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June 2016 Volume 10, No. 6 $5.95
WMABA Golf Outing Preview CIC’s Class A Controversy Consumer Education Gone Wrong www.grecopublishing.com
June 2016
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June 2016
CONTENTS June 2016
COVER STORY BY JOEL GAUSTEN 34 AN UNFORGETTABLE SCRS EVENT FOR WMABA
Celebrating the industry’s accomplishments and special individuals.
IN MEMORIAM 13 JAMES MOY
The collision repair community says goodbye to a friend.
DEPARTMENTS
NATIONAL NEWS BY JOEL GAUSTEN 18 SCRS THRIVES IN SEATTLE
The national group showcases strengths during its quarterly meeting.
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Calendar of Events
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Editor’s Message JOEL GAUSTEN
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OEMs (TESLA, AUDI, TOYOTA, JAGUAR/LAND ROVER) ADDRESS ESCALATING TRAINING NEEDS
A look inside the changing world of auto education.
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“DON’T DO IT:” REPAIRERS PUSH BACK AGAINST CIC “CLASS A” PROJECT
Industry stakeholders clash over shop “Class” designations.
MARKETING FEATURE BY LEE EMMONS 30 WHY EDUCATING THE CONSUMER DOESN’T ALWAYS WORK - PART 1
Does your shop marketing create more problems for your customers than it solves?
Executive Director’s
Message
JORDAN HENDLER WMABA Golf
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Outing Notice
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Page
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Application
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WMABA Sponsorship WMABA Membership President’s Message MARK SCHAECH, JR.
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Advertisers’ Index
Stock Images © www.istockphoto.com
June 2016
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Industry training opportunities and don't-miss events.
CALENDAR OF
EVENTS
CLASS LISTINGS June 1, 2016
SQUEEZE-TYPE RESISTANCE SPOT WELDING
Finish Masters (formerly Refinish Solutions), Springfield, VA
June 2, 2016
REPLACEMENT OF STEEL UNITIZED STRUCTURES
Criswell Collision Center, Annapolis, MD ADHESIVE BONDING
Finish Masters (formerly Refinish Solutions), Springfield, VA
June 9, 2016
INSPECTING REPAIRS FOR QUALITY CONTROL
ACT-A Caliber Collision Center, Randallstown, MD SECTIONING OF STEEL UNITIZED STRUCTURES
Criswell Collision Center, Annapolis, MD
June 13, 2016
ADHESIVE BONDING
Pohanka Honda, Capitol Heights, MD
HAZARDOUS MATERIALS, PERSONAL SAFETY & REFINISH SAFETY
Pohanka Honda, Capitol Heights, MD
June 14, 2016
FULL-FRAME PARTIAL REPLACEMENT
Pohanka Honda, Capitol Heights, MD
REPLACEMENT OF STEEL UNITIZED STRUCTURES
Pohanka Honda, Capitol Heights, MD
SQUEEZE-TYPE RESISTANCE SPOT WELDING
Jones Body Shop, Bel Air, MD
June 15, 2016
PLASTIC & COMPOSITE REPAIR
Pohanka Honda, Capitol Heights, MD
INSPECTING REPAIRS FOR QUALITY CONTROL
State Farm - Silver Spring, Silver Spring, MD
COLOR THEORY, MIXING TONERS & TINTING
Pohanka Honda, Capitol Heights, MD
June 16, 2016
STEERING & SUSPENSION DAMAGE ANALYSIS
Uni-Select USA, Baltimore, MD
SECTIONING OF STEEL UNITIZED STRUCTURES
Pohanka Honda, Capitol Heights, MD
SQUEEZE-TYPE RESISTANCE SPOT WELDING
Pohanka Honda, Capitol Heights, MD
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June 2016
June 22, 2016 WMABA Golf Outing - 1pm Shotgun Start Virginia Oaks Golf Club Gainesville, VA 20155 For registration and more info , go to page 14 or wmaba.com/events/golf-o uting/
SQUEEZE-TYPE RESISTANCE SPOT WELDING
Criswell Collision Center, Annapolis, MD
ALUMINUM EXTERIOR PANEL REPAIR & REPLACEMENT
Finish Masters (formerly Refinish Solutions), Springfield, VA
June 17, 2016
ADVANCED STEERING & SUSPENSION SYSTEMS DAMAGE ANALYSIS
Pohanka Honda, Capitol Heights, MD
June 20, 2016
2015 FORD F-150 STRUCTURAL REPAIR TRAINING COURSE
Tristate Collision Center, Columbia, MD
June 21, 2016
OVERVIEW OF CYCLE TIME IMPROVEMENTS FOR THE COLLISION REPAIR PROCESS
Keystone – Linthicum, Linthicum, MD
June 22, 2016
STEERING & SUSPENSION DAMAGE ANALYSIS
King Volkswagen, Gaithersburg, MD
June 23, 2016
INSPECTING REPAIRS FOR QUALITY CONTROL
Criswell Collision Center, Annapolis, MD
June 30, 2016
ALUMINUM EXTERIOR PANEL REPAIR & REPLACEMENT
Pohanka Toyota, Salisbury, MD
OVERVIEW OF CYCLE TIME IMPROVEMENTS FOR THE COLLISION REPAIR PROCESS
Criswell Collision Center, Annapolis, MD MEASURING
Finish Masters (formerly Refinish Solutions), Springfield, VA
July 6, 2016
BEST PRACTICES FOR HIGH-STRENGTH STEEL REPAIRS
ACT-A Caliber Collision Center, Randallstown, MD
July 12, 2016
ADHESIVE BONDING
Canby Motors Collision Repair, Aberdeen, MD ADHESIVE BONDING
Collision Works of Glen Burnie, Glen Burnie, MD
July 14, 2016
ADHESIVE BONDING
Waldorf Toyota, Waldorf, MD
FULL-FRAME PARTIAL REPLACEMENT
Uni-Select USA, Baltimore, MD
HAZARDOUS MATERIALS, PERSONAL SAFETY & REFINISH SAFETY
Criswell Collision Center, Annapolis, MD
July 19, 2016 MEASURING
Keystone-Linthicum, Linthicum, MD
July 20, 2016
ADHESIVE BONDING
King Volkswagen, Gaithersburg, MD
July 21, 2016
ADVANCED STEERING & SUSPENSION SYSTEMS DAMAGE ANALYSIS
Criswell Collision Center, Annapolis, MD
July 28, 2016
ALUMINUM-INTENSIVE VEHICLE REPAIRS
Pohanka Toyota, Salisbury, MD
STEEL UNITIZED STRUCTURES TECHNOLOGIES & REPAIR
State Farm - Silver Spring, Silver Spring, MD
July 7, 2016
COLOR THEORY, MIXING TONERS & TINTING
Criswell Collision Center, Annapolis, MD
www.i-car.com or (800) 422-7872 for info
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Joel Gausten
EDITOR’S
(973) 600-9288 tgpjoel@verizon.net
MESSAGE A THANK YOU AND A GOODBYE These are exciting times for WMABA and Hammer & Dolly. As you’ll read in this month’s cover story, the association and Hammer & Dolly publisher Thomas Greco (TGP, Inc.) were recently honored by the Society of Collision Repair Specialists during “SCRS Week” in Seattle. WMABA Executive Director Jordan Hendler was present to accept the honor on WMABA’s behalf, while I had the pleasure of accepting Tom’s Regional Lifetime Achievement Award for him. As I said during the ceremony, TGP, Inc. is nothing without the support of the collision repair industry. Tom is humbled, as we all are, to receive this level of recognition. We promise to continue to deliver a publication worthy of your support and respect. We can’t thank WMABA, SCRS and the other associations we work with (AASP/NJ, AASP-MN, AASP/MA and WACTAL) enough for their continued trust in us. We assure you that the best is yet to come! On a sad note, I want to take a moment to remember James Moy, one of our industry’s brightest lights. He was a passionate fighter for 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) 443-386-0066 Kevin Burt (kevinburt@walkermillcollision.com) 301-336-1140 RT Plate (rt@pcirepair.com) 703-929-8050
ADMINISTRATION
Barbara Chase (barbara@siskautobody.com) 301-855-5525 Ben Gibson (bgibson@harrisonbodyworks.com) 804-355-8151
EXECUTIVE DIRECTOR Jordan Hendler (jordanhendler@wmaba.com) 804-789-9649 WMABA CORPORATE OFFICE P.O. Box 3157 • Mechanicsville, VA 23116
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the collision repair community and someone who fiercely defended a shop’s right to repair vehicles the right way. Every time I was fortunate enough to cross paths with him, he offered nothing but great conversation and infectious enthusiasm. I’m glad I was able to spend some time with him while he was here with us, most recently at the NORTHEAST® Automotive Services Show in March. Thank you, James, for all that you were. Read our tribute to this very special person on page 13. It is a short life; we owe it to ourselves – and to those who have already left us – to live with as much love and happiness as we can. The responsibilities of our everyday lives make it far too easy for us to lose sight of what’s truly important. We can all do a better job of focusing on the joys of being alive. Let’s start now. H&D
June 2016
STAFF
PUBLISHER DIRECTOR OF SALES EDITORIAL DIRECTOR CREATIVE DIRECTOR OFFICE MANAGER
Thomas Greco thomas@grecopublishing.com
Alicia Figurelli alicia@grecopublishing.com
Joel Gausten tgpjoel@verizon.net
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.
June 2016
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EXECUTIVE DIRECTOR’S
MESSAGE
Jordan Hendler
(804) 789-9649 jordanhendler@wmaba.com
Are You Hunkered Down, Looking Around or Keeping Up? Whether you like it or not… That train, the one that looks like OEM repair programs and modernized equipment and is coming down the tracks at full speed, has just stopped at your station for at least the 10th time. You have your bag in your hand, so are you getting on board, waiting for the next train or leaving the station, shaking your head in dismay? The car technologies are changing faster than we get our eyes checked. (That’s annually, by the way, and something you should make sure your techs and painters are doing on a regular basis. Also, many welders who fail their testing are found to have a vision problem that, when corrected, allows them to pass!) If you often ask yourself, “How did that shop get certified and buy all that equipment?” there is an easier answer than you think. It’s that they committed themselves to the process, asked a million questions, failed some and learned what to do the right way. One of our member shop owners took the welding courses himself for Tesla and Jaguar/Land Rover with I-CAR. He failed the first time he took both tests. But he got a lot of help, learned what to do (and not do) and then passed with flying colors. He admitted it was scary and the “hardest thing he’s ever done.” Yes, even harder than the 25-plus years he’s already been doing this!
You can do it, too… There are still spots open in many of the OEM programs for shops to get themselves tooled, trained and certified. There will only be more of them with each passing year, and they will need certified shops to fix the cars.
These brands want to ensure that their customers’ experience is true to their vision. They want them to buy that car again when the time comes. If you think insurance companies aren’t closely paying attention, you would be catastrophically wrong. They are educating themselves at every turn. At the time of this writing, I-CAR and State Farm announced that every adjuster had completed the I-CAR F-150 course. Not even the collision repairers could boast that. It just seems logical that insurers will begin to reengineer their programs to push certified-required repairs straight to those shops for reduction of their liability. If you are in a DRP environment, then you could not only elevate your business and repair methods, but also your revenue streams. It just doesn’t matter what business looks like for you today. I’d like to say tomorrow that a “future” car will be in your shop, but I guarantee it’s already in your shop and being repaired using old techniques if you aren’t
actively following OE procedures. Do you subscribe to ALLDATA at a minimum, and do you have the right equipment? Knowing the sales of the right equipment as of now, chances are you’re not. You could boast these relationships to your advantage. Taking advantage of situations is something our industry is known for. Drop your fears at the station and get on the train. You should be more afraid of not being able to fix the car right and doing it anyway, only to end up in a courtroom or (worse) out of business. The train is leaving, so where are you? I hope to find you on board, willing to take the leap and growing yourself into the future! H&D
Check the WMABA website and newsletters for regular updates and reports from the Executive Director’s perspective. 12
June 2016
In Memoriam: James Moy
Photo courtesy ofgofundme.com
On April 24, the collision repair industry lost a dear friend and supporter with the passing of James Moy at the age of 44. James began his automotive career over 20 years ago as a tow truck operator for a collision repair facility. During that time, he realized the importance of customer service and performing professional repairs. After receiving formal mechanical training at the NYS ATTP (New York State Auto Technician Training Program), he then turned his attention to learning structural repair, refinishing and damage analysis. He attained the prestigious I-CAR Individual Platinum status in Adjusting, Estimating, Structural and Non-Structural Repair and Refinishing. He also passed the I-CAR Welding Qualification Test in Steel, Aluminum and Structural Steel. He was an ASE-certified Master Collision Repair/Refinish Technician and Damage Estimator and was a licensed and bonded adjuster in at least 10 states. A former I-CAR instructor, he was qualified to teach 42 instructor-led classes in all categories. He specialized in “Right to Appraisal” negotiations, triage/blueprinting processes and SOPs. His extensive industry history also included work as a consultant for Precision Auto Group (among others) and a coach for VeriFacts Automotive. James also assisted in training courses and shop evaluations offered by P&L Consultants and Hammer & Dolly Technical Writer Larry Montanez. The James Moy Memorial Scholarship has been created to “provide students, teachers, technicians and shop owners the support, training and opportunities needed to advance our industry.” More information on the endeavor (and how industry members can donate) is available at gofundme.com/jamesmoy. WMABA President Mark Schaech, Jr. had an opportunity to connect with Moy through VeriFacts. “I only met James for the first time last month, when he did an audit of my facility for VeriFacts for our Honda/Acura certification, but I was very familiar with his contributions in the industry,” he says. “It was great to finally meet such a strong advocate for our industry, and I’ll always be grateful to have spent some time with him, even though it was far too short. James left a positive mark on those in the industry who work to do things right, and I offer my condolences to those closest to him.” “He was a no-holds-barred person, the ‘typical’ New Yorker, if you will,” remembers VeriFacts Operations Manager Rodney Bolton, Jr. “He approached even veteran technicians in a
Clockwise from top right: James Moy accepting the 2015 NABC Award of Distinction on behalf of Mid Island Collision during the 2015 CIC Awards; James (third from right) with (left to right) Rodney Bolton (WMABA Board of Directors), Teresa Bolton (ASE), Rodney Bolton, Jr. (VerifFacts), Cory Balsitis (VeriFacts) and Gregory Gray (VeriFacts); James' legacy lives on through the James Moy Memorial Scholarship at gofundme.com/jamesmoy.
way that most people would probably see as brash, but they still received him in a positive way. They listened to James intently and would hang on every word he had to share with them on how to repair a vehicle correctly and continue with the proper procedures. He pushed people to get the best out of them. He was truly a coach and a mentor in the purest form. He also did a lot for the future of the industry, especially up in the New York area with SkillsUSA. When we were at this year’s NORTHEAST®, he brought some kids to our booth. He had a beaming smile, grinning ear to ear, and said, ‘These are my kids!’ He was involved any way he could to make sure the industry bettered itself. “It is definitely a huge loss for the industry,” Bolton adds. “The hardest part for me is that he and I were in the beginning of our relationship, both from a business standpoint and a friendship. It was an honor to have met such a driven individual in a life too shortlived.” Hammer & Dolly and WMABA offer James’ family, friends and colleagues our deepest condolences. H&D
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2016 GOLF OUTING JUNE 22, 2016 Shotgun Start at 1pm
VIRGINIA OAKS GOLF CLUB 7950 Virginia Oaks Drive, Gainesville, VA 20155
SIGN UP TODAY AT wmaba.com/events/golf-outing/
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LOCAL
WMABA’s most popular industry event returns.
NEWS
The Washington Metropolitan Auto Body Association (WMABA) is gearing up for its 2016 Golf Outing, which raises funds for the local Jerry Dalton Memorial Education Fund. Scheduled for June 22 with a 1pm shotgun start, the longtime industry “fun” event will be the kickoff to the summer season! “We are happy to announce our popular Golf Outing’s date for 2016,” said Executive Director Jordan Hendler. “It’s really not that far away, which is exciting, and we hope everyone will again join us The 2015 Golf Outing brought repairers to celebrate our industry’s education initiatives. out of the shop to relax in the sun. Now more than ever, our local industry is fighting to get good techs, and this directly benefits those programs. This event is a great day for a great cause, and I am so happy to be a part of it!” The WMABA Golf Outing will be held at Virginia Oaks Golf Club (virginia oaksgc.com) in Gainesville, VA. There will be many prizes, a Beat-the-Pro contest and a reception dinner during a fun-filled day of camaraderie for collision repairers and industry constituents. If you are interested in participating in the event, the details for entry and sponsorship (as well as course information) are all available on the WMABA website at wmaba.com/events/golf-outing/.
To register, go to wmaba.com/events/golf-outing/. H&D
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June 2016
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NATIONAL NEWS SCRS Thrives in Seattle
As industry members from various states experienced firsthand during “SCRS Week” in Seattle in late April, the national association continues to reach new heights in its efforts on behalf of the collision repair industry. While the quarterly SCRS Board of Directors Meeting traditionally draws participation from members nationwide, the April 19 gathering attracted a host of new faces eager to experience what SCRS has to offer. “It’s great to see a roomful of people who really do spread from across the country and come out and make it an important part of their agenda to be here in this room and to participate in the conversations we have,” observed SCRS Executive Director Aaron Schulenburg. During his report to attendees, Schulenburg detailed a number of current association activities. One of the main initiatives underway is the development of what he called “a library of information” designed to help repair professionals better identify, document and justify necessary notincluded operations. Once compiled, this information will be made available to the industry in video format. “It will be short, brief and a great educational tool [for] the dialogue between a shop and a customer or a shop and an insurance company, but also for shops that are trying to standardize their own operations with their estimators and things along those lines,” he said. In addition to active participation in recent industry events including the NORTHEAST® Resolution Forum and Leadership Meeting in New Jersey and the Southern Automotive Repair Conference in Mississippi, SCRS is engaged in ongoing work with SEMA’s Vehicle Electronics Task Force in developing ways to address how everyone involved in the repair
Education Committee member Kye Yeung recommended that attendees read the article "Improper Repair Case Yields $438K Verdict" in the March 2016 issue of Hammer & Dolly as an example of the consequences shops face when they do not repair a vehicle to pre-loss condition.
process – from technicians to insurers – can better ensure that a vehicle’s functionality is fully restored during the repair process. “We believe this is one of the most important topics in the industry right now,” Schulenburg told Board of Directors Meeting attendees. “Our hope is that the work will be end up in a multi-industry best practices approach.” As previously discussed in the pages of Hammer & Dolly (“WMABAAmended Bills Pass House and Senate Committees,” March 2016), a number of states (including Virginia) have recently faced proposed regulatory changes to automotive physical inspection laws that would allow initial appraisals to be written based on photographs, videos or electronically transmitted digital imagery. In a rare move for SCRS, the association took a position at the state level in Delaware due to the absence of a local state association, going as far as providing a
The 2016-2017 SCRS Board of Directors. Left to right: Brett Bailey, Ron Reichen, Kye Yeung, Paul Sgro, Andy Dingman, Tim Ronak, Jeff Kallemeyn, Bruce Halcro, Dusty Womble, Michael Bradshaw, Dave Gruskos, Mark Boudreau and Amber Alley
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“SCRS Week” scores on the west coast. written statement from Schulenburg (a Delaware resident) to the Delaware Department of Insurance in opposition to the proposed revisions. “While SCRS does not typically get involved in a state-level initiative, we did think that it was important that regulators in that market understand [issues] relevant to our industry and specifically understand changes that had taken place in other market areas,” Schulenburg said. (The final regulatory language from the Department was pending at press time.) Automotive education continues to be a primary focus for SCRS, with current Vice Chairman Kye Yeung offering a special presentation, “The Importance of Understanding How Energy Moves in a Vehicle that is Involved in an Accident,” at both the Board Meeting and the subsequent Collision Industry Conference on April 21. The “back to basics” seminar focused on the ongoing issue of unaddressed damage being discovered during a post-repair inspection. To illustrate the importance of repairing a vehicle to the correct specifications, Yeung advised attendees of both presentations to read the article “Improper Repair Case Yields $438K Verdict” in the March 2016 issue of Hammer & Dolly (available for free online at tinyurl.com/j5ehgbb). “Basically, a shop did not repair the vehicle to pre-loss condition,” he explained. “These are the consequences this particular shop has to pay.” In other news, SCRS has announced its new Board of Directors following elections in Seattle. The 2016-2017 Board of Directors is as follows: Chairman - Andy Dingman, Vice Chairman Kye Yeung, Director at Large - Dusty Womble, Treasurer - Bruce Halcro, Secretary - Brett Bailey, Immediate Past Chairman - Ron Reichen, National Directors - Paul Sgro, Amber Alley, Mark Boudreau – a WMABA mainstay, Michael Bradshaw and first-time members Tim Ronak, Jeff Kallemeyn and Dave Gruskos. More information on SCRS is available at scrs.com. A report on the SCRS Repairer Roundtable is on page 22; a recap of the 2016 SCRS Corporate Member Recognition & Awards Luncheon begins on page 34. H&D
Executive Director’s Thoughts nothing is better than seeing our regional magazine highlighted in a national meeting by sCrs. it’s an honor to work with their leadership through the affiliate program and to help with issues on the forefront of our industry! - Jordan Hendler
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NATIONAL NEWS OEMs (Tesla, Audi, Toyota, Jaguar/Land Rover) Address Escalating Training Needs
Left to right: Joe DiDonato (Toyota Motor Sales), Shawn Hart (Audi of America), Eric Mendoza (Toyota Motor Sales), Kelly Logan (Tesla Motors) and Jason Bartanen (I-CAR)
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With technology in the automotive industry in a state of rapid and constant evolution, the need for adequate and ongoing education is at an all-time high. In an attempt to offer a snapshot of how vehicle manufacturers are working to ready the repair field for the present and future, SCRS welcomed various OEM representatives for a special Repairer Roundtable held on April 20 in Seattle prior to the start of the most recent Collision Industry Conference (CIC). Co-moderated by SCRS Chairman Andy Dingman and Vice Chairman Kye Yeung, the morning discussion offered an intriguing look at how repairers, educators and top vehicle manufacturers are attempting to fill the training needs created by today’s automotive marketplace. Perhaps the greatest takeaway from the event was that industry stakeholders need to step up their game if they want cars repaired properly in 2016 and beyond. “I see us playing catch-up,” opined Joe DiDonato, collision training administrator for Toyota Motor Sales. “I love the advancement of all these technologies...[but] I’m looking at the guy who can’t even fix the cars from five years ago. We’re just trying to get that guy up to speed and also keep ourselves up to speed on what’s upcoming. I’ve been in this industry almost 40 years, and I’ve seen things happen in the last five years that I haven’t seen in the last 20. I’m just concerned with these people who are coming in and can’t even work on a car that is five years old.” Jason Bartanen, I-CAR’s director of industry technical relations, also acknowledged some of the difficulties facing even seasoned repairers as they attempt to embrace current demands on the shop floor.
Seattle meeting connects automakers and repair pros.
“We see these technicians; we know they can weld,” he shared. “But the [Jaguar/Land Rover] Gold standard calls for zero defects in that test piece they’ve put together. If it’s one skip or void or whatever, it doesn’t meet the standard and therefore doesn’t result in a successful event. [We] know that the technicians have the capabilities and can weld, but they don’t get that certificate…We’re trying to work with JLR North America to share more information online with the students to better prepare them so we can raise that passing percentage even higher than it is today.” Tesla is another OEM that works to get technicians ready for the test long before the moment of truth. “We want to have them [as] prepared as possible when they come to training,” offered Kelly Logan, technical manager for Tesla’s Body Repair Program. “The guys who come into training with no idea what they’re expecting are the kind of guys we see really struggle. But if they have the coupons [outside of the test], they are able to practice beforehand. It allows them to be more comfortable. “I never like to see a technician fail,” he added. “A lot of it is psychological. I’ve seen guys just give up, but we have guys who come back and just knock it out of the park.” Shawn Hart, collision repair training instructor and curriculum designer for Audi of America, noted a growing trend towards hands-on training over more traditional learning environments. “Technicians learn three different ways – they learn by watching it, by hearing somebody explain it or by actually doing it,” he said. “For the most part, the majority of technicians who come to the training learn by doing it…I try to develop the training courses so there’s more hands-on activities than [just] sitting and listening. Technicians aren’t used to sitting and listening to somebody talk to them about how to fix something; they want to actually see how to fix it and put their hands on it…Let’s face it, some guys don’t take written tests very well – and [written testing] doesn’t always show comprehension of the knowledge that we’re trying to pass to them.” For Toyota, getting the industry ready for the realities of advanced automobiles goes far beyond equipping repairers with the tools and skills necessary to succeed. “It’s beyond technicians,” stated Toyota Collision Repair and Refinish Training Assistant Manager Eric Mendoza. “It’s bill payers, industry professionals like the California [Bureau of Automotive Repair], managers, estimators [and] pretty much anybody who is going to have some sort of influence on a repair decision on our vehicles.” Last year, Tesla trained 741 students in North America, while the
manufacturer hopes to soon train 1,080 annually via its newly built training facility in Fremont, CA. Toyota trained 1,300 technicians last year, while I-CAR currently trains approximately 300 Jaguar/Land Rover technicians on an annual basis. Based in Ashburn, VA, Audi’s training facility currently trains around 300 technicians a year, while the automaker aims to double that number upon completion of an additional facility in Ontario, CA. H&D
Executive Director’s Thoughts Knowing what the oeM is looking for helps shops align themselves to provide the repair services of those programs. Getting a facility to today’s technology is a conscious effort only made by a few. not enough repairers embrace this mindset! - Jordan Hendler
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NATIONAL
NEWS “DON’T DO IT:” Repairers Push Back Against CIC “Class A” Project What is a Class A collision repair facility? That depends on who is answering that question at any given time – and that’s a huge problem for auto body professionals. As discussed in our March 2016 issue (“A Forum for the Future? The Changing Face of CIC”), the Collision Industry Conference (CIC) Definitions Committee is exploring possible updates to its long-running “Minimum Recommended Requirements for a Class A Collision Repair Facility” document (tinyurl.com/q3j9xez) despite growing protests from repairers in the CIC body and beyond. During the April 20 CIC meeting in Seattle, it was revealed that 60 percent of those responding to a recent CIC online poll opposed the continuation of any discussion on changing the “Class A” definitions at the CIC level. During his address to attendees in Seattle, CIC Definitions Committee Co-Chair Ron Guilliams noted that much of the
CIC Chairman Randy Stabler insisted on moving forward with the Class A endeavor.
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argument against the Committee’s work stemmed from a belief that there are already “commercially available solutions” available to determine what a Class A shop is or isn’t. At the same time, Guilliams acknowledged that the document as it currently stands is still regularly used in the industry. “There are certain insurers that, when the document was created 20 years ago, started using the definition to determine whether a shop would be eligible to participate in a Direct Repair Program,” he said. In order to establish “common ground” between both sides of the issue, Guilliams opened the floor to audience feedback - but not before addressing a common complaint against the Committee’s current work. “A lot of people looked at the Definitions Committee and said,
Assured Performance’s Scott Biggs argued that the issue was causing too much division.
Disagreements lead to a showdown.
SCRS’ Brett Bailey urged CIC to let the OEMs have their say.
CIC Definitions Committee Co-Chair Ron Guilliams faced a tough crowd in Seattle. ‘They must have some sort of a hidden agenda. Why are they using this?’” he explained. “I want to reveal to you what our agenda is…We want to just do the best for the collision repair industry. I will take part of the blame for some of the controversy because as a co-chair, perhaps I didn’t listen well enough to some of the feedback that our Committee was getting.” Kye Yeung, SCRS vice chairman and owner of European Motor Car Works in Santa Ana, CA, was among the repairers who questioned whether CIC is the appropriate venue for a project that could have such a dramatic effect on the field. “I feel that this Class A road doesn’t really affect some of the people who are participating; they have no skin in the game,” he offered. “I think it should be a vote of shop owners - who have a lot to lose or a lot to gain – to get a better idea of where we should go.” Echoing Yeung’s point, SCRS Secretary Brett Bailey (A&B Body Shop, Kansas City, MO) stressed that any discussion of what a shop needs to repair a vehicle should be left to those with direct input over how that vehicle is created. “I don’t even want to get into what the definition of ‘common sense’ is, but why would we not listen to the person who designed, engineered and built the car tell us what we need to repair it correctly and use those tools to repair it correctly – or the third party that’s identified by the OEM to tell us what [to do] to repair a car properly?” he asked. “Adding to the document, to me, is muddying the water versus going back to square one and allowing the person who designed, engineered and built the car to tell us how to do it properly.” Despite the divisive nature of the discussion, current CIC Chairman Randy Stabler stressed his positon that the Class A project was worthy of the CIC body’s time and consideration.
“I see this document taking a step…to raising the bar and being able to hold the standard higher for insurers that are going to continue to have preferred provider networks,” he said. “If we don’t have a document like this, my fear is they will continue to refer their customers to shops that do not have compression spot welders, do not have their appropriate training…Anything that gets us closer is something that I support and something that I task the committee with.” Although CIC provides an opportunity for various industry stakeholders to identify and discuss issues and solutions, WMABA Executive Director Jordan Hendler reiterated the fact that CIC is a simply a forum and not an enforcement agency, adding that those currently using the CIC Class A standard have “no way of elevating those shops other than to check a checkbox.” Scott Biggs, CEO of Assured Performance Network, offered perhaps the best summary of the opposition’s escalating concerns over the Definitions Committee’s endeavor moving forward. “We ought to have an oath to do no harm,” he said. “If you have half the room…a third of the room…a tenth of the room that is vehemently opposed to something that CIC is about to do by requiring, recommending or voting, don’t do it.” The Committee announced its plans to continue the discussion at the CIC in Anaheim this August, with Guilliams noting that the recent poll results could have been skewed by a push within “the media” to have CIC participants vote against the project. Now more than ever, CIC needs the presence and input from the collision repair community at the Anaheim meeting and other events in order to help shape the discussions and decisions driving the industry. H&D
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MARKETING FEATURE
Why Educating the Consumer Doesn’t Always Work - Part 1
The collision repair industry is complicated. I’ve learned this from five years of helping body shops with their marketing strategies. If you’re a body shop owner or manager, my hat’s off to you. I could never successfully do what you do. Between managing the expectations of insurance companies and making sure your customers drive away from your shop in a safe vehicle, there are so many forces pulling you in so many different directions. It should be no surprise that in an industry with so many layers of complexity and controversy, it can be difficult to form a coherent marketing message. Ignoring that 70 million monthly searches for automotive repair and services occur online, some shop owners still believe that a marketing strategy is not for them. Instead, they assume their customers go wherever their insurance company tells them. On the other side of the spectrum, some seem to have such an adversarial relationship with insurance companies that they feel that it’s their duty to “educate the customer” about that relationship. Both of these opposing philosophies tend to have one thing in common – they fail to make the needs of the customer their primary concern.
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“Isn’t ‘Educating the Consumer’ All About the Consumer?” The shop owners who are focused on educating the consumer would obviously disagree with me. They would argue that their entire approach is “pro-consumer” and about “putting the customer first”...and some of them would be right. Some shops have created campaigns focused on true consumer advocacy, and this approach has benefitted their brand and their reputation with a select group of vehicle owners in their market.
However, the shops successfully using this message:
Do not use this as their only (or even primary) means of marketing their business. (They include more positive messages like the ones that will be discussed in this feature, and they put most of their marketing budget into those campaigns because of higher ROI.);
Often target this specific message mainly to the collision industry in the hope of bringing about change; and
Think primarily of the way this message addresses the problems of the average customer, not of the way this message can solve the problems of their business. In other words, they only talk about these topics in ways they know will address the problems and emotional needs of their customers.
Unfortunately, shop owners who favor an explicitly anti-insurance message are probably getting little more out of their marketing than the insurance referral shop that has decided to have no marketing strategy at all. In their attempt to prove that they put the customer first, these shops are not spending enough time considering their customers’ actual needs, fears or problems. For that reason, they put themselves at a disadvantage in their attempts to influence their customers’ buying decisions.
“What’s Wrong with Educating the Consumer?” There’s a lot of enthusiasm in the industry for “educating the consumer.” Unfortunately, this tactic sometimes has serious limitations as a marketing strategy, because it often starts with the problems and needs of the business owner. While this message may be true and logical, customers don’t make decisions based on logic; they make decisions based on emotion. (1) When you craft a marketing message, think about the emotional needs of the customer before he or she hires you. Any efforts to try to teach the customer to care about something else (especially about the emotional needs of the business owner) are bound to fail. You shouldn’t be asking yourself, “What do I want the customer to feel?” You should be asking, “What does he or she feel now, and what emotions does he or she want to feel as a result of hiring me?”
Start from the Perspective of Your Customers Consider the emotional state of customers who have just been in an accident. They have, at the very least, lost the use of their car. They are facing a major disruption in their lives and are probably experiencing anxiety, insecurity, fear and disempowerment. What are they looking for, and how do they want to feel after hiring a body shop? They want their lives restored to normal. To get
The differences between marketing and complaining.
BY LEE EMMONS
to that point, they want a capable, trustworthy professional who can ensure a complete return to the way their lives were before. And of course, there is a sense of urgency because they want to return to their lives in a timely manner. Now, I am in no way suggesting that consumers would prefer that you take shortcuts, repair their vehicle improperly and leave remaining damage in order to get their car back to them as quickly as possible. They trust you to perform high-quality work that solves their problems and fulfills their emotional needs. Besides, if their car has to come back because something wasn’t repaired correctly, you’ve just doubled the pain of the experience. I also recognize that, once the process has started, some insurance companies don’t play fair. Some of those insurers are notorious for using fear tactics to manipulate their policyholders. However, they usually wait to play this game until they’ve got their prospect on the phone and in the middle of the process. When you look at their marketing messaging, it’s all about
humor and positive emotional appeals to their prospects. You’ll find very little information about the actual details of car insurance in an insurance company’s advertising. If there are specifics, it will be focused on a message of trust and on providing emotional solutions to the customer’s problems. It will be focused on
making the customer feel good. Next month, I’ll discuss (among other things) ways to avoid creating negative emotions for your customers when you should be solving their problems instead. H&D
1. http://scholar.harvard.edu/files/jenniferlerner/files/annual_ review_manuscript_june_16_final.final_.pdf
Executive Director’s Thoughts
Being helpful to consumers is neither pro- nor anti-insurer. Helping them navigate the process and having them see you as their trusted professional is a win-win. those shop owners or managers who employ these techniques see a huge return on investment! - Jordan Hendler Lee Emmons is chief marketing officer 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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COVER STORY An Unforgettable SCRS Event for WMABA During its 2016 Corporate Member Recognition & Awards Luncheon in Seattle on April 20, the Society of Collision Repair Specialists (SCRS) honored both the Washington Metropolitan Auto Body Association (WMABA) and the publisher behind Hammer & Dolly – Thomas Greco – for their ongoing efforts to strengthen and inform the collision repair industry. In recognition for all the organization does for the repair field at home and across the country, WMABA received the prestigious Affiliate Association Award. During his introduction speech, SCRS Treasurer Bruce Halcro praised WMABA for its work in the legislative and economic arenas to (among other things) regularly promote critical bills and conduct extensive Labor Rate Surveys in its membership’s market areas.
BY JOEL GAUSTEN
WMABA Executive Director Jordan Hendler presented her dad, Jeff, with a Lifetime Platinum Membership from SCRS.
SCRS’ Corporate Members are the engine behind the association’s continued success.
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The association is honored by its peers.
SCRS Chairman Andy Dingman thanked outgoing Board member Rodes Brown for his service.
Fred Iantorno of CIECA (left) accepted the SCRS Individual Achievement Award from Gary Wano, Jr.
Past SCRS Chairmen Bill Bailey (left) and Bill Eveland received the National Lifetime Achievement Award.
“This association always seems to be doing more and doing it better than some of the other associations, whether it’s their members’ accomplishments, legislation they’re working on or their commitment and dedication to move the collision industry forward,” he said. “They’re an example for other associations to follow, and I know several of us do.” On the previous day during the SCRS Board of Directors Meeting (see page 18), WMABA Executive Director Jordan Hendler was quick to credit the national group for bringing the industry together on a countrywide level. “For us, [the benefit] is getting to hear how somebody else addressed an issue - whether it was positive or negative - and what they learned from it,” she said. “We can also share our experiences with oth-
Outgoing SCRS Board member Paul Val (right) was honored for his commitment.
ers…A lot of times, Virginia and Maryland seem to be the first to look at issues; things get tried here. For us, it’s really important that we stay connected with the other folks trying things. If they’re successful, we have a blueprint.” In addition to commending WMABA for its hard work on behalf of repairers, SCRS honored Hammer & Dolly Publisher/NORTHEAST® Automotive Services Show Event Manager Thomas Greco with a Regional Lifetime Achievement Award. “It’s always an honor to present an award to anybody, because when they are selected by our Committee or proposed by somebody in the industry, they’re obviously well deserving and they’ve done such great deeds for the industry,” said SCRS Executive Director Aaron June 2016
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Schulenburg of the automotive industry veteran during his introduction speech. “This individual has spent a career giving a printed voice to states in need of a way to communicate with their members [and] a way to project what happens within a meeting room or within a Board room or things along those lines. The individual has provided that opportunity to more than five state associations – Massachusetts, Maryland, Virginia, DC, Wisconsin, Minnesota, New Jersey. That’s a lot of people within this industry who are touched because of the passion and the tireless dedication exhibited by this individual… Since 2008 [when they became manager of the NORTHEAST Show], they’ve been responsible for not only communicating in print, but for gathering the industry together by developing shows and places where professionals can come together and exchange ideas and thoughts and information – not only informing the industry, but helping it to grow internally and externally...He continually brings those up from very early in their career and finds ways to advance them in this industry and advance the messages. Because of that, we’re offering Tom Greco a Regional Lifetime
Achievement Award for the industry.” “Honestly, at first it was a shock,” says Greco from TGP’s corporate headquarters in Nutley, NJ. “I had no idea that this was happening. Once Aaron informed me, I had to take a few minutes to process it. I am the kind of person who likes to stay in the background. But to be acknowledged for this award, especially by an organization as influential as SCRS, is a truly amazing honor. “I have been working with SCRS for almost three decades,” he adds. “When I first started Greco Publishing in 1989, I had already known then-SCRS Executive Director John Loftus through my work on various publications. Around 1990, we began publishing a monthly publication for them called Collision Repair Specialist. Since that time, we have worked with SCRS continually on all of our publications. SCRS has grown incredibly since the early days. They are now looked upon as the standard for a collision repair industry association - not only in the United States, but internationally as well.” Later in the ceremony, Jordan Hendler returned to the stage to present her father, Jeff
Hammer & Dolly publisher Thomas Greco was the recipient of the SCRS Regional Lifetime Achievement Award. Hendler, with a Lifetime Honorary Platinum Membership in appreciation for his decades of work for the national auto body community. “He is someone who was always there to give; he can tell the stories of throwing credit cards on the table when times were tight,” she said. “He was someone who repeatedly asked every one of you to support this organization financially through your membership, but not before being willing to do so at the highest level himself. We’ve never given this award before in the past, and I can tell you personally that the investment that has been made by this person has my entire childhood behind it. Once I was part of you, I understood why somebody would take the time away from their family to devote so much to the industry.” Other awards presented included the Collision Industry Achievement Award to Fred Iantorno of CIECA, the Collision Industry Individual Service Award to Janet Chaney of Cave Creek Business Development and the National Lifetime Achievement Award to Past SCRS Chairmen Bill Bailey and Bill Eveland. More information on SCRS is available at scrs.com. H&D
Executive Director’s Thoughts
sCrs’ awards Luncheon is a big deal, and it was a really big deal for WMaBa, too. Getting such an honor, as an affiliate, is emotionally moving. people notice the things we work on, even when we don’t think they do. our association matters here and everywhere. - Jordan Hendler
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THANKS
YOU WMABA thanks their generous supporters of the
LEVEL 1
Corporate Sponsor Program for 2016!
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
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LEVEL 2 3M Automotive Aftermarket Automotive Training Institute Certified Automotive Parts Association FinishMaster Mid-Atlantic Paint & Supply National Coatings and Supplies
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Mark Schaech, Jr.
(410) 358-5155 mark@marksbodyshop.com
PRESIDENT’S
MESSAGE If You Don’t Educate Your Customers,
the Claims Department Will
I speak to shop owners and managers all the time about what some insurance companies are telling consumers about where they should take their cars after an accident. They are told that the parts the insurer has selected on their appraisal are just as good as the OEM parts and (my favorite) that if they use a non-network shop, the work won’t be guaranteed and they will have to pay out of pocket. As a shop owner and a consumer advocate, I have come to the understanding that the only way to level the playing field is to educate my customers. When an insurer is not being truthful with our customers, it is our responsibility to educate them about their right to choose their shop, their parts and how their vehicle is ultimately repaired. In this day and age, it is easy and affordable to get a message to our customers with the click of a mouse. Today, we are able to send mass emails to our
customer base or reach out on social media (i.e., Facebook, Twitter, etc.). If we don’t educate our customers, the only pitch they will hear is the one they receive from their insurance company when they set up their claim. The insurers have become really good at directing consumers to where they want them to go and taking control of your customers’ repairs. Furthermore, with large MSOs moving into our markets, we really need to separate ourselves from the pack. So stay in front of your customer and get your message out. Since your customer only has an accident every few years, we need to make sure they remember us. 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: __________________________________ 44
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ADVERTISERS’ INDEX Alexandria Toyota ................................15 AP Media ............................................31
Audi Group ..........................................17
Axalta Coating Systems ......................OBC
BMW Group ........................................24-25 BMW of Fairfax....................................3
Caliber Collision ..................................15 CAPA ..................................................7
Chesapeake Automotive Equipment ..46
Collision Equipment Company ............IBC Empire Auto Parts................................36 Ford Group ..........................................28 GM Parts Group ..................................9
Honda Group ......................................16 Hyundai Group ....................................29
Koons Ford ..........................................38 Malloy Hyundai ....................................8
Mazda Group ......................................37 MINI Group ..........................................33 Mitsubishi Group..................................21 Mopar Group ........................................38
Nissan Group ......................................39 Nucar ..................................................20 O’Donnell Honda ................................19
P&L Consultants ..................................35 Packer Norris Parts ............................4
Polyvance ............................................32
Porsche Group ....................................45
PPG ....................................................IFC Safety Regulations ..............................19
Steck Manufacturing............................21 Subaru Group ......................................41 Toyota Group ......................................43 USI of North America ..........................23 VW Group............................................11
Wheel Collision Center ........................46
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