Tasco Auto Color

training and the access to the procedures to do that. If the insurer denies it, I’ve already educated the consumer about why it’s important for it to be done – especially if it’s in regard to safety, so we now have the consumer asking the insurer for that inspection. I think we need to build more presentations and point-ofsale materials that we can use to educate the consumer on why these processes are vital.

TXA: COVID-19 has obviously presented some barriers to this, but community outreach is another good way to educate consumers before problems arise.

MA: Marketing is making sure people know who you are before they even drop off their car. When I had my shops, we offered Open Houses for car clubs, which was an opportunity to educate the members of these clubs as to what they should be looking for when selecting a collision repair facility. We showed them the difference between an OEM part and an aftermarket part. When we would ask if anyone had been in an accident, somebody would inevitably raise their hand. We’d hook up a factory scan tool to their car and find things wrong with it, explaining ‘This is why certain things need to be done.’ We’d also offer our services if they ever needed a guest speaker at one of their car club events.

There’s a great website, motionu. com, that shows you all of the different car clubs and car club events across the country. You can search by zip code, and there are hundreds – if not thousands – of leads to help you find car enthusiasts to educate so they become advocates for you and your business.

Mike Anderson is an Accredited Automotive Manager (AAM) and the former owner of Wagonwork Collision Centers, two highly acclaimed shops located in Alexandria, VA. He has served as a member of many industry organizations throughout his career, including the WMABA Board of Directors, the Mitchell Advisory Board, the MOTOR Advisory Board, the ASE Test Review Committee, the National Auto Body Council, the Collision Industry Conference and the Society of Collision Repair Specialists. Additionally, he is a past Virginia SkillsUSA chairman, serves as a facilitator for Axalta Coating Systems’ highly recognized Business Council 20 Groups in both the US and Canada and facilitates numerous courses for Axalta Coating Systems’ Educational Series. He currently offers expert industry consulting via his latest venture, Collision Advice (collisionadvice.com). TXA