ACtion Magazine - September/October 2011 - (Page 6)

Outlook Risk factors Andy Fiffick MACS Chairman am always asking myself why new customers would want to do business at our establishment. I try to put myself in their shoes and step back and view our advertising, our place of business and our overall image and presentation to the public. I am continually asking myself what are the risk factors for a new customer doing business with our shop instead of a new car dealership or another automotive repair shop. Prospective new clients make these decisions – consciously or subconsciously – each and every time they decide where to get their vehicles serviced and repaired, or for that matter where to spend their hard earned dollars on anything at all. We as independent shop owners must single out ways to reduce the risk for new clients doing business with us. Review everything and ask yourself some tough questions. Is your warranty as good or better than your competition? Are the parts you install as good or better than the shop right down the street? Is your place of business as professionallooking, and are your employees trained properly for the services you provide? The list can go on and on; however, I believe that the general public doesn’t know how good you and your place of business are until they experience it first hand. Therefore, they judge you against all other places without the benefit of knowing you and your staff—and in most cases they will choose the other shop or dealership because they perceive less risk than in doing business with you. Even though I believe that we offer far better and personalized service, the general public just doesn’t see it that way until they know better. As an industry we must find ways to lower the risk factors for our new clients so they feel comfortable coming to your shop and experiencing your services firsthand. Think of ways to have them meet you and or experience your services before they have to commit to a purchase. Can you hold a car wash for the local scouts in your parking lot? Can you give away free oil changes to new homeowners in your neighborhood? Can you donate some free time to the community by servicing vehicles for a church group or non-profit organization? Are there other ways to let the community know what a good place of business you have? Sure there are, and you can and will reap big rewards if you show the community what a good person you are and what kind of shop you run. You can also lower one (perceived) risk factor if your place of business looks clean and reputable. If your shop is dull, dirty and dungy, your prospective customer will drive right past your shop to your competitor who looks the part. The same thing goes for your staff; nobody wants their car repaired by somebody who looks and acts like a deadbeat. Customers want their technician to look and act professional, and the shop to be neat and clean. We as business people must give the customer what they want. Does your shop need a dress code and operating policy for your staff? Another risk factor can be eliminated by advertising for the right customer. Review your advertising and judge it against your competitors. Is it just as professional looking as other advertisers in your area or does it say that you are second rate? Update your advertising to make it believable and accurate. Make the offers fair and believable. Remember that on average, most clients don’t want the lowest price—they want the best service. Make a fair offer and service the heck out of them. They will return. If you lower the risk factors in doing business with your establishment you can and will grow your customer base. It doesn’t require a lot of funds or effort to start the process. Don’t be second rate to any other shop and lower your risk factors today. ❆ Sincerely Mobile Air Conditioning Society Worldwide (MACS) Andrew Fiffick Chairman & CEO Elvis Hoffpauir President & Editor-In-Chief Jim Taylor Editor Marion Posen VP Sales & Marketing Laina Casey Graphics & Design Manager Corporate Offices Mail To: P.O. Box 88, Lansdale, PA 19446 Ship To: 225 S. Broad St., Lansdale, PA 19446 Phone: (215) 631-7020 Fax: (215) 631-7017 E-mail: I September/October 2011 Volume 11, Number 6 ACTION magazine is published eight times per year by the Mobile Air Conditioning Society (MACS) Worldwide, 225 S. Broad Street, Lansdale, PA 19446. While MACS Worldwide takes reasonable steps to make sure that the information reported in ACTION is accurate, errors can still occur. The accuracy of all information contained in ACTION should therefore be independently evaluated by the reader. Since conditions of its use are outside of the control of MACS Worldwide, MACS Worldwide assumes no liability for the use of such information or any damages incurred through its use or application. Nothing contained in such information is to be construed as contractual or provide some form of warranty on the part of MACS Worldwide. The opinions expressed in guest editorials are not necessarily endorsed by MACS Worldwide. MACS Worldwide is not responsible for any claims made in or by advertisements or press releases published in ACTION. All company names, products and product names, emblems, logos, images, trademarks, service marks and trade dress appearing in this magazine are the property of their respective owners and are protected under federal laws of the United States and international agreements. Unauthorized use is prohibited. The ACTION logo and MACS globe emblem are property of MACS Worldwide. Reproduction of contents without permission is prohibited. Send requests for permission to copy or reprint to or to ACTION Magazine, Box 88, Lansdale, PA 19446. Non-member subscription rates: one year (seven issues) – U.S. $25; Canada/Mexico $40; international surface $45; international air $55. Send subscription mail, including address changes, to ACTION, P.O. Box 88, Lansdale, PA 19446 or For advertising information contact Marion Posen: marion@ or 215-631-7020 x304. H.G. Roebuck & Son, Inc. 4987 Mercantile Road Baltimore, MD 21236 Andy Andy Fiffick 440-667-3278 ISBN 1949-3436 2004-11 IAMA Awards Winner 6 ACTION • September/October 2011

Table of Contents for the Digital Edition of ACtion Magazine - September/October 2011

ACtion Magazine - September/October 2011
Table of Contents
Expansion Valve
Techncally RELAY-ted
Under The Southern Cross
Leonard’s Law
News & Updates
Virtual View
Cooling Corner
Performance Always Needs More Cooling
ACDelco’s Guidelines for Replacing Engine Coolant
Worldwide Training
New Member Profile: Alex Original, Ltd
Association News
Quick Check
New Products & Services
Last Watch

ACtion Magazine - September/October 2011