Quantcast
Jump to content


[Podcast] RR 422: A Case for Shop Specialization


Recommended Posts

Rob Morrell is the Sr. Director of Management and Technical Training at WorldPac Technical Institute. Rob is also an expert technician-shop foreman for Porsche, BMW, and Mercedes Benz. Rob has an extensive background building high-performance engines for Porsche including power plants for 959’s, 962’s and GT2’s. Rob served for many years as shop foreman and lead diagnostic tech for a San Francisco Bay Area BMW-Porsche dealership. Rob has also worked as a Lexus diagnostic technician. Rob lives and works in the San Francisco Bay Area.

Rob’s Certification:

  • ASE certified in engine, electrical, and brakes
  • Certified Mercedes Technician
  • BMW Master Technician
  • Porsche Master Technician

Rob’s Professional Accomplishments

  • BIMRs member (a non-profit association of Independent BMW Service Professionals dedicated to education and training)
  • P-Gruppe Education Committee Board of Governors (an Aftermarket Porsche group)
  • TCOE Board of Governors

 

Mark Warren a training manager at WorldPac Technical Institute and lives and works in Tucson, AZ. Mark is happily married to Cheryl, his high school sweetheart and has two grown children and two fantastic grandkids. After family, Mark’s passion is automotive diagnostics; learning how to diagnose the tough ones. Mark also enjoys camping, backpacking, spelunking, and mountain biking.

Mark’s Certifications:

  • ASE Master Tech and L1
  • General Motors Training
  • University of Arizona, 1972– 1978
  • Advanced Automotive Managers Degree (AAM) from Automotive Management Institute (AMI)

Professional Accomplishments:

  • ASA
  • Tucson Chapter National Member (1988 – Present)
  • Tucson ASA Board (1989 – 1996)
  • Tucson ASA President (1992, 1993)
  • State Board Member (1992 – 1993)
  • EPA OBDII Implementation and Evaluation FACA Committee (1995 – 2003)
  • Service Technicians Society – Division of SAE (1996 – 2002)
  • Member of Steering Committee
  • Board Member
  • STS President (1999)
  • EPA Incentive Based Policy Committee (Emissions Policy) (1995 – 1998)
  • National Automotive Service Task Force (NASTF) (1998 – Present)
  • Arizona Pilot Program – a precursor to NASTF (1998 – Present)

 

Key Talking Points:
  • A case for specialization Know pattern failures, have special service tools for specific brands, technicians are efficient
  • General repair shop- can hire specialists within the shop
  • Marketing to customers- internet/Facebook, sponsor specific group (soccer teams for soccer moms, church), flyers in parking lots/neighborhoods 
  • Market to soccer moms by sponsoring a team or hanging out on soccer sites in social media.He created a special room in his shop with a ‘treasure chest’ of toys for the kids that come in with their mom. You can own the heart of a child for very little.
  • Mark marketed his shop as a ‘minivan’ specialist. He got to 70% minivan volume
  • Specialty shop knows the vehicle/platform in a comprehensive way.
  • In a small town being a generalist is your most likely strategy
  • World Pac TrainingIn 2016- invited high school students and instructors for free. Free meals and access for 3 days. Had around 25 students come, and participated in a wide variety of classes (management training, high-performance training, specialization training). In 2018 had few hundred students attend. At the end of expo met with executives to talk about a variety of careers in industry.
  • Showing students where they are going
  • After attending 2018 expo the students tested 52% higher on ASE tests
  • Consider the career paths that so many of our industry leaders have had. Many have started as a technician.
  • Note to industry: Bring in as many post-secondary students to localized professional training for FREE.

 

Resources:

  • Thanks to Rob Morrell and Mark Warren for their contribution to the aftermarket’s premier podcast.
  • Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
  • Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Subscribe-to-the-INSIDER-Newsletter-6.png

Be socially involved and in touch with the show:

Facebook  Twitter  Linked In  Email   Events   Speaking

 

Subscribe to a mobile listening app HERE.

App-Rendering-16.png

 

This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion AAPEX_logo_CMYK_with_tagline-1440x621.jpgglobal automotive aftermarket industry and has everything you need to stay ahead of the curve. With 2,500 exhibiting companies, you’ll see the latest products, parts, and technologies for your business. The event also offers advanced training for shop owners, technicians, warehouse distributors (WDs) and auto parts retailers, as well as networking opportunities to grow your business. AAPEX 2019 will take place Tuesday, Nov. 5 through Thursday, Nov. 7, at the Sands Expo in Las Vegas. More than 48,000 targeted buyers are expected to attend, and approximately 162,000 automotive aftermarket professionals from 135 countries are projected to be in Las Vegas during AAPEX 2019. For information, visit aapexshow.com

Click to go to the Podcast on Remarkable Results Radio

Link to post
Share on other sites


Create an account or sign in to comment

You need to be a member in order to leave a comment

Create an account

Sign up for a new account in our community. It's easy!

Register a new account

Sign in

Already have an account? Sign in here.

Sign In Now
  • Similar Topics

    • By Hawk Jon
      Can anyone tell me if there is a good source for  Auto body/ Insurance  estimator training?
      Quality is more important than price, but of course price is a consideration. 
      We just tragically lost our person who did 100% of this for our shop. 
      Any help would be greatly appreciated. 
       
    • By carmcapriotto
      Mark Roepke, Quality Auto Mart & Service, Batesville, IN. When it comes to “Alternative Profit” centers Mark and Nancy Roepke have created a solid pathway for alternative incomes as the Owners of Quality Auto Mart, Quality Carts and Quality Storage. Mark and his parents bought 4 acres in 1987, just outside of Batesville, IN, to build an auto repair facility and Quality Auto Mart & Service was born.  His parents, Charles and Betty Roepke, built a 100 unit Storage facility that was one of the first in the area.  After the passing of his parents, Mark and Nancy continue to operate Quality Storage. While doing Auto Service, customers from the Campground across the street started asking for Golf Cart repair and service.  The word traveled quickly and Quality Carts was born and has proven to be one of the fastest growing parts of their business.  Quality Carts offers Sales, Service, Parts and Accessories and contributes about 70% of the overall income! Key Talking Points Across the street from the shop is a campground, 500 acres with over 700 golf carts- started servicing the golf carts. Started to repair more and more golf carts.  Lightbulb moment- “I don’t care what it costs, I just want my golf cart fixed now.”  Started charging accordingly with auto repair rate- average 30 per week, no competition, DVI process, treat it exactly like a vehicle. No waiters, drop off only.  Golf carts need good maintenance once a year and can last up to 25 years During slower winter months and holidays- free pick up and delivery for golf carts Dealerships would rather sell new carts than repair existing Everyone learns together how to repair golf carts- recurring problems and failures is a learning curve  Built website and marketing campaign for golf cart repairs- backed up 2-3 weeks during busy summer months (golfcartdude.com) 2 parts vendors for carts (besides dealerships) Also buys and sells carts- new runs $8-10K, became difficult to purchase new or used post-pandemic Boneyard- carts get sold down to parts down to the frame, only a few in the country and people will drive hours to buy parts from them. All profit.  Rental carts- $350 for 3 days Golf courses- receive carts from the vendor, when the lease is done Mark buys them.  Thanks to Mark Roepke 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  LinkedIn   Instagram  Youtube   Email   Join the Ecosystem - Subscribe to the INSIDER NEWSLETTER HERE. Buy me a coffee NAPA AutoCare’s PROimage program makes it easy for you to make the most of the NAPA brand. A PROimage upgrade lets you maintain your shop’s identity as a reliable, locally-owned business while letting your customers and potential customers know you’re partnering with NAPA, the most recognized and trusted name in the automotive aftermarket. AutoCare Centers that have completed a PROimage exterior upgrade enjoy an average 23 percent sales increase during the first year. You can also choose to go PROimage on the interior and transform your customer waiting area from merely utilitarian to warm and welcoming. You can even get a free look by visting www.NAPAAutoCare.com and clicking on the NAPA PROimage link under the NAPA PROimage tab. Of course, the AutoCare site is also the place to go to find out about all the advantages being part of the NAPA family has to offer.Click to go to the Podcast on Remarkable Results Radio
    • By Damon Clark
      Hello Everyone, 
      I started developing an Automotive Shop Management system and I would like to start getting in front of shop owners, mechanics and others a part of the autoshop network. I am looking to provide a software solution that can assist shop owners with managing their business. I am also hoping to get some feedback from users, so I can continue development and build more new features that people are looking for. If anybody is interested, I am happy to offer free usage on an extended free trial basis. Please feel free message me directly or comment below. You can also click on the link and take a look: https://www.motivware.com. If you have any requests or want to learn more let me know.
      Thanks,
      Damon 
    • By carmcapriotto
      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:
      Facebook   Twitter  LinkedIn   Instagram  Youtube   Email  
      Join the Ecosystem - Subscribe to the INSIDER NEWSLETTER HERE.
      Buy me a coffee

      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.
      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      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  
      Mobile Listening APP’s HERE
      Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.
      Buy Carm a Cup of Coffee 

      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

      This episode is brought to you by Shop Marketing Pros. Your guides are Kim and Brian Walker with a rich history as shop owners and industry veterans. When someone searches for a shop, who are they finding? Your competitors? It should be you! The good people over at Shop Marketing Pros know how to drive website traffic and make Google work for you! www.shopmarketingpros.com
      Click to go to the Podcast on Remarkable Results Radio


  • Our Sponsors



×
×
  • Create New...