January 2021 Volume 15, No.1 $5.95
www.wmaba.com
CUSTOMERS AT A CLICK Why Your Online Presence Matters
PLUS
Improving Capture Rates during COVID-19 The Legal Side of Missed Operations
www.grecopublishing.com
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January 2021
CONTENTS
JANUARY 2021
Customers at a Click:
COVER STORY
BY JOEL GAUSTEN
Why Your Online Presence Matters
COLLISION P.R.E.P. CONCLUDES WITH TIPS FOR WEB-BASED MARKETING
26 LOCAL NEWS 10
The association urges members to get involved.
12
A WMABA legend moves on.
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H&D MARYLAND INSURANCE INQUIRY PROMPTS PUBLIC INFORMATION ACT REQUEST
WMABA LABOR RATE SURVEY ENTERS FINAL WEEKS DEPARTMENTS
NYQUIST, INC. SOLD; LONGTIME OWNER RETIRES BY ALANA BONILLO
Our Appraisal Clause investigation continues.
NATIONAL NEWS
Executive Director’s Message JORDAN HENDLER
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WMABA Annual Meeting Notice
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WMABA Membership Application
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A true story of overlooked repairs and a legal nightmare.
SCRS VIDEO EXPOSES DANGERS OF MISSED OEM PROCEDURES BY JOEL GAUSTEN 8
Editor’s Message JOEL GAUSTEN
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WMABA Sponsorship Page
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CIC SHARES ADAS WORKFLOW SOLUTIONS
The industry forum offers solid direction.
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INDUSTRY ADVICE: ASK MIKE
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Driving business to your door despite COVID-19.
Advertisers’ Index
HOW CAN SHOPS IMPROVE THEIR CAPTURE RATES IN 2021? Stock Images © www.istockphoto.com
January 2021
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Superior service starts with superior parts. Rely on what Mazda drivers already know-Genuine Mazda parts extend a car's life. Designed specifically for Mazda vehicles Get the right part the first time We're an accurate, trusted resource as close as your phone Give us the opportunity to serve you
Contact these Mazda dealers for all your parts needs: Brown’s Fairfax Mazda 10570 Lee Hwy. Fairfax, VA 22030 Toll Free: 800-234-8642 Phone: 703-385-3994 Fax: 703-591-5348
Nu Car Mazda 172 North Dupont Hwy. New Castle, DE 19720 Toll Free: 800-346-5283 Fax: 302-322-7135
Ourisman Mazda of Rockville 801 Rockville Pike Rockville, MD 20852 Parts Direct: 301-340-7668 Phone: 855-417-4511 Fax: 240-499-2488 e-mail: rockvilleparts@ourismanautomotive.com www.ourismanmazdaofrockville.com
Fitzgerald Mazda of Annapolis 1930 West Street Annapolis, MD 21401 Toll Free: 866-280-8022 Phone: 410-224-4636 Fax: 410-224-4264
Fitzgerald Mazda 114 Baughmans Lane Frederick, MD 21702 Toll Free: 800-545-4745 Fax 877-696-1841 E-mail parts@fitzmall.com www.fitzparts.com
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www.fitzmall.com
January 2021
Audi dealers strive to make you an Audi Genuine Parts fan •
Audi Parts Professionals are your subject matter experts on collision parts, replacement components and mechanical items.
•
Many Audi dealers offer technical service support hotline access that can reduce your repair times and help you meet an on-time promised delivery.
•
Installing Audi Genuine Parts contributes towards improved cycle time that makes both your customer and their insurance company happier.
•
Regardless of the age of your customer’s Audi, Audi dealers have access to over 200,000 part numbers. No other supplier comes close.
Helping you do business is our business. Order Audi Genuine Parts from these select dealers. Audi Bethesda 5206 River Road Bethesda, MD 20816 Parts Direct: 240.762.5636 Parts Fax: 301.718.1847 www.audibethesda.com
Rockville Audi 1125 Rockville Pike Rockville, MD 20852 Parts Direct: 301.296.2870 Parts Fax: 301.762.5055 www.rockville-audi.com
Audi Silver Spring 3151 Automobile Boulevard Silver Spring, MD 20904 844.413.6929 Fax: 301.890.3748 www.audisilverspringparts.com
Audi Owings Mills 9804 Reisterstown Road Owings Mills, MD 21117 Parts: 877-411-6825 Parts Fax: 410-372-3380 www.audiowingsmills.com
Audi Chantilly 14839 Stonecroft Center Court Chantilly, VA 20151 703.956.2100 Fax: 703.956.2139 www.audichantilly.com
January 2021
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Jordan Hendler
(804) 789-9649 jordanhendler@wmaba.com
EXECUTIVE DIRECTOR’S
MESSAGE
For Just a Minute, Let’s Focus on the Negative No doubt there are few who would say 2020 was their best year ever. Even if it was, they too had hurdles they’ve never faced before. “Unprecedented times” is a phrase we hear all the time. I hear it on TV, with family and friends and from work colleagues who are usually calling me to give condolences over yet another canceled in-person meeting. But should we really look at it as unprecedented for the collision industry? Wow, this started out positive, huh?! It’s so easy to focus on the negatives during this global pandemic. Shoot, even as I write this, Virginia Governor Ralph Northam just implemented his new guidance, which affects many industries but not this one because we’re “essential.” Collision repair never stopped happening. Even in the lowest claim periods, the only shops that closed were the ones that could not afford to keep going. That’s a huge sadness. Some would say they didn’t have good planning, too much debt or not enough customers to begin with, but I’d say they are still a loss we should be mourning. How can we move forward if we don’t look at why that happened? Rather than sit here and say you should look on the bright side like it’s all unicorns and rainbows, maybe we should focus on the negatives. They are problems in need of solutions. You may not be able to solve the global crisis, but there are certainly issues within your four walls you can
WMABA OFFICERS PRESIDENT
VICE PRESIDENT
SECRETARY
IMMEDIATE PAST PRESIDENT
Torchy Chandler torchy.chandler@gmail.com 410-309-2242 Bill Hawkins hawkinswilliamjr@gmail.com 510-915-2283 Phil Rice phil@ricewoods.com 540-846-6617 Mark Schaech, Jr. markschaech@gmail.com 410-358-5155
BOARD OF DIRECTORS
Don Beaver (donbeaver3551@gmail.com) 443-235-6668 Rodney Bolton (rbolton@aacps.org) 443-386-0066 Kevin Burt (kevinburt@walkermillcollision.com) 301-336-1140 Kris Burton (kris@Rosslynautobody.com) 703-820-1800
ADMINISTRATION
Barry Dorn (bdorn@dornsbodyandpaint.com) 804-746-3928 Ben Gibson (bgibson@richmondmarinecenter.com) 804-355-8151 Steven Krieps (srkrieps@live.com) 304-755-1146 Danny Szarka (danny@dynamiccollisionservices.com) 410-500-9200
EXECUTIVE DIRECTOR Jordan Hendler (jordanhendler@wmaba.com) 804-789-9649 WMABA CORPORATE OFFICE P.O. Box 3157 • Mechanicsville, VA 23116
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scrutinize for the sake of growth. If we don’t learn from our failures, then we are bound to repeat them indefinitely. What prevented those shops who are still thriving from business interruption or closing? Of those who I regularly talk to, there are a few things that stand out to me. First, a strong customer base outside of a DRP relationship was key. Even if you’re a shop with multiple insurer relationships, you are still going to experience the claims lull when overall accidents decrease. How do they have such a base? That’s where numbers two and three come in. Two, they have an excellent online and community reputation. They focus on their web presence – website, Google listing and social media – with easily navigated information, COVID-19 communications and contactless processes all readily viewable by the customer. At any hour of the day, a customer can get on your website to see your protocols, get needed documentation, schedule appointments, submit photos or estimate information and ask a question. If that’s true, then they will feel they’ve already been part of the process before you’ve had the first verbal interaction. Three, most all thriving shops have OEM certifications. They’re heavier into the manufacturer programs and repair processes, and if there’s a restricted part – guess what – it’s their car. If there’s ever been a
STAFF
PUBLISHER SALES DIRECTOR EDITORIAL DIRECTOR GRAPHIC DESIGNER
Thomas Greco thomas@grecopublishing.com
Alicia Figurelli alicia@grecopublishing.com
Joel Gausten joel@grecopublishing.com
Lisa M. Cuthbert lisa@grecopublishing.com
EDITORIAL/CREATIVE COORDINATOR
Alana Bonillo alana@grecopublishing.com
OFFICE MANAGER
Donna Greco donna@grecopublishing.com
PUBLISHED BY TGP, Inc. 244 Chestnut St., Suite 202 Nutley, NJ 07110 973-667-6922 FAX 973-235-1963 Reproduction of any portions of this publication is specifically prohibited without written permission from the publisher. The opinions and ideas appearing in this magazine are not necessarily representations of TGP Inc. or of the Washington Metropolitan Auto Body Association (WMABA). Copyright © 2021 Thomas Greco Publishing, Inc.
time to buck up, it’s now. Maybe not now or never, but once a market is sewn up with a shop, it’s so much harder to add these programs. As a side note, getting on insurer programs is getting harder, too. If you’re not a giant MSO able to put national contracts together for concessions you’d shake your fist at, then it’s just going to get more and more difficult. It will also get near to impossible to negotiate for proper compensation or even proper repair procedures. But that’s a whole other ball of wax… Lastly, they likely don’t have debt. They have appropriate savings to carry a downturn of at least a few months, and they’ve purchased equipment and fixtures with cash payments – usually at a decent discount because of it. They’ll pay for OE programs, classes and all other items out of revenue (and training is of utmost priority for manufacturer programs). It’s important that the long-term health of your business is secured. When debt looms, it can put tremendous weight on cashflow as well as mental health. If you have the ability to start looking at paying down that debt, don’t put it off. Find ways to reduce it, and reduce use of it for operations. As Dave Ramsey would say, “Debt is dumb, and cash is King!” Listen, if you want to vet or vent this out, WMABA is here. We don’t have judgment over anyone’s business model, but we do want to see you have your best year ever. If we can help that even a fraction, then we want to. Don’t hesitate to reach out!
SAVE THE DATE! Annual Meeting THURSDAY, JANUARY 28
H&D Check the WMABA website and newsletters for regular updates and reports from the Executive Director’s perspective.
More information to come; visit wmaba.com for details.
JO I N ! TODAY January 2021
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Joel Gausten
(973) 600-9288 joel@grecopublishing.com
EDITOR’S
MESSAGE Rising above Uncertainty You know the industry saying, “You don’t know what you don’t know”? Well, as I sit here contemplating this message, I’d like to propose an appropriate revision: “We definitely know what we don’t know.” As I write this in early December, we still don’t definitively know who the next President of the United States will be. We also don’t know if the typical winter schedule of regional and national industry events will be held in person or in a virtual format. Obviously, we also don’t know how long this pandemic will last or how it will affect our lives moving forward. That’s a great deal of uncertainty for anyone to bear, and all we can do is wait and see what happens as this holding pattern continues. Fortunately, there is still something you can depend on in these hazy days of worry: WMABA. Since the pandemic began, the association has served as one of the region’s strongest resources of pertinent information and guidance. When safety concerns led to the impossibility of in-person meetings, WMABA stepped up and hosted its 2020 Collision Professional Repairer Education Program (Collision
P.R.E.P.) and monthly Watercooler chats via Zoom. And when tracking the marketplace became more critical than ever in light of these changing times, the association relaunched its Labor Rate Survey. These and other activities kept WMABA thriving and moving forward at a time when members needed it the most. There is no doubt that 2021 will bring more opportunities for members to utilize WMABA as a tool for survival and prosperity – even with so many other facets of our lives still unknown. Of course, Hammer & Dolly will be there every step of the way. If there is any way we can help you rise above COVID-19-related issues or any other obstacles you face, please let us know. While this has not been an easy time by any means, I’ve never seen the industry so united. Let’s keep using that commitment and energy to fuel our collective journey over the next 12 months.
H&D
GENUINE NISSAN PARTS
MAKE ALL THE DIFFERENCE.
Only Genuine Nissan Parts deliver the fit, reliability, and performance to meet your shop’s collision repair needs. So keep it original, and keep it real with Genuine Nissan Parts.
Contact these Nissan dealers for all your parts needs: Passport Nissan 5000 Auth Way Suitland, MD 20746 Phone: 301-423-6930 Fax: 301-423-2965
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Sheehy Nissan of Manassas 9010 Liberia Ave Manassas, VA 20110 Toll Free: 800-969-4778 Local Direct: 703-361-0377 Fax: 703-361-5165 martinfisher@sheehy.com
Cowles Nissan of Woodbridge 14777 Jefferson Davis Hwy. Wodbridge, VA 22191 Phone: 703-497-3097 Parts Fax: 703-497-4407 Email: parts@cowlesauto.com
KEEP IT GENUINE
INSIST ON GENUINE GM PARTS
We stand behind our product, providing collision repair professionals and vehicle owners peace-of-mind and confidence. Contact these Genuine GM Parts dealers for all your parts needs: NU CAR CHEVROLET 172 North Dupont Highway New Castle, DE 19720 Phone: 800-633-6606 Fax: 800-346-5285 e-mail: parts@nucar.com www.nucar.com
OURISMAN CHEVROLET 4400 Branch Avenue Temple Hills, MD 20748 Phone: 301-899-6990 Fax: 301-899-9375 www.ourismanchevrolet.com
OURISMAN CHEVROLET OF ROCKVILLE 807 Rockville Pike Rockville, MD 20852 Toll Free: 800-345-4640 Direct: 301-424-5332 Fax: 301-294-6381 www.rockvillechevrolet.com
JERRY’S CHEVROLET 1940 E. Joppa Road Baltimore, MD 21234 Toll Free: 844-817-9405 Local: 443-219-3339 Fax: 443-403-0803 chevyparts@jerryschevrolet.com www.jerryschevrolet.com
January 2021
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LOCAL
The last dash for data.
NEWS Labor Rate Survey Enters Final Weeks With the arrival of the new year comes a final push from WMABA for collision repair facilities in the Washington metropolitan region to complete the association’s 2020-2021 Labor Rate Survey. “We are in the final weeks of the Survey, which helps us compile critical figures and information on how shops in our member states are doing in their markets and assists us in determining what issues to bring forth to legislative and regulatory bodies,” explains WMABA Executive Director Jordan Hendler. “We strongly encourage shops to take the online Survey as soon as possible to ensure that their information – which is held strictly confidential – is collected and their voices are heard.” For nearly a decade, the typically bi-annual Survey has solicited input from collision repair facilities in Baltimore, Annapolis, Hagerstown, Washington DC, Virginia Beach, Charlottesville, Richmond, Roanoke and West Virginia. Respondents are asked to provide rates for body labor, frame/structural work, paint/refinish, paint materials, aluminum structural work (if applicable), mechanical work and daily inside/outside storage. They are also asked to include the number of estimators, office personnel and technicians at their facilities; total square footage;
preferred paint and materials cost accounting system (if one is in use); and their gross annual sales. WMABA is also interested in knowing what procedures respondents believe are required during the repair process and whether these procedures are currently performed and charged for at their shops. Items include “mark-up” or “admin” on sublet (towing, upholstery, mechanical, etc.); “clips and fasteners” needed in the repair process; “color, sand and buff;” Feather, Fill, Block and Prime on repaired and welded panels; and more. The Survey also features nearly three dozen critical industryrelated “yes or no” questions on topics ranging from insurer reimbursement to parts usage. More information on what respondents can expect to be asked in the Survey is available in the November 2019 and December 2019 issues of Hammer & Dolly. The 2020-2021 WMABA Labor Rate Survey can be taken online at wmaba.com/labor-rate-survey. The results of the project will be featured in an upcoming issue of Hammer & Dolly. If you have questions or require additional information, please contact Jordan Hendler at (804) 789-9649 or jordanhendler@wmaba.com. H&D
Take the WMABA Labor Rate Survey at:
wmaba.com/labor-rate-survey
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THEY’RE CALLED “ORIGINAL BMW PARTS” FOR GOOD REASON. FOR UNCOMPROMISING PRECISION AND INCOMPARABLE QUALITY, YOUR BMW CENTER IS YOUR ONE-STOP SHOP FOR EVERYTHING BMW.
For Original BMW Parts, contact one of these authorized BMW centers: 3211 Automobile Blvd Silver Spring, MD 20904 866-737-8937 Direct: 301-890-3015 Fax: 301-890-3748 bmwofsilverspring.com
8710 West Broad Street Richmond, VA 23294 800-237-0130 Direct: 804-527-6860 Fax: 804-965-6254 E-mail: tdailey@crownauto.com richmond-bmw.com
6700 Baltimore National Pike Baltimore, MD 21228 855-996-2906 410-744-2000 Fax: 410-818-2600 bmwofcatonsville.com
5000 Auth Way Marlow Heights, MD 20746 301-423-0733 Fax: 301-423-2717 passportbmw.com
©2021 BMW of North America, LLC. The BMW name, model names and logo are registered trademarks.
January 2021
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LOCAL
A new chapter begins. BY ALANA BONILLO
NEWS Nyquist, Inc. Sold; Longtime Owner Retires
advised him to think more about George Nyquist, Jr. spent the decision. more than 40 years carrying out A month later, George his parents’ legacy as the sole reached out to his attorney and owner of Nyquist, Inc. – the outlined the three important multi-location paint, body and factors for the sale of his equipment distributor that bears company. the family name. Over the years, “I have 30- to-40-year Nyquist became a household George Nyquist, Jr. with his parents, George Sr. and Anna Marie, at relationships with many of my name in the region and a wellNyquist, Inc.’s 50th anniversary celebration. employees, many of whom recognized supporter of would walk through a wall for WMABA. So, when he found me. I wanted all of them taken care of. I also have had long himself entertaining the idea of selling, he realized he had a lot to relationships with many of our customers. They made the choice every consider. day to buy from my company George’s parents, George Sr. and Anna Marie, founded the instead of my competitors. I wanted company in 1955. The enterprise had been George’s top priority since "What I them taken care of, too. Lastly, I he bought it in 1978. After 65 years in operation, Nyquist, Inc. was sold have learned most wanted the legacy that my parents to Painters Supply and Equipment (PSE) of Taylor, MI this past August. is that personal started to continue.” George first met with his attorney in the summer of 2019 to relationships are Over the last five years, discuss the possibility of selling the company. His attorney asked, “Why so important." George was courted by many of now?” George replied that he had always joked that he had this great – George Nyquist, Jr. the major consolidators in the area. mirror in his bathroom that let a 65-year-old guy look in and have a 25year-old guy look back. But then told his attorney that for the last month Although he says they were good companies, he felt they did not share his vision for what he wanted for or so, a 65-year-old guy did start looking back. the future of Nyquist, Inc. Thankfully, PSE would provide the solution he George realized that he could not own Nyquist Inc. forever and he sought for the future of his business. “did not want to die behind [his] desk.” With no children of his own and “They kept all the employees with the same salary and benefits therefore no lineage to carry on the business, George also realized that one day the company would not be owned by a Nyquist. His attorney Continued on page 31
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WMABA THANKS
YOU WMABA thanks their generous supporters of the
LEVEL 1
Corporate Sponsor Program for 2021!
We encourage YOUR SUPPORT of those who SUPPORT US! For more information about the sponsorship program, please contact Executive Director Jordan Hendler at (804) 789-9649 or email jordanhendler@wmaba.com
LEVEL 2 BAPS Auto Paints & Supply • Certified Automotive Parts Association
www.wmaba.com
FinishMaster • Single Source National Coatings and Supplies • WheelsOnsite
January 2021
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WHY GENUINE PARTS? It’s the Right Thing to Do
You lose money when aftermarket parts don’t fit. Toyota Dealers are your best source for Genuine Toyota Parts. All it takes is one call. For Toyota Genuine Parts please call one of these authorized local Toyota Dealers: Antwerpen Toyota 12420 Auto Drive Clarksville, MD 21029 Phone: 410-988-9272 Fax: 443-539-4022 darnold@antwerpenauto.com
Jerry’s Toyota 8001 Belair Road Baltimore, MD 21236 Phone: 410-661-4610 Fax: 443-455-1453 toyotaparts@jerrystoyota.com driley@jerrystoyota.com
Younger Toyota 1935 Dual Highway Hagerstown, MD 21740 Phone: 800-296-1190 Fax: 301-733-5465 cwalter@youngertoyota.com
Koons Toyota Annapolis 1107 West Street Annapolis,MD 21401 Phone:(800)262-3330 Fax:(410)280-6361 roy.easter@koons.com
ToyotaPartsAndService.com
January 2021
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Searching for answers.
LOCAL
NEWS H&D Maryland Insurance Inquiry Prompts Public Information Act Request In last month’s issue, Hammer & Dolly shared recent efforts by WMABA and this magazine to gain insight into the status of the Appraisal Clause provisions in policies offered by automotive insurance carriers operating in Maryland, Virginia and West Virginia. Under general “Appraisal Clause” or “right to appraisal” provisions found in most auto insurance policies, if an insurer and a policyholder disagree on the amount of loss the insurer is willing to pay to settle a claim, either side can demand an appraisal of the loss. Each party selects a competent and impartial appraiser and an umpire. The umpire reviews the actual case value and amount of loss submitted by the parties and reaches a binding decision on the amount of loss. During Hammer & Dolly’s initial research into the matter, we requested additional information from the Maryland Insurance
Administration (MIA) after MIA Public Information Officer Joe Sviatko indicated that there was “no mandate in Maryland for a policy to include an appraisal provision” but that “most private passenger automobile policies do include an Appraisal Clause for first-party physical damage claims.” Hammer & Dolly’s initial request to the Maryland Insurance Administration for the current Appraisal Clause provisions of the top 10 auto insurers in the state since has been referred to MIA’s Public Records Center via a Public Information Act request. At press time – nearly a month after sending the initial request – Hammer & Dolly was informed by the MIA Public Records Center that our request was still being processed. We will update our readers on this information once it becomes available. H&D
OVER 40 YEARS NISSAN EXPERIENCE #1 WHOLESALE DEALER IN DISTRICT MULTIPLE DELIVERY DRIVERS Visit Us 14777 Jefferson Davis Highway Woodbridge, Virginia 22191 M-F 8am-7pm SAT 8am-5pm
Contact Us www.cowlesnissan.com parts@cowlesauto.com Phone Number: 703-497-3097 Fax Number: 703-490-4407
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January 2021
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A must-see presentation.
NATIONAL
NEWS
BY JOEL GAUSTEN
Video Exposes Dangers of Missed OEM Procedures
It was a nightmare no body shop owner should ever experience. When former MSO owner Aaron Clark’s Indiana-based business, Collision Solutions, took on a seemingly minor repair of a Nissan several years ago, he had no idea that the job would later result in five years’ worth of legal headaches after the vehicle was involved in a serious subsequent accident. When all was said and done, Clark and his team learned a valuable lesson in the importance of fully following OEM repair procedures. Clark, who sold his repair business in 2012 and now serves as vice president of strategic initiatives at AirPro Diagnostics, detailed this “traumatic experience” during “Scanning and Diagnostics: Get Educated and Be Prepared in Order to Get Paid,” one of the must-see online videos produced by the Society of Collision Repair Specialists (SCRS) as part of its Repairer Driven Education (RDE) online series in conjunction with SEMA360. (To register for the session any time before August 2021, visit rde.scrs.com/p /scanning-and-diagnostics-get-educated-get-paid.) The Nissan in question wasn’t moving when it was struck by another vehicle, and its airbag hadn’t deployed. The repair was approximately $1,700 and included 0.3 hours for diagnostic time and 0.2 hours to replace an airbag sensor. “The vehicle had a single crash sensor that was attached to the vertical support, and part of my repair was to replace the upper tie bar,” Clark explains in the video. “The vertical support that the airbag sensor was attached to had to be removed and reinstalled because the vertical support was included with the new replacement tie bar. We did in fact replace the vertical and the upper tie. As a result of that, we had to disconnect the SRS components in the vehicle. We performed our repair, and that airbag sensor was simply reattached.” Unfortunately, the vehicle was soon involved in a collision that caused several injuries to its occupants. Clark’s facility soon came under scrutiny when it was determined that the airbag didn’t deploy in the crash. “We had substantial evidence that I had performed my repair correctly, but there were a couple of things that were missing […] Nissan has published information for what to check or replace in the event of a frontal collision with
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deployment or [one] without deployment of the airbag. In the event of a frontal impact/nondeployment, there are multiple operations that are recommended and/or required by the vehicle manufacturer […] In my case, whether [they were] recommended or required, sadly I must say we didn’t perform the operations.” Ultimately, Clark’s insurance company opted to settle with the other party. Although he explains that the legal process included “expert testimony” in his Repairer Driven Education presenter and former favor that illustrated “that the system was shop owner Aaron Clark. performing the way that it should after [his facility] had repaired the car,” he is quick to acknowledge that there were still steps not taken by his business – including 15.5 hours of operations for (among other things) the removal of the steering column, dashboard, console and seats. While the case never went to trial, he stresses the emotional impact the situation had on his operation. “The damage really occurred to my staff and me. Why did we not see this information? Why did we not perform it? We have to live with that whether or not it was responsible for anyone’s injuries. Again, they settled, so it was never decided by a jury. But at the end of the day, shops need to know where to look for this information. Ignorance is no excuse […] As far as a repairer is concerned, if a manufacturer – who’s designed the vehicle – recommends that a particular procedure be followed, when it comes down to your defense in the event that you did not perform a recommended procedure, you would be exposed.” “Scanning and Diagnostics: Get Educated and Be Prepared in Order to Get Paid” and the rest of the 2020 Repairer Driven Education series from SCRS is available for purchase and viewing through August 31, 2021 at rde.scrs.com.
H&D
Executive Director’s Thoughts A recent addition to our WMABA admin team who is newer to the industry asked the other day, “Why would shops who know about the multimillion-dollar Seebachan case in Texas not take heed and correct actions that could land them in the same place of a massive lawsuit?” I replied, “Shops think things like this could never happen to them.” In general, our industry stays head down and hopes they never get pointed at. This type of mentality actually hurts the ENTIRE industry, and to Aaron’s point in this story, we should be paying closer attention to what is RIGHT versus what is reimbursed for.
— Jordan Hendler
January 2021
21
Repairs the right way.
NATIONAL
NEWS CIC Shares ADAS Workflow Solutions With ADAS dominating most inter-industry discussions in recent times, it’s no surprise that the Collision Industry Conference (CIC) Emerging Technologies Committee has been hard at work developing key solutions to help shops and technicians better navigate the steps necessary to properly perform and document repairs on these systems. During the virtual CIC meeting in November, the Committee showcased a five-page Calibration Workflow Process document and a special instructional video (both developed in collaboration with the Collision Industry Electronic Commerce Association [CIECA] Calibrations Committee) that aim to guide industry members through safe and proper ADAS repair and calibration processes. Initiated by Emerging Technologies Committee member Gene
Lopez (Seidner’s Collision Centers) and produced in conjunction with the digital agency Epipheo, the ADAS workflow video presents 12 critical steps to calibrate and document all ADAS available on a vehicle. The Calibration Workflow Process document offers an extensive overview of various operations critical to a successful ADAS repair and calibration experience (with an understanding that some procedures provided may vary for each OEM). Emerging Technologies Committee member and Incoming CIC Chairman Darrell Amberson noted that he has already utilized the Calibration Workflow Process document at his Minnesota-based, multilocation operation, LaMettry’s Collision.
Continued on page 31
Diagnostically speaking, there is no substitute. Porsche technology. Porsche Genuine Service & Parts.
Contact one of these authorized dealers. Porsche Bethesda 11990 Rockville Pike North Bethesda, MD 855-683-3144 Fax 301-945-4341 bethesda.porschedealer.com
Porsche Silver Spring 3141 Automobile Boulevard Silver Spring, MD 844-413-6929 Fax 301-890-3748 silverspring.porschedealer.com
© 2021 Porsche Cars North America Inc. Porsche recommends seat belt usage and observance of traffic laws at all times.
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Euroclassics Porsche 11900 Midlothian Turnpike Midlothian, VA 804-794-3399 Fax 804-794-9771 euroclassics.porschedealer.com
January 2021
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Genuine Volkswagen Collision Parts Are a Call or a Click Away. The best repairs start with the best shop-supplier relationship. Contact the following Authorized Volkswagen dealers by phone, fax or email to get the parts you need, when you need them. Alexandria Volkswagen 107 West Glebe Rd. Alexandria, VA 22305 703-684-7007 Fax: 703-684-4138 e-mail: parts@alexandriavw.com
Karen Radley Volkswagen 14700 Jefferson Davis Hwy. Woodbridge, VA 22191 703-550-0205 Fax: 703-643-0081
Ourisman Volkswagen of Bethesda 5415 Butler Road Bethesda,MD 20816 301-652-2452 Fax: 301-652-2589
Fitzgerald Volkswagen of Annapolis 34 Hudson Street Annapolis, MD 21401 Phone: 410-224-4636 Fax: 410-224-4264
e-mail: vwwholesale@ourisman.com
www.fitzmall.com
e-mail: rockvilleparts@ourismanautomotive.com www.ourismanvolkswagenofrockville.com
Fitzgerald Volkswagen 114 Baughmans Lane Frederick, MD 21702 Toll Free: 800-545-4745 Fax: 877-696-1841
Ourisman Volkswagen of Laurel 3371 Ft. Meade Rd. Laurel, MD 20724 Phone: 301-498-6050 Fax: 301-498-0157
e-mail: parts@fitzmall.com www.fitzparts.com
www.laurelvolkswagen.com
“Volkswagen“ and the Volkswagen logo are registered trademarks of Volkswagen AG. ©2021 Volkswagen of America, Inc.
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Ourisman Volkswagen of Rockville 801 Rockville Pike Rockville, MD 20852 Parts Direct: 301-340-7668 Toll Free: 855-417-4511 Fax: 240-499-2488
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For Original MINI parts, contact any of these authorized MINI dealers. MINI of Annapolis 25 Old Mill Bottom Road Annapolis, MD 21409 410-349-2565 fax: 410-349-2586
Crown MINI 8710 West Broad Street Richmond, VA 23294 804-527-6860 fax: 804-965-6254
MINI of Alexandria 5990 Duke Street Alexandria, VA 22304 703-461-6250 fax: 703-751-0595
MINI of Montgomery County 820 Russell Avenue Gaithersburg, MD 20879 Parts: 240-238-1204 Parts fax: 240-238-1493
MYMINIANNAPOLIS.COM
MINIOFALEXANDRIA.COM
CROWNMINI.COM
MINIOFMONTGOMERYCOUNTY.COM
© 2021 MINI USA, a division of BMW of North America, LLC. The MINI name, model names and logo are registered trademarks.
January 2021
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Customers at a Click:
COVER STORY
Why Your Online Presence Matters With COVID-19 leading people to live and work online like never before, collision repair businesses need to ensure they are utilizing web-based opportunities to attract and retain customers. To help members build the most comprehensive and useful online presence possible, WMABA recently welcomed Bill Enross of cPrax Internet Marketing for “Tackling Online Storefront Presence for the Collision Repair Business,” the fifth and final presentation in the association’s 2020 Collision Professional Repairer Education Program (Collision P.R.E.P.) held in conjunction with the Alliance of Automotive Service Providers of New Jersey’s (AASP/NJ) virtual NORTHEAST® Automotive Services Show. An automotive industry veteran of more than 40 years, Enross has spent the past 20-plus years developing online marketing solutions for body shops across the country. Not surprisingly, his 70-minute Collision P.R.E.P. discussion focused on how shops can optimize their local listings and make their websites better communication tools for consumers. He spent considerable time diving deep into the world of Google, specifically how to land in the “Google Local Three-Pack” – the top three results that come up in a search for auto body repair. A shop’s ability to place itself in one of these prime spots comes down to three factors: Proximity (the physical distance from a business to the origin of the point of search), relevance (the degree to which a
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January 2021
business’ listing matches what the person is searching for) and prominence (the strength of a business listing based on search engine optimization [SEO] and signals from third-party sites [Facebook, Yelp, etc.]). Google reviews are also impactful. “It’s important that you have at least 20 percent more [reviews] than your nearest competitor,” Enross explained. “That will help you get ahead of them or, at the very least, get listed in that Three-Pack and even get listed higher in [it].” As the pandemic continues to necessitate touchless business-to-customer relations, Enross noted a rise in digital forms (including Direction to Pay, Repair Authorization and insurer-specific documents) being incorporated into body shop websites. He also explained how two-way texting and online contact pages have aided in keeping consumers more engaged during the repair process. Addressing website aesthetics, he recommended that shops post individual photos of their team members as opposed to using group photos. This helps give the site a more personal touch while helping to avoid constant photo retakes when staff members leave or are hired. In terms of more traditional website features, he encouraged attendees to pay particular attention to strengthening their “About Us” pages, which are commonly overlooked sections that customers regularly review when selecting a business. “They want to know about you. People buy from people.” Business owners also need to ensure that their websites translate to mobile in a clear and easy-touse fashion. “When you upload an image on your regular website, you want to make sure that the images automatically resize when it shows up on a mobile phone.”
Making the web work. BY JOEL GAUSTEN
platform BrightLocal, 97 percent of consumers read Additionally, he stressed that those companies companies’ responses to reviews. This means that that have OEM certifications need to prominently shops need to be cautious in how they handle display those credentials on their websites. negative postings and always respond to them in a “If you’ve gone through the process and responsible and professional manner. investment in being certified, you really need to Collision P.R.E.P. presenter Bill Enross “You need to look at a bad review not as the end promote that.� (cPrax Internet Marketing) of the world but as an opportunity to make a really, really In an era where virtually everyone has a voice happy customer.� over the internet or on their mobile phones, shops It is also critical for shops to make sure they regularly encourage need to stay on top of online reviews (which Enross referred to as “digital customers to post online reviews, as BrightLocal reports that 84 percent of currency�). While receiving a five-star review is nice, he cautioned that consumers think reviews older than three months are irrelevant. having too many of them could turn off a potential customer who questions “If you haven’t had anything [posted] on there in the last 90 days, then the legitimacy of across-the-board positive ratings. I think you need to do some outreach.� “A bad review here and there gives you a little bit of credibility.� For further insight into online reviews, Enross welcomes readers and Of course, a bad review shouldn’t be allowed to fester online without a suitable response from the business in question. According to the SEO
Continued on page 33
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INDUSTRY
ADVICE
Do you have a question for Mike? Contact Hammer & Dolly Editorial Director Joel Gausten at joel@grecopublishing.com or (973) 600-9288, and we’ll ask him in a future issue.
ASK MIKE: How Can Shops Improve Their Capture Rates in 2021? This month, we “ASK MIKE” for his thoughts on how shops can improve their capture rates even in the age of COVID-19. We at Hammer & Dolly hope you find this following exchange useful, and we encourage you to reach out to us if you have a question for Mike on this or any industry-related matter that he can answer in a subsequent issue.
Hammer & Dolly: Many shops have seen their sales decline due to COVID-19. What are some things that shops can do in 2021 to hopefully improve their capture rates despite the ongoing pandemic?
Mike Anderson: When it comes to improving capture rate, there’s the initial contact when a prospective customer reaches out to you through your website, Google My Business listing, a DRP assignment or whatever the case may be. You have to make sure you’re prioritizing and following up on those requests in a timely manner. The reality we see is that estimators are so bogged down with work that they think, ‘Man, if I’m going to bring this person in,
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I’m not going to get out of here on time today or get this supplement written.’ I understand that, but it results in them not getting back to the customer in a timely manner and that customer going somewhere else. I’m not saying that MSOs are good or bad, but some of them have call centers to handle contact from customers so that their estimators are not emotionally attached to the workload. So, I think step one is making sure you have a dedicated person who prioritizes following up on assignments or estimate requests when you get them. The second thing is setting up your staff for success in capturing the job when the estimate is written. One of the exercises I did at my shops was bringing all of my staff together to discuss what they thought were the reasons why somebody wouldn’t schedule an appointment with us. This led to the creation of a document I put together called “Overcoming Objections,” which is available for free in the “Sales and Marketing Best Practices” section of my Collision Advice website [collisionadvice.com/salesmarketing-best-practices]. Bear in mind that the document hasn’t been updated since I ran my shops years ago, but I feel a lot of the
Keeping jobs flowing in.
things in it are still relevant today. For example, if a customer objects to using your shop because another facility has offered them a free loaner car, you could offer to give the owner a ride to work within a 10-mile radius or you can use your judgment outside of this zone if you feel it is a profitable job. As another example, if a customer objects to using you because their insurer said you’re difficult to work with, you can explain that’s because you work for them – not the insurance company – and give them an overview of your investment in the proper training, tools and equipment. Whatever those customer objections are, work with your staff to figure out how to handle the situation by coming up with sales scripts to overcome them. The third step is following up when a customer doesn’t commit to an appointment. It’s simply about following up the next day and documenting the reason why the customer didn’t schedule an appointment. I work with a large client who found that if they just called the day after they write an estimate, they captured 20 percent of those previously lost jobs. I recommend following up with the customer one day after, three days after and five days after the estimate if they don’t schedule an appointment. On top of all of this, I think it’s important to look at some basic sales techniques. Consumers are looking for three things: Truth, empathy and direction. Customers want to do business with people they trust. Make sure you have really good online reviews so they will help you get those leads and customers can see that people are saying good things about you and they’re making a good choice. Also, I refer readers back to the Collision P.R.E.P. webinar that Danny Gredinberg of the Database Enhancement Gateway [DEG] and I did on using the owner’s manual in the customer’s glovebox as a way to educate that consumer about specifics in their vehicle to gain their trust. For example, seatbelts might need to be inspected or seats might need to be calibrated. This webinar was covered in the November 2020 issue of Hammer & Dolly. The second thing that customers are looking for is empathy – not sympathy. Sympathy is feeling sorry for someone; empathy is about feeling their pain. We need to make sure we’re not callous. Some people who’ve been in the industry a long time can get very callous and not give that personal touch. The third thing that consumers want is direction. The average consumer has an accident once every 10 years, and they don’t know how the whole process works. I always say that customers don’t want a lecture; they just want their car fixed. What we need to do is take the time to educate them. Think of a triangle with a point at the top as increments of time. Most shops are spending very little time with the consumer at the beginning, and then those shops
have to address ‘one more thing’ as they go through the process of dealing with those customers. I like to reverse that triangle and spend more time with the customer on the front end and educate them on why I’m the right person to fix their car.
H&D: COVID-19 is obviously not a positive situation for a number of reasons. But in the 10 months that shops have had to adapt to it, have you seen things that shops have done – whether through technology or just standard practices – that you feel COVID-19 inspired to the industry’s benefit? MA: Absolutely. Scheduling. Before, we always had this mindset that we needed to bring all the cars in on a Monday morning at the same time. COVID-19 actually gave us the perfect excuse to stagger drop-offs. We can now explain to the customer that we have to practice social distancing and therefore need to stagger the drop-offs. Consumers understand that, and it gives us more time to not have all these cars come in on top of each other.
Mike Anderson is an Accredited Automotive Manager (AAM) and the former owner of Wagonwork Collision Centers, two highly acclaimed shops located in Alexandria, VA. He has served as a member of many industry organizations throughout his career, including the WMABA Board of Directors, the Mitchell Advisory Board, the MOTOR Advisory Board, the ASE Test Review Committee, the National Auto Body Council, the Collision Industry Conference and the Society of Collision Repair Specialists. Additionally, he is a past Virginia SkillsUSA chairman, serves as a facilitator for Axalta Coating Systems’ highly recognized Business Council 20 Groups in both the US and Canada and facilitates numerous courses for Axalta Coating Systems’ Educational Series. He currently offers expert industry consulting via his latest venture, Collision Advice
(collisionadvice.com). H&D
January 2021
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l vehicle rtant than ever. Our digita po im re mo is g vin mo s ir vehicle videos, notes and Keeping customers and the allow you to share photos, ls too n tio ica un mm co r real-time. inspections and custome ht to their phones—all in rig it g tin tex by rs me sto h cu ghout the entire service recommended services wit stomers in the loop throu cu d an ng rki wo ns icia hn a boost in repair This keeps your tec eamlined operations and str , ies nc cie effi sed rea process—resulting in inc %. orders by an average of 39 op, no matter are available for every sh ns tio op on cti pe ins icle t the same Best of all, our digital veh system? No worries. Ge nt me ge na ma No e. us you access. which management system or tablet with internet e on ph art sm ur yo m gy—all fro award-winning technolo
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NATIONAL
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Continued from page 12
and retained all the stores. They did everything that they said they would from beginning to end.” Ironically, the process to sell to PSE began to roll forward just as COVID19 hit. George was faced with the fear that he’d go through the entire grueling process of the sale only to wind up lowballed, but PSE guaranteed the purchase at pre-COVID numbers. Although he is actively part of the transition period, George plans to spend retirement doing what he loves most – skiing, golfing and hiking, among other activities. He also plans to devote time to the Nikipro Foundation, the charitable organization he started several years ago that gives funds to various charities in support of veterans and children’s education. Looking back at a lifelong career in the automotive supply industry, George says it’s the people he will miss most. “I made some great friends in 42 years who I still have. I won’t miss the daily grind, but I will miss the people. What I have learned most is that personal relationships are so important. People sometimes underestimate their value. People do business with people. If they like you and respect you, they will find a way to do business with you. I don’t care if you have the best deal since sliced bread; if they don’t like and respect you, they will find a way to not do business with you. Not only with family but also in business, personal relationships are just that important.” H&D
Continued from page 22
“When we’ve had to share a vehicle with a dealer or some other outside source to perform a calibration, I’ve shared this with them and said, ‘This is essentially the standard with which we expect you to perform the calibration, including all the documentation […] We want to know that the dealer looked up the factory repair procedures and [can] prove it to us so that we can put it in our file and show that insurer or whoever else we need to that this repair was really based on factory repair procedures.” The workflow document and video are available at ciclink.com/ work-products. H&D
Executive Director’s Thoughts This is a very helpful document for tracking scanning and calibration functions for collision repairers; I highly recommend you go get it! CIC has developed many work products over the years to aid in either education or clarification of common processes or functions in our industry. Basically, whenever there is a rub or breakdown in relationships, clarification and guidance can be crucial to completing tasks like this one.
— Jordan Hendler
It Takes Genuine Honda Collision Repair Parts To Achieve a Genuine Honda Fit.
Honda collision repair parts are engineered and manufactured to Honda standards. In the collision-repair business, time is money, and you can’t waste time on parts that almost fit properly. Use Genuine Honda replacement parts. Your reputation depends on it. For Genuine Honda parts, contact these Authorized Honda dealers.
Ourisman Honda 3371 Ft. Meade Rd. Laurel, MD 20724 Direct: 301-498-6050 Fax: 301-498-0157 www.laurelhonda.com
Miller Honda 3985 Valley Pike Winchester, VA 22602 Direct: 800-296-5020 Direct Local: 540-868-9916 Fax: 540-869-1074 E-mail: bmorgan@drivemiller.com
HYUNDAI IS PROUD OF ITS REPUTATION FOR QUALITY AND SERVICE. SO ARE THE DEALERS AND BODY SHOPS WHO RELY ON GENUINE HYUNDAI PARTS. TO MAKE CERTAIN THAT YOU GET THE RIGHT HYUNDAI PART, ASK FOR A HYUNDAI WHOLESALE PARTS SPECIALIST.
For Genuine Hyundai parts, contact an Authorized Hyundai Dealer. Fairfax Hyundai 10925 Fairfax Blvd. Fairfax, VA 22030 Phone: 703-273-5188 FAX: 703-352-3115 E-mail: parts@fairfaxhyundaiinc.com
January 2021
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Get it right from the source.
Ford and Lincoln Mercury dealers are the one-stop source for all of your collision repair needs. When you need fascias, grilles, headlamps, wheels or any other Ford Motor Company Genuine Part, call your local wholesaling dealership. They’re a great souce for technical and repair information as well. Using Genuine Parts can help your body shop reduce cycle time, improve relationships with insurance companies and satisfy customers. So get everything you need in just one call to your one-stop collision repair resource – your local Ford or Lincoln Mercury Dealership.
Contact us for all your parts needs: WALDORF FORD 2440 CRAIN HWY WALDORF, MD 20601 Phone: 301-843-3028 Fax: 301-843-0334 e-mail: parts@waldorfford.com waldorfford.com
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January 2021
COVER STORY
Continued from page 27
attendees to view and download cPrax’s “2020 State of Reviews” report for free at cprax.com/media/reviews.pdf. A recording of “Tackling Online Storefront Presence for the Collision Repair Business” is available On-Demand from the WMABA website at wmaba.com/collisionprep and available to attendees and WMABA members at no additional cost. In addition to using the tips and information featured in this cover story, it is highly recommended that readers view the complete video of this presentation for an extensive look at how to best utilize a Google My Business listing for greater online exposure. H&D
Support a Safe Environment during the COVID-19 Pandemic & Post PPandemic andemic Safeguard from allergens, disease and more! Celette was asked by some OEM’s weeeks back if we could provide a system for vehicle Cabin Sterilization to make the customers feel more comfortable accepting their vehicles back after repair repair. We have the solution! omer drops off their vehicle. The The TriOxyclean is used when a customer Trioxyclean safeguards employees, ass well as customers from allergens, disease and more. After repairs pairs and detail are completed, a fresh smelling sterilized car can be delivered elivered back to your customer customer. centrated Ozone O3 cycle to The TriOxyclean will run a 5 min concentrated eliminate bacteria, viruses,mites as well as orders in the interior and the HV VAC AC System. The second 5-minute cycle starts “The he Anion Cycle” negative ions ng them become heavy and fall to Neutralize the airborne particles making the ground instead of being inhaled into nto our lungs.
Executive Director’s Thoughts This was one of the higher reviewed classes in our Collision P.R.E.P. series, and I trust it’s because Bill did such an excellent job breaking things down into bite-sized, understandable pieces that anyone could utilize to find a measure of success in online marketing. If you want to get this class, it is at no cost to members and a minimal charge for non-members. Come and get it! (wmaba.com/collisionprep).
— Jordan Hendler
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