Seattle Automotive is committed to bringing value to its customers any way it can. This summer, the wholesaler/distributor showed its commitment in a big way — purchasing a Freightliner truck with a 53-foot fifth wheel to become a mobile education unit.
General Manager Tim Dickison notes that he and Mac McGarry, a then-ACDelco metro area manager, both believe training is critical to success with aftermarket customers. For years, they did a series of clinics at Seattle Automotive’s satellite locations and at ACDelco’s Renton, Wash.-based training facility, but they wanted to do something more proactive with customers.
They were also beginning to run out of room in the brick-and-mortar building. The mobile unit was an inspired idea.
“It just sort of happened,” admits Dickison, an industry veteran who has been with Seattle Automotive eight years. “A group of us were brainstorming one day and we talked about how traffic is such a hassle and fuel prices were going up. That led to a discussion of, instead of having customers come to us, why not have us go to them?”
It was soon decided that the project should have a dedicated manager. The team found one in Steve Lemnah, an ASE Master Technician, heavy-duty mechanic, service manager for five car lines and a former contract employee for GM. Lemnah tries to conduct between seven and 12 classes a month in the mobile unit.
While a formalized annual training program is in the works, current classes in the mobile unit include business marketing, profitability and personnel development. Technical training will soon be added, with the goal of allowing new technicians to earn ASE certification.
Dickison is quick to point out, however, that the program was never intended to become a sales environment.
“We’ll be fully stocked and may use products and equipment during demonstrations,” he explains, “but this is a training facility run by a business development manager hired specifically for this program.”
The mobile facility is designed to hold classes of 12 to 18 comfortably. Its set-up of tables and chairs lends itself well to the dinners held on the mobile trainer during classes. The unit features a heating and air conditioning system, overhead lighting, state-of-the-art projection equipment and a ramp to bring cars inside.
To showcase the new “facility” this summer, Lemnah brought the truck out to each of Seattle Automotive’s seven locations, arriving in time for regular clinic attendees to take a tour in the respective parking lots. The visits drummed up interest and enthusiasm among customers.
Early birds get the parts
While the mobile unit is a novel way to reach customers, Dickison notes that Seattle Automotive hasn’t lost its focus on the core business of parts delivery. Its inventory goal is to have a fill rate in the high 90s at all times. They pick the parts late in the day to have them delivered at 5 a.m., put away and received by 8:30 a.m. Where reasonable, the company goal is delivery within one hour.
Keeping to this strict schedule has paid off: “Our phone center inside the distribution center takes an average of 3,000 calls per day,” Dickison reports. He adds that online ordering is increasingly becoming popular among customers as well.
“They can look up parts they know they want,” he says. “They specify the quantity and they see the suggested selling price. When they’re ready, they simply print out a copy of the invoice and it is delivered from their satellite location.”
Fun with customers
Seattle Automotive has gained a reputation of being customer-oriented — from training and expertise to networking and camaraderie. An annual customer appreciation golf tournament is always well attended, while its open houses are becoming legendary in the market. The 2005 event included more than 500 attendees and thousands of dollars in prize giveaways. There were appearances by NHRA driver Kurt Johnson and the ACDelco Extreme Garage Tour. Seattle Automotive’s open house also hosted a classic auto show, with 50 cars on display.
This year, the grand prize was an all-inclusive trip to St. Kitts in the West Indies.
“We offer a points program called Peak Performance that promotes ACDelco products, letting customers earn points for the trips,” Dickison explains. “To show customer appreciation with the Motorcraft line, we created an all-inclusive trip to Cabo, Mexico, last year.”
Seattle Automotive also recognizes the employees and families of customers by offering an appreciation day event at Six Flags’ Wild Waves and Enchanted Village.
To explain corporate philosophy, Dickison quotes Paul TeGanvoort, president of Seattle Automotive: “If you have to come into work, you might as well have fun doing it.”
The Vital Stats
Years in business: 22 years
Number of employees: 156
Wholesale/retail ratio: 100/0
Snapshot of Seattle Automotive: Established in 1983 by President Paul TeGanvoort, Seattle Automotive serves the Pacific Northwest wholesale market with passenger car and light truck aftermarket equipment. The Seattle automobile market is estimated to be 65-percent Asian import, due to its port location.
Affiliation: Seattle Automotive is an ACDelco DDG member and a Motorcraft FAD
Competition: NAPA and CARQUEST
Location/Facility size: A 50,000-sq.-foot distribution center is in Auburn, Wash. Its six satellite locations throughout the state range between 10,000 and 15,000 sq. feet.
