Hammer & Dolly September 2015

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September 2015 Volume 9, No. 9 $5.95 www.wmaba.com

The Cost of Social Media Rental Time in the Real World A Torque Wrench Tutorial www.grecopublishing.com

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CONTENTS September 2015

COVER STORY 44

IS ALUMINUM THE ICEBERG TO OUR “TITANIC” INDUSTRY?

The F-150 and other aluminum-intensive vehicles are here. How is the industry handling them?

BY JOEL GAUSTEN

NATIONAL NEWS BY JOEL GAUSTEN 20

SCRS TO GREATLY EXPAND COLLISION PRESENCE AT SEMA The national event is

breaking records even before doors open.

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SCRS REPORTS MEMBERSHIP JUMP, CONTINUED WORK WITH IPS, OPT-ALT OE PARTS Steady growth leads to a greater impact on

the industry.

DEPARTMENTS 6 7 10

CIC RECAP 30 PARTS PROCUREMENT DELAYS, RISKS

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EXPLORED AT CIC 16

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CIC PANEL UNCOVERS RENTAL TIME INACCURACIES

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CIC EXPLORES STEERING DILEMMA

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TECHNICAL FEATURE 36 TORQUE WRENCH USE AND MAINTENANCE

A look at the importance of using torque wrenches for body repairs.

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BY LARRY MONTANEZ III, CDA & JEFF LANGE, PE

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MARKETING FEATURE 40 HOW TO GET MORE ENGAGEMENT FROM FACEBOOK – ON A BUDGET

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Why succeeding on Facebook now means spending money. BY LEE EMMONS

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Calendar of Events

WMABA Meeting Notice Editor’s Message JOEL GAUSTEN

Executive Director’s Message JORDAN HENDLER

WMABA Sponsorship Page

What’s WMABA Up To

WMABA Membership Application

WMABA Board of Directors

Meet the Board: Torchy Chandler JACQUELYN BAUMAN

Technician of the Month: Nelson Flores JACQUELYN BAUMAN

President’s Message DON BEAVER Vendor Corner JOSEPH J. KENNY, II

Advertisers’ Index

Images © www.istockphoto.com

September 2015

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Industry training opportunities and don't-miss events.

CALENDAR OF

EVENTS

September 16, 2015 2015 WmABA golf outing the timbers at troy golf course 6100 marshalee drive, elkri dge, For more info, visit www.wma md 21075 ba.com

CLASS LISTINGS

october 22, 2015 online marketing Basics: Website, video, Social med ia precision collision 7901 Kincannon place, lorton, vA 22079 For more info, see facing page or visit www.wmaba.c om

September 1, 2015 AdheSive Bonding

Southern Collision Center, Chesapeake, VA

September 8, 2015

Aluminum exterior pAnel repAir & replAcement

September 24, 2015

plAStic & compoSite repAir

Southern Collision Center, Chesapeake, VA

Southern Collision Center, Chesapeake, VA

Harrison Body Works, Richmond, VA

King Volkswagen, Gaithersburg, MD

Sectioning oF Steel unitized StructureS Wheel Alignment & diAgnoStic AngleS State Farm Silver Spring, Silver Spring, MD

September 10, 2015

AdvAnced Steering & SuSpenSion SyStemS

dAmAge AnAlySiS

Southern Collision Center, Chesapeake, VA

WAterBorne productS, SyStemS & ApplicAtion

Frederick Co. Career & Tech, Frederick, MD

Wheel Alignment & diAgnoStic AngleS

Automotive Collision Technologies, Randallstown, MD

September 15, 2015

Wheel Alignment & diAgnoStic AngleS Harrison Body Works, Richmond, VA AdheSive Bonding

Canby Motors Collision Repair, Aberdeen, MD

September 17, 2015 AdheSive Bonding

Frederick Co. Career & Tech, Frederick, MD

hAzArdouS mAteriAlS, perSonAl SAFety & reFiniSh SAFety

Uni-Select USA, Baltimore, MD

September 22, 2015

Full-FrAme pArtiAl replAcement

Southern Collision Center, Chesapeake, VA

Squeeze-type reSiStAnce Spot Welding Harrison Body Works, Richmond, VA

Full-FrAme pArtiAl replAcement Keystone Linthicum, Linthicum, MD

AdheSive Bonding

September 26, 2015

Blueprinting proceSS & dAmAge diScovery

O’Donnell Honda Service Center, Catonsville, MD

September 29, 2015

vehicle technology & trendS 2015

Harrison Body Works, Richmond, VA

color theory, mixing tonerS & tinting Southern Collision Center, Chesapeake, VA

AdvAnced Steering & SuSpenSion SyStemS dAmAge AnAlySiS

Harrison Body Works, Richmond, VA

Squeeze-type reSiStAnce Spot Welding

Coxton’s Gold Team Collision Center, Yorktown, VA

October 15, 2015

Full-FrAme pArtiAl replAcement Harrison Body Works, Richmond, VA

Squeeze-type reSiStAnce Spot Welding Frederick Co. Career & Tech, Frederick, MD

October 20, 2015

AdvAnced Steering & SuSpenSion SyStemS dAmAge AnAlySiS

Coxton’s Gold Team Collision Center, Yorktown, VA

Welded & AdheSively Bonded pAnel replAcement

October 1, 2015

replAcement oF Steel unitized StructureS

Southern Collision Center, Chesapeake, VA

Southern Collision Center, Chesapeake, VA

October 22, 2015 Automotive FoAmS

October 6, 2015

Southern Collision Center, Chesapeake, VA

AdheSive Bonding

Harrison Body Works, Richmond, VA AdheSive Bonding

Coxton’s Gold Team Collision Center, Yorktown, VA

Sectioning oF Steel unitized StructureS

Southern Collision Center, Chesapeake, VA

underStAnding & preventing reFiniSh deFectS Frederick Co. Career & Tech, Frederick, MD

October 27, 2015 meASuring

Southern Collision Center, Chesapeake, VA

October 8, 2015

plAStic & compoSite repAir

Harrison Body Works, Richmond, VA

Coxton’s Gold Team Collision Center, Yorktown, VA

Aluminum exterior pAnel repAir & replAcement plAStic & compoSite repAir

Frederick Co. Career & Tech, Frederick, MD

Squeeze-type reSiStAnce Spot Welding

Southern Collision Center, Chesapeake, VA

October 13, 2015

Steering & SuSpenSion dAmAge AnAlySiS

Harrison Body Works, Richmond, VA

Full-FrAme pArtiAl replAcement

reStrAint SyStemS dAmAge AnAlySiS Virginia Farm Bureau, Richmond, VA

October 29, 2015

Steel unitized StructureS, technologieS & repAir Southern Collision Center, Chesapeake, VA

Southern Collision Center, Chesapeake, VA

www.i-car.com or (800) 422-7872 for info 6

September 2015

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Information and updates from WMABA.

LOCAL

NEWS WMABA Presents…

Online Marketing Basics: Website, Video, Social Media

SAVE THE DATE! October 22, 2015

Presented by Absolute Perfection Media Lee Emmons is vice president in charge of AP Media based in Sykesville, MD. He and his agency are certified Google Partners, with certifications in AdWords and in Google’s Video Advertising Advanced Certification. You can visit his company’s website at AbsolutePerfectionMedia.com.

6:30pm Networking • 7:00pm Presentation Location: Precision Collision 7901 Kincannon Place, Lorton, VA 22079 Questions? Contact Jordan Hendler at (804) 789-9649 / jordanhendler@wmaba.com / www.wmaba.com

Register online at www.wmaba.com

September 2015

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Joel gausten

EDITOR’S

(973) 600-9288 tgpjoel@verizon.net

MESSAGE WMABA HITS THE ROAD

Over the years, I’ve written many messages for Hammer & Dolly regarding WMABA’s national reach and influence in the collision repair industry. Each time, I have stressed the fact that association representatives work on your behalf not only in your state, but in various places across the country as they attend and participate in the industry’s largest events. Four times a year, WMABA directors and members take a plane to wherever the Collision Industry

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

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

AdminiStrAtion

executive director Jordan Hendler (jordanhendler@wmaba.com) 804-789-9649 WmABA corporAte oFFice P.O. Box 3157 • Mechanicsville, VA 23116

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Conference (CIC) is being held, making it a point to get actively involved in CIC committees and discussions. Several members of WMABA (including Board members Barry Dorn and Mark Boudreau) are also heavily involved in the Society of Collision Repair Specialists (SCRS), a prominent national group whose current executive director, Delaware industry veteran Aaron Schulenburg, is a past member of WMABA’s Executive Board.

(It’s important to note that Board members get involved in these activities on a strictly voluntary basis, without financial support. In an industry consistently crying out for change, these individuals literally put their money where their mouths are and support repairers at these events at their own expense.)

Looking through the material for this month’s issue (which offers great information on how various WMABA members impacted recent CIC and SCRS gatherings), I felt it was important to remind our readers of just how active WMABA truly is – even during the “slow” summer months. If you’re unable to personally attend these great get-togethers throughout the year, Hammer & Dolly is here to keep you updated on what goes down in meeting rooms and on show floors. If you’ve ever wondered what kind of effect your membership dues have on the greater industry, just have a look at the national content in this issue.

These happenings are as much a part of the WMABA experience as attending a meeting in your hometown. When you join the association, you’re connecting to the largest network of auto body professionals in the United States. There has never been a better time to be a part of re-shaping this field for the better. For more information on WMABA membership, please contact Executive Director Jordan Hendler at (804) 789-9649. H&D

September 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

IS CIC A CRYSTAL BALL? Heading to the industry meetings in Detroit was not something I was really looking forward to. The town itself is not on my list of places I’ve wanted to visit. But when you are traveling for work, it’s just a venue, not its content.

Being in the room for the Collision Industry Conference (CIC) meetings made the trip totally worth it, and I realized after its conclusion that this truly is the place where repairers get a glimpse into the future.

Seeing some of our prominent members at the Conference is a bonus for me personally, but this meeting was full of valuable information any repairer would want to know NOW (as opposed to later, when there’s less that can be done about it). In addition to talks on parts procurement and pulse synergic aluminum welding, there was discussion of steering laws, cycle time calculations, training advancements and data privacy. All of these topics are going to affect your future in this industry.

i’m there, But you’re not.

Yes, you can get the summary coverage here in our magazine or from other news sources, but you aren’t getting what really counts. Making it to just one CIC each year would be invaluable to you.

At these meetings, there are folks from every far-reaching corner of our industry (from OEM to online marketing). The one-stop shop does exist, and it is the CIC meeting. Do you want to reach out to a committee member about the parts procurement debates? Did you want to talk to a rental car provider about the management system integrations? How about the effectiveness of voicing concerns for your

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issues with a particular insurance company? Any and all questions are possible here, as well as the answers.

It’s not that you’ll be asked to get up and speak in front of the hundreds in the room. You can nudge me to do that for you; it’s the importance of getting the actual dialogue with your own ears. Every single repairer who has ever gone to the meeting has gotten something from it that they’ve used to improve their personal business.

Meeting another shop owner turned friend, hearing a particular presentation or simply having the knowledge that there is a place to go with concerns – these are all reasons to show up.

Looking for a Bonus?

There are other meetings in conjunction to attend, too. This most recent meeting was with the NACE Expo. As always, you

can attend the Board meetings of several of our nation’s top associations like the Society of Collision Repair Specialists (SCRS) or the Collision Industry Electronic Commerce Association (CIECA), both of which WMABA strongly support and are active with.

All of the groups getting together are for one reason: to advance the collision repair industry. If being here five, 10, 20 years from now is where your mindset is, then your goal for the rest of this year and the next is to make it to a meeting. Our local meetings are great, and we do our best to relay the knowledge to our members, but this is a place you could retreat to for support.

If you want to talk about it, please feel free to call me anytime. We will get you where you want to be; that’s our mission.

H&D

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

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THANKS

YOU WMABA thanks their Generous Supporters of the new Corporate Sponsor Program for 2015! We encourage YOUR SUPPORT of those who SUPPORT US! LEVEL 1

LEVEL 2 3M Automotive Aftermarket Certified Automotive Parts Association FinishMaster

Mid-Atlantic Paint & Supply National Coatings and Supplies

For more information about the sponsorship program, please contact Executive Director Jordan Hendler at 804-789-9649 or email jordanhendler@wmaba.com

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www.wmaba.com

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Find more association updates at www.wmaba.com.

WHAT’S UP TO? WMABA MEMBERSHIP: GET YOUR QUARTER BACK

It’s always a good time to get involved with WMABA. If you’re reading this, your first benefit is already being realized: staying up 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 goes. Whether at a tradeshow like SEMA or locally at the state capital testifying at a hearing, your interests 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.

The Playbook

The association is your resource for all things. 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 the 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 voice of the repairer and their customer are heard.

Call the Game

As a member, you decide your personal level of participation. Do you have interest in committees to 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. 2015 can WIN with your commitment to the betterment of your business, and your industry. Sign up today! H&D

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

MEET THE

BOARD

By JAcquelyn BAumAn

TORCHY CHANDLER

“Through the association, we are able to sit down and discuss finding a solution, a better way of doing things or a different way to run the business.”

Being the oldest of five siblings (and with a crew of six grandchildren and two great grandchildren), family is very important to WMABA Vice President Torchy Chandler. Having been active in the industry for over 40 years, automotive repair is important to her as well.

Through her work with the association, Chandler is able to marry these two factors of her life together, working on her own and with others to improve the Virginia and Maryland automotive repair family.

Chandler got her start in the industry over four decades ago, when her husband came home one day from his shift as a painter and said, “I quit my job; I’m going to open my own business.”

“Needless to say, we didn’t have a lot of money,” Chandler recalls. “When he first opened, he worked at the shop all day and I came down at night to take care of the books and the paperwork.”

From humble beginnings, they are now located in Columbia, MD at Chandler’s Collision Center, where they have a crew that includes five technicians and a helper. Early on in their days as shop owners, the Chandlers were visited by past WMABA Executive Director Sheila Loftus, who gave them information about an upcoming meeting and essentially said to them, “I better see you there.” They attended the meeting and have been members ever since. After they had been members for some time, they attended an election.

“I jokingly said to Sheila, ‘No females on the Board except for you?’” Chandler says. “The next thing I know, Sheila told me someone had dropped out and that I would take their place on the Board.”

She credits her time in the association and her position on the Board for much of her success in the business.

“A lot of people ask now, ‘What can the association do for me?’” she says. “The bottom line is, when it comes to this industry, you don’t know what you don’t know. And with what we do, you need to know what’s coming down the pike at least a year before it hits. Plus, if I walk into a shop and close my eyes, it’s all the same. You hear the same things. Everyone is experiencing the same problems, but no one has the solutions.

Through the association, we are able to sit down and discuss finding a solution, a better way of doing things or a different way to run the business. People say they don’t have time, but when they’re not making money, I’m sure they’ll find it. Even if you don’t want to be gung-ho, at least join the association and go to meetings and read the magazines. These are wonderful people, and you need to take advantage of their impact.”

At one of her first big national meetings in San Jose, CA, when Chandler had first become WMABA president in 2006, she sat at a dinner across from late industry legend March Taylor.

“He spoke to me like he had known me for my entire life,” Chandler fondly remembers. “He gave me tidbits of information that have stuck with me ever since and have impacted how I run my business and interact with this industry. He said, ‘Give it your all, help anyone who asks and get involved.’”

Chandler urges anyone not involved in the association to attend a meeting or to contact a Board member and ask questions.

“I love the association. If I didn’t, I wouldn’t stay as long as I have,” she says. “I like knowing what’s going on in our industry, I love our national presence and I love that we have an active executive director who processes what’s happening in our field and gets everyone on board, so to speak. It’s important that shop owners join WMABA. It’s going to be the best thing they ever did.” H&D September 2015

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NATIONAL NEWS SCRS to Greatly Expand Collision Presence at SEMA Thanks to the Society of Collision Repair Specialists (SCRS), the world’s most extensive automotive industry event will soon be bigger than ever.

With two months still to go before the arrival of SEMA 2015 (November 3-6, Las Vegas Convention Center), SCRS has already succeeded in building the strongest Collision Repair & Refinishing segment ever featured at the world-renowned show. The association’s SEMA-exclusive 2015 Repairer Driven Education (RDE) Series will feature a record number of classes – a direct result of attendee feedback on the kind of courses they wanted to experience at the Show. Additionally, pre-Show registrations and Collision Repair & Refinishing exhibitor signups are already at an all-time high.

“From a vendor standpoint, there is additional space that had to be added to the square footage of the floor at the Show in the North Hall area [of the Convention Center], extending over into additional space at the Westgate Las Vegas Hotel,” says SCRS Executive Director Aaron Schulenburg.

“That’s really exciting; the added space presents new opportunities for the companies exhibiting.”

With five strong years at SEMA under their belt, SCRS made it a point to greatly expand its educational offerings for 2015 by adding new class blocks on Tuesday, Wednesday and Friday mornings and selecting the best courses available from a

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multitude of suggestions submitted by companies and speakers from every industry segment imaginable.

“We work with collision shops who are close to SCRS, and vet out the issues,” explains Schulenburg. “We look at what was submitted to us and how [the suggested classes] address the real-world needs that are current this year with our members.”

Naturally, SCRS’ desire to provide meaningful educational content has resulted in a strong focus on some of the industry’s hottest topics, including consolidation (“Don’t Let Consolidators and MSOs Steal Your Insurance Work,” hosted by Michelle Nelson of BB Automotive) and post-repair inspections (“Post Repair Inspections [PRIs],” hosted by Larry Montanez of P&L Consultants). Other RDE speakers already signed on to participate in this year’s program include SCRS mainstay Toby Chess (“Repair Planning Considerations for Welded Components,” “Welding Technologies – A Comprehensive Tutorial on Modern Equipment”), Mike Anderson of CollisionAdvice (“Business Financials: Balance Sheets, Income Statements and Cash Flow”), Dave Gruskos of Reliable Automotive Equipment (“Removing, Replacing and Joining Advanced Materials”), Lee Rush of Sherwin-Williams (“In-Process Quality Assurance,” “Process-Driven Collision Repair”) and John Niechwiadowicz of QLC, Inc. (“Understanding Numbers and What They Tell You About Your Growth

Opportunities”).

One of the greatest highlights of last year’s SEMA, the SCRS-sponsored OEM Collision Repair Technology Summit, is slated to return to this year’s Show on November 5. The day-long event will focus on emerging trends in vehicle construction and technology and how both of those aspects influence vehicle repairability and collision industry preparation. The program is designed to put SEMA Show attendees in a room with innovators in automotive structural design and technology, providing one of the most unique networking and learning opportunities available to the collision repair industry.

The 2015 program will provide three different segments, which can be selected individually or collectively as part of the RDE Full Series Pass. The sessions will feature companies and individuals with rich histories of producing sophisticated advancements in the automotive and collision repair fields, and will highlight architectural and technological developments in modern vehicles and how those advancements intersect with the repair process. SCRS and show organizers built this year’s Summit to provide greater convenience for those attendees who may need to juggle multiple commitments throughout the day.

“The evolution of the Summit was based on attendee feedback on how to make it more accessible and usable from a

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The national association addresses industry demand at Las Vegas trade show.

By Joel gAuSten

scheduling standpoint,” he explains. “It is going to be a full day that’s still focused on OEM collision repair technology items.

However, we broke it up into a couple of different segments so that if somebody just wants to come for the morning session or just wants to come for the aluminum or steel section, they can break their day apart a little bit.”

While SEMA 2015 will surely attract veteran attendees from the collision repair field who know how to maneuver through the unforgettable spectacle that is SEMA, Schulenburg has some useful advice for those who will be experiencing it for the first time.

“Plan out your trip and pre-register for your classes, because I think it gives a better framework to the week,” he says. “I talk to a lot of people who go to SEMA for the first time and say, ‘I’ve never been here, so I’m just going to plan it as I go.’ Inevitably, they come back to me and say they wish they had mapped it out in advance. It’s a big show, and it can be a little overwhelming. There are so many opportunities there that it’s easy to feel pulled in a lot of different directions. The most flexible option is to get a Full Series Pass and identify which classes you want to go to, then leave yourself some free time because you are going to want to explore the show floor and set time aside for meetings. Pre-planning with a little bit of flexibility is probably the biggest key that I can offer – along with recommending that you bring multiple pairs of comfortable shoes!”

A complete list of RDE classes and SCRS-related SEMA events (as well as registration information) is available at tinyurl.com/ok53z9z. H&D

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NATIONAL NEWS SCRS REPORTS MEMBERSHIP JUMP, Continued Work with IPs, Opt-Alt OE Parts It is the best of times for the Society of Collision Repair Specialists (SCRS).

Currently boasting 45 state affiliates and extensive activities on a variety of fronts, the association offered an intriguing update on their recent past and projected future at a July 23 Open Meeting in Detroit, MI. During his report to members, Executive Director Aaron Schulenburg noted a substantial growth of new membership in the previous quarter, adding that entrance interviews indicate a strong interest in the association’s current endeavors on behalf of the national collision repair community.

“More often than not, the response [from these new members] specifically is, ‘We’re reading about, looking at or seeing some of the things that SCRS is working on that are important to our business,’” he said. “It’s a good affirmation for those sitting around the table that the work that we’re doing is resonating with our members – and in the industry with those who are not our members, which is just as important.”

One area of considerable action by the association is investigating ways to address data privacy concerns in the collection of EMS data. At SCRS’ April Open Meeting in Atlanta, Schulenburg reported that one member’s facility faced suspension from a particular DRP due to complaints from a consumer whose loss was identified on a VIN reporting database. According to a July 7 SCRS press release on the matter, “the reporting company responded in writing that while they couldn’t release the names of their sources for vehicle loss information, neither the collision repair facility nor the Information Provider [IP] was a source of the data. This was enough to dissuade the carrier’s concerns over the repair facility’s role in

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ScrS executive director Aaron Schulenburg updated attendees on the association's progress in the previous quarter.

releasing data, but it further reinforced the need for collision repair business owners to have [a] protocol in place to maintain control of information and data generated by their business.”

Although many shops are aware of obvious and intentional data pump sources including rental car companies and parts providers, it is possible that these businesses’ information is also being collected by unknown or unintended third parties. SCRS has been working with the major Information Providers to identify and implement possible solutions to the problem, including reconfiguring the current EMS directory and establishing a new connection to essentially disconnect any other data pumps that were there in the past.

“As we started looking at solutions and talking with some shops, we realized that a lot of them don’t know what’s on their system that may be collecting that information,”

explained Schulenburg at the most recent Open Meeting. “There really is no good way for a collision repair business – unless they are highly technically skilled – to identify a data pump that’s hidden, because they could be hidden deep within the directories on their computer and not very easy to locate.

“We encourage that if you [pursue reconfiguring your system], you make sure you talk to each of the parties you interact with so that you don’t have any loss of service by making those changes,” he added. “Each company is going to be different, both on the IP side as well as on the other third-party applications that are collecting the information.”

SCRS’ full press release on their current EMS-related work is available at tinyurl.com/o7z8u37.

The past several months have seen SCRS also devote time to working with various OEM parts manufacturers to gain insights into their efforts to combat the ongoing appearances of “Alt OEM” and “Opt OE” parts in estimating systems. Schulenburg believes that the presence of these terms within the estimating systems creates confusion at the shop level.

“Some manufacturers will have surplus or optional OEM parts, whether they’re remanufactured or outlet or things along those lines,” he said. “However, there are thirdparty suppliers who are seemingly popping up more and more that are offering ‘OEM,’ but who may not be authorized OEM suppliers. This presents a concern because, for both a shop and a consumer, it’s important to know that if we’re ordering an OEM part, we are in fact getting an OEM part and more so, an OEM part specifically intended for use in this country rather than perhaps a part that’s grey market or came from a different supply

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Detroit Open Meeting sees SCRS quarter in review. chain...The challenge is that the estimating systems are allowing more and more suppliers to integrate into their systems, but there are not unique identifiers to help us understand which parts are which. They’re all just categorized as ‘Opt OE.’” Additionally, Schulenburg noted that the confusion is exacerbated by parts suppliers discounting and relabeling parts as “Optional OE” or “Alt OE” to accommodate downward pressure on the market to adjust pricing. (The potential dangers of using a part that was not designated for the American market are explored in a recent Repairer Driven News report available at tinyurl.com/q3wkeek.)

In other Information Provider news, Schulenburg offered an update on the association’s reaction to AudaExplore’s new feather, prime and block option. Earlier this year, AudaExplore became the first IP to include the procedure in their system, leading to accolades from SCRS and other industry representatives. However, a more in-depth review of the functionality has also led to some concerns over the approach the Information Provider used.

“It is still a huge step forward for the industry; however, after looking through the way they approach it, we did have some concerns,” offered Schulenburg. “The system requires you to calculate the time for feather, prime and block into your repair time [and] essentially establish what percentage of that repair time was allocated towards it. Then, it would be redacted out of that repair time. Our concern is that, based on member feedback, this isn’t how most shops approach that operation, or the formulation of repair times. It’s typically two separate operations; it’s accounted for differently rather than lumping all of it into one time.”

Schulenburg reported that the association has communicated its concerns to AudaExplore and further discussions are underway.

In an ongoing project by the association, SCRS is working with the Database Enhancement Gateway (DEG) administrator to bring basic-level understandings on IP products by distributing special “Estimating Tips” to their membership via email on a weekly basis.

SCRS encourages member companies to forward these tips to their client bases as a service to the industry.

The Open Meeting also included an extensive, interactive presentation by SCRS Technical Committee members Toby Chess and Kye Yeung on the current state of aluminum repair and training. (Highlights from

By Joel gAuSten

the discussion are featured in our cover story on page 44). More information on SCRS activities and events is available at scrs.com.

H&D

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TECHNICIAN OF

THE MONTH

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

NELSON FLORES At Rosslyn Auto Body in Alexandria, VA, it doesn’t matter where you’re from, only what you bring to the table every day. Rosslyn Auto Body owner and past WMABA Board member Kris Burton knows this, as technician Nelson Flores is one of the biggest assets to his team.

Flores got his start as a body technician in El Salvador, learning from a friend. It was in his home country that he got his first collision repair job, building the foundation that would ensure him success later on. A little over 10 years ago, Flores became employed at Rosslyn Auto Body and has been there ever since.

“I think I was nominated for Technician of the Month because I work hard and I am dedicated to what I do,” he explains. “I can work on various repairs, no matter the size, and I stay on track until they are completed in a timely manner.”

Flores believes in getting it right the first time with no exceptions and is constantly striving for perfection. It is this aim towards excellence that will help him in his future goal of becoming a mentor for younger technicians. In the next decade, Flores sees himself acting as a teacher and advisor for new automotive service technicians entering the shop, passing down the gifts he was bestowed to the future of the industry.

Striving for flawlessness in repairs is admirable, but Flores acknowledges that it is certainly difficult in this industry, especially noting the constantly evolving nature of the technology he services. Regardless, the best part of the job for Flores is seeing the customer at the end being satisfied with the quality repairs he has accomplished.

When he is not in the shop, Flores enjoys spending time with his family and attending his son’s soccer games, standing on the sidelines and cheering him on. Grateful for the opportunities he’s been granted and the talents he has acquired, he has a few people he’d like to thank for helping him to reach the level of success he has attained in his career.

“I am thankful for several of my coworkers, as well as my manager, Kris Burton,” he says. “Together, we work to create a team. For that, I am very happy.” H&D

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nelson Flores enjoys being able to see his customers’ faces after they receive their vehicle back in better condition than when it went in the shop.

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RECAP

"Value stream map" developed to identify inefficiencies in parts procurement systems.

Parts Procurement Delays, Risks Explored at CIC Examining the various twists and turns of electronic parts procurement is no easy task, but it is one that the CIC Parts & Materials Committee is committed to facing head-on.

During their July 21 presentation to CIC attendees in Detroit, members of the Committee offered updates on their work to develop a “value stream map” of the parts ordering process to better identify common inefficiencies and risks that shops experience when sourcing products during a repair.

According to Committee Co-Chair John Bosin, one interesting element to his group’s efforts is the realization that the collision repair industry remains a predominantly “fax and phone” business despite constant evolutions in online parts procurement technologies.

“I want to reassure you that while some of us may consider electronic parts procurement a 21st century item and the faxing [from the] 20th century, the fax machine is still very much alive,” he remarked. “If you talk to your parts suppliers and ask them how many faxes they get in a day with orders, [you’ll see that] not only is the fax machine still being used, but the phones are being used and a lot of the parts salespeople and delivery people are bringing orders back into the office. It’s not all done electronically, for sure.”

To illustrate his point, Bosin added that one of the members of his BASF performance group is known to pay for every part delivered to his facility by check.

“If we all think it’s all super-streamlined and [electronic] parts procurement is just rapidly sweeping the industry, it’s not,” he said.

Discussing the risk analysis area of the Parts & Materials Committee’s work, member Amjad Farah (AkzoNobel) encouraged attendees to consider the true cost of failures and inefficiencies at their businesses. He noted that one of the greatest failures experienced on the shop floor in terms of efficiency occurs when that facility makes its parts decisions based on price alone.

“When you source based on price only, what kind of effect can that have on our process?” he asked. “What happens when the part is not delivered in a timely fashion?

If [the decision] is based solely on price, it may end up that we get poor service from the vendor and we have a delay. What does that cost you every time that happens?”

Farah noted that inefficiencies can be caused in unexpected ways, including when some shops order OEM parts “just in case” the part on the estimate doesn’t fit. If the cheaper part ends up working, the shop has to return the OE part, causing another step along the way. Farah stressed that every delay in the procurement process means something in dollars.

“You’ve got to realize that when there’s delays or re-work or any time we have to re-do something in our process, there’s an actual cost to our company,” he said.

“If that delay causes you to miss your promise date, we know the CSI’s taking a huge hit,” Bosin added.

Bosin encouraged industry stakeholders to reach out to the Parts & Materials Committee and offer feedback and direction on identifying and addressing inefficiencies in the parts procurement process.

Contact information and past Parts & Materials Committee presentations are available at ciclink.com/parts-materials/.

H&D Amjad Farah (Akzonobel) discussed the importance of eliminating inefficiencies in parts ordering.

Executive Director’s Thoughts cic parts & materials co-chair John Bosin feels that this is still a “fax and phone” industry.

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Going through the exercise of parts procurement stream mapping may seem like a diversion, but really, this is how the Committee is going to articulate the problems with the advancement of systems being mandated, or even just used in the industry. I think this is a good thing! - Jordan Hendler

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RECAP

Disparities in rental car times permeate discussions in Detroit.

CIC Panel Uncovers Rental Time Inaccuracies What happens when an insurer specifies a rental car period at the start of a job when the shop already knows that it is an unrealistic amount of time? How are the insurers’ times even developed? On July 21, the CIC Insurer-Repairer Relations Committee attempted to address these and other questions during a special panel discussion of repairers, insurers, association leaders and rental car representatives at the Cobo Center in Detroit, MI. Moderated by Marcy Tieger of Symphony Advisors, the panel examined the purpose behind rental formulas in today’s industry – and whether or not these formulas should be updated or done away with altogether to provide a more legitimate view into how long customers need to be in rental vehicles.

The discussion began with an overview of how some insurers develop the rental time formulas they apply to repair jobs. For

WmABA Board member and ScrS director mark Boudreau offered animated feedback on how unrealistic cycle time expectations impact customer service.

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example, if an insurer requires three hours of labor per day on a 30-hour job, the repair/ length of rental will be 10 days, plus applicable weekends and holidays; if an insurer requires six hours per day of labor on a 30-hour repair job, the repair/length of rental will be five days. Panelist Frank LaViola (Enterprise Rent-A-Car) shared Committee data that indicated that labor hours across the country ranged from a high of 3.08 hours (Minnesota) to a low of 1.77 hours (Louisiana), for an average of 2.25 average labor hours by day per state. The average estimate labor hours per job ranged from a high of 31 hours (Rhode Island) to a low of 21 (Iowa).

“You’re talking about a 10-hour variance between the top and the bottom, with an average for the industry at about 25.77,” LaViola said.

For more than a few CIC participants, these numbers illustrated a growing chasm between what insurers expected out of shops and the realities of actually repairing vehicles in 2015. Panelist Darrell Amberson (LaMettry’s Collision) opined the heart of the issue is that the formulas shops are given to use typically fall within four to six hours per day – much higher than the average noted above.

“Frankly, I find the current formulas ridiculous because we create this sense of misconception, which we as repairers are kind of dancing around,” he said.

Panelist Aaron Schulenburg (SCRS) voiced concern that the rental formula currently used by some insurers often leads shops to feel pressured to give unrealistic completion dates to customers.

“More often than not, we’re giving them an answer that we absolutely know will be wrong based on the formulas that we’re using,” he said. “In fact, most people who are answering those questions to the consumers are doing so [while thinking to themselves], ‘I know I’m giving you the wrong answer.’ For

panelist darrell Amberson called current insurance rental time formulas “ridiculous.”

that purpose, [the formula] definitely needs to be redefined, because consumers aren’t going to stop asking the question...We need to be able to give them a reasonable answer.”

WMABA Board member Mark Boudreau (Spectrum Collision Center) said that the current formula structure forces him to do “Disneyland-like acting” in putting on a positive face for his consumers when he knows going in that the rental will end up being longer than the insurers initially determine it to be.

“At my business, we spend a lot of time at the front end educating the consumer to overcome the misconceptions that they have already been given before we start the repair...That creates friction in the repair process and the relationship we have with the consumer, reducing the satisfaction of that consumer on behalf of both the repairer and the insurance company...We’re digging ourselves a hole before we’ve even begun the repair process.”

Members of both the repairer and insurer sides of the discussion acknowledged that more needed to be done to address rental-related issues.

As panelist Randy Hanson (Allstate) said, “I think for a lot of reasons, this conversation’s time has come.” H&D

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RECAP

The industry's most common problem is addressed at Detroit gathering.

CIC Explores Steering Dilemma If steering is illegal in all 50 states, why is it still an issue? Is there a place for legitimate shop referral systems in this industry?

When does an insurer cross the line in suggesting a facility to a claimant?

To gain insight into how the industry at-large views the steering dilemma, CIC Governmental Committee members Steve Regan (Regan Strategies) and Janet Chaney (Cave Creek Business Development) hosted an interactive discussion on the matter during the July 22 Collision Industry Conference in Detroit. The open and often frank discussion offered a variety of opinions on how repairers, manufacturers, insurers and consumers are affected by the controversial industry practice.

Getting the ball rolling, Regan suggested that the concept of insurer body shop referral does have a place in today’s industry if handled properly.

“When a policyholder asks an insurance company, ‘Where do you think I should take my car?’ [it’s] as natural as somebody asking a concierge, ‘Where should I get dinner?’” he offered. “For them to say, ‘I can’t tell you’ puts them at a disadvantage; the customer thinks they’re not helping them out.”

But what happens when a line is crossed? Offering an insurer perspective, State Farm representative George Avery insisted that while his company is proud of its Select Service program and works to include shops that do things that are in the best interest of consumers, the choice of body shop is ultimately up to the customer.

“What happens [with State Farm] is [we say], ‘We have a program that offers these benefits. Are you interested? Have you decided where you’d like to have your car repaired?’ In steering, you

Janet chaney and Steve regan presided over an interactive discussion on steering at cic.

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really try to change somebody’s mind, and that’s wrong,” he said.

Speaking from the CIC floor, WMABA Executive Director Jordan Hendler noted that steering often causes a customer to place undeserved trust in that recommended shop’s abilities.

WmABA's Jordan hendler voiced “If [customers] are given a concern over the quality produced by some insurer referral shops. shop name that they can take their car to, their perception and understanding is that it’s a reputable business that the insurer has vetted for quality and that their car is being repaired to a marketable pre-loss condition,” she said. “I think that the perception is that they are going to trust that referral based on the information that they don’t have, which is that the shop is probably not vetted for the things they care about.”

Hendler added that the current DRP environment has led some repair facilities to focus more on insurer scorecards than on providing legitimate customer service. This creates an issue for the consumer if he or she is steered to one of these shops. The discussion then turned to the OEM referral systems gaining momentum. In Hendler’s mind, these systems encourage customers to utilize facilities that have been approved/certified/recognized by that manufacturer to work on their specific vehicles based on equipment and training.

They also have the potential to provide the suitable checks and balances needed to ensure that a participating shop is capable of providing the appropriate level of professionalism during the repair process.

“With the numerous comebacks and re-repairs that our association has been made aware of in our area for multiple insurers, I know that there is a problem there,” she shared. “[With] an OE referral, the things [the manufacturer] is vetting for are to protect their brand, and they want those customers back like the insurer wants their customer to stay with them.”

Although steering remains one of the collision industry’s most complex problems, SCRS Board member Dustin Womble (Roger Beasley Collision Center; Austin, TX) suggested that the industry first needs to go back to basics if it hopes to accomplish anything in solving it.

“The issue is not stopping steering or stopping recommendations or referrals,” he said. “The issue is making sure that the people who are ‘in our industry’ are qualified to be called a collision repair facility.” H&D

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TECHNICAL

FEATURE TORQUE WRENCH USE AND MAINTENANCE We hear a lot about aluminum repair and procedures. Many of us have been repairing steel vehicles (and even some composite vehicles) for years. One thing we see overlooked 99 percent of the time is torque wrench usage when installing body and structural components. It seems that most technicians know that a torque wrench is required for steering, suspension and engine repair, but many do not realize the importance of using torque wrenches for body repairs. Aluminum components such as (but not limited to) doors, deck lids, hoods and bumper reinforcements can all be damaged from over-tightening during installation. Following the OEM’s torque ratings and procedures is paramount to ensuring the aluminum panels do not become damaged, warped or embedded into steel components, which will cause galvanic corrosion. Many of today’s steel-intensive vehicles contain aluminum bumper reinforcements and hood panels. Additionally, many may also have aluminum deck lids and door assemblies, so care must always be taken during the installation process. When you finally decide that the proper thing to do is to use a torque wrench, you will need to understand their operational use and maintenance. Let’s take a look at some torque wrench information.

A torque wrench is a precision instrument designed to apply a specific amount of force to a fastener (nut or bolt) to ensure it stays in place and does not back off or become loose. Whether tightening head bolts on an automobile engine, attaching engine accessory components, replacing or adjusting steering and suspension components (or lugs for tire and rim installation), inspecting fastener tolerances on high-performance equipment or fastening aluminum or composite body components, it is extremely important that proper care is used and you adhere to tolerances.

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Guidelines noting acceptable torque ranges, the order in which specific fasteners are tightened and the number of times a fastener must be tightened and loosened to ensure uniform torque application are typically provided. In some cases, a fastener may require a torque to angle or a combination of a torque to value/torque to angle followed by another torque to value. Failure to properly torque fasteners can lead to equipment damage, personal injury or – worse – a component failure.

It is important to follow acceptable maintenance and use practices, such as (but not limited to) the following: Safety glasses or goggles and gloves should be worn at all times when using any hand tool.

Always follow the manufacturer’s directions regarding torque direction, proper force, torque pattern/sequence, use or non-use of lubrication on fasteners, torque “tighten/release” cycles and torque to angle values.

Do not exceed the recommended working range of the torque wrench. Reliable measurements are based on a percentage of the working range. In general, most mechanical wrenches have a useable range from 20 percent to 100 percent of full scale. Most electronic wrenches have a useable range from 10 percent to 100 percent of full scale. Read all instructions prior to operating the torque device.

Do not use accessories or handle extensions unless specifically allowed by the torque wrench manufacturer.

Always take the time to inspect the tool and check for worn or cracked sockets. Remember to properly lubricate and replace

any worn or inoperative torque wrench components.

Avoid dropping, sliding or striking a torque wrench. Dropping a torque wrench on a hard surface can cause the instrument to lose reliable calibration. If you suspect that a wrench has been dropped, have the tool inspected by the manufacturer or reputable calibration service. Additionally, never use a torque wrench to “break free” corroded fasteners.

Always store a torque wrench in a protective case and/or location when not in use.

Avoid exposure to temperature extremes, high humidity, fluid immersion and corrosive environments. Never clean the tool with caustic fluids such as lacquer thinners or gasoline.

If using a click-type torque wrench, always store it at the lowest level on the scale to prevent loading the spring.

Avoid marking, etching or placing labels on torque wrenches.

Use a torque wrench to apply a specific torque value during the final assembly process. Do not use a torque wrench as the primary means of tightening or loosening fasteners; that’s what breaker bars and ratchets are intended for.

As most torque wrenches are length specific, always grasp the torque wrench in the center of the handle. If two hands need to be used, place one hand on top of the other.

Make sure the tool does not slip and cause you to fall off balance and impact your hands.

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

Apply torque in a slow, methodical manner and avoid sudden, “jerking” type movements or forcing the wrench to tighten a stubborn fastener.

When the wrench signals (by clicking, beeping or lights) that a specific torque has been reached, stop applying force immediately.

Snap-On warns that “after 5000 cycles or up to one year of use, whichever comes first, have your torque wrench inspected and recalibrate by the manufacturer or reputable calibration service.”

With proper care, a high-quality torque wrench should provide accurate measurements for many years, if you adhere to what is in this article. Remember that torque wrenches are precision instruments; care must be taken not only in their use, but also in their applications, storage and maintenance.

HOT TIPS Calibration: Torque wrenches come from the factory calibrated, but almost every manufacturer recommends checking the calibration once every year. There are testers that you can purchase to ensure your torque wrench is accurate.

and this could impact the wrench. Moisture is always an issue.

Improper maintenance and care: Failure to properly store and calibrate your torque wrench will lead to incorrect readings. You should never fail to repair the wrench when it is not operating properly.

We hope this article has explained the proper way to use torque wrenches, maintenance and applications. As always, feel free to contact us if you have any questions.

H&D

Executive Director’s Thoughts

As simple as a torque wrench? Not in our industry. Tool maintenance, especially with advanced technology like welders, is an absolute must. Having a calendar reminder for each tool’s maintenance schedule will help relieve concerns when a tool may be questioned for failure. Catch it before it’s a problem. - Jordan Hendler

By lArry montAnez iii, cdA & JeFF lAnge, pe

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.

Storage: All torque instruments should be stored in their original cases. This will prevent them from becoming damaged and will keep them dry and dust/moisture free. “Clicker” type wrenches must be stored with the lowest possible setting.

Usage: Inspect the tool visually before and after every use. Look for any signs of corrosion, bends or wear. Also check for any binding or rough operation.

COMMON REASONS FOR FAILURE Use and abuse: The more use and wear, the more maintenance that it will require. Dropping the wrench will damage it and change the calibration. Never use a pipe extension or hit the wrench with a hammer.

Improper storage: Storing the wrench in a drawer without its case will cause other tools to impact it during the opening and closing of the drawer. Additionally, technicians have a tendency to toss some tools in their drawers,

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MARKETING FEATURE How to Get More Engagement from Facebook – on a Budget If you’ve used Facebook to promote your business, you’ve noticed that it has become increasingly difficult to get your followers to engage with your posts. As you’re probably aware, as soon as Facebook began offering paid advertising options like “promoted posts,” they also announced that “pages organically reach about 16 percent of their fans on average.”1 Many small business owners report an even lower percentage reach on posts that they haven’t paid to sponsor. Recent case studies have shown that the organic reach for posts ranges between three and nine percent.2 Is this move towards Facebook as a paid advertising platform frustrating? Yes. Is this a reason to abandon your Facebook page? Absolutely not. Facebook is still a great way to connect with potential customers in your market and build your brand.

Even though you may have to pay to make sure your Facebook posts reach your audience, the necessary budget isn’t going to break the bank. If you’re using an approach that would have gotten you a high rate of organic engagement in the “pre-paid” days of Facebook advertising, you can get great results with boosts as low as $5.

How To Be “Engaging”

The first step in developing the most costeffective and engaging Facebook strategy is to

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think about the kind of content that you’re going to post. You should ask yourself, “What kinds of things do people respond to on Facebook?” or, “What kinds of things do people prefer not to see in their Facebook news feed?”

Facebook has been asking themselves those questions as well, and has concluded that what people don’t want to see is overly “promotional” material.3 In an announcement on their blog in January, Facebook announced, “As part of an ongoing survey, we asked hundreds of thousands of people how they feel about the content in their News Feeds. People told us they wanted to see more stories from friends and pages they care about, and less promotional content.”4

What Makes a Facebook Post “Too Promotional”?

Facebook identified several traits that made posts feel too promotional to the people they surveyed, including:

posts that solely push people to buy a product or install an app;

posts that push people to enter promotions and sweepstakes with no real context; and

posts that reuse the exact same content from ads.5

Many business owners will look at these three criteria and say, “If we’re not supposed to promote our products and services, and aren’t supposed to post about offers, what are we supposed to post about? Isn’t that the purpose behind posting to a company Facebook page – to promote the business?”

Yes, the purpose behind posting to a company Facebook page is to promote the business, and some of your Facebook posts should promote your products and services or drive people to sign up for things like coupons or special offers. Although you can still get engagement and a return from these kinds of posts, there are two factors to consider: With Facebook’s January 2015 algorithm change that limits the organic distribution of promotional posts, those posts will reach significantly less than 16 percent of your followers.

In order to get those promotional posts to reach a significant audience of potential customers, a budget must be set aside to sponsor those posts.

What Kinds of Posts Are Most Engaging?

While there is still an important role for promotional posts on Facebook as paid ads, you’re probably also asking yourself, “What other kinds of content are there for my business to post, if we’re not being promotional?”

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Making the most of the Web’s most popular social networking site.

By lee emmonS

And if you’ve put some time into answering the question, “What kinds of things do people respond to on Facebook?” you’ve probably already got some ideas.

Know Your Audience, Know Your Strengths

Your objective should be to understand the audience that has liked your Facebook page so that you can give them the kind of content that they’ll respond to. Know that many of the people who have liked your page have done it because they are past customers6 who appreciate the work you performed on their vehicle. For the Facebook page of an auto body shop, your audience is also very likely to be interested in cars in general. You can use this knowledge of your audience to identify the content that you can create that will be especially engaging to them.

One of the great natural strengths for your auto body shop’s social media efforts is the cars themselves. Videos and photos of cars have always been among the most popular, and naturally engaging, types of posts you can create on social media. Furthermore, when you consider the audience for an auto body shop’s Facebook page, they are very likely to like or share content about the most interesting and popular cars that come through your shop.

If you give your audience content that it’s naturally interested in, like a video or picture of a $200,000 Porsche you’ve just repaired and detailed, they will be much more likely to respond to it by liking and sharing it with their Facebook friends. Whenever possible, give your audience the kind of content they would respond to if their friends posted it. It just takes a little creativity to come up with something that feels more like an interesting interaction than a hard sell.

Pictures vs. Video

Conventional wisdom has always supported the idea that photographs are the most

engaging form of content. As recently as last April, studies showed that photo posts accounted for 87 percent of engagement on the top 10 percent of brand posts.7 In the past year, however, studies have shown that there has been a major change in the organic reach for photographs on Facebook.

Since at least October 2014, video has become the most engaging form of posts on Facebook, with 8.71 percent of video posts organically reaching a page’s followers versus an abysmal 3.73 percent for photos.8 (Granted, you may feel that an 8.71-percent organic reach is abysmal, but we’ll get to the solution for that below.) CEO Mark Zuckerberg signaled this huge push towards video content, recently saying, “Five years ago, most content on Facebook was text. Now it’s photos. Fast-forward five years, and it will be video.”9 Auto body shops that want their Facebook page to have a better unpaid, organic reach should consider increasing their video output.

Of course, this doesn’t mean creating a huge production every time you want to post something. It might be as simple as putting your iPhone in video mode instead of taking a still picture of that Porsche.

While this does mean that body shops should seriously consider increasing their video posts, it doesn’t mean that they should stop posting photos to their Facebook pages. Even though Facebook has reduced the organic reach for photos, this hasn’t changed the fact that people still find images compelling. If they see great images of interesting cars, they’re still very likely to like or share them. The trick is to make sure they see your photos in the first place.

$5 Goes a Long Way

Facebook is a paid advertising platform.

This is a fact we all have had to accept. Some people are, understandably, frustrated by this transformation, feeling that they’re suddenly being extorted, no longer able to reach their

audience without paying.

The bad news is, there’s nothing we can do about this change but move on, accept Facebook for what it’s become and assign a budget. The good news is, you can have an effective Facebook strategy without breaking the bank. Boosting posts for as little as $5 has been proven to have a big impact on performance and reach. A recent case study showed that a $5 boost can consistently increase that post’s reach by over 10 times.10 If you implement a strategy using naturally engaging posts that are of genuine interest to your audience, boosted for $5, you’ll go far with Facebook. Even a boost of only $5 can ensure that a significant number of people see your engaging post. Then, when those people like and share that post, their Facebook friends will see it and engage with it, creating a mini-viral effect. Without that initial boost, however, practically nobody will ever see your post, making it impossible for that mini-viral effect to occur.

If you’re still not sure about a paid Facebook strategy, you can test it at very little risk.

Give yourself a budget of $20/month, choose four engaging posts (posts that don’t feel like “hard sell” advertisements) and see if $5 gets your audience to interact with them. Compare them to other posts that you don’t promote, and see if your boosted posts get more organic engagement in addition to the increased paid engagement. Test some promotional posts with information on special offers and deals, thinking of them as paid ads. Keep in mind that 45 percent of people who like a Facebook page do so for inside information on deals.11 Just because Facebook doesn’t deliver promotional posts organically, that doesn’t mean they don’t have value as paid ads.

This is an opportunity to be creative and connect with potential customers, especially for business owners who want to use Facebook in the most cost-effective way.

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Think about why your audience is on Facebook, and why they share things with their friends. If you can treat your company page like a community of like-minded people, interested in automotive content (rather than as a platform for delivering promotional ads), you can go further than ever before with Facebook.

It’s just that it’s now going to cost you a little bit of money. H&D 1. https://www.facebook.com/note.php?note_id=10150675727637217 2. http://marketingland.com/want-maximum-reach-facebook-dont-post-photos-118536 3. http://newsroom.fb.com/news/2014/11/news-feed-fyi-reducing-overly-promotional-pageposts-in-news-feed/ 4. ibid.

5. ibid.

6. https://moz.com/beginners-guide-to-social-media/facebook 7. http://www.socialbakers.com/blog/2149-photos-are-still-king-on-facebook 8. http://marketingland.com/want-maximum-reach-facebook-dont-post-photos-118536 9. https://www.facebook.com/photo.php?fbid=10101991653731751&set=a.529237706231.

2034669.4&type=1&permPage=1 10. http://www.digitalmarketer.com/facebook-organic-reach/ 11. https://moz.com/beginners-guide-to-social-media/facebook

Executive Director’s Thoughts

How is $5 a day going to buy peace of mind? By advertising and promoting your business to your potential customers without any third-party interference. Owning your customer for $5; what’s not to love?! - Jordan Hendler

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Lee Emmons is vice president in charge of AP Media based in Sykesville, MD. His public relations and marketing efforts on behalf of collision repair shops throughout the Mid-Atlantic have gained industry press coverage for those shops in trade publications and local media. He and his agency are certified Google Partners, with certifications in AdWords and in Google’s Video Advertising Advanced Certification. Marketing for auto body shops has become his passion and personal area of expertise. You can visit his company’s website at AbsolutePerfectionMedia.com.

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September 2015

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COVER STORY

IS ALUMINUM THE ICEBERG TO OUR “TITANIC” INDUSTRY?

There comes a time when hype and words need to be replaced by action and investment.

After months of industry news articles, forums and discussions on aluminum, the moment of truth has arrived. Who got trained to take on the 2015 Ford F-150? How different is aluminum compared to steel? Are technicians hitting the target, or are they falling flat as the demands of aluminum repair overwhelm them? With I-CAR’s F-150 training recently passing the one-year point and more and more of these vehicles turning

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up at shops all the time, Hammer & Dolly takes a look at what worked (and what didn’t) during aluminum’s major moment in the spotlight.

THOUSANDS SERVED As the much-hyped 2015 Ford F-150 began hitting America’s roadways, thousands of repairers were ready for their arrival thanks to I-CAR. Working directly with Ford, the training organization developed a special course (2015 Ford F-150 Structural Repair Training [FOR06]) designed to get repairers up to speed quickly on how to professionally handle the trucks once they started appearing in bays. More than a year after the program’s launch, I-CAR President and CEO John Van Alstyne is pleased with the endeavor’s progress.

“We have a constructive working relationship with Ford,” he says.

“They were working on the development of their new vehicle several years ago, and they reached out to I-CAR because of our relationship [with the industry], and asked us to help them with the development of training and channels for the dissemination of knowledge to the industry in preparation for launch of the F-150. We worked with Ford through the final stages of their product development process so that we would have training and Ford would have the proper repair information for the industry. In the late spring [of 2014], we launched our F-150 training programs. One is

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the effects of the industry’s latest and largest change — one year later.

what we call FOR06, which is what you need to know to repair a 2015 F-150. Secondly, we adapted our standard aluminum welding training and certification program to be more Ford-specific. We’ve been about a year into that, and that’s been a great success. The F-150 course was our most popular in 2014, so a lot of folks took that training.”

As of this writing, over 20,000 students have completed the six credithour course since its launch in May 2014. Of that number, 63 percent are from the collision repair side, while insurers make up 30 percent and “other” segments comprise the final 7 percent. According to I-CAR data, over 5,000 organizations had at least one student complete the course.

Additionally, nearly 4,000 students have already completed their certification in Ford Aluminum (GMA) Welding (WCA05) or Aluminum (GMA) Welding (WCA03).

Although FOR06 remains I-CAR’s most in-demand course, Van Alstyne is quick to caution readers that much more work needs to be done before the industry is even slightly where it needs to be in terms of the numbers needed to properly address the volume of aluminum-intensive automobiles hitting the roads.

“Quite frankly, we’ve only scratched the tip of the iceberg in terms of

the training requirements,” he shares. “By no means have we penetrated the industry to the level that’s going to be ultimately required to deal with aluminum vehicles...The F-150 has a high profile; it’s a high-volume vehicle. But there are other aluminum vehicles out there, and there’s going to be more coming.”

Based on I-CAR research, Van Alstyne expects that about 75 percent of all pickups (and 25 percent of other vehicle segments) by 2025 will have aluminum body closure panels by 2025. In the meantime, I-CAR is staying actively engaged with OEMs to be of assistance in developing other F150-type training programs as needs arise.

“I think you’ll see other OEMs come out with aluminum vehicles that may want to do special things with their repair networks, which might include I-CAR aluminum training and certification-type programs and/or any kind of custom course work that might be required,” he says.

While the 2015 F-150 continues to grab headlines and the majority of attention in current inter-industry discussions on repair trends, it would be a foolish – and perhaps professionally fatal – error to think that aluminum is the only advanced material that repairers need to keep on their radars.

“We talk a lot about aluminum and steel because those are structural

Sink or swim: i-cAr worked with Ford to develop courses to properly train repairers on the intricacies of working on aluminum. tens of thousands of automotive professionals have embraced this training in the past year. (images courtesy of i-cAr)

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components and important, but quite frankly, just the notion of working with ultra high-strength steels and advanced high-strength steels is different than working with regular steels,” offers Van Alstyne. “While we’re all worried about aluminum, we should also be worried about high-strength steels and derivatives of steel, and the fact that hybrid combinations of materials are being used in vehicles as well.

“Folks like Honda are quite adamant about the industry really understanding how to deal with the advanced steels they have in their vehicles,” he adds. “I’m not sure that has the level of industry attention that it needs across all 35,000 shops that might be repairing a vehicle, but there’s nuances to even dealing with the steels that are in place today versus the steels of old.”

With I-CAR already riding high on better-than-usual student figures, they hope to expand on this recent success with the just-launched Production Management role in their Professional Development Program (PDP).

According to an I-CAR press announcement, the new role and curriculum goes beyond technical training and “was developed using direct industry input, collaborating with production managers, shop owners and experts from the collision repair industry.” The role is designed to provide “insight into critical issues and multiple areas of the shop floor, while enhancing critical-thinking and problem-solving skills, enabling participants to quickly address complex problems shop personnel face in collision-repair production.” Some of the Production Management Role courses include “Matching the Repair to the Team,” “Optimizing Processes, Equipment and Compliance,” “Problem Solving for Workflow Changes” and “Synchronizing Workflow through Team Communication.”

“This industry has a strong, immediate need for production management training,” said Josh McFarlin, I-CAR director of curriculum and product development, in a prepared statement. “By working directly with shop owners and experts across the shop floor, we were able to build a unique curriculum that accurately reflects critical areas and challenges the industry faces.”

Although the Production Management role isn’t specific to aluminum repair, it certainly fits in well with the process-focused mentality of many facilities that engage in working on advanced-material cars. “[A shop with] a culture that really embraces sound production management processes, techniques and mindsets is going to be better prepared to deal with the technology advances that our industry is experiencing and will continue to experience,” Van Alstyne says.

Although some shops in today’s industry still wait until an issue or trend is already knocking at their door before they react, I-CAR is working now to identify the trends that will impact repairers years down the line.

Van Alstyne notes that the organization is taking a very serious look at how the development of new electronics – including accident avoidance technologies – will soon necessitate new training environments.

“The electrical requirements associated with repairs are becoming significantly more complex,” he explains. “All of those electronics are safety-related, and they’re sensitive to proper repair, installation, alignment, calibration with control systems, etc. All of those have to work in unison; otherwise, you have a vehicle that is not safe.”

As for the here and now, Van Alystne sees an industry that is slowly but surely succeeding in getting itself fully equipped to handle the very obvious differences between the aluminum of today and the steel of yesteryear.

“I think the industry generally understands that there are differences between aluminum and steel,” he says. “At the end of the day, those who have their heads around being a well-equipped, capable repair facility have their head around this.”

(image courtesy of i-cAr)

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LIFE AFTER TRAINING Of course, the best training in the world is only as good as a student’s practical application of what he or she has learned. There’s also a whole lot of practice involved in order to truly become a competent aluminum welding technician – a truth made clear during a special discussion at SCRS’ July 23 Open Meeting in Detroit. After more than a year’s worth of experience on the front lines of the aluminum issue, SCRS Board member, past SCRS chairman and former WMABA President Barry Dorn has seen both successes and failures on the shop floor. In his mind, talent as an aluminum repairer doesn’t come from just attending classes, but through diligent practice and refinement of those acquired skills – no matter how advanced you (or your certifiers) think your facility is.

“It is not like riding a bike,” he offered. “If you don’t use it, you will lose it.”

Dorn stressed that constant practice is especially important when considering that with a sensitive material like aluminum, one false move could mean throwing away your entire job.

“It’s one shot [with this material], and you’re done,” he said.

Dorn’s comments came after a special presentation by Toby Chess and Kye Yeung of the SCRS Technical Committee, who also went to great lengths to convince industry attendees that aluminum is not the same as what technicians are traditionally used to repairing. For example, because aluminum is much softer than steel, shops must adhere to specific procedures performed with dedicated equipment. Also, because aluminum welding is fundamentally more difficult than steel welding, there is a greater-than-ever need to always make sure your technicians’ skills are at a high level. And it takes much more than I-CAR certification to make that possible.

As SCRS Executive Director Aaron Schulenburg noted at the meeting, “It isn’t just about strengthening a skill set through training; it’s about developing the right culture within your business.”

Naturally, the increasingly obvious fact that aluminum training is not a one-time commitment raises major concerns for shop owners hoping to capitalize on the trend. What is the cost of regular training versus a reasonable return on investment? And how exactly is this regular practice accomplished? Does the shop need to purchase aluminum pieces for technicians to practice on – at a cost that will add up in no time? Also, keep in mind that these added expenses are on top of the six figures the shop has likely already invested to become aluminum-ready in the first place. continued on page 49

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COVER STORY continued from page 47

Simply put, the decision to become an aluminum repair facility should never just be a matter of keeping up with the Joneses – whose poorly trained technicians might be burning through more cars than they’d ever care to admit. The decision should be made only if you have the time, energy and financial resources necessary to handle one very intense learning curve.

(As a service to the collision repair industry, Toby Chess has developed a special document comparing the prices and specifications of various aluminum welders current available in the marketplace. This document is available at tinyurl.com/no44ygp.) H&D

Executive Director’s Thoughts

It is increasingly more difficult to make blanket statements about our industry, especially when the disparity between shops is growing like the Grand Canyon. Those who participate, tool, educate and have a culture for repairing the vehicles the right way are becoming further removed from those who “just want to fix cars” their way.

Soon, that referral they’re used to getting is going to be replaced by the OEM recommendation. - Jordan Hendler

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don Beaver

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

PRESIDENT’S

MESSAGE THE PROBLEM WITH PARTS PROCUREMENT

When does it end? Once again, we have been given the runaround from an insurance company over parts procurement. As usual, with this particular insurance company, we were tasked with installing repair brackets on an HID headlight instead of replacing it. (This is no real problem, other than that I don’t think the insurance company is making their insured whole again, but that’s a whole different topic.) Anyway, two of the four needed brackets did not match the existing broken brackets and could not be used, requiring us to replace the lamp. Knowing this company’s policies, we wrote it for a remanufactured lamp and ordered it. Less than two hours later, we received notice that it was available from a different vendor at a lower cost. However, that vendor is not only someone we don’t have any relationship with, but they are in California. It just makes no sense to me that a shop is forced to deal with companies that they know nothing about. Not only that, but we have to use a credit card to order it. Who is responsible for erroneous charges on our card or the cost of shipping back a wrong or damaged part?

Also, how does this affect our cycle time? Who is paying the associated admin fees? You get the idea.

Yesterday, we wrote an estimate for an insurance company that uses a third-party desk review.

When we received a copy back of the reviewed estimate, it was written with optional OEM parts, used parts and aftermarket parts. Not only that, but nearly each part was sourced from a different vendor.

There were literally eight different vendors sourced for this one repair. What I’m getting at is the need for our industry to say enough is enough. There are a number of states around the country working on and making progress toward legislation to prevent insurers from requiring the use of a particular source or vendor for parts and materials. I hate beating this horse, but please pay attention to these things. Only with your help will we ever take back control of our shops. The requirements benefit only one thing – the insurance company’s bottom line. It’s bad for our customers and our industry. It’s bad on local economies and businesses.

WMABA has been trying to change (and is succeeding in changing) some of these things for a long time, so when you once again hear our call to arms, take heed. You will be able to stay anonymous without fear of repercussion. So I say again and again and again: If you’re tired of this unnecessary intrusion into our business, say so when we ask for your help.

Tired and frustrated,

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: __________________________________ 50

September 2015

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VENDOR

CORNER

WHEN OSHA COMES KNOCKING In previous articles, we have discussed being proactive with regard to OSHA regulations in the shop. The basics included hazard communication (a.k.a. “Right to Know”), personal protective equipment (PPE) and respiratory protection. Though there are many other regulations, these are some of the most commonly cited laws in the automotive industry.

OSHA’s Isocyanates Enforcement Program (or IEP) has been a national priority since June 2013. The goal has been to reduce or eliminate the adverse health effects of occupational exposure to isocyanates used in catalyzed products like bedliner and activated paints. This IEP has put body and paint shops squarely in the sights of OSHA, increasing inspections.

We have received more than a few emails and phone calls regarding this increased level of shop inspections. Some questions included, “Do I have to let them in my shop?” and, “What can I do if the inspector shows up?”

Firstly, OSHA has a legal right to inspect workplaces – and businesses have a legal right to require a warrant. While that may be true, one must realize that beginning a relationship on an adversarial note is generally not a good idea.

The vast majority of inspectors are dedicated safety professionals and not there to “bust” you.

Most also realize that if you are legitimately too busy to give your full attention to the inspector, he or she will make every reasonable effort to accommodate you.

What do you do if an inspector is at your door? If they aren’t there yet, you have time to prepare!

The first step is to evaluate where you are against each standard. Look at your safety programs and training records. Are they current?

Look around your shop for violations. Some will be obvious, such as trip hazards and employees not wearing PPE, while others are more technical in nature. Ask your employees what they see as dangers in the workplace. Most business owners and employees genuinely care about their work family. If you demonstrate this, the culture will be evident when the inspector speaks with your people.

If the inspector is there, here are some basics that should make things go easier: Be respectful. Give the inspector your undivided attention, or at the very least assign a senior manager.

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Be honest. Lying to an inspector is a federal crime.

Have your safety programs handy. This will convey the sense that you take what they do for a living seriously.

It is crucial that you accompany the inspector. Take notes and feel free to ask for clarification on items you do not fully understand.

Eliminate any hazards as soon as you have been made aware of them. For example, if there is a frayed power cord, cut it to make the equipment unusable. Be sure to unplug it first!

Don’t be defensive. Thank the inspector for pointing out a potential violation and explain how you will correct it. During the walkthrough, explain your efforts to make your shop safe and compliant.

A view from the supplier side of the industry.

JoSeph J. Kenny, ii

A regulatory inspection can be a stressful event. When it happens, take a deep breath.

Hopefully, knowing what the process is will make it easier to prepare for and to get through.

Next time, we will discuss what happens after the onsite inspection. I hope this information is helpful. If you have any questions or need assistance, give me a call. H&D Joseph J. Kenny, ii is president of Safety Regulation Strategies, Inc., a nationwide safety and environmental training and consulting firm.

He has helped thousands of businesses create safe and compliant workplaces, and can be reached at (800) 723-3734 or on the Web at SafetyRegulations.com.

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ADVERTISERS’ INDEX Air-Tech Products ................................23 Alexandria Toyota ................................54 All Foreign Used Auto..........................49 AP Media ............................................42

Audi Group ..........................................31

Audi Silver Spring ................................IBC

Axalta Coating Systems ......................OBC

BMW Group ........................................28-29 BMW of Silver Spring ..........................IBC BMW of Fairfax....................................3

CAPA ..................................................27 Car-Part.com ......................................7

Chesapeake Automotive Equipment ..21

Empire Auto Parts................................21 Ford Group ..........................................22 Future Cure ........................................25

GM Parts Group ..................................33 Hendrick Honda ..................................23

Honda Group ......................................35 Hyundai Group ....................................38 I-CAR ..................................................46

Koons Ford ..........................................49 Malloy Auto Group ..............................8

Mazda Group ......................................13 MINI Group ..........................................9

Mitsubishi Group..................................43 Mopar Group ........................................11

Nissan Group ......................................51 NUCAR................................................15

O’Donnell Honda ................................54

P&L Consultants ..................................37 Packer Norris Parts ............................4

Porsche Group ....................................14

Porsche of Silver Spring ......................IBC PPG ....................................................IFC Safety Regulations ..............................52 Subaru Group ......................................39

Toyota Group ......................................53 VW Group............................................48

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