The world is changing around us, and the collision industry is no exception. We have witnessed extraordinary events take place around the globe over the last year that have turned lives upside down. Navigating through the unknown territory of the pandemic has left most of us asking ourselves questions about our future: what things will remain, what needs to change, and where to go from here. In other words, we need a vision.
There is no better time to go behind the scenes and begin digging. Whether you just opened your doors or have been in business for 50 years, it is important to establish goals, be aware of where things are heading, and figure out how you can be prepared.
To get started, consider training and continuing education for your staff. While a large portion of in-person training has been put on hold, there are still many opportunities for technicians and office personnel to attend virtual training to maintain and acquire knowledge and skills. Are your technicians’ certifications up to date? If not, this is a good time to tackle them. Virtual courses will minimize the time commitment needed away from the shop and offers your staff more flexibility in terms of when and how long they spend learning any new content. Depending on your location, in-person class offerings may be starting to increase.
If you haven’t reviewed the status of your staff’s current training requirements, now is a great time to review any training requirements needed to maintain I-CAR status or OEM Certification requirements. The Collision Industry Conference (CIC) has also developed a Collision Repair Provider Definition that defines basic training requirements for collision repairs. Under “General Training and Certification Requirements” there are several bullet points about specific technical capabilities that each refinish technician should have. Some examples include the ability to diagnose, service, or repair any restraint system components in accordance with OEM procedures using proper tools and equipment. Active certifications are a must, including those for technicians who perform any kind of welding procedure.
The CIC Collision Repair Provider Definition outlines many other essentials for today’s collision repair center. Take a look at their recommendations and see how you compare. Check it out at http://www.ciclink.com/wp-content/uploads/2013/10/CIC-Collision-Repair-Provider-Definition-2017.pdf.
Speaking of using proper OEM procedures, this should also be an important focus of your business as OEM certifications continue having more and more of an impact. Today’s vehicles continue to become more complex through standardization of driver assist systems, electrification, connected vehicles and the use multiple substrates that require additional research to properly complete repairs. They require specialized diagnostic and multi-material tools and processes. It is imperative that today’s technicians have the knowledge to properly repair and ensure all vehicle systems are operating at pre-accident condition before returning the vehicle to its owner.
While each OEM program has its own specific set of requirements, they all include four basic areas of focus: repair procedures, equipment, knowledge and process. Some important points to remember about each:
The only way to properly repair a vehicle today is by researching and following the OEM repair procedures for every repair. A vehicle may look the same as the previous year’s model, but the only way to know if an OEM has made changes to the underlying structure, substrates, bonding processes, etc. is by researching the current OEM repair procedure.
New technology, substrates and electronics may require the specialized equipment to properly complete a repair safely.
It is also important that everyone in the collision center has the knowledge required to provide the vehicle owner with a safe and proper repair. Training is required for all positions so that a complete repair blueprint can be developed, trust can be developed, expectations set with the customer and technicians have repair procedures and knowledge of tools and equipment required to complete a proper safe repair.
Collision centers must also have processes in place to ensure the entire repair process is completed properly and safely in a timely fashion while keeping the customer informed and providing a touchless and frictionless experience.
Meeting the OEM requirements and becoming OEM certified is only the first step in differentiating your business from the competition. You also need to continue promoting your business and begin marketing your OEM certifications.
Your OEM certifications demonstrate that you know how to properly and safely repair those vehicles, but what is the message that you are communicating to your market? How are you communicating your message to the market? Do you have a relationship with local dealers? How do reach vehicle owners regarding why they should choose your collision repair facility for their repairs? One solution is digital marketing. Today’s world is a connected world that has led to an evolved consumer, meaning you need to think about the different ways you market your services.
Your collision center is likely not the only one in your market, and you need the best chance possible of being found among the long list of other collision centers competing for attention. The standards for what defines a strong digital presence are constantly changing, and reputable companies who offer these services stay up to date on trends that explain what people are searching for on Google, how they are using social media to find out more about a business and how they are responding to what they find. There is a lot more that goes into a shop’s digital presence than simply having a website, and these companies are full of experts who can put together a complete solution that is right for you.
It may seem risky at first, but when done correctly, it becomes a fail-safe against being overlooked in our digital world. Your first step in getting started is researching digital marketing companies and their offerings, particularly ones who specialize in the automotive industry. Looking for a professional group with an automotive background can give a shop an extra competitive edge because their campaign will be driven by individuals who understand the market and audience better than others.
A strong social media presence goes hand-in-hand with a good digital marketing solution. Interacting with customers through social media channels means making an instant, continued connection with them. It is tough to market your offering when the average customer has a collision every ten years. How do you make sure your company’s brand comes to mind when they need you? Meeting them on social media and engaging in conversation at a person-to-person level will help establish trust and plant your company name in their minds as a reliable option after a stressful, emotional event like an automotive collision.
We see changes happening around us every day. Changes in the workplace, healthcare, marketing, politics, and the ways we connect to each. The digital era is here, and it is not slowing down anytime soon. Living and working in the midst of a pandemic is not easy, but we have tools and relationships to make it more bearable. Examining how you can leverage those tools and relationships to make your business not only better than it was one year ago, but sustainable for a solid, successful future is one of the best ways you can focus your time and efforts beginning today.