UNI-Scoop Summer 2013

PM#

4006

9240

The Uni-SelecT bUSineSS magazine

Summer 2013

800-949-1472www.associatedequip.com

Made in USA

Tired of charge and retest messages?

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message on your electronic battery tester?• Does your electronic tester misdiagnose

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• Does your electronic tester show “Battery Good” but has no measurable CCA output under load?

• Did you know that the Carbon Pile Load Tester best replicates the actual starting function of a vehicle?

• Did you know that the Carbon Pile Load Tester tests all types of batteries including the newAGM or Gel Cell batteries?

Battery Council still views Carbon Pile Load Testing as the Gold Standard

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Cutting-Edge Technology

Made in America,


Still “The Gold Standard” For Battery Testing

UniScoopAd_May72013_Layout 1 5/2/13 1:33 PM Page 1

http://www.associatedequip.com

http://www.associatedequip.com/contest/

EditorAndrew [email protected]

Contributing EditorsAïda Benzakour(450) 641-3637 ext: [email protected]

Linda [email protected]

Joanna Kufedjian(450) 641-3637 ext: 1600 [email protected]

PublisherJim Petsis(416) [email protected] Art DirectorEllie Robinson(416)442-5600 ext [email protected]

Production ManagerKimberly Collins(416) [email protected]

Vice-President Canadian PublishingAlex Papanou

President Business Information GroupBruce Creighton

contentsSUMMER 2013

ThE Uni-SElEcT bUSinESS MagazinE

For any questions or comments, please contact your Uni-Select representative. UNI-SCOOP [sUMMeR 2013] 3

8 24

176

Directors’ Comment 4

NewsNHRA Update 6

2013 ConventionWin As One Scores With Jobbers, Installers 8Mark King: Market conditions

don’t determine growth; You do! 13

The Learning Curve 16

And the Winners are… 23

Some Final Thoughts 26

Market ReportWhat Do Shops Really Need? 28

Growth OpportunitiesSourcing For Quality 30

Product Showcase 31

Web Column The SOLOMO Principle! 34

Uni-Scoop is published by BIG Magazines LP, a division of Glacier BIG Holdings Company Ltd., a leading Canadian information company with interest in daily and community newspapers and business-to-business information services. Business Information Group is located at 80 Valleybrook Drive, Toronto, Ontario, M3B 2S9

800-949-1472www.associatedequip.com

Made in USA

Tired of charge and retest messages?

Carbon Pile Load Testing...• Are you tired of the “Charge and Retest”

message on your electronic battery tester?• Does your electronic tester misdiagnose

internal defects in the battery such as broken cold welds?

• Does your electronic tester show “Battery Good” but has no measurable CCA output under load?

• Did you know that the Carbon Pile Load Tester best replicates the actual starting function of a vehicle?

• Did you know that the Carbon Pile Load Tester tests all types of batteries including the newAGM or Gel Cell batteries?

Battery Council still views Carbon Pile Load Testing as the Gold Standard

65th Anniversary Contest Scan code or go to www.associatedequip.com/contest/ for entry details.


Made in America,


Still “The Gold Standard” For Battery Testing

UniScoopAd_May72013_Layout 1 5/2/13 1:33 PM Page 1

Cover images: ©iStockphoto/Thinkstock

mailto:[email protected]







http://issuu.com/action/page?page=4















4 [sUMMeR 2013] UNI-SCOOP

DiRectoRs’ coMMent

It seems just yesterday we were getting back from our first ever North American convention in Vegas and yet one blink and it’s already summer!

We have heard nothing but positive feedback from all those who attended! Whether it was the content of the vari-ous seminars, the entertainment, the premises, the food or the location, all who attended and provided feedback were unanimous: it exceeded their expectations! We are especial-ly thrilled to hear that many of you are actually using the tips and insights you have learned and started applying them in your day to day business– and getting positive results!

If you did not attend, you can read all about it in the up-coming pages. And better yet…attend the next one!!

Yes – that’s right – we are thinking of hosting another North American great event so SAVE THE DATE!!! It will hap-pen in February 2016! Stay tuned and keep an eye out for more details to come–!

Until then, sales are picking up and the weather is getting warmer (at least in some parts of our vast land)!

Happy selling everyone! And have a safe and sunny summer!!

Regards,

Linda Donnini Mike BuzzardSenior Director Sr. Director Marketing of Marketing, & Technology, Uni-Select Canada USA Automotive Group

Where does the time fly?

Learn more about NextGen™ at NextGenMotorOil.ca

Valvoline invented the engine oil category almost 150 years ago – and we haven’t stopped pushing new innovations since.

NextGen™ motor oil is the latest in a long line of category-changing introductions.

Made with 50% recycled oil, NextGen™ delivers 100% Valvoline engine protection. NextGen™ motor oil is great for engines and better for the environment, it exceeds industry specifi cations with reduced environmental impact compared tonon-recycled motor oil.

Naturally, NextGen™ is supported by the full force of Valvoline’s innovative marketing programs.

Welcome to the Next Generation in motor oil.

Dr. John Ellis invents motor oil

1866

Valvoline introduces the fi rst & best selling racing oilof all time

1965

Valvoline develops X-18, a single grade oil which could be used in place of 18 different specified automotive lubricants

1939

Valvoline launches DuraBlend™, the fi rst

synthetic blendmotor oil

1996Valvoline launches NextGen™, the fi rst national branded recycled motor oil

2012

2000Valvoline launches MaxLife®, the fi rstmotor oil for high mileage engines

© 2013, Ashland Inc. TM Trademark of Ashland or its subsidiaries in various countries.

Valv_History_ENG_CanTech.indd 1 3/21/12 12:57 PM

4 [sUMMeR 2013] UNI-SCOOP

Learn more about NextGen™ at NextGenMotorOil.ca

Valvoline invented the engine oil category almost 150 years ago – and we haven’t stopped pushing new innovations since.

NextGen™ motor oil is the latest in a long line of category-changing introductions.

Made with 50% recycled oil, NextGen™ delivers 100% Valvoline engine protection. NextGen™ motor oil is great for engines and better for the environment, it exceeds industry specifi cations with reduced environmental impact compared tonon-recycled motor oil.

Naturally, NextGen™ is supported by the full force of Valvoline’s innovative marketing programs.

Welcome to the Next Generation in motor oil.

Dr. John Ellis invents motor oil

1866

Valvoline introduces the fi rst & best selling racing oilof all time

1965

Valvoline develops X-18, a single grade oil which could be used in place of 18 different specified automotive lubricants

1939

Valvoline launches DuraBlend™, the fi rst

synthetic blendmotor oil

1996Valvoline launches NextGen™, the fi rst national branded recycled motor oil

2012

2000Valvoline launches MaxLife®, the fi rstmotor oil for high mileage engines

© 2013, Ashland Inc. TM Trademark of Ashland or its subsidiaries in various countries.

Valv_History_ENG_CanTech.indd 1 3/21/12 12:57 PM

www.nextgenmotoroil.ca

6 [SUMMER 2013] UNI-SCOOP UNI-SCOOP [SUMMER 2013] 7

What better way to spend a weekend than at the drag races watching brilliantly engineered high-octane racecars, flashing an array of colors

and chrome as they scream down the strip, and hearing the blips of the throttle and the roar of the crowd.

And with Uni-Select’s 2013 race series well underway, participating members are getting a true VIP experience.

Of the 20 National Hot Rod Association (NHRA) races held across the US, Uni-Select holds events for 10 exciting races, giving customers that participate in its promotional programs an opportunity to get tickets to the NHRA drag races in various regions.

This year Uni-Select has accelerated the excitement for its customers and special guests by offering a hospitality area in the pit next to the Auto Service Plus “Powered by Auto-Plus” racecar, where they serve lunch, give go odie bags and where they can watch driver Blake Alexander set up his car.

“This is a really up-close and personal experience that our customers are getting,” says Mary Olson, promotions manager for Uni-Select USA.

Kicking off 2013 for Uni-Select, the first race was the NHRA Gatornationals at the Auto-Plus Raceway in Gains-ville, Fla., March 14-17. At this epic race, the young Alexan-der debuted the Auto Service Plus Powered by Auto-Plus car on the track.

Although the second race – held May 3-5 at the Atlanta Dragway – was a rather soggy affair, Olson says that the copi-ous amount of rain that kept the cars off the track didn’t deter some 100 customers from attending the Friday event. Due

Uni-Select Revs Up 2013 NhRaSponsorshipBIG-TICKET RACING SERIES GETS NEW PERSONAL TOUCHES FOR 2013

NHRA UpdAtE

Meet Blake alexanderIf you would like to follow Blake Alexander and his results

throughout the race season you can go to his Facebook page at www.facebook.com/BlakeAlexanderRacing or his twitter page @BLAKE_FC!

This page:

Blake Alexander

suited up for

the race

By Noelle StapiNSky

to the inclement weather, the race, for which Auto-Plus is the official auto parts retailer, was postponed to the following weekend. And even though it was scheduled right before Mother’s Day, ticket-holding mem-bers returned to catch the action.

For the 44th annual Toyota NHRA Summernationals in Englishtown, NJ held at the end of May, and the Ford Thunder Valley Nationals in Bristol, Tenn., June 14-16, Uni-Se-lect customers from surrounding regions came out in droves to take in the extreme motorsport event and check out Alexander’s prowess behind the wheel.

However, the most monumental event so far this year, according to Olson, was the inaugural Auto Plus New England Nationals in Epping, N.H. The track, originally built in 1966, had never hosted an NHRA race. But with some recent enhancements, such as a concrete racing surface, this facility was able to host one of the largest race events in its history.

“We had over 700 customers from our Auto Service Plus, Auto Plus and C.A.P. (Consumer Auto Parts) stores come out to the race,” says Olson. “We had our pit hospi-tality on Friday, Saturday and Sun-day and held a big tent event on Sunday. This was a very exciting race for us to sponsor. We were also able to choose an Honorary Starter and Grand Marshall for the races,

6 [SUMMER 2013] UNI-SCOOP

who were both participants in our Auto Service Plus program.”

Leading up to this big event, Uni-Select offered consumer and retail promotions to give people the opportunity to earn tickets or buy them from Auto-Plus and C.A.P locations – through the NHRA – at a discounted rate.

“As sponsors, our goal for this branding strategy is to get more recognition in the community for the Auto-Plus and Auto Service Plus brand,” says Olson. “We also find that the majority of the custom-ers that attend our events are either the technicians or owners of auto part stores, and we hope that with the VIP experience at some of the nation’s most extraordinary drag races that they will continue to sup-port us and buy more parts from

Auto-Plus and Uni-Select.”The following is the remainder

of the schedule for the Auto-Plus events:

July 4-7 – Summit Racing Equipment NHRA – Norwalk, OHAugust 15-18 – Lucas Oil NHRA Nationals – Brainerd, MNAugust 28-Sept. 2 – NHRA US Nationals – Indianapolis, INSept. 19-22 – AAA Texas NHRA Fall Nationals – Dallas, TXOctober 3-6 – Auto Plus NHRA Nationals – Reading, PA

If you are interested in attending any of these races contact your local Auto-Plus or Uni-Select sales person for sales promotions in your area!

UNI-SCOOP [SUMMER 2013] 7

NHRA UpdAtE

Meet Blake alexanderIf you would like to follow Blake Alexander and his results

throughout the race season you can go to his Facebook page at www.facebook.com/BlakeAlexanderRacing or his twitter page @BLAKE_FC!

Blake Alexander’s crew

readies his car for a race

http://www.facebook.com/BlakeAlexanderRacing


Win As One Scores With

Jobbers, Installers

This page:

Uni-Select president Richard

Roy welcomes attendees

in As One,” Uni-Select’s first ever North Ameri-can convention and trade show, was held at the

Wynn Las Vegas Hotel February 24-27 2013. The event was truly North American in scope, with near-equal representation from Canada and the US. A total of 330 jobbers attended, 189 from the US and 141 from Canada. On the installer side attendance was 443 – 238 from the US and 205 from Canada. Altogether, when suppliers and Uni-Select staff are in-cluded, total attendance topped 1300.

“W


continued on page 10

2013 CONVENTION

CONVENTION 2013


The trade show floor was

packed with displays

by the biggest names

in the business


LArry Jumper OWner Of Jumper AutO pArtS, Inc.OrAngeburg, SOuth cArOLInA

For Larry Jumper the discussion

about the importance of social

media marketing has begun to

change the way he uses tech-

nology and new media in his

business. A Uni-Select customer

for five years, Jumper sells a

full line of auto parts, paint and

body supplies, and hydraulics

and provides services with a

complete machine shop.

Operating in a small farming

community, Jumper said the trip

was worthwhile and he’s looking

forward to either attending the

next conference in person or

sending one of his staff members.

“I learned I need to get more

involved with some of the Inter-

net stuff. How profitable that may

be, I don’t know. The Internet is a

big competitor. A lot of jobbers

don’t realize it,” Jumper said.

After two solid days at the

conference, the importance of

creating a Facebook presence

and other social media stuck in

Jumper’s mind. Upon returning

home, he called a meeting with

his staff and is now in the middle

of coming up with a social media

marketing strategy. Although his

Facebook page has yet to launch,

Jumper said it is in the works.

In addition to the learn-

ing sessions, he noted another

highlight as the ability to meet

people in person. Meeting up

with existing contacts, some

of whom he had never met in

person before, and making new

connections was a great oppor-

tunity, he said. In an age where

networking is too often digital

or on the phone, he said it was

good to speak face-to-face with

people and discuss some of his

own concerns as a jobber.

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Photo courtesy of Mark Phillips, Counterman magazine

Photo courtesy of Mark Phillips, Counterman magazine

Registration took place on the morning of Sunday February 24, with attendees free to spend the afternoon at leisure in Las Vegas. In the evening, a welcome recep-tion in the Latour Ballroom of-fered attendees a chance to relax, network and enjoy cocktails and snacks while listening to live jazz music performed by the Smooth Groove trio.

The next morning, Uni-Select president and CEO Richard Roy delivered the conference’s wel-come address. Roy traced Uni-Se-lect’s history from the initial pub-lic offering in 1985 to its current status as a major North American distributor, ranked sixth on the continent and in top spot in the Canadian market, in addition to being the most important distrib-utor of automotive paint and re-lated products in North America.

“The size of the aftermarket is growing,” Roy noted as he turned to a synopsis of prospects for the market. From US$98 billion in 2012, the market is projected to

UNI-SCOOP [SUMMER 2013] 1110 [SUMMER 2013] UNI-SCOOP

2013 CONVENTION

richard roy roy delivered the company’s vital statistics:

6100 empLOyeeS

58 AutOmOtIve dIStrIbutIOn centreS

400,000 pArtS In InventOry

450 cOrpOrAte StOreS

3200 Independent WhOLeSALerS

30,000 bOdy And repAIr ShOpS Served

the market breakdown

“the size of the aftermarket

is growing”

grow to US$111.4 billion in 2015, based on projections from the AAIA Digital Automotive After-market Factbook 2013 and AIA 2012 Outlook Study. Roy present-ed a market breakdown based on the same sources.

The DIFM-DIY split has re-mained pretty consistent over the last several years, and is project-ed to remain so through the end of 2015, with DIFM taking a sliver of aftermarket share away from DIY. It’s well known that the aver-age age of vehicles is increasing, reaching 11.3 years in 2012 – this bodes well for the aftermarket.

The market outlook, according to Roy, offers more maintenance opportunities over a long period. Product offering will have to be adjusted to service older vehicles. And the presence of more model years in active service means that more SKUs will be needed to ser-vice the fleet, and that warehouse distribution support is becoming even more essential.


CONVENTION 2013

32%

dIy

31%

dIfm (dO It fOr me)

22%deALerShIp

15%cOLLISIOn repAIr


the market breakdown

“Win As One”

tIm KnOLLOWner Of KnOLL AutOmOtIve ServIceSpLeASAnt hILLS, pennSyLvAnIA

After 35 years in business, Tim

Knoll decided it was time to

attend conferences and events.

After attending the Uni-Select

conference in February, he’s glad

he made the time. As a provider

of a full range of automotive ser-

vices, from engine and transmis-

sion repair to light collision

repair, Knoll’s family business is

embracing new trends in market-

ing and advertising.

Prior to flying to Vegas for

the conference, Knoll’s wife had

taken on the challenge of build-

ing a Facebook and social media

presence. For him, the one thing

that stood out above the rest of

the information being presented

was “the experience” and how to

manage it in a complete way.

As soon as he returned from

the conference, he called a meet-

ing with employees to discuss

what he had learned and to be-

gin to implement a few tweaks to

the way they do things. Knoll was

impressed with all of the speak-

ers and the way they encouraged

the attendees to craft “the experi-

ence” from the time the customer

calls to the time they return home

following a maintenance or

repair appointment.

“I tried to take that knowl-

edge and bring it back to my

shop and explain to my employ-

ees that it starts with a phone

call,” Knoll said.

All the marketing in the world

can get the phone to ring, but

“the experience” is what will

keep customers coming back

and happy with the service, he

said. He’s proud of his business,

both in providing good technical

and customer service, but he

wanted to reinforce to his em-

ployees the importance of ensur-

ing they have happy customers in

every respect.

Knoll also found the confer-

ence gave him the opportunity to

have meetings with Uni-Select and

manufacturers. He and his wife

both agreed that it’s clear from the

way Uni-Select treats its customers

that the company truly cares, and

that’s something he brought back

with him to his employees.


2013 CONVENTION

Roy promised to continue im-proving Uni-Select’s services and its technology offering – a critical differentiator in a fast-changing marketplace.

“Uni-Select is here to learn about upcoming trends in the in-dustry and what we need to do to continue to grow,” Roy said in wrapping up his remarks. “The purpose of this event is to enable us to hear about other industries and how they continue to excel, to share memorable moments with special guests, key supplier part-ners, and the Uni-Select family across North America. We’re here to see what new products are be-ing developed from our key ven-dors, to discuss challenges with our peers across North America, and, above all, to win as one!”

Left: Linda Donnini

with Roger Letendre

Below: Uni-Select

customers from Quebec

turned out in force

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CONVENTION 2013

mArK KIng: market conditions

don’t determine growth; you do!

This page:

Mark King delivers

his motivational

keynote, describing

his experience of a

business comeback

ark King, CEO and presi-dent of TaylorMade-Adidas Golf, followed Richard Roy with a motivational talk

about how a company can become a mar-ket leader, even in a flat economy. King started with TaylorMade as a sales rep and rose to sales manager. TaylorMade had first made a name by pioneering the “metal wood,” but by the time King had become sales manager, the company had stagnated, losing market share to competi-tors like Callaway.

M



2013 CONVENTION

rIch echternAchtOWner Of gOOd guyS AutO cAreIOWA cIty, IOWA

area, and Echternacht noted the

information he learned will be

of great benefit to those custom-

ers. Although his customers did

not attend the February confer-

ence, Echternacht’s experiences

will make him an advocate for

their attendance in the future.

The conference provided

invaluable learning and net-

working experiences, but it

also motivated Echternacht and

consumed his thoughts for the

following weeks.

“We’re really trying to tweak

our business. Any time you at-

tend these types of events, you

get inspired and it pushes you to

do better,” he said.

Next time, Echternacht plans

on attending the conference with

a sales and marketing contin-

gent, “as many of our customers

are in our banner programs.”

Good Guys Auto Care has

already begun implementing

changes such as focusing on

ensuring a positive customer

experience, marketing using

all senses and providing

consistent levels of experi-

ence. Ultimately, he plans on

improving his already excel-

lent brand experience.

Rich Echternacht may not have

known exactly what to expect

when arriving at the Las Vegas

conference, but the useful infor-

mation he picked up will likely

help him grow his business and,

in the process, help his custom-

ers increase their business.

As Echternacht explained,

there are so many auto parts

stores on the market that each

individual location does not get

much personal attention from

the manufacturers. That means

a lot of product knowledge is

missed. Uni-Select conferences

give everyone some face time

to discuss products, industry

trends and concerns.

“It exceeded my expecta-

tions hugely,” Echternacht said.

“I think there was more focus

on my customers’ business

and how to grow that business

than on how to grow my busi-

ness. I think it was very helpful

because the more I can know

about our customers and what it

takes for them to be successful,

the better we can try to adapt

ourselves to help them.”

Good Guys Auto Care

serves approximately 14 auto

care centres in the Iowa City

When the company was bought by Adidas, the new owner dumped almost all of TaylorMade’s senior management and offered the president’s job to King. The pro-motion came with a big challenge: present a three-year strategic plan to revive TaylorMade’s fortunes. King and his team had to make a decision: present a cautious, low-risk plan to restore growth in gradual increments, or throw that kind of thinking out the window and go for a complete – and risky – transformation, regaining Tay-lorMade’s leadership as the most desirable performance golf brand on the market.

“We had to choose between the safe route and the vision,” King said. “After a day of think-ing about it, we realized that of course we should try to become the best performance golf brand in the world.” This was before anyone had any idea how to ac-complish such a transformation, and the road was a long and hard one. But King’s point was that it was when management opted for the bold, transformational move that everything changed at Tay-lorMade – an experience other businesses can replicate.

“We all get overwhelmed in our jobs by all the details, the day-to-day struggles,” he said. “But what leaders forget about is that you have to take time, regardless of the size of your shop, to think about what things might look like if you did things differently. Make your own rules, reinvent the game you’re in. If we’re not pushing the enve-lope and taking risks, somebody else will. In today’s fast changing market you have to be in a transfor-mational mindset all the time.”

PORON® XRD™ EXTREME IMPACT PROTECTIONPORON XRD is a breakthrough technology used for cushioning and absorbing the shock that is associated with repetitive tasks. It’s designed specifically for ultimate comfort, flexibility and impact protection. Mechanix Wear incorporates PORON XRD technology into the palm area of its line of heavy duty, racing and professional grade gloves. Mechanix Wear Gloves. The Tool That Fits Like a Glove.®

Canada: 877.278.5822 mechanixwear.ca

Impact protection at a higher level.

M-PACT®

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RED M-PACT®

BLACK

The Roush Fenway Racing trademarks used by authority of Roush Fenway Racing, LLC

“If we’re not pushing the envelope and

taking risks, some-body else will. ”

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PORON® XRD™ EXTREME IMPACT PROTECTIONPORON XRD is a breakthrough technology used for cushioning and absorbing the shock that is associated with repetitive tasks. It’s designed specifically for ultimate comfort, flexibility and impact protection. Mechanix Wear incorporates PORON XRD technology into the palm area of its line of heavy duty, racing and professional grade gloves. Mechanix Wear Gloves. The Tool That Fits Like a Glove.®

Canada: 877.278.5822 mechanixwear.ca

Impact protection at a higher level.

M-PACT®

YELLOW M-PACT®

RED M-PACT®

BLACK

The Roush Fenway Racing trademarks used by authority of Roush Fenway Racing, LLC

www.mechanixwear.ca


2013 CONVENTION

the Learning

curvehe educational component of “Win As One” consisted of a series of seminars and presentations spread over the two-day event. Attendees were given

the opportunity to choose from a number of dif-ferent topics on each day.

T

This page:

Brent Windom

addressing

the audience


CONVENTION 2013

“Leadership for growth,” presented by Jim Knight of hard rock café Knight explained how leaders need to develop a shared mindset among their employees and create a culture where the technical and emotional sides of a customer experience – the vibes that a customer picks up, in addition to the services or products that they demand – combine to create a brand that will keep them coming back.

“driving your Sales through

uni-Select’s technology Solutions,”

presented by uni-Select’s

mike buzzard Buzzard discussed how Uni-Select’s technol-ogy arm connects consumers to the shop, connects the shops to the stores, and connect Uni-Select members to the company.

Jim Knight delivers his talk on “Leadership for Growth”

Mike Buzzard profiles Uni-Select’s technology solutions


2013 CONVENTION

“Social media 101: connecting to Win,”

presented by christopher

dick, AOL This presentation emphasized how im-portant social media have become as an element of pre-purchase research for con-sumers. Dick ran down the advantages and disadvantages of the social media “Big Three” – Facebook, Twitter and LinkedIn – and urged attendees to start planning a so-cial media campaign now.

“What to expect from your technical Service Advisor,” presented by matt Winslow of Automotive training Institute (AtI) Winslow observed that most automotive business owners are probably working harder and making less money than they hoped for when they started out. He said ATI can help with its program of coaching and mentoring for shop owners and man-agers, online training, advanced one-day workshops and onsite business analysis.

AOL’s Christopher Dick presents “Social Media 101: Connecting to Win”

Matt Winslow lays out his step-by-step guide to succession planning


CONVENTION 2013

“becoming preferred: how to Outsell your competition,” presented by michael vickers Vickers emphasized that businesses need to be able to offer something no one else can. Emotions are a more powerful stimulus to action than logic, and business leaders must develop branding strategies that put their operations top-of-mind.

“Walk a mile in their Shoes: creating customer Loyalty,” presented by tom connellan

Connellan presented a program businesses can follow to ensure that they build a loyal customer base. The key is to improve the customer experience, especially when problems occur – perfoming exceptionally well in resolving problems actually creates stronger loyalty than not having problems at all. Connellan drew a direct link between higher service levels and financial and market share gains.

Michael Vickers briefs attendees on outselling the competition

Steve hAcKettbuSIneSS OWner Of pArAgOn AutO ServIce, Inc.

SASKAtOOn, SASKAtcheWAn

Keeping up with trends in the

automotive aftermarket industry

can be tricky, but conferences

are a great way to learn what’s

new and what’s coming down the

pipe. That’s why Steve Hackett

took his entire five-person staff to

the Uni-Select conference.

Without that industry knowl-

edge, Hackett said it can be easy

to fall behind.

“I think it’s better for every-

body to go because we work

together as a team,” Hackett

said. “My technicians should

know what goes on up front, and

I should know what goes on in

the back.”

Without cooperation and

sharing of knowledge, Hackett

said teamwork suffers. Isolation

in the workplace isn’t a good

thing, and attending the confer-

ence with his staff was a great

way to ensure that team-building

continues and information is

shared among everybody at

Paragon.

The sessions were among

the highlights of the conference

for Hackett, in part because of

the valuable information being

shared. His one nit to pick was

that 45-minute sessions weren’t

long enough. Hackett said the

data being imparted was so valu-

able and interesting that he could

have sat through sessions twice

as long so he could have learned

even more.

The best sessions had to do

with business management, but

Hackett said he learned quite

a bit from the social media and

networking sessions. Paragon

was already dabbling in social

media prior to the conference,

but Hackett said he learned more

about how to use it effectively.

Hackett said he plans to

attend the conference again, and

that he’s already used tidbits

of knowledge gleaned from

the event in his own business.

Sessions on price matrices and

pricing products and services

accordingly stood out to him, and

he has implemented some minor

price changes in his business. So

far, things are working well.

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INT

“financial management: Symptoms, diagnosis & repair (three Steps to Increasing profits),” presented by Kelly bennett Bennett presented attendees with financial management tools to help them operate more successfully and ensure that repairs are done quickly and thoroughly. Bennett examined the bases of sound financial man-agement and how to prevent the pitfalls that lose money for many businesses without them even knowing.


2013 CONVENTION

Kelly Bennett

“Succession planning,” presented by matt Winslow of AtI Winslow took attendees through a step by step guide to a successful succession planning strategy, covering post-suc-cession support and the importance of basing a succession plan on sound and comprehensive metrics. Winslow said that succession should be planned for a wide variety of po-sitions, not only the top job.

IAn creASerOWner Of Lunenburg AutOLunenburg, nOvA ScOtIA

A conference that not only invited

jobbers to attend, but encour-

aged their customers to come

out as well, is what first intrigued

Ian Creaser. As Creaser saw it, he

could offer the trip to Las Vegas

as an incentive to his installers

and his customers so they could

get all the benefit of the presenta-

tions, absorb new knowledge

first-hand and meet suppliers

face-to-face.

Creaser’s group totalled six –

himself, his wife, two installers and

their wives. They enjoyed them-

selves not only at the conference,

but also in Vegas after hours.

“It was kind of an incen-

tive for them to get away from

their work and they enjoyed it,”

Creaser said. “Feedback from

them was that the presentations

were well-received. Getting to

the trade show was good, partici-

pating and just getting away for a

couple of days.”

Creaser has good things

to say about the presentations,

the keynote speakers and the

various presentations on busi-

ness development, but another

highlight for him was the trade

show and getting a preview of

products that are not yet avail-

able in the Canadian market.

He’s crossing his fingers some

of the products he saw will soon

end up north of the 49th parallel.

First on his mind upon return

was to become more social me-

dia savvy. Creaser noted it’s go-

ing to take some work, but he has

enlisted his daughter to help him

build a social media presence

and assemble a plan. To drive

customers to his Facebook page,

one of the innovative promotions

Creaser has implemented is to

offer five Air Miles to people

who “like” the Lunenburg Auto

Facebook page and then mention

it in the store. He has already had

some success with this, and he

said he’s excited to see how his

Facebook page is already grow-

ing and attracting attention.

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2013 CONVENTION

panel discussion on Industry trends One of the highlights of the conference was the open panel discussion with key industry players represented at every level – from renowned shop owners to key supplier partners – all answering questions about our industry and where we need to be in order to succeed in a flat market.

Are you looking for a Jobber Management Solution with Uni-Select Integration?Our software allows you to take full advantage of the programs offered by Uni-Select such as eModel, Data Warehouse, and ASP Central Point. Our customers are provided automated price updates and automated packslip receiving and much, much more.

Continuously enhancing our software based on the needs and requests of our customers, we recently added RF Scanning, Signature Capture and aOffice document storage. AutoPoint® is loaded with features and tools designed to save time and money for the busy store owner.

Amador of America has been providing the AutoPoint® System for 30+ years along with a premier support team. Our customers enjoy quick responses and resolutions from a support staff that understands your automotive parts business.

Amador of America would like to become your solutions provider!

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6047 Executive Centre Drive, Suite 6. Memphis TN 38134

(800) 238-7115

And the Winners Are...

he Uni-Select awards for supplier company achievement in 2012 were announced at the gala dinner on the final evening. The 2012 Sales Award went to Exide, and the 2012 Marketing Award was awarded to Dorman.

Uni-Select would like to take this opportunity to congratulate our key sup-pliers once again for outstanding fill rates in 2012:

TIn the uS:

fill rate of 92-94%

ATP Inc Mevotech

fill rate of 95% and up

Airtex Automotive Division AMS Automotive Inc BBB Electrical Grote Industries Inc Fram Group IAP Dura International Spectra Premium Industries Inc

In cAnAdA:

fill rate of 92-94%

3MASC Industries Inc Blue Streak- Hygrade Motor Products Dixie Electric Inc D.N.S. Armature Inc Grote Industries Canada Westward Wilson Auto Electric Mevotech

fill rate of 95% and up

Dayco Canada Corp NGK Spark Plugs Canada Limited

Thank you for helping to make 2012 such an outstanding year!


CONVENTION 2013

22 [SUMMER 2013] UNI-SCOOP ©iStockphoto/Thinkstock


2013 CONVENTION

Supplier fill rate

award winners

Supplier fill rate award winners

GE Lighting

GE Nighthawk Platinum® headlights. Suddenly, 11 PM looks a lot like 11 AM.

Help your customers put 90% more light on the road with GE Nighthawk Platinum® headlights.

Make sure your customers have every advantage. With GE Nighthawk Platinum,®

the newest addition to the GE Nighthawk® family, your customers will get up to

90% more light on the road compared to GE’s standard halogen headlights.

They’ll see more of the road, and you’ll look great too.

For more information, visit gelighting.com

GE Nighthawk and GE Nighthawk Platinum are registeredtrademarks of the General Electric Company. ©2010 GE

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GE Nighthawk Platinum® headlights. Suddenly, 11 PM looks a lot like 11 AM.

Help your customers put 90% more light on the road with GE Nighthawk Platinum® headlights.

Make sure your customers have every advantage. With GE Nighthawk Platinum,®

the newest addition to the GE Nighthawk® family, your customers will get up to

90% more light on the road compared to GE’s standard halogen headlights.

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2013 CONVENTION

Some final thoughts

n Tuesday evening attendees were sent on their way at a gala dinner, which featured entertainment by Quebec’s own André-Philippe Gagnon, “the one-man hit parade.”

Gagnon is a renowned performer, particularly noted for his astounding ability to impersonate the singing voic-es of famous celebrities.

Planning for “Win As One” started in the previous autumn. “We had several goals in mind,” says Linda Donnini, Uni-Select senior director of marketing. “We wanted to bring all our customers together – installers and jobbers from across North America – we wanted to communicate the strength behind the Uni-Select Net-work, and we wanted to bring added value through the different training sessions, the trade show, and by giv-ing them opportunities to mingle and share best prac-tices with their peers.”

The event was a success on all counts, she says, and she’s backed up not only by the kinds of comments you can read in these pages, but also by the results of the con-vention survey – and by the fact that attendance was sold out at over 1300. Sixty per cent of attendees surveyed

O said that they attended for “all of the above” – for the business content, the networking opportunities, and for the supplier trade show, where they got a chance to see some of the new products and services on the market.

Mark King in particular garnered rave reviews for his personable presentation and for the inside look he pro-vided into an organization that came from behind as an ex-leader to reassert its market leadership. Some said they thought King was the best speaker they had ever heard, and the fact that he was from a different business sector provided a refreshing outlook.

Donnini says Uni-Select would like to run the event again, but no firm details have been worked out yet. One thing is certain, though: “Win As One” provided an excellent learning experience for all who attended, as well as offering a unique forum for Uni-Select’s jobber and installer customers to meet each other, network and discuss the common challenges and opportunities fac-ing everyone in the industry.

“The event exceeded all of our expectations,” Don-nini says. “This was the best convention anyone had ever seen.”

cLArence SchneIderOWner Of WSSL AutO pArtS pLuSSASKAtOOn, SASKAtcheWAn

A mix of business and pleasure is what

awaited Clarence Schneider in Las Vegas. Be-

sides memories, what he took home with him

was the need to tweak the way his business

communicates internally.

Although Schneider said he learned

plenty from sessions on outselling the compe-

tition, succession planning and financial plan-

ning, the most valuable information came from

sessions about communication and “walking a

mile in the customer’s shoes,” he said.

Communication is a big challenge, in

part because WSSL is so busy and moves at

such a fast pace. Ensuring proper communi-

cation between staff can be a challenge when

everyone is busy meeting customers’ needs

and making sure the services provided

are top-notch. At the same time, Schneider

continually monitors “the experience” from

beginning to end of an interaction.

Schneider attended the conference with

his co-owner brother Glen and both of their

wives. He said he found the business devel-

opment sessions informative and helpful in

gauging the strengths of his own business.

He plans to tweak his business practices to

improve his operations even more.

At the same time, he’s also starting to

dabble in social media marketing after learn-

ing about how he can use it at the confer-

ence. WSSL already had a website, but

now it has launched a Facebook page.

“It’s a slow process, but we’re getting

there. As Uni-Select moves ahead, we’ll

continue coming alongside doing what we

can in that area,” Schneider said. The WSSL

team continues to expand its presence in

social media.

“I thought the conference was great.

It was a good time to get away as owners

for business and pleasure in Las Vegas.

The combination of both was great. What

we learned or picked up at the conference

was great, too, with the speakers they had,”

Schneider said.

Superstar entertainer André Philippe Gagnon (second from right) with fans

ATTE

Nd

EE V

IEw

pO

INT

For more information, call or visit: 1-888-96-DENSO • www.densoautoparts.com©2013 DENSO Products and Services Americas, Inc. All rights reserved. First Time Fit® is a registered trademark of DENSO Products and Services Americas, Inc.

It started with a spark...but it’s our entire product line that has everybody talking.


For more information, call or visit: 1-888-96-DENSO • www.densoautoparts.com©2013 DENSO Products and Services Americas, Inc. All rights reserved. First Time Fit® is a registered trademark of DENSO Products and Services Americas, Inc.

It started with a spark...but it’s our entire product line that has everybody talking.

http://www.densoautoparts.com


Lack of communication between manufactur-ers and garages is one of the biggest pet peeves of shop owners, and unless the indus-

try takes steps to fix that gap, it will continue to have issues with returned parts and unhappy customers.

During a panel held at the Global Automotive After-market Symposium (GAAS), entitled “What Shops Re-ally Need,” three garage owners tackled the hefty topic of identifying what they need to run their businesses effectively. The symposium took place May 21-22 at the Hyatt Regency O’Hare in Chicago.

According to Dave Walter, owner of Kehoe Automo-tive Center, Inc., open lines of communication are es-sential, but uncommon so far. Communication has to come from both the manufacturers and the garages, he said, but of significant importance is that manufactur-ers are willing to listen carefully and actually respond to shop owners’ concerns.

“It’s absolutely non-existent for the most part,” Walter said.

Every shop owner has different needs, but there are a few consistent requirements across the board. Those

MaRkEt REpoRt

what DO shOps really neeD?

GLOBAL AUTOMOTIVE AFTERMARKET SYMPOSIUM TARGETS PAIN POINTS


requirements have changed over the last three years because of industry upheavals, said Bob Shanahan, owner of DuPage Tire & Auto Center, Inc.

“If there is a concern or problem, we want to know it’s not falling on deaf ears,” Shanahan said. What Shana-han wants to ensure manufacturers know is that custom-ers don’t walk into a shop asking for a specific branded part. Today, a customer enters a shop with a problem that needs to be solved. And it’s up to the shop to solve that problem with quality parts.

Getting quality parts can be a problem at times, he said. Although some manufacturers provide up-to-date catalogues with good information and photos of each part, Shanahan said it’s all too common to find confusing catalogues. Frequently, technicians have to order sev-eral similar parts because they can’t determine which is the correct part. Then the part may be returned un-used as “defective” if the box gets beat up, even though there’s nothing wrong with the part.

Sub-quality parts are also frequently a problem, Sha-nahan said. He noted concern that manufacturers are frequently aware of poor parts, but sell them anyway. No matter whether it’s an installation error or a defec-tive part, though, it’s the garage that gets the blame and risks losing customers.

Walter noted he has a similar problem. “The main thing I run into is they always seem to think we want the cheapest, and that’s not the case. We want something that’s going to work,” Walter said. The goal is to do the job right the first time.

Manufacturers dislike returns. So do garages. The way to reduce them is through good communication and better cataloguing, Shanahan said. “I think cataloguing is a huge issue that needs to be addressed,” he said.

According to John Vallely, owner of McLean Auto Re-pair, having a tracking method that identifies why we are

returning a part could benefit the shop, the jobber and the manufac-turer. Often there is a return due to a part that simply does not fit or is improperly catalogued and yet gets put back on the shelf for the next guy to sort out.

“This results in an expense and aggravation for everyone that touches that part,” Vallely said. “If its fit, form and function appear different, but it’s a correct replacement, there needs to be some method of commu-nication to the end user, especially when a special instal-lation procedure or precaution correlates to that part.”

Vallely noted that when shops experience repeat fail-ures inside of a particular product line, they will gen-erally seek a new or more reliable source. The failures may have been a simple mis-installation because of spe-cial circumstances resulting from an improved design.

“We literally need to partner with our suppliers and manufacturers to build those relationships in order to streamline communications regarding their product lines; particularly those products that are experiencing prob-lematic or repeat failures,” Vallely said. “Bottom line is that whether there is a warranty on that part or not, we are at risk of losing a customer when we have to do the repair again, and that reflects negatively on our professionalism.”

Vallely said that over the past few years, McLean Auto Repair doubled its repair warranty from 12 months/12,000 miles to 24 months/24,000 miles, but the shop experienced a very small increase in its rate of warranty and would have likely covered those failures anyway. Most failures or warranties the garage hon-oured occurred within the first few days to six months of a component being in service. McLean plans to update to a 36-month/36,000-mile warranty to reflect that in the next couple of months. Vallely believes it will help re-tain customer confidence in his shop.

The first criterion when ordering a part is that it’s a good part, Walter said. The second is it has to be avail-able. Only then if there’s comparable quality and avail-ability does price factor in, he said.

Such issues can create significant problems for ga-rages. When garages select parts, they become ad-vocates for those parts, and when they fail, it’s not the manufacturers or suppliers that take the blame.

Walter said there is a group of garages working with manufacturers to try to fix the problem, but if nobody wants to make changes, the issues will never go away.

MaRkEt REpoRt

Panelists (l to r) Bob Shanahan,

Dave Walter and John Vallely

Panel moderator Bill Moss


With over 27,000 individual parts available for more than 1,800 models of automobile at any given time, Beck/Arn-ley has built its reputation on sourcing high-quality parts from around the world for foreign makes and models. The company sources parts within seven overall modules, and it is something the company has been incredibly success-ful at, giving it a unique advantage in the marketplace.

“It’s the way that we source our parts. We have over 400 active vendors worldwide that we deal with. What makes us different from other companies is how we source, and it’s called application-specific sourcing,” says Sandy Norris, director of marketing at Beck/Arnley.

Rather than use an individual vendor for all parts of a particular type, Beck/Arnley sources parts by year, make and model, Norris explains. It’s a process that has worked well for the company, and customers know they are get-ting parts that meet or exceed the original fit, she says.

“We always have the technician in mind and how we can make their job easier. We try to lead the market in OE replacement,” Norris says.

Beck/Arnley breaks its product lines down into seven modules – engine parts and filtration, clutch and driveline, brake and chassis, cooling, electrical, engine management and OE quality fluids. The OE quality fluids product category is the latest addition, and the company goes out of its way to match the fluids used by the original manufacturers.

“How our process works is it starts first with an OE sample. When we identify a new OE part number or a change in an OE part number, we’ll bring in a sample

and do an analysis on that part to identify the key differ-ences, changes, updates, materials, etc. and the design of that part,” says Bob Anderson, vice president of product management at Beck/Arnley, in describing the company’s rigorous application-specific sourcing process.

Then the process turns into finding the best source for that part and ensuring it meets Beck/Arnley’s qual-ity expectations. According to Anderson, if a part isn’t OE, then it’s as close as possible – with quality on par or better than the original.

For technicians, the parts testing means fewer cus-tomers returning with the same problems, Anderson says. Additionally, Beck/Arnley tries to make it as sim-ple as possible for garages to purchase everything they need for a repair in a pre-configured kit. For instance, if a fuel pump needs to be replaced, then Beck/Arnley aims to provide not just the pump, but also the pre-pump strainer and filters required for the job. The goal is to make it as simple for the technicians as possible.

“We’re constantly doing research to either update our listings or to identify new parts that will be com-ing into the marketplace from a repair or maintenance standpoint,” Anderson says. “It’s a pretty labour-inten-sive process but it’s one that works well for making sure that we’ve got good product in the box for the customer.”

To ensure it can match parts, Beck/Arnley maintains an extensive library of OE automotive parts from around the globe. It’s one of the many reasons why Beck/Arnley has made a name for itself over the last century.

“We have a very high brand recognition among technicians. We’ve been around for almost 100 years, so it’s a very well-known brand and a very well-known name in the industry for imports,” Norris says.

gRowth oppoRtUnitiES

SOURCING FOR QUALITYAPPLICATION-SPECIFIC SOURCING BRINGS BECK/ARNLEY CUSTOMERS THE BEST PART FOR THE JOB

O nly one year shy of its centennial celebration, Beck/Arnley has worked with manufac-turers of automotive aftermarket parts for European and Asian vehicles for decades,

providing customers with OE quality or better parts in an increasingly competitive market.

By ChRiS talBot

30 [SUMMER 2013] UNI-SCOOP UNI-SCOOP [SUMMER 2013] 31

MeChaNIxWearFaStFItGlOve

With improved contours for a better fit,

the FastFit Glove from Mechanix Wear

is the tool for everyday jobs. The glove

incorporates a Clarino Synthetic Leather

palm, stretch panels between the fingers,

two-way stretch Spandex padded back

increases protection. A new taller cuff has

been added to provide for additional pro-

tection and a more secure fit.

MechanixWearwww.mechanix.com

valvOlINeMOtOrOIldelIverS100PerCeNteNGINePrOteCtION

Valvoline, a brand of Ashland Inc.,

announced the wide-scale availability

of NextGen motor oil. The new

formula is made from 50 per cent recycled

oil and delivers 100 per cent Valvoline

engine protection. NextGen motor oil is

great for engines and better for the envi-

ronment, exceeding industry specifica-

tions with reduced environmental impact

compared to non-recycled motor oil.

valvolinewww.valvoline.com

pRodUCtS

CrCMaSSaIrFlOWSeNSOrCleaNer,thrOttleBOdy/aIr-INtakeCleaNertWINPaCk

CRC Mass Air Flow Sensor Cleaner &

Throttle Body/Air-Intake Cleaner Twin-

pack are single-use cleaners that give

just the right amount of product needed

to remove gum and varnish from throttle

valves, throttle body, sensors, rubber O-

rings and painted parts for easier starting

and smoother engine performance.

CrCwww.crc-canada.ca

3MFUelSySteMtUNe-UPkIt

The 3M Fuel System Tune-Up Kit is

formulated to provide a professional

fuel system cleaning to improve vehicle

performance using a simple, three-step

process. As easy to perform as an oil

change and without the need

of special tools.

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MeChaNIxWear0.5OrIGINalGlOve

When you need the tactile control

of bare hands while still wearing gloves,

get the Original 0.5. The Original 0.5

features a supple 0.5 mm synthetic leather

palm, fingertips and thumb, allowing for

superior feel and pinpoint precision.

Non-lined, four-way stretch spandex finger

gussets and thumb panel and stretch Lycra

finger panels provide ultimate flexibility.

MechanixWearwww.mechanix.com

deNSOFIrSttIMeFItOxyGeNSeNSOrS

Denso First Time Fit Oxygen Sensors

are designed to meet the increasing

demands of today’s engines. Made of the

highest quality materials, they are manu-

factured to the strictest OE standards and

subjected to rigorous safety and perfor-

mance tests. All Denso Oxygen Sensors

are checked for high temperature signal

output, air tightness, continuity and heat

resistance for optimal efficiency.

densowww.densoaftermarket.com

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SataMINIjet1000k

SATA minijet 1000 K is the perfect pres-

sure feed spray gun. It is light-weight,

comfortable in the hand, and has a wide

range of nozzle sizes for most viscosity

paints. It has a perfectly shaped fan that

allows you to paint anything from small

parts and pieces to cabinets, tables,

spindles and especially stripes and

graphics on motorhomes and trailers. A

must have for any woodworking shop or

fleet painter.

Satawww.sata.com

SataMINIjet1000h

The SATA minijet 1000 H is the same

gun as the new SATA minijet 1000K.

Versatile for cabinets, tables, spindles

and especially stripes and graphics on

motorhomes and trailers. But it has an

adapter to be used to connect the gun

to a disposable RPS cup. This makes a

perfect siphon gun for touching up or

doing smaller batches than the pressure

feed model.

Satawww.sata.com

SCOttGlaSStOWelS

SCOTT Glass Towels offer proprietary ab-

sorbent UCTAD technology, use no bind-

ers or glues in basesheet and are ideal

for cleaning glass, windows, windshields

and mirrors.

SCOttwww.scottproshoptowels.com

3MBONdOMetalFIll

Bondo Metal Fill Single is meant for a

one-time use to repair dents, patch holes

and leaks and restore chips quickly and

easily. It is specially formulated with

metallic aluminum flakes to produce a

metal-like finished appearance.

3Mwww.3M.com

SPeCtraPreMIUMFUelPUMPaSSeMBly

Spectra Premium offers extensive model

coverage on Fuel Pump Assemblies

designed to OE fit, form and function. The

product comes with all applicable instal-

lation hardware. Engineered & tested

in Canada, this product is 100 per cent

performance tested for voltage, amper-

age, resistance, pressure and volume to

guarantee performance and quality.

SpectraPremiumwww.spectrapremium.com

SCOttPrOShOPtOWelS

SCOTT PRO Strength towels are designed

to be three-times stronger when wet than

Original SCOTT Shop Towels. They are

ideal for cleaning up grease, grime and

solvents and for such heavy-duty tasks as

cleaning greasy tools and parts, absorb-

ing oil and grease spills and applying

solvents and fluids.

SCOttwww.scottproshoptowels.com

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CrCINdUStrIeSOFFerSFUelSySteM,COMBUStIONChaMBerCleaNer

CRC Industries’ Complete Fuel

System & Combustion Chamber Cleaner

cleans fuel system components, includ-

ing the combustion chamber.

CrCIndustrieswww.crcindustries.com/auto/automotive

MeGUIar’StIre&trIMGel

This 32 oz. Tire & Trim Gel from Meguiar’s

Inc. provides a deep satin black look to a

vehicle’s tires. Its non-streaking, thick

consistency offers no runs or drips.

Meguiar’sInc.www.meguiars.com

MeGUIar’SrINSeFreeexPreSSWaSh

This one gallon Rinse Free Express Wash

from Meguiar’s Inc. cleans all exterior

vehicle surfaces with no need for rinsing.

It is a non-scratch, non-streak formulation

that wipes off easily and is biodegradable.

Meguiar’sInc.www.meguiars.com


www.spectrapremium.com

THE COMPLETE REPAIR increasing vehicle efficiency, while reducing fuel system contamination

more info

DETERIORATIOn Of THE fuEL TAnk AnD fILLER nECk LEADs TO:• Premature fuel pump failure• Fuel filter and injector clogging• Clogging of the fuel pump strainer• Damage to the electrical wiring

• Erratic fuel level indicator• Illumination of check engine warning light

A High Quality Corrosion Resistant Spectra Premium Fuel Tank

A High Quality Corrosion Resistant Spectra Premium Filler Neck

A High Quality Spectra Premium Fuel Pump Assembly

A High Quality Spectra Premium Fuel Tank Straps2

4

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wEB ColUMn

STARTER KITS

Kit Includes:2 ea. DA Micro�ber Cutting Discs - DMC62 ea DA Micro�ber Finishing Discs - DMF6Backing Plate - S6BPDA Micro�ber Correction Compound 16oz.DA Micro�ber Finishing Wax 16oz.Free Meguiar’s Black Apron

©Meguiar’s Inc. Irvine, CA meguiars.com meguiarsonline.com 800.347.5700

Get our App Bulletin

Recent research shows that 97% of consumers (all types) now search for local businesses online. Your business IS local... Do you still think that whether

people talk or hear about you online doesn’t impact your business? 72% of people say that they will trust online re-views just as they would personal recommendations. Still think that the web has no impact on your business? 52% of people confirm that they have more chances of using a local business if they’ve seen positive reviews about it.

Now if you think that because your organization is most-ly business-to-business focused, these facts don’t apply to you, you are absolutely wrong. The web and social media have become the norm in doing business all around. In fact, 47% of B2B businesses are heavily involved on the web while 96% have tapped into it at least in some ways!

Follow the three basic yet winning SOLOMO princi-ples and make the most of your presence online!

SOGet/Be SOCIAL! In the previous issues of Uni-Scoop, I mentioned how networking has evolved over the last few years and how much of it is happening online. I also explained how you should tap into a few key online so-cial platforms that are sure to help you drive business should you choose to explore them and adopt the SO-cial principle. A business can never turn its back on building and maintaining its reputation...if not to gain new business, at least to preserve the one you have!

LOYou have to think LOCAL! The nature of your business dictates that very principle! Think about it this way: if someone is looking for any kind of product or ser-vice, they will always start by looking for alterna-tives that are close by. They will only expand their search if they can’t find anything in proximity. So you will definitely want to make sure 1) that they find you and 2) that you will have built enough of a credible online reputation to inspire trust and influ-ence their buying decision in your favor.

MOOnline doesn’t mean much today if you don’t adapt to MOBILE! Look around you and count the number of people that don’t have a smart phone! The Google searches, Facebook, Twitter, LinkedIn... people con-nect on their phones! Mobile has taken over the tradi-tional computer because it is much more accessible! So make sure that you have a mobile version of your website and that it is focused on the essentials that your customers want to know!

It’s time to embrace the changes the market imposes on us. When you think of what you can do next to en-hance your business, always keep in mind these three winning principles: SOcial, LOcal, MObile!

ByaIdaBeNzakOUrdIreCtOrOFCOMMUNICatIONS,

UNI-SeleCtCaNada

The SOLOMO Principle!

Source: www.forbes.com/sites/capitalonespark/2013/04/16/your-business-needs-to-get-social-local-and-mobile-fast/

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http://www.forbes.com/sites/capitalonespark/2013/04/16/your-business-needs-to-get-social-local-and-mobile-fast/


STARTER KITS

Kit Includes:2 ea. DA Micro�ber Cutting Discs - DMC62 ea DA Micro�ber Finishing Discs - DMF6Backing Plate - S6BPDA Micro�ber Correction Compound 16oz.DA Micro�ber Finishing Wax 16oz.Free Meguiar’s Black Apron

©Meguiar’s Inc. Irvine, CA meguiars.com meguiarsonline.com 800.347.5700

Get our App Bulletin

www.meguairs.com

www.meguairsonline.com

WELOVE

ENGINES!

wixfilters.com

wixfi lters.com

Who doesn’t love what an engine can do, and where it can take us? That’s why WIX® builds

fi lters that protect this precious machine – fi lters that capture 45% more dirt and last 30%

longer. Visit our Facebook page or scan the QR code to watch all sorts of customers tell

stories about their passion for engines.

12111-1 WX Dog ad_UniScoop.indd 1 4/18/13 2:53 PM

www.wixfilters.com

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UNI-Scoop Summer 2013