@WheelingAuto,
I think Joe refuted your point in your holier-than-thou condescending rant.
First of all, Joe is 100% correct, the entire motoring public hears the marketing message, either on the radio or on TV that all these services are free so why should they have to pay us?
We can market that our battery testing isn't just hooking up the tester and "Yup/Nope" but we check the integrity of the cables, we test the alternator in real world conditions, etc.etc. But all the customer knows for sure, what they come to the counter thinking is "the other guy does this exact same thing for free." It's not the exact same thing, but that's what they think and when we try to explain otherwise, all too often we have lost before we even get to talk.
Or how about the check engine light and code scans? I can't tell you how many people think all we do is, "Plug that thing into my car and it tells you what's wrong." You know that's true, that the customer thinks that. But we all know it's not true. That code is only a starting point. Every single code has a minimum of 3 possible causes, 1)the component identified ie the oxygen sensor, 2) the wiring connecting the component to the control module identifying the problem or 3) the control module identifying the problem. But the cheapo DIY stores won't tell the customer that. The official line from these places is that the counter people are NOT supposed to indicate a diagnosis, they are supposed to equip the customer with the knowledge of what the code is and then be referred to a shop. Even in the ideal world where this is the case, that is implying that shops are crooked and dishonest and you need to go to AZ/AAP/O'Reilly's etc. and get the low down so you don't get ripped off when you go to the shop. But we all know what really happens, the customer goes there, gets their code scan and little printout and then comes to you telling you what is wrong. The guys told me this is what I need. But it isn't.
Real world examples, from my own customer database:
2002 Ford Mustang, Memory Code P0402, KOER code: P1408
AZ told him AND sold him that he needed an EGR valve.
We all know he didn't, that he needed the DPFE sensor.
1998 Pontiac Grand Am 3.4L
DTC: P0172
Exhaust is BLACK, engine starts hard, Oxygen sensor registers full rich and does not fluctuate.
The parts store told him he needed an oxygen sensor.
You can probably guess what he needed instead, a fuel pressure regulator. But they told him so I must be wrong.
Same car, 2 years later.
The engine was hunting for idle, DTCs P0171 and P0121 and you hear a hissing noise when the hood is opened. The parts store guys told him he needed a TPS because of the DTC. They are just minimum rage guys who can punch buttons on a computer but because they work at a parts store they think they are auto repair professionals. Turns out he had a gross vacuum leak at the emissions hose connection right behind the throttle body. But they told him it needed a TPS so it had to need one.
These people ARE our customers, there is no escaping that. There aren't enough "A" grade customers for us to ignore these "B" and "C" grade people. Even our "A" customers hear the marketing and wonder causing us to have to reestablish ourselves as the experts and rebuild their trust in us. Even if they don't lose trust completely it does diminish. Think about it, the typical customer visits the repair shop on average 3-4 times a year. But they hear the marketing message probably at least once a week.
No, Joe has it right, these parts stores actively and aggressively market to countermand our worth and then expect us to buy from them to support the assault on our integrity, honesty, knowledge, skill, expertise and worth. There is no comparison to the shops that advertise those discount oil changes. They aren't trying to convince OUR customers that we are overcharging the customer AND trying to get us to buy from them.
I wrote on a different thread that buying from these stores is like holding the knife that is cutting your own throat. I still stand by that statement.
After reading both of your posts I think you may feel as if I am protecting or aligned with Advanced or any other parts vendor. I am not. I choose not to buy from advanced for the same reasons above but more importantly they sell junk. My point about where do you buy your parts from is NAPA Auto Value all do the same thing and advertise the same way. I am happy to hear you think they dont by you but up here in the big city they do. And weather they admit to you or not they will there also. Their bosses are looking for growth.
As far as comparison of auto parts stores and cheap oil changes. They both are trying to do the same thing. Take the car out of your bay and put it in their bay or parking lot. There are many auto repair shops who advertise free code scans just as there are many who do free brake inspections...maybe you do that?
It;'s all in an effort to get the magical $$$$. I can say if you (meaning anyone) do free brake inspections or cheap oil changes your devaluing our industry.....but what good would it do me?
I see Joe Marconi who writes for a National publication who by fault becomes an industry leader standing on a soap box creating headlines that lather up the common folk to get a reaction. What I think he should be doing is educating us about what we should focus on as small businessmen. How about you forget about the few that make life difficult and focus on the ones who don't. When the one idiot darkens your door step who installed Chinese ball joints and now wants you to fix it right get paid, every step of the way. Charge for what you know, and what you fix without concern of what someone else would do.
Ooh! Do I detect a note or desperation to defend one's business decisions? I mean what difference does it make where I buy my parts from?
But I'll play your game because I think I know where you're trying to go.
I buy most of my parts from NAPA. Most but not all. I have a very low failure rate and I know for a fact that the local store will scan codes but every single counter person has told me they will NOT sell parts and will not give a diagnosis. They will only scan the code and refer the owner of a broken car to a shop, my shop. And many of those who are referred confirm that they were told what the code was but that it required further professional attention to properly address the concern.
My second call is to a local independent part store with 3 local stores where no other parts supplier has two. They also have at least 10 stores in outer lying towns and villages. They do NOT scan codes. They are affiliated with AutoValue and a Motorcraft supplier downstate.
My third call is to another local independent part store who is the local AC Delco distributor and also is affiliated with AutoValue and a Motorcraft supplier downstate. I am told by the salesman, who I know and trust, that they do NOT scan codes either.
All 3 will test your alternator and starter for you IF you remove it and bring it in. I think they all test batteries too. I know the ones that do ask why the customer has a concern about the battery and if it's anything but a bad battery they will advise the customer to seek professional assistance with a shop.
My last call is to the manufacturers' dealers. But I stand by my statement, I will close my doors if Advance becomes the only part store in town. It's not just because of the issues raised here. I dealt with them when I first opened because I knew the manager. But after two abysmal warranty issue within a month I was done. Then the following year I had an issue with a brake pad that delaminated and was told it had to be a problem with a different part of the brakes and therefore there was no warranty. All other brake pads (I did four wheel pads, rotors and calipers) had worn 1 mm from new. So there was no other problem. But they refused to stand behind their products too many times so I will NEVER spend another penny with AAP. Oh, and just in case you were gonna try playing "Gotcha" if I said I bought from CarQuest, we don't have a CarQuest in town anymore. And when we did, they were literally my last call and then only if no one else had it in stock and I absolutely had to have it that day.
Thanks for playing, but you didn't win.
No, you're right. I did not win the internet message board fight.
I have never spent a penny with AAP. But I do spend more than 10k a month with World Pac (Guess who owns them).
MY thoughts are as small business owners we should figure out our Unique selling points. If ours are weak or non existent we need to create or strengthen them. Figure out what you need to do to be successful. Whining about what they are does nothing for you.
