As the manager of Pacific BMW Collision Center, I am tasked with ensuring the entire collision repair operation runs smoothly and profitably. I recall when I first became a manager, freshly receiving my AAM degree from AMI, thinking to myself, “I’m ready for this; let’s go.” But no amount of training prepared me for all the vendors eagerly waiting for me to hand over my credit card to buy their latest and greatest product. Email and social media marketing, unannounced shop visits by tool and material vendors, the SEMA show, sponsored articles, and more are some of the various ways marketing is directed to you The impetus for this article was a visit from a vendor today — from whom I do not regularly purchase regularly — attempting to sell me tools for which I have neither the room in my shop nor an active need. Our time as leaders is precious, and at the risk of sounding rude, I have to delicately decline the myriads of people seeking our shop’s business. How can someone successfully navigate through this landscape and ensure they aren’t being taken advantage of?
Set boundaries
Setting reasonable boundaries with outside vendors you don’t currently do business with is not hard to do, and it can ensure your time isn’t wasted. Inevitably, some will cold call you, hoping you are free to hear their sales pitch. I have coached my customer-facing employees on how to handle these situations, and they are aware of the vendors we regularly do business with versus the ones we don’t. They can collect business cards, flyers, etc. on your behalf for you to follow up on and evaluate at a later time. I find that many jobbers position themselves as a one-stop solution for all your needs. “Air contamination problems? I got just the guy for you!” “Your painter isn’t happy with his current sandpaper? Great, we’ll bring in “XYZ” vendor to come demo the newest product.” Sometimes it feels like problems are being invented for them to solve that don’t really exist. Not all jobbers act this way, but more often than not, I hear about shops that exclusively rely on jobbers to link them with multiple other vendors to keep the back end of the shop running. Does this really bring value? It depends on who you ask. In my opinion, not knowing how something works or how to fix something is not a valid excuse. Software vendors are no different. Whether it’s ADAS calibration identification software, estimating matching software, CRM software for your front office — they are all there to “fix” your problems.
Does the product live up to its promise?
I’m a sucker for tools that aid with 5S and help make my technicians more efficient, but I have to stop myself and make sure that what I’m considering buying isn’t going to end up collecting dust, or worse, negatively impacting the quality of the work we are producing. Testing a tool, material, or software before buying is crucial. Understanding the cost, depreciation, lifespan, and learning curve of whatever it is you're considering buying needs to be analyzed to ensure you are making a sound purchase. I know of shops that allow technicians to choose whatever seam sealer they like, which then results in each body technician using a different product — and that can ultimately lead to a different quality outcome for each car leaving the shop. Repeat this process with any other material in the shop and you begin to see how dangerous this mindset can be. In reality, it means your customers’ vehicles are repaired with varying degrees of quality each time. It’s not the intended outcome we want now, is it? Gather your team to evaluate the product and make a determination if this really addresses all the things the product claims to be and do. Even better, join an auto body association! Attend meetings, ask around, and find out what is working for others. Most body shop owners and managers are pretty candid with their opinions on what works and what doesn’t. OEM collision repair trainers are another great resource, as they routinely assist with testing materials, supplies, and equipment for validating they meet the quality standard of their certification programs.
Pump the brakes, set your limits of who and when vendors are allowed to visit the shop, and most importantly — validate the product claims! The impact is far deeper than most realize.
