Check our blog next Friday for the answer and another Friddle.

Last Week’s Friddle: What car company’s name means “I roll” in Latin?

Last Week’s Friddle Answer: Volvo

April could be the most important month of 2010 for your shop.  April is National Car Care Month, but why is it the most important Car Care month ever?

It’s no secret that 2009 was a rough year for many shop owners.  The market research information that I have seen from IMR Inc. shows that the average number of repair orders were below 2008 levels for seven of ten months between January and October.  That’s not a great sign.  Sure, there were some shops that had a strong year; congratulations.  But, there were more that didn’t.

And not only was it a tough year for businesses, it was very tough for consumers - your customers.  They have been watching their household budgets get pinched from all directions.  And, the fact is consumers have been delaying their vehicle maintenance and repairs for as long as possible.

Car Care month is the car owners’ opportunity to have their vehicle inspected for free.  It is your opportunity to help them out and give them the information they need so they can prioritize their household expenditures and, hopefully, find some money for vehicle maintenance and repair work.

The Car Care Council does a great job providing all the tools you need to host a great event.  At www.carcare.org, you will find a wealth of information on how your shop can participate in the “Be Car Care Aware” campaign and National Car Care month, including a:

• National Car Care Month Tool Kit with event guidelines, printable materials and downloadable images.

• Point-of-Sale Starter Kit that includes a variety of marketing and promotional materials such as brochures, bay banners, mirror hangers and the popular Service Interval Schedules.

• Car Care event registration form.  Your event will be listed on the Car Care Council’s event roster, so that consumers can locate events near them.

• Be Car Care Aware brochures that familiarize motorists with preventive maintenance opportunities in and around their vehicle.

Whether you conduct vehicle checkups on site at your shop or get involved in an expanded, multi-faceted event, there is a strong need for consumer education about the benefits and value of vehicle preventive maintenance.

There are plenty of vehicles on the road in need of repair.  Taking steps to ensure your shop is known as the provider of quality service bodes well for your shop’s success, and the longevity and safe operation of your customers’ vehicles.

Reprinted with permission of Babcox Publishing, Underhood Service February 2010.

  

Check our blog next Friday for the answer and another Friddle.

Last Week’s Friddle: A flat-6, air-cooled engine powered what Chevrolet automobile produced in the 1960’s?

Last Week’s Friddle Answer: Corvair

The Union City, California, branch of Jasper Engines & Transmissions took home the President’s Award for 2009 at the company’s annual sales banquet January 26^th.

Recognized as JASPER’s top branch award, the President’s Award is based upon overall percentage improvements in every product category. In addition, the Union City Branch received awards for Most Improved Profits, Most Improved Sales Volume, and was JASPER’s number one branch in Customer Retention.

“I want to pass along congratulations to all the Associates of the Union City branch for winning the President’s Award,” says Zach Bawel, Jasper Vice-President of Sales. “We are looking forward to continued growth in the California market, and we know that Union City will continue to be a great branch. Hopefully, they will be a repeat Presidents Award winner.”

Individually, Outside Sales Representative Jon Schuetz was a Silver Performance Level recipient and Fred Salazar was a Bronze Performance Level recipient. Both men were honored for their company sales increases in 2009 over the previous year. In addition, Salazar was recognized as one of JASPER’s top five Rookie Sales Reps for 2009. Meanwhile Schuetz, along with David Williams and Gary Roberts, were recognized as three of JASPER’s top five Veteran Sales Reps for 2009.

  

Check our blog next Friday for the answer and another Friddle.

Last Week’s Friddle: Which car company was the first to offer modern cruise control?

Last Week’s Friddle Answer: In 1958, Chrysler introduced speedostat controls in the Imperial, New Yorker and Windsor.

February 2, 2010

Coulterville, IL - Today El Grande Lures of Linton, Indiana announced that Chad Morgenthaler, an FLW Tour pro from Coulterville, Illinois, has joined the company’s pro-staff.

The timing couldn’t be better. With FLW Tour season about to commence on Louisiana’s Red River, Morgenthaler is on the hunt for monster bass.  Fortunately, El Grande’s products should give him the edge he needs.  The company’s lures are most frequently used on the big bass factories of Texas and Louisiana, but they’ll work anywhere that trophy bass swim.

“I’m really excited about the opportunity to work with a great soft plastics company like El Grande Lures,” Morgenthaler said. “I hope to play an instrumental part in helping to brand and market their products as they broaden and expand their business plan.  It is always an honor to be included in the design process while a company ‘tweaks’ their products to maximize their effectiveness.”

El Grande’s owner, Jay Schurz, said the following: “We are excited about this partnership as Chad will be instrumental in working directly with me in product design. Chad fully understands our niche in the market, which is creating big soft plastics with industry leading color schemes.  We look forward to many years of working with Chad and hope to be an integral part of helping Chad achieve his goals.”

El Grande Lures currently has three products in its lineup:

• The Gila Monster, an 8 ¾ inch lizard that can be Carolina rigged or Texas rigged.

• The El Grande Tube, a flipping tube meant to handle the toughest cover and fish around.

• El Grande Sapo, a soft plastic toad that churns the water like a buzzbait.

For more information about El Grande Lures, go to www.elgrandelures.com.  For more information about Chad Morgenthaler, go to www.chadmorgenthaler.com.

Friddle: Which car company was the first to offer modern cruise control?

Check our blog next Friday for the answer and another Friddle.

Last Week’s Friddle: The Ohio Automobile Company was established in 1899, but changed its name to what in 1902?

 Last Week’s Friddle Answer: Packard Motor Car Company

A new decade finds Americans in an uncomfortable and yet familiar position: running scared, says a recent USA Today article. And, the tension between optimism and pessimism is particularly relevant as their financial stability remains uncertain.

Consumers, who account for about two-thirds of U.S. economic activity, are exhausted after the binge of the past decade fueled by credit cards and home equity loans, continued the USA Today article.

What this says to me is that consumers will strive more than ever to get the most “value” from any purchases they make. They will be looking for more ways to stretch their dollars. They will try to gain every advantage before selecting where they’ll make their purchases.

So when you’re holding your morning meetings, a major part of your conversation should emphasize how every team member can deliver the most value to customers during their vehicle repair experience. Since perceived value differs among customers, you’ll need to cover all the bases.

For example, using highest-quality parts might be very important to one customer, while another customer might place more value on ASE certifications. Yet another may place a clean, welcoming waiting room (with good coffee, Internet connection, a nice selection of magazines) high on their list of criteria for selecting (and revisiting) a repair shop.

Knowing the hot buttons on your customers’ perceived value list would guide you in knowing what to emphasize every time they come in for repairs.

Customer retention will be a huge factor in your shop’s overall success. While it’s a great thing when you get new customers, repeat customers provide an added element of security. And their word-of-mouth referrals will speak volumes of the importance of taking good care of your customers.

Here are some customer service imperatives, courtesy of a seminar I attended, conducted by $ale Away LLC (www.saleawayllc.com):

• There is one boss - the customer! Customers can fire everyone in the company by spending money somewhere else.

• A 5% increase in customer loyalty will impact your bottom line between 25 and 125%.

• The cost to get a new customer is five to six times more than retaining an existing one.

• Every employee needs to be a “customer relationship manager.” Motivate employees to provide outstanding customer experiences and deliver beyond your customers’ expectations.

• Customers always buy benefits; not features. For example, don’t sell tires; focus on what the customer wants from the tires. Show the value of making a purchase, rather than the expense.

Reprinted with permission of Babcox Publishing, ImportCar January 2010.