BE EXTRAORDINARY!

As SCC 2023’s Collision P.R.E.P. slate kicked off, hundreds of industry professionals gathered outside the Meadow Event Park in Doswell, VA for a chance to learn how to “Be Extraordinary” from industry icon Mike Anderson (Collision Advice). Indicating that it’s no longer enough to be average in today’s collision repair industry, Anderson encouraged shops that want to dominate in 2023 and beyond to become extraordinary in how they market their OEM certifications, in the customer experience, in researching OEM repair procedures, in being the employer of choice, in having a great culture and in embracing ADAS and calibrations.

The number one question Anderson gets asked is, “Should I renew my OEM certifications?” to which he responded with a resounding “YES!” Explaining his belief that certification is vital for shops in the future, he shared his expectation that the industry will soon move toward an OEM subscription model of ownership, but he warned shops against the false assumption that getting certified will automatically bring customers to their front door. “Many shops expect work to show up at their door just because they’re certified, but you have to put the work in, position your OEM certifications and leverage them to the best of your ability.”

Today’s customers have a trust-but-verify mentality; they want social proof that a business can be trusted, so spending more time with them up front to establish value creates a more positive customer experience. “People are more afraid of making a wrong decision than they are of spending money,” Anderson stressed. “You need to convince them that you’re the best choice to fix their car, that they’re making the right decision.”

He also recommended that shops focus on building culture. “You want people who don’t just love their jobs; they love your organization. Think of yourself as a sports team…would people want to wear your jersey? Everyone has cars, but not everyone has people. These days, it’s about who gets the people.

“The goal is definitely to repair that vehicle to its pre-accident condition, and we want to make sure our customers are taken care of, so it’s really important that we research OEM procedures every single time,” began Danny Gredinberg of the Database Enhancement Gateway (DEG) during “Repair Planning Resources: Write Your Strongest Sheet.” “It’s not a question. It’s not up for debate. It’s what must be done on every vehicle, so let’s go ahead and get our sheet together.”

Examining some obvious items that are commonly missed from estimates because the time isn’t in the estimating databases, Gredinberg explained how to use the DEG to create a database inquiry, walking through multiple examples of inquiries that have benefitted the entire industry. “Who has time to sit on hold with CCC, Mitchell or Audatex for hours? I do! I’ll get it resolved, and you can add the