hammer & dolly august 2016
DESCRIPTION
Official Publication of the Washington Metropolitan Auto Body Association (WMABA)TRANSCRIPT
www.grecopublishing.com
August 2016Volume 10, No. 8
$5.95www.wmaba.com
SEMA 2016 PREVIEWSMARTER ESTIMATINGLOCAL SEO EXPLAINED
SIMPLER. FASTER. BETTER.
Original BMW replacement parts represent the ultimate in safety, quality and reliability.Imitations can be less expensive but often lack the fit, finish and function that is expectedfrom your BMW customers.
With most parts in stock, BMW of Fairfax is your best choice for Original BMW parts.
· One stop shopping experience with on-shelf availability exceeding 16,000 line items.· Beltway’s most predictable and dependable delivery system to meet your business demands.· Same day availability on most parts ordered before 2:30pm.· 24 / 7 ordering convenience through Collision Link.
BMW of FairfaxWholesale Parts Hotline: 800-879-2269 (1-800-TRY-ABMW)Parts Direct: 855-397-442624 Hour Fax: 703-641-85622805 Old Lee Highway, Fairfax, VA 22031
Orders accepted by phone, fax, and now e-mail to speed your delivery and your repairs.Ask about our next-day UPS delivery.Email: [email protected] us on the web: www.bmwoffairfax.com
3August 2016
4 August 2016
38MARKETING FEATUREBY LEE EMMONS
LOCAL SEO BASICSMaking your website a success in your area.
6 Calendar of Events
8 In Memoriam:Dave Henderson
8 NewsFlash
10 Editor’s MessageJOEL GAUSTEN
12 Executive Director’sMessageJORDAN HENDLER
13 WMABA SponsorshipPage
15 WMABA MembershipApplication
20 Technicians of the Month:John and Justin Hatton CHLOE DURANTE
44 President’s MessageMARK SCHAECH, JR.
46 Advertisers’ Index
Stock Images © www.istockphoto.com
DEPARTMENTS
CONTENTSAugust 2016
5August 2016
30TECHNICAL FEATURE BY LARRY MONTANEZ III, CDA AND JEFF LANGE, PE
THE ISSUES WITH ESTIMATORS NOT HAVING REPAIR KNOWLEDGEProcesses and resources for a better damageassessment.
19LOCAL NEWS BY CHLOE DURANTE
BEST AND BRIGHTEST ATTEND CALIBERCOLLISION JOB FAIRA major repairer works to grow a future workforce.
22NATIONAL FEATURE BY JOEL GAUSTEN
THE BIGGEST GETS BETTER:SEMA 2016 TAKES SHAPESCRS helps build the year’s largest collision event.
COVER STORY COVERAGE BY ALICIA FIGURELLI34 2016 WMABA GOLF OUTING HIGHLIGHTSCelebrating WMABA’s biggest annual event Featured on this month’s cover is the Mark’s Body Shop team:
Mark Schaech, Jr., Jason McLaughlin, Dave Harris
6 August 2016
August 3, 2016HazaRDouS MateRiaLS, peRSonaL SaFety &ReFiniSH SaFetyState Farm - Silver Spring, Silver Spring, MDSteeRing & SuSpenSion DaMage anaLySiSN T Auto Body Inc., Alexandria, VAWeLDeD & aDHeSiVeLy BonDeD paneL RepLaCeMentFinish Masters (formerly Refinish Solutions), Springfield, VA
August 4, 2016aLuMinuM exteRioR paneL RepaiR & RepLaCeMentCriswell Collision Center, Annapolis, MDpLaStiC & CoMpoSite RepaiRCollision Works of Glen Burnie, Glen Burnie, MDCoLoR tHeoRy, Mixing toneRS & tinting ACT-A Caliber Collision Center, Randallstown, MD
August 9, 2016autoMotiVe FoaMSCollision Works of Glen Burnie, Glen Burnie, MDCoLoR tHeoRy, Mixing toneRS & tinting Jones Body Shop, Bel Air, MDSqueeze-type ReSiStanCe Spot WeLDingVirginia Farm Bureau, Lexington, VA
August 11, 2016aDHeSiVe BonDingCriswell Collision Center, Annapolis, MD pLaStiC & CoMpoSite RepaiRWaldorf Toyota, Waldorf, MDHazaRDouS MateRiaLS, peRSonaL SaFety &ReFiniSH SaFetyUni-Select USA, Baltimore, MD
August 16, 2016CoLLiSion RepaiR FoR toyota, LexuS & SCionVeHiCLeSKeystone-Linthicum, Linthicum, MD
August 17, 2016VeHiCLe teCHnoLogy & tRenDS 2015Salisbury University, Salisbury, MD autoMotiVe FoaMSFinish Masters (formerly Refinish Solutions), Springfield, VASteeL unitizeD StRuCtuReS teCHnoLogieS &RepaiRN T Auto Body Inc., Alexandria, VA
August 18, 2016CoRRoSion pRoteCtionSalisbury University, Salisbury, MDoVeRVieW oF CyCLe tiMe iMpRoVeMentS FoR tHeCoLLiSion RepaiR pRoCeSSSalisbury University, Salisbury, MDautoMotiVe FoaMSSalisbury University, Salisbury, MD
August 19, 2016inSpeCting RepaiRS FoR quaLity ContRoLSalisbury University, Salisbury, MDHazaRDouS MateRiaLS, peRSonaL SaFety &ReFiniSH SaFetySalisbury University, Salisbury, MD
Industry training opportunitiesand don't-miss events. CALENDAR OF
EVENTSAugust 20, 2016SteeRing & SuSpenSion DaMage anaLySiSSalisbury University, Salisbury, MDaDVanCeD SteeRing & SuSpenSionSySteMS DaMage anaLySiSSalisbury University, Salisbury, MD
August 23, 2016MeaSuRingCollision Works of Glen Burnie, Glen Burnie, MD
August 24, 2016inSpeCting RepaiRS FoR quaLity ContRoLKing Volkswagen, Gaithersburg, MD
August 30, 2016pLaStiC & CoMpoSite RepaiRVirginia Farm Bureau, Lexington, VA
September 1, 2016MeaSuRingFinish Masters (formerly Refinish Solutions), Springfield, VA
September 6, 2016HazaRDouS MateRiaLS, peRSonaL SaFety &ReFiniSH SaFetyVirginia Farm Bureau, Lexington, VA
September 7, 2016CoLoR tHeoRy, Mixing toneRS & tinting State Farm - Silver Spring, Silver Spring, MDpLaStiC & CoMpoSite RepaiRFinish Masters (formerly Refinish Solutions), Springfield, VASuSpenSion SySteMSN T Auto Body Inc., Alexandria, VA
September 8, 2016aDHeSiVe BonDingFrederick Co. Career & Tech, Frederick, MDFuLL-FRaMe paRtiaL RepLaCeMentCriswell Collision Center, Annapolis, MDWHeeL aLignMent & DiagnoStiC angLeSACT- A Caliber Collision Center, Randallstown, MD
September 13, 2016RepLaCeMent oF SteeL unitizeD StRuCtuReSCanby Motors Collision Repair, Aberdeen, MD
September 14, 2016HazaRDouS MateRiaLS, peRSonaL SaFety &ReFiniSH SaFetyWaldorf Toyota, Waldorf, MDRepLaCeMent oF SteeL unitizeD StRuCtuReSFinish Masters (formerly Refinish Solutions), Springfield, VA
September 15, 2016pLaStiC & CoMpoSite RepaiRCriswell Collision Center, Annapolis, MDSeCtioning oF SteeL unitizeD StRuCtuReSUni-Select USA, Baltimore, MD
CLASSLISTINGS
WHeeL aLignMent & DiagnoStiC angLeSKing Volkswagen, Gaithersburg, MDHazaRDouS MateRiaLS, peRSonaL SaFety &ReFiniSH SaFetyFrederick Co. Career & Tech, Frederick, MD
September 17, 2016RepLaCeMent oF SteeL unitizeD StRuCtuReSPohanka Toyota, Salisbury, MDSeCtioning oF SteeL unitizeD StRuCtuReSPohanka Toyota, Salisbury, MD
September 20, 2016VeHiCLe teCHnoLogy & tRenDS 2016Keystone Linthicum, Linthicum, MD
September 21, 2016CoRRoSion pRoteCtionKing Volkswagen, Gaithersburg, MDRaCk & pinion & paRaLLeLogRaM SteeRingSySteMSN T Auto Body Inc., Alexandria, VA
September 22, 2016CoLoR tHeoRy, Mixing toneRS & tintingCriswell Collision Center, Annapolis, MD
September 28, 2016CoRRoSion pRoteCtionWaldorf Toyota, Waldorf, MDWHeeL aLignMent & DiagnoStiC angLeSFinish Masters (formerly Refinish Solutions), Springfield, VA
September 29, 2016aLuMinuM exteRioR paneL RepaiR & RepLaCeMentFrederick Co. Career & Tech, Frederick, MDSeCtioning oF SteeL unitizeD StRuCtuReSPohanka Toyota, Salisbury, MDSqueeze-type ReSiStanCe Spot WeLDingCriswell Collision Center, Annapolis, MD
www.i-car.com or(800) 422-7872 for info
August 9, 2016SCRS BoaRD oF DiReCtoRS’ open MeetingAnaheim Marriott, Anaheim, CAFor more info, visit scrs.com
August 9-10, 2016CoLLiSion inDuStRy ConFeRenCe (CiC)Anaheim Marriott (Convention Center), Anaheim, CAFor more info, visit ciclink.com
7August 2016
8 August 2016
Industry Veteran DaveHenderson Passes
On June 20, the national automotivecommunity said goodbye to industry veteranDave Henderson, who passed away at 62.
Henderson was the founder, owner andoperator of AutoWatch, a company thatspecialized in websites for the collisionrepair field. His industry activities includedwork with a number of organizationsincluding I-CAR, the Collision IndustryFoundation (CIF), the National Auto BodyCouncil (NABC) and the Collision IndustryElectronic Commerce Association (CIECA).Henderson is survived by his wife, Sharon;children Bryan, Daniel, Jason and Melissa;and several siblings and grandchildren.
WMABA and Hammer & Dolly offer Dave’s family, friends andcolleagues our deepest condolences. H&D
Navy Vet Killed inSelf-Driving Car Accident
According to a June 30 story by the Associated Press(tinyurl.com/zzbhjma), Navy SEAL veteran Joshua D. Brown ofCanton, OH was killed on May 7 in the first major US accidentusing self-driving technology. Brown was driving a Tesla S sportscar in Williston, FL while operating the vehicle’s “Autopilot” assistfeature, which subsequently failed when a large tractor-trailer at-tempted to intersect with him. Neither Brown nor the assist fea-ture applied the brakes to the vehicle, causing Brown to crashdirectly into the side of the tractor-trailer. According to the NationalHighway Traffic Safety Administration (NHTSA), the white side ofthe trailer (which was perpendicular to the Model S) was againstthe brightly lit sky, making it very difficult to differentiate betweenthe two surfaces. In addition, Tesla says that before Autopilot canbe used, drivers have to realize that the system requires bothhands to be placed on the wheel at all times.
While Tesla acknowledges the feature is not perfect, theysaid, “When used in conjunction with driver oversight, the data isunequivocal that Autopilot reduces driver workload and results ina statistically significant improvement in safety.” NHTSA’s Officeof Defects is continuing the investigation. H&D
In Memoriam NEWSFLASH
Photo courtesy ofcoatsfuneralhome.com
Maybe we should forget about testing replacement parts completely. Skip developing those time-consuming strict standards. Get rid of our testing labs. And hand out pink slips to all our trained technicians. Maybe we should just call parts “certified”—and leave it at that. What could be easier?
No, we can’t do that. We’ve always been sticklers for quality. Doing things the right way is in our DNA. We can’t fake it.
It’s why CAPA invented crash part testing and certification over 29 years ago. And why we’ve become the gold standard for quality replacement parts.
So we’ll keep testing to identify high quality parts and leave the rest for others to “certify.” Because we aren’t the only ones who care about quality. So do you.
Nod up, nod down.
That’s not what we call parts certification.
TM
If it isn’t CAPA Certi�ed, it isn’t a genuine replacement part.
capacerti�ed.org
9August 2016
Rodney Bolton ([email protected]) 443-386-0066 Kevin Burt ([email protected]) 301-336-1140RT Plate ([email protected]) 703-929-8050
Barbara Chase ([email protected]) 301-855-5525Ben Gibson ([email protected]) 804-355-8151
aDMiniStRationexeCutiVe DiReCtoRJordan Hendler ([email protected]) 804-789-9649WMaBa CoRpoRate oFFiCeP.O. Box 3157 • Mechanicsville, VA 23116
StaFFpuBLiSHeR thomas greco
DiReCtoR oF SaLeS alicia [email protected]
eDitoRiaL DiReCtoR Joel [email protected]
CReatiVe DiReCtoR Lea [email protected]
eDitoRiaL aSSiStant Chloe [email protected]
oFFiCe ManageR Donna [email protected]
PUBLISHED BY TGP, Inc.244 Chestnut St., Suite 202Nutley, NJ 07110973-667-6922 FAX 973-235-1963
Reproduction of any portions of this publication is specifically prohibited without written permission from the publisher. The opinions and ideas appearing in this magazine are not necessarily rep re sen ta tions of TGP Inc. orof the Washington Metropolitan Auto BodyAssociation (WMABA). Copyright © 2016Thomas Greco Publishing, Inc.
TALES OFDEDICATION
Way back in 2000, one of the first stories I ever wrote about the collision repair industrywas on a longtime shop owner in New Jerseywho decided to sell his business and becomean educator at an area vocational school. Considering that he had been in the industry agood 35 years at that point, it would have beena natural assumption for anyone to make thatthis individual was simply looking for a smoothride to retirement instead of rolling up hissleeves and getting his hands dirty. But this wasnot the case at all. Over the years, this personhas done everything from re-writing the autobody textbook used in his school to producingvery successful SkillsUSA competitors. He wasn’t looking for an easy job; he was looking tohelp his industry by revolutionizing the educationalopportunities available to students in his area.He succeeded.
In 2008, I got to know a young lady whowon the SkillsUSA competition in Massachusettsand later competed at the National LeadershipConference. This past April, I had a chance tocatch up with her when she returned to the siteof her original SkillsUSA victory to volunteer hertime at the 2016 edition. Not only is she workingin the industry (and at a very prominent facility, I
Joel gausten(973) 600-9288
10 August 2016
WMaBa oFFiCeRSpReSiDent Mark Schaech, Jr.
[email protected] 410-358-5155ViCe pReSiDent torchy Chandler
[email protected] 410-309-2242tReaSuReR Barry Dorn
[email protected] 804-746-3928SeCRetaRy phil Rice
[email protected] 540-846-6617iMMeDiate paSt pReSiDent Don Beaver
[email protected] 443-539-4200 ext. 17061
BoaRD oF DiReCtoRS
should add), but also recently earned her law degree in the hopes of using her legalknowledge to help the industry she loves.
My reason for sharing these stories is to demonstrate that some of the finest, mostdedicated people in the collision repair field can be found at the education level. In a fewweeks, vocational school programs throughout the WMABA region will be opening theirdoors to students. Once the school year is in session, do yourself a favor and find the timeto become involved in your area school’s Advisory Committee and meet with instructors orvolunteer to have your shop serve as the location of a live tour. I guarantee that this willnot only strengthen your ties to your future workforce, but will also put you in direct contactwith extraordinary folks working to shape the future of this industry. H&D
EDITOR’SMESSAGE
11August 2016
EXECUTIVE DIRECTOR’S Jordan Hendler(804) 789-9649
When you look at someone, do youever ask the question, “What kind of leaderwould this person be?” Truly, I do this all thetime. Internally, I size up the personality I’mengaged with to find out if they would be ateam player, micro-manager, “seagull” ormaybe even a friend. What comes to memost often is how they could be as aWMABA leader.
In my line of work, the best leader hasyour back when the going gets rough. Notjust to console, but to push you to be betterand do better with their advice and support. I have to tell you that the folks we work withas WMABA Board members are as great asthey come. They have wonderful ideas, are dedicated, play well with others and genuinely want to see a better industry. Howdo we get such luck?
At the Golf Outing, we had a “surpriseprize” for Immediate Past President DonBeaver. It was his President’s Plaque forserving as our captain for two terms. Anyonewho knows him knows he’s just the best mixof kindest and spitfire you’ll ever find. I tellhim every time we talk that he’s my favoriteperson. He laughs, but it’s actually true. We’vehad ups and downs in legislation together,been through difficult parts discussions andheld plenty of WMABA meetings, and he’sled us through some of our most trying timesas our industry shifts and changes by the millisecond.
He already has a full-time job. Just likeall of you, he puts in 40-plus hours a weekwhile still having a three-to four-hour dailycommute. Do you also know him as your I-CAR instructor? Well, he does that, too.Even though his term has passed, he still attends our events, participates on the Boardand works with me on particular issues thathe has experience with.
Every year, we ask for support of peopleon the Board and vendors as sponsors. Every
time, I am so pleasantly humbled by thosewilling to step up and help us continue forward with our mission. I hope that in mylifetime, we can see a vibrant young group of people enthusiastically producing in ourfield while also giving of themselves for thebetterment of all.
Don is a shining example of what wecan all do when we set our hearts on such acourse. Thank you, Don, for all that you dofor all of us!H&D
MESSAGE
12 August 2016
Check the WMABA website and newsletters for regular updates andreports from the Executive Director’s perspective.
LEADERS SOMETIMES EMERGE
Former WMaBa president Don Beaver (center, pictured with phil Rice and Jordan Hendler) was honored for his efforts on behalf of the association.
THANKS
YOU
WMABA thankstheir generous
supporters of theCorporateSponsor Programfor 2016!
We encourageYOUR SUPPORT
of those whoSUPPORT US!
For more information about the sponsorship program,
please contact Executive Director Jordan Hendlerat (804) 789-9649
Automotive Training InstituteCertified Automotive Parts Association
FinishMasterMid-Atlantic Paint & Supply
National Coatings and SuppliesWheelsOnsitewww.wmaba.com
LEVEL 1
LEVEL 2
13August 2016
©2014 Toyota Motor Sales, U.S.A., Inc.
WE KNOW WHAT YOU’RE THINKING.
We get it.
You want the best part for a Toyota, but you’ve got to knowwhen and how much.
Well, now you can. In addition to tools that can help you findand order the right VIN-based parts, now you can see if it’s instock, schedule the delivery, even see your shop’s net price from your participating Toyota Dealer.*
Now you’re thinking: “Cool!”
YOU WANT TO KNOWIF THE PART’S IN STOCK,HOW MUCH IT COSTS,AND WHEN IT’S GONNA GET THERE.
ToyotaPartsAndService.com
Jerry’s Toyota8001 Belair RoadBaltimore, MD 21236Toll Free: 877-838-5114Direct: 410-661-4610FAX: 443-455-1453www.jerrystoyota.com
Alexandria Toyota3750 Jefferson Davis HighwayAlexandria, VA 22305Toll Free: 800-766-9767Phone: 703-836-8476Fax: 703-684-3468www.alexandriatoyota.com
Koons Tysons Toyota8610 Leesburg PikeVienna, VA 22182Phone: 703-790-8310Fax: 703-356-9081www.koons.com
Antwerpen Toyota12420 Auto DriveClarksville, MD 21029Phone: 410-988-9272Fax: [email protected]
R&H Toyota15 Music Fair RoadOwings Mills, MD 21117Direct: 410-363-4502Toll Free: 1-866-692-2787Fax: [email protected]
Checkered Flag Toyota5301 Virginia Beach BoulevardVirginia Beach, VA 23462PH: 757-687-3443FAX: 757-687-3437www.checkeredflag.com
Ourisman Fairfax Toyota10441 Lee HighwayFairfax, VA 22030Toll Free: 800-626-2236Direct: 703-273-2236Fax: [email protected]
Younger Toyota1935 Dual HighwayHagerstown, MD 21740Phone: 800-296-1190Fax: [email protected]
Koons Toyota Annapolis1107 West StreetAnnapolis,MD 21401Phone:(800)262-3330Fax:(410)[email protected]
For Toyota Genuine Parts please call one of these authorized local Toyota Dealers:
14 August 2016
JOIN TODAY!
15August 2016
Thomas Greco Publishing, Inc., publishers of Hammer & Dolly, New Jersey Automotive, New England AutomotiveReport, AASP-MN News and Wisconsin Automotive News, is pleased to announce the addition of Chloe Durante as thecompany’s editorial assistant.
A 2013 graduate of Montclair State University, Durantewill assist Editorial Director Joel Gausten in developing editorial content for Hammer & Dolly, covering industryevents and interviewing members of the WMABA community.
“It’s always great to welcome new blood into the company,” offers TGP, Inc. President Thomas Greco. “Chloebrings a fresh perspective into TGP, and I’m sure she will dothe same with the automotive repair industry.”
Chloe Durante can be reached at (973) 667-6922 [email protected]. H&D
NEWSFLASHGreco Publishing WelcomesEditorial AssistantChloe Durante
Criswell Honda19525 Amaranth Rd.Germantown, MD 20874-1201PH: 866-562-2898FAX:240-864-7165www.criswellauto.com
Koons Honda7105 Sudley Rd.Manassas, VA 20109PH: 703-366-1010FAX: 703-365-8117www.koonshonda.com
Hendrick Honda14201 Jefferson Davis HwyWoodbridge, VA 22191Direct: 703-690-7777FAX: 703-490-2058www.hendrickonline.com
Ourisman Honda3371 Ft. Meade Rd.Laurel, MD 20724Direct: 301-498-6050Fax: 301-498-0157www.laurelhonda.com
Honda of Tysons Corner1580 Spring Hill Rd.Vienna, VA 22182PH: 703-749-6651Direct: 866-658-0841FAX: 703-821-4229www.hondatysonscorner.comE-mail:[email protected]
Miller Honda3985 Valley PikeWinchester, VA 22602Direct: 800-296-5020Direct Local: 540-868-9916Fax: 540-869-1074E-mail: [email protected]
Honda collision repair parts are engineered and manufactured to Honda standards. In the collision-repair business, time is money, and you can’t waste time on parts thatalmost fit properly. Use Genuine Honda replacement parts. Your reputation depends on it.
For Genuine Honda parts, contact these Authorized Honda dealers.
It Takes Genuine Honda Collision Repair PartsTo Achieve a Genuine Honda Fit.
17August 2016
Reaching out topotential employees.
From body technicians to painters to customer service representatives, CaliberCollision was more than pleased with the turnout of potential candidates who attendedtheir Job Fair in Randallstown, MD on June 25.
According to Kimberly Parson, regional manager of Caliber Collision, “The desirableemployee appeared passionate about restoring vehicles and was looking for an opportunity to drive their career forward by meeting with current team members.”
Throughout the Saturday event, possible new hires were given the opportunity tointerview on-site for open or upcoming positions.
Parson stresses that Caliber Collision is adamant about “doing the right thing”when it comes to their customers.
“The Job Fair was an inspiration to the neighborhood and the community,” shesays.
Of course, the only way to achieve customer satisfaction is by hiring only thebest employees who truly want to be there. From the very start, Caliber Collision offers extensive incentives and benefits to joining their team, including various healthinsurance plans, company paid life insurance, automatic enrollment in 401(k) FidelityInvestments, flexible spending accounts and paid time off.
“Caliber is committed to restoring the rhythm of your life, and I felt that the Baltimore Job Fair restored the rhythm of the future of our industry,” offers Parson.“We touched lives today and are empowered by the fact that we can hire and fill others’ lives with the culture of Caliber. BALTIMORE, here we GROW!”
Various Caliber Collision Job Fairs are offered every other month in different locations based upon areas of growth; however, those who were unable to attend theevent or any other upcoming events are encouraged to apply via calibercollision.com/employment. H&D
Best and Brightest Attend Caliber Collision Job Fair
LOCALNEWS
19August 2016
By CHLoe DuRante
Caliber’s Job Fair provided a fun atmosphere for company reps and potential employees alike.
YOUR ROAD TO
SUCCESSSTARTS HERE.
Caliber Collision embraces diversity in the workplace and is an Equal OpportunityEmployer. All qualified applicants will receive consideration for employment with-out regard to race, national origin, age, sex, religion, disability, sexual orientation,marital status, veteran status, gender identity or expression, or any other basisprotected by local, state or federal law.
Caliber Collision is rapidly growingwith 400+ centers nationwide
including 50+ here in the Mid Atlantic.Join us, as we “restore our customers
to the rhythm of their lives”.
Potential for sign on bonusfor qualified techs.
Following are the job categories:
Body Technicians
Collision Repair Estimators
Please visitCaliberCollision.comfor more information.
Contact Monte Sanchezfor confidential consideration.
20 August 2016
We all know the familiar saying, “There’sno ‘I’ in team.” But for father-and-son techniciansJohn and Justin Hatton of Sisk Auto Body,being a team is simply their way of life. WithJohn having over 35 years of collision repairexperience under his belt, it was inevitable forhis son, Justin, to follow in his footsteps.
Justin hadn’t always had the privilege of working at the same auto body shop as his dad prior to them both starting at Sisk inDecember of 2014. Before Sisk, the Hattonsspent years working on and off together atvarious shops, but they both agree that therereally is nothing better than working for a family-run business.
“We wish we would have come here 30years ago,” Justin says. “It’s a great workingenvironment. They make you feel appreciated,and they have lived up to everything they said.There are a lot of places out there whereyou’re treated like just a number.”
Some people think that working side-by-side with a parent has the potential to proposesome serious challenges, but Justin says thathe “wouldn’t have it any other way.” He grewup watching his father transform helplessdings, scratches and major dents into beautifullyfinished vehicles with patience and care.
“I’ve been very successful because of myfather,” he shares. “There’s no other person Iwould rather learn from than him. I’m not justsaying that because he’s my dad, but becauseof his work ethic and how thorough he is. Hecares about what he does and takes greatpride in his work. That alone goes a long way.My dad and I take our time with every projectpresented to us, and that is how we are sosuccessful.” John has taught his son everythinghe knows about the industry. In fact, they getalong so well that John entrusted his son to doall the talking for this piece.
Over the years, Justin and his fatherhave adapted to an ever-changing industrywith ease. As vehicles transition to being
electronic-based, technicians must becomemore technologically savvy. Justin believesthe quality of the technicians depends on theefficiency of the body shop to provide themwith the updated tools and training needed forthese more complicated vehicles.
“As a shop, you have to be prepared foranything,” he observes.
When he’s not repairing cars at the shop,Justin spends most of his time with his wife,Ashley, and their three children, McKenzie,Sheyenne and Luke. A sports fanatic, his hobbies
include going to autograph shows with Ashley.When they do find the time for a weekend getaway to a Redskins game, Grandpa Johnis there to spend some quality time with hisgrandkids.
The relationship between father and soncan be a complicated one, but not for Johnand Justin. They go above and beyond fortheir customers, team members at Sisk AutoBody and, of course, each other. H&D
THE MONTHTECHNICIANS OF
JOHN AND JUSTIN HATTON
By CHLoe DuRante
Hammer & Dolly chats with the WMABAcommunity’s most inspiring repairers.
If you would like to nominate someone as Technicianof the Month, please contact Hammer & Dolly Editorial
Assistant Chloe Durante at [email protected]
Justin (left) and John Hatton are an inspiring father-and-son team.
21August 2016
NATIONAL FEATURE
The largest collision industry event of2016 will soon be here.
During the first four days of November,over 100,000 automotive enthusiasts fromaround the globe will gather at the Las VegasConvention Center for the 2016 SEMA Show.Once again, the WMABA-affiliated Society ofCollision Repair Specialists (SCRS) will host anextensive auto body industry program at theShow, including more than two dozen classes inits Repairer Driven Education (RDE) Series.Speaking with Hammer & Dolly at the start ofthe summer, SCRS Executive Director AaronSchulenburg was anticipating another record-breaking event in terms of attendance and exhibitor support.
“Our projections are up from where wewere at this time last year,” he says. “It showsthat SEMA is continuing to grow from a collisionstandpoint, and it’s exciting to watch.”
The ongoing success and popularity of theRDE Series has been due to its commitment toproviding relevant content. This year’s RDE
THE BIGGESTGETS BETTER:
SEMA 2016TAKESSHAPE
Repairers prepfor Vegas.
courses have been individually selected or crafted by SCRS because thecontent specifically focuses on information and issues that are relevant tocollision repair professionals operating in today’s marketplace.
“The key has been listening to feedback and communicating withour members and shops that attend the programs,” explains Schulenburg.“We’re able to find out what resonates with them and what issuesthey’re facing in the businesses, and then we identify sessions that helpto address those things.”
With growing use of accident avoidance systems, 80 percent of allrepairs are limited to one to three non-structural panels. So how willshops investing in delivering high quality, OEM-quality repairs contendwith insurers seeking fast track, low-cost repair solutions? How can youoptimize your opportunities, and what preparation is necessary to tapinto future trends? During “The Future Landscape of Accident Repairs”on November 1, automotive equipment expert and current SCRS Boardmember Dave Gruskos (Reliable Automotive Equipment, Inc.) will updateattendees on future automaker programs that will work with the collisionrepair facility to build a bridge in order to increase consumers’ satisfaction.
Another SCRS Board member, Tim Ronak of AkzoNobel Automotiveand Aerospace Coatings NA, will be on hand to present “You Charge‘How Much’ Per Hour?”(also on November 1). This session will explorethe rapidly declining labor gross profit percentage due directly to the requiredadditional costs of investment in equipment, facility and training for technicians to remain capable of safe repairs. Strategies will be exploredto understand the pricing mechanisms at shops’ disposal to offset theserising business costs to justify a return on that capital expenditure. Attendeeswill learn:
What the collision industry labor profitability trends look like now(and looked like over the last several years);Why to invest in additional facility, equipment or training (and how
much total money is necessary);How to identify the real opportunity cost to the business with
technical staff away for training (and how to quantify that cost);How to define and calculate ROI on the capital investment required
for training and tooling (and what level of return is reasonable to expect);How to equate the additional capital expense for facility, equipment
and training into a reimbursable charge; andHow to rectify if additional invested costs of training should be
passed on to customers or if they are “just a cost of doing business.”
Have you ever heard an insurance appraiser say, “You are the onlyone who asks to be paid for that”? Well, this year’s RDE attendees willfind out the truth of who pays for what, based on quarterly surveys conductedby WMABA mainstay Mike Anderson (Collision Advice) and the CRASHNetwork, during “Who Pays for What? Interpreting the Results for YourBusiness” on November 2.
“Mike is one of the most dynamic presenters and speakers in thisindustry, and that’s because of his energy and passion for helping peoplesucceed and be better in business,” Schulenburg says. “He has done alot of research surrounding what the industry looks like, from the surveyshe’s conducting with [CRASH Network’s] John Yoswick. Through doing
that research and study, he is dedicated to helping people understandwhat’s going on in the market.”
With technology rapidly changing throughout the industry, SCRSaims to use SEMA 2016 as a way to showcase crucial developments inthe collision repair field. During “Advanced Vehicle Systems: Are WeReady?” Jake Rodenroth of Collision Diagnostic Services will help attendeesput an action plan in place to properly handle today’s vehicles and keep business partners and consumers informed. The presentation willexplore the role that diagnostics play in a collision repair environment,including providing an overview of a variety of advanced vehicle systems and how a shop should react when these systems are encountered. In Schulenburg’s mind, the goal of this content is to educate all collision industry stakeholders on the need, role and outcome of collision diagnostics.
“Scanning is a topic that is only now just exploding in the industry.Anyone who reads Hammer & Dolly or Repairer Driven News is seeinga lot of content surrounding that. As of late, there’s been a blossoming of supporting documents for shops – from automakers, SCRS and organizations like Collison Diagnostic Services – that are providing resources for them to help demonstrate why both pre- and post-scanning is necessary. We want to do everything in our control to beable to bring that information to the shops and help them understand the full scope of how this impacts their customers, as well as how it impacts them as a business.”
In addition to encouraging attendees to register for SEMA and book their hotel stays now to ensure the best deal possible, Schulenburgrecommends that they also purchase an RDE Full Series Pass.
“It’s going to give the most flexible options for the best price,” hesays. “It gives the attendee the opportunity to go to any of the SCRSfunctions that are going on.”
Of course, there’s more to SCRS’ participation at SEMA than theexceptional educational opportunities. The association will once againhost the all-day OEM Collison Repair Summit on November 3, followedthat evening by the RDE Sky Villa After-party. Details on the Summit had not yet been released at press time and will be featured (along withpreviews of more RDE classes) in next month’s Hammer & Dolly.
With only a few short months to go before SEMA 2016 touchesdown at one of the most exciting cities in the world, Schulenburg is confident that every person who invests the time to be there will have an experience like no other.
“There’s no other place available to this industry that makes youfeel so invigorated, alive and inspired to be in this business.”
For registration and more information on SCRS’ activities andevents at SEMA, visit scrs.com/rde. H&D
By JoeL gauSten
23August 2016
SEMA is a great place to get educated on the latest in repairtechnologies and vendor offerings and connect with yourgreater industry. Plan now, and this year make it happen!
- Jordan Hendler
Executive Director’s Thoughts
Photos courtesy of semashow.com
24 August 2016
25August 2016
26 August 2016
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28 August 2016
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For Original MINI parts, contact any of these authorized MINI dealers.
At your local MINI dealer, we believe that using Original MINI collision replacementparts will speed your repairs and increase your profitability. Original MINI parts assurean absolute perfect fit and function.
THE ISSUES WITH ESTIMATORS NOT HAVING REPAIR KNOWLEDGE
FEATURETECHNICAL
30 August 2016
Welcome to the age of “Millennials meetthe Dinosaurs” in the collision repair industry.To be frank, we need to include the auto insurance industry adjusters in this scenario,too. Millennials or Generation Y (sometimesthe Trophy Generation) are those born fromabout 1982 to 2004. The world often refers tothis generation by their negative traits, likenarcissism, entitlement, laziness, selfishness,rudeness, low work ethic and, of course,wanting everything to be easy. Now, the dinosaurs, or Baby Boomers, are those who refuse to acknowledge new technology andrepair procedures. They say things like:
“I have been doing this for years andnever had an issue;”“Real techs can fix that;” and (my all-time favorite) “When I was a
tech, I could fix that.”
The old dinosaurs don’t want to learn orchange, and the new puppies think theyknow it all.
With our work at P&L Consultants, wesee about 200 estimators or “damage assessors”(as we feel they should be called) a year, andour observations are that more than a fewhave become data entry slaves with poortime management skills. They get inundatedwith writing vehicles instead of analyzingthem. For many, there is little time (and, insome cases, maybe a lack of will) to exceland improve their conditions. In their defense,most have not been trained in time managementand damage analysis, and they have beensubjected to increasingly unrealistic demandsfrom their superiors. In this article, we will tryto give standard operating procedures (SOPs) tohelp these professionals eliminate the wasteand gain more time by doing it once correctly.
There are some in the damage appraisalindustry who have become number counters,who pay little or no attention to detail and justpoint and click when writing an estimate. We
believe that in order to fully blueprint or triagea vehicle, you must include pre-measure anda check of the OEM procedures. I cannot tellyou how many times we walk into a shop andsee antiquated frame or measuring equipment(or no electronic measuring at all), but see abig estimating cart. Many know I am affiliatedwith shops that are very successful, andthere are common denominators betweenthem all. These facilities:
are heavily OEM-certified with aluminum;have electronic measuring;perform full triage and pre-measuring;ensure OEM repair information is
referenced;conduct a group meeting prior to
moving the vehicle to the holding area;andsend inquiries to the Database
Enhancement Gateway (DEGWeb.org).
There is no denominator that requiresyou to have an estimating cart.
The following are key SOPs that theseshops use to help eliminate waste, knowwhat needs to be done, know what is requiredand gain more time by being efficient:
1. Wash the vehicle. This will removeany dirt, grease, grim, waxes and foreignsubstances. Additionally, this will makethe sustained damage more visible.2. Take photos. The basics should bepublic VIN plate, VIN label, mileage, license plate, four corners, the front,rear, damaged area overall and damaged area close-ups. 3. Scan the vehicle through the datalink connector (DLC). Most diagnostictrouble codes (DTCs) will not illuminatea malfunction indicator lamp (MIL). Theonly way to ensure the vehicle systemsare operating correctly is to scan the
system. Additionally, you will need tocheck the supplement restraint system(SRS) for faults and see if the occupantweight classification system (OWCS) isout of parameters. 4. Disassemble the vehicle to preparefor pre-measuring and take morephotos of the vehicle and disassembly.5. Wrap and store all non-damagedremoved components in bubblewrap.6. Measure the vehicle three- dimensionally to determine the extent of the sustained damage to the structure and suspension components. Examine the data readings to determine the repair planand which components are repairable or require replacement. 7. Begin the damage report withanalysis followed by writing (estimating). You can’t write the caruntil you’ve determined what must bedone and how to do it. 8. Now here is the key. Have twoscreens (minimum); three screensare better. Open the estimating system on one screen and the OEM techniciancollision repair information site (secondchoice is ALLDATA) on another. On thelast screen, open your document folderwith the position statements. First, onthe OEM repair information site, checkthe construction materials information todetermine what the substrates are(steel, aluminum, carbon, composite)and their strength classification (mildsteel [MS], high-strength steel [HSS],high-strength low alloy steel [HSLA],dual phase [DP] or ultra/advanced high-strength steel [martensitic, boron-alloy]). Review the required replacementprocedures for the replacement compo-nents and the additional materials required(rivets, adhesives, foams, chip guard,
one-time-use components and hardwareand so on). Once you are done with your research, go to the estimating databaseand start writing your damage report. Remember to keep with the family component that you are writing in, and addall the required materials and “not included”procedures in that section. Then, move tothe next family component section. Add allyour additional required procedures andoperations under the “Miscellaneous” section. Additionally, determine the required labor time for set up on the structural repair bench, structural repairtime (if allowed by the OEM), pre-measuring, measuring and anchor damage repair/primer/refinishing. Duringthe damage report writing, check with theOEM procedures. If, during the damagereport writing, there is any labor timemissing (or if the labor times listed are insufficient during the repair process),make an inquiry to DEGWeb.org. 9. After the damage report is completed,review the report with the foreman,structural repair technician and partsmanager and make any changes asnecessary on the spot. 10. Once the group meeting has concluded, print or eFax your parts list to the OEM dealer for parts priceverification. When the parts prices areverified, make any changes necessaryand then your damage report can be completed. Studies have shown that thisultimately will become your final invoice. Ifwritten accurately, it should not changemuch at all. 11. The vehicle can now be placed intothe holding area waiting for the partsto arrive and inspection by the insurer,if necessary. After the parts arrive, theforeman then can move forward with therepairs. 12. Morning meetings on progress willkeep the customer service representatives(CSRs) up to date to better inform thevehicle owners. Additionally, the morningmeetings will determine if any unforeseenissues have occurred during the repair.Remember that if the vehicle was properlyblueprinted, there should be no unknowndamage, unknown damaged components
or need for a supplement. Also, thereshould be no parts delays, because youshould not have started repairs until allthe parts arrived. The only issues thatcould arise are damage to a componentduring the repair (mistake), a “sunsetted”component, an additional component beingrequired for the opposite side or a failure inshop equipment.
Now we know this sounds easy (and it is),but change is hard. The personnel must wantto change, and the management in the facilitymust lead the way. How can you start change?The best advice we can give you is to followthe SOPs in this feature. You also need toTRAIN, READ (and READ again), PRACTICEand, when necessary, COMPLAIN.
TRAIN by taking classes on automotiverepair (I-CAR, P&L Consultants workshops,Collision Advice courses, videos by Repair University). Take the equipmentmanufacturer’s class for electronic measuring, wheel alignments, etc. Even if
you do not or cannot actually repair thevehicles or perform wheel alignments, youwill be able to read and understand theprintout of the data. READ the OEM procedures over and over
if you’re a damage assessor. Understandthe processes and protocols, and neverassume. If you have any questions, askthe technician. Read the technical articlesin Hammer & Dolly. Subscribe to and read Repairer Driven News by SCRS (repairerdrivennews.org). READ the equipment manufacturers’
manuals, the Procedural Pages (P-Pages)for all three systems and the laws for insurance and repair facilities for yourstate. PRACTICE like when you first learned
the estimating database system you currently use. You may have hated it, butyou kept doing it and eventually learned thesystem. Now, you will need to practicemeasuring vehicles, scanning vehicles
By LaRRy Montanez iii, CDa & JeFF Lange, pe
SOPs and straight talkfrom industry experts.
31August 2016
continued on page 40
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HYUNDAI IS PROUD OF ITS REPUTATION FOR QUALITY AND SERVICE.SO ARE THE DEALERS AND BODY SHOPS WHO RELY ON GENUINE HYUNDAI PARTS. TO MAKE CERTAIN THAT YOU GET THE RIGHT HYUNDAI PART, ASK FOR THE WHOLESALE
PARTS SPECIALIST AT THESE FINE DEALERS. Buy Hyundai Parts.
For Genuine Hyundai parts, contact these Authorized Hyundai Dealers.
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Malloy Hyundai1880 Opitz Blvd.Woodbridge, VA 22191Parts Direct: 703-490-8263Fax: 703-490-3864E-mail: [email protected]
Checkered Flag Hyundai3033 Virginia Beach Blvd.Virginia Beach, VA 23452Phone: 757-687-3463Fax: 757-687-3468hyundai.checkeredflag.com
Bob Bell Hyundai7125 Ritchie HighwayGlen Burnie, MD 20161Phone: 410-689-3038Fax: 410-766-1275www.bobbellhyundai.com
32 August 2016
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34 August 2016
COVER STORY A look back on a great day.
1
2016 WMABA GolfOuting HIGHLIGHTS
June 22, 2016Virginia Oaks Golf Club,
Gainesville, VABenefiting the Jerry DaltonMemorial Education Fund
Always, in Memory of John A. Mattos
Photos by Alicia Figurelli
2 3
4 5 6
7 8 9
Left to Right:
Mark’s Body Shop team: Mark Schaech, Jr.,Jason McLaughlin, Dave Harris
FinishMaster team: Bruce Black, Michelle Lilja,Don kim, James Boggs
Chesapeake automotive equipment team: Joe Vitale, tom price, Jet taylor, Dalton taylor
1 2 3
auto paint Supply team: Ross Mountcasel, Bobamos, Randy Lewis, Lee arms
auto paint Supply team (2): tom Dixon, paulCook, troy Bartz, Ron Mountcasel
akzo nobel team: Jim turpin, Larry Storck, Jimaldrich
4 5 6
akzo nobel team (2): andrew Boehm, artrnantabutr, RJ Henderson, Mike paul
akzo nobel team (3): Lance ellison, tom Butterworth, Steve McMahon
Sherwin-Williams team: Stephen Haney, JakeWren, Brandon Meyer, David Fisher
7 8 9
35August 2016
10 11 12
13 14 15
16 17 18
insurance auto auctions team: keith egan,Michael Jordan, Bill Mayer, Joe Lacy
Wheelsonsite team: ethan zavacky, Markzavacky, austin zavacky, arnie Wetzel
Single Source team: Wayne anderson, ChrisLaflame, ed Carlisle, Walter Hughes
10 11 12
ppg team (pictured with Jeff Hendler at far left):Mark Miller, Jason gimesky
ppg team (2): James Coggins, Jr., eugene Cayton, Matt kessler, James Coggins V
ppg team (3): glenn ellison, John Choi, kevinJin, zack Driskill
13 14 15
Service king team: kirk Robinson, RaymondSanchez, Jim Fore, Justin Baxter
packer norris parts team: Dennis elliott, paulRemson, Dennis Boyle
national Coatings & Supplies team: Jerry kerns,Rick plum, Jason Munro
16 17 18
19 20 21
Mid-atlantic paint & Supply team: phillip Wil-son, Ralph krzielec, Scott Cottrell, Sam Chase
BaSF team: Craig Schiffbauer, gary Miller, thadgreen
BaSF team (2): John Morris, Jack Vogel, Johnpoole
19 20 21
2016 HOLE SPONSORSChandler’s Collision Center
Hammer & Dollyinsurance auto auctions
karen Radley acura VolkswagenMark’s Body Shop
Springfield auto Bodythomas greco publishing, inc.
BEVERAGE CART SPONSORMid-atlantic paint & Supply
CLOSEST-TO-THE-PIN SPONSORB&R associates
BEAT THE PRO SPONSORBrandywine automotive parts
WMABA would like to thank these sponsors for making this year’s Golf Outing such a success:
COVER STORY
tournament Winnerppg team
Closest-to-the-pin WinnerMark zavacky (hole #15)
Closest-to-the-pin Winnerartr nantabutr (hole #5)
Closest-to-the-pin WinnerJames Coggins V (hole #11)
pro-assist Raffle Winner paul Remson
36 August 2016
LEVEL 1 SPONSORS LEVEL 2 SPONSORSautomotive training institute
Certified automotiveparts association
FinishMaster
Mid-atlantic paint & Supply
national Coatings & Supplies
Wheelsonsite
37August 2016
If you’re putting together a marketingstrategy for a body shop, Local SEO (SearchEngine Optimization) needs to be at the top ofyour to-do list. Local SEO isn’t just about trafficto your website; it’s also about managing yourcompany’s reputation in your service area.
What is Local SEO?Even if this is the first time you’re hearing
about Local SEO, you’ve probably gatheredthat this has something to do with getting moretraffic to your company website by improvingyour rankings in search engines. The word“Local” probably tips you off to the fact thatwe’re talking about getting more website trafficfrom customers searching for services in yourlocal area. However, being successful withLocal SEO goes beyond adding the name ofyour city to the keywords you’re trying to rankfor. Local SEO has a different algorithm than“traditional” SEO and therefore requires differentstrategies for success.
What Are the Rules?While traditional SEO is heavily influenced
by inbound links coming from other websites,Local SEO relies heavily on a ranking factorcalled “citations.” Citations come from anyother website that has your business name,address and phone number, and don’t necessarily need to include a clickable hyperlink toyour website to have a positive (or negative)impact on your Local SEO.
NAP ConsistencyAnother way that Local SEO is different
from Traditional SEO is in the importance ofyour Google My Business listing. When we talkabout name, address and phone number (orNAP) consistency, what we’re really talkingabout is having your citations have informationthat matches your Google My Business listing.
If you’re hoping to get started with LocalSEO but you haven’t verified your Google MyBusiness listing, that should be what you dobefore you try to do anything else. If you havea multiple location organization, you need tomake sure you have different Google My Businesslistings for each of your locations.
PRO TIP: Add a unique UTM (urchintracking module) code to your Google My Business URL to track traffic to your website fromthis source in Google Analytics. If you don’t,Google shows this as direct traffic to your web-site. Google provides an online URL builder(tinyurl.com/ln4nx7z) to make this processeasier.
Unlike Traditional SEO, we aren’t just optimizing the website for search traffic; we’realso optimizing your Google My Business list-ing to achieve higher search rankings.
Local SEOBasics
MARKETING FEATURE
38 August 2016
Maximizing yourWeb potential.
By Lee eMMonSThe more citations that exist online that
include the name, address and phone numberinformation of your business that is consistentwith your Google My Business listing, the moreverified and trustworthy Google considers yourlisting to be. If Google feels that your listing istrustworthy, it is more likely to show that listingin what is called the local “map pack.”
The map pack takes up valuable real estate on the SERP (Search Engine ResultsPage), and usually trumps organic results. In other words, you can be #1 on page one organically, but still be at least four resultsdown. And if you’re only #4 on page one, thatmeans you were very lucky because Googledecided not to deliver any AdWords ads (moreon this later).
If you’ve made sure that your Google MyBusiness listing is accurate, you can move on tostep 2, which is to put a plan in place to make surethat your other business listings are accurate. Ifyou haven’t nailed your NAP consistency, you’regoing to have a very tough time having anysuccess from Local SEO.
PRO TIP: “What about call tracking?”Good question. I am a strong advocate of calltracking and have spoken of its importancepreviously in this publication. Some might ask if call tracking ruins NAP consistency. The answer is yes, it can, if you do it wrong. Thekey is to use a dynamic script (also called “Dynamic Number Insertion”) that allows you tohard-code the correct number on your websitewhile changing the appearance of that number for
people who visit your website from a leadsource. As long as the correct number is hard-coded, Google and other data providers willrecognize this as the number for your business.This has been proven to be Local SEO-safe,as none of the other tracking numbers will beindexed with Dynamic Number Insertion.1
Some directories (like Yelp and Kudzu)suggest hard-coded call tracking numbers.This, unfortunately, does cause NAP inconsistencies and should be turned off. An inconsistent phone number on a citation as important as Yelp is significant.
How Do You Correct Your Business Information on All Those Websites?
You might be thinking, “How can I possiblymake sure my information is correct on all ofthe hundreds of business directories that areout there?” Fortunately, there are scalable solutions.
First and foremost, make sure your information is correct with the four maindata aggregators: Neustar/Localeze, Factual, Acziom and Infogroup. Hundredsof directories pull their information fromthese providers. If your information is correct here, you’ve created conditions for long-term data accuracy.Second, there are services that
synchronize and correct your listings. I have worked (and currently work) with a number of these services. The one thatwe prefer covers the main data providersa large number of important directoriesand synchronizes business information onGPS systems and navigation systems formajor vehicle manufacturers (which I feelis great for body shops).
ReviewsThe quantity of reviews with text on your
Google My Business page is another importantranking factor for that Google listing.2 Generating positive reviews should be considered
a vital component in your Local SEO strategy.Not only does it help to optimize your businesslistings so that they show up in search algorithms,but it optimizes the experience for the user.
Studies show that 88 percent of consumershave read reviews to determine the quality of a local business.3 One of the most importantreasons that they are searching for you in localresults in the first place is to find these reviewsto determine if they can trust you with the secondlargest investment they are likely to make –their car.
If you aren’t actively trying to encouragereviews, you may be allowing disgruntled ordifficult customers to take control of your onlinepresence. Every business, no matter how well-run,has bad experiences with customers. Mostconsumers understand this; however, they doexpect your overall star rating to be high andthe negative feedback to be relatively rare. Astudy by Harvard Business School found thatfor each star you don’t have in your Yelp rating,you could be losing out on five to nine percentof annual revenue.4
On-Page Optimization and Local Link Building
Even though there are things that areunique to Local SEO, some of the rules of Traditional SEO still do apply, although withslight differences. Make sure you don’t forgetthe rules of good traditional SEO, and be conscious of the following:
Your website’s on-page keyword optimization is as good as it can be. Theslight difference here is that you’ll beadding your target city to your keyword.Your website’s speed and user experience
are optimized. Make sure you have greatcontent that serves the needs of the visitorsto your website. The local twist on this isthat you should take into considerationthat you’re speaking directly to a local audience. Include information that’s useful
39August 2016
Lee Emmons is chief marketing officer of AP Media based in Sykesville, MD. His public relations and marketing efforts on behalf of collision repair shops throughout the Mid-Atlantic have gained industry press coverage for those shops in trade publications and localmedia. He and his agency are certified Google Partners, with certifications in AdWords and in Google’s Video Advertising Advanced Certification. Marketing for auto body shops has become his passion and personal area of expertise. You can visit his company’s websiteat absoluteperfectionMedia.com.
continued on page 41
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EMPIRE AUTO PARTSCERTIFIED BY
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REPLACEMENT AFTERMARKETRADIATORS, A/C CONDENSERS
AND COOLING FANS
40 August 2016
The article, while sometimes harsh, is ourharsh reality. Larry and Jeff see this on a dailybasis. What’s worse, shops that need help themost probably have no idea how much betterthey could be.
- Jordan Hendler
Executive Director’s Thoughts
and reading wheel alignment readouts,measuring data and scan codes. COMPLAIN when you review your
damage reports and management systems,speak with your technicians and find in-adequate labor charges, efficienciesand/or no labor time at all on procedures.This is when you will need to make an inquiry to DEGWeb.org to have them assist in correcting the mistake.
We hope this article helps you set upSOPs and make the necessary changes to become a more successful, efficient andknowledgeable damage assessor. H&D
Larry Montanez, CDA is co-owner of P&LConsultants with Peter Pratti Jr. P&L Consultantswork with collision repair shops on estimating,production and proper repair procedures. P&Lconducts repair workshops on MIG & ResistanceWelding, Measuring for Estimating and AdvancedEstimating Skills. P&L also conducts investiga-tions for insurers and repair shops for improperrepairs, collision reparability and estimating issues. Larry is ISO 9606-2 Certified for Audiand Mercedes-Benz and is a certified technicianfor multiple OEM Collision Repair Programs.P&L can be reached by contacting Larry at(718) 891-4018 (office), (917) 860-3588 (cell)or [email protected].
Jeff Lange, PE is president of Lange TechnicalServices, Ltd. of Deer Park, NY (www.LangeTech.net). Jeff is a Licensed New York StateProfessional Engineer who specializes in investigating vehicle and component failures.Lange Technical Services, Ltd. is an investigativeengineering firm performing forensic vehicleexaminations and analysis for accident recon-struction, products liability and insurance issues. Jeff can be reached at (631) 667-6128or by email at [email protected].
TECHNICAL FEATUREcontinued from page 31
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41August 2016
MARKETING FEATUREcontinued from page 39
to people who want to understand more about the market or even the neighborhood you’re in. Create contentthat might attract links from other localwebsites.Link-building is also still important for
Local SEO. There are several localtwists on this ranking factor. For one, theauthority of the website linking to you isnot as important as the local relevance.If you have a very low-authority localschool website that wants you to do an affordable sponsorship of an event, andthis will create a link back to you, youshould go for it! The fact that it’s a localschool will help you with local results.
AdWordsFinally, I’d like to discuss AdWords.
Some Local SEO enthusiasts are lamentingrecent and upcoming changes to AdWords inwhich paid Google advertising is beginningto show up in the map pack5 and otherplaces that were considered Local SEO“territory.”6
The truth is, even without thesechanges, AdWords has been a part of LocalSEO for years. Any valuable commercialsearch, including local searches, will have upto four AdWords results at the top of theSERP. That means above the map pack andway above organic results.
So, yes, paid advertising on Google is a necessary and important component tohaving an effective Local SEO strategy. Thegood news is that if you cover all your bases– listings, reputation management and AdWords – you’ll see a significant return on your investment. H&D
1. searchenginejournal.com/truth-seo-call-tracking/67877/2. moz.com/blog/local-search-ranking-factors-20153. searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-1958034. hbswk.hbs.edu/item/reviews-reputation-and-revenue-the-case-of-yelp-com5. searchengineland.com/google-confirms-ads-coming-local-pack-2524076. searchengineland.com/google-ads-local-finder-results-maps-not-search-partner-247779
As if management of a collision shop wasn’thard enough, now you need to manage an on-line version of it as well. That aside, it really isvital to your success to manage and mitigateyour online presence. You cannot rely on in-surer relationships to keep a referred cus-tomer who sees terrible online reviews.
- Jordan Hendler
Executive Director’s Thoughts
42 August 2016
43August 2016
MESSAGEPRESIDENT’S Mark Schaech, Jr.
(410) [email protected]
I appreciate WMABA working on my behalf at the state capitol(s)!Here is my contribution to the legislative efforts.
Name: ______________________________________Company: __________________________________
Address: __________________________________________________________________________________
City:____________________________________________State: ______________________Zip: ________
Phone: ______________________________Email: ____________________________________________
Donation Amount: $50 $100 $500 Other ________________
Check Enclosed Credit Card (Visa, Amex, MC)# __________________________________________________________ Exp: ________
Name on Card: ______________________________Signature: __________________________________
P.O. Box 3157 • Mechanicsville, VA 23116
WE NEED YOUR LEGISLATIVE CONTRIBUTION!
44 August 2016
insurance companies (some good and somebad), but we do not argue, because it’s notour vehicle and not our insurance policy. We educate consumers and do our best toeducate insurance representatives who wantto learn.
If your doctor said, “You need a hearttransplant or you may die,” but your insurance
company said they were “only going to payfor blood thinners,” what would you do? Weare faced with similar issues daily. Do what’sright for your customer and let him or hermake the final decision to deal with his or her own insurance company. In the end, yourcustomer will respect your honesty and integrity.
H&D
“How Can I Makethe InsuranceCompany Pay?”
I recently read an article written by myold career coach, Barrett Smith from AutoDamage Experts (ADE). He used to tell me all the time, “YOU cannot make an insurance company pay anything becausethey do not owe YOU anything.” All we can do is identify our true customers (thevehicle owners) and offer quality parts andlabor procedures that restore their vehiclesto pre-loss condition with respect to safety,function and appearance. We do this bystrictly adhering to the manufacturer’sguidelines and recommendations.
As humble service providers, we canonly make recommendations based on our expert opinions and experiences andoffer reasonable prices that reflect our levelof quality, service and expertise. After that,the rest is up to the customer. Day in andday out, we interact with dozens of different
Superior service starts with superior parts.Rely on what Mazda drivers already know-Genuine Mazda parts extend a car's life.
Designed specifically for Mazda vehicles
Get the right part the first time
We're an accurate, trusted resource as close as your phone
Give us the opportunity to serve you
Contact these Mazda dealers for all your parts needs:Brown’s Fairfax Mazda10570 Lee Hwy.Fairfax, VA 22030Toll Free: 800-234-8642Phone: 703-385-3994Fax: 703-591-5348
Fitzgerald Mazda114 Baughmans Lane Frederick, MD 21702Toll Free: 800-545-4745 Fax 877-696-1841 E-mail [email protected]
Nu Car Mazda172 North Dupont Hwy.New Castle, DE 19720Toll Free: 800-346-5283Fax: 302-322-7135
Priority Mazda8525 Leesburg TurnpikeVienna, VA 22182Phone: 703-749-6500Fax: 703-749-6478e-mail: [email protected]
Fitzgerald Mazda of Annapolis1930 West Street Annapolis, MD 21401 Toll Free: 866-280-8022 Phone: 410-224-4636 Fax: 410-224-4264 www.fitzmall.com
Ourisman Mazda of Rockville801 Rockville PikeRockville, MD 20852Parts Direct: 301-340-7668Phone: 855-417-4511Fax: 240-499-2488e-mail:
www.ourismanmazdaofrockville.com
45August 2016
ADVERTISERS’INDEX
Alexandria Toyota ................................41
AP Media ............................................38
Audi Group ..........................................37
Axalta Coating Systems ......................OBC
BMW Group ........................................24-25
BMW of Fairfax....................................3
Caliber Collision ..................................19
CAPA ..................................................9
Chesapeake Automotive Equipment ..46
Collision Equipment Company ............IBC
Empire Auto Parts................................40
Ford Group ..........................................27
GM Parts Group ..................................21
Honda Group ......................................17
Hyundai Group ....................................32
Koons Ford ..........................................8
Malloy Hyundai ....................................26
Mazda Group ......................................45
MINI Group ..........................................29
Mitsubishi Group..................................28
Mopar Group ........................................16
Nissan Group ......................................33
Nucar ..................................................7
O’Donnell Honda ................................40
P&L Consultants..................................31
Packer Norris Parts ............................4
Polyvance ............................................18
Porsche Group ....................................11
PPG ....................................................IFC
Safety Regulations ..............................41
Subaru Group......................................42
Toyota Group ......................................14
USI of North America ..........................16
VW Group............................................43
Wheel Collision Center ........................46
46 August 2016
