By Joe Marconi
Let's face it, we all know you can't find techs, and it's time that we do something about it. We all need to implement an apprentice program at our shops and hire entry level techs. And we need to start tomorrow.
I know many of you are saying that you don't need a tech right now. Well, trust me. You will. And I don't want to hear you can't afford to do this either.
No one is going to help us, and the best techs have jobs.
If everyone in the industry commits to hiring an apprentice, we will solve the this shortage in a few years.
There are many apprenticeship programs available, like the NAPA program, and more.
Oh....worried that you train someone and they leave. Let me ask you, How Did You Start Out?
Dave Giles has been involved with the automotive, truck and transport and collision industries for over 30 years. He currently holds a Red Seal AST certification in Canada and is also certified HRAI instructor for the delivery and certification for controlled substances in several provinces as week as several other certifications and certificates in each trade involving advance vehicle technology and systems. He is often a guest speaker at several automotive conferences that involve battery electric vehicles and advance vehicle systems such as ADAS and automatous vehicles. His passion is to continue to learn and help find solutions for exciting and sustainable transportation for the future. Dave started ALL EV Canada In 2019 with his partner Jeff Farwell. Their goal was to put affordable electric vehicles on Atlantic Canada roadways. During that time they acquired Pure EV another dealer in PEI. From there they built an incredible growing business with sales and service on electric vehicles. Just recently in July 2021, Steele Auto Group bought out ALL EV adding two more dealers to the 55 family of dealers they already own. In less than a month they have opened 3 more dealer locations for ALL EV by Steele. This was all done during the pandemic of Covid-19. Key Talking Points
Hedgehog concept- good at one thing and excel at it. Made the transition to only EV’s and hybrids- also sell EV’s at auction and take in EV’s on trade. 2 locations and 2 dealer lots. Inventory of over 60 EV’s and about 15 Teslas are at 1 location. 6 bays shop for all EV repairs. Customers can shop for vehicles online. Tesla- service and repair vehicles, purchase parts (VIN number is recorded and the customer will also get a copy of the invoice that part has been purchased for the vehicle, the customer is aware the parts have a markup. Parts are made by others, the aftermarket will get smarter on bringing parts to market. Cross-referencing will slowly start to show Tesla availability), restricted on scan tools access for diagnostics. Not as difficult as people think. EV educators, not salespeople- more education involved with EV’s with charging, range (buy as much as you can afford), how they work in winter/summer Charging- 98% EV owners have their own homes to charge. Nova Scotia power program- install charger and $250 for next two years credit on account, allows control of charge rates during the night instead of overloading the grid. Fast chargers: 350-400 chargers in NS. One Tesla supercharger with 8 stations. Level 1- outlet charger, slower charge. Level 2 charger around $1000, Level 3- DCFC (direct current fast charging, booster). Truck towing capacity- nothing beats torc of electric motor, the truck platform for EV- bigger and stores more batteries Website: Allev.ca Thanks to Dave Giles for his contribution to the aftermarket’s premier podcast. Link to the ‘BOOKS‘ page, highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser, and many more. Mobile Listening APP’s HERE Find every podcast episode HERE. Every episode is segmented by Series HERE. Key Word Search HERE. Be socially involved and in touch with the show: Facebook Twitter Linked In Email Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE. Buy me a coffee This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve. The Virtual AAPEX Experience 2020 is in the record books. Virtual AAPEX lived up to presenting leading-technical and business management training from some of the industry’s best and brightest. Now set your sights on the homecoming in Las Vegas in 2021. Mark your calendar now … November 2-4, 2021, AAPEX // Now more than ever. This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm
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By Joe Marconi
Nick is on the front lines of customer service each day. He is a talented service advisor, with a passion for helping others. Nick and I often debate what’s more important to the customer: price or value? He’ll often tell me, “I know you preach value, Joe, but people care about price, too. In the end, price is a major concern.” I always respond, “Nick, it’s not all about price, it’s really about value. Build a strong relationship, reach the customer emotionally, have them believe in you and they will trust you. And when that happens, price will not be the focus.”
Here’s the reality. I would be lying to you if I told you that price has absolutely no bearing on a person’s decision to buy from you or not. However, are consumers only interested in price? I know that sometimes it may appear that way, but the bottom line is this: being competitive and profitable is a fine line we walk each day. When the perception of value diminishes, price then becomes the focal point. Nick, who debates me on the philosophy of value, learned a valuable lesson recently, which made him a believer that there is most definitely a difference between value and price.
About a month ago, a first-time customer called us to ask if we could take a look at her son’s tire, which was losing air pressure. Nick took the call and said, “Sure, we would be happy to help you.” He took down all the needed information and let her know that he would follow up with a phone call as soon as her son arrived.
When the son arrived, Nick wrote up the car and dispatched it to a technician and then called the mother to let her know that her son had arrived. He also let her know that he would call her as soon as he knew something about the tire.
About ten minutes later, the tech informed Nick that the tire was damaged from riding with too little air pressure and that the tire would have to be replaced. He also said that the other three tires looked new and that it would not be a problem replacing the one tire.
Nick prepared an estimate for the tire and called the customer. Nick explained why the tire needed to be replaced and let her know that we could have the tire installed and have him on his way in about an hour or so. Nick then gave her the price for the job. The mother replied with, “Ok, give me five minutes and I will call you right back.”
Fifteen minutes later the mother called, and said, “Nick, I found another shop that will install that same tire for $50.00 less than you can do it for. So, can you put air in the tire so I can have my son drive it to the other shop?” Nick thought for a second and responded, “putting air in the tire and having your son drive his car to the other shop is not safe. Here’s what I will do. I will have my technician put the spare on the car. He’ll also check the tire pressure in the other three tires. Afterall, we want to make sure that your son is safe.” The mother thanked Nick and hung up the phone.
A few minutes later, the mother called again, asked for Nick and said this, “You know Nick, you were so nice to me from the very beginning when I first spoke to you and right up to now, and you put my son’s safety first. You also didn’t try to force me into buying your tire. Please install the tire at your price.” Nick, now on cloud nine, hung up the phone and told the tech to finish up the job.
Nick learned a valuable lesson that day. He learned that he didn’t sell a tire—he sold something much greater. He sold an emotional feeling. He reached the customer on an emotional level and the price of the job became less important. Does this work with everyone? Of course not. But, if you want to make more sales and build the right clientele, sell value, sell relationships and sell a positive emotional feeling.
Later that day, Nick told me what happened. I could tell that he was proud of how he handled the situation. And he should be. I just listened as he told me the entire story and relived the moment. After he had finished, I calmly asked him, “So Nick, is it really all about price?” Nick just smiled.
This story was originally published by Joe Marconi in Ratchet+Wrench on May 5th, 2020
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Dave Schedin has 40+ years of experience in the automotive field. He has extensive General Motors University Automotive & Business Management training and is a graduate of the Arizona Automotive Institute.
Dave began his career as a young lad in an independent shop in ’79 and began working as an
Apprentice Tech advancing to a Master Level Driveability Tech. In ’86 he moved into the dealership arena as a Lead Driveability Tech and obtained both the Chevrolet and ASE Master Technician status and became a Shop Foreman overseeing 24 Techs, Assistant Service Manager, Service Manager to Fixed Operations Manager.
In ’97 Dave started and managed “Dave’s Auto Repair” in the Pacific Northwest where he took that business to a near million-dollar sales level in under FOUR years by implementing and continuing to developing the
“CompuTrek Automotive Management Systems.” Since 2006 Dave has been coaching and training to help shop owners achieve on average $200,000 in NEW GP dollars in 12 months Dave and his partner/wife Bonnie Schedin also carry extensive Leadership and Personal Self-Development coaching and training at an advanced level. Through both personalized and highly effective ‘team’ training & seminars, they offer well-rounded coaching for the automotive professional through experiential seminars.
Key Talking Points:
Victim excuse- be self-aware of how you speak to others Key is to listen to yourself before you’re going to say something instead of listening after you’ve said it End of a sentence/statement/question: did it uplift you, give you life and move you forward? Producing results inside before they come out “One man’s confidence is one man’s arrogance.” Ego is fear-based- scarcity mindset, no realization of the real value of who you areWeaknesses are overextension or misuse of a strength Ego is trying to elevate your virtue and lower another person/place or thing- you think you have to be on top or have no value Women/wives in auto business tend to not have a fear-based ego when they make mistakes, want to simply correct mistakes and move on without having failure ego Letting go of your ego- eating humble pie to move forwardMoment of surrender to the “what ifs/failure/shortcomings” and instead look at “what could be” When you put emotional meaning/self-worth/value on a result you didn’t want you to create a victim story- instead move forward to get the result you want Emotional intelligence and personal developmentPeople don’t change until they see the prices they’re paying don't outweigh the benefits they’re getting Until someone sees what it’s costing them, their frustration creates space for the victim and ego stories to exist 60% of your emotional intelligence is already hardwired in the brain by the time you’re 5 years old, 7-8 years old 80%, teenager years 95% Best return on investment is an investment in yourself Unique AssessmentMeasures in thinking and the ability to produce solutions Behavioral traits that affect results Occupational interest Resources:
Thanks to Dave Schedin for his contribution to the aftermarket’s premier podcast. Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers. Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser and many more. Mobile Listening APP's HERE Find every podcast episode HERE. Every episode segmented by Series HERE. Key Word Search HERE. Love what we do? Buy Carm a cup of coffee HERE. Be socially involved and in touch with the show:
Facebook Twitter Linked In Email
Join the Ecosystem - Subscribe to the INSIDER NEWSLETTER HERE.
Buy Carm a Cup of Coffee
As a member of the NAPA family, AutoCare Center owners can take advantage of the NAPA National Health Program from the NAPA Insurance Center. This “NAPA only” program gives you and your employees access to national “large group” rates on medical insurance with premiums discounted up to 30 percent. These rates are based on the collective purchasing potential of 22,500 NAPA locations including both NAPA AUTO PARTS stores and NAPA AutoCare Centers.
The NAPA Insurance Center can help you with a variety of other insurance benefits too. For more information about The NAPA National Health Benefits program as well as all of the insurance benefits available to your AutoCare Center and your employees, www.napabenefitscenter.com
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By Joe Marconi
TODAY IS THE 76TH ANNIVEARY OF D-DAY. LET US ALL REMEMEBER: Codenamed Operation Overlord, the battle began on June 6, 1944, also known as D-Day, when some 156,000 American, British and Canadian forces landed on five beaches along a 50-mile stretch of the heavily fortified coast of France's Normandy region.