ACtion Magazine - March/April 2012 - (Page 6)

Outlook Andy Fiffick MACS Chairman Lead by Example 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: was fortunate enough to talk with a few dozen of the MACS membership during the annual Convention and Trade Show in Las Vegas last month. We discussed three issues at length: 1) the lack of new young talent entering the industry, 2) the public’s lackluster image of our industry, and 3) our lackluster profit margins and price pressures. As well, I have come to some conclusions; there is no magic pill, fix or remedy to our current situation. It appears to me that we as individuals, technicians and shop owners need to do a better job of leading by example in all aspects of our business and private lives. And all three specific concerns can be addressed with the same set of actions—good news in itself. Most of us live a good and honest life, run a good shop and are civic minded. We may go to church or be on a bowling league. We love the USA, donate to charities, respect our elders and love our families. We pay homage to anything with an engine. We watch sports. All of this sounds good; however, how many of us promote our industry on a daily basis? If not, why not? Face it; no one is going to do it for us! We need to overcome our negative image if we are to win the trust of the public, raise our prices, and attract young talent to our shops. Quite frankly, the media is always looking to sensationalize negative press about us and degrade our profession. The “big box” chains, and dealerships offer everything for free (or next to nothing) to build traffic, but paint a less than stellar picture of our industry. I for one am ticked off as heck about this and we need to fight back! We need to set the bar a little higher every day and promote our wins and good examples at every chance. So where do we start? Get involved in your high school or vocational school. Visit, and get to know the vocational students. Hold a “car care tips” day for all the students and show how to check fluids or change a tire. Hold a career day or evening at your shop and invite the parents as well. Show them that Johnny or Jane can earn a good living in a clean and well respected shop. Show them that we are professionals and need to be respected for what we do. Give away a few door prizes and discount tickets for service at your shop. Join the Chamber of Commerce and contact all your local organizations, the Garden Club, Rotary, Knights of Columbus, senior citizens club and others you can find. Offer to hold a training session on how to maintain and service their vehicles. Provide light snacks, and show the audience how to do a quick safety check or how to check fluids. Let them see a scanner and scope in operation. Sell your professionalism and give them a reason to come back. When you see a negative news story in the local media, contact them and get the facts. If the story is one sided or the writer is misinformed, say so. Write, call, fax or e-mail them; explain the facts and the complexity of the story. Give them reason to look a little deeper. You might get some positive press, or maybe not, but you should at the least make them think the next time. While I’m on the subject, contact your local media outlets each and every time you have a win or positive event in your shop. Learn to write a simple press release and send one every chance you get. Planning a fundraiser, coats for kids collection, food drive, scout program, after hours clinic or a career day open house? Invite the press – local papers, blogs and radio stations thrive on this stuff. Blow your own horn; let them know how good our industry can be. Of course, you must lead by example. Make sure your shop is clean, neat and your staff looks professional. Make your reception area user-friendly, and offer free WiFi. Believe in yourself, your staff and your shop’s abilities. You will gain the respect of the public, grow your business and attract new talent into your shop. We are the good guys and most of our regular clients already know it. Let’s let the public in on the secret and give them a positive, long lasting impression. Can you imagine the effect we could have if everybody led by example? ❆ Sincerely I March/April 2012 Volume 12, Number 2 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 6 ACTION • March / April 2012 Andy Fiffick • 440-667-3278 ISBN 1949-3436 2004-11 IAMA Awards Winner

Table of Contents for the Digital Edition of ACtion Magazine - March/April 2012

ACtion Magazine - March/April 2012
Expansive Valve
Under the Southern Cross
Leonard's Law
Cooling Corner
Virtual View
News & Updates
A Picture is Worth a Thousand Words!
MACS Convention Technical Sessions
Association News
Quick Check
New Products & Services
Last Watch

ACtion Magazine - March/April 2012