VOLUME 21 ISSUE 2 2006

what is this real car guy doing? (see page 20 to find out.)

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INSIDE: CLINT BOWYER ONON THETHE 2006 RACE SEASON LISTENING SKILLS PAY OFF YEARLONG UNDERCAR PROMOTIONS INSIDE: CLINT BOWYER 2006 RACE SEASON MAKE MAKE LISTENING SKILLS PAY OFFACDelco’s SUMMER “BRAKE BUCKS” PROMOTION

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Someone

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TELL CLINT EASY.

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ACDelco congratulates Clint Bowyer on a breakthrough 2005 season in the Busch Series. 2 wins. 12 top-fives. 22 top-tens. And a second-place finish overall. Proving that a winning formula involves Real Car Guy expertise and quality ACDelco parts. So just imagine what he has in store for us this year. For updates on the latest racing news, visit acdelco.com.

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contents features 20

TECH TRAINING ANYWHERE, ANYTIME

New blended learning approach makes technical training more accessible to technicians

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SCHOOLING THE COMPETITION

ACDelco-sponsored driver Clint Bowyer takes on double duty in the 2006 racing season

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LISTEN UP

You may be asking customers the right questions, but are you paying attention to their answers?

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BRIEFS

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PRODUCT NEWS New cabin air filter line launches; ACDelco Professional battery warranty increases; ACDelco’s yearlong undercar promotions now underway

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FROM THE REGIONS

Mid-America Parts’ fourth annual open house recognizes customer loyalty; Star Sales generates excitement for the ACDelco National Convention

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TSS TOOLS

ACDelco National Convention training and expo to offer attendees valuable knowledge; expanded Vehicle Service Contract coverage; MechanicNet helps shops target prospects

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REAL RESULTS

Jim Luper Jr. balances a successful TSS shop and jobber account; JD Automotive owner Jim Dodd applies his TSS skills to everyday life; Midtronics tester proving helpful at Trussville Auto & Truck

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ONE MORE THING ...

INTUNE ADVISORY BOARD DIRECTOR, ACDelco MARKETING Nancy McLean MANAGER, ACDelco ADVERTISING John Zamzow ADVERTISING SPECIALIST Renee David

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PUBLISHING STAFF: EDITOR Lori Bremerkamp • SENIOR EDITOR Angela Sienko • ART DIRECTOR Grayson Cardinell ACCOUNT MANAGER Emily Whitall • MANAGING DIRECTOR Jeremy Morris • ACCOUNT DIRECTOR Angelo Acord • COPY EDITOR Conny Coon PRODUCTION/CIRCULATION Carolyn Brooks • PROJECT COORDINATOR Lawrence Riddick INTUNE is published for ACDelco, General Motors Corp., by Campbell-Ewald Publishing, 30400 Van Dyke Ave., Warren, MI 48093, e-mail: [email protected]. General Motors is an equal-opportunity employer. Manuscripts and photographs are submitted at the sender’s risk. Please enclose a self-addressed, stamped envelope for return of material. Submission of letters implies the right to edit and publish. Copyright © 2006 by CAMPBELL-EWALD PUBLISHING. ALL RIGHTS RESERVED.

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BRIEFS

cool products on display ACDelco WAS AMONG the 146 exhibitors in 244 booths showcasing the latest parts, tools and equipment at the Mobile Air Conditioning Society (MACS) Convention and Trade Show Jan. 26–28 at the Caribe Royale Hotel and Convention Center in Orlando, Fla. ACDelco’s newly expanded 20-by-20 booth showcased its all makes/all models air conditioning line, which, with the addition of 800 new part numbers in January, offers about 10,000 part numbers covering virtually all vehicles on the road. The ACDelco brand name and “Real Car Guys Know” tagline were also prominently displayed throughout the event, which attracted more than 2,000 people — a record attendance for the three-day show. Log on to acdelco.com or call 1-800-ACDelco for information on ACDelco’s air conditioning line or any other ACDelco products and services.

promotion gives TSS shops an image overhaul YOUR SHOP’S ATMOSPHERE can mean the difference between a customer making a return visit or visiting the competitor down the street. That’s why ACDelco is offering simplified ways for its accounts to make image improvements, along with a promotion that really kicks off the initiative. The ACDelco Extreme Makeover promotion, which runs through April 30, rewards Total Service Support (TSS) accounts that desire to strengthen their affiliation with ACDelco and demonstrate the need to improve their facility with an image overhaul. One TSS account in each ACDelco zone will win up to $10,000 in ACDelco-approved enhancements to help improve the look of their facility. Five runners-up in each zone will qualify for packages featuring ACDelco image/appearance items valued at more than $500. ACDelco will spotlight the winning locations at its National Convention in Las Vegas this October, as well as in future issues of Intune and at acdelco.com. Contact your local ACDelco sales representative for information on how to enhance the appearance of your facility.

2006 ACDelco scholarships ACDelco’s TOTAL SERVICE SUPPORT (TSS) Program offers a number of benefits to help you hire and retain employees. It’s even got one for those who want help to defray the costs of a college degree. Your technicians and dependents under 25 years of age are eligible for the 10 ACDelco scholarships awarded annually. Dependent scholarships are for $3,000. Technician scholarships are for $2,500. Bonus consideration is given to dependent applicants pursuing a career in the automotive field, although it is not a requirement. This year’s submissions must be postmarked by Oct. 15, 2006. All applicants are required to have a high school diploma or its equivalent. Dependent applicants must be enrolled in college full time. Technician applicants may attend college on a part-time basis. The ACDelco TSS Advisory Council will make the final selection decisions in November, with winners notified in January 2007.

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For more i n for mat ion on schola rsh ip requirements and selection criteria, log on to acdelcotechconnect.com, select the Total Service Support tab, click on Employee Retention, then Scholarships.

SAVE THE DATE ... Visit acdelcotechconnect.com starting Aug. 1 to reserve your copy of the ACDelco 2007 “Pride of the Real Car Guys” calendar.

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dream garage winner IT WAS A REAL CAR GUY’S dream come true for L. Scott Hamilton when his two-car garage in Denton, Texas, was transformed from a simple storage area to a mechanical mecca. Hamilton, a parts and office manager at Hamilton’s Car Care, a Total Service Support account in Arlington, Texas, was awarded the home garage makeover for being the grand-prize winner of the UCoat ItTM Dream Garage Sweepstakes presented by ACDelco. The sweepstakes ran simultaneously with the 2005 ACDelco Extreme Garage Tour. The renovation included the application of a UCoat It epoxy floor coating as well as delivery of stainless-steel tool and storage cabinets, a hydraulic lift, air-to-nitrogen compressors and automotive-themed furniture. “Of course, I had to get to work in it right away,” Hamilton laughs. T h e 20 0 6 AC D e l c o E x tre m e G a r a g e To u r kicked off Feb. 9-12 at the NHRA Winternationals in Pomona, Calif. To submit a booking request, contact Michelle Kaczynski with TMG Sports Marketing at (248) 373-4800, ext. 241; toll-free at 877-GM4SHOW (877-464-7469) or [email protected].

Grand-prize winner L. Scott Hamilton (left) with Dirk Olsen, ACDelco Extreme Garage on-site manager, in Hamilton’s recently renovated dream garage.

Two-time Technician of the Millennium fi nalist Jeff Taylor was named “The 2005 Technician of the Year” by Canadian Technician magazine.

top honor for TSS technician JEFF TAYLOR, a technician at Eccles Auto Service, an ACDelco Total Service Support account in Dundas, Ont., has been named “The 2005 Canadian Technician of the Year” by Canadian Technician magazine. Taylor, a two-time finalist in ACDelco’s Technician of the Millennium competition, was one of 42 nominees for the prestigious award that recognizes the accomplishments and work ethic of automotive repair and service professionals. “I’m honored to be given this award because it’s a judgment of my peers and an assessment of who I am, both as a technician and as a person,” Taylor says. He was formally recognized Nov. 17, 2005, at a gala ceremony at Legendary Motorcar Co. in Milton, Ont., and was featured in the December 2005 issue of Canadian Technician. The Technician of the Millennium IV finals will be held Oct. 27, 2006, during the ACDelco National Convention in Las Vegas. For contest information, log on to acdelcotechconnect.com, click on the Total Service Support tab, select the Employee Retention link, then Technician of the Millennium.

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IN OTHER NEWS ... The 2006 Global Automotive Aftermarket Symposium is May 17–18 in Dearborn, Mich. Visit globalsymposium.org for details.

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PRODUCT NEWS

s part of its extensive aftermarket lineup, ACDelco offers customers a lineup of 38 cabin air fi lters. According to Kerry Marsee, ACDelco quick service portfolio analyst, the line of 12 carbon and 26 non-carbon fi lters offers coverage for 100% of the GM vehicles that have cabin air fi lters. ACDelco is in the process of adding increased coverage for non-GM vehicles as well. Both the carbon and non-carbon fi lters help keep pollens, fumes, smoke and other materials from reaching the inside of a vehicle. Carbon fi lters offer added protection and more stringent screening thanks to a thin carbon layer that helps eliminate damaging pollutants like ozone, benzene, formaldehyde and acetaldehyde, which all vehicle exhausts emit. “The aerodynamics of today’s vehicles have been so fi netuned to help them perform that they actually can create a funnel of pollutants,” Marsee explains. “These pollutants can enter any following vehicle through its air conditioner compressor and then travel into the cabin. It’s important to screen out as many of these harmful pollutants as possible.” He adds that offering cabin air fi lters creates additional opportunities for Independent Service Centers (ISCs) to help their customers maintain their vehicles. “Cabin air filters typically should be inspected every 15,000 miles,” Marsee says. “Making customers aware of the recommended maintenance schedule found in their owner’s manual can lead to opportunities for ISCs to replace the fi lters when performing other needed maintenance and repair.” Contact your local ACDelco sales representative or ACDelco Warehouse Distributor for more information. •

A fresh air breath of

ACDelco CABIN AIR FILTERS HELP DRIVERS BREATHE EASIER BY MARK STOWERS

extended coverage ACDelco 6YR AND 7YR PROFESSIONAL SERIES BATTERIES OFFER NEW INDUSTRY-LEADING WARRANTY Real car guys know that if you want your battery to last longer, get the one built for the long haul: an ACDelco Professional battery. On April 1, ACDelco sweetened its offering by increasing free replacement limited warranty coverage for retail purchases on its 6YR and 7YR Professional Series batteries. The 6YR Professional battery now offers a 30-month limited free replacement warranty, up from 18 months. The 7YR Professional and Professional Platinum limited free replacement coverage has increased from 24 months to 50

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months. The 5YR Professional will continue to come with an 18-month limited free replacement warranty. Denise Harris, ACDelco product development manager for batteries and electrical, says the new warranty gives ACDelco 6YR and 7YR Professional Series batteries the best free replacement limited warranty in the industry. “It only makes sense that ACDelco, as a premier aftermarket parts supplier, would offer the industry premier warranty coverage,” she adds. “The new warranties are terrific selling points and should help accounts drive increased sales.” — L. Bremerkamp

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a plan for

all seasons DRIVE TRAFFIC WITH ACDelco’s YEARLONG UNDERCAR PROMOTIONS BY LORI BREMERKAMP

ant to w in an exclusive tr ip to the Bob Bondu ra nt School of H igh Per for ma nce Driving in Phoenix where you can drive a Z06 Corvette? Enroll in ACDelco’s summer brake promotion for a chance to win. Each Total Service Support (TSS) and Key Fleet purchase of qualifying DuraStop® and original equipment (OE) brakes, as well as total ACDelco parts purchases, made during the June 1 to Aug. 31 promotion period increases your chances of winning. (See related story on page 14.) ACDelco is getting your customers in on the action, too, with a consumer cash-back rebate that runs from June 1 to July 31. Consumers who purchase qualifying DuraStop brake pads, shoes or loaded calipers, and have them installed at a participating Independent Service Center (ISC), qualify for a $10 per axle, or $20 maximum, rebate. Help drive purchases by letting your customers know DuraStop brakes not only are the most thoroughly tested brakes in the aftermarket, but that they also come with a limited lifetime warranty that offers free replacement of wornout shoes and pads. Point-of-sale kits will be available to help drive additional sales during the consumer incentive. The upcoming summer brake promotion is one of three

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seasonal undercar promotions ACDelco has slated for 2006. A spring undercar promotion, which runs through May 31, offers TSS accounts a trip to a motorsports event in Richmond, Va., based on a combination of TSS total ACDelco purchases and qualifying purchases of shocks and struts, DuraStop and OE brakes, steering and drive products, and chassis parts. This fall’s shock and strut promotion, which kicks off Sept. 1, offers a motorsports weekend in Daytona Beach, Fla., to a TSS account based on ACDelco shock and strut purchases as well as total ACDelco part purchases. TSS accounts enrolled in all three seasonal promotions are vying for an additional prize — a trip to the Richard Childress Racing Fantasy Camp and passes to a motorsports race in Charlotte, N.C. What’s more, each promotion awards ISC, TSS and Key Fleet accounts with scratch-and-win cards from participating ACDelco Warehouse Distributors for each qualifying purchase made during the incentive periods. Cards can be redeemed for prizes, including roundtrip airfare, merchandise, electronics and more. For details on other current ACDelco sales promotions, contact your ACDelco Warehouse Distributor or log on to acdelcotechconnect.com and click on the Promotions tab. •

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FROM THE REGIONS

memphis merriment for

TSS accounts MID-AMERICA PARTS THANKS CUSTOMERS FOR CONTINUED BUSINESS BY CHRISTINE HANSEN PHOTOGRAPHY BY JANINE MENLOVE

Mid-America Parts president Mike Sneed (left) and Mid-America Parts sales manager Paul Derryberry (right) with TSS owner Scott Westbrook, who was awarded an ACDelco Winning Adventures! trip for two to Puerto Vallarta, Mexico, during the open house.

MEMPHIS, TENN.

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SAGINAW, MICH.

unch was all Scott Westbrook expected when he attended the most recent open house hosted by Mid-America Parts Distributors Corp., his ACDelco Warehouse Distributor. Instead, the owner of Westbrook Automotive Inc., an ACDelco Total Service Support (TSS) account in Memphis, Tenn., left with an ACDelco Winning Adventures! trip for two to Puerto Vallarta, Mexico. “A couple of our people won hats and such in doorprize drawings, but I figured no one else from Westbrook Automotive was going to win that day,” says Westbrook, whose company has used ACDelco parts supplied by MidAmerica Parts for more than 20 years. “I was definitely surprised when they announced I was the winner of the grand-prize trip to Mexico.” “I like to show my customers just how much I appreciate their continued business,” says Mike Sneed, president of Memphis-based Mid-America Parts. “But we also recognize the technicians who are installing the parts. In many cases, they’re the ones who drive purchases. We haven’t sold a part until they’ve installed it.” Paul Derryberry, Mid-America’s sales manager, coordinates the appreciation event, which is always held the day before the Sam’s Town 250, a NASCAR® Busch® Series race held in Memphis, Tenn. A record-breaking 500 guests attended this year’s fourth annual open house held at the company’s 40,000-squarefoot warehouse. All of Mid-America’s TSS owners and their employees are welcome. Guests enjoyed a catered lunch, Clint Bowyer’s ACDelco No. 2 show car and an ACDelcosponsored booth. Door prizes included ACDelco T-shirts and hats, certificates for tools and equipment, driving experience packages and tickets to the Sam’s Town 250. The

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day after the open house, race-goers watched ACDelcosponsored driver Clint Bowyer come from behind for a spectacular win. Barry Holland, vice president and owner of Magnolia Tire, a TSS account in Horn Lake, Miss., which has been with Mid-America Parts since the early ‘80s, says he enjoyed interacting with other TSS owners during the open house. “I liked being able to talk with other TSS owners about what they’re doing,” says Holland, who won one of the driving experience packages at Memphis Motorsports Park, where the Sam’s Town 250 race is held. Grand-prize winner Westbrook agrees, adding that it gives him yet another chance to talk in-person with his ACDelco and Mid-America sales representatives. “The open house is a great opportunity to see what new products ACDelco has on the market,” he says. “It’s kind of like going to a mini-trade show. Walking away with a trip to Mexico isn’t too bad either!” •

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FROM THE REGIONS

vegas awaits STAR SALES EVENT GENERATES EXCITEMENT FOR THE ACDelco NATIONAL CONVENTION BY MARK STOWERS PHOTOGRAPHY BY DAVE KRIEGER

lvis wasn’t in the building, but he would have felt right at home at the Star Sales and Service annual customer appreciation event on Jan. 18. This year’s festivities, held at Horizons Conference Center in Saginaw, Mich., featured a Las Vegas theme to tie in with the upcoming ACDelco National Convention, which will be held in Las Vegas this October. “We focused our efforts on generating excitement for the National Convention,” says Dana Bamberger, operations manager for Star Sales and Service, a Bay City, Mich.based ACDelco Warehouse Distributor. “With so many great customers, we wanted to build on those relationships and help encourage them to attend the ACDelco event.”

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More than 30 Total Service Support (TSS ) accounts braved snowy weather conditions to attend the event, with 26 signing up that night to attend the National Convention. The gala was also the culmination of an incentive contest that awarded one lucky TSS owner with a 2006 GMC Sierra Crew Cab pickup. ACDelco-sponsored drivers Kurt Johnson and Harold Martin were on hand to mingle with guests and sign autographs. They also drew the names of the 12 contest fi nalists. Star Sales’ participating TSS accounts received one grand-prize entry for every $2,000 in ACDelco purchases they made in 2005 and another entry for every $500 in ACDelco non-GM parts purchases.

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John Krieger, Star Sales and Service president, says 42 TSS customers took par t in the promotion — and increased their 2005 ACDelco parts purchases by 17% over the previous year. They increased their ACDelco non-GM purchases by 15% as well. “It was the best turnout we’ve ever had,” Krieger says. “The event is a great way for us to reward our loyal customers for a job well done.” The grand-prize winner, Rick Souder of Souder’s Service in Mt. Pleasant, Mich., earned 48 contest entries. “It was really exciting because I’ve never won anything like this in my life,” says Souder, who has been a TSS account for the past five years, and he has seen his business increase each year since joining the program. “Star Sales does a great job putting their annual event together,” he adds. “It just keeps getting bigger and better each year. They really know how to take care of their customers.” Souder has been stocking ACDelco parts, specifically alternators and starters, for several years and has excellent service with his orders through Star Sales. “I’ve never had a return on an ACDelco part,” he says. “That’s part of the reason why I signed on for the TSS Program. ACDelco and Star Sales are great organizations to work with. I’m a very happy customer.” Souder should stock up on a few Elvis CDs and work on his own version of “Viva Las Vegas” because he plans to attend this year’s ACDelco National Convention. And given his luck, he should shop for a few Hawaiian shirts because Star Sales’ grand prize for next year is a 10-day Hawaiian cruise. •

SAGINAW, MICH.

Far left: Star Sales and Service owner John Krieger (left) congratulates grand-prize winner Rick Souder. Above: ACDelcosponsored driver Harold Martin mingles with Sheila Woods from Precision Tune Auto Care, a TSS member with locations in Flint, Mich., and Burton, Mich. Left: More than 30 TSS accounts attended the Las Vegas-themed customer appreciation event.

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TSS TOOLS

a sure bet ACDelco’s 2006 NATIONAL CONVENTION TO OFFER AN EDUCATIONAL EXPERIENCE ATTENDEES CAN BANK ON BY AMY LYNN SMITH

hat happens in Vegas doesn’t necessarily stay in Vegas: Those who attend ACDelco’s National Convention this fall will be taking home a wealth of business-building knowledge and expertise. ACDelco is hosting its 2006 convention Oct. 26–29 at the Mandalay Bay Convention Center in Las Vegas. The convention theme, “Winning Customers Together,” demonstrates ACDelco’s commitment to working closely with its Warehouse Distributors (WDs), Total Service Support (TSS) accounts and Independent Service Centers (ISCs) to help them improve their productivity and profitability. “Attendees are going to learn about the latest ACDelco products and tools available to help them grow their business,” explains Gordon Barnes, ACDelco merchandising manager. “We’ll also be hosting several training courses

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geared toward ACDelco WD salespeople, as well as ISC and TSS shop owners and technicians.” Beginning Thursday, Oct. 26, guests can visit the convention’s expo, where ACDelco product specialists will be on-hand to demonstrate and discuss ACDelco’s product lines. Also on display will be exhibits featuring the many resources available to TSS accounts, including ACDelco’s e-Business tools and discounted equipment and services from TSS preferred vendors. The expo will continue Friday, culminating with the Technician of the Millennium IV competition fi nals. Training seminars will begin Friday and continue through Saturday, concluding with a dinner and awards banquet. There will also be an opportunity to attend the qualifying trials for the ACDelco Las Vegas NHRA Nationals at The Strip at Las Vegas Motor Speedway. Convention attendees can participate in any training session on a fi rst-come, fi rst-served basis. Nearly 20 different sessions are planned, including technician courses on emerging technologies, hydrogen fuel and hybrid vehicles. Other courses include customer relationship management, marketing and image improvement strategies for shop owners. The latest news about the convention, including a list of training sessions, is available through the ACDelco Incentives Web site at acdelcotechconnect.com. Attendees are asked to visit the site before the convention to rank the training sessions they’re most interested in. ACDelco will offer sessions based on the preferences of attendees, who do not need to pre-register for training sessions. ACDelco WDs are offering their ISC and TSS customers opportunities to attend the National Convention. Contact your ACDelco WD or local ACDelco sales representative to learn more. • acdelco.com

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getting better

all the time VEHICLE SERVICE CONTRACT PROGRAM EXPANDS COVERAGE BY KIRK SEAMAN

he Vehicle Service Contract (VSC) program offered by Universal Warranty Corp. and GMAC Insurance continues to grow in popularity. More than 1,500 repairer agreements have been signed by ACDelco Total Service Support (TSS) members since its October 2004 introduction. Recent program changes are making it even more suited to the needs of participating TSS shops. “TSS participants no longer need to provide a discount on their parts and labor,” explains Dan Carter, manager, Global ACDelco ISC Network. “The program will continue to use Mitchell or ALLDATA labor time, and parts will be paid at suggested ACDelco consumer/list prices. We made these changes in response to participants’ feedback.” To date, more than 400 used-car dealers have signed up to sell the VSCs, and more than 900 contracts have been issued, according to Pete Petersen, Universal Warranty Corp. vice president of claims and operations. Gordon Gilkison, owner of Gordon’s Auto Repair, a participating TSS member in Chicago, has been pleased with his experiences with Universal Warranty. “The company’s representatives are always courteous to deal with and

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payments are prompt,” Gilkison relates. “The program is convenient for both our shop and our customers to use.” Doug Shackelford, owner of The Auto Pro Shop, a TSS member in Richardson, Texas, expects the program to help increase his business. “There are more people shopping prices today,” Shackelford notes. “The VSCs help take price out of the equation.” And there are more enhancements to come. ACDelco’s Carter says a new direct-to-customer product is in development. It will help drive continued repair business to TSS members. “Consumers soon will be able to purchase a VSC online, under the name CoverageOne,” he adds. “Qualifying outof-warranty vehicles will be required to pass an inspection performed by the in-network ACDelco TSS shop before the VSC can be issued. Participating accounts can derive income both from making the repairs needed to pass the inspection as well as performing maintenance and repairs in the future.” There are no fees or upfront costs to join. Log on to acdelcovsc.com for answers to frequently asked questions or to download a repairer agreement. Contact your local ACDelco representative for more information. •

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TSS TOOLS

MechanicNet offers

brake promo benefits CUSTOMER RETENTION TOOL HELPS SHOPS TARGET PROSPECTS BY CHRISTINE HANSEN

n rol led i n t h is su m mer’s AC Delco bra ke promotion? If so, let MechanicNet help you target customers during the incentive. The three-month promotion, which kicks off June 1, gives accounts the chance to win a trip to the Bob Bondurant School of High Performance Driving in Phoenix based on qualifying DuraStop® and original equipment (OE) brake purchases, as well as total ACDelco part purchases. ACDelco is getting consumers in on the action, too, with a cash-back rebate offer. From June 1 to July 31, consumers who purchase qualifying DuraStop brake pads, shoes or loaded calipers, and have them installed at a participating Independent Service Center, qualify for a $10 per axle, or $20 maximum, rebate. With MechanicNet — a customer retention system that helps shops maximize their communication and marketing programs by sending consumers automated and customized correspondence — participating accounts will be able to specifically target customers whose vehicles are in need of brake service. MechanicNet will then send 250 “Brake Bucks” postcards reminding customers to come in for a brake inspection and take advantage of the rebate. Even better, the “Brake Bucks” cards will be sponsored by ACDelco, so TSS members who are not already MechanicNet customers can participate for only $50. “MechanicNet’s software will analyze consumer vehicle service history in a shop’s database to fi nd the most probable brake service candidates,” explains Nina Ruebner, MechanicNet marketing director. “What’s more, MechanicNet will professionally produce and mail four-color customized and personalized postcards to those targeted consumers during the ‘Brake Bucks’ promotion. We’ll also track the revenues produced by each postcard mailed.” In market tests, targeted promotions have delivered response rates 20 times better than traditional direct mail, Ruebner adds.

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While MechanicNet shines during ACDelco promotions like the “Brake Bucks” incentive, it can help enhance customer communications and generate increased business year-round. “The automated system sends personalized and customized service reminders, thank-you notes and notification of special promotions by postcard and e-mail on behalf of a TSS shop,” Ruebner says. Shops also are provided with a fully managed and hosted Web site featuring a suite of tools that lets customers make online service requests and gives them around-the-clock access to their vehicle service history. Mark Hyde, a TSS Advisory Council member and owner of Hyde Auto Service in Oklahoma City, says MechanicNet called to let him know a customer was trying to schedule a service appointment and hadn’t received a response. “My customers feel more i mpor ta nt k now i ng I’m tracking their vehicle history and upcoming service,” adds Hyde, who has used MechanicNet for about two years and plans to take advantage of it during the “Brake Bucks” promotion. Adams Service Center, a TSS member in Weston, Ontario, has used MechanicNet for the past year. “My fleet customers rely on being able to track their vehicle service history online, and my regular customers appreciate the service reminders,” says Tim Adams, who co-owns the business with his father Grant. “MechanicNet costs about one-tenth of what it would be to hire someone to do the same job.” Managing customer relationships is a key part of establishing an elite business with a strong future. ACDelco and TSS members are growing together with tools like MechanicNet and other benefits of the TSS Program. Current TSS members can enroll in MechanicNet’s Targeted Marketing Campaign by logging on to acdelcotechconnect.com and clicking on the “Brake Bucks” postcard image. Contact your local ACDelco sales representative or ACDelco Warehouse Distributor for more information on MechanicNet or to become a TSS member. • acdelco.com

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REAL RESULTS

two’s

company IDAHO ACCOUNT TAKES MULTITASKING TO A NEW LEVEL WITH TSS AND JOBBER LOCATIONS BY STEPHANIE ANN MARTIN TSS member Luper Automotive (above and right) recently underwent an image makeover to further emphasize its ACDelco affi liation.

unning a profitable Total Service Support (TSS) shop is a full-time endeavor. So is operating a fi rstrate jobber account. Jim Luper Jr. successfully balances both and has the results to prove it. Luper’s Lewiston, Idaho-based business is made up of two stand-alone operations. The fi rst, Luper Automotive Inc., is a full-fledged TSS service and repair shop, with revenues that have significantly increased since moving into a new facility in 1997. In 2003, Luper bought the business from his father, who opened the shop in 1956. The second, LB Direct, which Luper opened three years ago, is an ACDelco Alliance Jobber store that supplies quality ACDelco parts to Luper Automotive, as well as other local repair facilities in northern Idaho and eastern Washington. “It makes sense to run both a TSS shop and an Alliance Jobber account in the small market we’re in,” Luper explains. “Our TSS shop needs a jobber account to buy parts from. I own that jobber store, and, since I’m affiliated with ACDelco, I know I can count on the quality of the products I’m getting.” All of Luper’s technicians are ASE certified, and most either hold Master certification or are working toward doing so. Such a skilled and experienced staff knows what a difference quality parts make, which is why they opt to work with ACDelco. “We’ve been associated with ACDelco for as long as I can remember,” says Luper, who works closely with his ACDelco Warehouse Distributor, Spokane, Wash.-based Direct Automotive Distributors. “We fi nd ACDelco products are an easy sell because their quality and warranties are among the best in the automotive aftermarket.” In fact, Luper Automotive recently underwent an ACDelco image makeover to further emphasize its ACDelco affi liation.

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Luper even brought in an interior decorator to help him get everything just right, including a new floor in the customer reception area and ACDelco logos that match the facility’s red, white and blue color scheme. While it’s too soon to quantify the transformation’s impact on business, Luper says he expects big results. “Although we have been here for 50 years and have our own advertising program, I’m amazed at the number of people who’ve come in recently and say they didn’t even know we were here,” Luper says. “I’m betting we’ll get at least a 10% increase in ACDelco sales from the image overhaul.” He adds that he’s sure his new customers will appreciate Luper Automotive’s “Toss us Your Keys” program. For just $33, a Luper Automotive employee will pick up a customer’s car and bring it back to the shop for a full-maintenance checkup, including lube, oil and fi lter services. They also clean the vehicle inside and out. “It’s a great way to build customer satisfaction and loyalty,” Luper says. “Plus, they’ll likely think of us first when they need to make a bigger investment in their vehicle.” Luper is also a fi rm believer in the benefits of ACDelco training. In fact, his shop often hosts ACDelco-sponsored classes that technicians from other local shops are encouraged to participate in. Luper says the training sessions are an excellent way for him to build his jobber business. “The classes introduce outside technicians to ACDelco products that they may not be familiar with,” he adds. “It’s just another part of our efforts to keep doing well in this business that we love. Everything we do is focused on satisfying customers. It’s how I know that we’ll get to come back tomorrow and do this for another day.” •

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REAL RESULTS

vote of

confidence TSS OWNER BRINGS HIS COMMITMENT TO SERVICE AND QUALITY TO HIS NEW ROLE AS MAYOR BY STEPHANIE ANN MARTIN PHOTOGRAPHY BY JANINE MENLOVE JD Automotive’s Oct. 29, 2005, open house (above), which featured the ACDelco No. 2 show car and live entertainment, gave owner Jim Dodd (left) a chance to thank existing patrons for their business and showcase the shop to potential customers.

here’s a new mayor in town — and he’s an ACDelco Total Service Support shop owner. Voters, many of whom are longtime customers, recently elected Jim Dodd of JD Automotive in Dover, N.J., to the city’s top post. It’s a tough job, but if Dodd’s business success is any indication, he’s more than up to the challenge.

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JD Automotive holds a 100% AAA rating for customer satisfaction in the tri-county area where they do business. To achieve this rate, 300 10-question surveys were sent to Dodd’s customers. The fi rst two times, Dodd chose the survey recipients. The third time, AAA did. Not a single customer gave Dodd’s shop a sub-par assessment. “I wasn’t surprised, but the AAA representative sure was,” Dodd laughs. “We pride ourselves in having an immaculate facility, and that carries over into the work we do on our customers’ vehicles. Our comeback rate is less than 1%, which is testimony both to us and to our partnership with ACDelco.” He says that ACDelco offers quality products, and he makes sure his customers know it. “I’ve been selling ACDelco products and services for more than five years, and I always fi nd that the more I tout my ACDelco connection, the better I do,” Dodd says. His pride in ACDelco is evident in JD Automotive’s new look. With help from ACDelco Warehouse Distributor Samuels Inc., the shop underwent a major ACDelco image renovation last fall, which included adding a second floor. In addition, a large ACDelco exterior sign can be easily read from the street; the organization’s red, white and blue color scheme is apparent throughout the customer reception and waiting areas; and ACDelco logos are prominent in the shop’s seven bays. What’s more, ACDelco supplies nearly everything Dodd’s shop uses, including belts, hoses, fi lters, injectors, tune-up parts, brake parts and front-end parts. “I plan to bring the same commitment to service and quality to my new role as Dover’s mayor,” Dodd says. “I think the town is likely to benefit as a result.” •

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juice up sales

with service

MIDTRONICS TESTER HELPS UNCOVER WEAK BATTERIES AND CHARGING SYSTEMS BY CHRISTINE HANSEN PHOTOGRAPHY BY MARK BANDERENKO

Doreen Pepper of Trussville Auto & Truck says using the Midtronics Micro500XL tester opens the door for the sale of labor and parts.

ost drivers don’t have their vehicle’s battery and charging systems checked unless they’re having a problem. That is, unless they take their car to Trussville Auto & Truck, a Trussville, Ala.-based ACDelco Total Service Support account. Doreen Pepper, who co-owns the shop with her husband, Derrell, uses a handheld Midtronics Micro500XL tester to check the battery, starter and alternator on all her customers’ vehicles. She can have printed results for them in about fi ve minutes. Battery and charging system conditions can be an area neglected by consumers, Pepper says. “The testing is preventive maintenance, a service we give our customers so they have less of a chance of their vehicle breaking down,” she adds. Pepper purchased the user-friendly Midtronics tester while participating in ACDelco’s fall 2005 “GET IT

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and forget it” battery promotion. Since then, Trussville’s battery sales have increased by 50%. Although Pepper has no formal technical training, she says learning to use the tester was easy. “As a shop owner, I have to be knowledgeable,” Pepper says. “I was eager to learn how the tool worked and could benefit our customers.” Trussville performs many vehicle condition checks for its customers. The tester simplifies the process. “I can hook the cables up to the battery, and the cables are long enough to reach so I can sit in the car and run the test,” Pepper explains. This extra effort is paying off. “The tester opens the door for the sale of labor and parts,” Pepper says. “If it shows the vehicle needs a part, then I’m going to sell that job.” For more information on the Midtronics Micro500XL tester, visit midtronics.com or call 1-800-776-1995 and ask for the ACDelco account manager. •

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COVER STORY

tech training

anywhere, anytime BLENDED LEARNING APPROACH MAKES TRAINING EASIER AND MORE CONVENIENT BY LILLIAN LORENZI PHOTOGRAPHY BY CAROL GOULD

unning a successful service center in today’s highly complex automotive aftermarket means stay i ng up-to-date on consta ntly cha ng i ng technology — and just about any make or model that comes into your bays. It’s no small feat, but ACDelco is helping make it a bit easier with its recently launched blended learning approach to technical training. By June, all 36 technical classes in ACDelco’s training curriculum will be available. This will include a Web-based component to supplement the hands-on learning. This means technicians can learn at their convenience — 24 hours a day, seven days a week. “Technology in the automotive aftermarket is exploding,” says Jeff Spitzer, director of product service, e-Business and training for ACDelco. “Most drivers are bringing in vehicles that are four to five years old. They’re pretty sophisticated vehicles. Shop owners that don’t stay current are in real jeopardy. To stay viable, they must stay ahead of the learning curve.” If they do, the payoff could be huge. “Training really does play a big role in a shop’s profitability and efficiency,” explains Todd Dawn, ACDelco manager of training development. “Having well-trained technicians can help improve efficiencies in every area of your business, including diagnostics, parts ordering and researching systems. Training helps provide a foundation for all these things.” The ACDelco training curriculum takes an aftermarket approach in covering a wide range of cutting-edge topics, including HVAC systems, vibration correction, powertrain performance, body control and electrical systems. Dawn says ACDelco implemented the training changes based on customer feedback. “We want to help shop owners and technicians get the training they need without taking them away from the shop too long,” he adds.

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THE VIRTUAL CLASSROOM ACDelco’s blended learning approach means that instead of the typical two to three days students used to spend at a training site, technicians can now complete a good portion of their curriculum online followed by one day of hands-on classroom training to improve diagnostic and repair skills. Total Service Support (TSS) members will continue to receive training at no additional cost. “We know it’s hard for technicians to be away from work, especially if they’re not near a training site and have to travel,” Dawn says. “This way, they can learn at their own pace and convenience. We’re hoping the new approach will entice more technicians to take advantage of the training.” The Web components are designed to cover theory, terminology and systems operation issues, leaving the hands-on diagnostic and repair procedures for the instructor-led classes. By getting theory and basic fundamentals from the online instruction, the hands-on classes are just that — designed to cover problems

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that technicians actually encounter at work. Technicians work in teams to practice and sharpen diagnostic and repair skills. Typically, the Web courses consist of modules lasting two to four hours. Course materials are interactive and visually appealing, incorporating graphics and animation to keep the subjects lively and interesting. They are presented in small segments with diagrams, video snippets and question-and-answer sessions so technicians can monitor their progress as they go along. Spitzer says it’s a learn-at-your-own-pace approach. “The programs can be stopped and started at any point, from any computer, and repeated if necessary,” he adds. “We wanted to make it shop friendly, meaning technicians can spend an hour, then go back to where they left off when they have more time.” The instructor-led courses are offered at 32 primary training sites and 28 secondary sites around the country. Other training sites may be added if there is enough demand in a region.

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first look TSS ADVISORY COUNCIL LAUDS NEW TRAINING APPROACH TSS Advisory Council member Bob Wills tries out ACDelco’s new training.

THE TOTAL SERVICE SUPPORT (TSS) Advisory

ACDelco’s new blended learning approach lets technicians complete a good portion of their curriculum online followed by one day of hands-on classroom training to improve diagnostic and repair skills.

Like the online segments, all instructor-led courses will be available by the end of June. “We want to be as accommodating as possible for technicians,” Spitzer says. “This new approach really streamlines the whole training process.” A lthough topics cannot be ful ly mastered without completing the instructor-led courses, technicians can

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Council is one of ACDelco’s most impor tant sounding boards. So it was only logical to have its members be among the first to try out the organization’s newly launched blended learning approach to technical training. Their thoughts? “A large concern of ours was how to reach all of ACDelco’s TSS technicians, including those who aren’t taking advantage of its training offerings,” says Bob Wills, owner of Wills Auto Service in Battle Creek, Mich. “ACDelco’s revamped training lineup not only offers a wide variety of cutting-edge topics, but is scheduled to include increased training for Ford, Chrysler, Toyota and many other import vehicles. It’s something TSS members have been asking for, and ACDelco is answering in a big way.” Wills and the council’s 12 other members worked closely with Jeff Spitzer, director of product service, e-Business and training for ACDelco, to communicate TSS feedback on ACDelco training. The council members agree that ACDelco has more than addressed their training needs. “It can be difficult for technicians to be away from work, especially if they’re not near a training site and have to travel,” Wills says. “The new Webbased portion lets them learn at their own pace.” He adds that his technicians were eager to check out the new online courses as soon as they were made available. “No matter the size of your shop, staying upto-date with training is essential to remaining in business,” Wills says. “ACDelco is making it easier for us to take classes at our convenience and learn at our own pace. The payoff should be huge.” — L. Bremerkamp

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ACDelco’s instructor-led courses are offered at 32 primary training sites and 28 secondary sites around the country. Even if your technicians can’t travel to a class, they can still familiarize themselves with fundamentals just by doing the online portion of the training.

benefit from the online segments even if they don’t have time to attend a hands-on class. “There is value in just doing the front-end online instruction,” Spitzer says. “So even if a technician can’t travel to a class, he or she can still familiarize himself or herself with fundamentals by just doing the online portion. That was never a possibility under the previous training system.” Web-based training also lets ACDelco react to training needs quicker. “New online classes can be added quickly to respond to changes in technology and business practices for shop owners and technicians,” Spitzer says.

ON-CALL SUPPORT Have training questions or need help with the new Learning Management System? Call the ACDelco training support line at 1-800-825-5886 and select prompt 1 for help.

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3/21/06 7:59:54 AM

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TSS members talk training TAKING ADVANTAGE OF ACDelco training is a top priority for many Total Service Support (TSS) shop owners. “I make sure all my technicians attend ACDelco training,” says Terry De Waal, president of Advanced Autodynamics Inc., an ACDelco TSS account in Las Vegas. “I keep an eye on what my technicians are having problems with and then enroll them in classes that can help them with areas they could use some help with.” Training is required at Advanced Autodynamics Inc. — at least 32 hours per year for every technician. “Getting as many training hours in as possible helps keep technicians on top of their game,” De Waal says. Joey Traylor, owner of Sandy and Sons Auto Service in Mesa, Ariz., signed on as a Total Service Support customer specifically because of ACDelco’s training program. “It’s easy to start slipping behind with all of the advancements in today’s auto industry,” he says. “You’ve got to stay current with technology or pretty soon a vehicle comes in that you’re not familiar with. Technicians need to evolve just like the vehicles are evolving. Training is the only way to do that.” Traylor, whose shop is about 60 miles from the nearest training site at Glendale Community College in Glendale, Ariz., has always stressed the importance of taking courses with his technicians, but scheduling has often been a challenge. Online training is going to help with that. “In my opinion, ACDelco training is better than that of any other aftermarket supplier,” Traylor says. “Being able to take courses online makes it more accessible. My technicians will only have to be out of the shop for one day, and they’ll have access to more courses at their convenience. Web-based training is really going to help us raise the bar.” — L. Lorenzi

BEING BUSINESS SAVVY By the end of June, ACDelco’s business courses will also be available in the new blended learning format. The business training consists of instructor-led seminars, Web-based training and Internet-based discussion forums. The business curriculum covers three main areas: customer communication process, service consultant skills and financial management. The hands-on segments will be presented as half-day seminars rather than a full day of instruction. Many will be scheduled during non-business hours in the evening. Thirty-six business courses are available, with 27 Webbased segments and nine instructor-led seminars. There are plans to add more business — and technical — classes. Technical training will continue to be supplemented by service seminars and delivered by area service managers based on demand in each region. The existing seminars will be refreshed, and ACDelco will continue to offer new topics as the need arises.

CLICK FOR CLASSES Tracking and enrollment have also gone online. The ACDelco Training Delivery System has been replaced by the Learning Management System (LMS) and is accessible at acdelcotechconnect.com by clicking on the Training tab. The system went live in January. I n s t e ad of h av i ng t o c a l l t he AC D elc o C a l l Center, technicians can now log on and enroll online. The LMS shows dates, times and locations of hands-on training classes as well as the number of people enrolled. Technicians can then find the session most convenient for them and enroll with the touch of a keystroke. “Technicians can even request classes that are not currently scheduled,” Spitzer says. “It lets us plan additional sessions for topics that are in high demand.” The LMS is also the user’s link to the Web-based courses and allows for tracking and monitoring of courses completed. The system also provides an e-mail reminder for the instructor-led training sessions. “We’re confident that our customers will benefit from our new blended learning approach,” Spitzer says. “It will defi nitely be more convenient, which is the real goal of taking our courses online.” •

Although topics cannot be fully mastered without completing the instructor-led courses, technicians can benefit from the online segments even if they don’t have time to attend a hands-on class.

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FEATURE

schooling the competition

FOLLOWING A FANTASTIC FRESHMAN SEASON WITH ACDelco, THERE’S NO SOPHOMORE SLUMP IN CLINT BOWYER’S 2006 RACING PLANS BY AMY LYNN SMITH

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s a young boy, Clint Bowyer dreamed of driving a winning race car. Today, the 26-year-old is pinching himself, hardly believing the success he enjoyed last year during his fi rst full NASCAR® ® Busch Series season racing the No. 2 ACDelco Chevrolet Monte Carlo. The Emporia, Kan., native fi nished the 2005 season second in points with two poles, two wins, 12 top-five fi nishes and 22 top-10 fi nishes. In addition to competing with two-time series champion Martin Truex Jr. in the fi fth-closest points battle in Busch Series history, Bowyer’s season winnings topped $2 million — a record amount for a second-place fi nish. “Just a couple years ago, I didn’t even know what asphalt racing was,” Bowyer says with a chuckle. “I grew up as a dirt racer and thought asphalt was just for getting to the race track. Once I was introduced to the asphalt-racing scene, I was all over it. Being where I am today is a dream come true, especially for a guy who was working in a body shop not that long ago.”

A

DOUBLE MAJOR It was 2003 when Bowyer first caught the eye of Richard Childress while driving in an ARCA RE/MAX Series race. Bowyer began racing for Richard Childress Racing (RCR) the following year. In 2005, he landed his spot driving the No. 2 ACDelco Monte Carlo. “Just to be affi liated with an owner like Richard Childress and have a sponsor like ACDelco was an accomplishment for me,” says Bowyer, thinking back to the start of last season. “It was really important to keep the tradition of the No. 2 car alive — and take it to the next level.” The soft-spoken, yet strong-minded, Bowyer finished the season with stellar results. Plus, he walked away with two sponsorships for 2006: Bowyer will continue behind the wheel of the No. 2 ACDelco Monte Carlo — and is considered by many racing experts as the favorite to win this year’s Busch Series championship. He also adds driving duties in the No. 07 Jack Daniels Chevrolet Monte Carlo for RCR in the NASCAR® NEXTEL® Cup Series.

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MAKING THE GRADE

B bel RCR Bus got “It’ A has ers the clas sett Cup H rela rea out in 2 S the

Bowyer’s fi rst win last season came at Nashville Superspeedway in Lebanon, Tenn. — the same track where Childress fi rst spotted him driving in the ARCA race. “It was really cool to get my fi rst Busch Series win where it all started for me,” says Bowyer with quiet pride. It was also equally important to Bowyer that Nashville happened to be the hometown of his crew chief at the time, Gil Martin. “I fi nally got the famous Sam Bass Design Gibson Les Paul Trophy guitar for him,” he says. “It was really special to see his emotion.” But don’t let Bowyer’s sentimental side fool you. He’s a serious competitor with a deep-seated determination to win. Not to mention a talent for handling any challenge, including learning to compete on asphalt after years of driving in the dirt. “I’ve always been good at adapting quickly to situations and making the best of them,” he says. In fact, his experience with dirt racing may be one reason Bowyer has been so successful on the NASCAR circuit. “In dirt racing, you’re sliding sideways all the time so the car is always loose,” he explains. “I haven’t been scared to run the car a little loose on the asphalt and do what it takes to make a car good on a long run.” After all, NASCAR racing often requires cars and drivers to go 40 laps or more to the next pit stop, and “cars always seem to get tight on a long run,” Bowyer says. “To be fast for all 40 or 50 laps, you have to start out pretty free and be able to hold on to the car and keep it underneath you until the fuel burns off of the rear and the tires start wearing out a little bit.” There’s no question that driving skills are critical to a racer’s success. But Bowyer is quick to credit his crew for their contributions to his terrific 2005 season. “I’m surrounded by a really good race team that builds really good race cars,” he says.

HIGHER EDUCATION Bowyer is thrilled to see his dreams coming true, but he remains a realist, too. He fully recognizes how much work it will be to race in both the Busch Series and the NEXTEL Cup Series. Believe it or not, he’s actually looking forward to the grueling schedule of racing roughly 70 races in a row, sometimes two in one weekend. “I want all the seat time and experience I can get,” Bowyer says. There will be some changes to the No. 2 ACDelco team, including a new crew chief, Dan Deeringhoff. Chevrolet has also redesigned the Monte Carlo for 2006. “The nose and tail are a little different, and we’re already seeing some pretty good numbers in the wind tunnel and in track testing,” says Bowyer, who has been spending as much time as possible at the shop staying in tune with the crew and the cars.

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4/8* Texas Motor Speedway

2006 busch series schedule

Bowyer has set ambitious 2006 goals for himself, but he believes they’re achievable with the support of his team, RCR and his sponsors, including ACDelco. “I think the Busch Series championship is attainable because we’ve got the car and the people to help us do it,” Bowyer says. “It’s just up to us to get it done.” As for his first year in the NEXTEL Cup Series, Bowyer has his eye on Rookie of the Year honors. “The top drivers from the 2005 Busch Series are going to be running in the NEXTEL Cup this year, so there’s going to be a tough class of rookies going after that prize,” he says. “But I’m setting out to capture it, along with at least one NEXTEL Cup win.” He adds that he’s looking forward to his continued relationship with the ACDelco family. “ACDelco has been really good to me,” Bowyer says. “I’m excited to get back out there this year and stir things up the same way we did in 2005.” Spoken just like a guy who’s ready to go to the head of the class. •

4/15 Nashville Superspeedway 4/21 Phoenix International Raceway 4/29 Talladega Superspeedway 5/5

Richmond International Raceway

5/12 Darlington Raceway 5/27 Lowe’s Motor Speedway 6/3

Dover International Speedway

6/10 Nashville Superspeedway 6/17 Kentucky Speedway 6/24 The Milwaukee Mile 6/30 Daytona International Speedway Chicagoland Speedway New Hampshire International 7/15 Speedway 7/22 Martinsville Speedway 7/8

television information available at acdelco.com.

8/5

Indianapolis Raceway Park

8/12 Watkins Glen International 8/19 Michigan International Speedway 8/25 Bristol Motor Speedway 9/2

California Speedway

9/8

Richmond International Raceway

9/23 Dover International Speedway 9/30 Kansas Speedway 10/13 Lowe’s Motor Speedway tra

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10/28 Memphis Motorsports Park Log on to acdelco.com and click on the Sports Connection tab to get the full rundown on Clint Bowyer’s racing action throughout the season.

11/4

*Partial schedule. Subject to change. Complete race and

7/29 Gateway International Raceway

Texas Motor Speedway

11/11 Phoenix International Raceway 11/18 Homestead-Miami Speedway intune

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FEATURE

listen up ASKING CUSTOMERS QUESTIONS — AND PAYING ATTENTION TO THEIR ANSWERS — CAN HELP IMPROVE YOUR BOTTOM LINE BY SANDRA BECKWITH

t’s important for Independent Service Center employees to have good listening skills, especially since many vehicle owners can’t always describe their vehicle troubles in common automotive aftermarket lingo. “It’s easy for customers to get frustrated when trying to properly explain what’s going on with their vehicles because many times they’re not entirely sure what’s going on,” says Bill Stinnett, a sales consultant and founder/president of Sales Excellence Inc., an Evergreen, Colo.-based company that provides sales training and consulting services. Stinnett compares the counterperson/customer relationship to that of a doctor and a patient. “Diagnose before you prescribe,” he says. “If a doctor prescribed medication before he knew what was ailing you, you probably wouldn’t have confidence that it would solve your health problem. The same thinking applies to vehicle repair.” Stinnett recommends starting with asking about the problem — just as a doctor would. It can be as simple as asking questions

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like “How can I help you?” or “My calendar shows you’re here for routine maintenance. Are you having any problems?” Listen carefully to the answers and ask more questions if necessary. For example, if a customer says he or she would like new wiper blades installed, ask if they are having problems with the current blades. The explanation can help you determine if new wipers will really solve the problem or if the existing ones just need an adjustment. Next, ask how they would like the problem resolved. Does your customer want the least expensive option or does he or she have another goal in mind? Understanding what the customer wants will help you select the right product or service for the job. While asking questions may seem unnecessary for those who usually can diagnose a vehicle problem as soon as they hear a description of the symptoms, it is important to stay quiet and remain focused on what the customer is saying until he or she is done speaking.

acdelco.com

3/23/06 12:19:35 PM

6 ways to show customers you’re listening Meeting sales objectives starts with being a good listener. Below are a few easy and natural ways to reassure customers you are paying attention to what they are telling you.

Don’t only use the customer’s responses to diagnose the problem. Use them to cross sell and upsell, too. “Cross selling involves adding to the order, like suggesting the customer who is getting new wiper blades consider using a product that helps eliminate precipitation from your windshield,” Stinnett explains. “Upselling is about selling a more expensive product that has more features or does a better job.” Training can help employees become better listeners. Stinnett suggests using role-playing scenarios with threeperson teams — a customer, a technician and an observer. Rotate so everyone experiences the customer perspective. He adds that leading by example is just as important as training. “Whenever a manager is at the counter, he or she should be modeling the proper listening behavior by showing how to do it,” Stinnett says. “The payoff in improved listening skills is increasing your chances for more repeat customers and referrals — and a stronger business.” •

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1.

Maintain eye contact. Even if you have to look away to type the customer’s comments into the computer, look up to show you are paying attention.

2.

Let the customer finish talking before you speak.

3.

Use sounds and words to show you’re paying attention and understand the situation as presented by the customer.

4.

Ask questions to clarify what the problem is. For example, questions like “When did this start happening?” and “Have you tried to fix the problem?” help engage the customer to give you further information.

5.

Repeat back what the customer has told you.

6.

Finally, ask if there’s anything else you should know. Sometimes, this question reveals the most important information.

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ONE MORE THING ...

dedication “I’m committed to offering all my customers the top-notch products and services they deserve. That’s why I stock quality ACDelco parts and surround myself with employees like my head technician, Tom Milani, and my daughter, Christine, who share the same dedication to customer service as I do. If my customers are satisfied, then I am, too.” — Anthony Munao, owner of Anthony’s Automotive, an ACDelco Total Service Support account in Arlington Heights, Ill.

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acdelco.com

3/16/06 4:16:26 PM

THE ACDelco TSS PROGRAM: A premium blend of

CAR KNOW-HOW BUSINESS SAVVY. and

You keep your customers’ vehicles running smoothly. The ACDelco Total Service Support (TSS) Program can help do the same for your shop, giving you access to an abundance of valuable business tools, all available 24/7. On-demand training can help keep you on top of the latest vehicle technologies; e-business solutions automate and simplify your parts ordering process; the Image Enhancement Program helps you manage the look and overall professionalism of your location, and customer retention tools help generate increased sales and customer loyalty. It’s the perfect way to supercharge your business.

800-ACDelco • acdelcotechconnect.com

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3/16/06 4:16:54 PM

in our next issue... H&H AUTO PARTS’ 20TH ANNIVERSARY ACDelco Warehouse Distributor H&H Auto Parts celebrates 20 years with a customer appreciation event. ONE-ON-ONE WITH HAROLD MARTIN ACDelco-sponsored driver Harold Martin weighs in on the 2006 IHRA season. ... and much more !

ATTRACTING FEMALE CUSTOMERS Tips for tapping into a growing customer segment that can help boost your business.

For more information about ACDelco products and programs or to have an ACDelco sales representative contact you, call 1-800-ACDelco.

Intune Magazine 6703 Haggerty Road Belleville, MI 48111 Change Service Requested

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acdelco.com

3/21/06 9:54:11 AM