October '17

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6 THE SHOP OCTOBER 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. great part of working on customized cars and trucks is that they are rarely ever completely finished. One accessory leads to another, allowing shops to grow a repeat customer base that continues to upgrade and outfit over the life of the vehicle. This interconnectedness is sometimes readily apparent; other times less so. For instance, Jason Sakurai of Hypertech suggests a product pairing that may not be top-of-mind, but makes sense once you consider it: suspension upgrades and electronic programmers. "See if they are planning on lifting or lowering the vehicle and changing wheel and tire sizes," he explains regarding new customers. "Our programmers will correct the speedometer and odometer, in addition to changes in gearing—even if they're not thinking of performance tuning at the moment." The best shops recognize and anticipate ways to combine products to not only increase sales, but create a better experience for the customer. And, as Tom Smisek points out, those clients are usually glad you did. "Getting to know what your customers are driving is a great way to build rapport," he notes. "Knowing what they are buying for their vehicles gives you that At Time of Sale opportunity to sell options, add-ons and companion items. Remember, it is not price alone, but good customer service that boosts sales." The process doesn't have to stop, even if the customer believes their vehicle is finally done. Why? Because aftermarket products continue to improve and evolve, and who doesn't love the latest and greatest? Take tonneau covers, for example. Even if the fabric is still good on a 15-year-old cover that affixes to snaps drilled into the bed rails, doesn't it make sense that most customers would now be interested in upgrading to a frame-mounted or ABS hard plastic option? "In the end, it's all about what the customers driving these trucks want, and the his- tory of these products shows us that when the customer wants something a little better to solve a problem, aftermarket manufacturers will come through with flying colors to give them what they need," notes Josh Poulson of Auto Additions in Columbus, Ohio. So, start playing matchmaker at your shop by uniting products to solve current and future problems. If handled in an educational, no-pressure way, customers will know you're looking out for them, and feel good about involving a professional in their quest for customization. One Thing Leads to Another A \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ DRIVER'S SEAT PUBLISHER REGAN DICKINSON EXECUTIVE EDITOR JEF WHITE DIGITAL CONTENT EDITOR ANTHONY BOWE ART DIRECTOR IVETH GOMEZ GRAPHIC DESIGNER LINDA CRANSTON EASTERN TERRITORY SALES MANAGER WENDY MILES WESTERN TERRITORY SALES MANAGER RYAN WOLFE SALES SUPPORT ERIN GADDIE TECHNICAL CONTRIBUTOR MIKE MAVRIGIAN CONTRIBUTING WRITERS CATHIE BECK, TIMOTHY F. BEDNARZ, JOHN CAROLLO, JOSH POULSON, JASON R. SAKURAI, TOM SMISEK 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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