motivation is for becoming
a shop owner and growing your business, don’t be afraid to reach out and ask for help.
Through the assistance of industry experts and peers, the Guerreros harnessed a life-al-
tering event as motivation to live their dream and succeed as a family business.
16
MWACA_1223.indd 16
11/21/23 11:12 AM
Rattankun Thongbun / iStock / Getty Images
ACTION PLAN: DRIVING PROFITS THROUGH THE CUSTOMER EXPERIENCE
DRIVING PROFITS THROUGH THE CUSTOMER EXPERIENCE CLIENT-CENTRIC STRATEGIES FOR AUTO REPAIR SHOPS BY JARON KLEBER
can achieve the results wanted. Unfortunately, there is no one-sizefits-all book on SOPs. Shop owners have the final say and need to be the agents of change. However, it is critical that shop owners also get team members involved and create processes that fit specifically to their organization. Once processes are in place, shop owners should be comfortable knowing that their clients will be getting consistent and valuable experiences every time they visit the shop. Selling an Experience
IN AN AUTOMOTIVE SHOP, no single employee can have more of an effect
As I travel across the country visiting shops, the first thing I think
on your sales and profits than your service advisor. Yet too many
of when I pull into the parking lot is, “Why would a client choose to
times we place people in jobs with little or no training and expect
do business at this repair shop?” It may sound harsh, but we know
them to deliver superior results. At its core, the service advisor job is
clients have many options, so why are they choosing you? Within the
straightforward. Every day, service advisors are expected to separate
first 30 seconds of walking into the shop, I can normally tell how my
clients from their money. This task is more difficult than it seems
experience is going to be. Was I greeted promptly and positively? Is
because many clients have emotional ties. To effectively and effi-
the lobby clean and inviting? Is the facility utilizing modern technology
ciently perform this task, advisors need to better understand what’s
to enhance the experience (digital menu boards, free Wi-Fi, etc.)?
important to their clients and recognize their needs.
Now, here is my challenge to you. As a shop owner, try taking
The first thing I ask shop owners is: "What is it that you are really
my approach the next time you pull into your shop and analyze the
selling?" In my opinion, you aren’t selling repairs or services, you’re
experience your clients receive when they walk through the door.
selling an experience. Does your current client experience live up
That initial client experience can make or break your shop. To ensure
to the hype? Is that experience met every single time? With over
a positive client experience, it is important your service advisors
280,000 shops across the country, client experience is one of the
follow these steps:
most important factors in determining success.
1. Acknowledge the client within the first 30 seconds. 2. Listen intently to their concerns (they are already anxious, and not
Standardizing Operations
paying attention to them only makes it worse).
Service advisors are typically the first line of communication between
3. Explain your process in detail and gather their preferred method
the client and the shop. First impressions are critical, especially for
of contact (Don’t let the client train you; you train the client).
new clients, and it’s important that shop owners deliver a consistent and memorable experience every single time. To do this, they need to
The 300% Rule
make sure their business has a standard set of systems, operations,
If these three basic steps are followed every single time, your shop will
and procedures (SOPs). When creating and implementing SOPs, shop
be able to drive higher profits through the service counter.
owners must make sure they are consistent and repeatable, so the shop
After shops have mastered the initial client experience, it is important 17
MWACA_1223.indd 17
11/21/23 11:12 AM
ACTION PLAN: DRIVING PROFITS THROUGH THE CUSTOMER EXPERIENCE
to not lose focus and continue to provide superior service during the
and thank clients for their business. At the end of the day, the client is
rest of a client’s visit. One of the most important processes that needs
expecting that, when they take their vehicle to an automotive shop, it
to be implemented is a robust digital vehicle inspection (DVI) program.
will be fixed right the first time, and at a fair price. If your shop is just
Your DVI process needs to follow the 300% rule:
like the shop down the street, and not adding value to the experience,
1. 100% of the vehicles are inspected using your DVI.
shop owners take the risk of blending in and being just another auto-
2. 100% of the services found are estimated and priced out using your
motive shop. Shop owners should constantly be asking themselves: What does my shop do to stand out from the crowd and does my shop
Shop Management System (SMS)
deliver an experience that customers want to repeat?
3. 100% of the services are presented to the client in this order: a. What the car came in for b. Any safety needs
Jaron
c. Any preventative maintenance that needs to be performed
manager for Repair Shop Of
Kleber,
national
sales
The purpose of the 300% rule is to build value and provide a
Tomorrow and fitness trainer for
maintenance program for a client’s vehicle. Work on transforming
the aftermarket, is an industry
the shop from a reactive “fix what’s broken” facility to a proactive
veteran with over 13 years of
maintenance style facility.
experience. Jaron has helped
Just like the initial experience, the experience that the client
hundreds of shops implement best
receives when they are picking up their car needs to be exceptional. It’s
practices to improve employee
important that shops are organized, have flawless execution, review
retention, workflow management,
the work that was done, identify any exit schedule opportunities,
efficiency, and productivity.
HEATHWOOD OIL COMPANY FAMILY OWNED SINCE 1926
YOUR MIDWEST LUBRICATION SPECIALISTS FOR 95 YEARS! Omaha Lincoln
Des Moines
Kansas City Wichita Springfield
WHAT WE CAN DO FOR YOU:
Little Rock
Lubrication equipment assistance Retail development programs Large inventory of service supplies: filters, wiper blades, bulk oil, antifreeze and more!
2011 NORTH 10TH STREET, KANSAS CITY, KS • (913) 321-1764 • HEATHWOODOIL.COM • SALES@HEATHWOODOIL.COM
18
2303MWACA_HeathwoodOil.indd 1
MWACA_1223.indd 18
2/7/23 5:05 PM
11/21/23 11:12 AM
Thapana Onphalai / iStock / Getty Images
ACTION PLAN: EMBRACE PROFIT MANGEMENT IN YOUR SHOP
EMBRACE PROFIT FIRST MANAGEMENT IN YOUR SHOP HOW TO SUCCESSFULLY IMPLEMENT PROFIT FIRST TO PREP YOUR SHOP FOR FINANCIAL SUCCESS
compensating the business owner(s) for their efforts and work. It allows for a fair and consistent salary for the owners, ensuring they are adequately rewarded for their time and expertise. 5. Operating Expenses Account: This account, also known as an OpEx account, puts aside funds for daily operating costs such as rent, utilities, inventory, payroll, and marketing. Getting started To ease into the Profit First system, it is essential to gradually build a
BY ERIC JOERN, PARTNER, K AIZEN CPA S + ADVISORS
rhythm. Start by conducting an instant assessment to evaluate your
YOU MAY HAVE HEARD OF THE “PROFIT FIRST” METHOD, WHICH HELPS BUSI-
the target allocation percentages for each account. Once you have
NESS OWNERS MANAGE THEIR PROFIT MARGIN TO ULTIMATELY BECOME MORE
determined your target allocation percentages for each account, you
PROFITABLE . Implementing Profit First in your shop may initially seem
can act.
daunting, but it can be done systematically. By breaking down the
The first task we assign a shop owner is to open a profit account and
specifics of the different types of Profit First accounts and following
commit to transferring 1% of your deposits on the 10th and 25th
a step-by-step implementation process, you can prepare your shop
of each month. This small percentage is manageable and lets you
for financial success.
become comfortable with the process. Aim to maintain this transfer
1. Income Account: This account is where all the revenue gener-
for three to six months until it becomes a consistent habit. By the
ated by your shop is deposited. It acts as a central hub for incom-
end of the trial, you will have accumulated a small amount of profit,
ing funds from sales, services, or any other sources of income.
showcasing the system's effectiveness.
current financial situation. This assessment will help you determine
2. Profit Account: The Profit Account is where a portion of your
Once you have successfully established the habit of transferring
income is allocated to accumulate profits. This account priori-
funds to your profit account, you can open the remaining accounts.
tizes profit and ensures you set money aside for your business's
This step ensures you have a dedicated place for every dollar entering
long-term sustainability and growth. The profit allocated to
your shop. Each account holds a specific purpose, which will help
this account is not meant for immediate spending but serves as
grow your business financials healthily.
a reward for the business owner's hard work and a buffer for future investments.
The next step in implementing Profit First is to reroute all your deposits to the income account. Initially, this may require manual
3. Tax Account: This account allocates funds to cover your tax obli-
transfers to your operating expenses (OpEx) account until you estab-
gations. By separating tax liabilities from operating expenses,
lish a smooth flow of funds through the income account. By consol-
you will ensure that you have sufficient funds to meet tax
idating your income in one place, you gain clarity on your shop's
requirements.
financial inflows and outflows.
4. Owner's Compensation Account: This account is dedicated to
With the accounts set up and your deposits streamlined, it's 19
MWACA_1223.indd 19
11/21/23 11:12 AM
time to execute the transfer process based on the target allocation
In conclusion, while implementing Profit First may seem over-
percentages determined earlier. In the beginning, it is recommended
whelming, breaking it down into manageable steps can make the
to have a call or consultation session to ensure a clear understanding
process much smoother. You can successfully implement Profit First in
of the calculations and processes involved. This guidance can help
your shop by starting with a gradual approach, establishing a rhythm,
you navigate the initial transfers successfully.
and following the target allocation percentages. Embrace this financial management system and enjoy its benefits to your business.
Starting small yields big profits By following this gradual process, you can implement Profit First in
Eric Joern is a licensed certified public
your shop effectively. The key is to start small, establish a rhythm,
accountant (CPA) and key business
and gradually expand your implementation efforts. It is important to
advisor. Small business is in his
stay consistent to ensure long-term success. Stick to your designated
blood. Eric comes from generations
transfer schedule and monitor your accounts regularly to ensure you
of entrepreneurs and has spent his
stay on track.
professional career getting his hands
Implementing Profit First in your shop offers numerous benefits.
dirty working with concrete, increasing
It helps you prioritize profit, ensures you set aside funds for taxes,
profits and efficiency managing an
provides fair compensation for owners, and allows for proper alloca-
automotive service department, and is
tion of operating expenses. With a clear financial structure, you gain
currently a key resource for many small
better control over your shop's finances, improving profitability and
business owners. He puts his family
financial stability.
first and views his clients as family.
STRATEGIES FOR YOUR SUCCESS NEVER MISS AN ISSUE. Subscribe to
Renew/Update
COURTESY KATHLEEN CALLAHAN AND ROSS COLKET
Ratchet+Wrench Magazine.
Sign up today
RatchetandWrench.com/Subscribe or contact customer service at 847-559-7598.
If you are interested in the NAPA Auto Care program, contact your local NAPA sales representative.
20
2309MWACA_NAPAAutoParts.indd 1 MWACA_1223.indd 20
8/8/23 3:01 PM 11/21/23 11:12 AM
Q&A
FIGHTING FOR THE RIGHT TO REPAIR Understanding how the REPAIR Act could impact your shop As the Right to Equitable and Professional
MWACA: How would the Right to
we were unable to locate the required infor-
Auto Industry Repair (REPAIR) Act contin-
Repair legislation impact the automo-
mation in aftermarket information systems.
ues to gain momentum in Congress, shop
tive repair industry
As a result, we were forced to purchase a
owners are working hard to make a case
subscription to the manufacturer's website to
for easy access to important diagnostic
Callahan: I believe that if the REPAIR Act is
find the information we required to diagnose
information. The bipartisan bill will ensure
passed into legislation, we will be guaranteed
the vehicle properly. We are fortunate that we
that consumers have a choice in how and
equal access to data as the dealerships, and
are a larger shop and can afford to do this. We
where they get their vehicle repaired and
we will be able to remain competitive and
have been lucky that, so far, the subscriptions
prevent manufacturers from blocking access
continue to serve our clients in a professional
have been inexpensive, and we simply passed
to aftermarket parts and crucial diagnostic
manner. If it isn't codified, we are relying on
the cost onto the final receipt. Some of the
information. MWACA sat down with shop
the manufacturer to continuously provide the
subscriptions can be quite expensive, and
owners Kathleen Callahan and Ross Colket
data they feel is important to us, which, as
it would not be practical to pass the larger
to hear their perspectives on the impact the
we currently see, is not always the same as
subscription prices to the customer.
REPAIR Act could have on the industry.
dealerships have available. MWACA: Would the legislation lead to Colket: It will level the playing field for the
more competitive pricing in the industry?
independents, franchises, and dealerships regarding knowledge level. As an indepen-
Callahan: I don't think legislation would
dent shop, I feel we have to be more skilled
lead to more competitive pricing. I believe it
than dealer-level technicians in working on
would continue the ability to keep pricing fair
all car lines instead of just working on one
between dealerships and independent shops.
car line. Having access to manufacturer-level
As technology advances, we are relying more
Ross Colket is the owner of Colket
information will absolutely help us to accel-
on programming and calibration. If legislation
Automotive Technical Services in
erate the repair process, thereby reducing
is not passed, dealerships would have the
Lansdale, Pennsylvania, and is the
repair times.
ability to charge any fee they wish for these services. The aftermarket keeps those prices
2022 Auto Value & Bumper to Bumper Technician of the Year.
MWACA: What challenges have you
fair to the consumer.
personally experienced that led you to support the Right to Repair Act?
Colket: Yes, I do think it would lead to more
COURTESY KATHLEEN CALLAHAN AND ROSS COLKET
competitive pricing. Everyone would have Callahan: My shop has made the decision
the same amount of information at that point.
to no longer service European vehicles due
Something that we have to keep in mind is
to the difficulty of obtaining accurate repair
that people may forget that the Right to
and diagnostic information. We recently paid
Repair will NOT include free access to repro-
Kathleen Callahan is shop owner of
an additional fee to AutoOps so we could
gramming. There will still be a cost involved
Xpertech Auto Repair in Engelwood,
access basic DTC data for a Jeep. Although it
in that. It is not fair to the manufacturer to
Florida, and highly involved in her local
was only $50, it is still an additional barrier to
expect this. They will have to increase their
community, the incoming vice chair of
entry that could significantly impact smaller
hardware to support the bandwidth of tech-
Women in Auto Care (WiAC), and in
shops, and the fees could keep small busi-
nicians accessing their information.
September 2023, testified as an expert
nesses from servicing their communities as
witness in front of U.S. House Committee
they currently do.
906: The REPAIR Act.
Check-in with your state’s legislation around the REPAIR Act as we continue to fight for the
on Energy & Commerce supporting HR Colket: There have been several times when
right to repair. 21
MWACA_1223.indd 21
11/21/23 11:12 AM
T H E F I N A L WO R D
PREPARING FOR ECONOMIC DOWNTURN
A shop owner’s perspective on automotive industry resilience BY
T R AV I S
T R OY
the phrases "economic downturn" and
your team members' personal financial well-being. Think of your-
"industry challenges" are becoming increasingly prominent. It's
selves as a family working together, and when you look back on
crucial not to overlook these factors. While we've enjoyed a series
this article five years from now, you'll say, "That downturn was
of prosperous years in the automotive industry, the road ahead will
manageable; we hardly felt any adverse effects.”
AS WE APPROACH 2024,
not be as smooth, and we must prepare for more demanding times. Some of you might be thinking, "I haven't faced any challenges; everything is going well." That's fantastic, and I commend your success. However, it's important to recognize that not everyone shares the same situation. The key takeaway here is that if you can navigate the next few years without experiencing a significant downturn, you'll have positioned yourself for success. Recently, I addressed our team
P M B FA M 50 ES
about our future outlook. My intention wasn't to scare them but, rather, to assure them that, as their CEO, I'm proactively looking ahead to ensure we are prepared. I conveyed our commitment to taking every precautionary measure to maintain our financial responsibility and stability as a company. I also challenged our team members to apply the same principles in their personal lives. If your personal economy is stronger than the economic conditions around you, you won't "feel" the impact of an economic downturn as bad. Conversely, if your financial situation is weaker, you'll undoubtedly
W P W F
experience the ripple effects in your life. Now is the time to tighten your financial belt, make wise choices, trim unnecessary expenses, and lead a financially responsible life. During prosperous times, it's easy to overlook our shortcomings. However, in challenging economic times, you must strive for 100%, revisiting the fundamentals and giving your best effort in every aspect of your business or role. It's tempting to brush things off when times are busy and money is flowing, but your true character shines through when faced with adversity and slowdowns. How you present yourself and how your team members behave becomes evident. It's essential to keep everyone in sync and rowing in the
Travis Troy is an automotive industry professional with over 12
same direction to navigate any downturn successfully. Align your
years of experience as a co-owner of two Honest Wrenches
teams, ensure the financial stability of your business, and support
Automotive Repair LLC shops in Des Moines, Iowa.
22
MWACA_1223.indd 22
11/21/23 11:12 AM
2312MW
How Do You Retain Your Top Talent? Private bonus plans provide strong incentive for top team members to remain with your business — while also helping you stand out among other employers.
AN ASSOCIATION MEMBER BENEFIT FOR 119 YEARS DIRECT, LOCAL MARKETING REPRESENTATIVES AUTO PROPERTY AND CASUALTY SELF-INSURED RETENTION POLICYHOLDER SURPLUS LIVE VOICE CUSTOMER SERVICE MYSHIELD® TAILORED, INDUSTRY-SPECIFIC COVERAGE BUSINESS SUCCESSION AND ESTATE PLANNING STABLE FACE-TO-FACE RELATIONSHIPS FINANCIAL STRENGTH MUTUAL COMPANY DIRECT CLAIMS REPRESENTATIVES 500+ EXCLUSIVE ASSOCIATION RECOMMENDATIONS ESTATE PLANNING ATTORNEY NETWORK ANNUITIES
IT’S OUR BUSINESS TO PROTECT MWACA MEMBERS ACCA MEMBERS WE’RE BETTER TOGETHER LIFE AND DISABILITY INCOME PRIVATE PR RIVATE BONUS PLANS KEY PERSON COVERAGE WORKERS COMPENSATION HIRING PRACTICES FEDERATED DRIVESAFESM TELEMATICS SOLUTION RISK MANAGEMENT RESOURCE CENTER EMPLOYMENT RELATED PRACTICES LIABILITY EMPLOYMENT LAW ATTORNEY NETWORK BONDING EMPLOYEE SAFETY TRAINING RISK MANAGEMENT ACADEMY C L IE NT C ON TACT CENTER FIELD RISK CONSULTANTS CERTIFICATE CENTER SURETY SPECIALISTS MANAGED CARE CYBER
Scan to learn more about PRIVATE BONUS PLANS and other employee retention strategies.
Commercial Insurance Property Prop & Casualty | Life & Disability Income | Workers Compensation | Business Succession and Estate Planning | Bonding Federated Mutual Insurance Company and its subsidiaries** | federatedinsurance.com
23
23.05 Ed. 11/22 *View A.M. Best Rating Guide information at www.ambest.com. **Not licensed in all states. © 2022 Federated Mutual Insurance Company
MWACA_1223.indd 23 2312MWACA_FederatedInsurance.indd 1
11/21/23 11:12 AM 1/18/23 4:42 PM
RULE 1IN BUSINESS
#
DON’T GET
SOAKED. Wipe out your low-quality stock. Motorcraft® parts are premium replacement parts – designed, engineered, and recommended for Ford and Lincoln vehicles. They’re tested to provide performance and long-life reliability. And they’re 20,000 active parts strong, with a deep inventory that includes wiper blades, batteries, brakes, spark plugs, and much more. Because customers rule. See your Ford Certified Parts Wholesale dealer for more details.
Motorcraft® is a registered trademark of Ford Motor Company.
MWACA_1223.indd 24 2312MWACA_Ford.indd 1
11/21/23 11:12 AM 11/13/23 2:07 PM