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2025 SOUTHEAST COLLISION CONFERENCE
May 1-3, 2025 - Featuring WMABA’s Collision P.R.E.P.!
EXECUTIVE DIRECTOR’S MESSAGE
MAYDAY! IS IT ALL JUST “TOO MUCH”?
A challenge to overcome the pressure of putting out fires.
WMABA 2025 GOLF OUTING SAVE THE DATE
SEPTEMBER 11, 2025, OAK CREEK GOLF CLUB UPPER MARLBORO, MD
Get on the green this September.
A longtime WMABA member shop.
MESSAGE PRESIDENT’S
Now is the Time to Connect
By the time you read this, the Southeast Collision Conference will be taking place or have just passed. I couldn’t be prouder of how far the association has come. Years ago, I would’ve never imagined we would have a trade show in our region. The accomplishment is HUGE and does not go unnoticed. The amount of work done behind the scenes to make it happen is conducted by a team that dedicates itself
to making sure everyone gets the most value possible.
I’ve seen the schedule of classes and am excited to sit in and learn. Like all of you, I can get overwhelmed by the amount of information and not be sure where, or how, to start making changes in the shop. I was taught to start small – go from one project to the next. Use what you learn in the classes to make positive changes in your business. One of
WMABA OFFICERS
PRESIDENT Kris Burton kris@rosslynautobody.com - 703-820-1800
VICE PRESIDENT Phil Rice price@bapspaint.com - 540-846-6617
TREASURER John Shoemaker john.a.shoemaker@basf.com - 248-763-4375
SECRETARY Barry Dorn bdorn@dornsbodyandpaint.com - 804-746-3928
IMMEDIATE PAST PRESIDENT Steven Krieps steve@gregclineauto.com 304-755-1146
BOARD OF DIRECTORS
Rodney Bolton (boltonconsulting61@gmail.com) 443-386-0086 Tom Brown (thbrown@ppg.com) 703-624-5819 Torchy Chandler (torchy.chandler@gmail.com) 410-309-2242 Tracy Dombrowski (tracy@collisionadvice.com) 571-458-0648
ADMINISTRATION
EXECUTIVE DIRECTOR
Jordan Hendler (jordanhendler@wmaba.com) 804-789-9649
WMABA CORPORATE OFFICE
P.O. Box 3157 • Mechanicsville, VA 23116
Kris Burton
(703)-820-1800
kris@rosslynautobody.com
the best things about our industry is the willingness of others to help. Reaching out to your peers and networking remains one of the biggest values of attending and being a member.
The reality of our industry is that repairable vehicle claims are down, and insurance companies are harder to deal with than ever before, in my career. This is the time to lean into training and keep on top of updated repair equipment to allow us to be as efficient as possible. The importance of ensuring profitability and proper repairs is more important than ever. Our customers need our help, professionalism and guidance.
As I write this, I look forward to connecting with you all in Richmond, VA on May 1 - 3. Hopefully, we will connect. For all of you attending, we truly appreciate you showing up. The doors are open for your continued engagement. H&D
HAMMER & DOLLY STAFF
PUBLISHER Thomas Greco thomas@grecopublishing.com
SALES DIRECTOR Alicia Figurelli alicia@grecopublishing.com
EDITORIAL DIRECTOR Alana Quartuccio alana@grecopublishing.com
SENIOR CONTRIBUTING Chasidy Rae Sisk
EDITOR chasidy@grecopublishing.com
OFFICE MANAGER Donna Greco donna@grecopublishing.com
PRODUCTION Joe Greco COORDINATOR joe@grecopublishing.com
www.grecopublishing.com @grecopublishing
ARE YOU HERE? JOIN US!!!
C O N F E R E N C E
6 - 1 8
Greensboro Coliseum
GREENSBORO NORTH CAROLINA
F R I D A Y , M a y 1 7
8:30am – 10:00am |
Future-proof Your Shop: Tomorrow’s Success Starts with Today Mike Anderson, Collision Advice
11:30am – 1:00pm | LUNCH & LEARN
Efficiency Unleashed: Rethinking Roles in Collision Repair
Michael Bradshaw of K&M Collision, Barry Dorn of Dorn's Body & Paint, and Kris Burton of Rosslyn Auto Body
2:00pm – 3:00pm | Option 1 The Critical Steps Involved to Achieve an OEM Centric Calibration
THURSDAY, MAY 1
Kick Off & Awards Dinner 6:30pm
FRIDAY, MAY 2
Tradeshow 10am - 5pm
Education 8:30am - 5:30pm
SATURDAY, MAY 3
S A T U R D A Y , M a y 1 8
Tradeshow 9am - 3pm
8:30am – 9:30am | Option 1
Education 8:30am - 4:30pm
100% Disassembly Mike Anderson
8:30am – 9:30am | Option 2
Do You Have Leaky Profit? Find Out Where Profit Leaks from Your Collision Center and How to Fill the Holes!
Taylor Moss, OEConnection
11:00am – 12:30pm | LUNCH & LEARN
Repairer to Repairer: RTA’s and PRI’s, The Process & the Shop’s Role
Panelists: Adrian Mora, Collision Consumer Advocates, Billy Walkowiak, Collision Safety Consultants; Moderated by: Steve Krieps, WMABA Imm Past President / Collision Safety Consultants of WV
2:00pm – 3:30pm | Option 1
Nurturing the Goose That Laid the Golden Egg
Bruce Schronce, StrongLead’s Executive Partner and Leadership & Business Consultant
2:00pm – 3:30pm | Option 2
Increased Profitability through Proper Documentation: How communication, documentation and collision shop positioning must change in 2024 and beyond
Keith Manich, AMAM - Director of Collision Services, Automotive Training Institute
DIRECTOR’S
MAYDAY! Is it All Just “TOO MUCH”? MESSAGE
May Day, Mayday! It’s the first of May, the ship is sinking, the plane is going down…oh, wait. Is it just me? Do you ever feel like your energy to overcome hits a slump and nosedives?
Fatigue. That’s the feeling some days, isn’t it? Stepping back to take a breath, take a break, feels more unpopular than ever. We’re supposed to just Go, Go, Go. It’s the mantra of the working world. How can we possibly take our foot off the gas? I don’t know about you, but I crave getting out of the fast lane and trading it for a long stop at the rest area. I want to think, process and invent.
Transparently, I have a hard time with the “too much” and it’ll look like I’m the most productive person, but it feels like I’m wearing concrete around my shoulders. Too many emails. Too many texts. Too many
authorization codes I have to hunt down. Too many conference calls. Just. Too. Much. Of everything. It becomes so much, it’s hard to process a single thing. It’s also incredibly distracting from the important things.
It causes our brains to rewire for reactivity rather than productivity. And mine gets on the fritz!
We have a saying in our office: “Just do the next first thing.” This can get you out of a hole you’re in, when you feel the overwhelming pressure and don’t know what to do when there’s a pile perpetrating as a mountain. It’s a great anti-anxiety strategy. The problem with it is, you can’t stay in that mode forever. You end up only putting out fires, but once the smoke clears, it’s easy to get right back at the front of the cycle just to repeat it again.
I need to break this cycle. Burn it down and build back better. I like to observe those I admire, people who accomplish great things by implementing new ideas, new creations, innovative processes, or cuttingedge technologies. I envy those whose success sets them apart from the fray. What is it that I find most enviable? The ones who do it and don’t burn out, crash and disappear. I want to feel like I can grow and sustain.
I think permission is the place to start. We can give ourselves permission to step back, step aside, and have that objectivity needed to prioritize, plan and strategize the execution of projects. Projects that matter to our team. Opportunities to learn from and grow into. It could be a couple days a month, a half-day every week, or a full week off every quarter. Something to break the monotony and make the goals we want to achieve by the next time.
Maybe our next first thing is the commitment to make the time to prioritize and plan the top priority on the list.
I give and take the challenge to put this on your calendar now. I’m doing it soon as this goes to print! Let’s put Mayday to rest. See what I did there? H&D
Jordan Hendler
(804) 789-9649
jordanhendler@wmaba.com
WHAT IS ADAS CALIBRATION?
ADAS calibration is the precise adjustment of your vehicle’s sensors and cameras, essential for the optimal functioning of advanced safety systems. This process is especially critical following significant repairs, part replacements, collisions, or windshield replacements, as these events can disrupt sensor alignment.
Increase your shop’s profits, while reducing your liability!
At ADAS Elite , we run all processes and check all systems to ensure your customers are back on the road quickly and safely, with a focus on transparency and warmth.
It’s important to avoid driving without proper sensor calibration. Uncalibrated ADAS sensors can compromise your vehicle’s safety features, leading to potential malfunctions and driving hazards.
ADAS calibration is the precise adjustment of your vehicle’s sensors and cameras, essential for the optimal functioning of advanced safety systems. This process is especially critical following significant repairs, part replacements, collisions, or windshield replacements, as these events can disrupt sensor alignment. It’s important to avoid driving without proper sensor calibration. Uncalibrated ADAS sensors can compromise your vehicle’s safety features, leading to potential malfunctions and driving hazards.
The competition skips procedures like alignments, test drives and checking all ADAS systems. ADAS Elite provides a professional partnership that meets your needs and exceeds your expectations.
The calibration of ADAS can be performed in two main ways: static and dynamic. Static calibration takes place in a controlled environment, ensuring accuracy and consistency. Dynamic calibration, on the other hand, involves driving the vehicle under specific conditions to fine-tune the sensors in real-world scenarios. This comprehensive approach ensures that your vehicle’s safety systems are reliable and effective, providing peace of mind on the road. WHAT IS ADAS CALIBRATION?
Our dedicated team offers a partnership built on trust, quality, and a commitment to excellence, along with honest guidance and unwavering support - including free pick-up and delivery.
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The calibration of ADAS can be performed in two main ways: static and dynamic. Static calibration takes place in a controlled environment, ensuring accuracy and consistency. Dynamic calibration, on the other hand, involves driving the vehicle under specific conditions to fine-tune the sensors in real-world scenarios. This comprehensive approach ensures that your vehicle’s safety systems are reliable and effective, providing peace of mind on the road.
Audi Silver Spring
Direct: 301-890-3015
Fax: 240-471-6103
Email: wholesaless@mileone.com
Hours: M-F 7:30am - 5:00pm S 8:00am - 3:00pm
Mercedes-Benz Silver Spring
Direct: 301-890-3060
Fax: 301-890-5473
Email: mbsilverspring@mileone.com
Hours: M-F 7:30am - 5:00pm S 8:00am - 3:00pm
Porsche Silver Spring
Direct: 301-890-3015
Fax: 240-471-6103
Email: wholesaless@mileone.com
Hours: M-F 7:30am - 5:00pm S 8:00am - 3:00pm
Sprinter Silver Spring
Direct: 301-890-3060
Fax: 301-890-5473
Email: mbsilverspring@mileone.com
Hours: M-F 7:30am - 5:00pm S 8:00am - 3:00pm
Free delivery on our fleet of 15 GPS-equipped delivery trucks - delivering all Silver Spring brands on the same truck throughout Maryland, D.C. and Virginia
We use IRF automotive systems including CCC, CollisionLink, OPSTrax, partslink24, PartsTrader & RepairLink
Highly knowledgeable, experienced and dedicated wholesale specialist team
Large inventory of OEM parts and tires
Contact our dealers for all your Genuine Parts needs!
BMW of Silver Spring
Direct: 301-890-3015
Fax: 240-471-6103
Email: wholesaless@mileone.com
Hours: M-F 7:30am - 5:00pm S 8:00am - 3:00pm
Herb Gordon Subaru
Direct: 301-890-3065
Fax: 301-847-2239
Email: herbgordonsubaruwholesaleparts@mileone.com
Hours: M-F 7:30am - 5:00pm S 8:00am - 3:00pm
Volvo Cars Silver Spring
Direct: 301-890-5456
Fax: 301-847-2239
Email: herbgordonvolvowholesaleparts@mileone.com
Hours: M-F 7:30am - 5:00pm S 8:00am - 3:00pm
You’ve got the right tools, staff, technology and procedures to give your customers the best repair possible. The missing piece of the puzzle? Genuine Volkswagen Collision Parts. Contact an authorized dealer today and find your perfect fit.
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
Fitzgerald Volkswagen 114 Baughmans Lane Frederick, MD 21702
Toll Free: 800-545-4745
Fax: 877-696-1841
e-mail: parts@fitzmall.com www.fitzparts.com
Fitzgerald Volkswagen of Annapolis 34 Hudson Street Annapolis, MD 21401
Phone: 410-224-4636
Fax: 410-224-4264 www.fitzmall.com
Ourisman Volkswagen of Laurel 3371 Ft. Meade Rd. Laurel, MD 20724
Phone: 301-498-6050
Fax: 301-498-0157 www.laurelvolkswagen.com
Ourisman Volkswagen of Rockville 801 Rockville Pike Rockville, MD 20852
Parts Direct: 301-340-7668
Toll Free: 855-417-4511
Fax: 240-499-2488
e-mail: rockvilleparts@ourismanautomotive.com www.ourismanvolkswagenofrockville.com
Wholesale Parts
Criswell Collision Center Focuses on OEM Certification and Safe Repairs PROFILE MEMBER
No man can serve two masters. The same concept applies to body shops.
George Criswell first opened Criswell Collision Center (Annapolis, MD) in 2008 to “answer the call of [his] growing Acura and Audi dealership clientele. He decided to open his own facility because he was continually disappointed with the feedback he received about collision repair services his customers were having in the Annapolis area,” Body Shop Manager Kevin Marvin recalls.
At first, the shop operated heavily on a DRP-centric model. “It was just the thing to do – get into a relationship with insurance companies so they can ramp up the volume,” Marvin explains. But as an independently-owned-and-operated collision facility focused on quality repairs and customer service, Criswell Collision also saw the value of investing in OEM certification. “As we learned more about OE procedures and processes directly from the OEMs, we became the outlier in the market with higher average severity because we insisted on doing everything the manufacturers recommend to repair the cars properly. After we got our first certification, we tried doing the balancing act between proper OEM repairs and placating the insurer, but we soon saw that the two were never going to work well together.
“As some of our insurance partnerships dissolved, we relied more on promoting our certification credentials,” he continues. “We now only partner with a couple insurers that are relatively reasonable and whose business acumen most closely aligns with ours.”
To that end, Criswell Collision Center instead chose to focus on following the manufacturers’ guidelines, acquiring 13 certifications and even becoming the first Tesla-certified shop in the Mid-Atlantic region. The shop specializes in high-end luxury brands, aluminum and mixed-materials construction and is purpose-built and designed to maximize efficiency and workflow, allowing them to complete repairs quickly without sacrificing service or quality.
Insisting on performing quality repairs has proven to be more profitable than its previous DRP-centric model.
“While our DRP volume may be at its lowest, we mostly get the same type of work because of our 13 certifications,” Marvin shared. “If the manufacturer tells a customer to have their vehicle repaired by a certified repair center, they’re usually willing to pay the difference to come here and get it fixed right.”
Like many other shops across the country, Criswell Collision has been dealing with a lower workload and is in negotiations with another insurer they feel offers a mutually beneficial opportunity to rejoin their program.
Here’s to 241 years of combined service excellence
This year, as Albert Kemperle Inc. celebrates its 83rd anniversary, BASF also celebrates its 158th anniversary. We are proud of our decades of partnership with BASF and years of serving the auto paint and body industry together. Kemperle’s founders would be proud of this relationship and the growth their company has experienced because of it.
Today, as we look forward to many more decades of service to our customers, we find ourselves filled with gratitude. The creativity, hard work, and sense of responsibility of the people working for our two companies have made us what we are today.
Thank you for your many years of loyalty.
626 E. Elizabeth Ave., Linden, NJ 07036 Phone: (908) 925-6133
(908) 925-4344 414-416 Madison Ave., Paterson, NJ 07524 Phone: (973) 279-8300
631 Clifton Ave., Toms River, NJ 08753 Phone: (732) 797-3942
(973) 279-9030
(732) 797-0774 100 Melrich Road, Cranbury, NJ 08512 Phone: (609) 860-2800
(609) 860-2801 4 Emery Ave., Randolph, NJ 07869 Phone: (862) 244-4818
(862) 244-4822 www.kemperle.com
Superior service starts with superior parts.
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Safford Brown Mazda Fairfax 10570 Fairfax Boulevard
Fairfax, VA 22030
Toll Free: 800-234-8642
Phone: 703-385-3994
Fax: 703-591-5348
Fitzgerald Mazda 114 Baughmans Lane
Frederick, MD 21702
Toll Free: 800-545-4745
Fax 877-696-1841
Email: parts@fitzmall.com www.fitzparts.com
Get the right part the first time Give us the opportunity to serve you
Ourisman Mazda of Rockville 801 Rockville Pike
Rockville, MD 20852
Parts Direct: 301-340-7668
Phone: 855-417-4511
Fax: 240-499-2488
Email: rockvilleparts@ourismanautomotive.com www.ourismanmazdaofrockville.com
Conquest your Mitsubishi parts needs!
Fitzgerald Mazda of Annapolis 1930 West Street
Annapolis, MD 21401
Toll Free: 866-280-8022
Phone: 410-224-4636
Fax: 410-224-4264 www.fitzmall.com
• Discounted prices on quality new and unblemished OEM parts
• Automated price and part selection in collision estimating systems
• High parts availability
• Delivery to most major U.S. cities within 24 hours
To find out more about Ultra-Conquest pricing contact your local Mitsubishi dealer. For Genuine Mitsubishi parts, contact these authorized Mitsubishi Dealers.
Fitzgerald Mitsubishi
1930 West Street
Annapolis, MD 21401
Direct: 410-224-4636
Fax: 410-224-4264
E-mail: adamsf@fitzmall.com
Younger Mitsubishi 1945 Dual Highway Hagerstown, MD 21740
Direct: 800-296-1190
Fax: 301-733-5465 www.youngermitsubishi.com
Buy Genuine Mitsubishi Parts and get the perfect fit at the perfect price. 10% off on all parts orders when you mention this ad.
Mitsubishi now offers Genuine OEM parts through our new “Opt-OE” parts program at discounted prices. See Mitsubishi’s Ultra-Conquest parts and prices in the Optional OEM Suppliers category of popular collision estimating systems. Ultra-Conquest Collision Parts Program Highlights:
• Available through all participating Northeastern area Mitsubishi dealers
• Includes the majority of key collision components for select popular models
• We can meet or beat aftermarket prices!
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:
BMW of Silver Spring 3211 Automobile Blvd
Silver Spring, MD 20904 866-737-8937
Direct: 301-890-3015
Fax: 301-890-3748
Email: wholesaless@mileone.com bmwofsilverspring.com
Passport BMW 5000 Auth Way Marlow Heights, MD 20746
301-423-0733
Fax: 301-423-2717 passportbmw.com
Richmond BMW 8710 West Broad Street Richmond, VA 23294
800-237-0130
Direct: 804-527-6860
Fax: 804-965-6254
Email: tdailey@crownauto.com richmond-bmw.com
BMW of Catonsville 6700 Baltimore National Pike Baltimore, MD 21228
855-996-2906
410-744-2000
Fax: 410-818-2600 bmwofcatonsville.com
WMABA MEMBER PROFILE
continued from pg. 12
As one of the large auto body shops in the area, boasting a 44,000-square-foot facility and 25 employees, Criswell Collision Center still works with all insurers on behalf of their customers, and according to Marvin, “There always seems to be challenges related to wrangling with insurance companies for approval to perform – and be properly compensated for – appropriate, manufacturermandated repairs. More recently, the propensity for insurers to choose to declare vehicles total losses instead of repairing them has contributed to a decline in volume. ADAS calibrations and diagnostic scanning has also been a challenge to incorporate into day-to-day operations.”
Marvin first began his relationship with WMABA in 1985 when he “found the number in the phone book and made a call to [former Executive Director] Sheila Loftus asking where someone could go to learn how to do bodywork. When I was hired to be the manager at Criswell Collision, joining WMABA was a no-brainer. The sharing of ideas and best practices among member shops, as well as involvement with legislation and training opportunities, are just a few of the benefits.” H&D
Silver Spring 3131 Automobile Blvd. Silver Spring, MD 844-413-6929
Direct 301-890-3015 Fax 301-890-3748
wholesaless@mileone.com silverspring.porschedealer.com
Fax 804-794-9771 euroclassics.porschedealer.com
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When repairing sophisticated electric vehicles, proper disassembly and handling of EV batteries is a must. RAE’s Mobile Battery Lifting Table is a game changer, taking the stress out of lifting and storing EV batteries as well as motors and transmissions.
The table’s sturdy build and smooth hydraulic system ensure precise lifting and lowering, allowing repairers to position the battery exactly where it’s needed with the ability to safely handle loads up to 1.5 tons, with a pneumatic-hydraulic drive powering smooth and reliable lifting.
With adjustable features including a mechanical drop safety device, 3-step handle and slopes on both axes, operators can be confident of precise positioning. An extendable platform (adjusting from 1830mm to 2130mm) fits various battery sizes, but the lifting table’s versatility
means it’s not just limited to batteries; repairers can use this to lift, hold and store many heavy components in the repair process.
With approvals from Ford, Lucid and Rivian, this Mobile Battery Lifting Table is a solid investment, not only cutting down on time spent with manual labor but also making battery handling more efficient to improve overall productivity in the shop.
If you’re looking for a solution that combines safety, ease of use, and durability, this Mobile Battery Lifting Table is exactly what you need. The team at Reliable Automotive Equipment is ready to help with this and any equipment concerns you may have; please contact us today at raeservice.com to learn more about our array of collision repair products, training and support.
The RAE Mobile Battery Lifting Table has a lifting capacity of 3,080 pounds, ensuring safe maintenance procedures.
That’s because print advertising works. Especially when it’s connected to a powerful trade association.
For over 30 years, Greco Publishing has partnered with the best of the industry to provide trade associations a voice, and to give advertisers a direct outlet to reach buyers.
Today’s shop is inundated with solicitations; advertising with Greco Publishing breaks through the noise to align your company as an association ally, and get you in front of your next customer.
DRUMMING UP BUSINESS TO KEEP A STEADY BEAT
Every business has its ebbs and flows. Sometimes, there is a strong and steady rhythm of work with vehicles booked out for weeks or months, and other times, the beat slows down so much one can practically hear the hush of the wind rolling through the bays.
Just like how a variety of factors can lead to shops being overwhelmed with too much work, several things can contribute to a slowdown.
“Consumers are reluctant to file claims due to increased insurance premiums – that’s the number one thing. Number two, ADAS may be doing its job,” observes Mike Anderson (Collision Advice).
Therefore shops need to be proactive in how they position, differentiate and showcase their offerings so they have several movements drumming up a steady flow of work to their doorstep.
Marketing is key, but it also comes down to taking a good look at one’s customer base and reevaluating their needs, according to Anderson.
Shops need to be aware of the image they are putting out there because they could actually be turning customers off. Anderson learned of a situation where a customer didn’t use a shop as it appeared the shop only worked with insurance companies, not consumers.
“We have to make sure we are not blowing people off by saying we only go through insurance, and make sure consumers know we will take customer pay.
“With consumers paying out of pocket, we need to think about offering financing,” Anderson suggests. “We also have to be sensitive to the fact that when customers do pay out of pocket they may opt to live with certain things. Let’s say their vehicle has bumper damage where the paint is scraped off and the texture is damaged. Maybe they want to live with the damaged texture and just have the bumper painted. We have to be open to things like that.”
David Luehr (Elite Body Shop Solutions) points out that dips in the business do happen regularly. “We hope it’s a short-term dip, but
it does happen. Pre-COVID, dips happened every year. It’s not some strange new anomaly.”
Luehr believes one of the root causes of a big dip for some shops is a lack of marketing when they are busy. “It catches up to them and bites them in the you-know-what.”
Launching a marketing campaign can take about six months to bring about results. The problem with straight up advertising for body shops is that collision repair is an “on-demand business.” Putting a bunch of money into an advertising campaign won’t do much good. “It’s only going to be effective if someone hears it the moment they’ve been in an accident,” states Luehr. So shops need to think long-term strategies.
“Radio ads can be effective but only in the way that creates name recognition as a long-term strategy,” states Luehr.
“Marketing is about having customers know who you are before you wreck your vehicle,” insists Anderson.
“You have to stay consistent with marketing,” shares Kris Burton
(Rosslyn Auto Body; Alexandria, VA). “It’s not something you just hop onto and expect to have an immediate return. Once you start, you have to keep at it and give it time to build.”
Being slow doesn’t necessarily have to be a bad thing because it can actually afford shops the time to pursue marketing angles they otherwise may not have time to explore – these efforts can step in and help them avoid future lulls in the workflow.
“One thing that shops can do when they are slow, which doesn’t cost money, is to maximize their Google business profile,” recommends Micki Woods (Micki Woods Marketing). “It’s something every business has on Google; they can claim their business profile, add photos, make sure the hours of operation and contact information is all correct. That is basically a shop’s digital business card. It doesn’t take a whole lot of time or effort, but it’s super important and highly valuable.”
rhythm. BY ALANA QUARTUCCIO
COVER STORY
continued from pg. 25
As for digital advertising like with Google ads, Woods suggests that shops really need to consult a professional who knows the industry. “Many shops call and tell me Google ads don’t work. It’s not that they don’t work; they just don’t know how to do it right. Working with a professional is the best way for them to see traffic. It can be tracked, so they can see exactly what they are getting from their marketing investments and see the ROI on it, which is fantastic for the shop. That’s the biggest needle mover in our industry for getting leads.”
Shops doing Google ads should be working on search engine optimization (SEO) and trying to get themselves to the top of the Google map listings.
“You absolutely have to have the ability for a customer to request an estimate or schedule an appointment via your Google Business listing as well as your website,” Anderson concurs.
Body shops with OEM certifications also have an array of digital resources they should be tapping. Anderson advises,“Check your shop’s listing on this OEM shop locator just to make sure that it’s accurate and that all of the links are working. A lot of times, I’ll go to a link in the OEM shop locator for a shop, click and find it broken. You just can’t assume that all is ok. Go in and just check it.”
One should also make sure profiles with network management tools like CCC’s Grow My Network or Enterprise’s Entregal are up to date with business insurance, photos of equipment, etc., according to Anderson.
Marketing doesn’t just come in digital forms – grassroots via personal outreach, relationship building and community involvement are all key.
“There are creative ways to get body shops some work by wearing out the old shoe leather,” says Luehr, who pointed to a page from his days in the body shop in Salem, OR when things were slow. “I had my mom draw up a tri-fold brochure that read ‘Salem’s fleet specialist.’ I went out and drove around the industrial areas, and any time I saw a company that had a bunch of cars that appeared to belong to them, I’d go in and ask to talk to their fleet manager. What I unknowingly did was create something out of air that people
in Salem. So, guess who got the business? Me, because I was supposedly a fleet specialist. Fleet work is a great short-term and long-term approach to building up business.”
Burton agrees that building business comes from putting oneself out there and getting involved with the community on the local level. “Create personal relationships with other businesses whether that be the dealership or mechanical shops. Get involved with business owners in networking groups in the community. There’s no one magic bullet or button.”
Luehr agrees that it comes down to the offering.
“A lot of body shops fail because they are out there selling mediocrity. They don’t have a unique selling proposition (USP) that answers the question of why someone should bring their car to your shop over everyone else in town. It can’t just be because we have great customer service or do high-quality work because everyone says that. Shops have to be super clear on what makes them stand out amongst the mediocre competition.”
“Shops will want to offer an USP that won’t make a customer ask ‘so what?’” Luehr illustrates.
“There’s nothing like grassroots community efforts,” acknowledges Anderson, who points to many options such as forming relationships with local dealerships to see if one’s shop can have a presence in their service line.
Luehr concurs, adding that it’s an opportunity to play up a shop’s OEM certifications: “If I was slow right now, I would be at the closest dealership, especially if my shop had certifications, and I’d sit down and do a presentation for their service writers on why my shop is the only shop in town they should send their work to.”
Anderson points to the opportunities that lie in community outreach like hosting open houses for car clubs. “Springtime is a great time to offer this to get in front of customers,” he says.
Woods also believes “there is so much value in old school traditional networking.” There are many opportunities that lie within local networking, and shops often make the mistake of not giving it consideration. Shops can reach out to schools, chambers of commerce and other businesses to network with, which can all help refer business to one’s shop.
What about new shops or those who have yet to find a way to market themselves?
“If they aren’t doing anything, they need to start with the basics, and that’s getting a website and their Google business listing,” Woods suggests, indicating that shops should start with one thing and grow from there. Exploring more in-depth options like AEO (answer engine optimization), a form of digital marketing that uses artificial intelligence (AI) strategies, is not where one wants to start if they have never considered other options before.
Burton believes it takes a little of everything – digital marketing, social media and grassroots marketing, which he calls the “best bang for your buck.”
“Find your niche, be good at it and run with it,” Burton recommends. H&D
High-quality painting processes
Reduced energy consumption
Lower management costs
Optimal finishing results
Increased productivity
Lessened processing times
Easy operation
OFFICERS
PRESIDENT: Kris Burton kris@Rosslynautobody.com 703-820-1800
SECRETARY: Barry Dorn bdorn@dornsbodyandpaint. com 804-746-3928
VICE PRESIDENT: Phil Rice
price@bapspaint.com
540-846-6617
TREASURER John Shoemaker john.a.shoemaker@basf.com 248-763-4375
EXECUTIVE DIRECTOR: Jordan Hendler 804-789-9649 jordanhendler@wmaba.com
BOARD OF DIRECTORS
PAST PRESIDENT: Steven Krieps srkrieps@live.com 304-755-1146
Rodney Bolton boltonconsulting61@gmail. com 443-386-0066
Torchy Chandler torchy.chandler@gmail.com 410-309-2242
Tom Brown thbrown@ppg.com 703-624-5819
Tracy Dombrowkski tracy@collisionadvice.com 571-458-0648
An association fostering the exchange of ideas and providing a voice and support for the collision repair professional.
Position Your Business as a LEADER !
Just like equipment and training, WMABA membership is not only a commitment to excellence, but also a valuable investment.
WMABA is recognized both regionally and nationally as the key forum for the exchange of ideas concerning the D.C., MD, VA and WV collision repair industry. It is the venue to discuss, learn about and impact evolving standards and policies in the technical, administrative and legislative fronts of our industry. Shops and industry supporters can best develop themselves and their employees by actively engaging in the association and its activities.
Automotive collision repair facilities in Maryland, Virginia, West Virginia and Washington, D.C. who are willing to adopt WMABA’s Standards of Membership and offer a guarantee to their consumers are encouraged to engage their business as an active member of the association. For over 40 years, the WMABA membership of professional collision repair businesses and affiliates have committed to operating at a higher standard on behalf of their industry and their consumers. Over the years, WMABA has proudly represented the collision repair industry at hearings on Capitol Hill, in Annapolis, MD, and Richmond, VA as well as almost every national collision repair event. While WMABA has a rich history of dedicated men and women serving the local collision repair community, WMABA also boasts numerous past and current accomplished Board members who represent our membership at the national level.
WMABA offers current and dynamic discussion forums on topics facing collision repairers, technical information and educational seminars, opportunities to network and discuss pressing topics with leaders of the collision repair industry, an arbitration program that works with consumers to help resolve issues they might have, apprenticeship programs, legislative representation and the ability to receive and contribute to one of the nation’s leading collision repair magazines, Hammer & Dolly
Contact Executive Director
Jordan Hendler to find out how WMABA can amplify YOUR voice in the collision repair industry.
ADAS Elite Steers Body Shops Toward Safety and Proper Calibrations
In today’s ADAS-heavy collision repair world, there is just no excuse for not correctly calibrating ADAS sensors. Failure to do so potentially compromises a vehicle’s safety features, putting its occupants in serious jeopardy.
ADAS Elite (Baltimore, MD) was born in 2022 to fulfill this very important need in auto body repair – a need that is growing rapidly as these advanced driver assistance systems become more sophisticated and complex by the day.
“ADAS really started pushing out during the years of 2013-2016, then it began increasing more and more, and it is not letting up,” shares Keith Pfeffer of ADAS Elite. “The amount of ADAS implementation is growing everywhere, and we’ll only see more of it.”
When it comes to having ADAS calibrations done right, “body shops are in need of a partner,” according to Pfeffer, who insists that partner should be someone who doesn’t just perform x, y and z but will carefully review the estimate and make sure all the required calibrations were done for the sake of safety and liability. In many cases, body shops aren’t capable of performing these calibrations in-house for a number of reasons, whether it be lack of space, equipment or skill so turning to a reliable source to address calibrations post repair is key.
“We have the equipment to handle everything from alignment all the way down to advanced diagnostics,” says Pfeffer. “Some calibrations could be very straightforward, but when they are not, a shop needs support to diagnose that vehicle and understand what’s going on. Our technicians are fully versed in anything that will come along in diagnostics. Our facility is ground level, and we have the space to handle even the most challenging space requirements. For example, Ford has their around-view camera, which requires a great amount of space, and we have the means for that. We also have the capabilities to perform electrical wiring and other mechanics.” They will also pick up and drop off vehicles to and from shops in the greater Baltimore area.
When structural components are involved in the repair, calibrations are likely to follow, so shops need to rely on someone who is attuned with the process. “You need someone who knows the process; otherwise, not only could a missed calibration cause lost income but the shop could be on the hook
for liability,” explains Pfeffer.
He believes there is misinformation in the marketplace that leads many to believe if one does not see a light on the dashboard that the vehicle is good to go.
“Just because there is no light does not mean there is no liability,” says Pfeffer. “These vehicles need to be returned to pre-collision status, and there are OEMs that require calibrations even in something as simple as a remove and install of a bumper. That is where the industry is headed – away from the old school mentality of not seeing a light means no need for calibration.”
Pfeffer says alignment plays an important role in making sure a vehicle’s ADAS sensors will function properly; therefore, it’s important to ensure it is done correctly so that related calibrations function properly. Misaligned cameras can cause functions involving steering and lane-keeping assists to be off by three or four feet.
ADAS Elite also makes sure vehicles are returned “with all the proper documentation of what was done, what was required and why it was required. We also provide calibration results.”
Although an exact picture of what further growth could look like has yet to be fully envisioned, expansion may be on the horizon once they continue to see where the market is headed, Pfeffer says.
Rockville,
Toll
Direct:
Fax:
Phone:
Fax:
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WHAT IS ADAS CALIBRATION?
ADAS calibration is the precise adjustment of your vehicle’s sensors and cameras, essential for the optimal functioning of advanced safety systems. This process is especially critical following significant repairs, part replacements, collisions, or windshield replacements, as these events can disrupt sensor alignment. It’s important to avoid driving without proper sensor calibration. Uncalibrated ADAS sensors can compromise your vehicle’s safety features, leading to potential malfunctions and driving hazards.
ADAS calibration is the precise adjustment of your vehicle’s sensors and cameras, essential for the optimal functioning of advanced safety systems. This process is especially critical following significant repairs, part replacements, collisions, or windshield replacements, as these events can disrupt sensor alignment. It’s important to avoid driving without proper sensor calibration. Uncalibrated ADAS sensors can compromise your vehicle’s safety features, leading to potential malfunctions and driving hazards.
The calibration of ADAS can be performed in two main ways: static and dynamic. Static calibration takes place in a controlled environment, ensuring accuracy and consistency. Dynamic calibration, on the other hand, involves driving the vehicle under specific conditions to fine-tune the sensors in real-world scenarios. This comprehensive approach ensures
The calibration of ADAS can be performed in two main ways: static and dynamic. Static calibration takes place in a controlled environment, ensuring accuracy and consistency. Dynamic calibration, on the other hand, involves driving the vehicle under specific conditions to fine-tune the sensors in real-world scenarios. This comprehensive approach ensures that your vehicle’s safety systems are reliable and effective, providing peace of mind on the road.
ADVICE INDUSTRY ASK MIKE:
Which Shop Cultures Succeed –and Which Ones Miss the Mark?
This month, we “ASK MIKE” to share his thoughts on shop culture successes and missed opportunities. We at Hammer & Dolly hope you find the 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 future issue.
Hammer & Dolly: You’re out in the industry more than most people. Based on your experiences in the last few years, how would you describe a successful shop culture? What are some things shops are doing in terms of their culture that are helping them stand out above the rest?
Mike Anderson: A lot of people talk about culture, but few really live it. Your character is what you do when nobody’s looking. That said, I have seen shops going in positive directions. More of them are offering four-day workweeks than ever before. Thanks to the Society of Collision Repair Specialists (SCRS), more shops are offering 401(k) plans and health insurance now. Culturally, several smaller shops have been able to up their benefit packages. Obviously, an independently-owned shop can be more flexible with offering time off or with its work schedule in general than a larger MSO or even a dealership shop. This flexibility allows for a better work-life balance and encourages a stronger sense of community among employees, which helps with job satisfaction and retention rates. Employees value these benefits, and it directly impacts their overall motivation and productivity.
I’m also seeing shops investing in younger people. I visited one today that had people in their early 20s on the team. Right now, the key is having a culture that will attract different employees, particularly younger ones. People have many choices about where they want to work, so the trick is to treat them better than the competitors and offer stronger benefits. Younger generations tend to place value on career development opportunities, so shops that prioritize these aspects will attract better talent. Providing educational resources, growth opportunities and flexibility can set a shop apart and keep employees happier in the long run.
H&D: Twenty-five years ago, a paycheck was a shop’s culture! Employers often took the attitude that their employees were lucky to have a job. But today, it seems that isn’t enough for younger employees – they want to feel a part of something bigger and get the perks that go along with that. Is that accurate?
MA: Younger people also want to work at places with opportunities. Money is important, but if they can work at a shop that’s going to send them to a bunch of training, they’re more likely to stay. They value personal growth, professional development and mentorship. Also, people won’t tolerate working in some dingy old place anymore; they want to work in well-lit places with nicer bathrooms and nicer lunchrooms. Those things matter now. The culture should make them feel comfortable, respected and heard. When employees feel comfortable in their workspace, they are more likely to bring their best work forward.
H&D: We’re also seeing veteran shop personnel in their 50s and 60s working alongside those 20-somethings you mentioned earlier. This combination could be problematic if the older employees are set in their ways and may not be enthusiastic about working with younger ones. How can a shop balance those two extremes to make sure they get along and perform well together?
MA: Some people are great technicians but not necessarily great teachers or mentors. It does take a certain personality to adapt easily to that kind of structure. It may be helpful for the employer to host activities outside of work – whether it’s a company picnic, a baseball game or a Christmas party – to build relationships within the shop. I’m not saying that everybody needs to be best buddies outside of work, but there should be some initiative to help people better connect. Regular activities like that help break down barriers and foster mutual respect, which is vital when generations with different work values and communication styles interact. It’s also essential to encourage open communication and respect for each other’s skills and experiences, which can bridge generational gaps and improve shop morale.
At Collision Advice, we’ve grown from three people to 20. We’ve learned the importance of setting up activities that will help our team members interact and know each other. Camaraderie doesn’t happen by itself.
H&D: You’ve mentioned shops moving in the right direction, but are you seeing any missed opportunities out there that could really make a difference?
MA: I see so many people cracking jokes on social media about bosses giving their employees pizza. People are so past pizza parties! I know a dealership owner up in Canada who recognizes and rewards outstanding performances in memorable ways. For example, he’ll pay for somebody to clean an employee’s house every week for a month or pay for their vacation. That creates a memory. If you give people a bonus, they’ll spend that money and not remember what they did with it 10 years later – but they’ll definitely remember getting their house cleaned! Your rewards could be customized based on that person’s interests or hobbies. That reward would likely go a longer way with them than a pizza party or even a financial incentive.
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
8710 West Broad Street Richmond, VA 23294 804-527-6860 fax: 804-965-6254 CROWNMINI.COM
