"You don't get paid for the hour. You get paid for the value you bring to the hour" - jim rohm
So, what is value, and how does one create it? Shops pay more for premier paint lines when, technically, the budget brands also work in their base function of applying color because of the service and color-matching capabilities. Investing in top-of-the-line equipment for the quality of the finished product and the company’s support. Value means something different to everyone; for most repair facilities, value is returned monetarily. So, do your costs match your value?
One of the phrases tossed around in this industry to the point that it is almost laughable is “industry standard.” Merriam-Webster currently does not provide a definition for this phrase, and unfortunately appraisers don’t seem to have one either. When you look at the various shops, technicians, and shop owners across the industry, the gaps are wide in on-site equipment, shop capabilities, training provided, and repair quality, so what is the standard? Somewhere between good and bad? Is average the adjective you want to describe the repair done to your vehicle after an accident, knowing your family will return to that vehicle again and count on it to keep them safe? This is where the first line of value should be created in your shop: the repair quality. There are three pillars to a proper and high-quality repair:
Pillar 01 | Research
A well-written repair plan creates the roadmap that will be used to restore the vehicle to as near pre-loss condition as possible. Using the guidelines set forth by the vehicle’s manufacturer and the materials used in the process, no creative liberties should be taken when engineers put their pen to paper. From torque specs to required inspections, this holistic approach to repairs creates maximum protections for the person performing the repair, the shop housing the repair, and the customer returning the vehicle to daily use and relying on the repair to hold in case of another accident.
Pillar 02 | Equipment
No matter the experience your team has or the skills they possess, there is no way to cheat being underequipped. Suppose your spot welder is not rated for certain steels, and the manufacturer does not provide a secondary option for installing these panels. In that case, your facility has no business performing the repairs. Sometimes, the best thing you can do for a customer is tell them you cannot complete the repairs to their luxury car. Another thing to remember when purchasing equipment is that the most cost-effective may not be the most valuable equipment to put into your shop.
Pillar 03 | Collision Engineers
The days of the collision repair trade belonging to those unable or unwilling to pursue a college degree are over. Repairing modern vehicles calls for something different altogether; they call for Collision Engineers. Today’s technicians need to be able to read technical manuals, use sophisticated equipment, plan repairs, and assess damage based on various factors.
Creating Value fOR eMPLOYEES
These three pillars must work together to provide quality repair to your customers. Getting the first two pillars of a quality repair going for your shop is relatively easy, but the third may be more difficult as the technician shortage is well documented. This is the second area where your shop should create value; for your employees. Creating value for your employees is pivotal to ensuring a motivated, skilled, and satisfied workforce. By prioritizing their well-being, growth, and job satisfaction, auto body shop owners can foster an environment that encourages productivity, innovation, and overall success. By providing your team with proper equipment and offering regular training opportunities, you can demonstrate your commitment to their growth.
Invest in workshops, certifications, and courses that help them enhance their technical skills and keep up with industry trends. When employees progress their skills and knowledge, acknowledging their hard work and dedication goes a long way in building a positive work culture. Recognize their achievements, whether big or small, through verbal praise, awards, or employee appreciation events. Feeling valued boosts morale and encourages employees to put in their best effort. However, helping them maintain a healthy work-life balance is more important than recognizing their achievements by offering flexible scheduling options, reasonable workloads, and occasional time off. Employees who feel their personal lives are respected tend to be more focused and engaged at work.
Open and transparent communication is critical to any successful workplace, whether it is a disciplinary meeting or setting expectations for a specific job. Regularly update your employees about company goals, changes, and growth opportunities. Encourage feedback and actively listen to their suggestions or concerns. Feeling heard helps employees feel invested in the company’s success. Fair and competitive compensation is fundamental to creating value.
Ensure that your employees are compensated adequately for their skills and experience. Consider providing incentives, bonuses, or profit-sharing programs to reward their contributions to the shop’s success. Finally, it gives a clear path for career advancement within the shop. Offer opportunities for employees to take on more responsibilities, lead projects, or move into supervisory roles. Demonstrating a commitment to their professional growth encourages long-term loyalty. Be sure to contribute to their long-term well-being by offering medical insurance and retirement packages when possible. Benefits are becoming simple to set up and go a long way to attract additional talent to your shop!
Creating Value For Your Community
The final area a successful business creates value is in its community. When creating a marketing plan it is important to think about the distinction between marketing and sales. If your shop is constantly asking for work while providing nothing in return it is more likely to go unnoticed. The better route forward is to get involved! Engaging with the local community offers invaluable benefits to small businesses. It fosters trust and loyalty among local customers as businesses become recognizable and relatable fixtures within the community. This can lead to repeat business and positive word-of-mouth recommendations, enhancing the business’s reputation. Collaborative partnerships with community organizations and events showcase the business’s commitment to social responsibility and open avenues for networking and partnerships. Active participation in local initiatives can also create a sense of pride among employees and business owners, knowing they contribute positively to the community’s growth.
By creating engaging social media content, a collision repair shop can effectively connect with its audience and showcase its expertise. Visual storytelling should take center stage, with common misconceptions, and offer tips for navigating the repair process. Customer testimonials and success stories can humanize the business and build trust, while behind-the-scenes glimpses of skilled technicians in action add authenticity. Interactive content like polls, quizzes, or Q&A sessions can encourage audience participation and knowledge-sharing. Regular updates about community involvement, such as sponsorships or safety workshops, display the shop’s commitment beyond its services.
Blending informative, interactive, and relatable elements allows a collision repair shop to grow a loyal online following and position itself as a go-to authority in the field. By doing this and following it up by practicing what you preach online, you can create a customer base that trusts you during a trying time and is eager to hire you.
