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www.wmaba.com
November 2016 Volume 10, No. 11 $5.95
www.grecopublishing.com
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SIMPLER. FASTER. BETTER. Original BMW replacement parts represent the ultimate in safety, quality and reliability. Imitations can be less expensive but often lack the fit, finish and function that is expected from your BMW customers. With most parts in stock, BMW of Fairfax is your best choice for Original BMW parts. · · · ·
One stop shopping experience with on-shelf availability exceeding 16,000 line items. Beltway’s most predictable and dependable delivery system to meet your business demands. Same day availability on most parts ordered before 2:30pm. 24 / 7 ordering convenience through Collision Link.
BMW of Fairfax Wholesale Parts Hotline: 800-879-2269 (1-800-TRY-ABMW) Parts Direct: 855-397-4426 24 Hour Fax: 703-641-8562 2805 Old Lee Highway, Fairfax, VA 22031 Orders accepted by phone, fax, and now e-mail to speed your delivery and your repairs. Ask about our next-day UPS delivery. Email: parts@bmwoffairfax.com Visit us on the web: www.bmwoffairfax.com November 2016
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MIG, MAG, TIG-DC, MMA & FLUX Synchronized Pulse, Welds SS, Brazing and Aluminum – Magnesium/Silicon, Steel & OEM Software Programs
Includes Welder and Cart! Multi 5 Three Torch
Required to repair Honda and General Motors vehicles
267.483.5150 WWW.COLLISIONEQUIPMENTCOMPANY.COM
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Are you here? Come join us! CIC – November 1 & 2 at the Westgate Las Vegas Hotel & Casino/Paradise North Ballroom The Collision Industry Conference (CIC) is made up of participants from all industry segments for the express purpose of discussing and exploring the issues that occur among them. It is a forum where collision industry stakeholders come together to discuss issues, enhance understanding, find common ground and communicate possible solutions. (For more info: ciclink.com) SCRS’ OEM Collision Repair Technology Summit – November 3 at North Hall N241 (upstairs) at the Las Vegas Convention Center The OEM Collision Repair Technology Summit is one of the most unique networking and learning opportunities available to the collision repair industry, designed to put SEMA show attendees in a room with innovators in automotive structural design and technology. The Summit’s focus is on emerging trends in vehicle construction and technology and how both of those aspects influence vehicle repairability and collision industry preparation. (For more info: scrs.com/rde and page 24)
CONTENTS
November 2016
COVER STORY 28 NOTHING BUT THE TRUTH: WMABA LAUNCHES 5TH ANNUAL LABOR RATE SURVEY
The association begins its latest industry investigation. BY JOEL GAUSTEN
LOCAL NEWS BY CHLOE DURANTE 20 AUDI 2017: IS YOUR SHOP READY?
The manufacturer elevates its training opportunities. Learn more about the special schooling available right in the WMABA area.
DEPARTMENTS 6 7
SEMA PREVIEW 24 SCRS HOSTS OEM COLLISION REPAIR
SCRS presents an extensive discussion on one of the industry’s biggest issues. Here is a look inside a can’t-miss day in Las Vegas!
TECHNOLOGY SUMMIT SESSION ON SCANNING
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TECHNICAL FEATURE BY LARRY MONTANEZ III, CDA AND JEFF LANGE, PE 32 REPLACING A QUARTER PANEL – THE RIGHT WAY: Our resident tech experts dive deep into a surprisingly complex operation. If you think you know everything on this subject, think again.
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PART 1 OF 2
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MARKETING FEATURE BY LEE EMMONS 36 RETHINKING YOUR SHOP’S FACEBOOK PAGE
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Hammer & Dolly offers tips on making your Facebook page a more successful tool in attracting and keeping customers. Learn how to better embrace social media as a means of generating new business.
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Calendar of Events
WMABA Annual Membership Meeting Announcement Editor’s Message JOEL GAUSTEN
Executive Director’s Message JORDAN HENDLER
WMABA Sponsorship Page
Technician of the Month: Henry Alfaro CHLOE DURANTE
President’s Message MARK SCHAECH, JR.
WMABA Board of Directors
What’s WMABA Up To?
WMABA Membership Application Advertisers’ Index
Stock Images © www.istockphoto.com
November 2016
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Industry training opportunities and don't-miss events.
CALENDAR OF
EVENTS
CLASS LISTINGS
November 1, 2016
November 1-4, 2016 SEMA 2016 Las Vegas Convention Center, For more info, visit scrs.com Las Vegas, NV /rde November 1-2, 2016 COLLISION INDUSTRY CON Westgate Las Vegas Resort FERENCE (CIC) For more info, visit ciclink. & Casino, Las Vegas, NV com December 8, 2016 WMABA ANNUAL MEMBER OEM PROCEDURES, REPAIRSHIP MEETING: THE FUTURE OF Mike’s Great American Restaur S AND ADVANCED MATERIALS 6210 Backlick Road, Springfie ant For more info, see page 7 ld, VA 22150 or visit wmaba.com
ALUMINUM EXTERIOR PANEL REPAIR & REPLACEMENT
Southern Collision Center, Chesapeake, VA
November 2, 2016
STEERING & SUSPENSION DAMAGE ANALYSIS
November 16, 2016
Finish Masters (formerly Refinish Solutions), Springfield, VA
King Volkswagen, Gaithersburg, MD
N T Auto Body Inc., Alexandria, VA
STRUCTURAL STRAIGHTENING STEEL
November 3, 2016
ADHESIVE BONDING
Parrish Body Shop II Inc., Fredericksburg, VA
SECTIONING OF STEEL UNITIZED STRUCTURES
Southern Collision Center, Chesapeake, VA ALUMINUM-INTENSIVE VEHICLE REPAIRS
Criswell Collision Center, Annapolis, MD FULL-FRAME PARTIAL REPLACEMENT
Sharrett Collision Center, Hagerstown, MD VEHICLE TECHNOLOGY & TRENDS 2016
Sharrett Collision Center, Hagerstown, MD
November 8, 2016
ALUMINUM EXTERIOR PANEL REPAIR & REPLACEMENT
Caton Auto Body, Laurel, MD
REPLACEMENT OF STEEL UNITIZED STRUCTURES
Subway Auto Body, Gambrills, MD
November 9, 2016 MEASURING
State Farm - Silver Spring, Silver Spring, MD FULL-FRAME PARTIAL REPLACEMENT
Finish Masters (formerly Refinish Solutions), Springfield, VA
November 10, 2016
ADVANCED STEERING & SUSPENSION SYSTEMS DAMAGE ANALYSIS
Southern Collision Center, Chesapeake, VA FULL-FRAME PARTIAL REPLACEMENT
Frederick Co. Career & Tech, Frederick, MD PLASTIC & COMPOSITE REPAIR
November 17, 2016
UNDERSTANDING THE CYCLE TIME PROCESS
Uni-Select USA, Baltimore, MD MEASURING
Criswell Collision Center, Annapolis, MD
VEHICLE TECHNOLOGY & TRENDS 2016
Frederick Co. Career & Tech, Frederick, MD VEHICLE TECHNOLOGY & TRENDS 2016
Subway Auto Body, Gambrills, MD CORROSION PROTECTION
Parrish Body Shop II Inc., Fredericksburg, VA STEEL UNITIZED STRUCTURES TECHNOLOGIES & REPAIR
N T Auto Body Inc., Alexandria, VA
November 22, 2016
VEHICLE TECHNOLOGY & TRENDS 2016
King Volkswagen, Gaithersburg, MD
HAZARDOUS MATERIALS, PERSONAL SAFETY & REFINISH SAFETY
Keystone-Linthicum, Linthicum Heights, MD VEHICLE TECHNOLOGY & TRENDS 2016
Southern Collision Center, Chesapeake, VA
November 23, 2016
PLASTIC & COMPOSITE REPAIR
Finish Masters (formerly Refinish Solutions), Springfield, VA
November 29, 2016
UNDERSTANDING THE CYCLE TIME PROCESS
Southern Collision Center, Chesapeake, VA
ACT- A Caliber Collision Center, Randallstown, MD
December 1, 2016
Criswell Collision Center, Annapolis, MD
CORROSION PROTECTION
STEEL UNITIZED STRUCTURES TECHNOLOGIES & REPAIR
November 15, 2016 STATIONARY GLASS
Southern Collision Center, Chesapeake, VA MEASURING
Canby Motors Collision Repair, Aberdeen, MD MEASURING
Waldorf Toyota, Waldorf, MD
COLLISION REPAIR FOR TOYOTA, LEXUS & SCION VEHICLES
Keystone - Linthicum, Linthicum Heights, MD
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HAZARDOUS MATERIALS, PERSONAL SAFETY & REFINISH SAFETY
November 2016
STEEL UNITIZED STRUCTURES TECHNOLOGIES & REPAIR
Parrish Body Shop II Inc., Fredericksburg, VA
December 7, 2016
SUSPENSION SYSTEMS
N T Auto Body Inc., Alexandria, VA
SQUEEZE-TYPE RESISTANCE SPOT WELDING
Finish Masters (formerly Refinish Solutions), Springfield, VA
December 8, 2016
STEERING & SUSPENSION DAMAGE ANALYSIS
Uni-Select USA, Baltimore, MD
UNDERSTANDING THE CYCLE TIME PROCESS
State Farm - Silver Spring, Silver Spring, MD PLASTIC & COMPOSITE REPAIR
Frederick Co. Career & Tech, Frederick, MD HAZARDOUS MATERIALS, PERSONAL SAFETY & REFINISH SAFETY
Criswell Collision Center, Annapolis, MD
December 13, 2016 ADHESIVE BONDING
Keystone - Linthicum, Linthicum Heights, MD
December 14, 2016 AUTOMOTIVE FOAMS
Finish Masters (formerly Refinish Solutions), Springfield, VA VEHICLE TECHNOLOGY & TRENDS 2016
N T Auto Body Inc., Alexandria, VA
December 15, 2016
COLOR THEORY, MIXING TONERS & TINTING
Frederick Co. Career & Tech, Frederick, MD
December 21, 2016
RACK & PINION & PARALLELOGRAM STEERING SYSTEMS
N T Auto Body Inc., Alexandria, VA
Criswell Collision Center, Annapolis, MD
SQUEEZE-TYPE RESISTANCE SPOT WELDING
ACT- A Caliber Collision Center, Randallstown, MD
December 6, 2016
ADVANCED STEERING & SUSPENSION SYSTEMS DAMAGE ANALYSIS
Jones Body Shop, Bel Air, MD
SECTIONING OF STEEL UNITIZED STRUCTURES
Subway Auto Body, Gambrills, MD
www.i-car.com or (800) 422-7872 for info
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National issues, local focus.
LOCAL
NEWS
WMABA PRESENTS...
ANNUAL MEMBERSHIP MEETING: The Future of OEM Procedures, Repairs and Advanced Materials December 8, 2016 – 4pm-7pm Mike’s Great American Restaurant 6210 Backlick Road, Springfield, VA 22150 The WMABA membership is interested in hearing more about what the OEMs are expecting from collision repair participants in their programs and how they work together to preserve the customer experience. This meeting will also be the election of the Board of Directors for WMABA and the update of association happenings locally and nationally. Go to wmaba.com/events to sign up today!
Trying to understand more about the materials and technologies in today’s vehicles and what is yet to come? Join us for the annual WMABA Membership Meeting with guest presenter Dave Gruskos of Reliable Automotive Equipment, a leading supplier of many of the required tools of manufacturer certification programs such as Mercedes, Audi, Porsche and more. This national presentation will be one you don’t want to miss!
Dave Gruskos, Reliable Automotive Equipment
As presented during SCRS’ Repair Driven Education at the SEMA Show: With the growing use of accident avoidance systems, 80 percent of all repairs are limited to one-three non-structural panels. So how will shops investing in delivering high-quality, OEM-quality repairs contend with insurers seeking fast-track, low-cost repair solutions? How can you optimize your opportunities, and what preparation is necessary to tap into future trends? Learn about future automaker programs that will work with the collision repair facility to build a bridge in order to increase consumers’ satisfaction.
November 2016
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Joel Gausten
EDITOR’S
(973) 600-9288 joel@grecopublishing.com
MESSAGE WELCOME TO NOVEMBER
November is an important time of year for a host of reasons. For all of us, it symbolizes the start of the holiday season and all the hustle and bustle (and, if we’re lucky enough, moments of peace with friends and loved ones) that entails. For some of us, it means gearing up for another cold and snowy winter. But for thousands of automotive enthusiasts and industry members from around the world, it also means SEMA IN LAS VEGAS! If you are reading this publication from the floor of the Las Vegas Convention Center, I welcome you to Hammer & Dolly, the official publication of the Washington Metropolitan Auto Body Association (WMABA). The association represents collision repair professionals in Maryland, Virginia and DC, bringing their issues and concerns to various State Houses while also providing area automotive businesses unique training and educational opportunities throughout the year. WMABA is also a proud affiliate of the Society of Collision Repair Specialists (SCRS), a national association that is hosting a variety of Repairer Driven Education (RDE) courses at SEMA over the next four days. Check out semashow.com/scrs for a complete schedule of these offerings and related SCRS events. (Additionally, a rundown of this year’s SCRS OEM Collision Repair Technology Summit can be found on page 24.) WMABA OFFICERS PRESIDENT
VICE PRESIDENT
TREASURER
SECRETARY
IMMEDIATE PAST PRESIDENT
Mark Schaech, Jr. mark@marksbodyshop.com 410-358-5155 Torchy Chandler torchy.chandler@gmail.com 410-309-2242 Barry Dorn bdorn@dornsbodyandpaint.com 804-746-3928 Phil Rice phil@ricewoods.com 540-846-6617 Don Beaver Dbeaver@antwerpenauto.com 443-539-4200 ext. 17061
BOARD OF DIRECTORS
Rodney Bolton (rbolton@aacps.org) 443-386-0066 Kevin Burt (kevinburt@walkermillcollision.com) 301-336-1140 RT Plate (rt@pcirepair.com) 703-929-8050
Barbara Chase (barbara@siskautobody.com) 301-855-5525 Ben Gibson (bgibson@harrisonbodyworks.com) 804-355-8151
ADMINISTRATION
EXECUTIVE DIRECTOR Jordan Hendler (jordanhendler@wmaba.com) 804-789-9649 WMABA CORPORATE OFFICE P.O. Box 3157 • Mechanicsville, VA 23116
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If you are reading this magazine from your shop closer to home before or during SEMA and couldn’t make it out this year, rest assured that this issue has plenty of valuable content that will impact your dealings in the WMABA region. This month’s cover story details the 2016-2017 WMABA Labor Rate Survey, which you can now take online to help the association provide a realistic view of posted door (non-concessionary) rates in the area. This is your chance to provide real information about your business and help your industry gain greater knowledge about the financial climate that affects all shops. Please read the story on page 28 for more information on the Labor Rate Survey process and how to participate. Whether you’re new to Hammer & Dolly and WMABA or a longtime supporter of the work we do, please feel free to reach out to us if you have any thoughts, comments or suggestions on anything presented in this issue. Contact information for both H&D and WMABA appears below this message. H&D
November 2016
STAFF
PUBLISHER SALES DIRECTOR EDITORIAL DIRECTOR CREATIVE DIRECTOR EDITORIAL ASSISTANT OFFICE MANAGER
Thomas Greco thomas@grecopublishing.com
Alicia Figurelli alicia@grecopublishing.com
Joel Gausten joel@grecopublishing.com
Lea Velocci lea@grecopublishing.com
Chloe Durante chloe@grecopublishing.com
Donna Greco donna@grecopublishing.com
PUBLISHED BY TGP, Inc. 244 Chestnut St., Suite 202 Nutley, NJ 07110 973-667-6922 FAX 973-235-1963 Reproduction of any portions of this publication is specifically prohibited without written permission from the publisher. The opinions and ideas appearing in this magazine are not necessarily representations of TGP Inc. or of the Washington Metropolitan Auto Body Association (WMABA). Copyright © 2016 Thomas Greco Publishing, Inc.
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EXECUTIVE DIRECTOR’S
MESSAGE
Jordan Hendler
(804) 789-9649 jordanhendler@wmaba.com
LOCAL WINS: OE Requirements and Labor Rate Surveys DO Matter! A National Position Wins a Local Battle In the last issue, I wrote a message about a local repairer dealing with an insurer dispute over the necessity of scanning a vehicle. I am happy to report that with the help of Repairer Driven News, there was a position issued. There was also a subsequent news story by Repairer Driven News on September 27 where Erie Insurance, at the corporate level, clarified that the company’s stance is to follow OEM recommendations regarding the procedure. Direct from the story, they were quoted as saying the following:
“What I can tell you is that we do what is best for the customer and the vehicle and follow the manufacturers’ recommendations on pre- and post-repair scans,” Leah Knapp of Erie social media and corporate marketing wrote in an email [on September 26]. “Basically, if the manufacturer requires it, we do it. As you probably know, we have begun asking manufacturers for additional clarification on the need for these scans when the repairs are unrelated to crash avoidance and other newer technology not found on older-model cars. Our goal for the customer is to get the claim settled and repair done as quickly and safely as possible so that he or she can get back to their lives.”
It is a big deal when an association can help a local issue by reaching out to national contacts. When local talks do not yield a positive result for the customer, there are times it is necessary to up it to the next level. Just because someone at the ground level has an opinion, it may not necessarily represent fact or the company
Success comes to those who follow OEM procedures and participate in the Labor Rate Survey.
at large. Clarification of the issues and pushing just a bit more can at times bring about solutions to longstanding issues.
Labor Rate Survey Our annual Labor Rate Survey, now in its fifth year, could not be more important. This information, used to study the Labor Rate statistics of our region, is now in a place where trending is plainly evident. In recent years, the rates have remained stagnant. That state is something that we can communicate to not only the industry at large, but to insurance representatives, government entities and your state legislators. The continued inclusion of operations (with their subsequent questions about necessity, charges and reimbursements) follows the same path as rates. The information gathered is useful in discussions in both local and national capacities. The Survey allows the association to assist with market conditions by showing what our area is factually experiencing. We hear that shops feel as though the Survey doesn’t help anything, but what needs to be remembered is that a survey shows the truth – what it is, not what we hope it would be. We also report a range of rates to give the truth that not everyone is the same amount – and nor should they be! Rates are supposed to be determined on an individual basis and on costs of doing business for that particular facility. Also, no two shops are the same. A rural shop will have different costs than a city shop. Remember that only one insurer actually surveys, and even that survey is often questioned for validity. This is the opportunity to get true market information. Please take the time to go to our website and fill yours out today, or we will be calling you! H&D
Check the WMABA website and newsletters for regular updates and reports from the Executive Director’s perspective. 12
November 2016
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THANKS
YOU WMABA thanks their generous supporters of the
LEVEL 1
Corporate Sponsor Program for 2016!
We encourage YOUR SUPPORT of those who SUPPORT US! For more information about the sponsorship program, please contact Executive Director Jordan Hendler at (804) 789-9649 or email jordanhendler@wmaba.com
www.wmaba.com
LEVEL 2 Automotive Training Institute Certified Automotive Parts Association FinishMaster Mid-Atlantic Paint & Supply National Coatings and Supplies WheelsOnsite
November 2016
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TECHNICIAN OF
THE MONTH HENRY ALFARO When Gary Huss, body shop director at Fitzgerald Collision Center in Gaithersburg, MD, was asked who he would like to nominate for Technician of the Month, he knew without any hesitation that Henry Alfaro was worthy of the title. As many of you know, finding a technician with experience and a solid work ethic is often difficult. That is why Huss feels so lucky to have a man like Alfaro out on the floor doing what he loves most: Repairing cars. “He has been with me longer than anyone here – over 16 years,” says Huss. “He started with me when he was 18 years old, and his work has always been outstanding – his process, his way of thinking and his quality of work. All of his repair procedures and organizational skills on the repair itself allow him to work on several cars at a time. He always knows what he needs and completes a job in a timely manner. He is always there for me when I need him and always exceeds my expectations.” Alfaro began his career working for one of Huss’ high-end production technicians in the late ’90s. That particular employee would often not come in on Fridays and leave early whenever he wanted. As a result, Henry would end up doing all of the work for him. One day, the production tech fired Alfaro after an argument. When Alfaro came up to Huss’ office and told him he was leaving because he had been let go, the director replied, “Where do you think you’re going?” “He wasn’t going anywhere; I took [Henry] to my house and gave him a toolbox filled with everything he would possibly need to be a body man,” he recalls. “It was time for him to shine. Everything I have ever showed him over the years [and I have been doing this for over 41 years] was only shown to him once. He is such a quick study just by listening, paying attention and going the extra mile. Before a car even goes to paint, he knows every single part it needs and double-checks everything. There are just things he does that other employees don’t do. There may be extra steps involved, but the cars he fixes only come through here once. What makes him so successful and stand out from the rest are his impeccable organizational skills.” Hammer & Dolly recently had the privilege of touching base with Alfaro for the following interview.
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Henry Alfaro is one of the industry’s most skilled and dependable repairers.
Hammer & Dolly: Henry, how did you end up in the industry?
Henry Alfaro: I never planned to work on cars. When I was in high school, I took a welding class because I wanted to be a welder. Right before I was going to graduate, the school decided they were going to close the welding program. Right next to my welding class was the body shop class. I talked to the teacher and explained that the program was closing; I told him that if he could get me a job, I would switch to his class. He said yes; from that point, a guy from Fitzgerald’s came to the class to talk to my teacher, and he offered me a job as an apprentice. He hated welding and needed someone to weld cars. That’s how I started and learned everything on the job.
H&D: What is your favorite part about the work that you do?
HA: I love looking at the final product. It doesn’t matter how big or small – if the car meets my personal expectations, I am happy. Every hit is different; every impact affects a car differently. Every car will have its own challenges, and I really enjoy seeing it come together. Even though I am behind the scenes, I do get to meet some of the customers, and they are so thankful. I love that feeling of satisfaction for the customer.
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Hammer & Dolly chats with the WMABA community’s most inspiring repairers.
BY CHLOE DURANTE
If you would like to nominate someone as Technician of the Month please contact Hammer & Dolly Editorial Assistant Chloe Durante at chloe@grecopublishing.com
H&D: What is the most difficult part of your job?
HA: Every job has its issues. I have to talk to a lot of paint [suppliers] and the front office. I wouldn’t say that it’s difficult, but I would say there are some obstacles that arise on a daily basis. However, I really do enjoy my job and don’t have many negative things to say about what I do. I love it.
H&D: What do you enjoy doing in your spare time?
Fitzgerald Collision Center thrives thanks to Alfaro and other talented techs.
HA: I enjoy spending time with my family. I’m married with a nine-year-old daughter named Tatiana. She loves to play soccer, and she’s been playing for four years. As for me, I’ve been married for 10 years to my high school sweetheart, Sulma. I go to school at night, but on the weekends I like to stay active. I play racquetball, go mountain biking and love to run. H&D
H&D: Describe Gary as a boss and what it means to be a Fitzgerald employee.
HA: When I first started, I was very young. He believed in me and gave me an opportunity that most people wouldn’t. Thanks to him, I am the man I am today. If it wasn’t for him, I would be somewhere else having to work my way up without any help. He has given opportunities to other employees as well, and it’s up to them whether or not they want to take advantage of it. I only have good things to say about him as a boss. We get along very well and respect each other. We like quality work and always agree on what it means to satisfy the customer.
H&D: What are your plans for the future?
HA: Well, I am currently in college part time. I’m studying Computer Networking and Cyber Security. The reason why I chose this major is because we know that computers are going to continue to be a big deal in our future. Even in this industry, our cars are getting more and more sophisticated. I’m sure there is going to be some type of programming and re-setting that I will need to learn. I want to be able to apply my knowledge and further my career in this industry. It’s always a back-up plan. I know that when I get older, the physical labor part of the job could potentially force me to change my career, so I know it will be useful and open more opportunities.
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A new level of learning.
LOCAL
BY CHLOE DURANTE
NEWS AUDI 2017: Is Your Shop Ready?
Audi’s training facility in Ashburn, VA is helping to build a stronger industry.
At the August 2015 Audi Collision Conference in Austin, TX, Audi of America announced to all Audi Authorized repair shops that there were significant changes made to the current steel and aluminum certification programs. Shops will no longer be recognized as being Audi Authorized as of December 31, 2016 if they fail to make the mandatory transition into being certified in the two new classifications. Audi of America feels these updates to current equipment requirements and curriculums are essential to the successful repairs of 2017 Audi vehicles that are constructed with advanced ultralight materials. The new certification programs being offered, Hybrid Materials Construction Collision Repair and Ultra Advanced Lightweight Materials Collision Repair, will allow repair facilities to be wellprepared for the future of Audi of America. Certification classes will be held at the Audi Training Center in Ashburn, VA. Although the Ashburn facility is currently the only location for Audi collision training, Audi of America will be opening a second facility in Ontario, CA in early 2017. Courses being offered in Ashburn are not only for facilities interested in upgrading their current Audi certifications, but also
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shared with insurance company representatives, collision industry suppliers and interested body shop associations. Some of the courses being offered are the Audi Aluminum Welding and Structural Repair Certification, a 10-day course that consists of 30 percent classroom theory and 70 percent hands-on training, and Audi Q7 Structural Repair for Non-Aluminum Certified Technicians, a two-day course that consists of 25 percent classroom theory and 75 percent hands-on training. “The courses being offered bring the technicians from foundational learning and job experience to a higher level of capability and proficiency while working on Audi products,” explains Mark Allen, Audi of America’s manager of collision and equipment. “During the classes, technicians use all of the approved and required equipment to perform the most often seen structural repairs. Since these vehicles are constructed with the latest advances in materials and construction methods, technicians are given proper repair methodology to achieve a repeatable outcome that returns the car back to the crash rating it was designed for.” Although there is a cost associated in sending technicians to receive factory
training, it is a mandatory investment for shops if they want to repair Audi vehicles (or any automobiles) properly. Using Audi vehicle bodies and parts in the training courses is certainly quite an investment, but Audi of America feels that it is vital for the learning experience to be real and for technicians to get the best training possible. “What we are teaching on our advanced vehicles will become more common amongst the different manufacturers,” Allen notes. “That’s not to say that everything will be done the same way, but the materials and the engineering methodology will be very similar. The facilities, the training, the equipment and the estimating all have to be upgraded to meet the new challenges presented by new materials, new engineering and new consumers. “Shops need to be prepared to live a life of continued learning,” he adds. “You wouldn’t trust a doctor with your life if they didn’t go to continued training to maintain their board certification, so why should a customer trust you if you don’t maintain your certification?” H&D
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Audi dealers strive to make you an Audi Genuine Parts fan •
Audi Parts Professionals are your subject matter experts on collision parts, replacement components and mechanical items.
•
Many Audi dealers offer technical service support hotline access that can reduce your repair times and help you meet an on-time promised delivery.
•
Installing Audi Genuine Parts contributes towards improved cycle time that makes both your customer and their insurance company happier.
•
Regardless of the age of your customer’s Audi, Audi dealers have access to over 200,000 part numbers. No other supplier comes close.
Helping you do business is our business. Order Audi Genuine Parts from these select dealers. Audi Arlington 3200 Columbia Pike Alexandria, VA 22204 703.739.7490 Fax: 703.684.8420
Audi Bethesda 5206 River Road Bethesda, MD 20816 Parts Direct: 240.762.5636 Parts Fax: 301.718.1847 www.audibethesda.com
Rockville Audi 1125 Rockville Pike Rockville, MD 20852 Parts Direct: 301.296.2870 Parts Fax: 301.762.5055 www.rockville-audi.com
Audi Virginia Beach 2865 Virginia Beach Boulevard Virginia Beach, VA 23452 Toll Free: 800.277.2122 Parts Direct: 757.687.3483 Fax: 757.687.3490 www.checkeredflag.com
Audi Annapolis 1833 West Street Annapolis, MD 21401 Parts Direct: 443.482.3280 Parts Fax: 443.482.3281 www.audiannapolis.com
Audi Chantilly 14839 Stonecroft Center Court Chantilly, VA 20151 703.956.2100 Fax: 703.956.2139 www.audichantilly.com
Audi Silver Spring 3151 Automobile Boulevard Silver Spring, MD 20904 844.413.6929 Fax: 301.890.3748 www.audisilverspringparts.com
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PREVIEW SCRS HOSTS OEM COLLISION REPAIR TECHNOLOGY SUMMIT SESSION ON SCANNING
When: Thursday, November 3 Where: North Hall N241 (upstairs) at the Las Vegas Convention Center More Info: scrs.com/rde If you're at SEMA, don't miss the Society of Collision Repair Specialists (SCRS)-hosted OEM Collision Repair Technology Summit on Thursday, November 3! The all-day event is focusing on emerging trends in vehicle construction and technology and how those aspects influence vehicle repairability. The program puts 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 first session of the day (OEM1Â |Â Restoring Vehicle Functionality through Electronic Technology and Diagnostics) discusses how vehicle technology and function advancements meet consumer expectations for safety, convenience and luxury options and the role of diagnosing accident- and repair-related failures in the systems. Restoring the functions, calibrating sensors and documenting the restoration of the technological elements in the vehicle become a
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pivotal part of the repair process. Moderator John Ellis of Ellis & Associates leads a two-part panel to explore the responsibilities expected of the collision repair providers and solutions available for the industry to fulfill those tasks. The first panel is comprised of automakers with documented positions outlining the necessity to perform pre- and post-repair scans as part of the repair process. The conversation covers the technological developments that are precipitating the need for a more systematic approach to identifying, documenting and correcting Diagnostic Trouble Codes. The panel includes the following OEM representatives: FCA | John Hughes, collision repair
responsible service engineering
Nissan North America | Justin Miller,
planner - certified collision
American Honda Motor Co. | Chris
Tobie, collision business specialist
Toyota Motor Sales, USA | Eric
Mendoza, collision repair and refinish training assistant manager
The second panel features diagnostic equipment and service providers that have developed technological solutions for the industry. This conversation identifites different mechanisms available to the collision repair community and addresses unique challenges and advantages associated with each. By attending, you'll gain a better understanding of options available to your business. The panel includes the following participants:
AirPro Diagnostics, LLC | Chuck Olsen, executive director of operations Robert Bosch, LLC | Bob Pattengale, training manager Collision Diagnostic Services | Doug Kelly, CEO
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SCRS and SEMA educate the industry.
Snap-on Diagnostics | Jason Gabrenas, national diagnostics trainer I-CAR | Jason Bartanen, director industry technical relations
LET US TURN THEM AROUND! Contact Hammer & Dolly Sales Director Alicia Figurelli
(973) 667-6922 ALICIA@GRECOPUBLISHING.COM
The 2016 OEM Collision Repair Technology Summit is made possible with support from Capital One Spark Business, PPG Automotive Refinish, Audatex, AkzoNobel, BASF, CCC Information Services Inc., Reliable Automotive Equipment and Toyota Motor Sales, USA. H&D
About SCRS’ RDE Series: The Repairer Driven Education (RDE) series features four days of seminar offerings, many of which are uniquely designed and being offered only at the 2016 SEMA Show. This includes the OEM Collision Repair Technology Summit. Each session has been individually selected or crafted by SCRS because the content focuses on information that is relevant to the diverse array of marketplace perspectives within the collision repair industry.
About SCRS: Through its direct members and 40 affiliate associations, SCRS is comprised of 6,000 collision repair businesses and 58,500 specialized professionals who work with consumers and insurance companies to repair collision-damaged vehicles. Additional information about SCRS (including other news releases) is available at scrs.com. November 2016
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THERE HAS NEVER BEEN A BETTER WAY TO BUY THE WORLD’S BEST ENGINEERED PARTS. For Original BMW Parts, contact one of these authorized BMW centers: BMW of Annapolis 25 Old Mill Bottom Road Annapolis, MD 21409 410-349-2565 Fax:410-349-2586 www.mybmwannapolis.com
BMW of Fairfax 2805 Old Lee Highway Fairfax, VA 22031 800-879-2269 Fax: 703-641-8562 www.bmwoffairfax.com
BMW of Alexandria 499 South Pickett Street Alexandria,VA 22304 Direct: 703-684-5255 Fax: 703-647-1853 www.bmwofalexandria.com
Passport BMW 5000 Auth Way Marlow Heights, MD 20746 301-423-0733 Fax: 301-423-2717 www.passportbmw.com
Apple BMW of York 1370 Roosevelt Ave. York, PA 17404 800-839-1755 Fax: 717-843-2948 www.applebmwofyork.com
BMW of Sterling 21826 Pacific Blvd. Sterling, VA 20166 888-954-8222 Fax: 571-434-7727 www.bmwofsterling.com
BMW of Silver Spring 3211 Automobile Blvd Silver Spring, MD 20904 866-737-8937 Direct: 301-890-3015 Fax: 301-890-3748 www.bmwofsilverspring.com
Northwest BMW 9702 Reisterstown Rd Owings Mills, MD 21117 410-363-1461 Fax: 410-363-7749 www.northwestbmw.com
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Original BMW Parts
www.bmwusa.com
The Ultimate Driving Machine®
They’re called “Original BMW Parts” for good reason. For uncompromising precision and incomparable quality, your BMW center is your One-Stop shop for everything BMW. BMW of Towson 700 Kenilworth Drive Towson, MD 21204 844-683-5251 Direct: 410-296-7908 Fax: 410-296-4852 www.bmwtowson.com BMW of Bel Air 716 Belair Road Bel Air, MD 21014 844-388-2058 Direct: 443-640-1230 Fax: 443-640-1234 www.bmwbelair.com
Checkered Flag BMW 5225 Virginia Beach Blvd Virginia Beach, VA 23462 757-687-3494 Fax:757-687-3495 bmw.checkeredflag.com Richmond BMW 8710 West Broad Street Richmond, VA 23294 800-237-0130 Direct: 804-527-6860 Fax: 804-965-6254 E-mail: tdailey@crownauto.com www.richmond-bmw.com
BMW of Rockville 1450 Rockville Pike Rockville, MD 20852 844-896-0015 Direct: 301-468-3325 Fax: 301-770-4659 www.bmwrockville.com
BMW of Catonsville 6700 Baltimore National Pike Baltimore, MD 21228 855-996-2906 410-744-2000 Fax: 410-818-2600 www.bmwofcatonsville.com
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COVER STORY
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“You’re the only one who charges for that.” We know you’ve heard these words before, and we know how much that sentence stings when you’re simply trying to receive fair market compensation for the work you perform. But what if there was a way for you to have true Labor Rate market data to show what your industry peers are charging for nonDRP work? What if you had insight into procedures that these shops are performing that receive payment from carriers? WMABA is on a journey to compile this information with its 2016-2017 Labor Rate Survey. Available online at wmaba.com/laborrate-survey or surveymonkey.com/r/wmaba laborratesurvey, this fifth anniversary edition of the Survey is asking WMABA-area shops to provide their posted/retail rates for a number of operations. The Survey results remain completely anonymous, and no participating shops will be identified by name. Five years after first launching the Survey on behalf of the regional shops and the customers they serve, WMABA Executive Director Jordan Hendler sees the endeavor as increasingly relevant. “Doing this Survey for so many years has enabled WMABA to identify trends in rate movement in our region. Doing this a fifth time will help us determine if conditions are improving or need further attention. The Labor Rate is the heart and soul of any collision repair facility, so it is essential for us to continually monitor and report where the rates currently stand.” Shops that take the Survey are encouraged to enter their rates for body labor, frame/structural work, paint/refinish, paint materials, mechanical work, aluminum structural work (if applicable) and daily inside/outside storage. They can also provide the number of technicians, estimators and office personnel at their establishments, their gross annual sales, total square footage and (if one is in use) their preferred paint and materials cost accounting system. To gain an accurate view of what is going on in today’s collision repair facilities, the association is encouraging those who take the Survey to share whether they believe certain operations are required during the repair process – and if these procedures are currently performed and charged for at their shops. The procedures include “mark-up” or “admin” on
sublet (towing, upholstery, mechanical, pdr, etc.); “clips and fasteners” needed in the repair process; “color, sand and buff” and/or denib surface blemishes; Feather, Fill, Block and Prime on welded panels; Feather, Fill, Block and Prime on repaired panels; “check and test seat belts” being used in the accident; “prep raw plastic” when recommended by paint suppliers; and “weld-thru primer” and/or “cavity wax” when needed. Additionally, the nearly three dozen critical industry-related yes/no questions that participants will be asked to answer include the following: Do appraiser(s) tell you, “We can’t pay for that, because it is against insurance company policy,” even though you knew it was a fair, reasonable and necessary item? Do you use the degweb.org website to submit inquiries of missing or inaccurate labor, parts, materials or other flaws in the estimating system guides? Do you believe insurers rate you on the use of alternative parts to OEM, such as used or aftermarket?
Do you believe insurer reimbursement rates are fair enough to support adequate profit for continuing education, certifications and new equipment?
Is it your experience that a good portion of insurance company representatives will intentionally write “low ball” estimates that omit obvious visible damage? Do inadequate or poorly written estimates by insurance company representatives delay the repair process and cost your shop time and money while you rectify mistakes?
The 2016-2017 Labor Rate Survey also delves into employer/employee relations by asking participants to provide information on the perks they offer, including health/dental/ vision/life insurance, long-term disability, paid sick leave, paid vacations, personal leave and 401(k)/retirement programs. Like the previous four WMABA-sponsored Labor Rate Surveys, the 2016-2017 installment
Real data, real solutions.
BY JOEL GAUSTEN is designed to give shops an opportunity to participate without the outside influence of insurers. “Our goal with the Survey has always been to reflect shops’ posted or retail rate, not the ‘wholesale’ or concessionary rate they might have under an agreement with a carrier,” offers WMABA President Mark Schaech. Jr. “That ‘wholesale’ rate has been reduced for an insurer based on volume of work and is not a fair representation of retail rates in the market. We want to know what a shop’s cash/walk-in rate is for the work they perform. That way, we can guarantee that our results are based in the realities of the market and not steeped in DRP agreements that may not represent the majority of shops in a given region.” Once the Survey is completed and the information is gathered, WMABA can use this factual data to help illustrate what works – and what needs considerable improvement – in the regional industry. “This Survey will showcase the truth, which we will use when we meet with state and local government to discuss our issues and ask for help in finding solutions,” Hendler says. “We will have the facts needed to defend against the opposition and demonstrate where there are legitimate concerns in our industry that need to be addressed.” Of course, the Survey is only successful if shops take the time to participate. “WMABA has created this Survey to be user-friendly and take only a few minutes of someone’s time,” offers Schaech. “The WMABA Board of Directors is comprised of shop owners who understand how busy it gets; we would only ask you questions that we feel are necessary to help us represent the real issues you’re facing day in and day out. The few minutes you give us now could have a positive impact on your business for years to come.” The 2016-2017 WMABA Labor Rate Survey and can be taken online at wmaba.com/laborrate-survey or surveymonkey.com/r/wmaba laborratesurvey. The results of the project will be featured in an upcoming issue of Hammer & Dolly. If you have questions or require additional information, please contact Jordan Hendler at (804) 789-9649 or jordanhendler@wmaba.com. H&D
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Unsurpassed Quality. Genuine Hyundai Parts.
HYUNDAI IS PROUD OF ITS REPUTATION FOR QUALITY AND SERVICE.
SO ARE THE DEALERS AND BODY SHOPS WHO RELY ON GENUINE HYUNDAI PARTS.
TO MAKE CERTAIN THAT YOU GET THE RIGHT HYUNDAI PART, ASK FOR THE WHOLESALE
PARTS SPECIALIST AT THESE FINE DEALERS. Buy Hyundai Parts.
For Genuine Hyundai parts, contact these Authorized Hyundai Dealers. Fairfax Hyundai 10925 Fairfax Blvd. Fairfax, VA 22030 Phone: 703-273-5188 FAX: 703-352-3115 E-mail: parts@fairfaxhyundaiinc.com
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Fitzgerald Lakeforest Hyundai 905 North Frederick Ave. Gaithersburg, MD 20879 Phone: 301-670-4881 Fax: 301-670-1595
November 2016
Malloy Hyundai 1880 Opitz Blvd. Woodbridge, VA 22191 Parts Direct: 703-490-8263 Fax: 703-490-3864 E-mail: hmkparts@aol.com
Checkered Flag Hyundai 3033 Virginia Beach Blvd. Virginia Beach, VA 23452 Phone: 757-687-3463 Fax: 757-687-3468 hyundai.checkeredflag.com
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IF OFFERING ONLY ORIGINAL MINI PARTS IS A CRIME... THEN YEAH, WE’RE GUILTY. At your local MINI dealer, we believe that using Original MINI collision replacement parts will speed your repairs and increase your profitability. Original MINI parts assure an absolute perfect fit and function.
For Original MINI parts, contact any of these authorized MINI dealers. MINI of Annapolis 25 Old Mill Bottom Road Annapolis, MD 21409 410-349-2565 fax: 410-349-2586
MINI of Baltimore County 720 Kenilworth Drive Towson, MD 21204 Toll Free: 844-635-4347 410-296-MINI (6464)
MINI of Alexandria 5990 Duke Street Alexandria, VA 22304 703-461-6250 fax: 703-751-0595
MINI of Sterling 21826 Pacific Blvd Sterling, VA 20166 888-954-8222 fax: 571-434-7727
Checkered Flag MINI 5225 Virginia Beach Blvd. Virginia Beach, VA 23462 757-687-3494 fax: 757-687-3495
Crown MINI 8710 West Broad Street Richmond, VA 23294 Toll Free: 800-237-0130 804-527-6860 fax: 804-965-6254
MYMINIANNAPOLIS.COM
MINIOFSTERLING.COM
MINIBALTIMORE.COM
CHECKEREDFLAGMINI.COM
MINIOFALEXANDRIA.COM
CROWNMINI.COM
© 2016 MINI USA, a division of BMW of North America, LLC. The MINI name, model names and logo are registered trademarks.
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TECHNICAL
FEATURE Replacing a Quarter Panel – the Right Way: Part 1 of 2
Replacing a rear quarter panel has become a complex operation over the past few years. We see a number of online posts by technicians who brag about their high-quality work, but a closer look reveals that this work is incorrect 90 percent of the time. Some of these technicians will argue, disagree, bicker and become belligerent with those who point out what is wrong with the repair, only to finally succumb to the truth that they did a poor job. Ninety-nine percent of the time, the excuse is the same: “The insurer wouldn’t pay, and I have to do what I have to do to put food on my table.” This attitude needs to change.
The Facts
Here are some things to never forget during the repair process: 1. The insurance company has no say in repair-versus-replace decisions. 2. The insurance company has no say in where the parts are purchased from.
3. The insurance company has no standing to ignore OEM repair procedures. 4. The repair facility and facility owner are responsible for performing the proper repairs. In some states, the manager, foreman, damage assessor (estimator) and technician can all be held liable for incorrect repair procedures, components and consumer fraud.
5. There is no OEM that approves, accepts, permits, recommends, condones or allows used structural, bolt-on and/or affixed components. New OEM replacement components are the only components that should be used. Not doing so could deem the vehicle an incorrect repair.
6. The OEM repair procedures for the type of attachment/joining method to use must be adhered to. Joining methods include (but are not limited to) welding (which includes MAG and MIG Brazing/Silicon Bronze for steel, MIG for aluminum or STRSW for steel), bonding only (adhesives), rivets only, rivet-bonding, weld-bonding (STRSW with adhesives) or some combination. Not doing so could deem the vehicle an incorrect repair.
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7. Most OEMs provide the specific section locations or areas and measurements of these locations on many of their vehicles, while a few only offer full component replacement or replacement to a factory seam. Only Honda and Ford allow you to basically make up your own sectioning locations based on the type of substrate.
8. Many OEMs require specific equipment and tools for repairs to their vehicle. Not doing so could deem the vehicle an incorrect repair. 9. Many OEMs require specific materials, including (but not limited to) specific welding wire (steel, aluminum and Silicon Bronze), adhesives, weld-thru primer, foams and adhesives. Not doing so could deem the vehicle an incorrect repair. 10. When replacing a quarter panel, some OEMs require the vehicle to be mounted on the bench, while others allow the vehicle to be on the ground with the suspension loaded.
11. Only a few OEMs classify quarter panels as structural; most do not. 12. Most OEMs use sound-dampening foam or bonding adhesive in the wheel well to the quarter panel wheel well lip area.
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The importance of OEM repairs.
Larry Montanez at SCRS Repairer Driven Education: RDE24 Case Study of the Procedures for Steel Quarter Panel Replacement When: November 4, 12:30pm - 2:30pm Where: Las Vegas Convention Center, Upper North Hall, N241 To register: scrs.com/rde As part of the SCRS Repairer Driven Education (RDE) Series at SEMA 2016 in Las Vegas, Larry Montanez will be offering a “Case Study of the Procedures for Steel Quarter Panel Replacement” (tinyurl.com/ zrwz5z5). The program will discuss the procedures required to replace a steel quarter panel. It will also discuss the similarities (and slight differences) of quarter panel replacement of a Honda Accord, Toyota Camry and an Audi A5. The additional not-included procedures and the additional materials required to perform a proper repair following the OEM procedures will be covered as well. At the completion of the presentation, attendees will better understand the procedures and protocols to replace a quarter panel (and the associated operations and costs). They will also leave with a better understanding of the included, not-included and additional required procedures. Joining methods, such as (but not limited to) bonding; Silicon Bronze/MIGBrazing; MAG welding; STRSW; feather, prime and block sand; and weld zone area damage and repair will also be discussed. The presentation will look at the general steps to replacing a quarter panel and will ask some questions that you will need to answer the next time you perform this operation. As with any repair, some general operations must be performed prior to starting the job. Once the vehicle is captured and the vehicle owner is signed up, the damage analysis/triage/blueprinting processes can begin. Obviously, in this example, we will use a vehicle with a damaged quarter panel. The year, make and model is irrelevant, as we will be covering the overall operations that will be required in 95 percent of the cases. It is important to determine whether you are capable of even
BY LARRY MONTANEZ III, CDA & JEFF LANGE, PE
repairing the vehicle. For example, if the vehicle is a late-model Audi A8, Jaguar XJ, Land Rover Range Rover or a Tesla (to name a few) and you are not a Certified Collision Repair Facility (CCRF) for that OEM, you cannot even purchase the parts and, in many cases, are not trained and equipped to repair those vehicles. The European OEMs, Tesla and Cadillac understand the importance of training – classroom, hands-on, online and ISO welding certification – and take it very seriously. After you determine if the vehicle is restricted (you can’t work on it) or is nonrestricted (you can work on it), you can review this list of operations to ensure proper repairs can be accomplished in a timely manner and be profitable:
1. Wash the vehicle prior to the damage analysis. 2. Walk around the vehicle for a visual inspection. 3. Take notes and photographs. 4. If the vehicle is operational (which it should be with quarter panel damage), start it, note if any MILs are illuminated and note the mileage.
5. Scan the vehicle systems even if there were no MILs present. (Not all DTCs will set a MIL.) 6. Take some quick measurements; if any misalignment is found, then pre-measure the vehicle. 7. Now it is time to start writing the damage report, but first check the OEM repair procedures. Check only with the OEM website or collision.alldata.com. 8. Have a technician disassemble the vehicle to better determine the extent of the damage. 9. Write your damage report. We recommend that all “FRAME/ STRUCTURAL” operations are at the top of the estimate. Then, all other operations should follow as you work on the vehicle in order. See below for the quarter panel categories: a. FRAME b. REAR BUMPER c. REAR LAMPS d. TRUNK LID e. REAR BODY PANEL f. QUARTER PANEL g. REAR GLASS h. WHEELS
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Superior service starts with superior parts. Rely on what Mazda drivers already know-Genuine Mazda parts extend a car's life. Designed specifically for Mazda vehicles Get the right part the first time We're an accurate, trusted resource as close as your phone Give us the opportunity to serve you
Contact these Mazda dealers for all your parts needs: Brown’s Fairfax Mazda 10570 Lee Hwy. Fairfax, VA 22030 Toll Free: 800-234-8642 Phone: 703-385-3994 Fax: 703-591-5348
Nu Car Mazda 172 North Dupont Hwy. New Castle, DE 19720 Toll Free: 800-346-5283 Fax: 302-322-7135
Fitzgerald Mazda of Annapolis 1930 West Street Annapolis, MD 21401 Toll Free: 866-280-8022 Phone: 410-224-4636 Fax: 410-224-4264 www.fitzmall.com
Fitzgerald Mazda 114 Baughmans Lane Frederick, MD 21702 Toll Free: 800-545-4745 Fax 877-696-1841
Priority Mazda 8525 Leesburg Turnpike Vienna, VA 22182 Phone: 703-749-6500 Fax: 703-749-6478
E-mail parts@fitzmall.com www.fitzparts.com
e-mail: dbanks@priorityauto.com
Ourisman Mazda of Rockville 801 Rockville Pike Rockville, MD 20852 Parts Direct: 301-340-7668 Phone: 855-417-4511 Fax: 240-499-2488 e-mail: rockvilleparts@ourismanautomotive.com www.ourismanmazdaofrockville.com
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MARKETING
FEATURE RETHINKING YOUR SHOP’S FACEBOOK PAGE
For years, you’ve heard that your auto body shop had to have a Facebook business page. Between the marketing consultants you’d run into at workshops, emails from vendors with marketing tips or the sales calls you’d receive several times a week, the message was clear – Internet marketing was going to make or break your business. And if you didn’t even have a Facebook page? You were in serious trouble. So, naturally, you set up a Facebook page for your shop. Now what?
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Don’t Sell Like an Advertiser – Engage Like a Friend! Before you begin brainstorming ideas for Facebook posts, make sure to start by thinking about the reasons your potential customers are using Facebook. Are they using Facebook to find the latest coupons? Did they join Facebook to see the best advertisements? No. People use Facebook because they want to connect with other
people and find useful, interesting and fun content to interact with.
Think of Your Audience as a Community! Facebook presents a great opportunity to engage with potential customers in your service area. Conventional wisdom dictates that the average collision customer is willing to travel between seven to 10 miles for auto body repair. This hyper-local focus is an
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Creating better online content. advantage that every regional shop has over every national chain.
What Should You Post? Even if you have a strong feeling for your local market, it can be challenging to come up with new ideas for posts, especially for an auto body shop. If you don’t offer mechanical services, how do you create coupons or offers on collision repairs? Most independent shops, very understandably, don’t want to get into the business of doing self-pay all-over paint jobs – so you can’t make an offer related to that. These are all good questions, but again we’re kind of missing the point. Your primary goal on Facebook should be to engage like a friend, not sell. Think of yourself as a curator of interesting, useful and fun content. Once you open up your sources for posts beyond the immediate concerns and needs of your business, you’ll find that there are so many things you can post to your Facebook page. Here are some ideas for Facebook posts:
Have Fun with Something Topical. It hopefully goes without saying that every business should be very careful about posting something “topical.” However, if the subject is light and relevant to the industry, take the opportunity to do something fun. In a recent example, Dorn’s Body & Paint in Mechanicsville, VA created a post commenting on the Pokémon Go sensation. Many drivers were reporting getting into accidents while playing the game, so Dorn’s created a tongue-in-cheek meme with a picture of a Pokémon and the message, “Don’t let this guy…be the reason you crashed your car.” This post got 131 shares and even more comments and likes. This worked because it was the kind of fun thing that a friend might share with you on Facebook. Be a Consumer Advocate. Many shop owners are familiar with this approach, in which we share content that proves that
we are on the consumers’ side and we’d like them to get the safest, highest-quality repair possible. However, we sometimes forget that there are many other ways in which a person can be a consumer advocate. For example, you can be an advocate to protect area consumers from drunk drivers, or you can campaign against driving while texting. Getting involved in these kinds of charitable causes is great for building your relationship with the local community. This also presents a better alternative to talking about highly technical, complicated consumer issues (such as the importance of OEM parts), which might be lost altogether on the average consumer. Take Part in Local Events. Social media is a great place to cross-promote local sponsorships or participation in local events. Think about sponsoring a local 5K to support a cause that’s close to the hearts of people in the community. These kinds of events can often be a great networking opportunity and can lead to links from other local websites, which greatly benefits your search engine optimization. Engage with Local Car Clubs/Car Enthusiasts. Attend a local Cars and Coffee meetup, or look for times when local car clubs are having events. These are great opportunities to build your relationships with local clubs and build your reputation as an authority in all things automotive. Take pictures of these events and share them to Facebook. Next thing you know, all of the members of that car club now follow your page; when they get into an accident, you’re the first place they think of. Post Behind-the-Scenes Photos. Your online presence (website, social media profiles, reviews) represents your digital storefront. Most people make their buying decisions before they ever set foot
BY LEE EMMONS
in your store or even speak to someone at your organization. The impression you make through platforms like Facebook may be the only impression your potential customer has to work with. You have an opportunity to build trust through your Facebook page by letting your followers get to know the people who work for you, as well as the kind of work they do. Post pictures behind the scenes and tell stories about your people. (Just make sure you’re projecting the right kind of image.) Share Reviews from Major Review Sources. One of the best things you can do is to re-share great reviews from platforms like Google and Yelp directly to your Facebook page or other social media platforms. Social media and review sites are basically word of mouth, and you can make the best out of the positive word of mouth you receive by sharing those reviews rather than just waiting for people to find them. We’ve also found that reshared reviews get a much higher percentage of engagement in comparison to other types of posts. Share Car Maintenance Tips. If you offer mechanical services as well as collision repair, you may feel like there’s a conflict of interest in sharing DIY content. However, there will always be an angle for sharing useful car care or car safety information that won’t keep people from hiring you for the services you offer. If you’re able to share this kind of content, it will help position you as the authority in the industry and encourage people to keep coming back to your page for useful information. Integrate Your Website Content Marketing Strategy with Social Media. Every body shop should be writing new content for their website on a monthly basis. And by this, I don’t mean that every shop needs to write a blog article every month for the sake of posting something.
Lee Emmons is chief marketing officer of AP Media based in Sykesville, MD. His public relations and marketing efforts on behalf of collision repair shops throughout the Mid-Atlantic have gained industry press coverage for those shops in trade publications and local media. He and his agency are certified Google Partners, with certifications in AdWords and in Google’s Video Advertising Advanced Certification. Marketing for auto body shops has become his passion and personal area of expertise. You can visit his company’s website at AbsolutePerfectionMedia.com.
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MARKETING FEATURE Every month, you should evaluate your website for gaps in the content, and new pages should be written to fill those gaps. For example, are there services that your shop provides that aren’t covered on the website? Are there questions that your customers are asking on a regular basis that could be answered by a new page on the website? Social media should be a place to share these new pages (as well as important older pages from the website). Social activity connected to the website is a good thing, and your content strategy for your website should be integrated with your content strategy for your social media marketing. Use Geo-Targeted Facebook Ads. Facebook is a pay-to-play platform. To get decent exposure to your posts, it will require an investment for boosting ads and creating other paid campaigns. The good news, though, is that Facebook offers the lowest cost-per-impression form of advertising available on the internet. A $5 boost can increase a post’s reach by a multiple of 10. Consider a small budget for increasing the likes to the Facebook page within your services area or for ads promoting your brand within that service area. Post a Variety of Content. Last, and possibly most importantly, make sure you are varying and testing different types of posts. The worst rut that a Facebook page can get into is when that page gets stuck on posting one kind of thing over and over again. This is the best way to ensure that your page will be boring and lack engagement.
When you’re coming up with things to post to your Facebook page, remember to mix it up and be creative. Have fun with your posts, because more people on Facebook will respond to you if you’re being fun. Think about what content would be seen as interesting and useful in your local community. Then, make sure you post things that help your community to get to know you better. H&D
Executive Director’s Thoughts I’ve said all along – and Lee nails it – that businesses not present on Facebook in some capacity are missing the boat. It’s a search tool, another storefront to attract new business, a customer engagement tool and much more. There’s absolutely no reason or excuse to miss out on this as an opportunity to improve your customer experience. - Jordan Hendler
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TECHNICAL FEATURE continued from page 33
i. REAR SUSPENSION j. DOOR k. PILLARS, ROCKER, FLOOR l. INFORMATION LABELS m. ROOF n. SEATS o. RESTRAINT SYSTEMS p. CONSOLE q. WINDSHIELD r. FENDER s. FRONT LAMPS t. FRONT BUMPER u. RADIATOR SUPPORT v. ELECTRICAL w. MISCELLANEOUS OPERATIONS AND SUBLET SERVICES (20 MININUM)
It is recommended that you review and look over these categories and think carefully why they are listed in this order (and even why certain categories are listed). If you would like to do a little homework, write your own estimate to compare to the one that will be shown in Part 2 of this article after SEMA. The vehicle that will be used in the presentation is a 2015 AUDI S5 QUATTRO PREMIUM PLUS. The color is white. We will be using $50 per hour for all operations, $25 for refinish material, $9.75 for shop materials and $6.95 for buffing materials. Good luck! H&D
YOUR WHOLESALE PARTS DEALER! Total Customer Satisfaction is our #1 Goal Fast and Friendly Delivery Service Knowledgeable Sales Staff Maximum Discounts Given No Hassle Return Policy We’re #1 in Customer Service
Toll Free: 800-766-9767 30 Consecutive Years
Direct: 703-836-8476 Fax: 703-684-3468 Web: www.alexandriatoyota.com E-mail: parts@alexandriatoyota.com
Hours oF operaTIon: Mon-Fri: 7am - 7pm sat: 8am - 5pm 3750 Jefferson Davis Hwy., alexandria, Va 22305 *Mention this ad for additional savings
Larry Montanez, CDA is co-owner of P&L Consultants with Peter Pratti Jr. P&L Consultants work 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 reparability and estimating issues. Larry is ISO 9606-2 Certified for Audi and Mercedes-Benz and is a certified technician for multiple OEM Collision Repair Programs. P&L can be reached by contacting Larry at (718) 891-4018 (office), (917) 860-3588 (cell) or info@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.
Executive Director’s Thoughts
I got stuck on this story’s checklist of things to never forget, and I started thinking, “Larry, this is not really practical.” But truly, he’s right on all accounts. The liability is always somewhere – the less it lies with your shop, the better. I’m hoping you can find an opportunity to apply more of this thinking in your business! - Jordan Hendler
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PHONE: 732-495-7900 FAX: 732-495-7904 E-MAIL: bill@rae1.com www.raeservice.com VISIT US ON FACEBOOK www.facebook.com/ReliableAutomotiveEquipment
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It Takes Genuine Honda Collision Repair Parts To Achieve a Genuine Honda Fit. Honda collision repair parts are engineered and manufactured to Honda standards. In the collision-repair business, time is money, and you can’t waste time on parts that almost fit properly. Use Genuine Honda replacement parts. Your reputation depends on it. For Genuine Honda parts, contact these Authorized Honda dealers. Criswell Honda 19525 Amaranth Rd. Germantown, MD 20874-1201 PH: 866-562-2898 FAX:240-864-7165 www.criswellauto.com
Hendrick Honda 14201 Jefferson Davis Hwy Woodbridge, VA 22191 Direct: 703-690-7777 FAX: 703-490-2058 www.hendrickonline.com
Honda of Tysons Corner 1580 Spring Hill Rd. Vienna, VA 22182 PH: 703-749-6651 Direct: 866-658-0841 FAX: 703-821-4229 www.hondatysonscorner.com E-mail:juan.hidalgo@hondaoftysonscorner.com
Ourisman Honda 3371 Ft. Meade Rd. Laurel, MD 20724 Direct: 301-498-6050 Fax: 301-498-0157 www.laurelhonda.com
Miller Honda 3985 Valley Pike Winchester, VA 22602 Direct: 800-296-5020 Direct Local: 540-868-9916 Fax: 540-869-1074 E-mail: bmorgan@drivemiller.com
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Mark Schaech, Jr.
(410) 358-5155 mark@marksbodyshop.com
PRESIDENT’S
MESSAGE COMPLETE AND PROPER We have a few insurance carriers in our market that just don’t get it. In our industry, the manufacturer’s recommended procedures are the standard when it comes to repairing their vehicles. Our facility goes above and beyond when it comes to researching OEM-required repair information. But when we present this information to local insurance adjusters, they call their local preferred/contracted facility, who states that the procedure is not required. If that’s the case, then why do we have this information, in writing, from the manufacturer? Just let us do our job and take care of our customers. We are experts at repairing collision-damaged vehicles and retrieving required repair procedures. As a high-quality collision repair facility that is equipped with state-of-the-art equipment and operated by certified repair professionals who have received the latest in ongoing training and certifications by numerous manufacturers, aren’t we in the best position to make these decisions? The bottom line is that insurers are responsible for ensuring that sufficient funds for each claimant are being paid to enable complete and proper repairs for the vehicles on our roadways. 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: __________________________________ 42
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WHAT’S
The Playbook
UP TO? WMABA MEMBERSHIP: THE UN-SECRET PLAYBOOK
It’s always a good time to get involved in WMABA. If you’re reading this, your first benefit is already being realized: Staying up to date on the news in our area and beyond.
Get Your Team Jersey
Supporting WMABA is an investment in the future of your business and your industry. By becoming a member, you are represented in all the places the Board or executive director go. Whether at a trade show like SEMA, assisting with the SCRS OEM Technology Summit regarding certified repairs or locally at the state capitol meeting legislators or testifying at a hearing, your interests and the interests of all repairers are at the forefront. Though repairers often feel competitive, the association is a place for camaraderie and community. Here, we’re all on the same team.
Get Educated
WMABA offers issue-specific, topic-driven education throughout the year. Participation in special events and local meetings, such as the Audi Training Center-hosted seminar and tour, offers your business the best in opportunities to advance your understanding of changes within our industry.
MEMBER TESTIMONIALS
I joined WMABA many years ago during a time of transition for the association. The benefits and resources that I’ve had at my fingertips as a member are nearly impossible to list. WMABA gave me a voice when no one would listen, and they have given me technical information, management training, technician training and – most importantly – a network of people who are in the trenches like me on a daily basis. The resolve and tenacity of the association to create an environment conducive to properly repairing vehicles and maintaining a profit are immeasurable. I consider many who are part of this association to be my friends, confidants and professional family. I could sing their praises all day long. If you don't belong to WMABA, you're missing the boat. - Don Beaver, Antwerpen Collision Center, Clarksville, MD
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Find more association updates at www.wmaba.com.
The association is your resource for all things related to your business. Whether you have a question about current Labor Rate data, operations, customer interaction, insurer relationships, vendor products or national news, your association is the place to ask first. Through our relationships nationally, we can even take issues to the forefront of places such as the Society of Collision Repair Specialists, Collision Industry Conference or national contacts for insurers and vendors. Locally, we research governmental regulations and oversight to make sure the repair industry is protected from any negative legislation. Represented in both Virginia and Maryland, WMABA proposes and opposes recommended bills that come into the legislature during open session. Also, we work with consumer-related entities, government agencies and other related industry organizations to ensure that the voices of the repairer and their customer are heard. Many repairers take advantage of the knowledge and community the association has for navigating situations that arise. A simple phone call or email can circumvent many issues our members encounter.
Call the Game
As a member, you decide your personal level of participation. Do you have interest in committees that address particular issues you feel passionately about? Would you want to be a Board member and assist in guiding the direction of the association? How about sitting on the sidelines so you can focus on your own business? All answers can be correct! While WMABA would like to encourage your spirit of volunteerism, it is solely up to you at what level you get involved. The minimum is getting your membership. This year can WIN with your commitment to the betterment of your business and your industry. Sign up today! H&D
WMABA keeps us in touch with what is happening in our industry, from class action lawsuits to pending legislation in our state and the whole country. Our membership helps us remember that we are not the only ones facing the discouraging burdens and issues out there. It reminds us that if we all stick together, we can make a change for the better. Their coverage of PartsTrader, well before it hit home, was invaluable. They even went to the State and tried to make it unlawful for insurance companies to require it. They are working hard for us on things that all body shop owners care deeply about, but don’t have the time to stand up and fight. - Barbara Chase, Sisk Auto Body, Owings, MD
I joined WMABA the very first year I opened my shop. I was immediately embraced by both colleagues and mentors who provided me the fellowship to know I wasn't the only one facing the challenges before me, advice that provided clarity and confidence to make the decisions that would guide my business and a network that I could call on repeatedly over the years I have been a member. WMABA's ability to educate the collision repair industry, speak on its behalf and lobby for issues that affect it has been and is to this day - the greatest value I have received from any association of which I have been a member. - Mark Boudreau, Spectrum Collision Center, Arlington, VA
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Y! JOIN TODA
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WE KNOW WHAT YOU’RE THINKING. YOU WANT TO KNOW IF THE PART’S IN STOCK, HOW MUCH IT COSTS, AND WHEN IT’S GONNA GET THERE. We get it. You want the best part for a Toyota, but you’ve got to know when and how much. Well, now you can. In addition to tools that can help you find and order the right VIN-based parts, now you can see if it’s in stock, schedule the delivery, even see your shop’s net price from your participating Toyota Dealer.* Now you’re thinking: “Cool!”
ToyotaPartsAndService.com
©2014 Toyota Motor Sales, U.S.A., Inc.
For Toyota Genuine Parts please call one of these authorized local Toyota Dealers: Jerry’s Toyota 8001 Belair Road Baltimore, MD 21236 Toll Free: 877-838-5114 Direct: 410-661-4610 FAX: 443-455-1453 www.jerrystoyota.com
Koons Tysons Toyota 8610 Leesburg Pike Vienna, VA 22182 Phone: 703-790-8310 Fax: 703-356-9081 www.koons.com
R&H Toyota 15 Music Fair Road Owings Mills, MD 21117 Direct: 410-363-4502 Toll Free: 1-866-692-2787 Fax: 410-902-1998 toyotawholesale@rhemail.com
Alexandria Toyota 3750 Jefferson Davis Highway Alexandria, VA 22305 Toll Free: 800-766-9767 Phone: 703-836-8476 Fax: 703-684-3468 www.alexandriatoyota.com
Antwerpen Toyota 12420 Auto Drive Clarksville, MD 21029 Phone: 410-988-9272 Fax: 443-539-4022 darnold@antwerpenauto.com
Checkered Flag Toyota 5301 Virginia Beach Boulevard Virginia Beach, VA 23462 PH: 757-687-3443 FAX: 757-687-3437 www.checkeredflag.com
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Ourisman Fairfax Toyota 10441 Lee Highway Fairfax, VA 22030 Toll Free: 800-626-2236 Direct: 703-273-2236 Fax: 703-385-8411 fairfaxparts@ourismanva.com www.ourismanva.com Younger Toyota 1935 Dual Highway Hagerstown, MD 21740 Phone: 800-296-1190 Fax: 301-733-5465 dthompson@youngertoyota.com
Koons Toyota Annapolis 1107 West Street Annapolis,MD 21401 Phone:(800)262-3330 Fax:(410)280-6361 roy.easter@koons.com
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Contact these Ford or Lincoln Mercury dealers for all your parts needs: WALDORF FORD 2440 CRAIN HWY, WALDORF, MD 20601 Phone: 301-843-3028 Fax: 301-843-0334 e-mail: parts@waldorfford.com www.waldorfford.com
SHEEHY FORD 5000 AUTH RD, MARLOW HEIGHTS, MD 20746 Phone: 301-899-6300 Fax: 301-702-3650 www.sheehyford.com
HAGERSTOWN FORD 1714 MASSEY BLVD, HAGERSTOWN, MD 21740 Phone: 800-200-0276 Fax: 301-733-0603 www.hagerstownford.com
KOONS FORD OF ANNAPOLIS 2540 RIVA ROAD ANNAPOLIS, MD 21401 Phone: 410-266-3083 Fax: 410-224-4239 www.koonsford.com
© 2016, Ford Motor Company
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ADVERTISERS’ INDEX Alexandria Toyota ................................39 AP Media ............................................36
Audi Group ..........................................21
Axalta Coating Systems ......................OBC
BMW Group ........................................26-27 BMW of Fairfax....................................3
CAPA ..................................................15 Chesapeake Automotive Equipment ..50 Collision Equipment Company ............4
DJS Fabrications ................................17
Empire Auto Parts................................39 Ford Group ..........................................49 Future Cure ........................................25
GM Parts Group ..................................14 Honda Group ......................................41
Honda ProFirst ....................................IBC Hyundai Group ....................................30 Koons Ford ..........................................7 Malloy Hyundai ....................................8
Maryland Automotive Equipment ........22
Mazda Group ......................................35 MINI Group ..........................................31 Mitsubishi Group..................................47 Mopar Group ........................................19
Nissan Group ......................................34 Nucar ..................................................11
O’Donnell Honda ................................50
P&L Consultants ..................................33 Packer Norris Parts ............................46 Porsche Group ....................................9
PMCLogic ............................................19
PPG ....................................................IFC Reliable Automotive Equipment ..........40
Safety Regulations ..............................38 Subaru Group ......................................18 Toyota Group ......................................48 VW Group............................................23 Wheel Collision Center ........................38
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axalta.ca