MMG Magazine Jan-Feb 2015 NADA Edition

Jan - Feb 2015

Leaders in the sale of quality Mopar Parts.

In This Issue President Rick Cutaia ............................... 2 MMG Convenes in San Francisco... 3-24 NY Industry Associations Introduce Crash Parts Bill ........................................25 MMG Supporting Vendors .............26-27 UPS .............................................................28 Reynolds & Reynolds..............................29 FenderBender/Ratchet+Wrench.........30 Katzkin .......................................................31 OEConnection ....................................32-33 Elite Extra...........................................34-35 Autobody News........................................36 Magneti-Marelli ......................................37 CDK Global ........................................38-39 Rousseau Storage.....................................40 Tracy Industries ................................41-43 Top SEO Trends fir 2015 ................44-46 SPECIAL REPORT - Collision Industry Reacts to CNN’s Story....47-48 State Farm Issues Response to

Mopar Masters Guild Members Convene in San Francisco for 23rd Annual Meeting Pages 3-24

CNN Report........................................48-49 2014 MMG Committee..........................50

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From the Desk of MMG President Rick Cutaia What Business Are We Really In?

As I was taking in our latest MMG mee ng in San Francisco, I realized what business we are really in.

It’s not the parts business; it is actually the people business.

People are what we actually manage day in and day out, whether it is our employees, wholesale customers, service customers, vendors, sales associates, or managers from other departments- we are day in and day out dealing with people. It is not ARO, dealer rewards, deadlines, forecasts- it’s all about the people.

The one thing that makes us all successful is our ability to manage people- not just the people that work for us, but the people that want to do business with us. They do business with us because our people have established a rela onship with them and have formed a trust and a bond with each other by providing a high level of service that has been reinforced me and me again, by providing a high level of customer sa sfac on.

When we take care of people, we do what we have been put in to posi on to do by our dealers across the country: to grow and maintain a successful parts opera on, that ul mately takes care of people and in return they con nue to buy parts and purchase new automobiles which make the whole dealer body a thriving business that will stay profitable.

I would like to say a big “Thank You” to the folks from Mopar that took the me out of their busy schedule to meet with us while at NADA I know each of the Guild members really appreciate it as well!

Don’t forget to mark your calendars for April 20/21 for our Chrysler Performance 20 group mee ng in Dallas.

Sincerely, Rick Cutaia MMG President Rick.cutaia@hendrickauto.com

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Mopar Masters Guild Convenes for 23rd Annual Event in San Francisco Our des na on for the 2015 Mopar Masters Guild Mee ng was beau ful San Francisco, California.

With a different format this year, (there would be no Chrysler 20 Group Mee ng) everyone began arriving on Wednesday January 21st. That evening we all enjoyed the Guild’s Welcome Recep on held at McCormick & Kuleto’s Restaurant in Ghirardelli Square. This event is always great to catch up with friends and colleagues to see what has been going on during the past year.

Thursday January 22nd When you gather a group of professionals such as the members of the Mopar Masters Guild, challenges and adversity are topics that are constant. This is how we began this year’s mee ng in San Francisco. Our original mee ng spot that was secured for our event abruptly decided to close their doors on January 1st. Kudos to our Planning Chairman Tom Kellogg and the Execu ve Commi ee along with Event Coordinator Jillian Farber to perform some last minute magic and secure McCormick & Kuleto’s for our dura on.

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As we have talked about many, many mes during the existence of the Mopar Masters Guild, any informa on that is obtained via the newsle er will not offer a complete and concise picture of what went on at our mee ngs. We stress the importance of a ending these mee ngs and invite everyone who meets the Mopar Masters Club criteria to join the Mopar Masters Guild, a end these meetings and enjoy the wealth of knowledge and informa on that is presented and shared. Our coverage of Vendor presenta ons, Mopar Execu ves’ presenta ons and dialogue will only lightly touch upon what was presented.

Our mee ng began with opening remarks from MMG President Rick Cutaia discussing the changes to the agenda. Says Cutaia, “Let’s all remember why we are here. We’re here to share informa on and ideas to make ourselves and everyone else be er at what we do. Any informa on that you get at these mee ng will only benefit your company’s bo om line.”

A endees for the 2015 Mopar Masters Guild Mee ng were: Ken Kremer

Zimmer CDJR

Dan Hu on

Tom O’Brien CJD

Susan McDaniel

Bill Luke CJD

Larry Morris

Fred Beans DCJ

Joe McBeth

Dallas DCJ

John Russo

Dallas DCJ

Randy Rogers

Huffines CJD

Louis Ossuna

Huffines CJD

Tom Kellogg

Harold Zeigler CDJ

Casey Brown

Allen Samuel DCJ

Mopar Masters Guild Magazine

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Roy Benner Rick Cutaia Andy Reed Paul Allred Marvin Windham Gerry Oakes Mike Opperman Rick Monteiro Brent Hoge Cody Eckhardt Mike Gerber Don Cushing Dean Taylor Phil Krueger Chris Brodeur Tom Schelonka Alan Yancey J.D. Ipsen Mike Nelson Ed Lueras

Allen Samuel DCJ Rick Hendrick DCJR Allen Samuel DCJ Stateline CJD Benchmark CDJR Performance Auto Group Performance Auto Group Jack Powell CJD Larry Miller CJDR Larry Miller CJDR Rairdon CJDR Bald Hill DCJR Dependable Dodge Dependable Dodge Glenn E. Thomas Co. Griffins Hub CDJR Hayes CDJR Ken Garff West Valley Chrysler Normandin CJDR Perkins Motor Co.

A er the introduc ons, we were presented with the Treasurer’s Report by Susan McDaniel followed by the Secretary’s Report also by Susan. Susan took over the role of Treasurer a er the resigna on of former Treasurer Mark Skinner who moved on to a non-Chrysler store. (We all missed you Mark!) Mo ons were made to accept each report and were unanimously accepted.

2015NADA Planning Chairman, Tom Kellogg was recognized by the Guild for the me and effort that he put in to making this event happen. This (MMG Mee ng) is a very large task that takes up much me throughout the year to organize.

Thank you again, Tom! Continued on Page 6

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Continued from Page 5 We then covered the various Commi ee Reports with up-to-date informa on

from our Suppor ng Vendors and any of their new product offerings.

We then moved on with guild business discussing ideas and ways to make our departments more efficient, produc ve and profitable! Obviously, the biggest value you can derive from these mee ngs is the valuable informa on that you bring back to your dealership. Most of the me, the ideas or changes that you implement from this forum usually ends up paying for your trip. Quite a value! Listening to what works and what presents a challenge in our daily business is such a produc ve part of these discussions. It’s the sharing of these ideas that helps make members more successful. If you hear an idea that appeals to your business plan you can feel confident that you can contact that manger for more informa on on implemen ng that idea in your store.

Some of our conversa ons were on:  DMS Systems  Tire Sales  Customer Reten on  ARO  Dealer Rewards  Capacity/Tech Training  Collision Marke ng  RO Counts/$$ Per RO  WHI Solu ons/Nexpart  Magne -Marelli  New & Innova ve Opera ons Our discussions then moved forward to the Posi ves & Nega ves from 2014. What worked well for your business and what didn’t work well this past year?

Following our ini al guild business and discussions was our first guest speaker of the day, Randy Johnson. Randy Johnson is the Founder and President of Car People Marke ng. Before opening Car People Marke ng in 2001, Randy grew up in the independent repair business in West Virginia before eventually becoming the Corporate Fixed-Opera ons Director for 17 dealerships in Florida. Today, he is a highly sought a er keynote speaker for leading service and parts events across the country and recognized as an automo ve industry thought-leader.

Randy is passionate about helping dealership service departments thrive and is deeply commi ed to the products his company offers. Randy’s real-world and direct approach coupled with his grit drives our success and the success of his clients.

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Randy’s Presenta on was: 6 Ways to Sell More Parts & Service 1.

Bury the Hatchet

2.

Run Parts & Service Like Sales

3.

Fix Your Phone Problem

4.

Be More Convenient

5.

Spiff for Tires & Wipers

6.

Accessorize All Trucks in Stock

Anyone who has witnessed one of Randy’s presentaons knows very well that he means business. YOUR business. He is always entertaining and informa ve.

Randy Johnson’s presenta on will be available soon via You Tube through the Mopar Masters Guild Website. Watch your email for more informa on! For more informa on on Car People Marke ng, click here h p://www.carpeoplemarke ng.com/

Our next guest speaker was Jim Ward, President of Extra Trax, LLC. Jim gave us a presenta on on Leveraging Technology Trends in Parts Distribu on. Jim men ons, “We have been able to compile all this knowledge and informa on and give a high lever look where we see this type of technology today. Some of the challenges certainly hit home with you guys (a endees) as far as many of you being the leaders on the wholesale side from a parts distribu on standpoint. We can certainly say that because we work with all the other brands and nobody has a group like this (the Mopar Masters Guild) that really focuses on parts. So, a lot of what we’ve learned we’ve actually learned from your group so thank you!”

Jim covered:  New Innova ons in Dealership Parts Distribu on  How these Innova ons can make your opera ons more efficient  Ideas to help implement advances in technology in your business Continued on Page 8

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 Benefits of Integrated Dispatch Management  Op mized Rou ng  Return on Investment (ROI) “The first rule of any technology used in a business is that automa on applied to an efficient operaon will magnify the efficiency. The second is that automa on applied to an inefficient opera on will magnify the inefficiency.” ~Bill Gates More guild business followed this presenta on with talk on:  VIO’s  Crossdocking  MRS’a  Online Presence in the Marketplace  Mechanical Marke ng  Fuel & Freight  Special Handling Charges  Tracking  Retail Rela onships with New Car Purchasers

These discussions were then followed by our next guest speaker Lee Harkins, Co-founder, President and CEO of M5™ Management Services, Inc. of Pelham, Alabama. M5™ is a consul ng and coaching firm specializing in fixed opera ons for the automo ve service industry. Lee has been in the fixed opera ons coaching and consul ng field for 29 years. He has had the opportunity to work with some of the most recognized dealerships in the country. His client list reads as the who’s who of the industry. His ability to keep his ideas and methods of helping dealerships improve their businesses has earned him a well-respected reputa on for achieving tremendous results for his clients. He con nually challenges himself to expand his knowledge of the business. The driving force is helping people improve their performance which will, in-turn, improve their lives.

Lee has worked with the majority of the OEM’s in developing dealership improvement programs. He has developed, wri en, and delivered some of the most successful improvement plans in the industry.

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He is an accomplished fixed opera ons speaker, author, trainer, consultant, and performance coach.

His common sense and ethical approach has been his trademark.

Lee’s most cherished mes are working in-dealership with his clients. He has maintained rela onships with many clients for well over 28 years. They see great value in his guidance and coaching. Lee says, “Working side-by-side with dealership staff is my most rewarding moments. I love it! They give back much more than I will ever give them. Knowing you’ve helped people improve their performance and they appreciate your efforts is an enormous mo vator. Working in dealerships keeps me current with the ever changing trends and expecta ons of the retail customer.”

His presenta on was “The Ul mate Goal of Our Business….Sell the Customer their Next Vehicle….”

Lee covered:  What makes your opera on different from other Independent Service Providers?  Why should you earn “Vendor of Choice” status with your customers?  What is Customer Reten on? Everyone should be unified to one defini on  Eight things you must get right to be profitable  Hire the right people  Develop a focus for your department  Change your opera on to market condi ons

Our next guest speaker was Eric Evanoff, Director of Na onal Field Opera ons – Dealer Tire who gave us a great look at “Myths & Millennials.”

Eric covered:  Tires vs. “regular parts”  Margin vs. money  How to fight the “myths” in the industry  Retail store compe

ve shop results

 What happens when consumers call regarding replacement res?  Handling the call  Closing the sale  Guess who’s coming to your dealership? Millennials! (And things they avoid!)

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This ended our first day of mee ngs. We adjourned and made prepara ons for our Annual Mopar Masters Guild Cocktail Recep on.

If there is any guild event that everyone always looks forward to, it has to be the Mopar Masters Annual Cocktail Recep on. Every year the guild makes an eort to secure a venue that everyone will not only talk about, but allows the comfort of being away from daily business which allows mee ng with peers, industry execu ves and supporters in a relaxed atmosphere. This year, in San Francisco, the guild enjoyed a Cable Car ride to Pier 40 for a four hour night cruise of the Bay aboard the Yacht, California Spirit. Here are some of the scenic views of our experience:

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Friday January 23rd Another change in our format this year was using our second day to visit the conven on floor to meet with our Suppor ng Vendors. The guild met with Reynolds & Reynolds, OEConnec on, CDK Global, Elite Extra and Snap-On Business Solu ons.

Here are some photo opportuni es from those mee ngs:

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Saturday January 24th A er breakfast we con nued with our guild business and discussions were:  Future NADA Mee ngs  Future Chrysler 20 Group Mee ngs  Business Center Business Conferences  MMG Magazine & Website  Con nuing posi ves & nega ves from 2014  Wi-Tech  Express Lane  Powertrain  Employee Training Requirements  BSL’s  ARO Alerts  Inventory Mix

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Our first guest speaker of this day would be Doug Johnson, Director, OEM Development for Katzkin. Doug was joined by Kirk Sco , Vice-President OEM Division. Before turning over the floor to Doug, Kirk did give us one sta s c in his statement. He says, “We sell 16,000 leather interiors to your dealerships every year. 4,000 of those go through Mopar; 12,000 of those go through the dreaded a ermarket. So that’s $12 million dollars’ worth of business that’s going through “the front of the house” that we would like to see put back IN the house!” Interes ng info!

Doug thanked everyone for their support and wants to con nue with Katzkin and Mopar making forward progress. He then presented metrics that applied during 2014. Doug covered the top Katzkin users in the country, many of which were in a endance.

He also covered:  Delivery Time  Sa elite Loca on  Customiza on  Be er Selec on  Online Tool Available – www.moparvis.com  Kiosk Tool in Dealerships  Training

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A er a short break we welcomed our Tier 2 Suppor ng Vendors in our Vendor Fair format. Each vendor was able to set up a loca on just outside our mee ng room.

Par cipa ng in this year’s Vendor Fair was: • Corporate Billing LLC Jeff Leavi – Vice President • FenderBender/Ratchet+Wrench Magazine Chris Messer – Publisher • Rousseau Storage Benoit Toussaint – Sales Director – Rousseau Storage • Buddy Trammel, Trammel Equipment Co. – Automo ve Dealership Equipment Specialist • AutoBodyNews Barbara Davies – Co-Owner/General Manager

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A er lunch we then moved to a favorite por on of our MMG Mee ng, our Mee ng with Mopar.

The interac on with Execu ves from Mopar is one of the main reasons that Mopar Masters Guild members a end this mee ng. Our coverage with Mopar here is just highlights of our interac on since we feel that par cipa on is needed at this mee ng to enjoy the full benefit of what is offered.

Ross McGinnis – Vice President, Mopar Sales & Product Development took to the floor.

(Mr. McGinnis replaces Pat Dougherty who has taken on a different role within the company) Ross thanked everyone for welcoming Mopar and gave us a bit of his background. Says Ross, “Some of my thoughts on what I envision is that when we meet, this group is really represen ng the whole en re dealership body from the parts side and we can work together to see what we can do to sell more parts, engage the customer, improve the customer experience and, at the end of the day, be more profitable. We are all in this business to make money but part of that is engaging the customer and improving the customer experience.” Ross then introduced us to the rest of his team:  Tom McCarthy – Vice President, Technical Service Opera ons  JoAnn Heck – Director of Service & Customer Experience  Michael Cockell – Mopar Sales & Field Opera ons Manager  Skip Olson – Senior Manager Sales Repor ng & Analy cs  Jeff Conklin – Head of Capacity Planning  Frank Donnelly – Senior Manager, Maintenance Por olio Mike Cockell then asked that we go around the room to introduce ourselves. Mike then spoke to the group asking, “How do we achieve our targets? How do we get there?”

Mike then had Skip Olson give us some facts and figures to show where we are most effec ve with parts sales. Skip also gave us updates on where the business is at today and where they believe we’re going. Where are our greatest opportuni es concerning repair/retail/collision? According to Skip, there will be a jump in car parc in 2015 which means greater opportuni es for everyone.

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Some of the dialogue that followed:  Mopar Glass Program  Fascia Core Program – Opera on Green Core  Promo Programs  Conquest Program  Parts Procurement  Magne -Marelli  WHI/Nexpart – Mechanical Parts  Tire Objec ves/Tire Sales  MSER  Convenient Scheduling  VOR  Recalls Following Skip was Jeff Conklin who offered up informa on on Service Capacity. “It’s all about the customer experience. How do we keep that customer coming back to our dealerships? It can challenge us to come up with some unique ideas on how to achieve that,” says Conklin. Jeff also tells us that vehicle sales dictate that our businesses will be busier with these customers returning to our dealerships. Our hours of opera on are not keeping pace with vehicle sales. Where are we at with technician count? The challenge in the marketplace, as well as other brands, is where can we get more technicians?

These concerns opened up another great discussion with Mopar and our group with ideas, processes and solu ons bantered around. Jeff gave us more:  Key areas effec ng Dealer Service Capacity  Enhanced Data Feedback from the Service Advocacy Survey  Valida on of Dealership Data o # Stalls o Technicians o Technician Available Hours  A rac on of new technicians  Business Planning Tool  Dealer Process Improvement Opportunity  Dealership “Best Prac ces” Continued on Page 24

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 Service Effec veness Rela onship o VIO/Stall o VIO/Technician  Capacity Planning Tool There was plenty of interac on during this discussion and sharing our ideas and concerns with potenal solu ons that will be offered by Mopar will show posi ve results in the near future.

JoAnn Heck then spoke to us on several subjects concerning Customer Care and processes that are being put in place to improve the customer experience. Some of the subjects covered: Alterna ve Transporta on, incen ves for Customers, Dealer Input. Much of this is in the making with changes possible so we will not elaborate on these subjects.

Mike Cockell then finished up our mee ng with his team by thanking the guild for their me and hospitality but mostly for the input during this day.

(L-R) JoAnn Heck, Mike Cockell, Ross McGinnis, Skip Olson, Tom McCarthy, Frank Donnelly, Susan McDaniel, Andy Reed, Rick Cutaia, Jeff Conklin The Mopar Masters Guild would like to thank Ross, Mike and the Mopar team for taking their valuable me to meet with us as we all move forward to a common goal.

MMG President Rick Cutaia then made a mo on to adjourn and this concluded the 23rd Annual Meeting of the Mopar Masters Guild. Thank you all for your a endance and we look forward to seeing more of you in Las Vegas in 2016.

Ar cle submi ed by Don Cushing

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NY Industry Associations Introduce Crash Parts Disclosure and Consent Bill Wri en by Chasidy Rae Sisk - Autobody News

New Yorkers are known for always being on the go, and 2015 is star ng off with a bang as the New York State Auto Collision Technician Associa on (NYSACT) has introduced a bill on behalf of all the state’s industry associa ons which, if passed, will require disclosure and consent before non-OEM parts can be used in a repair. Ed Kizenberger, Execu ve Director of the Long Island Auto Body Repairmen’s Associa on (LIABRA), briefly discusses what is going on in New York.

“Currently, there is no requirement for disclosure or consent when a ermarket parts are u lized in the repair process,” Kizenberger explains. NY Reg 64 speaks to the use of non-OEM crash parts only as it pertains to the insurer and the collision repair facility, but the proposed bill would include the consumer, expanding upon this regula on to require that consumers be aware when non-OEM parts are used in the repair and also that they provide consent before these parts are installed on their vehicle.

Kizenberger states, “it’s a consumer protec on bill with three important components. First, it prevents insurance carriers from requiring the use of a ermarket or non-OEM parts for the first three years of a vehicle’s life; only OEM parts can be u lized for repairs during that me period. Once a vehicle is more than three years old, the repair facility must disclose the use of non-OEM parts to the consumer in a way they understand in order to provide informed consent and authoriza on. Finally, because it is so important to restore the vehicle to pre-loss condi on, the insurance company will be financially responsible for any issues that may arise from the use of those non-OEM parts.”

Kizenberger also explains that this is the beginning of the new legisla ve session, and this is only the first of several bills that NYSACT has asked their sponsors to introduce into legisla on.

As the legisla ve session progresses, NYSACT plans to introduce several more bills, and next up is their parts procurement bill which will be introduced in the near future.

Source: www.autobodynews.com

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Our Supporting Vendors: Support those who support you.

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Our Supporting Vendors: Support those who support you.

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Double digit growth in e-commerce auto parts sales is changing the competitive landscape.

Are you prepared to change with it?

UPS® can help Chrysler dealers tap into this expanding channel for greater e-commerce growth and profits.

Provide a better customer experience with UPS delivery and returns options. Customers can reroute or reschedule their home parts deliveries with UPS My Choice® and experience faster and more convenient returns with preprinted return labels.

Keep efficiency up and costs down with UPS services. UPS delivers earlier to more businesses and ZIP Codes than any carrier and can match transport mode to delivery need to help save you money. One UPS driver for all deliveries and pickups also minimizes interruptions in your day.

Increase productivity with UPS technology solutions. Customize shipping labels to promote offers, build brand and reduce marketing spend. Process more parts shipments in less time with automated data input. And help manage customer expectations through end-to-end visibility and email alerts.

For more information To download the complete 2014 UPS What’s Driving the Automotive Parts Online Shopper TM study, visit ups.com/autostudy.

© 2015 United Parcel Service of America, Inc. UPS, the UPS brandmark and the color brown are trademarks of United Parcel Service of America, Inc. All rights reserved.

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EMV IS COMING ARE YOU READY? What is EMV?

It stands for EuroPay, MasterCard, Visa, and is the global standard for processing credit and debit card transactions.

Why does your dealership need to care?

All automotive retailers need the capability to process EMV cards by October, 2015, or risk being liable for fraudulent charges.

How can Reynolds help?

Reynolds has partnered with OpenEdge, a division of Global Payments, to offer dealerships ReyPAY: an integrated, secure, and efficient electronic payment solution customers can use in store, online, and on mobile devices. ReyPAY helps keep you EMV compliant and create a retail experience similar to other large retailers.

The latest addition to Reynolds Retail Management System: ReyPAY.

In partnership with OpenEdge, a division of Global Payments. Š 2015 The Reynolds and Reynolds Company. All rights reserved. Printed in the U.S.A. 1137080 1/15

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THE PERFECT FIT

FOR YOUR MOPAR PARTS BUSINESS WE CAN HELP YOU SELL MORE MOPAR PARTS AD PROGRAMS START AT $150 AND ARE 100% REIMBURSABLE Chris Messer, Publisher |

651.224.6207 ext. 14 |

e

cmesser@10missions.com

WE ARE A PROUD SUPPORTER OF THE MOPAR MASTERS GUILD. ©2014. ALL RIGHTS RESERVED.

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Thank you for the hospitality MMG showed EXTRA at NADA. ŚƵŐĞ d, E< zKh ƚŽ ƚŚĞ DŽƉĂƌ DĂƐƚĞƌƐ 'ƵŝůĚ ĨŽƌ ĐŽŶƚƌŝďƵƟŶŐ ƚŽ ĂŶŽƚŚĞƌ ƐƵĐĐĞƐƐĨƵů E ŽŶĨĞƌĞŶĐĞ ŝŶ ^ĂŶ &ƌĂŶĐŝƐĐŽ͊ dŚĂŶŬƐ ĨŽƌ ŝŶǀŝƟŶŐ ydZ WƌĞƐŝĚĞŶƚ͕ :ŝŵ tĂƌĚ ƚŽ ƉƌĞƐĞŶƚ ƚŽ ƚŚĞ ŐƌŽƵƉ ŽŶ ͞EĞǁ dĞĐŚŶŽůŽŐŝĞƐ ŝŶ ƚŚĞ WĂƌƚƐ /ŶĚƵƐƚƌLJ͘͟ tĞ Ăƚ ydZ ĂƌĞ ůŽŽŬŝŶŐ ĨŽƌǁĂƌĚ ƚŽ ĂŶŽƚŚĞƌ ƉƌŽƐƉĞƌŽƵƐ LJĞĂƌ ǁŝƚŚ ƚŚĞ DŽƉĂƌ DĂƐƚĞƌƐ 'ƵŝůĚ ĂŶĚ ĂƌĞ ĞdžĐŝƚĞĚ ƚŽ ǁŽƌŬ ǁŝƚŚ LJŽƵ Ăůů ŽŶ ƚŚĞ ŵĂŶLJ ŐƌĞĂƚ ŝĚĞĂƐ ƐŚĂƌĞĚ Ăƚ E ͘

www.EliteEXTRA.com

Mopar Masters Guild Magazine

Leaders in the Sale of Quality Mopar Parts

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TAKING YOUR BUSINESS TO THE NEXT LEVEL

EXTRA CRM will help you track and grow the sales, relationships, and customer service sides of your parts business. Designed to integrate with Elite EXTRA, it is a robust relationship management platform.

FEATURES AT A GLANCE Â&#x2021; Â&#x2021; Â&#x2021; Â&#x2021; Â&#x2021; Â&#x2021;

Manage leads, prospects and customer information Log calls, emails and visits in real-time Create and capture sales leads from all touch-points Assign leads to salespeople automatically or manually +DYH FXVWRPHU RUGHU KLVWRU\ DW \RXU ÂżQJHUWLSV Dispatch salespeople on routes

Â&#x2021; Â&#x2021; Â&#x2021; Â&#x2021; Â&#x2021; Â&#x2021;

See customer activity history all in one place Build and manage sales forecasts Implement and track sales strategy Identify sales opportunities Complete activity tracking Set alerts to make customer contact (coming soon)

WHAT MAKES EXTRA CRM SPECIAL?

Optimize Daily Tasks EXTRA CRM makes it easy for you to streamline daily tasks for your sales team, even dispatching them on routes based on order, delivery, invoice, and sales information. With a couple clicks, arm your sales team with the information they need to drive EXVLQHVV DUHD VSHFLÂżF (7$ GHOLYHU\ LQIRUPDWLRQ SDUWV RUGHU KLVWRULHV DQG WKH DELOLW\ WR YLHZ LW DOO IURP WKHLU PRELOH GHYLFH

Integrated Into Your Elite EXTRA Site EXTRA CRM integrates with your existing Elite EXTRA information on past deliveries and all your customers will be automatically loaded into the CRM portal. And just like EXTRA, it was designed with the dealership parts department in mind.

Mobile Access Included EXTRA CRM has a mobile version! Salespeople can enter information in real-time and that info can be viewed right away on the desktop or another mobile device.

Call 1.888.484.8729 or email sales@eliteextra.com for more information. www.EliteEXTRA.com The exchange of information by like sized dealers in a non-competitive environment.

36

Jan-Feb 2015

Mopar Masters Guild Magazine

Leaders in the Sale of Quality Mopar Parts

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20

AUTOMATED

CASH BACK

ON MAGNETI MARELLI OFFERED BY MOPAR PARTS* REBATE OFFER ENDS 03/31/2015 ®

CALL YOUR LOCAL CHRYSLER GROUP LLC DEALER TO ORDER QUALITY AUTO PARTS FOR ALL MAJOR MAKES

Magneti Marelli delivers the best part for every vehicle in your shop. We offer over 30 product lines and every part is available when you need it. With Magneti Marelli parts you’ll reduce comebacks, improve cycle times and increase customer satisfaction to new levels.

Visit MoparRepairConnection.com for details. *20% automated rebate on orders ends March 31, 2015 and is extended to Independent Repair Facilities, Warehouse Distributors, Fleets and non-Chrysler Group dealerships. Internet sales to consumers are not eligible for this rebate. No rebate form or invoice required. Offer excludes batteries. Chrysler Group LLC reserves the right to audit dealer parts usage. Total monthly purchases must reach $100 or more to receive automated rebate. Offer excludes Chrysler, Jeep , Dodge, Ram, SRT and FIAT vehicles.

Available at participating dealers. Cannot be combined with any other offers. ®

®

®

Quality Auto Parts for All Major Makes

©2015 Chrysler Group LLC. All Rights Reserved. Chrysler, Dodge, Jeep, Ram, Mopar and SRT are registered trademarks of Chrysler Group LLC. FIAT is a registered trademark of Fiat Group Marketing & Corporate Communication S.p.A., used under license by Chrysler Group LLC. Magneti Marelli is a registered trademark of Magneti Marelli S.p.A.

The exchange of information by like sized dealers in a non-competitive environment.

38

Jan-Feb 2015

Faster Forward™

Accept payments anywhere.

Adopt paperless invoicing.

Improve customer convenience.

Come see how we’re taking Fixed Ops Faster Forward.™ Service Edge with ePayments: one of many new solutions shown at NADA 2015.

SM

Visit cdkglobal.com/ebook for insights from NADA 2015.

© 2015 CDK Global, LLC / CDK Global is a trademark of CDK Global, LLC.

CDK_Jan_Print_FixedOpsMagazine_8.375x10.875.indd 1

Mopar Masters Guild Magazine

1/16/15 2:33 PM

Leaders in the Sale of Quality Mopar Parts

39

THERE’S CASH IN THAT OLD INVENTORY.

LET US HELP YOU SELL IT! After 12 months, chances are, you won’t sell those parts for a profit.

And the longer those aging parts stay in your inventory, the less chance they will ever sell.

Since 2005, Cash Discovery Program has helped dealers buy and sell over $185M in parts.

We help dealers turn idle inventory into cash and increase their parts department revenue by finding them quick-turning inventory at a discount.

Put those parts to work today. Go to www.SellMyIdleStock.com or call 866-598-4077

CPD_AD.indd 1

8/20/14 3:56 PM

The exchange of information by like sized dealers in a non-competitive environment.

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Jan-Feb 2015

Mopar Masters Guild Magazine

Leaders in the Sale of Quality Mopar Parts

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PRESENTS:

MOVE IT WITH MOPAR INSTALLER SWEEPSTAKES ÂŽ

From January 1, 2015â&#x20AC;&#x201C;December 31, 2015, repair shops and ďŹ&#x201A;eet customers have a chance to win a 2016 Ram 1500 or a 2016 Polaris RZR just by purchasing MoparÂŽ Remanufactured Powertrain parts through your local Chrysler, Dodge, JeepÂŽ or Ram dealerships. t UUĂ&#x160;Ă&#x160;,iÂŤ>Â&#x2C6;Ă&#x20AC;Ă&#x160;Ă&#x192;Â&#x2026;Â&#x153;ÂŤĂ&#x192;Ă&#x160;>Â&#x2DC;`Ă&#x160;yiiĂ&#x152;Ă&#x160;VĂ&#x2022;Ă&#x192;Ă&#x152;Â&#x153;Â&#x201C;iĂ&#x20AC;Ă&#x192;Ă&#x160;Â&#x153;Â&#x2DC;Â?Ă&#x17E; UUĂ&#x160;Ă&#x160; Ă&#x203A;iĂ&#x20AC;Ă&#x17E;Ă&#x160;ÂŤĂ&#x2022;Ă&#x20AC;VÂ&#x2026;>Ă&#x192;iĂ&#x160;Â&#x153;vĂ&#x160;>Ă&#x160; Â&#x153;ÂŤ>Ă&#x20AC;Ă&#x160;,iÂ&#x201C;>Â&#x2DC;Ă&#x2022;v>VĂ&#x152;Ă&#x2022;Ă&#x20AC;i`Ă&#x160;/Ă&#x20AC;>Â&#x2DC;Ă&#x192;Â&#x201C;Â&#x2C6;Ă&#x192;Ă&#x192;Â&#x2C6;Â&#x153;Â&#x2DC;Ă&#x160;Â&#x153;Ă&#x20AC;Ă&#x160; Â&#x2DC;}Â&#x2C6;Â&#x2DC;iĂ&#x160;}iĂ&#x152;Ă&#x192;Ă&#x160;Â&#x153;Â&#x2DC;iĂ&#x160;iÂ&#x2DC;Ă&#x152;Ă&#x20AC;Ă&#x17E;Ă&#x160; Â&#x2C6;Â&#x2DC;Ă&#x152;Â&#x153;Ă&#x160;Ă&#x152;Â&#x2026;iĂ&#x160;`Ă&#x20AC;>Ă&#x153;Â&#x2C6;Â&#x2DC;} UĂ&#x160;Ă&#x160; Â&#x153;Ă&#x160;Â?Â&#x2C6;Â&#x201C;Â&#x2C6;Ă&#x152;Ă&#x160;Â&#x153;Â&#x2DC;Ă&#x160;Ă&#x152;Â&#x2026;iĂ&#x160;Â&#x2DC;Ă&#x2022;Â&#x201C;LiĂ&#x20AC;Ă&#x160;Â&#x153;vĂ&#x160;iÂ&#x2DC;Ă&#x152;Ă&#x20AC;Â&#x2C6;iĂ&#x192; UĂ&#x160;Ă&#x160; Â?Â?Ă&#x160;Ă&#x20AC;>vyiĂ&#x160;iÂ&#x2DC;Ă&#x152;Ă&#x20AC;Ă&#x17E;Ă&#x160;vÂ&#x153;Ă&#x20AC;Â&#x201C;Ă&#x192;Ă&#x160;Â&#x201C;Ă&#x2022;Ă&#x192;Ă&#x152;Ă&#x160;LiĂ&#x160;Ă&#x192;Ă&#x2022;LÂ&#x201C;Â&#x2C6;Ă&#x152;Ă&#x152;i`Ă&#x160;Ă&#x153;Â&#x2C6;Ă&#x152;Â&#x2026;Ă&#x160;Ă&#x152;Â&#x2026;iĂ&#x160;`i>Â?iĂ&#x20AC;Ă&#x160;Â&#x2C6;Â&#x2DC;Ă&#x203A;Â&#x153;Â&#x2C6;ViĂ&#x160;LĂ&#x17E;Ă&#x160; iViÂ&#x201C;LiĂ&#x20AC;Ă&#x160;Ă&#x17D;ÂŁ]Ă&#x160;Ă&#x201C;ä£x UĂ&#x160;Ă&#x160; Ă&#x20AC;>Ă&#x153;Â&#x2C6;Â&#x2DC;}Ă&#x160;Ă&#x153;Â&#x2C6;Â?Â?Ă&#x160;LiĂ&#x160;Â&#x2026;iÂ?`Ă&#x160;Â&#x153;Â&#x2DC;Ă&#x160; >Â&#x2DC;Ă&#x2022;>Ă&#x20AC;Ă&#x17E;Ă&#x160;Ă&#x201C;Ă&#x2021;]Ă&#x160;Ă&#x201C;ä£Ă&#x2C6;Ă&#x160;­Â?Â&#x153;V>Ă&#x152;Â&#x2C6;Â&#x153;Â&#x2DC;Ă&#x160;Ă&#x152;Â&#x153;Ă&#x160;LiĂ&#x160;>Â&#x2DC;Â&#x2DC;Â&#x153;Ă&#x2022;Â&#x2DC;Vi`Ă&#x160;>Ă&#x152;Ă&#x160;>Ă&#x160;Â?>Ă&#x152;iĂ&#x20AC;Ă&#x160;`>Ă&#x152;iÂŽ UĂ&#x160;Ă&#x160; Ă&#x20AC;>Â&#x2DC;`Ă&#x160;ÂŤĂ&#x20AC;Â&#x2C6;âiĂ&#x160;Â&#x2C6;Ă&#x192;Ă&#x160;>Ă&#x160;Ă&#x201C;ä£Ă&#x2C6;Ă&#x160;,>Â&#x201C;Ă&#x160;ÂŁxää UĂ&#x160;Ă&#x160;-iVÂ&#x153;Â&#x2DC;`Ă&#x160;ÂŤĂ&#x20AC;Â&#x2C6;âiĂ&#x160;Â&#x2C6;Ă&#x192;Ă&#x160;>Ă&#x160;Ă&#x201C;ä£Ă&#x2C6;Ă&#x160;*Â&#x153;Â?>Ă&#x20AC;Â&#x2C6;Ă&#x192;Ă&#x160;,<,

TTo receive i your entry t form, f contact your local Chrysler, Dodge, Jeep or Ram dealer and purchase Mopar Remanufactured Transmissions and Engines.

This contest is in no way sponsored, endorsed or administered by FCA US LLC. ^Ă&#x201C;ä£xĂ&#x160;/Ă&#x20AC;>VĂ&#x17E;Ă&#x160; Â&#x2DC;`Ă&#x2022;Ă&#x192;Ă&#x152;Ă&#x20AC;Â&#x2C6;iĂ&#x192;]Ă&#x160; Â&#x2DC;V°

Â&#x2026;Ă&#x20AC;Ă&#x17E;Ă&#x192;Â?iĂ&#x20AC;]Ă&#x160; Â&#x153;`}i]Ă&#x160; iiÂŤ]Ă&#x160;,>Â&#x201C;Ă&#x160;>Â&#x2DC;`Ă&#x160; Â&#x153;ÂŤ>Ă&#x20AC;Ă&#x160;>Ă&#x20AC;iĂ&#x160;Ă&#x20AC;i}Â&#x2C6;Ă&#x192;Ă&#x152;iĂ&#x20AC;i`Ă&#x160;Ă&#x152;Ă&#x20AC;>`iÂ&#x201C;>Ă&#x20AC;Â&#x17D;Ă&#x192;Ă&#x160;Â&#x153;vĂ&#x160; Ă&#x160;1-Ă&#x160; °Ă&#x160; *Â&#x153;Â?>Ă&#x20AC;Â&#x2C6;Ă&#x192;Ă&#x160;>Â&#x2DC;`Ă&#x160;,<,Ă&#x160;>Ă&#x20AC;iĂ&#x160;Ă&#x20AC;i}Â&#x2C6;Ă&#x192;Ă&#x152;iĂ&#x20AC;i`Ă&#x160;Ă&#x152;Ă&#x20AC;>`iÂ&#x201C;>Ă&#x20AC;Â&#x17D;Ă&#x192;Ă&#x160;Â&#x153;vĂ&#x160;*Â&#x153;Â?>Ă&#x20AC;Â&#x2C6;Ă&#x192;Ă&#x160; Â&#x2DC;`Ă&#x2022;Ă&#x192;Ă&#x152;Ă&#x20AC;Â&#x2C6;iĂ&#x192;]Ă&#x160; Â&#x2DC;V°Ă&#x160;

The exchange of information by like sized dealers in a non-competitive environment.

42

Jan-Feb 2015

MOVE IT WITH MOPAR INSTALLER SWEEPSTAKES ÂŽ

ENTRY FORM Name: _______________________________________________________________________ Repair Shop / Fleet Name: _______________________________________________________ Address: _____________________________________________________________________ Phone: ______________________________________________________________________ Email: _______________________________________________________________________

RULES UĂ&#x160;Ă&#x160;*Ă&#x20AC;Â&#x153;}Ă&#x20AC;>Â&#x201C;Ă&#x160;Ă&#x20AC;Ă&#x2022;Â&#x2DC;Ă&#x192;Ă&#x160;vĂ&#x20AC;Â&#x153;Â&#x201C;Ă&#x160; >Â&#x2DC;Ă&#x2022;>Ă&#x20AC;Ă&#x17E;Ă&#x160;ÂŁ]Ă&#x160;Ă&#x201C;ä£xq iViÂ&#x201C;LiĂ&#x20AC;Ă&#x160;Ă&#x17D;ÂŁ]Ă&#x160;Ă&#x201C;ä£x UĂ&#x160;Ă&#x160;,iÂŤ>Â&#x2C6;Ă&#x20AC;Ă&#x160;Ă&#x192;Â&#x2026;Â&#x153;ÂŤĂ&#x192;Ă&#x160;>Â&#x2DC;`Ă&#x160;yiiĂ&#x152;Ă&#x160;VĂ&#x2022;Ă&#x192;Ă&#x152;Â&#x153;Â&#x201C;iĂ&#x20AC;Ă&#x192;Ă&#x160;Â&#x153;Â&#x2DC;Â?Ă&#x17E; UĂ&#x160;Ă&#x160;Ă&#x160; Ă&#x203A;iĂ&#x20AC;Ă&#x17E;Ă&#x160;ÂŤĂ&#x2022;Ă&#x20AC;VÂ&#x2026;>Ă&#x192;iĂ&#x160;Â&#x153;vĂ&#x160;>Ă&#x160; Â&#x153;ÂŤ>Ă&#x20AC;ÂŽĂ&#x160;,iÂ&#x201C;>Â&#x2DC;Ă&#x2022;v>VĂ&#x152;Ă&#x2022;Ă&#x20AC;i`Ă&#x160;/Ă&#x20AC;>Â&#x2DC;Ă&#x192;Â&#x201C;Â&#x2C6;Ă&#x192;Ă&#x192;Â&#x2C6;Â&#x153;Â&#x2DC;Ă&#x160;Â&#x153;Ă&#x20AC;Ă&#x160; Â&#x2DC;}Â&#x2C6;Â&#x2DC;iĂ&#x160;}iĂ&#x152;Ă&#x192;Ă&#x160;Â&#x153;Â&#x2DC;iĂ&#x160;iÂ&#x2DC;Ă&#x152;Ă&#x20AC;Ă&#x17E;Ă&#x160; into the drawing UĂ&#x160;Ă&#x160; Â&#x153;Ă&#x160;Â?Â&#x2C6;Â&#x201C;Â&#x2C6;Ă&#x152;Ă&#x160;Â&#x153;Â&#x2DC;Ă&#x160;Ă&#x152;Â&#x2026;iĂ&#x160;Â&#x2DC;Ă&#x2022;Â&#x201C;LiĂ&#x20AC;Ă&#x160;Â&#x153;vĂ&#x160;iÂ&#x2DC;Ă&#x152;Ă&#x20AC;Â&#x2C6;iĂ&#x192; UĂ&#x160;Ă&#x160; Â?Â?Ă&#x160;Ă&#x20AC;>vyiĂ&#x160;iÂ&#x2DC;Ă&#x152;Ă&#x20AC;Ă&#x17E;Ă&#x160;vÂ&#x153;Ă&#x20AC;Â&#x201C;Ă&#x192;Ă&#x160;Â&#x201C;Ă&#x2022;Ă&#x192;Ă&#x152;Ă&#x160;LiĂ&#x160;Ă&#x192;Ă&#x2022;LÂ&#x201C;Â&#x2C6;Ă&#x152;Ă&#x152;i`Ă&#x160;Ă&#x153;Â&#x2C6;Ă&#x152;Â&#x2026;Ă&#x160;Ă&#x152;Â&#x2026;iĂ&#x160;`i>Â?iĂ&#x20AC;Ă&#x160;Â&#x2C6;Â&#x2DC;Ă&#x203A;Â&#x153;Â&#x2C6;ViĂ&#x160;LĂ&#x17E;Ă&#x160; iViÂ&#x201C;LiĂ&#x20AC;Ă&#x160;Ă&#x17D;ÂŁ]Ă&#x160;Ă&#x201C;ä£x UĂ&#x160;Ă&#x160; Ă&#x20AC;>Ă&#x153;Â&#x2C6;Â&#x2DC;}Ă&#x160;Ă&#x153;Â&#x2C6;Â?Â?Ă&#x160;LiĂ&#x160;Â&#x2026;iÂ?`Ă&#x160;Â&#x153;Â&#x2DC;Ă&#x160; >Â&#x2DC;Ă&#x2022;>Ă&#x20AC;Ă&#x17E;Ă&#x160;Ă&#x201C;Ă&#x2021;]Ă&#x160;Ă&#x201C;ä£Ă&#x2C6;Ă&#x160;­Â?Â&#x153;V>Ă&#x152;Â&#x2C6;Â&#x153;Â&#x2DC;Ă&#x160;Ă&#x152;Â&#x153;Ă&#x160;LiĂ&#x160;>Â&#x2DC;Â&#x2DC;Â&#x153;Ă&#x2022;Â&#x2DC;Vi`Ă&#x160;>Ă&#x152;Ă&#x160;>Ă&#x160;Â?>Ă&#x152;iĂ&#x20AC;Ă&#x160;`>Ă&#x152;iÂŽ UĂ&#x160;Ă&#x160; Ă&#x20AC;>Â&#x2DC;`Ă&#x160;ÂŤĂ&#x20AC;Â&#x2C6;âiĂ&#x160;Â&#x2C6;Ă&#x192;Ă&#x160;>Ă&#x160;Ă&#x201C;ä£Ă&#x2C6;Ă&#x160;,>Â&#x201C;Ă&#x160;ÂŁxää UĂ&#x160;Ă&#x160;-iVÂ&#x153;Â&#x2DC;`Ă&#x160;ÂŤĂ&#x20AC;Â&#x2C6;âiĂ&#x160;Â&#x2C6;Ă&#x192;Ă&#x160;>Ă&#x160;Ă&#x201C;ä£Ă&#x2C6;Ă&#x160;*Â&#x153;Â?>Ă&#x20AC;Â&#x2C6;Ă&#x192;Ă&#x160;,<, UĂ&#x160;Ă&#x160;7Â&#x2C6;Â&#x2DC;Â&#x2DC;iĂ&#x20AC;Ă&#x160;Ă&#x20AC;iĂ&#x192;ÂŤÂ&#x153;Â&#x2DC;Ă&#x192;Â&#x2C6;LÂ?iĂ&#x160;vÂ&#x153;Ă&#x20AC;Ă&#x160;>Â?Â?Ă&#x160;Ă&#x152;>Ă?iĂ&#x192;]Ă&#x160;Â?Â&#x2C6;ViÂ&#x2DC;Ă&#x192;iĂ&#x160;>Â&#x2DC;`Ă&#x160;viiĂ&#x192;

Submit dated invoice and completed entry form to: Tracy Industries, Inc. >Ă?\Ă&#x160;­xĂ&#x2C6;Ă&#x201C;ÂŽĂ&#x160;Ă&#x2C6;Â&#x2122;Ă&#x201C;Â&#x2021;nxx{]Ă&#x160; Ă&#x152;Ă&#x152;Â&#x2DC;\Ă&#x160;9Â&#x153;Â?Ă&#x17E; >Â&#x2C6;Â?\Ă&#x160;/Ă&#x20AC;>VĂ&#x17E;Ă&#x160; Â&#x2DC;`Ă&#x2022;Ă&#x192;Ă&#x152;Ă&#x20AC;Â&#x2C6;iĂ&#x192;Ă&#x160;,>vyiĂ&#x160;*Ă&#x20AC;Â&#x153;}Ă&#x20AC;>Â&#x201C;]Ă&#x160;Ă&#x17D;Ă&#x2021;Ă&#x17D;Ă&#x2021;Ă&#x160;-°Ă&#x160; >ÂŤÂ&#x2C6;Ă&#x152;Â&#x153;Â?Ă&#x160; Ă&#x203A;i]Ă&#x160;7Â&#x2026;Â&#x2C6;Ă&#x152;Ă&#x152;Â&#x2C6;iĂ&#x20AC;]Ă&#x160; Ă&#x160;Â&#x2122;äĂ&#x2C6;ä£ This contest is in no way sponsored, endorsed or administered by FCA US LLC.

Š2015 Tracy Industries, Inc. Chrysler, Dodge, Jeep, Ram and Mopar are registered trademarks of FCA US LLC. Polaris and RZR are registered trademarks of Polaris Industries, Inc.

Mopar Masters Guild Magazine

Leaders in the Sale of Quality Mopar Parts

43

Grow and Earn 2015 1-1-2015 through 12-31-2015 Incentivize your customers and your wholesale and retail sales teams!

Earn at each level. $40,000 = 15 X $10.00 gift cards $75,000 = $300.00 in gift cards $125,000 = Go Pro Hero - Silver $175,000 = $1500.00 credit or gift cards $225,000 = $2000.00 reimbursable marketing funds $275,000 = $2500.00 credit or gift cards $350,000 = Caribbean Cruise for two

Program Details: x Program Enrollment required x All incentives subject to 1099 x Only Tracy sourced parts count towards promo x Program runs from 1-1-2015 through 12-31-2015

Call your local Tracy representative for more information .

The exchange of information by like sized dealers in a non-competitive environment.

44

Jan-Feb 2015

Top SEO Trends for 2015

By Chris Sheehy | SEO specialist

Quite o en, the small talk we have with the businesses we meet as well as with our industry colleagues revolves around the current state of SEO best prac ces.

From SEO experts to DIY SEO dabblers, everyone seems focused on making 2015 the year of discovery for small business.

For us, January has always been a me to reassess our client strategies for the upcoming year. This is when we take both a retrospec ve assessment of what has worked in 2014 as well as a futures look of what we think will impact small business visibility on search engines in 2015.

The following SEO ps are what we predict we will be prescribing to our clients for the upcoming year (or at least un l the next algorithm change). We didn’t list them in any par cular order, so while you read along try to envision how your business stacks up against these objec ves.

Here’s hoping you discover yourself in 2015!

Cita on Building A cita on is any men on of a business’s (complete) contact informa on, and for local businesses it’s one of the most important elements for local discovery. Cita on building (think Yelp, Google Plus, YP.com) not only offers a direct link to your business, but it plays a vital role in quan fying your business contact informa on building online brand recogni on and authority.

Content Marke ng Crea ng and sharing stories that drive purposeful ac on or provides inten ul branding shouldn’t happen by chance or out of your control. The no on that social media would be the marke ng bullhorn for business is so 2007. Content marke ng in 2015 will need to have the end solu on planned in advance of publishing. Shares and likes are too easy to game and haven’t been all that successful in driving significant monetary ROI. Effec ve content marke ng in 15 will drive quan fiable lead generaon, sales or branding.

Image & Video Op miza on Image and video sharing sites like Pinterest, Instagram, YouTube, Vimeo and the increasing importance in organic image/video search will con nue to drive the demand for filename and property op mizaon. DYK: the filename of images and videos is the most important element impac ng online discovery? (You’re not alone if you didn’t) Continued on Page 45

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Leaders in the Sale of Quality Mopar Parts

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Continued from Page 44

Keyword Research As long as search engines answer search queries based on text or voice input (interpreted as text) using the right words to market your business will remain the most powerful a ribute of any online marke ng ac vity, on any channel, through any source. The axiom that “Content is king” is nearly correct for it is the (key)words of the content that truly rule the marke ng world – online and in print.

Map Marke ng For brick and mortar businesses, online discovery is only half the job, driving that traffic to your door is the second part, and being listed on the most popular map and GPS services will be vital as personalmobile and in-vehicle connec vity usage con nues to skyrocket.

Meaningful Interac on Receiving social engagement through keyword focused inten ul wording will trump likes, shares, and RTs by chance in the upcoming years. And it’s about me too – we love caturday as much as you do, but social signals are just far too easy to game, so the value of their signal poten al has so far been under-realized. Social interac on needs to focus on providing customer service and driving sales, leads and branding. Meaningful marke ng with calculated interac on con nues to add value to social marke ng in 15.

Mobile Op miza on Having viewers squint to view your website in the ny screen of a cellphone or tablet isn’t going to work in 2015. Having a website that serves appropriately for each device (responsive) is nearly mandatory today, and Google is recognizing sites who are responsive by marking them as being “Mobilefriendly” within mobile searches. How quickly websites load is also an increasing (ranking) SEO element to focus on – especially for mobile viewing. Check your mobile stats on Google Analy c to decide how eminent a mobile conversion is for your business.

NAP In our experience, we find nearly every business has errors in their business cita on (above) data. The data that ma ers most for local businesses is their Name, Address, and (local) Phone number – aka: NAP. Typical errors include business lis ng with old addresses and old phone numbers, call tracking numbers or inconsistent use of unit/suite numbers. Varia ons of a business name will also cause discrepancies in NAP. Like cita on building – this is a founda onal element of local marke ng.

Old School is New School (again) The basic elements of SEO never go out of style – META Title (ranking factor) and META Descrip on (conversion element) op miza on, keyword targe ng, having a correctly forma ed contact page, using the footer for your global address, images with unique filenames and alternate a ributes, META robot usage – these (and more) need to be addressed for each primary page of a website.

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There are 200+ elements on each page of a website that Google uses as a ranking factor. We see hundreds of businesses each year with great looking websites and vibrant social media channels who struggle with online visibility because these 200 elements of website SEO were overlooked. Nail the basics before digging deeper into more advanced SEO techniques or diging deep into social and content marke ng.

PPC & SEO Combined Strategies Pay-per-click (PPC) adver sing like Google AdWords, Bing Ads, and Facebook Ads was one of our most requested service offerings last year, and we were not alone – 2014 was a banner year for the whole PPC industry. The success of PPC is largely dependent on three factors: 1. Keyword selec on 2. Compelling copywri ng 3. Synergy on the website landing page between 1&2. Managing PPC campaigns with knowledge of website SEO will con nue to be a winning combina on for business adver sing in the upcoming year(s).

Schema A rela ve newcomer and nearly unknown tool for non-professionals is structured markup code most commonly referred to as its standards name of “Schema”. This universal code works for the major search engines and adds addi onal data (in search engine language) for things such as contact informa on, products, services, product reviews, and business review ra ngs (think Zagat reviews). This simple code was a powerhouse for local businesses in 2014 and will con nue in importance in 15.

About Chris Sheehy - Local SEO Specialist & Founder Side Walk Branding Co. h p://SidewalkBranding.co In addi on to ge ng businesses discovered, Chris is also a consultant, speaker & presenter to business groups and associa ons, writer, diner junkie, social networker, local business advocate, husband & father, and lover of anything with a driver’s seat and a loud engine.

Of his occupa on: “I’m in the discovery business...”

• Mo o: “be DISCOVERED” • Named a Tech Entrepreneur and listed on “RI’s 13 to watch in 2013” by GoLocalProv • College Technical & Curriculum Advisor at New England Ins tute of Technology • Named Best SEO Firm - “Best in Search” 2012 & 2013 • Blog syndicated at Guy Kawasaki’s Alltop, B2B, & Yahoo Small Business • Interna onally published • Men oned in Forbes.com and NASDAQ.com • Frequent contributor to Rhode Island Small Business Journal & RI Crea ve Magazine • Named a Top-5 Startup in New England by Mass High Tech • Speaker to: American Marke ng Associa on, SCORE, Small Business Administra on, business groups

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SPECIAL REPORT: Collision Industry Reacts to CNN’s Story on Insurer-Repairer Issues ST. PAUL, Minn., Feb. 12, 2015—CNN’s report on insurance-related issues in the collision repair industry aired on Anderson Cooper 360 on Wednesday, and as the video made its rounds on social media Thursday, reac on from collision repairers poured in.

Some praised the piece for bringing about consumer awareness of these issues—including the slew of insurance-related li ga on that helped push the story to the forefront.

However, overall reac on was mixed.

Allison Fry of Eaves Law Firm serves as the liaison council for the plain ffs in the mul district suit taking place in Florida—one of the myriad of issues covered in CNN’s report. Fry told FenderBender on Thursday that her office wasn’t en rely pleased with the report, but felt it was “a good start” to increase dialogue and na onal recogni on of the issues the collision repair industry faces today. “We would’ve loved it to be much more extensive, but everything they said was absolutely accurate,” Fry said. “I was both angered and amused by the insurance companies and the representa ve they shoved in front of the camera to take the heat.” Fry added that her firm’s suit has documented evidence of insurers forcing shops and consumers to use specific remanufactured parts, despite claims made by an insurance representa ve in the CNN story.

In an interview with FenderBender Thursday morning, Darrell Amberson, chairman of the Automove Service Associa on, called the CNN report “harsh” and said it seemed to stop short of giving a well-rounded view of what takes place in the collision repair industry as a whole. Amberson is the president of opera ons of LaMe ry’s Auto Body, a mul -shop opera on in the Minneapolis area. “It’s not an accurate portrayal of what we see in our world,” Amberson said, in reference to the LaMe ry’s Midwest market. “There’s an implica on that we’re forced to use a ermarket parts or rebuilt parts that are defec ve, and that insurers are forcing us to do inaccurate repairs. That’s not the case.”

Steering is an issue, Amberson said, as are unsafe repairs. But he felt the report did not do an accurate job of portraying why these issues truly occur and the many shops around the country—including those in direct repair programs—that perform safe and accurate repairs. “Our company always takes the stance of quality first,” he said. Amberson wasn’t alone in his cri que.

One reader posted on the FenderBender Facebook page that, “I understand the insurance company’s [sic] are cu ng mes and trying to have us use the cheapest parts available, but the technician who repaired or should I say didn’t repair that rail chose to do a bad job. You can’t blame the insurance company on a bad repair.” That may be true, Fry said, but she says in many cases consumers are the ones put in awkward posi ons of making choices they are unqualified to make, such as determining whether an insurer-suggested remanufactured part is adequate in their vehicle.

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The CNN story looked at unsafe repairs performed at a Service King loca on in Mississippi, and had various industry experts discuss issues with remanufactured parts. It also included interviews with the a orney generals of both Louisiana and Mississippi, both of which are involved in legal ac on against insurers.

The CNN reporter also spoke with John A. Eaves Jr., whose suit insluced more than 500 shops.

These issues were part of an extensive feature FenderBender wrote in January.

In the end, Amberson said that raising consumer awareness was a very posi ve result of the CNN story, and he hopes it helps consumers be more mindful of what their rights are during the collision repair process. S ll, he wishes the report would’ve given a more well-rounded picture of the industry today. “I thought the report almost implied that the insurers are harsh and constantly steering, and I find that exaggerated,” Amberson said. “That’s not what we see. Does it happen on occasion? Sure.

Are some insurance companies more aggressive than others? Sure. But for the most part, the insurers we deal with are conscien ous about it and respec ul of it and try to let the customer make the decision.” “Body shops in par cular and we here at our firm, are very pleased there has been some na onal coverage,” Fry added. “If nothing else, it shines a lot on what’s happening.”

Source: FenderBender Magazine/Ratchet+Wrench www.fenderbender.com

State Farm Issues Response to CNN Report, Insurer Accusations ST. PAUL, Minn., Feb. 12, 2015—CNN’s report on insurance-related issues in the collision repair industry aired on Anderson Cooper 360 on Wednesday, and as reac on poured in Thursday, one of the industry stakeholders at the heart of the feature, State Farm Insurance, issued a response to FenderBender.

The CNN story covered a number of industry issues, including lawsuits from the a orney general’s office in Louisiana, as well as a mul district case involving more than 500 shops being tried in Florida.

State Farm is named as a defendant in both cases.

State Farm spokesman Dick Luedke told FenderBender on Thursday that the insurer provided CNN with a full response to the allega ons brought about by insurers and the inquiries made by CNN reporters in the story.

Of the informa on provided, only “a small por on ... was used in the report,” Luedke said via email.

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“We are disappointed that CNN did not choose to report what ... already [has been] reported, that all of the counts in the mul -district li ga on in Florida that are specific to the state of Florida have been dismissed twice, although the court has permi ed the Florida plain ffs a third chance to replead,” Luedke said. “Moreover, a Magistrate Judge has recently recommended to the District Judge that the Mississippi complaint also be dismissed. We did make CNN aware of those rulings.”

Luedke provided FenderBender with State Farm’s full response to CNN’s inquiries: The allegaƟons in the lawsuit filed by the aƩorney-general in Louisiana are not in line with State Farm’s mission to serve the needs of its customers, and our long, proud history of achievements in advancing vehicle safety. Here is a link to State Farm’s safety history: GoodNeighbors.com Our customers choose where their vehicles are going to be repaired. We provide informaƟon about our Select Service program while at the same Ɵme making it clear they can select which shop will do the work.

A vibrant, profitable auto collision repair industry is in the interest of State Farm. At the same Ɵme, we are advocates on behalf of our customers for reasonable repair costs. We believe repairer profitability and quality auto repairs that are reasonably priced can both be achieved.

State Farm is a defendant along with dozens of other insurers in the liƟgaƟon relaƟng to issues that have been raised by some auto body repair faciliƟes.

We want you to know that State Farm has excellent working relaƟonships with thousands of body shops across the country, and that they are serving millions of our customers who consistently indicate their saƟsfacƟon with our handling of their claims.

Here is some evidence of that: 

The just-released American Customer SaƟsfacƟon Index from the University of Michigan rates State Farm above all other naƟonal insurance companies. hƩp://www.propertycasualty360.com/2014/11/17/report-consumers-reasonably-saƟsfied-with-pc-insu?t=personal



State Farm has consistently scored well above average in the JD Power auto claims saƟsfacƟon surveys. Among the 23 auto insurers included in the latest survey, State Farm was 3rd. hƩp://www.jdpower.com/press-releases/2014-us-auto-claims-saƟsfacƟon-study

These findings should surprise no one given that State Farm has been the leading insurer of autos in the na on since 1942.

We also want to point out to you that our customers are totally free to choose where to take their vehicle for repair. If they choose an independent auto body repair facility that takes part in our Select Service program, they receive from that repair facility a na onal, limited life me repair warranty, something they don’t necessarily receive from a repair facility that is not part of our Select Service program.

Source: FenderBender Magazine/Ratchet+Wrench www.fenderbender.com

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2015 M MMG MG C Com o m m itte i t t ees es President Vice President Treasurer Secretary

Rick Cutaia Andy Reed Susan McDaniel Susan McDaniel

Rick Hendrick DCJR - Charleston, SC Allen Samuels DCJ – North Richland Hills, TX Bill Luke CJD – Phoenix, AZ Bill Luke CJD – Phoenix, AZ

Marvin Windham Rick Monteiro Joe McBeth Paul Allred

Benchmark CJD – Birmingham, AL Jack Powell CJD – Escondido, CA Dallas DCJ – Dallas, TX Stateline CJD – Fort Mill, SC

Committees: Vendor Chairman

Paul Allred

Stateline CJD - Fort Mill, SC

Newsletter

Don Cushing

Bald Hill DCJ – Warwick, RI

Nada 2015 Planning

TBA

Membership

TBA

Finance Committee

Steve Hofer Rick Cutaia Joe McBeth

Park CJ – Burnsville, MN Rick Hendrick DCJR - Charleston, SC Dallas DCJ – Dallas, TX

CDK Global

Gerry Oaks Paul Allred Andy Reed Rick Monteiro

Baxter CJD – Omaha, NE Stateline CJD – Fort Mill, SC Allen Samuels DCJ – North Richland Hills, TX Jack Powell CJD – Escondido, CA

R&R

Rick Cutaia Susan McDaniel Marvin Windham

Rick Hendrick DCJR – Charleston, SC Bill Luke CJD – Phoenix, AZ Benchmark CJD – Birmingham, AL

Dan Hutton Paul Allred Steve Hofer

Tom O’Brien CJD – Greenwood, IN Stateline CJD – Fort Mill, SC Park CJ – Burnsville, MN

Dealer Tire

Susan McDaniel Marvin Windham Joe McBeth

Bill Luke CJD – Phoenix, AZ Benchmark CJD – Birmingham, AL Dallas DCJ – Dallas, TX

Elite Extra

Rick Monteiro J.D. Ipsen Larry Morris

Jack Powell CJD – Escondido, CA Ken Garff West Valley CJDR - Wesy Valley City, UT Fred Beans CJDR - Doylestown, PA

UPS

Glen Hojnacki

Milosch’s Palace CJD – Lake Orion, MI

Tracy Industries

Mike Mulkins

Go Chrysler Jeep West - Golden, CO

GuidePoint

Mike Mulkins

Go Chrysler Jeep West - Golden, CO

Katzkin

Mike Gerber

Rairdon CDJ - Kirkland, WA

Executive Committee All of the above as well as:

Vendor Committees

OEConnection Snap-On

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