New WMABA Board Elected
Adapting to Change
The Power of Online Referrals
January 2016 Volume 10, No. 1 $5.95 www.wmaba.com
DOLLARS
and
SENSE:
WMABA Launches New LABOR RATE SURVEY
www.grecopublishing.com
January 2016
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CONTENTS January 2016
36 COVER STORY DOLLARS AND SENSE: WMABA LAUNCHES NEW LABOR RATE SURVEY
The fourth annual look into the realities of today’s collision repair business. BY JOEL GAUSTEN
LOCAL NEWS 16 STAYING AHEAD ONLINE: INTERNET MARKETING TACKLED AT WMABA MEMBERSHIP MEETING & SOCIAL
End-of-the-year gathering shines a light on marketing in the digital age. BY JACQUELYN BAUMAN
DEPARTMENTS 6
TECHNICAL FEATURE 24 2015: A YEAR OF CHANGE
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The issues and trends that defined the last 12 months.
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BY LARRY MONTANEZ III, CDA AND JEFF LANGE, PE 12
MARKETING FEATURE 30 BUILDING TRUST AND CONFIDENCE WITH A
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VIDEO TESTIMONIAL - PART 2
Continuing the discussion on how happy customers can strengthen your advertising. BY LEE EMMONS
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NORTHEAST® 2016 PREVIEW 42 THE BEST IS YET TO COME: INSIDE NORTHEAST 2016
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What to look forward to at the largest automotive services show on the east coast. BY JACQUELYN BAUMAN
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Calendar of Events NewsFlash
Editor’s Message JOEL GAUSTEN
Executive Director’s Message JORDAN HENDLER
WMABA Labor Rate Survey Announcement
WMABA Board of Directors
WMABA Sponsorship Page
What’s WMABA Up To?
WMABA Membership Application
Member Shop Spotlight: Fitzgerald Collision Centers President’s Message MARK SCHAECH, JR. Advertisers’ Index
Images © www.istockphoto.com
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Industry training opportunities and don't-miss events.
CALENDAR OF
EVENTS CLASS LISTINGS
January 6, 2016
HAZARDOUS MATERIALS, PERSONAL SAFETY &
January 13, 2016 SCRS Open Meeting Palm Springs Hilton, Palm Springs, CA For more info, visit scrs.com
January 13-14, 2016 Collision Industry Confere nce Palm Springs Hilton, Palm Springs, CA For more info, visit ciclink. com
REFINISH SAFETY
Antwerpen Collision Center, Clarksville, MD
January 7, 2016 SUSPENSION SYSTEMS
Criswell Collision Center, Annapolis, MD
January 14, 2016 ADHESIVE BONDING
February 11, 2016
ALUMINUM-INTENSIVE VEHICLE REPAIRS
Frederick Co. Career & Tech, Frederick, MD
Criswell Collision Center, Annapolis, MD
SYSTEMS
Frederick Co. Career & Tech, Frederick, MD
RACK & PINION & PARALLELOGRAM STEERING
FULL-FRAME PARTIAL REPLACEMENT
Criswell Collision Center, Annapolis, MD
February 18, 2016
ALUMINUM EXTERIOR PANEL REPAIR & REPLACEMENT
Frederick Co. Career & Tech, Frederick, MD
January 16, 2016
Pohanka - Caliber Collision, Salisbury, MD
STEERING & SUSPENSION DAMAGE ANALYSIS
February 25, 2016
COLOR THEORY, MIXING, TONERS & TINTING Criswell Collision Center, Annapolis, MD
www.i-car.com or (800) 422-7872 for info
FULL-FRAME PARTIAL REPLACEMENT
Pohanka - Caliber Collision, Salisbury, MD
January 20, 2016
PLASTIC & COMPOSITE REPAIR
Antwerpen Collision Center, Clarksville, MD
January 21, 2016
ALUMINUM EXTERIOR PANEL REPAIR & REPLACEMENT
Frederick Co. Career & Tech, Frederick, MD
ADVANCED STEERING & SUSPENSION SYSTEMS
DAMAGE ANALYSIS
Sharrett Collision Center, Hagerstown, MD
January 28, 2016
HAZARDOUS MATERIALS, PERSONAL SAFETY & REFINISH SAFETY
Criswell Collision Center, Annapolis, MD
February 2, 2016
OVERVIEW OF CYCLE TIME IMPROVEMENTS FOR THE COLLISION REPAIR PROCESS
Sharrett Collision Center, Hagerstown, MD
February 4, 2016
VEHICLE TECHNOLOGY & TRENDS 2016 Criswell Collision Center, Annapolis, MD
February 10, 2016
OVERVIEW OF CYCLE TIME IMPROVEMENTS FOR THE COLLISION REPAIR PROCESS
Antwerpen Collision Center, Clarksville, MD
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January 2016
NEWSFLASH Wisconsin Governor Signs Auto Body Shop Choice Bill
Change doesn’t always happen in one giant wave; sometimes it happens in small victories. On November 12, Republican Wisconsin Governor Scott Walker signed a bill that stated that car insurance companies cannot demand repairs be made at a particular auto body shop. Senate Bill 93 “prohibits an insurer that issues a motor vehicle insurance policy that covers repairs to a motor vehicle from: 1) requiring that repairs must be made by a particular contractor or repair facility as a condition of that coverage; or 2) failing to initiate or conclude with due dispatch an investigation of a claim for repairs on the basis of whether the repair will be made by a particular contractor or repair facility.” The legislation also establishes that “a consumer has the right to select the motor vehicle repair facility of his or her choice.” This bill became a reality due to the efforts of the Wisconsin Auto Collision Technicians Association Ltd. (WACTAL). “Through the dedication and perseverance of WACTAL Board member Art Krolikowski, WACTAL lobbyist Jolene Plautz and lead bill authors Rep. Ed Brooks and Sen. Howard Markelin, WACTAL was successful in getting this legislation passed,” the association stated in a newsletter following the bill’s signing. “Art's tireless efforts in working with his legislator, Rep. Brooks, and [his] many trips to the Capitol are commendable. To those members who made phone calls and met with their legislators, and attend public hearings - THANK YOU! Your efforts paid off!” To read the bill in its entirety, visit tinyurl.com/WI-SB93. H&D
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Joel Gausten
EDITOR’S
(973) 600-9288 tgpjoel@verizon.net
MESSAGE A REQUEST FOR RATES By the time this issue of Hammer & Dolly arrives at your business, another round of holidays will be over. I hope you had a wonderful few weeks with friends and family, but now that the decorations are put away, it’s time to return to reality and start another year in this industry. This means it’s also time to help WMABA gain the information and ammunition necessary to better represent your needs in today’s marketplace. In early November, you received an email notice from WMABA encouraging you to take the 2015-2016 Labor Rate Survey. As with the previous three Surveys conducted by the association, the project has been created to determine the Labor Rate and billing practices in the Washington Metropolitan market (VA/MD/DC). The rates that are requested for this Survey are a shop’s retail/cash/posted rates, not an agreement rate for an insurer or wholesale account. As always, no shop names will be published when the results are released. We hope you found time over the holidays to complete this online Survey and participate in this very important endeavor. If you haven’t filled it out yet or are new to what the Survey WMABA OFFICERS PRESIDENT
VICE PRESIDENT
TREASURER SECRETARY
IMMEDIATE PAST PRESIDENT
Mark Schaech, Jr. mark@marksbodyshop.com 410-358-5155 Torchy Chandler torchy.chandler@gmail.com 410-309-2242 Barry Dorn bdorn@dornsbodyandpaint.com 804-746-3928 Phil Rice phil@ricewoods.com 540-846-6617 Don Beaver Dbeaver@antwerpenauto.com 443-539-4200 ext. 17061
BOARD OF DIRECTORS
Rodney Bolton (rbolton@aacps.org) 410-969-3100 ext. 250 Kevin Burt (kevinburt@walkermillcollision.com) 301-336-1140 RT Plate (rt@pcirepair.com) 703-929-8050
Barbara Chase (siskautobody@comcast.net) 301-855-5525 Ben Gibson (bgibson@harrisonbodyworks.com) 804-355-8151
ADMINISTRATION
EXECUTIVE DIRECTOR Jordan Hendler (jordanhendler@wmaba.com) 804-789-9649 WMABA CORPORATE OFFICE P.O. Box 3157 • Mechanicsville, VA 23116
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entails, our cover story on page 36 offers details on what the association is looking for and how the information you provide to WMABA will be used. If you have questions or require additional information after reading the story, please contact WMABA Executive Director Jordan Hendler at (804) 789-9649 or jordanhendler@wmaba.com. In other news, I would like to congratulate Mark Schaech, Jr. of Mark’s Body Shop (Baltimore, MD) on being named the new WMABA president. Mark is a deeply passionate and proactive member of the WMABA community, and he will surely bring considerable ideas and positive energy to the association in 2016 and beyond. We look forward to working with the new Board of Directors in representing members throughout the region. Information on the new Board is available on page 18. H&D
January 2016
STAFF
PUBLISHER DIRECTOR OF SALES EDITOR MANAGING EDITOR ART DIRECTOR OFFICE MANAGER
Thomas Greco thomas@grecopublishing.com
Alicia Figurelli alicia@grecopublishing.com
Joel Gausten tgpjoel@verizon.net
Jacquelyn Bauman jacquelyn@grecopublishing.com
Lea Velocci lea@grecopublishing.com
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 © 2016 Thomas Greco Publishing, Inc.
January 2016
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EXECUTIVE DIRECTOR’S
MESSAGE THE OL’ NEW YEAR’S RESOLUTIONS Even if you don’t say it out loud, everyone has some thoughts on New Year’s Eve about things they want to change. Mostly, these things are personal, like health, daily habits or quality of life in general. So after you quit eating bad food, smoking, drinking too much and procrastinating, I have one more thing for your list: Get to WMABA. Man, am I ever the broken record. Of course, my views are very one-sided, but come on, people! This is the place to be!
Do you want to find out what’s coming in the future?
Do you want to have other colleagues to whom you could ask questions?
Do you want to get educated on best practices? Do you want to make a difference?
WMABA, WMABA, WMABA, WMABA.
The most important thing is to get that little pinky toe in the water. Come to an event, a Board meeting, a legislative hearing or even call our office (or a member shop) and just ask the question, “What can I do next?” Just the smallest amount of effort reaps rewards. We can guide you to the truth about what volunteering with us can be. Many people build up this huge thing in their heads that we’ll work you like a slave mule until you’re so tired and exhausted you’ll curl up and die. What anyone on our Board will tell you
Jordan Hendler
(804) 789-9649 jordanhendler@wmaba.com
WMABA 2015-16 LABOR RATE SURVEY Announced
WMABA is pleased to announce the launch of its 2015-16 Labor Rate Survey, available online at wmaba.com/labor-rate-survey or surveymonkey.com/r/wmaba laborratesurvey. The Survey is to determine the Labor Rate and billing practices in the Washington Metropolitan market (VA/MD/DC). If you are a multi-location facility, please fill out a Survey for each of your individual locations. The rates that are requested for this Survey are your retail/cash/posted rates, not an agreement rate for an insurer or wholesale account. No shop names will be published when the results are released. Some of the topics covered in the Survey include (but are not limited to): the cash/posted rate for body labor, paint materials, mechanical labor, inside and outside storage, etc.; the total square feet of the collision facility; the total number of office personnel; a shop’s use of a paint and materials calculator; a shop’s gross annual sales; a shop’s thoughts on charging or requiring specific items during the repair process; the types of insurance offered to employees; and the general economic state of the collision repair industry on a scale.
Note: If you run out of time, make sure you at least fill out the first page of basic Labor Rate information.
For more information, see our cover story on page 36. If you have questions or require additional information, please contact WMABA Executive Director Jordan Hendler at (804) 789-9649.
is that it’s a lot less work than you think, and we’ll mostly just need your opinions and direction. My job is to make sure the execution takes place. Leaning on volunteers happens when we have a big project, or if a legislative session is in and we need help to talk to elected officials. I would be willing to bet that 95 percent of our membership hasn’t been asked because their officials are just not on the committees we need. Rest assured, all whips are stored here. They’re only taken out in emergencies. I’ll bring up one more point. I ask that you call your state delegate and senator and just say, “Hey, I’m ‘Bob’ with ‘Bob’s Auto Body’ in your district. I just want to get to know you better and for you to know my business better. Can we get a coffee or lunch sometime?” It will be one of the best attempts at getting involved that you could ever make. In the event that a legislative emergency happens, you want them to know your name! HAPPY NEW YEAR! H&D
Check the WMABA website and newsletters for regular updates and reports from the Executive Director’s perspective. 12
January 2016
Š 2016 Porsche Cars North America Inc. Porsche recommends seat belt usage and observance of traffic laws at all times.
Diagnostically speaking, there is no substitute. Porsche technology. Porsche Genuine Service & Parts.
Contact one of these authorized dealers. Porsche of Rockville 1125 Rockville Pike Rockville, MD 301-296-2870 Fax 301-762-5055 www.rockville-porsche.com
Porsche of Arlington 3154 Jefferson Davis Highway Arlington, VA 703-684-8835 Fax 703-518-0467 arlington.porschedealer.com
Porsche Silver Spring 3141 Automobile Boulevard Silver Spring, MD 844-413-6929 Fax 301-890-3748 silverspring.porschedealer.com
Euroclassics Porsche 11900 Midlothian Turnpike Midlothian, VA 804-794-3399 Fax 804-794-9771 www.euroclassics.com
Porsche of Towson 700 Kenilworth Drive Towson, MD 443-921-4600 Fax:410-296-4852 www.porschetowson.com
Checkered Flag Porsche 2865 Virginia Beach Boulevard Virginia Beach, VA 757-687-3483 Fax 757-687-3490 checkered-flag.porschedealer.com
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WMABA educates with digital marketing-focused presentation.
LOCAL
NEWS
BY JACQUELYN BAUMAN
STAYING AHEAD ONLINE: INTERNET MARKETING TACKLED AT WMABA MEMBERSHIP MEETING & SOCIAL
Members of the new Board gathered together at the meeting.
Left to right: Barbara Chase, Torchy Chandler, Rodney Bolton, Don Beaver, Mark Schaech, Jr., Phil Rice and Kevin Burt (Not pictured: RT Plate, Jordan Hendler, Ben Gibson and Barry Dorn)
On December 10, industry professionals from the Washington Metropolitan automotive repair industry gathered at McLoone’s Pier House in National Harbor, MD for the 2015 WMABA Membership Meeting and Social. After welcoming guests, Executive Director Jordan Hendler updated them on some of the association’s initiatives within the past year and what the group has planned for 2016. “January through April is known as ‘legislative season’ in the association, and that will be no less active for us this coming year,” she explained. “We’re going to be working on projects in Annapolis, as well as in Richmond, continuing work with [each state’s] Attorney General’s office. Also, I was just recently able to meet with the Lieutenant Governor [of Virginia], Ralph Northam. He
AP Media CEO Bill Valway
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January 2016
was really helpful; he has a connection and a seemingly good understanding of our industry. So we have some momentum, and I think that that’s really important for some of the initiatives that we want to tackle. The first part of the year for us is definitely going to be centered around legislative activities, but we’ll also have additional membership meetings and education events, as well as advancing things we’ve been working on with some of our vendors and our nationally recognized industry professionals like Mike Anderson.” After the association update, Hendler turned the night over to Absolute Perfection Media representatives Bill Valway (CEO) and Lee Emmons (vice president). Their presentation, “Online Marketing Basics: Website, Video, Social Media,” described a number of ways shops can use the often confusing landscape of Internet marketing to their advantage. Additionally, the speakers shared a useful video of actual repairer customer experiences and feedback (tinyurl.com/APMedia-Testimonials). “I’m sure all of you understand the basic concepts of marketing, but the bottom line is that marketing has changed,” Valway began. “What you did five years ago [or] 10 years ago doesn’t work today. It can be overwhelming because every few weeks there’s a new social media platform out there, but you don’t need to focus on the platform right now. The most important thing is figuring out
where you are going to get the most return on your investment, and the only way to get there is to understand your branding and your conversion goals.” According to the AP Media team, branding is the process of getting your name out there, capturing recognition from your customers and helping people understand what your company is all about. It refers to your message and how you deliver it to the public. Valway describes the second concept, “conversion goal,” as turning viewers into customers. It specifically deals with being “in the right place at the right time.” In the world of online marketing, this means having your ad show up via organic search, search engine optimization (SEO) and paid advertising. “I’m a business owner; ultimately, what I want for my business is the phone to ring,”
AP Media Vice President Lee Emmons
Valway offered. “Your industry is very specific in that your customers will only reach out and call you every five to seven years, so you need to be active and get yourself in front of them to see your results.” Emmons then described a typical scenario for a body shop customer – someone gets into a crash, pulls out a smart phone and searches for a “body shop near me.” Where your company ranks in that list of results directly affects how many times a day the phone will ring. He added that if a shop is not within a certain radius, it likely won’t be in the exact geographic location of where that accident took place and will not show up in the search results “unless you are working through marketing strategies such as paid advertising, video advertising and certification pages, which consume the entire first page of Google.” He continued by outlining the different ways to approach these strategies, including video marketing – an important topic to cover considering that YouTube is the second-largest search engine behind Google and that websites with video marketing are 55 times more likely to show up in search results. The AP Media representatives also noted tips and techniques regarding search engine optimization (SEO) and paid advertising (such as Google AdWords) as ways to maximize your online presence. The event was an invaluable resource for shops wishing to stay ahead in the 21st century. “For our members and non-members alike, this meeting was a great place to meet colleagues, get industry information and learn something about marketing that’s not packaged and readily available for our industry specifically,” Hendler says. “We had a great time, and I am excited to have gotten to see familiar faces and meet some new ones. Our annual meeting is one of my favorite ones, and it’s always nice to have the holiday season to make it more special.” The Membership Meeting and Social is just one of many events presented by WMABA throughout the year. For more information on how you can be a part the association’s legislative projects or partake in educational gatherings such as this, contact Executive Director Jordan Hendler at (804) 789-9649 or email her at jordanhendler@wmaba.com. To find out more about Absolute Perfection Media and what they can offer to your collision repair business, visit tinyurl.com/APMedia-Industry-Marketing. H&D January 2016
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January 2016
THANKS
YOU WMABA thanks their generous supporters of the new
LEVEL 1
Corporate Sponsor Program for 2015!
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
www.wmaba.com
LEVEL 2 3M Automotive Aftermarket Automotive Training Institute Certified Automotive Parts Association FinishMaster Mid-Atlantic Paint & Supply National Coatings and Supplies January 2016
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WHAT’S
The Playbook
UP TO? WMABA MEMBERSHIP: THE UN-SECRET PLAYBOOK
It’s always a good time to get involved in WMABA. If you’re reading this, your first benefit is already being realized: Staying up to date on the news in our area and beyond.
Get Your Team Jersey
Supporting WMABA is an investment in the future of your business and your industry. By becoming a member, you are represented in all the places the Board or executive director go. Whether at a trade show like SEMA, assisting with the SCRS OEM Technology Summit regarding certified repairs or locally at the state capitol meeting legislators or testifying at a hearing, your interests and the interests of all repairers are at the forefront. Though repairers often feel competitive, the association is a place for camaraderie and community. Here, we’re all on the same team.
Get Educated
WMABA offers issue-specific, topic-driven education throughout the year. Participation in special events and local meetings, such as the Audi Training Center-hosted seminar and tour, offers your business the best in opportunities to advance your understanding of changes within our industry.
MEMBER TESTIMONIALS
The two obvious benefits of belonging to WMABA are: 1) Keeping up to date on industry events, challenges and technical changes, and 2) Networking with industry shop owners and vendors. The not-so-obvious benefit is that we as shop owners can unify to make a change. Being a member assures each of us that we are not ‘the only one’ dealing with these issues. WMABA is the only association focused on making this industry better for the collision shop owners and technicians. No other organization can make that claim. Most of them just follow the money. Put your money where it counts – join WMABA! - Bill Denny, Bill Denny’s Automotive, Inc., Havre de Grace, MD
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Find more association updates at www.wmaba.com.
The association is your resource for all things related to your business. Whether you have a question about current Labor Rate data, operations, customer interaction, insurer relationships, vendor products or national news, your association is the place to ask first. Through our relationships nationally, we can even take issues to the forefront of places such as the Society of Collision Repair Specialists, Collision Industry Conference or national contacts for insurers and vendors. Locally, we research governmental regulations and oversight to make sure the repair industry is protected from any negative legislation. Represented in both Virginia and Maryland, WMABA proposes and opposes recommended bills that come into the legislature during open session. Also, we work with consumer-related entities, government agencies and other related industry organizations to ensure that the voices of the repairer and their customer are heard. Many repairers take advantage of the knowledge and community the association has for navigating situations that arise. A simple phone call or email can circumvent many issues our members encounter.
Call the Game
As a member, you decide your personal level of participation. Do you have interest in committees that address particular issues you feel passionately about? Would you want to be a Board member and assist in guiding the direction of the association? How about sitting on the sidelines so you can focus on your own business? All answers can be correct! While WMABA would like to encourage your spirit of volunteerism, it is solely up to you at what level you get involved. The minimum is getting your membership. This year can WIN with your commitment to the betterment of your business and your industry. Sign up today! H&D
WMABA keeps us in touch with what is happening in our industry, from class action lawsuits to pending legislation in our state and the whole country. Our membership helps us remember that we are not the only ones facing the discouraging burdens and issues out there. It reminds us that if we all stick together, we can make a change for the better. Their coverage of PartsTrader, well before it hit home, was invaluable. They even went to the State and tried to make it unlawful for insurance companies to require it. They are working hard for us on things that all body shop owners care deeply about, but don’t have the time to stand up and fight. - Barbara Chase, Sisk Auto Body, Owings, MD
I joined WMABA the very first year I opened my shop. I was immediately embraced by both colleagues and mentors who provided me the fellowship to know I wasn't the only one facing the challenges before me, advice that provided clarity and confidence to make the decisions that would guide my business and a network that I could call on repeatedly over the years I have been a member. WMABA's ability to educate the collision repair industry, speak on its behalf and lobby for issues that affect it has been - and is to this day - the greatest value I have received from any association of which I have been a member. - Mark Boudreau, Spectrum Collision Center, Arlington, VA
Promo ership 6 b m e 2016 M April 1, 201 ends
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January 2016
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Hammer & Dolly chats with one of the members who makes it all happen.
MEMBER SHOP
SPOTLIGHT BY JACQUELYN BAUMAN
Fitzgerald Collision Centers
The Fitzgerald family of automotive businesses began in 1966, when Jack Fitzgerald opened Fitzgerald’s Colonial Dodge in North Bethesda, MD. Over 40 years later, the chain represents more than 20 brands at Fitzgerald Auto Mall locations across Maryland, Florida and Pennsylvania. One of the only ISO-certified dealer groups in the country, Fitzgerald boasts facilities that are ISO 9001-certified in quality management and ISO 14001certified in environmental management. “Most ISO certifications are reserved for larger companies like Coca Cola or Apple,” says Gary Huss, who currently serves as body shop director for Fitzgerald’s Gaithersburg and Wheaton locations. “We are audited every year to ensure that we’re consistently compliant in every facet of our certification.” Huss has been with the Fitzgerald family since 1996. Although he had been a custom painter since the age of 13 (honing his skills over time at shops like Butch’s Coach and Customs and George’s Corvette Shop), he began his Fitzgerald career at their location in Rockville as an appraiser. Within two years, he was promoted into management. “Now, 19 years later, I’m ready to explode!” he jokes. On a more serious note, Huss is proud that he was able to maintain each and every member of his team during some major changes at the company. In 2009, Fitzgerald celebrated the opening of a second Gaithersburg store (in Lakeforest) and a new Frederick location; five years later in December 2014, they closed their Rockville location and opened a shop in Wheaton. Huss oversaw these revisions while still keeping things moving at his office in the first Gaithersburg location. “I never dropped an employee,” he says of the time period. “I was able to manage [all of the changes] while still keeping everything else at the rest of my shops in tune.” Thankfully, Huss’ team stuck together in the past few years through this whirlwind of activity. He credits this to the “familyoriented” atmosphere of the business. “First, [Jack] Fitzgerald is a great guy to work for; otherwise, I wouldn’t have been here this long,” he explains. “The shops’ employees work together seamlessly. We definitely have long-term employees. To work for me, you have to have talent.” Away from their day-to-day work, Fitzgerald locations are dedicated to growing the greater collision repair field. Fitzgerald Vice President Dorothy “Dottie” Fitzgerald has been a quintessential member of the Thomas Edison High School of Technology, participating on the Montgomery County Advisory Council for Career and Technology Education. Due to her relationship with the school district, the Fitzgerald Collision Centers have been pivotal in cultivating new members of the industry. While many would argue that the need for technicians is a prominent issue, Huss believes that the shortage of educated estimators also needs to be addressed.
Renovations are currently being made to the newest Fitzgerald Collision Center Gaithersburg location. “For kids these days, their lives are generated around a computer,” he explains. “I’ve been trying to push people in the industry to teach estimating more in the school system. It’s easy for a kid to adjust to the technology involved in writing an estimate, and repair shops are so in need of that. I’m sure systems like CCC would be more than happy to participate. It’s been a slow process, but I think we’re making headway in that area.” Of course, building automotive education is not the only way that the Fitzgerald family of shops and dealerships is involved in the professional community. Longtime members of WMABA, the Maryland-based Fitzgerald Collision Centers regularly see the benefits of contributing and participating in the association. “It’s great hearing different ideas and about changes in the industry, as well as how people address them,” Huss opines. “I think information is key to bettering the industry. It’s nice networking a little with other shops and seeing what they’re doing.” This system of communication and mutual respect helps to challenge some of the obstacles affecting the automotive repair scene. “It’s still a battle getting insurers to pay to fix the car correctly, and the increased rate of change on procedures to fix these vehicles is obviously difficult,” Huss says. “With these issues, you almost have to be a politician.” Despite all of the bumps and turns that arrive on the path of collision repair, Huss believes that the industry is going to mostly remain status quo into the next decade. “I’ve been in this industry a long time,” he explains. “With everything that happens, it still stays the same. The cars are getting harder to fix and are going to require more training, but you still have to fix them no matter what. It still has to be shiny at the end of the day. I don’t see that ever changing.” For more information on Fitzgerald Collision Centers or dealerships, visit fitzmall.com. H&D January 2016
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TECHNICAL
FEATURE
2015: A YEAR OF CHANGE Wow...we saw so much in 2015, including things that offered insight into the future. The 2015 AASP/NJ NORTHEAST® Automotive Services Show, Automechanika, NACE and SEMA all were very informative shows chock full of industry announcements and information on important technical advancements. If you were unable to attend any of these events and did not research them, this article will explain some of the things they covered. 24
January 2016
Certification About eight years ago, we said in our classes that within five to seven years, the industry would have both regular DRP facilities and OEM-certified shops that have work driven to them like a DRP. We predicted that this would be the result of OEMs following the example of the European OEM Certified Collision Repair Facility (CCRF) programs. Well, this has become a reality. Some of the OEM programs are fairly easy to get on, while others require dealer sponsorship and extensive investments in equipment and training. In the coming years, more and more OEMs will adopt CCRF programs. Many will have steel, aluminum and composite programs, while others may only be steel or aluminum. Some will have parts restrictions, but all will entail equipment upgrades and some sort of training requirements. Repair facilities will need to invest in equipment and training to be prepared for the near future or be faced with closing their doors. However, we feel
the word “Certified” is being over-used and improperly used in many respects. Not all “Certified” programs are created equal.
Vehicle Advancements BMW was one of the first OEMs to offer a steel-aluminum hybrid construction monocoque (unibody) back in 2004 through 2010 with the 5 and 6 Series (E60/E63). Since then, the Audi TT (8J/8S), Porsche Panamera (970) and Carrera (991) and MercedesBenz S-Class (222) (to name a few) have adopted that hybrid construction design. Well, the 2016 Audi Q7, 2016 Porsche Cayenne and 2016 Cadillac CT6 are all hybrid-construction vehicles. It is rumored that others will follow this design construction in the next two to three years. BMW also announced the 2016 7 Series, which is constructed from steel, aluminum and carbon fiber. Lamborghini and Audi R8 will produce similar designs. We all need to think about how long it will be before
A look back at a crucial year for the industry.
BY LARRY MONTANEZ III, CDA & JEFF LANGE, PE we see this design in more popular vehicles. We have all heard about the 2015 Ford F-150 with its aluminum body. Well, GM has announced that by 2017/2018, the 1500 Series will be an aluminum body as well, and two other OEMs have said they will also produce aluminum-body vehicles in the next two years. How long do you think it will be before vehicles like the Ford Taurus or Mustang, Chevy Impala or Camaro, Chrysler 200 or 300 or Dodge Challenger or Charger are constructed with aluminum? We are at a huge crossroads of advancement in vehicle design. Are you prepared?
Facility owners will need to allocate the time and funds for the technicians’ education. Expect to see other training options than what is currently available.
Joining Methods MAG/GMAW will not be going away, as there are many vehicles that have repair procedures for sectioning that require fillet welds, open butt joint welds and butt joint with backing welds. Conversely, we will see less and less plug welds and more STRSW requirements. And expect to see more rivet-bonding proce-
dures on steel vehicles, along with direct bonding to composite complements such as carbon fiber. Electronics Electronic components and computercontrolled systems will increase even more in the next few years. Repair facilities will need to learn how to diagnose damage to these systems and how to reinitiate, reset and/or aim them. Many vehicles will require dealership service due to the proprietary computer systems, but all shops should have some sort
Equipment Equipment upgrades and new purchases will become more and more prevalent in the next few years. Structural repairs will require anchoring from areas other than pinch weld flanges and multiple anchoring points, so apparatus upgrades will be required. Rivet guns will be necessary for not only aluminum-intensive vehicles, but also for steel vehicles. Aluminum and silicon bronze (MIG Brazing) MIG welders will be obligatory for numerous repairs on new models, and carbon fiber-reinforced plastic (CFRP) repair equipment will be compulsory for many shops. Investment costs of $75,000 to $200,000 per shop are projected to just be able to perform repairs. Many shops need to sit down and make a three- to five-year plan.
Training Training will become almost mandatory in the next few years. New materials such as advanced higher-strength steels, aluminum, carbon fiber and hybrid construction will require new techniques, equipment and materials. The new equipment, repair and replacement procedures will demand training on how to use the equipment to perform the repairs. Technicians will need to learn the new procedures and how to utilize the equipment to perform the mandated repair processes. Obviously, training will cost money and time.
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THERE HAS NEVER BEEN A BETTER WAY TO BUY THE WORLD’S BEST ENGINEERED PARTS. For Original BMW Parts, contact one of these authorized BMW centers: BMW of Annapolis 25 Old Mill Bottom Road Annapolis, MD 21409 410-349-2565 Fax:410-349-2586 www.mybmwannapolis.com
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BMW of Alexandria 499 South Pickett Street Alexandria,VA 22304 Direct: 703-684-5255 Fax: 703-647-1853 www.bmwofalexandria.com
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BMW of Sterling 21826 Pacific Blvd. Sterling, VA 20166 888-954-8222 Fax: 571-434-7727 www.bmwofsterling.com
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Northwest BMW 9702 Reisterstown Rd Owings Mills, MD 21117 410-363-1461 Fax: 410-363-7749 www.northwestbmw.com
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Original BMW Parts
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BMW of Towson 700 Kenilworth Drive Towson, MD 21204 410.296.7908 Fax: 410.296.4852 www.bmwtowson.com
Valley BMW 2824 Franklin Road SW Roanoke, VA 24014 PH: 540-342-3733 Fax: 540-345-9060 www.valleybmw.com
BMW of Bel Air 1705 Conowingo Road (US 1 in Hickory) Bel Air, MD 21014 443.640.1230 Fax: 443.640.1234 www.bmwbelair.com
Richmond BMW 8710 West Broad Street Richmond, VA 23294 800-237-0130 Direct: 804-527-6860 Fax: 804-965-6254 www.richmondbmw.com
BMW of Rockville 1396 Rockville Pike Rockville, MD 20852 301-984-8989 Fax: 301-984-1710 www.bmwrockville.com
BMW of Catonsville 6700 Baltimore National Pike Baltimore, MD 21228 855-996-2906 410-744-2000 Fax: 410-818-2600 www.bmwofcatonsville.com
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TECHNICAL FEATURE of a code reader or diagnostic computer to be able to determine what systems are not functioning. Remember, most systems will not set a Multifunction Indicator Light (MIL) for a Diagnostic Trouble Code (DTC).
“Commercially Acceptable” and “Industry Standard” Nobody is really sure who started these asinine phrases in the collision repair industry. Let’s look at their definitions:
Commercially Acceptable: Standard of work that is not perfect (as it has a reasonable amount of imperfections) but is acceptable in accordance with generally accepted commercial practices. Industry Standard: Generally accepted requirements followed by the members of an industry.
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In the coming years, OEMs will be setting a higher standard for repairs not only to their vehicles, but also for the vehicles repaired at their Certified Repair Facilities. Vehicle owners will no longer accept a reasonable amount of imperfections. As we have written before, there is no “industry standard” except what the OEM has set. We hear all the time that a vehicle cannot be repaired back to pre-loss condition and that even OEM repair procedures are not perfect. Well, that is just not true. Most of this negative attitude towards repairs and quality are generated from techs and facilities without the proper equipment, training and knowledge to know how to charge the right amount for the repairs. We have seen an explosion of PostRepair Inspection failures, with every line in the book used to explain why the vehicle “had” to be repaired that way. These are just excuses because people are afraid of change.
Change is coming fast, and we all must be willing to adapt to it. H&D
Larry Montanez III, CDA is co-owner of P&L Consultants with Peter Pratti, Jr. P&L Consultants works with collision repair shops on estimating, production and proper repair procedures. P&L conducts repair workshops on MIG & resistance welding, measuring for estimating and advanced estimating skills. P&L also conducts investigations for insurers and repair shops for improper repairs, collision repairability and estimating issues. P&L can be reached by contacting Larry at (718) 891-4018 (office), (917) 860–3588 (cell), (718) 646–2733 (fax) or via email at larrygoju@aol.com. The P&L website is www.PnLEstimology.com. Jeff Lange, PE is president of Lange Technical Services, Ltd. of Deer Park, NY (www.LangeTech.net). Jeff is a Licensed New York State Professional Engineer who specializes in investigating vehicle and component failures. Lange Technical Services, Ltd. is an investigative engineering firm performing forensic vehicle examinations and analysis for accident reconstruction, product liability and insurance issues. Jeff can be reached at (631) 667-6128 or by email at Jeff.Lange@LangeTech.net.
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MARKETING FEATURE
BUILDING TRUST AND CONFIDENCE WITH A VIDEO TESTIMONIAL - PART 2 Last month, I presented the first part of my overview of how including customer testimonials in your video marketing can positively affect your bottom line. In this issue, I continue the discussion by focusing on how to make the right choices when conducting an interview, the pros and cons of using a script and the material you should consider featuring in conjunction with the interview to ensure the most successful video possible.
Conducting the Interview In order to get great material from your subject, you’re going to have to make a number of choices in the way you conduct the interview. The same customer can give a spectacular,
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natural performance or be completely wooden and uninspiring based on the way that you engage and guide that person before, during and after the time he or she is in front of the camera.
To Script, or Not to Script? You may be thinking, “I want customers to say very specific things about my business. Should I write a script for them?” The answer is, “Yes and no.” The most important thing is that your testimonial sounds real and convincing. To accomplish that, it’s important that your subject has the freedom to say things in his or her own words. When customers come in, don’t hand
them a script and say, “We want you to say these things about us.” Not only can this make things tense and uncomfortable for your subject, but it can also ensure that your testimonial will sound fake. A fake-sounding testimonial can undermine the main goal of creating a piece of content that other consumers can trust. There’s a reason actors get paid big money to deliver lines from a script as if they were saying those things off the top of their heads – it’s really difficult to do. Many people will clam up and stumble through the words you’ve given them to say. Also, you can’t expect your customer to memorize that script, so you’re probably going to have to give him or her cue cards. The audience will be able to tell that your amateur actor is reading from something. Furthermore, a customer who is speaking from the heart about his or her experience will have things to say that you couldn’t have anticipated. Remember that they’ve had their own experience from their own perspective. As the owner of the business, you’ve only seen one side of the matter, and you may not have noticed things that were very important to a customer. Many people will surprise you and say things that will make your marketing message even more engaging and effective for a consumer. Does that mean that you should simply roll the camera and say, “Go ahead and talk”? Of course not. There are many ways that you can coach your customers without giving them specific lines to say. Talk to your subjects before the interview; let them know what kind of things you’d like them to talk about. Remind them of things that happened to help jog their memories, and direct them to the things that were important (because there are many things they’ve probably forgotten). Talking to your subjects about what you’re looking for can also help to set them at ease before the interview and make them more confident. When it comes to being on camera, confidence is crucial. Here are things to say to a nervous interview subject:
More insights into the power of video marketing. “Remember, you can say things more than once, so don’t worry if you make a mistake. We can go over it again.” “We’re going to edit this into a one- to twominute video, so don’t feel like everything you say has to be perfect. Just speak from the heart.” “Take all the time that you need. If you need to stop and think about what you want to say, just let me know.”
When You Should Have a Script This doesn’t mean that you should never provide specific lines, or coach your subject on specific wording. Sometimes you have certain branded phrases or exact statements that you’d like your subject to say. Other times, you might have a time limit that’s 30 seconds or shorter and need the customer to say things in a concise way. Take time before the interview to determine what things you need the customer to say in a particular way, and script those statements. For most testimonials, you’ll want to keep those scripted elements to a minimum, because they will almost always be the most difficult and time-consuming things to get on camera. To get the best material from your interview, leave those scripted statements for last and do everything you can to set your subject at ease. Tell them at the beginning that they will be able to say things more than once, so it’s okay for them to mess up. Make sure you have good questions to prompt them to talk about the things you’d like them to discuss, but
also be prepared to go off of your own script to engage with the things they tell you were important to them. Give them the freedom to speak naturally, in their own words, so they can come across as confident and real in your video. Here’s a tip: Have them restate the question in their answer. One thing to keep in mind during your interview is that your voice, as the interviewer, will most likely not be in the video. Coach your subjects from the beginning to restate your question in their answer so that the viewer fully understands what they’re talking about. For example: Q: Did the shop keep you up to date about the progress of the repair throughout the entire process? A: Yes, absolutely. They were great about that.
This exchange won’t be useful to you in the editing room. Instead, you want them to say, “They kept me up to date about the progress of my repair throughout the entire process. They were great about that.”
Beyond the Interview Once you’ve shot your interview, realize that there’s still more work to do to make this an effective presentation. Plan for the following in your production schedule to complete your video: 1. Footage of your facility. Make sure you have footage illustrating the points your
BY LEE EMMONS
customer is making. If you’re making a video about your certification with a specific manufacturer, get footage of your technicians working on that type of car. You might reference specific tools, equipment or capabilities, and you can take your video to the next level by showing footage of those things while your subject is talking about them.
2. Footage of your customer interacting with your staff. You may not always be able to do this, but if you have a particularly enthusiastic and generous customer, you can sometimes have them reenact some of the things discussed in his or her testimonial. Stage a scene in which one of your technicians or estimators shows and explains the work that they did to the customer. Stage a scene in which your customer picks up his or her keys in your front office. Have your customer pick up his or her car in front of your storefront. You’ll have to shoot this footage fast, being mindful of your customer’s time. But if you can get it, it can make your video much more interesting than just showing your customer talking on camera. 3. Interviews with your staff. You may want to conduct an additional interview with someone on your staff, or with you if you’re the business owner. You may be able to speak to the more technical aspects of the work that was done, and it will give you a chance to present a face to your company. This isn’t always necessary, and
Lee Emmons is vice president in charge of AP Media based in Sykesville, MD. His public relations and marketing efforts on behalf of collision repair shops throughout the Mid-Atlantic have gained industry press coverage for those shops in trade publications and local media. He and his agency are certified Google Partners, with certifications in AdWords and in Google’s Video Advertising Advanced Certification. Marketing for auto body shops has become his passion and personal area of expertise. You can visit his company’s website at AbsolutePerfectionMedia.com.
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can sometimes make your video longer than it needs to be. If you have a customer who does an amazing job of saying everything you need said in your video, consider only having the customer talk. Sometimes, however, there will be things that you’ll want someone to say that you weren’t able to get from the customer. Editing in clips from a second interview gives you the opportunity to have more control over the video’s structure, and to say certain specific, technical things that your customer may not have been able to speak to.
Here’s another tip: Use your footage to give yourself more options in the editing room. Filming additional footage that illustrates what you’re saying in your video has multiple benefits. In addition to making everything that’s being said more visually interesting, it gives you the opportunity to make edits to your
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subject’s interview. Even the most articulate public speakers, talking without a script, naturally speak with pauses and “ums.” If you have footage to cut to while they’re speaking, you can change the timing of what they’re saying and cut out unwanted stumbling without the viewer noticing.
Finalizing Your Video Now that you’ve edited your testimonial into a concise marketing video, you’re ready to make it work for you. Unfortunately, it’s not enough to just upload it to YouTube and hope people will find it. Make sure you incorporate your video into your marketing strategies. Make it easy to find on your website, share it on social media and incorporate it into any paid advertising campaigns you’re running through Google AdWords. Remember, you made this video because this is the kind of content consumers are looking
for. Do everything you can to help them find it! A well-made video testimonial will help you control the conversation your past customers are having online, putting your positive feedback front and center. H&D
Executive Director’s Thoughts The material given at the recent membership
meeting (pg. 16) showed just how important and successful online marketing campaigns
have been to the repairers interviewed in the
video (including our new president, Mark
Schaech, Jr.). Of all the shops I encounter,
those that do dedicate time and resources to
online marketing have had direct success with
branding and customer leads. It’s something
every shop should be doing.
- Jordan Hendler
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Determining the real world through true data.
COVER STORY
BY JOEL GAUSTEN
DOLLARS and
SENSE:
WMABA Launches New LABOR RATE SURVEY What is the Labor Rate you charge for work that is not associated with an insurer or wholesale account? Is it higher than the price you charge a DRP partner? How much higher? What does the market area range look like? If you are interested in getting real answers to these questions,
WMABA IS HERE TO HELP.
In early November, WMABA officially opened its fourth annual Labor Rate Survey. Available online at wmaba.com/ labor-rate-survey or surveymonkey.com/r/wmabalabor ratesurvey, the 2015-2016 version asks participants to provide their retail/cash/posted rates – not the amounts they’ve agreed to pay under a contract with an outside party. WMABA will take this information and determine the Labor Rate and billing practices in the Washington Metropolitan market (VA/MD/DC). Additionally, the Survey asks shops to give information on a variety of business practices including how they handle employee insurance and perks. Multi-location facility owners are encouraged to participate by filling out the Survey for each of their individual locations. Everyone who takes the Survey is guaranteed anonymity by WMABA, and shop names will not be published when the results are released. With the association now in its fourth year of conducting the Survey, WMABA Executive Director Jordan Hendler feels the endeavor has continued relevance to the regional collision repair industry.
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“When you get to the third – and now fourth – year compiling information, you start to identify trends,” she explains. “It will be compelling if, for a fourth year in a row, there have not been any changes in the marketplace – or worse, it’s declining. Having our own information and data that is derived through our own efforts gives us the capacity to discuss – with affirmation – this information to any entity relating to our industry. “Our membership is interested in getting to the bottom of these issues, and the primary source of our revenue is labor,” she continues. “That rate directly affects the bottom line, and thus it is important for our organization to get to the bottom of it. We support the industry by giving them this information.” Shops that take the Survey are encouraged to enter their rates for body labor, frame/structural work, paint/ refinish, paint materials, mechanical work, aluminum structural work (if applicable) and daily inside/outside storage. They can also provide the number of technicians, estimators and office personnel at their establishments,
In an effort to gain a clearer picture of the daily lives of its members, WMABA is also asking Survey participants to share their thoughts on whether they believe certain operations are required during the repair process – and if they currently perform and charge for them.
COVER STORY
their gross annual sales, total square footage and (if one is in use) their preferred paint and materials cost accounting system. In an effort to gain a clearer picture of the daily lives of its members, WMABA is also asking Survey participants to share their thoughts on whether they believe certain operations are required during the repair process – and if they currently perform and charge for them. Some of the procedures include: “mark-up” or “admin” on sublet (towing, upholstery, mechanical, pdr, etc.); “clips and fasteners” needed in the repair process;
“color, sand and buff” and/or denib surface blemishes;
Feather, Fill, Block and Prime on welded panels;
Feather, Fill, Block and Prime on repaired panels;
“check and test seat belts” being used in the accident;
“prep raw plastic” when recommended by paint supplier;
“weld thru primer” and or “cavity wax” when needed; and
“color, sand and buff” and/or denib surface blemishes.
Additionally, shops are asked to answer “yes” or “no” to 30 critical industry-related questions including: Do you feel many insurers try to control or insert themselves into the repair process, including selection of parts and repair methods used?;
Do you believe insurers rate you on the use of alternative parts to OEM, such as used or aftermarket?;
Do you believe insurer reimbursement rates are fair enough to support adequate profit for continuing education, certifications and new equipment?;
Do you find imitation sheet metal parts generally inferior in quality to new OEM parts?; Is “clean up” time necessary on most “LKQ” or used parts?;
Do appraiser(s) tell you, “We can’t pay for that, because it is against insurance company policy,” even though you knew it was a fair, reasonable and necessary item?;
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Is it your experience that a good portion of insurance company representatives will intentionally write “low ball” estimates that omit obvious visible damage?; Do inadequate or poorly written estimates by insurance company representatives delay the repair process and cost your shop time and money while you rectify mistakes?; Do you use the degweb.org website to submit inquiries of missing or inaccurate labor, parts, materials or other flaw in the estimating system guides?; and
Have you experienced an insurer(s) who have declared a vehicle a total loss when you felt the vehicle was an easy, safe repair and the vehicle owner wanted it repaired, but did so because the insurer got a high salvage value?
Regarding how members handle their employees, the Survey asks shops to include information on the various perks they offer, such as health/dental/vision/life insurance, long-term disability, paid sick leave, paid vacations, personal leave, 401(k)/retirement programs, etc. They are also provided an opportunity to describe their view of the general economic state of the collision repair industry on a scale beginning at “very poor/depressed” and ending with “very strong/thriving.” Above all, Hendler stresses that the Survey aims to reflect figures that exist without the outside influence of the insurance industry. “As always, we must have an understanding that a concessionary rate or ‘wholesale rate’ is different than a posted or retail rate,” she explains. “The rate you choose to reduce for an insurer based on volume of work could be different than a cash payment or any other insurance company. Knowing that what we are trying to get is the retail/walk-up/ cash rate is important.
“The published results are what is reality – or what is in the marketplace at the time,” she adds. “You don’t put into the Survey what you want to get paid, but rather what you are paid. It makes the results depressing for some who think the rate should be much higher, but surveys are truth. The truth is what it is.” Once WMABA has this member feedback about marketplace activity, the association can use this valuable – and factual – data to inform state and local government on what is working in the collision repair field – and what desperately needs to change. This makes members’ involvement in this process critical. The 2015-2016 WMABA Labor Rate Survey can be taken online at wmaba.com/labor-ratesurvey or surveymonkey.com/r/wmabalabor ratesurvey. 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
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NORTHEAST® 2016
PREVIEW
The 2016 show will provide a unique experience to Washington Metropolitan-area repairers.
BY JACQUELYN BAUMAN
The Best Is yet to Come:
INSIDE NORTHEAST 2016 What’s your New Year’s resolution? Some people work towards losing weight and quitting smoking, while others want to finish that half-completed project they started way back in 2011. If you’re a shop owner in 2016, one of your resolutions should be to improve your business. Luckily for those in the industry on the east coast and beyond, there is the 39th Annual NORTHEAST 2016 Automotive Services Show to help you get started. Hosted by the Alliance of Automotive Service Providers of New Jersey (AASP/NJ) and held March 18-20 at the Meadowlands Exposition Center in Secaucus, NJ, the show will feature industry giants gathering together as vendors, speakers and peers. From new product demonstrations to invaluable information distributed by prominent industry sources via seminars held throughout the weekend, this event is not one to pass by. In an effort to share critical news and updates to collision repairers from across the country, the Society of Collision Repair Specialists (SCRS) will co-host the 2016 East Coast Resolution Forum and Leadership Conference with AASP/NJ on Friday, March 18 from 1-5pm. This gathering allows industry professionals to voice concerns about their local markets and develop solutions with the association so that these problems are addressed both locally and nationally. The Leadership Conference and informative seminars are not the only enticing aspects of the show. After a record-breaking year in 2015, exhibitors are rushing to sign up for NORTHEAST, pointing to an even
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more successful three-day weekend than the last. New Jersey-based paint booth manufacturer Accudraft found its experience at the 2015 show to be an incredible triumph. In addition to exhibiting at the show, the group also held its distributor’s meeting within the walls of the Meadowlands Exposition Center. Considering the company’s impressive history at the event, it is no wonder why Accudraft is so excited to arrive in Secaucus in March. “NORTHEAST gives us the opportunity to meet with our people; it makes a lot of sense for us and the results are fantastic,” says Guido Pippa, director of North American sales for Accudraft. “Every year that we come out there, we meet new customers and connect with old [ones] to solidify our relationships. It’s great for us.” NORTHEAST is the best place to see the newest products hitting the market. In addition to exhibiting the new features on their top-end paint booth, the Titan, Accudraft will also be rolling out its PRO series to demonstrate the economic line to the market. “The economic galvanized paint booth has changed the way we do business,” Pippa says. “We now hit every part of the market — small custom shops, starter auto body shops that want something simple to have [as] a finishing station, etc. We have something for everyone.” If you’re already settled on your paint booth at your shop, the paint and refinish companies attending the show are sure to snag your interest. BASF, the continued
Platinum Sponsor for NORTHEAST, is excited to see what the show will bring for them this year, and what they can provide for repairers who make the visit to the Garden State. “Participating at the show allows us to demonstrate our importance to the industry,” says BASF Marketing Services Manager Tina Nelles. “We have the ability to showcase what’s new and upcoming for our refinish brands, R-M and Glasurit, while taking the opportunity to demonstrate our value-adding tools and services to the repair industry on the east coast.” Due to its success in 2015, industry giant PPG will also be attending the show and expanding its booth by 1,500 square feet in order to accommodate its new, eye-catching Show Truck, which will display all that the company has to offer. “The show provides the opportunity [for us] to showcase several new PPG products and tools that we’ve recently introduced,” says PPG Regional Manager Brad Panichella. “For those unfamiliar with PPG and our offerings, it’s an excellent opportunity to learn about our products, programs and services. Our Show Truck is supplied with a wealth of product information, along with samples of our color offerings.” To find out more about this event just a few states away, visit aaspnjnortheast.com. The 39th Annual NORTHEAST 2016 Automotive Services Show will be held from March 18-20 at the Meadowlands Exposition Center in Secaucus, NJ. Registration is now open at tinyurl.com/NE16reg. H&D
AASP/NJ’s
Networking.
Education.
Innovation.
Technology.
IT’S ALL HERE. March 18, 19, 20, 2016 | Meadowlands Exposition Center | Secaucus, NJ Online FREE Registration is NOW OPEN!
www.aaspnjnortheast.com January 2016
43
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
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
Fitzgerald Mazda 114 Baughmans Lane Frederick, MD 21702 Toll Free: 800-545-4745 Fax 877-696-1841
Rosenthal Mazda 8525 Leesburg Turnpike Vienna, VA 22182 Phone: 703-749-6500 Fax: 703-749-6478
E-mail parts@fitzmall.com www.fitzparts.com
e-mail: rosenthalparts@aol.com
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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
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Mark Schaech, Jr.
(410) 358-5155 mark@marksbodyshop.com
PRESIDENT’S
MESSAGE MY INDUSTRY JOURNEY Since this is my first opportunity to address Hammer & Dolly readers through my President’s Message, I’d like to take a moment to introduce myself to the greater WMABA community and share a little about my background. I am the owner of Mark’s Body Shop in Baltimore, MD. Like many second-generation
shop owners, I started my career by sweeping floors. During my high school and college years, I worked hard and advanced from a helper to a technician. Eventually, I became an estimator and manager. During my college years, I put a lot of focus on my father’s body shop and the collision market. As a manager and owner in the early 2000s, I helped grow our 4,500-square-foot shop into a flourishing 17,000-square-foot operation while quadrupling annual sales. We started by jumping on a few DRP programs, but when we began to get squeezed by our insurance partners a few years later, we terminated every agreement and became completely independent. We currently rely heavily on social media and Web-based marketing for the majority of our referrals, and have found that it is the best and most affordable format for our business model...and we have tried it all. The Web gives us the platform we need to market our strengths, such as our OEM certifications. Like many of you, we are strongly committed to performing proper and safe repairs based on OEM specifications. Our methods are rooted in securing up-to-date factory repair information, training and proper equipment. Our business model is nontraditional, to say the least. It goes against the grain, as we do not simply follow what an insurer dictates. We are the experts, and we have to stand by our work. We work for our customers, so we offer them good parts and every necessary procedure. When customers are educated about what needs to be done to their vehicles, they will often pay the difference. I’m proud and excited to serve the Board as president. I joined the Board in 2013 and have worked with an amazing group of members and shop owners during our legislative efforts ever since. I look forward to doing this and more in 2016. I encourage people to get involved, as it is the only way to effect real and lasting change. H&D
WE NEED YOUR LEGISLATIVE CONTRIBUTION! I appreciate WMABA working on my behalf at the state capitol(s)! Here is my contribution to the legislative efforts.
P.O. Box 3157 • Mechanicsville, VA 23116
Name: ______________________________________Company: __________________________________ Address: __________________________________________________________________________________ City:____________________________________________State: ______________________Zip: ________ Phone:
______________________________Email:
Donation Amount: Check Enclosed
$50
$100
____________________________________________ $500
Other ________________
Credit Card (Visa, Amex, MC)# __________________________________________________________ Exp: ________
Name on Card: ______________________________Signature: __________________________________ 46
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ADVERTISERS’ INDEX
Air-Tech Products ................................11
Alexandria Toyota ................................17 American Honda Motor Company ......4
AP Media ............................................32
Audi Group ..........................................15
Audi Silver Spring ................................IBC
Axalta Coating Systems ......................OBC
BMW Group ........................................26-27 BMW of Silver Spring ..........................IBC BMW of Fairfax....................................3
CAPA ..................................................48
Car-Part.com ......................................39
Chesapeake Automotive Equipment ..50
Empire Auto Parts................................50 Ford Group ..........................................49
GM Parts Group ..................................14 Honda Group ......................................29 Hyundai Group ....................................47 IkotecUSA............................................45
Koons Ford ..........................................45 Malloy Hyundai ....................................8
Mazda Group ......................................44 MINI Group ..........................................9
Mitsubishi Group..................................40 Mopar Group ........................................28
Nissan Group ......................................41
NOrTHEAST® 2016............................43 Nucar ..................................................7
O’Donnell Honda ................................17
P&L Consultants ..................................25 Packer Norris Parts ............................33
Porsche Group ....................................13
Porsche Silver Spring ..........................IBC PPG ....................................................IFC Safety regulations ..............................39 Steck Manufacturing............................11
Subaru Group ......................................35
Toyota Group ......................................34 VW Group............................................22
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January 2016
January 2016
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