With hands stained in blood, an Ohio highway patrolman welcomed me to the collision industry seven years ago. “If the insurance company doesn’t believe you, tell them to call me,” he said, showing the palms of his hands. I had just waxed a deer at 70 mph and he had the gruesome task of pulling the carcass off the highway.
I was a public relations lackey returning to Cleveland following a three-day assignment. A flash of brown, a few high-pitched, confused profanities and, in an instant, I was planted in the grass median separating north and southbound traffic. The right corner of my fender was a disaster; my right side lighting was gone; the smashed in grill was, well, let’s just say it contained pieces and parts from the other victim. In short, my SUV was a mess.
Fortunately I worked on an account for a paint manufacturer that supplied products to collision repair facilities. They hooked me up with a reputable shop and before long my vehicle was back in business. As a consumer that moment has been my only encounter with a collision repair shop, although business has taken me into bodyshops many times.
I’m not unlike most drivers. I don’t make a habit of smacking into deer, or playing bumper cars on the way to work. According to estimates from the AAA Foundation for Traffic Safety, a driver who has been on the road for 20 years will have crashed an average of 1.2 times. After 40 years that average increases to 2.3. Therefore the opportunities for you, shop owners, to meet me, the average consumer, are limited. You only have one chance to gain my approval, and if you fail, I’ll find another shop the next time I do-si-do with a doe, or get dinged by a shopping cart at the local grocer. My first impression of you and the collision industry must be a good one. It’s vital that my experience ends on a positive note if you want my repeat business or my referrals.
By now you’re probably asking, “Who is this guy preaching to me?” As of this month, I am the new Editor-In-Chief of ABRN. Longtime editor Russell Thrall has moved on to focus on other ventures, such as his weekly online publication CollisionWeek. He’s also been named as the I-CAR Education Foundation’s new manager of technical services, and we’re sure he’ll do well. And from time to time don’t be surprised if his name pops up in these pages.
I’m not the typical consumer portrayed in the above scenario. My most recent post was as senior editor for our award-winning sister publication Aftermarket Business, which focuses on automotive parts distribution. Previous to that I spent time at the aforementioned agency unsuccessfully dodging wildlife and handling public relations projects.
So why the bio? This is my chance to make that first impression with you. I’ve already come face-to-face with many of you during industry conferences and events over the past six months, but I’m a firm believer in relationship building and that starts here. I’ll be calling you from time to time to find out if we’re doing a good job. And feel free to contact me. Getting to know the people you do business with and talk to every day is vital.
The same approach works in shops. I’m fortunate in that I’ll meet you more than once through editorials, phone calls or at industry events. How many of your customers will come back? Statistically speaking, you’ll see them one or two times in their lifetimes as a result of accidents. You’re more likely to meet their friends or family members—referred to you following a collision. So do existing customers walk out your door happy, or do they just walk out your door? Try asking. That first impression can be your lifeline to new business.
