April '17

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6 THE SHOP APRIL 2017 \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ © 2017 National Business Media, Inc. All rights reserved. THE SHOP (ISSN 2380-7415) is published monthly by National Business Media, Inc., 2800 W. Midway Blvd, Broomfield, CO 80020; (303) 469-0424; FAX (303) 469-5730. Subscription rates in the U.S.: One year, $45; Two years $80; Three years $108. Canada: One year, $76; Two years, $142; Three years, $201 (U.S. Funds). Mexico/International: One year, $98; Two years, $186; Three years, $267 (U.S. Funds). Periodicals Postage Paid at Broomfield, CO 80020-9998 and additional mailing offices. USPS/National Business Media Automatable Poly. POSTMASTER: Please send address changes to THE SHOP, PO Box 460651, Escondido, CA 92046-0651. All items submitted to THE SHOP become the sole property of THE SHOP and National Business Media, Inc. and may not be reproduced without the written consent of the publisher. Advertisers and/or their agencies, jointly and severally, assume all liability for printed advertisements in THE SHOP. Opinions expressed in THE SHOP may not necessarily reflect the opinion of the magazine's editor, its management or its advertisers. Letters, photographs and manuscripts welcome. t's a cliché because it's true—to improve the services your shop offers and forge a stronger connection with clients, simply follow the Golden Rule. Whether it's a challenge that arises with a project, or an opportunity to make something better, the first step is handling the situation the way you'd expect it to be handled if you were the customer. Approaching interactions with empathy removes anxiety and becomes the first step toward a positive resolution. To practice this practice, a good test area is in your dealings with your own mobile jobbers, says Alan Sipe. "The mobile jobber business is just like your business—your jobber needs to be paid. Do you allow projects to leave your shop until you are paid? No! But your mobile jobber does," he writes. "The absolute worst thing you can do is hide in the restroom or run out the back door when your mobile jobber comes calling. If you can't pay this week, man-up and tell him… he'll work it out." Just like you would if a customer was in a similar predicament. Josh Poulson and Ron Knoch both write this month about gaining visibility for your shop by participating in local shows and races. Both also explain how setting up a booth isn't enough. Imagine yourself at an event in your free time, walking the aisles and seeing the sights. When something grabs your attention, would you want to discuss it with someone who's frowning with arms folded, marking time until they can go home? Instead, "get some samples of your work and take pictures of those samples. Have plenty of business cards on hand—and put out a bowl of candy and get ready to meet and greet people," Josh advises. "Is it a lot of work? Of course it is!" Ron adds "Nothing is gained for free or by doing nothing. You'll see results following the shows. Attendees and participants will remember you or the info you gave them when they needed repairs, upgrades or questions answered." The Golden Rule comes up often in connection with negative situations. But there's a positive business side as well in the form of sharing information that can lead to more sales and more satisfied customers. Picture yourself as a first-time wheel and tire buyer. Wouldn't you appreciate it if the salesperson gave you a heads-up on possible complications such as brake fitment or fender rub before they sold you the package? "Our industry is about letting the customer live their dreams. By and large, we aren't selling things that people need—we're in the fantasy-fulfillment business," says Joseph Mills of AutoMeter "Making sure the customer feels like they and their truck are the most important thing in the world will go further to ensuring not only repeat business for the shop, but continued participation in our industry." Just like you'd want to feel if the shoe was on the other foot. The Good Ol' Golden Rule I \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ DRIVER'S SEAT PUBLISHER REGAN DICKINSON ASSOCIATE PUBLISHER MICHAEL MURRAY EXECUTIVE EDITOR JEF WHITE MANAGING EDITOR EDDIE WIEBER DIGITAL CONTENT EDITOR ANTHONY BOWE EDITORIAL INTERN MARLEY JERANKO ART DIRECTOR IVETH GOMEZ GRAPHIC DESIGNER LINDA CRANSTON EASTERN TERRITORY SALES MANAGER MICHAEL MURRAY WESTERN TERRITORY SALES MANAGER RYAN WOLFE SALES SUPPORT KRISTINA STEINER TECHNICAL CONTRIBUTOR MIKE MAVRIGIAN CONTRIBUTING WRITERS JOHN CAROLLO, RON KNOCH, BRENT PARKER, JOSH POULSON, ALAN SIPE, BRETT SOLOMON, TONY THACKER NATIONAL BUSINESS MEDIA PRESIDENT & CEO ROBERT H. WIEBER JR. VICE PRESIDENT/INTEGRATED MEDIA JOHN BENNETT VICE PRESIDENT/PUBLISHING DAVE POMEROY VICE PRESIDENT/FINANCE KORI GONZALES, CPA VICE PRESIDENT/NBM EVENTS SUE HUEG, CEM, CMP VICE PRESIDENT/AUDIENCE LORI FARSTAD DIRECTOR OF IT WOLF BUTLER MULTIMEDIA PRODUCER ANDREW BENNETT Jef White Executive Editor

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