Jobber News March 2012 by Annex Business Media

Toronto Students Win Big • Bestbuy Makes Solid Contribution to Sick Kids • Wakefield Among Best for Fourth Straight Year

MAGAZINE

MARCH

2012

Serving the Automotive Aftermarket Since 1931

CHASSIS PARTS RIDE CONTROL TUNE-UP CHEMICALS

THEY WANT

THE GOOD STUFF How to Sell Quality First

Canada Post Canadian Publications Mail Sales Agreement No. 40069240

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Visit AutoServiceWorld.com.

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This Month

Contents

March 2012

Vol. 80,

No. 3

16 COVER How jobbers and counterpeople can promote the benefits of using quality undercar parts over price-leader products.

THEY WANT

THE GOOD STUFF How to Sell Quality First

Over the Counter

MACS Announces Toronto Mobile A/C 2012 Update; Transmission Training Sessions Announced; Moog Rewards on Complete Strut Assemblies, Control Arms; Torontoâ&#x20AC;&#x2122;s Central Tech Students Win Big At AutoShow; Bestbuy Makes Solid Contribution to Sick Kids, Names FAG Supplier of the Year; Wakefield Canada Inc. Ranks Among Canadaâ&#x20AC;&#x2122;s Best Employers; Keystone Big Show Hits the Boardwalk; Global Aftermarket Symposium Matching Grant Challenge Renewed; NAPA Filters Wins Coveted Spirit of NAPA Award; ReadyLift Suspension Files Suit Against TAP Worldwide.

Market Tracker: Selling Performance, Safety, and Real Savings

Professional technicians use an arsenal of chemicals on the job every day. But such a broad category is unified by several common factors. Here is a formula for success in chemical sales.

Rules in Ride Control Sales 22 Quality Educating the customer on the silent, yet subtle,

symptoms of component failure can keep the sales rolling in and safer cars on the road.

Tuning in to Regular Maintenance Instead of changing caps, rotors, wires, and spark plugs, technicians have transitioned into a more testing-and-replacement mode.

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New Products Knowledge Building: Getting the Right Training

CARSability is a Web-based skills assessment tool designed to identify training gaps in automotive occupations.

Autoserviceworld.com Internet Directory

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MACS Announces Toronto Mobile A/C 2012 Update Class April 5, 2012 is the date for the Mobile Air Conditioning Society (MACS) Worldwide’s Mobile A/C Update class in Toronto, Ontario, Canada. The MACS 2012 Mobile A/C Update class will cover the following topics and more: • Contaminated R134a— What’s Going On? • Why Did R134a’s Price Increase? • “ECO” Modes—What They Are, and How To Test the Systems • The Newest Compressor • Hybrid Vehicle Compressor Oil Issues The Toronto clinic will be held at Days Hotel & Conference Centre Toronto Airport, 240 Belfield Road, Toronto, Ont. M9W 1H3, 416-242-6600. The cost to register is $45 for MACS members and $65 for non-members. (Registration fee is in U.S. dollars.) To register, visit the MACS website at www.macsw.org or call 215/631-7020, ex. 0.

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Toronto’s Central Tech Students Win Big At AutoShow Skills Competition Jonathan Goldhar and Peter Romeo performed a number of timed technical tasks and worked on a 2012 Volkswagen Jetta that had been rigged with a no-start condition by automotive instructors from Centennial College. The Scarborough-based college operates Canada’s largest transportation technology training centre. By finishing first, the pair will be representing Canada at the National Automotive Technology Centennial College coordinator David Weatherhead, Central Competition in New York City in Tech teacher Tony Rende, winning students Peter Romeo and April. In addition to the all-expensesJonathan Goldhar, and Centennial College president Ann Buller. paid trip, Goldhar and Romeo colPhoto courtesy of Stephanie Lake/Centennial College. lected a trophy and equipment from sponsors. North York’s Emery Collegiate Institute finished second, thanks to the efforts of students Shariq Saiyed and Omar Shariff, while Mario Farisco and Frank Searles from Markham’s Brother Andre Catholic High School earned third place. In addition, Brother Andre teacher Jason Rehel received the first annual Gerd Riesnecker Memorial Teacher of the Year Award, named for a former Centennial professor and TADA member. All three schools are winners, too. Their Winning Central Tech students Jonathan Goldhar automotive shops at the three schools also benand Peter Romeo hold up their first-place trophy after efit from the performance of their students. defeating 19 other teams at the Canadian International Each will receive complete engines donated by AutoShow Skills Competition. General Motors Canada and Subaru Canada, Photo courtesy of Stephanie Lake/Centennial College. which will be used for technical training. Canadian students have been a formidable Two automotive technician students from Central Technical School in downtown Toronto force in New York: A team from Central out-duelled 19 other Toronto-area high school Technical School beat all of the U.S. teams teams to win the annual skills competition at and collected prizes worth $250,000 in 2008. A Northview Heights Secondary School team the Canadian International AutoShow. The competition has become a fixture at placed second in 2009. Canada’s largest automotive show.

Bestbuy Makes Solid Contribution to Sick Kids, Names FAG Supplier of the Year

Bestbuy Distributors Limited continued its tradition of contributing to the Toronto Hospital for Sick Children, this year presenting a cheque for $18,000.

The donation was announced during its annual dinner and trade show in Toronto. More than 80% of shareholders from across Canada attended the events, with more than 200 shareholder and supplier personnel attending the dinner events. This $18,000 contribution to what is now the Labatt Family Heart Centre brings the total contributions to the program to $645,000 over the past 25-plus years. Accepting the cheque on behalf of the centre was Dr. Robert Hamilton, who thanked the group for being the longest-standing supporters of the centre and offered his insight into the impact that even small donations make. “Years ago, in the mid-’90s, I took about $5,000 of this money and worked on a project. The next year the hospital was looking for projects that had pilot data and they gave me Continued on page 6 JOBBER NEWS / MARCH 2012

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Transmission Training Sessions Announced The Automatic Transmission Rebuilders Association (ATRA) has announced its training clinic schedule. Every year the organization provides training to thousands of transmission repair specialists across the U.S.A. and Canada. These training seminars cover new technologies and advanced diagnostic procedures so that transmission repair specialists are better able to repair today’s complex automatic transmission systems. This year, ATRA will visit Vancouver, B.C., on May 26, in addition to 22 cities in the U.S. To learn more about the ways ATRA provides technicians with valuable learning tools and support, visit http://members.atra. com. And stay tuned for upcoming information on ATRA’s annual Powertrain Expo in Las Vegas, Nevada, from October 25-29, 2012.

another $20,000. About two years later a British foundation gave me $99,000. Another two years later, the Heart and Stroke Foundation gave me $150,000. And two years ago, almost three years ago now, the Canadian Institutes of Health Research gave $2.5 million. “And all that started with $5,000 of donated money that helped us get a little bit of pilot data that showed what we could do.”

Wakefield Canada Inc. Ranks Among Canada’s Best Employers for Fourth Straight Year Wakefield Canada Inc. has been named among the Top 50 Best Small and Medium Employers in Canada for the fourth year in a row. The company was ranked in the top half of the list again this year. The study, now in its seventh year, is published in the Globe and Mail. “We’re delighted to receive this accolade for a fourth straight year. This recognition is particularly important because it is based on the feedback that every member of Wakefield had an opportunity to provide during the employee survey process,” says Bob MacDonald, president, Wakefield Canada Inc. Wakefield Canada Inc. is a wholly Canadianowned company and is the exclusive distributor and marketer of Castrol lubricants. As well, Wakefield produces and markets H2Blu diesel exhaust fluid (DEF) for the automotive and heavy-duty vehicle marketplace. Wakefield has coast-to-coast distribution and warehousing. “Our seventh anniversary will be celebrated

Jobber News FOUNDED 1931

Jobber News is Canada’s longestestablished publication serving the distribution segment of the Canadian automotive aftermarket. It is specifically directed to warehouse distributors, wholesalers, machine shops and national accounts. Subscription rates*: Canada $49.95 + $3.50 GST + Applicable Taxes per year; $79.95 + $5.60 GST + Applicable Taxes for 2 years; Single Copy Price $6.00 + $0.42 + Applicable Taxes. U.S.A. & Foreign: $62.95 U.S. per year; Single Copy Price $8.00 U.S. * Yearly rates include Annual Marketing Guide (single copy price $72.95 plus $5.00 shipping plus GST $5.46)(U.S. orders payable in U.S. funds). Ontario residents add 8% PST. U.S. & Foreign $77.95 +$5.00 Shipping US Funds.

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The dinner also served as the venue to present the Horace J. Pratt Award for supplier of the year, which this year went to FAG Bearings. “Every year the Bestbuy shareholders vote for one of our vendors who goes over and above the normal call of service support of the programs and everything else we do,” said Bestbuy chair Dale Devlin. “Forty-four years in the automotive aftermarket, and this is the first one of these I have ever received, so thank you very much,” said Rodger Brintnell of Schaeffler Canada, suppliers of FAG bearings. “Andy [Murphy] and Kim [Bishop] have done a lot of work to promote our program to get it to where it is today. I’d especially like to thank all the shareholders. I know it has been a lot of effort and a lot of work to get yourselves and your installers to change.”

Editor and Publisher Andrew Ross (416) 510-6763 E-Mail: aross@jobbernews.com Associate Editor Noelle Stapinsky (416) 510-6839 E-Mail: nstapinsky@jobbernews.com Contributing Editor Emeritus Bob Blans Contributing Editor Martha Uniacke Breen Contributing Writers Mark Borkowski, John G. Smith Sales Manager Jay Armstrong (416) 510-6745 Circulation Manager Selina Rahaman (416) 442-5600 ext 3528. Customer Service Roshni Thava (416) 442-5600 ext 3555 Art Director Choo Hwee Kuan Production Manager Steven K Hofmann (416) 510-6757 Vice-President Alex Papanou President Bruce Creighton

this summer; we are delighted how far our company has come during this period and are committed to build an internal culture that continues to be recognized by our employees as a ‘great place to work,’” adds MacDonald. Becoming a Top 50 Best Small and Medium Employer is a very detailed and competitive process. This national awards program recognizes top employers with between 50 and 400 employees. This study mirrors the renowned Best Employer in Canada initiative run by partner, Hewitt Associates; however, it caters to smaller businesses. The rankings are primarily determined using the results from Employee Opinion Surveys. Here, 18 key engagement drivers are detailed and analyzed. The evaluation process also includes the assessment of organization practices and perspectives from the leadership team. This year, more than 250 companies across Canada registered to participate in the study.

Jobber News is published by BIG Magazines LP, a div. of Glacier BIG Holdings Company Ltd. a leading Canadian information company with interests in daily and community newspapers, and business-to-business information services. All rights reserved. Printed in Canada. The contents of this publication may not be reproduced or transmitted in any form, either in part or full, including photocopying and recording, without the written consent of the copyright owner. Nor may any part of this publication be stored in a retrieval system of any nature without prior consent. Canada Post Canadian Publications Mail Sales Product Agreement No. 40069240 “Return Postage Guaranteed” Send change of address notices, undeliverable copies and subscription orders to: Circulation Dept., Jobber News, 80 Valleybrook Drive, Toronto, ON M3B 2S9 Jobber News Magazine (ISSN#0021-7050) is published monthly by the Business Information Group, 80 Valleybrook Drive, Toronto, ON M3B 2S9 US office of publication: 2424 Niagara Falls Blvd, Niagara Falls, NY 14304. Periodicals Postage Paid at Niagara Falls, NY. US postmaster: Send address changes to Jobber News Magazine PO Box 1118, Niagara Falls, NY 14304-1118. From time to time we make our subscription list available to select companies and organizations whose product or service may interest you. If you do not wish your contact information to be made available, please contact us via one of the following methods: Phone 1-800-2687742, Fax 416-510-5140, e-mail: jhunter@businessinformationgroup.ca. Mail to: Privacy Officer, Business Information Group, 80 Valleybrook Drive, Toronto, ON M3B 2S9 Business Information Group 80 Valleybrook Drive, Toronto, ON M3B 2S9 We acknowledge the financial support of the Government of Canada through the Canada Periodical Fund (CPF) for our publishing activities. Association of Business Publishers 205 East 42nd Street New York, NY 10017

ISSN 0021-7050 Online 1923-3477

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Keystone Big Show Hits the Boardwalk

The Right Choice is the Smart Choice!

Performance parts and accessories distributor Keystone Automotive Operations moved its annual Big Show to Atlantic City to positive reviews and increased activity. Show organizer Brian Endrusick, for whom the event was his first for Keystone as the lead organizer, said that the event’s new location provided an opportunity to bring new elements into the show and provide exhibitors and visitors with a renewed vigour. The event has previously been held in Secaucas, N.J. The trade-only event attracted some 3,000 Keystone customers, suppliers, and other personnel to the Atlantic City Convention Centre. The event featured better show deals than previous years, but also required all orders to be delivered at the show. Canadian visitors were in strong evidence at the show. Further on the Canadian front, vice-president of Canadian operations Ralph Ruzzi says that the expansion of the Canadian facility and the addition of a dedicated training and presentation room—large enough to accommodate a vehicle— is also paying dividends. “You can bring a car right in. Our suppliers and our customers really love it.” The Canadian organization is looking to organize a smaller-scale event in Canada this summer.

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It all comes down to the wheel end. Smart technicians know this is no place to cut corners. For more than 125 years, FAG premium bearings have set the standard for quality, durability and performance. Built to the same exacting standards as our originalequipment products and engineered to thrive under pressure, FAG Hub & Wheel Bearings deliver everything you’d expect a company that supplies O.E. manufacturers around the world: • • • •

Quality engineering Original-equipment fit Integrated sensors (where applicable) Fully-integrated rolling units

FAG brand hub and wheel bearings: Anything less just isn’t intelligent. Schaeffler Group USA Inc. 5370 Wegman Dr. Valley City, OH 44280 Phone: 800.274.5001 Fax: 330.220.6529 www.Schaeffler-Aftermarket.us Certified to ISO 9001:2008

For more on these and other stories, log on daily to autoserviceworld.com JOBBER NEWS / MARCH 2012

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Moog Rewards on Complete Strut Assemblies, Control Arms Federal-Mogul is offering rewards of up to $150 to professional technicians who install Moog complete strut assemblies and control arms between February 25 and April 30, 2012. This special offer is designed to reward technicians for experiencing the exclusive benefits of the Moog brand’s new line of high-quality complete strut assemblies and dramatically expanded offering of control arms for today’s vehicles. Technicians who install 10 pairs (20 units) of Moog complete strut assemblies during the program period can receive a $100 reward. Federal-Mogul also is offering a $50 reward for installing 25 Moog premium (CK series) and/or R-Series (RK) control arms. Professionals must register and track their installations online at www.moogproblemsolver. com/promo.

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Global Aftermarket Symposium Matching Grant Challenge Renewed

Pete Kornafel, chairman of the Global Automotive Aftermarket Symposium (GAAS) Scholarship Committee, and his wife, Annie, have renewed their matching grant challenge, pledging to match select contributions to the GAAS Scholarship Fund and sponsorships of the 2012 GAAS event. As part of “The Kornafel Matching Challenge 2012,” Pete and Annie Kornafel will match, dollar for dollar, the contributions of first-time donors to the GAAS Scholarship Fund and first-time sponsors of GAAS 2012. The Kornafel Matching Challenge is capped at a total aggregate of $15,000. “Once again, Pete and Annie have stepped forward with this very generous donation to promote industry support of the scholarship fund and the Symposium, both of which have the vital mission of educating our industry’s future leaders,” says Dennis Welvaert, chairman of GAAS. “Aftermarket professionals who have enjoyed the many benefits of participating in GAAS through the years should follow the Kornafels’ example and give back to the industry with a donation to the scholarship fund or a sponsorship at the event.” The 2012 GAAS event, set for Wednesday and Thursday, May 16-17, at the Hyatt Regency O’Hare, Chicago, will focus on the theme, “One Industry: Endless Opportunities.” GAAS 2012 marks the 17th anniversary of the event, which annually gathers the leaders of the automotive aftermarket for education and networking opportunities.

NAPA Filters Wins Coveted Spirit Of NAPA Award For Ninth Time

For an unprecedented ninth time, NAPA has recognized NAPA Filters as its top supplier and awarded the filter company the coveted Spirit of NAPA award for 2011. NAPA Filters, manufactured by Affinia Global Filtration, is the only nine-time winner of the Spirit of NAPA award, which is one of the most prestigious awards in the automotive aftermarket. “To be voted the best of the best by the largest automotive filter distributor in the world— not just once, but nine times—is truly something special,” said Keith Wilson, president of Affinia Global Filtration / NAPA Filters, who accepted the award on behalf of NAPA Filters. “It takes leadership, commitment, and innovation at all levels and within all department teams of our company. We are proud to be recognized for setting the standard for excellence in the automotive aftermarket.” NAPA Filters competed with hundreds of other NAPA suppliers on 10 rigorous criteria categories, ranging from product quality, line leadership, and shipping performance to sales and marketing, customer service, technical and communications support, and merchandising excellence.

Letter to the Editor… Dear Editor: I think the first and foremost problem that you seem to have left out of your survey (February issue, “Shop Survey: How to Become and Stay a First-Call Jobber” and “Tales from the Darkside” editorial comment) or not even mentioned would lean farther from the counterperson problem that is not understood: the walk-in, over the counter, backyard person (shop), fly-by-night garage, or just plain totally unprofessional shops and individuals, that are given the same price and delivery services regardless of the amount of money that they do or do not spend. Myself and countless other shop owners fight this problem every day, where our volume of business means nothing to the sale, our ethics and responsibilities to the client are neglected by selling to every Tom, Dick and Harry that walks in the door for the same price. Our professionalism is reduced to nothing but price: how much is it and can I pay cash because the others are doing it? When people coming in are thinking we are ripping them off because they could buy it for the same price themselves and just have us put it in, or their friend—the so-called mechanic—can install it cheaper and for cash. I have been combating this problem for years and it is only getting worse. We have taken first-call suppliers and fired them or demoted them to last-chance calls. Paul Finlayson, manager Finlayson Tire Ltd.

Scott LeProhon, executive vice-president of merchandizing and product strategy for NAPA, presented the 2011 Spirit of NAPA award to Wilson on behalf of NAPA Filters at the annual NAPA sales meeting in Atlanta. “Going into 2011, we all knew how tough the sales environment was going to be, and NAPA Filters approached this challenge by energetically finding new ways to grow business at the NAPA Store,” said LeProhon. “NAPA Filters has consistently demonstrated its dedication and talent for exceeding our expectations for quality and service in all aspects of their business. They deliver the products and support that make our company successful.” Continued on page 10 JOBBER NEWS / MARCH 2012

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ReadyLift Suspension Files Suit Against TAP Worldwide

ReadyLift Suspension, Inc., has filed suit against TAP Worldwide, LLC, on allegations of false advertising and theft of intellectual property. Filed in the Central District of California, the complaint brings claims for unfair competition under section 43(A) of The Lanham Act, for Patent Infringement, and for violation of the California Unfair Competition Law. ReadyLift Continued from page 8 Suspension seeks injunctive relief as well as damages. The matter has been assigned Civil Action Number 12-01249. According to the complaint by ReadyLift, TAP knowingly and intentionally photographed ReadyLift Suspension’s line of products and, through labelling and false markings, represented those products as its own in TAP’s most recent industry sales catalogue and other marketing materials. “In 2010, TAP made the decision to create a knock-off of our product line,” says Scott Poncher, president of ReadyLift Suspension. “I opened TAP’s 2011 Level Lift Catalogue and was shocked to see my parts used to sell TAP’s product line. TAP’s use of my products in their catalogues is unprecedented in the automotive aftermarket industry.” TAP Worldwide is a large supplier to the offroad and performance automotive parts arena. TAP’s products are marketed under such brand FBS_Ad_March-Apr-Jobber_half.pdf 2/3/2012 names as Pro Comp,11:14:27 Level AMLift, SmittyBilt, AND NEWSMATION INFOR

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Transamerican Auto Parts, Transamerican Wholesale and 4 Wheel Parts. ReadyLift Suspension is a five-year-old start-up into the segment. ReadyLift Suspension is represented by the law firm of Lathrop & Gage, LLP. Attorneys Aaron P. Bradford, Thomas D. Leland and Michael J. Roche filed the 80-plus page complaint on Monday, February 13, 2012. APPOINTMENTS

V2V Technologies Inc. and Gem-Car has announced that Michael A. Kelly has joined GemCar in British Columbia. Kelly brings a wealth of knowledge to the Gem-Car team and is a professional business manager with over forty years of experience in the management of businesses both large and small in the automotive industry. His experience is in the North American aftermarket, European, and Australian marketplace. He has excellent communication skills, and is a very effective motivator and very good manager of people. After some thirty years of operating a network of auto specialty repair centres in the Lower Mainland of British Columbia and offering a variety of business consulting services throughout British Columbia, Alberta, and the Western U.S.A., Michael A. Kelly offers through Gem-Car a number of specialty services like the preparation of business plans, and designing and creating business systems.

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MARKET TRACKER

Selling Performance, Safety,

and Real Savings

The Formula for Success in Chemical Sales By Andrew Ross

rofessional technicians use an arsenal of chemicals on the job every day—from fluids necessary for the operation of a vehicle, to those that keep surfaces that need to be clean clean, and those that need to be kept lubricated, lubricated. And so the category is broad. It is, however, also unified by several common factors: they are a necessity, there is a wide range of options on the market, and the price-performance equation is constantly in a state of flux. In addition, there is the added element of evolving concerns over the environmental impact of many of the products used during the repair process. Overall, though, it has been a somewhat challenged market for the established players. “Pricing is a major issue right now,” says Ted Saetzer, automotive account manager for CRC Canada. “There is a lot of 12

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inexpensive stuff coming from all over the place, especially brake clean. We have been trying to set standards, so hopefully our competitors are following suit. But there are some guys who aren’t here for the long term. They’re only here for the quick order.” He says that customer feedback has proven valuable in helping him understand what products currently on the market actually work. “Some of the stuff is just terrible out there. If you want to buy a can of brake clean at $1.35, you’re going to use two or three times as much as you would CRC or another competitive brand. “Education plays a big role. The old adage applies: do you really save money buying something cheaper? Their labour is the most expensive part of what they do. Parts are nominal and consumables are really not it, either. JOBBER NEWS / MARCH 2012

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“I try to educate customers that if you can do a job four times faster, [even though] the product will cost 20% more, you will save money in the long run.” Among the more entrenched in the Canadian market is Kleen-Flo Tumbler Industries. Founded in 1939, the company now supplies some 40 countries and many industries outside of the automotive aftermarket. “The last five years have been a huge transition,” says Kleen-Flo president Chris Osborne. He says the company has been growing as a result of changes at the company, but that this has only offset what he sees as a shrinking market. “If we were standing still, we’d see things shrinking pretty rapidly. I think we can probably narrow it down to a whole bunch of influences: the economy, and the fact that vehicles are lasting longer, for example. “I said to our sales force the other day to take a look at the reduced change-out on spark plugs and extended oil change intervals.” That has plenty to do with what his company and the other players in the industry are seeing, he says. “If the professional installer isn’t seeing the car that often, he doesn’t have the opportunity to use our products. Continued on page 14

IT’S NOT EASY BEING GREEN

any in the market agree that within the next few years—possibly as little as two—many of the chemical formulations currently in use on the shop floor will be forced to change to meet more stringent environmental regulations. “A lot of people are asking if they want something more environmentally friendly, but you do have guys who want to use the original,” says Ted Saetzer of CRC. “The old-school boys like the old stuff.” One of the biggest shifts is the removal of perchlorethylene, “perc” in the trade, from brake cleaning products. Not only does this change the cleaning characteristic—though some work very well—it also changes the odour. Technicians have learned to judge the products they use by their smell, and this shift has caused some to believe that the products aren’t effective, even if they are. And it has been a long road to get even to this point. “We launched an eco line in 1991,” says Kleen-Flo’s Chris Osborne. “We missed the mark miserably. We thought we were way ahead of the curve. We weren’t even in the same hemisphere.” Even today, many aren’t prepared to pay a premium to keep their service bay “green.” “What we’re finding today is that we are producing products that work as well as solvent-based products and are comparable in price, but people are still not gravitating toward them to any great degree. We have a soy-based engine degreaser. It’s priced the same as the solvent-based degreaser, and it doesn’t even come close to the sales of the traditional product.” Dick Fisher, Fisher Auto Parts, says that environmentally friendlier products aren’t really getting traction with customers. “If they can help the environment, and it works for them, they will buy it,” says Dick Fisher, Fisher Auto Parts. “But if it doesn’t work for them, they have no problem buying the stuff that will affect the environment. They’re not really looking at environmental issues when it comes to chemicals. I hate to say that, but they’re not.” “I think that the only way to increase acceptance is when we are mandated by the government, and that is coming,” offers Osborne. “In a decade, a good number of the chemicals we use today will be gone.”

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“And it has really happened at a high rate in the last decade. Manufacturers, distributors, and jobbers are all forced to change our approaches, and that is not always easy.” Into this mix of changing habits is the added complication of some extreme price pressures. While Osborne accepts the fact that competition is a reality of business, and that he will readily admit when a competitive product is as good or better than what Kleen-Flo offers, at the bottom of the market the equations can be radically different. “There are certain customers who will take advantage of the container load of stuff. Generally those products are of lesser quality and are not appropriately packaged. And the substances or chemicals used may not comply with Canadian standards.” He offers brake fluid as an example. He says the company offers a brake fluid that exceeds standards by a significant measure, whereas he has seen products offered that may have met the standard today, but due to the hygroscopic nature of brake fluid, would test well below the standards within two weeks of being opened. In the worst case, he has also seen test reports of brake fluids that aren’t even close and, in his words, should not be put in a car. Osborne says that even the packaging can be questionable; there are regulations on aerosol packaging, for example, and he has seen firsthand products on the market that do not meet these standards. And they regularly run across products that are flammable when they shouldn’t be, products that don’t match the ingredients on the label, and claims made that are unsupportable. “It’s frightening, and we report those. It is one thing to make a mistake, but there is blatant fraud out there and that is really a shame.” However, a whole host of companies are trying to stay on the right side of good sense and good chemical engineering. Radiator Specialty Company of Canada has been serving the Canadian market for more than 80 years. “Obviously, the number-one concern is whether the chemical or additive will actually perform as claimed,” says Richard Navin, national sales manager for the company until his retirement at the end of 2011. “A technician uses chemicals as a tool, and they must work or save him labour or in some way benefit the customer. Otherwise, regardless of how little or much it costs, it is a waste of resources.” Navin is well aware of the hyper-competitive nature of the market. “Nobody wants to spend more than necessary to successfully complete a task, but sadly, there is a growing segment of chemical suppliers that use low cost as the prime and only mover. This flies directly in the face of the technician’s main concern, which is product performance. In our experience, for example with cleaners, a low-tech, low-cost product uses much more product and time to clean familiar jobs, so any savings is lost once you start to use it. “Every reputable service facility has well-experienced technicians who have a basic familiarity with the name brands, and 14

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know how the popular chemicals work. Of course, they have preferences, but are usually open-minded to try new options, as long as they have their familiar brand to fall back on. The ‘latest and greatest’ usually isn’t, especially if it is just offering the lowest cost. “To answer product performance questions, our company offers a continual opportunity to field-test our products with both new and existing customers to show that quality pays; it doesn’t cost. This is the most painless and foolproof method of direct hands-on testing for both jobbers and technicians.” Osborne offers that, as attractive as rock-bottom pricing is, he sees very few jobber customers giving those suppliers repeat business. “That love affair is short-lived. We have seen some key customers go down that route in the last couple of years, but [those suppliers] aren’t there for the kind of ongoing service that we provide.” “There’s no question that the chemicals are competitively priced out there,” says Cameron Brown, sales and marketing manager, Empack, supplier of Emzone branded products, which he describes as a high quality, value-priced brand. “We have been positioning it as a value brand, but we’re not butchering the marketplace. Our biggest issue is some of the products coming up from the U.S. contain some very nasty chemicals and those really do undercut the market. There are a group of people who won’t touch the stuff; they’re looking for performance and quality. “But there are others who will buy anything.” He says that there are real reasons why some products can go to market with a lower price; a key one is the ingredients. Brake cleaners, for example, might use heptane, hexane, or toluene. Each has its qualities and its downside. Brown stops short of elaborating on the various merits, saying that is an area best handled by health and medical professionals— though he says he knows that they use heptane, and why— and urges jobbers and professional technicians to read up on the substances they work with. “What I tell our distributors and our customers is that the ingredients are on the can. Your best approach is to Google the different chemicals and make your own qualified decision.” “When it comes to brake clean, they want cheap,” says Dick Fisher, owner of Fisher Auto Parts in Kingston, Ont., of his customer base. “That’s what they’re looking for. But when it comes to penetrating oil, they want the good stuff,” he adds. He says that one thing that does help is touting the fact that many of the products he sells—Kleen-Flo products included—are Canadian. “I show the maple leaf off any time I can. That seems to be a big help these days. And the product has to be good, otherwise I wouldn’t be selling it.” It sounds, in a nutshell, like he’s selling as much on his reputation as on the reputation of the products he offers. “That’s exactly what I do,” says Fisher. The bottom line, whether you are selling mid-priced, highend, or eco-friendly products to your customer, is that there is no substitute for being there. “You can only talk so much about the benefits,” says Brown. “You need to get a can in somebody’s hand.” JOBBER NEWS / MARCH 2012

02/03/12 11:07 AM

ÂŠ 2009, Ashland Canada Corp. *Source: Thomas Penway Research Poll of ASE Mechanics in the United States

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COVER STORY

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standards accreditation. bearing surfaces for longer life. In addition, Moog products “QS-9000 or ISO 9001 certification is a very good sign that are equipped with grease fittings to enable technicians to what comes out of the factory is quality,” notes Abrey. further extend component life through periodic servicing. Customers who demand more details can be steered Each of these differences needs to be communicated to the to the Society of Automotive Engineers (SAE) website at customer,” he continues. http://standards.sae.org/tests-testing/, he adds. This page Scott Stone, vice-president of sales and marketing at offers a wealth of detail on part tests manufacturers can use Mevotech, a Toronto-based company that supplies aftermarket to check for quality. suspension components, agrees. Of course, rigorous testing isn’t the only factor that If customers “understand the benefits of restoring their determines quality. Does the manufacturer offer an expansive vehicle to an OE (original equipment)” standard, then they will be more likely to purchase high-end replacement parts over price-leaders, he explains. Continued on page 20 These benefits include longer life, fewer repairs, and far fewer headaches. Arne Abrey, general manager of Stoney Creek, Ontario-based RAD Limited (short for Rockwell Automotive Distribution), takes a similar tack. If you go with a quality supplier, odds are you will deal with quality parts, says Abrey, whose company sells afterA recent study by U.S.-based Aftermarket market coil springs made in Milton, Ont., by Rockwell International Suspension Systems. Business World reports increased sales “If you get into stuff like Bosch sensors, well, you at automotive aftermarket program groups know what? When you buy a Bosch sensor, you know that filled their warehouses with nationalit was made by Bosch and you know it’s a good-quality part. I’d rather pay the premium,” says Abrey. label products. “Bear in mind the more expensive parts are not “The recent Program Group Product always the best quality, nor are the least expensive Study notes that increased sales are due necessarily poor quality. You want to sell a product you know your supplier stands behind, that does the job as to improved product quality—evidence of good or better than the original part,” he adds. much hard work by full-service suppliers. The value And how do you know if a part “does the job” or of quality parts backed by full service autonot? An easy way to find out is to only deal with manufacturers who put their products through thorough motive aftermarket manufacturers is the quality tests. primary message of the AASA Know Mevotech, for example, does life-cycle testing and Your Parts campaign, focused on repair professionals,” said other procedures in both factories and independent labs. The company also carefully analyzes product Steve Handschuh, president and COO of Automotive Aftermarket returns it gets from customers to “see what the wear Suppliers Association, whose Know Your Parts campaign promotes pattern has been,” states Stone. the use of quality aftermarket parts. “Because Federal-Mogul is a global OE and aftermarket manufacturer, we have very strict quality and “The majority of survey respondents also reported that—in performance standards for all of our products. The response to increased demand from independent repair shops— materials we use in Moog components—and the heat national-label products make up the bulk of their inventory. AASA treatment and other processes utilized in manufacturing each part—must meet our engineers’ strict has experienced a similar increased demand for its free ‘Supplier strength and hardness requirements. We use an array Evaluation Standards,’ which provide channel partners standardized of dynamic testing equipment to simulate on-vehicle criteria for supplier selection.” operation and measure a wide range of performance and durability characteristics,” adds Boyle. “The majority of the survey participants reported using a full-line “Most aftermarket automotive products [from repsupplier because of the peace of mind and product warranties these utable suppliers] have undergone rigorous product suppliers provide—in other words, ‘It’s What’s Inside That Counts,’” testing to ensure that they pass the quality standards set by automotive manufacturers. Aftermarket autosays Jack Cameron, AASA vice-president and group executive motive parts are tested on various parameters such of the AASA Marketing Executive Council, which spearheads the as durability, compatibility, dependability, and adaptKnow Your Parts campaign. ability to various situations,” adds Aubin. “If there are design flaws in the product, it will not “We are pleased to see that aftermarket supply chain partners be mass-produced and it will be redesigned. Even if a realize the benefits of providing quality components to their cusparticular aftermarket automotive product has passed tomers, the qualified repair professionals,” Cameron continues. the pre-mass production testing process, random quality checks will be performed on every batch of “Just as these service professionals depend on their knowledge mass-produced automotive products before finally and experience, quality parts depend on the technology, research, distributing them to the market,” he continues. development, and the manufacturer who stands behind them.” It doesn’t hurt to pass this information on, or to let customers know if a manufacturer has third-party

Survey Shows Increased Sales from Stocking Quality Parts

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warranty or coverage in case a part proves defective. Does the company respond quickly to concerns about quality issues or offer technical support? “Knowing that the part you are supplying is as good as or better than the original gives you confidence. That your supplier is just a call away, should there be any issues, is also important. Selling a line with broad coverage enables you to help more customers and increase [profits],” says Abrey. By contrast, a lousy warranty is a red flag that a manufacturer’s products aren’t up to snuff. “A 30-day warranty? Walk away,” says Abrey. Mevotech, for its part, offers a five-year warranty. Promoting quality also entails outlining the drawbacks that can come with using price-leader products. “If the customer wants the cheapest possible part, it’s very important to remind him what risks he might be taking in terms of product reliability and the possibility he will be performing the same repair somewhere down the road,” says Boyle. Fortunately, there’s no shortage of resources available to help jobbers promote quality parts. A good place to start is with aftermarket manufacturers themselves. “We offer a wide range of point-of-sale tools and installertargeted training materials that all tell the Moog quality story,” says Boyle, who also urges jobbers to point customers to a Moog website (www.moogproblemsolver.com) for product updates.

Mevotech offers jobbers point-of-purchase material, sales brochures, and cutaways depicting the interior of its parts. “From the outside, a lot of these parts tend to look the same, but the magic is the inside. We tear down our product and the competitor’s to show the internal components,” says Stone. Such cutaways are a graphic way to highlight shoddy construction of cheap parts, he adds. NASCAR Sprint Cup car racing offers an equally colourful way to extol the virtues of quality. Jobbers promoting Moog parts, for example, might be advised to mention that “every [NASCAR] champion since 1966 has run with Moog steering and suspension parts,” says Boyle. Common sense and a little know-how also go a long way. Aubin urges jobbers to thoroughly research every aspect of the parts they sell and the manufacturers that make them, as well as similar products from rival companies. Such information—easily available online—will equip jobbers to make educated comparisons when discussing parts with customers. Warranty and coverage details should also be investigated. It’s a sentiment echoed by Abrey. “Displays are fine; brochures, flyers, and info sheets are good to display and send out; but in my opinion, knowledge is the most important resource. Take the time to learn about the products you sell. Some will have the same item in more than one line. Find out what the differences are and which item has the best value for your customer,” says Abrey.

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Ultra Coil Cushion Today’s cars and SUVs can use some help when carrying extra weight. Many suspension designs provide little or no choice in solving this problem. • Helps maintain a level stance for loaded vehicles, trailer towing and hitch mounted accessories • Improves vehicle suspension performance and reduces body roll • Assists in absorbing impacts from rough roads and potholes • Improves ride and handling of most cars and SUVs

Easy to install and maintenance free, the Ultra Coil Cushion will increase the life of suspension and steering components by reducing the effect of harsh impacts on these parts. Springs, shocks and struts will have a longer service life, along with an enhanced ride, handling and the ability to carry a load. RAD Limited

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COVER STORY

Quality Rules in

Ride Control Sales

Educating the customers on the silent, yet subtle, symptoms of component failure can keep the sales rolling in and safer cars on the road By Noelle Stapinsky

n the Canadian market, premium ride control parts are the top sellers, but to increase sales in this category, it’s essential to educate consumers about the importance of replacing these parts. Obviously, this is easier said than done. It’s not difficult for people to identify performance problems with their vehicles. Besides, if it doesn’t start, doesn’t stop, or is making a noise, it’s obvious the vehicle is in need of repair. But when it comes to ride control, the parts wear slowly, often internally, and the symptoms can be subtle. “The one thing about ride control is that it needs to be sold,” says Bill Dennie, director of ride control channel management for Tenneco’s Monroe brand. “Most consumers don’t know they need shocks or struts because they wear out slowly, and it’s one of those things they don’t think about.” They may not be able to see it or hear it, but they might feel it. To diagnose ride control issues, jobbers and technicians need to have a dialogue with the consumer or take the vehicle out for a test drive. “Most consumers get used to a bad ride and don’t realize it’s bad,” says Dennie. Technicians can visually inspect the vehicle, checking the tires for wear. A bald spot in the middle of the tire is caused by the tire leaving the surface of the pavement, meaning the shock absorbers aren’t holding the tire in contact with the road at all times. When talking to consumers, ask them about what they feel in the vehicle when applying the brakes hard in an emergency situation. If they slam on the brakes, do they feel the back end pick up and the front end dive? If so, it’s called brake dive and is a serious weight transfer issue, and the vehicle will take longer to stop. It’s the same with acceleration. If the driver hits the gas and 22

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is thrown back in the seat, and the front end of the vehicle rises, that’s an indication that the shock absorbers aren’t doing a good job of maintaining the weight of the vehicle over all four corners. This is referred to as acceleration squat. Then, of course, there’s excessive bouncing. If the vehicle goes over a pothole or railroad tracks and continues to bounce afterward, the ride control is probably worn out. “If you get a lot of excessive movement, you can wear out other suspension parts like the ball joints or tie-rod ends. And if you’re getting other suspension work done, everything is tied together, so it pays to look at the other parts as well,” says Dennie. Educating consumers about these performance issues will help them to understand the importance of such a repair, and communicating the safety aspects these parts play will certainly drive the point home.

The Replacement

According to Mac McGovern, director of marketing and training for KYB, when a replacement part is offered prior to the part failing, it’s considered a maintenance item. “The words ‘should’ or ‘need’ don’t come into play here. It depends on how long that customer wants the vehicle to last.” “The problem I see, when doing jobber training, is that they don’t find out what the repair shop or motorist’s true goals are,” says McGovern. “The repair shop typically calls and asks, ‘Do you have this part, and how much?’ And the jobber looks it up and says, ‘I got them and we’ll offer the lowest price.’” When KYB trains jobbers, it advises them to stop and ask what the customer is trying to accomplish before looking up a component. Most customers calling in think parts are parts, Continued on page 24 JOBBER NEWS / MARCH 2012

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and don’t realize they have choices or that different parts offer different qualities and performance. “If we get the jobber to move into a more consulting style of selling and asking questions, that would cause more people to see a value proposition that will move them into OE performance-level components,” says McGovern. Today’s consumers are constantly researching purchases online, but what they often see is the part, its features, the warranty, and prices. Unfortunately, many consumers equate longer warranties with quality, but with ride control products it’s often the opposite—more price-sensitive parts tend to have longer warranties than premium lines. “This is where the jobber can override that by selling quality over price point. Parts professionals need to know the benefits of the product,” says McGovern. “Customers might not know what questions to ask. They might ask about warranty and equate length of warranty with quality, when in fact the opposite is true.” Consumers might think they know what they want, but the more informed the customer is, the more likely he will move towards the right product. Brett Reaume, owner of Westside Performance in Blenheim, Ont., says, “We have customers that come in and want a Monroe or Gabriel strut assembly because they saw a commercial or someone recommended them. We need to talk to the customer and find out what they’re doing. Are they just driving back and forth from work, or are they carrying a load or towing a trailer?” And certainly, loaded struts or complete assemblies are what’s dominating the market today. “When the business first started out, we were going after applications that had a lot of spring breakage,” says Dennie. “It was easy for the technician to identify that a spring was bad and the strut was also worn out, and the entire unit needed to be replaced.” Complete assemblies not only ease installation time and move cars in and out of the shop faster, but they also give the customer all new parts. “The worst thing that can happen is you replace a strut, but use the same bearing plate that’s on the vehicle. A month later that strut mount could go bad and you have to do the entire repair once again,” says Dennie. Monroe’s premium Quick-Strut line is available in three different technologies for full coverage. Its Sensa-Trac line uses position-sensitive dampening technology (PSD), designed for U.S. nameplate applications such as GM, Chrysler, and Ford vehicles. These vehicles tend to be larger and the owners want a more comfortable ride. The SensaTrac is valved and engineered to deliver that type of ride. For the light truck category, the Monroe Reflex assembly features acceleration-sensitive dampening (ASD) technology. Full-sized pick up trucks tend to have a higher centre of gravity, and when more control is put into the shock absorber, you tend to get a rougher ride. “The ASD takes the thump out of the bump,” explains Dennie. “When you hit a pothole, it’s not transmitted into the cab because the ASD valve opens up inside the shock absorber, taking the thump feeling out.” The Monroe OESpectrum line has twin technology, using low speed tunability (LST) technology in the piston. These assemblies are best for vehicles with low-profile tires—such as foreign nameplates. Ride Control LLC’s Gabriel ReadyMount premium full assembly line covers 105 million vehicles, over 2,000 applications, with over 140 SKUs. Each ReadyMount strut comes 24

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with the upper strut mount, strut bumper, strut boot, coil spring, spring seat, and a premium strut featuring its advanced G-Force technology. “All Gabriel shocks and struts feature super-finished chromed piston rods that eliminate corrosion, ensure proper seal lubrication, and [provide a] consistent wear surface to prolong the life of the product,” says Kevin Hickey, distributor sales manager for Ride Control LLC. KYB also offers a variety of loaded assemblies. “We offer full coverage in our premium products,” says McGovern. “The GR-2/Excel-G has a twin tube design and is the most common direct OE replacement shock or strut. The Gas-a-Just unit has a monotube design.” The GR-2 is designed for domestic and import cars, trucks, minivans, and SUVs, while the Gas-a-Just is more of an upgrade from the OE twin tube—suited for cars, trucks, vans, and SUVs—designed to automatically adjust to driving conditions. And for hauling, plowing, or towing, KYB offers its MonoMax heavy-duty monotube shock absorbers. “We tend to have fewer part numbers, but we do it for the right reason,” says McGovern. “Our goal is to restore the vehicle’s original designed performance.” With such a variety on the market, most jobbers stock parts based on brand reputation and regional demand. In major urban centres such as Toronto or Vancouver, there will be more import and domestic vehicles, while in rural areas there will be a big truck demand. Although premium products reign in this category, there are still customers that base their decision on price. But keep in mind, many of the price-leading lines might not offer the coverage you’re looking for. “You don’t want to offer a price-leading product only to find out there isn’t coverage for it, and then you have to try and talk the customer into the premium product,” says Dennie. “Always offer the premium product first, and if price is an issue, you can check the coverage of the price-leading product.” Another noteworthy point with selling ride control products is considering other aspects that could affect the suspension system, such as electronic stability control (ESC), or mount and boot companion parts. Most new vehicles on the road today have ESC that will override the driver if they start to lose control. Basically, it’s big brother for tire control. “If a jobber is aware the vehicle has ESC, there’s a greater compelling value to replace parts more frequently. With integrated technology, even a mechanical wheel bearing is looked at by an electronic component. Parts guys should understand this relationship so they aren’t mixing and matching parts or selling incorrect or under-calibrated parts,” says McGovern. “They may have gotten away with that in the past because it wasn’t detectable, but today the computers know when you don’t put the right part back on.” Another deficiency is that jobbers don’t always understand that the mount and boots have a similar life expectancy to the struts. “A wise jobber, when called for a strut, will offer the companion mounts, boots and bumper kits,” explains McGovern. “The number-one reason for returned struts under warranty is that they were noisy…but it was probably the mount that was at fault.” To keep ride control business flowing, it’s imperative technicians and jobbers start communicating and taking the professional lead in selling the right part for the job. To do that, education is key. Most manufacturers offer a plethora of information through educational programs and online resources. Keep your counterpeople on top of their game by providing them with a list of manufacturer websites and online resources to check out when there’s downtime. JOBBER NEWS / MARCH 2012

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COVER STORY

Tuning in to Regular

Maintenance By Noelle Stapinsky

ith all of the advancements in vehicle design and technology, the days of regular seasonal tune-ups are long gone. Instead of changing caps, rotors, wires, and spark plugs, automotive technicians have transitioned into a more testing-and-replacement mode. With manufacturers’ vehicle maintenance schedules calling the shots, today’s vehicles can be driven longer, requiring fewer visits to the repair shop. According to Jamie Tomcko, purchaser for Manitobabased Auto Parts Central, the incident of replacement has gone down, but the cost of repair has gone up. 26

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For example, spark plugs may no longer be replaced annually—some manufacturers now recommend every 100,000 km—but what was once sold for about $2 apiece now can cost up to $10. But looking at the big picture, there is an opportunity for technicians to profit by attracting customers to the shop with regular maintenance programs. Although consumers might be convinced that the maintenance schedule printed in their owner’s manual gets them off the hook for frequent repair Continued on page 28 JOBBER NEWS / MARCH 2012

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shop visits, they might not understand that schedule is more of a guideline. Wear and tear under the hood greatly depends on how the car is driven, and what environment it’s driven in. Canada has such varied seasonal weather that it would benefit customers to have their vehicles inspected more frequently than suggested by the manufacturer.

Spark Plug Innovation As manufacturers produced increasingly complex and efficient vehicles, the demand increased for longer-lasting spark plugs that could tolerate leaner fuel mixtures and more advanced combustion systems. Platinum spark plugs hit the market in the early ’80s due to such demand. But today, vehicle manufacturers and aftermarket parts companies are all touting sparking plugs made with iridium, a harder, stronger metal with a higher melting point than its platinum predecessor. Bosch’s Iridium spark plugs are a big seller in the Canadian market. “Bosch Iridium brings the best in our OE technology to the aftermarket, including a 360-degree continuous laserwelded iridium centre electrode and iridium-platinum alloy tipped ground electrode,” says Mark Wilkinson, group product manager of spark plugs for Bosch Automative Aftermarket. “Bosch works closely with vehicle manufacturers to develop and improve spark plug designs for their vehicles, and transfer that knowledge and expertise to the spark plugs we produce for the replacement market.” Although today’s spark plugs may last for hundreds of kilometres, they can become compromised by a number of issues, including rich fuel mixture, cylinder head problems, or leaking seals. Faulty plugs can also cause decreased fuel efficiency, ignition problems, and even damage to the engine. Communicating these issues to your customers can help in getting them back in the shop more frequently. Apart from the obvious fluid, filter, hose, and belt checks, newer vehicle designs have become a lot more complicated under the hood with electronic modules, requiring a new school of thought when it comes to repairs.

Tech Savvy According to Jim Gehl, technical service instructor for Wells, a manufacturer of vehicle electronics, electronic components will last as long as the vehicle will allow it. “Heat, vibration, and moisture all destroy electronic components, so their lifecycle can be 50,000 miles under rough conditions or 200,000 miles under good ones,” says Gehl, who teaches technicians electrical and drivability training classes in the U.S. and Canada. To be able to diagnose electrical component problems, technicians need to know how to test them. “In my opinion, technicians are so far behind in terms of testing skills. Vehicles are all electronic today, and you need the skills to test the electronic components in both digital and 28

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analogue. That seems to be where techs are falling behind today,” says Gehl. Vehicles have changed dramatically over the years, from having only a few components—making it easy for technicians to guess what the problem might be—to having up to 50 sensors that are all interrelated. And there are no silver bullets or short cuts when it comes to working with these high-tech systems. “I stress, test, test, test. The more you do, the better you become at it,” says Gehl. “Get out your lab scopes and do lots of testing. That’s where you’re going to succeed.” When a system fails, testing will help in identifying which one is faulty. Technicians need to be familiar with analogue and digital signals and what to expect when they’re looking at a sensor. For jobbers, Gehl says, “Counter training is very important to our business, because there are so many DIYers and techs that look to the counterperson for information. We teach them what we teach the techs—how to tell between analogue and digital, how to test it, and how technicians should attack it.” Crank sensors and cam sensors, for instance, will be analogue. But inside a vehicle, for the mirrors, doors, seats, etc., you’ll find digital sensors. Analogue sensors are most likely going to be a two-wired sensor, while digital will be a three-wire sensor. Although, according to Gehl, there are some exceptions. Analogue is a signal based on the speed of the driven component. “If we’re looking at a cam sensor and using an analogue sensor to measure the speed of that or location of that, the output will vary. The lower the crankshaft speed, the lower the voltage; the higher the speed, the higher the voltage,” explains Gehl. “Digital is very consistent. It will be a zero- to five-volt or zero- to 12-volt-squared digital type signal.” Technicians also need to know whose product they’re moving. Many of them think they need to go to the dealer for product parts. “We’re an OE supplier, so when it comes to buying parts, service, supply, and pricing, they’d be better off with the independent warehouse,” he says. Jobbers and technicians can benefit greatly from getting the education needed to fully understand today’s technology and communicating it to the customer. And creating awareness of the importance of vehicle maintenance will keep a steady flow of business coming through the door. JOBBER NEWS / MARCH 2012

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NEW PRODUCTS Performance Parts Catalogue

Edelbrock LLC has released its 2012 Edelbrock Automotive Performance catalogue. This year’s catalogue features some 3,000 products including over 200 new products, comprising everything from the new E-Force supercharger system for 2003-11 GM trucks, to its triple deuce intake manifold for small-block Ford engines. Edelbrock’s product line includes traditional street rod and muscle car performance parts to racewinning products for every level of competition. Edelbrock catalogues are available in print or on CD for free and are viewable online. Edelbrock will also continue to offer their catalogue in a media-rich format that can be viewed online or with a smart phone/tablet, including all iPhoneand Droid-based devices. Edelbrock LLC www.edelbrock.com Fluid Analysis Syringes

As vehicles become more reliable, the benefits of recommending regular maintenance to customers are more and more important, for both customers and the industry. B & R Recovery introduces the Fluid D-terminator syringe, a powerful way to increase maintenance business by directly demonstrating when vehicle fluids (e.g., brake fluid) need replacing, by comparing fresh fluid to the existing fluids in the customer’s vehicle. Sold in kits of four or five, the tool is virtually unbreakable, and can be dropped onto concrete without being damaged. Regardless of the chemicals within the various fluids, the syringe components will not break down nor be damaged in any way. B & R Recovery Inc. www.brrecoveryinc.com New Growth For Muffler Line Tenneco’s Quiet-Flow SS muffler features 409 stainless steel heads, shells, bushings, louvred tubes, and partitions, and is manufactured in the same facility as some of Tenneco’s original 30

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equipment units. The Quiet-Flow SS product line is comparably priced to the company’s previous, aluminized Quiet-Flow line. Tenneco also backs the Quiet-Flow SS line with its limited lifetime warranty and Safe and Sound Guarantee 90-day consumer money-back offer. Tenneco converted its Quiet-Flow production to stainless steel in 2009, providing a higher-value premium muffler at a competitive price. Tenneco Inc. www.walkerexhaust.com Workshop Oil Filters Bosch has introduced a new line of 97 Bosch Workshop oil filters, providing 98% coverage for domestic, Asian, and European vehicles in operation in North America. At an efficiency rate of 97.5% in removing dirt and the capacity to hold 13 grams of dirt (the equivalent of 31 standardsize paper clips), these filters help a car’s engine oil to perform at its best for thousands of miles. By screening out more harmful contaminants than competitive economy filters, the new line of Bosch oil filters provide the car’s engine with a high level of protection against dust and dirt, thereby ensuring a continued supply of clean oil for lasting performance. Bosch Automotive Products www.boschautoparts.com

Trim Paint for Rigid or Flexible Surfaces Reformulated to provide a more durable and long-lasting finish, PlastiKote’s new Trim Paint provides excellent coverage and protection for rigid or flexible plastics. Improved with a new formula that makes it more adhesive while providing even greater protection from the elements, the product is easy to apply, dries to the touch in one hour, and makes the surface look like new once you apply it. Specially formulated for use on most flexible or rigid plastics, PlastiKote’s new Trim Paint is ideal for window trim, windshield trim, rear-view mirrors, and wiper blade arms. Its coverage varies depending on the surface colour and porosity. PlastiKote www.plastikote.com Continued on page 32 JOBBER NEWS / MARCH 2012

29/02/12 11:01 AM

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NEW PRODUCTS

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Premium Brake Shoes Tenneco Inc.’s comprehensive line of Monroe replacement brake shoes for drum and parking brake applications offers premium-level design features and performance at an attractive, midgrade price, to help professionals make more money while completing high-quality brake repairs. The Monroe Brakes line includes 295 SKUs covering the vast majority of domestic and foreign nameplate automotive applications, with 14 additional SKUs coming in 2012. The line also offers the benefit of matching rear-brake technology and performance to the ultrapremium characteristics of Tenneco’s popular Monroe Ceramics genuine ceramic formula, or Monroe Dynamics semimetallic brake pads on the front of the vehicle. Tenneco Inc. www.monroebrakes. com

Alignment Parts Catalogue The new Affinia Alignment Parts Catalogue for Raybestos brand brakes is being released with more than 9,600 new applications. The new catalogue includes alignment parts coverage for domestic and import passenger cars, lightduty trucks, SUVs, and hybrids, with model coverage as late as 2012. The catalogue is designed to help technicians easily locate their favourite alignment products, which are precision-designed to optimize steering performance. Late-model coverage for Raybestos brand brake and chassis parts continues to expand, with a total of 13,179 new and carried-up brake and chassis applications, giving the Raybestos brand an expansive aftermarket lead in latemodel and import coverage. Affinia Group www.affiniagroup.com LED Automotive Worklamps Philips Automotive Lighting North America has just introduced a full range of LED Worklamps designed specifically for automotive service shops and professional service technicians. The worklamps incorporate a very compact, portable,

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and ergonomic design, and deliver a powerful, cool white, and very intense light, while remaining cool to the touch and using only a fraction of the power consumption required by conventional halogen and fluorescent work lamps. The new range incorporates three models: LED Penlight, LED Inspection lamp with 30 ft. cord, and LED Inspection Lamp with rechargeable docking station. Philips Automotive Lighting www.philips.com/automotive

vortexbrakes.com • 1-877-827-2530 32

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JOBBER NEWS / MARCH 2012

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For the Counterperson

March 2012

Knowledge Building:

GETTING THE RIGHT TRAINING By Laurie Izgerean, Durham College Corporate Training Services

hether you’re a parts counterperson, parts/service manager, outside sales professional, parts driver, or a service advisor, there is something of value for everyone in ensuring they get the right training to help them in their career. CARSability helps do just that. CARSability is a Web-based skills assessment tool designed to identify training gaps for participants in automotive related occupations and does the following: • A ssesses users to identify skills weaknesses within various occupations • Provides detailed assessment results • Locates training specific to assessment results • Can assess all employees in a parts store or shop and provide owners with detailed results • Can be used across multiple locations CARSability assesses an individual by job function and then identifies job-specific tasks that may benefit from additional training opportunities. Through a comprehensive database of automotive training, recommended courses are matched to the results of each assessment.

Kate Lawler, a senior counter clerk with NAPA Auto Parts in Selkirk, Man., expresses the benefits of ongoing training within her organization. “When things slow down it’s great to have a database of training programs available. When I did the assessment, it pointed me towards some customer relations courses that my specific job function would benefit from.” William Penning, a service advisor from a Canadian Tire store in Terrabonne, Que., agrees that it’s a valuable tool to have around. “When I took the service advisor CARSability assessment, I found it refreshed some of the aspects of my job and provided a lot of choice for additional training opportunities.” He adds that CARSability would prove to be a useful tool when hiring new people for his organization, because many of the assessment questions rely on the ability to have common sense during everyday dealings with customers. Common sense doesn’t usually show up on resumes or a job description. Continued on page 36

It evaluates. It’s free. It’s waiting. Take a skills assessment in various automotive parts related occupations, including Parts Manager, Parts Counterperson and Parts Sales Consultant. With just one click, you can assess your staff’s skills and get recommendations on the training they need. And it’s all online, so your staff can access it anytime, on the job or off.

Visit www.carsability.ca/promo today for your FREE assessment!

1.855.813.2101 Funded by the Government of Canada’s Sector Council Program.

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JOBBER OF THE YEAR AWARD Named after the founders of Jobber News Magazine, E.J. & A.E. Wadham Memorial Award recipients are a whoâ&#x20AC;&#x2122;s who of the best in the Canadian automotive aftermarket, representing aftermarket auto parts wholesalers from across Canada, from businesses large and small, and of all affiliations. Since 1984, the award has recognized those who epitomize the values of the automotive aftermarket through business excellence, community service, and industry contributions. N O M I N AT E S O M E O N E T O D AY ! YOUR NAME:_________________________________ YOUR COMPANY NAME:____________________________________________ YOUR COMPANY ADDRESS:_____________________________________________PHONE NUMBER:(____) ____________________ I NOMINATE_________________________________________ WHO OWNS______________________________________________ AND IS LOCATED AT THE FOLLOWING ADDRESS:____________________________________________________________________ BUSINESS PHONE:(____)_________________________ HE/SHE HAS BEEN IN BUSINESS FOR APPROXIMATELY___________YEARS AND I NOMINATE THIS PERSON FOR THE FOLLOWING REASONS: (attach a separate sheet if necessary) BUSINESS SUCCESS: ___________________________________________________________________________________________ ____________________________________________________________________________________________________________ ____________________________________________________________________________________________________________ INDUSTRY INVOLVEMENT: ____________________________________________________________________________________________________________ ___________________________________________________________________________________________________________ COMMUNITY SERVICE: _________________________________________________________________________________________ ____________________________________________________________________________________________________________ ___________________________________________________________________________________________________________

(Your Signature) _________________________________

(Date) ____________________________________________

a l s o o n l i n e a t w w w. a u to s e r v i c ewo rl d . c o m

P35 JOY AD.indd 35

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Continued from page 34

When asked what one of the most challenging aspects facing the industry was, he replies, “Selling the jobs to the customer can be challenging, because people today are still reluctant to trust garages.” CARSability can help organizations deliver superior customer service experiences and build solid, trusting long-term relationships through relevant training in customer retention and maintenance, maximizing your service provider business, dealing with difficult people and customer service essentials—to name a few. David Latimer, a parts counterperson from Calgary’s NAPA Auto Parts, found the tool useful through his manager’s direction. “I have worked as a licensed mechanic, been a service advisor, am currently on the front counter, and will be moving to outside sales next.” He adds that the CARSability tool worked for him because he was able to take relevant sales training prior to assuming his new position, and he felt better prepared because of it. CARS has a variety of sales courses available, including Inside Sales for Parts Professionals, Outside Sales, Tire Sales, Value-Added Selling, and a two-part training program specific to Sales Management. Some of the challenges facing Latimer’s parts counter lie within effective communication with customers. “Sometimes it’s really hard to understand what the customer wants because of

language barriers. Other times, DIYers come in and think they know what part they need, and when we give them what they asked for, it’s not the right part after all and they get upset.” To that end, CARS offers specific courses to address customer service issues, with programs like Dealing with Difficult People and Diversity in the Workplace. CARSability can contribute to an organization’s success by pinpointing strengths and room for improvement on a variety of job functions through a comprehensive database of questions. It has proven to be successful in directing individuals to valuable, relevant training so the automotive industry and all of its employees can stay educated, skilled, innovative, competitive, and customer-focused in the new global economy. For more information on parts sales training, visit CARS OnDemand training at www.carsondemand.com. To take a free skills assessment in various parts related occupations, CARS invites you to visit today at www. carsability.ca/promo.

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Automotive Internet Directory Visit these companies directly at their web addresses or check out the growing list of Hot Links at www.autoserviceworld.com. To find out how your organization can be included in this directory and on the web, contact aross@jobbernews.com

Goodyear Engineered Products www.goodyearep.com/aftermarket www.goodyearbeltsandhose.com The officially licensed belt of NASCAR. Gatorback, the quiet belt. You can never replace Goodyear quality. NGK Spark Plugs Canada Limited www.ngksparkplugs.ca The World Leader in Spark Plugs, Oxygen Sensors and Ignition Wire Sets. Used by 87% of the World’s OE Manufacturers S.B International Inc. www.sbintl.com “We keep engines humming”

AUTOMOTIVE RECYCLERS Carcone’s Auto Recycling and Wheel Refinishing www.carcone.com With over 32 years of experience Carcone’s Auto Recycling & Wheel Refinishing is your one stop for quality recycled products and wheel refinishing needs. Call today at 1-800-263-2022 or visit us on line at www.carcone.com Standard Auto Wreckers View Our Online Inventory @ www. standardautowreckers. com or call 416-286-8686. Experienced Shipping Department to Ensure Parts Arrive Safely.

BUSINESS MANAGEMENT SERVICES The Automotive Aftermarket E-Learning Centre Ltd www.aaec.ca AAEC - BEST Business Evaluation Support & Training - Instructing and Coaching with the Proven Business Management Tools that drives a shop’s Bottom Line, Team Culture and Marketplace Credibility.

HAND CLEANERS GOJO Industries, Inc. www.automotive.gojo.com GOJO is a leading manufacturer of skin care products and services for many marketing including automotive and manufacturing. GOJO continues to pursue a commitment of creating well-being through hand hygiene and healthy skin.

REFRIGERANT Duracool Refrigerants

p37 MARCH INTERNET.indd 37

Bestbuy Distributors Limited www.bestbuyautoparts.ca Independent buying group and warehouse distributor that allocates its profits to member shareholders and provides unbeatable value for independent jobbers. The E.R.I. Group www.theerigroup.com Canada’s Premier Machine Shop Buying Group Kerr Machine Shop Group Inc.

www.duracool.com Nationally Distributed by: Deepfreeze Refrigerants Inc. The Leaders in Hydrocarbon Refrigerant Technology. Guaranteed In writing not to harm any Mobile A/C System. You can feel the Difference that Quality Makes. “Our Formula Never Changes”.

Marketplace Page #

Advics North America (AMSales@advics-na.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Affinia Group (www.raybestosbrakes.com, www.raybestoschassis.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Agna Brakes (www.agnabrakes.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IFC Airtex Fuel Delivery Systems (www.airtexproducts.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Canada-Wide Parts Distributors Ltd. (www.canadawideparts.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 CARS OnDemand (www.cars-council.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 CRC Canada (www.crc-canada.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Denso Sales (www.densoaftermarket.com/jn) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . OBC FBS Distribution Co. Inc. (www.fbs-online.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Fram Group (www.framgrp.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Jobber News Jobber of the Year Nomination Form (www.autoserviceworld.com/awards/jobber) . . . . . . . . . . . . . . . 35 KYB Americas Corporation (www.kyb.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Mevotech Inc.(www.mevotech.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IBC OE Quality Friction (www.oeqf.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Proforce Automotive (www.proforceautomotive.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Promax Auto Parts Depot (www.autopartsdepot.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 RAD Limited (www.radlimited.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Schaeffler Group USA Inc. (www.Schaeffler-Aftermarket.us) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Tenneco, Monroe Brakes (www.monroebrakes.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13, 23 Transbec Inc. (www.transbec.ca) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Valvoline Canada Limited (www.valvoline.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Valvoline Motor Oil Mythbusters Quiz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Veyance Technologies (Goodyear Engineered Products, www.goodyearep.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 XRF Chassis (www.xrfchassis.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

JOBBER NEWS / MARCH 2012

WAREHOUSE DISTRIBUTORS & BUYING GROUPS

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06/03/12 9:28 AM

Editorial Comment

NO SUBSTITUTIONS, PLEASE

NEXT MONTH

April will feature our interview with the Incoming AIA Chair, Premium Parts Sales tips, and our Special Report on A/C. 38

p38 MARCH EDITORIAL.indd 38

t is no secret that there has long been cross-fertilization between automotive aftermarket distribution and the grocery industry. A number of well-respected senior executives over the years have come to the aftermarket from the grocery sector, and have put what they have learned about working in a complex, tight-margin business to good use in this industry. But there are differences, of course, and not everything going on in the grocery business is worthy of imitation. I’m not sure, for example, how many customers at the local grocery store, when faced with the fact that there are no sirloin steaks for their barbecue, would head to the next grocery store, and the next. I’m pretty sure that most would simply opt for the porterhouse or the New York strip. But some of us simply vote with our feet when standard items aren’t available. Don’t have any more ground turkey? Then, mister grocery store manager, you aren’t getting the rest of my chili ingredients to ring through either. No limes or lime juice? No sale on the watermelon, cilantro, and jalapeño either. I have been noticing that with increasing regularity, the out-of-stocks have become the dictate of what I’m having for dinner. For a guy who has spent the better part of his professional life dealing with an industry where there really is no substitute for the right part—you can’t convince a tech to use a water pump for a Chevy when he’s got a Toyota on the hoist—I have a hard time accepting out-of-stock situations. Can you imagine telling a customer he should call on Thursday for wheel bearings because that’s when your shipment comes in? That’s exactly the response I get at the grocery store. The thing about this business is that it works its way into your very being. At least that’s the way it is with me. When I look at that empty shelf, I can’t help but think of the decisions that led to it: how much stock was ordered, what the terms were on delivery, the quantity discounts, the marketing allowance, the GMROI calculation that flowed from that, and other considerations, like how many facings were allotted to each supplier. And I think of how all those decisions led to disappointing this customer. I am sure that some shoppers carry on blithely with their cart substituting items and shifting their menu for the week based on what’s available with barely a thought. I know I’m not one of them, and I know that, in our industry, neither are your customers. If there is anything the shop survey that appeared in the last issue should remind us, it is that, regardless of pricing and brands, it is inventory that is king. When you stock up on inventory, you stock up on sales. And when you stock up on quality, you stock up on customer satisfaction. To put it another way, it is inventory that puts food on your table, and that is a fact that should never be left on the shelf. —Andrew Ross, Publisher and Editor aross@jobbernews.com

JOBBER NEWS / MARCH 2012

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