Four Cornerstones of Success

Jack Bennett, retired Head Basketball Coach of the University of Wisconsin at Stevens Pt. recently made several insightful remarks regarding success at the ETI ToolTech in Carefree, AZ.

In business, as in sports and life, we deal with two things:
Prosperity, success, good times. This is when we need to remember where we came from and stay level-headed. If you win, stay humble.
But we must also deal with failure and disappointment. Then you must maintain your ability to stay focused and confident. It is character that is most important and the values you choose to live by. If you lose, don't lose heart.

His four cornerstones of success are:
1 - Humility: know who you are, know what your are good at and what you're not so good at. Remember Paul's words in his letter to the Corinthians, "when I am weak, then I am strong". Learn from mistakes.
2 - Passion - Someone who genuinely loves what they are doing will stick with it through good and bad. Passion is in short supply in some instances around this business.
3 - Perseverance - This is a close cousin to Passion. Perseverance is the ability to be resilient, to be knocked down 7 times and get up 8. Success is not always about pure ability and talent. Sometimes it's about being good from the neck up. Don't quit when the going gets tough.
4 - Courage: Do what's right, not necessarily what's popular. Leaders inspire because of their principles. Do what's right and what's best. Make everyone around you better.

His presentation was brief, but his words are long-lasting. Hope they inspire you to be a better person, and a greater success in whatever you endeavor.

ETI - Tool Tech

A week in Carefree, AZ.
I recently returned from a few days in Carefree, AZ, where the Equipment & Tool Institute held their ToolTech 2008, a conference that brings together many premier US tool manufacturers with car companies and other interested parties to discuss current and future tool needs for the automotive world. People from Ford, GM, Toyota, Mazda, Honda, ISN, Medco, SPX, Snap-on Tools, and Bosch were there. Also companies like Nupla, JS Steelman, ALLDATA, Cardone, Hennessy, Autoland, and Drew Technologies attended. Overall there were 130 attendees, representing more than 70 companies.

ETI organized a panel of OE representatives to give us their view on upcoming tool trends. Ford, GM, Honda, Mercedes, Suzuki, and Toyota were represented.

Diesel Testing: They all see an increased need for diesel testing tools in the future. 17% of Ford F-series trucks will have diesel engines. GM expects hybrids to account for 10% of their total vehicle portfolio within the next 1-3 years. Honda will expand their small vehicle line over the next couple ofyears. They have launched several diesel engines in Europe, and we should see them in the US within the next 3 years. Mercedes is moving into the hybrid market. Suzuki currently has diesel in other parts of the world, not the U.S. Toyota admits they are a couple of years out from U.S. diesel products. They are currently committed to hybrids - 3 Lexus, 3 Toyota brands. They intend to increase the offering, though there is still a price penalty. Their research in plug-in hybrid technology is on-going.

Scan Tools and Diagnostic - traditional v. non-traditional requirements for scan/diagnostic tools
Suzuki - Anti-theft systems are getting more sophisticated,they feel scan tools will be needed for these systems.
Toyota - virtually every system will be accessible to scan tools, and they foresee as many as 50 scan codes per vehicle, even for something simple like the outside mirrors. The Toyota rep said, "if they can find a way to computerize the makeup mirror, they will."
Mercedes - They are looking for one simplistic tool that does one specific diagnosis very well.
Ford - Sees a lot of systems migrating towards communications systems, with modules and module programming more prevalent.
GM - GM is looking at the mass and fuel economy in new vehicles. They are investigating lighter materials to create less dense vehicles. This will have an impact on fuel economy, but also on noise reduction and road harshness. With hybrids, they continue to see the heat from Li-Ion batteries generating the biggest challenges.You can expect a need for future serviceability of high heat areas or battery cooling systems. Also see a need for diagnostic tools for the back-up sensing technology.

Finally - on the dealership level - many see a need for tool inventory and tool storage controls. There is a need to make the tools more accessible during the work day, so work can be done efficiently. But they still recognize that many tools come up missing during the course of a year.

Over the 3 day event, I spoke with quite a variety of people, including car company representatives, tool company representatives, tool & equipment distributors, and Dan Brass (see photo above. That's him in the blue shirt). While many commented on the general malaise of the economy, most reported they are having a good year. People are reaching out, looking for new markets, and they are finding them. It's encouraging to hear this, because I think the more people hear how bad business is, the more they are going to agree. Instead, I think we should focus on the positive things that are happening in our industry.

Many tool companies are in the final stages of bringing new products to market. Some plan to launch them at the ISN show in June, others are launching them through the mobile distributors, over the next few months. No matter how they're getting to market, its's encouraging to see the continued efforts to grow their businesses.

New products continue to drive a lot of our sales efforts. Reach out to your manufacturer/supplier/distributor and find out what's new and different. There's probably more than you realize.

ALLDATA

Recently, ALLDATA hosted a first class media day in the Sacramento area to celebrate their 70,000 customer. It was an interesting day. They shared the history of the company, the current state of the business, and a vision for their future.
A couple of comments from their key executive team that I found interesting:

"ALLDATA: Our name is our mission"
They claim they were first to market with electronic information.
They also claim they were first to market with a software only version, and a web version.
They support the Right to Repair act.


Here are just a few ALLDATA Factoids we gleaned from the event:

They signed their 70,000 customer on April 2, 2008.
They produce over 1 million pages of OEM data annually
They have processed over 1 million customer feedback entries from 1986 - 2007
They have over 200 contributors to their product content, including editors, technicians, and data processors.

Same or Different

What is the difference between one restaurant and another? They'll both serve eggs and home fries in the morning, and burgers and salads at lunch. One of the best ways to differentiate yourself from your competitors is to associate your BRAND NAME with QUALITY. Quality is described as something your customers get from you, that is associated with your product or services, and they see provides a value to them.

Read this month's entire Point of View below, for my take on Same or Different?

This is the time of year when many tool manufacturers spend their weekends talking to an important segment of their business, the mobile tool distributors. I was walking one of the shows recently with a relative newcomer to the business.
He lowered his voice and whispered to me, “Why do shop owners let more than one tool truck stop at their shops during a week?”
I looked at him uncomprehendingly. “What do you mean?”
“I mean, I’ve been coming to these shows and I see all the same people (suppliers) here as the other shows, they just wear a different color shirt. It seems like there should just be one mobile tool distributor per shop.”
“Blasphemer!” I thought to myself. But then, the more I thought about it, I had to ask myself the question and answer it honestly.

It’s common knowledge that many small and large manufacturers supply products to the four mobile distributors under the private brand umbrella. Though each of the mobiles are primary manufacturers of some portion of their product line, the majority of their tools and equipment are sourced from other manufacturers. Some manufacturers sell to one or two of them, but many sell to all four. In some cases, they’ll sell just a small portion of their line to the mobiles, in others, the mobiles will take on a majority of the product line. To further complicate the scenario, the manufacturers also sell to the tool and equipment warehouses across the country. Most of the time, the manufacturers provide the exact same tool to all their customers, the only difference being the 3 P’s of Private Branding: Packaging, Product mix, and Pricing. Occasionally you will find a temporarily exclusive product at one or the other of the mobiles, this is rarely the case with the brick and mortar WDs.

So, back to the original question, “why do shop owners let more than one tool truck stop at their shops during the week?”

For the same reason you have more than one loyal customer. Just as the professional technician associates a quality tool with a certain brand, your customers have come to associate good, quality work with your brand, your company, your people. Don’t you offer the same services and repairs that a similar shop in town can do? Are your prices higher or lower? Aren’t you using the same tools and equipment to diagnose and repair vehicles? If that’s the case, you are no different than the mobile distributors. You just happen to have four walls and a roof around your business instead of sheet metal and tires.

People like to have choices. They like to believe there’s a special reason to choose one tool over another. They don’t want to believe that a screwdriver from Sears could be the same as a screwdriver from Mac Tools or Matco or Snap-on or Cornwell Tools. A purchasing thought process might go like this: “The handle is different. It feels more comfortable. The blade lengths are different. One has a lifetime warranty, one has a 5 year warranty. These are not the same. One is better than the other. That’s why I have to make the right choice.”

Each of the mobile distributors started with just three things: an idea of bringing tools to the individual technician, a product or products they were known for, and their brand name. They began with regional strength and grew nationally and internationally. The important thing to realize is how these four major tool distributors have come to differentiate themselves to their customers. You can learn from their success.

1 – Differentiation begins at the top. As the owner or leader of your shop, you need to set the course for your people. Develop a business philosophy and instill it in all your employees. After you have developed your philosophy for the business, be sure to think about and write out a business plan, with your philosophy as the guiding principle. You need to write a plan that has measurable goals. Know where and how you want to grow your business. Once you have done this, share the information with your people. It is important that they understand what you want to accomplish and how you expect to accomplish it so they can be a part of your success.

2 – Differentiation is carried out by your people. It can be as simple as wearing the same uniform to work every day, delivering a service on-time and as promised, or as complex as you care to make it. But as the leader, you must be sure your people understand and are passionate about what they are providing your customers when they come to work at your shop. They need to understand why you believe all auto repairs in your town should be handled by your shop. I would also recommend you ask your people why they want to work at your shop. This should provide an insight into why they think your shop is better than the rest, and can help you in future planning.

3 – Differentiation must be apparent and provide a value to your customers. Product differentiation is worthless if no one can tell you’re different. It’s equally worthless if the difference between you and a competitor doesn’t matter to your customer. With the right amount and type of differentiation, you can realize your potential for success and maximize your profitability.

Another way to look at your business is with the “3 P’s of Private Brand”. Apply the 3 P’s to your shop:

Packaging: Is your shop clean and tidy? Is the waiting area well-lit and clean? Are you and your technicians in uniforms? Do you wear name badges? Does your advertising tell your story? All these are your packaging.

Product Mix: Are you providing the right product for your customer mix? Are you a specialist (imports, domestic, underhood, brake and front end) or are you a generalist? Product mix is important. Having the right product mix is half the battle of success.

Price: Do you charge a fair price for the work performed? You don’t have to be the cheapest for your customers to know the value of your work. You don’t have to be the most expensive either.

The 3 P’s are part of what makes your shop different from any other in the area. They are a reflection of you and your leadership. Be sure you and your staff are comfortable with them

Why do shop owners let more than one tool truck stop at their shop? Because they know their technicians rely on their tools and equipment to operate efficiently, effectively, and profitably. And, just like your customers prefer some shops over others, each technician has his or her own brand preference when it comes to using professional tools and equipment.