Karim Morsli owner of Winkler Automotive in Gaithersburg, MD, is an engineer by trade who has worked in the oil fields and information technology industry. Karim is passionate about the new direction the automotive industry is taking, and in particular, the critical role independent service centers will need to evolve into to ensure all present and future car owners will have the choice of where to have their vehicle serviced besides the dealership.
He is an innovator who works on multiple levels within the industry (education and legislative) to ensure his service center and others like his are ready for the challenges ahead. Always one to practice an open door approach, he is always willing to teach and share his knowledge and is also an avid learner. Listen to Karim’s previous episodes HERE.
Key Talking Points
Training- to give someone the skills needed/upgrade skills to complete a job Training approach- overarching similarity but there should be a difference depending on the position. Technician training- has to be calculated, sustained, progressive, evolve with changes in technology. It will change the most in business. Learning is a part of your culture and ongoing. Starts from top-down. Create self-awareness with your employees- how do you lead? Are you asking questions as a leader (not accusatory but leading questions)? Do you have a marketing calendar? How about a training calendar? ASE certifications- know your worth and grow from there and get a sense of fulfillment through achievement Assessments/competence- all starts at recruiting/hiring. “Garbage in, garbage out.” Constantly assess what their skill level is, never do cookie-cutter training. Be individualized. Also, train for what your business needs too. Assessments are launching off point for improvement. Unconscious Competence, Conscious Competence, Conscious Incompetence, Unconscious Incompetence Has training become unprofessional? Ask employees to go after hours for training and not be paid. On average if you spend $100 on training you’ll receive $450 in return Retention- how do you fight boredom with your employees? Put them in front of a challenge and be given the opportunity to grow themselves. Comebacks- training opportunity. Technicians will work on it under the supervision of a manager as neutral pair of eyes. Mistakes happen and you can turn it into a positive by having the technician correct mistake and teach it to others in the shop. Be proactive, not reactive- to be the best business it doesn't come easy or free. What is your commitment to your employees? Provide the best working environment to allow them to achieve their highest potential Inducting training: Condition of employment, need to be trained first before working on car/talking to customers to learn ways of business. Trainual software- take SOP’s and transfer into digital format to go through it and be assets what they’ve retained with questions Continuation training- second step, progression of training Redeployment- changing positions especially when you have multiple locations Remedial- refresher training Cultural- all employees should understand your “why” Developmental- acquiring self-awareness to grow as a person Innovation- innovate on changing technology Retirement- transitioning to a different path
Thanks to Karim Morsli 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:
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NAPA Autotech Training helps your technicians keep their skills sharp and their NAPA Know How up to date. It’s the highest quality technical training that covers almost every vehicle system and every make and model. NAPA Autotech is presented by experienced instructors who are ASE master certified technicians. Even after a class is over, techs can access course information online with ClassPass. So when questions come up later they can get the answers. AutoCare Center owners who have taken advantage of Autotech Training say that well-trained technicians are helping to increase their shop’s repair capability and raise bay productivity. That results in fewer comebacks, more satisfied shop customers, and reduced technician turnover.
Learn more about NAPA AutoCare and the benefits of being part of the NAPA family by visiting www.NAPAAutoCare.com.
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We are a small rural shop; my guys are on salary and average 55-60 hours a week. Between the salary & bonus plan I think we are fair on our pay. We only charge 65.00/hour for mech work but our main shop is a tire shop, so we don't get into much other stop besides brakes or light mech work. The shop stays very busy that we some nights must stay late to get everyone taken care of. 1 employee focuses on the mech. part & helps with tires, the other is mainly tire & office sales & paperwork. There are a few times a month that the tire guy will need to do an afterhours call from anything from a jump start to a tractor tire repair. I want to compensate him for his extra work but not sure how to figure something simple & fair. I also don't want to make it something that they will start running more after ours because they will get more pay then if they were able to go out & do during reg business hours. Anyone with idea what they do hate to give profit away we still need to pay for the truck & fuel?
Senior VP Communications, ASE
ASE Service Professionals Month June each year Recognition of our true professionals Essential workers The automotive service professionals have kept our cars running during the pandemic June is ASE's birthday month. 50 years old next year (2022) Take a moment to thank your technicians, parts counterperson, service advisors Tools to help you at: https://www.asetoolkit.com/toolkit/aspm We discuss some why and how to jump on board with Service Professionals Month. This is a very short listen and we toss up some ideas on how to build momentum inside your community, but more important to thank your people who have invested in their ASE Certifications. There is still time to embrace and support ASE Service Professionals Month.
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Kenneth Greffin-28 years in the automotive industry. President of Aspen Auto Clinic with 5 locations. He's done a bit of everything; tire buster, oil changer, Shop Owner, Franchise Consultant and Big Box Automotive Retail Executive.
Sam Craven- Owner of The Garagisti, Houstin, TX. Following an established career in business and real-estate, native Houstonian Sam Craven has brought his passion for business and racing together with a return to his roots within the world of cars and motorsports. A graduate of Texas A&M’s Mechanical Engineering school, Sam was a busy student. While some headed to the bars on the weekend, Sam headed out all over the country between classes (and sometimes during classes…) to work as a mechanic and run data systems for Ferrari, Porsche and open wheel race cars. Sam created The Garagisti to be a space for both the hardcore enthusiasts and people who simply desire trusted, quality work combined with an excellent client experience. The Garagisti was made for the people that appreciate their car and expect a dealer level experience.
Greg Bunch is the owner of Aspen Auto Clinic, a five-location automotive and service business in Colorado. Greg started his passion for cars at 15 when he began rebuilding a 1966 Volkswagen Bug. Greg has moved from a Volkswagen mechanic to ASE Master Technician, to Management, to starting his shop 18 years ago in his garage, to an award-winning multi-location business.
Greg is currently a board member for the STEM-based charter school call “Automotive Institute of Science & Technology” and on the Advisory board of Ratchet and Wrench Magazine. Greg is also a board member of the Autocare organization and a certified instructor for the Worldpac Training Institute and Carquest Technical Institute. Greg’s unwavering passion for the industry has also led him to form a company called Transformers Institute, a coaching and training company dedicated to transforming the automotive industry.
Listen to Greg’s previous episodes HERE. Transformers Institute HERE.
Key Talking Points
Build a culture where technicians meet owners of vehicles- brings more relationship and effort to repair. Break down the wall of what technician knows and what customer understands- if the customer doesn’t understand, they don’t feel comfortable buying Build trust at every touchpoint- mailer, curb appeal, roads on way to location (are mom and kids comfortable driving there?) marketing, follow up after the customer has left, answering the phone, how does the shop look? How do technicians look and speak to customers? Make it a point that technicians should say “hello” to customers when walking by. Little things lead to big things- both positive and negative “I need my car towed to your shop” - set it up yourself instead of giving them the tow truck phone number “No update update” -keeping customers in the loop Phone etiquette- beginning of first human interaction, the customer is calling because they are looking for help. Take the stress level of customers down. Building trust and making them feel like they called the right place. Tonality, customers can’t see your face, your only tool is your voice. Record and listen to your phone calls. Get the basics done. Make it personal- use pictures of owner/employees Collaborative interaction with customers- make them a part of the process. Show them the DVI. The choice is their own, how you relay the message and repairs makes the difference. Collaborative interaction with employees- everyone needs to hold each other accountable, share ideas, support, offer feedback Transparency- no one makes decisions unless they 100% understand, consider showing the customer their fluid sample colors “Test procedures” can help customers understand diagnostic work “Key droppers”- are they repeat customers? Service advisor’s goal- win skeptical customers over with exceptional customer service How do you handle complaints? Find resolution and recovery to repair the relationship Consultive style selling techniques- ask the customer what they use their car for, what is their relationship with their car, how long do they plan on keeping it A special thanks to Ken Greffin, Sam Craven and Greg Bunch for their contribution to the aftermarket. Books Page HERE Listen to all Remarkable Results Radio, For The Record and Town Hall Academy episodes. Facebook Twitter LinkedIn Instagram Youtube Email
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By Joe Marconi
Do customers really have clear expectations when they arrive at your shop? Think about it. Who is responsible for setting clear expectations? Consumers may have a preconceived idea about what to expect, but when it comes down to what or who sets the expectation, it's the shop's responsibility.
Great customer service is created by the shop and its people. The consumer will judge that experience, but they don't create it, you do.
We may think that the consumer will tell us what they expect from us. I think it's the opposite.
Henry Ford once said: “If I had asked people what they wanted, they would have said faster horses.”