Hammer & Dolly June 2015

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www.wmaba.com

June 2015 Volume 9, No. 6 $5.95

WIN Hits Washington SkillsUSA Recap Does Your Website Stink?

www.grecopublishing.com

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CONTENTS JUNE 2015 35 COVER STORY PERCEPTION IS REALITY: PRESENTING THE RIGHT IMAGE FOR YOUR SHOP

How to make the best first impression – and avoid a customer service disaster.

BY JOEL GAUSTEN

LOCAL NEWS 20 CELEBRATING TOMORROW’S PROFESSIONALS: MD and VA collision students compete for the Gold.

INSIDE SKILLSUSA

BY JOEL GAUSTEN

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WIN: AN EVOLVING RELATIONSHIP FOR WOMEN AND THE INDUSTRY

An under-represented side of the industry gathers in DC for the 2015 WIN Conference. BY JACQUELYN BAUMAN

DEPARTMENTS 6 10 12

NATIONAL NEWS 28 RECYCLED RIDES BRINGS HOPE TO THE NEEDY Industry program helps people get back on the road.

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TECHNICAL FEATURE ADVANCED ECONOMICAL VEHICLES 32 Technology is affecting more than just high-end vehicles.

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BY LARRY MONTANEZ III, CDA & JEFF LANGE, PE

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MARKETING FEATURE 40 HOW TO MAKE SURE YOUR SHOP’S WEBSITE DOESN’T STINK

Ways to get the most out of being online.

BY LEE EMMONS

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Calendar of Events

Editor’s Message JOEL GAUSTEN

Executive Director’s Message JORDAN HENDLER

WMABA Golf Outing Notice

What’s WMABA Up To?

WMABA Membership Application

Technician of the Month: Franklin Salgado JACQUELYN BAUMAN

Vendor Corner SCOTTIE DAVIS

Meet the Board: Mark Boudreau

President’s Message DON BEAVER

Advertisers’ Index

Images © www.istockphoto.com

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Industry training opportunities and don't-miss events.

CALENDAR OF

EVENTS CLASS LISTINGS

June 1, 2015

CORROSION PROTECTION First Team Toyota, Chesapeake, VA FORD F-150 STRUCTURAL REPAIR TRAINING COURSE Virginia Farm Bureau, Lexington, VA

July 21-22, 2015 Collision Industry Confere nce Cobo Center, Detroit, MI For more info, visit www.cicl ink.net

July 23, 2015 SCRS Open Meeting Cobo Center, Detroit, MI For more info, visit www.scr s.com

June 2, 2015

RACK & PINION & PARALLELOGRAM STEERING SYSTEMS Criswell Collision Center, Annapolis, MD FULL-FRAME PARTIAL REPLACEMENT State Farm Silver Spring, Silver Spring, MD WELDED & ADHESIVELY BONDED PANEL REPLACEMENT Coxton’s Gold Team Collision Center, Yorktown, VA

June 3, 2015

STEEL UNITIZED STRUCTURES TECHNOLOGIES & REPAIR N T Auto Body Inc., Alexandria, VA

June 4, 2015

STRUCTURAL STRAIGHTENING STEEL Southern Collision Center, Chesapeake, VA PLASTIC & COMPOSITE REPAIR King Volkswagen, Gaithersburg, MD

AUTOMOTIVE FOAMS Refinish Solutions, Springfield, VA PLASTIC & COMPOSITE REPAIR Radley Chevrolet, Fredericksburg, VA FULL-FRAME PARTIAL REPLACEMENT Automotive Collision Technologies, Randallstown, MD REPLACEMENT OF STEEL UNITIZED STRUCTURES Southern Collision Center, Chesapeake, VA SQUEEZE-TYPE RESISTANCE SPOT WELDING Refinish Solutions, Springfield, VA

June 9, 2015

SECTIONING OF STEEL UNITIZED STRUCTURES Harrison Body Works, Richmond, VA ADHESIVE BONDING Criswell Collision Center, Annapolis, MD SECTIONING OF STEEL UNITIZED STRUCTURES Canby Motors Collision Repair, Aberdeen, MD

June 10, 2015

COLOR THEORY, MIXING TONERS & TINTING Refinish Solutions, Springfield, VA

June 11, 2015

PLASTIC & COMPOSITE REPAIR Coxton’s Gold Team Collision Center, Yorktown, VA VEHICLE TECHNOLOGY & TRENDS 2015 Harrison Body Works, Richmond, VA WHEEL ALIGNMENT & DIAGNOSTIC ANGLES Kunkel’s, Baltimore, MD SQUEEZE-TYPE RESISTANCE SPOT WELDING Radley Collision of Stafford, Fredericksburg, VA

June 18, 2015 June 22, 2015

PLASTIC & COMPOSITE REPAIR State Farm Insurance, Roanoke, VA

June 23, 2015

WHEEL ALIGNMENT AND DIAGNOSTIC ANGLES Harrison Body Works, Richmond, VA SQUEEZE-TYPE RESISTANCE SPOT WELDING Coxton’s Gold Team Collision Center, Yorktown, VA

July 2, 2015

ALUMINUM EXTERIOR PANEL REPAIR & REPLACEMENT Coxton’s Gold Team Collision Center, Yorktown, VA

July 5, 2015

ADHESIVE BONDING Coxton’s Gold Team Collision Center, Yorktown, VA

July 7, 2015

SECTIONING OF STEEL UNITIZED STRUCTURES Southern Collision Center, Chesapeake, VA

July 9, 2015

WHEEL ALIGNMENT & DIAGNOSTIC ANGLES N T Auto Body Inc., Alexandria, VA

AUTOMOTIVE FOAMS Southern Collision Center, Chesapeake, VA ADHESIVE BONDING Harrison Body Works, Richmond, VA ADVANCED STEERING & SUSPENSION SYSTEMS DAMAGE ANALYSIS Coxton’s Gold Team Collision Center, Yorktown, VA

ADHESIVE BONDING State Farm Insurance, Roanoke, VA

ALUMINUM EXTERIOR PANEL REPAIR & REPLACEMENT State Farm Insurance, Roanoke, VA

PLASTIC & COMPOSITE REPAIR Keystone Linthicum, Linthicum, MD ALUMINUM EXTERIOR PANEL REPAIR & REPLACEMENT Virginia Farm Bureau, Lexington, VA SQUEEZE-TYPE RESISTANCE SPOT WELDING Harrison Body Works, Richmond, VA

ALUMINUM EXTERIOR PANEL REPAIR & REPLACEMENT Harrison Body Works, Richmond, VA WELDED & ADHESIVELY BONDED PANEL REPLACEMENT Southern Collision Center, Chesapeake, VA

June 13, 2015 June 15, 2015 June 16, 2015

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June 17, 2015

June 2015

July 16, 2015

REPLACEMENT OF STEEL UNITIZED STRUCTURES Coxton’s Gold Team Collision Center, Yorktown, VA SQUEEZE-TYPE RESISTANCE SPOT WELDING Southern Collision Center, Chesapeake, VA FULL-FRAME PARTIAL REPLACEMENT Harrison Body Works, Richmond, VA

July 20, 2015

ADVANCED STEERING & SUSPENSION SYSTEMS DAMAGE ANALYSIS State Farm Insurance, Roanoke, VA

July 21, 2015

ADVANCED STEERING & SUSPENSION SYSTEMS DAMAGE ANALYSIS Harrison Body Works, Richmond, VA FULL-FRAME PARTIAL REPLACEMENT Coxton’s Gold Team Collision Center, Yorktown, VA

July 23, 2015

WHEEL ALIGNMENT & DIAGNOSTIC ANGLES Coxton’s Gold Team Collision Center, Yorktown, VA

July 27, 2015

FULL-FRAME PARTIAL REPLACEMENT State Farm Insurance, Roanoke, VA

July 28, 2015

ADVANCED STEERING & SUSPENSION SYSTEMS DAMAGE ANALYSIS Southern Collision Centers, Chesapeake, VA STEEL UNITIZED STRUCTURES, TECHNOLOGIES & REPAIR Coxton’s Gold Team Collision Center, Yorktown, VA

July 30, 2015

MEASURING Coxton’s Gold Team Collision Center, Yorktown, VA

July 13, 2015 July 14, 2015

www.i-car.com or (800) 422-7872 for info

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Conquest your Mitsubishi parts needs!

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: • 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 • 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!

To find out more about Ultra-Conquest pricing contact your local Mitsubishi dealer.

For Genuine Mitsubishi parts, contact these authorized Mitsubishi Dealers.

Jerry’s Mitsubishi

Fitzgerald Mitsubishi

Younger Mitsubishi

Malloy Mitsubishi

1906 East Joppa Road

1930 West Street

1945 Dual Highway

14655 Jefferson Davis Hwy

Baltimore, MD 21234

Annapolis, MD 21401

Hagerstown, MD 21740

Woodbridge, VA 22191

Toll Free: 800-255-0691

Direct: 410-224-4636

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Direct: 410-668-2119

Fax: 410-224-4264

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Toll Free: 888-533-3400

Fax: 410-513-0236

E-mail: adamsf@fitzmall.com

www.youngermitsubishi.com

Fax: 703-490-3864

www.jerrysmitsubishi.com

hmkparts@aol.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.

June 2015

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Contact these Ford or Lincoln Mercury dealers for all your parts needs: BOB BELL FORD 7125 RITCHIE HWY, GLEN BURNIE, MD 20161 Phone: 410-689-3038 Fax: 410-766-1275 www.bobbell.com

PLAZA FORD 1701 BEL AIR RD, BEL AIR, MD 21014 Phone: 410-879-3367 Fax: 410-877-7248 www.plazaford.com

HAGERSTOWN FORD 1714 MASSEY BLVD,HAGERSTOWN, MD 21740 Phone: 800-200-0276 Fax: 301-733-0603 www.hagerstownford.com

WALDORF FORD 2440 CRAIN HWY, WALDORF, MD 20601 Phone: 301-843-3028 Fax: 301-843-0334 e-mail: parts@waldorfford.com www.waldorfford.com

SHEEHY FORD 5000 AUTH RD, MARLOW HEIGHTS, MD 20746 Phone: 301-899-6300 Fax: 301-702-3650 www.sheehyford.com

KOONS FORD OF ANNAPOLIS 2540 RIVA ROAD ANNAPOLIS, MD 21401 Phone: 410-266-3083 Fax: 410-224-4239 www.koonsford.com

TED BRITT FORD 11165 FAIRFAX BLVD, FAIRFAX, VA 22030 Phone: 703-673-2420 Fax: 703-870-7982 www.tedbrittparts.com

© 2015, Ford Motor Company

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Joel Gausten

EDITOR’S

(973) 600-9288 tgpjoel@verizon.net

MESSAGE KEEP IT CLEAN

I’ll never forget the worst shop I ever visited.

A few years ago, I went to a mechanical facility for a vehicle inspection and a much needed oil change. Driving up to the shop, the first thing I noticed was how incredibly dirty the windows were. I walked into the place...and let’s just say the office wasn’t much better. Walking on the filthy floor and trying to think above the loud noises coming from the repair bay,

WMABA OFFICERS PRESIDENT

VICE PRESIDENT TREASURER SECRETARY

IMMEDIATE PAST PRESIDENT

Don Beaver Dbeaver@antwerpenauto.com 443-539-4200 ext. 17061 Torchy Chandler torchy.chandler@gmail.com 410-309-2242 Mark Schaech Jr. mark@marksbodyshop.com 410-358-5155 John Krauss jkrauss@craftsmanautobody.com 703-534-1818 Barry Dorn bdorn@dornsbodyandpaint.com 804-746-3928

BOARD OF DIRECTORS

Rodney Bolton (rbolton@aacps.org) 410-969-3100 ext. 250 Mark Boudreau (crashdaddy@aol.com) 703-671-2402 Kevin Burt (kevinburt@walkermillcollision.com) 301-336-1140

ADMINISTRATION

RT Plate (rt@pcirepair.com) 703-929-8050 Phil Rice (phil@ricewoods.com) 540-846-6617

EXECUTIVE DIRECTOR Jordan Hendler (jordanhendler@wmaba.com) 804-789-9649 WMABA CORPORATE OFFICE P.O. Box 3157 • Mechanicsville, VA 23116

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I approached the customer service rep at the desk – who took a good minute to look up from her computer to greet me. (Maybe the loud repair noises and music blasting from the bay made it hard for her to hear?) Finally, this CSR (dressed in a sweat suit, I add) took my keys and asked me to take a seat before heading out to the back. While I was waiting there, the owner of the place came out and, without as much as a “hello” to me, walked over to the desk and sat down. After spending a minute or two staring at the computer and shaking his head, he looked up at me (a total stranger – and a customer, no less) and said, “I can’t believe these customers sometimes.” He then went on to complain about the negative ratings his shop had received on Yelp, and how the customers were wrong in each situation they posted about. On the outside, I nodded with a smile on my face to every comment; on the inside, I simply couldn’t believe what I was hearing and seeing. It still amazes me just to remember it now. I counted the seconds until I was out of there. I couldn’t help but think, “Gee, does he talk about all of his customers like this? What might he say to someone else about me?” Not exactly the thought I want to have when giving my money to a professional to perform a service for me.

While I know the above is an extreme example, the point is that every shop – big or small, MSO or mom-and-pop – can benefit from taking a hard look at how to improve their image to customers. In this month’s cover story, we explore not only some horror stories of shops that get it totally wrong, but examples of how industry pros close to home are leading the way in projecting a stronger, more professional image to the motoring public.

I encourage you all to check it out. Even if you pride yourself on your cleanliness, there’s a very good chance you’ll come across something in the story that you never thought of that could go a long way in making that all-important first impression.

But before you turn the page, please have a look at your windows... H&D

June 2015

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 © 2015 Thomas Greco Publishing, Inc.

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EXECUTIVE DIRECTOR’S

MESSAGE

Jordan Hendler

(804) 789-9649 jordanhendler@wmaba.com

“Ring, Ring,” I’m Talking to YOU!

I’ve heard it all, people. The entire span from “Ya!” to “BODYSHOP!” to “Thank you for calling ABC Collision Repair. This is Susan; how may I help you today?” The responses are all over the board. Really, I think the manner in which you answer your business telephone is a measure of personal respect.

In this issue, we talk about the first impressions made by the physical appearance of the outside and inside of your business and your employees, but the telephone is no less important. Giving the due diligence to have a procedure for anyone answering will pay off indefinitely.

Your first impression on the end of the ringing line is a concern. It is a primary source of revenue. It’s a first line to your customer, both existing and potential. Talk to your staff – including yourself – about what takes place when you pick it up, and how that can change the dynamic of your customer base. The expectation of folks today is that any retail business should be professional and act professionally.

Here are the most important factors of answering the phone properly: Identifying the business name Stating the person answering’s name Smiling face and cheerful tone of voice

To put it all together, put a smile on your face and say the example listed above: “Thank you for calling ABC Collision Repair. This is Susan; how may I help you today?” (Personalize this to you and your shop, of course.)

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Why the smile and cheerful tone? You can’t ask people to come to work happy, but you can have an expectation that their private woes will not affect their manner in interacting with your customers – hence the smile, because it’s difficult to sound down while doing it. You can improve a lot by empowering those in this position with the understanding of how crucial they are to the success of the entire business.

No customer expects a receptionist to be able to answer all of their questions, but

they do want a friendly voice that can assist them in a time of need. If there is not a dedicated answerer, then anyone who would ever pick up a phone should be on the same page as to how the phone will be answered. The team can then maximize any incoming leads into new repair jobs.

Taking a few minutes to give this part of your business a mini-makeover could be more important than the sign out front. H&D

Check the WMABA website and newsletters for regular updates and reports from the Executive Director’s perspective.

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2015 GOLF OUTING SEPTEMBER 16, 2015 Shotgun Start at 12pm The Timbers at Troy Golf Course

6100 Marshalee Drive, Elkridge, MD

SIGN UP TODAY AT www.wmaba.com/golf-outing

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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, offer 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

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LOCAL

NEWS

Celebrating Tomorrow’s Professionals: Inside SkillsUSA On April 18, Maryland’s best automotive collision and refinish students showcased their impressive talents at the annual SkillsUSA State Competition at the Center for Applied Technology – North in Severn. Congratulations to the following MD SkillsUSA winners: Automotive Refinish: First Place – Adam Weber (Dorchester Career & Technology Center); Second Place – James Tracey, Jr. (Washington County Technical High School); Third Place – Evan Bailey (Center for Career & Technology Education)

A glimpse at the VA SkillsUSA Competition at Berglund Body Works.

2015 Automotive Refinishing Judges (L to R): Ronnie Day, Jay Fortner, Chris Perry, Chris Polston, Michael Padersky, Kyle Weissner, Chuck Lohrfink, Jared Hintze, Tommy Dietrich, Matt Pratt – Chair. (Photo by Amanda Bolton)

Automotive Collision: First Place – Seth Darney (Harford Technical High School); Second Place – David Brown (Center of Applied Technology – North, Severn); Third Place – Andrew Smith (Center of Applied Technology – North, Severn)

The MD SkillsUSA organizers would like to thank the following companies for donating supplies to the competition: Pohanka/Caliber Collision Centers, Keystone/LKQ Corp, BASF Corporation, B&L Sales, MileOne Collision Centers, 3M Automotive, Automotive Collision Technologies, O’Donnell Honda, Wilson’s Body & Fender and Subway Auto Body. Thanks also to GEICO, MileOne Collision Centers, Automotive Collision Technologies, Caliber Collision Centers, Insurance Auto Auctions, DeVilbiss, Enterprise Rent-A-Car, Subway Auto Body, O’Donnell Honda and B&L Sales for donating to the prize fund.

Very special thanks to Pat O’Neill from Chesapeake Equipment, who allowed the SkillsUSA volunteers to purchase prizes at cost, and then paid to have them sent to the first, second and thirdplace winners in both categories.

April 18 also saw Virginia students compete in various automotive-related categories at their state SkillsUSA events. Contests were held at variety of locations including Berglund Body Works and First Team Auto Mall. Congratulations to these talented winners: Automotive Refinishing Technology (College/Postsecondary): First Place – Jeremy Turner (Northern Neck Technical Center).

Automotive Refinishing Technology (High School): First Place – Dustin Herring (Massanutten Technical Center); Second Place – Courtney Taylor (Northern Neck Technical Center); Third Place – Dylan Mays (Tazewell County Career & Technical Center)

2015 Automotive Collision Judges (L to R - Back): Kiran Deoraj, Kishan Deoraj, Shawn Alexander, Tony Brooks, Joseph Rinehart, Jacob Hollandsworth, Dave Hardester, Kino Deoraj. Front: Beth Meckel, Ron Smith. (Not pictured: Jaime Shewbridge – Chair, Mac Hollister, Becky Haba, Michael Smith and Tim Hession) (Photo by Jaime Shewbridge)

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Automotive Service Technology (College/Postsecondary): First Place – Steve La Londe (Tidewater Community College); Second Place – Nick Mucha (Marshall High School); Third Place – Nelson Hernandez (Marshall High School)

Automotive Service Technology (High School): First Place – Kevin Sisson (The Hanover Center For Trades And Technology); Second Place – Jack Coleman (Rowanty Technical Center); Third Place – Christian Moore (Valley Career and Technical Center)

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Industry volunteers encourage future repairers.

2015 Automotive Refinishing Competitors (L to R): Gerald Martz III, James Tracey Jr., Tina Robinson, Kaitlyn Box, James Perry, Justin Schappell, Adam Webber, Evan Bailey, Devin Ramsey, Stephen Damon. (Photo by Amanda Bolton)

2015 Automotive Collision Competitors (L to R): David Brown, Wyatt Seitz, Brent Wood, Tahj Chamberlain, Desiree Deal, Austin Conley, Brianne Selders, Andrew Smith, Seth Darney, Brian Baligad, Michael Larrimore, Kenneth Abbott, James Hay. (Photo by Jaime Shewbridge) Collision Repair Technology (College/Postsecondary): First Place – Devonte Hundley (Northern Neck Technical Center)

Collision Repair Technology (High School): First Place – Luke Roe (Spotsylvania Career & Technical Center); Second Place – Lynn Lilly (Massanutten Technical Center); Third Place – Justin Dowe (C.S. Monroe Technology Center)

The many companies that served as sponsors of the Virginia event include Acura, Audi, Berglund Body Works, Duncan Audi, Megatech Corporation, Snap-on Industries and WyoTech.

The First Place winners from both states will now compete at the 51st National Leadership and Skills Conference (NLSC), scheduled for June 22-26 in Louisville, KY. More information on SkillsUSA is available at skillsusa.org. H&D

Executive Director’s Thoughts

Honoring VA’s best and brightest students.

(Photos by L. Darnell Moore)

I constantly hear how there are not enough good technicians. SkillsUSA is not only bringing them forward, but growing them for us. Repairers need to recognize this and support every effort they can. Volunteering also gets you in a great position to have your pick of the future of our industry. - Jordan Hendler

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Influential women in the field gather to improve the industry.

BY JACQUELYN BAUMAN

LOCAL

NEWS WIN: An Evolving

Relationship for Women and the Industry

It is a well-known fact that the automotive repair industry is a male-dominated field. Is this because women just aren’t interested in automotive repair? Are women not applying to shops, or are shops unwilling to hire them?

Regardless of the reason, women are more than half of the population of the United States; they are an almost untapped resource for automotive repair. It is for this reason that organizations like the Women’s Industry Network are so important.

The Women’s Industry Network (WIN) is a not-for-profit organization that is “dedicated to encouraging, developing and cultivating opportunities to attract women to collision repair while recognizing excellence, promoting leadership and fostering a network among the women who are shaping the industry.” At their 2015 Conference, held this year at the luxurious Omni Shoreham Hotel in Washington, DC from May 4-6, they addressed a number of obstacles facing women in the automotive field, discussed the future of the industry, recognized influential females in the business and nourished an environment of networking and support.

Beginning with a 2pm opening session, May 4 saw a presentation by Fix Auto USA President and Chief Operating Officer Paul Gange titled, “Change Makes Me Happy…Or is it the Other Way Around?” The day also included a demonstration by I-CAR’s Jeff Peevy, who offered “The Sustainable Competitive Keynote Speaker Mike Anderson

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Advantage.” The night closed with a two-hour welcome reception where guests were given the opportunity to socialize and get to know one another in a relaxed environment.

The next day opened with the WIN Scholarship Industry Walk, a way to fund the futures of promising young women looking to get into various facets of the automotive industry. This year, over 100 participants took the initiative to march for the young women seeking careers in automotive repair. After the walk, attendees were treated to a moving display by keynote speaker Mike Anderson of CollisionAdvice titled, “Choosing Your Destiny.” His speech included a collection of personal anecdotes, inspirational speeches and rousing affirmations to motivate those lucky enough to be in attendance. The core ideas of his presentation were what he refers to as “the three Cs: Choice, Chance and Change.”

“You must make a choice to take a chance or your life will never change,” he fervently expressed to the crowd. He communicated his dismay at the industry’s unwillingness to bring more women into their community. As an individual whose four full-time employees are all women, Anderson sees the value in adding a little femininity to his staff. Additionally, he urged the women, “You don’t need permission to achieve greatness.”

Following his performance was Susanna Gotsch of CCC Information Services, who discussed “What the Future Holds for Our Industry.” This seminar outlined some of the hard facts and data of the automotive repair field, highlighting changes over time and predicting what the business may look like in the next few years.

“Technology has the potential more than anything else to change our trajectory,” she explained. “We need to understand what it is and adapt to it. For example, we’re going to see more vehicles with crash avoidance systems.

It’s coming slowly but surely. If you look at collision avoidance, while it’s a good thing, it will force shops to adapt to a new market to stay afloat. And it’s not just these crash avoidance features, but technology in general, whether it’s the way that you interface with your business partners, customers, etc. The automotive industry is a 100-year-old ecosystem just screaming for change and technology.”

2015 Most Influential Women Recipients (L-R): Cheryl Boswell, Lisa Siembab, Ruth Weniger and Lauren Fix

When Gotsch’s presentation concluded, the WIN Annual Membership Meeting began, starting with Airbag Solutions CEO Ruth Weniger, who moderated an open mic session.

“We want you to share the value you’ve been getting from WIN and what you need that you’re not getting,” she asked of the audience.

“The organization doesn’t know what you need until you tell us.”

The network is on track for its largest year of membership yet, currently clocking in at 371 members, 80 of which are completely new.

The rest of the Membership Meeting provided an update on the accomplishments of the various WIN committees in the past year and a list of their upcoming goals.

Afterwards, attendees were able to attend two of three breakout sessions designed to cover different aspects of their business. One was “Bridging Silos: Using Marketing Concepts to Attract, Retain and Grow Talent” by Sandra Herron of MiddlEdge, Inc. This presentation outlined employment practices from identifying new talent to cultivating and retaining it while trimming the dead weight in your company. Another option was “Reality Marketing for the Auto Body Industry” by industry veteran Cheryl Senko, which was an interactive workshop designed to help guests figure out an emotional, rational and engaging marketing plan to stand out from the crowd to a targeted audience. Lastly was “Feedback: Giving and Receiving” by Marianne Godwin and Mary Yama of Mitchell International. During this presentation, participants were given outlines on how to both receive and give worthwhile feedback in all facets of their lives.

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The following cocktail hour and dinner allowed guests to mingle and interact with individuals they had not yet met, creating new and valuable relationships. When attendees had their fill, they migrated into the Most Influential Women Award Ceremony. Previous winners of this award included past WMABA Executive Director Sheila Loftus in 1999 and current Executive Director Jordan Hendler in 2014. This year honored Cheryl Boswell (managing partner and CFO of DCR Systems, LLC), Lisa Siembab (previous marketing director of CARSTAR Corporate and current director of business strategies for CARSTAR Berlin), Ruth Weniger (CEO of Airbag Solutions) and Lauren Fix (national automotive consultant for Time Warner Cable).

Also distributed at this time were the WIN Scholarships to the following: Secondary Education Scholarship: Jasmine Herrera (Maine East High School)

Post-Secondary Education Scholarship: Kayla Adams (Tennessee College of Applied Technology) Maria Carmen Mendez (Universal Technical Institute-Sacramento) Shelby Woods (Southwest Iowa Community College) Faith Schoovaerts (Washburn Institute of Technology) Leni Casares (Lake Technical Center) Claudia Felici (Texas State Technical College) Corina Rutland (Moultrie Technical College)

Being so close to the WMABA area, a number of local shops and representatives were present at the event. First-time attendee Beatriz Portillo,

an estimator from Safford Collision Center in Vienna, VA, was overwhelmed at the positivity at the event.

“I never knew there were so many women in the automotive repair field,” she shared. “It’s so inspiring to see these powerful women and to know that one day I can be where they are, too.”

Kara Stone of Lindsay Collision Center in Springfield, VA felt similarly, stating simply, “This is the greatest event of the year!”

“The CFO of our company told me I should come, and I’m so glad I did,” said Christy Kipe from Hamilton Nissan in Hagerstown, MD. “I was very intimidated at first, but everyone is so nice. It inspires me. It lets me know that I’m not the only one out there and that one day I can do what they’re doing. I would like to get more involved with WIN as time goes on; I just need to figure out where I fit.”

The final day of the conference featured presentations by SCG Management Consulting President Sean Carey (“Connected Cars/Connected Claims”) and Ruth Weniger (“Time Management: ‘There’s No Such Thing’”).

Overall, the event was a rousing success with unbelievable turnout, proving that the future of WIN is obviously very bright. A massive thank you goes to all of the conference sponsors: Gold Sponsor AkzoNobel, 3M, ABRA, Allstate, ASE, AudaExplore, Axalta, BASF, CCC Information Services, Caliber, CAPA, Car-Part.com, CARSTAR, Enterprise, FinishMaster, Fix Auto, Geico, Insurance Auto Auctions, Keenan Autobody, MetLife, Mitchell International, National Autobody Parts Warehouse, Inc., PPG, Safelite Solutions, Sherwin-Williams, State Farm, Sterling Autobody and Valspar. H&D

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The industry gives back to those in need.

NATIONAL

NEWS

Recycled Rides Brings Hope to the Needy

Throughout April, members of the National Auto Body Council (NABC) showcased the organization’s signature Recycled Rides program at collision industry events across the country, highlighting the positive, life-changing impact that reliable transportation provides for struggling women working to rebuild their lives. The April donations were among the 104 vehicles currently in progress or completed to date in 2015.

Highlights of the National Auto Body Council’s Recycled Rides events in April included the following events: Collision Industry Conference (CIC) in Atlanta, where Gerber Collision and GEICO teamed up to donate a 2009 Honda Accord to a single grandmother raising two young granddaughters. She had lost her job and home and until recently was living in a Family Promise shelter.

Automechanika in Chicago, where two Recycled Rides vehicles were donated to help give women a second chance to jumpstart their lives. A young woman who fell into trouble with school and the law as a teenager after the death of her parents was selected as recipient for a 2010 Nissan Altima donated and repaired by CARSTAR Mundelein and Allstate Insurance. With the support of the Women With Drive Foundation, which nominated her for the Recycled Rides program, she recently completed training to be a welder, joined a union and has a new job with a local construction company. A second vehicle was donated at Automechanika to the Indianabased nonprofit group Another Chance Outreach Center, which provides support services and programs to female veterans, battered women and female ex-offenders. The refurbished 2006 Toyota Prius, donated and repaired by 1-Collision Schererville in Indiana and State Farm Insurance, will

help the organization provide transportation to participants in the residency program as they transition back into independent living.

The PPG Automotive Refinish Spring MVP Conference in Palm Desert was the setting for a fourth NABC Recycled Rides presentation in April. Allstate Insurance and Ben Clymer’s The Body Shop teamed up to donate a 2009 Toyota Camry to a Coachella Valley single mother and her young children.

The National Auto Body Council’s Recycled Rides program brings together stakeholders in the collision industry to join forces to repair and donate vehicles to individuals and service organizations in need. Insurance carriers, rental car companies and salvage yards donate vehicles, which are then repaired as a volunteer effort by collision repair shops. Manufacturers and suppliers contribute to the effort by donating parts and materials.

Closer to home, WMABA member Criswell Collision Center in Annapolis, MD has signed on to participate with Recycled Rides and is currently looking for a vehicle donation to get things started. Once the car is donated, Criswell’s team of techs and painters will devote their time and labor to fixing the car up and making a needy family’s dream come true.

Criswell is looking for a vehicle no older than 8-10 years and in good-to-fair condition. It could be wrecked, a theft recovery or just a car that someone wants to donate – as long as it is repairable. The vehicle must have less than 100,000 miles, a known title status and be in good mechanical condition.

“We look forward to donating our talent and resources to help the NABC continue their wonderful work,” offers Criswell Collision Center Body Shop Manager Kevin Marvin. “It’s a great opportunity for Criswell Collision Center to provide a valuable service to our community while at the same time delivering a positive view of our industry and the many gifted individuals it employs.”

For more information or to donate a vehicle, please contact Stephanie Smith (Criswell Collision Centers) at (443) 837-0700. More information on the NABC is available at nationalautobodycouncil.org. H&D

Theresa Riggins sits in her new Recycled Ride during a special presentation in Atlanta, GA in April.

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TECHNICIAN OF

THE MONTH FRANKLIN SALGADO As a shop that frequently hosts I-CAR classes for the betterment of the industry, NT Auto Body in Alexandria, VA is the kind of facility that values education and hard work.

This could not be truer for one of their managers, Franklin Salgado.

“Manager Franklin Salgado is one of the hardest workers and most dedicated employees we have,” says Vice President Rob Tikoyan.

“He is always the first to come in and the last to leave. He has been with us for over 10 years and never hesitates to help another colleague in need. He even stays after hours for projects that are not an explicit part of his position. He is one of the employees you can trust. He’s always there.”

At the age of 13 in his homeland of El Salvador, Salgado began working in his brother’s shop as a helper. Working hard every day, he made his way up the chain, learning new skills and making himself indispensible to the business. At 17, he bought tools; by the following year, he was a manager. Now at NT Auto Body, Salgado works harder than ever, taking pride in the work he does daily.

“My favorite thing is seeing the car when it’s all finished,” Salgado explains. “It makes me unhappy to see it when it comes in, all messed up. But I always feel proud when the work is done and the car looks like new.”

Considering that Salgado got his start in his brother’s shop in El Salvador, it is no wonder why his sibling is the one he

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credits for impacting him the most in both his career and his personal life. In his spare time, Salgado enjoys hunting and fishing as well as spending time with his wife and six children.

From his years of hard work, Salgado has earned a decent amount of money, with which he purchased a bit of land on a mountain in Richmond.

“I hope to be retired in 10 years,” he states. “I want to go back and visit my country, and relax on my land in Richmond with my family.”

With all of the success he’s seen and with his dreams soon to become a reality, Salgado has one piece of advice for technicians who

Hammer & Dolly chats with the WMABA community’s best and brightest.

BY JACQUELYN BAUMAN

If you would like to nominate someone as Technician of the Month, please contact Hammer & Dolly Managing Editor Jacquelyn Bauman at jacquelyn@grecopublishing.com

Salgado has been with NT Auto Body for over 10 years.

want to achieve the same thing with their lives: “Invest your money.” H&D

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Š www.istockphoto.com

TECHNICAL

FEATURE ADVANCED ECONOMICAL VEHICLES

For two decades’ worth of evolutionary advancements, we have been trying to warn the masses that technology will hit them fast and hard, like a double right uppercut with a finishing left hook from Mike Tyson. It all started in 1995 with the introduction of the Audi A8 Aluminum Space Frame, followed by these events:

In early 1999, Volvo started to use one of the highest-strength steels we have ever seen, boron-alloyed, in their rear body panels/bumper reinforcements.

In 2001, many European OEs started to use boron-alloyed steel in dash crossbeams and seat assemblies.

In early 2003, we first saw boronalloyed steel used for door intrusion beams and in B-Pillars for reinforcements on many European models.

In early 2005, we saw Martensitic (hot-stamped steel or quenched steel) and boron-alloyed steel used in rocker panel reinforcements, B-Pillars and upper outer roof rail assemblies on most European and Asian vehicles.

The American Big Three (GM, Ford and Chrysler) started using Dual Phase (DP) steels and Ultra High Strength Steels (UHSS) in 2003 and did not start using Martensitic or boron-alloyed steels until late 2009/early 2010 on some of their models for rocker panel and B-Pillar reinforcements.

Asian OEs have been utilizing Advanced High Strength Steels (AHSS) in the

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A BMW i3 on display during the 2015 North American International Auto Show at the COBO Center in downtown Detroit.

passenger compartment of inner structural reinforcements since 2008 on their economical vehicles. As for the American Big Three, high-grade DP is now being utilized in most GM vehicles, High Strength Low Alloy (HSLA) steels are being utilized by Chrysler and Ford is utilizing boron-alloyed steels in their economical vehicles for A-Pillar, B-Pillar and rocker panel reinforcements on late model vehicles (2012 and newer). As you can see, much of what the European (specifically the German) OEs have been doing since late 1999 through the early part of the 2000s is now catching on with the Asians and Americans. However, there is more copying going on.

Since about 2001, Mercedes-Benz has had procedures for rivets for steel-to-steel attachment mating areas where the Squeeze-Type Resistance Welding arms could not gain access to the backside and silicone bronze in the open sectioning joints on outer panels. Since about 2003, BMW has required outer steel panels and inner structural aluminum to be replaced with a rivet-bond procedure with the sectioning joints to be a butt joint with the insert fully bonded. On the other hand, Chrysler has had weld-bonding (STRSW and adhesives) with a bonded butt joint procedure on their vehicles since 2001, and Ford has had similar weld-bond procedures (but with a welded butt joint with backing). Over the past two to three years with the higher usage of HSS in outer panels on Toyota, Honda and VW, they have adopted many sectioning areas on outer panels that require silicone bronze welds. Most OEMs now require STRSW when replacing outer components and inner

structural components, as opposed to MAG (Metal Active Gas) welding.

Another thing we are seeing that started with the European OEMs back in early 2001 is the dealer-sponsored, OEM-trained independent collision centers. As of about 2012, we have seen Ford, Chrysler/Dodge/Jeep and GM jump on board with a Collision Repair Program. Last year saw Nissan/Infiniti open a program, while Honda/Acura launched their program in 2015. BMW just introduced the i3, which is constructed with many Carbon Fiber Reinforced Plastic (CFRP) components. CFRP was generally used on super cars like Ferrari, Corvette ZR1/Z06, Viper, Lambos, etc., but the i3 is an electric vehicle that is intended to be economical. The 2016 BMW Series 7 structure will be constructed from AHSS, aluminum and CFRP. Based on history, how long do you think it will be before economical vehicles will be designed with CFRP? History does repeat itself and sets up a look at what we did not realize, because we did not envision it. Let us look at the history of aluminum-intensive vehicles: 1995: The Audi A8 ASF is introduced

2003: Jaguar introduced the monocoque XJ

BMW introduced the first hybrid construction aluminum steel Graf

Audi followed with their own hybrid construction in 2008 with the TT

Porsche introduced Panamera in 2010, another hybrid construction vehicle

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Nuts and bolts, tips and tricks from our resident industry experts.

BY LARRY MONTANEZ III, CDA & JEFF LANGE, PE

Nevertheless, it seems that not many were interested in aluminum repair procedures and equipment over the past 10-20 years — until now. You might ask why, and that’s an easy answer. Ford has introduced one of the most popular vehicles, the F-150, in an aluminum body over a steel frame. Now the masses will need to understand aluminum repair procedures, but as we mentioned elsewhere in this article, steel economical vehicles have also advanced in construction.

Remember to review all the OEM repair information prior to beginning any repair, as there will probably be a difference between how the OEM made the vehicle and how the OEM wants the panel reattached in the repair process. We hope this article has helped the industry to better understand how high-end European vehicle designs are now influencing Asian and American OEs in the designs of their economical vehicles.

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, products liability and insurance issues.

Jeff can be reached at (631) 667-6128 or by email at Jeff.Lange@LangeTech.net. H&D

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Thoughts and tips on how to improve your shop’s image.

COVER STORY

BY JOEL GAUSTEN

Perception is

REALITY:

Presenting the RIGHT IMAGE FOR YOUR SHOP There’s much more to serving auto body customers than fixing cars.

In addition to being able to provide safe and professional repairs, a truly successful collision facility must also have what it takes to make a customer feel welcome, safe and respected. Does your shop have the look necessary to achieve this result? Even if you consider your shop to be one of the best in the area, there might be a couple of small (and maybe even some very big) things you’re neglecting to do that could make all the difference in the world in your efforts to attract and retain customers. This month, we touch base with industry consultant Mike Anderson (CollisionAdvice), WMABA Executive Director Jordan Hendler and one of WMABA’s most image-conscious members to explore what should – and should never – take place in order for a shop to project their absolute best image.

Louder Than Words The very first impression happens before a customer talks to an estimator or another shop representative, when he or she pulls up to the shop. What a customer sees when they arrive and step out of the car is as important as anything you or your staff will tell them inside your building. In terms of shop logistics, Anderson warns against anything that

prevents your customers from being able to find a parking place, especially when a shop is very busy. Does your shop have designated parking for customers? If they do park, do your customers get asked to move their vehicle several times due to parts truck deliveries, tow trucks, etc.?

If so, this is a real problem you need to fix now.

Hendler adds caution, saying, “Employees need to have secondary spots that leave primary areas for the customer to access the business.

Even if your shop has plenty of parking, make sure everything is clean and clear of litter. Check that signage is clear and highly visible from a driver’s perspective. If your building is older, regularly clean the outside of cobwebs or dirt, freshen the paint and keep the windows clean to give a well-kempt look. Lastly, make sure the front door handle – inside and outside – is cleaned nearly daily to remove grime.”

After a customer makes it to your lobby, make sure the great impression continues. They shouldn’t see nasty, old furniture and never make your signage, reading material, etc. political or argumentative in nature.

“Don’t use your lobby to bash any person or organization; keep it neutral for all,” advises Hendler. “Get furniture that can either be wiped down or washed regularly, like what you’d find in a doctor’s reception area.”

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Above all, make sure your bathroom is clean, easily accessible and checked multiple times daily.

The Problem with Pets In his role as an industry consultant, Anderson has encountered a variety of oddities in his travels to body shops across the country.

Interestingly, the strangest things he’s witnessed have had absolutely nothing to do with the actual repair of vehicles – but have everything to do with a shop’s choice of non-human companions. One time, he was doing some pa-

WMABA members Adam Crabtree and Amanda Cooper

The MasterCraft team

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perwork in a shop’s lobby when a female customer shrieked in shock. Looking up, Anderson saw that the shop owner’s cat had jumped into her lap – and presented her with a gift of a dead mouse. To make matters worse, the cat embedded its claws into this customer’s sweater when she tried to jump away. When confronted with what had happened, the shop owner tried to reason that the cat was simply trying to show the woman his kill. When Anderson stressed that this was exactly the problem, the owner became defensive, proclaiming, “That cat ain’t going, man. That cat’s family!’”

During another consulting job, Anderson went to use the shop’s restroom and later discovered that he had somehow locked himself in there. After trying in vain for several minutes to figure out how to get out, he grabbed his cell and made an embarrassed call to the shop’s front office. It turned out that the shop’s pet pig, which Anderson says weighed a few hundred pounds, decided to lay in front of the bathroom door. Oh, and there’s also the time Anderson was sitting at another shop and the facility’s pet monkey jumped in his lap.

MasterCraft is staying ahead of industry advancements.

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Anderson isn’t the only one who’s experienced a National Geographic episode while visiting a body shop.

“I once saw a dog take up the whole couch in the customer lobby,” offers Hendler. “It was the only place for anyone to sit in that room, and he was snoring like an old man - no offense to old men!”

In light of these occurrences, Anderson has some practical advice.

“If you want to have a pet in your shop, get yourself some fish!” he says.

The Right Side In the always-competitive world of collision repair, there’s nothing worse than a great shop being undone by a false impression on the customer. Few people would give even the best shop in the area a chance if that business’ employees look like they just fell out of bed.

“The consumer’s perceived image of the business is mostly set by the physical appearance of the employees,” Hendler says. “If they look unkempt and unprofessional, then so does the business. If you teach them the proper tactics of personal image and responsibility for personal space – and the understanding of why their image is as important as the business – then they will grow to be like-minded with their environment. Many young people were not responsible for their cleanliness at home, and unteaching that in the workplace can shape them into better people for our industry.”

Anderson says that even the smallest detail can make a huge difference. For example, are your employees wearing their name tags on the right side of their shirts?

“When most people shake hands, they shake with their right hand; this pushes the right side of your chest towards the customer,” he explains. “If you wear your name tag on the left side, you are pulling it away from the customer.”

“I love Mike’s name tag advice!” remarks Hendler. “My father taught me that, and I teach it to people at nearly every meeting I go to.

Having a name tag on and business card ready shows eagerness to please and inform the customer. That is the art of selling the job!”

Cleanliness is key for WMABA member shop MasterCraft. notice that should be handled by a dealer to supplying him or her with information on child car seat safety. “Empathy” comes from recognizing the fact that your business is based on your customers’ bad luck. Never forget that they’ve just been through an unsettling ordeal.

“We have to remind [our employees] that every time these people come in, they have a check they want to give [the shop] for $2,000-

$3,000, so we have to be sensitive to that and not just be short with them,” Anderson says.

“Direction” can be offered by presenting the repair in layman’s terms so that a customer isn’t bogged down by potentially harsh or confusing words like “teardown” and “supplement.”

“Most consumers don’t know what that means,” Anderson stresses. “[Instead], say,

Now You’re Talking Once your customer makes it through the parking lot and lobby, it is the shop’s responsibility to use the right words. Anderson says that a good shop will deliver three things that any collision repair customer desires: Trust, empathy and direction. “Trust” can be built in an infinite number of ways, from letting your customers know if their vehicle has a recall

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‘Mrs. Jones, we need to take apart your car so we can see if there are additional damages or maybe parts we can’t see until we get things taken apart.’”

Anderson also has some great advice on what to leave as your after-hours phone message.

“Think about if somebody wrecks their car

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and they reach your after-hours number,” he says. “What’s the information they want to hear first? First of all, I want to know that you’re closed. The second thing I want to know is when you re-open. The third thing I want to know is a number of a tow truck company.

Number four, do you have a key drop and a place to put my key when I drop my car off?”

When recording your message for customers, don’t just give the address of your shop - give them intersections and any nearby landmarks as well. This will be helpful to drivers who don’t have a way to write down the exact address.

Leading By Example The vast majority of customers know very little about the actual process of collision repair, but everybody understands cleanliness. This is the philosophy that drives the daily operations at MasterCraft Auto Body in Manassas Park, VA, where Body Shop Manager Adam Crabtree goes to work in a three-piece suit and all employees wear uniforms. “[In the past] when you thought of an auto body shop, you’d think of somebody who’s dirty, and a dirty work area,” he says. “I’m trying to change that a little.”

Founded by industry mainstay Ted Crabtree in 1989, the second-generation WMABA member shop prides itself on maintaining a clean environment at all times. In addition to having his crew power wash the walls on a monthly basis, Adam requires that his technicians clean up their work areas daily.

“Back in the day, people would sweep up their bays once a week, generally on Fridays,” he explains. “But you’d sand the car on Monday, and there would be dust on the ground, and you would just leave it there [until the end of the week]. It wasn’t an easy habit to break, but I have it where as soon as [the techs] are done with that car, they clean up their bays so it’s not such a big cleanup at the end of Friday...Even if they don’t get done with that job [that day], I need a broom to the floor by the end of the day.” (In addition to Adam, the MasterCraft family business includes his mother/account overseer, Roseanne; sister/ office manager, Amanda Cooper; cousin/ accounts receivable person, Jennifer Crabtree; uncle/technician, Randy Crabtree; and cousin/ estimator/file handler, Jimi Crabtree. Ted is still involved in the company, mostly contributing in a networking/marketing capacity.)

Looking ahead, Adam hopes that his emphasis on projecting such a professional image will help him in his long-term plan to become an MSO. Until then, he will continue to make sure that his current business is one of the cleanest, most professional shops in the region.

As he says, “You wouldn’t put a horse in stable with trash in it, would you? So why would you put a car in a bay with trash in it? It’s no different.” H&D

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MARKETING FEATURE How to Make Sure Your Shop’s Website Doesn’t Stink

First, I should define exactly what it is that I mean by “stink.” A website that “stinks” is one that isn’t doing the job that it should be doing for your business. A company website shouldn’t just be a page on the Internet that you use to refer customers to. A good website should be a lead generation machine that uses the rules established by Google to bring new customers to your facility.

The April 21 “Mobile-Geddon” If you’ve paid any attention at all to the latest trends in Search Engine Marketing, you’ve heard dire warnings from the online marketing industry about a recent change to Google’s search algorithms, which will factor a website’s “mobile-friendliness” as a ranking signal.

If your website isn’t “responsive” (meaning it doesn’t adjust to the size of a mobile screen, therefore making it difficult to read without zooming or tapping), it stinks. It stinks not only because you should have made your website more mobile-user-friendly before April 21, but also because Google is officially downgrading your search engine rankings because of this…making the foul odor of your website even more pungent.

The Solution First, you can start by testing your website with Google’s mobile usability tool to find if you do, in fact, have a problem. (Available at google.com/webmasters/tools/mobile-friendly/.)

Hopefully, when you run your website through the test on that page, you will see a message saying, “Awesome! This page is mobilefriendly.” If you get a screen that lists a number of mobile usability errors, it may be time for a website redesign.

Many business owners wonder, “Should I use a mobile site?” Unfortunately, having a separate mobile site also stinks. Google’s best practices recommend that your website be “responsive.” A responsive site changes format to be mobile-friendly. Instead of delivering a different website for mobile users (which is not the best practice for the search engine optimization of your site), a responsive site rearranges the text and photos on your website to make things large enough to be readable and usable on a smaller device.

WordPress is a Content Management System that thousands of business owners use to make sure that their websites don’t stink.

WordPress uses “themes” (or templates) that allow business owners to log in and make changes in a user-friendly interface that doesn’t require knowledge of coding. WordPress, especially when used in conjunction

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with a plugin called “WordPress SEO by Yoast,” is also very SEOfriendly. (SEO stands for Search Engine Optimization, and basically helps search engines like Google find you.)

Best of all, most modern themes will automatically be built to be responsive, and will automatically take care of any mobile-usability problems. For the collision repair industry, having a mobile-friendly website is so important. Consider the customer who has just been in an accident.

Where’s the first place they’re going to search while they’re pulled off to the side of the road looking for help? They’re going to get out their smartphone and search from that mobile device.

Unfortunately, making your website mobile-friendly isn’t the only way to make sure your website doesn’t stink. Once you’ve solved that problem, there are a number of other questions you’ll need to ask yourself.

Does my website reflect the services and capabilities of my shop?

I’ve seen many body shop websites with only the most basic information about the shop, many times on just one page. What if someone wants to know more about your paint capabilities? What if someone is wondering if you have the right equipment for his or her aluminum vehicle? What if you have rental cars available on-site, but don’t have a page discussing that as the great benefit that it can be? What if someone wants to know if you’re certified for the brand of car he or she drives?

Think of every service you provide as an opportunity for a new page on your website. Every time you don’t create a page emphasizing those services, features and benefits, you’ve missed an opportunity to sell yourself to that potential customer. And if a potential customer in the market for a repair visits your website and an opportunity to capture that business is missed, then your website stinks.

Do I have real pictures of my technicians and staff? Is my website full of stock images?

Internet users search for companies not only because they want to know more about what you do, but also about who you are. Everyone

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Exploring how to use technology to get the most out of your business. knows a stock image of “collision repair” when they see one. If you’ve got a picture of a guy in bright blue overalls, holding a wrench with a stock image smile on his face, you’re not fooling anyone. People want to imagine what it will be like to actually visit your facility.

Your website is often your first opportunity to build trust and confidence in a potential customer. Show a picture of your front lobby (on one of the days you cleaned it, of course) with your office manager or estimator standing behind the counter with a big smile on his or her face.

On your “Collision Repair” page, show your technicians (in their cleanest, company-branded uniforms) using the advanced repair technology and tools you’ve invested so much in. Get some real pictures of the people in your shop at work, doing automotive refinishing or even welding.

Just make sure the photographer doesn’t look directly into the arc. Use your website as an opportunity to introduce yourself to potential customers and make a great first impression.

How does my website perform in terms of “usability”?

This goes beyond the mobile-usability issue mentioned above. You could have a website that passes the mobile-friendly test, but still fails miserably in terms of usability. I define “usability” as how easy it is for new visitors to find the information that they’re looking for through the way the website functions. Does the structure of your site make sense; is it broken down into easy-to-understand categories of services?

Most importantly, is it easy to find the contact form to request an estimate? Is it easy to find the phone number and address? If it’s difficult for visitors to figure out how to contact you (therefore becoming a lead

BY LEE EMMONS

and potential sale), your website stinks. It should be so easy to find your contact information that visitors should be able to do it even when they’re barely paying attention. Don’t make them scroll down (or hunt through a paragraph of dense text) to figure out how to get in touch with you.

The longer it takes, the more likely they are to hit the BACK button on their browser, and go to the next search result for an auto body shop in your area. And when/if that happens…H&D 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 MidAtlantic 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.

Executive Director’s Thoughts

The great thing about this article is that even if you find yourself with a “stinky” website, there is plenty of opportunity to fix it! Many in our industry are not utilizing the vast capacities of online marketing, which is very inexpensive compared to traditional marketing. It’s one of those rare situations where a little will go a long, long way!

- Jordan Hendler

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VENDOR

CORNER

PROMOTING FROM WITHIN Over the past two months, I have experienced something new in my work life: Retirement. (Unfortunately, I’m not talking about my own. I would be on beach somewhere, not drowning in a sea of cars.)

Our organization has had to bid farewell to two key employees in the past two months.

When they informed me of their pending retirements, I had to start looking for viable replacements. I have had to hire new people over the years (and, believe it or not, fired one or two in my time), but I have never faced people retiring who were very valuable to our company.

So the ads went up. Newspapers, Craigslist and a couple of very expensive websites that promise stellar results. After weeding through 50 or so résumés that had no qualifications for our industry, I threw my hands up and thought to myself, “I have exhausted everything. I don’t know what to do; I guess I will have to pick up the slack.” For so many reasons, this was obviously the right decision…NOT! I have a business to run, and one of my many responsibilities is putting talented people in the correct positions to make this company run the best way it can.

Well, after realizing I am only one person, I started to look around. Our company has many talented and dedicated people, but I had to ask myself, have I put them in the right positions? Not only to help the company, but to help them grow as individuals? I am happy to say that I found the two individuals needed right here under our own roof.

I will not bore you with both stories, but I will share one very inspiring one with you. A delivery driver, who has been with us for about 10 years, moved into our sales department.

This man was always a valuable asset on the road, delivering great customer service. He had a good rapport with the customers and did an excellent job, but he wanted more.

After some discussion about expectations from both sides, we came to an agreement to move him inside. With some arrogance, I will say that our sales team is one of the best – if not the best - in business. They are a tight-knit group that works well together. They support each other, help each other and know what buttons to push when they need to on their peers. Yet, bringing an outsider in is tough for

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them. They have their routines and don’t like to change them. That’s human nature.

So he came in and started his training. He took notes. He listened. He learned. His whole attitude and outlook on his employment changed. He felt empowered. He now had a new reason to be dedicated to the company that gave him a chance to move up instead of bringing in a total stranger.

This was great for our entire organization.

His fellow employees became his biggest cheerleaders. They want him to succeed. They want him to win. Not only that, but he became theirs as well. He got a new outlook on what others do to support him in his new role. He gained a new respect for others, as they did for him. This type of positive reinforcement cannot be bought.

I encourage everyone who has an open position in their organization to post it for

A view from the supplier side of the industry.

BY SCOTTIE DAVIS

in-house employees first. Have them submit résumés, and conduct interviews with them just as you would an outside person applying. I know I have learned a valuable lesson about new hires. You can save time, save money and improve your entire organization’s morale by practicing this. It took me way too long to learn this, but I will be sure to use this method from now on. H&D

Scottie Davis was born into the auto recycling industry, working his way through every aspect of the business, and he is now a 30-plus year veteran of his company. You won’t find this owner behind a desk 8am-5pm, but always on the go, working side by side with his employees to ensure a high-quality product, superior level of customer service and fast and friendly delivery every day. Professionally, Scottie has been a longtime Board member and one-time president of the Virginia Automotive Recyclers Association, a longtime member of WMABA and he has also served as a Board member of the Mid-Atlantic Chapter of Team PRP. Scottie has also spent time on Capitol Hill lobbying with the automotive recyclers association on behalf of the entire industry. His experience has gained him the knowledge to successfully navigate the day-to-day challenges every business encounters. Scottie can be reached for questions at scottie@allforeign.net.

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Getting to know the industry pros who work on your behalf.

MEET THE BOARD: Mark Boudreau “Every morning, you have a choice,” says WMABA Board Member Mark Boudreau. “You get to choose your attitude every morning. Whether you have a hornet’s nest waiting for you or if your world is falling down, these things aren’t going to change. But you can always choose how you approach them, and I guarantee that you will have a much greater chance of success if you have a positive attitude.”

In 1992, Boudreau, fresh out of Virginia Commonwealth University with degrees in finance and marketing and a minor in music, left his dream job at an investment firm to open up his own independent body shop, Spectrum Auto Painting and Collision Center, in Arlington, VA. “My father opened up a Maaco in Arlington in 1976,” Boudreau explains. “He got to five locations before he started selling them off in the late ’80s. I was three days in at my dream job when my dad called me and asked if I wanted to open my own shop. Initially I said no, but he eventually offered the lightly used equipment from his old Maaco for a big discount and for me to move back home.”

With $7,000, just two weeks out of college at the age of 22, Boudreau was in charge of his own business. On June 8, 1992, he

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officially opened Spectrum. Even though he had worked a little at his father’s Maacos, Boudreau explains the transition as a little rocky.

“At first, I thought running the business would be a lot like my past experience. I learned very quickly that that was not the case,” he recalls. “It’s like comparing a hair salon to an emergency room.

The complexity of the repairs we do here are much higher than anything we saw at Maaco. But I also savor the challenges that each new day here brings.”

Boudreau is not one to shy away from a challenge, and one of the things he has found most difficult in his line of business is managing people.

“Managing people effectively is more difficult than repairing the technologies that come in on new cars or marketing or dealing with customers,” Boudreau states. “It’s a matter of balancing helping each individual grow while keeping them fused as a team and making everyone work more efficiently together. Even though I know I’ve gotten better at it, I can always improve even more.”

Aside from managing people, Boudreau cites the rising cost of business and equipment, ever-advancing technology in cars and stagnant Labor Rates as other persistent challenges he faces. He fears that this trend will continue into the next decade.

“I think we’re going to see a drop in accidents as safety features on vehicles advance,” Boudreau predicts. “With the decrease in jobs at the shop and the increase of technology, it’s going to be more difficult for shops that do not take the initiative to stay in business.”

Luckily for those who want to stay ahead of this constantly evolving industry, there’s WMABA. Once he opened up his shop, he was contacted by former Executive Director Sheila Loftus, who prompted him to join the association, later suggesting he join the Board.

“I credit most of my decisions in the early years of owning my business to the association and the influences of some of the Board members like Sheila Loftus, Jerry Dalton, Ed Vallejos and Clark Plucinski,” he recalls. “From how we would repair vehicles to how we would treat our customers, those mentors and everyone on the Board helped me to become the leader I am today.

“It’s so important for shops to be active in the association and the industry at-large,” he continues. “Even with the onset of consolidation, the majority of shops are still small independent businesses that don’t have the political or industry voice to effect change on their own. That’s the nature of the association – to take the voices of the many and make them more powerful as one.”

Ever trying to improve the industry, Boudreau has moved on from simply effecting change on a regional level through WMABA. At the Atlanta SCRS meeting in April, Mark Boudreau was elected to the Board of Directors. With so much passion for the automotive repair field, WMABA and Hammer & Dolly are looking forward to all that Boudreau will accomplish in his new role.H&D

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Don Beaver

PRESIDENT’S

(443) 539-4200 ext. 17061 Dbeaver@antwerpenauto.com

MESSAGE SUCCESS AT YOUR FINGERTIPS

Recently, I had a young body shop owner ask me what he was going to have to do to generate more business and possibly get a few DRPs to come into the shop. Of course, the first thing that came to my mind was to join WMABA. By being a member of WMABA, you have access to some of the best shop owners and managers in the country. You can’t begin to place a value on the information, help and encouragement that is found by being a member. The wealth of knowledge at your fingertips is immeasurable, including having the priceless ability to pick up the phone and talk to someone who understands the issues and can give you resources to help right away. It’s like a Hotline!

Besides obviously joining WMABA, the next few things that came to mind were proper equipment, training, repairing vehicles using only quality parts and materials and following OEM repair guidelines. Following these few simple ideas will help grow business. Lastly, there is advertising. This is probably one of my weakest strengths. Being in the dealership environment, I am fortunate enough to have a lot of right-out-of-the box merchandising tools. For independents, it may be worth it to invest in getting help if advertising isn’t your forte. Website design, accident assistance guides and “who we are” brochures are great handouts.

You can find out more information on the things mentioned here simply attending one of our meetings. Again, the tools that you need for success could be just a membership away. 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 ................................25 Alexandria Toyota ................................37 All Foreign Used Auto..........................42 AP Media ............................................41

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 ..................................................22

Chesapeake Automotive Equipment ..30

Empire Auto Parts................................33 Ford Group ..........................................9

Future Cure ........................................38

GM Parts Group ..................................13 Hendrick Honda ..................................43

Honda Group ......................................47 Hyundai Group ....................................29

Koons Ford ..........................................43 Malloy Auto Group ..............................11

Mazda Group ......................................39 MINI Group ..........................................45 Mitsubishi Group..................................7

Mopar Group ........................................23

Nissan Group ......................................48 NUCAR................................................8

O’Donnell Honda ................................50

P&L Consultants ..................................33 Packer Norris Parts ............................18

Porsche Group ....................................49

Porsche of Silver Spring ......................IBC PPG ....................................................IFC Safety Regulations ..............................50 Sherwin-Williams ................................4

Subaru Group ......................................31

Toyota Group ......................................19 VW Group............................................34

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